Qatar Airways all-business London service. An attempt more likely to succeed than others were

Gulf network carriers have re-written global aviation with profound implications. They ushered in long-haul to long-haul connections with cost and convenience efficiency while offering new aircraft and premium services. Qatar Airways, by joining the oneworld alliance, has gone further by changing assumptions that a global alliance would not accept a Gulf carrier as a member.

For its next trick, Qatar Airways is attempting to make work what most - but not all - have failed at: all premium services. Qatar on 14-May-2014 commenced a daily A319 link between Doha and London Heathrow with only 40 business class seats. This is focused on local traffic given limited connecting options - a change from its usual focus.

The smaller size of London-Doha compared to Dubai, which more carriers serve, is a tick in Qatar's favour, as is its reputation and premium positioning. But unknowns remain. Is success based solely on profits? And where does Qatar's dear friend British Airways sit with the service?