Oracle Commerce IMPLEMENTATION AT Magyar Telekom

Balázs VARGA Magyar Telekom IT - ATG SSC 6 April 2016

AGENDA

• ATG Shared Service Centre

• Biggest challenges

• Application overview

• Oracle Commerce Capabilities

4/4/2016 – strictly confidential– 2

ATG Shared SERVICE CENTRE

Oracle Commerce became the ebusiness APPlication in DTAG

Custom frontend

Monolithic system

More than 200 custom processes

Websphere upgrade?

LEGACY

Oracle Commerce (ATG) had the biggest fit in Sales and Service*

As state of the art eCommerce Solution, Oracle Commerce showed quite a fit in the sales area.

Oracle defined ATG to be standard application for integration with Siebel CRM. As Siebel provides the majority of business logic for the heavy weighted service use cases.

TARGET

*Based on DTAG recommendation

Existing internal code development knowledge

Vendor exposure avoided – full SDLC and operation inside

Delivery responsibility internal

Real-time operation of webshop pages, content changes and parametrization fully on business side without IT or vendor involvement

E-Transformation Competence Centre in Hungary

Close cooperation with E-Transformation CC from beginning

Participation in ATG group level ramp-up and planning phase, cooperation in international architecture planning

Experience with group based solutions: e.g. NG CRM programme participation and implementation, SOA BP integration implementation, Easy-2-Partner implementation, etc.

ATG internal experience of personnel

Competitive edge 550 mandays of Oracle QA consulting invested

Total 188.196 lines of core ATG, BCC Java code

produced

3500 mandays of ATG development effort

IN-House delivery experience

SDLC – Software development lifecycle

15

use cases

11

starting points

20

process pages

3

segments

18

tariff plans

19

eligibility rules

145

test cases

Experience in use case implementation Use-Case name Status

UC 1 Present static company info

UC 2 Browse Catalogue

UC 3 Sign new contract

UC 4 Sell Devices and Accessories

UC 5 Renew Contract

UC 6 Change Tariff or Contract

UC 7 Change Tariff Options

UC 8 Configure Tariff based Services

UC 9 Configure Network based Services

UC 10 Change Customer data

UC 11 Check billing online

UC 12 Prepaid balance check and top-up

UC 13 Browse FAQ and Knowledge Base

UC 14 Personalized Communication

UC 15 Registration and Authentication

UC 16 Sales personalization

UC 17 Search Engine

UC 18 OnBehalf function

UC 19 SOHO - SMB profile handling

79% of reference use cases implemented

Business enabling Solution, Rich capability set

ATG Process Map

Development / implementation methodology • Srum methodology is used in development from the very beginning of ATG implementation (since Jun-

2013)

• Fulfill business challenges by a flexible delivery model Methodology

• Experienced and certified staff

• Scrum alliance certified scrum masters and product owners coordinate implementation

• IPMA and PRINCE2 certified project managers lead development Certificate

• Jira agile – project tracking; Confluence – requirement tracking, document repository; GIT – source code handling system

• Automatized unit testing and deployment processes Toolset

• Internal coding competences, deep knowledge of ATG code

• Open and accepted support cases towards Oracle about ATG functional bugs, analysed to the deepest possible level onsite and handled by homebrew workarounds

Coding knowledge

• Truly integrated operator, experience with 4P offerings (Paletta package)

• One company since 2008

• Experience in fixed and mobile convergent process developments FMC knowledge

1st 4P offering

in 2010

Delivery responsability

internal

Cooperation with business

Page design & content (content management system)

• Page layout (design of layout elements)

• Static content (descriptions, pictures & other rich content (video,3D), …)

• Rules for responsive page presentations

Application settings

• SKU (webshop catalogue elements) – descriptions, attributes, pictures, videos, 3D-s

• Prices, pricing rules (eligibility, promotions, discounts, loyalty specific rules)

• Sorting & filtering attributes

• Personalization rules: promotions, sorting-filtering, boost & burry, presentation logic

Business modification and setting capabilities w/o IT involvement

E-Business enabler

focus

Day-to-day operation capabilities on Business side

IT only needed for problem handling,

fuctional changes and developments

ATG SSC will be a booster for Pan-European e-business cooperation and harmonization

Group wide implementaion initiatives will arise

Prospect: DT Group level e-business cooperation

Cooperation with NATCOS

Extendable services

•The ATG SSC host will be a compressed knowledge hub for e-business solutions

•The understanding of e-business is the understanding of the future market

•This unified expertise creates an opportunity for further service extension potential with the following opportunity areas

•Close cooperation with the group E-Transformation Competence Centre in colocation

•Generic E-business and E-transformation development centre

BIGGEST CHALLENGES

11

BIGGEST CHALLENGES 3 years experience

Selfcare development

Custom CMS integration

Telco product

model ATG and Siebel

integration ATG REST APIs

It was a technology question whether

ATG platform is the right platform to implement non-

ecommerce related functions, such as selfcare functions.

Not only technological

question decide which CMS system

should be introduced in

future.

ATG product catalog is a

general purpose webshop product

catalog: not suitable for

telecommunication products.

Services are not part of the model.

In the past wasn’t clear the

technology background.

Greater demand for the extension.

APPLICATION OVERVIEW

Endeca Cartridge Parameters (personalization)

Endeca Guided Search

Full CMS functionality UI design UI display logic JSP tag protection Basic input for Endeca Cartidge Parameters (personalization)

Product model Customer data Customer segment

(personalization) Promotions Full sales config Backend integration

(legacy systems)

Application functional Overview

13

eBusiness

Siwwwa

ATG

/BCC

Endeca

Mobile

front-end

Functional AND INTEGRATION landscape

14

Self-care front-end

ATG

Online front-end

ATG

Retail front-end

ATG

Customer Care FE

ATG

IVR

TV Go Cloud Gaming

Magenta1 Campaign

portals

Order Fulfillment Engine

ATG API Server (eg. Personalization, User behavior)

Unified Front-End

CRM, BILLING & OSS backends

Integration Middleware – Oracle ESB, Tibco publication, MQ based file transfer

API Management System

Legacy webshops

Info Sites SIWWWA

3rd party

dev

Ad servers

White label

shops

ATG Webshop The integrated systems in the webshop

Product Catalog and Inventory

Address Repository

Product, price and inventory data

Address information

Order data

Order data

Content Management

Pre-Basket Order handling and Delivery Engine

Billing

Reporting

Chat

Chat session

Post-Basket

Tracking information

Session

Web Analytics

Order data

OpenSSO (migration to OpenAM in progress)

Order data

Customer Information

Customer data

Telekom Accounts

Account profile information

Oracle commerce capabilities

17

Per

sona

lizat

ion

dat

a to

pro

file

Last 100 visited prod i

Enhanced Personalization Personalize offers and content on sales pages

Price ranges i

Last viewed products i

Last 10 prod in basket i Last 10 prod compared i Click stream i

Device detect i M

anuf

actu

rer f

an

IP a

ddre

ss

Last

sho

ppin

g Boost & Bury

Personalize product promo box

Similar / replacement

Most viewed / popular

Order of tariff plans

Enhanced offering CSR logins on behalf of customer

& creates basket

Sends e-mail with

personalized link

1

2

Customer navigates back

& gets special discount

3

Personalized message sent out on left basket.

Shopping can be proceeded by a single click.

!

Virtual basket

Abandoned basket

Mass (smart) offer in deeplink

Administrator creates basket

as deeplink

1

Campaign management

Initiate mass campaign (email)

2

By clicking deeplink customer

Found preselected offer in basket

3

Campaign management

19

3RD PARTY PERSONALIZATION PERSONALIZATION EVERYWHERE, NOT ONLY THE WEBSHOP PAGES Personalization is:

Data collection Data analysis Statistic Decision engine based on rules

So it is a Service, not a Portlet runs only on Weblogic

We built libraries for dynamic or static contents (Promotions, Banners, A/B variation of pages)

We built the solution to choose the best instance form library with a simple service.

So it works everywhere, not just on the ATG server

Personalization – Responsive Design from mobile screen to 4k

2016.04.04. 20

MOBILE PHONE TABLET PC

Q&A

THANK YOU