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Singapore Airlines Limited (Abbreviation: '''SIA'''; , abbreviated 新航; ; ) () is the 2007 . Singapore Airlines has built up a strong 2007 The airline has diversified into various markets including Ground Handling , aviation engineering, air Catering , and Travel Tour Marketing . Its wholly owned subsidiary, Silkair , manages regional flights to secondary cities with smaller capacity requirements, particularly those in Southeast Asia , China and India . Strong growth potential in Air Freight operations prompted the setting up of a separate subsidiary, Singapore Airlines Cargo , which leased the entire freighter fleet from SIA and manages the cargo holds in all existing SIA aircraft. The airline also responded to the threats posed by the Low-cost Sector by taking a 49% stake in Tiger Airways . Collectively, the Singapore Airlines Group (including SilkAir and Singapore Airlines Cargo) is the world's largest carrier by market capitalization, having overtaken Southwest Airlines in 2006/7,5 and ranks amongst the top 15 carriers worldwide in terms of Revenue Passenger Kilometre s6. In addition, it is the 8th Largest Airline In Asia and ranked 6th in the world in terms of international passengers carried.7 HISTORY Early history (VR-SCD), the first aircraft type operated by Malayan Airways, the forerunner of Singapore Airlines]] Singapore Airlines began with the incorporation of Malayan Airways Limited (MAL) on 12 October 1937 , by the Ocean Steamship Company of Liverpool, the Straits Steamship Company of Singapore and Imperial Airways . The airline's first flight was a chartered flight from the British Straits Settlement of Singapore to Kuala Lumpur on 2 April 1947 using an Airspeed Consul twin-engined airplane8. Regular weekly scheduled flights quickly followed from Singapore to Kuala Lumpur, Ipoh and Penang from 1 May 1947 with the same aircraft type9. The airline continued to expand during the rest of the 1940s and 1950s, as other British Commonwealth airlines (such as BOAC and Qantas Empire Airways ) provided technical assistance, as well as assistance in joining IATA . By 1955, Malayan Airways' fleet had grown to include a large number of Douglas DC-3 s, and went Public in 1957. Other aircraft operated in the first two decades included the Douglas DC-4 Skymaster , the Vickers Viscount , the Lockheed L-1049 Super Constellation , the Bristol Britannia , the De Havilland Comet 4 and the Fokker F27 . When Malaya , Singapore , Sabah and Sarawak formed the Federation Of Malaysia in 1963, the airline's name was changed, from "Malayan Airways" to "Malaysian Airlines" (though still abbreviated to MAS). MAS also took over Borneo Airways. In 1966, following Singapore's separation from the federation, the airline's name was changed again, to Malaysia-Singapore Airlines (MSA). The next year saw a rapid expansion in the airline's fleet and route, including the purchase of MSA's first Boeing aircraft, the Boeing 707 s, as well the completion of a new high-rise headquarters in Singapore. Boeing 737 s were added to the fleet soon after. MSA ceased operations in 1972, when political disagreements between Singapore and Malaysia resulted in the formation of two entities: Singapore Airlines and Malaysia Airline System .1011 Singapore Airlines kept all 10 of MSA's Boeing 707s and 737s, retained the international routes out of Singapore as well as the existing corporate headquarters in the city. Female flight attendants continued to wear the '' Sarong Kebaya '' dress, which was first introduced in 1968. A local startup Advertising company, Batey Ads was given the right to market the airline, eventually selecting the sarong kebaya-clad air stewardesses as an icon for the airline and calling them the Singapore Girl . Modern history freighter (9V-BFN) at Zurich Airport in 1979. The aircraft was delivered on 20 November 1972 , and was SIA's ninth Boeing 707 aircraft.]] (9V-SPC), dubbed ''Megatop'', at Auckland International Airport . The ''Megatop'' is the flagship of the airline since 1989 until the introduction of the Airbus A380 in October 2007]] Singapore Airlines saw rapid growth during the 1970s, adding many cities in the Indian Subcontinent and Asia to its 22-city network, and adding Boeing 747 s to its fleet. The 1980s saw the addition of the United States , Canada , and many European cities to the airline's route map, with Madrid becoming the first Hispanic city to be served by Singapore Airlines. The Boeing 747-400 s were introduced into the Singapore Airlines fleet in 1989 with the monicker ''Megatop'', and were later complemented by Boeing 777 s, Airbus A310 s and Airbus A340 s. Services were extended to southern Africa in the 1990s, when the airline began flights to Johannesburg in South Africa . The South African network would eventually be expanded to include the cities of Cape Town and Durban . In 2004, Singapore Airlines began non-stop trans-Pacific flights from Singapore to Los Angeles and Newark , utilising the Airbus A340-500 (dubbed ''Leadership'' by the airline). These flights marked the first non-stop air services between Singapore and the USA . The Singapore to Newark flight set a record, which it still holds, as the longest scheduled commercial flight, with a flying time of approximately 18 hours between Singapore and Newark and 20 hours on the reverse route. On 2001 . In April 2004 , the airline announced that the airline will launch A380 service on flights between Singapore and Sydney, and Singapore to London, thereby creating the first A380 service on the ''Kangaroo Route''.http://www.a380.singaporeair.com/news_pr_20050427.html Singapore Airlines - First To Fly The A380] In January 2005, the airline unveiled the slogan "First to fly the A380 - experience the difference in 2006", to promote itself as the world's first airline to take delivery of the 2005 ) with the first delivery now slated for November 2006, well after the peak northern hemisphere summer travel season. The announcement was met with fury by SIA's CEO , Chew Choon Seng, who threatened to sue Airbus 12. He further stated that SIA will be turning its attention to Boeing instead, since it would be receiving the Boeing 777-300ER before the A380. Nevertheless, SIA has indicated that this would not affect its promotional campaign. In February 2006, the first A380 in full Singapore Airlines livery was flown to Singapore, where it was displayed at Asian Aerospace 2006. On June 14 , 2006 , Singapore Airlines placed an initial order for the Boeing 787 as part of its future aircraft expansion. The order consisted of 20 787-9s and rights for 20 more. This order came one day after Airbus announced that the A380 superjumbo would be delayed by another 6 months. Upon completion of a review of the A380 program on 2006 ) The largest delay yet, it pushed the first delivery of a single A380 aircraft to Singapore Airlines in October 2007. At a Cabinet meeting on February 22 , 2006 , the Australian government decided not to grant Fifth Freedom rights to Singapore Airlines on flights from Australia to the United States . Singapore Airlines had argued that transpacific flights from Australia suffered from under-capacity, leading to limited competition and relatively high air fares. On August 16 2007 , the airline announced that the first Airbus A380 aircraft will be received on 15 October 2007 and be entered into service on 25 October 2007 with a flight between Singapore and Sydney (flight number SQ380)13. The airline plans to use this first aircraft, in a 471-seat configuration, on its London – Singapore – Sydney (the Kangaroo Route ) service. Incidents and accidents There has been one accident involving passenger fatalities on Singapore Airlines.
;Other non-fatal incidents
CORPORATE MANAGEMENT Singapore Airlines is the parent airline company of the Singapore Airlines Group of companies14, the later of which is a Subsidiary of the Singapore Government investment and Holding Company , Temasek Holdings 15. The Singapore government has regularly stressed its non-involvement in the management of the company, a point emphasised by Minister Mentor Lee Kuan Yew when he declared that the aviation hub status of Singapore Changi Airport will be defended, even at the cost of SIA.16 However, he was personally involved in defusing tensions between the company and its pilots,17 warned the airline to cut costs,18 and made public his advice to the airline to divest from its Subsidiary Companies .19 Still, independent research typically rates the airline as practicing sound Corporate Governance policies in accordance with national regulations.20 Structure See Also: Singapore Airlines subsidiaries Singapore Airlines has diversified over the years in related industries and sectors, including Ground Handling , aircraft leasing, aviation engineering, air Catering , and Tour Operations . It has also restructured itself by hiving off operational units as fully-owned subsidiaries to maintain its core business as a premium passenger airline. The Singapore Airlines Group comprised of 25 subsidiary companies, 32 associated companies, and two joint venture companies in the finanial year ending 31 March 2007 . It divested completely from two associated companies, namely Asia Leasing Limited and Mid-East Airport Services, where it previously held 21% and 41.6% respectively. It also sold all its equity share of 35.5% in a joint venture, Singapore Aircraft Leasing Enterprise , to the Bank Of China for US$980m on 15 December 2006 {Link without Title} Some major companies in Singapore Airlines Group include: Suggestions to divest its two biggest subsidiaries, SIA Engineering Company and Singapore Airport Terminal Services , has stretched back several years21, in particular when Minister Mentor Lee Kuan Yew voiced his opinion that the airline should divest the two listed companies to focus on its core business in December 200522. The company has yet to react in kind, however, although it did evaluate this possibility23. Operational investments The airline has attempted to invest in other airlines in a bid to expand beyond its Singapore base, although the results are often financially negative. In 1989, it went into a tripatite alliance with Delta Air Lines and Swissair in 1989, but terminated their partnership in 1999 after divesting their minority shareholdings in each other's company. The airline purchased 25% of Air New Zealand in 2000. However following the near collapse of Air New Zealand the New Zealand Government bought into the airline to rescue it from bankruptcy, reducing Singapore Airlines' stake to 4.5%. This was subsequently sold in October 2004 at a substaintial loss. SIA bought a 49% stake in Tiger Airways with a 49% stake, in partnership with Indigo Partners LLC, the investment firm founded by Bill Franke , (24%); Irelandia Investments Limited, the private investment arm of Tony Ryan and his family, (16%); and Temasek Holdings Pte Ltd (11%). On 2007 ) On 2 September 2007 , the airline concluded its purchase of a 15.7% stake in China Eastern, with Temasek Holdings holding another 8.3% in the Chinese airline25. The deal will see China Eastern's parent company, China Eastern Holdings, shareholding drop to 51% from 59.7%, and give SIA the right to nominate two members on China Eastern's management board26. The deal, worth 7.2 billion Hong Kong Dollar s, will involve SIA buying 1.24 billion shares at 3.8 Hong Kong dollars a share, evoking a major rally in China Eastern's shares which rose 83.91% to hit 6.86 Hong Kong dollars a day after the announcement of the deal27. Financial performance SERVICES See Also: Singapore Airlines awards and accolades Singapore Airlines have received numerous awards and accolades for the standard of service it provides. The airline has won Airline of the Year 2007 in the World Airline Awards by Skytrax . Service innovation SIA's in-flight entertainment system, KrisWorld , was introduced in 1977 and is now offered to passengers in all classes with over 600 entertainment options. Using the Wisemen 3000 hardware and Dolby digital personal cinema headphones for economy class, and active noise cancelling headphones for Raffles and first class, they include at least 100 movies, 80 TV shows, Nintendo games, 200 CDs, audio channels, flight cameras, flight statistics, destination info and traveller guides, and live TV channels. Since 2001, all entertainment options are available on demand to all classes with options to pause, forward, and rewind them. In 2005, SIA was one of the earliest to introduce high-speed, in-flight Internet service in March by installing the Connexion By Boeing system and became the first airline in the world to offer live international television broadcasts using the same system in June. 28 In the same month, free language lessons became available, with 22 languages offered.29 In December 2005, the airline offered free live news feeds it called "Live Text News" via its KrisWorld entertainment system.30 First and business class passengers on some flights are offered the "Book the Cook" service where more extensive meal choices may be selected.31 32 Uniform and branding , are heavily marketed as the airline's icon.]] See Also: Singapore Girl The Singapore Airlines branding and publicity efforts has revolved primarily around its flight crew, 33 in contrast to most other airlines who tend to emphasize on aircraft or services in general. In particular, the nurturing of the female air stewardesses as the Singapore Girl has been widely successful, and is a common feature in most of the airline's advertisements and publications. The branding strategy aims to build a sense of mythical aura around the Singapore Girl, and portray her as representative of Asian hospitality and grace. As part of efforts to build up the Singapore Girl icon, the airline runs a rigorous training programs for cabin and flight crew to ensure the SIA brand experience is delivered. The airline's repute, and the resulting prestige of the job has allowed it to be highly selective during its recruitment process as it receives numerous applicants locally and around the region. Dressed in a version of the Malay '' Sarong Kebaya '' designed by Pierre Balmain in 1968,34 the uniform of the Singapore Girl has remained largely unchanged. The male steward, in contrast, wears relatively sober light blue business jackets and grey trousers. In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes, in light of safety reviews after the Singapore Airlines Flight 006 crash where stewardesses complained of missing sandals. Although a successful marketing image for the airline, it has also invoked criticisms for its sexist portrayal of women as subservient to male customers. Most feminist groups also contend that its reference is outdated, which sparks debates that most Singaporean women today are modern and independent. 35 On 9 January 2007 , the airline announced its intentions to tender out its existing advertising contract with Batey Ads , the Singaporean company, headed by founder Ian Batey, who is responsible for building up the Singapore Girl brand name and its partner since 1972. 36 The image of the Singapore Girl will still remain, although SIA will now focus on advertising and promoting its modern fleet and technology instead. On 16 April 2007 , the airline appointed New York -based advertising agent TBWA\ to handle its advertising for the airline, beating two other shortlisted candidates, namely DDB and Publicis . This contract is worth S$ 50 million per year over the following five years, making it the agent's largest win since it started operations in Asia in the late 1990s. The company provided no details about the three firms' bids, though its spokesperson Stephen Forshaw said they will start the new branding campaign "as early as there is a practicable opportunity". This change in advertising agency will not affect SIA's buying media agency, which is presently MEC . 37 Frequent flyer programme See Also: KrisFlyer KrisFlyer is the Frequent Flyer Programme of Singapore Airlines and its subsidiary SilkAir, with benefits extending to partner airlines including other Star Alliance members and Virgin Atlantic .38 It has six levels of membership, consisting of three KrisFlyer levels39 (KrisFlyer, KrisFlyer Elite Silver, KrisFlyer Elite Gold) and three PPS Club levels4041 (PPS Club, Solitaire PPS Club and Solitaire PPS Club Life). Cabins Singapore Airlines announced a major upgrade to its cabin and inflight service on 17 October 2006 , 42 its first major overhaul in a decade and costing the airline about S$ 570 million. 43 Initially planned for its Airbus A380-800 's introduction into service in 2006, and subsequently on the Boeing 777-300ER , the postponement of the first A380-800 delivery meant it had to be introduced with the launch of the first Boeing 777-300ER with the airline on 5 December 2006 between Singapore and Paris. 44 There are currently no plans to introduce the service to the existing SIA fleet. Nine Boeing 777-300ERs being operated by the airline offer the upgraded cabin services to Paris, Hong Kong, Milan, Barcelona, Seoul, San Francisco, Zurich, Frankfurt, Taipei and Los Angeles but passengers have to pay a slightly higher fare. New services include Givenchy -designed bedding amenities in all classes. New tableware and linen designed by Givenchy are also part of the new product. A new class of luxury seating, called Singapore Airlines Suites, will replace First Class aboard the Airbus A380 when it enters service in October 2007. The details of this new class have yet to be released to the public. First class There are three variations of the - 10-17 Business class Formerly known as Raffles Class, there are three variations of Business Class Cabin . Traditional business class seats known as "Ultimo Plus", which do not convert into beds, are offered on all Boeing 777-200 (excluding the 777-200ER), and 777-300 aircraft in a 2-3-2 configuration. The Spacebed seats are available on Airbus 340-500 services, Boeing 777-200ER services, and Boeing 747 services between Singapore, Europe, Australia, New Zealand, Hong Kong, and the United States. The Spacebed seats are twenty-seven inches (68.5 centimetres) wide and seventy-two inches (183 centimetres) long and converts to an angled flat bed. They have a retractable 10.4 inch (26.4 centimetre) personal television, Dolby headphones with surround sound, and adjustable headrests. The airline claims the Spacebed is the largest in its class, although Virgin Atlantic , an airline of which SIA owns 49%, makes the same claim. Virgin Atlantic - Upper Class As the Spacebeds are angled, they are considered inferior to full-flat beds Singapore Airlines Skytrax [http://www.flatseats.com/Product/news-SIA-290507.htm], Skytrax offered by some of its competitors, and has caused discomfort to some passengers who complain of sliding down the bed during sleep. On new Boeing 777-300ER aircraft, a fully-flat bed is offered as part of new cabin refurbishments in a 1-2-1 configuration. The same product will be offered on the Airbus A380 when it begins services in October, 2007. The new seat features a 15.4 inch personal television offering over 1000 entertainment options on demand and built-in office software. The new seats are leather and include an in-seat laptop power supply and personal stowage space. A height-adjustable table, a mirror, and a coat hook are also available for business class passengers. Singapore Airlines Redesigned Business Class , Singapore Airlines, Retrieved on 2006 - 10-17 Executive economy class - 05-06 Economy class to Tokyo .]] All Economy Class seats have PTVs on every seat offering KrisWorld, the airline's inflight entertainment system. All seats have Footrest s, an adjustable headrest, side-flap "ears" with a reclining seat to a certain angle. Bassinet s are available in the front section in the cabin. Economy class passengers receive a pair of socks and a dental kit on all night flights and long haul flights.45 The new Economy class seats on Boeing 777-300ER aircraft have a 19 inch wide seat as well as more knee room and legroom with an improved adjustable headrest. The new seats offers a personal reading light, a coat hook, a Spectacle compartment, mirror, and an inflight handset. In-seat laptop supply is provided on every seat and a 10.6 inch PTV for inflight entertainment is offered.46 In-flight entertainment Singapore Airlines announced that 2006
DESTINATIONS See Also: Singapore Airlines destinations Singapore Airlines flies to 64 destinations in 35 countries on five continents from its primary hub in Singapore. It has a particularly strong presence in the Southeast Asia n region, which together with its subsidiary SilkAir, connects Singapore with more international destinations in the region than any other Southeast Asian airline. Beyond the immediate region, the airline has a key role in the important Kangaroo Route . It flew 11.0% of all international traffic into and out of Australia in the year ended June 2006, second only to Qantas , for a total of 2,324,530 passengers and accounting for 65% of the market on that segment.48 While the airline does not maintain sizeable hubs elsewhere, it has taken advantage of liberal bilateral aviation agreements between Singapore and Thailand, and with the United Arab Emirates, to offer more onward connections from Bangkok and Dubai respectively. On 1 September 2005 , for example, it launched six-times weekly flights between Bangkok and Tokyo . China and India are major markets for the airline and has fueled much of its growth in recent years, with flights to Beijing were increased to 3 times daily from 1 June 2005 , and flights to Bangalore increased to daily. Singapore Airlines is the leading carrier between India & California. It discontinued flying to Pakistan due to "security problems" in Karachi since 10 May 2002 , but after a recent visit by the Prime Minister Of Pakistan Shaukat Aziz to Singapore, the airline reopened the route with a three times weekly service to Karachi and Lahore from 1 February 2006 . The airline's strengths have also invited protectionist measures to keep it out of key foreign markets. In particular, it has been unsuccessful in gaining access on the transatlantic routes between London-Heathrow and the United States, and on the transpacific routes from Australia to the United States. The airline protested when Cathay Pacific was allowed on the transatlantic route in 2003.49 The Australian authorities deferred decisions to allow the airline on the route to the United States from Australia50 Singapore Airlines has stated that it wants to dramatically expand service to Canada and establish a North America hub in , retrieved 7 April 2007 Codeshare agreements Singapore Airlines has Codeshare Agreements 51 with its fully-owned subsidiary SilkAir , Virgin Atlantic Airways in which it owns a 49% stake, Malaysian Airlines and Royal Brunei Airlines , where it codeshares on selected regional routes, and with Star Alliance member airlines, which it became a member of in April 200052. In 2005, the airline increased codeshare flights to New Zealand with Air New Zealand , and increased the frequency of flights to destinations in India and Australia . EgyptAir announced codesharing with Singapore Airlines on SIA's thrice weekly Cairo - Dubai - Singapore - Sydney route. On August 15 2005 , Virgin Atlantic , which flies the Kangaroo route between Australia and the United Kingdom via Hong Kong , denied it was in talks with part owner Singapore Airlines about extending its code sharing arrangements from Singapore to Sydney . Virgin Atlantic , 49% owned by Singapore Airlines, began flying between Sydney and the United Kingdom via Hong Kong in December. The London-Heathrow to Hong Kong route is generally doing well but not the Hong Kong-Sydney sector, Virgin Atlantic claims that the Sydney route is now making a profit, and are looking at increasing their frequency from 7 to 14 flights per week in 12 to 18 months. |
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