Shippeo’s focus is on integrating with both shipper- and carrier-oriented transportation management systems to create bidirectional data and value. Photo credit: Shutterstock.com.
The US real-time transportation visibility market is getting a new entrant with European stalwart Shippeo making a concerted push to tap into North America, the world’s largest consumption region for visibility data.
Paris-based Shippeo has, until this point, focused primarily on the European market for tracking truckload and less-than-truckload shipments, but the company has tasked two US-based industry veterans with establishing its market presence in North America.
“It’s not just about the US market, or the European market, or the Asian market,” Chris Mazza, Shippeo’s senior vice president of international growth and one of the company’s new executives, told JOC.com Wednesday. “It’s a global race that’s about ‘can you service all geographies and all modes?’ And no one can do that yet.”
In a sense, Shippeo is engaging on the home turf of the two most prominent real-time visibility providers — Chicago-based project44 and FourKites, just as those two companies have upped their respective presences in Europe in the past few years. project44 has acquired two European visibility companies, Danish truckload visibility provider Gatehouse Logistics and container tracking provider Ocean Insights, amid a series of large venture investments it has received.
Shippeo already has a strong presence in Europe and the Middle East, with 130 customers, including global brands Coca-Cola, Schneider Electric, Sappi, Kuehne + Nagel, ThyssenKrupp, and Saint-Gobain. Mazza said over the past year it has extended its modal reach into ocean, with electronic data interchange (EDI) connections to major container lines and web-crawling technologies to gather data for carriers and non-vessel-operating common carriers where it doesn’t have direct feeds.
Industry experience
Mazza is a veteran of ClearMetal (acquired in 2021 by project44), Navis, and International Asset Systems (IAS), which was acquired by visibility and transportation management provider Blume Global. He’s joined by Brian Schultz, Shippeo’s vice president of sales and marketing for the Americas, and also a veteran of IAS and Navis.
The two are charged with tapping into growing demand for in-transit and predictive cargo visibility for shippers who have been beset by lengthening shipment transit times, long truck and container dwell periods, and conflicting data around actual delivery dates.
Mazza specifically cited better lead time planning, buffer stock reductions, and improved service to shippers’ own customers as benefits they sought to provide the market. But he said Shippeo is also focused on creating a benefit not just for shippers, but for the carriers with which they need to connect to get visibility data.
“The motor carrier or ocean carrier is a first-class customer also,” he said. “We all live off the data we get from those carriers and so we want to make it easy for motor carriers to work with us. That means easy to use a portal, easy to use our [application programming interfaces] and easy to integrate with us.”
Schultz added that Shippeo emphasized what he called bidirectional integrations with shipper- and carrier-oriented transportation management systems so that the flow of data is not in one direction, away from the carrier.
“The primary [entity] in the ecosystem is the shipper,” he said. “They are the ones issuing the work order, and everyone else works for them. But those ecosystem partners are critical to the success of the shipper and integrating them bi-directionally means it’s not just a one-way data flow from the carrier to the shipper. It moves back to them in the form of reports and data they can use.”
Shippeo has landed $67.4 million in funding to date, according to Crunchbase, a website that compiles startup information. That is no small amount, but pales in comparison to the more than $800 million project44 has raised, the latest of which valued the company at $2.4 billion, and even the $200 million FourKites has raised.
“This is not a winner-take-all market,” Mazza said. “It’s too big and too fragmented. We’re in lockstep with the management in Europe on our customer-first approach and the detailed way of integrating with the market.”
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February 10, 2022 at 07:00PM
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Visibility technology: Europe-based Shippeo adds to crowded US visibility field - JOC.com
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