C-Map Norway In Southeast Asia: Electronic Navigational Charts (Encs) By Xia Yang and D. G. Allampalli

Abstract

The case describes the market development efforts made by C-Map Norway AS, a leading producer of electronic charts to undertake the production and distribution of ENCs for Singapore waters from late 1990s to mid 2002.

In mid 2002, electronic chart information and display system (ECDIS) remained non-mandatory carriage equipment. Therefore, many shipping companies delayed retrofitting vessels with ECDIS, and chose not to migrate from paper charts to ENCs, despite the burden of carrying large number of charts on board and the tedium of updating them. Lack of technological capability and financial resources of some national hydrographic organizations limited oceanographic surveys and data availability for ENC production. It hampered geographical coverage of busy shipping routes and delayed the market development of ENCs.

Despite a snail's pace in the progress of global adoption of ECDIS and ENCs, C-Map continued its efforts to develop the Singapore market. Its market research revealed that in 2001, Singapore was a focal point for a few hundred shipping companies that connected 700 ports in 140 countries worldwide. In 2002, apart from other vessels, nearly 16,000 containers, 5,000 bulk carriers and 17,000 tankers called on its port. Tor Svanes, President and CEO, and Hilton Cowei, Marketing Manager of C-Map Norway AS wondered how the company could develop and realise the market potential without a push from the national and international regulatory organisations.

Issues: Electronic Navigational Charts, Buyer Behaviour, Marketing Strategy

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