Presentación de Miguel Nobre, WW Sales para eCommerce en IBM, para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010

1. WebSphere Commerce:
apuesta de futuro para tu negocio on-line
Miguel Nobre dos Reis
WW Sales para eCommerce
© Copyright IBM Corporation 2010

2. WebSphere Commerce
IBM transforma la visión en realidad
WS Commerce V5.6.1
WS Commerce V5.1 V6 FEP*
Net.Commerce V2.0
WS Commerce V5.5 Web 2.0
Net.Commerce V3.2 Coremetrics
SOI
Business user tooling
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Net.Commerce V1.0 WS Commerce V5.6 Nov
WS Commerce V4.1 WS Commerce V6 2009
WS Commerce V7
Social Commerce
Dialog activities
Net.Commerce V3.1 WS Commerce V5.4 More triggers /actions
Business user tooling
…y define el curso del eCommerce en los últimos 14 años
2 © 2010 IBM Corporation

3. WebSphere Commerce
IBM transforma la visión en realidad
WS Commerce V5.6.1
WS Commerce V5.1 V6 FEP*
Net.Commerce V2.0
WS Commerce V5.5 Web 2.0
Net.Commerce V3.2 Coremetrics
SOI
Business user tooling
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
•100% Java and open stds • Cross-Channel Order Mgmt
Net.Commerce V1.0 WS Commerce V5.6
•WAS and RAD • Flexible Pricing Nov
WS Commerce V4.1 •Catalogs • RFQs
WS Commerce V6 2009
•Search Optimization • B2B workflow Commerce V7
WS
•Segmentation & Targeting • Contracts Social Commerce
Net.Commerce V3.1 •Promos, Discounts, Coupons • Comprehensive triggersactivities
WS Commerce V5.4 More
Dialog
globalization
/actions
•A/B Testing • Collaborative content mgmt
•• Proprietary architecture
Proprietary architecture Business user tooling
•e-mail Campaigns • Advanced order mgmt
•• Dynamic pages via net.data
Dynamic pages via net.data
•Search & Guided Selling • Payment architecture
•• Catalog
Catalog
•• Shopping cart •Merchandizing Associations • Tax, shipping, fulfillment
Shopping cart integration
•• Shopper groups/registration •Awards & Points
Shopper groups/registration • Comprehensive integration
•• SET payments •Gift Registry
SET payments framework and tools
•• Taxware integration •Auctions
Taxware integration • Web services© 2010 IBM Corporation
3
•• APIs •Sales Center
APIs

4. WebSphere Commerce
Líder en el mercado
4 © 2010 IBM Corporation

5. WebSphere Commerce
Cambiando el modo como hacemos negocios, creamos y
mantenemos relaciones y garantizamos el valor de la marca
Suppliers
Fulfillment
Data
Back
-end
Legacy systems
Resellers / Dealers
POS
Distributors
B2B / Partners Retailers
Kiosk
Web
Customer procurement /
B2B sites systems
Tele, mobile
5 © 2010 IBM Corporation

6. WebSphere Commerce
Experiencia extendida de
Plataforma de interacción con el cliente la marca usando Remote
Widgets
Interacción con el cliente
Directa Extendida
IBM
integra
Management de la Search and
IBM Web Quioscos Email relación con partners Shopping Engine
ya le da
SMS
Call Center Móvil POS Widgets Comunidades
Management de la
interacción
Contractos & Relaciones Personalización Globalización & Localización
Procesos de negocios configurables
Catalogo & Textos Marketing de precisión Merchandising Interacción asistida Management de Sites extendidos
pedidos
Infraestructura
6 © 2010 IBM Corporation
Tool usuario interno LOB Fundación Tool para desarrollo

7. WebSphere Commerce
Cambiando el modo como hacemos negocios, creamos y
mantenemos relaciones y garantizamos el valor de la marca
Suppliers
Fulfillment
Data
Back-end
Legacy systems
Resellers / Dealers
POS
Distributors
B2B / Partners Retailers
Kiosk
Web
Customer procurement /
B2B sites systems
Tele, mobile
7 © 2010 IBM Corporation

8. WebSphere Commerce
Marketing de precisión - terminología
8 © 2010 IBM Corporation

9. WebSphere Commerce
Marketing de precisión – áreas controladas para actividades
en la Web
9 © 2010 IBM Corporation

10. WebSphere Commerce
Marketing de precisión – eventos controlados para
actividades en la Web
10 © 2010 IBM Corporation

11. WebSphere Commerce
Marketing de precisión – acciones para actividades en la
Web
11 © 2010 IBM Corporation

12. Preguntas?
© Copyright IBM Corporation 2010

13. WebSphere Commerce
Extended Brand Experience
Extend the experience beyond retailers website by embedding widgets
in 3rd party Internet properties and by supporting feeds
Search and Affiliate Sites Aggregators Social Sites/ Widgets Viral Marketing
Comparison /Portals Communities (Internet,
Shopping Engine Desktop, Mobile)
Optimization
Brand 1 Brand 2 Brand 3 Brand 4
13 © 2010 IBM Corporation

14. WebSphere Commerce
Extend and Manage Brand Experience
Social Network widgets & apps Affiliate Marketing Widgets
Affiliate
Partner 1 Retail
Partner
Personalized Widgets Reseller 1 B2B Solutions
Extend Brand Experience
Deals
Partner
Access
my lists
Coupons
My
Community
Manage Brand Experience
Search
Smartphone Apps & Widgets
14 © 2010 IBM Corporation

15. WebSphere Commerce
Remote Widgets
Enable retailers to extend brand experience to third-party
Web sites, including social networking sites for marketing and
promotions
– Allow shoppers to share their "favorites" list and gift registry
– Allow retailers to offer and centrally manage marketing and
promotions outside of retailer's own site
Key Features
• Manage the brand experience on third- Benefits
party Web sites through IBM
Provide a new channel to promote brand and
Management Center
• Synchronize Web promotions on
products
retailer Web sites with third-party Web Leverage social networks to improve
sites
consumer reach and drive traffic to the retailer's
• Enable shoppers to subscribe to own Web site
marketing and promotion content feeds
Control brand experience centrally and easily
• Allow shoppers to share their wish list
and gift registry with their friends and Help increase customer satisfaction and
family on social networking sites loyalty
15 © 2010 IBM Corporation

16. WebSphere Commerce
Remote Widgets: Shopper-driven Scenarios
My Wish List widget/My favorites widget:
Enables shoppers to share their favorite
products or recommended products on social
networking sites or personal sites such as
blogs
Gift Registry widget: Enables shoppers to
post their gift registries on their favorite social
networking sites
Promotion & Brand widget/feed: Enables
shoppers to get branded retailer messages,
Show the hottest deal (Deal of the day), etc
via widget or feed
16 © 2010 IBM Corporation

17. WebSphere Commerce
Remote Widgets: Retailer-driven Scenarios
Promotions & Brand Widget: Connect WebSphere Commerce eSpots to
retailer owned social networking sites, affiliate and partner sites.
Centrally manage and control all remote eSpots from the Management
Center, WC business user tool
3rd Party Sites
Management Center
Social
Networks
Retailer Site Re
mo
te Partner Sites
eS
po
t
Affiliate Sites
t
po
eS
c al Content Sites
Lo
….
17 © 2010 IBM Corporation

18. WebSphere Commerce
Digital Coupons Promotion and Redemption
1B. Coupon Promotion /
1A. Precision marketing eSpot issues coupon
triggers issue of coupon
3. Redeem Coupon at
Checkout (web or mobile) 2. Coupon Wallet in Web & Mobile Store
18 © 2010 IBM Corporation

19. WebSphere Commerce
Brazil Starter Store
Brazil starter store delivers
localized shopping experience
and payment options
Starter Store
Localized look and feel
Support for Brazilian user data (CPF,
CEP, CNPJ)
Promotions
Promotions
Promotions based on payment method,
based on
number of installments, shipping method, payment
credit card brand* method
Featured promotions for individual items
Ability to exclude selected manufacturers Installment-
from promotion based payment
Payments
Modify price based on payment method Boleto Bancário
/ bank billet
Installment payments*
Boleto payment
Internet banking (punch-out payment) Variety of
payment
19 choices © 2010 IBM Corporation
*New feature in Madisons and Elite Starter stores

20. WebSphere Commerce
Delivering dynamic, personalized shopping experience
using WebSphere Commerce Extended Sites
“Extended Sites functionality remains a key strength. IBM provides the ability to
create online storefronts with unique business rules and marketing campaigns but
shared central management and data” – Forrester 2006
Extended Sites:
Extended Sites offer powerful capability to rapidly Multiple storefronts on single
(without IT involvement, functionality/integration instance
with 3rd party just needs to be checked, code
change, server stop/start) deploy multiple
Country
storefronts on a “single” instance for Country
Country
Multiple market segments
Multiple brands Brand
Brand
Segment Brand
Multiple regions/countries Segment
Segment
Deliver highly targeted and consistent brand
experience sharing assets like catalog and business WebSphere Commerce
logic across sites Customer Interaction
Platform
Reduce cost by centralizing operations and
leveraging tools to customize shopping experience
20 © 2010 IBM Corporation

21. WebSphere Commerce
Extended Site: Technology Enabling Business Models
Extended Sites
Biz Mgmt Biz Mgmt Biz Mgmt
• Storefront
• Business
Logic
• Data Store 2 Store N N+1… N+2… N+3…
Store 1
• Collective or
individual
Mgmt
Non customer facing ‘store’, but
WC Asset Store contains “Reusable Assets”
Catalog
• Artifacts (e.g. catalog)
• Business Logic (e.g. processes)
• Store Models
PLM
ERP
Customer Interaction Platform
Legacy,
Inventory
21 © 2010 IBM Corporation

22. WebSphere Commerce
Cross-Channel Optimization: Mobile Commerce
iPhone App (also for
Symbian and MS-Mobile
devices)
– Native iPhone user
experience and UI layout
– Leverage HTML5 capabilities
– Device feature integration
and exploitation
– Mobile coupon wallet
22 © 2010 IBM Corporation

23. WebSphere Commerce
IBM Mobile Store Solution: Browsing
Browse Catalog Product Detail Ratings & Reviews Compare Products
23 © 2010 IBM Corporation

24. WebSphere Commerce
IBM Mobile Store Solution: Transacting
Select Pickup Store View Order
Search Products Add to Cart
& Checkout Confirmation
24 © 2010 IBM Corporation

25. WebSphere Commerce
iPhone Application - Home
Rotational Marketing eSpots for
promotional products
Scrolling feature products.
Users tap the product image
to view details
‘More’ to access additional functions
Users tap to view products (Search, Compare, My Account, …)
by category
Tap bar to access common functions
(Home, Store Locator, Wish List,
Shop Cart)
25 © 2010 IBM Corporation

26. WebSphere Commerce
iPhone Application - Products
Navigational bar
Search field to
find products
directly Tap to see product
details with large
image
Product list page with
product summary
information
Users flick left or right to see previous or next
products Page indicator at the bottom to
guide the users
26 © 2010 IBM Corporation

27. WebSphere Commerce
iPhone Application – Buy on Mobile Pickup In- Store
Promotion code
received via
SMS or email
Buy on mobile
device & pick up
Store Location Map
in store
imbedded in
application
for ease of
navigation
Pre-fill
billing/shipping
address from iPhone Tap on Store Locator
address book during to find the nearby stores
checkout based on current GPS location
27 © 2010 IBM Corporation