Mærsk’s Digitale RejseVækst ‘18Carsten Frank Olsen, Global Head of eCommerce, Maersk

VÆKST ‘18

Title of presentation | page 2

1 Digital disruption og diskontinuiteter i markedet

2 Digitale løsninger er nøglen til fremtidig vækst!

3 Trends på tværs af industrier – samtMærsk focus-områder

4 Undervurder ALDRIG Cyber Risks!

Er vi bekymrede for digital disruption?

...eller er vi mere bekymrede for disruption af vores forretningsmodel?

Emerging Business Models

Driver(s) Implication(s) Channel impact

Production moving closerto consumer

Consumer behaviour: a) instant fulfillmentb) Demand for highly customised products

- Lower volumes via ocean- Sustainable land-transport on the rise- Last mile fulfillment a differentiator for

logistics firms

- Digital Capabilities that support‘instant’ (booking, tracking at SKU level, notifications etc.)

Channel Explosion Consumer behaviour: a) Customers are ‘always on’ and expect

ease of access to buying across all categories, at all times, across all channels

b) Digital public administration boomingc) Virtual money

- Less volume going through conventional channels as this will shift to a variety of other channels including trading platforms such as Ariba, AmberRoad, Amazon etc

- Border between B2B and B2C digital behaviour will fade

- A true multi-channel approach will be required

- Customers will ‘self-segment’ i.e. select the channels that are simple and easily accessible

- One-stop Platforms (e.g. Amazon) will continue to grow

Mega-cities/Super-Grid Logistics

Consumer behaviour: a) Massive rise in cross-border eCommerceb) Consumers buying directly with

manufacturerc) Expectations around ‘instant’ fulfillment

- Changing buying behaviour means that positioning on relevant platforms becomes paramount

- Price pressure. Platforms such as Amazon are driving down prices to the benefit of the end users

- One-stop Platforms (e.g. Amazon) will continue to grow

- API capabilities become critical to ensure fast integration with external portals

Excessive Consumerism will impact global climate and will lead to demand for sustainability

Rapidly changing climate will drive a need for sustainability in supply chains e.g. through circularity/re-cycling

- Expectation of significantly lower Carbon Footprint

- Logistics that will focus on enabling re-cycling/waste reduction

- Customers will only use the most efficient channels. Traditional ‘paperbased’ transactions will go away

- Real-time visibility (e.g. by RFID) becomes key to optimise flows

Ligesom Transport & logistik, er Landbrugssektoren klar kandidat

for digital disruption

Lidt scenarie-tænkning omkring disruption…

- RFID Sensorer & Tracking fra

mark/stald til bord

- IoT sensorer påmarker, hos

besætninger, I maskiner etc

- Robotics

- Machine learning og AI

Hvis jeg nu var en ung,

fremadstormende tech-

wizz, ville jeg lave

partnerskabermed

landbruget…

Vi er sat i verden for at levere en fantastiskkundeoplevelse!

Customer FirstRadically improve the

customer experience for all

Transport and Logistics

customers

Grow revenue Cost leadership Digital InnovationCombine expertise in

operating physical assets

with digital innovations, we

will enhance customer

experience and improve

availability and reliability of

assets

Create organisational capabilities

and hire digital talent

Mixing a new breed of talent with our world class shipping and logistics

people – hired 100+ in our Advanced Analytics teams already

Create an innovative, agile and

experimental culture alongside our current

thinking

Training and using Scrum methodology; created Design Centre

for facilitating agile working methods and design thinking

Design organisation to operate at different

speeds

IT and Digital organisations working directly

with business product leader to unlock value

Standard digital product development

platform

All digital product development will take place on one common

platform

Capabilities

& people

Culture

Organisation

Infrastructure

Digital transformation kræver en radikalt anderledes

mådeat tænke ogagere på!

ENABLERS PROGRESS

Innovations-tænkning er central for vores digitale og

kulturelle transformation

INNOVATION METHODS

Internal idea sourcingInternal

Working with external parties such as start-ups

and establishing strategic partnerships External

Customer co-creation Customers

Digitale løsninger er nøglen til fremtidig vækst! Mega-trends vi ser på tværs af industrier

Internet of ThingsPervasive computing Mobility

Big Data

Blockchain

Analytics/BI

APIs

Internet of Things

• the concept of connecting any device with an

on and off switch to the Internet (and/or to

each other).

• This includes everything from cell phones,

wearable devices, and almost anything else

you can think of.

• This also applies to components of machines,

for example a jet engine of an airplane or the

drill of an oil rig, and –even a reefer container

or predictive maintenance on tanker vessels!

Mobile

• Mobile is the dominant form of digital

interaction today.

• Currently, mobile web usage is growing faster

than apps.

• New web technologies are removing the

dependency on apps – web can now handle

offline and notifications (almost the way apps

can).

• Android is outgrowing Apple, and the pace of

mobile is faster than any other technology.

• Significant gravitation towards mobile across

many of our customer segments and a key

priority for Maersk Line to support this!

Big Data

Large volumes of data, both structured and unstructured

that inundates our business and typically has three

dimensions:

• Volume: the extreme size of the data and ability to store it

• Velocity: streaming of data at unprecedented speeds

• Variety: Many different data types – structured, text,

sensor, geospatial

Analytics/Business Intelligence & AI

ADVANCED ANALYTICS is a grouping of analytic

techniques used to predict future outcomes.

New data means new opportunities when

combined with analytics:

• Smarter decision making

• New products and services based on predictive

analytics

• Optimising business processes

• Machine learning trials

• Chat-bots

• Operational execution

Pervasive computing

• Pervasive computing is the growing trend

towards embedding microprocessors in

everyday objects so they can communicate

information

• Pervasive computing devices are completely

connected and constantly available

• In contrast to desktop computing, instant

computing can occur using any device, in any

location, and in any format

• Beacon Technology is an opportunity to be

explored to provide even more granular

container visibility

APIs

• APIs (Application Programming Interface)

• APIs are enabling reusability, resulting in the

completion of new customer or partner

integrations – across all channels - in days, not

weeks

• Enables integration of content from partners

(e.g. Business Units across Maersk T&L) to

create cross-sell and upsell opportunities

• APIs will be key for Maersk T&L to insert

ourselves in our customers’ supply chain

rather than pulling customers into our flow.

Cyber Sikkerhed – Key learnings

Undervurder aldrig behovet for cyber sikkerhed!

• Risk mapping: Proactively work to identify and mitigate biggest risks

• Participate in cyber security networks

• Participate in industry network groups

• Continuously work with suppliers and partners to ensure compliance with security standards

• Continuously ensure that your employees are aware and trained in security related matters

• Continuously improve and update Business Continuity Plans