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
IBM WebSphere Portal Cluster
IBM WebSphere Process Server Cluster
Stage
IBM WebSphere Portal Cluster
IBM WebSphere Process Server Cluster
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 Portal Cluster
IBM WebSphere Application Cluster
IBM WebSphere Process Server Cluster
Production
IBM WebSphere Portal Cluster
IBM WebSphere Application Cluster
IBM WebSphere Process Server Cluster
Stage
IBM WebSphere Portal Cluster
IBM WebSphere Application Cluster
IBM WebSphere Process Server Cluster
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
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