Upload
nirmala-last
View
8
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Neil Stewart and John Millington
Salmon Limited
Leaders in implementing eCommerce solutions
Agenda
• Who are we?
• Why are we here?
• One vision – two approaches
Small company with global reach Successful track record over 17 years c. 130 staff / £12m turnover Privately owned Financially sound Open, honest and responsive approach Strong delivery-focused culture
Systems integration focus Mission critical systems Broad and deep expertise in web based
applications and technologies Specialist skills in application support; testing
and performance tuning Sharing risk with our customers
Diverse interests and practices Interests in retail, finance and insurance, utilities
Focus on eCommerce and portals (B2B and B2C)
Focus on SOA and Enterprise architecture
Application management and support - 25% of the business
Innovative risk/reward models Over 240 fixed price projects delivered
Who are we?
2002
1998
2000
2004
2005
A leading eCommerce Systems Integrator
2007
2006
Salmon’s eCommerce Services
Discovery Strategy and business case Requirements (functional/non-functional),
analysis/gap analysis Asset clarity framework Business process mapping Package/component/tool set selection
Customer interaction design Customer journey mapping Information architecture Customer experience design Web 2.0
Solution implementation Architecture and design Build/test/deploy/training Integration Performance by design
Ongoing services Application support or complete managed
service (hosting via third party) Maintenance and enhancements Monitoring and alerting Web marketing and SEO; capacity
planning; analytics etc Stress testing and performance tuning
Why are we here today?
Our presence in the market tells us that eCommerce is changing in three key ways:
Increasing Opportunity
•Online revenues for 2006 were worth £30.2 billion. (IMRG)
•UK retailers expect online revenues to be 16% of total revenues by 2011, up from 8.5% in 2006 (Gartner, Q1’06)
Increasing Competition
•Only 50% of the top 100 high street retailers are trading online, the rest are coming
•Superstores such as Tesco and Wal-Mart are expanding their online operations Increasing Complexity
•Customers expect rich, personalised online experiences requiring the use of new technologies
•Storefronts are requiring ever deeper integration with back-office systems
How to React?
eCommerce is changing, those trading online will need to change with it
Change is becoming the norm, not an exception
The systems built to trade in the future will have to be capable of evolving with the market and those already in place will need to become flexible
•Reduced time-to-market of new stores addressing niche opportunities
•Rapid deployment of user interface components based on the latest fad
•The ability to change stores rapidly
One Vision – Complementary Approaches
These include:
• Entrants into eCommerce• Retailers• Manufacturers• Any business that sells goods or provides
services directly to consumers, e.g. a business that sells to consumers directly through a catalog
These include:
• Companies who have already made a significant investment in eCommerce
• Those that see storefront integration with the back-office as the next step
• Organisations coming to market for the first time with large, complex, disparate but valuable underlying systems
An on-ramp solution for growing businesses who are either looking to get started or expand their
eCommerce offering.
A means of renewing legacy investment in eCommerce to face the challenges of the future for
customers unsuited to a package solution.
and
Familiar?
Current site is ‘held together by string’
Low cost of entry Sophistication
Familiar?
Current site won’t cope
with Xmas peak
Low cost of entry Sophistication
Familiar?
Current site won’t scale to support our business growth
Low cost of entry Sophistication
Familiar?
All our efforts are focussed on keeping
the lights on – we can’t drive our business
Low cost of entry Sophistication
Familiar?
The business users don’t have control over the
site – we can’t make changes when we want to
Low cost of entry Sophistication
Familiar?
We have to rely on a third party to
make changes to the site and they
don’t have the resource to support it
Low cost of entry Sophistication
Familiar?
The cost of adding new “commodity”
functionality is high
Low cost of entry Sophistication
Familiar?
Internal delivery is focussed on other initiatives and
I would like to work with an outside organisation that
can deliver and manage a “world class”
ecommerce system
Low cost of entry Sophistication
Outcome
Low cost of entry Sophistication
Rip & Replace Culture
Why you need SAFE™
Current site is ‘held together by string’
Current site won’t cope with Xmas peak
Current site won’t scale to support our business growth
All our efforts are focused on keeping the lights on – we can’t drive our business
The business users don’t have control over the site – we can’t make changes when we want to
We have to rely on a third party to make changes to the site and they don’t have the resource to support it
The cost of adding new “commodity” functionality is high
Internal delivery is focused on other initiatives and I would like to work with an outside organisation that can deliver and manage a “world class” ecommerce system
Salmon’s Application framework for eCommerce SAFE™
SAFE™ is a series of pre-configured,
reusable eCommerce components
developed by Salmon that allows
businesses to quickly leverage the
inherent functionality of IBM WebSphere
Commerce, (widely regarded as the
leading eCommerce solution).
Practice dedicated to IBM WebSphere Commerce
Source Forrester Research, Inc.
IBM WebSphere Commercewidely regarded as the industry leading e-commerce solution
About SAFE™
A genuine on-ramp solution that caters for all of a company’s on-demand needs
Leverages a strategic scalable platform (IBM WebSphere Commerce) exploiting its rich functionality
Provides you with a working store within weeks with typically 70-80% of the capability needed to do business online, with your customers, partners or suppliers
Fast ROI & low cost of entry (reduced development costs and timescales)
Businesses benefit from an already functionally rich, scalable solution that can be customised to differentiate
SAFE™ eliminates the risk of having to “rip & replace”, meeting existing and future integration and multi-channel requirements
Typical Project Approach
The SAFE Approach
Early deliverable (NOT a prototype)
Focus on differentiation not commodity
Ability to see the design on real system not paper
Early visibility of “admin tools” to business users
Focus on functional and non functional requirements
Salmon Application Framework for eCommerce
> 250% Sales Growth
> 60% Visitors Growth
Live in < 90 Days
What is SR4?
A methodology that allows for the creation of a renewed eCommerce platform integrated with back-office systems
Centred upon a maturity model to allow for targeted investment Pragmatic and focused on reusing existing components where possible Technology neutral Recognises and takes account of differing appetite for spend amongst customers Derived from industry best-practice drawing heavily from the service-oriented world Employs a reference model to guide implementation Perfect for defining a roadmap towards excellence whilst delivering interim benefits Maps well to other methodologies such as RUP, XP and waterfall Backed-up by a dedicated architecture practice with expertise in the delivery of
Service Oriented Architecture solutions
Current StateCurrent State
The Problem it Tackles
Target StateTarget State
InterwovenInterwoven
EndecaEndeca
SAPSAP
OracleOracle
Composition Layer
Site A Site B Site C
Service Bus
Interwoven
Endeca
SAP
Oracle
Store Components
Search Stock Content
Delivery
Site B
Site A
Stock
Basket ContentSearch
Checkout Delivery
How Does SR4 Meet the Challenge?
Targeted investment Based on the Salmon Reference Model it identifies the various capabilities required by
stores and how these are currently delivered The SR4 Maturity Model is then used to assess each capability’s need for renewal
Flexible platform Control of the composition and configuration of store components is removed from the
site itself and held by a separate layer Integration with back-end systems makes use of service-orientation via a Service Bus
Low-risk change In most cases it is possible to create the new platform without changing the core
business logic This creates a highly flexible platform where sites can be composed from store
components that are loosely coupled to the underlying back-end systems The overall problem of delivering an eCommerce solution is simplified through the
separation of concerns
SR4 in Action
RoadmapRoadmap
ResearchResearch RecommendRecommend RealiseRealise
revise (iterative)
{control}
{conceptual}
{logical}
{physical}
SR4 Artefacts
Research Recommend Realise
Business Requirements spec
Process Model
Process Design Specification
Service design Specification
Application Architecture Design
System Functional Specification
Technical Architecture Design
Information Architecture Design
Technical Specification
Business Case
Service Requirements Spec
Technical Architecture Spec
System Requirements Spec
Roadmap
{Assembly}
Test Plan
Test Script
Deployment Plan
Migration Strategy
Training Strategy
Code
Non Functional Specification
User Interface Specification
Audit & Monitor Design
Maturity Assessment Plan Support Plan
Maintenance Plan
Business
System
Service
Technology
Infrastructure
Service Interface Specification
{interface}Service
Infrastructure Architecture Spec
Service Level Agreement
Architect
Business Analyst
System Analyst
Developer
Tester
Prog/Proj Manager
Strategy
Policy
Infrastructure Architecture Design
Strategy Plan
Vision Goals Objectives
Programme Plan
Project Plan
Financial Model
Organisational Model
Enterprise Architecture
Asset Mgmnt. Plan
Repository
Registry
Principles
Policy Plan
Relationship Contracts
Change Plan
Conclusions
Many business are investing once again
E-commerce is set to be above 14% of total retail in next 5 years
But a least double that from net-influenced sales
An integrated multi channel is key to future growth
-But can also drive short term individual channel goals
-Mapping customer behaviours across channels is key
-Then aligning your business and IT strategy
There will be even more channels in the future, not less
-Mobile will be mainly service orientated
-DTV will grow
-Interactive TV will depend on broadband
New channels will impact the marketing spend first
-As retailers fight for consumer awareness and loyalty
Thanks
If you would like to receive more information on SAFE™ or
receive a copy of our SOA manifestos
SOA What! Or SOA There!
please hand us your business card during the break
or email
Neil Stewart - [email protected]
John Millington - [email protected]