1 Comparison with Global Alliances * Sky Team not including KLM, Northwestern and Continental Destinations * RPK * billion Passengers * million

2 A Government Tool Regional Competition in Saturated Markets Hi-Tech Development Lower Fuel Price Government Strategy for Tourism And Conventions SWOT-Opportunities

Business… Leisure… City Life… Symbol of the Developing Dubai

4 A Government Tool Regional Competition in Saturated Markets Hi-Tech Development Lower Fuel Price Government Strategy for Tourism And Conventions SWOT-Opportunities

5 Back up from the Government First Expansion: US$ 540 million Second Phase: US$ 4.1 billion Dubai Airport Annual Arrivals Dubai Airport Capacity million

6 The Worldwide Political Issues Affecting the Industry A Noticeable Competitor Competition From South East Asian Airlines SWOT-Threats

7 Skyrax Survey 2003, World Top Airlines Runners-up

4+2 Formula for Success Fundamental Categories:  Clearly Stated, Focused Strategy  Performance-oriented Culture  Fast, Flexible, Flat Company Structure  Flawless Operation Execution Additional Categories:  Develop Innovations  Hold on to Talented People  Keep Leadership Commitment  Make Growth with Merger & Partnership 9/10 7/10

Core competences & Competitive advantages

Core Competencies SUCCESS people

Human Resources Benefits Development Centre Training College Other programs Broad Search Candidate Survey Personal insurance Annual leave ticket Exchange rate protection Utilities allowance Furnished accommodation Educational support

Innovation INNOVATION OUTSIDE BOARD IN BOARD MANAGEMENT

Competitive Advantage Homogeneo us Aircrafts Quality of Services IT Infrastructure

Homogeneous Aircrafts TYPE OF PLANE BOEING B B AIRBUS A A A A380 SAME QUALITY SAME EQUIPMENT FOR LONG DISTANCES NON STOP ROUTES AVERAGE AGE :36 M

TYPE OF PLANE BOEING B B AIRBUS A A A A380 SAME QUALITY SAME EQUIPMENT FOR LONG DISTANCES NON STOP ROUTES AVERAGE AGE :36 M FIRST MOVER ECONOMIES OF SCALE USED FOR LONG/NON STOP ROUTES MORE PASSENGERS, LOW COST Homogeneous Aircrafts

Passion for Quality AWARDS INNOVATION INSIDE TRAINING CENTER

IT infrastructure Forecast management E-gate E-booking Cargo Procurement ERP MERCATOR

Recommendations

Maintain the direction Compensate for alliance Leverage A380 Recommendations

Maintain the direction Success is an on-going process… –still improvements and revolutions to be done –difficult to maintain through time high level standard, –fuel their growth Minor changes… –Increase the no of business seats on new aircrafts –Don’t deviate to frontal competition

Compensate for alliance Broader market requires broader offer… –increase their presence in the regions they target – improve its strategy to reach its potential customers –Distribution –Awareness –modify their Frequent Flyer program.

Leverage A380 New concept aircraft generates a lot of attention –layout to provide upscale service –momentum by organizing events

EMIRATES AIRLINE A SUCCESS STORY THANK YOU !