After spending over $1.5 Billion on the technology supporting Transportation Management, Visibility and Transparency by venture funds, a new survey was released at the end of January 2025 of BCOs and shippers to test what the outcomes had been (maritime consultant Thetius). Almost 80% of those shippers and BCOs complained that they still did not have the accuracy, the real data and the visibility that has been promised over and over. The answer, however, is much simpler than the problem, and in a recent White Paper, Roland Berger (Report, Nov. 2024) described the situation exactly: Until there is widespread adoption by the Ocean Carriers in “Full Fleet Tracking Implementation” there is not going to be transparency. The white paper went on to say that the Full Fleet process could actually become a reality within the next 5-10 years (by 2030-2035). That is very good news for TMS providers, BCOs and shippers.
However, this level of visibility comes with a huge Capital Expense, and ocean carriers haven’t the stomach for that kind of capital that isn’t directly tied to Operating Income. Until now….some tracking hardware/software companies have created a business model that puts all costs into a simple, subscription fee that covers CapEx, Monitoring/Sensor Data in a secure cloud server, with a sophisticated API to flow the data from the devices into the carrier’s dashboard of choice. Some of these companies include security features, multiple coms pathways (more than Cell/GPS), and some of them have very comprehensive sensor packages to detect more than temperature and humidity….they detect humans, they can detect fentanyl, and they can detect VCOs (volatile organic compounds) that are detrimental to merchandise in transit.
Sensos, Hoopo and Bloodhound Tracking Device come to mind as best-in-class Systems providing these levels of excellence without requiring a huge outlay of up-front CapEx. Also, these three companies are in full production, fully certified and have been used by multiple clients over the oceans, rails and trucking (trailer) environments with excellent results. By using a system that is easily converted via an API, the carriers don’t have to subscribe to another platform, another dashboard and BCOs and Shippers have said they don’t want another map! By combining all of these features into a subscription model, and by creating world-class accurate data, carriers can implement full-fleet utilization that won’t kill the budget, and the world will finally get the Accuracy and Transparency that is being requested by everyone in the supply chain.
Sensos is a smart tag that fits onto packages, pallets and cartons. Senso provides Cell/GPS tracking, Wi-Fi, Bluetooth and a sensor suite and a 3-year battery. Hoopo is a container tracking device permanently affixed, but not covert. It also has a long battery life and a sensor suite with multiple coms pathways. Zim Lines is outfitting its entire fleet of dry boxes with the Hoopo sensor/trackers. Bloodhound units (BTD) are available for containers, truck trailers and chassis. BTD units are the only subscription model tracker that has three com units (Cell/GPS SatCom and IoT Mesh), with a security and a sensor package. BTD units are covert, permanently installed onto containers or trailers, and come with long-term battery reliability, and they are used both commercially and for Government use.
The bottom line is that now, with field-tested, marine-ready technology, the ocean carriers and trucking firms have a reliable, multi-communications option for Global, accurate transparency in the Supply Chain that doesn’t require a huge outlay of CapEx to get into full-fleet utilization. Perhaps the next survey of BCOs and shippers will identify success in the Visibility and Transparency column that will greatly exceed just 20%.
