Tag: indigo

Vistara and Indigo

Earlier today the Air Traffic Controller of Bangalore tweeted that Air Vistara had a 100% on time performance in Bangalore.

My immediate reaction was that this was because Air Vistara is positioned as a premium service, and hence their schedule is more “sparse” and has greater “slack”. That, I mentioned, has a direct consequence on their on-time performance.

The Directorate General of Civil Aviation puts out monthly reports on the performance of airlines in India. The data they dispense is very interesting, but the format is horrible. It’s a PDF embedded into a 20th century web page. If you can parse the above link there are a number of insights to be gleaned.

Firstly, a full 63% of flight delays in India (for the month of June) have been classified as “reactionary” (not cutting and pasting the image here because I don’t want to desecrate this blog by putting a pie chart on it). This is what airport announcers term as “delay caused due to delay in incoming aircraft”.

In other words, what happens is that airlines try to over-optimise their schedules too much leaving little slack between two consecutive flights for a particular aircraft. And so any delay in any flight cascades through the length of the day for that particular aircraft. My hypothesis (haven’t found data to back this up) is that Vistara has a more relaxed schedule than other airlines and hence has better on-time performance.

It is also pertinent to mention that Vistara has a much lower passenger load factor compared to other airlines. The average Vistara flight in June was only about 60% full, comfortably putting it in last place. Perhaps the premium pricing hasn’t been attracting the kind of passengers as hoped for. Or they’re not marketing well to the right kind of people.

The other airline which merits mention here is Indigo, which seems to be literally running away with the market. Not only is it comfortably number 1 with a consistent 37% market share, it also has the lowest proportion of cancelled flights, a pretty high passenger load factor (86%) and better on-time performance than any of the other large airlines.

Airlines is an industry where there are significant positive feedbacks – if you are on time, not only do more people want to fly you but you can also have a more efficient schedule. And so forth. And there are definite economies of scale in maintenance and schedule density and so forth. Indigo is taking advantage of all of those.

It may not be a particularly profitable industry, but the airline industry is surely interesting to watch!

Differential levels of service

On Wednesday I had to send a package to Mumbai by courier. I walked over to the nearby DTDC office and was told that I had two options – i could pay Rs. 85 for “standard courier” or Rs. 180 for “next day guaranteed delivery”.  I asked the guy at the counter when the courier would be “cleared” (i.e. leave the booking office) and he said “this evening”. Assuming that courier gets sent by flight, it would reach Mumbai the next day, so it made me wonder what would take a courier longer to  reach.

I’m reminded of this famous story of HP (or was it Xerox? Or Epson?) adding an additional component to their printer to slow it down so that they could sell it as an “economy model”. The problem with offering differential levels of service in what is essentially the same product is that you know that the service provider has an incentive to willfully offer mediocre service when you go for the cheaper option.

Let us get back to courier, and assume that it is theoretically possible for DTDC to deliver my courier to Mumbai in a day. Suppose they start delivering most “standard” (Rs. 85) packages the following day, then people will have no incentive to go for the “premium” (Rs. 180) service! Because a “premium” service exists, they actually have an incentive to provide poor service for the “standard” package.

It is a similar case with Indigo’s “fast check in” counter at airports. For Rs. 200 you can skip the lines in the airport and go to a special “fast check in” counter. There is the same conflict of interest there – if the regular check in counters were efficient and there were no long lines, there would be no incentive for anyone to go to the “fast check in” counter. So if Indigo has revenue targets for the fast check in counter, it makes sense for them to make the regular check in more inefficient and create longer lines.

Coming back to DTDC, how is the market likely to react to their premium service? Let’s say that I’m someone who regularly sends couriers (but not regularly enough for me to have a deal with DTDC). I’ve been using the “standard” package so far. Most of my letters arrive in Mumbai the next day but a small number (let’s say 10%) take two days to arrive. Now, DTDC introduces the premium package, but I continue using the standard package. What do I see now? Rather than 90% of the letters arriving the next day, only 10% do, and 90% take longer (in line with DTDC’s revised incentives). It is likely that I’ll either start using the premium service or I’ll move to another operator.

The ostensible reason for DTDC introducing an “overnight guaranteed” courier service is easy to see – earlier, 90% of the packages were arriving in a day, and now they guarantee that it is 100%. The problem, however, is that the company will soon want to target increased sales of this “premium” service, and so will start taking steps to prevent the “standard” service from “cannibalizing” the premium sales.

Indigo’s Food Policy

My last few flights on Indigo Airlines have not been pleasant, at least from a food perspective. It is said about the airline that they put a great amount of thought into each of their processes, but while it might have been working earlier (I used to positively prefer Indigo’s food experience a while back) of late it doesn’t seem to be doing too well.

Firstly, I don’t have a problem with the food itself. I most definitely prefer Indigo’s cold sandwiches and Real Activ fruit juice to the reheated omelette/pulao that Jet Airways serves. It is much lighter on the stomach and feels healthier, and doesn’t give you that usual bad aftertaste of “airline food”. I also understand that it makes sense from the company’s perspective, since the lack of hot food reduces their cost of serving it and also makes the plane easier to clean.

The problem, however, is with the process. Firstly, Indigo has these “corporate program customers” (I’ve never understood how to get into one of these), whose meal is pre-paid. So you have stewardesses walking around with printouts to know who is eligible for a free meal. I’ve also noticed some kind of priority in terms of service – that the corporate program customers are served before others (which is logical, since they’ve already paid), which disrupts the flow.

Then there is the problem of cash management. For whatever reasons the price points are not in multiples of 50 (sandwiches cost Rs. 170, fruit juice Rs. 70), so change management (!!) is a huge problem. While they have credit card machines they don’t work uniformly, and end up causing further delays.

The biggest issue, however, is the choice! For probably good reason Indigo serves a variety of meals, enough variety that the menu runs up to a full page in their in flight “retail therapy magazine”. There are two problems that result from this – firstly, there is a problem of inventory. When you offer so much choice, how much of each type do you carry? I know there must be some science going into how many packets of ready-to-make Uppit they carry and how many chicken sandwiches. However, on days when I’m (unfortunately from a food perspective) seated in the vicinity of Row 14 or Row 30, it is reasonably unlikely that I don’t end up getting my preferred choice.

The second problem with the variety in food is the time lost in decision-making. “Give me a chicken sandwich. Oh, it isn’t there? Then give me biryani! Oh, but that’s a Ramen kind of thing? No I don’t want that. Give me cashew nuts. Not pepper flavour, give me chilli”. The amount of time it takes for a passenger on Indigo to decide on what to eat is significantly more than the corresponding time it takes for a passenger in a so-called full-service carrier (veg/non-veg). Again, it doesn’t help (from this perspective), that an Indigo flight operates with four stewards, as opposed to six in a “full-service” carrier of the same size.

Overall, it makes the entire process of ordering for, paying and getting a meal rather unpleasant for significant proportions of passengers. My solution to this would be two-fold. Firstly, include the cost of the meal in every ticket. The current cost of an Indigo meal is Rs. 240 (170 for sandwich, 70 for juice). With economies of scale (everyone ordering a meal) I’m sure this can be brought down to about Rs. 200. When I’m paying Rs. 5000 for a flight, I wouldn’t mind the extra Rs. 200. I may not eat (note that half the time I fly Jet I don’t eat), but the point here is that given the brand Indigo has built I may not change my decision on flying Indigo because it costs Rs. 200 more.

The second idea is to drastically reduce the choice. Yes,  I know that might end up pissing off some customers who have their own favourites from the Indigo menu (mine is spinach-corn-cheese sandwich) but it makes the logistics much easier to handle. Imagine having just two choices of sandwich and two choices of juice (and no more, maybe less) and you think of how much quicker the service will get then. Going even more drastic is also an option (this is something Jetlite used to do in 2008, and I’ve noticed the same with Turkish Airline’s low-cost brand Anadolujet). Give absolutely no choice and just deposit one sandwich and one can of juice on every single tray-table. They could even.

The point of this post is that uncertainty hurts, and sometimes even those that it is intended to benefit. The choice in the Indigo menu is meant to be a boon for the passengers, but it has significant costs attached – in terms of availability and timeliness.

PS: There are no good food stalls in the airport terminal (Mumbai 1B) also that one can peacefully carry on to flights. Last two times I carried muffins from Cafe Coffee Day and Cafeccino respectively and both were downright horrible. I miss Delhi’s terminal 1D and the double chocolate chip muffin at the Costa there.

The Problem with Unbundled Air Fares

Normally I would welcome a move like the recent one by the Directorate General of Civil Aviation (DGCA) that allows airlines to decrease baggage limit and allows them to charge for seat allocation. While I’m a fan of checking in early and getting in a seat towards the front of the flight (I usually don’t carry much luggage on my business trips), under normal circumstances I wouldn’t mind the extra charge as I would believe it would be offset by a corresponding decrease in the base fare.

However, I have a problem. I don’t pay for most of my flights – I charge them to my client. And this is true of all business travelers – who charge it to either their own or to some other company. And when you want to charge your air fare to someone else, one nice bundled fare makes sense. For example (especially since I charge my flights to my client) I would be embarrassed to add line items in my invoice to ask for reimbursements of the Rs. 200 I paid for an aisle seat, or the Rs. 160 I paid for the sandwich. A nice bundled fare would spare me of all such embarrassment.

Which probably explains why most airlines that primarily depend on business travelers for their business don’t unbundle their fares – that their baggage allocations remain high, that they give free food on board and they don’t charge you extra for lounge access (instead using your loyalty tier to give that to you). Business travelers, as I explained above, don’t like unbundled fares.

Which makes it intriguing that Jet Airways, which prides itself as being a “full service carrier” has decided to cut baggage limits and charge for seat allocation (they continue to not charge for food, though). Perhaps they have recognized that a large number of business travelers have already migrated to the so-called low-cost Indigo (it’s impossible for Indigo to have a 30% market share if they don’t get any business travelers at all), because of which Indian business travelers may not actually mind the unbundling.

Currently, Indigo flights have a “corporate program”, where the price of your sandwich and drink is bundled into the price of the ticket. I normally book my tickets on Cleartrip, so have never been eligible for this, but I can see why this program is popular – it prevents corporates from adding petty line items such as sandwiches to their invoices. On a similar note, I predict that soon all airlines will have a “corporate program” where the price of the allocated seat and a certain amount of baggage (over and above the standard 15kg) will be  bundled into the base price of the ticket. Now that I charge my flights to a client, I hope this happens soon.