Interview

From Document Manager Magazine Vol 20 No 05 - September/October

DM Editor David Tyler speaks to Günter Hensges, CEO of I.R.I.S. AG about its recent inroads into the UK marketplace

David Tyler: I.R.I.S. specialises in IDR solutions - a market that is already quite crowded. How does your IRISXtract for Documents compete with other IDR products, and why does the UK market need you?

Günter Hensges: We know that the UK market for document capture, classification and extraction technologies is already well established, with companies offering competitive solutions. We see this not as an obstacle but as an opportunity. Our expertise is in working toward 'the perfect match', boosting our partners' business as well as offering excellent technology that increases the productivity of DM systems. Our success is based on an international network of partnerships with VARs and BPOs. Our research indicates that this approach is unique compared to our competitors. That's why we've recently launched a new partner programme in the UK and are convinced that we will find qualified partners. We have already received positive feedback from a number of potential partners in the UK and Ireland.

DT: How would you describe this 'perfect match' concept in more detail?

GH: At its simplest, our perfect match is a partner who needs business process solutions for data extraction and document classification. Our partners either resell solutions based upon IRISXtract for Documents as a VAR, or offer data extraction and document classification services using our product, as a BPO. I.R.I.S. supports its partners in developing vertical solutions which fit perfectly into their portfolio and market strategy - hence, the partner has a clear return on investment. We already have over 60 partners like Canon, EASY Software, Swiss Post and many more who can confirm this.

DT: Clearly your partner programme is central to your company plans. Can you explain how it works?

GH: Independence and what we call 'YOUniqueness' are the words we use to describe our understanding of perfection in partner business. We value our partners and therefore ensure a benefit for all parties concerned. Partner independence is essential to ensure that they maximise their benefit, so our partner programme focuses on the partners' needs. On the other hand the partner also needs our support when increasing business development in new vertical markets.

We offer free sales and back office support. Our partners can trust that training, pre-sales support, and project and solution development services are available on short notice. We offer a market development fund for co-operative marketing including sponsoring fairs, road-shows or PR activities. If desired, we assist our partners with lead generation campaigns and attend exhibitions with them. To accelerate our business and theirs is ultimately the goal of I.R.I.S. We believe that we are well-positioned with our approach and our technology.

DT: Let's discuss the specifics of the IRISXtract for Documents product offering: what makes your technology so special and interesting for other companies in this sector?

GH: In a nutshell the combination of generic rule sets, a statistical classification engine, a multi application platform, a free-form approach and simplicity in the usage of our solutions are our combined USP.

We sell solutions for data extraction and document classification. Business Process solutions might be in Accounts Payable, Orders or Delivery Notes, or alternatively our Digital Mailroom solutions cover areas such as Supplier Records, Customer Records and Patient Records. These 'Solution Packages', all based on IRISXtract for Documents, are predefined rule sets to analyse documents for specific back office applications. The rule sets and our technology contain generic knowledge to interpret documents for a specific business process from scratch.

This means that the partner only needs to configure a solution during installation and does not have to script it. It also improves ease of use for the end user of course. Imagine the workload that would arise if a partner had to modify every installation after a new release, if scripting was required! Furthermore, we do not use a template approach. Only an entirely freeform approach guarantees minimised risk, combined with maximum flexibility for the partners. It allows them to install a solution rapidly and avoids ongoing services due to changing or additional document templates.

Moreover, the IRISXtract for Documents platform facilitates running different solutions (AP, orders, delivery notes) in several configurations (for different clients). We call it multi application and multi-tenancy ability which is very important for big shared service centres or BPOs. Our partners and users particularly value that our solutions can be seamlessly integrated into any IDR solution scenario. Ultimately, it is clear that an IDR platform like IRISXtract for Documents can only be competitive if any number of images can be processed - therefore, the only limiting factor is the customer's need. These USPs make us feel confident that we can establish a superior role in the DM market in the UK.

DT: Having talked about your approach and your technology offering, can you go into more detail on what you plan to do in the future and in the UK in particular?

GH: Already we are achieving a new installation of IRISXtract for Documents every two days. But in order to raise this rate we will release version 4.0 in October. With a completely revised GUI as well as some additional features the new release will enhance efficiency in usability.

Looking at the overall market we expect a significant growth in record or case management solutions. Years ago - and occasionally even now - competitors used terms such as 'platform for forms' or 'platform for invoices'. But we designed our product right from the beginning to cover the entire digital mailroom. Today, competitors use the term "purchase to pay", whereas we prefer a 'content to process' approach.

This next big wave has already started: our partners are increasingly installing 'cascades' of solutions. The scenario usually starts with a classification of incoming mail (from scan, fax or e-mail) in order to identify the business process which is addressed. After that the data which is relevant for this business process will be extracted. Therefore, we expect an increase in content to process solutions for any business process which is triggered by incoming documents. Finally, the cloud will bring new opportunities, too. Some of our BPO partners, like Digital Mailroom Ltd. in the UK, already offer capture and classification on a SaaS model, based upon IRISXtract for Documents.

DT: Do you have a concluding message for our readers?

GH: We believe that I.R.I.S. will not only make a valuable contribution to the market, but will also be the leading provider of IDR solutions in the UK, along with our qualified partners. Our ultimate objective is to find that perfect match, not only in the UK but anywhere in the world. Our priority of 'perfection in partner business' will allow us to jointly offer high quality solutions that optimise our users' business processes.

More info: www.iriscorporate.com

Interview