Business Process & Integration: A Microsoft BizTalk Server Case Study
In April 2008, Local Insight Media acquired The Berry Company, adding an integrated array of directory services -- including sales, marketing, interactive sales support, ad design and composition services provided to more than 70 Yellow Pages publishers throughout the country. The Berry Company provides services to third parties such as AT&T, YellowPages.com, CenturyTel, Cincinnati Bell, Windstream Communications, etc. They publish print directories on behalf of more than 75 customers, over 30 of which rely on The Berry Company for the publication of their Internet Yellow Pages directories. The Berry Company’s approach is truly the next frontier in publishing.
As Local Insight Media began adding new clients, developing further business relationships and partnerships, and acquiring new companies, they developed an increased need for more effective and efficient communication between a wide range of systems.
At the same time, new strategic initiatives such as sales force automation, updated CRM systems and capabilities, sun-setting of legacy systems, and other internal and external conditions were driving needs for an overall systems communication approach and platform. The solution called for a high degree of expansion capability and streamlined development time enabling flexibility and rapid response to changing business needs – both short term and long term. The company also recognized the solution must fulfill the above business needs while also reducing support burden on IT infrastructure and personnel and enable rapid ramp up of support personnel skills and knowledge while assuming operational ownership.
As a result, a few of the company’s goals and objectives were to develop a framework of communication for vendors and subsidiaries that would allow for:• Overall optimization and increased efficiency within the accounts receivable system
• Consistent and re-useable enterprise framework
• File and field validation rules for all data
• Mass scalability across the organization
• Reduced maintenance and support costs
“Innovative Architects helped set the architectural direction for The Berry Company’s new Microsoft BizTalk Server 2009 middleware integration layer allowing their team to quickly onboard new clients while optimizing all order processing. Innovative Architects delivers best practice solutions for deployment of Microsoft BizTalk Server.”
- Terry Creech, Innovative Architects