Multichannel e-commerce today and beyond Corey Gale Microsoft 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 Birth of e-commerce e-commerce milestones • August 11, 1994 Arguably the first e-commerce transaction. NetMarket sells a copy of Sting’s “Ten Summoner’s Tales” for $12.48 August 22, 1994 PizzaHut launches a test version of “PizzaNet”, initially only available to residents to Santa Cruz, California December 15, 1994 Netscape Communications launches its first commercial browser, Navigator 1995 Microsoft adds secure sockets layer protocol to its fledgling Internet Explorer. July 16, 1995 Amazon.com starts selling books online – operating from a two bedroom house 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 generation e-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 Desktop (Vista gadgets) Web front Call centers Ad platforms Virtual Worlds Social networking sites Catalogs Kiosks Direct Mail Live Xbox POS 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 ecommerce 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-ofstock item support Core Functionality: Marketer • • • • Customer-specific, brandspecific 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 Core Functionality: Business Manager 35 out of the box reports • Advertising • Diagnostic • Product Sales • Query String • User Reports • Visit Reports • Web Usage 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 Multi-channel is here now • 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 Out-of-the-box shopping experiences • 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) Tools to empower Merchandisers and Marketers • Inline WYSIWYG product information and presentation editing and preview • Content management capabilities: workflow, approval, and publishing • Familiar Office-like environment minimizing learning curve “Mojave” Business Value Additions Increase reach through multiple channels Multi-brand management Engage and interact with your Customers with pervasive channel awareness throughout with centralized site and brand management with built-in customer feedback features Empower Marketers to manage the presentation Quick, efficient product information updates for Merchandisers with point-and-click per page templates with in-site product information editing Get online quickly with a contemporary out-ofbox site and skin it quickly with different professional templates “Mojave” Technical Value Additions Additional out of the box e-commerce features, reducing custom development such as Lists and Reviews Design and Integration Extensibility with new, multiple extension and integration points Leverage other Microsoft investments with seamless integration with SharePoint, BizTalk Long-term supportability with a new foundation API and web parts, using the latest technologies “Mojave” Multi-Channel Is Here Now Out-of-the-Box E-Commerce Shopping Experiences Tools to Empower Merchandisers and Marketers Unified Multi-Channel Foundation API with built-in Shopping Features Next generation Commerce Server foundation API Unified pattern for calls Multi-channel aware Out-of-the-box shopping features Side-by-side CS2007 compatibility ASP.NET Web Part Production-ready Shopping Site with SharePoint commerce services Out-of-the-box customizable shopping experience based on ASP.NET 2.0 Web Parts Presentation preview, approvals, and publishing with SharePoint Centralized Site and Channel Management Next generation WYSIWYG business user experience Information preview, approvals, publishing, with SharePoint 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) Technology Stack for e-commerce Audience Reach Touchpoints Design and Development Analytics / Decisions Infrastructure Contact details: Corey Gale b-cgale@microsoft.com