Let’s rewind the clock to 2010—a time when industries across the globe were beginning to pivot from paperwork to platforms, from clipboards to cloud computing. The world was going digital, and supply chain management was no exception. In the midst of this shift, Excel Shipping Services set its sail as a complete logistics solution.
Launching in the capital city of the UAE during this wave of transformation wasn’t just a strategic move—it was visionary. How? It’s positioned at the crossroads of Europe, Asia, and Africa, the UAE is a logistics powerhouse, making it an ideal springboard for global freight operations. And while much of the world was still finding its digital footing, Excel Shipping dove straight into setting its first step in tech-driven shipping solutions.
What’s the key advantage? It’s the – Time zones. The UAE sits in a sweet spot that overlaps conveniently with major global markets, keeping communication smooth and operations agile. This, combined with forward-thinking ability, helped the company grow with minimal hiccups—even in an evolving industry landscape.
At the helm of this journey is Managing Partner Mr. Bhushan Rao, whose visionary sight for opportunity led him to see beyond the glittering skyline of Dubai and into the promising potential of Abu Dhabi as a logistics frontier.
Here’s what caught the founder’s attention:
- Ports with Potential: Khalifa Port and Madinat Zayed Port aren’t just deep-water—they’re deep in potential. Built to handle high-capacity cargo traffic, they’re much thought out for the future.
- Ease of Doing Business: Abu Dhabi’s regulatory environment is streamlined, efficient, and entrepreneur-friendly. Fast company registration, strong legal frameworks.
- Strategic Rivalry in Logistics: The government has been actively investing in transforming Abu Dhabi’s ports into a global logistics hub—poised to give Dubai some serious competition. And with Jebel Ali and Khalifa Port just a short drive apart, it’s not about location—it’s about vision.
Now let’s take a moment to talk about change — not the slow and steady kind, but the rapid, relentless, blink-and-you-miss-it kind.
The Winds of Change:
When we sat down with Mr. Bhushan Rao, Managing Partner at Excel, we couldn’t help but ask: How has the landscape of global supply management evolved in recent years?
He reflected thoughtfully, “Digitalization actually started creeping in well before 2010. But back then, it was more of a cautious experiment than a game-changer. Of course, the tech existed — even as early as 2000 — but it was tentative, fragmented, and far from mainstream. Most global shipping operations still ran in traditional, offline modes. It was digital in theory, not in practice.”
Fast forward to the present, and the scene is unrecognizable. The pandemic, as Rao puts it, didn’t just nudge us toward digital—it shoved us headfirst into it.
“Today,” he continued, “we live in a truly digital-first world. From banking to shopping to even how we order food, everything is driven by online platforms. Internet access is no longer a luxury — it’s survival. So why should International Supply Management be left behind? The industry had no choice but to adapt — and it did, taking a giant leap to go fully digital at every operational stage.”
From hesitant steps to bold strides, the transformation has been nothing short of revolutionary. And companies like Excel aren’t just riding the wave — they’re helping steer the ship.
When we talk about digital transformation, why not to ask—how is Abu Dhabi positioning itself in this global tech tide?
Well, the answer lies in a bold, strategic, and remarkably futuristic roadmap the emirate is navigating—particularly in the shipping and logistics space.
At the heart of this digital revolution is Abu Dhabi’s grand vision to be a global smart trade and logistics powerhouse—a vision that’s rapidly taking shape through a government-led, tech-powered approach. And who’s leading the charge? It’s none other than – AD Ports Group and its groundbreaking platform, Maqta Gateway.
Maqta Gateway: The Digital Pulse of Abu Dhabi Ports
Let’s zoom in.
Welcome to Khalifa Port – Abu Dhabi’s crown jewel in deepwater shipping, and the anchor of the UAE’s maritime ambitions. But this isn’t just about steel, cranes, and containers anymore. It’s about data, and seamless digital flows.
Enter Maqta Gateway, launched in 2016 by AD Ports Group. Think of it as the digital nervous system of Abu Dhabi’s logistics landscape. It’s the emirate’s first Port Community System (PCS)and it’s completely reimagining how ports operate.
So, what makes Maqta Gateway a game-changer?
- It digitally links every player in the logistics chain—shipping agents, customs, freight forwarders, terminal operators, and inland transporters—on a single, unified platform.
- It delivers real-time tracking, paperless workflows, and intelligent cargo handling—from the moment a vessel docks to the final delivery.
- It’s smart, agile, and built for the fast-paced world of modern trade.
And that’s not all. The platform also offers:
- Digital booking & berth scheduling
- E-customs clearance
- Smart gate pass issuance
- Secure e-payment systems
How Abu Dhabi Is Reinventing Maritime Logistics
Let’s take a moment to zoom in on Abu Dhabi—Here’s a closer look at the cutting-edge tech shaping the future of freight in the UAE capital:
- AI & Big Data: From Guesswork to Genius
Gonna those days of relying solely on calls and visits. Abu Dhabi’s ports now run on algorithms—from vessel traffic control and cargo flow to demand forecasting and container slot optimization. Meanwhile, machine learning sharpens planning precision, slashes delays, and ensures that fleet resources are always on point. Smart, smooth, and scalable.
- Blockchain: Bringing Trust to the Dockside
In a world where data is king, blockchain is the crown jewel. The AD Ports Group is already piloting secure blockchain frameworks designed to eliminate fraud, lock down cargo integrity, and offer crystal-clear visibility across the entire supply chain. Whether it’s sensitive pharmaceuticals or high-end electronics, you’ll know exactly where your shipment is—and that it hasn’t been tampered with.
- One Window to Rule Them All
Meet SILS—the Single Window for Logistics Services, powered by Maqta Gateway. It’s a digital command center where traders and shipping agents can handle everything from customs permits and payment processing to documentation—all in one place. The result? Lightning-fast clearance times and a whole lot less paperwork.
- Customs, Synced and Streamlined
Why wait for your goods to arrive at the port before starting the clearance process? With full integration between logistics platforms and Abu Dhabi Customs, pre-clearance is now the norm. This digital handshake cuts down container dwell times significantly and keeps the supply chain agile and efficient.
- Smart Logistics Parks & IoT
We’re talking IoT-enabled smart shelves, real-time inventory tracking, automated cranes, and drone inspections. Even autonomous vehicles are in the mix—reducing manual handling and making logistics leaner, faster, and safer.
- Cybersecurity: Digital Fortresses
With great digital power comes great responsibility. As ports become smarter, so does the need to protect them. Abu Dhabi is investing heavily in cybersecurity to safeguard its maritime infrastructure and trade networks from evolving cyber threats.
- Partnering with the Titans of Tech
This transformation isn’t happening in a vacuum. Strategic partnerships with tech giants like Microsoft, IBM, and Huawei are turbocharging Abu Dhabi’s ability to roll out scalable, cloud-native solutions that grow with the industry.
The Numbers Say It All
Abu Dhabi Customs just dropped its 2023-24 report, and the results are nothing short of impressive. Digital customs transactions surged by a whopping 72%, the highest growth rate since kicking off their transformation journey.
Automation is clearly the name of the game. Proactive and automated services made up 42% of all transactions, marking a 24.3% jump. From instant customs certificates and insurance refunds to truck transit permits, many processes now run smoothly behind the scenes — no waiting around.
Customs declarations saw a healthy 6% increase, while pre-arrival clearance handled nearly half (47%) of all procedures — up 20% from 2022. Express shipping? Up 6%. Clearance in bonded warehouses? Up 150%!
Even better, clearance times dropped by 16%, and customer satisfaction hit a stellar 95% on the TAMM platform.
Look at the Measurable Impact
Metlic Before Digitalization After Maqta Gateway
Container Dwell Time 7—9 days 2—3 days
Vessel Turnaround Time 48 hours 18—24 hours
Paperwork Handling Manual, 12 hours Digital, 30 minutes
Gate Pass IssuanceManual, 4 hoursDigital, 15—20 mins
Metlic Before Digitalization After Maqta Gateway
Customs Clearance Post-arrivalPre-arrival via Single Window
Isn’t it Impressive?
Global Recognition
- UNCTAD (United Nations Conference on Trade and Development) recognized the UAE among the top 5 global economies for port digitalization.
- Khalifa Port was ranked among the most efficient ports in the world in 2023 by the World Bank and S&P Global.
The data definitely solidifies the fact that Abu Dhabi Customs is clearly redefining efficiency — digital-first, customer-focused, and future-ready.
And from day one, Excel Shipping didn’t just ride the digital wave – they navigated it, setting course through one of the world’s most dynamic trade corridors. Today, fifteen years on, its journey is a testament to foresight, adaptability, and bold thinking.
