as has been expressed here, and as a pax, bmi is suffering from an identity crisis at the mo. When you book EZY, BA, or even bmibaby you know what you get and expect. For me its all a bit confusing and a bit of a lottery at the moment.
Bmi made its name and reputaion as British Midland - ouzed quality - thats what you paid for and expected. Coupled with that was its Diamond service - pax enjoyed it and its staff liked delivering it. Its frequent flyer programme was also attractive.
For me its quite simply-
bring back British Midland - even add the International if you like - (can keep the impressive livery that way - which would cost £££'s to reverse) bmi sounds like a cheap American bank or illness to me!
Split cabins on all services, but market business class as Diamond business class- give them a brekky etc etc - whilst behind the curtain can get pax to pay for what they want - perhaps give them a free cuppa for there bother.(thereby retaining £££'s thats spent on the new service and gaining income)dont be fooled -There are business class pax out there!!
Finally bring back a rewarding freqflyer scheme - pax will want to return - and bring there custom back.
regards IMHO