The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 207 151 1848 Access Code:

1. Increase Your Speed to Market with Mobile: Manage Customer Experience Across Multiple Channels The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 207 151 1848 Access Code: 305-458-385 Brought to you by In association with

2. Today’s Speakers Manage Customer Experience Across Multiple Channels Phillip Clement Marketing and Sales Director SDL Bemoko Tim Greenhalgh Senior Consultant Liberate Media

3. Interact with us Follow the conversation on twitter #HASHTAG

4. Increase Your Speed To Market With Mobile SDL Proprietary and Confidential SDL Proprietary and Confidential

5. Introduction • Snapshot of mobile • Challenges of delivery • Practical ways to: • Simplify mobile and tablet delivery • Adapt your campaigns for mobile faster • Manage customer experience across multiple channels • Respond to the rapidly changing needs of your customers

6. Overview Doing mobile is not the challenge. • Delivering against expectation • Keeping pace with change • Controlling Budgets

7. Increase your speed to market with mobile Delivering against expectation

8. Delivering against expectation • Price, items in stockand knowledgeable staff are primary factors for shoppers • The use of mobile technology is a significant factor for in-store purchasing decisions • Greater availability of information is changing consumer expectations in relation to convenience and speed • Shoppers will readily switch channels and stores to benefit from cheaper price or immediacy • Shoppers will pay a price premium for convenience and speed • YouGov research suggests that successful companies will need to adapt their business models to attract the customer of tomorrow YouGov Report 2011

9. Delivering against expectation 1 More than half of consumers who’ve shopped using their mobile have abandoned a purchase because of poor navigation 90% of online shoppers now want delivery within 2 days 90% 2 1 More than a third of consumers want items either same day or next day in all product categories 46% of online shoppers will switch to another retailer if they experience a 30 second delay on a website 46% 3 Multi-channel consumers spend 82% more per transaction than customers who only shops in-store. A 1 second delay in a page response can result in a 7% reduction in conversions 7% 82% YouGovSixthSense The Rapid Retailing Research Report 2011

10. Increase your speed to market with mobile Keeping pace with change

11. Keeping pace with change 1983 2006

12. Keeping pace with change - Greater diversification - Death of the PC - M-commerce Nokia at the top but other manufacturers are gaining traction iPad is launched and iPad 2 follows a year later 29th June – the iPhone is launched Mobile web is centre stage The forerunner to the iPhone – Motorola with iTunes October - the first Android is launched - HTML5 - Apps are commoditised Rise of Apps 2006 2008 2009 2010 2007 2011 2012 Within 4 years there are over 60 browsers and numerous operating systems Microsoft the number one OS IE the number one browser

13. Keeping pace with change

14. Keeping pace with change “ New consumer product interface technologies will forever change the way humans and machines interact. We are opening a Pandora's box of compelling and consistent digital experiences that extend the value of physical products into the realm of digital experience. Thomas Husson. VP, Principal Analyst Forrester “

15. Keeping pace with change

16. Increase your speed to market with mobile Controlling Budgets

17. Controlling budgets Ashley Payne Head of Digital Operations, Debenhams • Customers are adopting new technologies faster than we can deliver • The business wants to adopt new technologies quickly and cheaply • The business short-cuts IT processes for change and deployment • A fragmented architecture develops, no clear owner • Innovation is at the expense of business tooling and flexibility • Proof of concepts and experiments evolve into business critical systems • Small teams and partners are asked to provide 24/7 support • Our best resources are bogged down in support and maintenance • Traditional ‘online’ teams are being pushed to innovate: • Adopt more channels • Increase range • Better, targeted marketing • Grow sales

18. Controlling Budgets What is your digitalmarketing spend expectation? Increase 25%+ 8.66% Increase 5‐25% 48.82% Stay the same 40.16% Decrease 5‐25% 2.36% Decrease 25%+ 0.00% Are there silos within your organisation? No 19.69% Yes, but we're working to remove 51.18% Yes, we're working slowly 28.35% How well do you engage with your audience viamobile? No strategy 24.41% Basic ‐ website & emails look ok 44.88% Developed ‐ multi‐device 26.77% Full ‐ location/apps/social/context 3.15% CXM Survey, March 2013 Marketingfinder.co.uk in association with SDL

19. Quick Poll

20. Controlling budgets Business - commercial Business - IT Customer Commercially critical need to drive innovation and keep pace with technology trends Business critical requirement to deliver secure and resilient systems at sustainable costs

21. Controlling budgets Customer Idea Generation Commercialisation Product & Service Agile Technology Layer Design, Testing and Refinement

22. Pizza Hut case study (3 options for omni-channel) • Heavily integrated • Mission critical • Foundation based in desktop • Does its job well but for the desktop • No mobile expertise PC Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

23. Developing in silos (option 1) • Dedicated user experience • Quick to market • Increasing management effort PC Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

24. Developing in silos (option 1) • Dedicated user experience • Slow to react • Managing multiple variants • Compromise starts to creep in PC Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

25. Developing in responsive design (option 2) • One site to manage • One size fits all • Slow • Poor analytics • Grows in complexity • Poor user experience • Poor m-commerce PC Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

26. Chosen option • Connect to existing API • Hosted in Pizza Hut Datacentre • No impact on existing PC site • Seamless Integration PC Omni-channel technology layer Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

27. All channels supported in one place Smart Phones Tablets • Dual running • Low risk • Analyse usage • Optimise UX • (Two sites to manage) PC All Channels Omni-channel technology layer Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

28. Switch desktop Smart Phones Tablets PC • Incremental change • One site to manage • Best of both worlds All Channels Omni-channel technology layer Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

29. Future proof Smart Phones Tablets PC Wearable's TV All Channels Omni-channel technology layer Pizza Hut Central System Analytics Delivery Restaurant Delivery Restaurant Delivery Restaurant Delivery Restaurant

30. Summary • Early adopters and late to market businesses are now on a level playing field • Traditional methods will bog down progress and increase cost • Customers’ expectations are high • Businesses with agile technology platforms will succeed and grow faster than their competition • Deploying the right technology: • Empower IT staff • Speed commercial innovation without compromising resilience • Put businesses ahead of customer adoption • Reduce cost and complexity of delivery

31. Your Questions Manage Customer Experience Across Multiple Channels Phillip Clement Marketing and Sales Director SDL Bemoko @phillipclement Tim Greenhalgh Senior Consultant Liberate Media @timsgreenhalgh

32. Increase Your Speed to Market with Mobile: Manage Customer Experience Across Multiple Channels Thank You Brought to you by In association with