The document outlines ABB's "Journey to Digital" program to support profitable growth. It discusses developing a mobile sales app called ABB Connect to provide all product data and information to sales representatives. The goals are to make it easier for customers to access information and support ABB's growth strategy. Feedback on ABB Connect from sales managers was very positive, noting it saved significant preparation time and impressed customers.

1. November 2014
Journey to Digital
Supporting profitable growth

2. Agenda
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§ Background
§ Journey to Digital program structure
§ Mobile sales app – ABB Connect
§ Next steps

3. Background
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4. Low Voltage Products division
Part of the ABB group
~30,000
employees
Present
in
+100 Supporting
+25 Countries
Multiple channels
$ 8bill ion
In revenue
(2013)
Languages
and industries
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5. Low Voltage Products division
Marketing Communications vision
Aim for the sky and you
will hit the trees
Aim for the trees and
you will hit the floor
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6. Journey
We are at the start of a journey
Advanced Models
Integrated Digital
Business Platforms
Digitalized Business
Models
Digital Business
Processes
Organizational
Change
Stand-alone
solutions Digital Maturity
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7. Journey
Aim: to have an integrated platform for all processes
Digital Business
Processes
Stand-alone
solutions
Integrated Digital
Business Platforms
Digital Business
Processes
Step 1: Mobile sales app
Mobile sales app aggregates and provides all product
relevant data and information in all formats supporting the
sales rep within the sales process
Step 2: Integrated business platform
Integrated interaction platform aggregates and provides all
relevant product, customer, relationship & transaction data to
support ABB LPs overall business goals
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8. Journey to Digital
Objectives
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EASY TO DO BUSINESS WITH
§ Deliver best in class digital platforms
§ Make it easier and faster to access and manage information
§ Segmented information
§ Make it memorable
SUPPORT GROWTH STRATEGY

9. Journey to Digital
Managing the customer experience
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Promotion/CRM
Lead
management
Information/
tools
Pricing/offer
management
Order
management
Logistics
Installation
support
Invoicing
Service/
after care
Account
handling/
follow up
CUSTOMER
EXPERIENCE

10. Program structure
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11. Journey to Digital
Building on a solid foundation
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Data & Content System

12. Journey to Digital - Roadmap
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Mid 2014 term 2015/2016 Goal
Best in class
digital
landscape
Digital
content by
channel
New
abb.com
Mobile
sales
app
Product
selection
Quotation/
sales offer
CRM
Configurator
tools
Order
tracking
IS/IT
investment
(DCS)
Software/
tools
Personalized
content
E-commerce
Efficient
content
Digital process
content by
channel

13. ABB Connect – Mobile Sales App
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14. Mobile sales app
The challenge
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Challenge
250,000 part numbers
Internal information hierarchy
100 countries, 28 languages
Focus on technical features
only
Mixed data & content quality
Solution
Focus on 350 product families
(ability to drill down)
Decoupled external navigation
to internal organization
Phased roll out & structured
data management
New template focused on
benefits, new «Solution»
navigation
Focused project and creation of
data organization

15. Mobile sales app
Key success factors
Partnership between IT
and marketing
External vendor selection
Rigorous approach to
requirements gathering
Engaging stakeholders
Project management tools
and regular communication
Focus on user experience
Communication with target
user group
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16. Overview of ABB Connect
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17. Sample pages
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18. Sample product page
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19. Feedback
«Best ever sales tool»
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Johan Andersson, domestic sales manager, Sweden explained: "You
never know what the customer is going to ask. With the app I am able
to answer questions that I haven’t anticipated before the meeting.
Now, I only need a single presentation tool with me for visits,
presentations and fairs.
“I save around 20% of my preparation time.
"Customers are impressed with the tool. It is good to be able to share
the information instantly. I used to prepare my meetings with
presentations, pdfs and links. Now I feel that someone has done this
for me.”

20. Conclusion
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21. Journey to Digital
Managing the customer experience
Promotion/CRM
Lead
managmemt
Information/
tools
Pricing/offer
management
Order
management
Logistics
Installation
support
Invoicing
Service/
after care
Account
handling/
follow up
CUSTOMER
EXPERIENCE
© ABB Group

22. A last thought
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