Within two years, I expect that SJ, Max + Eos will be merged into one. These mergers will not be at the choosing of the carriers. I say that with no pleasure, simply observing commercial operations - irrespective of them being airlines or departments stores.
The market cannot take three specialist carriers and the investors know that - they hope to be able to ride the switchback to the point where mergers and acquisitions take place. If one of the carriers was in Scotland or Manchester it might make it easier for themselves but three of them so close together? No.
Factors against the three newbies:
- LH proved the concept but did so with an extension to their product and did not have to start from scratch.
- Other majors are now going to open their own 'Privat Air' operations.
- A nasty recession in the UK + USA is now upon us.
As to the matter of the SJ press release about ETOPS. Given that the media (led by BBC) has just trampled all over a carrier that flew longer to reduce costs and increase fuel burn - that was 100% justified
in PR terms.