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FRENCH MARITIME CLUSTER COMMITTEE SINGAPORE
How could French companies match the Singaporean maritime strategy for the coming years?
PREVIOUS STUDIES
2*Available on demand
2014-2015*
French Maritime Industry in the ASEAN
• Analysis of the South-East Asian Maritime sector
• Mapping of the French positioning in the region
2015-2016*
Singapore Maritime Strategy
• Mapping of the Singapore Maritime market, its strategy and main actors as well as its international presence
• Limited at Shipping, LNG and Deepsea Trends
2016-2017
Future Singaporean Maritime Strategy and French companies
• Analysis of future trends and challenges faced by Singapore in 3 main topics: Environmental, Technology, Education.
3
Asian Strategy Challenge
ESSEC SMIB & French Maritime Cluster
How could French companies match the Singaporean maritime strategy for the coming years?
Green Initiative, response to the IMO regulation
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▪ Maritime and Port Authority of Singapore (MPA)▪ Invests up to S$100 million over 5 years in the Maritime Singapore Green Initiative
Green Ship Program; Green Port Program; Green Technology Program▪ Economic: companies which apply can enjoy reduction of initial registration fees and other costs▪ Political: improve the image of the company in terms of green involvement and social
responsibility
▪ Economic: raises important costs of transformation and adaptation for existing ships▪ Political: as there are currently no penalties attached to the regulations of IMO, companies do
not apply systematically them and a fortiori the Green policy:
Sponsor
Opportunities
Challenges
US & Baltic sea: Nox regulation2017: Ballast regulation2020: MEPC Sulfur regulations (0,5%/l)2022: CO2 regulation
Fertile EcosystemMaritime
Centre
Initiatives
Call for Proposals
Singapore is anticipating – Fertile ecosystem
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Singapore opted for a right mix between Public and Private entities to sharpen its maritime strategy
R&D
ICT
Port Technology
OME Technology
Ship Technology
Importers & ExportersPetro-chemicals
Storage warehouse
Port & Terminals OpShip bunkering
Pilotage & Tug services
Ship Broking & Chartering
Ship Owning/OperationShip Management
Ship Agency
Marine Equipment Manufacturing
Maintenance, RepairOffshore Logistics
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Singapore is anticipating – Investing on innovation and technology
3 major axes of development to become the Global Maritime Hub
Big Data Analytics
Propulsion
Communications
Human computer Interaction
Advanced Material Robotics
Smart ship
Automatization
Shipbuilding
Autonomous System
Warehousing
Energy Management
Sensors
Advanced Manufacturing
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Technology that would disrupt the Maritime World
STUDENTS
WORKERS EXECUTIVES
MARITIME EDUCATION IN SINGAPORE
TRAININGS
• MPA Academy
SPONSORPHIPS
• Maritime Custer Fund Scheme
• MCF-Manpower• MCF-Development • MCF-Productivity
SCOLARSHIPS
GOVERNMENT RELATED▪ MPA sponsorship▪ MaritimeONE▪ Howe Yoon Chong PSA Endowment Fund
ASSOCIATIONS▪ ASMI▪ Tripartite Maritime Scholarship (TMSS)
CORPORATIONS▪ Keppel Group Scholarship▪ Sembcorp Marine Lua Cheng Eng scholarship
Poly
tech
nic
s
Un
iver
siti
es14
Maritime Education in Singapore
ACADEMIC WORLD CORPORATION PARTNERS (1)
5 main Academic Partners
+ Others * UK (5%), Thai (3%), Germany (3%), China (3%), Canada (3%)
(1) Based on MaritimeONE website and 37 companies
76%
8%
16% SG
Danemark
Others
INTERNATIONAL PARTNERSHIPS
…
*
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Maritime Education in Singapore – International Partnerships
Right people & Trainings
Attract
Being visible
Retain
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French Corporations’ Main Challenges in Maritime Education in Singapore
RECOMMENDATION #1:SCRUBBERS
LIMITS
▪ High costs of implementation: between 5 to 10 M$
▪ Scrubber regulation by 2023
▪ The environmental benefits can be discussed
HOW IS IT A GOOD INVESTMENT?
▪ It reduces the switching cost to an entirely new fuel system
▪ It is a cheaper solution than low sulphur fuel
WHAT IS IT?
▪ Device using sea water and chemicals to remove sulphurfrom engine exhaust gas
Could be interesting for shipbuilders, as scrubbers can
be included in new ships or retrofitted into existing
vessels in the shipyards. Useful for ship-owners in the
short run.
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RECOMMENDATION #2: LOW SULPHUR FUEL
LIMITS
▪ Significant cost of refining fuel and converting it into
low-sulphur fuel
▪ Issue of unavailability (unbalance between supply and
demand)
▪ Where will it be available?
▪ It still releases substantial NOx and PM
HOW IS IT A GOOD INVESTMENT?
▪ It requires limited initial investment costs
WHAT IS IT?
▪ It helps shipping companies to reduce their sulphuremissions
Total & CMA-CGM
▪ Agreement to provide solutions
reducing sulfur emissions through
Low sulphur fuel (0,5% and 3,5%
and LNG )
This solution could be interesting for oil & gas companies
and Shipowners in the long run19
RECOMMENDATION #4: USING LNGWHAT IS IT?
▪ Natural gas in liquefied form as a result of lowering the
temperature to below its boiling point of -162° Celsius LNG Bunkering Vessel in Zeebrugge (Belgium)
▪ JV (Gas4sea) between Nippon Yusen Kaisha
(NYK), Mitsubishi Corporation and ENGIE.
Classified by Bureau Veritas
▪ Building the world’s first LNG bunkering vessel
for refueling LNG-powered vessels at sea
LNG Bunkering Cooperation
▪ MOU between Total Marine Fuels Global
Solution and Pavilion Gas in Singapore, at the
international Gastech exhibition (Tokyo)
Could be interesting for Ship-owners in the long run, for
shipbuilder, for bunkering, energy
HOW IS IT A GOOD INVESTMENT?
▪ Asia houses the world’s largest importing country and
single importer. It is also a major producer
▪ Singapore’s goal is to be Asia’s LNG hub
LIMITS
▪ Lack of LNG fueling infrastructure across the major
bunkering destinations
▪ High costs of building LNG fuel ships and for the
additional safety measures for the storage
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RECOMMENDATION #3: R&D INVESTMENTS
WHAT IS IT?
▪ To find green innovations and technologies which comply
with IMO regulations
▪ To ensure green shipping practices and to contribute to
economic growth
DHL – incorporated sustainability in its corporate strategy
▪ Employ diverse carbon efficiency measures
▪ Environmental protection program “GoGreen”
▪ Partnership with the Singapore Management
University
CMA CGM – Marco Polo Vessel
▪ Exhaust gas by-pass system
▪ Ballast water treatment system
▪ Electronically-controlled Wärtsilä engine that can
reduce NOx emissions
▪ And a pipe plan to facilitate use of hyphenate low-
sulphur fuel
This solution could be interesting for all companies in the
maritime to improve green solutions through R&D
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RECOMMENDATION #1
BE MORE CUSTOMER-FOCUSED
▪ Take advantage of the innovative environment in Asia
▪ Modularity & Adaptability to APAC Region▪ Be disruptive➢ Enable companies to monetize on high value services➢ TRAXENS – smart containers
TARGET: MOVE TOWARDS CUSTOMER-DRIVEN
▪ New types of customers: burgeoning Middle Class: 3 billion people = higher expectations (transparency, reliability, etc.)
▪ Consumers needs are opportunities▪ Sustainable and effective Supply Chain is key
CHALLENGE: A COST-DRIVEN INDUSTRY
▪ Huge fixed costs / low margin profit▪ Long & complex supply chain
This solution could be interesting for logistic companies,
start-ups, aerospace, defense
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RECOMMENDATION #2
TARGET: MORE TRANSPARENCY, SECURITY & INNOVATIONS
▪ Need for accountability and security▪ Invest in technology not to be outdated
CHALLENGE: A TRADITIONAL INDUSTRY
▪ Many family-owned companies▪ Under-estimation of the threat of new comers due to
high entry costs
SCALE UP THANKS TO DIGITIZATION
▪ Add value to both businesses & consumers services▪ Block Chain as a way to trace a product life cycle➢ Reap the benefits of being tech-oriented➢ Thales
Singapore joined in 2016 the R3 consortium and started to experiment block chain technology with MAS approval.
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RECOMMENDATION #3
TARGET: BE THE FIRST MOVER & COLLABORATE
▪ Take advantage of new technologies▪ Reach and develop new markets▪ Create an undiscovered need for the customer
CHALLENGE: AN OVERCOMING COMPLEXITY
▪ Rigid and secretive way of doing things is obsolete▪ Complexity can not be handled alone
DEEPEN PARTNERSHIPS
▪ Pre-competitive collaboration▪ Leverage power via co-financing to start to innovate▪ Foster Innovation ▪ Multiply MOU, JV with Singaporean fertile ecosystem➢ ST Electronics, Defense Science & Technology (DSTA) & CLS
to develop TELEOS-2 the next generation earth observation satellite
Signed in 2015 in order to improve data management
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RECOMMENDATION #4
TARGET: GET READY FOR THE CHANGE
▪ Digital approach of Maritime▪ Have the right people ▪ Be key players of this change
CHALLENGE: THE RISE OF THE FOURTH REVOLUTION
▪ Unprecedented change in labour skills▪ Emergence of Artificial Intelligence and robotics▪ Big shift in management and leadership roles
FOCUS ON DATA ANALYTICS AND NEW SKILLS
▪ Data management is key, learn to monetize it▪ Predictive analysis to forecast behaviours & trends▪ Train current & future managers▪ Attract data-scientists and talents of tomorrow➢ ECA group, Robotics
PSA strategic moves
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RECOMMENDATION #1
TARGET: CREATE TAILOR-MADE TRAININGS
▪ Create in partnership with local universities but also French Grandes Ecoles/Universities to develop the right programmes or corporations’ own Academy
▪ Offer scholarships mixed with hands-on experiences through apprenticeship or internships
CHALLENGE: CURRENT TRAININGS ARE NOT ADAPTED TO CORPORATIONS NEEDS
▪ Many academic programmes are available▪ They do not train the students to become effective and
independent managers or employees▪ Not enough hands-on experience within French companies
SOME EXAMPLES
➢ Llyod Register PhD➢ Keppel Offshore & Marine Scholarships at the Higher Nitec
Diploma and Undergraduate level, DCNS Master in Maritime Technology in Malaysia in March
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RECOMMENDATION #2
TARGET: INCREASE REPUTATION TRHOUGH EVENTS
▪ Take part in local maritime events and career fairs▪ Create your own events ▪ Partner with French companies through Maritime
clusters & French Chamber of Commerce▪ Invest in communication
CHALLENGES: LACK OF VISIBILITY & DIFFICULTY TO ATTRACT LOCAL TALENTS
▪ French companies are absent of most maritime events and career fairs
▪ Students are not aware of the quality and good performance of French corporations
▪ Lack of prestige = lack of local talents’ attraction
INSIGHTS
▪ Increase attractiveness aound a “French Touch”/culture29
RECOMMENDATION #3
TARGET: MOTIVATE & USE EASY TOOLS
▪ Conduct surveys and in-depth interviews to identify the elements of motivation for Singaporeans to stay in a corporation
▪ Communicate on the benefits of staying on the long run in a big group
▪ Value seniority (HR career management)▪ Use small income increase and regular status upgrades
CHALENGES: RETAIN GOOD EMPLOYEES & KEEP THEM INVESTED
▪ Singaporeans quit their job for competitors and small income increase of change in status
▪ Linked to frictional unemployment & “Mianzi” ▪ Do not overstay in the offices ▪ Cultural behaviours
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Become more visible and adopt a strong French marketing strategy by:
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▪ Increase French companies visibility during theMaritime Week – Pavillon Créative France
▪ Organize your own ‘’French Night’’ and gatherthe main players of the maritime around Frenchcompanies
▪ COMMUNICATE in expert magazines such asWave, in Singapore newspapers and thoughsocial media
▪ ORGANIZE more conferences
▪ The Royal Norwegian Embassy in Singapore
▪ Celebrate the maritime links between Singapore andNorway and strengthen this partnership for the future.
The Norway Night
Be more involved in Singaporean associations to improve integration
Foreign companies are strongly present andmanagers are participating even as boardmember. French people are almost absent.French companies must fully integrate theSingapore Maritime ecosystem
Take the opportunity of the French agencies
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The French trade advisers (Conseillers du Commerce Exterieur )
Business France and Embassy services
BPI France
The French Chamber of Commerce in Singapore
French Maritime Cluster
▪ SMEs Need help to settle in the Singapore maritime market
▪ All companies benefits from developing synergies within the French business community in Singapore
▪ Sharing information between each sub-sectors
Conclusion
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Singapore is encouraging innovations through Labs and incubators supported by funds
Improve trans-sectors synergies & knowledge sharing (IT, digitaleconomy and Aerospace to Maritime)
Increase help from big corporations towards French SMEs
Defense companies are well integrated in Singapore’s ecosystem. Aninteresting example to study.
Final Proposals
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Create French Start-up incubator in Singapore
Settle a French Open innovation Lab in Singapore
Create a French Think Tank about the Maritime in Singapore
The final advice would be to follow Singaporean way of doing to enhance innovation in the Maritime
Synergies could be created in gathering strength of companies and entities, sharing common objectives, benefiting from Singapore ecosystem and funds for innovation
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