Cross-industry

Interview:

Profiling Microsoft partner RF-SMART

5 October 2011

Karen McCandless caught up with Pete Palazzolo, director of Product Strategy, RF-SMART, to find out more about the company, its solutions and the benefits of integration with Dynamics AX 2012

Who exactly is RF-SMART and what kind of solutions do you have?
The company was founded in 1982 and from the very beginning we provided enterprise level software and hardware integration services to wholesale distributors, and soon after, to manufacturers. Then about ten years after the business started, one of our customers asked us if we could build a bar code data collection solution for receiving goods using RF-connected scanners and bar codes. We, of course, said yes and RF-SMART was born. Building-out RF-SMART came naturally to us because of our technical strengths and knowledge of distribution. We know what it’s like to run a warehouse – we know how they operate and what processes are more efficient. As a result, we’re able make things easier, faster and more accurate for companies of all shapes and sizes. Today, we are the number one brand of automated/RF data collection solutions for Dynamics AX.

What makes your solutions stand out?
There are three main things that differentiate RF-SMART. First is functionality. In addition to supporting Dynamics AX functions across production, distribution and retail, we’ve developed a number of Advanced Logistics workflows that fill functional gaps and add powerful WMS-like capabilities to Dynamics AX. Our Carton Packing workflow, for example, enables companies to track exactly what goes into every box that’s being sent to customers. It also gives them complete order visibility and accountability from the point at which the sales orders are released to when the product is shipped. Another good example is Cross Docking. This workflow alerts people at the inbound dock when they are receiving an out-of-stock item that is on back order. As a result, they can fill the order right away and not waste time restocking those items. With about 20 different Advanced Logistics functions, we give companies with more complex requirements a great alternative to buying an external warehouse management system. At the same time, customers with more straight-forward data collection needs have purchased, implemented and gone live with RF-SMART in as few as 18 days.

Functionality and flexibility are hallmark attributes of Dynamics AX. These two characteristics resonate with companies and have helped AX become one of the fastest-growing ERP systems in the world

Pete Palazzolo, RF-SMART The second differentiator is our people. What we constantly hear from our partners and customers is that it’s great to work with people who get it. What they mean is that we understand how Dynamics AX works and we understand supply chain best practices. We bring this knowledge to bear for our customers and help them improve their operations. And the third differentiator is experience. We’ve helped hundreds of companies of all shapes and sizes leverage mobile data collection. We’ve been around a long time because we do what we say we’re going to do.

How long have you been partnered with Microsoft for and what are the benefits?
We have been a Microsoft partner since 2003, not too long after Microsoft acquired Axapta from Navision Damgaard. Microsoft has developed a remarkably successful partner ecosystem that provides VARs and ISVs with technology, market information, software and services that helps everyone be more successful. We also value that Microsoft listens to its partners and puts their ideas and suggestions into action.

You’ve mentioned that you add value to Dynamics AX, but what do you think makes it a good solution in the first place?
Functionality and flexibility are the hallmark attributes of Dynamics AX. These two characteristics resonate with companies and have helped AX become one of the fastest-growing ERP systems in the world.

How does the new release of Dynamics AX actually benefit you?
Dynamics AX 2012 gives us even more to work with. Microsoft has added a significant amount of industry functionality we can support and add value to. We’re confident that VARs will have a lot of success with Dynamics AX 2012 and that customers are going to like what they see. As a result, we see the market for our product getting larger.

As a company, what are your focuses at the moment?
Our focus is always on adding more functionality and, with Dynamics AX 2012, we are also adding management tools and dashboards. We’re also making our product easier to buy and implement by enabling customers to select the transactions, tools and dashboards they want either in functional or industry bundles. This also makes it easy for VARs to add more vertical value in the markets they serve.

Are there any particular challenges in the areas you work in such as supply chain and mobility?
In the supply chain, doing more with less is always important and it is no secret that bar code data collection is essential for that. Companies buying ERP systems know that they need data collection and as a result 60 per cent of our business comes from being included by VARs on the front-end of new Dynamics AX deals.

On the mobility side, there are a lot of companies popping up. Some will be successful and some won’t be. We’ve been successful because we constantly innovate and uncover new ways to ‘do more with less’ in our core business environments: in the warehouse, on the shop floor and increasingly at retail.

So it’s all looking very positive for you?
Yes, definitely. Last year was our best ever in terms of software sales and we’ve expanded our global footprint. In addition to our three US offices and network of partners around the world, we now have offices in the UK, the Netherlands, Australia and Puerto Rico. VARs and customers value that we can handle multinational roll-outs as well as have someone nearby to help with regional projects. Continuously improving our products and the services we provide our customers and partners will enable us to be successful down the road.

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