Flying High with SAEI The

Emphasising creativity and collaboration, BSB Aviation is playing a crucial role in propelling SAEI’S ambitions

global aerospace industry continues to reach even more astronomical heights year after year, driven by rising passenger demand, expanding expertise and evolving trends.

A recent report from the International Air Transport Association (IATA) has revealed that the number of yearly passengers could double to 8.2 billion by 2037, while the industry itself could support more than 100 million jobs globally within the next two decades.

Deloitte echoes this, predicting that approximately 38,000 aircraft will be produced in this timeframe – a figure almost equal to the current number of aircraft in operation around the world today.

In the face of these lofty estimates, industry manufacturers, suppliers and distributors, such as BSB Aviation, are constantly having to adapt to remain competitive.

Key to this evolution for BSB has been emphasising quality over quantity, focusing on achieving maximised customer satisfaction rather than trying to grasp as much of the market as possible, as quickly as possible. “As the number of aircrafts rise worldwide, and market growth organically increases market shares, we’ve been moving away from price wars,” explains Romain Rubi, Founder of BSB Aviation. “We feel they inspire market control potential for certain manufacturers, which consequently changes their supply and pricing strategy, harming airline operators and MROS.

“In between multiple mindsets and schools of thought, we constantly seek to incorporate the best of both sides, normalise and find value, most importantly converting all of these things into customer benefits.”

Maximising collaboration

Specialising as a cabin and avionics solutions provider, working with an extensive network of recognised OEMS and maintenance shops, BSB Aviation provides aftermarket support ranging from spares distribution to custom manufacturing or retrofit management for both narrow and widebody aircraft.

Renowned as such, the company serves a number of major clients across Asia and the Middle East, including Saudia Aerospace Engineering Industries (SAEI).

Relations between the two companies were first established in 2010 when Rubi himself was invited to present EWIS wiring safety practices to shop floor engineers and technicians in SAEI’S voluntary engineer knowledge programme.

Thereafter this relationship then became expanded three years later when SAEI experienced a work stoppage related to its E-jets business class seats, appointing BSB to tackle the problem, as Rubi explains.

“Working with our own network of OEMS, we stepped up to the mark, reducing SAEI’S productive delays by eight months while simultaneously achieving a 50 percent cost saving,” he states. “Since then we have worked with the company on a range of projects.

“From seat spares and cabin panels to standard hardware and emergency equipment, we supply most of what is visible in the cabin and galley of Saudia’s aircraft,” Rubi adds. “Ultimately, our mission is to find value in reducing SAEI’S overall costs while bolstering its purchasing performance.”

An adaptable outlook

Emphasising the importance of two-way communication between both end users and manufacturers, BSB has become a crucial supplier to SAEI.

“We consider BSB Aviation to be a key partner for the future in improving the image and quality of our aircraft cabins, with the firm’s flexibility being a core part of this,” states Ali Al Ashban, the organisation’s current Chief Executive Officer. It is this flexibility that truly differentiates BSB, able to provide support to any customer based on its unique profile and individual requests.

“The larger the company, the more limited the flexibility,” agrees Rubi. “Companies often have a tendency to grow the slice instead of the cake. Our approach is to offer tailored solutions to our customers and not operate from a fixed model.

“There are no impossible tasks, just opportunities to be very creative.”

This outlook from BSB has proved to be a successful one in practice, evident where the firm has opted to cooperate with fellow partners, grouping its purchases that in turn obtain volume discounts for SAEI.

Equally, BSB takes an active role in forecasting and planning in line with SAEI’S own goals, taking into account the company’s own alignment with the Saudia Vision 2020 Transformation Strategy.

“Maintaining high standards has its own high cost, and so developing partners that can support and achieve your goals at a minimum cost is essential,” adds Ashban. “This is something that we are pleased to say we have found in BSB.”

Working in a closed loop system with consistent communicative input and output, BSB is able to actively change its product offering as SAEI’S own requirements evolve.

Going above and beyond

Looking ahead, BSB Aviation and SAEI will continue to work together to maintain this level of expertise, maximising their relationship in new ways.

In particular, BSB will continue to search for new smart cost management procedures in dealing with both SAEI and its other clients, an area that Rubi believes will be a crucial focus when it comes to business competitiveness moving forward.

“In a rapidly developing industry, equally rapid process changes insure competitiveness,” he states. “Airlines must adapt to dynamic customers and propose dynamic offerings.

“Our mission is to support Saudia by making sure we always allow flexibility in their purchasing and supply chain, without compromising quality and safety.”

Balancing these tailored efforts for Saudia with similar obligations to its other customers, BSB Aviation will likely be faced with a challenging yet rewarding year ahead.

maintenance, repair and overhaul (MRO) players, fittingly headquartered at the King Abdul Aziz International Airport, 19 kilometres north of Jeddah.

Staying one step ahead

Overseeing SAEI is Ali Al Ashban, the organisation’s current CEO and figurehead tasked with achieving the firm’s overriding goal of becoming the leading MRO service provider of high-quality aircraft, engines and components in the Middle East and North Africa (MENA) region.

“I would describe SAEI as a leading enterprise in aviation maintenance that places unwavering attention on its clients’ needs, and provides its employees with challenging and future orientated career opportunities,” states Ashban. “Ultimately, this focus defines our mission, shapes our commitment and strengthens our values.”

Serving as the technical arm to Saudia, SAEI has been able to simultaneously enjoy stellar growth for many decades, owed to its dynamic