Originally Posted by
Ldnn1
That's a very legacy/FT way of looking at it. If you consider something like wifi, BA hasn't previously offered it, it will be horribly costly to introduce, but if you can generate good ancillary revenue from it then that can enable it.
Obviously transforming cost to revenue isn't the only way of doing it, but it's just to counter the suggestion that cost-cutting isn't part of the mentality behind this role. It has a significant debundling component as described in the job spec. That's one of the more interesting parts of the way it's set up really, it indicates the strategic thinking is towards a de-bundled and hence low cost model.