26-29 September 2010 Hong Kong Venue: AsiaWorld-Expo A Family that is greater than the sum of its parts examples of the entrepreneurial spirit that permeates the networks. An excellent example of that type catch up with long time of innovation was presented at the annual meeting in Bangkok, when DW business colleagues, Morgan, based at Pleasanton, California, while for others, the events are a chance to demonstrated how an iPhone could be put a face to a name or integrated into a TMS (Transportation a chance to pursue new Management System). DW Morgan business opportunities. basically took their in-house TMS named With each conversation, “Chainlinq” and adopted it to run on Apple’s iPhone. The new app, named each handshake and ChainLinq Mobile enabled DW Morgan exchange of business cards and each one-on- to achieve visibility through the entire By George Lauriat one meeting something supply chain by using the iPhone’s THE Greek philosopher Aristotle connectivity. The system was made even remarkable is happening, the power of is generally credited with the oft-used a greater success as employees began the network is growing exponentially. quote “the whole is greater than the using the iPhone in novel ways, such A balance of trade sum of the parts”. Loosely, the meaning For the independent forwarder there as photographing cargo at pickup (to is that the strength of a team is greater document issues with freight) and road is a very special “balance of trade” not than individuals. By inference, it also conditions that could impact delivery between countries but in the services means a dedicated whole has the ability exchanged between the individual times. DW Morgan has subsequently to challenge much stronger opponents made the unique application and is now forwarders themselves. It’s perhaps than could be successfully accomplished the forwarders’ greatest challenge. available to WCA members. by the individuals themselves. Simply knowing that person on the How does the independent forwarder In January, with the annual meetings balance their business “independence” other end of the phone or e-mail is, as of the WCA Family of Logistics Networks, against the inter-dependence required the expression goes, “priceless” when there is a working demonstration of just working the complex environment of in conducting global trade? The kneewhat the quote means in practice to freight forwarding. In a down market jerk solution is through networks. the independent forwarder. The WCA such as the industry has had over the But the question is will that network Family of Logistics Networks hosted the past three years, reliable contacts are provide value beyond a simple sum of World Cargo Alliance Annual Conference membership numbers; will that network often the difference between profit (10-13 January) and the Annual Week and loss. In many cases, the freight is exceed the sum of its parts? Worldwide Conference (14-17 January) moving to or from countries where the In the case of the WCA Family, and over the course of the week nearly mega forwarders barely dare to tread. that question has been emphatically 1,500 delegates arrived from nearly 100 answered in the affirmative. At very However these nations often represent countries and held an astounding 50,000 basic level, the WCA has been able some of the highest trade growth rates. pre-scheduled one-on-one meetings Regions such as Africa, Asia and South to creatively add products & services coupled with literally tens of thousands of to its membership, because of the America are growing rapidly. Africa is conversations. For many, it’s a chance to membership. There are countless expected to grow by nearly 5% this AUG 9 2010 SERVING THE INDEPENDENT FREIGHT FORWARDING COMMUNITY No.010 For the members of the WCA Family of Logistic Networks the whole is greater than the sum of the parts, as the membership are the ambassadors’ of trade. year and next driven by domestic demand and an emerging middle class. South America is also on the verge of a significant crossroads, with trade expanding to non-traditional markets. For example, China is becoming a major trader and investor in both South America and Africa. In a business environment dominated by mega-sized multinationals the importance of the independent forwarders has been understated on a number of levels. This is particularly true during the recent recession. Consider for example the transportation purchasing power of the WCA Family Networks. In airfreight alone the number could easily exceed US$200 million annually in purchases for the networks. Similarly, as a group the WCA Family might be the well ship TEUS on a par with the largest retailers. Further the combined revenues would rival any multinational 3PL. However the real strength of the networks is the “who’s” that compose the membership. Many members are the elite transportation service providers of their nations. Although often small in size in comparison to the multinationals these forwarders represent the very best point of contact in their nations, not just as forwarders but also as ambassadors of trade. For that reason, the networks value exceeds the sum of its parts, the membership is not only transporter of freight but through their knowledge and skills a facilitator and creator of global trade.