Wednesday, 12 March 2014

Shrenik Shah Royal Holloway MBA profile


My work experience in brief


Shrenik Shah (right)

My last job was at an automotive parts manufacturing company and my role saw me responsible for product costing and driving cost improvements. I was also aligned with a sister company in the IT industry and my role there was a more traditional accounting and finance manager. 

My education


After graduating with a Bachelors in India, I decided to study full time for the Management Accounting professional qualification CIMA in London. I successfully passed the Advanced Diploma and returned to India. I started working full time whilst completing the final CIMA papers, achieving full charter status in early 2013. 

Having worked in the accounting, finance and costing area for more than three years, I felt I wanted to change direction and grow faster, and so I decided  to study for an MBA, and headed back to London.

Why did you chose the Royal Holloway University of London MBA ? 


Presentation skills and group working feature highly

I chose the Royal Holloway MBA because of its focus on International Management not the typical Finance, Marketing or HRM. So, studying for a masters degree with a strong international management perspective will give me the chance to broaden my horizons and deepen my understanding of multinational/globalised businesses.  

Where you hope to end up after the MBA - what skills & experience will it bring ? 


After MBA I am looking forward to work in a multinational enterprise where I hope to be able to  use my international Management MBA learning. I have had a wonderful learning experience so far and experienced some excellent networking opportunities. 

What were the MBA highlights for you ?


The programme offers opportunities to engage with a range of small, medium and large companies through visits and guest speaker sessions, for example; both dimensions of the brewing industry with craft outfit Hogs Back (how small brewer compete with large enterprises) and Peroni's owner FTSE10 ranked SAB Miller (even though being on the top does not come everything easily there are several issues to look after), Thorpe Park (how to be innovative and creative as a stand alone SBU), and US mobile giant Verizon who offered us the opportunity to undertake real, in-company business problems as the basis for our dissertations. 

The experience of living in UK


Although studying and living in the UK is not new for me, living on campus was.  It has been wonderful so far, I have had the best time being in close, regular contact with the other MBA students.    I have also made a number of good friends with students following other study programmes and learning about a wide range of cultures and countries has been amazing, especially students from EU countries. 

Working in multi-cultural groups


Drama class

 Before the MBA I rarely worked in a multi-cultural environment.  I found that things can develop very unexpectedly and sometimes it is hard to work with people from different cultural and professional backgrounds. Most of us found it challenging to work in groups as everyone seems to have different perspectives and motivations to study.  Differences here have created some conflicts at times, often because the workload is very demanding, but we all have learnt how to manage new approaches to these challenges, bringing valuable experience to our   management and leadership skills. 



Monday, 10 March 2014

MBA Profile: Scholarship candidate Amy Sharath

1. Why you decided to study for an MBA (including your work experience background) ?


Amy Sharath: Presenting 

in the Picture Gallery

My name is Amy Sharath and I come from Bangalore city, which is situated in the southern part of India. Soon after I graduated, I joined a start-up organization called R2 International. Although I had no formal work experience, the company gave me an opportunity to set up a new business division that focussed supplying IT consultants with knowledge in SAP (German software) to some of the largest companies in the world. Although initially I faced my own share of hurdles, within one year, the SAP division was the highest revenue and profit generating unit within the company. The business was successful and I moved up the corporate ladder within the company and got hugely recognized. Nonetheless I felt a need to add more skills to my profile.  Interacting with CEOs, Directors and Board members of Fortune #500 companies on a daily basis made me realize that although I have expertise in my field of headhunting and recruitment, I need to expand my overall knowledge of businesses and I believed that an MBA would guide me through the next milestones I plan to achieve.


2. What attracted you to Royal Holloway ?


Royal Holloway was attractive to me due to a lot of reasons:

* It is a part of the University of London (which is very prestigious to have a degree from).
* It is listed as one of the top 40 universities in the UK
* It is close to London and well connected with the train service
* The beautiful Founder’s building

There were a few more reasons why I chose Royal Holloway: I had a very positive impression about the school of management. Justin O’Brien, the MBA Director, his transparency, real world business experience and candour made Royal Holloway more attractive. It was a particularly tough decision to make, since my company was very keen on offering me a promotion to work in our headquarters in our London office (but I finally chose Royal Holloway)


3. How the scholarship has helped you ?


The scholarship from Royal Holloway was a great blessing for me. It lifted a huge financial burden from me, at a time where Indian currency was at an all-time low against Sterling.  Winning the scholarship also filled me with more confidence in my decision to do my MBA. The fact that the University was ready to invest in me made me want to excel at my course.

Amy meets Principal 

Professor Paul Layzell



4. How you have found your course so far ?


To say that the course is intense would be an understatement. We barely get any sleep and have course work through weekends.  It has been 5 months into the course and I firmly believe it is one of the best decisions I have ever made and am going through one of the happiest and most exciting phases in my life. The course has already given me significant amounts of ROI, i.e. return on Investment.  Meeting people from all over the world and understanding their cultures and opinions has been a thoroughly enriching experience.  The cohort has become very close and as much as we study, we party really hard; hence we aptly term MBA “Master of the Balancing Act”.

Link here to the Royal Holloway scholarship page

Thursday, 6 March 2014

International Management Masters student: Faye Ekong





Faye Ekong at Royal Holloway

My name is Faye Ekong and I work for an international humanitarian aid agency called Action Against Hunger. We provide live saving assistance for people affected by natural or man-made disasters in over 40 countries worldwide. One of the key elements in ensuring that we provide quality services to populations in need is through having a workforce that has the necessary capacity, knowledge, skills and attitude to carry out this important work. This is where I come in. As the Director of our Training Centre which is based in Nairobi, Kenya my job is to make sure we offer our staff training, capacity building and professional development solutions that are tailored to their needs and country context. 

As part of my work I get to travel…a lot. It’s not the glamorous kind of travel to Dubai and Hong Kong nor do I get to stay in swanky hotels. Over the past few years, I have visited so many countries that I have almost lost count.  Some of the favorites include:  South Sudan, Tchad, Somalia, Nigeria, Pakistan, Liberia, Ivory Coast and DRC. This year my list of countries include Ethiopia, Yemen, Haiti, Indonesia and Burkina Faso. Sometimes my accommodation in the field consists of a tent or mud hut, other times it does have some basic amenities such as running water and generator powered electricity.

Faye pictured with an antelope crown




With that having been said, I am perhaps not your typical profile for an International Management program. Working on some assignments and during exchanges with other students I certainly did at times find myself pondering to which extent ROCE, 6 Sigma or Porter’s 5 Forces may be applicable in my context. Nonetheless, I choose this program for several reasons and have found it to be the right fit for me.

Firstly, I believe the non-profit sector can learn quite a lot from the private sector in terms of approaches and strategies aimed at rendering services more effective and this was an opportunity for me to gain an insight into business workings.  Secondly, I wanted to ground some of my practical experience in management with the theories behind it.  Lastly, given the context I work in, the flexibility of the program really fits my needs.

Networking during summer plenary on campus





The best part of the course for me were certainly the plenary sessions in London as they gave me the chance to interact with fellow students and tutors which helped to boost my motivation, since much of a distance program involves working away alone behind a computer.



Consultancy presentation

During the plenary week 2 I don’t remember how many hours we poured over the final version of our group assignment checking for grammar, fonts, phraseology and cutting words. Similarly in preparation for our group presentation we must have done at least 50 dry runs to get it just right. A lot of my work involves giving presentations and conducting trainings.  So I would say I am quite accustomed to getting up in front of a group of strangers and talking.  However, this presentation was certainly a new experience for me, most notably because I was getting up to talk about a subject which a few weeks ago I knew absolutely nothing about. I really enjoyed the challenge though of working with the group, researching a new area and seeing the final product at the end.

Now I am working on my dissertation and grappling with the questions of how we can measure the impact of capacity building initiatives in the humanitarian world where “standard” business indicators such as increased sales, profit, turnover, market share or number of clients do not apply. I am sure I will be able to apply my learning form the course to date to this final step in my Master’s program.



Detailed Q&A with Faye



1. What was your career path to your current role? Can you tell us a bit about your career and education background please?

This is always a complicated question because the response is not such a straight forward one. But I will give it a shot. I am half British half Nigerian but grew up mainly in Germany and in Ghana. I have an undergraduate degree from the University of Bath in European Studies and Modern Languages. As part of my bachelor’s degree I did a one year work placement working for NGOs in Brussels and Rome. Once I finished my studies I moved to Kenya and worked for a Dutch training and consultancy firm focused on strengthening the management capacity of organizations, their projects and staff. One of my clients was, my current employer who hired me to work on a range of projects for them. When a permanent position opened up there in 2011 I applied, got the job and in February 2013 was promoted to director.

2. How did you hear about the International Management programme?

Once I decided I wanted to further my education with a Master’s degree, I did a lot of research to find a program that would sustain my interest for long enough, be beneficial and equip me with a range of practical skills for whatever future career path I choose but as well offer the necessary degree of flexibility during studies. I came across the RHUL MSc in International Management via the UoL website. RHUL is a prestigious university, the program is accredited by AMBA but more over I like the flexible study approach it offered, the fact that it had face to face plenary sessions and lastly I found the fees reasonable. So I decided to go for it. I know I made the right choice.

3. How did you overcome the challenge of working while studying?

To be honest I am still trying to overcome that challenge to date. Having a full time job with non-regular hours and a lot of travel to places where there is no access to electricity let alone the internet really makes it difficult to plan and schedule for study time. At the beginning I would take my books with me on the plane hoping I would find motivation to study during the long flights but surprisingly in most cases there was always something else more pressing to do such as watching a movie, having a glass of wine or sleeping.
In the end I found that there is no point in forcing things. Sometimes I will go weeks or even months without opening a course book and then all of a sudden the inspiration and motivation just hits me and I start typing away at my TMAs, reading and studying till late at night or during the early morning hours; books, highlighters, papers and colored cards all scattered out across the room. It may not be the traditional approach but this strategy has really worked for me.

4. Were there any particular course modules that you found particularly inspiring and interesting?

I have to say I found all course modules useful. However my top two would be 1) Finance and Accounting and 2) International Business Analysis. The Finance and Accounting module was a mandatory one and it was the last mandatory unit I took. I was quite worried about taking it since I have no background in finance and accounting at all and had always had a bit of a phobia towards numbers. When I started working on it, I really enjoyed it and found it to be quite straight forward. That inspired me then to venture a bit further and take the business analysis unit. Looking at companies’ shareholder reports, being able to interpret them, learning how to calculate different financial ratios and having a better understanding of how the stock market works was something I never expected to be able to do as it is so far removed from my line of
work. But my fear of numbers has since been cured and maybe in another life I will come back as an investment banker.

5. What are your ambitions for the future career wise?

The answer to that question really depends on the day. Sometimes I just want a job which has regular working hours, no tight deadlines, negligible stress where you finish your shift and that is it for the day. Though I am not sure to what extent that kind of a set up actually exists. For the immediate future I think I will remain in the field of Capacity Building, Organizational Development and Institutional Strengthening as it is quite a broad area. I am still learning new things and it has many different interesting angles to it.
However, at some point I do see myself venturing into the field social business as it would allow me to combine the use of business strategies and approaches to achieve sustainable social outcomes. Or to borrow a bit from the sub-title of Prof. Muhammad Yunu’s book, contribute in my own way to a “kind of capitalism that serves humanity’s most pressing needs”.

6. Looking forward – what do you particularly want to contribute to the humanitarian industry?


Looking at the humanitarian sector, I have to say we are quite a committed and passionate bunch. We work long hours in difficult conditions and often with great personal sacrifices. And lets me be clear there is no bonus pay out at the end of the year. However sometimes we get a bit stuck in our ways and lack some of the expedited decision making processes and innovation found in the private sector. Do I think I can change the sector single handedly, of course not. But I would like to walk way eventually knowing that I have contributed in a small way to us thinking outside of the box and approaching things in a slightly different manner at least in the field of capacity building.

Sunday, 2 March 2014

Management "Roller Coaster" theme for College Science Festival

Aptly situated up the curved staircase, through a ninety degree right hander and in the lee of a slow left bend in the upstairs corridor of Royal Holloway's show case conference centre Windsor building, this years Management stand chose the theme of roller coasters to entertain children visiting this popular annual science outreach activity.
 
Families from around the area, school groups and even the uniformed 1st Egham High Cub pack came onto campus to engage with senior academics and students from the full range of science departments.  One school boy from Gordon's Sandringham house found the maths puzzle workshops particularly interesting. The Cubs have made an annual event of attending during the morning, able to access a wide range of activities for free as Royal Holloway seeks to encourage enthusiasm for studying science. 
 
The Harry Potter theme saw an interactive display of beautiful owls, whilst in the I-Robot room, live images of a miniature steam railway, using historic technology, were streamed into a seminar space that allowed participants get hands on with a range of 21st Century IT kit, including a raspberry pi mini-arcade pac-man game and a movement sensitive, mobile phone driven, mindstorms robot hill climb challenge.  With 'sold out' shows (tickets were actually free !) such as seamonsters in the 400 seater auditorium, an alternative village fete using a February friendly indoor location, a treasure hunt and access to the prized Victorian picture gallery (as featured in the most recent Christmas special episode of ITV's Downton Abbey) for talks and an art challenge there was more than enough interest to fill an entire day.
 
The management stand, staffed by academic and administrative volunteers Laura, Marie, Helen, Sameer, Andy and Justin, offered a big 5 of roller coaster activities designed to appeal to a range of age groups.  For the younger ones, designing a poster to show how it feels to be on a roller coaster and on a corner blanket to use Lego bricks to build coaster trains.  One boy suggested eating ice cream before a ride, because it tastes the same going down and coming up !!   Rather surprisingly many of the images created by children on the feeling of roller coaster comprised of  big, wide grins. (see image right)  Pre-teens were attracted to the laptop based simulators.  Inbetweeners were invited to design a roller coaster theme and offer up ideas for partner Thorpe Park on what children would like to do whilst waiting in their new virtual queuing system. 
 
A wide range of ideas were collated, such as watching TV, playing with toys (e.g. Lego, Play Doh, Soft Play, puzzle games), eating (pick n mix, coffee, snacks), a ride simulation screen, visiting other rides, benches for sitting down, playing on mobile phones, singing, visiting the toilets, and a live video feed of riders faces. Ideas which will be shared with Education facilitator and Royal Holloway alumni Jack Du Pile. 
 
MBA Director, Justin O'Brien, who co-ordinated the management stand, said "It was fantastic to see the School of Management join the Super Science Saturday event again.  Volunteering with colleagues to help Royal Holloway offer a free family day out based on stimulating interest in learning underscores the strong sense of community that permeates our campus."



Thursday, 27 February 2014

Student Profiles

Royal Holloway Full Time MBA International Management student profile links:

2014/15

Amanda Chen Wei
Prashob Vellalath 
Cohort in photos

2013/14

Bolour Gharibi
Rashak Maini
Amy Sharath
Srinath BR
Kelliann McDonald
Pritsana Wasana
Amy Sharath
Shrenik Shah


2012/2013
Ibou Barry 

Royal Holloway Distance Learning MBA/MSc International Management student profile links:


This Digital Marketing project from three 2013/14 MBAs offers some interesting personal insights from a number of female MBA (& other post grad) students.

Monday, 24 February 2014

Building a beer brand through social media: Windsor and Eton brewery case study



Windsor and Eton Brewery field trip for Royal Holloway MSc Entrepreneurs


Located just off the railway arches on an aesthetically average industrial estate in the foothills of Windsor castle in Royal Berkshire you will find a remarkable entrepreneurial business.  The intrepid group of MSc Entrepreneurship students from Royal Holloway set out to feel their learning in action hosted by one of the four company founders.  

Founding partner Paddy shares entrepreneurial insights with students

Our host was founding partner Paddy, a mid-fifties ex-corporate professional, who had been operating in consulting but found the work unfulfilling.   Having had some experience in the brewing industry early in his career, Paddy had wanted to set up a brewery near his home in Manchester, but the proliferation of competitors put him off.  

Top side view of the fermenting vessels


Surprisingly the London area, which has "a lot of chimney stacks" and many pubs keen to offer customers a variety of guest beers, possesses relatively few mircro-breweries.  Sambrooks is a rare example.  A conversation with a friend soon sparked into a business plan, two additional ex-professional directors brought together a powerful blend of brewing, manufacturing and marketing skills and, in record breaking time with pension funds and savings raided, a brewery was operational within 6 weeks of receiving planning permission for an industrial shed that was really 'a bit too big'.  

Tasting the product:  a different kind of learning experience

Reluctant to borrow for funding and with a clear focus on building a long term business based on effective trade relations, the Windsor and Eton brewery (W&E or URL webrew.co.uk)  restored the craft of brewing to the population of Windsor with a remarkable customer response.  Not the function of an expensive marketing campaign, although one of the owners does have a marketing pedigree, but because one of the founders wives insisted on using Facebook to develop a social media following that charted the journey through planning permission approval and brewery kit out to the eventual St. Georges day launch.

Laura's favourite drop

The market for real ale peaks from Easter to early summer (warm weather sees colder lagers favoured) and Paddy tells one story of the kind of luck that is often needed when a new business is being established.  A minibus load of real ale 'knights' from Cheltenham, in full St. George fancy dress, arrived at a Windsor pub asking "Do you serve Guardsman ?" the first commercial brew that had been launched at 1200 that day.  The clever marketing stunt (in reality a serendipitous unplanned occurrence) saw locals and American tourists clamour for 'some of what they are drinking' and within a thrice, two casks were emptied and the happy landlord was on the telephone to the brewery ordering some more for the following day.  

Licking your palm to taste

 the essential oils from 

the hops: a bitter experience


In fact local publicans were persuaded to stock the unknown local brew by aspiring consumer inquiries during the week prior to the launch, locals who had followed the development of the new craft brew brand, some even particularly keen to take the first pint pulled at 1200.  The sales team at Windsor and Eton compete hard to sell their wares, with average publicans called 20-30 times each week being offered traditional cask beers from around the country.  A variety of cost effective marketing activities are undertaken including group factory tours, a retail outlet,  and hosting rugby games using a big screen on the wall of the brewery to allow 100 fans  enjoy an unusual community experience that emanates authenticity.  The odd banner, limited advertising in magazines and beer mats are nearly the full extent of the advertising mix, thus positive word of mouth, creative use of social media and strong business-to-business relationships are crucial for the enduring success of the company.  The first weeks production of 23 casks were all sold, the foundations of a great new business had been laid.

Tasting malted barley: think Horlicks and Maltasers

From a marketing perspective the brewery has creatively leveraged a B2B push and B2C pull strategy that utilises personal relationship heavy telephone selling to place casks of guest beers into pubs (which do not benefit from automatic and regular reordering that established, national brands can rely on thanks to their powerful marketing support) whilst generating word-of-mouth interest and ultimately B2C demand using social media.  Targeting the fat sausage catchment spreading 25 miles north and south and 40 miles east and west of Windsor, regular deliveries are made in the Thames Valley that includes 'all of London'.

Imperial casks: Red Metric kegs


Blue and purple are 

'stand out' beverage colours 


The Windsor Knot brand was developed to celebrate the wedding of local celebrities, Will and Kate, with the iconography of the label using Royal Windsor swans, beaks touching to form a heart and surrounded by a golden tie boasting a Windsor knot.  Clever visual puns that are designed to grab the attention at the bar.  





My chum Peter, who worked at drinks giant Diageo, stated that consumers are very open to suggestion as they approach a bar, with as many as 50% undecided on what they would purchase - no wonder the point of sale paraphanalia in the form of drip mats, handle labels, ice buckets, pump clips, bar towels, glasses and swizzle sticks is so over loaded with heavily branded visual cues.


Students benefitted from a full tour of the brewing process, including tasting the raw ingredients that include smoked, caramelised and lightly toasted malt to licking the bitter tasting essential hop oils from the palms of their hands.  Paddy explained that the operation might be thought of as a fungi factory that has a nice tasting by-product (beer !), explaining the various processes required to create the optimal conditions for the yeast to grow and to transform malt into beer.  

Students also got to ask questions about the motivations of the entrepreneurs, their strategy to grow the business and to understand the kinds of risks and returns taken by the founding investors.  Unlike BrewDogs the fast growing, City financed international brand that looks primed for a brand optimisation approach, the team at Windsor and Eton are comfortable with their organic growth strategy that relies on internal sources of investment, a common shared passion for brewing and building long term business relationships.  Paddy said the personal trade-off rigour required for agreeing and deciding to invest in the business (perhaps with extra storage space or a bottling line) or alternatively using the funds to take family holidays, results in extremely well thought through financial decisions.  The business has grown much more quickly than expected and W&E are keen to find more space to continue to grow organically and, because they are beholden to no one, they are happy to chase bank managers off the premises. This appears to be a very liberating approach, judging by Paddy's rhetoric and body language.  

Seeking to whet the appetite of, to cite a rather trite marketing cliche', "ever more demanding customers" the Webrew.co.uk team used All Black Rugby legend Zinzan to develop his own drop, naturally presented as an all-black bitter using New Zealand Redback malt and Waimea hops from the South Island for a 6 Nations only sales period.  Treetops is another limited edition brew of African Stout that uses sorghum syrup, roasted millet and toasted yams.  W&E import raw materials from around the world to create a range of sustainability friendly, super local brands (e.g. Knight of the Garter, Eton Boatman and Conquerer) whilst linking international dimensions (Queens Jubilee Commonwealth) to allow for more exotic ingredients to be used, such as cardamom, coriander and jasmine petals.  

Reflecting on low barriers to entry ("Anyone can buy this equipment from Burton-on-Trent and set up a brewing process with a bit of nous") Paddy suggested that competition from the regional, national and global brands was intense, with many larger companies buying up micro-breweries to satisfy strong consumer demand for variety.  Interestingly,  several craft brew outfits, including Windsor and Eton with its Czech inspired Republika, are looking to the lager market, using bottom fermentation processes, to offer a craft lager experience that benefits from a wider market demographic and to stretch their production capacity into the hot summer months when refreshing chilled drinks top the tables.  

Our group of international students (many who were not big beer drinkers) thoroughly enjoyed the visit and we highly recommend the experience.  Link to tour page

Sunday, 16 February 2014

Sitting down is not so easy, Jet-set Mike Robinson shares complexities with Royal Holloway MBAs

Never thought too hard about sitting down before ? Royal Holloway MBA students were taken to another level recently by aviation industry consultant Mike Robinson, who jetted in from Geneva to give a master class on how consumers cope with complexity and particularly choice.  

Royal Holloway MBAs pondering customer behaviour complexity in seat selection

First up really was; Where to sit ?  The traditional rows of desks and chairs were replaced by an aircraft simulating 3x3 seating plan, with a single, central aisle.  MBA Director, Justin O'Brien, predicted correctly that the front row would be the least popular area and the cool crowd would fill up the back row.  Unlike a plane, where seats 1A and 1H are much sought after and there is a general preference for the front rows over those down the back.  



Ever wondered why you end up driving around an empty car park, not quite able to decide which space to take.  Which is really the perfect one ?     My wife certainly finds this behaviour very difficult to comprehend.  But multi-storey car parking has become a bit of a taboo subject in our house, so best to leave this one alone.  Mike suggests it is a function of too much choice and cites a variety of examples that indicates that giving too many options can enhance customer choice satisfaction, but decrease actual purchasing behaviour.  Great data, wrong question, just like new Coke - one to chew over with colleague Sameer next week ! To example this assertion Mike highlighted the huge product range offered by leading supermarkets, but the much narrower, one choice per category offered by discounters like Aldi and Lidl.  

15E the least chosen seat ?


Sharing key insights from his time heading up the commercial arm of the management consultancy practice at IATA (the de facto global airline membership body) in Switzerland and drawing on a wide experience on projects undertaken around the globe, Mike encouraged the Royal Holloway MBA group to attach great importance to customer insight and devoting material time and resources to ensure that real behaviours of real customers is integral to all commercial decision making.

Mike highlighted, by way of case study example, the entrepreneurial 50+ strong retail chain that sells healthy soup targeting the needs of one particular group of Japanese customers, women who like nutritious soups and want to feel safe eating alone in a smoke free environment.  
Mike Robinson at Royal Holloway

Research for a leading European point-to-point airline identified the importance of toilets in the decision making of female and older customers, young people it seems have strong bladders.  Proximity to or access to facilities being a key seat choice factor, and its importance growing with increasing flight duration.

Travellers were also prepared to pay a significant premium for pre-allocated seating in the front of the aircraft and most were happy to pay a notional figure to allow choice at the point of booking and avoid the rugby scrum melee that can occur during a free boarding process.  Crucially the charging framework under investigation failed to optimise the full value of additional fees travellers would have been prepared to pay, underscoring Mike's key tenet that more focus on customer insight is often needed and it can drive the bottom line. 

During the Q&A Mike Robinson explained to the engaged and curious Royal Holloway MBA group that the front of an aircraft was a more popular choice for a variety of reasons including; speed of entry/exit access, lower engine noise and a smoother ride.  

And the answer to life, universe and everything is 15E, the seat most likely to be vacant on a typical short haul aircraft, so choose D or F in that row to optimise your own elbow room.