（1）Marketing geared toward route development
～ Launch customer ～
・ The launch customer (first user) is extremely important, and should be explored actively and
in
depth.
・ At the time of developing YS-11, there was a reasonable government demand as a launch
customer. In view of the state of the domestic market, government demand will continue to play
an important role in aircraft development.
・ Financing should be offered to achieve aircraft sales and attain the launch customer. This
creates various risks. To avert such risks, it is essential to secure a secondary market.
・ There have been cases whereby too many purchase orders were received from a particular
airline company, which demanded, in turn, to incorporate its requests into the aircraft
development, resulting in the loss of other potential good customers.
～ Working Together ～
・ “Working Together” is a user-participating development system, in which airline company
officials are invited to participate in the development of new aircraft, to identify and present
specific needs so as to build better aircraft. This system has been adopted in the recent
passenger jet development. This is a win-win method for both airline companies and aircraft
manufacturers, because design requests can be made from airline companies, and reflected to
the actual design process at manufacturers.
・ A good practice example of Working Together was the successfully-materialized request by a
Japanese carrier, participating in aircraft development, to enable the flushing of toilets with just
one cup of water.
・ Working Together is very important as the development and sales strategy in Japan’s aircraft
development. Its application should continue to be examined.
～ Miscellaneous ～
・ Recent large-scale aircraft development overseas points to the need to secure some
government guarantee in order to avert development risks.
（2）Sideline support such as airport development
・ The opening of the Shizuoka and New Kitakyushu airports is expected to increase demands for
passenger jets with the passenger capacity of around 100.
・ Japan has a large number of domestic airline passengers, but most of them are concentrated
on routes involving the metropolitan area (Haneda). The trunk routes servicing Okinawa,
Fukuoka, Osaka, Tokyo and Sapporo use large planes, which usually fly at full capacity
throughout all seasons. Meanwhile, the demand for small- to medium-sized planes arises from
routes linking large cities with regional cities.
・ Airline companies of smaller scale are enthusiastic about gaining access to Haneda. In Europe,
some airline carriers operate a 72-seater plane in the early morning, and use medium to large
passenger jets at peak hours. Similarly, the use of a 50-seater plane should be considered,
for example, for late-night Tokyo-Osaka services.
・ In Japan, regional airports are experiencing demand growth, with overseas RJ manufacturers
successfully selling their aircraft. However, even with the demand growth, Japan’s domestic
market size is not large enough to support aircraft development.
・Currently, changes in people’s lifestyles are gradually altering the way they use airline services.
It is necessary to address such changes accordingly through increasing door-to-door service
possibility and increasing services in seasons of high congestion.
（3）Asia’s common certification system
・ it is important to explore the introduction of Asia’s own certification system.
・ FAA (U.S. Federal Aviation Administration) and JAA (E.U. Joint Aviation Authorities) have
sought harmonization over the last decade, without producing expected results.
・ FAA is approaching ICAO (International Civil Aviation Organization) to pursue the option of
developing unified international certification requirements under the U.S. body.
・Thorough verification is required for aircraft development, with the focus on technological
verification, actual performance and experiences. This is why it is currently difficult to achieve
Asia’s common certification system. Yet, it is important to show the rest of the world that
Japan is highly aware of the certification task, which will create a major marketing pipeline in
the future. |
