NL 12-2011




Customer News:

  * One of the biggest retailers chose Telema as their partner for its EDI pilot project

  * Ehituse ABC, Bauhof and other DYI chains implement EDI invoices

  * 2011 new customers

Product News:

   * New Telema MMT Android simplifies sales agents work

   * New Telema Webshop connects 550 buyers to 50 suppliers

   * Telema new service web


  * Cooperation with ERP vendors: Telema Module

  * Telema joined ITL

  * Telema organizes lectures and offers internship opportunities to students

  * Supply Chain Manager's Professional Standard and master studies in SCM at TTU

E-invoices and EDI documents market news:

  * Using 4 documents in procurement process gains popularity in Baltic retail

  * Estonian e-invoice seminars

  * Development of e-invoices in Europe

Tehcnological news:

  * Telema eDoc new version, Masterdata validation, new Telema Gateway, new infra, ID card

Telema new employees

Career Opportunities

Telema in numbers



At the end of last year one of the biggest retail chains, who has 420 shops in Baltic States, started the long-awaited EDI project. Telema was chosen to be pilot project partner, Telema's client Vasaan Group  establishments Leibur, Hanzas Maiznīcas and Vilniaus Duona accordingly in Estonia, Latvia and Lithuania, were selected to be the first document exchange partners.


For years retail chain has sent orders to its suppliers via email, in Estonia and Latvia in .txt format, and in Lithuania in .xls format. There are a number of problems with the delivery of business documents via e-mail – e-mails might be late or go missing. There are also problems with security and confidentiality. Using EDI channels, however, is safe, spam problems are eliminated and the danger of viruses gone. EDI operator also ensures that the sender of the document is authorized and that the document is delivered to the right address.


They start with EDI orders, followed soon by the introduction of EDI invoice. According to plan, first test orders to Vaasan Group establishments will be delivered in January 2012. After the succesful end of the pilot project, the retailer will start to connect other suppliers. To the clients of Telema, this means you let us know about your wish to be connected, we link the codes and EDI traffic with the largest retail chain in the Baltics may begin.

Back to contents


Year 2011 was a breakthrough for the construction materials ("Do It Yourself", DIY)  retail sector. Two Estonian leading DIY retail chains, Bauhof and Ehituse ABC, made a decision to switch completely to EDI during the year 2012. As a result, Telema expects a rapid growth of sectoral EDI adaptation. Today, compared to food and fast moving consumer goods sector, the diffusion of EDI in this sector very low, only about 7%, but in the end of 2012 it is projected to grow to over 50%. This will be a great challenge also to Telema--as 400 construction materials suppliers have to be connected to Telema network!


We are proud about earning the trust of the leading DIY retail chains and being chosen the EDI operator for Bauhof Group, Decora, Optimera Estonia, Rautakesko and others.

Back to contents


At the end of 2011, Telema has clients from more than 14 countries. The vast majority of clients are from the Baltic States. In 2011, over 150 new clients joined the Telema network, mainly from Latvia and Lithuania. Among new suppliers are Impress Teva and Gudobelė in Lithuania, Hanzas Maiznīcas in Latvia, among buyers Optimera (Ehituse ABC) in Estonia and TOP! retail chain in Latvia. We also welcome in our network Amserv Group and Veho Estonia, who certainly will have a great impact in spreading EDi in the car spare parts retail sector.


In 2011, nearly 3000 shops and 1000 suppliers exchanged their documents through Telema. The total number of documents was over 6.5 million, increasing by more than a million compared to last year.


To make your purchasing and selling processes more efficient, check out our customer list on our website and find your trade partners already using EDI. Let us know, we link you together and EDI document exchange may begin.

Back to contents



Telema MMT (a Sales Force Automation solution) is used by nearly 160 salesmen from over 20 companies for sending orders, registering their visits and filling surveys. To keep up with modern times, Telema developed together with KMA an MMT application for Android smartphones and tablets. MMT Android deployment first installations were successfully completed in November 2011. Today, the new program is used by 2/3 of Telema MMT users.


MMT Android simplifies a sales agent's job and makes it more productive, as there is no need to use multiple devices anymore. Telema MMT, phone, calendar, notebook, e-mail, Internet, camera (usable as a scanner), GPS and many Android applications – everything is together in one device. MMT Android is more convenient, user friendly, reliable and faster than the previous versions. In the new program, the issues causing a headache to sales agents have been solved. For example, one can suspend all actions in MMT by cliking a button and still pick up later exactly where one was left off. The new program can also handle large volumes of data.


Development continues and in 2012, a new version is expected with new functionality (product catalogue with pictures, faster loading of data etc). In new version developments, the needs and wishes of our customers are carefully taken into account. To ensure this, we have a special Product Manager for MMT  Sven Uustalu since August 2011 working in Telema.

Back to contents


Telema Webshop was renewed as the result of a complete redevelopment of the Telema service web. Telema Webshop 2.0 was successfully lauched in December 2011. Telema Webshop is a web-based shopping environment aimed at trade customers (smaller shops, HoReCa). Its main advantage over supplier own webshops is the opportunity for buyers to order products from many suppliers in one portal. For suppliers, the advantage comes from „all orders from the same place“ functionality – you can collect your EDI orders from retail chains using Telema EDISupplier, MMT orders from your sales agents using Telema MMT, and small customers orders made in Telema WebShop. All orders are received in same location, in same format so that very good overview of all incoming orders is achieved.


Today it is possible in Telema Webshop to order from around 50 suppliers, including major suppliers like Leibur, Eesti Pagar, Fazer, Rakvere Lihakombinaat, Valio, Tere, Smarten, Tallegg, Kaupmees & KO and many others. From buyers side, there are about 80 organizations with over 550 points of sale ordering from Telema Webshop. Major buyers are ABC Supermarkets AS (Comarket), Keila Tarbijate Ühistu, Saaremaa Tarbijate Ühistu and Viljandi Tarbijate Ühistu.


Telema Webshop service does not require additional software or additional development on buyer side, a computer with an Internet connection is enough. The value of the service increases as the number of users increases. If you are using Telema Webshop, it pays off to invite all your smaller customers to use the Webshop. To ensure that the needs of Webshop suppliers and buyers are properly taken care of, Telema appointed in summer of 2011 a special Webshop Product Manager Kadri Koorits.

Back to contents


After 2 years of extensive development, Telema new web service was launched in autumn 2011. It is used by web buyers, web suppliers and all EDI clients. Through Telema web it is possible to monitor document exchange – what types of documents have been sent or received and from whom. It is possible to check, which of your trade partners are already linked to you in Telema network and submit linking requests for those who are not linked yet. Telema MMT customers have a separate reports section – lists of customer visits, orders made and surveys filled by sales agents can be found here.

The new web service was developed as an answer to the demands of clients for new functionality and the need to increase security. The new web has a Verisign certificate. A new and separate user authentication service has been introduced. Architecture used is much better secured against attacks. One of the main updates for users is the option to view and print out documents as PDF-s. And last but not least, the new web service is more convenient and looks better. 

Back to contents




Started in 2011, Telema has been working towards implementing out of the box “Telema Module” for the most widespread business softwares in the Baltics. Having a Telema Module in the software is similar to Internet Bank Modules in all business softwares — they usually come with the basic package or are easily and quickly ordered from the software vendor. Using a business software that has the Telema Module implemented gives the customers the ability to start importing EDI orders and exporting EDI invoices, with a centrally hosted communication and without the  need for lengthy and costly developments.

Cooperation contracts are being made or have been made with multiple leading business software companies in the Baltic States, for example HansaWorld in Estonia, Ankravs in Latvia, Rivilė in Lithuania etc. Multiple Estonian business software companies have already realized the functionality of Telema Module in the past, for example Directo, Taavi Tarkvara, RV Soft, KMA and others. The goal of 2012 is to enter into contracts and introduce Telema Module to at least 15 business software companies in the Baltic states.

The standard solution for Telema Module contains two most common EDI documents- order and invoice- in the Telema eDoc format. To simplify software development, Telema has developed a software component Telema API, which is easily built-in into the business software. For more information please turn to Integration Projects Manager Meelis Tivas.

Back to contents


In the end of the year 2011, Telema joined the Estonian Association of Information Technology and Telecommunications (ITL). E-documents, especially e-invoices are becoming more and more popular in the society. In addition, Estonia’s public sector is carrying out TUTSE (a programme for centralizing finance, IT and other support services), which includes a plan for switching to e-invoices in the public sector. As lot of trade is between public and private sector, it is important that both parties should be ready to send and receive e-invoices. For that, Telema believes that cooperation of IT companies in this field is essential.

Sten Tamkivi, the chairman of board of ITL noted that the idea of „green IT“ is important to ITL. „The solutions that Telema offers generate value on two levels – not only do they increase efficiency of companies' business processes, but they also support the environment. It is estimated to be possible to save approximately 12 million trees in  Europa by switching from paper invoices to e-invoices. We wish Telema luck in bringing about this change and welcome you to ITL.“

ITL has 67 members including Telema. ITL unites the Estonian Information Technology and Telecommunications (ICT) companies. The turnover of the members of ITL comprises of over 90% of the total turnover of the Estonian ICT sector.

Back to contents


TTK University of Applied Sciences invited Telema experts to supervise a course in EDI. Students studying logistics will get an overview of EDI, its history and application in practice. „Giving lectures is a good change from the ordinary workday and motivates to learn more yourself“, says Telema project manager Tanel Pastarus.

In addition to the lectures, Telema offers internship opportunities to the students. There are Tallinn University of Technology students working and gaining experience in Telema: undergraduate students Lauri Tikk and Triinu Kollamaa and master students Martin Kurgi and Tauri Neitov, as well as an undergraduate student Risto Siitan from the Estonian IT College.

Back to contents


Starting from 01.12.2011 there is an official Supply Chain Manager's Professional Standard that specifies the competencies required from a Supply Chain Manager. A professional standard is the basis for compiling curricula and training programmes which meet the requirements of the labour market, the basis for assessing competence and a useful tool for employers when promoting and describing jobs, recruiting employees, writing job descriptions, defining staff’s qualifications requirements, and planning training. Telema's CEO Hele Hammer was a member of the expert group designing the SCM standard. The standard can be found at the Estonian Qualifications Authority's homepage.

In parallel to developing the professional standard, another workgroup of experts was working on new study program focusing on the Supply Chain Management. There have not been many possibilities to attend SCM-related courses in Estonia nor have there been university level specialized SCM programs before. However, in cooperation with companies and international experts, and with support from Archimedes, a SCM and logistics course was developed. Hele Hammer, CEO of Telema and a long-time finance lecturer at the Estonian Business School was also involved in creation of the program.The first students will be accepted at Tallinn University of Technology in autumn 2012. The final program was so interesting that a number of Telema employees will be among those applying for the places in the group starting in 2012.

Back to contents



TODAY - 2Doc Supply. The purchasing process currently in use starts with an e-order, according to which the supplier compiles and ships the products, issuing a despatch advice - invoice that includes prices. In addition, the buyer receives an e-invoice. The paper despatch advice describes both the products as well as the prices. 

TOMORROW -  4Doc Supply. The purchasing with 4 documents also starts with an e-order. The supplier compiles the order and issues an e-despatch advice to the buyer. The buyer creates a receiving advice based on despatch advice, and sends an e-receving advice to the supplier. Supplier in turn creates an e-invoice based on the e-receiving advice. The advantages of the 4Doc Supply process are:

  1. decreased amount of credit invoices. If a mistake is made in the supply process, an additional credit invoice is not necessary, as the invoice is issued based on receiving advice. This cuts the purchasing costs, lessens the book-keeping burden on both sides, and speeds up invoice processing.
  2. decreased access to price information. As the despatch advices no longer indicate prices, no third party representatives (truck drivers, etc.) will have access to competition-sensitive price information.
In the Baltics, Selver is the pioneer of 4Doc Supply implementation. They transferred first categories to 4Doc Supply process already in May 2010. Selver's success story was presented at the annual ECR conference in Riga. Their presentation can be found here.  In 2012, Rimi and a few other retail chains are also planning to implement 4Doc Supply.  

Back to contents


In 2011, Telema both organized as well as participated in many e-Invoicing seminars organized by the Estonian Information System's Authority. Electronic data interchange is a topic that interests many entrepreneurs, financial managers, and logistics specialists. Some companies have already implemented EDI, and are ready to share their experiences, others are yet planning their first steps.

At the seminars, an overview of the e-Invoicing in the world, in Europe, and in Estonia was given. The speakers explained the advantages of e-Invoicing, and gave the participants useful tips for implementation. As a pratical innovation, the case studies of e-Invoicing implementation of Eesti Post (Estonian Post Ltd.), Ensto Elekter, G4S, and Selver were presented.

All presentations provided background information (how many e-invoices are there, how many suppliers, etc.), described their solution choice (which service providers the choice was made among, why a specific partner was chosen). They described the inclusion of business partners (how they were approached, and if the inclusion was easy), as well as the victories of the project, and most importantly, the lessons learned and mistakes made were discussed. If you would like to read the case studies, please submit your request at

Back to contents


In December 2011, a public meeting of CEN (European Committee for Standardization) e-Invoicing committee took place in Brussels, where an overview of the accomplishments over the years was presented. E-Invoicing committee was formed on 9 February 2009, and in three years, guidelines for the adaptation of common e-invoices in the EU were developed. The guidelines were introduced at the meeting. From Estonia, Toomas Veersoo from Telema, and Ahti Allikas from Itella Information participated in the meeting.
What hinders a more widespread implementation of e-invoicing? Three main reasons were cited: 
  • The advantages of e-invoicing may not be self-evident to SMEs;
  • The preferred way of starting e-invoicing may not be accepted by the large customers of the SMEs;
  • The vast array of standards for structured data exchange does not make it easy for SMEs to start.

Additionally, both technical as well as business skills for achieving this goal are often lacking, and not all member states have adapted the new EU  VAT-directive yet. Additional information can be found: 

Back to contents


New version of Telema eDoc – version 2.5.0 is released
Telema eDoc is the most common XML based file format in the Baltic states for communicating retail supply chain documents. The Telema eDoc format has been developed based on Telema customer needs and it satisfies the requirements of big retail chains. The Telema eDoc undergoes constant improvements based on our customer requirements for improvements. Telema eDoc supports order, invoice, despatch advice, receive advice, dispatch order and many other types of e- documents, including  masterdata documents like price catalogue and product catalogue. The latest version of Telema eDoc – Telema eDoc 2.5.0 was released at the start of the new 2012 and detailed information on the eDoc format is available at Telema’s developer web-page.

Masterdata validation
In addition to the basic document (invoice) validators introduced in 2010, in 2011 also masterdata validation was introduced. Starting from fall 2011 the correctness of masterdata documents is checked on the server side before the information is loaded to the Telema EDI system. This enhancement ensures the correctness of customer product and price information in Telema system.

New interface to the Telema EDI system – new Telema Gateway
In the fall of 2011 also a new version of the Telema Gateway application was introduced. The new Telema EDI system interface installed at customer system has a wider range of capabilities when compared to the old version of the interface. In addition to preliminary data validation at the customer side, the new interface enables a more comprehensive description and updating of customer specific data manipulation rules.

New Telema EDI system core – the successful completion of the “migration” project
Development of the new Telema EDI core system lasted more than 5 years and Telema invested more than 5 million Estonian kroons into that development project. The project for migrating customers from the old Telema EDI core to the new core started in 2008. In order to ensure continuity of Telema service, the customers were migrated from the old system to the new system one by one and both systems were operating in parallel. This project of an unprecedented scope was successfully completed at the end of last year. Staring from 1st of December 2011 all Telema customers use only the new Telema EDI system core. The new Telema EDI system core ensures broad EDI system functionality, extending the functionality of the Telema old EDI system functionality with new functionality required by modern supply chain processes. The new Telema EDI system core employs Sonic ESB technology, the database services are based on Oracle technology. Development of the new Telema EDI system core is continuing, as Telema is devoted to offering the best EDI service to its customers in the Baltic states.

The Estonian ID card is the safest and simplest method for accessing Telema web based services
Telema has been offering its customers the opportunity to access Telema web based services with the Estonian ID card for over a year. We can happily say that the ID card is being used more broadly. We recommend to all of our customers to use the ID card for accessing Telema web based services as it provides the maximum amount of security. In addition the ID card based authentication is convenient, as there is no need for memorizing additional user names or passwords. An ID card reader is required for the use of ID card based authentication. The simplest ID card readers are in the price range of 6 to 10 €, which is not a very big investment when considering the improvement of the everyday work process. For additional information please contact Telema Helpdesk.

Back to contents


Telema's team has grown again in 2011. This is mainly due to the growth of network, our grand product development project and to the reorganization of the company's structure.


As an important update, Telema has created the role of a Product Manager. Since March 2011, Telema's web products (Webbuyer, Websupplier, Webshop, Web4Doc etc.) manager has been KADRI KOORITS. Since august 2011 SVEN UUSTALU has been taking care of Telema MMT and Telema VMI products and clients. Product managers are helped by assistant TRIINU KOLLAMAA.


To conduct integration projects (cooperation with business software companies and other EDI operators) we hired a Integration Project Manager MEELIS TIVAS. As a junior administrator RISTO SIITAN  helps to keep our systems up and running since October 2011. VALDIS ZITARS joined the sales team in Latvia since June 2011.


Four people have joined the development team during 2011 - MARTIN KURGI in January, TAURI NEITOV in March and SERGEI MEŠTŠERJAKOV, HENRIJS BAUMANIS and TOOMAS MÖLDER joined the team in December.



Back to contents



We are looking for great people to fill exciting job positions! Presently we are looking for sales experts, but since Telema is a rapidly expanding company, we may as well post a job listing that is good "for ever":

If you have:

A higher education; preferably a minimum 5-year working experience; sales-, negotiations-, trade-, and IT skills; an ability to see "the big picture"; good communication skills; enthusiasm; a positive mindset; English, Estonian, and Russian skills

and you like to:




then go to Telema job offers and apply for a job!

Telema team

Back to contents

TELEMA IN NUMBERS (31.12.2011)





Contractual clients




740 850 +15%
2 340 2 800 +20%

E-supply links*

  28 890

  48 650


Documents, thousands

5 400

6 500


*E-supply link is the connection between one supplier and one delivery address (shop)


Back to contents