Project “APOLLO”Delivering business value through co-innovation

SAP Consumer Mobile Solution for CP‘s and RetailersInform and Influence Consumer at the Point of Decision

Moscow, RussiaSept 9, 2011

SAP Consumer Mobile Solution Inform and Influence Consumers at the point of Decision

Mobile Phones poised to transform consumer everyday activities. Consumer sees shopping as the most attractive starting point.

Key to value proposition to consumer and retailers is personalization and real-time capability

Tremendous interest from retailers and consumer product companies (CP) in precision retailing vision

SAP uniquely qualified based on market footprint, rich product/technology portfolio and new consumer-centric corporate strategy

Apollo’s objective is to demonstrate value of precision retailing by leveraging SAP’s assets to deliver solution as a service.

Short time-to-market through co-innovation and full scale market pilots with industry leaders.

SAP Consumer Mobile Solution: An enterprise application designed for one-to-one interaction

Consumer Retailers & CP’s

Apollo Marketing Management Platform:

An on-demand solution to deliver targeted information in real-time

to the consumer before a purchasing decision is made

CRM ERP BI

A Personal Shopping Assistant

A Marketing Platform to Inform, Influence & Analyze

LEGACY SYSTEMS & NEW SERVICES

POS

Real-Time, Personalized Service

1 - Understand Consumer Shopping Context: Who, What, Where, When

2 -Send product & availability info and personalized special offers to consumers under an optimized format

RTOM PMR

AP

OLL

O

High Level ArchitectureDelivering Real-Time Multichannel Interactions

© SAP 2010 / Page 4

Designed to deliver coordinated interactions with the consumer in three steps.

Extract Consumer Context in Real Time

Access Relevant Content

from Legacy

Systems

Deliver Information

under optimized consumer experience

Personal Shopping Assistant

Assisted Selling

Self Scanning eCommerce Kiosk

Consumer Profile- CRM profile- Loyalty status- Consumer Preferences- Purchase history

Product Information- Product Characteristics- Marketing Description- Quality Data- Multi-media Information- Merchandizing- Product Suggestions- Product Availability

Promotion Portfolio- Campaign Management- Customer Segmentation- Offer characteristic- Rules & Conditions

Apollo Content Management Server(matches consumer context and channel to back office data, in real time)

Interactive POS

1

2

3

Casino Group – Initial Consumer Use-casePrecision Retailing

Real-time Suggestions

&Special Offers

Location(Inventory & Promotions)

CRM Profile(Loyalty Status)

Consumer Lifestyle Choices

3 opportunities for Casino to influence consumers before they reach check-out.

Casino Data

Apollo Consumer

Mobile Solution

Drives DrivesDrives

• Personalized• Real Time

Targeted Special Offers

Optimized Shopping List

Up-Sell & Cross-Sell

Initial Consumer Use-CaseThe Starting Point of Your Real-Time Digital Marketing Strategy

Needs Aspirations Features

Consumer CP Retailer

Technology UI Design Data

Op Impact Cost/Resources

Analyze Demand

Evaluate Value

Assess Challenge

Evaluate

Initial Consumer Scenario

© SAP 2010 / Global Business Incubator / Page 6

SAP Consumer Mobile Solution Breaking new ground

© SAP 2010 / Global Business Incubator / Page 7

The retail industry is entering a new era as consumers expect a new experience: multichannel, real-time and personalization are key

Mobile phones represent a disruptive force that create a unique opportunities for retailers and CP’s to inform and influence.

SAP uniquely qualified based on rich product/technology portfolio and new consumer-centric corporate strategy

We encourage you to engage with the SAP team and discuss your needs

© SAP 2007 / Page 8

Thank you!

Herve Pluche

Vice PresidentProject “APOLLO”Consumer Mobile Solution for CP’s & Retailers

SAP3420 Hillview Ave Palo Alto, CA 94304 T +1 650-276-9149F +1 650-494-5683E herve.pluche@sap.com