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  • 1. 2009 eCommerce Trends and Observations space150 DEEPSPACE event Paul Rombach, Director, Product Development January 22, 2009 © 2008 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 2. eCommerce Circa 1995… © 2007 IBM Page 2
  • 3. Now: Revolutionize the Customer Experience •Focus on the experience •Focus on the lifestyle •Deliver dynamic, customer-centric interactions •Extend the personality of your brand •Execute precision marketing •Remember the basics Page 3
  • 4. Convert More Browsers to Buyers Web 2.0 technologies such as Rich Internet Applications (RIAs) and Ajax create a rich customer experience that builds profitable and loyal relationships. Using Ajax, visitors can simply roll-over a product image to learn more. Page 4
  • 5. The Power of Active Participation A shift from push advertising to active customer engagement is occurring. As a result, social networking must play a role in your online strategy primarily to improve customer communication, engagement, and loyalty. Blogs Product Reviews User-generated content Page 5
  • 6. Whenever with Whomever, Where-ever, on Whatever In addition to connecting with consumers through new concepts, retailers will also reach out to consumers via new marketing vehicles and media including new digital sign technologies (bluecasting), mobile marketing, and mCommerce. Coupons Maps SMS iPhone Loyalty Cell-phone based interactive experiences Page 6
  • 7. Trends and Observations 1. Investment community leading indicator 2. Collision of Art and Science 3. Customer Experience 4. Cross Channel Integration 5. More Analytics, More Optimization 6. Overnight to Near Real-Time to Real Time 7. Static interaction to Dynamic interaction 8. Homegrown to B.O.B. to Integrated Platforms 9. Multi’s – Entity, Language, Currency 10.International Security and Privacy Page 7
  • 8. Don’t Forget the Basics •Performance •Scalability •Manageability •Functionality •Navigation •Brand Consistency •Crawlability •Usability Page 8
  • 9. AT&T Hosting & Application Services Vision Deliver value across the Managed IT Services spectrum Infrastructure Application Focused Focused Data Center Services Hosting Services Application Services Facility Services Web Hosting Application Development Connectivity Services Infrastructure Management Application Management IT Support Services Managed Hosting Software-as-a-Service Professional Services One of the broadest continuum of services in the industry • Utilizes network, technology, and service expertise to deliver IT • infrastructure as a service anytime, anywhere, over the network, on-demand Page 9
  • 10. AT&T Synaptic HostingSM Next generation, utility-based managed hosting service Offers dynamic, on-demand IT capacity that can adapt with changing applications or user demand. Ideal for handling seasonal or unpredictable traffic bursts, yet flexible enough to support virtually any business application. eBusiness Key service features Extranet Front Office •Virtualized, pre-integrated utility platform •Fully managed to the operating system, web, database •Capacity on demand with pay-per-use options •Optional application awareness (monitoring, reporting) Intranet Back Office •High-touch servicing model with holistic SLA up to 99.9% Recovery AT&T Synaptic Hosting is… • Fast. Launch your application quickly. Scale it even faster. • Adaptive. Burst IT capacity in real-time to handle traffic spikes. • Efficient. Pay for only the IT capacity you need, when you need it. • Reliable. Deliver high uptime via built-in security and redundancy. • Easy. Get quality support from your expert support team, 24x7. Page 10
  • 11. AT&T Application Services • AT&T responsible for application Application • SLA 99.9% extended to application Management AT&T • Extended application performance Security management Application Administration Management • Backend DB tuning/management Management • Enhanced proactive application Database monitoring Management • Minor improvements (batch jobs, content pushes, etc.) Performance • Ongoing application maintenance Management • Integration and reporting • SLA 99.9% thru OpSys & DB Hosting Synaptic Hosting • Capacity on-demand • Availability monitoring Reliability: Maintain reliable online presence by preventing costly downtime Availability: Retain loyal customers with extended application SLAs Scalability: Scale up or down to accommodate peak traffic flows on-demand Performance: Ensure your site survives and thrives with proactive performance management Page 11
  • 12. AT&T Intelligent Content DistributionSM Service Caching, Streaming, Storage and More Web Acceleration- Acceleration of web pages & web page objects Caching File Downloading- Decreased downloading times for large user-downloadable objects On-Demand Streaming- Audio & video content Live Web Streaming- One-time or recurring events as well as Streaming continuous broadcasts, Customer self provisioning of webcasts via AT&T BusinessDirect® Network Origin Server- Large File Download & Video-on- Origin Demand customers may use in-network ICDS origin server to Storage store and serve files. Numerous service and configuration options including: Optional Georeporting - Caching customers can get detailed reports on the Optional geographic distribution of their audience Services Services Georestriction - Caching customers can get restrict distribution of their content to specified geographic areas Page 12
  • 13. We have extensive experience delivering application services solutions… Enterprise Messaging & eCommerce Applications Collaboration WebSphere Commerce • WebSphere Application SAP Business Suite • • Server SAP R/3, mySAP.com • ECC 6.0 • Custom Applications NetWeaver Platform • eBusiness Suite • Siebel • PeopleSoft • Fusion Middleware • Other Packaged Apps. Ariba Analysis • Ariba Sourcing and Contracts • Ariba Buyer and Invoice • ERP  CRM  SFA  Websites  mCommerce  Email  IM  Messaging  SCM  HCM  Portals  Content Calendar  Contacts  Financials  Management Systems  Conferencing  Blogs  Procurement SOA  Discovery Wiki Workshops Page 13
  • 14. eCommerce Bundled With Other AT&T solutions Complete business solution using complimentary services AT&T Solutions: AT&T Provides: Intelligent Content Distribution Service A complete portfolio of Internet and eCommerce services Hosting Services Digital Media Services  Increased visibility & control Utility Services  Simplified contracting eCommerce Services Application  Short enablement cycle Management  Service Continuity & Redundancy Managed Security  Network Performance (Global) Managed Internet Service Page 14
  • 15. Delivering an intelligent, secure global networking platform for on-demand application performance. Velocity. Delivered. Page 15