Partnerships drive digitalisation


The airfreight industry is embracing technological advancements as part of an effort to streamline operations and improve customer experiences.  

 In that vein, Hermes Logistics Technologies (HLT) and Awery Aviation Software (Awery) are combining their expertise to offer a comprehensive end-to-end solution. By leveraging digital practices, these companies are looking to enhance transparency, efficiency, and customer satisfaction in the airfreight industry. 

The partnership brings together two experienced companies, each with their own domain of expertise. By integrating their solutions, they can offer customers a comprehensive platform that covers the entire lifecycle of shipments.  

Ushering in a new era of digitalisation, HLT and Awery launched an innovative Software as a Service (Saas) solution, managing all processes across the lifecycle of a shipment, called h2A. 

This all-encompassing package looks to provide an enticing functional depth. Airlines can benefit from a wide selection of processes and functionalities, resulting in improved operational efficiency, reduced costs, and enhanced customer service. The partnership enables both companies to leverage their strengths, ensuring a seamless and reliable solution from end to end.  

READ: Bringing aviation into the digital world

Synchronising the Industry  

Digitalisation plays a crucial role in driving efficiency and synchronising operations in the airfreight industry. Hermes and Awery recognise the need for a strong digital strategy to streamline processes, improve transparency, and optimise resource utilisation.  

“We identified that we were missing the cargo booking, the sales, the reservations, the capacity, all that side. We didn’t have it and, if we wanted to offer our solution to airlines, we either needed to develop a solution or partner with an existing solution,” Yuval Baruch, Chief Executive Officer of HLT, said.  

While some companies may be hesitant to embrace technology, the benefits of digital solutions are undeniable. By providing a comprehensive digital platform, Hermes and Awery eliminate the need for disparate solutions, reducing integration challenges and ensuring a unified and efficient workflow. The ability to offer end-to-end solutions and work closely with customers to develop their digital strategies positions both companies as key drivers of change in the industry. 

“The idea was to bring customers one combined solution from one combined vendor. This means we can really assure the quality of the product as we have complete oversight of the solution from A-Z,” Vitaly Smilianets, Chief Executive Officer of Awery, added.

Shifting mindset 

Adopting digitalisation requires a shift in mindset and overcoming resistance to change. The partnership between Hermes and Awery addresses these challenges by offering a clear business case for digital transformation. Their comprehensive package mitigates risks, minimises customisation needs, and simplifies the digitalisation process for airlines.  

“Our offering has a strong digital strategy. We are working closely with our customers to ensure h2A offers them the highest level of transparency and efficiency,” Baruch highlighted. 

Both companies prioritise building strong relationships with customers, emphasising the importance of trust and collaboration in convincing industry players to embrace technology and drive positive change within their organisations. 

“Sometimes we see people who don’t want to go digital. People see it as a bit of a threat, not to the job, but to the importance of the job,” Smilianets explained. “While I see all of these fears, they are an outdated mindset in today’s industry. In the end, digitalisation is not making you work less, it is making your work more efficient.”  

READ: Hermes extends contract with Groundforce Portugal

Industry-wide adoption 

While the pace of digitalisation in the airfreight industry is increasing, there is still room for growth and wider adoption. Many companies are still in the early stages of digital transformation, grappling with legacy systems and processes. However, the industry is recognising the importance of digitalisation in remaining competitive and meeting customer demands. The collaboration between Hermes and Awery provides a solution that is not only technologically advanced but also adaptable and future-proof.  

“Our current clients are mostly midsize companies….They need an edge against the bigger companies and our solution could give them that edge,” Baruch said.

By sharing knowledge, collaborating, and embracing digital solutions, the industry can collectively drive progress and stay ahead in an ever-evolving market. “When you collaborate, you’re actually making your presence stronger because your offering is enhanced by the capabilities of your partners,” Smilianets said.  

This is reflected in how the reluctance to adopt technology is gradually giving way to the realisation that digitalisation is a necessity rather than an option. “We’re hoping that this push for digitalisation will actually happen on the airline side. That they will participate in what we’re trying to achieve,” Baruch stated.