Blue Ocean Global

Blue Ocean Global Picks NetSuite to Fuel Its Ecommerce Expansion

Operational excellence and strong trade relationships have propelled Blue Ocean Global to become one of the Middle East’s leading ecommerce players and master distributors of some of the world’s most recognisable electronics, telecom and home appliance brands, including Gigaset, Black & Decker, Daewoo, Motorola and NEC. Blue Ocean Global sells through more than 100 distributors across 40 countries and directly to customers through marketplaces like Noon and Amazon. The Dubai-based company is also a brand licensee for major household appliance brands that manufacture in Turkey and China.

Company

Blue Ocean Global

Location

Dubai, United Arab Emirates

Industry

B2B Ecommerce and Retail Distribution

Employees

25-100

REVENUE

100 million dirhams

NUMBER OF SUBSIDIARIES

Number of Countries

SYSTEM REPLACED

Homegrown ERP

NetSuite Products Implemented

NetSuite OneWorld
NetSuite WMS

IMPLEMENTATION PARTNER

Cloudio Technologies

“We found NetSuite to be more user-friendly as far as the GUI [graphical user interface] is concerned, the reporting and data extraction is much easier to understand.” Muhammad Salahuddin, Chief Finance and Strategy Officer, Blue Ocean Global

Standardisation Fuels an Ecommerce Vision

Homegrown ERP can’t keep up: Since Blue Ocean’s birth in a management buyout from parent Gigaset AG, it has been at the forefront of meeting surging ecommerce demand in the Middle East. Its basic, homegrown ERP system struggled to support its consumer ecommerce and B2B growth as transactions soared to 30,000 invoices a month.

NetSuite over other competitive ERPs: Blue Ocean Global’s history of using large ERP systems at Gigaset put other competitive ERPs into consideration as a new system, alongside NetSuite. The team deemed NetSuite more user-friendly and affordable, specifically when it came to ongoing customer support, and superior in reporting and dashboard functionality.

One system, quick decisions: Blue Ocean Global now runs all processes related to sales, procurement, accounting and financial reporting in NetSuite, managing transactions in the pound, dirham and U.S. dollar. With access to role-based dashboards on mobile devices, the team can spot outliers and make quick decisions.

Ecommerce gains more ground: In just two years, Blue Ocean Global’s ecommerce revenue has grown to 35% of total revenue. The team plans to integrate NetSuite with the 3PL it uses for warehousing to accelerate the order-to-cash cycle. It also plans to open more ecommerce subsidiaries globally, most recently launching a U.K. and Saudi Arabia subsidiary.

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