1. 2009 eCommerce Trends and Observations
space150 DEEPSPACE event
Paul Rombach, Director, Product Development
January 22, 2009
© 2008 AT&T Intellectual Property. All rights reserved.
AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

2. eCommerce Circa 1995…
© 2007 IBM
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3. Now: Revolutionize the Customer Experience
•Focus on the experience
•Focus on the lifestyle
•Deliver dynamic, customer-centric
interactions
•Extend the personality of your brand
•Execute precision marketing
•Remember the basics
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4. Convert More Browsers to Buyers
Web 2.0 technologies such as Rich Internet Applications (RIAs)
and Ajax create a rich customer experience that builds profitable
and loyal relationships.
Using Ajax, visitors can
simply roll-over a product
image to learn more.
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5. The Power of Active Participation
A shift from push advertising
to active customer
engagement is occurring. As
a result, social networking
must play a role in your
online strategy primarily to
improve customer
communication,
engagement, and loyalty.
Blogs
Product
Reviews
User-generated content
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6. Whenever with Whomever, Where-ever,
on Whatever
In addition to connecting with
consumers through new concepts,
retailers will also reach out to
consumers via new marketing vehicles
and media including new digital sign
technologies (bluecasting), mobile
marketing, and mCommerce.
Coupons Maps
SMS
iPhone Loyalty
Cell-phone based
interactive experiences
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7. Trends and Observations
1. Investment community leading indicator
2. Collision of Art and Science
3. Customer Experience
4. Cross Channel Integration
5. More Analytics, More Optimization
6. Overnight to Near Real-Time to Real Time
7. Static interaction to Dynamic interaction
8. Homegrown to B.O.B. to Integrated Platforms
9. Multi’s – Entity, Language, Currency
10.International Security and Privacy
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8. Don’t Forget the Basics
•Performance
•Scalability
•Manageability
•Functionality
•Navigation
•Brand Consistency
•Crawlability
•Usability
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9. AT&T Hosting & Application Services Vision
Deliver value across the Managed IT Services spectrum
Infrastructure Application
Focused Focused
Data Center Services Hosting Services Application Services
Facility Services Web Hosting Application Development
Connectivity Services Infrastructure Management Application Management
IT Support Services Managed Hosting Software-as-a-Service
Professional Services
One of the broadest continuum of services in the industry
•
Utilizes network, technology, and service expertise to deliver IT
•
infrastructure as a service anytime, anywhere, over the network,
on-demand
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10. AT&T Synaptic HostingSM
Next generation, utility-based managed hosting service
Offers dynamic, on-demand IT capacity that can adapt with changing
applications or user demand. Ideal for handling seasonal or unpredictable traffic
bursts, yet flexible enough to support virtually any business application.
eBusiness
Key service features
Extranet Front Office
•Virtualized, pre-integrated utility platform
•Fully managed to the operating system, web, database
•Capacity on demand with pay-per-use options
•Optional application awareness (monitoring, reporting) Intranet Back Office
•High-touch servicing model with holistic SLA up to 99.9% Recovery
AT&T Synaptic Hosting is…
• Fast. Launch your application quickly. Scale it even faster.
• Adaptive. Burst IT capacity in real-time to handle traffic spikes.
• Efficient. Pay for only the IT capacity you need, when you need it.
• Reliable. Deliver high uptime via built-in security and redundancy.
• Easy. Get quality support from your expert support team, 24x7.
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11. AT&T Application Services
• AT&T responsible for application
Application • SLA 99.9% extended to application
Management
AT&T • Extended application performance
Security management
Application
Administration
Management • Backend DB tuning/management
Management
• Enhanced proactive application
Database monitoring
Management
• Minor improvements (batch jobs,
content pushes, etc.)
Performance
• Ongoing application maintenance
Management
• Integration and reporting
• SLA 99.9% thru OpSys & DB
Hosting Synaptic Hosting • Capacity on-demand
• Availability monitoring
Reliability: Maintain reliable online presence by preventing costly downtime
Availability: Retain loyal customers with extended application SLAs
Scalability: Scale up or down to accommodate peak traffic flows on-demand
Performance: Ensure your site survives and thrives with proactive
performance management
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12. AT&T Intelligent Content DistributionSM Service
Caching, Streaming, Storage and More
Web Acceleration- Acceleration of web pages & web page
objects
Caching
File Downloading- Decreased downloading times for large
user-downloadable objects
On-Demand Streaming- Audio & video content
Live Web Streaming- One-time or recurring events as well as
Streaming
continuous broadcasts, Customer self provisioning of webcasts
via AT&T BusinessDirect®
Network Origin Server- Large File Download & Video-on-
Origin
Demand customers may use in-network ICDS origin server to
Storage store and serve files.
Numerous service and configuration options including:
Optional Georeporting - Caching customers can get detailed reports on the
Optional
geographic distribution of their audience
Services
Services Georestriction - Caching customers can get restrict distribution of their
content to specified geographic areas
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13. We have extensive experience delivering
application services solutions…
Enterprise Messaging &
eCommerce
Applications Collaboration
WebSphere Commerce
•
WebSphere Application
SAP Business Suite •
•
Server
SAP R/3, mySAP.com
•
ECC 6.0
•
Custom Applications
NetWeaver Platform
•
eBusiness Suite
•
Siebel
•
PeopleSoft
•
Fusion Middleware
•
Other Packaged Apps.
Ariba Analysis
•
Ariba Sourcing and Contracts
•
Ariba Buyer and Invoice
•
ERP  CRM  SFA  Websites  mCommerce  Email  IM  Messaging 
SCM  HCM  Portals  Content Calendar  Contacts 
Financials  Management Systems  Conferencing  Blogs 
Procurement SOA  Discovery Wiki
Workshops
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14. eCommerce Bundled With Other AT&T solutions
Complete business solution using complimentary services
AT&T Solutions: AT&T Provides:
Intelligent Content
Distribution Service A complete portfolio of Internet
and eCommerce services
Hosting Services
Digital Media Services  Increased visibility & control
Utility Services
 Simplified contracting
eCommerce Services
Application  Short enablement cycle
Management
 Service Continuity & Redundancy
Managed
Security
 Network Performance
(Global) Managed
Internet Service
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15. Delivering an intelligent, secure global
networking platform for on-demand
application performance.
Velocity. Delivered.
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