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OSRAM is transforming its traditional B2B component sales towards the sales of projects and solutions. This is accompanied by a permanently changing product portfolio with a focus on ever new customer relationships based on detailed market knowledge.
The use of different integration technologies on a digital platform enables OSRAM to use efficient next generation sales channels. Data-driven sales processes form the basis of a digitalized customer journey. Modern API technology is the basis for exchanging data in real-time.
Efficient customer, product and sales data management
As part of the new sales activities and the associated implementation of Salesforce, internal SAP ERP systems and the central product catalog were connected via APIs. This enables OSRAM to handle customer-specific inquiries about prices and availability as well as orders in real time.
Using central API management to integrate applications with delivers several key benefits to OSRAM:
Scenarios:API & EAI
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SEEBURGER BIS combines API, SAP and EDI integration on one platform
SEEBURGER BIS combines API and EDI integration on one platform
Until now, OSRAM has used SEEBURGER’s Business Integration Suite (BIS) primarily for classic B2B/EDI integration. Based on a Proof of Concept it was extended by the API Integration and API Management solution. The platform combines all integration options centrally in one system and enables the interaction of data and applications using both classic and modern technologies.
It significantly supports the entire sales process by connecting:
API management as a business booster
The APIs provided by OSRAM Information Technology make it much easier and faster to retrieve up-to-date product data and availability, for example. They reduce the internal effort enormously: business partners can be served with up-to-date information from a single source. This makes work easier for OSRAM in many areas. It also accelerates processes on the customer side – customers receive the latest information quickly and easily in real time.
In addition, locations, mobile applications, websites and business partners can easily and securely access data equally via central APIs to product data or availability in real time. These APIs run on the central SEEBURGER BIS via the API Gateway and the API Management solution. The backend systems communicate via APIs and will be protected by them, because there is no direct access.
As the basis of modern business integration, we provide information via APIs in real-time and thus support our business processes in meeting new challenges. By using APIs we can ensure that this information is always up to date, no matter how and by whom it is accessed.
Oliver Rupprecht, IT Center of Competence Business Integration at OSRAM
OSRAM, based in Munich, is a leading global high-tech company with a history dating back more than 110 years. Primarily focused on semiconductor-based technologies, our products are used in highly diverse applications ranging from virtual reality to autonomous driving and from smartphones to networked, intelligent lighting solutions in buildings and cities. In automotive lighting, the company is the global market and technology leader.