Introductions

Chris CookBusiness DevelopmentSOA Software

Chris is a long time industry veteran of both the software and communications equipment industry segments. He helps his clients with complex digital business transformations and is considered an expert in API management and application modernization.

Follow Chris on twitter at @cvcook

Introductions

Laura HeritageDirector of API StrategySOA Software

In this role, she works with customer to establish API Business strategies and implement API and SOA Platforms. Previously Ms. Heritage served as a Product Line Manager at IBM and was responsible for establishing IBM’s API Management business.

Follow Laura on twitter at @heritagelaura

Introductions

Tom KleinChief Executive OfficerDigital Scientists

Tom is an authority on digital innovation, brand experience, ecommerce, and digital marketing. As the founder and CEO of Digital Scientists, he helps clients build digital businesses & services:mobile · wearable · car · location · contextual · web · search.

Follow Tom on twitter at @tomklein

Why SOA and Digital Scientists? We’re in the Same Business - Enabler & Process

Accelerate Digital Transformation with APIs● Make your business assets accessible to anyone, anywhere

● Externalize existing apps or develop new ones

We Build Digital Businessesmobile · wearable · car · location · contextual · web · search

WHAT ISPERSONALIZATION

COMMUNICATE THE SMARTEST THINGAT ANY MOMENT IN TIME

WHAT IS PERSONALIZATION?

Three Main Drivers of Personalization

PERSONDeliver a message

based on the shopper(who, why)

CONTEXTDeliver a message based on

the context(what, where, when, how)

LEARNINGTest and learn what works

and what doesn’t to optimize experience

On walking into the store:See items from your Love List

At the end ofthe workday:Predict your drive

PERSONALIZATIONIS KEY TO OWNING THE CUSTOMER . . .

CUSTOMER

ECOMMERCE

INVENTORY

AND APIsMAKE IT HAPPEN

To achieve sustainable competitive advantage now, you must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers.

Brands . . . are assembling proprietary digital platforms that Forrester calls contextual marketing engines.

[They] create sticky, highly engaging environments for customer interaction and yield proprietary data that cannot be replicated by traditional marketing methods or third-party data sources.

The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences.

The Power of Customer Context – April 2014

WHY IS IT IMPORTANT

Forrester Says Context is King

CONTEXTUAL SOLUTION

How Contextual MarketingEngines Work

USER / SEGMENTcategory: Office Depot visitorvisited in last 30 daysregion: Atlanta

MESSAGE“Thanks for stopping by!The [item] you saved is on sale today.”

DELIVERYWhen message is opened:show related item detail(s)

1

2

3

TRIGGERvisited store location on Peachtree Rd.

SALE!

Users who visited a store and have the app installed and active in the last week

All Users - Type in a search to see segment resultsjenny.waters@gmail.com (104) #onedirection notebooks Atlanta in-store recent activity today at 9:45am

johnny.smith@yahoo.com (96) #racing ink and toner Atlanta in-store today at 9:44am

susanna.johansen@gmail.com (312) #teachers snacks Atlanta in-store today at 9:44am

CONTEXTUAL MARKETING ENGINE

Segment: Which touchpoints should we target?

You can save your search as a custom segment

CONTEXTUAL MARKETING ENGINE

Optimization: Learn What Works and Doesn’t

Detailed analytics for messages

Thanks for supporting our Teachers. Stop in this weekfor a special deal. (10,305)Deliver special promo when active #Teachers customer returns

Just for you: Fall Favorites (9,602)Deliver new Fall promos to active customers who view Fall social campaign

New items for you in [category] (7,305)Deliver a reminder of [category] in recent history after no activity for a week

Thanks for your visit – Rate this location for special deals (4,522)Deliver a message to rate your visit when a user visits a location beacon.

Hello from One Direction (3,712)Deliver new One Direction promo to all new 1D customers in Atlanta area

We haven’t seen you in a while – Stop by for a special deal (1,562)Deliver a reminder to users who haven’t opened the app in a month

Reminder of your recent searches (2,305)Deliver a reminder of recent history when any location geofence is triggered

WHAT IS ANAPI

IT’S NOT YOUR FATHER’S API . . . IT’S A NEWBUSINESS CHANNEL

WHY IS THIS IMPORTANT

APIs Represent a Key Investment forBoth Strategic and Operational Objectives

OUTSIDEINSIDE

MOBILE

INNOVATION

PARTNERS

INTERNAL

LET’S CONSIDER A FEW API / BUSINESS EXAMPLES

Food production must increase by 60% to feed the growing population expected to reach 9 billion in 2050

— United Nations Food and Agriculture Organization

CASE EXAMPLE

John Deere turns farm data and telemetry into a digital plan to optimize operations and increase yields/profits.

CASE EXAMPLE

Information from equipment sensors is combined with historical and real-time data regarding weather predictions, soil conditions, crop features and many others.

CASE EXAMPLE

CASE EXAMPLE

Sensor Data

Fall Harvest Winter Planning Spring Planting

CASE EXAMPLE

OUTSIDEINSIDE

MOBILE •

The

Intelligent Farming Experience

INNOVATION •

PARTNERS •

Platform of inputs and outputs – drive home the building of an ecosystem to enable personalization

See whiteboard:image 1: http://d.pr/i/1lu7Limage 2: http://d.pr/i/b6IU

CASE EXAMPLE

Business travel is a $1.12 trillion industry, with U.S business travelers logging 460M trips a year

* Sources: GBTA Foundation, Annual Global Reports & Forecasts, August 2013; U.S. Travel Association, U.S. Travel Answer Sheet, 2013

Get Visibility into Spend

Manage expenses anytime, anywhere

It’s all about automation

CASE EXAMPLE

Concur enables businesses to manage everything from travel bookings to expenses and compliance requirements

CASE EXAMPLE

A platform for everything travel even before you embark. APIs allow for integration to CIBTvisas

CASE EXAMPLE

A platform for tools to assist you while you are on the road. Park N’Fly, TripLingo, TaxiMagic, Uber and others

CASE EXAMPLE

A platform for tools to assist when you return home. E-receipts for travel and automation of business travelers payroll compliance for the employer

CASE EXAMPLE

OUTSIDEINSIDE

MOBILE •

The

Travel Experience

INNOVATION •

PARTNERS •

Platform of inputs and outputs – creates rich ecosystem / experiences

The optimal shopping experience across stores

CASE EXAMPLE

Sponsored Beacons in Retailers

CASE EXAMPLE

When entering:Get loyalty notification

CASE EXAMPLE

Count is updated automatically with each visit

STORE PAGE

CASE EXAMPLE

Users present their screen at a location to redeem the promotion

REDEEMING A REWARD

● Recent ProductsAll / filtered by search terms,tags & color

● RecommendationsAll / filtered by search terms,tags & color

AND OTHERS● Items Tagged by User● Record a beacon view● Domain visits and loyalty offers● Redeem a promotion

Relevant content for each user is personalized through a series of background API calls:

HOW TO GETSTARTED

OUR APPROACH

Digital Innovation Process

CONCEPT

STRATEGY

ARCHITECT

BUILD

MANAGE

What is the digital business opportunity?

What business model and go-to-market approach will win?

What is the user experience and how precisely does the digital product workin conjunction with existing capabilities?

Execute the technical development and complete implementation plan.

Implement the operating model, launch the digital business, and manage the roadmap.

API MANAGEMENT

API MANAGEMENT

SECURITY

CLOUD INTEGRATIONS

ANALYTICS

OUR APPROACH

Digital Platform Enablers

CONCEPT

STRATEGY

ARCHITECT

BUILD

MANAGE

API MANAGEMENT

API MANAGEMENT

CLOUD INTEGRATIONS

ANALYTICS

Identify new or existing APIs by leveraging your enterprise API catalog

Establish a business model around the API by setting establishing marketing, socialization, terms of use and legal conditions for the API

Design the API and define security and policy requirements

Assemble the API from various on-premise and cloud resources

Manage the API from business, operation and API perspectives.

SECURITY

CONCEPT: Identify new or existing APIs by leveraging your enterprise API catalog

APIMANAGEMENT

STRATEGY: Establish a business model around the API by setting establishing marketing, socialization, terms of use and legal conditions for the API

Manage your APIs as a business inside and outside your enterprise

APIMANAGEMENT

ARCHITECT: Design the API and define security and policy requirements

Managing the User Experience

Securing the App: PII, PHI Enabling Easy

Developer Access

Securingthe Channel

Securingthe Backend

SECURITY

BUILD: Assemble the API from various on-premise and cloud resources

Enterprise Service Bus

Public APIs B2B APIs Internal APIs

CLOUD INTEGRATION GATEWAY

CLOUD INTEGRATIONS

MANAGE: Manage the API from business, operation and API perspectives

BUSINESS ANALYTICS• Track product,

customer and monetization trends

• Identify new opportunities

OPERATIONAL ANALYTICS• Ensure operation

excellence of your infrastructure

• Analyze errors and response codes

API ANALYTICS• Identity top APIs by usage,

monetization, app type etc.

• Analyze API Licensing, monetization and fine-tune developer onboarding

ANALYTICS

API Traffic by AppAverage Response Time and ThroughputDeveloper Engagement

OPERATIONAL ANALYTICS: Identify the Problem

Backend serviceis taking 1.233s

ANALYTICS

DELIVERING ON PERSONALIZATION

The SOA Software Digital Business Platform

ANALYTICS CLOUD INTEGRATION

APIMANAGEMENT

SECURITY

DELIVERING ON PERSONALIZATION

Leader in Gartner MQ and Forrester Wave

COMMUNICATE THE SMARTEST THINGAT ANY MOMENT IN TIME

Why SOA and Digital Scientists? We’re in the Same Business - Enabler & Process

Accelerate Digital Transformation with APIs● Make your business assets accessible to anyone, anywhere

● Externalize existing apps or develop new ones

We Build Digital Businessesmobile · wearable · car · location · contextual · web · search

digitalscientists.com@digitalscience

soa.com@soasoftwareinc

THANK YOU

APPENDIX