Maybe BMIR with their ER4/ER3 aircraft that would be more suited to BHX-STR
Agree 100% - being a point to point route STR is an ideal opportunity for a BMIR operation, preferably 2 x daily, morning and evening, with no need to have alliance support.
In fact, it would have probably have been a better bet for BMIR to go head to head with Flybe than Lyon, giving business friendly timings.