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August-October 2019

Shipping giant Maersk on taking a cloud-first approach to disrupting the competition

Danish transport and shipping giant Maersk has shared details of the cloud-first strategy it is pursuing as it seeks to retain its market-leading position, while surfacing new opportunities for revenue growth. Speaking at the DevOps Enterprise Summit (DOES) in London on 25 June 2019, Rasmus Hald, who heads up Maersk’s cloud centre of excellence, said the firm was facing a number of wide-ranging competitive threats. These include facing down threats from new, disruptive market entrants that are using apps and data to refine the logistics process for their customers, which has prompted the firm to rethink how it sets about fighting back. In the past, for example, new market entrants could sometimes be dealt with by increasing the capacity of its physical shipping networks, with the addition of more vessels or container terminals, whereas now it requires a more technology-led approach. “We are being disrupted by small startups… that are removing the complexity of our industry with smooth digital solutions about end-to-end logistics...

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