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Maersk rolls out digitisation strategy in bid to stop customers from turning into rivals

Retailers such as Amazon want smooth delivery as well as better information about shipments

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Taking greater control of shipments would give Seattle-based Amazon more flexibility and help it avoid possible congestion in its warehouses.

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"Amazon is a threat if we don't do a good job for them. If we don't do our job well, then there's no doubt that big, strong companies like Amazon will look into whether they can do better themselves." - Soren Skou (above), CEO of AP Moller Maersk

London

THE world's biggest container shipping line is trying to stop customers like Amazon.com and Alibaba Group from becoming competitors in just a few years' time.

"Amazon is a threat if we don't do a good job for them," said Soren Skou, CEO of AP Moller Maersk. "If we don't do

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