MSC: Competing on Technology Not the Way Forward

Competing on technological solutions so as to meet the shippers’ needs for technological innovation is not always the best way for carriers to reach their goals.

Instead, shipping lines should find the way of working together on standardized solutions if they want to become more relevant and effective in providing shippers with innovative solutions, Chief Information Officer of Mediterranean Shipping Company (MSC), Andre Simha, said while speaking at the Global Liner Shipping conference in Hamburg.

Simha said that one example of how shipping lines can cooperate on such projects is the smart container technology.

“We’ve reached the point in the carrier world where we shouldn’t always be competing on technology, because it’s not necessarily in our customers’ interests to do so,” Simha said.

“Some startups have had some very good ideas on segments that need improving – on smart containers, for example, we’re working in the same direction as other carriers and we’re making progress.”

Specifically, MSC is supporting the work of Traxens, the supplier of smart-container monitoring solutions, which also counts CMA CGM among its core backers.

In conclusion, Simha believes that liners should join in developing a single, holistic system, instead of providing customers with different bits and pieces of technology.