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HOW TO INCREASEREVENUE WITH A POWERFULECOMMERCE STRATEGYEPAM & WILEY’S FORMULA FOR OMNICHANNEL COMMERCEApril 26, 2017CONFIDENTIAL1
INTRODUCTIONSMYLES BUNBURYANDREI PATAPENKADirector, TechnologySolutionsDelivery Manager,eCommerceGlobal Hybris CompetencyCenter HeadOnsite Wiley ProjectManagerCONFIDENTIALDAVID LEVINEIT DirectorTechnology SponsorISAAC GERBERAssociate Director,eCommerceeCommerce BusinessLead2
AGENDA1Industry & Company Overview2Transformation & Program Roadmap3Key Challenges in Program Phases4Business Transformation5Technology Transformation6Results & TakeawaysCONFIDENTIAL3
PUBLISHING INDUSTRY OVERVIEWCONFIDENTIAL Shift in how content is consumed Shift in how content is produced Industry consolidation Heavily mediated channels Dominance of players like Amazon.com4
CUSTOMER PROFILE – HISTORYIN 1807, CHARLES WILEY OPENED A SMALL PRINTING SHOPI N N Y.Wiley is a global research andlearning company. For over 200Wiley has 4,700 employeesWe are made up of threeyears, we’ve been a trustedacross the world and generatesbusiness units: Research,publisher and partner to theover 1.7B in annual revenue.Publishing & Solutions.world’s top thinkers.CONFIDENTIAL5
CUSTOMER PROFILE – BUSINESS UNITSIN 1807, CHARLES WILEY OPENED A SMALL PRINTING SHOPI N N Y.RESEARCHPUBLISHINGSOLUTIONSScientific, technical, medical, andScientific, professional development,Online program management servicesscholarly journals, as well as relatedand education books and relatedfor higher education institutions, andcontent and services, for academic,content, as well as test preparationlearning, development, andcorporate, and government libraries,services and course workflow tools, toassessment services for businesseslearning societies, individuallibraries, corporations, students,and professionals.researchers, and other professionals.professionals, and researchers.CONFIDENTIAL6
WILEY’S TRANSFORMATION CHALLENGES Multiple product catalog sites and 20 cart/checkout implementations Prevents upsell/cross-sell Varied user experiences Multiple payment processors Multiple accounts Not mobile-friendly 40% of many sites accessed via mobile devices Physical product-/book-focused catalog and commerce Primary cart on legacy platform moving to SAP ERP implementationCONFIDENTIAL7
WILEY’S TRANSFORMATION GOALS Reduced number of product catalogs and cart/checkout implementations Upsell/cross-sell across lines of business Optimized user experience Single payment process Single user account Mobile optimization Templated product catalog approach based on product type Flexible cart for physical, digital and bundled products Leverage best-of-breed commerce platformCONFIDENTIAL8
WILEY’S TRANSFORMATION ROADMAP – PLATFORMPLATFORMTechnology PlatformEvaluationPlatform ProvisionManagementPlatform selectionand technology KPIsSystem Integratorselection and relatedperformance ate singleplatform foreCommerceIdentify requirementsand KPIs for futuremigration andimplementationRun Discovery,Implementation &Rollout to ProductionCycleGather variousstatistics and reportson KPIs afterplatform rollout toproductionRun Retrospectivesand perform learningpath to apply findingsto future roadmapsBUSINESSDefine unifiedeCommerce modelsand pilot projects tomigrateFacilitate MVPs formultiple releasesleveraging newplatformPerform continuousROI measurementafter rollouts toproductionFeed technology withnew requirementsand optimizationsCONFIDENTIAL9
EPAM’S PROGRAM ROADMAP FOR WILEYIMPLEMENT PILOTPROJECTS ONHYBRIS Migration to HybrisContinuousDelivery (CI/CD)IMPLEMENT UNIFIEDCART CONCEPT Infrastructure &code quality,security &performance Cloud,Infrastructure,Data centers DevOps & TechOpsCONFIDENTIAL4321CRITICAL BUSINESSMIGRATION TONEXT GENERATIONB2B & B2COne Cart API foreverything Wiley.comIntegration &Middleware WileyPlusCart Skinningcapabilities Agent sites Partnership pages5NEW BUSINESSDEVELOPMENT &ENABLEMENTECOMMERCEFUNCTIONALITYENRICHMENTPayPal Credit More microsites AdvancedSubscriptionModels Bundling &decomposition ofproducts Personalization,promotions Digital productsscalability &bundlingChannelenablement &expansion New productdevelopment 10
PROGRAM EXECUTION – CHALLENGESBUSINESS1.TECHNICALUnknown mapping for Hybris platform capabilities1.Multi-country, single catalog approachvs. Wiley business flows and legacy integration2.Big data size: product data with 200k productslandscape(required SOLR, Hybris tuning) across 200 countries2.Non-synchronized product models across systems3.Unstructured, non-data-driven content management3.Rich integration landscape (50 integration points)assets and flows across Wiley sites4.Seamless integration of Hybris AWS-hosted pageswith other CMS in-house-hosted systemsCONFIDENTIAL11
PROGRAM EXECUTION – GOALSBUSINESS1.Get numerous sites to fit both B2C and B2B businessTECHNICAL1.models and host on a single eCommerce platform2.3.Unify eCommerce business processes across regions andApply continuous eCommerce releases with quick timeto-market2.Introduce code and branching strategy model to aligndepartments, specifically through the unification andwith Wiley on parallel production releases of legacysimplification of checkout processeCommerce and back-office platformsLeverage Hybris vouchers/promos for ease of3.Build solution to fulfill dual nature of Hybris integrationmaintenance commerce marketing campaigns,4.Integrate Hybris platform with legacy contentand discount code generation and distributionmanagement systems, including more than 50 integration4.Grow revenue by means of expanding payment optionspoints5.Build sophisticated product catalog through scalableproduct model in HybrisCONFIDENTIAL12
BUSINESS uct management andRedesigned and unifiedB2C/B2B multisite responsivepartner pages setupmultisite checkout flow forsolution across all channelsother Wiley onlinetransactionsCONFIDENTIAL13
TECHNOLOGY TRANSFORMATION ROADMAPENERGIZE SAP Hybris Commerce as a single eCommerce platformMOVE TO CLOUD Rapid provisioning, comprehensive monitoring,and rapid application deployment Single checkout flow, easily integrated and customizedfor legacy and agency websitesModern UI for customers, including mobile-friendly designCONSOLIDATE INTEGRATE EXPAND CONFIDENTIALAll integrations through ESB IBM TibcoRESTful API with API Gateway (Apigee)Digital- and subscription-based productsPayment expansion: integration with PayPalAddressing SEO needs14
Q2 2016Q3 2016Q4 2016Q1 2017Q2 2017Q3 2017Q4 2017Migration to Hybris v5.7TransitionWE ARE HERET O D ndards.com/P2DISCOVERYPlatform upgradeto Hybris v6.2Trans-itionDISCOVERYQ1 2016Trans-itionP1Q4 2015TransitionQ3 2015Catalog and content pages migration to Hybrishttps://wiley.com/P3DISCOVERYOngoing Post-Production Support & EnhancementsCONFIDENTIAL15
SOLUTION OVERVIEW – FEATURES & CAPABILITIESINFRASTRUCTURE Brand-new Wiley/Hybris-integrated infrastructure hosted in AWS, leveraging scale of related platform products (S3,Cloudfront, ELB, RDS, EC2)APPLICATION & PLATFORM Redesigned eCommerce Shopping Cart and multisite checkout flows (Standard, Student and Partner) and PINsactivation checkout flow Integration with worldwide tax system – SABRIX Standardization with PCI-compliant Wiley Payment Gateway PayPal integration for regular and credit payments Integration with digital product entitlement systems: Vitalsource, Lightningsource Custom subscription management: auto-renewals Digital marketing powered by Oracle Eloqua, Adobe AnalyticsCONFIDENTIAL16
ORIGINAL SYSTEM ARCHITECTUREWILEY ONLINE WEBSITESWILEY.COMWILEYPLUSON PREMISELANSA (BROWSING) HOME-GROWN SPA (SITE PRODUCTION HUB)MICROSITESDUMMIES.COMJOOMLA CMS(BROWSING)WP CMS(BROWSING)WILEY CIAWILEY ELSWILEY CIA WEBSITEELS WEBSITESUNBELTEBPSUNBELT CartEBP CartFulfillment NIITFulfillment V8 WEBCAT (RULES ENGINE)WILEY SHOPPING CARTWILEY PAYMENTGATEWAY INTEGRATIONThird-party‘authorize.net’payment processorCART (CORE)XML-based EDI interface to eCoreERP/CORE SYSTEMSCONFIDENTIAL17
CURRENT & FUTURE ARCHITECTURESINGLE WILEY ECOMMERCE PLATFROMAWS CLOUDARCHITECTURAL GRAPHICSTANDARDSWILEY EFFICIENT LEARNINGWILEY.COMB2C SHOPPING CARTDUMMIES.COMMICROSITESB2B SHOPPING CARTHYBRIS WCMSWILEY PAYMENT GATEWAYON PREMISEUNIFIED INTEGRATION LAYER BASED ON REST APIAPIGEE TIBCO ESBERP/CORE SYSTEMSCONFIDENTIAL18
KEYS TO SUCCESS “True” agile Open-mindedness / No sacred cows Start small, learn, & grow with early wins AGS, a brand-new business, was cutover first, thereby derisking the cutover of their larger active business CONFIDENTIALCollaborative spirit19
TRANSFORMATION RESULTSI N I T I A L P H A S E L I V E A F T E R 5 M O N T H S O F I M P L E M E N TAT I O N30%70%12increase in year-overyear revenueincrease in year-over-yearmobile revenuesuccessful releases since March2016, all with 0 downtime( 1/month)CONFIDENTIAL20
TRANSFORMATION RESULTS (CONT.)Removed eCommercedevelopment from theproduct delivery teams sothey can focus on theproductsEliminated point-to-pointinterfaces and leveragedmiddleware platformbetween systemsEnhanced the commerceplatform to deliver thoseenhancements acrossproduct linesMoved to a cloudbased environmentCONFIDENTIAL21
KEY TAKEAWAYS1.EPAM process was critical to success2.Close partnership was a key to success3.New platform gives us direct connection to our customers4.Strength of results has led to additional phases of workCONFIDENTIAL22
FAST FACTSFAST FACTSFOUNDED IN2016 REVENUE1993 1.16B25REVENUE BY GEOGRAPHYCOUNTRIES19,600 IT Professionals59%35%4%2%NORTHAMERICAEUROPECISAPACI N D U S T RY F O C U S23%22%21%16%FINANCIALSERVICESTRAVEL &CONSUMERSOFTWARE& HI-TECHMEDIA &ENTERTAINMENTCONFIDENTIALSERVICE MIX10%LIFE SCIENCES& HEALTHCARE8%EMERGINGVERTICALSSOFTWAREENGINEERING &PRODUCT/PLATFORMDEVELOPMENTQA AND TESTAUTOMATIONMANAGEDSERVICESINFRASTRUCTURE& LICENSING23
KEY CONTACTSMyles Bunbury, EPAM - Myles Bunbury@epam.comAndrei Patapenka, EPAM - Andrei Patapenka@epam.comDavid Levine, Wiley - dlevine@wiley.comIsaac Gerber, Wiley - igerber@wiley.comEPAM & Wiley @ SAP Sapphire �s Publishing pam-publishing-acceleratorCONFIDENTIAL24
Q&ACONFIDENTIAL25
THANK YOUCONFIDENTIAL26
product model in Hybris 1. Apply continuous eCommerce releases with quick time-to-market 2. Introduce code and branching strategy model to align with Wiley on parallel production releases of legacy eCommerce and back-office platforms 3. Build solution to fulfill dual nature of Hybris integration 4. Integrate Hybris platform with legacy content
