Leader in semi-conductor technology rides one-commerce to drive salesAbstractA global leader in semiconductor technologies wanted to leverage its websiteto build a robust e-commerce platform that could enable accurate research,selection and ordering of products. The solution was aimed at improving itsonline sampling function to generate greater interest among design engineersand lure prospective customers. Infosys partnered with the client to createa customized e-solution that went beyond a regular B2B or B2C model,combining a number of functionalities for guided selling through extensivesampling, catalogs and channel storefronts for meeting diverse requirements.The e-solution not only helped in driving sales, but also provided thecompany with more opportunities to collaborate innovate and expand itsbusiness.For more information, contact email@example.com Sep 2008
Business Overview & ContextThe client, a world leader in semiconductor technologies, engages in the design, manufacture, marketing and sale of high-technology components. The company’s semi-conductor products account for nearly 96% of its revenues. With its operationsspread across 25 countries, the company leverages on its website to build loyalty among its user community. The site actsas a window to its range of products and encourages design engineers to use online samples in the designing and testing ofequipment. Such a sampling exercise is generally used to encourage users across the globe to try the company’s productswhile designing end electronic equipment such as TV, mobile phones, MP3 players etc. If the designers find these samplesuseful, they recommend these products to their company, which in turn gets converted into bulk order opportunities. Aprecursor to the ‘buy’ decision, ‘sampling’ is thus a crucial tool in getting new customers.The client’s existing e-commerce infrastructure was unable to leverage the benefits of ‘online sampling’ to its fullest. Thecompany was, therefore, looking at enhancing its e-commerce portfolio to drive sales and reduce support costs.Business ChallengesThe client wanted to leverage its website to build a robust e-commerce platform that could support its sales & marketingactivities and improve cross-selling opportunities. It was looking for an e-solution that could enable accurate research,selection and ordering of products. The solution was not just aimed at meeting the requirement of existing customers, buthad to be compelling enough to lure prospective customers who log on to the company’s website. There was a need to builda strong web infrastructure that could improve its online sampling function and generate greater interest among its targetcommunity, specifically design engineers.The client had to deal with many issues on its existing web infrastructure as the current ecommerce server platform was notsupported by the vendor anymore. The system was not scalable and required significant custom code. An obsolete platformand usability issues not only hurt the speed of ordering but also resulted in missed cross-sell opportunities. Besides risingintegration and maintenance costs, the company needed to consolidate all its transaction applications and build a newimproved architecture and integration roadmap.Client ContextShift in Marketing StrategiesThe recent past has witnessed the emergence of new markets and proliferation of large number of small and medium designhouses, independent sales representatives and distributors. This is also leading to a gradual shift in the ‘go-to-market’strategies of semi-conductor companies across the globe. Advancements in e-commerce technology percolating from B2C toB2B arena have impacted the efficiency of the ordering process of these companies.This changing business environment and technology development requires the creation of a framework (process, systems &data) that can be easily extended to channel partners and customers, thereby increasing brand, market share and revenue.Large semi-conductor companies are required to take on a ‘Channel Stewardship’ role in the product’s value chain to drivebusiness efficiently through their channel partners and develop a strong brand that goes beyond just selling chips. • Extending and sharing the process, like demand shaping, bundling, etc. • Extending technologies, like enabling eMarketplace, storefront, ODMs order brokering Channel Stewardship • Sharing detailed product, OEMs requires increasing configuration, pricing, and Semiconductor the sphere of inventory data EMS influence on • Selling platform (a combination of channel integrated circuits, chips, partners by software, reference design, support, finance all tested and Distis configured for use) • Defining joint performance management criteria and measurement systemsWeb enabled eCommerce platforms are used as enablers to take on channel stewardship role by large semiconductor players.This channel stewardship role will help take the order enablement through a channel marketplace.2 | Infosys – Case Study
The Solutions ApproachThis project aimed at setting up a web infrastructure that could support the ‘Worldwide Samples’ (WWS) application. Theexisting sampling application had to be migrated from Microsoft Site Server 3.0 with SQL Server 2000 as the backend to IBMWebSphere Commerce 6.0 with Oracle 10g in the backend. This was the first of the many applications that the companyenvisioned to build on the enhanced e-commerce platform.Infosys partnered with the client to create a customized e-solution whose usage would be beyond a normal B2B or B2Cmodel: • Guided selling through extensive sampling, thus enabling designers to find solutions that would fit their requirements. • Storefronts that could meet diverse requirements in terms of products lines, channels, pricing, currency, contracts, languages, geographies and sectors. • Enabling sales force, distributors, resellers and design houses to: • Access accurate product information • Introduce new products faster • Gain real-time pricing and availability • Place orders • Check order status & track shipmentsHow did Infosys help?Infosys was already engaged with many of the client’s IT services requirements across multiple business groups. It had beeninvolved in creating other Transaction Management applications for the client’s internet sales and marketing channel. It could,therefore, leverage on its in-depth understanding and knowledge of the client’s existing systems to ensure timely delivery ofthe project at minimum costs.Infosys has extensive expertise in the semi-conductor domain within its manufacturing vertical. It also brought with it anexpertise in implementation of IBM’s technologies and proven strength in delivery of quality and cost-effective servicesthrough its ‘Global Delivery Model’. Infosys leveraged on its alliance with IBM and its in-house Center of Excellence to builda strong ecommerce platform on Websphere Commerce 6.0.The entire project was implemented in an iterative manner to ensure that business had enough time for testing therebyreducing risks. In-house testing tools and quality checks were appropriately deployed to give the client enough confidence onthe product capabilities. Infosys also helped the client in developing certain custom applications that were not available in theout-of- box solution. Infosys – Case Study | 3
Business BenefitsThe e-solution that was initiated to support a sampling function was gradually enhanced to provide a comprehensivee-commerce portfolio. The key benefits of the project were: • The ‘online sampling’ application has become more effective in generating Fi a ial n nc Financial orders, thus implying more business for the company. • There has been a significant reduction in maintenance and running costs. • The improved web interface has made it easier to place orders, thereby reducing the time spent in entering or reviewing requests. This has, in turn, Opratial e o n Operational increased the overall efficiency and productivity of its people. • There is more visibility into the overall demand and inventory from all channels. • The revamped e-commerce infrastructure not only supports existing applications better but also provides scope for scalability and expansion. • The website has cleaner interfaces and a new look that attracts a whole new set of customers. Fl Flexible exible • There are more opportunities to collaborate transactional applications into one single platform. This also provides the customer with a consistent user experience. • The company has more avenues for expansion as it can sign on new distributors and sales channels in emerging markets. • The company can introduce cutting edge designs and new features at a In tive nova Innovative much faster pace. • New features like cross-selling will be added in the future to enrich user shopping experience, ensuring greater customer satisfaction.