Re: Third wheel
It was designed to unify the supply chain and cut down on problems with communication and documentation. The problem shipping companies like this have is that everyone uses different systems, stuff is still in paper, some places have different requirements than others. A single error in a bill of lading, for instance, can end up costing a company tens of thousands of dollars to rectify. Hell, even knowing where your shipping container is can be a nightmare depending on who you're dealing with. The idea behind it was sound. The technology allowed all participants to communicate far more easily with each other, to see where their stuff was, and view all the documents associated with each consignment in one location.
But like the article says, nobody wanted to sign up, and it being tied so heavily to Maersk was a big part of that. They didn't want to dance to Maersk's tune, regardless of how many assurances they were given that the system wasn't beholden just to what Maersk wanted.