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Hapag-Lloyd’s “Live Position” Sets Sail to Revolutionize Global Logistics

Hapag-Lloyd, a leading container shipping line, is set to transform the landscape of global logistics with the imminent launch of its innovative tracking product, “Live Position.” This cutting-edge solution incorporates Internet of Things (IoT) technology across the entirety of its container fleet, making Hapag-Lloyd the first container shipping line globally to implement such a comprehensive and advanced system.

Pioneering Technology Transforms Logistics

The ongoing pilot phase of the “Live Position” product is currently underway, involving collaboration with selected major customers. This strategic move not only marks the installation of the one-millionth tracking device on the dry container fleet but also positions Hapag-Lloyd at the forefront of the industry’s technological evolution.

Bridging the Visibility Gap

The primary objective of “Live Position” is to eliminate the existing “blind spots” within global logistics. This tool empowers customers with real-time data, enabling swift and informed decision-making. The product aims to revolutionize container tracking, providing an unprecedented level of visibility and control throughout the entire supply chain.

Global Engagement Across Diverse Industries

Launched in September, the pilot phase of “Live Position” has witnessed active participation from 14 key customers spanning diverse industries such as Automotive, Machinery, Agriculture, Chemical, and Retail. This global engagement ensures a comprehensive understanding of operational landscapes, allowing for tailored adjustments to meet diverse customer needs.

User Experience Evolution

Continuous research and feedback interviews with participants in the “Live Position” pilot phase have resulted in a dynamic evolution of user experience, performance, and overall usage of the tracking tool. This iterative process ensures that the final product aligns seamlessly with customer expectations and operational requirements.

Customer Feedback Fuels Development

Customer feedback from the pilot phase provides valuable insights into the effectiveness and practicality of “Live Position.” Users appreciate Hapag-Lloyd’s commitment to digital container monitoring, acknowledging it as a strategic leap in ensuring customer satisfaction.

Oriyomi Idowu, Distribution Specialist at Bayer Crop Science, expresses gratitude for Hapag-Lloyd’s innovative approach, stating, “With making its container fleet smart, Hapag-Lloyd is going the extra mile to remove every shipper’s greatest concern.”

Kühne & Nagel’s digital supply chain and visibility expert anticipates a significant impact on hinterland visibility, emphasizing the potential revolution in tracking efficiency and security for container transport.

Realizing Customer-Centric Vision

Alexander Gast, Project Manager for Live Position at Hapag-Lloyd, highlights the commitment to customer-centric development. He states, “The positive acceptance of the pilot project by our test customers reinforces our belief that the future of container tracking is not just smart but overall customer-centric.”

As “Live Position” sails toward mass market availability, Hapag-Lloyd continues to set new standards in the maritime and logistics industry, demonstrating a dedication to innovation and customer satisfaction.

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