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1CONFIDENTIAL
April 26, 2017
HOW TO INCREASE
REVENUE WITH A POWERFUL
ECOMMERCE STRATEGY
EPAM & WILEY’S FORMULA FOR OMNICHANNEL COMMERCE
2CONFIDENTIAL
INTRODUCTIONS
MYLES BUNBURY
Director, Technology
Solutions
Global Hybris Competency
Center Head
ANDREI PATAPENKA
Delivery Manager,
eCommerce
Onsite Wiley Project
Manager
DAVID LEVINE
IT Director
Technology Sponsor
ISAAC GERBER
Associate Director,
eCommerce
eCommerce Business
Lead
3CONFIDENTIAL
Industry & Company Overview1
Transformation & Program Roadmap2
Key Challenges in Program Phases3
Business Transformation4
Technology Transformation5
Results & Takeaways6
AGENDA
4CONFIDENTIAL
PUBLISHING INDUSTRY OVERVIEW
• Shift in how content is consumed
• Shift in how content is produced
• Industry consolidation
• Heavily mediated channels
• Dominance of players like Amazon.com
5CONFIDENTIAL
CUSTOMER PROFILE – HISTORY
Wiley is a global research and
learning company. For over 200
years, we’ve been a trusted
publisher and partner to the
world’s top thinkers.
Wiley has 4,700 employees
across the world and generates
over $1.7B in annual revenue.
We are made up of three
business units: Research,
Publishing & Solutions.
I N 1 8 0 7 , C H A R L E S W I L E Y O P E N E D A S M A L L P R I N T I N G S H O P
I N N Y.
6CONFIDENTIAL
CUSTOMER PROFILE – BUSINESS UNITS
R E S E A R C H
Scientific, technical, medical, and
scholarly journals, as well as related
content and services, for academic,
corporate, and government libraries,
learning societies, individual
researchers, and other professionals.
Scientific, professional development,
and education books and related
content, as well as test preparation
services and course workflow tools, to
libraries, corporations, students,
professionals, and researchers.
P U B L I S H I N G
Online program management services
for higher education institutions, and
learning, development, and
assessment services for businesses
and professionals.
S O L U T I O N S
I N 1 8 0 7 , C H A R L E S W I L E Y O P E N E D A S M A L L P R I N T I N G S H O P
I N N Y.
7CONFIDENTIAL
• Multiple product catalog sites and 20+ cart/checkout implementations
• Prevents upsell/cross-sell
• Varied user experiences
• Multiple payment processors
• Multiple accounts
• Not mobile-friendly
• 40% of many sites accessed via mobile devices
• Physical product-/book-focused catalog and commerce
• Primary cart on legacy platform moving to SAP ERP implementation
WILEY’S TRANSFORMATION CHALLENGES
8CONFIDENTIAL
• Reduced number of product catalogs and cart/checkout implementations
• Upsell/cross-sell across lines of business
• Optimized user experience
• Single payment process
• Single user account
• Mobile optimization
• Templated product catalog approach based on product type
• Flexible cart for physical, digital and bundled products
• Leverage best-of-breed commerce platform
WILEY’S TRANSFORMATION GOALS
9CONFIDENTIAL
PLATFORMTechnology Platform
EvaluationPlatform Provision
ManagementPlatform selection
and technology KPIs
System Integrator selection and related
performance KPIs
Technical transformation
kick-off
TECHNOLOGYEvaluate single
platform for eCommerce
Identify requirements and KPIs for future
migration and implementation
Run Discovery, Implementation &
Rollout to Production Cycle
Gather various statistics and reports
on KPIs after platform rollout to
production
Run Retrospectives and perform learning path to apply findings to future roadmaps
BUSINESS
Define unified eCommerce models and pilot projects to
migrate
Facilitate MVPs for multiple releases leveraging new
platform
Perform continuous ROI measurement after rollouts to
production
Feed technology with new requirements and optimizations
WILEY’S TRANSFORMATION ROADMAP – PLATFORM
10CONFIDENTIAL
EPAM’S PROGRAM ROADMAP FOR WILEY
IMPLEMENT PILOT
PROJECTS ON
HYBRIS
IMPLEMENT UNIFIED
CART CONCEPT
NEW BUSINESS
DEVELOPMENT &
ENABLEMENT
• Migration to Hybris
• Continuous
Delivery (CI/CD)
• Infrastructure &
code quality,
security &
performance
• Cloud,
Infrastructure,
Data centers
• DevOps & TechOps
51 2
CRITICAL BUSINESS
MIGRATION TO
NEXT GENERATION
3
• One Cart API for
everything
• Integration &
Middleware
• Cart Skinning
capabilities
• More microsites
• Bundling &
decomposition of
products
• Channel
enablement &
expansion
• New product
development
• B2B & B2C
• Wiley.com
• WileyPlus
• Agent sites
• Partnership pages
ECOMMERCE
FUNCTIONALITY
ENRICHMENT
4
• PayPal Credit
• Advanced
Subscription
Models
• Personalization,
promotions
• Digital products
scalability &
bundling
11CONFIDENTIAL
PROGRAM EXECUTION – CHALLENGES
BUSINESS TECHNICAL
1. Unknown mapping for Hybris platform capabilities
vs. Wiley business flows and legacy integration
landscape
2. Non-synchronized product models across systems
3. Unstructured, non-data-driven content management
assets and flows across Wiley sites
4. Seamless integration of Hybris AWS-hosted pages
with other CMS in-house-hosted systems
1. Multi-country, single catalog approach
2. Big data size: product data with 200k products
(required SOLR, Hybris tuning) across 200+ countries
3. Rich integration landscape (50+ integration points)
12CONFIDENTIAL
PROGRAM EXECUTION – GOALS
BUSINESS TECHNICAL
1. Get numerous sites to fit both B2C and B2B business
models and host on a single eCommerce platform
2. Unify eCommerce business processes across regions and
departments, specifically through the unification and
simplification of checkout process
3. Leverage Hybris vouchers/promos for ease of
maintenance commerce marketing campaigns,
and discount code generation and distribution
4. Grow revenue by means of expanding payment options
5. Build sophisticated product catalog through scalable
product model in Hybris
1. Apply continuous eCommerce releases with quick time-
to-market
2. Introduce code and branching strategy model to align
with Wiley on parallel production releases of legacy
eCommerce and back-office platforms
3. Build solution to fulfill dual nature of Hybris integration
4. Integrate Hybris platform with legacy content
management systems, including more than 50 integration
points
13CONFIDENTIAL
BUSINESS TRANSFORMATION
PRODUCT
Product management and
partner pages setup
REUSABILITY
Redesigned and unified
multisite checkout flow for
other Wiley online
transactions
OMNICHANNEL
B2C/B2B multisite responsive
solution across all channels
1 2 3
14CONFIDENTIAL
• Single checkout flow, easily integrated and customized for legacy and agency websites
• Modern UI for customers, including mobile-friendly design
• SAP Hybris Commerce as a single eCommerce platform
• Rapid provisioning, comprehensive monitoring, and rapid application deployment
TECHNOLOGY TRANSFORMATION ROADMAP
ENERGIZE
MOVE TO CLOUD
• Digital- and subscription-based products
• Payment expansion: integration with PayPal
• Addressing SEO needs
• All integrations through ESB IBM Tibco
• RESTful API with API Gateway (Apigee)
EXPAND
CONSOLIDATE
INTEGRATE
15CONFIDENTIAL
Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017
DISCOVERYP1 Migration to Hybris v5.7
https://graphicstandards.com/
https://efficientlearning.com/
Transition
Tra
nsi
tion
DISCOVERY
Platform upgrade
to Hybris v6.2
Catalog and content pages migration to Hybris
P2
Tra
ns
-iti
on
Ongoing Post-Production Support & Enhancements
https://wiley.com/
DISCOVERYP3
Tra
ns
-iti
on
W E A R E H E R E
T O D AY
16CONFIDENTIAL
SOLUTION OVERVIEW – FEATURES & CAPABILITIES
INFRASTRUCTURE
• Brand-new Wiley/Hybris-integrated infrastructure hosted in AWS, leveraging scale of related platform products (S3,
Cloudfront, ELB, RDS, EC2)
APPLICATION & PLATFORM
• Redesigned eCommerce Shopping Cart and multisite checkout flows (Standard, Student and Partner) and PINs
activation checkout flow
• Integration with worldwide tax system – SABRIX
• Standardization with PCI-compliant Wiley Payment Gateway
• PayPal integration for regular and credit payments
• Integration with digital product entitlement systems: Vitalsource, Lightningsource
• Custom subscription management: auto-renewals
• Digital marketing powered by Oracle Eloqua, Adobe Analytics
17CONFIDENTIAL
WILEY SHOPPING CART
LANSA (BROWSING)
<<HOME-GROWN>>
E R P / C O R E S Y S T E M S
ORIGINAL SYSTEM ARCHITECTURE
WILEY ONLINE WEBSITES
WILEY.COM
<<SPA>>
(SITE PRODUCTION HUB)
WILEYPLUS
<<WEBCAT>>
(RULES ENGINE)
WILEY PAYMENT
GATEWAY INTEGRATION
WILEY CIA
WILEY CIA WEBSITE ELS WEBSITE
SUNBELT EBP
SUNBELT Cart
Fulfillment NIIT
XML-based EDI interface to eCore
EBP Cart
Fulfillment V8
WILEY ELS
CART (CORE)
ON
P
RE
MIS
E
Third-party
‘authorize.net’
payment processor
DUMMIES.COM
WP CMS
(BROWSING)
MICROSITES
JOOMLA CMS
(BROWSING)
18CONFIDENTIAL
CURRENT & FUTURE ARCHITECTURE
SINGLE WILEY ECOMMERCE PLATFROM
WILEY.COMARCHITECTURAL GRAPHIC
STANDARDSWILEY EFFICIENT LEARNING
WILEY PAYMENT GATEWAY
B2C SHOPPING CART B2B SHOPPING CART
HYBRIS WCMS
UNIFIED INTEGRATION LAYER BASED ON REST API
E R P / C O R E S Y S T E M S
APIGEE + TIBCO ESB
ON
P
RE
MIS
EA
WS
C
LO
UD
DUMMIES.COM MICROSITES
19CONFIDENTIAL
KEYS TO SUCCESS
• “True” agile
• Open-mindedness / No sacred cows
• Start small, learn, & grow with early wins
• AGS, a brand-new business, was cut
over first, thereby derisking the cut
over of their larger active business
• Collaborative spirit
20CONFIDENTIAL
TRANSFORMATION RESULTS
I N I T I A L P H A S E L I V E A F T E R 5 M O N T H S O F I M P L E M E N TAT I O N
increase in year-over-
year revenue
increase in year-over-year
mobile revenue
successful releases since March
2016, all with 0 downtime
(~1/month)
30% 70% 12
21CONFIDENTIAL
TRANSFORMATION RESULTS (CONT.)
Enhanced the commerce
platform to deliver those
enhancements across
product lines
Eliminated point-to-point
interfaces and leveraged
middleware platform
between systems
Moved to a cloud-
based environment
Removed eCommerce
development from the
product delivery teams so
they can focus on the
products
22CONFIDENTIAL
1. EPAM process was critical to success
2. Close partnership was a key to success
3. New platform gives us direct connection to our customers
4. Strength of results has led to additional phases of work
KEY TAKEAWAYS
23CONFIDENTIAL
FAST FACTS
FAST FACTS
FOUNDED IN 2016 REVENUE
COUNTRIES
REVENUE BY GEOGRAPHY
INDUSTRY FOCUS SERVICE MIX
1993 $1.16B25
19,600+ IT Professionals
59% 35% 4% 2%
NORTH
AMERICA
EUROPECIS APAC
SOFTWARE
ENGINEERING &
PRODUCT /PLATFORM
DEVELOPMENT
QA AND TEST
AUTOMATION
MANAGED
SERVICES
INFRASTRUCTURE
& L ICENSINGFINANCIAL
SERVICES
TRAVEL &
CONSUMER
SOFTWARE
& HI -TECH
MEDIA &
ENTERTAINMEN T
LIFE SCIENCES
& HEALTHCARE
EMERG IN G
VERTICALS
23% 22% 21% 16% 10% 8%
24CONFIDENTIAL
KEY CONTACTS
EPAM & Wiley @ SAP Sapphire Conference:
https://www.epam.com/sap-sapphire
EPAM’s Publishing Accelerator:
https://www.epam.com/ideas/brochures/
epam-publishing-accelerator
Myles Bunbury, EPAM - [email protected]
Andrei Patapenka, EPAM - [email protected]
David Levine, Wiley - [email protected]
Isaac Gerber, Wiley - [email protected]
25CONFIDENTIAL
Q & A
26CONFIDENTIAL
THANK YOU