Trianz%20Overview

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Oracle in Hi-Def iStore in Hi-Def Unique
implementation enables the Intellectual Property
 
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Agenda

• Background
• Problem Definition
• Solution
• Architecture
• Benefits Summary
• QA

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Silicon Image Profile
www.siliconimage.com Bringing pure digital
content home SIMG (NASDAQ)

• 600 Employees
• Revenue 295M (2006)
• 38.9 growth (from 2005)
• Oracle applications 11.5.10.2 Silicon Image is a
  leader in the design and implementation of
  high-speed digital interface technologies for CE
  and PC markets.
• As a technology innovator, Silicon Image creates
  and drives industry standards for digital content
  delivery, including HDMI, DVI, UDI, and SATA.

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Trianz Profile
When Execution Matters Execution is the art
science of getting things done, turning strategy
into tangible results

• Established firm with over 600 associates
  worldwide
• Known for superior execution and long-term client
  partnerships
• Global reach with offices in Santa Clara, San
  Diego, Tokyo and Bangalore
• Serving Fortune 500 and fast-growing mid-sized
  companies on a global basis
• Experienced professionals with business
  consulting, industry and technology backgrounds

High Technology
Communications Media
Financial Services
Retail CPG
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Oracle Titan Award 2007
19,500 Oracle Partners
19 North American Oracle Titan Awards
65 judges
Trianz is the 2007 North America Oracle Titan
Award winner for High Tech Industry Solution
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What is HDMI?

• Developed by Sony, Hitachi, Thomson (RCA),
  Philips, Matsushita (Panasonic), Toshiba and
  Silicon Image, the High-Definition Multimedia
  Interface (HDMI) has emerged as the connection
  standard for HDTV and the consumer electronics
  market.
• HDMI is the first and only digital interface to
  combine uncompressed high-definition video,
  multi-channel audio and intelligent format and
  command data in a single digital interface.
• HDMI is the de facto standard digital interface
  for HD and the consumer electronics market More
  than 700 companies have become adopters, and more
  than 100 million devices featuring HDMI are
  expected to ship in 2007 (conservative estimate
  by In-Stat).

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Challenges for IP Management of HDMI

• Adopter registration offline process fill form
  / fax ( no self service)
• Adopters send (Model, Qty) information to SI
• Royalty submission was manually repeated every
  qtr.
• Inconsistent information
• Contacts in adopters change, manual overhead to
  ensure receipt of information every quarter
• Manual Quarterly process driven from XL data
  received via emails
• Royalty / yearly calculations performed manually
• Non Scalable infrastructure
• Manual order and invoice creation
• All communication via phone/emails
• The entire process is labor intensive and error
  prone
• Unable to identify revenue leakage in terms of
  failure to receive royalties from Customers
• Manual invoicing to Adopters
• Issue resolution challenges
• No self service capability

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Hundreds of Adopters
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Adopter
2
Adopter
2
Invoice
Adopter
3
Adopter

Calculating, tracking, invoicing and receiving
annual fee and royalty payments
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The Mission Automate, scale and focus on
compliance
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Solution
Self service Adopter registration Adopters
upload/enter shipped models/qty online via
royalties manager Adopters maintain the Company
information, contacts, secondary users
online. Adopter on boarding Order automatically
created in the system and invoice sent to
customer Royalty information available to the
admin in the system Royalty / yearly calculations
automated SI Royalty admin has the capability to
accept/reject data Install base tracking
Contract Management capability Various automated
notifications sent to the adopter during the
process Automated royalty invoicing to
Adopters Non-compliance and Issue resolution
Available
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Hundreds of Adopters
Oracle EBS
Royalties Manager
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2
Sony
1
Royalties Admin
Mitsubishi
Smart Home
Global Tech
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Registering to be an Adopter, entering /
uploading royalty data
Invoicing and receiving annual fee and
administering, accepting, rejecting royalty
payments
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Solution Design
Oracle EBS

• After toying with the idea of a custom
  application, Silicon Image teamed up with Oracle
  to generate ideas on how its applications could
  be leveraged to address this business issue.
• After coming up with the initial idea for iStore
  and Service Contracts as a solution, Trianz a
  preferred Oracle Integration Partner was
  brought in to expound on and round out the
  solution.
• Added to the solution set were TeleService for
  compliance and Install Base for royalties.

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High level architecture
Oracle EBS
Fully leveraging the existing infrastructure an
Oracle footprint prioritizing ease of
integration and maintenance, and scalability to
adapt to upgrades of existing Oracle versions

• iStore Self service Adopter registration via
  iStore
• Adopter on boarding Order automatically created
  in the system and invoice sent to customer
• Install base tracking Contract Management
  capability
• Various automated notifications sent to the
  adopter during the process
• Automated royalty invoicing to Adopters
• Non-compliance and Issue resolution Available via
  Teleservice
• Ad-hoc reporting available since all the data is
  available in the system

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Oracle iStore
Oracle iStore is the e-commerce application that
provides a personalized, low-cost Internet sales
channel. iStore is a key component of the Oracle
Customer Relationship Management solution, the
integrated suite that drives profitable customer
interactions.

• iStore can deliver a branded and personalized
  customer experience for different customer
  segments with varying requirements and
  preferences
• Oracle iStore supports a global product catalog
  and infrastructure, allowing for the launch and
  maintenance of an international online presence
• Oracle iStore allows for a single administration
  application for multiple storefronts and has been
  designed for efficient maintenance by a business
  or marketing user
• Adding branded content and style to an enterprise
  specific e-commerce tool can be accomplished
  utilizing iStore OOB functionality
• Branding and user experience need to be closely
  tied to the requirements gathering phase of an
  implementation

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iStore Capabilities Utilized
Oracle iStore automated Adopter on boarding and
provided customers with a self service tool and
account management functionality

• A branded personalized solution for customers to
  self-register
• Online request for Adopter membership and
  membership Renewal
• Adopters maintain the Company information,
  contacts, secondary users online
• Adopters can download specifications documents
  and other reference material only available to
  registered adopters
• A scalable solution which was later extended for
  Chinese customers
• Online membership status tracking

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Royalty Management
Automated royalty processing , centralized
storage of royalty data and automated generation
of consolidated invoice for royalty payments were
built leveraging Oracle e-Business suite (iStore,
Service Contracts , Inventory , Install Base,
Pricing and Receivables)

• Royalties are payable quarterly on HDMI Licensed
  Products. Royalty payment are calculated on units
  shipped per quarter as reported by customers.
• Adopters would log into Web Store and access the
  HDMI extranet to enter royalty shipment data
  using various options available and submit the
  royalties for review.
• HDMI Admin reviews the royalties entered and
  accepts or rejects the data
• Once the data is accepted a service contract gets
  automatically created and specific product models
  gets created as usage lines on the contract and
  the shipment information gets captured by the
  usage counters.
• Billing is scheduled to run on a quarterly basis
  and a consolidated invoice for royalty payment is
  sent to customer every quarter per standard
  receivables collection process.

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Royalty Management - Multiple Options to enter
Royalty Data
Automated royalty processing , centralized
storage of royalty data and automated generation
of consolidated invoice for royalty payments were
built leveraging Oracle e-Business suite (iStore,
Service Contracts , Inventory , Install Base,
Pricing and Receivables)

• Option1 Quick Online Model Entry
• Using this option Adopters can add new models
  one at a time
• Option2 Quick Online Shipment Entry
• Using this option Adopters quickly update the
  shipment quantities for models and save/submit
  shipment for approval by Admin .
• Adopters can also review the amount due for each
  model that they enter
• Option3 Offline Mass addition of new Models and
  Quantities

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Option3 Offline Mass addition of new Models and
Quantities
Using this option Adopters can add large number
of new product models as well as update large
number of shipment data. Adopter would download a
file , enter new product models with their
specific quantities or just update shipment data
offline and upload the file back for review
before submission
Download
Upload
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Oracle Workflow
The solution design maximizes the benefits of
automation using standard Oracle functionality
implemented in a multi-lang environment

• Automatic creation of an annual membership and
  royalty contract
• Automatic renewal of the contract for a period of
  fifteen years
• Email notifications to the adopter at various
  stages of adopter on boarding and royalty
  management
• Registration notification
• Membership Confirmation notification
• Agreement reminder notification
• Late payment notification
• Renewal reminder notification

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Product level breakdown
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Successful Implementation

• In January 2007, all capabilities were enabled
  allowing full automation of the targeted business
  flows. HDMI adopters are able to self-register,
  submit adopter and royalty information, track
  status of adopter membership and royalty
  invoices.
• The Oracle-based solution for HDMI fees and
  royalties management sheds new light on how to
  deliver great ideas and process improvements to
  the users and customers in a profitable manner.
• The envelope for managing the fees and royalties
  associated with intellectual property and
  standards has just been expanded.
• Reduced Revenue Leakage
• The creative use of iStore and Service Contracts
  as part of the HDMI solution leverages its
  inherent strengths in a new market.

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Silicon Image Benefits Realized

• Number of adopters increased exponentially in
  adoption since HDMI went live with iStore
• Reduced Revenue Leakage
• Increased customer satisfaction due to
• ability to self register, request and track
  membership and billing status
• being informed of required actions and important
  notifications
• Reduced time to revenue for accelerated
  royalties, and adopter billing processes
• Reduced Manual data entry
• Reduced errors due to business rules embedded
  into the new solution
• Supported executives in making key strategic
  decisions due to better business insights from
  centralized data and new reporting capabilities

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Execution Matters

• The flexibility of the Oracle E-Business Suite
  gives Silicon Image a world class solution that
  eliminates manual processes and replaces them
  with a web storefront to manage customer
  relationships surrounding Intellectual Property
  (IP). Entire relationships can now be managed
  more effectively from the initial sale of IP to
  annual renewals and royalty collections.
  Additionally, the application solution will
  provide business intelligence on tracking
  performance throughout all stages of the
  relationship. We feel these solutions gained a
  advantage in ensuring world adoption of the HDMI
  standard and lowered operational expenses while
  increasing overall adoption service for our
  customers.
• Kenny Gilbert
• Director - Technology Services
• Silicon Image Inc

Judges honored Trianz with the prestigious Titan
award for the design and implementation of a
unique intellectual property royalty collection
system that leverages the Oracle E-Business
Suite. The solution involved modifying Oracle
Standard Flows and implementing 9 Oracle products
to automate tracking, invoicing, and the
collecting of fees and royalty payments.
Co-developed with Trianz client Silicon Image,
the solution is an innovative way to address the
unique nuances of high-tech royalty management
issues. The unique and innovative solution will
allow customers to manage their own agreements
and report on shipped items for more than 120
million products, rather than relying on a third
party.
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Thank You!
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For more information please contact us

• Krista Ladd
• Phone [phone] Email
  Krista.Ladd_at_siliconimage.com
• www.siliconimage.com
• Manisha Desai
• Phone [phone]
• Email Manisha.Desai_at_trianz.com
• www.trianz.com

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Appendix
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Application Architecture
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How Do You Manage All of This? Combine this with
the Challenge

• Short Answer
• A great deal of manual effort by the licensing
  company (HDMI LLC) with assistance from its
  parent (Silicon Image), the other HDMI Founders,
  and the HDMI adopters.
• HDMI is one of the most successful consumer
  electronics standards in existence. And with the
  rapid current and anticipated growth of the
  standard, it was clear that a more robust,
  scalable solution was needed.
• The Whole Story
• The process was manual and data storage was
  spread across multiple desktops in across
  Microsoft Excel spreadsheets and Access
  databases. Fortunately, the process was managed
  by a few highly skilled and knowledgeable
  individuals who were able to keep it on track.
  But this was obviously not scalable.
• Being a communication intensive process without
  automation, information exchange was handled
  mainly through phone calls and emails.
  Verification and authentication required
  searching through various data sources and
  additional phone calls. As with other manual
  processes, audit of the process and data was
  difficult.
• Looking forward, HDMI LLC wanted to strengthen
  its processes for royalty tracking and receipt.
  As adoption of HDMI increases dramatically in the
  future, the enabling infrastructure needed to
  scale and allow for identification of any revenue
  leakage in terms of failure to receive royalties
  from Customers.
• Customer Support was also made difficult by the
  lack of centralized data.
• The Mission Automate, scale and focus on
  compliance
• Key business outcomes anticipated
• Process scalability. Enable effective fee and
  royalty management as the install base of HDMI
  products sky-rockets HDMI products numbered
  just short of 20 million in 2006 and are expected
  to grow to over 100 million in 2007.
• Auto creation of Customer, Contacts, Order,
  Invoice (all manual previously)
• Annual Fee tracking and auto-creation of Annual
  Fee Invoice (instead of creating a new order)
• Dramatically improved reporting
• Service for compliance

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The Solution

• Unique HDMI Business Approach Drives Simplicity
  in Operations
• The business approach chosen by HDMI LLC differs
  significantly from traditional approaches to
  licensing and royalty management often referred
  to as Intellectual Property Management. Because
  HDMI LLC uses a normalized adoption and royalty
  approach to its adopters, it is able to more
  effectively streamline the process using off the
  shelf software with minimal customizations versus
  going the route of a specialized Royalty or IPM
  solution.   In addition, the concept of
  self-service adoption (similar to licensing
  see note below) and royalty management is unique
  in and of itself. Even the most sophisticated
  purpose-built solutions in this space do not
  offer the Licensee (or Adopter) the ability to
  manage their agreements and report on shipped
  items for royalty payments. This unique business
  model and enabling solution approach has
  applicability to other consortium or standards
  bodies seeking to enable rapid adoption of a
  standard or specifications and improve the
  tracking and timeliness of payments.
• Business Flows to be Enabled
• The following HDMI processes were identified as
  part of the solution
• HDMI User Registration
• HDMI Adopter Membership
• HDMI Royalties Quarterly Billing
• HDMI Adopter Annual Billing
• Non Compliance Issue Resolution
• Revenue Recognition Reporting
• Key Performance Indicators for HDMI
• At the outset of Solution Design, each HDMI
  process flow to be enabled was related to one
  standard Oracle flow. The standard flows
  represent common practices for enabling business
  processes on ERP and CRM application platforms.
  The objective was to identify the most relevant
  standard flows to use as starting points for HDMI
  process enablement. This approach limits
  customization (always good), results in better
  application performance and efficiency when
  deployed.

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