Samudera Ports digital transformation development strategy through the implementation of ETOS (electronic terminal operating system)
List of Authors
  • Dodie Tricahyono , Riezka Sekartaji Nabiela , Rina D. Pasaribu , Siska Noviaristanti

Keyword
  • Shipping Industry, Samudera Indonesia, Digital Transformation, Digital transformation roadmap

Abstract
  • Samudera Indonesia is a shipping and logistic company in Indonesia that actively engaged in adapting digitalization in its various business activities. One of the digitalization efforts carried out is by implementing ETOS (Electronic Terminal Operating System) in Samudera Ports business line. This study aims to study the Samudera Ports business model, analyze the business model change approach strategy and develop a digital transformation roadmap on the Samudera Ports business model. This qualitative research contains 5 variables: Digital Reality, Digital Ambition, Digital Potential, Digital Fit, and Digital Implementation. Digital transformation process started by the phase when Samudera Ports is still running a manual business model. Digitalization through the implementation of ETOS is able to increase the effectiveness and efficiency of the four core terminal activities: Receiving, Delivering, Loading and Discharge. Changes in the business model with ETOS affect the Customer Dimension, Benefit Dimension, Value Added Dimension, Partner Dimension, and Financial Dimension. The main objective of digital transformation is to achieve a more effective, efficient and environmentally friendly business model. Digital transformation begins with problems that occured in port operational activities and benchmarking to overseas modern ports. Digitization is adjusted to each port’s capability. The management of Samudera Ports directly handles system education for both internal and external parties. This is intended to create an ideal reciprocal relationship and minimize errors or failures in the implementation of ETOS. Samudera Ports management implements the changes approach strategy with 3 stages of changing management: Unfreeze stage where Samudera Ports realizes the need for a system to overcome the problems, the second stage is Change, where Samudera Ports establishes the policies in the implementation of ETOS. Next, the Refreeze stage where the ETOS-based business model is standardized and used as the standard for Samudera Ports port business.

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