Have to admit to a vested interest in this issue, with retired staff travel facilities (1st class) I'm a regular user mostly off peak, (though on occasion in the peaks), on GA. I was also the BR manager who worked up the business case that led to abandonment of FC on the LTS in the 1990s, so have some understanding of the economics.
There's no doubt that First Class on GA has been very much a mixed offer, until the last few years the interior condition of many the trains left a lot to be desired, the refurbishments have improved this dramatically and in the main the presentation of the trains under Abellio is much better. That said on the DOO services policing of first class and revenue collection gives the impression at times that the operator can't be bothered with it and public responds appropriately. Therefore it hardly surprising that first class revenue other than on the Norwich route is so low. First class revenue may well have been impacted by the on-going engineering works at weekend and Bank Hols; who would pay for FC if you were going to be spending much of your journey on the GEML at least in a rail replacement coach and the tube!
That said I'm quite surprised at times the number of genuine first class ticket holders on some off peak services, especially on the longer distance EMU routes, though this might be due to GA's competitive Advance fares. In the peaks I personally think there is some true demand from the more well heeled places like Shenfield, Ingatestone, Chelmsford, Kelvedon, Marks Tey, Colchester, B Stortford and Audley End, you only have to look at the numbers of high marque cars in the car parks on weekdays to see that some of GA's customers do have the income that should support such an offer. Come January 2020 these First Class season ticket holders, (who pay GA the most and in most industries would be the most valued customers), will only have the option of joining probably already busy trains in the peak and may have the worst choice of seats for their journey to work. The Stansted decision I find odd too as it simply seems to reinforce the perception that the airport is only serving the low cost market, something the owners seem to spend loads of time trying to impress on the wider world is not the case! Like so much in the industry today Great Minster House knows best so one class will fit all for many users in this part of the world.
It'll be intersting to see how this impacts on GAs bottom line though I would imagine the assumption that overall growth would mask any losses, though how demand holds up with changes to working practices and the impact of B****it on the City is a moot point! Being commercially sensitive however I doubt we'll get to see the hard numbers though.
I have to admit personally I have to see what the 720 travelling experience is like but I do wonder if I'll gravitate more the Norwich fasts which other than in the high peaks stop at Colchester, I do wonder if FC on these will become over subscribed though, which on some shoulder peak services such as the 16:00 and 16:30 ex LST it already can be on some days.
Lastly Samuelmorris my understanding is that due to their limited capacity, (like the 170s before), the through Lowestofts will make few if any stops south of Ipswich, though as so much about this franchise we'll have to wait and see the full detail of future timetables to find out.