DANGAARD TELECOM USES HYBRIS E-COMMERCE AND PIM PLATFORM FOR BUSINESS EXPANSION

Denmark-based Dangaard Telecom uses hybris e-commerce and PIM solution to support development of 250 online shops for new markets.

hybris (www.hybris.com), a leading product information management (PIM) and e-commerce vendor, today announced that Denmark headquartered Dangaard Telecom (www.dangaard.com) is using its Commerce Suite Enterprise Edition solution, with its PIM functionality, to launch up to 250 online shops and other online business retail offerings. hybris was chosen because its e-commerce and PIM solution is able to handle the management and publishing of large amounts of highly complex data which is a critical requirement for the sale of mobile phones and their supporting parts and accessories. Dangaard is Europe's largest distributor of mobile phones, smartphones and associated spares and accessories, employing over 950 people in 14 countries.

As part of planned business improvements and expansion, Dangaard Telecom decided to develop a new B2C e-commerce website model that could be 'white labelled' to provide up to 250 webshops for mobile phone operators branded as their own websites. As part of the same initiative, the company also decided to develop a new main B2B webshop (www.dangaard.dk) to support online sales across all its regional operations and also developed a separate B2P, business-to-partner, webshop model.

The challenge that Dangaard faced was that its existing SAP e-commerce solution was unable to support the e-commerce and PIM functionality and features needed for these new B2B, B2C and B2P webshops. As such, working with its IT support partner for the project, Exedio, Dangaard decided to use the hybris Commerce Suite Enterprise Edition as its new e-commerce solution, integrating it with other solutions also supporting the new webshops such as mySAP, SAP CRM and various in-house ERP systems.

"We were extremely impressed with the hybris Commerce Suite Enterprise Edition solution," said Anders Andersen, Vice President of Business Processes & Transformation at Dangaard Telecom. "hybris was able to demonstrate that using its software it would be very easy for us to roll-out new white label webshops for our customers. This was an important advantage because Dangaard will develop around 250 new online shops for our Telco customers and different catalogue and e-commerce functionality for each shop will be needed, for example, with the integration with different back-end systems."

The new 'white label' B2C websites will have new features and functionality added, for example, a phone-finder function. The B2B webshop of Dangaard Telecom will be accessed by customers across all 14 countries that the company operates in, replacing the 'shop4all' webshops currently provided in each country. The B2P webshop will have enormous potential as it has advanced functionality and features allowing roles and access levels for different partners to be assigned in purchasing as well as administration of the website.

Amongst the other features that these new webshops will offer, based on the hybris platform with its PIM functionality, are:

- Prices changed automatically at pre-defined times or by live updates

- Dynamic creation / maintenance of categories

- Static creation / maintenance of categories

- Role based access for partners

- Dynamic uploads of product information

- Dynamic purchase lists, managed by the reseller themselves

- Hide/show prices functionality for resellers

- Generic interface module for online credit check

"Mobile phones are a very highly technical product with many different features. Success in selling these depends upon having correct and up-to-date product information, such as guided selling and price and functionality comparisons," concluded Andersen. "With the hybris platform we can provide the right online sales environment for our customers and partners. In addition, we can easily and quickly build new webshops for our customers to sell their own mobile products and accessories."

Ariel Lüdi, CEO of hybris, said: "Dangaard is in a very sophisticated and demanding market where pricing and product specification and details are critical to supporting successful sales. Our e-commerce solutions have been developed to support this functionality and to provide the scalability for expansion and diversification to support different types of businesses as they strive for success in the online marketplace."

www.dangaard.com