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16 SIA Annual Report 04/05
Operating Review
PRODUCT AND SERVICE
DEVELOPMENT
On The Ground
Silver Kris Lounges
In Singapore, a larger and more well
appointed Silver Kris First Class Lounge
opened its doors in October 2004.
The new lounge seats around 170
customers. First Class customers now
have a new Business Centre that offers,
among other facilities, more internet-
ready computers and ethernet ports.
With the launch of the Renowned
Restaurants of Singapore promotion
featuring gourmet delights from
celebrated Singaporean restaurants,
First Class customers have been able
to experience tastes of some of
Singapore's finest restaurants at the
Silver Kris Lounge.
Wireless internet access was also
made available in all Silver Kris Lounges
worldwide during the year in review.
Internet Booking and Check-in
In November 2004, SIA introduced an
enhanced internet check-in facility that
allows customers to check-in online.
This service is available at most SIA
stations. More recently in March 2005,
SIA launched seat selection for
Economy Class bookings on the
internet through which customers can
select their desired seat. This service is
available on all SIA operated flights
except for those between Singapore
and Kuala Lumpur.
Mobile Services
The year in review also saw the Airline
enhance its suite of Mobile Services.
In August 2004, SIA launched a SMS
check-in service. This service will
progressively be made available in all
SIA stations. The suite of Mobile
Services is part of SIA's continuing
drive to provide customers with the
best and most convenient pre-flight
experience.
In The Air
Executive Economy Class
With the entry into service of the Airbus
A340-500 aircraft on ultra-long range
routes between Singapore and the
USA, customers were introduced to a
new Executive Economy Class.
Designed in a very spacious 2-3-2
configuration, Executive Economy
offers the industry's widest economy
class seats at 51cm, with an expanded
seat pitch of 94cm. The seats also
come with a larger 23cm personal
monitor and laptop power supply. The
A340-500 travel experience also comes
with specially-designed inflight
passenger corners in both Raffles and
Executive Economy cabins, for
customers to stretch their legs and
help themselves to snacks and non-
alcoholic beverages.
Mobile Connectivity
In March 2005, SIA became the first
airline in the region to introduce
Connexion by Boeing, providing
customers with real-time, high-speed
and secure broadband internet
connectivity inflight. With this service,
customers with wireless-enabled
laptops can stay connected to the
internet, send and receive email, and
access their corporate networks as if
on ground. In addition to internet
connectivity, SIA will be the first
international airline to beam live TV
channels onboard. Live TV will be
available for viewing via customers'
laptops from third quarter 2005; then
later, via the personal inflight
entertainment system in all cabins.