1. Case study
Optus improves customer
experience and increases search
engagement tenfold with HP IDOL
HP Autonomy and Microsearch partner to deliver a single, unified platform
for enterprise search and analytics
Industry
Telecommunications
Objective
To find a single technology that could search across
disparate content sources and improve customer
experience, increase website traffic and conversion
rates, and reduce costs
Approach
Implemented HP IDOL, which could search across
both the enterprise and the web and deliver
personalized, contextual results with speed and
scale
IT matters
• HP IDOL Server
• HP Intellectual Asset Protection System
• Multiple IDOL Connectors
• WebLogic Application Server
• J2EE, Spring, AJAX, Freemarker
• Microsearch: an HP Partner with expertise in HP
IDOL
Business matters
• Lower Total Cost of Ownership (TCO)
• Tenfold increase in search use by internal users
and external customers due to its reliability and
accuracy
• Relevant, personalized, contextual search results
• Fast responses via a distributed implementation
The need
Over the years, Optus licensed and
implemented multiple search technologies,
resulting in “islands of search” with little
integration and poor customer experience.
They needed a single search platform that
could search across the enterprise and the
web to provide improved customer experience,
increase in website traffic and search utilization,
revenue growth from improved conversions,
and cost reduction through technology
consolidation.
Before deploying HP IDOL, Optus had no
solution that could enable a search of all
corporate resources supporting business
operations.
Optus also needed secure and fast search
to meet service levels. Providing powerful
search capabilities greatly increases access to
corporate information—ensuring information
is available only to those with access to it.
Optus required a search solution that
enabled business users to manage their
applications through search administration
and configuration.
The challenge
Here are the key challenges that Optus faced:
• Multiple technology islands
• Distributed large volume data sources
• Multiple portals and online channels
• Expensive maintenance costs
• Poor or absent search capability across sites
and intranets
• Non-standard proprietary systems (no SOA)
The solution
• Single search platform in HP IDOL
• Implementation of a wide range of IDOL
functionalities
• Enterprise search and indexing service
• Search Portlets and Search Business
Console
• Integration with portals, CMS, intranets,
wikis, blogs, DMS, etc.
• Secure search: Integration with AD and SSO
• Social search based on popularity
• Methodology from search strategy to
implementation
• Ongoing 24 x 7 support and search
optimization
Microsearch Portlets
HP IDOL Platform
Microsearch search service (Autonomy, Google, Baynote)
Online consumer Online business Customer center Call center Enterprise search
Single Search Platform Capabilities
Social search
Faceted navigation
Clustering
Administration
Security
Connectors and Indexing Service
Hyperlinking
Scalability &
distribution
Advanced search
Recommendation
Conceptual search
Categorization
Eduction
Figure 1 – Optus Solution Architecture
2. Case study | Optus
The benefits
HP’s search solution on the Optus intranet and
website also provided:
• Single search system – public and
enterprise-wide
• Relevant, personalized, contextual search
results
• Much lower Total Cost of Ownership (TCO)
• Virtually live data consolidation: no outdated
results
• Super-fast responses via a distributed
implementation
• Tenfold increase in search utilization by
internal users and external customers
• Increased traffic, click-through, and
conversion rates
Optus Consumer Portal
• Search auto-suggestion
• Results promotion
• Results based on context, user corridor and
user status
• Integration with various technologies and
indexing multiple content sources
Solution highlights
• Accurate search results based on contextual
relevance and popularity.
• Ease of promoting products and services.
• Search navigation and filtering tools to quickly
direct users to the right information.
• Easily configurable search rankings by business
users.
• Single, unified results from various sources.
• Indexing of high volumes of content.
• Real-time ingestion and search of news, video,
and audio feeds.
• Secure search across enterprise content sources.
• Single, standardized internal search platform.
• Adoption of an SOA approach, with multiple
technologies and content sources.
Figure 2 – Optus Consumer Portal: Internet Search Results
Figure 3 – Optus Enterprise Search
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3. Case study | Optus
Optus enterprise search
• Secure search (mapped security): recognizing
document access controls and applying user
permissions to the results
• 24 enterprise content sources
• Tools to configure and promote results by
business users
• Predictive search, type ahead, spelling
suggestion and synonyms
• Faceted navigation and advanced search
tools
• Concept-based search
HP IDOL functions
• Conceptual search
• Parametric refinement
• Advanced, secure search (mapped security)
• Boolean search
• Highlighting
• Contextual summarization
• Synonyms and spelling suggestion
• AutnRank (User feedback-driven search)
• Hyperlinking (related concepts)
• Phonetic and fuzzy search
Figure 4 – Query Auto-Complete offering query suggestions
Figure 5 – IDOL Functionality: Advanced Search
Figure 7 – IDOL
Functionality: Refine
Options
Figure 6 – IDOL Functionality: Related Searches
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