Dig­i­tal­i­sa­tion will im­prove cus­tomer ex­pe­ri­ence

Dig­i­tal­i­sa­tion will bring down the trans­ac­tion cost, re­move du­pli­ca­tion of data and help op­ti­mise the in­fra­struc­ture use, im­prov­ing the cus­tomer ex­pe­ri­ence

Maritime Gateway - - Contents -

Sabyasachi Ha­jara, Chair­man, Ed­i­to­rial Ad­vi­sory Board, Mar­itime Gate­way, in his open­ing re­marks talked about the im­prov­ing sit­u­a­tion in the mar­itime sec­tor, grow­ing con­sol­i­da­tion and im­prov­ing de­mand. “We should not only no­tice op­por­tu­ni­ties but also cre­ate them for the good of the in­dus­try and na­tion at large,” as­serted Prakash Tul­siani, COO and Ex­ec­u­tive Di­rec­tor, All­cargo Lo­gis­tics. His dis­cus­sion touched upon de­vel­op­ment of in­fra­struc­ture, Sa­gar­mala and dig­i­tal­i­sa­tion in the in­dus­try. Ram­prasad, Edi­torin-chief, Mar­itime Gate­way, and mod­er­a­tor of the ses­sion trig­gered the dis­cus­sion with his com­ments on dis­rup­tions hap­pen­ing in the in­dus­try im­pact­ing the way busi­ness is done, im­por­tance of tech­nol­ogy with more and more ship­ping lines go­ing dig­i­tal and Maersk in­vest­ing in dig­i­tal­i­sa­tion while en­cour­ag­ing star­tups to de­velop and pro­mote in­no­va­tive ideas.

Dig­i­tal­i­sa­tion is im­pact­ing all in­dus­tries and ship­ping is no dif­fer­ent, said Sudeep Mehro­tra, Di­rec­tor – Cor­po­rate So­lu­tions Group, Alvarez & Marsal. It ef­fects cus­tomer ex­pe­ri­ence and helps in cost op­ti­mi­sa­tion by re­duc­ing the num­ber of lay­ers in value de­liv­ery. “Cus­tomers in the next five years will have bet­ter pro­cesses to get ship­ping ser­vices.” Dis-in­ter­me­di­a­tion will be a ma­jor change and more cus­tomer in­for­ma­tion will let in evo­lu­tion of new busi­ness mod­els.

One of the largest pro­moter of dig­i­tal­i­sa­tion has been Int­tra, au­tomat­ing doc­u­men­ta­tion. Cur­rently only 50 per cent of the in­dus­try is sub­mit­ting doc­u­ments elec­tron­i­cally, in­formed John Vitkus, Vice Pres­i­dent - Sales, Asia Pa­cific, Int­tra Pvt Ltd. Int­tra helps the in­dus­try to or­gan­ise, col­lab­o­rate op­er­a­tions, bet­ter share data.

Cus­tomers are de­mand­ing dig­i­tal­i­sa­tion as it in­creases trans­parency and de­creases cost, re­vealed Pur­nendu Sekhar, Founder, Co­go­port In­ter­na­tional Lo­gis­tics. In other in­dus­tries it is easy to cal­cu­late price, but in ship­ping it is not so sim­ple. The en­tire in­dus­try should col­lab­o­rate to make pric­ing more trans­par­ent and here tech­nol­ogy steps in.

The Cus­toms De­part­ment has been proac­tive in im­ple­ment­ing dig­i­tal­i­sa­tion, re­marked SK Rah­man, IRS, Addl. Di­rec­tor Gen­eral, Di­rec­tor Gen­eral of Sys­tems & Data Man­age­ment, CBEC. The de­part­ment has trans­formed from law en­forcer to law fa­cil­i­ta­tor. Mea­sures such as self-as­sess­ment, AEO and ICEGATE have been im­ple­mented. Sin­gle Win­dow In­ter­face for Fa­cil­i­tat­ing Trade is help­ing in co­or­di­nated bor­der man­age­ment. Another gov­ern­ment ini­tia­tive un­der dig­i­tal­i­sa­tion is the launch of Port Com­mu­nity Sys­tem that in­te­grates flow of in­for­ma­tion, said A Ja­nard­hana Rao, MD, In­dian Ports As­so­ci­a­tion.un­der the sys­tem all pro­cesses that in­crease cost have been ex­am­ined and dig­i­talised. It has var­i­ous mod­ules: Ves­sels, Con­tain­ers, Trans­port and Cus­toms. Stake­hold­ers in­clude ma­jor and pri­vate ports, Cus­toms, rail­ways, ship­ping lines, agents and 14 banks.

Tak­ing a macro view, Samir Shah, Chair­man, FFFAI said, we need a cargo com­mu­nity sys­tem and not just port com­mu­nity sys­tem. The PCS has dif­fer­ent mod­ule for air cargo, sea cargo and land cargo. These should be con­sol­i­dated. Voic­ing the pain points he said, dig­i­tal­i­sa­tion has not re­duced the cost for freight for­warders and spend­ing per move has to come down.

Dig­i­tal­i­sa­tion started in the 80’s with the Cus­toms de­part­ment be­ing one of the first im­ple­menters, re­vealed Sailesh Bha­tia, MD, Bha­tia Ship­ping Agen­cies. While ship­ping lines have moved from man­ual to dig­i­tal fil­ing of bills, but data is be­ing used for in­ter­nal use of the Cus­toms de­part­ment and ship­ping lines. “Dig­i­tal­i­sa­tion should move be­yond data cap­tur­ing to chang­ing the way trans­ac­tion is done.” PCS 2.0 should fo­cus on in­cre­men­tal data and not rep­e­ti­tion of data.

Suren­dra Lin­gareddy, Di­rec­tor, Asia-pa­cific, Volteo, ex­plained how IOT can help the in­dus­try per­form bet­ter. Real-time track­ing lo­ca­tion and con­di­tion of trucks and con­tain­ers will be pos­si­ble. Sen­sor can help in­crease func­tion­ing of in­fra­struc­ture at ports, re­duce wait­ing time and de­tect anom­alies.

(L to R) Sailesh Bha­tia, Man­ag­ing Di­rec­tor, Bha­tia Ship­ping Agen­cies; John Vitkus, Vice Pres­i­dent - Sales, Asia Pa­cific, INT­TRA Pte Ltd; Samir J Shah,

Chair­man, Fed­er­a­tion of Freight For­warders As­so­ci­a­tion in In­dia; S K Rah­man, IRS, Com­mis­sioner, Direc­torate of Sys­tems & Data Man­age­ment, CBEC,

Min­istry of Fi­nance, GOI; Vi­jay Minocha, Pres­i­dent, Asia Pa­cific, INT­TRA; Pur­nendu Sekhar, Founder, Co­go­port-in­ter­na­tional Lo­gis­tics; A Ja­nard­hana

Rao, Man­ag­ing Di­rec­tor, In­dian Ports As­so­ci­a­tion, Min­istry of Ship­ping, GOI; Sudeep Mehro­tra, Di­rec­tor-cor­po­rate So­lu­tions,group, Alvarez & Marsal Trans­ac­tion Ad­vi­sory Group; Suren­dra Lin­gareddy, Di­rec­tor, Asia Pa­cific, Volteo; Ram­prasad, Ed­i­tor in Chief & Pub­lisher, Mar­itime Gate­way

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