1. 2014 ANNUAL CONFERENCE & EXHIBITION Planning Your Next IT & Finance Move June 16-18 Lincolnshire Marriott Resort Lincolnshire, IL Maja Tibbling -- Conway Annie Sparrow -- Estes Sundar Swaminathan -- Oracle Reference Architecture Provides Super Highway Of Efficiency for Trucking & Logistics

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6. Agenda Reference Architecture Workgroup Update Why Reference Architecture and What Does It Involve? Reference Architecture For TL Reference Architecture for LTL Reference Architecture for Trucking and Logistics Reference Architecture in Action – Conway – Estes Next Steps With Reference Architecture Q&A

7. What You Get When You DO NOT Have a Plan….

8. What You Get When You DO Have a Plan!

9. Forces Impacting Trucking and Logistics PeopleProcess Technology Your Trucking and Logistics Enterprise Market Trends Regulatory EnvironmentTechnology Trends  Continued growth of full truckload  Continued growth of intermodal  Expansion into third party logistics and other service lines  Emerging model of owner operators Customer Expectations  Time-definite services  Real-time visibility to orders  Value-added services  Capacity  Pricing  Electronic collaboration  EOBRs, HOS, CSA  Driver safety  Driver training  Driver recruitment  CDL monitoring  Telematics: Load assignments, order tracking,  Driver logs/Driver safety/in-cab videos  Mobile, Social, Big Data (Driver/Vehicle monitoring)  Process integration across the enterprise  Service-oriented architecture

10. Trucking Industry Reference Architecture: What is it? It is a Framework for People, Process and Technology in the Trucking and Logistics Industry A layered blueprint for the industry – business capabilities, business processes, solutions, information, technology, and interactions The genome of the trucking industry Product neutral Applies to enterprises large and small A guide, not a prescription No one company creates it by themselves Provides accumulated knowledge

11. The Layers In A Reference Architecture Solutions: Tools, applications, integrations enabling business processes Information: Entities generated and events triggered by business processes, which enable capabilities and drive business processes Technology: Provides the physical infrastructure (i.e. hardware, middleware and systems software, databases, etc) for operating the solution and information layer Interaction : Interactions internal /external in the trucking/logistics industry ecosystem Business Capabilities: Core capabilities that support the trucking/logistics industry Business Processes : Processes enabling capabilities

12. Proactively and holistically leads enterprise responses to disruptive forces Recommends policy changes and projects to achieve target business outcomes. Used to steer decision making toward the evolution of the future state architecture. Translates business vision and strategy into effective enterprise change Describes the enterprise's future state and enables its evolution toward desired business vision and outcomes Enterprise Architecture

13. Reference Architecture to Enterprise Architecture Reference Architecture is an industry blueprint Enterprise Architecture is your company blueprint Reference Architecture serves as a guideline to compare to … Define the concept for your car Start with the Reference Architecture for a car Select the parts that meet your needs Add your options that make it your car Enjoy your car

14. Reference Architecture For Truckload Carriers Key Capabilities, Processes, Solutions Interaction Layer Business Process Layer Business Solutions Layer Information Layer Technology Layer CustomerOrderShipmentAsset Supplier/Service Provider Employee Contact-to- Contract Quote-to- Cash Order-to- Delivery Source-to- Settle Financial Balance- and-Control Customer Portal / Company Website Direct SecuritySecurity MonitoringMonitoring MobileSocial ManagementManagement Identity and Access Mgt. Content Mgt. Enterprise Service Bus Servers and Storage Systems Databases and Data Warehouses Portals Carrier Management Transportation Management Pricing, Contracting and Rating Fuel Management Financial Management Human Resource Management Order Management Business Capabilities Layer Sales Supplier PortalPhoneFaxB2B/EDI Messaging Marketing Order MgtTransportation Planning Pricing/RatingTransportation Execution Financial Mgt. Human Resources Safety & Regulatory IT Management Hire-to- Retire Customer Relationship Management Equip/Maintenance Management Safety, Regulatory, and Compliance Email B2B

15. Reference Architecture For LTL Carriers Key Capabilities, Processes, Solutions Interaction Layer Business Process Layer Business Solutions Layer Information Layer Technology Layer Customer Order/Bill of Lading ShipmentEquipment Supplier/Service Provider Tariff Contact-to- Contract Quote-to- Cash Order-to- Delivery Source-to- Settle Financial Balance- and-Control Customer Portal / Company Website Direct SecuritySecurity MonitoringMonitoring MobileSocial ManagementManagement Identity and Access Mgt. Content Mgt. Enterprise Service Bus Servers and Storage Systems Databases and Data Warehouses Portals Carrier Management Transportation Management Freight Payment and Audit Cross Dock Management B2B Trading Partner Management Supplier Management Order Management Business Capabilities Layer Sales Supplier PortalPhoneFaxB2B/EDI Messaging Marketing Order MgtTransportation Planning Pricing/RatingTransportation Execution Financial Mgt. Human Resources Carrier Rel. Mgt. IT Management Hire-to- Retire Customer Relationship Management Human Resource Management Financial Management Email B2B

16. Reference Architecture For Trucking and Logistics Key Capabilities, Processes, Solutions Interaction Layer Business Process Layer Business Solutions Layer Information Layer Technology Layer CustomerOrderShipmentAsset Supplier/Service Provider Employee Contact-to- Contract Contract- to-Go Live Quote-to- Cash Source-to- Settle Financial Balance- and-Control Customer Portal / Company Website Direct SecuritySecurity MonitoringMonitoring MobileSocial ManagementManagement Identity and Access Mgt. Content Mgt. Enterprise Service Bus Servers and Storage Systems Databases and Data Warehouses Portals Supplier Management Transportation Management Supply Chain Optimization Carrier Management Financial Management Human Resource Management Order Management Business Capabilities Layer Sales Supplier PortalPhoneFaxB2B/EDI Messaging Marketing Order MgtTransportation Planning Trade Mgt Transportation Execution Financial Mgt. Human Resources Lead Logistics Mgt. IT Management Hire-to- Retire Customer Relationship Management Trade Management Supply Chain Visibility and Event Mgt. Email B2B

17. Developing the Next Level of Detail Decomposing Key Processes Contact to Contract Manage Opportunities and Leads Manage Sales Cycle Manage Pricing and Contracts Manage Accounts Onboard Customer Quote-to-Cash Generate Quotes Manage Orders Move Freight (Order to Delivery) Invoice Customer Manage Payments and Collections

18. Developing the Next Level of Detail Decomposing Key Business Capabilities Pricing and Rating Rate Freight Bills Audit Pricing Create Pricing Model Costs Analyze Past Business Analyze Existing Contracts Analyze Full Network Capacity Analyze Shipping Trends Audit System Setup Audit Contracts for Compliance Maintain Rating Engine Apply Rates to Freight Bills Audit Rates

19. Enabling Common Understanding of Terms Used Defining Key Terms ProcessDescription Manage Opportunities and Leads This includes all the work from lead generation through opportunity creation. Manage Sales CycleThis includes all work done through the entire sales process from opportunity creation to winning the business. Manage Pricing and Contracts This includes all the work from initial bid pricing to contract creation and maintenance once the business is won. Manage AccountsThis includes all the work involved in retaining and expanding services delivered to customer. Onboard CustomerThis is the one-time setup work done when a new customer is won. This includes master data and any B2B setup.

20. Agenda Reference Architecture Workgroup Update Why Reference Architecture and What Does It Involve? Reference Architecture For TL Reference Architecture for LTL Reference Architecture for Trucking and Logistics Reference Architecture in Action – Conway – Estes Next Steps With Reference Architecture Q&A

21. About Con-way

23. 23 Time to Market for New or Changed Functionality Quality Customers Get What they Want Ability to Compete with New Products Quick Exploitation of Market Opportunities Speedy Course Corrections Ability to Incorporate Beneficial Business-Driven Technologies Delivering Value – Business Perspective

24. Delivering Value – IT Perspective Ease of DevelopmentSkills RetentionControlled Technical DiversityReuse of Software AssetsLeverage of Infrastructure and ToolsEase of MaintenanceReliabilityScalability Ability to adopt new technologies and evolve with the times Reduced impact of change

25. IT Challenges – Collision Course How do we enable the business strategy? How do we make the right technical investment decisions?

26. Without a Plan, This Could be the IT Future!

27. Strategy – Improve Win Rate and Profit Margin on Transportation Projects Objective - Define and deliver strategic solution for end to end global transportation management. Reference Architecture in Action at Con-way – A Menlo Case Study

28. The Road We Followed – Major Mileposts Reference Architecture in Action at Con-way – A Menlo Case Study Define Capabilities Rate Current Capabilities – VOB Rate Current Capabilities – VOC Value Stream Maps by Customer Assess Current State Competitive Analysis Define Future State Value Stream Maps Define Transportation Product Offerings Define Future State Create RFP from Drilldown on Capabilities Define non-functional requirements to support future state Weight capabilities according to their importance to the future state Select Solution

29. Reference Architecture in Action at Con-way – A Menlo Case Study Define Capabilities Assess Current State

30. Reference Architecture in Action at Con-way – A Menlo Case Study Rate Current Capabilities – VOB Rate Current Capabilities – VOC Assess Current State

31. Reference Architecture in Action at Con-way – A Menlo Case Study Value Stream Maps by Customer Assess Current State

32. Reference Architecture in Action at Con-way – A Menlo Case Study Competitive Analysis Define Future State

33. Reference Architecture in Action at Con-way – A Menlo Case Study Define Future State Value Stream Maps Define Future State

34. Reference Architecture in Action at Con-way – A Menlo Case Study Define Transportation Product Offerings Define Future State Capabilities e.g. Freight Audit and Payment A BC DEF GHI Product e.g. Automotive Transportation Offering Optional Modified Custom Built A EF G I

35. Reference Architecture in Action at Con-way – A Menlo Case Study Create RFP from Drilldown on Capabilities Select Solution

36. Reference Architecture in Action at Con-way – A Menlo Case Study Define non-functional requirements to support future state Select Solution Functional Configurability Functional Configuration Globalization Implementation Performance and Stability Pricing Regulatory Compliance Saas Security SOA and Integration Support System Configuration System Management Training User Experience Vendor and Software Profile

37. Reference Architecture in Action at Con-way – A Menlo Case Study Weight and score capabilities and processes according to their importance to the future state Select Solution Capability # of QsAvg Weight Max Score Vendor 1 Vendor 2 Vendor 3 Vendor 4 Vendor 5 Client Relations Management222.21448316639568 Carrier Relations Mgt501.8273524515616373 Supply Chain Design52.842 -17192816 Transportation Planning832.356733437248382229 Transportation Execution412.3285147130245118126 Freight Payment and Audit202120999368957 Freight Accounts Receivable10260 - - -2921 Materials Management462.33153015100168209

38. Select the best go forward solution to meet the business’ strategic objectives! Reference Architecture in Action at Con-way – A Menlo Case Study

39. The Business Capabilities breakdown structure would have been defined already. – Many hours of analysis, collaboration, travel, etc. were spent creating the list that drove much of our strategic process steps. There were 5 core team member dedicated to this effort. Strawman Processes would have been defined which together with the capabilities would have helped us with how to represent our current state VSMs. So… How Would a Transportation Industry Standard Reference Architecture Have Helped Con-way and Menlo?

40. Agenda Reference Architecture Workgroup Update Why Reference Architecture and What Does It Involve? Reference Architecture For TL Reference Architecture for LTL Reference Architecture for Trucking and Logistics Reference Architecture in Action – Conway – Estes Next Steps With Reference Architecture Q&A

41. Reference Architecture In Action - Estes

42. Use Capabilities for Setting Context and Establishing a Common Language Capabilities Modeling at Estes

43. Use Capabilities for System-Independent Evaluation of Change – Strategic Value – Business Practice Maturity – Technology Contribution Capabilities Modeling at Estes

44. Summarize Investments Reference Architecture in Action

45. Compare Strategic Priorities to Investments Reference Architecture in Action

46. Compare Current State Portfolio with Future State Capabilities and Investments Reference Architecture in Action

47. Map processes through High-Level Capabilities to show: Business Process Modeling via Capabilities Interdependence of Capabilities Ownership Intersections

48. Capability Summaries used in conjunction with Process Modeling create Total Cost to Serve for a given high level business process Understanding Costs via Capabilities = Total Cost per High Level Process

49. Agenda Reference Architecture Workgroup Update Why Reference Architecture and What Does It Involve? Reference Architecture For TL Reference Architecture for LTL Reference Architecture for Trucking and Logistics Reference Architecture in Action – Conway – Estes Next Steps With Reference Architecture Q&A

50. The Road Ahead… Next Steps for the Reference Architecture Effort  Create a secure website on the ATA ITLC portal to share deliverables from the workgroup  Deploy reference architecture assets as they are developed for review, and feedback from the broader ITLC community.  Key Deliverables for 2014-2015:  Reference Architecture Initiative Overview Presentation  Reference Architect Layers  Architecture on a page (Truckload)  Architecture on a page (LTL)  Architecture on a page (Trucking and Logistics)  L1/L2 Business Process Decomposition (Truckload)  Definitions for Key Terms

51. Thank You For Your Attention! Maja Tibbling Con-way, Inc. Tibbling.maja@con-way.com Annie Sparrow Estes-Express Annie.sparrow@estes-express.com Questions? Sundar Swaminathan Oracle sundar.swaminathan@oracle.com