Multichannel e-commerce today and beyond

Corey GaleMicrosoft Commerce Server Product Group

Key Take Aways

• Understand the key business drivers for Multichannel e-commerce

• Peer in to the future of multichannel e-commerce • The most important factors to consider in the choice

of an e-commerce solution

•e-commerce milestones

August 11, 1994Arguably the first e-commerce transaction. NetMarket sells a copy of Sting’s “Ten Summoner’s Tales” for $12.48

August 22, 1994PizzaHut launches a test version of “PizzaNet”, initially only available to residents to Santa Cruz, California

December 15, 1994Netscape Communications launches its first commercial browser, Navigator

1995Microsoft adds secure sockets layer protocol to its fledgling Internet Explorer.

July 16, 1995Amazon.com starts selling books online – operating from a two bedroom house

Birth of e-commerce

Online retail today and future

• U.S. Census Bureau estimates that the rate of e-commerce sales growth will be 17% in 2008

• Shop.org/Forrester report that online retail will be worth $204 billion in 2008.

• European research projects 18.8% of retail turnover would result from Internet sales by 2012-15.

Trends: Socio-economics

• Abundance & the commoditization of goods• U.S. has more cars than licensed drivers.• Self-Storage is a $20billion annual industry in the U.S. • Disposability

“The United States spends more on trash bags than ninety other countries spend on everything”

What it means...

Trends: Evolution of the Consumer

• Appreciation of design• Demand for better experience• Infolust trend, near perfect information

Growth of social networking

Trends: Technology

What is next generatione-commerce?

An online shopping experience that attracts, engages and excites customers by offering personalized content, social community and rich user experiences via a number of devices and mediums.

What it looks like...

What it looks like...

Multiple ways to reach customers

Brick and mortar

Web front Call centers

Social networking sites

Kiosks Direct Mail

Xbox

POS

Live

Ad platforms

Desktop (Vista gadgets)

Catalogs

Virtual Worlds

Your Channels Other Channels

First generation problems

Next generation problems

Multi-channel e-commerce platform

Microsoft is #1 e-commerce platform

6000 unique customers worldwide, largest customer install base and growing

#1 in Market Share for Packaged e-commerce solution

#1 Technology Platform for e-commerce solutions and site deployments

Significant, long-term investment commitment

Commerce Server 2007

Multi-channel support

High extensibility and easy integration

High availability and performance

Core e-commerce functionality

Core Functionality: Merchandiser

• Multiple product relationships: • Cross sell, up-sell, sets,

bundles, gift with purchase, …

• Base catalogs with product overrides

• Multiple payment support• Multiple baskets for

shoppers• Inventory searching• Back-ordering and out-of-

stock item support

Core Functionality: Marketer

• Customer-specific, brand-specific campaign management

• Personalized buying via expressions

• Coupon generation and management

• Discounts, Ads, Direct Mail: Scheduling and Approval

Core Functionality:Customer Service Manager

• Single view of customer• Secure reviewing of

customers and orders • Search and update• Profile data source

agnostic• Flexible customer and

order schema

35 out of the box reports• Advertising• Diagnostic• Product Sales • Query String • User Reports• Visit Reports• Web Usage

Core Functionality: Business Manager

Core Functionality: Site Designer

• ASP.NET 2.0 and Master Pages• Enable visual inheritance in Web Pages. • Streamline the design process using visual themes• Easy-to-create Web site skins• Localization• Creation of mobile sites.

• Next generation web technologies-ready• ASP.NET 3.5 with full AJAX support• Build Silverlight user experiences easily on top of Commerce

Server

Core Functionality: IT Pro• Commerce Server Staging is fully configurable, has a robust, extensible event model,

MMC, command-line, scripting support, and public APIs for IT Pros.

• Microsoft Management Console – fully integrates Commerce Server with other Microsoft Windows Server System™ products and provides easy, centralized management.

• Microsoft Operations Manager (MOM) 2005 Management Pack (now System Center Server) delivers enterprise-class operations management that incorporates years of administrative experience in the form of management rules and real-time monitoring.

• Security features include Secure Sockets Layer (SSL) support and profile data encryption for improved protection of passwords, credit card numbers, and other data. The new Security Configuration Wizard helps you better secure your deployment of Commerce Server.

• 64-bit support and Windows Server 2008 enables you to take advantage of the latest hardware and software to achieve unprecedented levels of performance and scalability.

Core Functionality: Developer• BizTalk 2006 Adapters –– bidirectional synchronization and orchestration of Order,

Catalog, Inventory, and Profile objects. BizTalk orchestrations define business processes that run cross multiple systems.

• .NET framework – All Commerce Server systems are exposed through the Microsoft .NET API and Web services. The .NET API allows for seamless integration into ASP.NET applications, and its advanced features greatly simplify development.

• VS.NET Developer Experience – Commerce Server 2007 fully integrates with development environments through Microsoft Visual Studio 2005. Integration with Visual Studio 2005 and the Microsoft .NET Framework 3.5 (including ASP.NET) reduces the coding needed to customize commerce solutions for your organization.

• • Services-oriented architecture (SOA)

• Complete Web service support for principal CS subsystems• Windows Authorization-enabled security• Agent APIs for abstraction, easy programming

CS2007: The Starter Site

• Production-ready• Thoroughly tested for security

and performance• Out of the box profile and

catalog templates• Multiple language and

currency support• Blueprint with prescriptive

guidance allowing for easier development of custom sites

What is “Mojave”?

Microsoft Commerce Server Code Name “Mojave” delivers the ability to increase your business reach by selling through multiple channels through a new default out-of-the-box shopping site based on ASP.NET 2.0 Web Parts deployed in SharePoint and other SharePoint commerce services, and a compelling new multi-channel commerce foundation API, with a new unified run-time calling model, new extensibility points and new built-in features.

Commerce Server “Mojave” Themes

• Out of the box integrated consumer centric multi-channel capabilities over multiple mediums, brands, and locales

• 3 out-of-the-box channels ready to go: Web, Mobile, Live Services

• New channels require configuration and not customization

Multi-channel is here now

• Out of the box ASP.NET web part shopping site• Web 2.0 social networking paradigms via SharePoint and Live

integration• E-commerce web features easily added by business users,

skin-able by designers (Expression), extendable by developers (Visual Studio)

Out-of-the-box shopping experiences

• Inline WYSIWYG product information and presentation editing and preview

• Content management capabilities: workflow, approval, and publishing

• Familiar Office-like environment minimizing learning curve

Tools to empower Merchandisers and Marketers

“Mojave” Business Value Additions

Multi-brand management

with centralized site and brand management

Get online quickly with a contemporary out-of-box

siteand skin it quickly with different professional

templates

Empower Marketers to manage the presentationwith point-and-click per

page templates

Quick, efficient product information updates for

Merchandiserswith in-site product information editing

Increase reach through multiple channels

with pervasive channel awareness throughout

Engage and interact with your Customers

with built-in customer feedback features

“Mojave” Technical Value Additions

Additional out of the box e-commerce features,

reducing custom development

such as Lists and Reviews

Leverage other Microsoft investments

with seamless integration with SharePoint, BizTalk

Design and Integration Extensibility

with new, multiple extension and integration points

Long-term supportabilitywith a new foundation API and

web parts, using the latest

technologies

“Mojave”

Unified Multi-Channel Foundation API with

built-in Shopping Features

Next generation Commerce Server foundation API

Unified pattern for callsMulti-channel aware

Out-of-the-box shopping features

Side-by-side CS2007 compatibility

ASP.NET Web Part Production-ready

Shopping Site with SharePoint commerce

servicesOut-of-the-box customizable

shopping experience based on ASP.NET 2.0 Web PartsPresentation preview,

approvals, and publishing with SharePoint

Centralized Site and Channel

Management

Next generation WYSIWYG business user experience

Information preview, approvals, publishing, with

SharePoint

Multi-Channel Is Here NowOut-of-the-Box E-Commerce Shopping Experiences

Tools to Empower Merchandisers and Marketers

Important factors to consider...• Multi-channel support

Enable your business to sell any type of products across multiple mediums, brands and locales.

Reach more customers, on the device of their choice, with the product and brand of your choice.

• Flexibility to design your solution the way that best suits your business Tie into your legacy systems Extend and integrate into various 3rd party products

• Assurance that your application is ready for anything High availability and performance

• Empowerment for all users (developers, IT pros, designers, marketing managers, merchandisers, and customer service representatives)

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Technology Stack for e-commerce

Contact details:

Corey Galeb-cgale@microsoft.com