Forwarders and shippers reluctant to embrace digital supply chain solutions risk losing money and customers



CEO of believes many air, ocean and road transport providers are needlessly fearful of online marketplaces designed to enhance their businesses, not disrupt them

11, July 2017 [SINGAPORE, USA, EUROPE] – Forwarders and shippers unwilling to implement digital solutions will increasingly be left behind by rivals able to generate cost savings and service improvements through new technologies, according to Alex Ruf, a 25-year logistics veteran and CEO of logistics marketplace, one of the world’s largest freight rate search platforms.

“It’s not about choosing whether or not to adopt new technology and working practices,” he said. “It is about when you do so – change is inevitable.”

Mr Ruf insisted all supply chain stakeholders – whether procuring or providing air, land or ocean forwarding services – could now reduce costs and improve supply chain transparency by deploying new technological solutions.

“And, of course, customers also want lower quotes and improved transparency so it’s win-win,” he added.

“Whether now or in the near future, failing to embrace digitisation and the automation of supply chains and freight bookings will have an impact on profits and customer relations.”

Mr Ruf also claimed it was wrong to frame the discussion about new technologies entering the logistics space as a battle between incumbents and disruptors.

“New technology does not have to be negatively disruptive to the traditional ways that forwarders and shippers conduct business,” he said. “Certainly, is designed to enhance the businesses of our users, not detract from them. The feedback we get from forwarders and shippers is very positive.” was soft launched in October last year and already has some 6,000 registered shipper and forwarder users making it one of the world’s largest freight rate search marketplaces. The system provides a fast and easy way to request and compare freight rates for global FCL, LCL, Air and Road shipments online, with comparisons possible based on price and transit time. offers easy-to-use tariff management and rate upload functions as well as analytical tools which enable strategic planning across variables including reply times, hit ratios and most requested lanes. Online bookings can be made by forwarders, shippers or agents with just a few clicks.
“ brings the freight forwarding and logistics industry into the digital age,” said Mr Ruf. “It’s already one of the world’s largest freight rate searching platforms and we are attracting more users every week.

“Forwarders like it because they can upload their rates. Counter-parties like it because they can get an immediate response.

“As well as shippers using it to procure rate and routing options by all modes, freight forwarders are also reaching out to other forwarders. And also helps forwarders who do not have partners or agents in specific countries to find them.”

Using, Electronic Data Interchange (EDI) connections can be established to share booking details and/or shipping instructions with other users. Chat functionality has been built in to allow information and communication at the request/shipment stage. Once a booking is made, provides a tailored control tower to ensure end-to-end supply chain visibility.

“An information revolution is taking place and companies are demanding greater visibility, more sophisticated analytics and the ability to make better and faster decisions,” said Mr Ruf. “ facilitates this. It is open 24/7. It enables searches, comparisons and bookings to be made in just a few clicks by forwarders and shippers. And it vastly reduces the time and resources required to effectively manage supply chains for both buyers and sellers of air, ocean and land freight services.”

    Logistics marketplace is powered by parent company Centrolene Solutions (Centrolene), the leading provider of technological innovations to the logistics and supply chain management industries. Centrolene offers a best in class suite of products for shippers, SMEs and MNCs that want and need more from their technology. Centrolene is also the owner, developer and marketer of the C-Suite – the world’s first fully integrated software solution for logistics and SCM companies.

    About Alex Ruf – Co-founder and Chief Executive Officer
    Alex Ruf has been an entrepreneur and career professional in the international logistics industry for nearly 25 years and has a proven record of success in the start-up and leadership of privately–owned, mid-market companies.

    As Co-founder and CEO of Centrolene Solutions (Centrolene), the parent company of, Alex is responsible for executive leadership, the direction of all functional divisions and the articulation and course of the company’s strategic vision and priorities.

    Alex established Centrolene to dedicate his time to technological innovation in the logistics and supply chain management (SCM) industries. Centrolene represents a culmination of his collective career experience which started in logistics operations and later gravitated towards using technology as an enabling tool of productivity gains and competitive advantage.

    Alex began his career in Sales for large multinational Freight Forwarding and Transportation companies. In 1994 his entrepreneurial spirit led to the formation of Merlin Holdings which he expanded to nine offices in Germany and Austria employing 200 people and generating more than 100 million Euros in turnover. In 2003 he formed a Joint Venture between Merlin’s Freight Forwarding division and BDP International. He went on to lead BDP’s Germany operations and was later promoted to the position of Global Chief Transportation Officer.

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Bar Baran Iran

Bar Baran Iran

Bar Baran Iran Int’l Freight Forwarders & Shipping Agency was established in the year of 1979. It is amongst the foremost and most reputable companies in Iran and since its inception has remained engaged in its profession, expanding steadily to its present status.

It has built up a fine remarkable reputation as a professionally managed company offering a full spectrum of transportation, freight forwarders and shipping agency.

Our goal is to become a reliable and innovative partner by offering efficient and on time solutions to the industry and by establishing new services to our market.

Bar Baran Iran offers a comprehensive range of transportation and related services to facilitate international trade. In association with a global network of service partners, Bar Baran Iran can provide worldwide transportation services both to and from Iran, as well as services between third countries.

Type of Services:

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