The ocean carrier industry has changed dramatically over a short period of time. No, the ocean did not notice??
But many people did—particularly, the customers of ocean carriers and as a result, the customers of 3PLs.
For many years, the customer wanted to know: What’s the size of the ship? What is your transit time between point A + B? Where is my container?
During this time, the carriers were focused on lowering their operating costs (gray ships, terminals, equipment etc.) while at the same time trying to create differentiation, however, in the end — if you were cheaper, had the equipment and met the required delivery date (RDD) you got the business.