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ISSUE 47 PAGE 29

TECHNOLOGY

importance relative to the strategic journey that each formulate their digitalisation roadmaps, and benefi t
company has uniquely mapped.” from maritime digital platforms covering trade
operations and fi nancing, trade documentation, as
GETTING A DIGITAL HEALTH CHECK well as port clearances and services.
In Q1 2020, more than 200 maritime organisations
participated in the Digital Acceleration Index WHAT’S IN THE PLAYBOOK?
(DAI) survey and submitted a digital maturity self- A systematic and elemental approach following three
assessment of their strengths, weaknesses, and progressive themes:
digital ambitions. This gave participating companies Discover: Digitalisation in Sea Transport Sector presents an
a better understanding of their digitalisation status overview of the state of digitalisation in the sea transport
across aspects of the business, with accompanying sector based on results of the nationwide DAI 2020 survey.
individualised performance reports benchmarked Framework: An Approach Towards Digitalisation provides
against industry peers using the same diagnostic tools. a why-what-how guide for assessing business needs,
creating a digital goal, optimising core business
KEY TAKEAWAYS: 2020 DAI SURVEY processes and revenue generation, and ensuring that
Multinational companies (MNCs) and digital enablers are in place.
Large Local Companies (LLCs) were found Resources: Supporting Your Digitalisation Journey provides
to be Digital Literates, and required focus a summary of programmes, initiatives, and information
on data, platforms, and ways of working. repositories for companies to kick-start their digital journey.
Small- to Medium-sized Enterprises
tended to be Digital Starters, Mr Kieu Kim Sen, Managing Director, York Launch
and required focus on strategy, Service, agrees that the Playbook has provided useful

cybersecurity, and data. insights into current digital efforts, which complements
his transformation plans. “It’s very informative and
Mr Lund recommends maritime companies, allows us to gauge our digital transformation eff orts
especially those new to digitalisation, to begin with against other sub-sectors within the maritime industry,
the self-assessment checklist within the Playbook. and to identify further opportunities to digitalise other
He shares, “Mapping your current digitalisation process. We can use the Playbook as a reference guide
state as Starters, Literates, Performers, or Leaders and remind ourselves to continue working towards
produces a gap analysis from your desired state, and our objectives,” he asserts.
is an important tool to determine the priorities of Mr Lim concludes that the Playbook serves as
efforts required to close that gap. Your current state a digitalisation roadmap with actionable initiatives

and aspired state in three years will be benchmarked for maritime companies to embark on their own
against peers in comparable industry verticals.” digitalisation journey. “The key is in enabling the
leadership team, digital champions, or CDOs as
MDP AS A DIGITALISATION ROADMAP appointed change agents to seek alignment and
Digital-ready organisations are best positioned to buy-in from management and teams to embark on
thrive with competitive offerings and adaptability to their digitalisation efforts in an effi cient manner, by

new market conditions, whereas those who ignore outlining the ‘why’, ‘what’ and ‘how’. ‘Why’ refers to the
digitalisation will be left vulnerable, especially during vision and outcome the company wants to achieve in

economic downturns. Being digital-ready will also their digitalisation efforts, ‘what’ identifi es the priority
enable the maritime industry to analyse business trends areas, and ‘how’ considers the structure, process,

and customer needs to offer competitive freight rates, people, data, and innovation ecosystem to support

improve cargo visibility through voyage track and trace, companies’ efforts on this journey.”
and use analytics to optimise bunker procurement,
consumption of compliant fuels, and fl eet deployment. FURTHER RESOURCES
The Playbook incorporates key fi ndings of digital Download the Playbook at https://www.mpa.gov.sg/
maturity from the 2020 DAI survey to establish the web/portal/home/maritime-companies/research-
state of digitalisation of sub-sectors in the maritime development/maritime-digitalisation-playbook.
industry, such as shipping lines, ship management The SSA and its members run sessions during which
companies, ship agencies, and harbourcraft ambassadors will guide maritime companies on
companies. Maritime companies can chart their the use of the Playbook and also facilitate further
digitalisation and innovation journey holistically, industry digitalisation.