31. August 2023

INTERVIEW with Borna Neuhold, CEO of Zeraxo


Borna Neuhold has a diploma in computer sciences. He had been designing information systems for more than 10 years before he founded Zeraxo. Borna likes sailing, swimming, and escaping to exotic locations but everywhere he goes we keep finding him with a million questions.

Your company is exhibiting at the upcoming WOF event for the first time. Can you explain what kind of solutions can our attendees expect to be presented at your stand?

Our presentation this year will be focused on our solution Marine Pass. It is a smart solution for passenger and baggage control in maritime transport. By using an online solution coupled with the application of technologies related to RFID (Radio Frequency Identification) and wireless network connection (Wi-Fi) it aims to increase traffic flow and help avoid congestion in maritime ports by providing better control and accurate records of ship-side loading and unloading of passengers and luggage.

Of course, besides that, we hope we try to present our company as such and at least a little bit of years of experience in working on various transport and logistics software solutions.

Where do you see your advantages compared to the competing products currently available on the market?

Our research has shown that the ship transportation companies use very modest solutions, i.e. they use tools with only a few basic functionalities: modest online booking, semi-automatic ticket processing, refund and complete manual cancellation with very little or no boarding/disembarkation control. The competing solutions in the target market are also limited almost exclusively to ticket sales (online, point of sale or at the time of boarding) and records of tickets sold.

The main goal of Marine Pass is to solve the problems of poor and inaccurate passenger records and poor throughput, with additional improvement of services and raising of the level of overall security of all participants in the process, through the innovative application of information and communication technologies.

With the application of Marine Pass, we expect a significant acceleration and increase of security at all levels of the process from ticket sales to the successful disembarkation of passengers at the destination, with the possibility of implementing control mechanisms of the entire process.

Also, while the existing solutions are either limited in their functionality or very complex and expensive, Marine Pass was developed with the aim to help those ship transportation service providers who are looking for a comprehensive solution that is user friendly and easy to implement, while at the same time being affordable.

With the rise of AI in logistics and other industries, do you see it eventually replacing programmers? How do you envision the future role of AI in shaping the logistics landscape?

The integration of AI into various industries, including logistics, is undoubtedly transformative, but the notion of it entirely replacing programmers is unlikely. AI excels at automating routine tasks, analysing data, and generating code patterns, but it lacks the deeper understanding, adaptability, and critical thinking that human programmers provide. Rather than being replaced, programmers will use AI as a tool to amplify their productivity and perform their tasks more efficiently.

In logistics, AI will play a big role, but only in conjunction with programmers. AI can be used to optimize routes, forecast demand fluctuations, oversee inventory dynamics, and elevate supply chain visibility. However, the successful implementation and continuous refinement of AI systems depends on the programmers and their skills. They will conceive, construct, and refine AI systems tailored to address distinct logistical challenges. This teamwork between AI and programmers will create a future where logistics is quicker to adapt, uses data better, and runs more smoothly, showing how tech and human skills can go hand in hand.

How does your company perceive the integration of artificial intelligence into your solutions, and what benefits or challenges do you foresee in this process?

Our company perceives the integration of artificial intelligence (AI) into our solutions as a way to significantly improve them. We consider the AI to be a potent tool that can substantially improve data processing speed and accuracy, thus providing significant benefits to our users. By incorporating AI, we can expedite decision-making through rapid data analysis which will certainly augment user experiences.

However, this integration isn’t without its challenges. Effectively implementing AI requires a nuanced understanding of its potential applications and limitations. Staying updated with the dynamic advancements in the AI field is another challenge, as we strive to keep our offerings relevant and at the cutting edge. Striking a balance between AI-driven efficiency and the irreplaceable human elements of creativity and problem-solving is crucial. We intend to leverage AI to bolster our solutions while ensuring thoughtful implementation, continuous learning, and maintaining the vital role of human expertise.

In what regions does your company operate, and do you see potential for your growth in other CEE countries in the upcoming years? Please, share our expansion plan with us.

Currently Zeraxo mainly operates in the regional market (Croatia, Serbia, Bosnia and Herzegovina) as well as in the western European markets (Austria, the Netherlands, Belgium, etc.).But since we are an IT company, and our solutions are mainly web-based, the potential for expansion is worldwide.

As for specific plans for our Marine Pass solution, which we are primarily showcasing at the WOF expo, its target market is passenger transport by sea, lakes and rivers in urban and high-frequency environments where passenger traffic is high and requires intelligent, fast and safe control of embarkation and disembarkation of passengers and luggage. Which means that we see a potential to implement it in all Mediterranean countries with strong tourism or larger urban centres of the EU and the world.

Zeraxo is a Zagreb, Croatia based software company working with clients worldwide on a variety of projects in different fields. Their focus is on development of high quality software solutions and helping to build better digital experiences.

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