Impact2012 tsa 2351

TSA-2351Bernardo BaumblattSoftware ArchitectPetrobras DistribuidoraIBM IMPACT 2012 Conference

Automotive Market

Fuels that use state-of-the-art technology, provide better performance and are less

harmful to the environment.

The Quality Control Program is the most complete on the

market for certification of Petrobras service stations.

The first company to adopt NVG as an alternative fuel and today it

has over 300 service stations offering this product.

Over 7,000 service stations fly Petrobras banner, the only one distributor present nationwide.

In the BR Mania convenience store chain clients find what they need.

Corporate Market

In the large consumers segment, offers automotive and industrial fuels, lubricants and other services with more than 50%

market share in this segment.

BR Aviation is leader in the Brazilian aviation fuel market and an international benchmark. Present in more than 100 domestic airports,

is the largest network in Brazil

Operate in the road paving segment and today has a share of

around 35% of the market

Develop a number of solutions for optimize corporate energy consumption: Peak power

Generation and Energy Efficiency.

The major company in Brazil responsible for trading petroleum-

by-product chemicals.

IBM e-Business Patterns

Customer Requirements

» Up to 82% of place orders through call center.

»The call center was overloaded with up to 100 attendants, doubling the work shift, placing orders directly on company's ERP.

»The marketing department wants a portal with content management, campaign features, search engine and statistics of use.

Portal Composite Pattern

Directly Integrated Single Channel

Directed Collaboration

User Information Access

Per

sona

lized

Del

iver

y

Bro

ker=

Rou

ter v

aria

tion

Runtime Pattern

Application Architecture

Environments

IBM WebSphere Portal Cluster

IBM WebSphere Process Server Cluster

Production



Stage



Test

RMI

RMI

RMI

The 1stVersion

SOAP

SOAP

SOAP

Web Content Management

Contents

ProductionStageTest

Development Stage

Authoring

Delivery

Only live contents

Design ArtifactsTheme, Pages and Portlets

Reviewer and Approver

Designers and Developers

Authors Reviewer and Approver

Place Orders

Alvo Acquisition

2% 17%Place orders through portal

» Although available, the launch of the Portal was not widely disseminated to customers.

» The service stations of the Alvo Distribuidora were used to place orders through a portal.

»After Alvo's acquisition, the migrated customers started to use Portal as their favorite placing orders channel.

Since the first edition, launched in Mar/09, the program encourages service stations to place their orders through portal.

Integrated Marketing Plan

17% 34%Place orders through portal

Increase of Broadband Access Rewards of travels to World Cup of Africa or beach resort, gifts and discounts.

»

»

Set of marketing efforts which are aimed at loyalty of service stations with Petrobras.

»

34%

The entrance of corporate market

44%Place orders through portal

Environments


IBM WebSphere Application Cluster


Production




Stage




Test

RMI SOAP

RMI SOAP

RMI SOAP

The 2ndVersion

44% | 42% 58% | 26%

The products line is now featured on Portal!

Place Orders

Introducing of new kind of place orders supported by portal: Lubricants. 58% 61%

Place orders through portal.

»

21% 64%

The 2nd Go Live

64% 59%

Place orders through portal

21% 26%

Place orders through call center

Place orders by channel

26% 59%

Decrease of 7.5%Increase of 25%

Roadmap

Place orders of BR Mania's products Place orders of Lubrax+ products.

Place orders for Brazilian Army.

64% 68%Place orders through portal.

Conclusion

» Six years of project» 62% reduction of call center attendance » Up to 70% of place orders through the portal

Bibliography

» A Portal Composite Pattern Using WebSphere Portal V4.1http://www.redbooks.ibm.com/abstracts/sg246869.html

» Patterns: Implementing an SOA using an Enterprise Service Bushttp://www.redbooks.ibm.com/abstracts/sg246346.html

» Patterns: Pervasive Portals Patterns for e-business Serieshttp://www.redbooks.ibm.com/abstracts/sg246876.html

TSA-2351Bernardo BaumblattSoftware ArchitectPetrobras DistribuidoraIBM IMPACT 2012 Conference

Impact2012 tsa 2351

Technology

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