Seeing the slagging of bmi by other low-cost carriers; note Transavia's Basiqair service. Cheap fares, internet booking, different ticketing, cabin crew, cabin service, check-in but same aircraft and flight deck crew as the 'normal' Transavia service. They chose two popular routes and serve them from both Amsterdam and Rotterdam, dropping the previous 'normal' scheduled service.
Market research showed the Dutch public wanted cheap fares but were very worried about safety and reliability of low-cost airlines. Pax get different ticket stock and check-in but reassured by same livery aircraft. Seems to be doing well.