TIE Kinetix Magazine #3

Synergy Bon Appetit
between Technology Online meals from
and Experience Newco Food Company

An Interview with CNET Content
Solution’s VP, Sean Murphy A Win-Win
for Growth
TIE’s new partner program

Number three ~ 2011
Capgemini selects TIE EDI platform ~ Content Syndication with Siemens ~ Behind the Button 2

www.tiekinetix.com

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generation and maximize sales
throughout the partner community?

Now you can!

Content Syndication Platform Business Integration Platform E-commerce Platform

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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

Partnering
CNET
4 Partnering requires a sense of true
cooperation, based on mutual
P07 Column James M. Dorsey trust and open communication.
P08 Zippo Only then can a successful
P09 Column Patrick van Boom working relationship be formed,
P10 Newco Food Retail which is profitable for both parties.
P12 Capgemini

F
or nearly 25 years now, we have been supplying
software solutions for the supply chain. Much of

14
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.
TWZ We have enjoyed successful strategic partnerships for
many years, such as that with Epicor, the ERP specialist with more than
P15 Behind The Button 20,000 clients worldwide. In this TIE Magazine, we shall be introduc-
ing you to another important partner: CNET Content Solutions, part of
P16 Siemens CBS Interactive. In the cover story, Sean Murphy, Vice President and
General Manager of CNET Content Solutions, tells of the long-term
P17 News & Gadgets 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.
Masthead TWZ from Austria is another partner with whom TIE has worked
for many years. On page 14, owner Florian Winkler explains how
Publication TIE Kinetix, Hoofddorp, TWZ works with us to react to change through timely anticipation,
Netherlands ~ www.tiekinetix.com thus always being prepared and always able to comply with the require-
Editor & Management Cees Steijger | ments of modern EDI.
Steijger.communications BV Art We attach great importance to good and healthy partnerships,
Direction & Design Remco Baars, without which TIE Kinetix would never enjoy such worldwide success.
We therefore strive to consistently improve and update our partner
Sandra Hellingman | beet-vormgeving.nl
program, making it a program which guarantees winners. More about
Coverphoto CNET Printing Shawmut
that on page 7. I hope you enjoy the magazine!
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. Jan Sundelin, CEO TIE

TIE ~ 2011 ~ P3

CNET
CNET Content Solutions is the world’s 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 buy-
ers. 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, Sean Murphy
Computacenter, Dabs.com, Dell, Hewlett-Packard, Vice President & General
Insight, Microsoft, OfficeMaX and PC World Manager CNET Content Solution
Business.
P4 ~ 2011 ~ TIE

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 world’s
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.

F
rom standardized content The market requirements stand the subtle cultural distinctions
delivery to hosted services and for content syndication such as phrasing (e.g. American English
custom solutions, CNET services Content syndication as an vs. British English) that convey more
empowers businesses of all sizes to offering has grown, like many other validity between the brand owner,
maximize the value of product true online breakthroughs, by partners, and consumers. These are the
information to improve their customer responding to the needs of vendors, understated differentiators of the
experience and bottom line. retailers and resellers to determine best CNET/TIE partnership that are the
A growing need within the practices from marketing concepts to true strength of the solution, not seen
consumer electronics and information the point of sale. After 10 years in the in other syndication
technology community is the business of syndicating content, engines.
availability of easily updateable, digital CNET’s in-depth know-how and “Our aim When we sit down to
rich content deployed across the sales experience within the consumer talk with Sean Murphy,
channel. This need to better educate electronics channel has helped provide is to provi- Vice President & General
and drive sales is being met by the them with a clear understanding what Manager of CNET
partnership between TIE Kinetix with
CNET Content Solutions. Branded as
types of solutions are needed to benefit
their customers the most. Vendors and
de analysis Content Solutions, about
the significance of
‘ContentCast’, this CNET Content
Solutions offering has been employed
brand owners need a partner like CNET
with well-established relationships
that enables channel related content
today, he resists
by clients such as Lenovo, Cisco
Systems, Hitachi, and Intel. Each of
within the retailer, distributor and
channel community and a comprehen-
vendors to discussing the technical
minutiae under the hood
these tech heavyweights now benefit
from true dynamic content syndication
sion of how and what will make a
difference with consumers during their understand of the syndicated
solution. For him,
and the increased value realized by
their reseller base and end users. The
overall on-line shopping experience.
As more and more global companies the impact fulfilling the needs of the
customer comes first,
eighteen-month-old CNET/TIE seek to efficiently drive multi-market and the year and a half
Kinetix partnership is now set to fulfill campaigns across diverse digital of their following the partner-
the needs of a much wider customer platforms, they truly require the ship between TIE
base and scope of audience. support of organizations that under- content” Kinetix and CNET

TIE ~ 2011 ~ P5

CONTENT SYNDICATION

cess to that content in a multitude are the metrics and returns that are just
of digital locations and the need for now being realized and implemented
vendors and channel partners to un- by forward thinking companies.
derstand the impact the given content These are the qualifiers in mind
is having on their value proposition when driving where and when content
through strong data and analytics. If should appear says Sean Murphy,
we and other vendors can help deliver “We can help get your content on to
against these three core needs, vendors your partner sites; we can help you get
and their respective channel partners content onto kiosks within your part-
should see a much higher level of ner stores and we can get your content
engagement from consumers; engage- onto mobile applications when one
ment around product and brand.” of your customers are in a given store
looking at your product and want to
You mention data and analytics. What access content on it. That to me is the
Content Solutions has successfully kinds of challenges are faced by vendors zenith of vendor content syndication.
filled that need by leveraging the to understand how their content and Not just about helping customers man-
strengths that both companies bring to brands are performing online? age web based content syndication, or
the channel. “As it relates to syndicating and helping content campaigns, but helping them
manage a given vendor’s content, what get their content at all the different
Sean, how do you see the increased we’re hearing in the market place is, distinct points of sale regardless of
availability of CNET’s total solutions ‘I need you to educate where an end customer is physically

“We can
(via syndication) impacting the under- me, I need you to help standing.”
lying value for brand owners me understand how
and retailers alike? people are engaging How does the TIE Kinetix partnership
“For over a decade now CNET Content help with this content.’ It’s play a role in CNET’s overall strategy?
Solutions has been focused on scaling not too dissimilar to the “TIE Kinetix represents a key busi-
our offerings to meet the ever evolving
needs of the direct vendor and channel
get your problem the publish-
ing community faces
ness and technology component that
enables us to have a competitive market
community. This started with facilitat-
ing foundational catalog content and
content when selling advertising
space. ‘I know I need to
presence. TIE’s technology platform
enables highly sophisticated content
has broadened in scope to cover rich
content such as Product Reviews,
on to your do this advertising, but
I need you to help me
ingestion and distribution of all forms
of digital content, and their years of
hosted software solutions such as a
Recommendation Engine, and the nec- partner understand exactly what
I’m getting out of it.’ We
experience in the space make for a very
strong business partner. In addition to

sites”
essary Professional Services to ensure have challenged our- the technology and business alignment,
proper implementation. The evolution selves to help the vendor TIE is the right kind of partner cultur-
of customer needs has shifted yet again community really under- ally, which means our respective em-
where it’s as much about bringing in quality 3rd party stand what the content is ployees can and do work well together.”
content as it is about ensuring that brand and product doing in order for there Murphy speaks directly about the
content effectively moves from the vendor to their key to be a long term play investment in TIE Kinetix and the
channel partners. And by fulfilling that need for both the here.” Whether it be excitement at CNET around partnering
vendor and channel partner we believe their overall value direct click engagement with a technology provider like TIE.
is impacted in a positive manner.” or time spent viewing “It was the right decision. If you are to
This concept of shepherding audiences to assist in the something, our aim speak to anyone in the organization,
sales process is gaining awareness, and has been constantly is to provide analysis C-Team on down, you will quickly see
re-shaping itself in the last decade. CNET Content Solu- that enables vendors to that the growing interactive space is
tions bundles the syndication of brand owner content understand the impact focused around getting vendor content
with CNET product information, collateral, correspond- of their content (in the out to where people care about it. It is
ing products, video and editorial review information channel) on a micro and absolutely one of the top three things
to provide consumers with the most comprehensive macro level.” we have to get right as an organization.
accurate product content on participating retail sites Addressing the wants TIE Kinetix has helped us to deliver on
dynamically at the time of purchase. and needs for CNET that strategy and we need to continue
customers can be a mov- to be focused on driving the best results
What do you see as the primary ing target especially for for our customers. As we continue to
need in the channel today? an industry that’s only a execute, I am confident in our ability to
“It’s hard to define one prevailing need. It feels like there decade or so old. The real build a leadership position and provide
are three basic needs related to content. The need to have barometers of successful the right mix of products and services
high quality content, the need for consumers to have ac- interactive campaigns to the market.”

P6 ~ 2011 ~ TIE

By James M. Dorsey
COLUMN

More for Less
O
ne upside of an economic their company’s performance and establish perfor-
down- turn is that it forces mance frameworks. non-value-adding functions such
private and public sector as overly complex processing, double handling, waiting
management to seek ways to do more times and errors. without human involvement. Major
for less. The art of survival in a crisis is retailers like Walmart and JC Penny employ EDI to cut
the ability to provide the same product delivery times substantially, reduce inventory and
or service at a reduced cost by increasing increase sales. EDI is enabling European and US textile
efficiencies and streamlining business processes that companies that are suffering from cheaper Asian
have become too complex in times of mushrooming production to compete with superior service. Similarly,
turnover, growth and focus on acquisitions. To erase US customs use EDI to accept electronic customs docu-
unnecessary management layers, thus simplifying the mentation in advance of shipments to avoid port
coordination and handling of information, a growing delays. Royal Malaysian Customs selected the TIE
number of companies are employing electronic data Kinetix Business Integration Platform as their new
interchange software. solution for all their EDI messaging,
Theoretically, companies would want to control For companies big and small, the trick is to be able to
costs and streamline efficiency in good as well as in sustain the enhanced performance achieved with EDI.
bad times. The reality is that in That often involves far-reaching,
good times the focus is on more for painful change such as redesigning
more rather than more for less, performance measures and altering
benefitting from customer job descriptions and incentive
confidence to develop and market schemes that management too
added-value features at increased frequently shies away from. As a
prices. Organizationally, the result, many companies declare
more-for-more focus involves victory too soon, only to be
perpetuating outdated procedures, confounded when performance
the emergence of incompatible IT starts slipping again.
systems, and the development of While critics claim that EDI
conflicting departmental policies requires investment and argue that
beyond management’s purview. no two EDI applications are the
For multi-product, multi-site same, even if the same specs are
companies, the cost of these inefficiencies can be used, EDI has become an industry standard that is a key
substantial. As a result, companies small and large are tool in good and bad times. The trick is to recognise
making corporate efficiency and performance a core that, not only when the strategy is more for less, but
activity independent of economic cycles. Larger also when it is more for more. Companies that do so
corporations are introducing permanent performance “maintain their success by constantly examining and
improvement or so-called six sigma teams. More improving the efficiency of their operations, leaving
often, companies are employing electronic data them in a position of strength when the inevitable crises
interchange software – the electronic transfer of arise. Theirs is a constant quest for efficiency, not a
business documents through inter-company and reaction to current events,” says Alan Masterton, the
application-to-application exchanges. “Software University of Sydney’s director of performance
solutions that allow companies to have an overview operations.
of their business processes with little need for
maintenance and a clear cost profile are key in a
continuously changing market,” says Jan Sundelin, James M. Dorsey was for more than
CEO of TIE Holding, a market leader in supply chain 30 years a foreign correspondent for The
integration software, whose recently launched Wall Street Journal and other publications.
Business Integration SmartStart takes electronic data Today, Mr. Dorsey is a columnist, media
interchange a step further by allowing TIE’s 1,500 entrepreneur and international affairs
clients to communicate with each another. analyst who provides consultation services
With management often struggling to identify the for strategic communications, water
real cause of cost inefficiencies, providers like TIE and security companies and financial
enable executives to pinpoint the major drivers of institutions.

TIE ~ 2011 ~ P7

Text Jim Larkin ~ Photography Zippo
BUSINESS INTEGRATION

Ignition
Founded in 1932, Zippo celebrates more than 75 years as the the financial side with invoicing. We’ve
seen the residual benefits that come out
leading marketer of the refillable windproof lighter with an of our good working relationship and
unparalleled lifetime guarantee. the skills that TIE provides.”
TIE’s solution scalability provides
Zippo and all customers with the

B
ased in Bradford, Pennsylva- Since introducing TIE’s EDI Managed identical software tools if the business
nia, the company also markets Service On-Demand, Zippo has reallo- need outgrows that of an outsourced
butane candle lighters; watches; cated staff and resources away from labor- solution. TIE uses its commercially
fragrance and lifestyle accessories for intensive adjustment of their EDI system, available and fully supported Busi-
men; and a robust line of heat and flame and added more value to the business by ness Integration Platform to connect
products for outdoor enthusiasts in focusing on other key duties. TIE Kinetix customers to their business partners
more than 160 countries worldwide. handles all EDI processes and integration as a service. As trading partner or ap-
needs remotely, from Zippo’s Bradford, plication maps, profiles, and workflows
Challenge Zippo was looking for PA location. are created for your business-specific
an affordable EDI solution, allowing Coming highly recommended from environment, they are
them to do business electronically, their new ERP supplier Epicor, Zippo always avail-
which would bring more rapid and ef- found the price point, implementation and able
ficient communication for their various resulting ease of transactions an immedi- to the
customers, such as Wal-Mart. This ate benefit. “Looking at customer
direct link to their major supply chain
transactions necessitated a new under-
the numbers, it was a no
brainer to go with TIE.” “Looking to utilize internally.
Additionally, the top-level
standing of technology, services and Safran says from his customer support Zippo receives
in-house infrastructure for a successful Bradford, PA office, “TIE at the comes from TIE’s extensive
rollout of this business-to-business in- made it easy for us to experience in providing EDI
tegration to be supported. Zippo found implement EDI for some numbers, since 1987. This is backed
their internal resources were spending of the smaller players, and by a customer satisfac-
an increasing amount of time on their
EDI transactions, growing from 5% to
more orders are coming
through as a result. We
it was a no tion rate of 97.8% with all
integration, support and
25%, as the orders and trading partner
connections increased.
haven’t seen that with
any other EDI company
brainer to development teams based
in St. Paul Minnesota, USA.
Said Russel Safran Sr. Systems
Analyst, “We won big accounts, big
that we’ve dealt with in
the past.”
go with TIE’s support team has a
‘zero-voicemail’ policy.
multi-chain retailers, all running EDI
with rollouts to thousands of stores. Results Zippo’s TIE” Any support requests are
addressed immediately.
We’re on the supply side so we’re at successful implementa- This fact is confirmed
the beck and call of the retailers, who tion of the TIE Kinetix by Safran, “You have an edge over your
all have their own labor-intensive pro- EDI Managed Service competition, and it’s in having that out-
cesses and methodologies. It became on Demand has had standing support team. With other ser-
too much to focus 25% of my time on a trickle-down effect vice providers you don’t receive the same
EDI.” influencing much more level of support that TIE brings. When
than Zippo’s IT depart- I send an email or call, it’s responded to
Solution Previously using Sterling ment. “Because we work quickly, and well before anything sticky
Commerce, Zippo was in the process of so well together, we’ve comes up. It doesn’t disappear into a
overhauling their backend ERP system leveraged EDI to free up hole like some other support calls. That’s
and had the opportunity to update the time and resources for a real value to Zippo.”
their system to another EDI vendor. customer service, and on

P8 ~ 2011 ~ TIE

By Patrick van Boom
COLUMN

TIE Kinetix Partner Program:

A win-win for growth
S
ince 1987 TIE Kinetix has had a his- of TIE Kinetix successes in the past and present huge
tory of proven world-class software potential in the future. Key to taking that to the next
solutions for connecting all levels level is the intelligent and creative in the use of resources,
of business. Its success is hinged on one knowledge, experience and proven technology. TIE
key asset, understanding the true value Kinetix pairs well with companies that do not have the
of long-term partnerships. TIE Kinetix, a knowledge, experience and technology, but do have the
relatively small company, keeps a foothold strong relationships in specific markets and industries.
globally. This is true because of the proven history of These alliance opportunities provide flexibility and allow
providing the longevity and balance necessary to help for focus on best resources, and development of solid so-
partnerships develop and prosper with the TIE Kinetix lutions and great service/support. Market opportunities
business integration, content syndication and e-com- for these services are often times driven by the partners
merce solutions. Starting in mid 1999, TIE Kinetix has themselves. These win-win types of partnerships extend
maintained a strong strategic partnership with Epicor, an the business for everyone involved.
ERP software and retail software solutions provider with With a secure foundation in proven technology and so-
a global presence in 150 countries, with over 20,000 lutions, TIE Kinetix continues to watch their partnerships
customers. This relationship has served as a template grow in business integration, content syndication and
for many of the strategic partnerships currently in play e-commerce solutions. This unique combination of solu-
for TIE Kinetix. The Epicor association has provided tions creates lots of opportunities for companies to extend
opportunity for all on a larger scale than could have been the reach of their business with TIE Kinetix’s solutions.
achieved alone, year over year. Tiers within the TIE Kinetix Partner Program are struc-
The e-Commerce and Content Syndication solu- tured to ensure the local and global partner community
tions from TIE Kinetix have also benefitted from similar can extend their business with a clear Return on Invest-
ventures. The global partnership with Cnet Content ment. Strategic Partnerships: Extend Your Horizon –
Solutions (a division of CBS Interactive) for Content Partners within this group reap the benefits of a full-scale
Syndication solutions resulted in projects with industry white labeled / OEM solution paired with support from
leaders such as Lenovo, Cisco, Hitachi and Microsoft. the sales, marketing and customer care departments of
The strategic partnership with The Online Company TIE Kinetix. At this level, organizations are also provided
for our E-commerce solutions resulted in projects with with a dedicated partner account team and sales manager
companies such as KPN and T-Mobile. These key part- who will help qualify leads and work through the sales
nerships are perfect examples of how growth with con- cycle to successfully close deals.
trolled expansion, featuring custom tailored solutions
for specific verticals, are the main strengths brought to
light by TIE Kinetix Partnership Program. Patrick van Boom is Director Worldwide Marketing &
Longstanding partnerships have been the cornerstone Sales of TIE Kinetix

Strategic Partnerships: Channel Partner: Value Added Partner: Referral Partner:
Extend Your Horizon Extend Your Business Extend Your Portfolio Extend Your Revenue
Partners within this group This group sells the Value Added Partners Referral partners are
reap the benefits of a “powered by TIE Kinetix” include TIE Kinetix solutions compensated for each lead
full-scale white labeled / solutions within a specific to their portfolio alongside that results in a closed deal.
OEM solution paired with market or industry vertical. their existing offerings. They They receive an onboard
support from the sales, The channel partner team benefit from over 20 years package including
marketing and customer helps define and build a of proven technology, but marketing collateral to help
care departments of TIE business model to maximize also gains the TIE Kinetix educate and qualify
Kinetix. They are provided opportunity within the customer care department potential suspects and
with a dedicated partner specific segment. Members to ensure longevity of the prospects.
account team and sales of this tier also benefit from solution. Organizations at
manager who will help the sales, marketing and this level are provided with a More info?
qualify leads and work customer care departments dedicated partner account www.tiekinetix.com/
through the sales cycle to of TIE Kinetix to ensure manager who facilitates partners or
successfully close deals. qualified leads, healthy sales any needs from enablement partnership@tiekinetix.com.
cycles and happy customers. to support.

TIE ~ 2011 ~ P9

Text Cees Steijger ~ Photography Marcel R. Bakker

Online dishes from Newco Food Retail

Bon
Appetit
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?

“O
r would you rather have residential and working area in a similar menu-driven: just tell us what you want
truffles, spelt or scallops? way to the Docklands in London. A to eat and for how many people and we’ll
With our online specialist number of historic docklands buildings ensure that you get the right products in
shop Culinaire Versmarkt, we offer still stand between the new develop- the right quantities in your shopping
cooking enthusiasts these quality ments and mostly accommodate basket. The quantity is
ingredients in package form so that creative companies, trendy night clubs very important because
they can cook a complete gastronomic
menu,” says entrepreneur Frank van
and restaurants like Fifteen, which is
owned by the English TV cook Jamie
‘In order 30 per cent of the fresh
food that is bought in
Oirschot of Newco Food Retail, who
developed this fresh-food shop
Oliver. It was in this inspiring, former
trading environment that the online
to realise normally ends up in the
rubbish bin. If you put it
initiative together with Mick Walvisch
of product development agency
fresh-food shop took shape in 2010.
our idea, that way, it seems simple
but it isn’t. What seems

we opted
ULURU/Beagle. Newco Food Retail Restaurant The webshop of simple at face value,
chose TIE Kinetix’ MamboFive Culinaire Versmarkt (www.cu- turns out to be compli-
Commerce Suite to roll out their online linaireversmarkt.nl) can be best cated.”
plans in the Netherlands compared with a normal restaurant. for TIE
Here too, the guest chooses from a Complex He sketches
A trading environment We
spoke to Frank van Oirschot in his
menu of different dishes. The differ-
ence is that you can only buy the
Kinetix’ out everything that’s
involved and the flow
office on the Piet Hein Kade in ingredients for the menu from the diagram gets gradually
Amsterdam. We found ourselves in an webshop. You do the cooking yourself. And it’s more complicated. After
area where the Oostelijk Havengebied catching on, because the Culinair Versmarkt is fresh, all, these are not
(Eastern Docklands) was constructed healthy and delicious. And it takes less than two days ready-made, off-the-shelf
in the 19th century in order to provide for the fresh products to reach the consumer. “We products. They work
more space for the increasing trade skip links in the chain and we’re not bound to with day-fresh seasonal
with the East Indies. From here historical patterns,” explains Frank. “In addition to products and changing
passenger ships set sail for the East, this, we work with profiles, which offer more than menus. And to make it
particularly to the Dutch East Indies. In the standard shopping lists. Based on your profile even more complicated,
the last decade of the 20th century, the with preferences, your eating plan is filled with they use user preferences
area was developed into a modern suggestions every week. So the way we help people is and profiles, which

P10 ~ 2011 ~ TIE

E-COMMERCE

means that almost no menus are webshop operational. nl lends itself very well to a shop-in-
identical – the quantities, and the prices, “Now that we’re up and running, shop approach. Culinary specialities are
change from user to user. If you add to we can focus our attention on further one thing but I wouldn’t rule out that
this their own distribution formula ‘De development, conversion and more shops-in-shops will come, such
Versbezorger’ (literally, the fresh functional expansion. Moreover, the as a cheese shop or a specialised fruit
deliverer) for home deliveries through- MamboFive Commerce Suite must be shop, for example. Based on the TIE
out the Netherlands, and the plan to set the platform for all e-commerce Kinetix e-commerce software, and the
up 3,000 refrigerated takeaway point initiatives that Newco Food Retail still same logistics and purchasing channels,
nationwide, the picture of a pretty has in store.” Frank van Oirschot lifts a we will also develop B2B formulas for
complex online solution is complete. corner of the veil: ‘‘Culinaireversmarkt. catering, healthcare and horeca.”

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-com- Frank van Oirschot,
merce,” says Frank, who admits that it Newco Food Retail.
was still a pretty tough task to get the

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.”

S
peaking is Frank Huiskes, Global CTO from many other businesses. The bakery operates
Infractructure Transformation Services at during the night and the morning; the distribution
Capgemini, the worldwide leader in consult- centre is geared to this and even in the weekend there
ing, technology and outsourcing. Capgemini’s is always somewhere open or operating somewhere.
headquarters is in Paris, from where it directs This doesn’t usually happen in big government
activities in more than thirty countries. Originally institutions, which tend to keep regular office hours.
French, the multinational now employs 100,000 You might say that the retail trade is closed from
people worldwide, mostly in North America, Europe mid-November to the New Year. At that time you stay
and the Asia-Pacific region. Capgemini has nine away from the IT systems – no planned maintenance
offices in the Netherlands, including two in Amster- – and everything has to continue working perfectly.”
dam. We spoke to Frank Huiskes and his colleague In Capgemini’s retail approach, all retail messag-
Tobias Titus in the Atlas office complex in Amster- ing is via a main messaging broker based on TIE
dam Zuid-Oost, next to the Amsterdam ArenA Kinetix. “We always attach great importance to
stadium – the home of AFC Ajax. reliability”, says Frank Huiskes. “Based on our
Until recently, Frank and Tobias operated out of experience with TIE Kinetix, we chose the TIE
Capgemini Retail Solutions, which was taken over Kinetix Messaging Portal to replace our messaging
almost 3 years ago and focuses specifically on (large) system. It allows us to integrate business processes
retail customers. “We’ve worked in this area for more and manage them optimally. Our clients have a great
than 10 years,” says Frank. “In other words, from the deal of EDI traffic with their suppliers, and a huge
time that the retail trade started to outsource messag- amount of messages go over the TIE system – many
ing. Over the years it has grown into the network we millions of messages a year such as orders, packing
know today: CAPnet, our own VPN with three slip files and invoices. Apart from reliability and high
dedicated data centres and fast fibre-optic connections performance, everything revolves around saving
that convey international messages from 2,200 costs, of course. That’s the bottom line. Our clients
locations for large retailers in a dozen countries.” At think that is important and so do we.”
the beginning of 2011, Retail Solutions became part of Big ERP applications and everything sent out in
Outsourcing Solutions, marking a logical step for the form of EDI goes via TIE messaging. “You might
Capgemini in the direction of horizontal integration. call TIE our plug into the outside world,” says Tobias.
“However, the focus continues to be on retail,” says “Most internal retail systems and processes are also
Frank. “80-85% of the outsourcing concerns general linked to it. That says a lot about the requirements
business services while 15-20% differentiates retailers that have to be set for availability and reliability.
from other commercial companies.” These are critical applications between the checkout
Tobias Titus explains the differences in dynamics and the back-office systems at head office. TIE fits this
and thus in IT approach. “With retail we’re looking at perfectly because, in the retail trade, the biggest sin to
a 24/7 business, which means that it differs radically say ‘no’ to customers!”

TIE ~ 2011 ~ P13

Text Cees Steijger ~ Photography TWZ
BUSINESS INTEGRATION

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.´

S
o says Florian Winkler, the Christian, who founded TWZ in 1987. From the very valued by our custom-
managing director of TWZ start, TWZ focused on EDI, and later on e-commerce. ers,” says Florian. The
Vertriebsgesellschaft m.b.H, At that time, electronic data interchange was already TIE Messaging Portal is
the fast-growing EDI specialist based pretty well established but it really took flight with used mostly by TWZ’s
in Seekirchen in Austria. EDI has now the advent of the Internet in the nineteen-nineties. larger customers. “The
been TWZ’s core business for more That Christian Winkler was ahead of his time shows Messaging Portal is a
than twenty years. At TWZ, a small in the rapid growth of the company, which also now very stable EDI product
team of five specialists serves no less does business with customers in Germany as well as with a programmable
than 300 customers throughout the with small and large customers in Austria itself. “Our browser interface and
entire country, including familiar strength lies in specialisation,” says Christian fully enables you to use
names such as Unilever Austria, Sony Winkler. “We offer the entire range of electronic data the EDI application as a
DADC Austria, Boehringer Ingelheim, interchange, including the implementation of server application.”
Porsche Infromatik and many others. conversion and communication software, developing
TWZ works out of a futuristic, interfaces between existing Enterprise Resource Plan- Extra require-
inspiring office - an architectural ning (ERP) systems and, of course, ments TWZ sees

‘Flexibility
landmark that looks out over the valley cooperating with the ERP supplier. the EDI market in
of the beautiful Salzburger Seenland Because of our 100% specialisation in Austria continuing to
and is only fifteen minutes by car from EDI, we have built up considerable grow. In order to
Salzburg, the city of Mozart. The knowledge and experience over the is the basis maintain its leading
contrast between this natural decor years and we’re now generally seen as position in this growth
of tranquillity and space and TWZ’s
high-tech business could not be greater.
the EDI leader in Austria.”
TWZ’s specialisation in EDI has
of our market, TWZ has
focused mainly on

Ahead of his time We spoke to
also resulted in an excellent reputation
as a partner with suppliers of ERP
cooperation innovation. And this is
also a necessary move
Florian Winkler and his father systems. “We invest a lot in the
relationship with ERP software
with TIE’ because the market is
developing rapidly. The
suppliers that now want to carry out way of doing business
large-scale projects in collaboration and the method of operating are changing,
with us,” says Florian Winkler. “We mostly due to the influence of the Internet.
can do that because we are able to For example, take electronic invoicing,
implement state-of-the-art EDI which is also making rapid advances in
software that’s tailored exactly to Austria. The Austrian Tax Department is
specific ERP projects. This flexibility imposing extra requirements for this
is also the basis of our cooperation method of invoicing. For example, a closed
with TIE Kinetix, which dates back network must be used for EDI and the
to 1994.” invoice must have an advanced electronic
Originally TWZ exclusively used signature or other way of guaranteeing
the TIE Quickstart solution for all that the invoice is authentic. The EDI
small and medium-sized customers. provider must supply this. “We have to
Since the beginning of 2010, all TWZ’s continue to innovate,” says Florian. “And
customers have received TIE’s new we’re happy that our partner TIE actively
SmartStart solution. “This EDI anticipates changes and enables us to be
software is very advanced and provides always ready to satisfy the requirements
a fantastic user interface that is highly set for modern EDI.”

P14 ~ 2011 ~ TIE

Text Cees Steijger – Illustration Remco Baars
E-COMMERCE

Behind the
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 there’s no point in an empty shop. PART TWO: Orientation

Playing
T
he first phase of the online pur- STIMULATING Google way of boosting sales. Special software
chasing process is the orienta- Adwords is a popular traces the website from which the
tion phase. Consumers search
the web. They orientate themselves,
hide and way of attracting traffic
but this can be expensive
visitor has come and logs the results so
that the affiliate can see his reward.
searching for bargains or the decisive
review. Moreover, they can choose
seek in in a competitive market.
The greater the number
The most common forms of reward are
Pay Per Lead (PPL) and Pay Per Sale
from an almost endless range of offers.
reverse: of clickers, the higher the
cost. Affiliate marketing
(PPS), also known as PPA (Pay Per
Action), in which payment is made for
HIDE AND SEEK “It’s about playing
hide and seek in reverse: standing out standing is an online marketing
method in which the
a potential or paying customer.
There are also Pay Per View (PPV) and

out and
and being found,” says Frank van webshop (the advertiser Pay Per Click (PPC). Another effective
Doorn, Managing Director TIE or merchant) pays the way of stimulating online sales is white
MamboFive. Naturally, all the affiliate (publisher/ labelling. In this, a product or service
possibilities afforded by SEO (Search being webmaster) for every from one webshop is rebranded by
Engine Optimization) are used and the visitor, lead or sale another webshop so that it acquires a
webshop is constructed according to
the latest, smart SEO principles.
found generated. Having your
own affiliate program is a
new authenticity.

ATTRACTING VISITORS After all,
the first phase of the purchasing
process is about attracting as many
Syndication
visitors to the webshop as possible. In recent years, affiliate marketing and automatically. Companies such as Microsoft
And, most of all, visitors who are white labelling have given a tremendous and Siemens use this form of distribution in
actually going to buy something. But boost to so-called content syndication. their sales channels with great success.
optimizing the conversion rate is not This is the (re-)use of content and Siemens has used the TIE Kinetix Content
just a question of appealing to the right functionality on sites other than your own Syndication Platform to firmly establish
target group. “The operation and webshop. Syndication means that content itself in China while Microsoft has used
processes of the webshop also have to from a central source can be shared with an online conversion (converting site visits to
be so intuitive that it’s almost auto- unlimited number of partner websites and orders) to increase sales of its office articles
matic. The customer must be able to displayed in the style and approach of the with selected retailers. You can read more
buy goods – double-click on the buy partner website. The syndication system about conversion in part three of Behind
button – via as few logical steps as can also apply price differentiation entirely the Button.
possible,” says Van Doorn.

TIE ~ 2011 ~ P15

Text Jim Larkin ~ Photography ANP
CONTENT SYNDICATION

Siemens Champions
the ‘Little Guy’ Online
active partners globally, Adrian had a “For me, the TIE Kinetix solution is a
Company A has the audience and need to get Siemens’s core messaging marketing department substitute for the
company B has the product. By out in a reliable, trustworthy and smaller partners within our Global
consistent manner to partners who are program. It’s a fantastic toolset for our
working together more product is often understaffed, and also sell the partners with limited resources,”
sold, and on a larger scope than competing products. Said Adrian respon-ded Honey when asked about
Honey, “What we would typically see the strength of the platform. Since the
would be possible by working alone. is inconsistent use of our brand and release of the program 24 months ago,
well meaning webmasters using bits of the Siemens Digital Channel partner
Siemens graphics and mocking them program is now enrolled in 33 countries

T
his is especially true when large up to their sites without pulling the and 11 languages. “I think we’ve done a
companies have partnered with value content over. Partners would take lot of good work together, and I’d say
other large companies. Each parallel some of our technical content and paste it’s been a very cooperative relation-
department knows the drill, the requisite it on their site; it would be out of date ship. That closeness that we’ve had and
online/offline collateral, and the urgency very quickly and of little value.” the openness that we’ve had in that
that comes with getting your message to Getting the right message out relationship have been excellent. I
market and with the familiar voice that through the sales channel is a common think it allowed us to get to where we
will attract the right buyers. struggle for many companies especially are in terms of the product,” beams
However, what happens when a large when the companies rely on working Honey. “Overall we’ve had a fantastic
company isn’t necessarily partnering closely with partners that have limited working relationship with TIE, from
directly with large companies? What bandwidth. “We were not in control of the beginning right through.”
happens when these partnerships follow what content our partners were using,
the long tail, with multitudes of midsize nor how often, or if it was on message.
and smaller ‘mom and Additionally, large numbers of partners

“We nee-
pop’ sized partners who featured no Siemens content on their
as a whole make up just site, even with us being their predomi-
as large of a value of the nant vendor partnership,” confessed
partnership of many of ded a single Honey. “Our program needed a single
the big guys? source of information to be pushed
Will the needed source of easily to all of our partners, in a
resources multiply? multitude of ways. TIE Kinetix provided
How many languages are
needed to make this a
information that solution, with more than enough
flexibility to meet our needs internally
success globally? How
can we get these smaller
to be push- as well as the needs of our partners.”
Siemens deployed the TIE Kinetix
partnerships to get our
content live on their site
ed easily Content Syndication Platform rolled
out with a partner centric subscription
on the proper dates,
along with any resulting to all our program designed to make it easy for
partners to enroll and receive only the
updates? Do these small
partners even have partners” Siemens content that the partners
requested. That, coupled with the
webmasters and means Channel Mailer software, an email
to make these timely marketing tool that allows companies to push fully
updates quickly? formed dynamically co-branded marketing email
These were the issues campaigns ‘through’ their partners to send out to
facing Adrian Honey, their customers and relations, gave Siemens the
Director of Marketing for toolset it needed to organize and unify its message to
Siemens Enterprise the channel. “Channel Mailer is the thing that is
Communications. exciting, and that’s the thing that turns this into an
Working with over 2000 active business opportunity,” stated Honey.

P16 ~ 2011 ~ TIE

NEWS

TIE Kinetix winner Saas New EDI Managed
Excellence Award Services On-Demand
TIE has received the SaaS Excellence Award with the TIE
offering from Epicor
MamboFive Commerce Suite, TIE Kinetix’ E-commerce
solution. TIE Kinetix is happy to announce a new offering
with strategic partner Epicor® Software Corpora-
tion, 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 custom-
ers, allowing organizations to receive the full
benefit of the TIE Kinetix powerful B2B solu-
tions 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),
T-Mobile chooses TIE
Chris Larsen, senior vice president Global Field Operations of T-Mobile has implemented the MamboFive
Progress Software (left) and Progress Software CEO Richard Reidy. Commerce Suite for its new online phone shop.
The project was carried out in cooperation with
TIE’s partner and online specialist The Online
The company was awared during the Global Partner Conference of Company.
Progress Software Corporation held earlier this year in Boca Raton, “We wanted a webshop that was easiest to use by
Florida. The SaaS Excellence Award honors those whose participa- our customers,” says Tessel Jarigsma, Director of
tion in SaaS enablement programs has resulted in highly innovative Internet & New Media at T-Mobile. “The Mambo
offerings that achieve impressive commercial success within their Five Commerce suite has enabled us to minimize
market. Jan Sundelin, CEO of TIE, said: “We are very honored that the number of steps for ordering. What’s more,
we have won this SaaS Excellence Award, it is an acknowledgement we now offer richer content: customer reviews,
of our superior technological strength in this growing market. The upsell opportunities, stock information and detailed
TIE MamboFive E-commerce solution for over ten years has product descriptions. It’s partly due to this that
demonstrated its unique capabilities in the SaaS environment.” we can increase conversion and generate more
sales from our webshop.”

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

TIE ~ 2011 ~ P17

GADGETS

Delivering Light
Happiness my fire
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, Zippo launched a new Outdoor Line offering a range of fire
Zappos reached $1 and heat solutions for the great outdoors. The line includes
billion in sales and three new products – Campfire Starter, Emergency Fire
dominated online shoe Starter Kit and the Flexible Neck Utility Lighter – along with
sales. Amazon bought proven performers Hand Warmer, Outdoor Utility Lighter and
the company for $1.2 Windproof Pocket Lighter. Visit Zippo.com for more info.
billion in 2009. In
Delivering Happiness: A
Path to Profits, Passion,
and Purpose, Mr. Hsieh
tells his success story.
Pocket-
projector
The MPro150 is the 3M’s
latetest handheld, battery-oper-
ated projector. The tiny pico
projector Works with computers,
cell phones, MP3 / MP4 Players,
PDAs and more to project files,
photos and movies almost
anywhere there’s a surface
e-Porsche
Download and then project The Porsche 918 Spyder goes into production. The open
without connections on-the-fly. two-seater is powered by a high-speed V8 developing more
Project image sizes from 8” to than 500 BHP; in addition, electric motors on the front and
50”. Built-in speakers provide rear axles deliver a further 218 BHP. Result: CO2 emissions
sound. The energy-saving LED of 70 g/km, fuel consumption 3.0 litres per 100 km (94.1
light lasts 20,000 hours. Best of mpg), 0-100 km/h (62 mph) in 3.2 sec. and a top speed of
all, it fits in your pocket. 320 km/h (198 mph). Wow!

Express yourself
Pentax allows camera users to express themself using the
The book covers both all-new Optio RS1000. In a world which is dominated by
Tony’s personal cameras that almost all look similar, the RS1000 allows
entrepreneurial story you to stand out from the rest. Reveal your personality
and that of his company, through RS1000′s interchangeable
Zappos. Delivering cosmetic skins, or better yet customize it
Happiness offers a with your preferred personalized
feel-good look at the faceplates or that from your own creative
passion, culture, and, design. Impressive features too: 14.1
indeed, happiness that megapixels, 4X zoom, 3 inch LCD with
could drive the next gen- 230,000 dots of resolution and 720p HD
eration of companies. video as well.

P18 ~ 2011 ~ TIE

www.tiekinetix.com

Would you like to have an
entire team of professional
EDI experts available
24/7?
Now you can!

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%. Don’t 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 TIE’s team of integration specialists.


www.tiekinetix.com

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

Supplier

Orientation Fullfilment
Vendor

Distributor
Fullfilment
Orientation

Reseller

Orientation &
Transaction
Transaction
End user

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 Magazine #3

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