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  • Agis Lamprakis

Digital Adoption Requires a Customer Centric Approach

We were recently featured in the 100th Issue of the Ship Supplier, where our Founder & CEO, Richard Buckley, shared his insights on the importance of close collaboration with customers to ensure the smooth transition and adoption of technology in the maritime industry.

In our experience, working closely with customers for a smooth transition and adoption of technology is key, especially considering the critical role of their existing processes, systems, and data,” says Richard Buckley, CEO & Founder of 90POE.

Nearly ninety percent of global trade is transported by sea, underscoring the shipping industry's pivotal role in our interconnected world. The industry's evolution marks an important convergence of technical and financial innovations, significantly reducing costs and enhancing the reliability of long-distance trade.

Today, as digital transformation becomes imperative, we look at the drivers toward the adoption of digital technology and share our experience at 90POE in supporting customers with the integration of technology into their maritime operations.

Adopting digital technology in day-to-day tasks 

Over the past decade, there has been a significant increase in the number of digital solutions for the maritime industry. Recognising the limitations of traditional ERP systems and with the need move operations online during the COVID-19 pandemic, ship owners, operators and managers are continuing to explore the benefits of digitalisation across operations, focusing on platforms which provide comprehensive functionality for all areas of ship management, both commercially and operationally. 

Richard Buckley, Founder and CEO of 90POE, explains:  

"Adopting digital technology is more than having new tools; it involves a paradigm shift in process and decision-making, powered by new technological insights. At 90POE, our mission is to ensure these innovations not only integrate but significantly enhance maritime operations to drive safety, sustainability, and profit." 

Digitalising Maritime Operations: The Drivers for Change 

The drivers for the adoption of digital technology have been well documented over the last few years, as have the multiple benefits associated with this. Recently, with the roll out of increasing regulations around industry emissions, including the IMO’s Energy Efficiency Existing Ship Index (EEXI), Carbon Intensity Indicator (CII) and European Union Emissions Trading System (EU ETS), we have once again seen the value of digitalisation promoted to stakeholders who are actively looking for ways to manage their fleet’s emissions. 

Richard elaborates: “As the maritime industry faces tighter emissions standards alongside rising fuel costs, there's a growing recognition of digitalisation's critical role. Ship owners, operators, and managers are now prioritising digital solutions that offer real-time monitoring and management of fleet emissions and consumption. This shift is not just about cost reduction and compliance—it's a strategic move to avoid penalties and align with the industry's ambitious decarbonisation targets for 2050.” 


Supporting the Adoption of Digital Technology 

Navigating the digital landscape in the maritime industry requires a balanced approach. While advancements offer exciting possibilities, ship owners, operators and managers remain grounded in practicality. Their decisions regarding digital adoption hinge on addressing real challenges, ensuring cost-effectiveness, and delivering tangible value. 

Richard explains: “Professionals within shipping companies are not merely attracted to the 'new and shiny', their decisions hinge on practicality, cost-effectiveness, and true value.  This discerning approach, focused on addressing real challenges and the adage 'if it isn't broke, don't fix it,' serves as a fundamental principle in their technology adoption strategy. The emphasis is on the fact that technologies form the backbone of ship owners/operators' businesses and is crucial.  While traditional ERPs might lack in certain areas like smart insights or analytics, their core functionality is designed to handle vital business transactions.” 

However, the true potential of digital technology lies in its ability to transcend individual systems and connect across the entire operational workflow. This breaks down data silos and streamlines communication. 

"Going beyond standalone systems unlocks a real opportunity to enhance operational and commercial execution and compliance," explains Richard “Our approach is pragmatic, focusing on those challenges and ensuring the technology we advocate for is fundamentally value-adding. Beyond replacing traditional ERPs, we aim to bridge operational workflows, enhancing both operational and commercial execution.” 

Customer Journey – The 90POE Customer Centric Approach 

Building strong customer relationships is an integral component to the successful adoption of digital technology such as 90POE’s OpenOcean STUDIO. By breaking down barriers and establishing trust we can see significant changes in the way our customers work, and this ensures real value is gained from using our technology. 

At the heart of 90POE’s philosophy is a strong commitment to customer relationships. Through close collaboration, we ensure our technology delivers tangible benefits, aligning closely with each client's unique needs. The maritime industry's digital transformation is not just about keeping pace; it's about leading with innovation and sustainability. Our customer-centric approach ensures that we're not just providing solutions but actively redefining maritime operations together with our clients. By understanding their challenges and aligning our technology with their goals, we're not just implementing systems; we're enabling a future where digital adoption is synonymous with operational excellence and sustainability," concludes Richard. 

If you would like to find out more, email us at, and a member of our team will be in touch to assist and answer all your questions.

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