http://www.webasto.co.uk

For Webasto, the creation of a corporate web site was only the first stage in the implementation of its E-Business strategy. The re-launch of the group website www.webasto.com in March 2002 started a large scale roll out. Initially there were 14 local customer websites - there are now 38 different websites covering the local markets. The plan had been from the start to successively extend the platform to allow communication and interaction with dealers, suppliers, car manufacturers and last but not least employees. The design would be centrally determined; it would be similar in look and feel to the corporate website to create a consistency across the web brands. For the technical infrastructure, Wolfgang Scheerer, E-Business Manager at Webasto wanted scalable components with open interfaces hat could be extended as required. "We'll start with a manageable investment, functionality can be extended as and when required", said Scheerer.

For the first part of the project, the creation of international customer web sites, Webasto needed to find a powerful content management system. Major criteria for selection were that it should be able to centrally determine corporate design; technically less experienced employees should be able to create and maintain content; and the system would have to be easily extensible for further developments. Open Text Web Solutions was quickly identified as Webasto's product of choice. Is open architecture, intuitive user interface and short implementation timescales are some of the characteristics that mark out this proven product. Being part of Open Text, the WCMS can easily be complemented by other components from the Open Text portfolio of solutions, thus helping Webasto in the planned creation of a portal infrastructure.

Wolfgang Scheerer and his team started their project by defining a 'master template' across all languages. The navigation structure was also centrally defined. The main level with its six entries must be used by all sites. At the lower levels, the structure varies between countries. "Since we don't sell the same product range in all markets, flexibility is an important issue for the individual countries", explained Scheerer.

The project began in March 2002 and by the end of 2003 over 14 country websites were live including European and three Asian countries using the native support that Open Text has for any language whether western or eastern.

To easily monitor compliance with corporate design rules, all images are managed centrally in Germany. Administrators check new items into the Web Asset Manager and this makes them available to designated authors. Since Webasto distributes its products via an extensive network of dealers and workshops, the integration of its dealer database was of particular relevance. Using the 'dealer locator', visitors to the web site can find their nearest dealers and select one according to criteria such as vehicle type or product line. In addition, a web service by the provider Maporama was integrated. This automatically generates a map marking the dealer locations. "The hardest part was updating the dealer addresses", remembered Scheerer. The E-Business Manager took this opportunity to compile a globally consistent dealer database, including the dealers' addresses, their service profiles and map co-ordinates.

In addition to the web sites, which are accessible to the public, a number of portals were planned, giving different target groups (suppliers, dealers and employees) personalised access to information and applications. The basis would be a standard platform that could be personalised and would be easily scalable. The IT specialists evaluated a number of products and then decided against an all-in-one solution from one ERP provider. "Their software systems would be too big, too expensive and they would require too much implementation work" said Wolfgang Scheerer to explain his decision. Instead they selected Open Text Delivery Server for application and portal integration with SAP R/3 and Siebel.

Results and Outlook

Employees can now update quickly and directly maintain content locally, while design and structure are determined centrally. Delays with updates of information or costs through external web agencies have been significantly reduced. The portal projects have helped to simplify and accelerate processes. Suppliers and dealers are able to request much more info online and update their own details. There are plans to handle more internal processes online and the intranet will also be personalised using Delivery Server.

"Our aim was to create an integrated platform that would provide comprehensive support for relations with OEM customers, suppliers and dealers. At the same time we wanted to achieve consistency of our data and process modules across all country sites, to eliminate exisiting redundancies and thus achive increased effciency. We also needed a software infrastructure that would offer adequate integration into backend processes, support workflows involving several teams, and map them in portals for the whole group. And the cost had to be adequate for an SMB like us. With Open Text we could do that".
Wolfgang Scheerer, E-Business manager for Webasto.