Leaders In Implementing E Commerce Solutions


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  • Leaders In Implementing E Commerce Solutions

    1. 1. <ul><li>Neil Stewart and John Millington </li></ul><ul><li>Salmon Limited Leaders in implementing eCommerce solutions </li></ul>
    2. 2. Agenda <ul><li>Who are we? </li></ul><ul><li>Why are we here? </li></ul><ul><li>One vision – two approaches </li></ul>
    3. 3. <ul><li>Small company with global reach </li></ul><ul><ul><li>Successful track record over 17 years </li></ul></ul><ul><ul><li>c. 130 staff / £12m turnover </li></ul></ul><ul><ul><li>Privately owned </li></ul></ul><ul><ul><li>Financially sound </li></ul></ul><ul><ul><li>Open, honest and responsive approach </li></ul></ul><ul><ul><li>Strong delivery-focused culture </li></ul></ul><ul><li>Systems integration focus </li></ul><ul><ul><li>Mission critical systems </li></ul></ul><ul><ul><li>Broad and deep expertise in web based applications and technologies </li></ul></ul><ul><ul><li>Specialist skills in application support; testing and performance tuning </li></ul></ul><ul><ul><li>Sharing risk with our customers </li></ul></ul><ul><li>Diverse interests and practices </li></ul><ul><ul><li>Interests in retail, finance and insurance, utilities </li></ul></ul><ul><ul><li>Focus on eCommerce and portals (B2B and B2C) </li></ul></ul><ul><ul><li>Focus on SOA and Enterprise architecture </li></ul></ul><ul><ul><li>Application management and support - 25% of the business </li></ul></ul><ul><li>Innovative risk/reward models </li></ul><ul><ul><li>Over 240 fixed price projects delivered </li></ul></ul>Who are we?
    4. 4. 2002 1998 2000 2004 2005 A leading eCommerce Systems Integrator 2007 2006
    5. 5. Salmon’s eCommerce Services <ul><li>Discovery </li></ul><ul><ul><li>Strategy and business case </li></ul></ul><ul><ul><li>Requirements (functional/non-functional), analysis/gap analysis </li></ul></ul><ul><ul><li>Asset clarity framework </li></ul></ul><ul><ul><li>Business process mapping </li></ul></ul><ul><ul><li>Package/component/tool set selection </li></ul></ul><ul><li>Customer interaction design </li></ul><ul><ul><li>Customer journey mapping </li></ul></ul><ul><ul><li>Information architecture </li></ul></ul><ul><ul><li>Customer experience design </li></ul></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><li>Solution implementation </li></ul><ul><ul><li>Architecture and design </li></ul></ul><ul><ul><li>Build/test/deploy/training </li></ul></ul><ul><ul><li>Integration </li></ul></ul><ul><ul><li>Performance by design </li></ul></ul><ul><li>Ongoing services </li></ul><ul><ul><li>Application support or complete managed service (hosting via third party) </li></ul></ul><ul><ul><li>Maintenance and enhancements </li></ul></ul><ul><ul><li>Monitoring and alerting </li></ul></ul><ul><ul><li>Web marketing and SEO; capacity planning; analytics etc </li></ul></ul><ul><ul><li>Stress testing and performance tuning </li></ul></ul>
    6. 6. Why are we here today? <ul><ul><li>Our presence in the market tells us that eCommerce is changing in three key ways: </li></ul></ul><ul><ul><li>Increasing Opportunity </li></ul></ul><ul><ul><ul><li>Online revenues for 2006 were worth £30.2 billion. (IMRG) </li></ul></ul></ul><ul><ul><ul><li>UK retailers expect online revenues to be 16% of total revenues by 2011, up from 8.5% in 2006 (Gartner, Q1’06) </li></ul></ul></ul><ul><ul><li>Increasing Competition </li></ul></ul><ul><ul><ul><li>Only 50% of the top 100 high street retailers are trading online, the rest are coming </li></ul></ul></ul><ul><ul><ul><li>Superstores such as Tesco and Wal-Mart are expanding their online operations </li></ul></ul></ul><ul><ul><li>Increasing Complexity </li></ul></ul><ul><ul><ul><li>Customers expect rich, personalised online experiences requiring the use of new technologies </li></ul></ul></ul><ul><ul><ul><li>Storefronts are requiring ever deeper integration with back-office systems </li></ul></ul></ul>
    7. 7. How to React? <ul><ul><li>eCommerce is changing, those trading online will need to change with it </li></ul></ul><ul><ul><li>Change is becoming the norm, not an exception </li></ul></ul><ul><ul><li>The systems built to trade in the future will have to be capable of evolving with the market and those already in place will need to become flexible </li></ul></ul><ul><ul><ul><li>Reduced time-to-market of new stores addressing niche opportunities </li></ul></ul></ul><ul><ul><ul><li>Rapid deployment of user interface components based on the latest fad </li></ul></ul></ul><ul><ul><ul><li>The ability to change stores rapidly </li></ul></ul></ul>
    8. 8. One Vision – Complementary Approaches <ul><li>These include: </li></ul><ul><li>Entrants into eCommerce </li></ul><ul><li>Retailers </li></ul><ul><li>Manufacturers </li></ul><ul><li>Any business that sells goods or provides services directly to consumers, e.g. a business that sells to consumers directly through a catalog </li></ul><ul><li>These include: </li></ul><ul><li>Companies who have already made a significant investment in eCommerce </li></ul><ul><li>Those that see storefront integration with the back-office as the next step </li></ul><ul><li>Organisations coming to market for the first time with large, complex, disparate but valuable underlying systems </li></ul>An on-ramp solution for growing businesses who are either looking to get started or expand their eCommerce offering. A means of renewing legacy investment in eCommerce to face the challenges of the future for customers unsuited to a package solution. and
    9. 9. Familiar? Current site is ‘held together by string’ Low cost of entry Sophistication
    10. 10. Familiar? Current site won’t cope with Xmas peak Low cost of entry Sophistication
    11. 11. Familiar? Current site won’t scale to support our business growth Low cost of entry Sophistication
    12. 12. Familiar? All our efforts are focussed on keeping the lights on – we can’t drive our business Low cost of entry Sophistication
    13. 13. Familiar? The business users don’t have control over the site – we can’t make changes when we want to Low cost of entry Sophistication
    14. 14. Familiar? We have to rely on a third party to make changes to the site and they don’t have the resource to support it Low cost of entry Sophistication
    15. 15. Familiar? The cost of adding new “commodity” functionality is high Low cost of entry Sophistication
    16. 16. Familiar? Internal delivery is focussed on other initiatives and I would like to work with an outside organisation that can deliver and manage a “world class” ecommerce system Low cost of entry Sophistication
    17. 17. Outcome Low cost of entry Sophistication Rip & Replace Culture
    18. 18. Why you need SAFE™ <ul><ul><li>Current site is ‘held together by string’ </li></ul></ul><ul><ul><li>Current site won’t cope with Xmas peak </li></ul></ul><ul><ul><li>Current site won’t scale to support our business growth </li></ul></ul><ul><ul><li>All our efforts are focused on keeping the lights on – we can’t drive our business </li></ul></ul><ul><ul><li>The business users don’t have control over the site – we can’t make changes when we want to </li></ul></ul><ul><ul><li>We have to rely on a third party to make changes to the site and they don’t have the resource to support it </li></ul></ul><ul><ul><li>The cost of adding new “commodity” functionality is high </li></ul></ul><ul><ul><li>Internal delivery is focused on other initiatives and I would like to work with an outside organisation that can deliver and manage a “world class” ecommerce system </li></ul></ul>
    19. 19. Salmon’s Application framework for eCommerce SAFE ™ SAFE™ is a series of pre-configured, reusable eCommerce components developed by Salmon that allows businesses to quickly leverage the inherent functionality of IBM WebSphere Commerce, (widely regarded as the leading eCommerce solution).
    20. 20. Practice dedicated to IBM WebSphere Commerce Source Forrester Research, Inc. IBM WebSphere Commerce widely regarded as the industry leading e-commerce solution
    21. 21. About SAFE ™ <ul><li>A genuine on-ramp solution that caters for all of a company’s on-demand needs </li></ul><ul><li>Leverages a strategic scalable platform (IBM WebSphere Commerce) exploiting its rich functionality </li></ul><ul><li>Provides you with a working store within weeks with typically 70-80% of the capability needed to do business online, with your customers, partners or suppliers </li></ul><ul><li>Fast ROI & low cost of entry (reduced development costs and timescales) </li></ul><ul><li>Businesses benefit from an already functionally rich, scalable solution that can be customised to differentiate </li></ul><ul><li>SAFE ™ eliminates the risk of having to “rip & replace”, meeting existing and future integration and multi-channel requirements </li></ul>
    22. 22. Typical Project Approach
    23. 23. <ul><li>The SAFE Approach </li></ul><ul><ul><li>Early deliverable (NOT a prototype) </li></ul></ul><ul><ul><li>Focus on differentiation not commodity </li></ul></ul><ul><ul><li>Ability to see the design on real system not paper </li></ul></ul><ul><ul><li>Early visibility of “admin tools” to business users </li></ul></ul><ul><ul><li>Focus on functional and non functional requirements </li></ul></ul>
    24. 24. Salmon Application Framework for eCommerce > 250% Sales Growth > 60% Visitors Growth Live in < 90 Days
    25. 26. What is SR4? <ul><li>A methodology that allows for the creation of a renewed eCommerce platform integrated with back-office systems </li></ul><ul><li>Centred upon a maturity model to allow for targeted investment </li></ul><ul><li>Pragmatic and focused on reusing existing components where possible </li></ul><ul><li>Technology neutral </li></ul><ul><li>Recognises and takes account of differing appetite for spend amongst customers </li></ul><ul><li>Derived from industry best-practice drawing heavily from the service-oriented world </li></ul><ul><li>Employs a reference model to guide implementation </li></ul><ul><li>Perfect for defining a roadmap towards excellence whilst delivering interim benefits </li></ul><ul><li>Maps well to other methodologies such as RUP, XP and waterfall </li></ul><ul><li>Backed-up by a dedicated architecture practice with expertise in the delivery of Service Oriented Architecture solutions </li></ul>
    26. 27. The Problem it Tackles Current State Target State Interwoven Endeca SAP Oracle Composition Layer Site A Site B Site C Delivery Service Bus Interwoven Endeca SAP Oracle Store Components Search Stock Content Site B Site A Stock Basket Content Search Checkout Delivery
    27. 28. How Does SR4 Meet the Challenge? <ul><li>Targeted investment </li></ul><ul><ul><li>Based on the Salmon Reference Model it identifies the various capabilities required by stores and how these are currently delivered </li></ul></ul><ul><ul><li>The SR4 Maturity Model is then used to assess each capability’s need for renewal </li></ul></ul><ul><li>Flexible platform </li></ul><ul><ul><li>Control of the composition and configuration of store components is removed from the site itself and held by a separate layer </li></ul></ul><ul><ul><li>Integration with back-end systems makes use of service-orientation via a Service Bus </li></ul></ul><ul><li>Low-risk change </li></ul><ul><ul><li>In most cases it is possible to create the new platform without changing the core business logic </li></ul></ul><ul><ul><li>This creates a highly flexible platform where sites can be composed from store components that are loosely coupled to the underlying back-end systems </li></ul></ul><ul><ul><li>The overall problem of delivering an eCommerce solution is simplified through the separation of concerns </li></ul></ul>
    28. 29. SR4 in Action Roadmap Research Recommend Realise revise (iterative) {control} {conceptual} {logical} {physical}
    29. 30. SR4 Artefacts Research Recommend Realise Business Requirements spec Process Model Process Design Specification Service design Specification Application Architecture Design System Functional Specification Technical Architecture Design Information Architecture Design Technical Specification Business Case Service Requirements Spec Technical Architecture Spec System Requirements Spec Roadmap {Assembly} Test Plan Test Script Deployment Plan Migration Strategy Training Strategy Code Non Functional Specification User Interface Specification Audit & Monitor Design Maturity Assessment Plan Support Plan Maintenance Plan Business System Service Technology Infrastructure Service Interface Specification {interface} Service Infrastructure Architecture Spec Service Level Agreement Architect Business Analyst System Analyst Developer Tester Prog/Proj Manager Strategy Policy Infrastructure Architecture Design <ul><li>Strategy Plan </li></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><li>Programme Plan </li></ul><ul><li>Project Plan </li></ul><ul><li>Financial Model </li></ul><ul><li>Organisational Model </li></ul><ul><li>Enterprise Architecture </li></ul><ul><li>Asset Mgmnt. Plan </li></ul><ul><ul><li>Repository </li></ul></ul><ul><ul><li>Registry </li></ul></ul>Principles Policy Plan Relationship Contracts Change Plan
    30. 31. Conclusions <ul><ul><li>Many business are investing once again </li></ul></ul><ul><ul><li>E-commerce is set to be above 14% of total retail in next 5 years </li></ul></ul><ul><ul><li>But a least double that from net-influenced sales </li></ul></ul><ul><ul><li>An integrated multi channel is key to future growth </li></ul></ul><ul><ul><ul><li>-But can also drive short term individual channel goals </li></ul></ul></ul><ul><ul><ul><li>-Mapping customer behaviours across channels is key </li></ul></ul></ul><ul><ul><ul><li>-Then aligning your business and IT strategy </li></ul></ul></ul><ul><ul><li>There will be even more channels in the future, not less </li></ul></ul><ul><ul><ul><li>-Mobile will be mainly service orientated </li></ul></ul></ul><ul><ul><ul><li>-DTV will grow </li></ul></ul></ul><ul><ul><ul><li>-Interactive TV will depend on broadband </li></ul></ul></ul><ul><ul><li>New channels will impact the marketing spend first </li></ul></ul><ul><ul><ul><li>-As retailers fight for consumer awareness and loyalty </li></ul></ul></ul>
    31. 32. <ul><li>Thanks </li></ul><ul><li>If you would like to receive more information on SAFE ™ or </li></ul><ul><li>receive a copy of our SOA manifestos </li></ul><ul><li>SOA What! Or SOA There! </li></ul><ul><li>please hand us your business card during the break </li></ul><ul><li>or email </li></ul><ul><li>Neil Stewart - nstewart@salmon.com </li></ul><ul><li>John Millington - jmillington@salmon.com </li></ul>