Customer Story:

Newspaper Increases Field Sales Subscription 20%



Founded in 1918, Haaretz is the longest running newspaper currently still in print in Israel, and is published in both Hebrew and English. In addition to print and web, iOS and Android mobile apps deliver subscription content. An English edition is distributed as part of the New York Times International.

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Lost sales

Inefficient field sales process

Error-prone manual data entry


20% increase in field sales

Streamlined subscription process

Reduced development and maintenance

Business Needs

Haaretz field representatives sell a sizable number of subscriptions on location in local mall, sport and cultural events. Sales reps would use hand-written forms to enter new customer data, which were later entered manually into the back-end Oracle Forms system.
Yet, notes were often incomplete, illegible, or would be lost, preventing the establishment of the new subscriber in the system. The manual, error-prone processes translated into lost sales and Haaretz was looking for ways to streamline and modernize its legacy Oracle Forms subscription system without a large investment


Using AuraPlayer, the Oracle Forms business process was extended to mobile tablets with minimal investment. Requiring no code redevelopment, the relevant Oracle business processes for setting up new subscribers were recorded by the AuraPlayer toolbar, which 'wrapped' processes as microservices. The original logic of the Oracle Forms system was kept, enabling the transformation within days.
Next, a mobile app was generated based on the recorded microservices. “AuraPlayer’s technology allows us to use the exact same Oracle module for different sales channels, such as telemarketing and field sales, which results in a single, uniform business process that saves us development and maintenance costs,” says Avi Zusman, the Development Manager


The mobilization of the registration process has practically eliminated data entry errors. The speed and efficiency of the fully-digital sign up has improved closure rates, resulting in 20% increase in field sales subscriptions. “According to field sales reps themselves, the registration of new subscribers is more efficient than ever,” says Ori Ben Dor, Field Sales Manager at Haaretz. “Customers’ trust has increased, as they see the rapid process is done 100% online via with the tablet app showing the newspaper’s logo. Immediately after signing and completing the registration, customers receive the contract details directly to their mail and smart phone.” With the mobilization framework from AuraPlayer in place, Haaretz is now exploring further opportunities using ChatBots to further increase customer engagement and allow freezing delivery during vacations, and adding additional products.

AuraPlayer brings a new level of agility and mobility to back-office systems including Oracle Forms, EBS, PeopleSoft and JDE with low-risk, a flexible and automated solution without redevelopment.

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David Buch
Senior Products Manager

David, our Senior Products Manager, is a highly experienced professional specializing in product definition, innovations, and development, with broad customer understanding, and skillful people management. He has over 20 years of R&D work experience, and continues to excel in his expertise. When he is not working, David enjoys spending his time as a professional tuba player joining symphony orchestras and chamber ensembles.

Elizabeth Pearl
Relationship Manager

Before joining AuraPlayer, Elizabeth completed a Masters degree in Education and worked as a teacher. Elizabeth’s role as Customer Relationship Manager combines both her passion for technology and her deep desire to educate  others. On a daily basis, Elizabeth takes the valuable insights she gained as a teacher and uses them to rise within the world of tech. She uses her skills of active listening, organization, preparation, and clear communication to enhance the wonderful relationships she has with both coworkers and customers.


Elizabeth is originally from the United States but currently resides in England. In her spare time, she loves exercising, spending time with her family and friends, and playing volleyball.

Nathalie Wasserman
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Natalie is proud to be AuraPlayer’s Operations and Chief Financial Officer. She takes pride in her work, and loves being a part of the AuraPlayer family. Prior to working at AuraPlayer, Nathalie worked at various companies as an accountant. She attended the University College London (UCL), where she graduated with a Bachelor’s Degree in economics and business. She then went on to pursue a Master’s degree in Political Economies in Eastern Europe. 

Gwen Edwards
VP Business Development

An expert in helping businesses seize their potential and grow, Gwen is committed to take AuraPlayer to the next level. With over 30 years of experience in the high technology sector and working with Fortune 500 companies, she works as an advisor for growing businesses to help enhance their value and reach their business objectives. She’s a dynamic member of our team, leveraging her sales and marketing, and P&L experience to our current and future product suite.

Gwen also serves on a several private company boards in Silicon Valley, and is an active member of the angel investment network, Golden Seeds.

Yossi Nakash
CTO & Co-Founder

A true developer, Yossi has been developing and coding in Java / J2EE, C++, .Net, and C# for over 20 years, focusing mainly on the RD side of things. Entering the Oracle World about 10 years ago, Yossi immersed himself in the world of Oracle SOA, Weblogic, EBS and EBS Mobile, as well as the Java side of things.

Prior to joining Mia to found AuraPlayer, Yossi held the role of RD team leader at RadView and was a Java developer at Motorola.