TBA's Commercial Director, David Trueman, delivered a presentation at last week's Coastlink 2026 event, exploring how terminal operators can unlock greater efficiency, visibility and commercial value through smarter use of data, digital tools and emerging technologies.
Presented to industry professionals from across the sector, the session focused on the growing importance of digitisation within terminal operations and the role TBA’s CommTrac terminal operating system is playing in helping operators modernise their processes.
With more than 30 years of experience supporting ports and terminals worldwide, CommTrac has now been deployed across more than 40 terminals globally. Trueman explained how increasing demand for digitisation is driving investment in integrated systems that provide operators with real-time visibility, mobile access, centralised reporting and streamlined billing.
“At the heart of successful digitisation is finding the right balance,” said Trueman. “Operators need enough operational data to improve visibility, billing accuracy and performance, but without creating unnecessary complexity for users on the ground.”
A key theme of the presentation was the concept of the ‘data sweet spot’ – balancing operational flexibility with the need for accurate, real-time information. While insufficient data can lead to cargo losses, missed billing events and limited operational visibility, excessive data capture can slow productivity and create rigid workflows.
The session also highlighted the operational gains many CommTrac users are already achieving, including reduced back-office administration, improved gate efficiency and the removal of revenue leakage. However, Trueman noted that significant opportunities still remain for many operators to further improve vessel performance and maximise the value of their existing assets.
Artificial Intelligence was another major focus of the presentation, with Trueman outlining how TBA is carefully integrating AI into its development processes and future product strategy. He emphasised that AI is not intended to replace operational expertise, but to enhance decision-making through intelligent insights, predictions and recommendations.
“TBA’s approach to AI is measured and responsible,” Trueman explained. “Strong governance, robust data protection and alignment with ISO 27001 standards are essential to ensuring AI delivers practical value for customers in a secure and controlled way.”
The presentation reinforced TBA’s continued commitment to helping terminal operators improve efficiency, strengthen operational visibility and prepare for the next generation of intelligent terminal operations.
As the industry continues to evolve, digitisation is increasingly becoming a strategic necessity rather than an optional investment. Through platforms such as CommTrac and a practical, customer-focused approach to innovation, TBA continues to support operators in delivering safer, smarter and more commercially effective terminal operations.
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