Softline 17 years of success
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Softline – 17 years of success !. Igor Borovikov , Chairman of the Board Table of Contents. Main business principles , mission FY2009 Results : Software sales; Market share; Achievements and lines of development in FY2010 Business structure

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Softline – 17 years of success!


Chairman of the Board

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Table of Contents

  • Main business principles, mission

  • FY2009 Results:

    • Software sales;

    • Market share;

    • Achievements and lines of development in FY2010

  • Business structure

  • New projects and marketing

  • IT-market trends

  • Q&A

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Business Principles

  • Leadership

    • Maintaining leadership in main areas of our activity. Whatever we do, we have to be the best in this area and do it better than our competitors.

  • Energy and Innovations

    • Softline is a rapidly developing innovative company. It is impossible to operate in the IT-market without innovations. R&D accounts for the largest share of investments.

  • Reliability, Stability and Honesty

    • Honest and trustworthy partnership with suppliers, clients, employees. The IT-market is the market of long-term relationships.

  • Marketing

    • Pro-active marketing position on the market. Client-oriented approach.

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  • Softline provides solutions and assistance:

    • to CLIENTS – to be competitive through implementation of modern IT-technologies . Nowadays a company can not be effective without IT–technologies implementation.

    • to EMPLOYEES – to work in the leading , technological company, which allows to develop oneself. Softline is responsible for all promises and obligations given to employees.

    • to GOVERNMENT – IT-infrastructure is the base of any Government. Softline is responsible for IT-industry building in our country.

    • to SOFTWARE DEVELOPERS – the unique marketing and sales channel for successful business.

    • to STUDENTS – to get important knowledge for making career and self-development.

  • Softline does not just sell software and get profit. We are investing our profit in Russian business development.

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Competitive advantages of Softline

  • Leading international company on the software licensing and IT-services market, We provide training, consulting, technical, legal support, IT outsourcing.

  • Clear market positioning. Softline focuses exclusively on software and additional services and their efficient application.

  • Softline is a strong and stable brand with a 17-year history on the market! It is renowned by vendors and clients.

  • Technical and legal support, training, consulting. Full range of additional services.

  • The fullest coverage of Russia’s and CIS territory with regional offices.

  • Rapidly growing company, applying an innovative approach to business.

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Softline: Company Profile in 2009

  • Softline is a major international company with a clear-cut and readable development strategy. Results of our 17-year activity confirm that our course is correct!

  • Our turnover in FY2009was $ 290 m.!

  • A wide network of branches : 17 countries, 58 cities in 2009!

  • A full range of additional services in the area of software licensing, training IT-specialists, technical and legal support and consulting in all branches!

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Softline: main achievements, Russia

  • Market share increasing from 9% to 12%, absolute domination in UMM segment with market share of 25%.Softline is the largest Microsoft partner in FY2009.

  • ЕА/ЕАS contracts sales increasing in terms of volume and quantity as well.

  • The best partner of top-vendors. (Adobe, Corel, ABBYY, Kaspersky Lab., dr.Web, Embarcadero, Quest и ets.)

  • The only Autodesk partner, which has gold partner status in all three product lines.

  • The 3-rd place in IBM sales.

  • VmWare sales volume increasing by 30%, awarded platinum partner status.

  • Launching of new projects: DeskWork(corporate portal),personal data protection and DLP divisions, Linux center and Solutions centers. New branch offices opening.

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Softline: lines of development

  • We pay special attention to Softline Services, SPLAR, Softcloud, Hosting-service development.

  • Further development of DeskWork portal.

  • Opening 4 competence centers in Saint-Petersburg, Nizhniy Novgorod, Ufa, Krasnoyarsk.

  • Launching of e-distribution and publishing projects at AXOFT.

  • Launching of Quest migration competence center.

  • SLTV developing – Softline TV.

  • AFLEX DISTRIBUTION developing – master distribution ofAcronis, Parallels etc.

  • Launching of Mirapolis– remote training and webinar system.

  • Start IPO by 2014.

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Turnover growth, $mln. Actual and forecasts

Turnover, $ m.

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Growth in regional footprint : countries and cities. Actual and forecasts

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Softline: major Business Lines

Software licensing is the main specialization of Softline. Moreover, we offer a full range of additional services: consulting in wide range of software solutions,IT-specialists training, technical and legal support, consulting services etc.

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Softline Services

  • Currently, the company has five competence centers.

  • In 2009, the company launched the Linux Solutions Center and Personal Data and DLP Protection divisions.

  • Softline Systems Solutions specializes in designing, modernization and support of informational systems.

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  • Softline Training Facilities:

    • 29 offices in Russia, CIS and abroad;

    • 17 authorizations from world software companies;

    • 4 testing centers: Prometric, Kaspersky Lab., dr.Web, Certiport;

    • Over 300 courses for main areas of training;

    • Over 60 certified teachers.

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  • Softline Solutions offers consulting services for SAP solutions for SMB sector, Microsoft Dynamics CRM, Oracle CRM On Demand.

  • Softline Consulting Services offers a full range of services in the area of creating, complex review, development and technical support of IT-systems and software license management for large clients.

  • Softline Employment offers HR consulting services, recruitment, testing and training of IT specialists.

  • Softline Legal Support is a unit providing services in the area of legal support of software management.

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Softline Internet Projects

  • Софт ) is one of the first resources devoted to information technologies in the Russian Internet;

  • – educational mathematical website;

  • – online store of gift certificates;

  • SLTV (– an Internet TV-channel;

  • bookee ( ) – a nation-wide system of e-book distribution;

  • - the first Russian portal for developers of SaaS solutions.

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Softline : SaaS – learn to save today

  • Softline cloud services:

    • Launching in 2010;

    • More than 40 services;

    • Solutions for industries;

    • Reliable supplier of reliable solutions: Microsoft, Symantec, Google, ITooLabsetc.;

    • freedom of choice, business and applications mobility.

  • SaaS benefits:

    • Saving of 40-80% on IT-infrastructure ownership;

    • Connection and functionality modification on the fly;

    • Shift of the IT-expenses from capital expenditure to transaction costs.

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Personal Data Protection

Softline Center of Information Security offers a full cycle of project works to protect personal data from classification of information system to certification and attestation of information protection means.

  • In the context of a standard project in the area of personal data protection, there are following stages:

    • Pre-design review

    • Working out a concept of personal data protection.

    • Working out requirements specification.

    • Designing protection systems.

    • Installation of a personal data protection system.

    • Compliance attestation/declaration and assistance in obtaining a license.

    • Maintenance of personal data protection system.

    • Hotline : +7 (495) 232-00-23 * 143 (Moscow)8-800-100-00-23 (a toll-free number in Russia)

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  • Softline DLP

    Data protection = Business protection

    • DLP (DataLeakPrevention)-systems are increasingly used by corporate security departments during implementation in protection of corporate restricted (confidential) information from leaks.

    • Advantages of using DLP-systems:

      • Data control;

      • Data protection;

      • Policy implementation and data management;

      • Obtaining information about correlation of IT-security operations and business processes.

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Softline Linux Solutions

Softline Linux Solutions – the territory of free IT-solutions!

  • One of the main areas of Softline Linux Solutions activity is building and modernizing client’s IT-infrastructure based on Linux solutions and heterogeneous environments, implementation of systemic services, building and supporting integral infrastructures and heterogeneous environments with the use of free softwareand IT-outsourcing.

  • Softline Linux Solutions employs certified system engineers of Softline that have huge experience in complex projects with the use of Linux.

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DeskWork – product of Softline

  • Convenient means of employees’ interactionthat is implemented within the minimal period of time and with minimal budget

  • Automates routine processes and document flow

  • Streamlines internal communications and saves time

  • Is installed and fine-tuned within two days!

  • Over 300 users all over Russia!

  • New versions and design in FY2010!

  • DeskWork is a corporate portal developed by Softline

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Softcloud – the first Russian portal of SaaS-solutions

  • is the first Russian portal for developers of SaaS solutions.

    • A regularly updated catalog of SaaS-solutions (more than 40 SaaS solutions);

    • Our partners include Google, Microsoft, IBM etc.

    • Assisting clients in selection of services and suppliers, providing complex services in the area of implementation and technical support.

  • Working with developers

    • A full cycle of sales process organization, hosting, integration with billing.

    • Various programs of promoting developers’ services.

    • Developed sales channels in Russiaetc.

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AFLEX DISTRIBUTION – master distribution

  • AFLEX DISTRIBUTION – the only official Parallels distributor in Russia and CIS.

  • Partner network– more than 300 companies.

  • Distribution of wide range software in the area of Linux platform, personal data protection and storage , fault-tolerant systems, virtualization, etc.

  • Distributor ofAcronis, ASPLinux, Parallels, SteelEye.

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Active Technologies

  • Being used by more than 7000 web-masters

  • Technical base of more than 1500 servers in Russia, Netherlands, Belorussia.

  • Types of hosting- services:

    • virtual hosting;

    • multi–domain hosting;

    • virtual server (VPS);

    • dedicated server;

    • streaming;

    • new project – SaaS solutions.

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Softline : Venture Investments

  • Softline Venture Partners:

    • Started in 2008;

    • Venture investment in independent software developers;

    • The average project investment volume –

      Up to $ 1 m.;

    • Financing was allocated to 2 companies – a system of e-book distribution bookeeanda platform and interactive video Actio.

  • Main Criteria of Project Selection:

    • Team of professional developers;

    • Unique idea or product;

    • Commercial value of the product.

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SLTV – Softline Internet TV-channel

  • SLTV (Softline TV, is a new Softline Internet project.

    • Subjects:expert, analytical, news exclusive video items on topics related to software licensing, implementation and technical support, IT-training, IT-consulting, trends and prospects of the software market development

    • Target Audience (for corporate users):

      • IT-executives;

      • Top managers;

      • IT-professionals;

      • Software developers;

      • Skilled software users.

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Allsoft – the market of home users

  • is the leading on-line store in the Russian Internet

    • Over 11,000 software programs made by Russian and overseas companies.

    • 25 payment methods: on-linepayment, including plastic cards, payment terminals, SMSand others; delivery across Russia.

    • Cooperation with 1,500software companies and independent software developers.

    • Offices in Ukraine, Belarus, Kazakhstan and Uzbekistan.

    • Over 10,000 members of the partnership network(

    • A call-center with a toll-free number 8-800-200-22-33, online consultations, center of technical support.

    • Active presence in blogs and social networks (,

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Softline :Our brands

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Softline Offices: 58 cities, 17 countries




  • Moscow

  • Arkhangelsk

  • Barnaul

  • Vladivostok

  • Volgograd

  • Voronezh

  • Yekaterinburg

  • Izhevsk

  • Irkutsk

  • Kazan

  • Kaliningrad

  • Kemerovo

  • Krasnodar

  • Krasnoyarsk

  • NaberezhnyeChelny

  • Nizhny Novgorod

  • Novosibirsk

  • Azerbaijan

  • Baku

  • Armenia

  • Yerevan

  • Belarus

  • Minsk

  • Gomel

  • Vitebsk

  • Brest

  • Kazakhstan

  • Aktobe

  • Almaty

  • Astana

  • Karaganda

  • Kyrgyzstan

  • Bishkek

  • Tajikistan

  • Dushanbe

  • Turkmenistan

  • Ashgabat

  • Uzbekistan

  • Tashkent

  • Ukraine

  • Kiev

  • Kharkov

  • Georgia

  • Tbilisi

  • Mongolia

  • Ulan-Bator

  • Turkey

  • Istanbul

  • Venezuela

  • Caracas

  • Vietnam

  • Hanoi

  • Iran

  • Teheran

  • Egypt

  • Cairo

  • Omsk

  • Orenburg

  • Perm

  • Rostov-on-Don

  • Samara

  • St. Petersburg

  • Saratov

  • Syktyvkar

  • Tomsk

  • Tyumen

  • Ulyanovsk

  • Ufa

  • Khabarovsk

  • Chelyabinsk

  • Yaroslavl

  • Surgut

  • Penza

  • Stavropol

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Softline-direct catalogue – unique marketing tool companies

  • Circulation – over 1,000,000 copies

    • Russia – 800,000 copies

    • Belarus – 40,000 copies

    • Ukraine – 25,000 copies

    • Kazakhstan – 45,000 copies

    • Turkey - 60,000 copies

    • Venezuela – 60,000 copies

    • Iran – 60,000 copies

    • Vietnam – 60,000 copies

    • Egypt – 30,000 copies

  • Personal delivery is free for subscribers

  • In Russia – monthly, in other regions - quarterly

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5 companiesreasons why Softline

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Russian IT market: long-term outlook companies (based on IDC data)

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Russian IT market in companies2010 (based on IDC data)

$ 17.6 bln

Annual growth rates

15% 10% 6%

$ 15.8 bln

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Software market growth forecast for 2010 ( companiesbased on IDC data)

6 %

12 %

12 %

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Major trends companies(based on IDC data)

  • Gradual recovery of the software market in 2010 – growth by 9.5%;

  • Growth of the IT-market in 2010 – by 12.5%;

  • Recovery of the market to the pre-crisis level in terms of volume by the end of 2012 – beginning of 2013;

  • Growth of the IT market based on rapid development of the cloud computing model;

  • Increasing of IT opportunities in the area of “intellectual productions”;

  • The segment of infrastructural software is recovering more rapidly – (growth by 12%).

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Welcome to the world of Softline companies



Chairman of the Board