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Using APIs to Create an Omni-Channel Retail Experience

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June 24, 2014 Matt McLarty, VP API Academy Richard Pulliam, VP Global Partnerships

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And Now in Omni Channel News…

* Forbes

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Google’s Turn

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A Brief Step Back in Time Pre-Web

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Heard of T-commerce?...in the 90’s?

Wow – I love that tie! [CLICK to buy]

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Memories…light the corners of my mind

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Ecommerce in Context

1.0: – Personalization Clickstream (moment to

moment) targeting Profile-based (history/loyalty)

targeting

– ZERO-time transactions

2.0: – APIs Niche web and mobile apps Programmatic affiliate mgmt

– Social – Mobile / LBS

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Bezos Platform Mandate

1. All teams will expose their data… 2. Teams must communicate through interfaces. 3. … no other form of interprocess communication allowed. 4. Interfaces, without exception, must be externalizable. 5. Anyone who doesn’t do this will be fired.

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Amazon Marketplace Let Amazon Handle Your Omni-Channel and Secure Payment Needs

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The Omni-Channel Approach

Contextual Retail

Right product to the right person at the right time – with the right payment method

Data is your currency, APIs become the exchange

This model is mandatory for the Web retailer

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API-driven Context: Who, When, Where, How and Why? • Anytime Anywhere • Intimate and Personal Mobile • Latitude / Longitude • Proximity / Beacons / NFC / Wifi / Velocity / Geofencing Location • How does social graph influence brand and behavior? • Social data on mobile critical to context Social • Wallets • POS Payment • Identity across any device • Seamless, secure and private Identity • Virtual currencies to influence behavior real-time • Value of consumer lifecycle Loyalty

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Retail Ecosystem

Apps Consumers

Retailers / Brands

Merchant and Consumer Data

Wallet / POS

Retail Content

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Rich Content Delivered Over Multiple Access Channels

Compound, multi-media content delivered everywhere on Mobile devices, Set top Boxes, via NFC and 3D Barcodes

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Real time, Location Aware, Augmented Reality

Provides rich user experience through location based services and Augmented Reality

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Location – More Than a Point on a Map

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Natural Language and Visual Search

One key concept is Natural Language Search. Users can ask questions like “Which US President was a lifelong bachelor?”

Visual Search deliver visually rich map of content results instead of traditional long list of website URLs

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The Internet of Things Finally, Internet of Things (IoT) makes everything interconnected, inter-related , convergent and controlled

How do you survive the Omnichannel world as a retailer?

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What: An Omni-Channel Retail Platform

How: Accessible, API-Enabled Retail Services

CA Layer 7 API Management Suite

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What: End-to-end Identity and Security

• Device • Geolocation • Velocity • User history • Fraud patterns

Strongly authenticate

users Protect mobile app

Secure privileged identities

Control access to APIs

Threat Protection

1

Control access to Omni-

channel apps

4 3 2

How: An Identity-aware API Management solution

CA Layer 7 API Management, including the OAuth Toolkit

Consumer Retail Services

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What: Extensibility to meet the needs of M-Commerce

How: Context-aware Mobile Access Control

CA Layer 7 Mobile Access Gateway

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What: “Always Open” Quality-of-Service

How: Highest echelon availability and scalability

CA Layer 7 API Gateway

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What: A Developer Ecosystem – Internal, Partners, Entrepreneurs

How: A Developer Portal for App Lifecycle Engagement

CA Layer 7 API Portal

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Best Buy Improved Customer Experience by Minimizing eCommerce Latency

Challenges Wanted more personalized shopping experience for customers The need for social networking integration The need to pull information from multiple information grids A solution that handles back-end latency/load balancing, including Black Friday

Improved customer experience

Improved customer retention

Improved revenues with social networking

Removed Black Friday latency/outages

Results

Cloud-based Data Services

Datacenter

Customer

Enterprise Data

Services

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"We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent."-Jeff Bezos

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© 2014 CA. All rights reserved.

Thank you

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Certain information in this presentation may outline CA’s general product direction. This presentation shall not serve to (i) affect the rights and/or obligations of CA or its licensees under any existing or future written license agreement or services agreement relating to any CA software product; or (ii) amend any product documentation or specifications for any CA software product. The development, release and timing of any features or functionality described in this presentation remain at CA’s sole discretion.

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