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in the same time frame. “Data and thus they need to attract a lot of traffic
connectivity are clearly critical to the and if they don't transform their
shipping industry’s ability to overcome its business neighbour ports can take their
current challenges and achieve its long- business out. “With digitalization, the
term ambitions, but simply purchasing location can be irrelevant because some
bandwidth is no longer enough,” it reads. other port miles away can just set up a
The tangible effects of digitalisation competition with better digital and data
in maritime logistics are visibility, services,” he added.
transparency, and accountability along When it comes to shipping companies,
with the data coming out of these factors he noted that digitalisation is a big lever
and the following analytic results. for particularly the top ten shipping
These factors can have a direct impact companies to define their leadership
on productivity and cost. However, to position. He also pointed out the role it
map out the future course of action, will play in the trends among shipping
the maritime industry needs to know They're companies that are increasingly offering
where it is standing today with all the creating a vibrant integrated logistics services and vertical
milestones it has already achieved and ecosystem of startups, integration. "Transparency has become
what are key gaps left unattended. which is a huge very important for shipping companies,
While opening innovation with a especially for their end users, who
vibrant startup ecosystem, industry- achievement for a want to know where their cargo is, 24/7.
wide acceptance of digital solutions conservative industry and They're transforming their services into
and resiliency are the key milestones is something that we should e-commerce mode, where customers
crossed, gaps include lack of clear take into high regard. can buy the service through a portal and
vision among its leaders, lack of track orders," he said.
interoperability, the need to mitigate Juan Jose Gil However, he noted that terminals are
threats, and predict uncertainties. Aventra Digital last in the run for digital transformation.
“It is not negligence but the pure
Digitalisation is the priority for all game when it comes to the use of nature of business,” he said.
Juan Jose Gil, CEO of Aventra Digital, data and digitalisation compared According to him, terminals
a boutique IT company specialised in to shipping companies and have less competition
maritime providing data orchestration terminals. That comes from a compared to ports
and advanced analytics to very understandable principle or shipping
ports, terminals and shipping that ports suffer heavy companies.
companies, said that they competition,” he said.
faced data and digital Ports follow the landlord
immaturity in the beginning. business model and are
“Ports are ahead in the fixated on one location

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