Welcome to the Cognitive and 5G Era. Join us to see how IBM Cognitive, the Internet of Things and Microservices are changing the customer experience for this new wave. We’ll discuss the IBM-SAP global partnership in the Telco & Media industry, and how it delivers game-changing customer experiences enabled by SAP Hybris and IBM Cognitive. Learn more: https://www.hybris.com/en/solutions/industries/telecommunications

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Customer Experience in
the Cognitive and 5G era
18th of October 2017
Paul Smith
Hybris
Solutions
Lead, IBM
Europe
Mukul Dixit
Customer
Engagement &
Commerce
Leader, IBM
Europe
Adrian Marcu
Hybris Telco &
Media Industry
Lead, IBM Europe

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IBM and SAP – Customer Experience in the Cognitive and 5G era
IBM Watson &
SAP Hybris
Internet of things
& micro-services
Telco & Media
Accelerator

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Let’s start with a profile
picture

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Can we better know
customers, fans, users?
Let’s get to know @paulmartinsmith

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Think
What if we took that
insight and added it to an
identity in Hybris profile ?

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How does this relate to
mobile customer
experience ?

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WHICH DEVICES DO ONLINE SHOPPERS USE?
Ownership of mobile devices is now widespread across all countries
SMARTPHONE
94% 73% 90% 75%
TABLET LAPTOP
DESKTOP
29%
WEARABLE
DEVICES
61%
CONNECTED
TV
Source – ConnectedCommerce 2016

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SMARTPHONES
Daily usage and shopping online
50
55
60
65
70
75
80
85
90
95
100
70 75 80 85 90 95 100
Daily general
usage among
users (%)
Smartphone
used to
purchase online
(in %)
High smartphoneusage
for online purchases
Low smartphone
usage for online
purchases
Mid smartphone
usage for online
purchase
Medium smartphone
usage for online
purchases
Source – ConnectedCommerce 2016

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PRICE is the main online purchase driver in all product categories, ahead of choice and comfort.
ONLINE PURCHASE DRIVER
46%OF PURCHASES ARE
MOTIVATED BY
THE PRICE
18%OF PURCHASES HAPPEN
BECAUSE THE PRODUCT
WAS NOT AVAILABLE
IN-STORE
14%OF PURCHASES TAKE
PLACE ONLINE BECAUSE
THE SHOPPER WANTS TO
STAY
AT HOME
MAINLY FOR MAINLY FOR MAINLY FOR
Source – ConnectedCommerce 2016

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Conversations
Cognitive
Hybris

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31. 31I B M C o n f i d e n t i a l
Wouldn’t it be nice to have
breakfast automagically
served to you?

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What would you like for
breakfast?
I fancy some fresh broccoli,
omelette, bacon,
mushrooms, coffee

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Someone needs to
buy the ingredients,
know the recipe you love,
and cook it for you…
Automagically!
…

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Someone needs to
know the recipe you love,
…

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Someone needs to
buy the ingredients

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Someone needs to
cook it for you

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The best way to
predict the future is by
looking back in the
past!

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1981 1982

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1985

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nVidia Voodoo
1996 1996

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But let’s talk about
connectivity!

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14.4 - 56 Kbits modem – AOL first Internet plan in 1991
The ‘90s

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The 2000s

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100 Gigabit Ethernet
The late 2000s

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Now let’s talk about
mobile connectivity!

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1983

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1991

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Download – 40 Kbps
1997-1999

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2000’

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Today … 2017

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Mobile Connectivity
No Connectivity
Landline Connectivity
??? ConnectivityMachine

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My Device
My Services
Complex Catalogues
Pricing (Strategies)
Redrawn Customer Journeys

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Someone needs to
cook it for you

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Telco and Media Accelerator | Press Release

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§ Why this Partnership? What’s in it for:
§ Large external investment
§ Global reach – Prime access to
IBM’s telco customers
§ Technology spread (not just
commerce)
§ Industry know-how
• Leading position in the telecom
market for customer experience SI:
• hybris is the #1 commerce platform
• hybris is the closest you get for telco
sales platforms
• Prime access to SAP’s telco
customers

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Telco and Media Accelerator | Business View and Benefits
Minimize risk and
experience a faster time-
to-value with a
responsive storefront
uniquely designed to get
service providers up and
running fast.
Deliver a superior
customer experience
with personalized, real-
time, contextual
interactions, across any
channel and on any
device.
Manage and sell
complex bundles with
subscription-based
product and service
offerings and
entitlements
Simplify and streamline
operations, lower
customer service costs
and provide the ability to
offer predictive services.
SATISFYING EXPECTATIONS OF
TELCO & MEDIA PROVIDERS FOR
IMPROVING THE DIGITAL
CUSTOMER EXPERIENCE AND
COMMERCE FOR THEIR
CUSTOMERS
Reduce risk Improve customer
experience
Subscriptions,
entitlements, bundles
Reduce service costs

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Telco and Media Accelerator | Key Capabilities
One-click
access to full
customer
account,
account
management
and self-service
capabilities.
Simplified and
clear checkout
process optimized
for subscriptions,
bundles and
entitlements.
Flexible BOPIS
and express
checkout options
available in the
cart.
Intuitive Guided-
Selling for
complex bundles
Flexible
subscription-
based contracts
and pricing
models.
Recurring billing
automation.
Optimized
management of
complex product
and service
bundles, digital
offerings and
entitlements.

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Telco and Media Accelerator | Look and Feel

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*The Product Roadmap is subject to change and approval by the steering committee of the product
Telco and Media Accelerator | Roadmap Highlights
NEXT RELEASE
Q4 2017
LATEST RELEASE
Q3 2017
FUTURE OUTLOOK
2018 & BEYOND
§ New Modern Look and Feel
§ Responsified UI
§ Basic CMS SmartEdit Support
§ EU Data Privacy Compliance
§ ConsentManagement (GDPR)
§ TM Forum SID Compliance
§ Bundle Management
§ Extended Rules and Promotions
Framework
§ Assisted Service Module Support
§ Self-Care Dashboard
§ Extended CMS SmartEdit Support
§ Video on Demand Focus
§ Digital Rights Management
§ Streaming Integration
§ Entitlements and Accounts
§ Continued TM Forum Compliance
§ Revenue Cloud Integration
§ Extended Self-Care Dashboard
§ Dedicated Telco POS Analysis
§ Media Starter Storefront
§ Continued Video on Demand Focus
with Subscriptions, Entitlements
and Relationships
§ Continued analytics and marketing
and innovations

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IBM and SAP – Customer Experience in the Cognitive and 5G era
IBM Watson &
SAP Hybris
IBM has unique
capabilities to provide
insight and
understanding of
customersneeds,
attitudes & behaviours
Internet of things
& micro-services
The next wave of
connectivity will connect
people and their devices
with an ever growing
range of niche micro-
services
Telco & Media
Accelerator
IBM and SAP are bringing
these capabilities together
with the Telco & Media
accelerator – for
subscription services,
contentand complex
product and service
configurations.

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Thank You