In an exclusive interview to SAFETY4SEA, Julian Panter, CEO of SmartSea, asserts that change in the maritime industry will be possible if stakeholders lower their defenses and collaborate, particularly in terms of technology and digital strategies.
Drawing on his experience from the aviation industry, Julian emphasizes the similarities between the two sectors and notes that the maritime industry faces an additional challenge that the aviation industry has already overcome: the unification of digital standards, processes, and procedures. For this purpose, collaboration is crucial.
SAFETY4SEA: What is your company’s philosophy for the maritime industry? How did SITA’s experience in the aviation sector influence the development of SmartSea?
Julian Panter : SITA has been unifying the aviation industry for 75 years and boasts an ownership structure which includes 400 airlines. SITA serves 95% of international destinations in the air travel industry, and over 2,500 airlines, airports, ground handlers and governments all working closely with the company. More than 70 governments and all G20 nations trust SITA solutions, and 85% of international air passengers globally benefit from SITA digital border solutions. SITA’s undeniable role in transforming the air industry and shaping it into what it is now is the strongest proof of the value SITA can provide to the maritime sector. SITA’s expansion into maritime is clear evidence of its ambition and capacity to boost digital innovation in a sector that, facing similar challenges, can be greatly enhanced by solutions for the air transport industry, which is estimated to be 10-15 years ahead in terms of technology adoption.
S4S: What are the biggest challenges for the maritime industry for the next five years from your perspective?
J.P.: Both the maritime and aviation sectors operate in a complex and highly regulated ecosystem globally, are capital intensive, heavily reliant on data and communication while also facing very similar sustainability requirements. Moreover, ports and ship terminals experience the same challenges and opportunities; vessels require turnaround and maintenance, the same as aircraft, and both need to manage crew, passengers, baggage and freight efficiently and with constrained budgets so there are similarities. The challenge the maritime industry is facing, which the aviation industry is overcoming is the unification of the digital standards, processes and procedures. The fragmented nature of maritime solutions poses a significant hurdle. Unlike aviation, where standardised data formats and protocols have driven progress, maritime remains disjointed. Overcoming this fragmentation is crucial and this presents the biggest challenge. SITA’s success in aviation offers a blueprint. For decades, it has championed standardisation, enabling transparency, quicker communication, and a cohesive value chain. Maritime must adopt this mindset, promoting standardised data exchange between ships and ports.
S4S: What future trends or developments do you foresee that will transform maritime operations and how does your organization aim to assist towards?
J.P.: SmartSea is the industry’s first company with the power to reshape the maritime sector by facilitating access to the same advanced technology that has already transformed the air transport industry. The potential is immense. Enhanced navigation and traffic management, safer and more efficient routing, and improved situational awareness in congested waters are not distant dreams but tangible realities, thanks to aviation’s advancements. Real-time data sharing and communication could revolutionise interactions between ships and ports, boosting operational coordination, emergency response, and overall safety. Imagine ships, ports, and control centres communicating seamlessly, ensuring everyone has access to real-time data. This would transform decision-making and operational efficiency. Predictive maintenance, a staple in aviation, could drastically reduce downtime and extend the lifespan of maritime equipment. The potential cost savings from avoiding unexpected repairs and delays are enormous. Then there’s the passenger experience. Cruise and ferry operations could see a seismic shift, adopting aviation’s seamless journey technologies. Unified booking and check-in systems, automated luggage transfer – these are not mere conveniences but game-changers. These advancements aren’t just speculative, they are within reach via SmartSea.
S4S: What excites you most about the future of SmartSea and its potential impact on the maritime industry?
J.P.: What excites me the most is seeing how the industry can adopt the tried and tested approach from another industry like aviation to help improve how we do things in the maritime sector. SmartSea can champion standardisation, enabling transparency, quicker communication, and a cohesive value chain in the maritime sector in a similar way that SITA has manged in the aviation industry.
S4S: What is your wish list for the industry and/or regulators and all parties involved for addressing digitalization challenges?
J.P.: Collaboration is key to this transformation, and we are looking forward to working with influential bodies such as the International Maritime Organization (IMO) and the International Association of Ports and Harbors (IAPH). By uniting technology companies and key maritime stakeholders, a collaborative committee could drive this much-needed change. I wish for joined up thinking, collaboration, involvement from IMO, IAPH and the development of a wide ranging committee or even ownership structure in SmartSea which involves key stakeholders. Together we can make the change!
S4S: How can industry stakeholders best collaborate in support of sustainable development to witness real progress towards industry’s digitalization? Can you share any early feedback or success stories from your clients?
J.P.: SmartSea was launched officially in May 2024, so it’s a bit early to share success stories. However, SmartSea has SITA as its majority shareholder and since 1949 SITA has been unifying the industry stakeholders in the aviation sector to ensure unified standards, digital languages and consistent digital processes, policies and procedures. If we can do this in the maritime industry then we can build the future of the maritime sector on solid digital foundations which will allow us to be joined up in our value chains, making way for a more efficient, safer and quicker, more dynamic industry. If we can make the digitalisation of the industry an industry effort then I believe we can succeed.
S4S: What can the industry do to help engage seafarers who feel like they may not have a voice in the energy transition?
J.P.: There are many ways that the industry can engage with the seafarers; it’s a matter of walking the walk and not just talking about implementation. We have to create communication channels, working groups, collaborate, recognise and reward any contributions leverage the digital platforms, which includes social media, but ultimately ensure that via associations and maritime unions that the voices of the seafarers are heard. There is obviously also the question around how much knowledge the seafarers might have in terms of the energy transition and how that effects the industry, their jobs and the environment. Education is also required so the seafarers have the correct knowledge and knowhow in order to be able to voice their opinions based on solid knowledge and knowhow.
S4S: Are there any future projects or initiatives that you are planning to further support maritime operations?
J.P.: The long-term goal for SmartSea is to create the Maritime Digital Backbone which will unify the industry in terms of utilising one digital voice. This is the ultimate vision.
S4S: If you could change one thing that would have an either profound or immediate impact on Digital/Smart performance across the industry, what would this one thing be and why?
J.P.: Consistency and unified standards that are driven into the industry by the regulators and governing bodies and they are all aligned. As an industry, we then need to accept that change is only going to be possible if we drop our guards and collaborate at least in terms of technology and our digital strategies.
S4S: What is your key message to industry stakeholders to foster a more sustainable future for shipping?
J.P.: Collaboration and partnership.
The views presented are only those of the author and do not necessarily reflect those of SAFETY4SEA and are for information sharing and discussion purposes only.
