Nor-Shipping brings disruptive sustainability to London

4 March 2016: Leading global maritime event week Nor-Shipping was in London on Monday to launch its Disruptive Sustainability theme to the industry, hosting a special media gathering to discuss the issue with key industry executives. Nor-Shipping Managing Director Birgit Liodden assumed the role of chairperson for the IMMEDIASEA debate on 29 February, which saw high-level presentations from ABB, ABS, Jotun and Wärtsilä.

The biennial maritime event, which takes place in Lillestrøm and Oslo, Norway, between 30 May to 2 June 2017, is dedicating the whole of Hall A at its 22,500 square metre exhibition centre to a concept that revolves around new ways of thinking, new business models and new working relationships. The hall will feature trailblazers from the world of shipping, hand in hand with companies and innovations from the wider business world.

This, Liodden told the IMMEDIASEA audience, would  “allow for a sharing of insights and cross fertilization of ideas, as we encourage the industry to step outside its comfort zone and tap into new sources of innovation and inspiration.”

She used the podium to state her belief that shipping was now at a crossroads and faced the option of “disrupt or be disrupted,” arguing that technology, market forces and environmental concerns shouldn’t just be seen as a challenge, but also an opportunity.

“For those companies willing to seize the moment and embrace change, the reward will not only be survival, but more sustainable businesses, in a more sustainable industry,” she opined.

Liodden shared the stage with maritime executives who gave lively presentations to an invited media audience, all of which focused on the disruption of established business models. The panel of presenters featured: Kirsi Tikka, Executive Vice President, Global Marine, ABS; Rune Braastad, Head of Marine Service for Oil & Gas Vessels, ABB; Willie Wagen, Director Market Innovation, Wärtsilä, and Stein Kjølberg, Global Sales Director - Hull Performance Solutions Jotun Performance Coatings, Jotun.

The quest for efficiency

Jotun’s Kjølberg spoke about his firm’s commitment to improving efficiency, and particularly their contribution to a new ISO standard (ISO 19030) for measuring changes in hull and propeller performance.

“Poor hull and propeller performance,” he noted, “is estimated to account for around 10 per cent of world fleet’s energy costs. Improving that performance can reduce the world fleet’s fuel cost by as much as USD 30 billion per year, achieving an estimated 0.3 per cent reduction in man-made greenhouse gas emissions.”

That’s the power of positive disruption.

More than a vanity project

For ABB’s Braastad the future looks increasingly automated, with a growing proportion of operations congregating under the wing of digital. He referred to digital technology as “an industry game changer” with the potential to be as influential as “the advent of steam or diesel propulsion.”

Willie Wagen from Wärtsilä gave a wide-ranging presentation, encompassing everything from energy storage, to disruptive energy sources, the sharing economy and artificial intelligence. These concepts dovetailed in his description of Wärtsilä’s EXERGO project, a beautifully conceived ship designed to run on batteries, with a reduced crew, zero noise, no emissions and the ability for the operator to connect with it from afar.

“If you don’t challenge your own business model, it will die,” Wagen stressed.

ABS’ Kirsi Tikka concluded that the industry needed to fully embrace innovation and disruption, beyond regarding it as some kind of “vanity project.” She commented: “It is essential to tackle operational issues, regulatory challenges and to find ways of being more competitive, and environmentally and financially sustainable.”

But it is a challenge, she accepted, noting that the industry may struggle to adopt a “start-up mentality.” She suggested that shipping could benefit from embracing ‘open innovation’, noting: “More and more companies in other industries are doing so. They are complementing their in-house research and development with open innovation efforts, which both share and draw ideas from multiple sources, such as start-ups, universities, research institutions, and customer pools.”

Future focus Nor-Shipping 2017

The feedback from the audience of journalists, editors and correspondents boded well for both these pioneer companies and for Nor-Shipping itself, prompting Liodden to comment:

”This is a concept that we feel is incredibly pertinent for the maritime arena. The industry needs to move further onto a path to environmental, technological and, not least, commercial sustainability. Fresh-thinking, brave and innovative maritime players, such as those that took part in this debate, will help steer us all towards a future that, despite its challenges, is full of potential.”

Nor-Shipping 2017

Nor-Shipping 2017 takes place in Oslo and Lillestrøm, Norway, from 30 May to 2 June 2017.

Alongside Hall A’s focus on Disruptive Sustainability, the other halls will feature:

IT & Navigation in Hall B
Safety & Rescue in Hall C
Shipbuilding & Repair in Hall D
Maritime Services & Logistics in Hall E
Propulsion & Machinery in Hall E

http://messe.no/en/nor-shipping/

For further information please contact:

Birgit M. Liodden
Director Nor-Shipping
Tel.: +47 95 17 13 89
Email: bml@messe.no

Per Martin Tanggaard
Exhibition Director Nor-Shipping
Mobile: +47 97 76 77 45
Email: pmt@messe.no