National Technology & Business Conference

1. “Software as a Service” - A Case Study Case Study: BEHRINGER Group How a Global Player in the PRO-Audio business used the opportunity given by SaaS to improve its customer service operations. National Technology & Business Conference 29 November 2006

2. Content • Introduction • About BEHRINGER • Definition and Benefits of SaaS • The BEHRINGER Service Strategy • RightNow Web Self Service & myRMA.net as major tools • SaaS & SOA improve customer satisfaction and reduce costs • Your questions National Technology & Business Conference 29 November 2006

3. Introduction • Matthias Kill, Customer Service & Support Manager, Europe • Since 1998 with BEHRINGER, since 2006 European Head of Service • BEHRINGER International GmbH is the European subsidiary of the BEHRINGER Group of Companies, located in Willich, Germany • 120+ staff in Germany, 3.500+ staff worldwide National Technology & Business Conference 29 November 2006

4. About BEHRINGER • BEHRINGER develops, produces and distributes PRO-Audio & MI products for beginners, intermediate & professional user • Founded 1989 in Germany, BEHRINGER established subsidiaries in 10 countries and sells to markets in 125+ countries worldwide • From an One-Man-Operation to a global Player in only 10 years National Technology & Business Conference 29 November 2006

5. About BEHRINGER • Uli Behringer, Founder & Chairman • Group is lead by BEHRINGER Holdings, Singapore • Sales subsidiaries in Europe, USA, Singapore, Australia & Japan • R&D offices in Germany, Singapore, China & Philippines • Factories in China producing ~ 250 different products National Technology & Business Conference 29 November 2006

6. About BEHRINGER National Technology & Business Conference 29 November 2006

7. Software as a Service (SaaS) • Software hosted by Vendor • Usage Based Billing • Examples used by Behringer • Customer Self Service using RightNow Technologies • Customer returns management using myRMA.net • UPS XML Worldship National Technology & Business Conference 29 November 2006

8. Benefits of SaaS • No Capital Cost • Subscription or Transaction based billing • Reduced Risk of Mis-investment • Reduced IT Cost • Browser Based / No Installation • Vendor does upgrades and data migration • Fast Implementation / Low Training Requirement • Partner Access over the Internet National Technology & Business Conference 29 November 2006

9. The BEHRINGER Service Strategy • Web Self Service powered by RighNow Technologies • FAQ / Downloads etc • Reverse Logistics powered by myRMA.net • Partner Access (e.g. Dealer / Service Provider / UPS) • Scrap In Place / Exchange (NfO) / Repair (as cost appropriate) • Global UPS contract • Remanufacturing in Macau National Technology & Business Conference 29 November 2006

10. Web Self Service • FAQ software solution with powerful knowledge base as basis • 24/7 availability in 4 languages • 17 customer support agents fulfill all pre- & after-sales support needs • Also used as internal knowledge base National Technology & Business Conference 29 November 2006

11. Web Self Service Benefits • hosted software solution, easy & fast administration done by BEH • quick implementation, low training needs for staff • Web Self Service reduced email volume by 96 % • fast ROI; much more cost efficient than hiring new support staff National Technology & Business Conference 29 November 2006

12. Reverse Logistics myRMA.net • fully integrated solution for returns administration & reverse logistics • all involved parties use the same database with different access rights • 24/7 availability Globally • Usage on a daily basis by: • 30+ BEHRINGER-internal user ( = Warrantor ) • 100+ BEHRINGER dealer ( = Clients ) • 20+ BEHRINGER Service partners ( = service Centre’s ) National Technology & Business Conference 29 November 2006

13. Reverse Logistics myRMA.net • The standard procedure: • Dealer requests RMA • Warrantor issues RMA & arranges Pickup of defective product • Service partner (UPS) collects defective product • Service Center receives defective product • Warrantor arranges replacement shipment • Service partner delivers replacement product • Service partner processes returned products (refurbishing, disposal) National Technology & Business Conference 29 November 2006

14. Reverse Logistics myRMA.net Benefits • Ultra Quick Implementation • No Installation at BEH or at Partner Sites • Low training needs for staff (self-explanatory) • Integrated to Dynamics AX ERP System • Lower Transaction Cost • Lower Error Rate • Integrated to UPS XML WorldShip National Technology & Business Conference 29 November 2006

15. SaaS & Behringer: Gaining Competitive Advantage • Out-of-the-box solution covered ~ 90% of critical business requirements • Remaining 10% make the big difference between BEH and its competitors • integration of UPS software • One mouse click in myRMA.net creates an UPS Freeway ticket on the UPS server and delivers it to myRMA.net • UPS shipment tracking information are available directly in myrma.net • integration of ERP software (Microsoft Dynamics AX) • One specific transaction ( e.g. the receiving transaction ) creates an Sales Order for an exchange delivery on the Axapta server and feeds back information to myRMA.net National Technology & Business Conference 29 November 2006

16. SaaS Improves Customer Satisfaction • Real-time use by all Service Chain partners of same system: • Highlighted Exceptions • Correct information available for customers always • Reduced Turn Around Time (TAT) • Elimenated re-typing “human mistake” factors • Customer Self Service • 24 x 7 Support • Better support National Technology & Business Conference 29 November 2006

17. SaaS Reduced cost of After Sales Service • Fewer personnel in:- • Customer support / Returns Processing / Admin / Accounts • Lower IT support cost • No Capital Cost / Low Investment Risk • Strengthen procedures and workflows = force up SLA’s • = improve customer satisfaction National Technology & Business Conference 29 November 2006

18. Thank you for your attention ! Your questions, please… National Technology & Business Conference 29 November 2006