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

Munich – 30th July, 2007. hybris (, a leading product information management (PIM) and e-commerce vendor, today announced that Denmark headquartered Dangaard Telecom ( 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 ( 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.”

About Dangaard Telecom
Dangaard Telecom is Europe’s largest distributor of mobile phones, smartphones and original accessories for mobile phones. The company is the preferred Value Adding Distributor for a number of the world’s largest manufacturers of mobile phones, Mobile Network Operators, Service Providers, retail chains and enterprise customers. The strong position, gained through many years of experience, is achieved by being flexible, proactive and innovative in the relationship with our cooperation partners.

Today, Dangaard Telecom is represented by subsidiaries in 14 countries. The company has approximately 1.000 employees and the turnover in the financial year 2005/2006 was EUR 1.7 billion.

About hybris
hybris supplies standard software solutions for the media-independent management of product information and its distribution over both online and
print channels.

Manufacturers, vendors, marketplace operators and purchasing companies consolidate and manage their entire product information in every language on one platform, in the process creating a “single source of truth”. Enterprises are able to supply online and print channels with information from this central hub. Integrated solutions for catalogue management, e-commerce, e-procurement and database publishing provide you with personalised and channel-specific data recycling throughout all electronic procurement and sales channels. This also means that print catalogues can be published without media fragmentation.

The hybris solution’s integrative approach to managing and recycling product information leads to a reduction in process costs, clearing the path for companies to add new sales and procurement markets at low cost. The return on investment with hybris is very fast. As hybris has selected to use standards-based and future-proof basic technologies in its solutions, investments are secure over the long term.

Established in 1997, the company is based in Munich and it has offices in the UK and Switzerland. hybris has over 1,000 customers and was recently awarded the European Retail Solutions Award for Best Use of e-Commerce in a Retail Environment and European Retail Technology Solution of the Year 2006.

For further information please contact:

James Cooper
Ascendant Communications
Tel: 0208 241 6226

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