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1 INTRODUCTION
Intheeraoftechnologydevelopment,anincreasingly
important role in reaching customers is played by
enabling them to make online transactions. The
development of electronic commerce, called e‐
commerce,isbecomingmoreandmorepopular.This
is due to easy access to electronic devices and the
Internet.
The societies of European countries are
considered highly developed, which influences to a
significantshareofbuyingandsellingtransactionson
the Internet. Online sales are also growing in the
transport sector. This situation takes place in both
passenger and freight transport. In mariti me
transport, the effects caused by the
4th industrial
revolution can be seen. More and more carriers or
seaport managers use digital systems in their
operations. Shipping carriers promote their services
on websites. They try to facilitate contact with
customersbyusingchatbots,applications,theability
tosendaform,etc.
Ferry shipping is one of the
fastest growing
transport segments due to the large number of
passengers and cargo carried. It is characterized by
highfrequencyofcoursesandshuttletrafficbetween
specific seaports. Passengers use ferries for
commutingtowork,homeandshorttouristtrips.For
thispurpose,theybuyticketsforacruise.However,
in order to make the purchase easier for customers,
ferrycompaniesoffersalesthroughdedicatedinternet
portals or their own websites. They also make it
possible to reserve places for transporting various
typesofcargo,e.g.meansofroadtransport.
Despite the unquestionable importance of
digitizationintheferryshippingsegment,
theissues
of actions taken by carriers are not sufficiently
describedintheliterature.Theaimofthearticleisto
show the legal acts regarding digitalization and
Digital Transformation in Ferry Shipping – Case Study
in the Baltic Sea Region
D.Kaczerska,J.Kizielewicz&K.Skrzeszewska
GdyniaMaritimeUniversity,Gdynia,Poland
ABSTRACT: In every sector of the economy, the use of digital technologies can be observed. In maritime
transport,theuseofdigitaltechnologiesisusedtooperatetheinfrastructureaswellastoreachthecustomer.
Thedigitaltransformationinferryshippingplaysasignificantrole,
notonlyinoperations,butalsointheway
passengersareacquired.Theavailabilityandeaseofpurchasingticketsareimportantfromthepointofviewof
theusersʹapplicationandtheaccompanyingexperience,so‐calleduserexperience.However,itisimportantto
ensurethesecurityincyberspaceforboth
partiesoftransactions,whichisconditionedbytheimplementationof
international, EU and the state legal acts. The aim of the article is to present the legal acts regarding
digitalizationandcybersecurityinmaritimenavigationandtoidentifythedigitalactivitiesofferrycarriers.The
paperusestheexploratorymethod,the
literaturereviewanddeskresearchmethod.Criticalandcomparative
analysiswasalsocarriedout.
http://www.transnav.eu
the International Journal
on Marine Navigation
and Safety of Sea Transportation
Volume 17
Number 3
September 2023
DOI:10.12716/1001.17.03.06
554
cybersecurityin maritimenavigation and to identify
thedigitalactivitiesofferrycarriers.
Sincethe19thcentury,therehasbeencontinuous
technological progress in the world. This process
occurs in every sector of the economy, including
maritime transport. From the second decade of the
21stcentury,theso‐called4.
theindustrialrevolution,
otherwise known as industry 4.0. It is distinguished
not only by the development of electronic
technologies and the Internet (which took place
alreadyin the3rdindustrialrevolution),butalso by
more advanced technologies, e.g. such as: Virtual
Reality (VR), Internet of Things (IoT), Big Data
Analytics,
CloudComputing(CC),3Dprinting,online
banking, online payment methods or cybersecurity
(14).Industry 4.0 is alsodistinguished by the use of
advanced and self‐learning forms such as artificial
intelligence (AI), machine learning or neural
networks.
2 LITERATUREREVIEW
Whentalkingaboutthe4thindustrialrevolution,the
term digital transformation
is also often used. It is
ʺcreatingnewsolutions,applicationsʺ(45).According
toR.Morakanyaneet.al.(31)digitaltransformationin
business organizations means „this form of
organizational transformation, which is technology‐
enabled,isconcernedwiththeuseofinformationand
digitaltechnologiestoimpactdifferentaspectsofthe
organization”. On
the other hand D.R.A. Schallmo
and C. A. Williams (40) they define it as „a
sustainable,company‐leveltransformationviarevised
or newly created business operations and business
models achieved through value‐added digitization
initiatives, ultimately resulting in improved
profitability”.Itcanbesaidthatdigitaltransformation
concerns the organization
of the companyʹs work in
such a way that it changes its business model, and
directandindirectsaleschannelsarebasedontheuse
of the Internet to reach customers. Concluding
transactions in a digital way is currently one of the
cheapestformsofsale,duetothelack
oftheneedto
hire sales representatives or maintain offices. An
unquestionable benefit is the availability for
consumers from anywhere and at any time, and
savingtimeforbothpartiestothetransaction.Digital
transformation is a broader concept than
digitalization and digitization, which are its
components.Thisrelationshipis
presentedinFig.1.
Figure1. Relations between digital transformation,
digitalizationanddigitization
Source:ownelaborationbasedon(45).
Theconceptofdigitalizationisoftenconfusedwith
digitization.AccordingtoCISCO(4)digitalizationit
startswiththerelationsbetweenpeopleandeconomic
entities and isʺusing technology to build new
businessmodels,processes,softwareandsystemsthat
bringmorerevenue,provideacompetitiveadvantage
and increase efficiencyʺ (4). Its effect
is the
transformationofbusinessmodels.D.R.A.Schallmo
andC.A.Williams(40)similarlydefinedigitization‐
as„fundamentalchangesmadetobusinessoperations
and business models based on newly acquired
knowledge gained via value‐added digitization
initiatives”(40).IntheDigitalDevelopmentProgram
ofInfrastructureandIndustryof
theEuropean Union
(EU), the term was formulated asʺthe process of
implementingachievementsinthefieldofelectronics
andinformationtechnologyforgeneraluseʺ(25).
I. Bartusevičienė and E. Valionienė (2) define
digitalizationas“acontinuouslychangingprocessin
allofthoseareas,wheresensorialsystemscreateabig
amount of specialised digital data which together
withabillionbitsofpublicdataformshugedatasets
usedfordifferentbusinessandtechnicalpurposes.In
addition,the needto be ableto analyseand use the
hugeamountofdigitaldatameansimportantchanges
for important maritime sectors”. Moreover,
Ch.
Legner et. al (26) treat the digitization as “the
technical process of converting along signals into a
digitalform,andultimatelyintobinarydigits,andis
thecoreideabroughtforwardbycomputerscientists
sincetheinceptionofthefirstcomputers(43),(12)”.
It canbe said thatdigitalization is
the process of
implementingelectronicformsofdatarecordingand
transmission, leading to the improvement of their
accessibility for all interested parties. This process
causeschangesintheworkoftheentireorganization,
includingitsbusinessmodel.Broaderaccesstodatais
possible through the use of computer and Internet
programs as well as applications on electronic
devices,includingmobiledevices.
Digitization is thebasicprocessof converting the
contentofimages,signs,texts,photosandothersfrom
traditional to digital form. L. Li et al. (27) define
”digitaltransformationhighlightstheimpactofITon
organizational structure, routines, information flow,
and organizational capabilities to accommodate and
adapt to IT. In this sense, digital transformation
emphasizesmorethetechnologicalrootofITandthe
alignmentbetweenITandbusinesses”.
DuetoH.C.Burmeisteret.al.(3)“digitizationand
automationwillhaveagreateffectonshippinginthe
future. Hereby, not
only navigation or single ship
operation is affected, but in most cases, large‐scale
effects on sea traffic and marine processes are
expected.Dependingontheconcretedigitizationand
automation project, those are potentially also
addressingsafetyrelatedissues”.TheBasicdifference
betweendigitalizationanddigitizationisthatthefirst
term
referstothecreationofadigitalformofanalog
objects or data, and the second definition already
means the use of acquired digital data‐their
transmission,processing,sharing(45).
Intheliterature,itisdifficulttofindunambiguous
definitions of these terms, which would be
standardized by international organizations,
ministries of individual countries or the European
555
Commission (EC). However, the basic differences
betweentheconceptsarecitedbymanyauthors.
When thinking about carrying out digital
transformationin enterprises,it is very important to
feeltheusersofcomputer programs orapplications.
Organizationsareincreasinglybasingtheirprojectson
theso‐calledUserExperience(UX).According
toISO
9241‐210:ErgonomicsofHuman‐SystemInteraction‐
Part 210: Human‐Centered Design of Interactive
Systems is„a person’s perceptions and responses
that result from the use or anticipated use of a
product,systemorservice”(23),(46).Afterreviewing
the literature A. H., Allam et. al. (1) they
state that
„user experience goes beyond normal usability and
functionalityaspectsofproductsbyincorporatingthe
users’feelings and emotionstowards these products
before or duringinteraction”. D. Norman et. al. (32)
propose their own definition of UX – „the first
requirement for an exemplary user experience is to
meetthe
exactneedsofthecustomer,withoutfussor
bother. Next comes simplicity and elegance that
produceproductsthatareajoytoown,ajoytouse.
True user experience goes far beyond giving
customers what they say they want, or providing
checklist features. In order to achieve high‐quality
user experience in a companyʹs offerings there must
be a seamless merging of the services of multiple
disciplines, including engineering, marketing,
graphicalandindustrialdesign,andinterfacedesign”.
Comarch company (6) describes UX asʺthe user
experience that accompanies him when using a
product(e.g.acontrollerfor operatinga
drone)or a
service. This subjective experience we have can be
bothpositiveandnegative.Itisdifficulttotalkabout
an objective user experience, each of us reacts
differently.Infact,fromtheproducerʹspointofview,
themostimportantthingisthatthetargetgroupfor
which
theproducthasbeendesignedissatisfied”.In
the context of the use of computer programs,
applications or websites by customers, Comarch (6)
also distinguishes the concept Customer Experience
(CX). These are the consumerʹs feelings when
contacting the company and getting to know its
productsorservices.Forthepurposes
ofthisarticle,
thetermsUXandCXareusedinterchangeably.
3 LEGALREGULATIONSOFDIGITALIZATION
ANDCYBERSECURITYINMARITIME
SHIPPINGFORBALTICSEAREGION
Changesinsociety,economyandtechnologyarethe
main causesof global as well as local development.
Thefashionformobilityandglobaltrendsrelated
to
the development of ICT services (Information and
Communication Technologies) are one of the most
importantreasonsforthecreationoflegalregulations.
The maritime transport sector lacks regulations
regarding the digital transformation process. The
impediment to the creation of such legal acts is the
high dynamics of changes taking place
in the
development of information technologies. Currently,
the regulations of the IMO‐International Maritime
Organization, the European Commission, regional
organizations and internal legal acts in individual
countries are in force. Fig. 2 presents legal acts
introducedbyindividualorganizations.
Figure2.Legislationofdigitalizationandcybersecurity
Source:ownelaborationbasedon(15);(16);(17);(18);(19);
(8);(9);(10);(23).
In 2019, amendments to the FAL Convention‐
Facilitation Convention entered into force. The
Convention was adopted in 1965 and concerned
facilitations related to the documentation of ships,
theircallsatseaportsandthe circulationof cargo.It
has now been extended to include mandatory
requirements for national governments to introduce
electronic
exchangeofinformationbetweenshipsand
ports(17).
In 2024, further amendments on the mandatory
exchange of data in seaports inthe world in the so‐
calledSW‐SingleWindow,whichwillallowtoenter
data once and reuse them by different entities.
Guidance has also been introduced on the
ʺauthentication, integrity and confidentiality of
information exchanges through maritime single
points of contactʺ (15). IMO ha salso elaborate The
IMO Compendium on Facilitation and Electronic
Business, which should be used by developers to
design systems for electronic data interchange and
harmonization of ship and cargo data (16). In
addition, IMO
has signed a partnership agreement
with the World Customs Organizatio n (WCO), the
United Nations Economic Commission for Europe
and the International Organization for
Standardization (ISO), which contributed to the
development of amendments to the FAL and the
Compendium.Unifyingandstandardizingthesystem
of data flow through seaports in the world
will
facilitate the exchange of information and accelerate
the process of digital transformation of the entire
maritimetransportsector.
In recent years, the European Union has been
taking actions aimed at digital development of
societiesandfacilitatingaccessibilityinthepublicand
private sectors. The Member States of the European
Union ratify legal regulations established by the
European Commission and European Parliament. In
2022,twoactsrelatedtodigitalservicesandmarkets
enteredintoforce:TheDigitalServicesAct(DSA)and
The Digital Markets Act (DMA). The EC states that
the enactment of these laws has the following
objectives(9):
„to create a safer digital space in which the
fundamentalrights ofall users ofdigitalservices
areprotected”;
556
„to establish a level playing field to foster
innovation, growth, and competitiveness, both in
theEuropean SingleMarketandglobally”.
Companies operating in the EU, including
shippingcarriers,aretohavebetteraccesstomarkets
via online platforms, a wider choice of content
providersatlowerpricesforusing
theirservicesand
the ability to block illegal content or report any
violations of unfair competition (10). Smaller
companies will have better access to run their own
sales platforms, without having to use intermediary
portals (10). This situation has so far taken placeon
theferrytransportmarket,becausethe
saleoftickets
for a cruise was available mainly on dedicated
platforms, instead of on the websites of individual
carriers.
State governments and internal territorial
authorities will have to adapt their activities to the
legalactsandstrategiesintroduced bythe EU. They
also implement their own strategies, laws and
regulations
towhichpublicandprivateentitiesmust
adapt their activities. This also applies to ferry
operators. For example, Poland has the Integrated
State Informatization Program for 2014‐2022. Poland
isalsoapartnerofDigitalSingleMarketEU(41).
Tofunctioninthe digitalspace,itis necessaryto
ensure
an appropriate level of cybersecurity. The
IMO,theEUandnationalgovernmentsaretryingto
achieve this goal by introducing regulations that
tightentherulesforusingtheInternetandsoftware.
Cybersecurity is the protection of privacy, access to
dataand ensuring integrity in the digital space(39).
The ISO/IEC 27032:2012
standard defines the term
ʺcyber securityʺ as ”preservation of confidentiality,
integrity and availability of information in the
Cyberspace (34). Many international organizations
cite their own definitions of cybersecurity. One of
them is the International Telecommunication Union,
whichdescribesthisconceptas“theprotectionofdata
and systems in networks that
are connected to the
Internet” (24). Individual countries also create their
ownterminologies.InPoland,theActontheNational
CybersecuritySystem(NCS)is inforce,whichstates
thatitisʺresistanceofinformationsystemstoactions
that violate the confidentiality, integrity, availability
andauthenticityofprocesseddataorrelated
services
offeredbythesesystemsʺ(44).
IBM claims that cybersecurity is ”practice of
protecting critical systems and sensitive information
fromdigitalattacks”(13).Accordingtotheleaderin
specialized software‐CISCO, the term definesʺthe
practice of protecting systems, networks and
programsfromdigitalattacksʺ (5).However, despite
so many definition s
of cybersecurity, ENISA‐The
European Union Agency for Cybersecurity has
preparedaReport‐DefinitionofCybersecurityGaps
andoverlapsinstandardization,inwhichitindicated
gapsandrecommendationsofastandardizedtermon
theinternationalarena.
Internationalandstateinstitutionsgivemoreand
moreattentiontosecurityinthedigital
space,which
results in the implementation of legal regulations.
IMOhasintroducedguidelinesonmaritimecyberrisk
management (MSC‐FAL.1/Circ.3‐Guidelines on
maritimecyberriskmanagement)(18)andResolution
MSC.428(98)‐Maritime Cyber Risk Management in
SafetyManagementSystems(18).TheEUhasadopted
TheEUCybersecurityActandtheEUCybersecurity
Strategy, which aims to raise awareness among
Internet and software users. The EU has also
introducedTheDirectiveonSecurityofNetworkand
Information Systems‐NIS Directive. In subsequent
years, the EU introduced the Directive on Measures
foraHighCommonLevelofCybersecurityAcrossthe
Union–NIS2
Directive,whichenteredintoforceon
January 16th, 2023, and Member States have 21
monthstoadoptit(8).
Individual countries follow the example of
international institutions and also implement laws
and strategies regarding security in cyberspace. An
example is the Polish Act of 5 July 2018 on the
National Cybersecurity
System (44) and the
CybersecurityStrategyoftheRepublicof Polandfor
2019‐2024(42).
ImplementationinPolandwasalso importantfor
thedevelopmentoftheinformationsocietytheState
InformatizationStrategybyMinistryofDigitalization
(42). Cybersecurity is extremely important for the
functioningoftheentirecountry,aswell
asindividual
institutions,companies,employeesandclients.
Organisation for Economic Cooperation and
Development (OECD) it also guides digital security
policy and prepares recommendations for Member
States whose governments need to adjust their
internallaws(36)andtheOECDDigitalGovernment
PolicyFramework(35).
Another initiative is the Guidelines on Cyber
Security
on board Ships introduced as part of a
collaboration by International Chamber of Shipping,
InternationalUnionofMarineInsurance,BIMCO,Oil
CompaniesInternationalMarineForum,International
Association of Independent Tanker Owners,
International Association of Dry Cargo Shipowners,
InterManager, World Shipping Council, Superyacht
Builders Association, Digital Container Shipping
Associationandand
ChamberofShippingofAmerica
(20).
The level of security in cyberspace can be
increased by implementing the ISO/EIC 27001
standard:Informationsecurity managementsystems.
Information security management systems.
Requirements(21) was elaborated in collaboration
between ISO and International Electrotechnical
Commission(22).
Recommendation on cyber resilience‐Rec. 166
was introduced by
International Association of
ClassificationSocieties(20).
The analysis of normative acts shows that cruise
companiesmustcomplywithanumberofregulations
andguidelinesthatareintroducedontheonehandby
internationalinstitutions and, on the other hand, by
major maritime organizations. The main goal of all
thesesolutions
istoincreasethesafetyofbothshipsat
sea and the crew onboard, but most of all the
passengers.
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4 RESEARCHMETHODOLOGY
Thepresentation ofapplicablelegal actsinmaritime
shipping and digital activities used by ferry carriers
required the use of research methods from existing
sources.Forthispurpose,aliteraturereviewofbasic
definitions,legalregulationsandcurrentinformation
aboutferryoperators(7).Scientificpublicationswere
searched
in the followingdatabases:Scopus,Webof
ScienceandScienceDirect.
Acriticalanalysisoftheliteraturewascarriedout
to indicate the differences in definitions: digital
transformation, digitalization, digitization, user
experienceandcustomerexperience.Legalactswere
reviewed mainly on the websites of international
organizations, such as IMO, European
Parliament,
EuropeanCommission,InternationalOrganizationfor
Standardization,and dedicated portals for searching
legal acts in Poland, such as ISAP or Service of the
Republic of Poland. The desk research method was
alsousedintheselectionoflegalacts.Theuseofthis
methodwasnecessarytoobtaindataandinformation
onselectedferrycarriers,which werethensubjected
toacomparativeanalysis.
Whenshowingexamplesofdigitalizationactivities
implemented by selected carriers, the case study
method was used. However, it was necessary to
narrow down the spatial scope of the research in
order to select the organizations in question. Fig.
3
presentstheselectioncriteriaforthesurveyedentities.
Figure3.Selectioncriteriaoftheexaminedentities
Source:ownelaboration.
Narrowingthespatialscopeoftheresearchledto
a situation where the research subjects were
deliberately selected. Only four ferry operators
operate in Poland:Stena Line, Polferries,Unity Line
andTT‐Line.Acomparativeanalysiswascarriedout
ontheexampleofthesecarriers.
5 EXAMPLESOFACTIVITIESINTHE
FIELDOF
DIGITALIZATIONOFFERRYCARRIERS
In the Baltic Sea Region, ferry shipping is very
developed. There are several dozen routes between
theBalticcountries,sixofwhicharebetweenPoland
andSweden.Therearefourferrycarriersoperatingin
Poland,offeringindividualconnections:
StenaLinaontheroute
Gdynia‐Karlskronawith
thefrequencyoftwocro ssingsaday,
PolferriesontheGdańsk‐Nynäshamnroutewith
thefrequencyoffivetripsaweekandŚwinoujście
‐Ystadwithtwotripsaday,
UnityLineontheŚwinoujście‐Ystadroutewitha
frequencyofonecrossing
perday,
TT‐LineontherouteŚwinoujście–Trelleborgwith
thefrequencyofonecrossingperday(47).
Due to the highfrequency of ferry crossings and
the volume of demand, carriers should provide
customers with the security of data sent during the
transaction when purchasing tickets and
convenient
accesstoinformation.Ferrycompaniesmustadaptto
the applicablelegal acts in the field of digitalization
and cybersecurity implemented by the IMO and EU
authoritiesand stateregulations wheretheyoperate.
Inaddition,theycanalsousestandardsaccordingto
ISO27001orguidelinesfromotherorganizations.
Ferry
carriers operating in Poland mustmeet the
requirementsoftheActontheNationalCybersecurity
System(NCS).From2022,theyalsohadtoadapttheir
digital activities to EU DSA and DMA laws. These
enterprises also face the requirements related to the
implementationoftheEUNIS2directive,depending
on
whethertheyare recognizedasOperatorsof Key
Servicesbythe countriesin whichtheyoperate.The
example of the Polferries carrier shows that ferry
companiesinPolandhavenotbeenapprovedassuch
operators,thereforetheuseofNIS2isnotobligatory
forthem(11).
Shipping companies in
the EU must also comply
with Regulation (EU) 2016/679 of the European
ParliamentandoftheCouncilof27April2016onthe
protection of individuals with regard to the
processingofpersonaldataandonthefreemovement
ofsuchdata,theso‐calledGDPR.Bycomplyingwith
this regulation,
shipping companies can securely
processtheircustomersʹpersonaldataonlywiththeir
consent.
Maintaining security standards in cyberspace is
nottheonlyactivityofshippingcompanies.Itisvery
important to reach the widest possible group of
customersandfavortheuseofwebsites,messengers
andsocialmedia.Ensuringthe
highestpossiblelevel
of user experience can translate into acquiring new
customers, especially those traveling for tourist
purposes, and theacceptance of the companyʹsoffer
bythem.
Table1.Digitalactivitiesofferrycarriers
________________________________________________
Stena Polfer‐ Unity TT‐
Line ries Line Line
________________________________________________
Ticketsalesviathewebsite Yes Yes Yes Yes
Chatbotonthewebsite Yes NoYes No
Chatwithaconsultanton NoNoYes No
thewebsite
ChatbyMessenger Yes Yes Yes Yes
(only
chatbot)
Mobileapplication No NoNoNo
(only
freightcustomer)
TalkingbyInternet NoNoYes No
(onlyredirect
toanotherapp)
Contactbye‐mail Yes Yes Yes Yes
FacebookYes Yes Yes Yes
InstagramYes Yes Yes Yes
LinkedInYes Yes Yes Yes
TwitterYes Yes Yes Yes
YouTubeYes Yes Yes Yes
________________________________________________
Source:ownelaborationbasedonwebsitesofferrycarriers
inPoland.
Table1presentstheactivitiesofferryoperatorsin
the field of digitalization. Each of them provides
informationontheirownwebsitesandallowstobuy
ticketsforthecruise.Itisoneofthemostbasicforms
558
of communication and company promotion.
However,onlyStenaLineandUnityLineallowtoask
questionsbytheircustomersviathechatbotavailable
ontheirwebsites.
Moreadvancedandmoreconvenientfortheclient
is the possibility of exchanging messages with a
consultant.Thisformofcontactispossible
onlywith
Unity Line, but only after turning it on in more
advancedsettings.Eachoftheanalyzedcarriersuses
socialmedia,suchasFacebook,Instagram,LinkedIn
orTwitter.Ferrycompanieshaveofficialprofiles(also
dedicated to Polish passengers) on Facebook, where
theymakeit possibletoestablishcontact
viachat in
the Messenger application. However, the use of this
application is not the same to exchanging messages
with a company employee. Unity Line sends
automaticmessagesinformingthatitisacontactwith
a chat botthat can only answer standard questions.
Messengers can be operated through the use
of
artificial intelligence. The Unity Line carrier is the
onlyoneoftheanalyzedcarriersthathastheoptionto
connectviatheInternetorbyphonewithaconsultant
on its website, but only by redirecting to another
application that supports such connections. Each of
the carriers offers e‐
mail contact with customer
service departments. Ferry companies also provide
telephonecontact,butthisisnotanactivityrelatedto
digitalprogress.StenaLine,Polferries,UniteLineand
TT‐Line have their own YouTube channels, where
theypresenttheirofferforpassengers.
Ferry carriers operating cruises from Poland do
nothave
theirowndedicatedmobileapplicationsfor
passengers.Itispossibletousetheapplicationofan
intermediarysellingtickets.Thereareseveralportals
onthe webdedicatedtothe subjectof theferryand
enabling the purchase of tickets. However, it should
be up to the enterprise to increase the
comfort and
usabilityforthe customer,whichwouldsatisfytheir
needsatahigherlevel.
6 CONCLUSIONS
Overtheyears,theeffectsofdigitaltransformationin
maritimeshippinghavebeenvisibleinthelegislative
and business spheres. Along with technological
progressandchangesintroducedbycompaniesfrom
the maritime transport sector,
legal regulations are
being elaborated specifying the rules for moving
aroundinthe digital space.However, accessto new
technologiesisincreasingatamuchfasterpacethan
legalstandards,whichresults fromthespecificityof
theactivitiesofthesefields.IMO,theEUandnational
governmentsareimplementingmore
andmorelaws
anddirectivesregardingtheprocessofdigitalization
and cybersecurity. However, the obligation to adapt
activities to these legal acts is not the same for all
entitiesinthemaritimetransportsector.Ferrycarriers
must adapt their activities in cyberspace to the
regulationsapplicabletotheentiremaritimetransport
sector or business entities, as no dedicated
recommendations have been established for this
group.Theycanincreasethelevelofsecurityonthe
network by applying ISO or other organizations
standards.Takingcareofthesecurityofyourclientsʹ
dataisnotonlyanecessaryactionfromalegislative
and
ethicalpoint of view, but also a marketing one,
similartoincreasingyouractivityontheInternet.
Shipping carriers take various digital activities
according to trends and possibilities of gaining
customers. Providing information in a manner
convenient for the customer is intended to rise his
userexperience,whichistoincrease
hisabilitytouse
thecompanyʹsservices.MostferrycarriersinPoland
offercruisesondifferentroutes(withtheexceptionof
theŚwinoujście‐Ystad route, where services are
providedbyPolferriesandUnityLine),whichmeans
thattheycompetemainlyfortouristpassengerswho
arenotobligatedof
theneedtotravelonagivenroute
andcanfreelychoose.
FerrycompaniesoperatingintheentireBalticSea
Regioncanundertakemoredigitalactivitiesthathave
an impact on shaping the user experience due to
intensified competition on the same routes. Ferry
carriers,despitetheuseofdigitalforms
ofcontactand
theuseofmoderntechnologies,useoldermethodsof
communication in client‐consultant relations, which
means that these forms are considered the most
effective.
7 LIMITATIONSANDRECOMMENDATIONS
Theauthorsofthearticleareawareofthelimitations
of the results of the research presented above. The
above analyses are spared mainly about exploratory
research and observation. It would certainly be
worthwhile to conduct a survey among
representativesof ferryshippingcompaniesinorder
to learn about their attitude to the above‐described
issuesofdigitalizationordigi taltransformation.Their
point of view on the challenges that they
are faced,
would havea great cognitive and application value.
We should realize that adaptation to the customers’
needsandnewtrendsintheinformationtechnologies
takestimeandiscapitalintensive.Nevertheless,itis
obviousthatthosecompaniesthatcanquicklyadapt
tonewtechnologicalsolutionswillbecompetitive
on
themarket.
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