log. middle east may 2012 issue 47
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SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE
Issue 47 | MAY 2012
YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE
www.logmiddleeast.com
Industry’s best recognised
Analytic data solutions
LOG. LEO AwArds
TErAdATA COrpOrATiOn
TECHNOLOGY | 24
Making business flow
CEVA LOGisTiCs
PROFILE | 40REVIEW | 32
Reaping the benefits of being on a major trade route | Page 06
SALALAH FREE ZONE
Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ
Reinhard Wind
Managing Director,
Gutenberg Publishing FZ-LLC
May 2012 I 3
Industry’s best recognised at LOG. LEO AwardsAs many readers are aware, the LOG.
LEO Awards once again recognised and
awarded the industry’s best last month. The
day-long seminar and awards ceremony
saw the attendance of the representatives
of the region’s leading transportation,
supply chain and logistics companies.
Based on my conversations with many of
our guests during and after the event, I must
say that the event has been well received
by the community and managed to create
the perfect platform for logistics executives
to network, exchange ideas, learn from
each other and at the same time initiate
new business.
The insightful seminar featured
prominent speakers from prestigious
companies and institutions such as Dubai
Trade, Dubai FDI, University of Wollongong,
Supply Chain and Logistics Group (SCLG),
SSI Schaefer and Famco. The speakers with
years of hands-on experience shared their
thoughts and enlightened the audience on
the industry’s persistent challenges. Each
may have talked on different topics but in
the end whoever had the chance to attend
all the sessions must have benefited greatly.
Personally, I learned a lot from the speakers
who touched upon several vital issues in the
industry that require urgent attention.
The morning sessions were followed
by a sumptuous buffet lunch at the five
star hotel, Ibn Battuta Gate Hotel, and the
excitement reached its peak just before
the awards ceremony. I would like to
thank the panel members once again for
their time and dedication and objective
approach to select the winners of this
year’s awards. The LOG. LEO Awards were
announced by my wife Silke Wind, Editorial
Director of Kompass Worldwide and our
sales manager Andy MacGregor who both
did a great job.
Although more details on the event
are available in this edition, I still wish to
congratulate the five winners - Supply
Chain Manager of the Year: Sascha
Geiken, Managing Director of Geodis
Wilson UAE LLC; Innovator of the Year:
Adil Alsmadi, Director of NTDE; Young
Achiever of the Year: Ramachandran
Padmanabhan, Supply Chain Manager
of Geodis Wilson UAE LLC; Sustainability
Champion of the Year: Rahman Siddiqui,
Supply Chain Manager at Famco; and
Lifetime Achievement Award: Prakash
Nair, Manager Network Cargo Sales
Development at Emirates Airlines.
The awards are designed to
celebrate excellence and outstanding
performance in our industry and there
is no doubt that events like this foster
healthy competition. The hard work and
dedication of the executives need to be
recognised and the LOG. LEO Awards
has been the platform to honour them.
Before I conclude, I would like to thank
my team who spared no effort to make
this event a success and of course,
our sponsors Famco and SSI Schaefer.
Without our sponsors’ support, we would
not be able to host such a great event.
PUBLISHER’S NOTE
IN THIS ISSUE
MAY 2012
06
Once the expansion is completed, the Port of Salalah will boast a world-class general cargo terminal to complement its container terminal. Merging powers with the Salalah Free Zone, the ultimate objective is the creation of the ‘Salalah Hub’ that is ready to serve the local, regional, and global business interests.
ThE sALALAh EffECTCOVER STORY
TECHNOLOGY
Experts argue that with the ‘explosion’ of data collected from multiple sources, the companies face the huge task of ‘making sense’ out of what has been collected.
TErAdATA COrpOrATiOn
REVIEW
The annual LOG. LEO Awards Ceremony once again honored the best of the logistics and supply chain industries on 19 April in Dubai.
LOG. LEO AwArds
PROFILE
CEVA announced increased revenues for the first quarter of 2012 driven by strong performance in contract logistics and ocean freight. The company has around 51,000 employees around the world.
CEVA LOGisTiCs
FEATURE
Business development is not confined to cold calling, email blasts, advertising or social media. Petros Zenieris of the Business Criterion explains the right method.
sOLid BusinEss dEVELOpmEnT
REVIEW
Offering a wide variety of products and services to industries and commercial businesses, FAMCO has recently launched a new branch in Muscat.
LAunCh Of fAmCO OmAn
24
32
40
42
LOG. WINDOW 12 PRODUCT UPDATE 44 LOG. CLASSIFIEDS 46 LOG. CAFE` 48 EVENTS CALENDAR 50
30
I May 20126
COVER STORY
Salalah at the meeting point of major east-west trade routes
Viewed as one of the region’s best located ports to access the middle East, indian subcontinent and East Africa, the port of salalah in Oman undergoes an expansion project as the salalah free Zone aims to become the leading global hub for quality industrial and logistics activities with attractive incentives, a secure environment and reliable services
May 2012 I 7
COVER STORY
Port of Salalah, located in Oman’s
second largest city after the capital
Muscat, is the country’s largest
port. The port (also known as Salalah
Port Services Company SAOG) is partly
owned and managed by APM Terminals,
one of the largest container terminal
operators in the world. Port of Salalah
is made up of a Container Terminal with
seven berths of up to 18m draft and a
General Cargo Terminal of 12 berths of
up to 16m draft.
Strategically located at the major east-
west shipping lane, the Port of Salalah is
viewed as the region’s best located port
in order to access the Middle East, Indian
Subcontinent and East Africa. The other
distinguishing aspects of Port of Salalah
include being the second largest port in
the region offering direct connections to
the world and shortest transit times to the
major markets. In its 14 years of operation,
Port of Salalah has risen to rank amongst
the world’s top 30 container ports and
has twice broken the world record for
productivity. The port has also won local
and international awards in economic
development, health and safety, innovation
and environmental initiatives.
Expanding capacity
The Ministry of Transport and
Communications has recently awarded
the commercial bid project worth US$143
million to expand the port’s general
cargo handling capacity that aims to
meet the growing demands for increased
economic activity in the Dhofar region and
international investment projects in Salalah.
“The general cargo business has
been growing rapidly and this expansion
will play a significant role in serving the
continued development of businesses in
Salalah and the surrounding region. We
also have a vision of Salalah taking a role
as a major liquid bulk hub for a number
of commodities. We are grateful to the
Ministry of Transport and Communications
and the many local stakeholders for their
vigorous effort to secure this project,” said
Peter Ford, CEO of Port of Salalah.
The project will increase cargo handling
capacity to 20 million tonnes per annum
(mtpa) of dry bulk commodities and over 6
million tonnes of liquid products, compared
to the port’s present ccapacity of 6.5 mtpa.
Main commodities driving the growth of the
I May 20128
COVER STORY
general cargo business are exports of locally
available limestone, gypsum and cement as
well as plastics and other bulk commodities.
The expansion of the general container
terminal covers the construction of
an additional 1,200m of multi-purpose
berths with 18m of draft and includes
liquid commodities loading facilities. The
proposed liquids terminal will add to the
port’s ability to handle a number of liquids
including, but not limited to, methanol,
fuel, mono ethylene glycol, and caustic
soda, enabling Port of Salalah to become a
premier liquid bulk hub in the region.
Once completed, Port of Salalah
will boast a world-class general cargo
terminal to complement its container
terminal. This combination of facilities
utilising the strategic location that Salalah
occupies and a well functioning free zone
creates the ‘Salalah Hub’ that is ready to
serve local, regional, and global business
interests.
Showcasing growth potential
Port of Salalah welcomed executives
and representatives from the shipping
world’s largest shipping lines and principal
customers in the local market to the recent
handling of its 30 millionth TEU (Twenty
Foot Equivalent Unit) container.
The tour of Port of Salalah also
substantiated its unique position to
benefit customers through the Salalah
Free Zone and Free Trade Agreements
(FTA) accessing the United States and
Singapore, as well as sea-land-air
agreements with local businesses and
faster connection routes to the GCC
markets. The Port of Salalah serves as
an engine of growth to the country’s
economy in line with the progressive
vision from the government of Oman to
diversify the economy from oil exports
and generate meaningful Omanisation
and employment, as around five jobs
are created for logistics, shipping or the
local economy for every one job
in the port.
“The general cargo business has been growing rapidly and this expansion will play a significant role in serving the continued development of businesses in Salalah and the surrounding region. We also have a vision of Salalah taking a role as a major liquid bulk hub for a number of commodities”- Peter Ford, CEO Port of Salalah
Beyond Expectations
Logistics from a different angle
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At CEVA, we are supply chain experts who we continually review and streamline our processes, eliminating defects, raising productivity and reducing energy usage. And everything we learn is replicated across our global operations. Our Operations Excellence approach is one of the ways we exceed our customers’ expectations, each and every day.
Isn’t it time to see your supply chain from a different angle?We think so.
Find out more about our Operations Excellence program at www.cevalogistics.com/expectations
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P.O. Box 20336Jebel Ali South Zone
Jebel Ali Free Zone, Dubai, UAE
Tel.: +971 4 8131555E-mail: salesme@cevalogistics.com
I May 201210
COVER STORY
The Salalah Free Zone has been operational for over two years and has attracted in excess of US$4 billion of investments from several leading international companies
Milestone achievement
Over the past two years Port of Salalah
has attained resilient growth in productivity
and market growth amid the downturn of
the global containerships industry, as well
as significant progress in the company’s
safety record and technology investment,
to better serve some of the largest vessels
in the world.
“We’re happy to bring together
our local valued customers and all
our partners onboard, as well as our
people, to mark this achievement which
is made possible through your support
and dedication,” said Mr. Ford. Port of
Salalah’s customers include the world’s
blue-chip names in ocean carriers such
as Maersk Line, APL, CSAV, Shipping
Corporation of India and the newly
formed G6 alliance.
The 30 millionth TEU milestone
was a tribute to the port’s strength in
container handling coinciding with the
first eastbound call of Hyundai Force of
the G6 alliance, a new service line that
increases Port of Salalah connections
to Asia and Europe to over 30 sailings
every week.
The newly formed G6 alliance unites
six ocean carrier firms into one of the
largest vessel networks and operates
90 ships each with capacities up to
14,000 TEU covering 40 ports. The G6
includes members of the Grand Alliance
- Hapag-Lloyd, NYK and OOCL - and
the New World Alliance - APL, Hyundai
Merchant Marine and MOL.
Investing for the future
The Port of Salalah has invested over
US$800 million in infrastructure that ranges
from some of the world’s largest cranes to
handle vessels, 2.4 km worth of container
berth quay with depths of 18 m, and plenty
of yard capacity to ensure growth in line
with demand.
Customers were escorted throughout
the port to survey the day-to-day
operations and stopped at safety zones to
get a first-hand experience of the size and
scale of Port of Salalah. The tour included
a stop at the MV Altonia, the latest vessel
added to the Oman Shipping Company
subsidiary company, Oman Container Lines
(OCL). At 1,730 TEU, MV Altonia is OCL’s
newest product meeting growing interest
in connecting Salalah and Jebel Ali.
“We expect to add Port Sultan Qaboos
to the Gulf Express feeder service. With
this connection, Omani ports will be
connected like never before and it will
finally be possible to ensure Omani cargo
passes through Omani ports rather than
through the UAE,” said Nicholas Fisher,
CEO of Oman Shipping Company.
“As we go forward we look to expand
the network which will include Indian
subcontinent, and potentially East Africa,
connecting through the Salalah hub,
to offer the ability for Omani cargo to
reach the world through Omani ports.
At the end of the day it’s about Omani
transportation solutions for the country,”
Mr. Fisher concluded.
The CEO added, “We believe
significantly in this considering the
improved product it can give to customers
looking for new transportation ways to get
to and from Muscat and the Sohar area, as
right now the transit times are fairly poor,
but with this connection they can decrease
by a week to ten days at a minimum.”
Salalah Free Zone and Platinum Circle
In pursuing further solutions and
connectivity for Oman’s businesses,
the Port of Salalah and the Salalah Free
Zone (SFZ) work together closely to
provide opportunities for local businesses
to flourish. The strategy is to provide
opportunities for the customers to grow
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I May 201212
COVER STORY
and prosper by having further downstream
activities from their core business. A Port
Facilities Agreement has been signed
with a logistics distribution company that
is expected to start construction this year.
There is also progress on agro-business
going from bulk to container items.
The SFZ has one of the Middle East’s
most developed business environments
fostering partnership and collaboration
across industries and borders. Offering
world-class infrastructure and support
services providing turnkey facilities for both
multinationals and start-ups, the Free Zone
was established by the Government of the
Sultanate of Oman, with a commitment to
make its 19million square metres one of the
most progressive and desirable business
locations in the Gulf.
And recently, Salalah Free Zone (SFZ)
and Platinum Circle signed a Memorandum
of Understanding (MoU) to include SFZ
and the Sultanate of Oman as an official
member of the Future Global 100 (FG100)
Initiative and place Salalah Free Zone as
the first GCC Free Zone in the Middle East
to act as a strategic Partner of the Future
Global 100 Initiative.
Ali bin Mohammed Tabouk, Salalah Free
Zone’s Chief Commercial Officer attended
the global meeting of the FG100 Initiative
held in Jakarta, Indonesia. The FG100
Initiative is a global program by Platinum
Circle that shapes the future of the global
economy, national markets, business
and industries through the collective
input of leaders from business, and
intergovernmental organisations.
Platinum Circle, a leading global
business group involving corporations
with annual revenues exceeding
US$100 million, governments and
intergovernmental organisations from the
six continents, invited SFZ to join following
Salalah’s recent success in attracting
international blue-chip companies to the
Sultanate. The Omani Free Zone is now
part of one of the most influential global
business communities, which comprises
more than 1,000 firms and government
organisations operating in more than 20
industries and 40 markets globally.
Ali Tabouk said, “In today’s challenging
times, Oman and SFZ offer a perfect
environment for investors and entrepreneurs
who are seeking to expand their global
operations. Platinum Circle and the FG100
Initiative is an outstanding opportunity for us
to implement our vision and strategic plan
for economic growth and sustainability.”
The MoU will pave the way for
implementing the global initiative into
Oman consisting of a grouping of FG100
Oman Leaders (made up of local and
foreign corporations and government), an
Annual FG100 Oman Meeting and a Future
of Oman Report.
SALALAH FREE ZONE - ADMINISTRATIVE HQAeriAl View Showing MAin entrAnce ApproAch And AgorA
The SFZ has one of the Middle East’s most developed business environments fostering partnership and collaboration across industries and borders. Offering world-class infrastructure and support services, the free zone was established by the Government of the Sultanate of Oman, with a commitment to make its 19 million sq m one of the most progressive and desirable business locations in the Gulf.
An artist’s impression of the SFZ once fully completed
May 2012 I 13
COVER STORY
MoU with Carmeuse Group
Earlier this year, the Salalah Free Zone
signed a MoU with Carmeuse Group of
Belgium, a world leader in lime and lime-
related products, to establish a US$140-
million joint-venture production facility.
Salalah Free Zone chief executive, Eng.
Awadh Salim Al-Shanfari said the new
venture would have a number of positive
spin-offs for Oman and the Salalah Free
Zone: “The Carmeuse facility will support
the development of new industrial activities
and employment. This investment is made
possible due to the availability of quality
limestone and has the added benefit
of promoting Oman’s significant natural
resources potential. It will also boost traffic
through the Port of Salalah.”
Carmeuse’s project has the potential
of creating up to 300 direct and indirect
jobs. In the first year of operation, Carmeuse
expects to produce 50,000 tonnes of lime
and lime-related products, with the aim of
increasing that to 750,000 tonnes by 2020,
once all three phases are fully operational.
Carmeuse, which has over 150 years of
experience in extracting and processing
limestone and dolomite stone has
committed to applying environmental
standards to the Carmeuse joint venture
facility in Salalah Free Zone. In addition,
Carmeuse should deliver a number of
environmental applications, such as flue
gas desulphurisation, water and sludge
treatment, as well as industrial and
municipal gas cleaning.
Ali Tabouk added: “We expect a sharp
rise in interest and application in Salalah
Free Zone in the coming years, potentially
reaching US$6 billion of investment by
2015, given that over 50 companies have
now shown strong interest in the zone.
Signing global multinationals like Carmeuse
further underpins Salalah Free Zone’s
unique value proposition, and sends a
positive message to other organisations
considering establishing facilities in Oman.”
Joining forces with Oman Air
Furthermore, the Salalah Free Zone is
collaborating with the Sultanate’s flagship
carrier, Oman Air and the Port of Salalah in
the development and implementation of the
Indian Ocean’s first multi-modal logistics hub
located on the East to West shipping line.
Linking air, sea and land, and in
the future rail to facilitate increased
and more efficient trade flows through
Oman, the proposed collaboration is
set to reduce transit times between
Asia and Europe by as much as 48
hours due to Salalah’s strategic location
and will decrease handling charges by
approximately 20 per cent, or US$0.15
cents per kilo, when compared to
comparative products available in
the market today. The collaboration
between the three entities will enhance
the economic competitiveness of the
Sultanate and position Salalah as a
global logistics hub of excellence.
The Salalah Free Zone aims to become the global leading hub for quality industrial and logistical activities by creating long-term partnerships with its clients, using state-of-art infrastructure in a unique location combined with attractive incentives, a secure environment and reliable services
I May 201214
Horizon Terminals to open new oil terminal in Jebel Ali
Horizon Terminals Ltd, an Emirates
National Oil Company (ENOC) subsidiary,
has awarded a contract to Punj Lloyd Ltd,
an India-based construction conglomerate,
which covers the engineering, procurement
and construction of a bulk oil terminal
inside the Jebel Ali Free Zone along with
a 60 km jet fuel pipeline to the Dubai
International Airport.
Previously referred to as ‘Project
Falcon,’ it will have state of the art oil
terminal facilities with storage tanks
capacity of 141,000 cubic m, including a
Tanker Truck Loading system connected
to the oil tanker berths and associated
facilities. The oil terminal will handle a jet
fuel system initially and other petroleum
products at later stages. The proposed
60 km pipeline running from the Jebel
Ali Free Zone to the Dubai International
Airport will have a branch off point at the
new Dubai World Central (DWC) airport for
future expansion.
Saeed Abdullah Khoory, CEO ENOC,
said that the strategic project aims to
further support the economic development
of Dubai and the recently awarded
terminal project in Fujairah. He said the
project is in line with ENOC’s long term
investment strategy.
Ravindra Kansal, President and CEO of
Punj Lloyd, Middle East, Africa & CIS, said,
“The Middle East is a very important market
for us. Our strong focus on the region,
complemented by our proven track record
in the EPC domain has created a niche for
Punj Lloyd in the region.”
LOG. WINDOW
Emirates SkyCargo bolsters Australian operations Emirates SkyCargo, the freight division
of Emirates, is strengthening trade
partnerships with the launch of an additional
dedicated weekly freighter service from
Sydney. A dedicated Boeing 777 freighter is
now flying twice a week – on the Dubai-
Singapore-Sydney-Hong Kong-Dubai
route - providing these key trading points
with additional connectivity to Emirates’
Dubai hub and onwards to more than 120
destinations on the carrier’s network.
“The demand for a bi-weekly service
is a good indication of Australia’s growing
importance as a trade partner to major
international markets. Emirates SkyCargo is
committed to providing Australian businesses
access to trade opportunities in the 70-plus
countries we operate to via our state-of-the-
art Cargo Mega Terminal in Dubai,” said Greg
Johnson, Emirates’ Cargo Manager Australia.
This second service comes just seven
months after the introduction of the first
dedicated freighter service. The Boeing 777
freighter has the capability to carry up to
103 tonnes of cargo and will boost Emirates
SkyCargo’s import capacity to more than
1500 tonnes per week.
Emirates is the largest operator of
Boeing 777 aircraft in the world, with 102
aircraft currently in service. The aircraft
also maintains the lowest fuel burn of any
comparable sized aircraft, at nearly 18 per
cent less than standard freighters.
Emirates SkyCargo serves a global route
network that spans 123 points in 72 countries,
including 12 cargo-only destinations, while
more than 50 of the locations Emirates
SkyCargo serves are e-freight compliant.
Emirates currently operates 70 flights
per week to Dubai from Brisbane, Perth,
Melbourne and Sydney, and 28 weekly trans-
Tasman services. The airline’s fleet of 171
wide-bodied aircraft includes eight freighters.
Emirates SkyCargo has expanded its Sydney freighter operation and a Boeing 777F will now fly twice a week on the Dubai-Singapore-Sydney-Hong Kong-Dubai route
LOG. WINDOW
dnata sets new record cargo volumes at DWC dnata’s newest cargo terminal,
FreightGate-8, located at Dubai World
Central - Al Maktoum International Airport
(DWC) in Dubai has managed an increase
in air cargo volumes of 700 per cent for the
2011-2012 financial year.
The dnata-operated air cargo terminal
which opened in June 2010, currently
handles local and sea-air export and import
cargo as well as transit cargo at DWC. In
2011-2012 dnata handled a total of 127,665
tonnes of air cargo, representing an
increase of 700 per cent over the previous
period. The total number of active cargo
flights handled on the ramp and in the cargo
terminal was 2,832 for the financial year,
having grown by 600 per cent from the
previous period.
In addition to large volumes of
‘standard’ air cargo shipments, dnata is
increasingly handling unique exports that
require careful planning and specialised
handling equipment. One of the most recent
highlights included a purpose-built gas
turbine being flown to Nigeria. With a total
weight of 95 tonnes, it was the heaviest
single piece of cargo ever handled by any
of the dnata FreightGate cargo terminals.
Other examples of over-sized cargo
recently handled include a 25 tonne turbine
generator, heavy vehicles weighing up to
30 tonnes per piece and pieces of cargo
that exceed 50 feet in length. dnata has
also invested in specialised equipment to
help handle the out-sized loads.
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I May 201216
LOG. WINDOW
Calogi rolls out a new 3PL solution Calogi has recently rolled out of a
new Third Party Logistics (3PL) module
called ‘c-Plus’. 3PL providers can now
seamlessly distribute their products
to Calogi’s growing base of over 500
customers. The c-Plus solution services
both 3PL providers and users alike by
allowing customers to book and pay
for 3PL services such as transportation,
warehousing, customs brokerage,
insurance, road feeder services and
packaging in one place.
The solution also enables 3PL
providers to set up products, services and
associated rates using a variety of flexible,
programmable parameters. The new solution
has attracted several new users including
WeCare logistics and Rainbow Cargo.
“Our latest 3PL solution module has
enhanced our ability to offer end-to-end
solutions for our customers”, said Patrick
Murray, Head of Calogi Worldwide Cargo
Distribution Network. “We have extended
our paperless range of products to all our
3PL customers and now invoices, job cards
and monthly statement of accounts are
all available online. Crucially, because we
guarantee payment, it is risk-free.”
“Calogi has simplified our business
model by allowing us to distribute our
warehousing and transportation products
online to a large customer base. Calogi
gives us the ability to conduct business
with a few mouse clicks rather than conduct
lengthy phone calls with our trading
partners - it has truly moved our business
into the electronic age,” said Rajan Kunhi,
Managing Director of WeCare Logistics.
The Calogi portal is highly
comprehensive and built for the air cargo
business of the future. Calogi’s vision is
to offer cost effective solutions to small to
medium enterprises and remove paper
from the air cargo supply chain.
Lufthansa Cargo Charter to support Moto GP Lufthansa Cargo Charter office in
Dubai, were recently awarded the
contract to operate the first 747 charter
flight from Doha to Barcelona, in support
of the Moto GP race series. A Lufthansa
Cargo Charter expert was present in Doha
to oversee the final preparations and
liaise with airport officials.
On completion of the night race at
the Losail circuit, the operation began
immediately to prepare and document the
cargo for air transport. The pallets, nets and
straps, provided by Lufthansa, had been
pre-positioned at the circuit. A team of cargo
specialists from the airport built up, weighed
and documented the cargo at the remote
location, and the cargo was then escorted on
to the airport ready for loading.
The chartered Boeing 747 arrived
at DOH right on time, where the cargo
was ready and waiting. Lufthansa Cargo
Charter, together with the operator of the
freighter, had completed the loadsheet
in advance, so the cargo loading could
commence immediately. Within 90 minutes
the aircraft was loaded, fuelled and cargo
attendants on board, ready for an early
departure to Barcelona.
Rajan Kunhi (L), Managing Director of WeCare Logistics, pictured with Patrick Murray, Head of Calogi Worldwide Cargo Distribution Network at their recent contract signing
May 2012 I 17
LOG. WINDOW
Agility wins contract to move railway wagons Agility has recently won a contract
to transport 420 railway wagons from
Spain to Kazakhstan for Talgo, Spanish
manufacturer of railway wagons and
components. Agility teams across Europe
– from Spain, Finland and Kazakhstan – will
deliver this heavy-lift project. Agility will
provide all logistics services starting with
the collection of the wagons at factories in
Spain through delivery to Talgo’s factory in
Astana, Kazakhstan.
“Agility has a strong presence in Russia,
Ukraine, Kazakhstan and Turkmenistan,”
said Francesc Casamitjana, Agility’s
Managing Director of Area South. “We
understand fast moving economies
and bring experience and know-how to
industries such as engineering, energy,
mining and heavy equipment supply.”
Agility has scored an early success
in delivering the initial shipment of
wagons against extremely challenging
deadlines. From its roots in emerging
markets, Agility brings efficiency to
supply chains in some of the globe’s
most challenging environments, offering
personal service, a global footprint and
customised capabilities in developed
countries and emerging economies alike.
A publicly traded company, Agility is
one of the world’s leading providers of
integrated logistics with close to US$6
billion in annual revenue and more than
22,000 employees in 550 offices across
100 countries.
AW Rostamani Group opens new parts distribution centre
AW Rostamani Group recently opened
a state-of-the-art spare parts warehouse
and distribution centre to support its
automotive-related businesses. Located at
Dubai Industrial City (DI), the facility delivers
600,000 sq ft of storage capacity and will
house over 90,000 line items for Nissan,
Infiniti, Renault, MG & ZNA spare parts.
The new parts warehouse is designed as
a multilevel facility with large operational
areas and also houses a training facility
within the premises.
The facility was inaugurated by Abdul
Wahid Al Rostamani, Chairman of AW
Rostamani Group in the presence of Michel
Ayat, CEO of Arabian Automobiles, Atsuo
Kosaka, Managing Director, Nissan Middle
East and Mustansir Lakdawala, Managing
Director, Renault GCC.
Michel Ayat, CEO of Arabian
Automobiles commented, “This facility has
been designed to deliver a quality spare
parts logistics service in the minimum
amount of time and monthly will handle
over 100 containers of incoming spare parts
shipments and 250 outbound deliveries
by the 200 members of our dedicated and
professional logistics team.”
Abdulla Belhoul, Managing Director,
Dubai Industrial City, said, “A seamless
process of import and supply of spare parts
is integral to a quality service network, and a
facility such as the Arabian Automobiles has
set high industry standards in this space. We
are confident that leveraging DI’s inherent
advantages of proximity to the emirate’s sea
and air ports, excellent road connectivity
and the high standards of our storage
offerings will make the process even more
efficient for Arabian Automobiles.”
Arabian Automobiles maintains a 99 per
cent spare parts ‘fill rate’, stocks AED 150
million of spare parts lines at any one time,
operates 16 spare parts branches in Dubai
and the Northern Emirates and supplies 103
approved independent spare parts dealers
in the UAE.
I May 201218
LOG. WINDOW
JX Nippon Oil & Energy Corporation consolidates MEA
UASC takes delivery of AL QIBLA containership
Japanese energy company JX Nippon
Oil & Energy Corporation (NOE), belonging
to JX Group has reaffirmed its commitment
to expand its operations in the Middle East
and Africa. With its presence in more than
70 countries, JX Group manages some of
the largest oil and gas operations across
the world, including exploration, import
and refining of crude oil, manufacture and
distribution of petroleum products, including
fuels and lubricants and other energy-
related activities.
Michio Ikeda, Sr. VP of JX Nippon Oil &
Energy Corporation, said that the expansion
in the Middle East and Africa regions was
in line with the group’s strategy to expand
into promising international markets. In the
Middle East, the group is handling oil and
gas exploration and production businesses
in Abu Dhabi and also in Qatar recently.
Ikeda officially opened “JX Nippon
Oil & Energy Middle East & Africa FZE”,
NOE’s new corporate office in Dubai’s
Jebel Ali Free Zone, in the presence of
senior officials. The new corporate office
in the UAE will be overseeing the group’s
lubricants business in the Middle East, Africa,
Pakistan and several countries in the CIS
Region and will be headed by its Managing
Director Tomohiko Kagawa.
Outlining the expansion strategy, Ikeda
said: “Our growth in high-growth international
markets is imperative, considering that the
world’s demand for energy is increasing
exponentially, especially in Asia, and that
international competition for acquiring rights
for development of oil and gas resources is
becoming increasingly intense.”
The United Arab Shipping Company
(UASC) has taken delivery of its eighth A13
(13,500 TEU) container vessel “AL QIBLA”,
during a naming ceremony held at the
Samsung Heavy Industries (SHI) shipyard in
Geoje, South Korea, where the vessel was
named by her sponsor, Othman Ibrahim Al-
Issa, Chairman of UASC’s board of directors.
With the delivery of this eighth vessel, UASC
is closer to completing an order of nine A13
containerships with SHI placed in 2008
valued at US$1.5 billion.
Mr Al-Issa said: “AL QIBLA takes her name
after a city in my homeland Kuwait, and her
name carries a special spiritual meaning as well,
in the Arabic language it means the direction
towards which we turn for prayer.”
The nine vessels, out of which seven have
already entered service, are deployed on
UASC’s key trade routes between the Far East,
Arabian Gulf, Red Sea and Northern Europe -
on the AEC8 and AEC2 and AGX1 services.
Jorn Hinge President & CEO of UASC
commented, “The deployed ships are
living up to expectations and are providing
substantial savings in operational cost,
which, combined with recent freight
increases have resulted in a substantial
improvement for UASC.”
Almajdouie hauls three more evaporators
Almajdouie safely executed the job
of shifting three huge evaporators in
Rabigh, in the Kingdom of Saudi Arabia,
simultaneously. Doosan Heavy Industries,
a Korean based company specialising in
power projects, tied-up with Almajdouie
for all land transportation jobs in Saudi
Arabia. The scope involves haulage
and positioning of three evaporators in
Rabigh, in the Western Region of the
Kingdom, where DHI’s Power Project
construction is underway.
The evaporator started from the jetty
at Rabigh Port to Rabigh PP2 Project Site
travelling a distance of 35 km. The size
of each evaporator was 34.2 m in length,
13.20 m in width and 9.51 m in height
and its total weight was 460.60 tonnes
including all steel beams. The cargo was
received at PetroRabigh’s laydown area.
The barge with huge evaporators
that docked at Rabigh Port were rolled
on-shore by Almajdouie’s expertise.
The Self-Propelled Modular Transporter
(SPMT) had to move-in at turtle speed to
carefully maintain the balance on both
sides of the barge. Ballasting – balancing
the equipment on the barge with counter
weights – was being done concurrently by
the ship crew. All three evaporators rolled
out from the barge safely.
Another major task came unexpectedly
in the form of ongoing road construction
work on the stipulated route, due to which
a new road had to be laid down on the
restricted area of PetroRabigh, all the way
upto the main entrance of the site. Heavy
equipment was called upon to develop an
access path for the SPMT. Despite initial
hiccups, the first evaporator reached its
destination within 24 hours of departure
from the port.
Michio Ikeda, Sr. VP of JX NipponOil & Energy Corporation
MIDDLE EAST
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I May 201220
LOG. WINDOW
RAK Airport strengthens management team
The RAK International Airport has
continued to strengthen its management team
with three recent appointments of Michael
Coe as the Development Director, Terry Sloan
as the Head of Operations, and Salem Hasan
Al–Ghafri as the Head of Security, Control
Authorities and Regulatory Compliance.
Andrew Gower, RAK International
Airport’s Airport Director, said: “I am pleased
to announce that Michael, Terry and Salem
are joining the senior team at the airport.
They bring with them a wealth of experience
of working in commercial environments in
the aviation sector, and I am confident they
will be a major asset to the team.”
Michael Coe joins RAK International
Airport from the United Kingdom, having
previously worked with SSP UK Air Ltd as
Projects Director, where he was responsible
for new developments throughout the UK
and in overseas airports. With a background
in architecture, project management and
business development across airport, retail,
leisure and commercial sectors, Coe will
be responsible for driving RAK International
Airport’s development goals.
Terry Sloan has 17 years’ experience
in the aviation industry, with an extensive
background in ramp handling, apron, airfield
and terminal safety. He played a key role in
Liverpool’s John Lennon Airport expansion
from 0.5 million to 5.5 million passengers.
Salem Hasan Al–Ghafri is an Emirati
who has risen through the ranks and has
exhibited a strong potential.
Wilhelmsen Ships Service (WSS) is
launching a revised portfolio with Unitor and
Nalfleet product brands as the first part of
their strengthened marine chemicals offer.
When this scheme has been fully rolled
out it will offer an increased product range,
enhanced customer service, specialist
support in the form of an innovative new
customer portal and an improved global
logistics network.
Graham Hunter, Business Director Marine
Chemicals says; “The concept called Active
Solutions is about people, products - and
ultimately - better performance. I believe the
full version of the new offer will be a game
changer in this business. We know that crew
competence and health and safety are a key
concern for all owners and operators. Also,
the shortage of time due to a multitude of
other pressures means that it can be difficult
to stay on top of changes in regulation and
increasing environmental legislation.”
“Active Solutions has been developed
with the aim of assisting our customers in
solving these issues and providing solid,
long term solutions. Although times are
tough, this is the right time for us to invest
for the future.
WSS offers improved marine chemical
Cooperation key to meeting challenges in the Gulf - IATA
The International Air Transport
Association (IATA) called upon all parts of
the aviation value chain in the Gulf region
to work together on issues critical to
aviation’s ability to serve as a catalyst for
economic growth.
Aviation has been at the centre of
the economic transformation in the Gulf
region over the past 25 years. A study
by Oxford Economics shows aviation in
the Middle East supports 2.7 million jobs
and US$129 billion in GDP. Aviation’s
role is set to grow rapidly as international
passenger numbers rise from 77.1 million in
2010 to 220 million in 2030.
“Aviation’s ability to play a leading
role in GDP growth is not guaranteed. It
depends on having the right conditions
in place to support competitive
sustainable businesses. Many of
these are beyond the direct control of
airlines, and most require industry and
government to work together with a
common vision and purpose,” said Tony
Tyler, IATA’s Director General and CEO in
his address in Abu Dhabi.
Tyler identified a four-point agenda
for the region based on safety, security,
infrastructure and the environment.
On infrastructure he highlighted that
the MENA region has invested more
than US$100 billion on airport projects
and this investment must be matched
by similar commitments to efficient
air traffic management (ATM) through
harmonisation and optimal routings.
Graham Hunter, Business Director Marine Chemicals
May 2012 I 21
Leadership to change hands at Aramex Fadi Ghandour, founder and CEO of
Aramex announced that by the end of 2012
he will be retiring as CEO, handing over
day-to-day operations to Hussein Hachem,
his chief lieutenant and current head of the
Middle East and Africa regions.
The move will allow Ghandour, who
has taken over as Vice Chairman of
Aramex’s Board of Directors, to focus on
strategic expansions, new investments, and
sustainability, areas he considers crucial to
Aramex’s growth and profile as it moves to
consolidate its position as one of the world’s
leading logistics operators.
Ghandour made the announcement
at the company’s annual conference.
Ghandour declared, “There is no better
time than this 30th anniversary of Aramex,
capping an astounding journey of
challenges and achievements, to propose
that you and I are ready for yet another
leap. I have always maintained that the best
part of building a company is to build it for
and with others, to make it a platform for
collective ambition and innovation. I know
that I have fulfilled my promise and that the
day-to-day running of the company, under
the leadership of Hussein Hachem, is in
very capable hands.”
Ghandour added that in addition to
concentrating on strategy and investments
he will be devoting his time and energy to
sustainability and entrepreneurship, two
causes very close to his heart and ones
he has actively championed throughout
his tenure.
In 2006, Aramex was the first in the
Middle East to issue a sustainability report.
Moreover, in 2010, the company set another
precedent by combining financial and non-
financial results into one integrated annual
report. It was also one of the first in the
region to issue a carbon footprint report.
LOG. WINDOW
Marking the 175th anniversary of the
founding of British maritime group P&O, DP
World has unveiled a prestigious book telling
the P&O story through the eyes of those who
travelled with, worked for and managed the
company over the years, illuminated by works
from the official P&O Heritage collection.
DP World is the proud preserver of the
P&O Heritage collection, having acquired the
P&O Group in 2006, including the collection
of more than 25,000 documents, paintings,
photographs and memorabilia dating back to
the formation of P&O in 1837.
DP World Chairman Sultan Ahmed Bin
Sulayem said, “When we look back 175 years,
it is clear that from the very beginning P&O
was a company that stood apart from the rest
for its service excellence, entrepreneurship
and innovative business ideas that built
bridges of trust with its customers. Those
fundamental principles continue to be part
of DP World today and are what continue to
distinguish the “children” of the original P&O
– amongst them P&O Ferries, P&O Cruises,
P&O Maritime, and P&O Estates.”
“The strong link between the UK and the
UAE that dates back decades was anchored
throughout the mid-20th century by regular
calls by P&O vessels. Those ships were
a strong contributor to the growth of trade
between Dubai and the wider region. With
P&O Ferries, P&O Maritime and P&O Estates
all now coming under the umbrella of Dubai
companies, we continue to be reminded of
the vision and reach of the one of the world’s
most respected companies.” The book titled
“P&O: Across the Oceans, Across the Years”
is published by Antique Collectors’ Club,
designed by Webb & Webb and printed in UK.
DP World unveils book at 175th anniversary of P&O
I May 201222
LOG. WINDOW
United Arab Shipping Company
(UASC) announced concluding a bilateral
facility worth US$150 million including
a 7-year senior term loan facility with
Burgan Bank’s Corporate Banking Group.
The proceeds from this transaction
will be invested in UASC’s undertaken
growth and network expansion plans.
The facility is expected to contribute
in particular to the company’s long-term
working capital facilities associated with
growing the fleet capacity. UASC is in
the process of completing the induction
of nine A13 (13,500 TEU) vessels of which
seven have been put into service.
The new A13s are environment
friendly vessels equipped with green
technology, such as a Waste Heat
Recovery System, that transform exhaust
gases to energy, allowing a considerable
reduction in the carbon footprint of
UASC’s ships, and the vessels’ hulls
have received special silicon paint that
reduces their friction with the water
surface and thus reduces the vessel’s
fuel consumption.
Othman Ibrahim Al-Issa, Chairman
of the Board of Directors at UASC,
commented: “This facility marks a
significant step forward towards the
implementation of UASC’s financial
strategy and speaks of UASC’s solid
foundation and steadfast commitment
to forge ahead amidst a challenging
business environment.”
Majed Essa Al Ajeel, Burgan
Bank Chairman said: “Burgan Bank’s
Corporate Banking Group has proved
over the years to be a reliable partner
for growth by industry leaders such as
UASC. The group continues to expand
its finance deals with its corporate
clients to support them in executing their
strategic plans.”
Basil Al-Zaid, Chief Financial and
Technical Officer at UASC, commented
on the transaction: “We have faced the
headwinds in the international trade
markets and continue to move firmly with
the implementation of UASC’s expansion
plans. Concluding this transaction
amidst the current difficult market
conditions further demonstrates UASC’s
unique position as a shipping line with
access to capital and affirms the long-
term business collaboration between
UASC and Burgan Bank as well as their
understanding of our Industry.”
UASC and Burgan Bank sign $150m facility
Etihad Airways, the national airline of the
United Arab Emirates (UAE), has signed a
memorandum of understanding (MoU) with
the Abu Dhabi-based Lulu International
Group. Etihad Airways will be the preferred
supplier of air cargo services for Lulu’s retail
operations into and out of the UAE.
Under the agreement, Etihad Airways
will offer the Lulu International Group and
its forwarding agents a range of preferential
and priority air cargo services. This
includes transporting mostly fresh produce
from countries such as Egypt, India, the
Philippines, Thailand and the United
Kingdom to and through the UAE.
Best known for the Lulu chain of
supermarkets, the Lulu International Group
operates businesses in the UAE, Oman,
Qatar, Bahrain, Kuwait, Saudi Arabia, Yemen,
Egypt, India, Indonesia, Malaysia, Thailand,
Hong Kong, Vietnam, China, Kenya,
Tanzania, Ivory Cost, Ghana and Benin.
Peter Baumgartner, CCO Etihad Airways,
said: “We are delighted to have signed this
MoU with the Lulu International Group and
look forward to working together as this
relationship develops. This deal is central
to Etihad Airways’ role of facilitating trade
into and out of the UAE, and will further
support the commercial development of the
Emirate of Abu Dhabi.”
Saifee T Rupawala, CEO Lulu
International Group, said: “We are
very excited about this new agreement
with Etihad Airways which will help us
immensely in effectively managing our
worldwide supply chain and logistics.
This in turn will help us cater to the
diverse needs of our large multi-ethnic
consumer base with prompt service and
competitive prices.”
Etihad signs cargo agreement with Lulu
Peter Baumgartner, Etihad Airways’ CCO shakes hands with Saifee T. Rupawala, CEO, Lulu International Group
The 3rd International
TRANSPORTATION, MATERIALS HANDLING, WAREHOUSING & LOGISTICSExhibition & Conference
11-13 November 2012Dhahran International Exhibition Center,
Dammam, Kingdom of Saudi Arabia
Working Towards the Integration& Implementation ofEffective Logistics& Transportation Systems
OfficiallySupported by theMinistry of Transportof the Kingdomof Saudi Arabia
www.sauditranstec.com
Organised by
The Chartered Institute of Logistics and Transport
ASSOCIATED COMPANIES
OFFICIAL REGIONALPUBLICATION
OFFICIAL REGIONALNEWSPAPER
OFFICIAL ONLINEPORTAL
LOGISTICNETWORK
SUPPORTERS
MEDIA PARTNERS
I May 201224
TECHNOLOGY
Data warehousing and analytical solutionsBeing a global leader in its field, Teradata gives businesses the ability to leverage data assets to gain strategic insight, recognise emerging trends, and respond quickly. LOG. Middle East attended the Teradata Conference in Dublin, Ireland to learn more about big data analysis.
Data warehousing is the process of capturing, storing and analysing data to gain insight. This process is built on an integrated data warehouse (IDW), which is a single, centralised application-neutral repository of an organisation’s current and historical data.
May 2012 I 25
TECHNOLOGY
Teradata, one of the world’s leading
analytic data solutions companies
focusing on integrated data warehousing,
big data analytics, and business
applications, provides a single view of
the enterprise in real time and helps
use data in imaginative new ways to
gain maximum value. The company
offers a suite of business intelligence
technology platforms and solutions,
a wide range of data access and
management applications and robust
data mining capabilities. With locations
in the USA and offices throughout the
Americas, Europe, Middle East and Africa
(EMEA) and Asia Pacific Japan (APJ), the
company’s total assets reached US$2.6
billion as of last year serving over 1,370
customers worldwide.
The issue with ‘Big Data’
According to some IT experts, cloud
computing technology was the buzzword
for some time. Today, with the advance
of new technologies, availability of smart
phones and presence of sensors all around
us, ‘big data’ and its analysis by businesses
has been put in the spotlight. A new book
by Bill Franks, Chief Analytics Officer for
Teradata Alliances actually illuminates
the complex and critical new field that is
accelerating the evolution of information
technology (IT) today – big data analytics.
The book titled ‘Taming the Big Data
Tidal Wave: Finding Opportunities in Huge
Data Streams with Advanced Analytics’,
explains how tapping big data sources can
be applied to improve business decisions
through the practice of analytics, and
addresses these issues:
• What is big data, why is it important, and
what are its benefits?
• Ten big data sources that can benefit your
business, including web data, sensor data,
text data and more
Dublin, Ireland
I May 201226
TECHNOLOGY
• Technologies, processes, and methods
required to tame big data
• The convergence of the analytic and data
environments
• What makes a great analysis, a great
analytic professional, and a great analytics
team?
• How to create a culture of innovation and
discovery in your organization
“I thought it was important to have a
business-focused book that pulled the
important themes together around big data
– in one place, and in a format that both
business and analytic professionals can
easily understand, said Franks. “I wanted to
provide relevant insight with tangible advice
and action steps on how to put big data
sources and analyses to work for business.”
The foreword says that the book is
primarily about the effective analysis of big
data, rather than the big data management
(BDM) topic per se. It starts with data and
goes all the way into such topics as how to
frame decisions, how to build an analytics
centre of excellence, and how to build an
analytical culture.
What exactly is data warehousing?
Being in the logistics industry, we are used
to the physical aspect of ‘warehousing’
where goods are brought in, kept for some
time and dispatched at the request of the
client. Space requirements, warehouse
management systems, automation, racking
and shelving are some of the concepts that
pop up when we discuss warehouses in
logistics business.
However, the Teradata Conference,
which took place from 23-25 April at Dublin
Convention Centre featured a series of
sessions that talked about various aspects
of data warehousing and analytics and
offered solutions to the challenges faced by
companies today – regardless of the sector
they are operating in. The experts argued
that with the ‘explosion’ of data collected
from multiple sources, companies face the
huge task of ‘making sense’ out of what has
been collected.
Teradata defines data warehousing
as ‘the process of capturing, storing and
analysing data to gain insight’. This process
is built on an integrated data warehouse
(IDW), which is a single, centralised
application-neutral repository of an
organisation’s current and historical data.
Furthermore, Active Data Warehousing™
(ADW) - the foundation of enterprise
intelligence - drives valuable information into
a company’s operations and to hundreds of
front-line decision makers. It enables smarter,
more competitive decisions through near
real-time information access and analysis
and predictive analytics on customer or
business activity. The ADW supports both
long-running strategic and short-running
tactical queries and provides strategic and
tactical intelligence across the enterprise.
Teradata Active Enterprise Intelligence™
capabilities represent the power of active
data warehousing, and refers to the
alignment of strategic and operational
systems, people, technology and processes
to make the best decisions possible.
Teradata delivers such capabilities through
real-time data warehousing technology,
professional services and applications and
Teradata delivers such capabilities through real-time data warehousing technology, professional services and applications and enables its clients to convert information into intelligence, and intelligence into actions, leveraging existing operational applications and infrastructure
The Convention Centre, Dublin
May 2012 I 27
enables its clients to convert information into
intelligence, and intelligence into actions,
leveraging existing operational applications
and infrastructure. This capability helps
decision makers and front-line workers
achieve new productivity levels, speed
and precision in decision making, manage
business complexities, and respond to
business events while they are occurring.
Private Cloud Benefits
Greater utilisation of processing power
has been a key driver and sought-
after benefit of corporate private cloud
computing implementations – to centralise
and share computing resources and
increase utilisation to 60 per cent or higher.
According to Gartner, today, only about 25
per cent of the available processing power
of virtualised servers is being utilised by
many companies that adopt virtualisation.
Teradata’s Active Data Warehouses
(ADW) have been providing customers
with 90 to 100 percent utilization for years.
The consolidation and centralisation of
numerous under-utilised, disparate data
marts has resulted in data and analytics
being more efficiently shared from
one, centralised ADW among multiple
organisations and thousands of users.
As a data warehouse private cloud, the
Teradata ADW directly addresses a major
pain point with CIOs by ensuring computing
resources are optimised, and fully utilised
– a significant economic advantage to
any IT organisation. By consolidating data
warehouse servers onto a Teradata ADW
Private Cloud, IT executives and their
teams can be certain that their computing
resources are fully utilised and producing
ROI on a 7X24 basis.
BI or Business Intelligence
Information technology is an area where
we people often come across acronyms
that are confusing. Attending almost all
sessions during the two-day conference
and meeting top executives of the company
at pre-arranged one-to-one interviews, I
became pretty familiar with IT terms such
as BI (Business Intelligence), ADW (Active
Data Warehousing), EDW (Enterprise
Data Warehousing), etc. and how one
differentiates from another.
Talking about Business Intelligence,
a powerful trend started by Teradata
customers and Teradata Engineering is
known in the industry today by the common
terms “pervasive BI,” “operational BI,”
and “real-time BI.” Teradata’s strategy for
delivering such business intelligence is
known as Active Enterprise Intelligence™ and
the backbone for this strategy is the range of
Active Data Warehousing™ solutions.
TECHNOLOGY
Teradata’s Key ProductsTeradata® Database Software: Flagship software for analysing data and processing increasing volumes and complexity of queries without compromising performance.
Teradata Purpose-Built Platform Family: Offers customers options that take full advantage of all the power of Teradata systems anywhere in the enterprise – as an active data warehouse, enterprise data warehouse, entry-level data warehouse appliance, special-purpose data mart or sandbox environment.
Teradata Logical Data Models: Easy-to-follow blueprints for designing an enterprise data warehouse that reflects business priorities tailored to the specific needs of an industry.
Teradata Applications and Services: Data access and management tools and applications such as data mining/analytics, master data management, enterprise risk management, finance performance management, demand/supply chain management, and integrated web intelligence.
Media Round Table
Mike Koehler, President and CEOTeradata Corporation
Hermann Wimmer, President Teradata EMEA
I May 201228
TECHNOLOGY
Teradata’s Active Data Warehousing™
product set offers a mature mixed-workload
management subsystem and lets the
business concurrently run multiple data
load jobs, dozens of complex reports, data
mining and hundreds of fast tactical queries
while meeting service level agreements for
the front-line users.
Supply & Demand Chain Management
One of the main reasons for attending the
conference in Dublin was finding out what
Teradata offers to our focus industries
– Logistics, Transportation and Supply
Chain. According to Teradata, traditional
lean and demand-driven supply chain
management delivers value in highly
predictable and steady-state industries and
markets. However, increasing globalisation,
virtualisation, requirements for increased
leverage of IP outside the firewall, and
pressures for increasing growth and profits
are demanding new chaos-tolerant supply
chain management approaches.
With Teradata’s solutions, logistics
companies can reach more informed and
productive decisions by better analysing
and synchronising products and processes
daily from multiple sources. Consistent and
accurate data - both detailed and summary
- can be generated for analysis anywhere
in the organisation, along with the flexibility
to view the business from a variety of
perspectives. Teradata can help:
• Combine data from thousands of readers
and edge servers and millions of tags
• Allow managers to see and collaborate
across the total supply chain
• Proactively measure, monitor and exceed
supply chain performance objectives
The Teradata Demand Chain Management
(DCM) solution is architected as a bottom-up
analytic data solution employing consumer
demand to develop sales forecasts of each
item, by location, weekly and daily. These
forecasts recognise historical performance,
are deep in seasonal and causal
identification and respond automatically
to the latest trends. The forecast is then
combined with inventory and replenishment
strategies, serving to pull inventory through
the supply chain based on expected sales
across each location in the network.
Recent studies show that retail industry
stock-outs are between 5 per cent and
8 per cent and that overstock conditions
Increasing globalisation, virtualisation, requirements for increased leverage of IP outside the firewall, and pressures for increasing growth and profits are demanding new chaos-tolerant supply chain management approaches
- the result of poor forecasts and buys -
continue to climb. The DCM reverses the flow
of information in the traditional supply chain,
pulling information about demand at the
store and SKU level, up through the chain, to
vendors and manufacturers eliminating out of
stocks and reducing inventory carrying costs.
Modules that make up Teradata DCM are:
Contribution: Provides dynamic
stratification ranking of merchandise
categories and location combinations based
on their contribution to the success of the
business. All SKUs are ranked A through E
based on the percent of sales units, sales
dollars, or gross margin they represent.
Seasonal Profile: Draws on historical sales
data to automatically create seasonal
models for groups of items with similar
seasonal patterns. The model might contain
the effects of promotions, markdowns, and
items with different seasonal tendencies.
The bottom line is that the DCM projects
deliver multimillion-dollar ROI and payback
less than 12 months after implementation.
Take-home benefits
From an editorial point of view, I must admit
that the whole event proved extremely
useful even for someone not with an IT
background. The sessions throughout the
day and interviews as well as exclusive
media roundtables were all enlightening.
Besides, many of the company’s top
executives including Mike Koehler, President
and CEO Teradata Corporation; Hermann
Wimmer, President Teradata EMEA; and
Stephen Brobst, CTO Teradata Corporation
were available to discuss relevant topics.
The executives also provided insights on the
emerging markets such as the Middle East
and the Gulf, which had the highest growth
rate for Teradata. Finally, more details on
the presentations will be available in our
magazine’s subsequent editions.
P: +971 4804 8100 · E: info@ssi-schaefer.ae · www.ssi-schaefer.ae
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I May 201230
REVIEW
FAMCO expands into OmanFAMCO launches new
branch in Muscat at a grand ceremony
attended by the industry’s leading
executives
FAMCO (Al-Futtaim Auto & Machinery
Company) offers a wide variety of
products and services to a diverse range
of industries and commercial businesses
covering the transportation, construction,
oil and gas, manufacturing, warehousing
and marine sectors. The company is
well known throughout the UAE for the
supply and service of heavy vehicles
and machinery including trucks, buses,
construction machinery, marine engines,
air compressors, diesel generators and
material handling equipment.
With bases in Dubai, Abu Dhabi, Al Ain
and Ras Al Khaimah, the company is the
sole UAE distributor for Volvo trucks, Volvo
buses and Volvo construction equipment.
FAMCO is also the exclusive distributor
for internationally renowned industry
heavyweights such as Yanmar, Ingersoll
Rand, Himoinsa, Merlo and Linde. Providing
high standard product support services
FAMCO regularly receives performance
awards from its major principals, competing
on a global scale with other distributors.
Operating through five separate trading
divisions, FAMCO also enjoys an excellent
reputation for its turnkey industrial storage
and handling solutions, including the
design and installation of Dexion shelving
and racking systems.
New launch
With such a variety of products and
services for the industry, FAMCO has
expanded into Oman to be able to serve
its existing and potential customers better.
The one day launch event took place at
a five star venue in Muscat. Attended by
the leading companies’ representatives,
FAMCO had the perfect opportunity to tell
more about its launch in the country, brand
portfolio and future plans. The whole event
was organised by Dubai-based Gutenberg
Publishing FZ, the proud publisher of LOG.
Middle East.
With the new branch located in Al
Qurm, the region’s leading industrial
equipment supplier known for its product
range in warehousing, material handling,
generators, compressors, construction
equipment and commercial vehicles has
a more convenient access to the lucrative
Omani market.
FAMCO executives attending the launch event (L-R): Adnan Dawood (Marketing Manager), David Dronfield (General Manager, Storage & Handling Solutions), Ayman Ahmed (Country Manager - Oman & Qatar), Paul Floyd (Managing Director), Kevin Miller (Finance Manager), Mark Johnson (General Manager, Aftersales) and Ahmad Halwani (General Manager, Construction Equipment)
May 2012 I 31
REVIEW
FAMCO’s success story
In related developments, FAMCO
previously launched FAMCO Parts Online,
an online portal developed entirely in-
house and fully integrated with SAP, which
allows customers to place orders for spare
parts and make enquiries about price and
availability via the Internet.
The new facility enables customers to
track their orders, deliveries and invoices,
and to obtain a statement of accounts.
It also displays news of FAMCO’s latest
sales campaigns and special offers will be
highlighted for customers’ ease of reference.
Paul Floyd, Managing Director, FAMCO,
said “This is an important step for us in
achieving FAMCO’s vision of being a
company whose service standards exceed
those of our competitors.”
Furthermore, FAMCO was awarded
global honours after it won the prestigious
Volvo Construction Equipment International
Dealer of the Year award. The award
was presented to Paul Floyd at the Volvo
Construction Equipment International
Dealer Conference in Abu Dhabi.
“2011 was a year of many milestones
in our history with Volvo Construction
Equipment, and we are thrilled to begin
2012 with this great recognition from Volvo,”
said Mr. Floyd. “It’s a great honour to be
globally recognised by one of our most
important principals and partners. Our high
performance is the result of a concerted
effort by all our team members in what was
a challenging yet rewarding year. I would
like to thank the entire FAMCO team for
their outstanding efforts and to also thank
our customers for their continuing support.”
“Customer support is a key focus for us
at FAMCO. Understanding our customer
needs and delivering on promises has
been essential to our success. We take
great pride in knowing that we are
providing our customers with global best
practice and it’s a great honour to be
recognised as doing so.”
Mr. Floyd also said the full market
introduction of all Volvo CE’s soft
products such as the ‘CareTrack’ remote
monitoring system and machine inspection
programmes among others has further
established FAMCO as providers of
benchmarking service and product support.
Al-Futtaim Auto & Machinery Co. LLC (FAMCO)P.O. Box 47, Al Qurm, PC 102, Muscat, Oman
Tel: +968.24593708 or +968.24593722 | Fax: +968.24593709
I May 201232
REVIEW
LOG. LEO Awards 2012 recognise the best of the industry
The best of the logistics and supply
chain industries were once again
honoured at the glittering annual
LOG. LEO Awards Ceremony which
took place on 19 April at the Ibn
Battuta Gate Hotel in Jebel Ali, Dubai.
Organised by the region’s leading
media company, Gutenberg Publishing
FZ LLC, the award ceremony and
day-long seminar attracted leading
professionals from the sector. As
revealed by many of our guests, it was
a day full of networking opportunities
where the attendees shared their ideas
and experiences to help solve the
industry’s challenges.
This year’s event was divided into
three parts - morning session of seminars;
lunch and award ceremony; and
afternoon session of seminars. Despite
the hectic schedule of people working in
logistics industries, the turnout was high
and almost all delegates attended both
morning and afternoon sessions, which
proved to be useful and insightful.
Welcoming the delegates, Reinhard
Wind, Managing Director of Gutenberg
Publishing FZ LLC highlighted the leading
role of Dubai as a logistics hub in the
region and touched upon the ongoing
mega investment projects to upgrade
infrastructure aimed at easing trade and
commerce.
“With such optimism in the air and as
stated by the country’s leaders, Dubai
has recovered from economic downturn.
Today, at this prestigious ceremony
attended by the industry’s top performers,
we can all feel that there are still bright
opportunities in the region as logistics is
a vital part of businesses here,” added
Mr. Wind. This year’s LOG. LEO Awards
Ceremony was sponsored mainly by
FAMCO UAE and SSI Schaefer.
Insightful seminars
The seminar programme hosted speakers
from prestigious companies and
institutes such as Dubai Trade, Dubai FDI,
University of Wollongong, Supply Chain
and Logistics Group (SCLG), SSI Schaefer
This year’s awards ceremony and the day-long seminar took place in Dubai with the attendance of top companies’ representatives
May 2012 I 33
REVIEW
and Famco. In the morning, the welcome
speech by Mr. Wind was followed by
Dubai Trade’s presentation titled ‘How
Dubai Trade Masters E-Trade’ by Shahab
El Jassmi, Head of Commercial. With a
vision to transform the end to end trade
supply chain and to establish Dubai as
the leading trade and logistics hub of the
world, Dubai Trade aims to make trade
easier, faster, and cost effective for all
stakeholders. Mr. El Jassmi explained
how Dubai Trade facilitates trade in the
emirate by giving a real life example of a
container import.
The programme continued with the
presentation of SSI Schaefer, one of
our main sponsors. Shrikanth Kolawadi
talked about Storage Solutions -
Ergonomic Warehouse Planning. Asking
‘What system to choose’, Mr. Kolawadi
suggested looking at flows, operational
costs, and required investments and
added that for most applications non-
automated or semi-automated systems
are the right choice.
Then, David Dronfield, General
Manager, Storage & Handling Solutions,
Al-Futtaim Auto & Machinery Company
LLC presented ‘What goes around comes
around in distribution’. To make his point
clear, Mr. Dronfield gave the example of
the production of a toothbrush, which
probably never caught our attention as
something that requires massive logistics.
The raw material – plastic is derived from
oil and the lengthy and costly process
involves terminals, tankers, containers,
ships, agents, warehouses and finally
supermarkets. The GM mentioned
that “By the time I buy my toothbrush,
the materials and product have been
distributed at least six times and handled
at least 22 times, twice by hand, of which
one was mine. The price of a mere AED12
includes the distribution from UAE oil
fields around the world and finally to a
Dubai supermarket.”
Immediately after the networking
break, the seminar focused on the
‘academic’ side of business with Dr.
Balan Sundarakani, Associate Professor,
Program Director, MS Logistics, University
of Wollongong, Dubai. His presentation
was titled ‘Trends in Logistics Industry: An
Academic Perspective’. Dr. Sundarakan
talked about the length and breadth
REVIEW
I May 201234
REVIEW
I May 201236
of the logistics industry and the five
imperatives, namely changing supply
chain focus; delivering a sustainable
logistics service; collaboration &
competition; mergers & acquisitions
between LSPs; delivering innovation;
and pressure towards integrations and
disintegration.
Providing an outlook of the industry,
David Harris of Dubai FDI (Foreign
Investment Office) explained the case of
‘Dubai and Logistics’. Dubai FDI’s strategy
revolves around forming a sustainable
investment model: creation, growth and
retention. His office provides investment
guidance on office setup; regulatory
compliance; and market orientation.
According to Mr. Harris, the trends include
moving towards PPP model (e.g: Dubai,
Kuwait & Iraq); government initiative’s
to raise infrastructure funds (e.g: MENA
infrastructure fund); and concept of
integrated water & power projects (IWPP).
The industry’s vital question came
from Andre Verdier of Innova Supply
Chain: ‘Is your Supply Chain Healthy? –
Spotlight on the Supply Chain Manager’.
Mr. Verdier urged companies to benefit
from various advantages of integrated
supply chain management which can
save most companies between 5 to 25
per cent. The Health Check includes
asking questions on the strategy,
policies and processes. The tactics cover
forecasting, planning, S&OP, integration
and collaboration.
The first presentation of the
afternoon session, ‘Enhance Profitability
with Simulation’ was given by Katharina
Albert, Managing Director, SimPlan
Dubai. Her presentation aimed to
form a clear idea of what logistics
simulation is and which methodology
is used; learn when simulation can be
successfully applied; and discover the
plentiful benefits that simulation offers.
The benefits of simulation include
low investment in comparison to total
system costs; recognising bottlenecks
and harmonising processing times,
resources and buffers accordingly;
what-if analysis for strategic / demand
planning; and visualising the plan in the
form of 3D animation.
Another real life scenario was
presented by SSI Schaefer, one of
the main sponsors of the LOG. LEO
Awards 2012. Matthias Hoewer,
General Manager Middle East & Africa
provided a case study on ‘ZamZam
Water in Makkah, KSA’. Mr. Hoewer
explained how the challenging
ZamZam Water project was handled by
s.s.e.m (overall GC for civil works); SSI
Schaefer (logistics & materials handling
equipment); and KHS (depalletising and
distribution system). The major task
for SSI Schaefer was that only Muslims
are allowed to enter the Haram Area
and the installation team had to be
brought from SSI Schaefer in Turkey.
Temperatures reached 50C during
the day and the installation took place
mainly at night. Despite the challenges,
the project was completed and handed
over in June 2011.
And the last presentation belonged
to Mr. Wind: ‘The Future of Warehouse
Planning in the Middle East’. He talked
about old warehouses and when a
warehouse becomes a distribution
centre. The Managing Director of
Gutenberg Publishing FZ LLC went on
to compare the warehouse systems in
REVIEW
May 2012 I 37
Europe and the Middle East. He also
urged stakeholders to focus more on
designing the warehouse, paying for
the inventory, initiating modernisation,
and defining the key factor for a multi-
purpose warehouse.
Nomination and judging panel
The industry representatives submitted
their nominations online during the
campaign. The panel members included
prestigious names such as Mahmood
Al Bastaki, Director, Dubai Trade; Dr.
Cedwyn Fernandes, Associate Professor
in Economics and MBA Program Leader
at Middlesex University Dubai; Ojas
Wadivkar, Principal, A.T. Kearney Middle
East; David Harris, Director, International
Logistics, Department of Economic
Development (DED); and André Verdier,
Chief Executive Officer and Managing
Director MEA, MRM, and President,
Executive Committee, Supply Chain and
Logistics Group (SCLG).
And the winners…
The five categories of the LOG. LEO
Awards were Supply Chain Manager of
the Year; Innovator of the Year; Young
Achiever of the Year; Sustainability
Champion of the Year; and Lifetime
Achievement Award – all designed to
celebrate excellence and outstanding
performance in the industry. Silke Wind,
editorial director of Kompass Worldwide
together with Gutenberg Publishing
sales manager Andy MacGregor
announced the winners and Reinhard
Wind presented the awards during
the ceremony that was preceded by a
sumptuous open buffet lunch.
Sascha Geiken, Managing Director
of Geodis Wilson UAE LLC bagged
the Supply Chain Manager of the
Year award. The Innovator of the
Year award went to Adil Alsmadi,
Director of NTDE. The next category,
Young Achiever Award of the Year
was awarded to Ramachandran
Padmanabhan, Supply Chain Manager
of Geodis Wilson UAE LLC. To a loud
applause, Rahman Siddiqui, Supply
Chain Manager at Famco was honoured
with the Sustainability Champion Award
of the Year. And, finally the Lifetime
Achievement Award of the Year was
given to Prakash Nair, Manager Network
Cargo Sales Development at
Emirates Airlines.
The announcement of each winner
was greeted with much applause, not just
from colleagues but from all attendees.
The number of awards was limited to five
to be able to focus on the core tenets of
the industry. The award ceremony was
followed by a raffle draw which gave
away an iPad, a digital camera and an
LCD TV.
Behind the scenes
The organiser of the event, Gutenberg
Publishing FZ LLC, is located in Dubai
Media City, which hosts many of the
world’s leading media companies. The
company’s flagship product is LOG.
Middle East - a high-class industrial
magazine that addresses the issues with
Logistics and Supply Chain Industries in
the region and beyond. The magazine is
published monthly and distributed all over
the Gulf region. In addition, the company
undertakes the organisation of industry-
specific events for a select variety of
customers in the Gulf.
REVIEW
I May 201238
Winners of the LOG. LEO Awards 2012
Supply Chain Manager of the Year:Sascha Geiken, Managing Director, Geodis Wilson UAE LLC
Innovator of the Year: Adil Alsmadi, Director of NTDE
Young Achiever of the Year: Ramachandran Padmanabhan, Supply Chain Manager of Geodis Wilson UAE LLC
Sustainability Champion of the Year: Rahman Siddiqui, Supply Chain Manager, FAMCO
Lifetime Achievement Award: Prakash Nair, Manager Network Cargo Sales Development at Emirates Airlines
I May 201240
PROFILE
Making business flow with an innovative approachCEVA Logistics designs and implements industry leading solutions for large and medium-size national and multinational companies
CEVA Logistics designs and implements
industry leading solutions for large and
medium-size national and multinational
companies. Despite the challenging
airfreight market, one of the world’s leading
non-asset based supply chain management
companies, CEVA, announced revenue of
€1,712 million for the first quarter of 2012
driven by strong performance in contract
logistics and ocean freight. Focusing on
building market position in the months
ahead, new business wins of €504 million
actually exceeded the company’s targets.
Besides, the group reported revenues of
€6.9 billion last year. This is all due to the
dedication of around 51,000 employees
dedicated to delivering effective and
robust supply chain solutions across a
variety of sectors.
CEVA has also its ambitious plans for the
region. The company’s regional headquarters
based in Jebel Ali, Dubai is a pyramid shaped
unique building. To find out more about
CEVA’s business offerings and expansion
plans, LOG. Middle East team met with
Warren Angus, Sales & Marketing Director,
Middle East, North Africa and Central Asia
(MENACA). The energetic director explained
more about CEVA’s positioning in the Gulf,
how they deliver operational excellence to
their customers and what differentiates them
from their competitors.
Value added and integrated services
CEVA offers customers complete supply
chain design and implementation in Contract
Logistics and Freight Management, alone or
in combination. Contract Logistics includes
warehousing and ground based distribution,
offered separately or in combination. Freight
Management includes coordinating the
movement of products and materials by air,
ground or ocean using the most efficient
mode of transport meeting the customer’s
expectations in terms of cost, speed,
reliability and protection of goods.
“Increasingly, for our customers, we
co-ordinate several specific activities, from
managing the complete supply chain and
May 2012 I 41
executing the most critical activities to
designing and transforming the supply chain
while third parties perform the services
under our management. For customers who
utilize CEVA in the role of total supply chain
management provider, we offer a single
point of contact for all supply chain activities,
optimizing service and cost across the entire
supply chain,” remarked Mr. Angus.
The services of CEVA include
manufacturing support; inbound
transportation; warehousing & distribution
centers; outbound transportation; aftermarket
services and final mile solutions. The sales
& marketing director stressed, “In delivering
our services, ‘Impeccable Execution’ is our
credo. This applies to every area of our
business and supports our clear goal to
become the most admired company in the
supply chain industry.”
Advantages of choosing CEVA
CEVA has many major multinational
accounts across the region across all sectors
covering freight management and contract
logistics. The company is also proud of its
deep sector expertise across Automotive,
Industrial, Consumer/Retail, Technology and
Energy. This expertise has been developed
in many countries where CEVA operates.
The company has a systematic approach to
transfer best practices across the countries in
order for the customers to make the most of
the solutions CEVA offers.
Mr. Angus highlighted that their SMART
solutions are a set of established and
proven processes which help them identify
common areas where customers are able to
standardise their core processes of supply
chain solutions. They continually add to
these solutions, launching ‘SMART End to
End’ in May 2011 and ‘SMART Energy’ at the
end of the year.
“As already mentioned, we offer an
integrated approach and are focused on
delivering ‘Operational Excellence’ to
our customers, each and every day. By
uniting and working together, we focus
on growing our business by offering
outstanding supply chain services to our
customers and developing our business to
support theirs.”
Learning process
According to Mr. Angus, compared to Europe
where the term supply chain is very mature
with many strong networks, the Middle East
region is still growing and learning. But he
added that investment is second to none in
the region which is why the Middle East will
be the leading globally in terms of supply
chain where the general market can learn
from the challenges faced in mature markets.
“The region is certainly growing
through investment. With investment
comes opportunity which is where the
logistics industry will benefit. Coupled
with the population reach, the future
looks very bright,” concluded the sales &
marketing director.
New projects
In another note, CEVA Logistics has officially
opened its Control Tower in Alcobendas,
near Madrid, Spain. The Control Tower is
an innovative and integrated information
hub that offers enhanced control functions
to cater for all logistics services and has
been structured in a similar way to the Milan
Control Tower which was launched in 2010.
The Control Tower will allow the control
of fundamental logistics operations from
a single central point, at both national and
international levels. In this way CEVA will
strengthen the levels of service offered to
customers, at the same time ensuring further
cost optimisation.
The Control Tower is an example of
excellence and innovation within the
logistics sector; a state of the art solution
that offers companies both short and
long term benefits, including optimised
transport planning, improved reaction
time to any issues and real time advanced
reporting, thanks to 24/7 full coverage of
all Iberian locations. The Control Tower is
divided into three areas, each performing
specific functions: Red Area; Blue Area;
and Grey Area.
PROFILE
“In delivering our services, ‘Impeccable Execution’ is our credo. This applies to every area of our business and supports our clear goal to become the most admired company in the supply chain industry” - Warren Angus, Sales & Marketing Director CEVA MENACA
I May 201242
FEATURE
A sustainable development
program has several components with
unique characteristics that should be
applied by 3PLs. Petros Zenieris of
Business Criterion tells us more about
the path to success.
Business development is used to create
new sales. Whether it is done as a subset
of the corporate strategy execution
for greater market penetration or new
markets or whether it is a granular effort,
business development is important.
Many companies address business
development with cold calling, email blasts,
advertising or social media. Each of these
tools misses a key point, beginning with the
lack of focus and structure. The risk is using
essentially standalone sales efforts instead
of crafted business development. This
methodology limits the effectiveness - and
results. That is central to their shortcomings.
There are three parts to a solid business
development program. They are inter-
related and should be integrated for a
cohesive approach. The three are:
1. Unique Selling Proposition
2. Positioning Strategy
3. Market Positioning
Unique Selling Proposition: Generally
speaking, logistics services are viewed as
a commodity service. That means price is a
key differentiator for customers on selecting
which provider to use. To counter this and
to gain recognition for the company, an
important need is to have a Unique Selling
Proposition (USP). The USP is not about
what the 3PL or logistics service provider
does. It is about what customers really want.
Underlying the proposition is a customer
centricity. Customer focus is fundamental to
business development.
The Unique Selling Proposition is the
Value Proposition. Its need increases when
the company has missed sales opportunities
and customer retention problems. Too many
service providers send much time talking
about themselves. In the end, such a narrow
focus leads the ongoing price pressure
continuum, lost sales and higher-than-
needed customer turnover.
The key here, and with the positioning,
is to separate the LSP from its competition. It
is not about comparisons with competitors.
There is competition for customers of logistics/
supply chain services to choose among. This
is about more than having similar or different
capabilities. This is about defining the provider
is based on what customers want.
What makes a selling proposition unique
is its customer focus. A successful selling
proposition is not a slogan. It is about the
customers. It is a value proposition for
customers, why they should use you. That is
important to the accomplishment of sustainable
success of growing and expanding.
To develop the USP, the 3PL should:
• Seek to define a competitive advantage;
• Adopt a customer focus (investor
centricity approach) to gain the attention of
How to ensure solid business development
May 2012 I 43
FEATURE
potential customers;
• Target an expanded audience of
potential customers;
• Evaluate developing multiple USPs to
reach different target customers, markets
and service possibilities because using only
one USP may limit attaining opportunities;
• Recognise customer needs as compared
to the LSP offers;
• Position with regards to competitors;
The USP should answer the question of
“Why should I select you for my supply
chain needs?” Arranging transport or storing
and handling goods is not enough for a
USP. It should identify what the 3PL provides
and how customer needs are met. The latter
creates a value proposition for customers
and builds customer centricity.
The Unique Selling Proposition should:
• Reflect needs of customers;
• Differentiate the 3PL from the competition;
• Define why customers should consider/
select the company;
• Create value for potential customers;
• Segment for different markets, customers
or logistics opportunities;
• Open new customer needs.
Positioning Strategy: The firm needs to
identify the best positioning strategy for it and
what needs to be done to achieve this goal.
There are several layers to the Positioning
Strategy, including:
• How to design the strategy;
• Who to target with it;
• What to target;
• How to execute;
• How to present;
• Where to present;
• How to design the strategy for multiple
media and outlet venues.
The intent is to position to a large audience.
Let potential buyers of the service know
the 3PL is there and what it does. Create
awareness so that people can find the firm
in their searches. This contrasts with the
firm searching for customers.
Underlying the above points is the
question of whether the positioning should
be monolithic with one message and
approach for all prospective customers in
the target customer sets or whether it should
be segmented. One message is limiting
and closes off opportunities. It should it be
segmented and should be tailored to different
customers and/or to different markets.
Designing a well-targeted investment
promotion and marketing strategy is critical to
your success. Understanding the competitive
landscape, its differentiators, unique value
proposition, and constraints is crucial in
designing an effective positioning strategy
The key points here are:
• Segment the positioning strategy and
target it for different market sectors and/or
customers. Do not use a monolithic, one-size-
fits-all approach. Positioning will be customer
centric and targeted to potential customers
and markets.
• Consider potential niche opportunities.
• Try to trigger new customer needs with
“outside the box” thinking and additional
services or approaches. Provide customers
with concepts that you will work together with.
Market Positioning: This, tied with the Unique
Selling Proposition, creates a branding
for company. It is about having potential
customers see the 3PL as the solution
for their supply chain needs. This type of
positioning presents credibility for customers.
The marketing should have nationwide,
even global reach, recognising that
potential customers are located throughout
the country. This is very important. There is
a large base of potential users of the 3PL’s
services. It should also be a multi-media
approach, ranging from traditional print to
the internet. The internet efforts may include
a revised website with the new branding
and USP, with search engine optimisation of
key words for enhanced search rankings.
Conclusion
Business development is defining and
positioning your service to customers. It is
customer centric with a value proposition
that is focused on customer needs. It is
not about what the service provider does
or comparing with competitors. Business
development is about clearly differentiating
from the competition to create customer
interest in you and how you will help them.
There are three parts to a solid business development program, which are inter-related and should be integrated for a cohesive approach: Unique Selling Proposition; Positioning Strategy; and Market Positioning
Petros Zenieris of Business Criterion
I May 201244
PRODUCT UPDATE
Extended Range Scanners by Motorola Solutions
Clark diesel forklift C35D loads the Antonov
BeuMeR presents innovative packaging technology
A Clark C35D forklift with 3.5 tonne
capacity has been loading the Antonov
124 at Leipzig/Halle Airport since January
2012. Here a legend in materials handling
technology meets a legend in worldwide
air cargo. Ruslan Salis GmbH provides air
charter flights with Antonov 124 aircraft
at Germany’s second largest cargo hub
and opted for the C35D when loading the
airplane, in the warehouse and ground traffic
operations. The 2.8-litre diesel engine with
indirect fuel injection proves to be not only
low in pollution and fuel consumption, but
also offers excellent acceleration as well
as reliable handling on ramps and inclines.
The powerful drive of the C35D comes into
play for example when heavy goods are
loaded into the AN 124 cargo hold with ideal
measurements of 36.5 x 6.4 x 4.4 m.
BEUMER Group, headquartered
in Beckum, Germany, presented its
innovative stretch hooding system
BEUMER stretch hood® M, which is
already used in the brick industry
and offers a variety of options across
a broad range of pallet packaging
challenges and requirements. Packaging
palletised bricks with the BEUMER
stretch hood® M is quick and safe. In
addition, this system accommodates a
large variety of film thicknesses and is
characterised by more flexible handling
of different pallets and film formats
compared to other systems.
The combination of vertical and
horizontal film forces during stretch
hooding ensures increased load
stability. With low specific energy and
compressed-air consumption, as well as
compatibility with recyclable packaging
films, the BEUMER stretch hood® M is
a cost-effective and environmentally
sustainable approach to pallet
packaging. The stretch hooding system
is equipped with an optimised, user-
friendly control terminal, which enables
quick changes of operating parameters.
Films can be replaced in minimal time.
Motorola Solutions, Inc. recently announced
the availability in Europe, Middle East and
Africa region of the rugged DS3500-ER series
of extended range scanners offering the
flexibility to easily scan and capture barcode
information from both near and extended
distances for warehouse management and
other applications in the harshest industrial
environments. The DS3500-ER series is
capable of scanning 1D and 2D symbologies
and GS1 codes from as close as one inch to
a tall rack in a distribution center 31 feet away.
The omni-directional series of extended range
scanners improves worker productivity and
reduces the need for businesses to purchase
multiple devices.
The rugged DS3500-ER can be used both
indoors and outdoors for asset management,
inventory management, picking, traceability,
shipping and receiving applications
in warehouses, distribution centers,
manufacturing plants or warehouse-style retail
stores. The ergonomic series is available either
corded or in a Bluetooth® cordless version
with FIPS 140-2 validation enabling greater
worker mobility and enhanced security.
The easy, comfortable handling of the
C35D also ensures for higher throughput
during goods distribution and warehousing
at Leipzig/Halle Airport. The power steering
which enables secure, effortless steering and
maneuverability in the smallest of spaces,
as well as the vehicle’s compact design
and ideal weight distribution, guarantee not
only effective, sensitive work cycles but also
stability when cornering in confined areas.
We work for Bombardier Transportation Austria GmbH – RSI Rail Services International Austria GmbH – Railtec Entwicklungs- und HandelsGmbH – Deutsche Bahn - Stadtwerke München – Städtische Verkehrsbetriebe Zwickau GmbH – VAG Verkehrs-Aktiengesellschaft – SWB Stadtwerke Bonn Dienstleistungs-GmbH – Erfurter Bahn GmbH – Jenaer Nahverkehr GmbH – Bayrische Oberlandbahn GmbH – Dortmunder Eisenbahn GmbH – Rurtalbahn GmbH – Eurobahn – Voith Turbo Lokomotivtechnik GmbH & Co.KG – Kabel Technik Kiel – Gmein-der Lokomotivenfabrik GmbH – Bombardier Transportation GmbH – MGW Service GmbH & Co.KG – Northrail Technical Services GmbH & Co.KG – EuroMaint Rail AB – Motala Train AB – DB Schenker Rail Tabor S.A. – Capro GmbH – Hittmayr Baumaschinen GmbH – Hansa-Flex Hydraulik GmbH – Hagn Techn. Elastomere GmbH – MKE Metall- u. Kunststoffwaren Erzeugungs GmbH – Siems & Klein Autowerstatt-Technik Vertriebs GmbH – Tesso Klimageräte Vertriebsges.mbH – ÖBB Technische Services GmbH – ÖBB Immobilienmanage-ment GmbH – ÖBB Infrastruktur AG – Siemens AG Österreich – Wiener Linien GmbH & CoKG – IVB Inns-brucker Verkehrsbetriebe – Zillertaler Verkehrsbetriebe – RTS Rail Transport Services GmbH and many more.
WHEN TIME IS OF THE ESSENCEAND YOU MUST PERFORM
H&P Trading delivers Austrian craftsmanshipand solves your technical problemsin public transport and infrastructure!
ROAD+hoses & fittings+gear boxes & axels+pneumatic systems+doors & hinges+cnc parts+nuts & bolts+special parts+etc.
RAIL+fire protection+lighting & lamps+bearings & fittings+glass & windows+spare parts for brake systems+spare parts for the cabin+interior parts+etc.
Troubleshooting
Spare Parts & Consumables
Research & Development
Improvements & Innovations
Redesign & Rebuild
ISO 14001, ISO 9001, EN 15085
!
Gutenberg Publishing FZ-LLCDubai Media City, Al Thuraya Tower II, Office 1402Dubai, United Arab Emirates
T +971 (4) 4334 360F +971 (4) 4517 945
E info@gutenberg-dubai.com
H&P Trading GmbHBundesstrasse 18
A-7531 Kemeten, Austria
Contact us and we organise a constructive meeting.
I May 201246
Issue 45 | MARCH 2012
YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE
www.log.ae
Benefits of adopting GSM-R
Logistics trends in the GCC
Nominations now open
LOG. LEOawards
BUILdINGraILwaYs
TOp MEGa TrENds
TRENDS | 24 PREVIEW | 32 REVIEW | 36
Safe and risk free delivery of perishables from farm to consumer | Page 06
Logistics of
perishables
Issue 46 | APRIL 2012
YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE
www.log.ae
Reduce costs, maximise yields
Enhancing profits with technology
Ceremony takes place this month
LOG. LEO AwArds
CHAMP CArGO systEMs
BusinEss siMuLAtiOn
INNOVATION | 22 PREVIEW | 30 TECHNOLOGY | 38
LogisticsOIL & GAS
As a vital sector for the GCC economies, safe & secure logistics of oil plays a major role | Page 06
SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE
Issue 47 | MAY 2012
YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE
www.log.ae
Industry’s best recognised
Analytic data solutions
Solid business development
Third ParTy LogisTics
Log. LEo awards
TEradaTa corPoraTion
TECHNOLOGY | 24 FEATURE | 28 REVIEW | 38
Reaping the benefits of being on a major trade route | Page 06
SALALAH FREE ZONE
Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ
Contract Manager, ThailandAn experienced Thailand operations manager with 5-10 years logistics and operations experience in large MNC 3PL or Operations environments is required. The candidate must be well versed in managing warehousing, transport, customer service, finance, IT and HR as s/he will lead the consistent delivery of high profile contracts for a leading Thailand company through their strategic supply chain partner.
With full operational accountability for the service delivery of this contract, the candidate shall have a strong sense of planning, leading commercial management and most importantly operational leadership. S/he will be leading from the front and working with the team to add value to the operations and be comfortable engaging with the client. Above average spoken and written Thai and English language capabilities are necessary.
Senior Projects Director, AfghanistanReporting directly to the CEO, the key responsibility of the Senior Projects Director is to provide leadership as a key advisor to the management team within Afghanistan.
Responsibilities■ Candidates must be prepared to travel as required ■ Oversee all operations, systems and management decisions ■ Direct and supervise all support resources■ Manage the direction of technical factors ■ Contribute ideas and operational expertise ■ Implement/design systems & processes
Requirements■ High level qualifications preferably from a FMCG ■ Senior Project Management experience ■ Experience in facilitation skills and people management skills■ Able to operate autonomously in a remote environment
Operations Director, Saudi ArabiaA freight & logistics services provider currently seeks a highly driven Commercial / Operations Manager who can turn around new and successful business opportunities in General Freight Forwarding and Logistics.
Responsibilities■ Proactively manage daily Freight Forwarding activities of the company ■ Lead and direct all Sales and Business Development ■ Offer competitive products & services to the market ■ Actively develop client relationships at a senior level ■ Provide leadership, guidance and support to the team■ Manage all divisional resources to ensure optimum utilization
Requirements■ An experienced operations candidate with proven success ■ At least 5 years of Sea, Air and Road Freight experience■ Strong commercial ability■ Able to conceptualise and deliver new Freight and Transport products & services
Advertise your job in LOG. Classifieds: Call: +971 (4) 4334 360
E-mail: info@gutenberg-dubai.com
Operations Manager, UAEA leading International Project Forwarding and Freight Management specialist seeks to hire an experienced Operations Manager to take over responsibility for their Freight Management. The role is based in Dubai, UAE. The Operations Manager will have the responsibility for the successful, proactive-managed daily operation of all sea, air and road freight forwarding activities within Dubai.
Responsibilities■ Plan, develop, manage and implement local operational strategies and directions■ Set up and monitor KPIs for efficient operational performance■ Ensure compliance with all relevant legislation and approved codes of practice■ Actively develop client relationships at a senior level Prepare and present detailed tender responses and bid documents■ Actively promote the company through industry events, marketing activities
Requirements■ Minimum 6 years Operations Management experience in Freight Forwarding & Shipping■ Multi-modal experience in freight management ■ Strong operational knowledge and proven ability to manage complex movements■ Good team player ■ Must be numerate, accurate & organised
Regional Business Development, UAEA leading logistics service provider seeks a Regional Business Development Manager (Airfreight) to be based in Dubai, UAE.
Responsibilities■ Internal support for local country organizations ■ Develop and implement sales campaigns■ Acquisition of accounts ■ Working on RFQ’s process ■ Identify and select airfreight opportunities ■ Work closely with implementation teams in the region
Requirements■ 5+ years experience in Airfreight ■ Multi tasking ability■ Excellent purchasing & negotiation skills■ Ability to travel abroad frequently and for longer terms
LOG. CLASSIFIEDS
General Manager, IndonesiaSenior Leadership role in the Logistics Market in Indonesia. The company is a leading Asian Supply Chain Solutions Partner and a leading Global supplier of Logistics, Freight Forwarding and supply chain management services internationally. The role will appeal to individuals who are commercially astute and place strong emphasis on customer relationships, are strong operators and running multi-customer (MNC’s), multi-sites operations environment.
Requirements:■ Degree qualified executive ■ Experience at a senior level at a 3PL company in Singapore ■ Willing to relocate to Jakarta■ Familiar with labor intensive environment ■ Thought leadership and communication skills
Head Business Development, IndiaTo design, develop and, as appropriate, sell logistics and SCM solutions and services across India in support to the business. This will include comprehensive transport & SCM solutions including warehousing and possible fulfillment/added value services and may involve all aspects of SCM along with both primary and secondary distribution, either in-house or 4PL, across the sub- continent and islands of India.
Responsibilities■ Determined SCM Sales and SCM Budget responsibility■ Design and deliver, manage and optimize all aspects of SCM sales ■ Develop and implement the strategy for the sale of SCM contracts■ Design and deliver SCM sales solutions across all business sectors ■ Optimize logistics & transport networks ■ Manage the RFQ process up to the award of any projects
Requirements■ Graduate and MBA■ Knowledge of business development process■ Good legal knowledge particularly re-contract law■ Knowledge of international freight market and trade organizations■ Comprehensive experience with SCM modeling and optimization tools
Marketing & Sales Head, KuwaitResponsibilities■ Determine M&S organizational structure, roles and goals■ Develop, manage, direct and control the country M&S function■ Sales reporting including KPIs, quotation analysis, pipeline, etc.■ Implement regional marketing strategies and concepts ■ Analyze growth opportunities, assess their cost and profitability■ Train of sales team and set challenging sales targets
Requirements■ Min 2 years experience in M&S management■ Degree level education■ Knowledge of freight forwarding business, logistics■ Fluent English verbal and written, Arabic an advantage■ Excellent business / commercial acumen
Business Development Manager, ChinaA success driven individual for the role of Business Development Manager - Contract Logistics is required. The role is based in Shanghai, China. The manager will be responsible for organic sales growth in within the scope of Warehousing and Distribution within China through active and aggressive new business development and for targeting and opening up new market segments.
Responsibilities■ Generate new business within the scope of warehousing and distribution■ Establishment of performance metrics to measure respective services ■ Share knowledge and continually reinforce positive internal communication ■ Participate in service presentations
Requirements■ Min 2 years sales and business development experience in China■ Solid understanding of Supply Chain Management and Solutions■ China Distribution Knowledge & Experience■ Ability to close deals and have analytical skills■ Excellent skills in negotiation and sales presentation■ Fluency in English and Mandarin
Advertise your job in LOG. Classifieds: Call: +971 (4) 4334 360 E-mail: info@gutenberg-dubai.com
LOG. CLASSIFIEDS
These brief postings are courtesy of Logistics Executive, an International Specialist Executive Recruitment and Business Consulting Company. To apply or to search for more positions in Supply Chain, Logistics and Transportation sectors, please visit www.logisticsexecutive.com
May 2012 I 47
I May 201248
Sustainability on top of the
agenda
David Beanland, Sales & Marketing Director, Schoeller Arca Systems MENA
Born and raised in the UK in a typical
middle class British family, David Beanland
is in many ways British. The Sales &
Marketing Director of Schoeller Arca
Systems MENA says traveling the world
gave him an open mind and wider view
of the world. Graduated in Electronic
Engineering, David discovered that he was
more comfortable talking to people and
understanding what they wanted rather
than sitting at a desk designing electronic
circuitry.
Flourishing in a sales and marketing
environment, David came to the Middle
East and set up an office for a UK company.
He was then approached by Schoeller
Arca Systems, which started with a detailed
review of the market and moved rapidly
into generating sales revenue and they are
now going from strength to strength. David’s
first day in the company was actually spent
flying to Dusseldorf to attend a trade show
and meet with some of the Schoeller Arca
people in Europe. Since then almost every
day has been different, which makes life very
interesting if not a little chaotic at times. The
company has a lot of expansion plans so he
has to balance the planning process with the
daily requirements of serving customers and
generating revenue.
David believes that there is a huge
regional potential for Schoeller Arca and at
the very top of their agenda is sustainability.
“The really great thing about our green
agenda and service offering is that not only
does it help the planet but it also helps
the bottom line of our customers. So by
embracing the Schoeller Arca proposition
for reusable sustainable plastic packaging
solutions you can increase the bottom line
for your company and make a difference to
the future of the planet. That’s a real win win!”
the sales and marketing director remarks. At
Schoeller Arca they do not just sell a product
but really engage with customers and offer
better solutions. Sometimes they come up
with completely new ideas for improved
logistics which saves money and reduces the
environmental impact of logistics.
David feels that for the coming 12 months
things are still very uncertain. “Companies
are cutting cost rather than increasing
revenue. There are still huge levels of debt -
government and personal and getting rid of
this could take many more years. The worries
with the Euro continue and the potential
defaults by some European countries are
persisting. Then there is China..! So, in my
opinion we are a long way from seeing a real
recovery at a global level,” David remarks.
And was there any culture shock for him
in the beginning? Well, David has travelled
to every continent on the globe except
Antarctica and he is pretty used to adapting to
different cultures, customs and environments.
But even this didn’t really prepare him for the
culture shock of actually arriving here to live.
That time there was no going home and he
needed to embrace the cultural differences.
Not really fond of the cold damp grey days
in the UK when it gets dark at 4.00pm, David
likes the bright, sunny and warm days here
throughout the year. He heads down to the
Corniche in Abu Dhabi, sits at a café or goes
for a holiday weekend in Dubai. Lovely!
LOG CAFE
SALALAH FREE ZONE - ADMINISTRATIVE HQAERIAL VIEW SHOWING APPROACH TO MAIN ENTRANCE
Issue 47 | MAY 2012
YOUR LOGISTICS AND SUPPLY CHAIN MAGAZINE
www.log.ae
Industry’s best recognised
Analytic data solutions
Solid business development
Third ParTy LogisTics
Log. LEo awards
TEradaTa corPoraTion
TECHNOLOGY | 24 FEATURE | 28 REVIEW | 38
Reaping the benefits of being on a major trade route | Page 06
SALALAH FREE ZONE
Eng. Awadh bin Salim Al Shanfari, Chief Executive SFZ
FAX TO: +971 4 451 7945
I May 201250
EVENTS The LOG. Middle East Magazineis a publication of Gutenberg
Publishing FZ-LLC. Licensed byTECOM, Dubai, UAE.
Trade Licence No: 20704
www.logmiddleeast.comwww.gutenberg-dubai.com
Gutenberg Publishing FZ-LLC
Al Thuraya Tower II, Office 1402
Dubai Media City
P.O.Box 502547, Dubai, UAE
Tel: +9714.433 4360
Fax: +9714.451 7945
Managing Director: Reinhard Wind
reinhard@gutenberg-dubai.com
EDITORIAL
Editorial Director: Rustu Soydan
rustu@gutenberg-dubai.com
Sub Editor: Michelle Kasper
michelle@gutenberg-dubai.com
SALES & MARKETING
Sales Manager: Andy MacGregor
andy@gutenberg-dubai.com
LAYOUT & DESIGN
Timonera Grafik
info@gutenberg-dubai.com
ADMINISTRATION
Office Administrator: Sherlyn Millet
sherlyn@gutenberg-dubai.com
PRODUCTION
Production Manager: Roy Varghese
roy@gutenberg-dubai.com
Contributors’ opinions do not necessarily reflect those of the publisher or editor and while every precaution has been taken to ensure that the information contained in this journal is accurate and timely, no liability is accepted by them for any errors or omissions, however caused. Articles and information contained in this publication are the copyright of Gutenberg Publishing FZ-LLC (unless otherwise stated) and cannot be reproduced in any form without the written permission of the publisher.
MAY
MulTIModAlBirmingham, UK; 1 - 3 maywww.multimodal.org.uk
GPCA suPPlY ChAIn ConfeRenCeDUBai, UaE; 8-9 mayhttp://gpcasupplychain.com
MIddle eAsT RAIl oPPoRTunITIesDoha, Qatar; 9-10 maywww.fleminggulf.com
loGIsTICs TRAnsPoRT exhIBITIonhElsinKi, FinlanD; 9 - 12 may http://mark.logexpo.fi
suPPlY ChAIn And loGIsTICs foRuM sAudI ARABIAriyaDh, saUDi araBia; 13 - 16 maywww.supplychainsaudiarabia.com
Cold ChAIn sAudI suMMITriyaDh, saUDi araBia; 13-16 maywww.coldchainsaudi.com
loGIsTICs And WARehousInG exhIBITIonromE, italy; 14-16 maywww.ifwla-rome2012.com
GloBAl loGIsTICs And sCM suMMITDUBai, UaE; 16 maywww.sclgme.org
fuTuRe RoAdsriyaDh, saUDi araBia; 21-22 maywww.iirme.com/futureroadssaudi
GloBAl WATeR, oIl & GAs suMMITDUBai, UaE; 22-23 maywww.cwcoilgasandwater.com
RoRo 2012gothEnBUrg, swEDEn; 22-24 maywww.roroex.com
loGIsTICs & TRAnsPoRT ConfeRenCegothEnBUrg, swEDEn; 22-25 maywww.logistik.to
TRAnsoMAnmUscat, oman; 28-30 mayhttp://trans-oman.com
AseAn PoRTs & shIPPInG JaKarta, inDonEsia; 30-31 maywww.transportevents.com
ToC ConTAIneR suPPlY ChAIn MeDUBai, UaE; 1-3 octoBErwww.tocevents-me.com
IRAq MeGA PRojeCTsDUBai, UaE; 1-3 octoBErwww.cwcimp.com
ChInA InT’l loGIsTICs And TRAnsPoRTATIon fAIR shEnzEn, china; 15 - 17 octoBErwww.scmfair.com
loGIsTICs WesT AfRICAlagos, nigEria; 5-7 novEmBErwww.cwc-logistics.com
sAudI InfRAsTRuCTuReJEDDah, saUDi araBia; 15-17 DEcEmBErwww.saudi-infrastructure.com
InTeRnATIonAl loGIsTICs & MATeRIAl hAndlInG exhIBITIonBarcElona, spain; 5 - 7 JUnEwww.silbcn.com
AIR CARGo ChInAshanghai; 5-7 JUnEwww.aircargochina.com
ToC ConTAIneR suPPlY ChAIn euRoPeantwErp, BElgiUm; 12-14 JUnEwww.tocevents-europe.com
TRAnsfAIRloG hamBUrg, gErmany; 12 - 14 JUnE 2012www.transfairlog.com
TRAnsCAsPIAnBaKU, azErBaiJan; 13-15 JUnEwww.transcaspian.az/2012
sAudI suPPlY ChAIn ConfeRenCe & exPo16-18 JUnEwww.iscea.net/scc
loGICheM AsIAsingaporE; 26-28 JUnEwww.wbresearch.com
UPCOMING
JUNE
Disclaimer: The details provided in the calendar may be subject to change. Please contact the organisers directly before making any arrangements.
May 2012 I 51
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