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Softline
Presentation for
investors
Legal notice
Purpose of the Information Presentation
This Information Presentation contains information of a proprietary and confidential nature relating to Softline ("the Company"). The above-mentioned
information was prepared by Softline based on its data, as well as on data from other sources, references to which are made in the document.
This Information Presentation was prepared solely for the purpose of introducing the Potential Investor (hereinafter the "Recipient") to the activities and financial
position of the Company. This Information Presentation, including appendices hereto, and the information it contains does not constitute an offer to sell
or invitation to purchase any shares or related assets of the Company, and shall not be a part of any investment decision or decision related to the possibility
of signing any agreement with the Company.
The Recipient of this Information Presentation should not interpret its contents and any preceding or following related information, as well as the data
of the Company’s Information Presentation, as legal, business, tax, or any other advice. For all legal, business, accounting, or tax issues the Recipient should
consult its corresponding advisors.
Contents of the Information Presentation
Softline does not owe a duty of care to the Recipient, either in relation to this Information Presentation or any other information which the Recipient may be
provided with at any time, other than as may arise out of a written agreement. The Recipient must undertake such investigations as it sees fit before entering into
any contract.
Neither Softline nor any of its partners, officers, employees and agents makes any express or implied representations or warranties, and no responsibility
or liability is accepted by any of them with respect to the adequacy, accuracy, completeness or reasonableness of the facts, opinions, estimates, calculations,
forecasts, projections or other information set out in this Information Presentation and appendices hereto or any further information, written or oral notice,
or other document at any time supplied in connection with it, and nothing contained herein, or therein shall be relied upon as a promise or representation
regarding the historic or current position or performance of the Company or any future events or any future events or performance of the Company.
2
1. Introduction to Softline
3. Strategy highlights
4. Market overview
2. Financial profile
Agenda
Microsoft’s global partner:
One of 6 Globally Managed Licensing Solution Providers (LSPs), which
provides selling, marketing, and technical support benefits to Softline
Corporate clients:
60,000+ globally
• most of the clients are corporate customers from industrial and
retail sectors and government organizations
Headcount:
over 4,000 employees, including 500+ engineers, developers and other
IT professionals, 400+ product specialists and over 1,100 account
managers
Global Digital Transformation & Cybersecurity Solutions Provider
Gross Profit1 division by product segment (%):
• sale of software and licenses - 53%
• sale of hardware – 10%
• IT-services - 18%
• cloud – 19%
Presence in 50+ countries (% of turnover as of 2018FY):
• Russia - 68%
• EE&CA – 9%
• LATAM – 14%
• APAC – 9%
Vendors:
3,000+ with the largest being Microsoft, Kaspersky, Oracle, VMWare and
HP
Partnership statuses:
the highest partnership statuses with major software and hardware
vendors
4
12018 FY data. Fiscal year ending in March (e.g., 2018 refers to YE 31-Mar-2019)
Turnover: $899 mn
Key developments:
3 medium sized M&A deals were closed in 2016 (Compusoftware, IT Guard, Active Cloud)
Global expansion:
+ Laos+ USA+ Brazil+ Costa-Rica+ India+ Myanmar
Multiple M&A transactions are in pipeline for 2019+
Turnover: $1,193 mn
Key developments:
Additional equity was raised from international Private Equity Fund
4 medium sized M&A deals were closed in 2017 (Enaza, Insight, Zsquare, Infosecurity)
Global expansion:
+ Thailand+ Phillipines+ Ecuador+ CEE countries
Turnover: $735 mn
Key developments:
Included in TOP-7 private IT companies in Russia, by Forbes
More than 1,000 IT services projects
Global expansion:
+ Chile+ Peru+ Malaysia+ Cambodia
Key developments:
Launch of electronic distribution, web-development, venture projects
Global expansion:
+ Moldova+ Romania+ Argentina+ Turkmenistan
Key developments:
DeskWork corporate portal –proprietary product
Launch of Softline Services dep. and SaaS store
Global expansion:
+ Venezuela+ Armenia+ Vietnam+ Turkey
Key developments:
Leader in software licensing in Russia and CIS
Global expansion:
+ Azerbaijan+ Tajikistan+ Georgia+ Mongolia
Key developments:
Softline Consulting Services
Global expansion:
+ Kazakhstan+ Uzbekistan+ Kyrgyzstan
Key developments:
Launch of Softline Solutions consulting company
JV with Microsoft –Microsoft solutions center
Launch of distribution company Axoft
1993 2001 2003 2005 2007 2009 2012 2015 2016 2017 20191998
Foundation
Headcount:
10 employees
Main services:
scientific software
licensing
Geo presence:
Russia
Key developments:
Partner of Microsoft
Marketing innovations
Global expansion:
+ Belarus
Key developments:
Launch of Softline education center
Development of distribution business
Global expansion:
+ Ukraine
Turnover: $1,352 mn
+ CEE expansion+ Partnership with OEP to acquire Crayon stake
Track Record of 25 years of Successful Development
Reseller of SW in RussiaSW, HW, Services, Cloud in
BRICS+
• Leading IT Solutions & Services provider, Digital Transformation
• Cyber Security with active organic and M&A development
• Softline as a platform for exporting Russian IT technologies to
BRICS+
5
RussiaMoscow St. Petersburg Arkhangelsk Belgorod Chelyabinsk Ekaterinburg Irkutsk Izhevsk Kaliningrad Kazan Khabarovsk Krasnodar Krasnoyarsk Murmansk Nizhny Novgorod Novosibirsk Omsk Orenburg Perm Rostov-on-Don Samara Saratov Surgut TaganrogTomsk Tyumen Ufa Vladivostok Volgograd Voronezh Yaroslavl
EE&CAArmenia Azerbaijan Belarus Bulgaria Croatia Georgia HungaryKazakhstan Kyrgyzstan Moldova Romania Serbia Slovenia Tajikistan Turkey Turkmenistan Uzbekistan
AmericasArgentinaBrazil ChileColombiaCosta RicaEcuadorHondurasMexicoPanamaParaguayPeruSalvadorUruguayUSAVenezuela
AsiaBangladeshCambodiaIndiaMalaysiaMongoliaMyanmarPhilippinesThailandVietnam
Our Core Markets:
• Russia
• Kazakhstan
• Belarus
• Romania
• Thailand
• Philippines
• India
• Vietnam
• Malaysia
• Brazil
• Argentina
• Chili
• Colombia
Softline is a Global IT Services ProviderThe company operates in more than 95 cities in 50 countries
6
Software (SW) Hardware (HW)SW&HW Software (SW) Software (SW)
Softline business is composed of 3 key Business Units
Softline Business Structure7
Business Unit SOFTLINE
Business Overview
Sales Geography
Key Vendors
AXOFT ALLSOFT
• B2B Direct Sales
• VAR: Software, Hardware, Services, Cloud
• Russia
• EE&CA
• ROW (Rest of the World)
• Indirect Sales
• VAD: IT Security, Cloud, Infrastructure
• Russia
• CIS
• Russia
• CIS
• Other (Hungary, Czech Republic,
Slovakia, Brazil, India, LATAM)
• E-commerce:
o WEB store
o Shopping Carts for Vendors
o Payments for TELCOs
According to the data of the renown rating agencies, Softline is one of the leaders in most segments
of the Russian IT market
Leading position in Russian IT market
Source: https://raex-a.ru/rankingtable/it/2018/mainSource:
http://www.cnews.ru/reviews/rynok_it_itogi_2018/review_ta
ble/76da4e777fa764a8d95521f536e24dec3e75781a
Source:
http://www.tadviser.ru/index.php/Статья:Ранкинг_TAdviser
100:_Крупнейшие_ИТ-компании_в_России_2019
1
2
3
4
5
6
7
8
9
10
Rostech
NCC
Lanit
Softline
1C
Kaspersky
ITG
Rostelecom
SAP CIS
iTecho
2018 rank Company
1
2
3
4
5
6
7
8
9
10
NCC
Lanit
Softline
ITG
iTecho
Krok
FTC
Infosystems Jet
Compulink
SKB Kontur
2018 rank Company
1
2
3
4
5
6
7
8
9
10
2018 rank Company
NCC
Lanit
Epam
Softline
1C
Kaspersky
ITG
Rostelecom
SAP CIS
iTecho
8
#1 Partner of Year Cambodia, 2018
#1 Microsoft Partner of Year Cambodia, Chile & Kazakhstan, 2017
#1 Partner in Russia by sales volume in FY16
#1 Microsoft Partner of Year Georgia, 2016
#1 Microsoft LSP Partner Russia, 2015
projects
implemented
3000+out-of-the-box
solutions
50+ 400+certified
professionalsshare of Microsoft
in Softline’s
turnover in FY18
40%
Microsoft Gold Partner with 20+ years of collaboration9
Partnership Statuses
Microsoft Globally Managed Partner (Only 6 companies in the world hold this status). Only SL has this status in Russia
Gold Small and Midmarket Cloud SolutionsGold MessagingGold Project and portfolio ManagementGold Windows and Devices
Gold Application DevelopmentGold Application IntegrationGold Cloud PlatformGold Cloud ProductivityGold Collaboration and Content
Gold CommunicationsGold Customer Relations ManagementGold Data AnalyticsGold Data Platform
Gold DatacenterGold DevOps Gold Enterprise Mobility ManagementGold Enterprise Resource Planning
Microsoft Global LSP status (Only 8 companies in
the world hold this status)
Benefits:
• Direct support from Microsoft in marketing and market penetration in advancing
into new markets and new products
• Microsoft introduces Softline to major accounts, government and large
corporates Global LSP status allows to sell products to strategic international
accounts (e.g. Fortune 500 companies)
• Use dedicated resources at Microsoft HQ
• Enjoy simplified authorization process for agreed markets
• Jointly participate in product and program launches
Softline has partnerships with 3000+ Hardware & Software vendors
Licensing Solution Provider (LSPs)
10
Highly diversified customer base11
GlobalAccounts
Large Corporate
Clients
Small and MediumBusiness
Government,Public Sector
Education,Healthcare
Oil & Gas,
Industry
Da Vinci Capital is a leading independent investment manager set up in 2007 to make
mid-market PE investments in Russia and other Eurasian Economic Union (EEU)
countries
In 2016, DVC received the Silver Award in the category of “Russian, CEE Private Equity
Fund of the Year” at the Private Equity Exchange Awards in Paris. Da Vinci Capital
provides a strong mix of fund management experience, sectoral expertise and
entrepreneurial capacity
Sovcombank is a Russian universal bank with main business activities in retail, corporate
and investment banking
Zubr Capital is the first professional private firm that manages private equity funds in
the Republic of Belarus. The company was established by the top-management of
Atlant-M Holding in 2009
Private equity firm Zubr Capital provides assistance in business development to be
designated for increase of business’s operational effectiveness and market value growth
Shareholders12
Shareholders
Igor Borovikov
Igor Borovikov is a founder of the company and its main shareholder.
He was twice named among the best 25 managers of Russian IT companies, in 2014 he
became the winner of EY “Entrepreneur of the year” in the “IT services” nomination
Oleg ZhelezkoBoard Member
Founding partner of Da Vinci Capital Group
Jacques GuersIndependent Director
Oleg Zhelezko is the founding partner of Da Vinci Capital Group.
Oleg’s experience includes investment management, investment structuring,
principal investment and M&A deals in the UK and other European countries,
emerging markets such as Russia and South Africa
In 1993 Igor founded Softline and spearheaded its development.
He was twice named among the best 25 managers of Russian IT
companies, in 2014 he became the winner of EY “Entrepreneur
of the year” in the “IT services” nomination. Igor has a PhD
in Mathematics and Computer Science, he is an author of over
30 scientific studies
Jacques has more 30 years of experience with IT companies, having
passed through the roles of companies’ President for different
European countries, Western Europe as a region and Emerging
Markets region that gave him a broad international and multicultural
leadership experience. In 2007 Jacques was Awarded “Legion of
Honour” by French Government for personal efforts to develop
French IT Industry
Alexander Galitsky is co-founder and managing partner of Almaz Capital.
He is an innovator, entrepreneur and investor renowned for his work bridging
CEE companies to the global marketplace.
Alexander founded and led as CEO five successful companies in the software,
communications, semiconductor, internet and security sectors
Leadership
Alexander GalitskiyIndependent Board Member
Founder of Almaz Capital Partners
13
Igor BorovikovChairman of the Board
Founder of Softline Group
1. Introduction to Softline
3. Strategy highlights
4. Market overview
2. Financial profile
Agenda
25,7 30,1
39,1
54,2
2016FYFact
2017FYFact
2018FYFact
2019FYFcst
898,9
1 193,4 1 351,6
1 696,9
2016FYFact
2017FYFact
2018FYFact
2019FYFcst
Softline demonstrates steady financial performance15
EBITDA, USDm
Group Turnover USDm / 2016-2019 CAGR 23.6% Group Gross Profit, USDm / 2016-2019 CAGR 19.3%
Margin1
22.3% 32.8% 13.3% 25.5%Growth % 19.8%
17,9% 16,9% 19,1% 22,2%
14.3% 19.8%24.0%Growth %
Debt maturity profile (bonds), USDk (as of 30.09.19)
103,2 132,1 151,9
175,5 20,4
21,6 24,6
29,8
20,4
24,7 27,6
39,0
144,0
178,5 204,0
244,4
2016FYFact
2017FYFact
2018FYFact
2019FYFcst
Russia EE&CA ROW
20 357
-
20 357
- - -
15 079
Q1'20Fcst
Q2'20Fcst
Q3'20Fcst
Q4'20Fcst
Q1'21Fcst
Q2'21Fcst
Q3'21Fcst
1Margin = EBITDA/GP
0,9
1,5
1,8
1,3
1,0 1,0
2016FY
Fact
2017FY
Fact
2018FY
Fact
2019FY
Fcst
2020FY
Fcst
2021FY
Fcst
Softline debt profile
49%51%
Short Long
All figures in USDk. Upd. 31.03.19
Short - 53,647; Long - 55,909, ex. leasing
Debt structure (Long/Short)
16
ruBBB, outlook StableOct. 2019
B, outlook StableOct. 2019
Debt maturity profile (bonds), USDk (as of 30.06.19)
20 722
-
20 722
- - -
15 350
Q1'20 Q2'20 Q3'20 Q4'20 Q1'21 Q2'21 Q3'21
Credit Rating: Net Debt / EBITDA
13,0%
10,9%
9,7%
8,8%
2016FYFact
2017FYFact
2018FYFact
2019FYFcst
Interest rates on short bank loans
1,0
2,0
3,0
4,0
5,0
6,0
7,0
Crayon stock quotes
Investment in CrayonSL owns 10,139% stake in Crayon's Equity. Stake value is $44,1m at 19.11.2019
17
10.08.2018Acquisition of
Crayon shares by SL
19.11.2019
+231%+$30,8m
• 1,74 $/share – deal price
• 7 644 039 shares
• 13 330 USDk share value
• 10.139% of Equity
• 5,77 $/share – current price
• 7 644 039 shares
• 44 087 USDk share value
• 10.139% of Equity
30.06.2019
• 3,19 $/share – current price
• 7 644 039 shares
• 24 413 USDk share value
• 10.139% of Equity
1. Introduction to Softline
3. Strategy highlights
4. Market overview
2. Financial profile
Agenda
• We expect global Cloud spending to grow 5.0x and 2.5x faster
than worldwide IT spending and worldwide software spending respectively
• Cloud software resale and cloud services are the fastest growing
and highest margin segment of our revenues
• We offer our own as well as third party solutions in SaaS, IaaS and PaaS
IT Solutions Specialist
Global Presence, Emerging markets Focus
• Build high margin services upon our vast client base in the LSP business
• Further develop IT services and cloud to enhance margins and value
• Solutions business drives sale of Software and Hardware
• Continue development of core business – Software and Hardware resale
• We have presence in 50+ countries in LATAM, APAC, CEE
• The markets we are active in account for over 30% of global IT spending
• Our markets demonstrate faster growth than the world average
• We are a top 5 player in Russia, Brazil, Argentina
• We aim to be the undisputed leader in digital transformationand information security with a market share of at least 35% in Russia
Embrace the Cloud
We view ourselves as a Global IT Company with focus on Emerging markets providing
IT Solutions & Services, Digital Transformation & Cyber Security to over 60,000 clients
Strategy highlights19
Products & Vendors
Developing services
• Focus on cooperation with Top-10 vendors.
Execute a 3-year plan with Microsoft;
• Maintain Software business growth of 15% YoY,
Hardware business growth of 20% YoY;
• Increasing margins due to better conditions of the contracts
(thanks to license statuses), better services, financial services
such as leasing;
• The key model is “All as a service”
• Managed Services;
• Cybersecurity;
• Outsourcing: developing new software, maintaining business
processes (accounting, HR), IT maintenance for clients;
• Developing own IP: Active Platform, Maestro,
Transfer of the entire business to Softline Digital platform
3 Cloud services
• Target: We aim to be the leading company in the area of public,
hybrid and private clouds;
• Highest level of partnership and technology expertise in public
clouds – Azure, AWS, Google, AliCloud, Huawei Cloud;
• Highest expertise in private cloud construction;
• Automated cloud management based on its projects and IP:
Active Platform, Maestro
2
Strategy highlights
• Making profit on all current markets;
• Focus on key markets, three main sources of profits – Russia,
India, Brazil;
• Enter African market with Microsoft and other partners;
• Priority is India and Asia as the most promising markets
Developing geographies (2019-2020)4
1
20
Cloud Services Providers
4
• Cloud sector outperforms
the overall IT market
and grows rapidly, both
in Russia and Globally
• Accelerating expansion
of Cloud services creates
new opportunities
throughout the IT value chain
blurring border lines between
distributors, VARs and IT
services providers
• For VARs (such as Softline),
it creates a unique
opportunity to tap into
cloud support and services
market due to resale lack of
relevant in-house expertise
and deployment complexity
experienced by the clients
• Provide consulting, system integration, development and outsourcing services
to end users as well as develops proprietary vertical solutions
• People/expertise based, project oriented business with low operating leverage,
highly correlated with the economic cycle
• Differentiate through
innovations in the high
growth areas of Cloud
Computing, Big Data,
Mobility
• Provides externally hosted, dedicated or shared, scalable IT infrastructure,
and associated infrastructure software and support services
• Scalable business model with high profitability potential, based on the mix of tools
• Smaller platform and
service providers need
to develop a portfolio
of third party public
cloud and hybrid clouds
• Capitalize on complexity
of cloud computing
implementation for end
customers, requiring
additional guidance
Cloud transformation: Cloud redefines roles of different participants of the IT market
Strategy highlights
Wholesale Distributors• Connect vendors with resellers and end users and act as global logistics of hardware,
software and system inventory
• Volume based low margin business between vendors defining prices and end users
choosing between multiple distributors
• Cloud computing
helps wholesale
distributors to expand
into higher margin
service-based business
Value Added Resellers• Bundle software and hardware from multiple suppliers with selected IT services into
integrated solutions sold directly to end users (mostly to enterprises and SMBs)
• Low margin and sales oriented business largely based on long term client
relationships
IT Services Providers
5
21
Well tried and tested support model under Microsoft’s LSP strategy
Partner of Microsoft since 1993 - Licensing Solutions Partner
(LSP) status received in 2000
Support in advancing into new markets and new products
• Microsoft supports Softline as a global partner to advance
in new markets and new products, services and licensing
models
• For instance, in 2017FY Microsoft granted Softline 3 new
authorizations – Hungary, Romania and Bulgaria
• Softline obtained regional Cloud Solutions Provider (CSP)
status in Russia & EE&CA.
• Softline is one of 12 Microsoft partners globally participating
in a strategic Accelerated Growth Incentive program
Microsoft supported strategy
Overview
• One of 8 globally managed LSPs Direct support from Microsoft
in marketing and market penetration
• Global LSP status allows to
− sell products to strategic international accounts
(e.g., Fortune 500 companies)
− use dedicated resources at Microsoft HQ
− enjoy simplified authorization process for agreed markets
− co-market and co-engage resources and
− jointly participate in product and program launches
Selected areas of support
• Microsoft introduces Softline to major accounts, government and large corporates, where
possible
• Joint Microsoft/Softline meetings held with the clients
Initial support
• Cloud IT Services: business and infrastructure solutions, e.g. corporate portals and e-mail,
virtual desktop, distant access to applications and software, etc. There are three main
types of cloud: private, public and hybrid
• MS grants Softline marketing budget to boost development of new cloud offering
products
• Funded head program facilitates new product development and lowers Softline
manpower costs
• MS set up BIF (business investment funds) for presale Client support of sophisticated
products
Cloud Offering
• Add our own services and solutions: Consulting, Training, Technical support,
Outsourcing, Outstaffing, IT-strategy
• Other software and hardware vendors
IT Services & Solutions
• Direct support from Microsoft in new geographies
• Softline evaluates opportunities provided by Microsoft -only countries meeting selected
criteria are chosen
New Geographies
22
1. Introduction to Softline
3. Strategy highlights
4. Market overview
2. Financial profile
Agenda
Software is the biggest and fastest growing category with a projected increase of 30.3% in 2019, exceeding the total market
growth of 8.5%
• Global IT market is expected to show steady growth
and reach USD 3.875 trillion in two years*
• Software, which is Softline’s main line of business byturnover share, is expected to grow at higher ratesthan the market average, at 30.3% in 2019 and 17.5%in 2020
• In the total global IT market of USD 3.875 trillion,
software will be one of the largest component with
applications representing almost half of it
• EMEA and APAC, representing particular interest ofthe Group, contributed over 50% to total techpurchases in 2018
*Source: Gartner
Global industry outlook
• Digital transformation market significantly increasesdemand for IT services
• The market is consolidating. Only big global playerscan survive on the market.
• Vendors aim to work only with global partners
• Transformation requires investments.Only big companies can afford it
• Key business model – All As A Service(XaaS, ITaaS, etc.)
24
Global purchases of tech goods and services (USD bn)
576 604 635 688 738
595 606 620 643 654
552 573 599637 667
451 474 504537
568342 335
348367
382319 313
323341
3502 835 2 905
3 0293 212
3 360
2015 2016 2017 2018F 2019F
Communications equipment
Computer equipment
Tech outsourcing and hardware maintenance
Tech consulting and systems integration services
Telecommunications
Software
+2.4% +4.3% +6.1% +4.6%Growth %
Source: Forrester Global Tech Market Outlook For 2018 To 2019
Global industry outlook25
41,8%
3,8%26,3%
4,9%
23,1%
Canada and USA Latin America
Western and Central Europe EMEA
Asia Pacific
Total IT spending in 2019 - $3,360B
(Forecast)