Ryanair: the co-pilot option?

"Why are there two pilots in the aircraft?" Asks Michael O'Leary river in an interview with a reporter from Bloomberg Businessweek. "A pilot is enough, really!" Exclaimed the Irishman who has an answer for everything: if one driver had a heart attack, he is sounding the alarm and will be replaced by a hostess trained to land …

King of provocation

Last date in jest, this release of Michael O 'Leary is part of a long series of provocations of all kinds. In February 2009, he proposes to pay a pound toilet facilities on board. Laughter, then public outcry when users realize that not joking. Suddenly, the CEO of Ryanair launches a public consultation to find the best way to save money. Measure popular with customers: the charge for overweight passengers.Again, associations rose up before Ryanair does not publish a press release stating that the company had "no logistics to collect this" tax obesity without disrupting its unmatched timeliness "

And the list does not stop there. Only since August last, the hyperactive president has stepped up attacks with vitriol. On 13 August he treats employees on strike from BAA (British Airport Authority) to "selfish", providing passengers angered address and telephone number of the union leader so they can complain directly to him. On 17 August he issued an ultimatum of seven days for British authorities, threatening to leave the country if the airport security rules are not relaxed. Finally, in an interview with the magazine Capital in September, he reiterated, very seriously its commitment to travel standing passengers."If we take the last ten rows of seats, instead of putting 189 passengers in the aircraft, we can save 240. This will reduce our costs and I can assure you that if we sell those seats to 1 euro, they will be the first to go. "

A technique of effective communication

Michael O'Leary has admitted himself. These repeated provocations are a great way to talk about his airline Ryanair. Advertising "low cost" in some way. Rather than develop advertising strategies complicated, the inexhaustible boss pays him. He does not hesitate to dress up as pope, snowman or even mobile phone and broke the rules of communication.On 15 July, the CEO of the low-cost airline has had to make a public apology to Sir Stelios, easyJet founder, having suggested in one of its advertisements that it systematically lied about the punctuality of its flights . A week later, Michael O'Leary is looking forward to what he considered a very good publicity campaign.

"We were more about us through advertising original, but we have done more about us when he (the CEO of Easyjet, ed) pushed me to make a public apology for the fifth time this week" .

A company that takes precedence over its rivals

If Ryanair was still the small company from its beginnings, its competitors could take advantage of laughing. But now Michael O'Leary is poised to become a heavyweight in the sector.With a market capitalization of 7.2 billion, which is broader than easyJet which pales with 2.3 billion dollars. And the success is undeniable. The airline carried 7.68 million passengers in August, 12% more than in August 2009. Over the same period, British Airways, the UK incumbent has sold half the tickets. Same is true in Spain where the Irish airline Iberia has exceeded the number of passengers carried.

Result, the competitors come to copy the methods of the man they hate. Air France considering launching an offer "low cost" for its domestic flights, and Continental Airlines launched in July in Houston on self loading. The passengers themselves open the door leading to the aircraft with their boarding pass.Purpose of the operation: take the plane should be as simple and quick passing through any other means of transportation. An idea has always been defended by some … Michael O'Leary.

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