Keywords: technology, solutions, office, products, US, annual, review

Technology

Tech on track

In the battle against the power channel, office products companies have been presented with even more shiny technology tools with which to capitalise on this year. In 2011 there has been a particular focus on utilising the latest mobile and smartphone capabilities, managed print services (MPS), leveraging data to improve overall performance, the now common presence of cloud computing and search engine optimisation (SEO) to name a few.

Generally speaking, it appears that dealers are feeling better about the economy and know they need to make those technology decisions that they have been delaying if they want to stay competitive.

In the words of ECi Solutions CEO Ron Books: “Technology is so important to success nowadays and those that utilise it successfully will continue to compete and see returns.”

Success is something ECi saw a lot of in its second quarter, reporting that it had signed up 259 new customers in the first half of 2011, of which 73 were for new systems in the office products channel and 89 for its value added solutions which include the Acsellerate business intelligence software and FMAudit MPS offering. The company followed this strong quarter by buying rival software provider Digital Gateway, that’s e-automate dealer management product had been a strong competitor for ECi’s own OMD and La Crosse products for some time.

Data

ECi has also been keen to ensure dealers give due time and consideration to improving and refining technology offerings, in particular in the area of leveraging data and self-service reporting and capture solutions. 

By the second half of the year, ECi was helping dealers to compete more effectively with the big boxes with its new on-demand customer intelligence software Cxintelligence – from subsidiary Acsellerate. The software allows specific end-users to access their purchase information through interactive dashboards and detailed reports with the aim of helping independents compete better and win new accounts.

BMI USA enjoyed a year that included the company’s best pipeline of prospects since 2007, again demonstrating dealers’ desire to move forward with technology. It’s also had a busy time working on its hosted version giving smaller dealers the opportunity to use the same technology as the company’s larger customers.

At JumpTech, John Freund looked at the benefits of using the power of a tablet computer, such as the iPad, Motorola Xoom or Samsung Galaxy, in the catalogue space.

Part of the wider discussion on the future of catalogues, tablet computers offer the ability to provide new and innovative ways of delivering catalogues to customers. They provide a platform that allows printed catalogues to be replaced and offer new options such as product demos and video.

JumpTech also had an industry first by releasing a mobile device-based electronic signature and route tracking system. Branded JumpPOD, the mobile app allows delivery drivers to collect signatures and customers to check delivery statuses through their smartphones and tablets. The app is designed to make it easier for dealers and distributors to track deliveries, improve fleet productivity and reduce service costs.

Freund says: “JumpPOD leverages iOS and Android devices to provide drivers a simple to use proof-of-delivery app that’s also inexpensive to deploy.”

According to JumpTech, distributors with medium to large fleets can save tens of thousands of dollars in device costs by using the app, which is priced at $75 per truck per month.

For MBS Dev, 2011 was the year when the dust truly settled on its acquisition by United Stationers. Customers appeared to be very comfortable with the arrangement as MBS continued to act very much as a separate business unit. The company was also busy creating marketing and merchandising tools in the Microsoft CRM and Dynamics AX solution as well as the integration of the Microsoft CRM and Microsoft POS to Dynamics AX.

Meanwhile, SEO became an increasing focal point at AOSware. Writing in OPI some time ago, the words of AOSware’s Jennifer Stine’s still ring true. She said: “With organic and paid ranking factors evolving at a rapid pace and engines constantly changing the way they serve us search results, complacency could equate to disaster for search marketers. Stay on top of the changing landscapes and search marketing techniques because, in the end, it will be well worth it.”

As an addend to this, AOS’s parent company Online Ventures USA launched PostMySite; an online marketing firm focusing on the office products industry and other similar vertical markets, with the primary focus of helping OP dealers increase online visibility.

Also on AOS’s mind was the unemployment situation in the US and the consumer’s desire to help wherever it can. As a result, AOS designed a feature for its software platform that highlights products made in the US – thus appealing to a fast-growing number of consumers looking to do their bit to help safeguard American jobs. 

Stir

E-commerce provider Red Cheetah caused quite a stir in 2011 when it acquired consultancy firm Blue Planet. The move saw Blue Planet head honcho and former Corporate Express Merchandising VP Greg Shewmaker join Cheetah as COO. Cheetah boss Andrew Morgan teased that his firm would be looking at focusing on areas outside of the traditional remit of software providers.

Morgan told OPI: “At Red Cheetah we are focused on the well-being of the independent dealer, and if there’s anything that we can do, whether that be from a costing perspective, or a selling/marketing/merchandising perspective, we are going to do everything we can to leverage that for the dealer.”

It certainly was a very progressive, which is not to say aggressive, year for Cheetah as it used its third and fourth quarters to target the customers of rival ECi – enticing dealers to move away from ECi’s Britannia platform with no upfront fees and the waiving of seat charges for three months. 

In response, ECi said: “Today, independents are looking at more than just the cost of the system. They are looking to win against the power channel on brand, features and technology and invest in software that promotes productivity. We think we provide the best value for their money and highest return on their technology investment.”

With mobile apps, the rising take-up of cloud computing, greater understanding of the opportunities presented by SEO and the leveraging of business critical data, there is no shortage of technology-based tools out there. In 2012 you can expect this to be further refined and, yes, even added to with the biggest headache for dealers being which silicon path to go down.