Video & Presentation: http://www.proformative.com/events/beyond-billing-getting-full-value-your-recurring-revenue-business In today’s cloud and mobile enabled business environment, an increasing number of enterprises are embracing recurring revenue business models, which drive greater revenues over time by focusing on customer loyalty. Making the shift however, requires that businesses look beyond simple billing and payment management solutions to better ways of managing the overall customer relationship or else risk lost profits and reputational damage. Join Jon Gettinger, Sr. VP of Marketing from Aria Systems to learn about the key capabilities necessary for getting the maximum return from a recurring revenue business model. Speaker: Jon Gettinger, Senior Vice President of Marketing, Aria Systems Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com Track: Finance Technology Landscape | Session: 2

1. Beyond Billing
Getting the Full Value from
your Recurring Revenue
Business
Jon Gettinger
SVP Marketing, Aria Systems

2. Agenda
• About Aria Systems
• The Recurring Revenue Challenge
• Our Solution
•Q&A
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3. The Aria Story So Far
Leading
Customers
Innovations
Invented
Cloud Billing
Active
Orchestration
Business
Intelligence
Channel
Billing
Multiple
Deployment Options
Proven
Team
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4. What does
Aria do?
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Aria Powers Recurring
Revenue for the Enterprise
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5. What is Aria?
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Aria is a Commerce
Hub for Recurring
Revenue
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6. Why Hub?
Hub (noun) - the effective center of an activity,
region, or network
Hub = Services + Communications + Intelligence
That’s Aria, too!
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7. Companies Optimizing Value with Aria
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8. Aria Customer
Mastering
Markets
Innovators use recurring revenue for strategic advantage
Delighting
Customers
Their customer’s satisfaction is fundamental to success
Believe in
the Cloud
Focusing on core competencies
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9. Key Trends in Recurring Revenue
Growth Trends Will Accelerate
Growing Impact on Business Value
• 10B+ devices (from 1B in 2000 – ITU, Morgan
Stanley
• Consumer spending to grow by $5 trillion WW
(double the previous decade) – McKinsey
• By 2015, 40%+ of media and digital-products
companies will use subscription services for their
fulfillment, billing, and renewals. — Gartner
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“Companies that are not offering subscription
options as part of their product mix should put
a priority on assessing the value of developing a
subscription strategy.”
— Gartner
“The next billion consumers are not another
billion …”
— Growth Trends to 2020,
Bain & Co
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10. Recurring Revenue Management
Portfolio of business strategies
Relationship centric approach
Impacts the entire business
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11. The Business Impacts of Recurring Revenue
Selling is
Different
Managing
Customers
is Different
Reporting
Innovation
is Different
Increases
More support for customers
Regular adjustment to pricing and packaging
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12. Companies Look to Billing to Solve Their Problems
“A billing system will solve our
recurring revenue problem”
Billing
System
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Odds are that isn’t
all theyOpportunity
need.
Single Customer
View Solution
Management
Solution
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Process Completion
Solution
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13. What Can Go Wrong
Providing basic
services like billing
Fragmented View of
Customer
Agility to react to and
monetize opportunities
Revenue Leakage and
process completion
Lack of scale,
security, robustness
SOLUTIONS
Relationship
Commerce
Unified Customer
View
Adaptive Selling
Process
Orchestration
Unparalleled
Availability
???
4 Key Aria Platform
Design Principles
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14. The “Real” Recurring Revenue Challenge
CUSTOMER RELATIONSHIP TIMELINE
Event 1
Event 2
Finance
Event 3
Sales
Event 4
Marketing
Event 5
Customer Service
Event 6
IT
Organizational/Functional Layer
Billing
Accounting
ERP
Taxes
Fin Ops
Rev Rec
CRM
eCommerce
Communications
Systemic Layer
•
•
•
•
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Hundreds of events to manage
Many services that must be provided
Existing systems that must be integrated
Quick turnaround for strategy changes
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Provisioning
Reporting

15. Billing Re-Imagined
Relationship
Commerce
Active
Orchestration
Single
Customer
View
Enterprise
Cloud
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Adaptive
Selling
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16. Aria’s Magic: Keeps The Customer in Focus at All Times
Sales
Customer Support
• No Fragmentation, ever
• Customer information updated in real
time across your recurring revenue
business
• Available to all stakeholders
• Scale out to millions of customer
Finance
Service Delivery
BRAND
Aria keeps customers happy and DAMAGE back for more
coming
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17. Relationship Commerce
Relationship
Commerce
Active
Orchestration
• Subscriptions, Usage, Tiers etc.
Single
Customer
View
Enterprise
Cloud
• Many ways for customers to connect with
products
• Acquire & Process Revenue
• Billing, Invoicing, Payments, Taxes,
RevRec, FinOps Support
Adaptive
Selling
• No Vendor Lock In
• Use our services, our partners or connect to
your existing components
Because Billing Doesn’t Happen in a Vacuum!
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18. Active Orchestration
Relationship
Commerce
Active
Orchestration
• Real-time push response to events
• Communicates when events occur
Single
Customer
View
Enterprise
Cloud
• Intelligent Communication
• Data Management
• Synchronize information between systems
Adaptive
Selling
• Process Automation
• Touchless processes
• Include Workflows
• No Revenue Leakage
Orchestration for the entire customer lifecycle
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19. Adaptive Selling
Relationship
Commerce
Active
Orchestration
• Identify opportunities in your
customer data.
• Test and deliver offers based on events
• Introduce new products quickly
Single
Customer
View
Enterprise
Cloud
Adaptive
Selling
• Make pricing adjustments on the fly
Never Miss an Opportunity to Sell (or save) a Customer
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20. Enterprise Cloud
Relationship
Commerce
Active
Orchestration
• Secure: PCI Level 1
• Role based access controls
• Complete Audit Trails
Single
Customer
View
• EU Safe Harbor
• Reliability
• LiveRelease
Enterprise
Cloud
Adaptive
Selling
• Disaster Recovery
• Active Failover
• Geo Diverse Data Centers
• Deployment Options: Multi Tenant Private Cloud,
Single Tenant Private Cloud and On Premise Pod
Aria Meets Highest Standards of Service Quality, from the cloud
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21. Intel : Multi Phase Launch
Project Overview
Key Stakeholder
Intel turned to Aria Systems’ commerce hub to manage
their over-the-top subscription service to deliver TV content
to consumers.
Erik Huggers, Corporate Vice President and
General Manager of Intel Media and a member of
Intel’s Management Committee. Prior to joining
Intel, Erik was the Director of BBC Future Media &
Technology and a member of the BBC's Executive
Board.
includes Ad-Supported, Free, and Premium Channel plans
sold in monthly based recurring intervals and users have
capability to download/watch nearly 8,000 Videos on
Demand (VOD)
Current Project Status
Phase one ‘Friends and Family’ launch in mid December
2012 – intel launched the new service to a small “friends
and family”’ audience. From Kick-off to launch the
implementation was just over 2 months.
Phase two launch ‘targeted marketing areas’ late March
2013 - San Francisco, CA, Chandler, AZ, and Portland, OR.
Deciding Factors
Robust API layer that talks to the myriad of applications that
Intel has internally (SAP, provisioning systems,
Salesforce.com, ADP Taxware, etc.)
Understanding of the business use cases (big differentiator),
and our expertise and knowledge in the Enterprise space with
companies supporting a large number of end customers in a
B2C model.
The professionalism and knowledge demonstrated by the
Aria team, during the entire sales process
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22. Verizon : Enabling Disruptive Technology
Key Stakeholder
Project Overview
Verizon Terremark turned to Aria Systems to support
recurring revenue management for a net new B2C Platform
as a Service initiative. Verizon did an internal evaluation of
59 existing billing systems but ultimately chose Aria
Systems. The engagement included Aria Private Suite and
1000 hours of professional services.
Current Project Status
Contract signatures were executed in mid December 2012
30th
Go-Live September
- Scope includes 26 – 28 different
currencies, integration with cybersource, vertex, and a
homegrown CSR Portal.
Kevin Clarke, VP Cloud Platform Engineering
Prior to joining Verizon Kevin spent time at EMC and Sun
Microsystems
Deciding Factors
Enterprise Grade Architecture
Unified Channel Billing – Aria Systems proprietary
technology enabling our clients to maximize their channel
strategy.
A true robust API layer
Consultative approach to the sales process including a
devoted resource for testing.
Technical backend – decision was made almost exclusively by
IT. There was very little input from the business side.
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23. VMware : Expansion Through Success
Land & Expand
VMware Go -> CloudFoundry ->Virtual Private Cloud >Subscription Delivery Platform
VMware SDP - VMware turned to Aria Systems to support
their subscription delivery platform. This is VMware’s first
direct foray into Cloud Services, expected to generate over
$1B in sales in 2014 for all their cloud offerings, all running
on Aria.
Current Project Status
Phased rollout requiring implementation engagement into
2014
The initial rollout (Phase I) included over 700 plans and
includes usage services and contracts on accounts. VMware
required that the entire sales relationship be housed in Aria,
to accommodate their business process.
The initial product being launched is called vCloud Hybrid
Service. The platform that supports vCloud Hybrid Service
will also be the platform as other PaaS providers come
online as VMware builds out its product offering.
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Key Stakeholders
Bill Heil, CBW (Chief Bottle Washer)
Prior to joining VMware Bill was CEO at Kestrel Partners and President
and COO at Webex
Sindy Braun, VP, New Product Introduction and Strategic
Program Management at VMware
Deciding Factors
Enterprise Grade Architecture
Unified Channel Billing – Aria Systems proprietary
technology enabling our clients to maximize their channel
strategy.
A true robust API layer
Parent Child Account Hierarchies
Technical backend – decision was made almost exclusively by
IT. There was very little input from the business side.

24. The Aria Difference
Keep Customers Engaged
• Delivering a consistent high
quality customer experience
• My information always
presented in context
Relationship Active
Commerce Orchestration
Single
Customer
View
Enterprise
Cloud
Make More Money
• Optimizing the lifetime value of
customer relationships
• The business is growing and
valued by Wall Street
Adaptive
Selling
Easily Manage
• It’s in the Cloud!
• Pushes Information
• Handles scale and complexity,
security, reliability, compliance
• No rip and replace
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Solves Big Problems
• High Performance Operation
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25. Thank-you
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26. &
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