Kuwait Airways Brochure - August 2015

Reclaiming National Pride Project Partners

Reclaiming National Pride

Implementing technological upgrades as well as an extensive rebrand, the airliner is working hard to win back its commanding market share Written by: Nye Longman Produced by: Dennis Morales

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n the face of a decline in its market share, Kuwait Airways is rolling out major changes in order to deliver a renaissance in its fortunes; it has been able to significantly reduce losses while undergoing a substantial rebrand as well as investing KWD16 million in IT infrastructure and the upgrade of its technological support.

Market Share CEO Abdullah Al-Sharhan admitted that his company’s market share was a concern for the management team but, ultimately, he remained confident. He said: “We used to have a share of about 55 percent in the Kuwaiti market but this declined to as low as 18 percent; we have now recovered to a little above 20 percent with the introduction of our new fleet with on-board

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services and new entertainment systems.

“The new personality of the airline is bringing the customers back; a lot of Kuwaitis are still very loyal to the airline, it’s just that we have to make sure we evolve steadily in order to win even more back. What we have recently completed is already having a really positive impact on our market share today.”

“We have also recently gone through a privatisation exercise and have increased our revenues by about KWD20 million during 2014: some of this has been market driven, while some has been achieved through better marketing tactics.”

In the case of this business, the numbers show that the time, money and effort invested in turning the airliner around have not been wasted. Al Sharhan said: “Financial performance has improved; we have cut our losses by 50 percent both in 2013 and 2014 and we hope to finish 2015 with a further cut. Simply, we have improved revenues while cutting costs.”

Kuwait Airways is poised to make gains once the new KAC terminal is constructed at the Kuwait International Airport in 2016, This new terminal has been allocated to the company by the Supreme Council of Aviation in Kuwait, and will be the KAC home until the ultimate T2 Terminal is built in five to six years.

Al-Sharhan said: “We have collaborated with the Civil Aviation Authority of Kuwait, and they have allocated us four gates which is

Abdullah Al-Sharhan, Kuwait Airways CEO

‘Kuwait Airways is poised to make gains once the new KAC terminal is constructed at the Kuwait International Airport in 2016’

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We Always Make You Fly High K U WA I T A I R WAY S

www.alitaliamaintenancesystems.com AMS, thanks to a strong industrial experience gained in the field, is an MRO company continuously refining its services and capabilities in order to face the dynamic challenges of commercial aerospace world.

We are proud to offer a new commercial product, AMS 360°, to increase on-wing performances and lower engine maintenance costs for airlines.

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the perfect opportunity to represent Kuwait Airways’ new personality to our customers.”

Operations Kuwait Airways has a fleet of 26 aircraft which provides a crucial link between the East and West; Al-Sharhan added that the airliner was looking to modestly expand into tourist and technology destinations to increase its international coverage. This included flights to Munich, Vienna, Istanbul, Sharm el Sheikh, Bangalore and Ahmedabad in 2015.

Using the latest modern aircraft is a simple but significant part of the company’s ongoing shakeup, Al-Sharhan said: “We are in the process of phasing in new aircraft and phasing out some old aircraft. We are phasing in A320ceo’s and

SUPPLIER PROFILE

Kuwait Airways has a fleet of 26 aircraft which provides a crucial link between East and West

ALITALIA MAINTENANCE SYSTEMS

Alitalia Maintenance Systems S.p.A. - AMS - is a leading Company in Maintenance, Repair and Overhaul Services for Engine, A.P.U., Aeronautical Components plants and Aero-derivate power plants, with over 40 years operational experience in the field. We are fully FAA, EASA , CAAC (Chinese Cert.), GCAA (U.A.E. Cert.), DGCAA (Kuwait Cert.) approved and also ISO 9001-2008 and 9110-2005 certified.

AMS is moving in the direction of tailored cost-effective solutions, that can range from leasing to sale, from maintenance to teardown.

We also can provide: Off-On-Wing Maintenance, Asset Management, One Stop Shop Philosophy, Engine Technical Management Training ,Partnership, Engine Web Tracking

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OUR EXPERIENCE DRIVES YOUR EXCELLENCE.

When what matters is finely tuned, everything works.

Iberia’s merger with British Airways has made us stronger. Our technicians have more than 85 years of experience and are experts in their field. With our extended product range and joint resources we can offer you the high quality service that you demand.

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Adolfo Suárez Madrid-Barajas Airport. La Muñoza. Edificio END. 28042 Madrid.España. Phone: + 34 91 587 48 27 maintenance@iberia.es / www.iberiamaintenance.com British Airways Engineering: Technical Block C - Vanguard Way. Heathrow Airport. Hounslow. TW6 2JA bae@ba.com / web: www.ba-mro.com

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A330-200 aircraft. We are phasing out 8 aircraft by the end of the year, which are A310s and A300s and have signed with airbus for 10 A350-900s and 15 A320 neos to be delivered starting 2019.”

Although replacing old models with newer ones does play a role in the company’s rebranding efforts, it has a more practical application: “Through using new aircraft we have improved schedule integrity this year because the old aircraft were having sudden failures and caused delays and therefore decreased integrity; we have also seen an improvement in dispatch reliability.

“At the same time, we are reviewing our business plan; this will concentrate on the route network requirements and potential new destinations for the next 5 years, based on feasible and viable expansion.”

SUPPLIER PROFILE

“Through using new aircraft we have improved schedule integrity” - Abdullah Al-Sharhan

IBERIA MAINTENANCE

Iberia Maintenance can conduct overhaul work on a variety of engine types including CFM56-5A/-B/-5C/-7B, RB211-535 E4/-C37, and V2500, but also power generation systems, associated accessories and thrust reversers.

Iberia Maintenance has been overhauling CFM56 engines since 1992, covering every version. We deliver the perfect unity of experience and expertise to ensure the utmost reliability of operations.

We are the largest European center for servicing RB211-535 engines and one of Europe’s maintenance providers still growing. Recently, we added V2500 to our portfolio.

All operators can benefit from our component repair and overhaul expertise covering a wide service spectrum of all kind of components.

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Developing strategic relationships has been key to moving the company forward in recent years, and when the pressure mounted as an important delivery deadline approached, has proven to be invaluable. Al-Sharhan said: “Airbus was cooperative throughout the whole process; we went from specification to construction to runway in 9 months. Our engineering, operations, entertainment and content teams were working virtually round the clock to meet the delivery targets of the fleet. Had it not been for the cooperation of all parties, the delivery would not have materialised on time.”

‘Developing strategic relationships has been key to moving the company forward in recent years’

Talent Management Al-Sharhan and his management team recognise that Kuwait Airways employees

SUPPLIER PROFILE

GE AVIATION

GE Aviation, an operating unit of GE (NYSE: GE), is a world-leading provider of jet and turboprop engines, components and integrated systems for commercial, military, business and general aviation aircraft.

GE Aviation has a global service network to support these offerings.

Visit our Website (website address): www.ge.com/aviation.

Follow GE Aviation on Twitter at http://twitter.com/GEAviation and YouTube at http://www.youtube.com/user/GEAviation.

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K U WA I T A I R WAY S T +962 6 4451440 F +962 6 4452620 Customer.support@jordanairmotive.com P.O.Box : 39180, Queen Alia Int. Airport, Amman 11104, Jordan

Your Power Partner Jordan Airmotive –JALCO- is an engine MRO facility that was established in 1985 by Royal Jordanian airline in collaboration with Rolls-Royce to provide engine services needed for RJ’s & regional operators.

Jordan Airmotive growth and success was the drive to have the company transfer from a government entity to a private independent one which was concluded in 2006. Currently the company fully services and overhauls

CF6-80C2, CFM56-3 with an enhanced future capability for CFM56-5B in 2016.

Certified by FAA, EASA and many regional and International CAA’s makes the corporate an international player in MRO engine services.

The VIP Specialists

121 Inflight Catering provides worldwide in-flight catering services and is pleased to announce the opening of our new state-ofthe-art facilities at New York’s JFK Airport, including the only dedicated inflight Halal kitchens servicing the New York area

Michele Savino CEO - michele@121group.com Peter DeVito COO - peter@121group.com www.121restaurantgroup.com/inflight

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are some of the most talented and hardest working in their industry; their achievements are frequently recognised through gifts, prizes and awards, rewarding the smallest acts of excellence through to the loftiest efforts.

The company was also recently presented with the opportunity to take part in an exercise which saw many members of its staff engaged across all aspects of the delivery process. Al-Sharhan said: “Employees that took part in this exercise came back with a wealth of experience; they improved their understanding of documentation and technical acceptance, as well as negotiating different aspects of delivery agreements. “It involved employees in both technical and legal aspects; they come back into the Kuwait Airways employees are some of the most talented and hardest working in their industry

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K U WA I T A I R WAY S NOT JUST A PARTS DISTRIBUTOR

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V. Kuwait Airways - Quarter page3 .indd 1

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WITH A STRONG PRESENCE IN THE MIDDLE EAST, GEE IS A GLOBAL COMPANY COMMITTED TO TRANSFORMING AND SUPPORTING THE PASSENGER EXPERIENCE.

CONTENT CONNECTIVITY OPERATIONAL DATA ANALYTICS DIGITAL MEDIA SOLUTIONS

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www.geemedia.com

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Continuous quality from start to finish

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business and shared these new experiences with other employees. They became technical experts in the aircraft that we use; they even know how the aeroplanes were built.”

“We’ve had proposals from some outsourcing companies to provide similar services. We were approached by some of them but I would not miss out on the opportunity to train my own people and tap into this wealth of knowledge.”

Kuwait Airways also recognises that its future success lies in the youth of the nation and already the company is aiming to capture their interest by offering opportunities to those who wish to get a flavour for how the company operates.

Al-Sharhan said: “As well as supporting youths that do voluntary work for the community, we

Achievements are frequently recognised through gifts,prizes and awards

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T +33 (0)1 74 37 75 69 F +33 (0)1 48 62 57 67 sales@alyzia.com www.alyzia.com

We Specialise in

Redefining Airport Service Experience AISATS (Air India SATS Airport Services Private Limited) is a 50:50 joint venture between Air India Limited, and SATS Limited, providing world-class airport services in ground and cargo handling that exceed customers’ expectations. AISATS is ISO 9001:2008 and ISAGO certified.

PASSENGER SERVICES Welcome, check-in, boarding, sales, lost luggage, business lounges RAMP SERVICES Loading, unloading, baggage handling for arrivals and departures, push back and towing of planes, de-icing, snow clearing, cabin cleaning GROUND OPERATIONS MANAGEMENT Coordination, load sheet, weight and balance

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Mangalore

1101/02, B-Wing Lotus Corporate Park • Goregaon (East) Mumbai - 400063 Maharashtra • India

FREIGHT Transport of freight and mail, packing of palettes airside TRAINING Regulatory and professional training

PASSION Drives us to be a world leader in cabin interior products & systems.

P OW E R Propels us to keep delivering a new best.

B/E Aerospace is the world’s leading manufacturer of interior products for commercial airliners and business jets. We offer the widest variety of products and solutions, with the passion and power to help our global partners take aviation to the next level.

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bring in high school students on an annual basis and give them uniforms and let them behave like employees as much as possible. For many working for Kuwait Airways is a dream that could very well be achieved in the future.�

Technology Alongside rebranding is a commitment to invest in enhancing technology across the board in order to increase efficiency and deliver a truly world class service to an international customer base. Over the next five years the airline will be upgrading everything from switching, communications systems, wireless internet, various management systems and computers, to laptops, printers and scanners, as well as both

“The business side is being revolutionised and so is the IT side“ - Abdullah Al-Sharhan

Alongside rebranding is a commitment to invest in enhancing technology across the board in order to increase efficiency and deliver a fully world class service

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The company is laying down the framework for a truly international airline

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local and international communications systems.

Al-Sharhan explained: “The business side is being revolutionised and so will the IT side; we are bringing in the latest technological developments, such as revenue management and network planning systems.”

He added: “The revenue management system will let us know exactly where we stand financially; we will know how our destinations and operations are performing through real time reporting. One of the factors that leads to being a leading airline is having automation across the board in most of the departments that we operate and the systems that we use.”

Kuwait Airways is a living example of how the timely implementation of technological solutions can make all the difference for a company looking

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Company Information INDUSTRY

Aviation HEADQUARTERS

Kuwait City FOUNDED

1954 EMPLOYEES

5800

to compete globally. It is telling that the company is actualising its desire to become more prudent financially with the relevant IT automation.

In the face of much adversity, the company has tackled its past challenges and is now actively laying down the framework for a truly international airline. Al-Sharhan was confident that his vision and the capabilities of his staff would bring Kuwait Airways into more prosperous territory. He concluded with his calculated strategy for the near future: “Over the next few years we will have the new fleet and the rebranding fully in place. I expect us to have about 30 percent of the Kuwait market share.

I will be increasing destinations, both east and west, and want Kuwait Airways to be the favoured airline for the entire Kuwaiti population.�

REVENUE

$940 million PRODUCTS/ SERVICES

Commercial and Tourist Travel

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KUWAIT AIRWAYS Kuwait Airways Head Office Kuwait City, State of Kuwait, Kuwait, PO Box 394-Safat 13004 Tel. 22412000 (Ext 3669) / web@kuwaitairways.com www.kuwaitairways.com