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Our customer’s digital evolution
The document discusses a company's digital evolution over time in response to changing market conditions and customer needs. It describes how the company transitioned from analog to digital businesses, implementing technologies like e-commerce, mobile commerce, and social computing. It also details the company's reference architecture, which includes components like a front end application layer, enterprise service layer, customer information management, and data warehouse for reporting. The company learned lessons along the way, such as balancing new demands with releases and finding competent resources to support new technologies.
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Our customer’s digital evolution
- 1. Our Customer’s DigitalEvolution BRINGING INNOVATION TO DIGITAL EXPERIENCES FOR BUSINESS RESULTS
- 2. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Presentation Topics Section 1 Section 2 Section 3 Section 5 Introductions Responding to the Challenge The Digital Challenge What We Learned Along the Way How We Did ItSection 4
- 3. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Introductions 5/9/2016 3 Brian Erickson, SVP of Digital Experience Solutions Eric Evans Director, Consulting Services
- 4. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. The Digital Challenge
- 5. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 5 “The creation of new business designs but blurring the digital and physical worlds” Gartner ® 2014 The Changing Paradigm for Digital Businesses
- 6. © Copyright 2015Hitachi Consulting Corporation. Proprietary and confidential. Innovativ e The Market Challenge Shift from big box and specialty stories to online retailers; faster fulfillment; increasingly complex sales partnerships. Increasing pressure from business partners resulting from both the consumerization and commoditization of IT solutions. Tightening Technology Spend 5/9/2016 6 Continuously moving into dramatically different lines of business that require new ways of going to market. Evolution from a product-centric sales and marketing model to a lifestyle-driven approach to customer engagement. How do we continue to stay relevant and grow revenue in light of a rapidly changing marketplace?
- 7. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Responding to the Challenge
- 8. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 8 2006 20122008 2014 CHANGE DRIVERSCAPABILITIESTECHNOLOGY Brochure Ware Web Commerce Mobile Commerce Social Computing Analog eBusiness Digital LifestylesWeb Mobile / Social Internet of Things next... Artificial Intelligence Big Data The Digital Evolution of our “global” customer Business Enablement Documentum Autonomy WebSphere Commerce IBM Message Broker Campaign Management 2010 2016 Personalization Connected Life Responsive Design Physical Stores / Offices eCommerce Real-time Analytics Mobile Commerce Enhanced Personalization Social Profiling Rebranded Digital Exp. Lifestyle Brands CRM Integration Digital Wallets Virtual Shoppers3rd Party ToolsEnhanced Web Presence Sales Center Globalization Specialized Stores Social Communities Social Media B2B Portals Shopper Tools Proactive Monitoring Customer Analytics Customer Empowerment Multimedia IBM Connections Web Content Management Product Information Management Customer Information Management WebSphere Portal Coremetrics IBM Integration Bus Tivoli Oracle KnowledgeSiebel One UI
- 9. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 9 Creating the Foundation Siebel CHANGE DRIVERSCAPABILITIESTECHNOLOGY Brochure Ware Web Commerce Analog eBusinessWeb Business Enablement Documentum Autonomy WebSphere Commerce IBM Message Broker Campaign Management Physical Stores / Offices eCommerce CRM Integration 3rd Party ToolsEnhanced Web Presence Sales Center Specialized Stores Multimedia IBM Integration Bus Tivoli 20092006 How do we react to the revolution of the online consumer and the death of the traditional retail channel?
- 10. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. How do we respond to a customer base that is becoming more demanding and lives inside of mobile and social channels? Web Commerce Social Moving to Maturity CHANGE DRIVERSCAPABILITIESTECHNOLOGY Social Computing Responsive Design Mobile Commerce Globalization Social Communities Social Media B2B Portals Proactive Monitoring Customer Analytics Customer Empowerment IBM Connections Web Content Management WebSphere Portal Coremetrics 20142009 Mobile Commerce eBusiness Mobile / Social Personalization
- 11. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 11 Web Commerce Social eBusiness Delivering the Vision Siebel CHANGE DRIVERSCAPABILITIESTECHNOLOGYCHANGE DRIVERSCAPABILITIESTECHNOLOGY Internet of Things Artificial Intelligence Big Data Real-time Analytics Enhanced Personalization Social Profiling Lifestyle Brands Digital Wallets Virtual Shoppers Product Information Management Customer Information Management Oracle Knowledge Rebranded Digital Exp. Shopper Tools One UI eBusiness Digital Lifestyles Connected Life beyond…2015 How do we continue to be bold and different and do something truly innovative in this new digital world? ONE BUSINESS, ONE YOU, ENDLESS OPTIONS
- 12. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. How We Did It
- 13. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Common Reporting/Analytics Application Data and Content Simplified Reference Architecture 5/9/2016 13 Web Analytics • Dashboards • Commerce, Portal Integration • Tag Management Marketing/Campaign Management • Market Segmentation • Email Campaign Management • Campaign Tracking Data Warehouse • What if analysis? • Dashboards • Ad-Hoc Reporting • Operational Reporting • Business Activity Monitoring Front End Application • JSR xxx compliant • Responsive/Mobile • Content Integration • Web 2.0 • SOA • Role based • Personalization • Mashup/Widget • Multi Locale/Lingual Commerce • Responsive/Mobile • Mashup/Widget • Content Integration • Web 2.0 • SOA • Role based • Multi Locale/Lingual • Marketing Campaigns • Multi Catalog / Multi Org. • Product Comparison • Order Management Search • Search / Retrieval • Web 2.0 • SOA • Role based • Multi Locale/Lingual • Directed Navigation • Analytics and Reporting Content Management • Rich Text Editor • Content Templating • Rich API • Personalization Support • Workflow • Mobile Support • Integration with Front End • Syndication Customer Information Management • OTB Consumer Domain Model • Collapse and Merge (Golden Record) • Data Stewardship/Workflow • Real Time Services • Role Based Security • History, Auditing, Logging Product Information Management • User Defined Domain Model • Manage/Export product taxonomy/hierarchy • Multi-channel, location specific attributes • Attribute level security • History, Auditing and Logging • Workflow • Orchestrated Import/Export • Real Time Services Monitoring And Alerting • Infrastructure/Middleware • Synthetic Transaction • Real Time User Experience • Web Service 3rd Party SAAS • Survey • Dealer / Retail Locator • Chat • Opinion Tracking • Product Ratings • Video Streaming • Forums/Social • HR Recruiting Enterprise Services • Messaging (Sync/Async) • Transformation/Enrichment • Message Validation • Adapters • Data Quality/Address Validation • Message Throttling • Service Pooling/Load Balancing • Web Callouts • Security/Logging • Web Services Security • SSO • Session Management • Web Services Security • Password Services • Federation Services • Social Sign-On • Role Management • User Provisioning • Policy Management • Auditing • Cyber Fraud Caching • Proxy • Application • Edge Knowledgebase • Knowledge Management • Intelligent Authoring • SOA • Social Collaboration • KCS Verified • Self-Learning Aggregate Data Management • High Performance • Data Standardization • Data Validation • Data Quality • Real Time • Batch • Data Aggregation • Data Consolidation • Transactional
- 14. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Simplified Reference Architecture 5/9/2016 14
- 15. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Simplified Reference Architecture 5/9/2016 15
- 16. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Simplified Reference Architecture 5/9/2016 16
- 17. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Simplified Reference Architecture 5/9/2016 17
- 18. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 18 Marketing and Product Information E-CommerceKnowledgebase 3rdPartySAAS Search Front End Applications Enterprise Service Layer Utility Services BackOffice Services Web Content Product Information Master Data Alerting and MonitoringInfrastructure Application Middleware Other Single Sign On and Directory Services Customer Information Identity and Access User Directory Simplified Logical Deployment Architecture Edge Cache (CDN) Operational Data Store ETL/DQ Aggregate Data Web Analytics Marketing Campaign Data Warehouse Reporting and Analytics ODS Services
- 19. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 19 IBM WebSphere Portal 8.5 IBM WebSphere Commerce 7.0 Knowledgebase 3rdPartySAAS Search Front End Applications IBM Integration Bus 9.0 Utility Services BackOffice Services IBM WebSphere Content Management 8.5 IBM Customer Information Management 11.4 Master Data Alerting and Monitoring Oracle Real User Monitor Gomez Synthetic Trans Monitor Oracle Enterprise Monitor Tivoli for MQ CA SSO and CA Federation Services IBM Product Information Management 11.4 CA Identity and Access Management CA Directory Simplified Logical Deployment Architecture (Product View) Edge Cache (CDN) Operational Data Store SAP Data Services Aggregate Data IBM Core Metrics Siebel Business Objects Reporting and Analytics ODS Services Other Product IBM Connections 5.0
- 20. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. What We Learned
- 21. © 2015 HitachiConsulting Corporation. All rights reserved. Proprietary and confidential. Balancing Demand and Releases Products Are Not as Integrated as Expected What We Learned Along the Way Competent Resources Are Hard to Find Data/Web Service Architecture Is Complex Training Users on New ToolsDesign Matters—Especially in Mobile
- 22. Our Customer’s DigitalEvolution THANK YOU!