If I could design the seating policy it would incorporate a few changes:

* oneworld emerald and sapphire: free selection, any available seat, any time, including row 1

* passengers holding a ticket issued under a fare booking into First: free selection, any available seat, any time, including sectors where First is not operated

* For oneworld emerald and sapphire, and passengers holding a booking in inventory classes J, C, W, Y, B and H:

i) 747: block for these passengers the entire upper deck and bulkhead seats in each cabin apart from F until OLCI
ii) 777: block for these passengers AB/JK seats in rows 10-12 and bulkhead/exit seats in lower cabins until OLCI

* only allow passengers who have ticketed their booking to select a seat