The task is clear for Thomas Bagge, who will head the container liners' new digital association, Digital Container Shipping Alliance (DSCA).

Tuesday, he boarded a flight from Copenhagen to Amsterdam where the new association is headquartered. In the Dutch capital, he will try to do what no one else in the sector has been able to do so far – namely to get the world's biggest shipping lines to join forces to set out joint standards for the sector and go through the process which most other industries went through years ago.