1. Modem Media Technology
Overview
DATE: July 12, 2000
LOCATION: Modem Media - London
PRESENTED TO: Philips CE

2. 2
Roadmap
 Modem Media Vision
 Architecture
 Industry Leaders
 Dynamo Architecture
 Dynamo Personalization
 Dynamo E-Commerce
 Dynamo Project Planning Cycle (B-to-B & B-to-C)
 Modem Media Dynamo Experience Highlights
 Modem Media Internet Professional Services

3. 3
Architecture - Industry Leaders
 1998
 Broadvision
 Net-Apps
 BEA Tanga
 Vignette
 Microsoft Site Server
 1999
 ATG Dynamo (mid 1999)
 IBM WebSphere
 Broadvision
 BEA WebLogic
 Vignette

4. 4
HTML
JSPs/Servlets
Browser
JSPs
Interaction
Control
Page
Construction
Business
Logic
Java Classes
Beans
EJBs
RDMS
Oracle
DB2
SQLServer
Legacy
Systems
3rd Party
Applications
Connectors
Dynamo Architecture
Overview

5. 5
Dynamo Personalization
 Target content to your customers to increase
effectiveness and yield of marketing messages
 Leverage existing user database and business rules,
including market segmentation
 Get to know your customers better by continuously
collecting profile and behavioral data
 Fast time-to-market using components and the Java™
programming language
 Generate reports that take you directly to data you care
about, based on business rules that you define

6. 6
Dynamo E-Commerce
 Flexible framework (Java)
 Supports both B-to-B and B-to-C commerce
 Matches business rules and user profiles to deliver
content and promotions
 Built-in services that provide application building blocks
 Easy-to-use administrative interface for managers to
control product presentation and business logic
 Extensible technology that will meet your needs today
and in the future to support your online success

7. 7
Dynamo Project Planning
(B-to-B & B-to-C)
Client Modem Media
Project Evaluation x x
Development Cycle x x
Implementation x x
Maintenance x

8. 8
Modem Media - Dynamo B-to-B
Highlights
 Business-to-Business
 Chip Center
 “Chip Center, LLC is the first comprehensive online service
for electronic-component information and sourcing… It is a
new kind of business-to-business marketing channel that
allows engineers and purchasing agents to learn, find, and
buy all at one convenient location.” ~ Dynamo Innovator
 Infinite Supply
 Infinite Supply (IS) provides turnkey business to business e-
commerce solutions for industry content and portal sites as
well as manufacturers with a direct supply chain.

9. 9
ChipCenter Case Study (B-to-B)
 Background
 $20 Billion electronics chip spot market being under-served with a
lack of e-commerce capabilities available.
 Limited online options for product discovery/comparison, price and
availability
searching or purchase.
 Problem
 How to reach this disparate, segmented marketplace in an efficient
centralized manner, offering value throughout the electronics design
purchase cycle.
 Prescription
 Hired Modem to act as site architect, user interface designer,
development lead and general contractor/systems integrator for site
development.

10. 10
ChipCenter Case Study (cont.)
Solution
 A personalized site environment allowing the audience of
engineers and purchasing managers to learn, find and buy the
electronics components they need.
 A centralized purchasing environment capable of providing
ecommerce access to hundreds of chip distributors, including daily
updates to inventory and pricing.
 An editorial resource and publishing environment which supports
over 10,000 pages of content, updated multiple times daily.
 Integrating a unique architecture weaving together Solaris,
Apache, ATG Dynamo personalization engine, Aspect
Development’s Explorenet database search engine, Verity content
search engine and Oracle database tools.

11. 11

12. 12

13. 13
High Level Architecture for
Chip Center
User Experience
User Profile
DB
ExproreNet
(Xnet)
Aspect Dev
Distributor 1
Distributor 3
Webmethods
Webmethods
Verity
Chip Center Distributor 2Webmethods
Suppliers update Xnet with
catalogue information

14. 14
Infinite Supply Case Study (B-to-B)
 Background
 Preeminent web destination for facilities managers, facilities planners and
purchasing agents.
 Users can learn about products and recommendations through editorial
content and user “communities.”
 Once housing a product, users will be able to order from a large pool of
distributors linked to the site.
 Problem
 Providing relevant and current data to a large audience. Creating the
capability to order virtually any manufacturing supply available over the
web
 Prescription
 Hired Modem to act as site architect, user interface designer, development
lead and general contractor/systems integrator for site development.

15. 15
Infinite Supply Case Study (cont.)
 Solution
 A multi dimensional, personalized site environment allowing
purchasing managers to learn, find and buy over 10 million items
including pipes, valves, fittings, motors, tools, and plant operational
supplies.
 An editorial resource and publishing environment which supports
over 10,000 pages of content, updated multiple times daily.
 Integrating a unique architecture weaving together WebMethods, I-
Syndicate, ATG Dynamo personalization engine, Aspect
Development’s Explorenet database search engine and Oracle
database tools.

16. 16

17. 17
User Experience
Portal Catalog
Database
Portal Customer
Database
Ad Server
Supplier A
Supplier B
Webmethods
Webmethods
Marketing
Product Catalog
E-Commerce
Transaction
Dynamo
Industry
Catalog Search
E-Commerce
Fulfillment

18. 18
Major Hotel Chain Case Study
(B-to-C & B-to-B)
 Profile driven (Membership), dynamic site
 Build custom extensions to Dynamo’s standard
pipelines
 Key data source was remote, used IBM’s MQ Series
to tie in Dynamo and the remote host data system
 Highly transactional oriented
 Important Components
 Membership join/maintenance of personal data
 reservation search by multiple parameters
 Customer service module, including support e-mails
 Promotion / partner module for appropriate targeting
and display of materials.

19. 19
Major Hotel Chain Key Components
 MQ Series Module
 Designed a layer to bridge Dynamo and its
requirements to a transactional product
 Search Module
 Ability to custom select search criteria, perform the
search and display appropriate data.
 Worked against several types of data; hotels, special
offers, Partner offers
 Membership rewards
 Ability for members to spend points for awards, gifts
and services.
 E-commerce like. Transactional.

20. 20
Major Hotel Chain Key Components
(cont.)
 Customer Support
 Handled a variety of questions and needs
 Consumer information
 Support requests via e-mail
 Personal profile maintenance

21. 21
Local Database
(Oracle)
Profile (session)
High Level Architecture for
Major Hotel Chain
Property Info
Offers Info
DB2
Legacy
System
MQSeries
DynamoDAS/DPS
User Browser
Membership
Facilities
Customer
Support
Reservations
Dynamo - MQ
Services
- Reservations
- Customer / Member Services
- Profile / Login Services

22. 22
Modem Media Professional Services
 Planning
 IBM Aurora (only agency to meet strict IBM standards)
 Chip Center (Dynamo Innovator)
 GM
 GE
 Architecture
 ATG Dynamo
 IBM WebSphere
 Microsoft IIS
 Global Solution Provider
 Offices World Wide