Salmon is a global systems integrator that has been providing eCommerce solutions for over 20 years. It has over 300 staff across multiple global offices. Salmon offers end-to-end eCommerce services including consulting, design, implementation, and application support. A key part of its offerings is SAFE (Salmon Application Framework for eCommerce), which is a pre-built eCommerce platform that reduces costs, risks, and timelines for implementing IBM WebSphere Commerce stores.

1. Salmon India Gurgaon, India

2. Salmon Corporate Overview

3. Who are Salmon? Diverse Interests and Practice Interests in retail, finance, insurance, utilities, ERP. Focus on Enterprise architecture , IT / Business Change Application management and support Innovative Risk Reward Models Fixed price Managed Risk Shared Reward Global SI Successful track record over 20 years ~300 staff Privately owned, Financially sound Strategic relationship with IBM Over 300 fixed price projects delivered on time and to budget with a range of $300K - $16M Open, honest and responsive approach Strong delivery-focused culture Mission critical systems Broad and deep expertise in web based applications and technologies Specialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, Customer Experience / design Specialist skills in application support; testing and performance tuning

4. Salmon Global Prescence Europe Salmon Ltd 2nd Floor 64 Clarendon Road Watford HertsWD17 1DA Salmon China Limited 605 Zhongchen BuildingLizeZhongerlu #1Wangjing Science & Technology ParkChaoyang District China Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America Salmon India504 Tower AIris Tech Park Sector 48 Sohna Road Gurgaon Haryana Salmon Asia Pacific Level 1, 299 Elizabeth StreetSydney NSW Australia 2000

5. eCommerce Practice

6. End-to-end eCommerce Services 2 Customer Experience Customer journey mapping Visual design services Information architecture Application of social media Usability 1 Consultancy Discovery phase readiness/enablement Strategy and business case Requirements Delivery Business Process Mapping Package/component/tool set selection 3 4 Solution Implementation Architecture and design Build/test/deploy/training Performance by design Data, systems, 3rd party solution integration Implementation of best practices Application Support Application support Managed Service (Hosted by 3rd party) Monitoring and alerting Capacity planning Stress testing and performance tuning

7. Salmon WCS Customers

8. Working with Partners

9. What we deliver Business/operations processes Product range Merchandising Marketing Rich Content Data Code Tools Pricing Fulfilment Social networking Static content Multi-channel Platform “Plumbing” (Back-office system integration) eComm UK eComm Intl. EPOS Mobile Optimised Mobile Apps Kiosk Consoles …other channels skin

10. What is SAFE

11. 10+ YEARS OF BUILDING WEBSPHERE COMMERCE SOLUTIONS … Complex, Custom Solutions for Large Clients Best Practices Knowledge Experience Delivery Capability Support BitofaHistory SAFE™ Salmon Application Framework for eCommerce In other words: we’ve hand-crafted some complex, difficult solutions. We’ve now bundled all of this experience into a framework we call SAFE ™.

12. What is SAFE ? Salmon Application Framework for Ecommerce A project accelerator Extends the WebSphere Commerce Madisons B2C starter store Proposition Reduce cost, risk and timescales for WCS platform implementation Business case Pre-built environments Pre-integrated solutions Shorter project Reduced risk Reduced cost

13. How does SAFE reduce risk, cost and timescales? By avoiding costs that are often overlooked: Pre-built software environments Automated daily build process Pre-built scripting for data propagation Automated unit testing Also , by providing the ‘hygiene’ factors needed by every website: Flexible homepage display (eMarketing spot array) Human readable URLs for SEO Build and Search static content (as well as products) Pre-integration with additional third party services Website operational health dashboard

14. SAFE Integrations Searches / Results SAFE Customer ‘back-end’ systems or Catalogs & products Sales Center Pricing Postcodes / Addresses Stock position Payment auth / response Stores list Payment auth / response Orders placed Order status updates Tags or Customer details* Customer details* Requests New customer account details Changes to account details Content & images Email requests Catalog / Rating Salmon Support iFrame requests SMS gateway SMS requests * Does not include order history information

16. Exclusive license to the SAFE source code

17. Enhance at your will!!

18. Mgmt Center (Content Management) extensions

19. Best of Breed Options:

20. Search / Filtering: Mercado / SOLR

21. Analytics: CoreMetrics, Google

22. Payment: Cybersource

23. Ratings & Reviews: Bazaar Voice

24. UI Design Service

25. Store templates

26. Integration

27. Product, Category, Bundle / Kit, Pricing, Shipping Methods, Stock Levels, Order Export

28. XML or CSV

29. Built on IBM Websphere Commerce™ Enterprise Server

30. eCommerce Components

31. Developed, tested and pre-configured

32. Reusable

33. Customizable

34. Production Ready

35. Go to market in 30-90 days

36. www.hawkshead.com live in 35 days!!

37. Best practices

38. Extended sites

39. Scotts of Stowe have deployed 14 web properties within a single instance of IBM Commerce running SAFE

40. Create a virtual brand

42. SAFE: UI Design Service UI Design Service CSS Compliant Designs

43. Project Methodology

44. Principles of development Early project acceleration (repeatable building blocks): SAFE Avoidance of “black hole” development Understanding scope and architectural design early Fast, visible releases Detail business rules as we go (because the other way doesn’t work) Stay out of the box wherever possible (future proof) Tight design and development control Happy customer = long term partnership

45. Development process Analysis stream SDD User Stories Discovery Application training, familiarisation, support workshops Part I: Context Part II: Visual design Part III: Functional Part IV: Non-functional Part V: Plan Part VI: Common schedule base SDD wireframes Development stream Dev: Fortnightly release cycles SAFE Foundation System testing Final UAT Live SAFE Continual release testing Data Daily build environment Core architectural design SAD Core integration design SAD

46. Who’s winning?

47. Who’s winning? Sleepy’s The Mattress Professionals www.sleepys.com After 6 months, already the biggest store Profitable and growing fast (promotions, expanding product line, and territory) www.mattress.com “Extended Site”

48. Who’s winning? ICI Paints www.dulux.co.uk + 13 b2c websites + 16 b2b websites > xxx > xxx > xxx 30 Sites, one framework to support extended sites Deeper engagement with Web 2.0 Extensible

49. Who’s winning? Halfords www.halfords.com > 250% Sales Growth > 60% Visitors Growth Live in < 90 Days Halfords’ online sales soar 250% Second most visited sports and leisure website in the UK Highest turnover ‘Store’

50. Who’s winning? www.homebase.co.uk www.argos.co.uk Online reservations growing by 43% Internet sales overall represent 18% of sales

51. The eCommerce Conundrum

52. Sophistication Low cost of entry Traditionally poor correlation

53. Sophistication Low cost of entry

54. Sophistication Low cost of entry Current site is ‘held together by string’

55. Sophistication Low cost of entry Customer Experience is inconsistent at best

56. Sophistication Low cost of entry Current site won’t cope with Xmas peak

57. Sophistication Low cost of entry We can’t add a new channel the way we would like

58. Sophistication Low cost of entry All our efforts are focussed on keeping the lights on – we can’t drive our business

59. Sophistication Low cost of entry The business users don’t have control over the site – we can’t make changes when we want to

60. Sophistication Low cost of entry We have to rely on a third party to make changes to the site and they don’t have the resource to support it

61. Sophistication Low cost of entry The cost of adding new “commodity” functionality is high

62. Sophistication Low cost of entry Internal delivery is focussed on other initiatives

63. Sophistication Low cost of entry Current site won’t scale to support our business growth

64. Sophistication Low cost of entry Platform replacements Failed projects Poor customer experiences Bad publicity

65. Innovative online solution with tailored offerings e.g. Reserve and Collect, visual search, single page checkout, multi channel integration eCommerce with SAFE Higher Revenue /Sophistication Wants and Needs Reduce risks Reduce costs now and down the line Focus on your Business/your Customer Be assured Lower Effort / Investment Lower Higher

66. Salmon India Ltd 504, Tower - A Iris Tech Park Sec - 48, Sohna Road Gurgaon - 122001 Tel: +11 91 124 4221591 Unique Approach • Unique Solutions Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America Tel: 001 516 742 7888 Fax: 001 516 742 9169 Salmon Asia Pacific (Pty Limited)Level 1, 299 Elizabeth StreetSydney NSW Australia 2000 Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097 Salmon China Limited 605 Zhongchen BuildingLize Zhongerlu #1Wangjing Science & Technology ParkChaoyang DistrictBeijing 100102China Tel: +86 (0) 10 6439 8779 Fax: +86 (0) 10 6439 8665 Salmon Ltd64 Clarendon Road Watford Hertfordshire WD17 1DA United Kingdom Tel: +44 (0) 1923 320 000 Fax: +44 (0) 1923 320 023

67. SAFE™ Features in Action

68. UI Design. Tuned to perform, designed to sell!! UI Design Service: Layout And Style Sheet (CSS) Development. Includes Home Page, Product Listing, Product Detail, Check-Out, Static Pages etc. Tuned for performance, designed to sell!!

69. Home Page: flexible and compelling Home Page Promotion Free Shipping for orders > $399.99 Flexible template. Linked to e-Marketing Spots

70. Header / Footer, the way you want it Header Links Footer Links User Maintained

71. Static Content, under your control Templates Multi Dimensional User Maintained

72. Navigation controls for guided shopping Main Navigation Bar Component Maintained in the Product Catalog

73. Categories, by type, by brand Categories By Type By Brand By how-you-want-it Maintained in the Product Catalog

74. Product Listing Product Listing Maintained in the Product Catalog

75. Product Listing Features Paging, Sorting, Control Results

76. Faceted Navigation, it’s not just the first page Lucene / SOLR Integration User Maintained

77. Rich Search, via SOLR Site Search, via SOLR

78. “Quick Look” Change attributes, change price Skip to next product

79. Product Comparison: Drag and Drop Drag and Drop Into Product Comparison Component

80. Product Comparison: Side by Side

81. Product Detail, the way you need them Maintained in the Product Catalog Styled and designed for your customers WWW.SLEEPYS.COM: Known and trusted brand. Designed for shoppers who will learn about sleep, learn about mattresses, and be led through the sale.

82. Product Detail, the way you need them Designed to Sell! Sell! Sell!

83. Product Detail, inventory aware Inventory Aware

84. Cross-sell, Up-Sell, increase order $$ Alternate, Recommended, You-May-Also-Like

85. Ratings & Reviews improve conversion 67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009)

86. SEO, increase traffic, increase revenue SEO friendly URL’s http://www.petsathome.com/shop/automatic-2-meal-cat-and-small-dog-feeder-by-petmate-15309 User Maintained Meta Data Home Page Products Categories Static Pages

87. Check Out, quick, safe and secure Cybersource, 3dSecure, Paypal

88. Store Locator, cross channel consideration Integration with Google Maps

89. Extend & Customize: Selfridges Dressing Room

90. Extend & Customize: Mattress Finder Step by Step Custom Mattress Finder for www.mattress.com

91. Extend & Customize: Mattress Finder Jump to results or continue selections

93. Retrieves Order Details Online

95. Who are Salmon? 2008 2007 2006 2005 2004 2003 2002 2001 2000