Who is Penta & what made us to implement DDWS? Benefits of DDWS to VAD to VARs to End Users DDWS Workflow @ Penta Steps of implementation

1. Route to
Digital Distribution
18.05.2016 – OTX, Berlin
Arda Serim

2. 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

3. THERE’S NO ROOM FOR MANUAL IN THE
SUBSCRIPTION WORLD !!!

4. 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’s
business model transformation to subscription model
• We are very aware of benefits of DDWS implementation, and one of the first
implementers in the world

5. 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 Yıldız
Holding in November.
Penta & Mersasistem
had a strategic
partnership.
Penta became one of the
3rd biggest technology
distributor by growing 15
times in 5 years.
Penta became the 4th
fastest growing
company in 10 years
in 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 Bilişim
500 research.
Penta became sole Value
Added Distributor of
Autodesk with the
acquisition of Sayısal Grafik
in June
Penta & Mersasistem
legally merged with the
name of Penta Teknoloji
Ürünleri Dağıtım Ticaret
A.Ş. in November.
Penta was awarded as The
Leader Digital Company in
Wholesale category in ICT
sector according to
Accenture Digital Density
Index of Turkey.
Penta Milestone

6. Overview
50+
Brands
6000
Active Resellers
100.000
Products
2014
627Million $
2015
560Million $

7. 50
Marka
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 Turkey
in 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.

8. Strengths of Penta
Trusted business
partner with value
added solutions
Operational Efficency Wide Product Range
Financial solutions
alternatives
Powerful IT
infrastructure (SAP,
Microsoft CRM, IBM
Cognos, bayinet.com.tr)
Wide market coverage
with more than 5.500
reseller
Access 2.500 reseller
daily with B2B e-
commerce website
Supply chain
management

9. 2650+
440+
270+
105+
230+
500+
80+
Regional Reseller Penetration
Geographical covarage requires automated workflows.

10. 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 1997
Strongest link between Penta &
channel

11. Bayinet in Numbers
Daily Average Number of Orders
400+
Daily Average Number of Companies
Using Our Services
1.700+
Daily Average Number of Users
2.100+
Monthly Average Page Viewing
Count
1.100.000+

12. Autodesk Presence in Bayinet

13. 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

14. 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

15. 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

16. 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

17. Order processing workflow
•Places order
to VAR
•Manualy
•(White label
in the future)
End
User
•Places order
to Penta
•Via Bayinet
VAR
•Place order
to ADSK
•Via DDWS
Penta
•Processes
order
•Issues license
and invoice
ADSK
•Invoice and
license sent
electronically
•Via Bayinet
•Invoice and
license info sent
•Manualy?
From end user order placement to delivery of invoice & license
Aim is to have a fast and seamless delivery

18. Historical View of Orders
0
200
400
600
800
1000
1200
1400
1600
Legacy Current Target
License delivery time
(minutes)

19. Legacy Ordering Process (3 Days)
Order Comes
from Partner via
mail or
spreadsheet
•Risk of typos on
order details
ERP material
lists don’t
include the
totality of
pricelist SKUs.
•New material
creation took long
processes on ERP
Increasing order
load decreases
the staff
efficiency
•After Electronic
License Delivery;
dedicated orders
triggered more
operation
Getting the Adsk
Finance docs on
daily basis
•VARs had to wait at
least a day to get
their invoice.
Getting Order
and Invoice
Details to ERP
•Manual entry of
selected order
details (eg. S/N,
contract no etc) was
huge burden for
warehouse staff
Old Fashioned
Hard Copy
Invoices!
•All the invoices were
hardcopy and need
to send via mail to
partners leading to
overall workflow
inefficiency.

20. Current Ordering Process (2 Hours)
Order Comes
from Partner via
Bayinet*
•All required
information is
collected with the
online order
All the products
are up to date
with ERP and
Autodesk’s price
list.
•New materials are
able to create easily
with all the
information from
Autodesk’s price list.
Placing the
Order Manually
(Waiting to be
implemented)
•After Electronic
License Delivery
option every order
has own transaction
Using Get
Invoice List
•Invoice will arrive
after 15 minutes
from placing the
order via web
services
Getting Order
and Invoice
Details to ERP
•Get all the Invoice
details via web
services.
•With more
information we are
able to have more
detailed analyzes for
sell-in and sell-out.
Invoicing to
Partner
•Automated systems
trigger via
Autodesk’s services
and automatically
invoices to partner
with no manual
process. There is no
more papers and
mails since January
2016.
* Bayinet is Penta’s E-Store since 1997.

21. Modern* Ordering Process (Minutes)
Orders from
Bayinet
•By pre-validation,
reduce information
requirement with
Get License.
•Partners are able to
process their
renewals as easy as
one click with all
pre-work.
All the materials
has their own
logic
•Partners are able to
apply their
additional discount
or calculate
prorated prices for
each product.
Placing the
Order
Automatically
•All the orders are
able to place easily
with web services.
Using SNS
Method for
Getting the
Invoice
•Autodesk will notify
our system when
our invoice is ready.
Tracking Order
Details from
Autodesk
•Partners can see
their orders status
from Bayinet.
Invoice with
more data
•Penta will e-mail to
partners with end
users and contracts
details.
* Autodesk’s all services are implementing to ERP and e-store. Planning to go production in June.

22. 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 Hour
Introduct
ion
• 1-2
Weeks
Discovery
• 1-2
Weeks
Planning
• 7-10
Days
Security &
Authentica
tion
• 4-6
Weeks
Develop
ment
• 2-3
Weeks
Test and
Staging

23. Thank you.
www.penta.com.tr