Qantas understands that what is good today may not be viable tomorrow. Therefore, the company ensures that it implements changes to be ahead of the competition. In 2003, Qantas became the first airline to install specialized cabin lighting for long flights. The company has also introduced luxury lounges to its customers that equal no other airline lounges (Qantas, 2009). Qantas seems to have invented a new method of doing things right from the waiting room to the flight and even to the time people check out their luggage. With such an arrangement, the company remains fresh throughout. Therefore, it is able to compete with both the established and new airlines.