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18 SIA Annual Report 04/05
Operating Review
Inflight Entertainment
In June 2004, SIA's award-winning
inflight entertainment system,
KrisWorld, became even bigger and
better with double the movie and CD
selections, more audio categories, more
of the latest popular TV programmes,
and a wide selection of interactive
games. With these new entertainment
options, customers have over 400
entertainment choices available to
them inflight.
In July 2004, the Airline introduced
another innovative first: Berlitz World
Traveler, on KrisWorld. SIA is the first
airline in the world to introduce this
interactive language learning
programme. It was made available on
SIA's ultra-long range A340-500 fleet,
offering five languages; English, French,
Italian, Japanese and Mandarin. The
new language learning service is
designed to equip customers with a
practical grasp of foreign languages
through the use of key words and
phrases. The service will be introduced
progressively to other aircraft offering
audio and video on demand capability
in the coming months.
In December 2004, a consumer
research study was conducted on the
video gaming preferences of its young
customers. The Airline invited a number
of its young customers to trial and
provide feedback on more than 100
inflight video games. From their
feedback, a new suite of inflight video
games will be selected and launched
in mid 2005. Conducting consumer-
based research is a common approach
adopted by SIA to ensure that new
products meet or exceed customers'
expectations.
In February 2005, the Airline
launched an enhanced Live News Text
product on the A340-500 fleet. The
improved product features a wider
range of news and information,
ranging from international to sports
news, as well as a more user-friendly
interface. With this product, customers
are able to keep abreast of global
developments through real-time news
updates from more than 100 news
sources, as well as weather updates
for over 50 international cities. SIA will
progressively launch this product on
the rest of its fleet in coming months.
Food and Beverage
SIA's meticulous attention to detail
and commitment to excellence also
applies to the food and beverage
served on flights. SIA is the first airline
in the world to exclusively serve second
growth Bordeaux wines from its French
selection in First Class. First introduced
on European flights in mid-2004, it is
now available in First Class on all
services. The Airline's panel of wine
experts, Steven Spurrier from the UK,
Anthony Dias Blue from USA and
Michael Hill-Smith from Australia,
ensure that only the best wines are
served. With about $20 million spent
on wine purchases each year, the
Airline boasts a wine cellar that is both
exceptional and diverse.
Aircraft Collectibles
In March 2005, SIA together with
Nickelodeon introduced the exclusive
SpongeBob SquarePants inflight toys
on all SIA flights. Young travellers are
given one of the seven exclusively
created SpongeBob SquarePants
collectibles to keep them entertained
during their journey.
KrisFlyer
During the year, the KrisFlyer programme
was enhanced. Several tie-ups with new
partners in the banking, hospitality and
telecommunications industries were
introduced.
In May 2004, KrisFlyer entered into
a regional partnership with HSBC's
credit-card holders in select Asian
countries to convert their credit card
rewards points to SIA's KrisFlyer
frequent flyer miles. In October 2004,
PT Bank Internasional Indonesia (BII)
and SIA collaborated to offer BII's
Gold and Platinum credit card holders
the opportunity to convert their Bonus
Rupiah into KrisFlyer Miles to be
redeemed for free flights. This
collaboration is a first for the Airline
in Indonesia.