Brent Berman is the eData and Catalog Manager at Federal-Mogul Corp. He spoke to Aftermarket Business World about his work on the AAIA Technology committee and some of Federal-Mogul’s internal technology initiatives.
What do you see as the biggest technology challenge facing the aftermarket today?
The biggest obstacle is the need to complete “digital alignment” from the service technician to the supplier and all points in between. Disparate systems, differences in data code and variations on current industry standards are detracting from how efficient we can truly be. When IT and Web services started to find their way into the aftermarket, I think we all believed it would be a huge benefit by streamlining and accelerating the communication, parts ordering, inventory levels and application data. Unfortunately, what has happened and still is happening is that participants in the business chain are creating their own IT solutions. It is reminiscent of the days when Windows didn’t talk to Mac and Linux and vice versa. The software and coding between channel partners needs to be more platform agnostic to really be able to notice the channel acceleration we all desire. The AAIA Technology Standards Committee is very aware of this need and has sub-committees (PIES and SOA) focused on addressing these needs.
What new technology or application advancement do you think will have the biggest impact on the aftermarket moving forward?
The greatest innovation in tech is without a doubt mobile technology. It’s certainly the next frontier for all the tech giants (Apple, Google, Verizon, Samsung, etc.), but I don’t think our industry is starved for a mobile solution, nor is mobile development going to be a panacea for all of our current challenges. The aftermarket would do best to apply practical and available Internet and software solutions to help boost speed and productivity throughout the channel while relying less on manual intervention. Take, for instance, the OptiCat initiative: There is no science or Silicon Valley wizardry needed to realize that suppliers and resellers could benefit tremendously from managing their catalog, PIES and e-commerce data from one portal. One-stop shopping for data from all suppliers – it’s a simple and effective step forward.
Are there any internal technology initiatives you can discuss that will impact Federal-Mogul’s supply chain operations? Why are they priorities?
Federal-Mogul has implemented an initiative named FMe-360 that addresses all of the technology needs to support our customers’ e-business requirements. By applying connectivity between application data, product data, B2B ordering, sales force integration and consumer programs, we feel our customers will benefit greatly from a streamlined and integrated experience. This can impact everything from online consumer rebate redemption to up-to-the-second inventory checks. FMe-360 gives all of our customers a reliable digital experience.
In your view, how has data management changed over the past few years for the company, as well as the industry as a whole? What will be the next innovation in managing and sharing product data?
It has changed every aspect of how we do business in the aftermarket and the data set that is being managed has grown exponentially. As little as 10 years ago there was little more than a catalog, a UPC file and maybe an illustrated buyers guide needed to accomplish 90 percent of business within the channel. Now we’re managing all of that in addition to e-commerce data, product data, logistics data, massive digital image libraries and websites, all within the same ecosystem. This added responsibility also has changed the profile of the personnel needed to get the job done. A combination of “car-smarts” and computer and strategic management skills is needed to keep pace as technology becomes a greater part of our industry.
As for the next innovation, it’s always hard to tell. The tablet computer was dismissed in the late 1990s until Apple gave it modern functionality and design. There will always be opportunity through innovation. The one thing that I am certain of is the aftermarket will see a huge shift toward globalized vehicle platforms. The OEMs are already showcasing global platforms to help them reduce redundancy. Aftermarket suppliers need to pay close attention to this trend and capitalize on the growth of the global, rather than regional, vehicle PARC. And, of course, we need to apply sound data practices to stay ahead of the curve and continue to service the independent aftermarket.
Brent Berman is the eData and Catalog Manager at Federal-Mogul Corp. He spoke to Aftermarket Business World about his work on the AAIA Technology committee and some of Federal-Mogul’s internal technology initiatives.
What do you see as the biggest technology challenge facing the aftermarket today?
The biggest obstacle is the need to complete “digital alignment” from the service technician to the supplier and all points in between. Disparate systems, differences in data code and variations on current industry standards are detracting from how efficient we can truly be. When IT and Web services started to find their way into the aftermarket, I think we all believed it would be a huge benefit by streamlining and accelerating the communication, parts ordering, inventory levels and application data. Unfortunately, what has happened and still is happening is that participants in the business chain are creating their own IT solutions. It is reminiscent of the days when Windows didn’t talk to Mac and Linux and vice versa. The software and coding between channel partners needs to be more platform agnostic to really be able to notice the channel acceleration we all desire. The AAIA Technology Standards Committee is very aware of this need and has sub-committees (PIES and SOA) focused on addressing these needs.
What new technology or application advancement do you think will have the biggest impact on the aftermarket moving forward?
The greatest innovation in tech is without a doubt mobile technology. It’s certainly the next frontier for all the tech giants (Apple, Google, Verizon, Samsung, etc.), but I don’t think our industry is starved for a mobile solution, nor is mobile development going to be a panacea for all of our current challenges. The aftermarket would do best to apply practical and available Internet and software solutions to help boost speed and productivity throughout the channel while relying less on manual intervention. Take, for instance, the OptiCat initiative: There is no science or Silicon Valley wizardry needed to realize that suppliers and resellers could benefit tremendously from managing their catalog, PIES and e-commerce data from one portal. One-stop shopping for data from all suppliers – it’s a simple and effective step forward.
Are there any internal technology initiatives you can discuss that will impact Federal-Mogul’s supply chain operations? Why are they priorities?
Federal-Mogul has implemented an initiative named FMe-360 that addresses all of the technology needs to support our customers’ e-business requirements. By applying connectivity between application data, product data, B2B ordering, sales force integration and consumer programs, we feel our customers will benefit greatly from a streamlined and integrated experience. This can impact everything from online consumer rebate redemption to up-to-the-second inventory checks. FMe-360 gives all of our customers a reliable digital experience.
In your view, how has data management changed over the past few years for the company, as well as the industry as a whole? What will be the next innovation in managing and sharing product data?
It has changed every aspect of how we do business in the aftermarket and the data set that is being managed has grown exponentially. As little as 10 years ago there was little more than a catalog, a UPC file and maybe an illustrated buyers guide needed to accomplish 90 percent of business within the channel. Now we’re managing all of that in addition to e-commerce data, product data, logistics data, massive digital image libraries and websites, all within the same ecosystem. This added responsibility also has changed the profile of the personnel needed to get the job done. A combination of “car-smarts” and computer and strategic management skills is needed to keep pace as technology becomes a greater part of our industry.
As for the next innovation, it’s always hard to tell. The tablet computer was dismissed in the late 1990s until Apple gave it modern functionality and design. There will always be opportunity through innovation. The one thing that I am certain of is the aftermarket will see a huge shift toward globalized vehicle platforms. The OEMs are already showcasing global platforms to help them reduce redundancy. Aftermarket suppliers need to pay close attention to this trend and capitalize on the growth of the global, rather than regional, vehicle PARC. And, of course, we need to apply sound data practices to stay ahead of the curve and continue to service the independent aftermarket.
