Digital opportunities for ferries and ports?

I was recently asked to share my view on challenges and opportunities for ferries and ports, and I must admit being slightly confused at first. Why would a technology and business executive at Global Eagle who provides infotainment, internet, connectivity and digital services be asked to address challenges and opportunities related to ferries and ports?

Don’t get me wrong; I appreciate a good port. I prefer a smooth tawny vintage one with balanced fruitiness and subtle hints of nuts and caramel. Ferry ports on the other hand I find less smooth. In fact, I think many of them are rather dull or cumbersome in comparison. So, what thoughts could I share related to the ferry and the port?

Being an “IT-geek” from birth who started building computers and networks in early teenage years, I quickly connected it. I knew that without connecting cables to ports nothing happens - and if there are missing links and friction in the port connections, it can ruin the entire experience of an otherwise good system.

Ferry ports are similar, without them ferry routes cannot operate, but with them come some of the biggest points of pain and friction in the entire ferry experience.

We all know that as with stories, most of our experience are defined by beginnings and endings. These moments often define how we remember the entire experience. Allow me to share an example:

A friend of mine is a huge fan of classical music, and he went to a concert featuring his favorite piece. The performance of the orchestra was flawless until the very end when one of the cellists made a dreadful mistake and the piece ended with a terrible squeaking sound. These few seconds are the only ones he remembered, and although he had a wonderful experience the previous 2 hours, but;

"the last 2 seconds ruined the entire experience and defined his only memory of the concert"

The only thing I remember of my last ferry trip during last year′s high season was a nearly panicky fight to get off the ferry as parents with both hands full of shopping–bags more or less pushed their children in front of them down a narrow stairway. It was almost like an emergency evacuation, but it turned out to simply be the normal debarkation process for the ferry.

We probably all have similar experiences, and when knowing how important beginnings and endings are in defining our memory of experiences; why are many ports still somewhat boring or cumbersome? And why is embarkation and debarkation such a significant point of pain and friction in the ferry journey experience?

There may be many reasons. Each port may be operated differently, by different operators and local governments, ports have different infrastructure and systems, multiple ferry operators may be sharing the same port and so on; all elements driving incremental layers of complexity.

That said; technology, connectivity and digital solutions today presents opportunities to solve many of these challenges. Isolated technologies have been around for some time, but only recently have maturity of all digital services and connectivity platforms combined reached the level that make solutions for the big picture a reality – if you are able and willing to think new.

The first step is to focus more on what you want, rather than on what′s keeping you from achieving what you want. That may sound obvious, but in reality, it may be different.

A few weeks ago, I was walking along Southbeach in Miami with a friend, and a Microbrewery had a booth giving out free sample pints of a new brew. I said; “Let’s stop by and get a free beer!”. His response however was; “No way! I′m not getting in that line – it’s at least going to be 5 minutes of queuing”. My point is that some people see what they want – the free beer – while others see the line that is keeping them from getting the free beer.

Now, let me turn to some ferry and port examples.

If I say: What if there could be a “valet parking service” when bringing a car onto a ferry. Instead of waiting in the car lane until allowed to drive onboard, I would check in my car with the valet service and enjoy the time with other experiences instead of being stuck, waiting in my car.

Is your first thought: “Brilliant, let’s do it!” - Or is it more like; “Hmmm, that’s not going to work. It would be too complicated, we would need more people than we have, what if it goes wrong, how would the passenger find their car again, …” and so on?

Trust me; today there are solution and digital technologies that can address all the concerns you might come up with – and through digital transformation focused on reducing friction and improving passenger experience you could gain a lot of additional value at the same time.

Today connectivity and digital systems can easily track exactly where a car is parked – and once you have achieved this, what else could you think of?

• What about onboard shopping? Why should everyone have all their shopping bags in hand as they demark?
• Why not combine the valet service with delivering anything you buy onboard directly into the car?
• Even passengers without cars could receive their shopping bags just in front of the customs point instead of fighting their way down narrow stairs with kids and both hands full of bags.

Delta Airlines recently introduced real-time luggage tracking in their app. Could ferries and ports find any value in offering a luggage check-in and real-time tracking service? If passengers could check-in luggage even on a same-day crossing, they might also move around more, explore more onboard amenities and shop more – rather than being stuck watching their luggage? And if passing tax-borders, VAT refund service could be offered digitally, just like at Madrid airport.

Also, in the event I have to wait to embark the ferry; what if I could be entertained and engaged in different ways to make the waiting time a better experience? What if the ferry operator had complete WiFi coverage, even in car lanes, allowing me to access live television, movies, games, newspapers and magazines on my phone as a benefit of travelling with my selected brand?

• What if I could make upgrades or pre-book reservations with amenities onboard while waiting?
• What advertisement opportunities could be tapped into with this captive audience?

Or if I checked in my car with this “valet service” 2 hours before departure, what if the Ferry Operator or port had agreements with nearby hotels or facilities where passengers could book an hour in the gym, use the pool, the spa or other amenities of hotels or facilities nearby that otherwise would be underutilized? This could create community platforms fueling new revenue opportunities as well as ensuring significantly better experiences for the passengers who would get their time enriched while waiting – and being brought back to port, just in time to embark the ferry enjoyably and smooth – almost like that vintage tawny port.

I can think of numerous similar examples, scenarios and ideas to improve the ferry and port experience, and will conclude with some recommendations:

Firstly; It’s about mindset. Don’t admire the problem and fall into the trap of only seeing the complexity and problems that keep you from achieving what you want:

"See the free beer, not just the line"

Secondly; Technology and connectivity platform can reduce complexity and friction, while improving customer experience and creating new revenue opportunities. These platforms and solutions are now coming together like the perfect storm to make digital transformation and the scenarios I shared possible:

"It′s time for change; think big, start small, act and scale fast"

Third: Having worked in the same company or business for years can make you blind to new opportunities – consider bringing onboard new talent and digital natives. And finally;

"Partner with companies who can help you inspire and drive digital transformation initiatives" 

Are ferries and ports ready for digital transformation - or simply too busy to improve? What can you do to inspire or improve the ferry and port experience?