[301011.EN.SEA] What Is The True Value of Daily Maersk For Shippers?

FOR far too long container shipping lines have competed with each other on price, largely because there was little else they offered customers that truly differentiated them from the next shipping line.

This focus on price has led to numerous rate wars over the years, which in turn has resulted in significant financial losses for the carriers, the worst of which came in 2009.

After 2009 there has been much talk of learning from the mistakes made that led to the container shipping downturn, but very little action has been taken to truly change the way the industry operates.

At least that was the case before Maersk Line’s recent call for change in the sector through its New Normal manifesto, which called for the focus to be placed on service rather than price. And it is has followed this talk up with action, with the launch of the highly publicized Daily Maersk service, which commenced this week.

In recent weeks we have looked at what the carrier has to say about its new product, and we have looked at some of the queries and misconceptions that industry insiders have concerning the service, but today we will begin to hear from potential customers about what they think of the new service… 

Most shippers and forwarders are openly applauding the initiative. The Container Shipping Manager has been speaking with these potential Daily Maersk customers to find out what they truly believe the value of the service to be, if any, for their supply chains. 

Recently we had the opportunity to speak with a senior global purchasing manager with one of Europe’s larger shippers to hear his thoughts on what Daily Maersk means to him.

"I think it’s a good product. I believe it is a good step forward because currently all bookings are based on a vessel and a departure day. Now you just place your order based on an arrival date. So I believe it is a good step forward and I would love to see it expanded to include other trades,” he said.

The true value, as this purchasing manager sees it, is that Daily Maersk’s scheduling will suit many exporters whose production schedule is continuous.

Source : CSM, 26.10.11.