ECommerce Solutions Olga Streltchenko Yelena Yesha 1 ECommerce

E-Commerce Solutions Olga Streltchenko Yelena Yesha 1

E-Commerce Solutions z. In-house development vs commercial solutions z. Intershop z. Broad. Vision z. Blue. Martini z. Conclusions 2

In-House Development versus Commercial Solutions z In-house development y. Customized for individual needs; x. Often include only bare necessities. y. Optimized performance; y. Longer time-to-market x. For complex enterprises. y. Need for in-house programming expertise. z Commercial Solutions y. Generic; y. Sometimes an overkill; y. Expensive support; x. Need for vendor consulting. y. Short time-to-market. 3

Intershop z www. intershop. com z Founded in 1994; headquarters in San Francisco; has operations in 24 countries. z more than 3, 000 customers. z 200 implementation partners. z Provider of comprehensive e-business software; y offers cross-industry and industry-specific solutions. z Intershop's solutions enable global enterprises to y optimize relationships with key trading partners (PR), y improve business efficiencies, y leverage existing sales channels and integrate new ones. z Forrester Research recently awarded Intershop Enfinity with a number one ranking in its Commerce Platform Tech. Rankings™. 4

Customers z Hewlett -Packard, Intel, Motorola, Shell and Time Warner. z Application Service Providers (ASPs), Internet Service Providers (ISPs), telecommunications companies providing hosted solutions to their customers. y. Bell. South, ISION, Agiliti and Deutsche Telekom. 5

Solutions z Cross-industry solutions y. B 2 B; y. B 2 C; y. Marketplace; y. Supply chain management. z Industry-specific solutions for y. Automotive; yconsumer goods; yhigh tech and engineering; yretail markets; y. Others under development. 6

Enfinity z Enterprise e-business platform. z Sell-side application. z Functionality: y. Supply chain management; y. Cataloging; y. Transaction processing; y. E-marketplace integration. z Built-in integration capability; y. Customize and extend the server. 7

Enfinity Architecture Management Center Catalog Server Components Transaction Server Enfinity Application Server Java 2 Enterprise edition Database ØAllows integration with custom and thirdparty solutions. ØSeparates catalog and transaction functions. ØMC provides a central business management point. ØAS provides interface to a distributed environment. 8

Business Functionality z Fully functional templates for a sell-side e-commerce Web site. z Commerce concepts supported y Multi-currency; y Advanced parametric search; y Buyer alerts; y Product bundling (recall combinatorial selling) and variation; y Cross-selling; y Promotions and e-mail product recommendations; y Product comparisons; y Buyer shopping lists; y Buyer notification; y Product bookmarks. 9

Enfinity Components: EMC z Provides a Windows GUI called the Enfinity Management Center (EMC) which consolidates y E-business processes; y Product information; y Buyer Information; y Transaction processing; y Integration with other systems; y Development environment for the HTML designers and business analysts; y Integrated OLAP reporting engine z Unicode-compliant for localization. z Languages currently supported: German, French, Spanish, Japanese. 10

Enfinity Components (cont’d) z Visual Pipeline Manager (VPM) is used to view and edit graphical representation of the business processes called pipelines. y Over 100 configurable pre-packaged business logic building blocks called pipelets are defined. z Catalog server y supports user-defined categorization hierarchies, product types, product bundles, product variations, and display parameters; y Has built-in XML capabilities; y Allows to control relationships between products, create product pricing groups, manage rules for up-selling and cross-selling. 11

Enfinity Components: Transaction Server z Or Enfinity Transactivity Center (ETS), according to Intershop. z Core Enfinity function. z ETS defines how transactions are handled. z User defines business rules to y Manage product availability status; y Handle orders; y Check order status; y Access customer/buyer information; y Set parameters for tax and shipment. z ETS transacts in a distributed environment. y XML application. z Provides business reporting capabilities (business intelligence). 12

Performance and Scalability z Multiple Web Adapters within clusters to distribute incoming requests. z Load balancing. z Session fail-over. z Benchmark numbers available. z Support for system interoperability, extensibility and integration. y. Use of standard-based technologies; x. XML; x. WAP; x. J 2 EE. 13

Intershop 4 z. Hosting product. z. For service providers: y. ASP; y. ISP; y. Telecommunications. Merchant Hosting e. Pages 14

Intershop 4 Product Line z e. Pages allows x. SPs to deploy and host entrylevel communities for small and mid-sized sellers. z As their businesses grow, SPs can upgrade sellers to Hosting. z Hosting enables x. SPs to host fully featured ecommerce solutions for small and mid-sized sellers on a shared-server environment. z As their businesses grow, SPs can upgrade sellers to a single store with Merchant. z Merchant is dedicated server solution. 15

Hosting and Merchant System Architecture z. Four-tier, platform independent architecture. y. Web Browser x. Intershop is managed and administered from any remote computer via a standard Web browser. y. Web Adapters x. Optimize the interaction between end-user requests and the Intershop application server; x. Balance the request load among the Application Servers to assure uninterrupted performance. 16

Hosting and Merchant System Architecture (cont’d) y. Application Servers x. Two types of Application Servers: • for administrative requests, • for storefront requests. x. By default, Intershop installs two of each type. x. Create and add more Application Servers. x. The Application Servers remain persistently loaded in memory; • No process initiation overhead. y. Sybase Adaptive Server XI x. Complies with the Open Database Connectivity standard (ODBC); x. Can be accessed through ODBC drivers. 17

Intershop 4 Developer Tools z Intershop 4 is an open e-commerce platform. y. Allows to extend the functionality of its core technology. z Developer Tools serve to integrate Intershop 4 with third -party applications. z XML Interface Developer Kit (x. IDK) y. A set of development tools that provide an interface to the Intershop 4 database using Java and XML. y. Service Providers can enable sellers to export and import XML-encoded order, customer and content data, or to connect to third-party applications. y. Service Providers can connect Intershop 4 Hosting, Merchant or e. Pages(version 4. 2) to external systems. y. Sellers can transfer content to external systems, such as marketplaces. 18

Intershop 4 Developer Tools (cont’d) z Intershop Developer Kit (IDK) y A set of Java-based development tools that enables Service Providers to integrate Intershop 4 with their existing enterprise business systems. y Allows communication with Intershop 4 Hosting, Merchant or e. Pages database to retrieve and update business objects. y Includes a Java Classes library, documentation, tools, sample code, and case studies. z Cartridge Developer Kit (CDK) y Allows software vendors to create a functional connection between Intershop 4 Hosting/Merchant with their third-party applications. y A development tool that enables a way to integrate applications and payment systems with Intershop 4. y To obtain the CDK, software vendors must be accepted into the 19 Integrated Technology Partner (ITP) Program.

Industry-Specific Solutions z Enfinity Server is customized to meet specific needs. z Example: high-tech and engineering solution: y. Manages customer relations; x. Personalization, market analysis. y. Integrates supply chain and builds direct online connections to suppliers and distributors; x. Integration through private procurement markets. y. Customers: HP, Bosch, Canon, Compaq, etc. z Also see other industry-specific solutions from Intershop at http: //www. Intershop. com/ 20

Cross-Industry Solutions z Enfinity Server is customized to meet specific sector needs, e. g, B 2 B, B 2 C, marketplace, etc. z Example: B 2 B Solution: y. Enables the following functionality: x. Request for quotes (RFQs); x. Order management; x. Personalization; x. Online help desk integration; x. Online stock availability and pricing; x. Recurring orders; x. Staggered purchases; x. Customer-specific prices, terms, and conditions; x. Product configuration; x. Multiple payment and shipment functionality; x. Business intelligence. 21

Broad. Vision z http: //www. broadvision. com/ z Broad. Vision provides a line of Internet software products and services for enabling large-scale Net business. z Company’s goals: yadherence to open software standards; yscalability and performance; yfoolproof data and transaction security; yfunctionality based on expert business logic; yrigorous testing for quality assurance. 22

Broad. Vision Product Line z Broad. Vision Analytics y. Analysis and reporting application; y. Transforms information collected from observation logs, customer profiles, and transaction databases; y. Goal: service personalization. z Broad. Vision Billing y. Reduces operating costs; ymanages customers relations. z Broad. Vision Business Commerce y. PR management; y. Supply chain management; y. Transaction support. 23

Broad. Vision Product Line (cont’d) z Broad. Vision One-To-One Enterprise y Complete e-commerce platform; y Support for open standards: x. J 2 EE (including support for Enterprise Java. Beans, Java. Server Pages, Java servlets, and Java, programming), XML, CORBA, C++, COM, LDAP, and WML and WAP for wireless communication. y Analytics to support reporting capabilities, plus analysis of content, fulfillment, sales, shopping patterns, visitors, and web activity. y Content management; x. XML content creation. y Session management and customer profiling; y Security (login, SSL and S-HTTP, digital signatures, etc. ); y Wireless support x. Allows to restyle applications for wireless devises. 24

Broad. Vision Product Line (cont’d) z Broad. Vision Finance y. Support high-volume Internet banking, online bill presentment, brokerage, and asset management services. z Broad. Vision Info. Exchange Portal y. Single personalized gateway. z Broad. Vision Market. Maker y. Supports formation of trading communities with automated order processing, attribute-based RFQs, sophisticated catalog management, dynamic auctioning, and robust analytic and reporting capabilities. 25

Broad. Vision Product Line (cont’d) z Broad. Vision Retail Commerce Suite y. Seller-side suit; y. Enables marketing and merchandising professionals to employ automated tools that identify customers and products and dynamically serve content for individual consumers. z Broad. Vision Procurement y. A complete, web-based self-service purchasing system for maintenance, repair, and operations (MRO) goods. y. Wireless accessibility to purchasing information through standard industry tools. z Broad. Vision Publishing, etc. 26

Blue. Martini zhttp: //www. bluemartini. com/ 27

Blue. Martini Product Line z Blue Martini Marketing y A comprehensive solution for customer analysis and marketing automation. y. Identification and segmenting high-value customers; y. Executing targeted campaigns optimized for response rate; y. Personalization of interactions to retain customers and increase wallet share; y. Creating virtual focus groups to test-market new ideas. 28

Blue. Martini Product Line (cont’d) z Blue Martini Commerce y. B 2 C and B 2 B seller-side application. y. Personalization. y. Interactions over the web and through mobile devices y. Site management capabilities. z Blue Martini Channels y. A complete channel management solution for maximizing revenues from channel partners and online marketplaces. y. Partner relation management. x. Creation of partner portals that provide resellers with the information and tools they need. 29

Blue. Martini Product Line (cont’d) z. Blue Martini Service y. Customer service application. y. Improves customer satisfaction x. Increases CSRs (customer service representative) efficiency. x. Increases web-page interactiveness. y. Provides integration with other Blue Martini applications. 30

Blue. Martini 4 Architecture 31

Blue. Martini 4 Architecture (cont’d) z Ensures scalability by providing for an expandable pool of web servers. z Provides real-time customer purchasing experience by assigning a dedicated database to each webstore server. z Utilizes hardware investment effectively by including server load balancing capabilities to optimize response time and eliminate down servers from the pool. z Ensures customer data and merchandising system security. z Provides for integration with legacy systems by providing APIs to each solution component. z Includes a graphical interface for designers, buyers and marketers. 32

Consulting Services z. Often the level of product expertise required exceeds the one that a customer’s tech support can provide. z. All the above companies provide y. Consulting services to integrate their software into their customers’ businesses; y. Product training. 33

Conclusion z Commercial solutions provide rich and mature business functionality. z The companies are concerned with y. Scalability; y. Performance; y. Security. z All the solutions provide for y. Extensibility; y. Integration and interoperation; y. Open standard support. 34