Haaretz Newspaper Increases Sales With AuraPlayer’s Robotic Process Automation Tool

Read how Haaretz streamlined their machine processes to improve their field sales subscriptions by 20%.

Industry: Publishing

AuraPlayer Product: AuraRPA

Oracle System: Oracle EBS

About Haaretz

Founded in 1918, Haaretz is the longest running newspaper currently in print in Israel,
and is published in both Hebrew and English. In addition to print, Haaretz publishes its
news content on the web and on mobile applications. The English edition is
distributed together with the International New York Times.

Business Need

Haaretz runs a busy call center to handle customer service-related questions. Asking customers questions to identify their accounts and then typing that information into their system manually to address requests and issues was time-consuming. Freezing subscriptions, address changes, delivery status updates, and subscribing new customers were making wait times long and causing customer dissatisfaction. Haaretz needed a way to automate their call center processes to increase efficiency, eliminate manual and repetitive tasks, and improve their customers’ experiences in order to streamline workloads and reduce
labor costs.

“With AuraPlayer we were able to eliminate manual data entry, improve the purchase experience for new subscribers, and increase sales”

Yaniv Nadel,
CIO, Haaretz Newspaper

Some Of The Challenges Haaretz Newspaper Was Experiencing:

Manual Data Entry

Since call agents were manually
entering information into their
database, they were more likely
to make common mistakes
when inputting data. 

Lost Sales

Lengthy wait time caused many new subscribers to drop off prior to registration completion. The inefficient phone sales process was time-consuming causing customers to be less inclined to purchase new subscriptions.

Slow Customer Support Service

Haaretz relied on a legacy
system that was slow and difficult
to navigate. Thus, call representatives struggled to meet customers’ high expectations for personal service
to help address their issues quickly.

Oracle RPA - Robotic Process Automation

The Solution

Using AuraPlayer’s RPA product, Haaretz dramatically improved their customer service delivery and ROI by automating their mission-critical call center business process.  With AuraRPA, customer details are now automatically loaded from the Oracle Forms back-office application and presented on the call representative’s screen, allowing agents to deal with customer requests immediately rather than wasting time asking previously recorded details. The new automated process  increased customer satisfaction, and ultimately led to more sales and more opportunities to gain new subscribers.

Client Benefits  

Human Errors

Enhance Customer

Time & Cost


Key Advantages

Fast Time-To-Market

Using the AuraPlayer recording toolbar, automations are created at the speed it takes
a business user to go step through the
Oracle workflow.

Automation Stability

AuraRPA runs an EBS session on the server-side only, rather than opening a Java client. Therefore, you can run unlimited automations without worrying about locked rows that lead to automation failures.

Full Oracle Compatibility

Fully supports Oracle customizations and personalizations, and therefore, you can automate any custom Oracle EBS or Oracle
Forms workflow.

Immune To UI Changes and Upgrades

AuraPlayer relies on EBS logic and code rather than screen scraping, which means your automation will remain stable even if you
change the user-interface or install one of
the many EBS patches.

Results: Haaretz’s Success

20%  Increase 

In Field Sales

By eliminating the manual
parts of the call process and
deploying bots to do these tasks, employees can focus their
attention on key processes that generate more sales. 

Subscription Process

AuraPlayer’s RPA solution made it quick and easy for Haaretz customers to receive a fast, reliable service which resulted in greater customer satisfaction, leading to increased cost savings from the call center process.


Reduced Development

& Maintenance

The new solution accurately
and automatically creates and
validates more than 300 new
items every month, thus saving Worthington more than 15
minutes of data entry per item
and over 75 hours of data
entry per month.


Contact Us Today To Start Your Oracle Modernization Journey.

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
CFO & Operations Manager

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.