In 2011, Maersk Line’s CEO, Eivind Kolding, launched his vision for the future of liner shipping in ‘The New Normal - a manifesto for changing the way we think about shipping’. The vision is a wake-up call to the shipping industry as well as any industry, that changes - also of a more radical nature - are inevitable. Any player in the market must remain prepared for major changes or suffer the consequences. Specific to to the shipping liner industry is the observation that while containerisation revolutionised shipping half a century ago, not much has happened since then. Meanwhile customers’ requirements and the trade patterns have developed dramatically.