The world is presently experiencing an unprecedented level of adoption of all things mobile. Organizations are scrambling to carve out budget and adopt mobile based initiatives in an attempt to shore up competitive advantage and maintain connectivity with the modern day consumer. With such a diversity of our technology equipped consumers (from Baby Boomers to Z Generation), we need to now cater (not for the device) but for the event the device is being engaged with. Going mobile is not just about re- architecture our IT systems, but re-architecting how we engage our customers; this presentation, originally delivered at Oracle OpenWorld 2014, covers how National Pharmacies implemented their mobile strategy to increase marketing reach, better engage their customers and the benefits delivered.

1. Mobilising the Enterprise (.....taking technology beyond our store doors)

2. National Pharmacies - a retail leader of Heath, Beauty and Optical 103 Years established. Australian Organisation ~100 Retail Store Network Wholesaler Distributor (Australian wide network) ~350000 Members (members pay an annual $40 subscription fee) Fast Facts :
1.11% of Members have blue eyes
2.Member average age is 54 years old
3.Member dollar spend is highest when temperatures range 22C - 24C.
4.Member dollar spend is 2.5 times greater in a location where we provide sponsorship within the community
5.67% of male members purchase hair care category as part of their regular basket.
6.Customers typically purchase new memberships after 2pm.

3. Our retail consumer engagement journey ...........
1911 - Store Network
2010 – Website
2012 – Facebook
2013 - 1st Online Store
2013 - 2nd Online Store
2014 - Android Mobile App
2014 - iOS Mobile App
2014 - Member Kiosk (in Store)
2014 - Employee Kiosk
2015 - Member Kiosk (in Partner locations)
2015 – Wearables & IofT (Device Monitoring Services)
2015 – Internet TV
Our IT Capex dollar spends: 2012 – 2% Capex on digital channels 2013 – 5% Capex on digital channels 2014 – 25% Capex on digital channels

5. What did we build? Relate it to your home....
•Walls, Floor & Roof – Infrastructure Architecture
•Plumbing – Integration Architecture
•Electrical/Power – Data Architecture
•Protection – Security Architecture
•Fit-out & Furniture – Collaboration Architecture (what makes something my home)
•Me - How do I navigate my home? (how I engage my home and ‘my world’ around me).

6. Our procurement aim was a must that we secured a technology and partner that can sustain our objectives of leadership. Our evaluation criteria had to be forward thinking:
1.A technology that will reduce the time to write and deploy code. Support our people from developer to problem solver.
2.Single ‘One’ environment of tools supporting our needs today, and be confident it will keep pace with future technology trends.
3.Not just a good, but a great partner network
4.Technology that will be easy (low effort) to fit & fixture with our existing technologies
5.High credibility rating with network peers, past experience and partner networks
6.Security confidence ADF/FMW is simply our one environment for tools today, and tools yet to come. Oracle Partner, Rubicon Red, was that icing!. Rubicon Red had that 'real' experience to match our aggressive journey.
Evaluating – SOA & ADF Mobile

7. Technical Solution Internal Network
Systems Internet
DMZ API Gateway
nationalpharmacies
.
com
.
au Service Capabilities Data Warehouse Short Recall
CRM
Regulation Enterprise Sales and
Services Inventory
Consumer
Interaction
Supply
Chain
Workforce Product
Channels Events Quality Dispensing Systems
Authentication
Secured Service Requests

Enforce security

Data caching

Protocol Rewrite
(
REST to SOAP
) 
Oracle SOA Suite
(
BPEL +
Oracle Service Bus
)

Process Orchestration
Key Services

Dispensing
( sales .
disp
)

Product Management
(
prod
.
pm
)

Member Services
( cons .
msrv
)

Property Management
(
ent
.
prop
)
Secured Service Requests RETEK / POS
Data
Warehouse Long Recall

8. Our Result & Experience We feel we have achieved a revolution as the IT Division (from contributor to leader) < 2013 Support the business 2013 Alignment with the business 2014 Enabling the business > 2014 Creating for the business As a result? Our ROI is the organisational shift The new ‘Retail Platform’ has generated a corporate rupture, returning business divisions back to strategic thinking on these new consumer channels. Oracle certainly likes to help you buy the new products. But our experience has enjoyed an Oracle that brings experts (with product), and accepts and talks my solution.