THINGS have moved on since Danish politician Ida Auken’s 2016 World Economic Forum blog caused a stir by suggesting that, by 2030: “I don’t own anything…. I don’t own any appliances or any clothes.”

Consumers in 2024 eagerly awaiting the next device upgrade, leasing cars, hiring bicycles on the go, and streaming music and TV by subscription will recognise Auken’s prophecy as everyday living.

The changing mindset has also resonated strongly in maritime safety, according to the global safety solution provider VIKING Life-Saving Equipment.

While relationships between products, quality and performance remain critical, VIKING says 25,000 ships now use its “compliance as a service” Ship Owner Agreement.

First introduced to life raft customers 15 years ago, the concept took off because of the flexibility it offered on supply, service, and support, says Dorte Hansen, vice-president sales regions, VIKING.

“Owners viewed life rafts as owned assets, but today we supply a large portion on subscription. Owners can even exchange rafts in a one step process — rather than unloading, getting them to the service station and waiting for redelivery.”

The switch accelerated as clients faced port congestion during Covid-19.

“Once they changed, there was no going back,” says Hansen. After adding its market-leading PPE portfolio to the agreement concept, VIKING acquired lifeboat builder Norsafe and Drew Marine’s fire safety division.

Mastering maritime safety complexity

The company created what VIKING Owner Agreements team lead Helene Mønsted Andersen describes as a “matrix” of product and service permutations that help owners navigate maritime safety issues including supply chain complexities, new regulations and emerging fire risks.

Today, the VIKING Shipowner Agreement supports lifeboat and fire protection systems in service, irrespective of their ownership or maker.

With owners able to budget on fixed terms, “the concept offers owners flexibility, transparency on cost, 24/7 access to centralised planners and 280+ certified VIKING service stations”, says Mønsted Andersen.

VIKING’s digital portal also allows owners to continuously monitor compliance and check recertification bookings.

Adding lifeboats to the mix significantly increased engagement with products made by others. VIKING has a substantial market share, but lifeboats often last a ship’s lifetime and are rarely exchanged.

VIKING applies OEM-based expertise to multi-brand service, says David Torres, VIKING’s global service director, Boats & Davits.

“Lifeboat service can be straightforward, but owners need technical knowledge and response when problems arise. As an active manufacturer, we supply certified spares and only certify service stations which meet our standards.”

Again, uptake has been strong. Lifeboats feature in Shipowner Agreements covering 8,000 vessels and rigs, with inspections provided for 5,000 more each year. Torres says lifeboat service station numbers will expand.

Also in Shipowner Agreement growth mode is Rasmus Schmidt, senior sales manager, Marine Fire Service, VIKING. “We’re investing in local marine fire services that meet global standards to serve owner requirements for consistency and certified engineers,” he says. VIKING plans to increase its MFS stations from 30 to more than 40.

Elevating industry expertise

With the VIKING Safety Academy in Lavio (Piraeus) turning out 200 certified lifeboat technicians a year, and VIKING Academy Rotterdam graduating 200 MFS technicians, Torres and Schmidt stress that “compliance as a service” involves more than reach.

“Our academies are run by professionals who know how to create training programs and educate. We deliver the certified technicians who are so hard to find,” says Torres.

Suppliers also work with regulators to ensure product and service compliance. Torres mentions current IMO work to clarify MSC 402 rules on lifeboat service. Schmidt cites VIKING’s awareness campaign about important January 2026 changes to firefighting foam regulations.

With VIKING’s Shipowner Agreement attracting greater than 90% renewal, the benefits of centralised planning, unified invoicing and digital asset management are cumulative.

However, Mønsted Andersen emphasises that the true value of the great safety reset should be felt when equipment is used in an emergency.

“The subscription model offers greater convenience for customers while also making it easier to measure performance and ensure that quality equipment is well-maintained and ready when needed.”