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Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
AribaLIVE!
INSTANT COMMERCE:
BUY ANYWHERE,
AT ANYTIME,
WITH ANY DEVICE
RICK CHAVIE
DRAFT
26 JANUARY, 2014
DIGITALLY
ENABLED
SALES
PROCESSE
S
OMNICHAN-
NEL B2B
RISING
INNOVATION
GAP
B2C BEST
PRACTICE
S IN B2B
COSTS OF
CHALLENGES W/
EXISTING
TECHNOLOGY
INCREASED
SCALE &
COMPLEXITY
NEW
MARKET
PRESSURE
S
TIGHTER
PARTNER
INTEGRA-
TION
CHANGING
BUYER
BEHAVIORS
CONSUME
R-IZATION
OF B2B
NEW
BUSINES
S
MODELS
MATURING
ECOMMERC
E
OPERATIONS
GLOBAL-
IZATION
INTERNET
OF
THINGS
MOBILITY
CHANGING
WORKFORCE
& BYOD
BUSINESS
DIVERSIFICATION
& ACQUISITIONS
THE SHIFTING LANDSCAPE
OF B2B COMMERCE
WHAT THE CONVERGENCE OF DIGITAL AND
PHYSICAL COMMERCE LOOKS LIKE FOR US
web mobile POSdigital goodsmarketplace content etc.Internet of things
Trading partners & suppliers
HANA
BUT WHAT ABOUT THE FUTURE?
THE FUTURE REQUIRES
SIMPLIFYING COMPLEXITY OF
DATA & PROCESSES TO
ENABLE GREAT CUSTOMER
EXPERIENCES AND ENHANCE
PRODUCT AFFINITIES BY
LEVERAGING FUTURE STATE
TECHNOLOGY PLATFORMS.
Single View
of Product
Single View
of Orders
Single View
of Customers
Single View
of Stock
WMS Store Systems
ERP
CRM
Single Source of
Truth
WE KNOW CUSTOMER
EXPECTATIONS
relevant, consistent, contextual
BUT WHAT WILL THE
FUTURE FOR COMMERCE
REALLY LOOK LIKE?
WHEN IT ALREADY ADDRESSES
EVERY TOUCHPOINT. EVERY
CHANNEL. GLOBAL. FLEXIBLE.
Column A
Unified
Seamless
Integrated
Optimized
Converged
Column B
Shopping
Channel
Social
Mobile
Column C
Solution
Engagement
Interaction
Platform
Customer
Experience
CREATE ONE EXPERIENCE
Enable brand consistency
in terms of the context of
underlying assortments,
offers, promotions
content, across all
customer touchpoints.
Provide a real-time
system of reference that
enables single views of
product, pricing and
promotions, inventory,
orders and customers.
Incorporate mobile. Platform that is built
on an open foundation
and easily integrates
legacy systems
as well as emerging
touchpoints and
experience-focused
technologies.
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
VALUE OF PROCESSES TO YOUR COMPANY„S
OMNI-CHANNEL STRATEGY High Points for Value
Source: RSR Research, June 2013
10%
B2B
B2C
Base: 101 B2B eCommerce professionals; 55 online retailers
Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer; State of Retailing Online, 2013
3%
Buy
NOW!
GLOBAL SMARTPHONE OWNERSHIP NOW EXCEEDS 20 % AND IS STILL
RAPIDLY GROWING. THIS HAS GONE FROM 0% IN 2007!
YET 50% OF B2B COMPANIES DO NOT HAVE A
MOBILE STRATEGY!
Sources: Brand Anywhere & Luth Research Inc.;
Q4 2013 Global B2B eCommerce Online Survey done by Forrester and Internet Retailer; 152 B2B eCommerce professionals
62%
52%
54%
52%
Research
Buy
Research
Buy
B2B CUSTOMERS AND MOBILE
Forrester Research commissioned study for hybris. Base: 353 online B2B companies around the world
OMNICOMMERCETM MATURITY MODEL
THE LEGACY OF CHANNELS
HAS FRUSTRATED
CUSTOMERS.
Column A
Unified
Seamless
Optimized
Converged
Column B
Shopping
Channel
Social
Mobile
Column C
Solution
Engagement
Interaction
Platform
Customer
Experience
Integrated
69%
Forrester Research commissioned study for hybris. Base: 225 online B2B companies around the world
14%
33%
22%
31%
1 year
1-2 years
3-5 years
Never
“We expect to stop
publishing our print
catalog within the next
…”
OMNICOMMERCETM MATURITY MODEL
OMNICOMMERCETM MATURITY MODEL
Why Services?
• Enhance connection to customers during and after the product purchase
• Simplify configuring, pricing, and quoting products/service bundles
• Extend the brand relationship to make it hard for competitors to replicate
SERVICES:
Service Offers and Simply Service
• IT’S A BIG
MARKET!
Source: U.S Bureau of
Economic Analysis, 2011
$7.0
MIO
(Services)
$3.6
TRILLION
(Products)
LIFECYCLE:
The Full Demand Chain
B2C vs. B2B > B2B2C
$252B vs. $559B > FUTURE
LOCAL
DEALER
DISTRIBUTION
CENTER
WAREHOUSE 1
WAREHOUSE 2
MAJOR OUTLET
NEW
BIG CITY
3
4
2
1
324
3
9
42
18
LOCALIZED:
REAL-TIME, 1:1 LOGISTICS
EXTEND GLOBALLY
Base: 93 B2B eCommerce professionals
Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer
© 2013 Forrester Research, Inc.
Nearly two-thirds of B2B
eCommerce professionals said
that LESS than 10% of their
online revenue came from
outside their home market
Experience Management: Personalization, Content Management
Platform Framework (Scalability, Performance, Security, Integration, Agility)
OCC API
OCC API
OCCAPI
Commerce Management: Cart, Promotion, Merchandizing
Order Management: Orchestration, Flow, Inventory, Fulfillment
MDM for Commerce: Product, Supplier, Customer, Digital Assets
Integration Services
hybris Architecture Overview
Which is reflected in how we talk about the platform
both in an agnostic and an SAP context today.
BACK END
WEB CALL CENTER CONSOLE MOBILEPOS SOCIALTV PRINT
ORDER MANAGEMENT
PLATFORM
MASTER DATA
OMNI-CHANNEL LOGIC
EXPERIENCE MANAGEMENT
ERP WMS IS/RETAIL CRM SAP MDM / HANA SUPPLIERS
YOUR CUSTOMER.
ATHOME. ONTHESTREET. ENGAGEDONYOUR
WEB,BRANCH,ORSTORESITE. ALWAYSON.
YOUR PLATFORM.
ONYOURPREMISE. INTHECLOUD-
YOURS,OURSORPUBLIC. ALWAYSON.
HYBRIS IS THE
FUTURE OF
COMMERCE.™ TODAY.
rick.chavie@hybris.com
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
Order Management
Services
B2C Commerce
Accelerator for China
Commerce Search
Enhanced Subscription
Functionality
Subscription Billing
Gateway
B2C Commerce
Accelerator
B2B Commerce
Accelerator
Omni Commerce
Connect
Mobile App SDK
Next Generation Cockpit
Framework
Support for SAP Hana
DB

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Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce

  • 2. AribaLIVE! INSTANT COMMERCE: BUY ANYWHERE, AT ANYTIME, WITH ANY DEVICE RICK CHAVIE DRAFT 26 JANUARY, 2014
  • 3. DIGITALLY ENABLED SALES PROCESSE S OMNICHAN- NEL B2B RISING INNOVATION GAP B2C BEST PRACTICE S IN B2B COSTS OF CHALLENGES W/ EXISTING TECHNOLOGY INCREASED SCALE & COMPLEXITY NEW MARKET PRESSURE S TIGHTER PARTNER INTEGRA- TION CHANGING BUYER BEHAVIORS CONSUME R-IZATION OF B2B NEW BUSINES S MODELS MATURING ECOMMERC E OPERATIONS GLOBAL- IZATION INTERNET OF THINGS MOBILITY CHANGING WORKFORCE & BYOD BUSINESS DIVERSIFICATION & ACQUISITIONS THE SHIFTING LANDSCAPE OF B2B COMMERCE
  • 4. WHAT THE CONVERGENCE OF DIGITAL AND PHYSICAL COMMERCE LOOKS LIKE FOR US web mobile POSdigital goodsmarketplace content etc.Internet of things Trading partners & suppliers HANA BUT WHAT ABOUT THE FUTURE?
  • 5. THE FUTURE REQUIRES SIMPLIFYING COMPLEXITY OF DATA & PROCESSES TO ENABLE GREAT CUSTOMER EXPERIENCES AND ENHANCE PRODUCT AFFINITIES BY LEVERAGING FUTURE STATE TECHNOLOGY PLATFORMS.
  • 6. Single View of Product Single View of Orders Single View of Customers Single View of Stock WMS Store Systems ERP CRM Single Source of Truth
  • 8. BUT WHAT WILL THE FUTURE FOR COMMERCE REALLY LOOK LIKE? WHEN IT ALREADY ADDRESSES EVERY TOUCHPOINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.
  • 10. CREATE ONE EXPERIENCE Enable brand consistency in terms of the context of underlying assortments, offers, promotions content, across all customer touchpoints. Provide a real-time system of reference that enables single views of product, pricing and promotions, inventory, orders and customers. Incorporate mobile. Platform that is built on an open foundation and easily integrates legacy systems as well as emerging touchpoints and experience-focused technologies.
  • 12. VALUE OF PROCESSES TO YOUR COMPANY„S OMNI-CHANNEL STRATEGY High Points for Value Source: RSR Research, June 2013
  • 13. 10% B2B B2C Base: 101 B2B eCommerce professionals; 55 online retailers Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer; State of Retailing Online, 2013 3% Buy NOW!
  • 14. GLOBAL SMARTPHONE OWNERSHIP NOW EXCEEDS 20 % AND IS STILL RAPIDLY GROWING. THIS HAS GONE FROM 0% IN 2007! YET 50% OF B2B COMPANIES DO NOT HAVE A MOBILE STRATEGY! Sources: Brand Anywhere & Luth Research Inc.; Q4 2013 Global B2B eCommerce Online Survey done by Forrester and Internet Retailer; 152 B2B eCommerce professionals
  • 15. 62% 52% 54% 52% Research Buy Research Buy B2B CUSTOMERS AND MOBILE Forrester Research commissioned study for hybris. Base: 353 online B2B companies around the world
  • 17. THE LEGACY OF CHANNELS HAS FRUSTRATED CUSTOMERS.
  • 18. Column A Unified Seamless Optimized Converged Column B Shopping Channel Social Mobile Column C Solution Engagement Interaction Platform Customer Experience Integrated
  • 19. 69% Forrester Research commissioned study for hybris. Base: 225 online B2B companies around the world 14% 33% 22% 31% 1 year 1-2 years 3-5 years Never “We expect to stop publishing our print catalog within the next …”
  • 22. Why Services? • Enhance connection to customers during and after the product purchase • Simplify configuring, pricing, and quoting products/service bundles • Extend the brand relationship to make it hard for competitors to replicate SERVICES: Service Offers and Simply Service • IT’S A BIG MARKET! Source: U.S Bureau of Economic Analysis, 2011 $7.0 MIO (Services) $3.6 TRILLION (Products)
  • 23. LIFECYCLE: The Full Demand Chain B2C vs. B2B > B2B2C $252B vs. $559B > FUTURE
  • 24. LOCAL DEALER DISTRIBUTION CENTER WAREHOUSE 1 WAREHOUSE 2 MAJOR OUTLET NEW BIG CITY 3 4 2 1 324 3 9 42 18 LOCALIZED: REAL-TIME, 1:1 LOGISTICS
  • 25. EXTEND GLOBALLY Base: 93 B2B eCommerce professionals Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer © 2013 Forrester Research, Inc. Nearly two-thirds of B2B eCommerce professionals said that LESS than 10% of their online revenue came from outside their home market
  • 26. Experience Management: Personalization, Content Management Platform Framework (Scalability, Performance, Security, Integration, Agility) OCC API OCC API OCCAPI Commerce Management: Cart, Promotion, Merchandizing Order Management: Orchestration, Flow, Inventory, Fulfillment MDM for Commerce: Product, Supplier, Customer, Digital Assets Integration Services hybris Architecture Overview
  • 27. Which is reflected in how we talk about the platform both in an agnostic and an SAP context today. BACK END WEB CALL CENTER CONSOLE MOBILEPOS SOCIALTV PRINT ORDER MANAGEMENT PLATFORM MASTER DATA OMNI-CHANNEL LOGIC EXPERIENCE MANAGEMENT ERP WMS IS/RETAIL CRM SAP MDM / HANA SUPPLIERS
  • 28. YOUR CUSTOMER. ATHOME. ONTHESTREET. ENGAGEDONYOUR WEB,BRANCH,ORSTORESITE. ALWAYSON. YOUR PLATFORM. ONYOURPREMISE. INTHECLOUD- YOURS,OURSORPUBLIC. ALWAYSON.
  • 29. HYBRIS IS THE FUTURE OF COMMERCE.™ TODAY. rick.chavie@hybris.com
  • 31. Order Management Services B2C Commerce Accelerator for China Commerce Search Enhanced Subscription Functionality Subscription Billing Gateway B2C Commerce Accelerator B2B Commerce Accelerator Omni Commerce Connect Mobile App SDK Next Generation Cockpit Framework Support for SAP Hana DB

Notes de l'éditeur

  1. [introduction]
  2. The valueof across-channelstrategyisclear but a lotoforganizationsare still askingthemselves: „Howcan I get a singleviewofthecustomer?“BUT theyshouldratheraskthemselves: „Howcanmycustomersget a singleviewofmybrandregardlessofthechannelstheyareusing?““Retailers say they want single view of customer; that’s the inside out approach. You have to think of the customer having single view of a brand, or of a retailer. That’s today, and that’s what’s different.”You have to make it easy for consumer’s to interact with your brand! Consistent Experience:- Consistent answers/information no matter on which channel or touchpointthe interaction takes place (sounds simple, but not the case today: different avalibilities, different pricing, different stock locations, different product specifications -> customers are confused and are not buying)Ability to continue a dialog/communication when switching channels (brands should know how their customers interacted with them on different channels, i.e. when a customer walks into a store, the store clerk should have the information of past online browsing history and help the customer to finish the buying process)- Equal treatment on all channels (today: too much focus on digital channels, but physical stores are not connected -> customers want to get treated the same way on all channels) Organizations need to:- Enable brand consistency in terms of the context of underlying assortments, offers, promtions content, across all customer touchpoints- Provide a real-time system of reference that enables single views of product, pricing and promotions, inventory, orders and customers- Incorporate mobile- Platform that is built on an open foundation and easly integrates legacy systems as well as emerging touchpoints and experience-focused technologies