World Report

Arpeni Pratama Ocean Line has 88 ships serving a diverse range of cargo markets

ocal shipping firm, Arpeni Pratama Ocean Line (Apol), has a strong hand in a global business with almost three decades of experience in the maritime transport sector and a solid financial base. The increasingly competitive shipping industry is dominated by multinationals, but there is still room for those with initiative. Earlier this year, the company was listed on the Surabaya stock market, a sign of confidence, not only from Apol’s management but equally from investors.

The company’s founder and driving force is Oentoro Surya, now President Director, who had the vision to create a shipping business from scratch in 1975. Since then, his firm has grown into a fully-integrated shipping company offering a wide range of services in the area of commercial logistics and technical management.

Mr Surya says the ability to deliver what the market wants and to think along clear business lines has been the key to survival. He encourages all members of staff to create ideas and to communicate them. “I encourage my staff to be marketing minded,” he says. “We have been able to sustain risks, maintain cost consistency and efficiency, and improve levels of productivity. That is how our company maintains its position.”

This is perhaps too modest. Not only has Apol survived, it has thrived. From a solitary log-carrying vessel in the 1970s, plying the route to Japan, the company has built up an impressive fleet of 88 ships, serving diverse markets, including bulk carrier, general cargo and liquid cargo. A network of offices not only across Indonesia, but also in Singapore and Hong Kong, supports the business.

Oentoro Surya
President Director of Arpeni Pratama Ocean Line
‘I want to be a player in the marine sector locally and internationally’

From the beginning, the company has been actively transporting timber, agricultural products and other general cargoes out of Indonesia to ports in the Far East and Australia.

On the bulk carrier side, it boasts a versatile fleet of ships ranging from 5,000 deadweight tonnes (dwt) to 64,310 dwt. It also has floating cranes strategically positioned in the south and east of Kalimantan to assist in transshipment operations.

Its tanker fleet consists of crude oil and product tankers ranging from 3,500 dwt to 81,283 dwt. And it has a close relationship with Indonesian state oil firm Pertamina. Apol has successfully obtained numerous long-term charter contracts with the energy firm. It is also interested in working with BP, one of the country’s biggest investors in the oil sector.

“We concentrate on natural resources,” says Mr Surya, “so we are increasing the capacity of our bulk carriers. As we also have coal and other mining cargoes, including crude oil and gas, we have to take optimal advantage of them with value added.”

The concept of adding value is clearly very important. It is one of the main differentials that have enabled the company to prosper. “We have to create customer value. It’s like a door-to-door service in giving value to customers.”

Apol is investing for the future in areas such as information technology. Mr Surya says there still remains a lot to be done. The longer term vision is to expand beyond Indonesia’s shores. “We want to be a player in the marine sector locally and internationally.”