Summary
All premium services between US and EU (excluding UK) is a new market for BA, which despite some attempts in short and medium haul flights, has never been successful in launching a new service outside of UK mainland.... From which European location they will try to serve the US ? as there are some barriers to entry and strategic choices before choosing "the" right airport to establish a profitable city pair... All premium services will (should) be a new product, not just a "me too" from the existing BA offering in this segment, or from the new entrants offering. Last but not least, how british clients will react to this another BA ? It will means that the same service (or even worse, a better service) will be available from abroad at lower prices ? Not easy to manage in term of customer relationship management...
Analysis
The strategy of British Airways seems to be focused on open skies agreement opportunities and threats....
They will fight to keep the London "Babel Tower" and in the same time, they decide to move on another european market to establish a new "all premium city pair".
According to the current bid to Iberia, is there any chance for this new service to be located in Spain ?
Iberia profitable long haul network (Jewel of the crown...) is mainly dedicated to south america, it could be a opportunity to serve the US from Madrid in order to establish a new business line.
The development of a such offering from Madrid, will compete with the existing business offering from Iberia, which is not part of top tier in quality....
It's just a scenario among others, but the BA Bid on Iberia could be based on a turnaround strategy of the airline, such development opportunities could largely contribute to this corporate goal.
