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Mohd Sidik Shaik
Osman, CEO of PTP, South-east Asia's fastest growing
transshipment hub, presented a paper today during the 'Eye For Transport
Asia 2001'. The 2-day conference held in Singapore was themed on business
strategies and technologies are believed to be the largest for the Freight
Industry in Asia.
Organised by the
eyefortransport.com, the main objective of eyefortransport.com is to provide a gateway to the cutting edge
changes in the transportation industry and their impact on markets and working
practices. Participation in the conference included a small but
significant specialist group of 60 representatives from leading logistics firms, third
party players, I.T. companies, solution providers, ports, leading shippers
and several shipping line representatives.
Mohd Sidik delivering a paper on 'Customer Relationship Management
(CRM) Solutions for hub Ports today' was one of the four keynote speakers at the
conference, together with Robert Yap, Executive Vice President -Information
Technology for PSA Corp. and Managing Director for
Portnet, Matt McGee, Vice President of Marketing, UPS for Asia Pacific Region and Michael Thomas,
Group General Manager, Process and Technology for Tranz Rail NZ. Dr.Kaizad
Heerjee, Assistant Chief Executive of Online Development IDA Singapore
gave the opening address.
In his keynote address, Mohd Sidik began by touching on the dynamics of world container trade where during the present global downturn, ports were
responding by working with their customers on finding new solutions for
mutual benefits. In developing economies, Mohd Sidik added that the
increasing use of containerization and the maturing of economies have
contributed in part to soften the effect of a downturn. Mohd Sidik stated
" In Malaysia, the leading ports have experienced excellent growth levels
year-on-year over the last few years. This is also due to handling of
transshipment cargo which prior to the late 90s was nominal in
Malaysia."
This changing demand patterns, Mohd Sidik added had resulted in shifting liner patterns where larger vessels have emerged, larger lines have been
established through consolidation and alliances. The result effect on
ports was increasingly demanding challenges from their key customer base. With
larger vessels, productivity demand has also increased where costs were
also to be controlled to ensure competitiveness.
In preparing for these trends, Mohd Sidik also viewed that " The changing
demands in trade causing larger capacity vessels has a direct net effect
on ports. Over the last few years, requirements for entry as a new hub port
have increased." This he added includes a minimum depth of 15 metres
accessibility, quay length per berth of at least 400 metres and
necessary equipment to cater to large 8000 - 10000 TEU vessels. Productivity demands
have also increased to a minimum crane productivity of 30 gross moves per
hour with at least a 3 crane deployment per main line vessel.
In planning the development of PTP, Mohd Sidik said, " PTP is a new port and was definitely fortunate to be able to plan the port taking into
account our key customers objectives and future expansion."
This had enabled the port to move on to the next phase of planning for CRM
Solutions as an added attraction in securing key customers. Being new,
Mohd Sidik said that PTP's CRM focus was to re-define CRM into " Customer
Really Matters". All that was needed, he said was to centre the entire
operational and clearance processes taking into account customer needs. PTP's CRM
systems he said enabled effective management of customers and were
information proactive rather than reactive.
Here, PTP sought to maximise
and manage the value of the information data provided to customers. PTP's
Customer Support Systems were in fact centred on this approach via a web
enabled browser with accessibility to key local and international players,
a user bulletin board, the provision of online support and container
tracking, vessel clearance system and a back office system catering to operational
needs.
On the local end, with different needs, PTP provided for a Free
Zone Information Processing System, which linked the entire port community into
one network with accessibility to key local agencies including Customs and
the other relevant government agencies. PTP's Customised and Integrated
port IT systems were designed to focus on the enhancement of connectivity and
compatibility primarily as a bridging system and control gap between port
and its customers. This seamless flow through process ensured a paperless
EDI-based transaction and the expansion of corporate networks to customers
and trading partners. Its e-commerce enabled web browsers facilitate an
easy web based access for cargo advise, tracking and increased internal
efficiency.
The key factor, Mohd Sidik added behind these systems was "ease of use, low training requirements, easy customisation and minimum costs."
In concluding, Mohd Sidik shared to the 100 strong audience that
"PTP's vision was to ensure that high technology simplifies matters hence the
phrase, Customer Really Matters and not Customer Relationship Management"
Other speakers during the 2-day conference included Ng Buck Seng, Regional
Practice Manager - Extended Manufacturing Business, Hewlett-Packard Asia
Pacific, Johnny Leong, Jayant Bhat, Director of ASEAN Region and
Operations, National Semiconductor, Mario Pereira, Editor in Chief, Electronic
Business Asia, Fred Bauthier, SVP Marketing Container Applications International
(CAI), Wolfgang Bien, Senior Regional Manager, Supply Chain Competency
Center and Nancy Felices Regional Manager - Financial Systems Integration
Treasury Center of BASF South East Asia, Pte Ltd., Michael Gildea Director
of Business Development & Marketing UPS Logistics Group, Edward Hernandez,
Vice President of Marketing for Polar Air Cargo, Bjorn Jensen, Director -
E-commerce, TNT Logistics Asia, Anne Lee, Asia-Pacific E-Business Manager,
Schenker AG & Schenker Asia-Pacific, David Pierce, Manager - Marketing &
Business Development, Emirates
Skycargo, Greg Whittle, Vice President,
eCommerce Asia, JP Morgan, Brett Whitfield, Principal Consultant, Services
Group PriceWaterhouseCoopers Global and Jayasangar
Ramasamay, Executive Committee & Founding Member of The Logistics & Supply Chain Management
Society.
For further information, please contact Brian Paul / Taufik Othman,
Marketing & Corporate Communications, PTP at tel:-607-5042222 or fax: 607
5042166.
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