our customer’s digital evolution

Our Customer’s Digital Evolution

BRINGING INNOVATION TO DIGITAL

EXPERIENCES FOR BUSINESS RESULTS

© 2015 Hitachi Consulting 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


Introductions

5/9/2016 3

Brian Erickson, SVP of Digital

Experience SolutionsEric Evans

Director, Consulting Services


The Digital

Challenge

© 2015 Hitachi Consulting 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

© Copyright 2015 Hitachi 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?


Responding to

the Challenge


2006 20122008 2014

CH

AN

GE

D

RIV

ER

SC

AP

AB

ILIT

IES

TE

CH

NO

LO

GY

Brochure

Ware

Web

CommerceMobile

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

GlobalizationSpecialized

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 BusTivoli

Oracle KnowledgeSiebel

One

UI


Creating the Foundation

Siebel

CH

AN

GE

D

RIV

ER

SC

AP

AB

ILIT

IES

TE

CH

NO

LO

GY

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?


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

CH

AN

GE

D

RIV

ER

SC

AP

AB

ILIT

IES

TE

CH

NO

LO

GY

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

eBusinessMobile / Social Personalization


Web

Commerce

Social

eBusiness

Delivering the Vision

Siebel

CH

AN

GE

D

RIV

ER

SC

AP

AB

ILIT

IES

TE

CH

NO

LO

GY

CH

AN

GE

D

RIV

ER

SC

AP

AB

ILIT

IES

TE

CH

NO

LO

GY

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

eBusinessDigital 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


How We Did It


Common

Reporting/Analytics Application Data and Content

Simplified Reference Architecture

5/9/201613

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


• Marketing Campaigns

• Multi Catalog / Multi Org.

• Product Comparison

• Order Management

Search

• Search / Retrieval

• Web 2.0

• SOA

• Role based


• 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



5/9/201614



5/9/201615



5/9/2016 16



5/9/2016 17


Marketing and

Product InformationE-CommerceKnowledgebase

3rd

Pa

rty S

AA

S

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

ArchitectureEdge Cache (CDN)

Operational

Data StoreETL/DQ

Aggregate Data

Web

Analytics

Marketing

Campaign

Data

Warehouse

Reporting and

Analytics

ODS

Services


IBM WebSphere

Portal 8.5

IBM WebSphere

Commerce 7.0Knowledgebase

3rd

Pa

rty S

AA

S

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 MonitoringOracle 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

ServicesOther Product

IBM

Connections

5.0


What We

Learned


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

Our Customer’s Digital Evolution

THANK YOU!

our customer’s digital evolution

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