In this clip from The Freight Buyers' Club, Andre Simha, who chaired the Digital Container Shipping Association for seven years, explains why container shipping's real problem isn't technology. It's trust.
Andre explains that getting fiercely competitive shipping lines to agree on basic data standards was hard, but achievable. Getting the industry to actually adopt those standards afterward has been much harder. He calls it a vicious circle. Everyone wants visibility, but sharing information means trusting other companies with it.
He also compares today's AI evangelists to the blockchain evangelists who pitched him the same ideas a decade ago, in some cases the same people. His test for any new technology is simple. Does it remove a real, specific manual task. If not, he's not interested. Andre closes with the electronic bill of lading as proof of the problem. Years after the pandemic pushed hard for it, adoption still sits at only 10 to 20 percent. Andre Simha spent nearly 39 years at MSC, the world's largest container shipping line, the last five and a half as its digital transformation chief, before stepping down this spring.
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