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Digital transformation

The air cargo industry is showing increased interest in digital booking platforms. Considering the slow pace of digitisation in air freight, Keith Mwanalushi speaks to Oliver T. Neumann, co-founder of, about bringing digital change to the market
In December last year, Lufthansa Cargo announced that it was stepping up its cooperation with start-up company, after having acquired a minority shareholding in the young Berlin-based company. Essentially, Lufthansa Cargo switched from being an early adopter of its technology to a minority investor. was founded in 2017 by Moritz Claussen, Oliver T. Neumann and Mike Rötgers.
The start-up has developed a platform for booking and marketing air cargo capacity, and through its focus on offering dynamic spot rates, the company says it is the first platform of its kind. Clearly, the minority investment by Lufthansa Cargo demonstrates that if a major player is impressed, then there must be something to be said about the technology.
Oliver Neumann, co-founder of, together with his co-founders Moritz Claussen and Mike Rötgers,, were looking for an industry ready for change, and eventually found themselves sitting together with a freight forwarder in Frankfurt.  He recalls that, while in this meeting, the forwarder received a shipping request, and witnessed the hoops he had to jump through to get a quote from airlines. “He called several airlines and sent emails to others. It took hours for him to get responses, and when they arrived, they were unstructured, in different currencies, some contained surcharges, some not.  It seemed like a lengthy and inefficient process,” he remembers. 
Neumann and his team were surprised at the slow pace of digitisation in the air cargo market – they observed that bookings weren’t made online, documents weren’t digital, and communication was asynchronous, and far behind passenger air travel. “As air cargo is a global, multi-billion industry, we were curious as to why it still ran mostly on emails and phone calls and EDI [Electronic Data Interchange],” he recalls. 
From this point onwards, the team saw a unique opportunity to create a platform that connects freight forwarders with airlines and to make the exchange of information between them synchronised, in real-time and consistent in the types of data shown. The logistics industry has recently seen several start-ups, hoping to improve connectivity between the various players in global air cargo supply chains. As a result, even traditional logistics companies are recognising the opportunities available to them through investment in new digital business models.
This digitisation of air freight comes at an opportune time to the industry to help it reduce costs and improve revenue potential against a backdrop of challenging business conditions, generally. and Lufthansa Cargo initially announced their cooperation contract in November 2018, the globally available capacities of Lufthansa Cargo integrated into the offering. The partnership enabled air freight forwarders to book available air freight capacities, completely digitally and in real time across the entire available route grid of the cargo carrier. 
At that time, Lufthansa Cargo said digitisation allowed information to be distributed around the globe in fractions of a second. This has given rise to new expectations with which both carriers and freight forwarders are confronted – including offering customers the opportunity to exchange prices and capacities even faster and to book services even more easily. 
Neumann asserts that partnering with Lufthansa Cargo brought the mission of making air cargo bookable digitally and in real time closer – “Many solutions on the market promise digital bookability. The reality is that in most cases the rates offered do not give access to capacity. At times of high demand, our solution offers air freight forwarders a quick and easy access to capacities with immediate confirmation at live spot rates.”
When speaking about technology that’s incorporated into the booking platform, Neumann quickly emphasises that the software is a ‘one size fits all’ solution. “We have a stellar IT team that works together in close collaboration with the airline’s teams to ensure a quick and effortless integration into their booking system. There is little work required from the airline side, and it can take as little as six weeks for an airline to go live on For forwarders, it is as easy as this: they just need to go onto our platform app and start booking.” 
Neumann explains that the quotes shown on are the same as forwarders would get from each airline directly, and the platform makes them comparable at a glance. He continues: “Traditional providers and many of our so-called competitors have designed their services around management and administration of rate sheets – a dated process. Our platform supports air freight airlines in digitalising their capacities, jointly designing proprietary interfaces, which benefits the forwarders by enabling them to book capacities at live spot rates and with direct confirmation.” >>

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