- 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-driven tools without costly and disruptive system overhauls.
- By connecting legacy processes to intelligent platforms like CargoBooking, Awery enables real-time visibility, streamlined workflow, and operational efficiency, demonstrated by regional users like Malaysia’s Menteiz Aviation.
- As manufacturing shifts to Vietnam, Malaysia and Thailand and demand for speed and transparency increases through e-commerce, standard digitalization is positioned as a critical enabler of competitiveness and growth in the region.
Southeast Asia’s air cargo sector is being reshaped by e-commerce and changing manufacturing flows, but many operators in the region still operate on fragmented or legacy systems. For SMEs, the challenge is not the awareness of digital transformation, but the cost and disruption of implementation.
Awery Aviation Software sees the only practical solution as modular adoption – digital tools that can be implemented incrementally, giving SMEs the opportunity to modernize without halting 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 that their input drives the development of our tools,” said Phaedra den Hertog, of Awery. “This close relationship means we can quickly adapt our solutions to meet evolving needs and help our customers modernize their operations without disruption.”
Bridging the gap for small and medium enterprises
Many freight forwarders and GSAs in Southeast Asia fall into the small and medium-sized 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 bridge this gap by integrating our ERP system with any system, no matter how basic or advanced,” said den Hertog.
“This enables companies to connect legacy processes with intelligent AI-based technology, allowing the free flow of information without complete system disruption. By giving smaller operators the tools to work smarter and faster, we help them compete on an equal footing, which ultimately benefits the efficiency and resilience of the air cargo sector as a whole.”
Modular platforms on wholesale upgrades
Instead of pushing for an expensive full system replacement, Owerri is promoting a modular platform that allows companies to start small. This approach is gaining great interest among regional players who want to go digital without requiring a large upfront investment.
“Absolutely,” said den Hertog. “Many air cargo companies are looking for solutions that allow them to take a gradual approach to digital transformation, without the need for costly and extensive overhauls at the same time.” “The Awery platform accommodates this, allowing customers to start with the features they need most, then add more tools as their operations grow.”
For an industry where margins remain tight and investment decisions are closely linked to cash flow, flexibility has become as important as functionality.
Case in point: Menteiz Aviation
One regional customer illustrating this approach is Menteiz Aviation, a Malaysian GSA and airline that has integrated Awery’s CargoBooking platform into both its internal operations and across its cargo partners.
“A great example is our work with Menteiz Aviation, a Malaysia-based GSA and airline. They are a heavy user of our CargoBooking platform, not only within their own operations but also across their shipping partners, which has created a more connected and efficient workflow for everyone involved,” den Hertog said.
Since then, Menteiz has expanded the partnership to include accounting integrations, eliminating manual steps and building real-time visibility into its operations. The results were strong enough to support its expansion into India, with Awery continuing to provide the digital backbone.
Building regional momentum
The prospects for digital adoption in Southeast Asia are not in doubt – just the pace and accessibility 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 across the supply chain.
“We expect digital adoption across Southeast Asia to accelerate significantly in the coming years,” den Hertog said. “Manufacturing shifts from China to countries like Vietnam, Malaysia and Thailand are increasing export volumes, and the region’s booming e-commerce sector requires faster and more transparent supply chains. To keep up, businesses will need strong digital infrastructure, and Owerri will be there to provide that infrastructure.”
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