The OGP helicopter market is very commoditised from an oil co point of view, operators meet OGP standards with new ac and therefore the common differentiation is often price. CHC should spend more time on focusing on the benefits and differentiators that a large company can bring and take some risk in new markets.
Yes, good price is important but what the OGP market also wants is service and reliability and someone who really understands their industry. Part of the problem these days is that helicopter companies are led by business people whereas many leaders and decision makers in the oil industry come from drilling or production backgrounds.
I see the disconnect every day between what the helicopter companies want to offer and what the OGP industry really wants. The helicopter industry needs more operational focus in leadership teams and less business and accounting people.