Synergy

between Technology and Experience

An Interview with CNET Content Solutions VP, Sean Murphy

Bon Appetit
Online meals from Newco Food Company

A Win-Win for Growth

TIEs new partner program Number three ~ 2011

Capgemini selects TIE EDI platform ~ Content Syndication with Siemens ~ Behind the Button 2

www.tiekinetix.com

generation and maximize sales throughout the partner community?

Would you like to boost lead

you can! Now

Content Syndication Platform

Business Integration Platform

E-commerce Platform

Content Syndication with TIE Kinetix

Are you a channel marketer looking to reactive your channel community? Easily increase and optimize lead generation and online sales through your e-tailers and channel partners faster and more efficiently. For more information, go to http://contentsyndication.tiekinetix.com.
TIE Kinetix is an award winning, global leader of supply chain solutions. Our innovative content syndication, e-commerce and business integration technology allows our customers to minimize the energy needed to connect partners, deliver content and obtain profit faster and more efficiently. TIE Kinetix holds more than 23 years in business and continues to develop and implement international e-commerce and SaaS standards today. TIE is a listed company with offices in the United States, Australia, France and the Netherlands. For more information, visit www.tiekinetix.com.

CONTENT

INTRO

CNET
P08 Zippo

Partnering
Partnering requires a sense of true cooperation, based on mutual trust and open communication. Only then can a successful working relationship be formed, which is profitable for both parties.

P07 Column James M. dorsey

P09 Column Patrick van Boom P10 Newco Food Retail P12 Capgemini

14
TWZ
P15 Behind The Button P16 Siemens P17 News & Gadgets

MaSThEad
Publication TIE Kinetix, hoofddorp, Netherlands ~ www.tiekinetix.com Editor & Management Cees Steijger | Steijger.communications BV Art Direction & Design Remco Baars, Sandra hellingman | beet-vormgeving.nl Coverphoto CNET Printing Shawmut Printing Cooperation from Marcel R. Bakker, Wim Sonius | Sonius Creative Imaging, James dorsey, Ronald Oeges, Jim Larkin, James Martin.
2011 TIE Kinetix, P.O. Box 3053, 2130 KB hoofddorp, Netherlands. all rights reserved. No part of this publication may be reproduced in any manner without permission of the publisher.

or nearly 25 years now, we have been supplying software solutions for the supply chain. Much of our success is thanks to the stable and long-term orientation of partnerships in our solutions for business integration, content syndication and e-commerce. As far as we are concerned, partnering is all about sharing opportunities and possibilities, sharing challenges and problems, in order to share turnover and profit in the end. This forms also the basis for our strategic alliance with the Swedish software specialist Medius. We have enjoyed successful strategic partnerships for many years, such as that with Epicor, the ERP specialist with more than 20,000 clients worldwide. In this TIE Magazine, we shall be introducing you to another important partner: CNET Content Solutions, part of CBS Interactive. In the cover story, Sean Murphy, Vice President and General Manager of CNET Content Solutions, tells of the long-term partnership with TIE Kinetix. For Sean Murphy, the cooperation with TIE Kinetix is an essential commercial and technological component in the management process, a component that enables CNET to hold a competitive market position. TWZ from Austria is another partner with whom TIE has worked for many years. On page 14, owner Florian Winkler explains how TWZ works with us to react to change through timely anticipation, thus always being prepared and always able to comply with the requirements of modern EDI. We attach great importance to good and healthy partnerships, without which TIE Kinetix would never enjoy such worldwide success. We therefore strive to consistently improve and update our partner program, making it a program which guarantees winners. More about that on page 7. I hope you enjoy the magazine!

Jan Sundelin, CEO TIE

TIE ~ 2011 ~ P3

CNET
CNET Content Solutions is the worlds leading independent source of product information. With detailed content on more than 5 million technology products in 15 languages, CNET helps thousands of resellers and retailers convert shoppers into buyers. From standardized content delivery to hosted services and custom solutions, CNET empowers businesses to maximize the value of product information to improve their customer experience and bottom line. In addition to the cooperation with TIE Kinetix, CNET works with more than 2,100 e-commerce partners, including CDW, Computacenter, Dabs.com, Dell, Hewlett-Packard, Insight, Microsoft, OfficeMaX and PC World Business.
P4 ~ 2011 ~ TIE

Sean Murphy Vice President & General Manager CNET Content Solution

Text Jim Larkin ~ Photography CNET/James Martin

CONTENT SYNdICaTION

Exploring the Synergy between Technology and Experience

CNET Content Solutions, a division of CBS Interactive is the worlds leading independent source of product information. With detailed content on more than 5 million technology products in 15 languages, CNET Content Solutions helps thousands of resellers and retailers convert shoppers into buyers every day.

rom standardized content delivery to hosted services and custom solutions, CNET empowers businesses of all sizes to maximize the value of product information to improve their customer experience and bottom line. A growing need within the consumer electronics and information technology community is the availability of easily updateable, digital rich content deployed across the sales channel. This need to better educate and drive sales is being met by the partnership between TIE Kinetix with CNET Content Solutions. Branded as ContentCast, this CNET Content Solutions offering has been employed by clients such as Lenovo, Cisco Systems, Hitachi, and Intel. Each of these tech heavyweights now benefit from true dynamic content syndication and the increased value realized by their reseller base and end users. The eighteen-month-old CNET/TIE Kinetix partnership is now set to fulfill the needs of a much wider customer base and scope of audience.

ThE markET rEquirEmENTs for CoNTENT syNdiCaTioN sErviCEs Content syndication as an offering has grown, like many other true online breakthroughs, by responding to the needs of vendors, retailers and resellers to determine best practices from marketing concepts to the point of sale. After 10 years in the business of syndicating content, CNETs in-depth know-how and experience within the consumer electronics channel has helped provide them with a clear understanding what types of solutions are needed to benefit their customers the most. Vendors and brand owners need a partner like CNET with well-established relationships within the retailer, distributor and channel community and a comprehension of how and what will make a difference with consumers during their overall on-line shopping experience. As more and more global companies seek to efficiently drive multi-market campaigns across diverse digital platforms, they truly require the support of organizations that under-

Our aim is to provide analysis that enables vendors to understand the impact of their content

stand the subtle cultural distinctions such as phrasing (e.g. American English vs. British English) that convey more validity between the brand owner, partners, and consumers. These are the understated differentiators of the CNET/TIE partnership that are the true strength of the solution, not seen in other syndication engines. When we sit down to talk with Sean Murphy, Vice President & General Manager of CNET Content Solutions, about the significance of channel related content today, he resists discussing the technical minutiae under the hood of the syndicated solution. For him, fulfilling the needs of the customer comes first, and the year and a half following the partnership between TIE Kinetix and CNET
TIE ~ 2011 ~ P5

CONTENT SYNdICaTION

cess to that content in a multitude of digital locations and the need for vendors and channel partners to understand the impact the given content is having on their value proposition through strong data and analytics. If we and other vendors can help deliver against these three core needs, vendors and their respective channel partners should see a much higher level of engagement from consumers; engagement around product and brand. You mention data and analytics. What kinds of challenges are faced by vendors to understand how their content and brands are performing online? As it relates to syndicating and helping manage a given vendors content, what were hearing in the market place is, Sean, how do you see the increased availability of CNETs total solutions I need you to educate (via syndication) impacting the underme, I need you to help lying value for brand owners me understand how and retailers alike? people are engaging For over a decade now CNET Content with this content. Its Solutions has been focused on scaling not too dissimilar to the our offerings to meet the ever evolving problem the publishneeds of the direct vendor and channel ing community faces community. This started with facilitatwhen selling advertising ing foundational catalog content and space. I know I need to has broadened in scope to cover rich do this advertising, but content such as Product Reviews, I need you to help me hosted software solutions such as a understand exactly what Recommendation Engine, and the necIm getting out of it. We essary Professional Services to ensure have challenged ourproper implementation. The evolution selves to help the vendor of customer needs has shifted yet again community really underwhere its as much about bringing in quality 3rd party stand what the content is content as it is about ensuring that brand and product doing in order for there content effectively moves from the vendor to their key to be a long term play channel partners. And by fulfilling that need for both the here. Whether it be vendor and channel partner we believe their overall value direct click engagement is impacted in a positive manner. or time spent viewing This concept of shepherding audiences to assist in the something, our aim sales process is gaining awareness, and has been constantly is to provide analysis re-shaping itself in the last decade. CNET Content Soluthat enables vendors to tions bundles the syndication of brand owner content understand the impact with CNET product information, collateral, correspondof their content (in the ing products, video and editorial review information channel) on a micro and to provide consumers with the most comprehensive macro level. accurate product content on participating retail sites Addressing the wants dynamically at the time of purchase. and needs for CNET customers can be a movWhat do you see as the primary ing target especially for need in the channel today? an industry thats only a Its hard to define one prevailing need. It feels like there decade or so old. The real are three basic needs related to content. The need to have barometers of successful high quality content, the need for consumers to have acinteractive campaigns Content Solutions has successfully filled that need by leveraging the strengths that both companies bring to the channel.

We can help get your content on to your partner sites

are the metrics and returns that are just now being realized and implemented by forward thinking companies. These are the qualifiers in mind when driving where and when content should appear says Sean Murphy, We can help get your content on to your partner sites; we can help you get content onto kiosks within your partner stores and we can get your content onto mobile applications when one of your customers are in a given store looking at your product and want to access content on it. That to me is the zenith of vendor content syndication. Not just about helping customers manage web based content syndication, or content campaigns, but helping them get their content at all the different distinct points of sale regardless of where an end customer is physically standing. How does the TIE Kinetix partnership play a role in CNETs overall strategy? TIE Kinetix represents a key business and technology component that enables us to have a competitive market presence. TIEs technology platform enables highly sophisticated content ingestion and distribution of all forms of digital content, and their years of experience in the space make for a very strong business partner. In addition to the technology and business alignment, TIE is the right kind of partner culturally, which means our respective employees can and do work well together. Murphy speaks directly about the investment in TIE Kinetix and the excitement at CNET around partnering with a technology provider like TIE. It was the right decision. If you are to speak to anyone in the organization, C-Team on down, you will quickly see that the growing interactive space is focused around getting vendor content out to where people care about it. It is absolutely one of the top three things we have to get right as an organization. TIE Kinetix has helped us to deliver on that strategy and we need to continue to be focused on driving the best results for our customers. As we continue to execute, I am confident in our ability to build a leadership position and provide the right mix of products and services to the market.

P6 ~ 2011 ~ TIE

By James M. Dorsey

COLUMN

More for Less

ne upside of an economic down- turn is that it forces private and public sector management to seek ways to do more for less. The art of survival in a crisis is the ability to provide the same product or service at a reduced cost by increasing efficiencies and streamlining business processes that have become too complex in times of mushrooming turnover, growth and focus on acquisitions. To erase unnecessary management layers, thus simplifying the coordination and handling of information, a growing number of companies are employing electronic data interchange software. Theoretically, companies would want to control costs and streamline efficiency in good as well as in bad times. The reality is that in good times the focus is on more for more rather than more for less, benefitting from customer confidence to develop and market added-value features at increased prices. Organizationally, the more-for-more focus involves perpetuating outdated procedures, the emergence of incompatible IT systems, and the development of conflicting departmental policies beyond managements purview. For multi-product, multi-site companies, the cost of these inefficiencies can be substantial. As a result, companies small and large are making corporate efficiency and performance a core activity independent of economic cycles. Larger corporations are introducing permanent performance improvement or so-called six sigma teams. More often, companies are employing electronic data interchange software the electronic transfer of business documents through inter-company and application-to-application exchanges. Software solutions that allow companies to have an overview of their business processes with little need for maintenance and a clear cost profile are key in a continuously changing market, says Jan Sundelin, CEO of TIE Holding, a market leader in supply chain integration software, whose recently launched Business Integration SmartStart takes electronic data interchange a step further by allowing TIEs 1,500 clients to communicate with each another. With management often struggling to identify the real cause of cost inefficiencies, providers like TIE enable executives to pinpoint the major drivers of

their companys performance and establish performance frameworks. non-value-adding functions such as overly complex processing, double handling, waiting times and errors. without human involvement. Major retailers like Walmart and JC Penny employ EDI to cut delivery times substantially, reduce inventory and increase sales. EDI is enabling European and US textile companies that are suffering from cheaper Asian production to compete with superior service. Similarly, US customs use EDI to accept electronic customs documentation in advance of shipments to avoid port delays. Royal Malaysian Customs selected the TIE Kinetix Business Integration Platform as their new solution for all their EDI messaging, For companies big and small, the trick is to be able to sustain the enhanced performance achieved with EDI. That often involves far-reaching, painful change such as redesigning performance measures and altering job descriptions and incentive schemes that management too frequently shies away from. As a result, many companies declare victory too soon, only to be confounded when performance starts slipping again. While critics claim that EDI requires investment and argue that no two EDI applications are the same, even if the same specs are used, EDI has become an industry standard that is a key tool in good and bad times. The trick is to recognise that, not only when the strategy is more for less, but also when it is more for more. Companies that do so maintain their success by constantly examining and improving the efficiency of their operations, leaving them in a position of strength when the inevitable crises arise. Theirs is a constant quest for efficiency, not a reaction to current events, says Alan Masterton, the University of Sydneys director of performance operations.

James M. Dorsey was for more than 30 years a foreign correspondent for The Wall Street Journal and other publications. Today, Mr. Dorsey is a columnist, media entrepreneur and international affairs analyst who provides consultation services for strategic communications, water and security companies and financial institutions.
TIE ~ 2011 ~ P7

BUSINESS INTEGRaTION

Text Jim Larkin ~ Photography Zippo

Ignition
Founded in 1932, Zippo celebrates more than 75 years as the leading marketer of the refillable windproof lighter with an unparalleled lifetime guarantee.

ased in Bradford, Pennsylvania, the company also markets butane candle lighters; watches; fragrance and lifestyle accessories for men; and a robust line of heat and flame products for outdoor enthusiasts in more than 160 countries worldwide. ChallENgE Zippo was looking for an affordable EDI solution, allowing them to do business electronically, which would bring more rapid and efficient communication for their various customers, such as Wal-Mart. This direct link to their major supply chain transactions necessitated a new understanding of technology, services and in-house infrastructure for a successful rollout of this business-to-business integration to be supported. Zippo found their internal resources were spending an increasing amount of time on their EDI transactions, growing from 5% to 25%, as the orders and trading partner connections increased. Said Russel Safran Sr. Systems Analyst, We won big accounts, big multi-chain retailers, all running EDI with rollouts to thousands of stores. Were on the supply side so were at the beck and call of the retailers, who all have their own labor-intensive processes and methodologies. It became too much to focus 25% of my time on EDI. soluTioN Previously using Sterling Commerce, Zippo was in the process of overhauling their backend ERP system and had the opportunity to update their system to another EDI vendor.

the financial side with invoicing. Weve seen the residual benefits that come out of our good working relationship and the skills that TIE provides. TIEs solution scalability provides Zippo and all customers with the identical software tools if the business Since introducing TIEs EDI Managed need outgrows that of an outsourced Service On-Demand, Zippo has reallosolution. TIE uses its commercially cated staff and resources away from laboravailable and fully supported Busiintensive adjustment of their EDI system, ness Integration Platform to connect and added more value to the business by customers to their business partners focusing on other key duties. TIE Kinetix as a service. As trading partner or aphandles all EDI processes and integration plication maps, profiles, and workflows needs remotely, from Zippos Bradford, are created for your business-specific PA location. environment, they are Coming highly recommended from always availtheir new ERP supplier Epicor, Zippo able found the price point, implementation and to the resulting ease of transactions an immedicustomer ate benefit. Looking at to utilize internally. the numbers, it was a no Additionally, the top-level brainer to go with TIE. customer support Zippo receives Safran says from his comes from TIEs extensive Bradford, PA office, TIE experience in providing EDI made it easy for us to since 1987. This is backed implement EDI for some by a customer satisfacof the smaller players, and tion rate of 97.8% with all more orders are coming integration, support and through as a result. We development teams based havent seen that with in St. Paul Minnesota, USA. any other EDI company TIEs support team has a that weve dealt with in zero-voicemail policy. the past. Any support requests are addressed immediately. rEsulTs Zippos This fact is confirmed successful implementaby Safran, You have an edge over your tion of the TIE Kinetix competition, and its in having that outEDI Managed Service standing support team. With other seron Demand has had vice providers you dont receive the same a trickle-down effect level of support that TIE brings. When influencing much more I send an email or call, its responded to than Zippos IT departquickly, and well before anything sticky ment. Because we work comes up. It doesnt disappear into a so well together, weve hole like some other support calls. Thats leveraged EDI to free up a real value to Zippo. the time and resources for customer service, and on

Looking at the numbers, it was a no brainer to go with TIE

P8 ~ 2011 ~ TIE

By Patrick van Boom

COLUMN
TIE Kinetix Partner Program:

A win-win for growth

ince 1987 TIE Kinetix has had a history of proven world-class software solutions for connecting all levels of business. Its success is hinged on one key asset, understanding the true value of long-term partnerships. TIE Kinetix, a relatively small company, keeps a foothold globally. This is true because of the proven history of providing the longevity and balance necessary to help partnerships develop and prosper with the TIE Kinetix business integration, content syndication and e-commerce solutions. Starting in mid 1999, TIE Kinetix has maintained a strong strategic partnership with Epicor, an ERP software and retail software solutions provider with a global presence in 150 countries, with over 20,000 customers. This relationship has served as a template for many of the strategic partnerships currently in play for TIE Kinetix. The Epicor association has provided opportunity for all on a larger scale than could have been achieved alone, year over year. The e-Commerce and Content Syndication solutions from TIE Kinetix have also benefitted from similar ventures. The global partnership with Cnet Content Solutions (a division of CBS Interactive) for Content Syndication solutions resulted in projects with industry leaders such as Lenovo, Cisco, Hitachi and Microsoft. The strategic partnership with The Online Company for our E-commerce solutions resulted in projects with companies such as KPN and T-Mobile. These key partnerships are perfect examples of how growth with controlled expansion, featuring custom tailored solutions for specific verticals, are the main strengths brought to light by TIE Kinetix Partnership Program. Longstanding partnerships have been the cornerstone

of TIE Kinetix successes in the past and present huge potential in the future. Key to taking that to the next level is the intelligent and creative in the use of resources, knowledge, experience and proven technology. TIE Kinetix pairs well with companies that do not have the knowledge, experience and technology, but do have the strong relationships in specific markets and industries. These alliance opportunities provide flexibility and allow for focus on best resources, and development of solid solutions and great service/support. Market opportunities for these services are often times driven by the partners themselves. These win-win types of partnerships extend the business for everyone involved. With a secure foundation in proven technology and solutions, TIE Kinetix continues to watch their partnerships grow in business integration, content syndication and e-commerce solutions. This unique combination of solutions creates lots of opportunities for companies to extend the reach of their business with TIE Kinetixs solutions. Tiers within the TIE Kinetix Partner Program are structured to ensure the local and global partner community can extend their business with a clear Return on Investment. Strategic Partnerships: Extend Your Horizon Partners within this group reap the benefits of a full-scale white labeled / OEM solution paired with support from the sales, marketing and customer care departments of TIE Kinetix. At this level, organizations are also provided with a dedicated partner account team and sales manager who will help qualify leads and work through the sales cycle to successfully close deals.

Patrick van Boom is Director Worldwide Marketing & Sales of TIE Kinetix

Strategic Partnerships: Extend Your Horizon Partners within this group reap the benefits of a full-scale white labeled / OEM solution paired with support from the sales, marketing and customer care departments of TIE Kinetix. They are provided with a dedicated partner account team and sales manager who will help qualify leads and work through the sales cycle to successfully close deals.

Channel Partner: Extend Your Business This group sells the powered by TIE Kinetix solutions within a specific market or industry vertical. The channel partner team helps define and build a business model to maximize opportunity within the specific segment. Members of this tier also benefit from the sales, marketing and customer care departments of TIE Kinetix to ensure qualified leads, healthy sales cycles and happy customers.

Value Added Partner: Extend Your Portfolio Value Added Partners include TIE Kinetix solutions to their portfolio alongside their existing offerings. They benefit from over 20 years of proven technology, but also gains the TIE Kinetix customer care department to ensure longevity of the solution. Organizations at this level are provided with a dedicated partner account manager who facilitates any needs from enablement to support.

Referral Partner: Extend Your Revenue Referral partners are compensated for each lead that results in a closed deal. They receive an onboard package including marketing collateral to help educate and qualify potential suspects and prospects. More info? www.tiekinetix.com/ partners or partnership@tiekinetix.com.

TIE ~ 2011 ~ P9

Text Cees Steijger ~ Photography Marcel R. Bakker

Bon Appetit
O
r would you rather have truffles, spelt or scallops? With our online specialist shop Culinaire Versmarkt, we offer cooking enthusiasts these quality ingredients in package form so that they can cook a complete gastronomic menu, says entrepreneur Frank van Oirschot of Newco Food Retail, who developed this fresh-food shop initiative together with Mick Walvisch of product development agency ULURU/Beagle. Newco Food Retail chose TIE Kinetix MamboFive Commerce Suite to roll out their online plans in the Netherlands a TradiNg ENviroNmENT We spoke to Frank van Oirschot in his office on the Piet Hein Kade in Amsterdam. We found ourselves in an area where the Oostelijk Havengebied (Eastern Docklands) was constructed in the 19th century in order to provide more space for the increasing trade with the East Indies. From here passenger ships set sail for the East, particularly to the Dutch East Indies. In the last decade of the 20th century, the area was developed into a modern
P10 ~ 2011 ~ TIE

Online dishes from Newco Food Retail

Culinaire Versmarkt is the online fresh-food shop for amateur cooks and bon-viveurs who want to taste the rich flavour of genuine seasonal products and fresh ingredients. What will it be tomorrow? Stuffed fillet of plaice with oyster mushrooms or Wagyu beef in red wine sauce?

residential and working area in a similar way to the Docklands in London. A number of historic docklands buildings still stand between the new developments and mostly accommodate creative companies, trendy night clubs and restaurants like Fifteen, which is owned by the English TV cook Jamie Oliver. It was in this inspiring, former trading environment that the online fresh-food shop took shape in 2010.

rEsTauraNT The webshop of Culinaire Versmarkt (www.culinaireversmarkt.nl) can be best compared with a normal restaurant. Here too, the guest chooses from a menu of different dishes. The difference is that you can only buy the ingredients for the menu from the webshop. You do the cooking yourself. And its catching on, because the Culinair Versmarkt is fresh, healthy and delicious. And it takes less than two days for the fresh products to reach the consumer. We skip links in the chain and were not bound to historical patterns, explains Frank. In addition to this, we work with profiles, which offer more than the standard shopping lists. Based on your profile with preferences, your eating plan is filled with suggestions every week. So the way we help people is

In order to realise our idea, we opted for TIE Kinetix

menu-driven: just tell us what you want to eat and for how many people and well ensure that you get the right products in the right quantities in your shopping basket. The quantity is very important because 30 per cent of the fresh food that is bought in normally ends up in the rubbish bin. If you put it that way, it seems simple but it isnt. What seems simple at face value, turns out to be complicated. ComplEx He sketches out everything thats involved and the flow diagram gets gradually more complicated. After all, these are not ready-made, off-the-shelf products. They work with day-fresh seasonal products and changing menus. And to make it even more complicated, they use user preferences and profiles, which

E-COMMERCE

means that almost no menus are identical the quantities, and the prices, change from user to user. If you add to this their own distribution formula De Versbezorger (literally, the fresh deliverer) for home deliveries throughout the Netherlands, and the plan to set up 3,000 refrigerated takeaway point nationwide, the picture of a pretty complex online solution is complete. a Tailor-madE soluTioN In order to realise our idea, we opted for TIE Kinetix software, says Frank. We were most of all interested in the MamboFive Commerce Suite as a tailor-made solution because we work with a complicated ordering system all the quantities of ingredients differ from order to order and are geared to the wishes of the customer. Besides, at Culinaire Versmarkt we will eventually work with fifty menus from which the visitor can choose. This sets high requirements for the customer focus of the webshop. What we like about the MamboFive Commerce Suite is the flexibility of its approach to e-commerce, says Frank, who admits that it was still a pretty tough task to get the

webshop operational. Now that were up and running, we can focus our attention on further development, conversion and functional expansion. Moreover, the MamboFive Commerce Suite must be the platform for all e-commerce initiatives that Newco Food Retail still has in store. Frank van Oirschot lifts a corner of the veil: Culinaireversmarkt.

nl lends itself very well to a shop-inshop approach. Culinary specialities are one thing but I wouldnt rule out that more shops-in-shops will come, such as a cheese shop or a specialised fruit shop, for example. Based on the TIE Kinetix e-commerce software, and the same logistics and purchasing channels, we will also develop B2B formulas for catering, healthcare and horeca.

Frank van Oirschot, Newco Food Retail.

TIE ~ 2011 ~ P11

Text Cees Steijger ~ Photography Marcel R. Bakker

In the retail trade, the biggest sin is to say no to customers

P12 ~ 2011 ~ TIE

BUSINESS INTEGRaTION

Capgemini chooses TIE EDI platform exclusively for retailers

Capgemini has opted for TIE Kinetix EdI Messaging Portal because our experience with the previous version was so good that we saw no reason to change. With TIE, we chose a risk-free upgrade; the match is great and the knowledge and experience also correspond exactly to our requirements.

peaking is Frank Huiskes, Global CTO Infractructure Transformation Services at Capgemini, the worldwide leader in consulting, technology and outsourcing. Capgeminis headquarters is in Paris, from where it directs activities in more than thirty countries. Originally French, the multinational now employs 100,000 people worldwide, mostly in North America, Europe and the Asia-Pacific region. Capgemini has nine offices in the Netherlands, including two in Amsterdam. We spoke to Frank Huiskes and his colleague Tobias Titus in the Atlas office complex in Amsterdam Zuid-Oost, next to the Amsterdam ArenA stadium the home of AFC Ajax. Until recently, Frank and Tobias operated out of Capgemini Retail Solutions, which was taken over almost 3 years ago and focuses specifically on (large) retail customers. Weve worked in this area for more than 10 years, says Frank. In other words, from the time that the retail trade started to outsource messaging. Over the years it has grown into the network we know today: CAPnet, our own VPN with three dedicated data centres and fast fibre-optic connections that convey international messages from 2,200 locations for large retailers in a dozen countries. At the beginning of 2011, Retail Solutions became part of Outsourcing Solutions, marking a logical step for Capgemini in the direction of horizontal integration. However, the focus continues to be on retail, says Frank. 80-85% of the outsourcing concerns general business services while 15-20% differentiates retailers from other commercial companies. Tobias Titus explains the differences in dynamics and thus in IT approach. With retail were looking at a 24/7 business, which means that it differs radically

from many other businesses. The bakery operates during the night and the morning; the distribution centre is geared to this and even in the weekend there is always somewhere open or operating somewhere. This doesnt usually happen in big government institutions, which tend to keep regular office hours. You might say that the retail trade is closed from mid-November to the New Year. At that time you stay away from the IT systems no planned maintenance and everything has to continue working perfectly. In Capgeminis retail approach, all retail messaging is via a main messaging broker based on TIE Kinetix. We always attach great importance to reliability, says Frank Huiskes. Based on our experience with TIE Kinetix, we chose the TIE Kinetix Messaging Portal to replace our messaging system. It allows us to integrate business processes and manage them optimally. Our clients have a great deal of EDI traffic with their suppliers, and a huge amount of messages go over the TIE system many millions of messages a year such as orders, packing slip files and invoices. Apart from reliability and high performance, everything revolves around saving costs, of course. Thats the bottom line. Our clients think that is important and so do we. Big ERP applications and everything sent out in the form of EDI goes via TIE messaging. You might call TIE our plug into the outside world, says Tobias. Most internal retail systems and processes are also linked to it. That says a lot about the requirements that have to be set for availability and reliability. These are critical applications between the checkout and the back-office systems at head office. TIE fits this perfectly because, in the retail trade, the biggest sin to say no to customers!
TIE ~ 2011 ~ P13

BUSINESS INTEGRaTION

Text Cees Steijger ~ Photography TWZ

Further growth for EdI in austria

In modern business, the automated exchange of messages Electronic data Interchange (EdI) has become an indispensable link. Only flexible software solutions that are stable and reliable are good enough for this.

o says Florian Winkler, the managing director of TWZ Vertriebsgesellschaft m.b.H, the fast-growing EDI specialist based in Seekirchen in Austria. EDI has now been TWZs core business for more than twenty years. At TWZ, a small team of five specialists serves no less than 300 customers throughout the entire country, including familiar names such as Unilever Austria, Sony DADC Austria, Boehringer Ingelheim, Porsche Infromatik and many others. TWZ works out of a futuristic, inspiring office - an architectural landmark that looks out over the valley of the beautiful Salzburger Seenland and is only fifteen minutes by car from Salzburg, the city of Mozart. The contrast between this natural decor of tranquillity and space and TWZs high-tech business could not be greater. ahEad of his TimE We spoke to Florian Winkler and his father

Christian, who founded TWZ in 1987. From the very valued by our customstart, TWZ focused on EDI, and later on e-commerce. ers, says Florian. The At that time, electronic data interchange was already TIE Messaging Portal is pretty well established but it really took flight with used mostly by TWZs the advent of the Internet in the nineteen-nineties. larger customers. The That Christian Winkler was ahead of his time shows Messaging Portal is a in the rapid growth of the company, which also now very stable EDI product does business with customers in Germany as well as with a programmable with small and large customers in Austria itself. Our browser interface and strength lies in specialisation, says Christian fully enables you to use Winkler. We offer the entire range of electronic data the EDI application as a interchange, including the implementation of server application. conversion and communication software, developing interfaces between existing Enterprise Resource PlanExTra rEquirEning (ERP) systems and, of course, mENTs TWZ sees cooperating with the ERP supplier. the EDI market in Because of our 100% specialisation in Austria continuing to EDI, we have built up considerable grow. In order to knowledge and experience over the maintain its leading years and were now generally seen as position in this growth the EDI leader in Austria. market, TWZ has TWZs specialisation in EDI has focused mainly on also resulted in an excellent reputation innovation. And this is as a partner with suppliers of ERP also a necessary move systems. We invest a lot in the because the market is relationship with ERP software developing rapidly. The suppliers that now want to carry out way of doing business and the method of operating are changing, large-scale projects in collaboration mostly due to the influence of the Internet. with us, says Florian Winkler. We For example, take electronic invoicing, can do that because we are able to which is also making rapid advances in implement state-of-the-art EDI Austria. The Austrian Tax Department is software thats tailored exactly to imposing extra requirements for this specific ERP projects. This flexibility method of invoicing. For example, a closed is also the basis of our cooperation network must be used for EDI and the with TIE Kinetix, which dates back invoice must have an advanced electronic to 1994. signature or other way of guaranteeing Originally TWZ exclusively used that the invoice is authentic. The EDI the TIE Quickstart solution for all provider must supply this. We have to small and medium-sized customers. continue to innovate, says Florian. And Since the beginning of 2010, all TWZs were happy that our partner TIE actively customers have received TIEs new anticipates changes and enables us to be SmartStart solution. This EDI always ready to satisfy the requirements software is very advanced and provides set for modern EDI. a fantastic user interface that is highly

Flexibility is the basis of our cooperation with TIE

P14 ~ 2011 ~ TIE

Text Cees Steijger Illustration Remco Baars

E-COMMERCE

button
a webshop is a whole lot more than a buy button. TIE has identified three phases in the online purchasing process. These phases constitute the backbone of the TIE MamboFive eCommerce solution. In this second part of Behind the Button we look at attracting customers. Because theres no point in an empty shop. PART TWO: Orientation

Behind the

he first phase of the online purchasing process is the orientation phase. Consumers search the web. They orientate themselves, searching for bargains or the decisive review. Moreover, they can choose from an almost endless range of offers. hidE aNd sEEk Its about playing hide and seek in reverse: standing out and being found, says Frank van Doorn, Managing Director TIE MamboFive. Naturally, all the possibilities afforded by SEO (Search Engine Optimization) are used and the webshop is constructed according to the latest, smart SEO principles.

Playing hide and seek in reverse: standing out and being found

sTimulaTiNg Google Adwords is a popular way of attracting traffic but this can be expensive in a competitive market. The greater the number of clickers, the higher the cost. Affiliate marketing is an online marketing method in which the webshop (the advertiser or merchant) pays the affiliate (publisher/ webmaster) for every visitor, lead or sale generated. Having your own affiliate program is a

way of boosting sales. Special software traces the website from which the visitor has come and logs the results so that the affiliate can see his reward. The most common forms of reward are Pay Per Lead (PPL) and Pay Per Sale (PPS), also known as PPA (Pay Per Action), in which payment is made for a potential or paying customer. There are also Pay Per View (PPV) and Pay Per Click (PPC). Another effective way of stimulating online sales is white labelling. In this, a product or service from one webshop is rebranded by another webshop so that it acquires a new authenticity.

aTTraCTiNg visiTors After all, the first phase of the purchasing process is about attracting as many visitors to the webshop as possible. And, most of all, visitors who are actually going to buy something. But optimizing the conversion rate is not just a question of appealing to the right target group. The operation and processes of the webshop also have to be so intuitive that its almost automatic. The customer must be able to buy goods double-click on the buy button via as few logical steps as possible, says Van Doorn.

Syndication
In recent years, affiliate marketing and white labelling have given a tremendous boost to so-called content syndication. This is the (re-)use of content and functionality on sites other than your own webshop. Syndication means that content from a central source can be shared with an unlimited number of partner websites and displayed in the style and approach of the partner website. The syndication system can also apply price differentiation entirely automatically. Companies such as Microsoft and Siemens use this form of distribution in their sales channels with great success. Siemens has used the TIE Kinetix Content Syndication Platform to firmly establish itself in China while Microsoft has used online conversion (converting site visits to orders) to increase sales of its office articles with selected retailers. You can read more about conversion in part three of Behind the Button.

TIE ~ 2011 ~ P15

CONTENT SYNdICaTION

Text Jim Larkin ~ Photography ANP

Siemens Champions the Little Guy Online

active partners globally, Adrian had a need to get Siemenss core messaging out in a reliable, trustworthy and consistent manner to partners who are often understaffed, and also sell the competing products. Said Adrian Honey, What we would typically see is inconsistent use of our brand and well meaning webmasters using bits of Siemens graphics and mocking them up to their sites without pulling the his is especially true when large value content over. Partners would take companies have partnered with some of our technical content and paste other large companies. Each parallel it on their site; it would be out of date department knows the drill, the requisite very quickly and of little value. online/offline collateral, and the urgency Getting the right message out that comes with getting your message to through the sales channel is a common market and with the familiar voice that struggle for many companies especially will attract the right buyers. when the companies rely on working However, what happens when a large closely with partners that have limited company isnt necessarily partnering bandwidth. We were not in control of directly with large companies? What what content our partners were using, happens when these partnerships follow nor how often, or if it was on message. the long tail, with multitudes of midsize Additionally, large numbers of partners and smaller mom and featured no Siemens content on their pop sized partners who site, even with us being their predomias a whole make up just nant vendor partnership, confessed as large of a value of the Honey. Our program needed a single partnership of many of source of information to be pushed the big guys? easily to all of our partners, in a Will the needed multitude of ways. TIE Kinetix provided resources multiply? that solution, with more than enough How many languages are flexibility to meet our needs internally needed to make this a as well as the needs of our partners. success globally? How Siemens deployed the TIE Kinetix can we get these smaller Content Syndication Platform rolled partnerships to get our out with a partner centric subscription content live on their site program designed to make it easy for on the proper dates, partners to enroll and receive only the along with any resulting Siemens content that the partners updates? Do these small requested. That, coupled with the partners even have Channel Mailer software, an email webmasters and means marketing tool that allows companies to push fully to make these timely formed dynamically co-branded marketing email updates quickly? campaigns through their partners to send out to These were the issues their customers and relations, gave Siemens the facing Adrian Honey, toolset it needed to organize and unify its message to Director of Marketing for the channel. Channel Mailer is the thing that is Siemens Enterprise exciting, and thats the thing that turns this into an Communications. active business opportunity, stated Honey. Working with over 2000

Company a has the audience and company B has the product. By working together more product is sold, and on a larger scope than would be possible by working alone.

For me, the TIE Kinetix solution is a marketing department substitute for the smaller partners within our Global program. Its a fantastic toolset for our partners with limited resources, respon-ded Honey when asked about the strength of the platform. Since the release of the program 24 months ago, the Siemens Digital Channel partner program is now enrolled in 33 countries and 11 languages. I think weve done a lot of good work together, and Id say its been a very cooperative relationship. That closeness that weve had and the openness that weve had in that relationship have been excellent. I think it allowed us to get to where we are in terms of the product, beams Honey. Overall weve had a fantastic working relationship with TIE, from the beginning right through.

We needed a single source of information to be pushed easily to all our partners

P16 ~ 2011 ~ TIE

NEWS

TIE Kinetix winner Saas Excellence Award

TIE has received the SaaS Excellence Award with the TIE MamboFive Commerce Suite, TIE Kinetix E-commerce solution.

New EDI Managed Services On-Demand offering from Epicor

TIE Kinetix is happy to announce a new offering with strategic partner Epicor Software Corporation, a leading provider of enterprise business software solutions to midmarket and Global 1000 companies. EDI Managed Services On-Demand from TIE Kinetix is now available to Epicor customers, allowing organizations to receive the full benefit of the TIE Kinetix powerful B2B solutions as a service. Outsourcing EDI to TIE Kinetix optimizes existing transactional data processes, and creates standardization for the way companies connect to customers and partners electronically.

Frank van Doorn, managing director TIE MamboFive (centre), Chris Larsen, senior vice president Global Field Operations of Progress Software (left) and Progress Software CEO Richard Reidy.

T-Mobile chooses TIE

T-Mobile has implemented the MamboFive Commerce Suite for its new online phone shop. The project was carried out in cooperation with TIEs partner and online specialist The Online Company. We wanted a webshop that was easiest to use by our customers, says Tessel Jarigsma, Director of Internet & New Media at T-Mobile. The MamboFive Commerce suite has enabled us to minimize the number of steps for ordering. Whats more, we now offer richer content: customer reviews, upsell opportunities, stock information and detailed product descriptions. Its partly due to this that we can increase conversion and generate more sales from our webshop.

The company was awared during the Global Partner Conference of Progress Software Corporation held earlier this year in Boca Raton, Florida. The SaaS Excellence Award honors those whose participation in SaaS enablement programs has resulted in highly innovative offerings that achieve impressive commercial success within their market. Jan Sundelin, CEO of TIE, said: We are very honored that we have won this SaaS Excellence Award, it is an acknowledgement of our superior technological strength in this growing market. The TIE MamboFive E-commerce solution for over ten years has demonstrated its unique capabilities in the SaaS environment.

TIE and software specialist Medius in strategic alliance

TIE and the Swedish software specialist Medius have a strategic alliance which enables TIE to integrate and resell MediusFlow as part of the TIE Kinetix Business Integration Platform. MediusFLow is one of the worlds leading purchaseto-pay and invoice automation software solutions, ensuring optimal automation of the validation and matching process of incoming invoices with outstanding orders. The solution can be implemented fast, has user friendly, intuitive and role-based interfaces and communicates and integrates perfectly with the outside world as well as with many internal financial and ERP systems. TIE, with over 20 years of experience in this area , provides the connection between MediusFlow, the back office applications and the outside

TIE ~ 2011 ~ P17

GadGETS

delivering happiness
Tony hsieh, the 36-year-old visonary and founder and chief executive of Zappos explains in delivering hapiness how an emphasis on corporate culture can lead to unprecedented success. Founded in 1999, Zappos reached $1 billion in sales and dominated online shoe sales. amazon bought the company for $1.2 billion in 2009. In delivering happiness: a Path to Profits, Passion, and Purpose, Mr. hsieh tells his success story.

Light my fire

Zippo launched a new Outdoor Line offering a range of fire and heat solutions for the great outdoors. The line includes three new products Campfire Starter, Emergency Fire Starter Kit and the Flexible Neck Utility Lighter along with proven performers hand Warmer, Outdoor Utility Lighter and Windproof Pocket Lighter. Visit Zippo.com for more info.

Pocketprojector
The MPro150 is the 3Ms latetest handheld, battery-operated projector. The tiny pico projector Works with computers, cell phones, MP3 / MP4 Players, Pdas and more to project files, photos and movies almost anywhere theres a surface download and then project without connections on-the-fly. Project image sizes from 8 to 50. Built-in speakers provide sound. The energy-saving LEd light lasts 20,000 hours. Best of all, it fits in your pocket.

e-Porsche
The Porsche 918 Spyder goes into production. The open two-seater is powered by a high-speed V8 developing more than 500 BhP; in addition, electric motors on the front and rear axles deliver a further 218 BhP. Result: CO2 emissions of 70 g/km, fuel consumption 3.0 litres per 100 km (94.1 mpg), 0-100 km/h (62 mph) in 3.2 sec. and a top speed of 320 km/h (198 mph). Wow!

Express yourself
The book covers both Tonys personal entrepreneurial story and that of his company, Zappos. delivering happiness offers a feel-good look at the passion, culture, and, indeed, happiness that could drive the next generation of companies.
P18 ~ 2011 ~ TIE

Pentax allows camera users to express themself using the all-new Optio RS1000. In a world which is dominated by cameras that almost all look similar, the RS1000 allows you to stand out from the rest. Reveal your personality through RS1000s interchangeable cosmetic skins, or better yet customize it with your preferred personalized faceplates or that from your own creative design. Impressive features too: 14.1 megapixels, 4X zoom, 3 inch LCd with 230,000 dots of resolution and 720p hd video as well.

www.tiekinetix.com

Would you like to have an

u can! Now yo

entire team of professional EDI experts available 24/7?

Business Integration Platform

Content Syndication Platform

E-commerce Platform

TIE Kinetix Business Integration: Expert EDI managed for you twenty four hours a day, with a customer satisfaction rate of 97.8%. Dont settle for less.
The TIE Kinetix Managed Service Platform is an extremely popular option for companies looking to conduct business electronically with any party, regardless of the service or solution their business partners use, with all EDI processes fully managed by TIEs team of integration specialists.
TIE Kinetix is an award winning, global leader of supply chain solutions. Our innovative content syndication, e-commerce and business integration technology allows our customers to minimize the energy needed to connect partners, deliver content and obtain profit faster and more efficiently. TIE Kinetix holds more than 23 years in business and continues to develop and implement international e-commerce and SaaS standards today. TIE is a listed company with offices in the United States, Australia, France and the Netherlands. For more information, visit www.tiekinetix.com.

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Integrate, coordinate and synchronize e-commerce throughout your supply chain

Fullfilment
Supplier

Orientation
Vendor

Fullfilment

Distributor

Orientation

Fullfilment

Reseller

Orientation &
End user

Transaction

Transaction

TIE Kinetix

Content Syndication Platform

E-commerce Platform

Business Integration Platform

By combining the power of the Web, and the dynamic force of TIE Kinetix, organizations can now minimize their energy and maximize their results.
For major processes like orientation, transaction and fulfillment, TIE Kinetix customers utilize a total integrated e-commerce foundation that allows them to streamline the exchange of content and commerce with our premiere SaaS platforms: Content Syndication, E-commerce and Business Integration all with real-time analytics.
TIE Kinetix is an award winning, global leader of supply chain solutions. Our innovative content syndication, e-commerce and business integration technology allows our customers to minimize the energy needed to connect partners, deliver content and obtain profit faster and more efficiently. TIE Kinetix holds more than 23 years in business and continues to develop and implement international e-commerce and SaaS standards today. TIE is a listed company with offices in the United States, Australia, France and the Netherlands. For more information, visit www.tiekinetix.com.