DMG MORI: Mobile configuration and optimum user experience


  • Portfolio: innovative high-tech machines using turning and milling technologies, advanced technologies (ULTRASONIC/LASERTEC) and the ECOLINE product line as well as electronics and systems products
  • Turnover: approximately EUR 2.3 billion (2015)
  • Employees: 7,462 (2015)
  • Location: Bielefeld, Tokyo (both headquarters)


The high-tech tooling machines produced by DMG MORI are innovative, state-of-the-art and of premium quality. Sales staff are also tasked with communicating these values in dialogue with their customers. Until now staff have relied on paper print-out lists when configuring machines together with the customer – all in all not very innovative or progressive. To change all that, in cooperation with camos DMG MORI has developed a mobile product configuration solution.


Under the name OMS|fx, the mobile product configuration is setting new standards in terms of user experience. Around 1,000 sales personnel in all 76 countries in which the tool machine manufacturer is represented have since been equipped with iPads – although the client naturally also operates on other mobile operating systems. Employees use the guided configuration system to create the machine together with the customer. Step by step, components are displayed from which the customer can select – inclusive of comprehensive information, various visual elements and prices. Once configuration is complete, the binding quotation is quickly generated by the back office. As a result, DMG MORI has succeeded in improving efficiency throughout the entire sales process. But even more importantly: customers are absolutely delighted with the user experience – consequently enhancing the perception of DMG MORI as an innovative company.

Success Stories

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