Scalable eCommerce Solutions: Salmon


Published on

Salmon's presentation given at a half-day advisory seminar and networking session designed for Rackspace eCommerce clients and prospects, eCommerce software partners and web design partners.

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Scalable eCommerce Solutions: Salmon

  1. 1. The Route to Scalable eCommerce A Framework for Scalable Web-facing Retail Applications Craig Harper-Ashton - Head of eCommerce Neil Stewart - Commercial Director Prepared: March 2009
  2. 2. Who are Salmon? Diverse Interests and Practice Diverse Interests and Practice Global SI, operations in London, New Interests in retail, finance, insurance York, Beijing, Sydney and utilities Successful track record over 19 years Focus on enterprise architecture , IT / business change c. 180 staff, c 100 in eCommerce team Focus on business impact £16.8M turnover Application management and support Privately owned, financially sound - 25% of the business Open, honest and responsive approach Strong delivery-focused culture and focus Innovative Risk Reward Models Mission critical systems Fixed price Managed risk Broad and deep expertise in web based applications and technologies Shared reward Specialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, insurance underwriting Customer experience / design
  3. 3. End-to-end eCommerce Project Services 1 2 Customer Experience Discovery Design Strategy and business case Requirements (functional/non- Customer journey mapping functional), analysis/gap Information architecture analysis Customer experience Asset clarity framework Design Business process mapping Application of Web 2.0 Package/component/tool Usability set selection 3 4 Solution Ongoing Services Implementation Application support or Architecture and design complete managed service Build/test/deploy/training (hosting via third party) Performance by design Maintenance and enhancements Data, systems, 3rd party Monitoring and alerting Solution Integration Web marketing and SEO; Implementation of capacity planning; analytics etc Industry best practices Stress testing and performance tuning
  4. 4. Salmon Delivering eCommerce Solutions for market leading & challenger brands
  5. 5. A Framework for Scalable Web-facing Retail Applications Agenda Definitions SaaS, out-of-the-box, fully bespoke Benefits, Drawbacks A Better Way? SAFE™ Commercial approach
  6. 6. Definitions SaaS, out-of-the-box, fully bespoke
  7. 7. Definitions SaaS An application owned, delivered and managed remotely by one or more providers. The provider delivers an application based on a single set of common code and data definitions which are consumed in a one-to-many model. on a pay-for-use basis or as a subscription based on use metrics.
  8. 8. Definitions out-of-the-box Items, functionalities, or features provided out of the box are those that do not require any additional installations, plug-ins, expansion packs, or products. For tangible products, the phrase quot;out of the box“ promotes functions, e.g. “the out of box functionalities provided in HP OpenView Service Centre”. The connotation is of a system without customisation, such that it is usable with a vanilla software installation.
  9. 9. Definitions Fully Bespoke Refers to software designed and written for a single company and/or task. custom-made to the buyer's specification.
  10. 10. Benefits and Drawbacks
  11. 11. Benefits and Drawbacks SaaS Benefits For the Customer Drawbacks For the Customer No direct control of the data No client/server software installation or maintenance Dependence on an outsider to run your eCommerce business Shorter deployment time 12 -24 month tie-in Global availability What next? „Prisoner‟ Service Level Agreement (SLA) adherence Security Constant, Smaller, Upgrades One size fits all Ease of traditional internal I.T. pains Redistributable I.T. Budget Predictable costs Drawbacks For the Provider One butt to kick Monthly focus on customer satisfaction Benefits For the Provider Harder development process Compensation issues Success can be a problem Aggregate operating environment Predictable revenue stream Predictable growth Focus on smaller upgrades instead of monster patch rollouts Sales becomes customer relationship management
  12. 12. Benefits and Drawbacks out-of-the-box Benefits For the Customer Drawbacks For the Customer Features of packages are designed to be Quick to get up and running useful for the greatest number of users and Relatively low initial outlay are developed according to the demands of Design templates available the greatest number of customers. One size WYSIWYG fits all Superfluous features Missing features Benefits For the Provider Package drives business not visa-versa Very costly to add new features Search engine visibility often poor Repeatability Fixed Database structure Predictabilility „Best practice' not always adhered to Economies-of-scale Drawbacks For the Provider High churn Innovation at the pace of all
  13. 13. Benefits and Drawbacks Enterprise bespoke Benefits For the Customer Drawbacks For the Customer Development often requires ROI and TCO High flexibility / agility assessment, and stakeholder support High differentiation Procurement procedures Control over pace of innovation Multiple internal stakeholders Alignment to business processes , not visa- Multiple partnerships / alliances versa Bespoke support Direct relationship with development partner in locale Longer initial development time Typically lower training costs / knowledge Relatively high initial outlay transfer compared to packaged software Increased risk management Drawbacks For the Provider Mix and match / best of breed Reuse is low as IP is retained by customer Benefits For the Provider Risk Management Highly innovative High profile High value
  14. 14. A better way?
  15. 15. eCommerce conundrum Higher Higher Complexity Revenue Solution Lower Lower Lower Higher Effort & Investment over time
  16. 16. Why SAFE™? Big Picture Continued shift from eCommerce -> MC eCommerce -> Cross Channel retailing continues 1 unabated 2 Endemic eCommerce platform failure as eCommerce operations mature 1st and 2nd generation sites being replaced Increasing demand for strategic eCommerce solutions that; 3 Support low cost of entry & have rich functionality & features An underlying technology platform that delivers scalability & flexibility Support innovation without technical or contractual limitations End of one-size/vendor fits all approach, with growing need for seamless integration of data, 4 systems and solutions as an enabler of rapid eCommerce Differentiation e.g. Check and Reserve, Reserve and Collect, Advantage Card Opportunity to ‘package’ our 10+ years eCommerce experience – enabling customers to leverage this IP in the form of one solution, available in 3 commercial models with; > A proven eCommerce project delivery methodology > Reusable components that align with worldwide eCommerce best practices > Fully tested and pre-configured elements and modules > Production-ready solution combining software and services
  17. 17. SAFE™ Technical Components Web Properties and Channels Sales Centre Trial Robust underlying platform Brand #1 IBM WebSphere Commerce International Site Pre integrated components Pricing, Orders, Product, Scheduled Jobs Managed hosting Kiosk 100% uptime with Rackspace Core web Mobile, Per property vasive SAFE™ features POS UI Design 3 CSS compliant designs Brand Extensions (Kids, luxury, Deployment Seasonal) UAT >> Staging >> Production B2B Test Market Pre-integrated options xn Omniture, Coremetrics, Magic Zoom, Market Advisor, Google Maps
  18. 18. Commercial Approach
  19. 19. SAFE™ Commercial Approach Higher Higher Complexity Revenue Solution A. SaaS Sold “as-Is”, as a service on a visitor or revenue basis p/m/y, single instance, Lower Lower managed service Lower Higher Effort & Investment over time
  20. 20. SAFE™ Commercial Approach Higher Higher Complexity Revenue Solution B. out-of-the-box Sold “as-Is” A. SaaS Sold “as-Is”, as a service on a visitor or revenue basis p/m/y, Single instance, Lower Lower managed service Lower Higher Effort & Investment over time
  21. 21. SAFE™ Commercial Approach Higher Higher C. Enterprise Bespoke Dedicated Complexity Revenue infrastructure, Solution single instance, significant B. out-of-the-box customisation Sold “as-Is” A. SaaS Sold “as-Is”, as a service on a visitor or revenue basis p/m/y, Single instance, Lower Lower managed service Lower Higher Effort & Investment over time
  22. 22. 250% Sales Growth > 60% Visitors Growth Live in < 90 Days We are committed to providing a leading shopping experience and Salmon has been instrumental in this process. We have worked with Salmon to evolve in accordance with our customers‟ shopping habits and to ensure that our online offering is reflective of our customers‟ expectations. This investment has centred on improving search, convenience, service; and cross-channel optimisation Jan 2009 Head of Service and Channel Development
  23. 23. Salmon Ltd 64 Clarendon Road Watford Hertfordshire WD17 1DA Tel: +44 (0) 1923 320 000 Fax: +44 (0) 1923 320 023 Unique Approach • Unique Solutions Salmon LLC Salmon China Limited Salmon Asia Pacific 220 Old Country Road 605 Zhongchen Building (Pty Limited) Mineola Lize Zhongerlu #1 Level 1, 299 Elizabeth Street NY 11501-4271 Wangjing Science & Technology Park Sydney NSW United States of America Chaoyang District Australia Beijing 100102 2000 Tel: 001 516 742 7888 China Fax: 001 516 742 9169 Tel: +61 (0)2 8251 0044 Tel: +86 (0) 10 6439 8779 Fax: +61 (0)2 8251 0097 Fax: +86 (0) 10 6439 8665