Who Will Be Next, Ted?

[B.O.B.]

Song was created to burn cash fast! It was a flop from the word go. The cost of painting 757's, adding an IFE, changing jetbridge logos and terminal signs, creating a new uniform for flight attendants and other things on top of all that. This all cost BIG BUCKS for Delta. They had been wanting to file BK for a couple of years prior and had too much cash on hand to do it. This is why Song was created and it got the job done. The job of putting DL right into BK!

 

[HPearlyretiree]

Song is what happens when you have starry eyed marketing folks who think they can do what has failed at all the other airlines. No amount of ultra hip marketing and cool slogans and intense out of the box research and marketing can change the fact that an airline within an airline doesn't work. They should have named it Bong, because someone at DL was smoking something.

 

[Vikedog64]

...actually HP, you're pretty wrong. Delta is becoming Song. So really, Song isn't going away, but you can either say Delta is going away or becoming Song...

Song has always been a test product for DAL. The bottom line is that DAL has one chance at fixing this mess. From what I understand from a company memo is that Along with the current Song a/c, we will retrofit up to 58 more to be used in markets over 1700 miles with all the Song goodies(IFE, meals, etc.) Will we fix it? Hell yes because we have no choice. Song was a problem with pax connecting from overseas and with FF's.

 

[US1YFARE]

Perhaps UA wil scrap TED and buy US to be their LCC domestic carrier arm and leave the international flying to UA.

 

[HPearlyretiree]

Test product? Gee what nice spin for a failure that anyone outside of the marketing group predicted.

If its a test product, do you really think Delta had the $$$ to blow on some hip new age marketeers trying to create a buzz and a flash out of nothing?

It failed, history repeats itself, especially in economics.

 

[Vikedog64]

Test product? Gee what nice spin for a failure that anyone outside of the marketing group predicted.

If its a test product, do you really think Delta had the $$$ to blow on some hip new age marketeers trying to create a buzz and a flash out of nothing?

It failed, history repeats itself, especially in economics.

All I can say is just watch and see. If it is successful, your merger with USAirways may seem like a dumb idea...

 

[B.O.B.]

All I can say is just watch and see. If it is successful, your merger with USAirways may seem like a dumb idea...

At least they will out of BK and the product will not fail!

 

[flyhigh]

HP...why do you keep on this theory that it failed when it clearly is the platform Delta will adopt? The reason that it will only be domestic long haul is because the dom. short haul is primarily MD-80's that for certain engineering reasons can't have the IFE systems on-board. Plus...under 1700 miles...is it the problem. Might be better to have XM for that like airtran.

As for int'l service...it is being upgraded:

"Additionally, as part of its efforts to reconfigure aircraft, Delta plans to update the interiors of its entire international fleet to make the travel experience more comfortable for international customers. This includes a refreshed BusinessElite product and the introduction of Delta’s improved domestic coach-class cabin on international routes."

http://news.delta.com/article_display.cfm?article_id=9913

...so, given all that, I think it's fair to say that Delta is doing more than any other carrier to truly change itself. They found a winning product in Song and now have the opportunity (time and money) to expand it across the rest of the fleet. Clearly not a failure by Song (also note that Song's president will be overseeing the implementation for the most part in her new role as VP - Consumer Mktg. Smart move by Delta as this helps maintain the leadership that has made Song sucessful.

This is a pretty bold step by a carrier that rarely does anything you would consider bold.

 

[corl737]

I may be wrong .... 🙂

I believe the days of Inflight Entertainment systems (IFE) are fading. With the continuing advancements in portable personal media devices -- both in price and available content -- why would I want to bet my entire amusement that the 5" screen two feet from my face will actually be working when I get on board. Then, if it is working, will there actually be anything I want to watch?

Nope, the end is in sight for the $5/flight (or even free) IFE systems. Apple's newest iPod will provide nearly as much as even the most advanced IFE system. (LiveTV's only real purpose is if you need up-to-the-second news to keep abreast of how much money you're losing on that recently purchased airline stock!). The iPod will hold hours of video programs that I want to watch including the latest run ABC/disney programming or maybe even my own home videos, thousands of songs that I selected so I know I'll like, audiobooks, photographs, plus podcasts of any number of programs I choose to listen to. And best of all when I'm off the airplane my 6-ounce iPod is still available for use during that wait in the terminal for my connecting flight!

In the end, IFE may become a costly maintenance headache for the airlines. Perhaps there's a chance of reducing costs by going wirless to the seat backs thus reducing the wiring costs but you still have power issues to deal with. Maybe there's a reason the acronym for Inflight Entertainment (IFE) is pronounced "iffy"?

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No, I'm not a paid spokesman for Apple, I just play one on the forum! 😀

 

[ngneer]

I have to agree with Corl's assessment of IFE. Besides the new video ipod, personal DVD players can be purchased for less than $100 and you can even buy videos and movies for your kids that play on their Gameboy Advance or Nintendo DS. As even more choices become available and prices continue to decline, fewer people will care about airline-provided IFE.

 

[RowUnderDCA]

I agree..... if the carrier must, it can provide some hand helds for rent or even purchase on the aircraft and/or in the terminal. But, I don't see any point in installing a maintenance headache and weight penalty in the aircraft.

 

[flyhigh]

While your points are valid, I think it does show Delta's trying to differentiate itself from two things:
- its past
- competitors

Personally, I think adding internet access would be the best option...especially if you could add wireless...just my thought.

 

[Deleted by Moderator]

Internet is the best option! United is adding wireless internet to all their planes. I believe the install date is slated to be complete by the end of 2006.

 

[WorldTraveler]

good comments from post 24 down. However, I do not own any portable entertainment devices but did surprisingly spend half of a recent Song transcon flight using their IFE. I suspect I'm not entirely alone.

Vikedog,
part of the problem for Song also was that it was a one size product for given markets. There are few markets that justify the same aircraft size year around, esp. to/from Florida. With the addition of IFE to some 738s and 763s, there will be the ability to right size the airplane to the market and time of year. And yes, the international Biz passengers will get a corresponding domestic product to their transatlantic product.

 

[ngneer]

However, I do not own any portable entertainment devices but did surprisingly spend half of a recent Song transcon flight using their IFE. I suspect I'm not entirely alone.

No doubt. But the question isn't whether people use the IFE when they get on board, but rather how many people choose Song (or any other airline) because of its IFE. Is IFE really worth the cost and complexity?

I think the comments about providing internet access are on the mark. Internet access and power ports might be worth the cost to install and maintain since they are features attractive to business travelers who pay premium dollars. Seatback TVs are probably of more interest to lower-fare paying leisure travelers with their kids. How much money do you want to invest chasing after the folks who pay the least?