That's the bit that worries me. EZY don't seem to recognise the competition from FR as much as they should.
Despite what they say, they don't really compete with legacy carriers, they just target their passengers. There's a difference.
As businesses, the legacies are stagnant, inefficient and often loss making in short-haul operations. Why on Earth would EZY compete with that?
They almost don't seem to recognise the real threats, the real competition from the likes of FR, W6 or DY who like EZY have lower cost models than the legacies who can compete more on price and are able to open up more routes in competition with EZY.
They seem to just say they are better than FR because they use primary airports!? If you look at FR, they just slag off the legacy carriers because they recognise that they are of virtually no threat to them. They see EZY as their competition because they are the biggest threat to their business model which is primarily based upon low costs, speed and efficiency.
Personally I think EZY have over emphasised on the business traveller almost to the point where it seems to be cannibalising new products, services and overall growth for leisure passengers. Contradictory to FR who through their business plus and family extra products, are evidently trying to lure both from their competition.
But EZY need to get their act together if they don't see FR as their biggest and most threatening competitor. And crappy TV adverts that don't even really make sense or even that much relation to a business product is certainly not going to help!