Why a phased digital adoption is the only realistic way to transform SMEs in Southeast Asia
- Awery Aviation software helps small and medium-sized air cargo operators in Southeast Asia modernize through modular and phased digital adoption, allowing SMEs to integrate AI-powered tools without costly and disruptive system overhauls.
- By connecting legacy processes to intelligent platforms like cargo booking, Awery enables real-time visibility, streamlined workflows, and operational efficiency, demonstrated by local users such as Malaysia’s Mintz Aviation.
- As manufacturing moves to Vietnam, Malaysia and Thailand and the demand for speed and transparency through e-commerce increases, standard digitization is positioned as an important enabler of competitiveness and growth in the region.
Southeast Asia’s air cargo sector is being transformed by e-commerce and changing production flows, but many operators in the region still operate on fragmented or legacy systems. For SMEs, the challenge is not awareness of digital transformation, but the cost and hurdle of implementation.
Awery Aviation Software sees the only practical solution as a modular option – digital tools that can be implemented incrementally, giving SMEs the opportunity to modernize without stopping operations or draining scarce capital.
“Customer feedback is central to our approach. In my role, I work directly with customers during the onboarding process and beyond, ensuring their input drives the development of our tools,” said Dan Hertog of AveryFadra. “This close relationship means we can quickly adapt our solutions to meet evolving needs and help our customers seamlessly modernize their operations.”
Bridging the gap for small and medium enterprises
Most freight forwarders and GSAs in Southeast Asia fall into the small and medium category, often using legacy systems or a patchwork of manual processes. For them, adopting a new digital platform all at once is financially and operationally unrealistic.
“Many small and medium-sized businesses, in Southeast Asia but also around the world, face challenges related to legacy or fragmented digital infrastructure. Ori can fill this gap by integrating our ERP system with any system, no matter how basic or advanced,” said Dean Hertog.
“It enables companies to connect legacy processes with intelligent AI-based technology, allowing the free flow of information without disrupting the entire system. By giving small operators the tools to work smarter and faster, we help them compete on a level playing field, which ultimately benefits the efficiency and flexibility of the air cargo sector.”
Modular platforms in wholesale
Instead of pushing an expensive full-system deployment, Owerri is promoting a modular platform that allows companies to start small. This approach is gaining a lot of interest among local players who want to go digital without requiring large upfront investments.
“Absolutely,” said Dan Hertog. “Many air cargo companies are looking for a solution that allows them to take a gradual approach to digital transformation, without requiring costly and extensive overhauls at the same time.” “The Avery platform accommodates this, allowing customers to start with the features they need, then add more tools as their operations grow.”
For an industry where margins remain tight and investment decisions are closely tied to cash flow, flexibility has become as important as performance.
Case in point: Mintz Aviation
One local customer that illustrates this approach is Mantis Aviation, a Malaysian GSA and airline that has integrated Awery’s cargo booking platform across its internal operations and cargo partners.
“A good example is our work with Malaysia-based GSA and airline Menteiz Aviation. They are heavy users of our cargo booking platform, not only in their own operations but also with their shipping partners, which has created a more connected and efficient workflow for everyone,” said Dean Hertog.
Since then, Menties has expanded the partnership to include accounting integration, eliminating manual steps and creating real-time visibility into its operations. The results were strong enough to support its expansion in India, with Awery continuing to provide the digital backbone.
Creating a regional movement
The potential for digital adoption in Southeast Asia is not in doubt – only the speed and reach of that adoption. Manufacturing shifts from China to Vietnam, Malaysia and Thailand are already boosting export volumes, while e-commerce continues to drive demand for speed and transparency in the supply chain.
“We expect digital adoption in Southeast Asia to accelerate significantly in the coming years,” said Dean Hertog. “Manufacturing shifts from China to countries like Vietnam, Malaysia and Thailand are increasing export volumes, and the region’s growing e-commerce sector requires faster and more transparent supply chains. To keep up, businesses will need a strong digital infrastructure, and Avery will be there to provide that infrastructure.”
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