BRINGING INNOVATION TO DIGITAL EXPERIENCES FOR BUSINESS RESULTS

1. Our Customer’s Digital Evolution
BRINGING INNOVATION TO DIGITAL
EXPERIENCES FOR BUSINESS RESULTS

2. © 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

3. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Introductions
5/9/2016 3
Brian Erickson, SVP of Digital
Experience Solutions
Eric Evans
Director, Consulting Services

4. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
The Digital
Challenge

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“The creation of new
business designs but
blurring the digital and
physical worlds”
Gartner ® 2014
The Changing Paradigm for Digital Businesses

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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?

7. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Responding to
the Challenge

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2006 20122008 2014
CHANGE
DRIVERSCAPABILITIESTECHNOLOGY
Brochure
Ware
Web
Commerce
Mobile
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
Globalization
Specialized
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 Bus
Tivoli
Oracle KnowledgeSiebel
One
UI

9. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 9
Creating the Foundation
Siebel
CHANGE
DRIVERSCAPABILITIESTECHNOLOGY
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?

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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
CHANGE
DRIVERSCAPABILITIESTECHNOLOGY
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
eBusiness
Mobile / Social Personalization

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Web
Commerce
Social
eBusiness
Delivering the Vision
Siebel
CHANGE
DRIVERSCAPABILITIESTECHNOLOGYCHANGE
DRIVERSCAPABILITIESTECHNOLOGY
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
eBusiness
Digital 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

12. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
How We Did It

13. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Common
Reporting/Analytics Application Data and Content
Simplified Reference Architecture
5/9/2016
13
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
• Multi Locale/Lingual
• Marketing Campaigns
• Multi Catalog / Multi Org.
• Product Comparison
• Order Management
Search
• Search / Retrieval
• Web 2.0
• SOA
• Role based
• Multi Locale/Lingual
• 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

14. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Simplified Reference Architecture
5/9/2016
14

15. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Simplified Reference Architecture
5/9/2016
15

16. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Simplified Reference Architecture
5/9/2016 16

17. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
Simplified Reference Architecture
5/9/2016 17

18. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 18
Marketing and
Product Information
E-CommerceKnowledgebase
3rdPartySAAS
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
Architecture Edge Cache (CDN)
Operational
Data Store
ETL/DQ
Aggregate Data
Web
Analytics
Marketing
Campaign
Data
Warehouse
Reporting and
Analytics
ODS
Services

19. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential. 5/9/2016 19
IBM WebSphere
Portal 8.5
IBM WebSphere
Commerce 7.0
Knowledgebase
3rdPartySAAS
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 Monitoring
Oracle 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
Services
Other Product
IBM
Connections
5.0

20. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
What We
Learned

21. © 2015 Hitachi Consulting Corporation. All rights reserved. Proprietary and confidential.
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

22. Our Customer’s Digital Evolution
THANK YOU!