Rock and Digital Transformation

Rock And Digital Transformation

The first we can’t live without, the second are the indisputable buzz words in the maritime industry today. But what does this mean in practice.

Is Digital Maritime Transformation (DMT) a software to buy? A song to enjoy.

On the contrary, Digital Maritime Transformation (DMT) is a whole new way of thinking and doing business. It’s a business philosophy in which DATA are at the center of everything one does.

Most companies are pursing DMT driven from a vendor’s need to sell, and not from an internal well thought data strategy.

Your own people must be at the center of things and have access to live data thru open API’s and integrations. Today – more than ever – corporate Silo’s (and excel files) are just “killing you softly”. Big Data is the only “Stairway to heaven”. Sing with me, today the decalogue of tips for effective DMT below:


  • But DMT requires you to move out of your comfort zone, challenge the way you are doing things, go to new “other unknown places”, something that we might initially think to be dusk and shadowy. Remember success came to Pink Floyd when they launched “See you on the dark side of the moon”.


  • In DMT you first, have to listen and then invest in time & resources with your vendor cause if you don’t your Vendor might just be Bon Jovi who is singing: “I play my part and you play your game. You give love a bad name”.


  • DMT demands that you choose carefully & focus on some of your activities, as you most probably can’t run a business and simultaneously transform all its functions at once. Doing that might kill the P&L and eventually you will end up dead. Freddie Mercury did as he boasted: “Darling, my attitude is ‘fuck it’; I’m doing everything with everyone.”


  • And no, things don’t always come smoothly in DMT. You must take (calculated) risks. You will get your feet wet to find gold. It is only if we don’t try anything that we don’t make mistakes. Van Halen knows that well and sang: “You’ve got to roll with the punches to get to what’s real”.


  • Many Shipping companies that started (too?) early on DMT or with the wrong (incompetent) Vendor, did not see tangible results and abandoned their efforts. Don’t. Don’t let a bad start discourage you. Love the Beatles, but don’t you ever sing to: “Yesterday all my troubles seem so far away, but now they seem as though they are here to stay. I believe in yesterdays”.


  • In DMT you need a certain degree of adaptability. It might be strange at first, but it might just be what you need and the mighty Rolling Stones definitely argue that: “You can’t always get what you want, but if you try sometimes well you just might find you get what you need”.


  • Ship Data today aren’t always available due to poor connectivity but that should not be a prohibiting factor, IOT is everywhere and bandwidth will increase soon, even Toto knows that: “Love isn’t always on time”.


  • Have clear & simple objectives and in DMT make sure you stick to them, whether you are young or old, because Neil Young is always right: “I’ve been a miner for a heart of gold”.


  • Today the Maritime industry is still technologically far behind other sectors, but DMT is a way to obtain a competitive advantage. Let the Beatles show you the way: “Take a sad song and make it better”.


  • And yes, the competitive advantage that DMT can provide you with, is huge… profitability as the one of the best performance Bruce Springsteen declares: “Show a little faith, there’s magic in the night”.


What song comes to your mind when addressing DMT?


Philip Uhrskov Nielsen

Philip Uhrskov Nielsen