A little over a year ago British Airways laid out their plans to offer a product that’s a close as possible to economy on Norwegian’s Boeing 787s. Their London Gatwick-based 777s would get 10-across seating in coach and in total add 52 seats.
The plan is to offer a product that won’t be better than a low cost carrier, so they don’t appear to be going for a revenue premium. They want to push cost per seat as low as possible and just compete on price.