If container shipping is to assure itself of a licence to operate in the future, the industry needs to change now. No more battles on rates; instead, shipping lines should be giving customers what they really want. This is the view of MAERSK Line CEO Eivind Kolding. The challenge being posed for container shipping is the following:

• What if we could guarantee that cargo would be on time, every time? 
• What if placing a shipping order was as easy as buying an airline ticket? 
• What if the shipping industry was known for beating environmental expectations — not struggling to meet them?

The company has recently launched a manifesto on the need for change. A campaign site – www.changingthewaywethinkaboutshipping.com — has been set up to host the discussion with all stakeholders in the industry. Even sceptics are encouraged to participate! Source: MAERSK website.