The Business Case for Leveraging

Open Text Web Solutions

Delivery Manager
(formerly known as RedDot LiveServer)

December, 2009

Rick Patri – VP, Client Solutions

The Business Case for Leveraging
Open Text Web Solutions
Delivery Manager
(formerly known as RedDot LiveServer)

Introduction 3
1.0 Online needs for businesses 4
1.1 Drawing in clients and customers 4
1.2 Continually expanding your market 4
1.3 Distributing information within your organization 4
1.4 Providing sales and customer service support 4
2.0 More than just a website 5
3.0 Personalization 5
3.1 Relevance to any business 5
3.2 Leveraging Open Text Web Solutions 6
4.0 User Profiles 6
4.1 Relevance to any business 6
4.2 Leveraging Open Text Web Solutions 6
5.0 Social Networking and Web 2.0 7
5.1 Relevance to businesses 7
5.2 Leveraging Open Text Web Solutions 8
6.0 Integration with Disparate Applications 8
6.1 Relevance to businesses 8
6.2 Leveraging Open Text Web Solutions 9
7.0 Search and analytics 9
7.1 Relevance to businesses 9
7.2 Leveraging Open Text Web Solutions 10
8.0 Conclusion 10
9.0 Closing 10
About Oshyn 11
About Rick Patri 11
 Introduction
In today’s market, offering a reliable product or service is no longer enough for
a business to stay competitive. Customers, vendors, clients, and even
employees want to know that their personal needs and interests are important
to a company if they’re going to become long-term partners. Creating an
interactive and personalized online experience is crucial to this success. The
delivery of real-time, relevant content is no longer an option. This white paper
explores the evolving needs of small- and medium-size businesses and how
the Open Text Web Solutions’ Delivery Manager (formerly known as RedDot
LiveServer) can help businesses build their brand, reputation, and client base.

At Oshyn, we’ve met with many companies that had already made an
Schedule a
investment in Open Text Web Solutions. We have helped these companies
FREE 1 hour improve their Return on Investment by helping resolve problems with
CMS consultation. integration:

Call us at
1 (888) 483-1770 • seamless experience of custom functionality and content
or email • integration with .NET
newbusiness@oshyn.com • integration with back-end systems
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• LiveServer misconfiguration
FREE 1 hour consultation
to discuss you current
CMS business needs and Oshyn helps companies achieve better results by applying extensive expertise
that insures better performance to get the best Return on Investment from
how Oshyn can help you
their Content Management Systems. Call Oshyn at 888.483.1770 x173 or
achieve them.
email us at newbusiness@oshyn.com to schedule a FREE one hour consultation.
 1.0 Online needs for businesses
Nearly every aspect of a business’s operations relies on efficiently providing
and accessing information digitally.

1.1 Drawing in clients and customers

Your website is a critical tool for attracting prospective clients and customers.
With attention spans shrinking more rapidly than ever, it’s essential for your
website to communicate your company’s personality and offer key information
about your products or services within seconds. If you don’t immediately draw
in prospects and convince them that you’re a company they want to do
business with, they will simply click on to the next thing.

1.2 Continually expanding your market

In addition to retaining their current clientele, companies must also be able to
continually attract new clients and customers. Today’s social networking tools
can transform your current customers into a built-in marketing team that builds
buzz on your behalf. Happy clients and customers will blog, tweet, and post
about you on Facebook, but only if your website is worth referring people back
to. Your website needs to offer the same interactive, real-time connection that
people expect and receive from today’s Web 2.0 tools.

1.3 Distributing information within your organization

Equally important is the efficiency with which you distribute information within
your company. Your systems must be agile enough to store, organize, and
provide information for every department—from marketing and sales to
finance and human resources—no matter how diverse each department’s
needs and data might be.

1.4 Providing sales and customer service support

Your ability to address your clients’ and customers’ concerns is invaluable if
you want to maintain their long-term business. But it can be difficult to offer a
personalized, timely solution to every one of your associate’s concerns without
quick access to information stored by many different departments within your
company.
 2.0 More than just a website
Most prospective clients’ and customers’ first encounter with a company is
through its website—but attracting a large audience to your website is not
enough. You must give them a reason to stay. Your website needs to fully
engage each user and go beyond simply offering company information by
leveraging capabilities that allow you to:

 Present the content a prospective customer needs and connect them with
someone to share and exchange information that is important to them.
 Provide current customers with a site that allows them to access a
personal account, manage purchases and order history, and view your
products and services, all in a seamless online experience with a single
sign on.
 Allow customers within the same social or professional network to share
their opinions and provide feedback within a like-minded community.
 Allow your team to organize and share their content as well as engage in
an interactive experience with customers.

3.0 Personalization

3.1 Relevance to any business

Creating a personalized user experience for your audience—customers,
clients, vendors, and employees—will make the experience more relevant for
them. The Open Text Web Solutions Delivery Manager can be used to
structure content and build portals for specific groups of people. These
different groups will be able to receive information that is relevant to their
needs, interests, and activities. This information can also be personalized and
presented in an individual format.

Personalization may be used to profile the content that current customers,

clients, vendors, or employees are interested in and used to provide the
information they need in a few simple clicks. For example, an employee’s
personal profile on the company’s intranet system can allow him to access his
benefits and salary information. Meanwhile, a customer can access your
company’s external website to log into her profile and review her order history
or add products or services to her account that are relevant to her previous
purchases. Your business manager can easily look up profit and loss
statements while an operations manager can create personalized inventory
reports tailored to provide the information his vendors need. Clients can also
log into a personalized system that offers the latest news on products and
services that are directly relevant to the business they’re doing with you. No
matter what people’s needs are, or at what perspective they’re approaching
your business, you will be able to provide seamless, relevant information.

3.2 Leveraging Open Text Web Solutions

Open Text Web Solutions Delivery Manager uses the security and
personalization rules built into the metadata information related to enable
tagging of each piece of content. There are an unlimited number of attributes
that may be added and stored as data for personalization requirements.
Campaign tracking for content accessed by prospective clients or site visitors
may be used to provide more valuable information for the prospective clients
and tune the future personalized experience based on the results of prior
visits.

4.0 User Profiles

4.1 Relevance to any business

As more information becomes available online, people expect to perform most
of their activities online. This poses a potential security risk if businesses do
not take the right steps to properly protect confidential information.
Companies must have the ability to manage and protect information such as
user accounts, billing records, employee data, company financial information,
and sales information.

4.2 Leveraging Open Text Web Solutions

Open Text Web Solutions Delivery Manager allows businesses to build and
maintain user profiles. Administrators are provided an interface that makes it
easy and straightforward to create users, while managing this large, dynamic
database. Organizations are able to create as many attributes per user as
required using dynament programming language rather than building separate
interfaces.

Open Text Web Solutions provides the key to securing the information
contained in these user profiles. Utilizing access control register capabilities,
Open Text restricts sensitive information to only authorized users. You can set
several levels of security to ensure that only the information you choose is
made available to users with the designated access permissions.
 5.0 Social Networking and Web 2.0

5.1 Relevance to businesses

Web 2.0 applications, Facebook, MySpace, YouTube, Twitter, etc. can
improve collaboration within communities and lead to improved knowledge
management, information sharing, and user engagement. There are many
tools that make for an interactive and rich user experience on the Web such as
blogs, wikis, forums, comments, polls, and RSS feeds. Businesses can
leverage the collaborative benefits from Web 2.0 tools within their own client
and customer base.

Customers and clients with similar interests may use social networking tools:
 Exchange information about their favorite products and services
 Ask questions
 Connect with other people in their field
 Receive real-time web updates
 Provide feedback on a product or service
 Send out announcements
 Offer user-generated content
 Mark ratings/comments on the existing content

These communities can then be easily integrated to other external sites and
tools such as professional networks, consumer review and opinion websites,
trade blogs, and websites within their field.

 Employees may also form communities that enable them to:

 Connect and exchange ideas with fellow staff
 Discuss current and/or upcoming projects and ideas
 Manage departments and assignments
 Have discussions with colleagues and managers
 Manage events
 Manage calendars
 Receive/deliver time-sensitive notifications
 5.2 Leveraging Open Text Web Solutions
Open Text Web Solutions Delivery Manager can be configured and
programmed to allow the Webmaster to leverage its interfaces and develop
custom solutions for various Web 2.0 functions. Conversely, Open Text Web
Solutions allows for easy integration into existing Web 2.0 applications.

6.0 Integration with Disparate Applications

6.1 Relevance to businesses

There are many different client and customer services and processes over the
Web:
 Read about new products and services
 View and purchase products and services
 View order and billing information
 Process returns and exchanges
 Provide customer feedback and/or report a complaint

Employees are also provided many services on the Web:

 Enroll for and view benefits summaries

 Update personal information
 Review payroll
 Access company-wide data and documents
 Offer support to clients and customers
 Update product and service information
 Accept and review resumes from prospective employees
 View product information, sales, profits and losses, inventory, and client
profiles and history

These activities are possible through myriad content management

applications, from SAP and beyond. Open Text Web Solutions allow people
from all facets of your organization applications to integrate with existing
portals.
 6.2 Leveraging Open Text Web Solutions

Open Text Web Solutions Delivery Manager provides a viable strategy and
solution for integrating various content management systems that need to
exchange relevant information and provides a scalable solution for
incorporating additional systems to the network. This simplifies the entire
process of system updates to the integration network. Since Open Text Web
Solutions facilitates this integration, it makes it easy to provide single sign on
and control access and security across these applications.

Open Text Web Solutions allows integration of both content and applications
in websites and portals using web services and open standards. It has easy-
to-use tools (including web services) for integrating data from other systems.
These tools ensure the uniform integration of data and processes from current
and future external applications. It has a built in interface [or the ability to add
custom modules] that can connect to external repositories and integrate their
web services, databases, and applications. Organizations should not have to
follow a strict application-centric or content-centric approach because
different types of portals may be used for different purposes and scenarios.
For example, an application-centric portal may be appropriate for the company
Intranet while a content-centric portal may be best suited for the external
website.

7.0 Search and analytics

7.1 Relevance to businesses

Search terms used by different website users —employees, customers, clients,
vendors—can be tracked and used as input to a learning process for
consciously and consistently improving and transforming the site content and
context. Analytics of a search involves tracking many factors:

 The search term

 Frequency of the search terms
 Number of times users navigate away from the search page
 Pages where users end up after search
 General information of how successful the search

What can you do with all of these search analytics? For example, a
prospective client’s or customer’s search within a specific area of your website
and their success with the search tool can be used for further improving that
portion of the site and serving up the expected content. Quick and accurate
search results can greatly improve the user experience.

7.2 Leveraging Open Text Web Solutions

Content can be tagged for quick and accurate retrieval based on individual
user roles, specific site sections, and metadata that goes with your company’s
business process and logic. This means that by using Open Text Web
Solutions, the search engine can be queried to provide search results based
on varying criteria. The content editor can weigh the content such that the
search results display content in that order. Certain products, news, or
developments may be the central focus for a particular search term, and
content contributors can force these pieces of content to surface as priority
search results. Searches can be restricted by departments, business topics,
product categories, social networks, projects, etc., such that users are able to
search only within relevant areas and not the complete site. The site user can
apply filtering for search results using tags, which have been provided.
Dynamic search results that can vary based on the end user’s role. The same
search term may provide different search results for an employee than it would
for a prospective client or vendor.

8.0 Conclusion
There are numerous ways that businesses can improve the online experience
for current and perspective clients, customers, vendors, and employees. The
Open Text Web Solutions Delivery Manager provides the necessary foundation
to enable IT Teams, departments and content managers to stay ahead of the
curve and create highly scalable, personalized content delivery models that
incorporate social media/community environments that can be measured and
modified to continuously deliver an improved online experience. The resulting
web properties will help businesses build their brand, reputation, and client
base by offering their community the seamless, personal, and interactive
online experience they’ve come to expect.

9.0 Closing
If you have already made an investment in the Open Text Web Solution
Delivery Manager (formerly RedDot LiveServer) and have yet to realize a return
on your investment or if you are looking for help in performance tuning your
existing RedDot environment please give us a call and one of our certified
Open Text specialists will help you. For more information or questions
regarding Open Text Web Solutions (formerly RedDot) please contact Oshyn at
888.483.1770.
 About Oshyn
Oshyn, Inc. is an Enterprise Technology Agency that has earned a reputation
for delivering innovative business solutions for the web, mobile devices and
enterprise technology platforms. Headquartered in Los Angeles, and with
offices in Baltimore and Quito, Ecuador, Oshyn’s growing client list includes
Best Buy/Geek Squad, Coca-Cola, Electronic Arts, Epson, JDS Uniphase,
Lexus, Miramax, National Education Association, Scripps and Volkswagen.
Oshyn, Inc. is partnered with the some of the most respected agencies and
technology providers such Crispin Porter + Bogusky, Microsoft, Ogilvy &
Mather, Open Text, Oracle, and Saatchi & Saatchi. For more information
please visit us at www.oshyn.com. Follow us on Twitter @Oshyn_Inc. Read
Oshyn's Web Content Management blog and Open Text blog at:
http://www.oshyn.com/_blog/Web_Content_Management

About Rick Patri

Rick is a results-driven leader & proven team builder, that has helped both
pre/post funded organizations build sales teams, establish process, define and
execute on the key elements of the company's business strategy and exceed
revenue targets ranging from $1M to $100M. As part of the Oshyn team, Rick
is responsible for leading the Client Solutions group that focuses on building
strategic relationships and helping some of the world’s leading consumer
brands achieve business success through creative and innovative technology
solutions.

Rick joined Oshyn from Vancouver, BC based Marqui, Inc., a leading SaaS-
based Marketing Automation software company. As Marqui’s Vice President,
Sales, he was responsible for leading the North American Sales efforts that
was responsible for the acquisition of the company’s first 300 customers.
Prior to Marqui, he was at Pivotal Corporation (NASDAQ: CDC), a leading
provider of CRM software for the mid-enterprise market. As Pivotal's Director
of North American Sales Operations, Rick managed the Inside Sales
Operations, Procurement and Operations teams. During his tenure, his team
surpassed its annual quota every year and helped Pivotal achieve annual
corporate sales of more than $95 million USD. Rick was also instrumental in
developing a new division at RAND, one of the world’s leading providers of
consulting services and technology to the engineering community.

He earned a Master of Arts in Economics, a Master of Science in Psychology

and a Bachelor of Science in Education from Northeastern University in
Boston. Rick is a Board Member for several North American start-ups.