In June, we launched the enhanced A365, marking a significant milestone in our commitment to providing a cutting-edge solution for the automotive, truck & bus, and equipment industries. This new version of A365 seamlessly integrates ERP, CRM, and DMS functionalities into a single, unified solution, streamlining operations and offering a holistic approach to business management. With new features and capabilities embedded, A365’s enhancements were added to enhance communication and processes, making it an even more powerful tool for our customers.
To gain deeper insights into these enhancements and understand what this evolution means for our customers, we spoke with Heimir Skúli Guðmundsson, Annata’s Product Enablement Manager. Heimir, who has been instrumental in the development and implementation of A365, shares his journey, the innovative features of A365, and how it’s set to empower businesses for the future with us.
1.What role do you play at Annata, and what led you to this exciting position?
My journey at Annata started nine years ago as a junior consultant on Dynamics AX. Back then, I was involved in multiple implementation projects and supported live customers on older versions of AX.
Soon after I joined, Annata acquired a Microsoft CRM company. We started selling and supporting AX and CRM as a package, aligning with the long-term vision of both Microsoft and Annata. That vision completely captivated me, and I made it my mission to dive into as many projects as possible. At the time, AX and CRM were still two separate products, requiring custom integration for each project.
Eventually, I transitioned to R&D, working on our Dataverse-based apps like Service, Sales, and Inspections Everything was cloud-based, and we were committed to making these apps a seamless part of the A365 product suite instead of relying on custom integrations. We got the first apps certified for Microsoft AppSource and worked closely with early customers on design and feature prioritization. It was challenging but rewarding to work on innovation — what really stands out are the demos and close collaborations with customers that helped shape the new products.
When A365 Service became commercially available, I shifted to supporting consultants, partners, and the sales team in implementing and selling the product. I worked on creating the first set of training materials and improved onboarding guidelines — this was excellent prep for my current role in enablement, where my team ensures our stakeholders have everything they need to implement, educate, sell, and market the A365 product.
2. Tell us about the new and improved A365.
The A365 solution has always been a market leader, integrating the best of DMS and ERP solutions. However, we knew we could push it further by listening to the market. Some key demands were better customer communication, self-service options, a simplified user experience, process automation, AI integration, and the scalability of business models.
To meet these needs, we enhanced the data model and leveraged every available Microsoft technology to optimize processes. Our goal was to create something truly next-level that continues to evolve with the industry.
3. How does this set A365 apart?
The shift from a modular framework to a more holistic offering is a game-changer for us and our customers. This transformation allows us to deliver new features faster, giving our clients a quicker time-to-value. It also makes it easier for our customers — or their implementation partners — to build valuable customizations on top of A365, so they can adapt the solution to their specific needs more efficiently.
4. How do the new role-based model-driven apps in A365 empower frontline workers, and what impact do you envision them having on day-to-day operations?
Our goal with the new role-based apps for frontline workers is to make them as intuitive and straightforward as possible. We want frontline workers to focus on what they do best, while the apps seamlessly support their success. These role-based apps enhance visibility of daily activities, provide accurate data for decision-making, and reduce the number of clicks needed to complete each process.
For customer-facing users, we’ve added options to integrate communication tracking into core processes, which will enable a customer-centric approach, ultimately, leading to happier customers and better retention.
5. In what ways has A365 been designed to remain adaptable to future industry changes?
A365’s adaptability is rooted in its foundation — built on Microsoft cloud platforms and Annata’s industry layer. This combination ensures that A365 can evolve with the industry, staying ahead of the curve as new trends and requirements emerge.
6. Are there any exciting new features or enhancements currently in the pipeline for A365 that you can share with us?
We’ve got some exciting things in the works! One is the Service Catalog, which helps structure service offerings in the customer’s language. Making self-service much easier.
Another exciting development is the extension of intercompany warranty claims and service contracts. These are core processes in A365 that our customers have relied on for years. Last year, we expanded warranty claims to work for intercompany transactions, and this year, we’re doing the same for service contracts. For customers who use A365 for their import and distribution business as well as dealerships, this will simplify processes and provide better visibility — ultimately saving costs and enabling them to sell more service contracts that multiple dealerships can fulfill for the end customers.
And of course, we’re also integrating AI more deeply into A365, with Microsoft Copilot infusion leading the charge.
7. When it comes to innovation, what specific methodologies, techniques, or approaches do you find really get those creative gears turning for you?
Whiteboard sessions, hands down! Whether it’s a physical whiteboard, Figma, PowerPoint, or even Excel, I love sketching out processes or stories. Sometimes I work solo, but my favorite sessions are with colleagues, where we can instantly bounce ideas off each other and refine our concepts in real-time.
8. What’s your go-to method for staying creative and motivated at work?
I start every day with a walk on the beach with my dog. The fresh air, the wind, and the peaceful setting gives me the perfect time to think about the day ahead. It’s my way of filling up the tank before diving into the workday. Having clear goals and objectives motivates me and keeps me focused.
Built on Microsoft Dynamics 365, Azure, Power Platform, Copilot, and Dataverse, A365 ensures seamless integration, rock-solid security, and intuitive self-service capabilities—from OEM doors to service centers. A365 is your end-to-end solution for agility, efficiency, and innovation in the digital age.
Keen to learn more about A365’s enhancements? Check out this factsheet or connect with us for a personalized session.
