Route toDigital Distribution18.05.2016 – OTX, Berlin

Arda Serim

Agenda

1. Who is Penta & what made us to implement DDWS?

2. Benefits of DDWS• to VAD

• to VARs

• to End Users

3. DDWS Workflow @ Penta

4. Steps of implementation

THERE’S NO ROOM FOR MANUAL IN THESUBSCRIPTION WORLD !!!

Who is Penta?• Turkey’s 2nd largest IT distributor

• With 50+ brands, 6000+ channel partners, 100.000+ products, 550+ M$ revenue• Turkey’s first B2B site implementation Bayinet in 1997 for automated order processing

• Penta is Autodesk VAD in Turkey for 24 years• Acquisition of SAYISAL GRAFIK in 2015• Providing both Value and Volume Autodesk products

• Penta was awarded as «The Leader Digital Company in Wholesale» category in ICT sector according to Accenture Digital Density Index of Turkey

• Penta is one of the most successful partners implementing Autodesk’sbusiness model transformation to subscription model

• We are very aware of benefits of DDWS implementation, and one of the firstimplementers in the world

Penta was founded.

Penta founded the first fully-integrated web-enabled B2B platform in the ICT sector of Turkey.

Penta launched credit card installment application via Bayinet.

Penta achieved revenue over $100M.

Penta achieved revenue over $300M.

Penta joined YıldızHolding in November.

Penta & Mersasistemhad a strategic partnership.

Penta became one of the3rd biggest technologydistributor by growing 15 times in 5 years.

Penta became the 4th fastest growing company in 10 yearsin Turkey.

1990

1997

2001 2006 2008 2012 2014

2004 2007 2010 2013 2015

Penta acquired Medyasoft, Ekip Elektronik, Beyaz İletişim and Sayısal Grafik in 2 years.

Penta became the 9th largest ICT company by revenue, 3rd in IT sector and the first in the sales of Desktop Computer & OEM products in Turkey according to Bilişim500 research.

Penta became sole Value Added Distributor of Autodesk with the acquisition of Sayısal Grafikin June

Penta & Mersasistemlegally merged with the name of Penta TeknolojiÜrünleri Dağıtım TicaretA.Ş. in November.

Penta was awarded as TheLeader Digital Company in Wholesale category in ICT sector according toAccenture Digital DensityIndex of Turkey.

Penta Milestone

Overview

50+Brands

6000Active Resellers

100.000Products

2014

627Million $

2015

560Million $

50Marka

Digitalization 2015 Awards

Penta was the 9th largest ICT company by revenue, 3rd in IT sector and the first in the sales of Desktop Computer & OEM products in Turkeyin Bilişim 500 Research.

Penta was awarded as The Leader Digital Company in Wholesale category in ICT sector according to Accenture Digital Density Index of Turkey.

Penta was the leader in ‘’Companies with the most increased revenue’’ in Capital 500 –“Turkey’s 500 Biggest Private Companies”research.

Strengths of Penta

Trusted businesspartner with value

added solutionsOperational Efficency Wide Product Range

Financial solutionsalternatives

Powerful IT infrastructure (SAP, Microsoft CRM, IBM

Cognos, bayinet.com.tr)

Wide market coveragewith more than 5.500

reseller

Access 2.500 resellerdaily with B2B e-

commerce website

Supply chain management

2650+

440+

270+

105+230+

500+

80+

Regional Reseller Penetration

Geographical covarage requires automated workflows.

Favourites List

Product Informations

Advanced Product Search

Warranty & Support

Authorized Services

Your Account*

Shopping Cart*

Current account statement*

Order Tracking*

e-Payment*

Orders*

*Reseller Login Required

Penta’s B2B platform since 1997Strongest link between Penta & channel

Bayinet in Numbers

Daily Average Number of Orders400+Daily Average Number of CompaniesUsing Our Services1.700+Daily Average Number of Users2.100+Monthly Average Page ViewingCount1.100.000+

Autodesk Presence in Bayinet

Penta’s DDWS Efforts• As technology influences the way customers build and manufacture, their way of doing

things are evolving. Their needs are changing so as suppliers, we have to adopt to this new business model.

• By nature, business model transformation requires digital distribution, otherwise old style distribution is not sustainable. Change is indispensable.

• Digital distribution web services is a system that makes partner’s and Autodesk’s systems «talk and work» together in an automated environment

• Web services automation investments has been made from early days

• Penta so far has implemented:• Get License & Get Invoice & Get Order Details – ALL LIVE!• Utilized «Get invoice» to automate our internal workflows ensuring ADSK operational accuracy.• Place Order will launch in June • Plan to have more touchpoints on end user side in the future: Distributor White-label / VAR

branded site which enables end user to place order directly from VARs branded site empowered by Penta’s e-commerce infrastructure

• These automation efforts will enable us to flawlessly manage the auto-renewal and recurring subs business model

Benefits of Using Web Services• Automate previously manual tasks to increase efficiency

• Gain workforce by using current employees in value added activities• Can work on 7/24 basis• Response is immediate – no need to wait days to get invoice and license• Eliminated human errors in order processing since system takes over the process

• Scale to meet additional order volume• Our weekly order transaction volume is largely increased due to snowball effect of subs

model, so DDWS is essential to process all on time, without error• System flawlessly works regardless of transaction count and manpower capacity• Less operations - No monthly POs• Less operations - No customer and VAR order required for renewal transactions for

Auto-renewal model

• Intregrated to our CRM and ERP systems• Integrated to Bayinet, our B2B system, so all information and transactions are

automatic• Near real time communication with vendor, partners and end users• No human touch order processing• Partner renewal management area

Benefits of Using Web Services

• Improve transaction accuracy through pre-validation• Pre-validation eliminates possible human errors prior order entry

• Reduce order processing time• 3 day order processing time (from order receiving to invoicing) dropped to 2

hours• With implementation of «Place Order», time will drop to 30 mins.

• Increased efficiency on reporting• Numbers are aligned with Autodesk• Monthly revenue calculation• Better forecasting

Benefits of Using Web Services

• Benefits for VARs• Faster: Automated instant transactions, reduced processing time• Better: Enhanced ordering, tracking and reporting tools offered• Errorless: Operational excellence with reduced error• E-store: White label e-store site offering (in the future) to empower sales

operations without maintenance needs from VARs

So that:• Better customer management through DDWS tools• Establish & retain long term strategic relationship with customer base• Improve customer experience through nurture adoption activities

ensuring their loyalty

• Benefits for End Users• Fast and flawless end user experience

• From order placement to delivery of invoice & license

Order processing workflow

•Places orderto VAR

•Manualy

•(White labelin the future)

EndUser

•Places orderto Penta

•Via Bayinet

VAR

•Place orderto ADSK

•Via DDWS

Penta

•Processesorder

•Issues licenseand invoice

ADSK

•Invoice andlicense sent electronically

•Via Bayinet

•Invoice andlicense info sent

•Manualy?

From end user order placement to delivery of invoice & licenseAim is to have a fast and seamless delivery

Historical View of Orders

0

200

400

600

800

1000

1200

1400

1600

Legacy Current Target

License delivery time (minutes)

Legacy Ordering Process (3 Days)

Order Comesfrom Partner viamail orspreadsheet

•Risk of typos on order details

ERP materiallists don’tinclude thetotality of pricelist SKUs.

•New materialcreation took longprocesses on ERP

Increasing orderload decreasesthe staffefficiency

•After Electronic License Delivery; dedicated orderstriggered moreoperation

Getting the AdskFinance docs on daily basis

•VARs had to wait at least a day to gettheir invoice.

Getting Orderand InvoiceDetails to ERP

•Manual entry of selected orderdetails (eg. S/N, contract no etc) washuge burden forwarehouse staff

Old FashionedHard CopyInvoices!

•All the invoices werehardcopy and needto send via mail topartners leading tooverall workflowinefficiency.

Current Ordering Process (2 Hours)

Order Comesfrom Partner viaBayinet*

•All requiredinformation is collected with theonline order

All the productsare up to datewith ERP andAutodesk’s pricelist.

•New materials areable to create easilywith all theinformation fromAutodesk’s price list.

Placing theOrder Manually(Waiting to be implemented)

•After Electronic License Delivery option every orderhas own transaction

Using GetInvoice List

•Invoice will arriveafter 15 minutesfrom placing theorder via web services

Getting Orderand InvoiceDetails to ERP

•Get all the Invoicedetails via web services.

•With moreinformation we areable to have moredetailed analyzes forsell-in and sell-out.

Invoicing toPartner

•Automated systemstrigger viaAutodesk’s servicesand automaticallyinvoices to partner with no manualprocess. There is nomore papers andmails since January2016.

* Bayinet is Penta’s E-Store since 1997.

Modern* Ordering Process (Minutes)

Orders fromBayinet

•By pre-validation, reduce informationrequirement withGet License.

•Partners are able toprocess theirrenewals as easy as one click with allpre-work.

All the materialshas their ownlogic

•Partners are able toapply theiradditional discountor calculateprorated prices foreach product.

Placing theOrderAutomatically

•All the orders areable to place easilywith web services.

Using SNS Method forGetting theInvoice

•Autodesk will notifyour system whenour invoice is ready.

Tracking OrderDetails fromAutodesk

•Partners can seetheir orders statusfrom Bayinet.

Invoice withmore data

•Penta will e-mail topartners with endusers and contractsdetails.

* Autodesk’s all services are implementing to ERP and e-store. Planning to go production in June.

Implementation stages for DDWS

Requirements:

• Developers• Web Service Developers

• .Net Developers• SOAP Consultants

• SAP Consultants• ABAP Consultants• SD Consultants• MM Consultants• CM Consultants• FI Consultants

• Project Manager

• Key Users and Volunteers

• 1 HourIntroduct

ion

• 1-2 Weeks

Discovery

• 1-2 Weeks

Planning

• 7-10 Days

Security & Authentica

tion

• 4-6 Weeks

Development

• 2-3 Weeks

Test andStaging

Thank you.

www.penta.com.tr