Elastic Path's Planet of the Apps presentation.

1. Ecommerce and Digital Marketplaces
“Is there room in the future for more apps stores? “
Oct 5th 2011
Sal Visca
Chief Technology Officer
Elastic Path Software
Planet of the Apps
Royal Garden Hotel
London, UK
Oct 4-7, 2011

2. Agenda
 Quick introduction to Elastic Path Software
 B2C e-commerce
 Evolving single-vendor digital ecommerce to
multi-vendor AppStores and Marketplaces
 AppStores and Digital Marketplaces
 Summary
Planet of the Apps, London, UK Oct 4-7th 2011

3. Elastic Path | Technology and Expertise for the Digital Content Ecosystem
Elastic Path Software provides software and services to help the world’s most
innovative digital companies transact and interact online
Key Customer Verticals
Software Media & Publishing Telecommunications Online Services
• Consumer • Magazines • Handset Manufacturers • Subscription Content
• Enterprise • Online Content • Operators / ISP’s • Digital Marketplace
• Security • Entertainment • Cable Companies • Digital Retailers
Planet of the Apps, London, UK Oct 4-7th 2011

4. Elastic Commerce | Frictionless, Social, Everywhere
Elastic Path’s vision is “Elastic Commerce” – ecommerce that turns new
ideas into profitable systems, and is adaptable to diverse, dynamic needs
Frictionless Social Everywhere
• Transactions are • The primary source of • Products come from
accomplished in the consumer information about anywhere
context of life products is other consumers
• Sellers come from anywhere
• Buyers are presented with • Consumers drive how,
• Transactions can occur
more relevant offers when, and where they buy
anywhere
Planet of the Apps, London, UK Oct 4-7th 2011

5. General Online Store
Shoppers Store Operator
Ecommerce
Planet of the Apps, London, UK Oct 4-7th 2011

6. Marketplace
Single-Vendor
Shoppers Store Operator
e-commerce
Marketplace
Multi-Vendor
Store Operator
…
App Developers, Publishers (books, videos, music, games)
Planet of the Apps, London, UK Oct 4-7th 2011

7. Marketplace : AppStore, SuperStore ….
Online Vendor
Channel Portal
Market
Place
Approvals
• Create marketplaces for 3rd party vendors
• Sell add-on apps or services for your products
• Create new online revenue streams
Planet of the Apps, London, UK Oct 4-7th 2011

8. Profile Mgmt
 Vendor registration
Marketplace | Capabilities  Application process
 Vendor profile
 Manage users (accounts)
 Vendor agreement
 Payment types Order Mgmt
 Outstanding orders
 Completed orders
Standard Community
 Read product reviews
Storefront  Comment on reviews
Functionality  Knowledge base / forums
 Search
 Browse
Store Vendor
Product Mgmt
 Faceted Navigation Front Portal  Product creation
 Shopping Cart  Product information
 Checkout
 Payment
Market  Pricing
 Markets
 Self Service Place  Offer opt in
 Customer Reviews  Approval workflow (state)
 etc  Remove / suspend products
Reporting
 Financial
 Revenue
Catalog Mgmt Marketplace
 New product approvals Manager
 Completed orders
Vendor Portal Configuration
 Vendor registration fields
 Approvals process
Vendor Mgmt  Branding & URL
 Vendor approvals Reporting  Terms & conditions
 Application feedback  Vendor performance  Permitted payment types
 Review vendor profile  Commission payments  Commission rates
 Taxes
Planet of the Apps, London, UK Oct 4-7th 2011

9. Digital Marketplaces
 Application Stores (“AppStores”)
 Software Stores
 Online Music Stores
 Online Video Stores
 Online eBook Stores
 Online Game Stores
 (e) Commerce-as-a-Service
Planet of the Apps, London, UK Oct 4-7th 2011

10. Application Store
Single-Vendor Store
Shoppers Operator
e-commerce 5. Revenue
(70-80%)
3. App approved 2. App
and uploaded Reviewed
Marketplace
Multi-Vendor
Store Operator
App Store 1. New App
… Submitted
4. Purchase
App Developers, Publishers (books, videos, music, games)
Developer
Planet of the Apps, London, UK Oct 4-7th 2011

11. Attracting Vendors
 Lower barriers to entry to monetize your intellectual
property
 Marketplace takes care of:
 Payments
 Taxes
 Billing
 Marketing
 Distribution
 Store operation
 Customer support tools
Planet of the Apps, London, UK Oct 4-7th 2011

12. Applying Ecommerce Techniques
 SEO  Wish lists
 Loyalty programs  Gift cards
 Better navigation and  Social commerce
product discovery  Community ratings and
 Subscriptions reviews
 Promotions  Personalized
 Bundles recommendation engine
Planet of the Apps, London, UK Oct 4-7th 2011

13. Ecommerce Solution for Digital Marketplace
 Advanced ecommerce functionality modified for a
Marketplace environment
 Product discovery
 Promotions
 Bundles
 Pricing
 Approval process
 Multiple ways to monetize Intellectual Property
 Multiple communication channels between vendors, users,
and operators
 Vendors’ portal
 Revenue remittance and reporting
Planet of the Apps, London, UK Oct 4-7th 2011

14. The Power of App Stores
A free application downloaded with not-so-free subsequent transactions…

15. Summary
 An ecommerce platform is the foundation of a
Marketplace/AppStore
 Digital single-vendor e-commerce stores can be expanded into
AppStores
 Marketplaces provide a venue for digital publishers (vendors)
of all sizes to market and sell their digital wares
 Vendors can benefit from the economies of scale and access
to markets provided by digital marketplaces and
commerce-as-a-service infrastructure
Planet of the Apps, London, UK Oct 4-7th 2011

16. Questions
For more on-demand digital commerce resources
www.elasticpath.com/resources
info@elasticpath.com
1.800.942.5282 (toll-free in North America)
www.elasticpath.com