1. MANAGING INNOVATION AS A PROJECT COMPANY
NOVEMBER 2011

2. HOLGER BLANK, SINNERSCHRADER TECHNIK
@HBLANK

3. SINNERSCHRADER
INNOVATION^3
BONUS

4. SINNERSCHRADER AUF EINEN BLICK
Top-10 Digitalagentur in Europa
(Forrester Digital Agency Review 2011)
Fokus auf E-Commerce – seit 1996
400 Talente mit Split Beratung/Kreation/Technik 25/25/50
Standorte in Hamburg, Berlin, Hannover und Frankfurt
Inhabergeführt, unabhängig, börsennotiert

5. 400+ SPEZIALISTEN AN BORD
Strategic
Planning
Creative
(5%)
(25%)
Web Analytics
(5 %)
Account Management
Hosting & Operating (15%)
(5 %)
Technology
(45%)

6. SINNERSCHRADER GRUPPE
GROUP
ADVERTISING DIGITAL STRATEGY
CRM
WEB DEVELOPMENT
E-MAIL MARKETING
mediaby
TECHNOLOGY
CONTENT PRODUCTION
ANALYTICS
PERFORMANCE MEDIA
TARGETING E-COMMERCE
NEW SCREENS FULL SERVICE
MEDIA TECHNOLOGY
DIGITAL MARKETING DIGITAL MARKETING DIGITAL MARKETING
CAMPAIGNS PLATFORMS PROGRAMS

7. UMSATZ/ERGEBNIS-ENTWICKLUNG 1996-2011
30,9
23,9
20,9
18,3
15,7
14,2
Nettoumsatz in Mio. € 13,0 13,2
12,2
11,4 11,3 10,8
4,0
1,5
0,3
EBITA in Mio. €
96/97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11

8. AKTUELLE KUNDEN

9. AKTUELLE KUNDEN
Der Umsatz unserer
Kunden beträgt 2011
mehr als 2 Mrd EUR
im E-Commerce

10. BE LOCAL - ACT GLOBAL
1.300 Domains der Public Websites Konzeption und Entwicklung des Globaler Roll-out und Betreuung der
der Deutschen Bank mit 100+ globalen Marktauftritts der Allianz E-Commerce-Aktivitäten aller
verschiedenen Applikationen in 75+ Märkten. Luxury-Brands von PPR.
werden von uns 24/7 global betreut.

11. SINNERSCHRADER
INNOVATION^3
BONUS

12. 3 INNOVATIONSFELDER
Kundenprojekte
Eigene Projekte Methoden und
Radical Innovation Lab Arbeitsweisen

13. 3 INNOVATIONSFELDER
Kundenprojekte
Eigene Projekte Methoden und
Radical Innovation Lab Arbeitsweisen

14. BOSCH

26. ARCHITECTURE FOR 10^X
3d-scaling for real world problems

27. OUR TEAM
Markus Wolf, @KnisterPeter Meno Abels, @fastandfearless
Senior Developer, SinnerSchrader Director, SinnerSchrader
27

28. TALKING ABOUT ARCHITECTURE
Choosing an architecture has impact in several dimensions

29. Development

30. Deployment/Scalability

31. Maintaince
Maintenance

32. OUR BRIEFING FROM
We want to sell our store-specific range of goods to our
customers online
Customers should be able to collect these items within a
appointed timeframe
In other words: “Click & Collect”
Sounds easy.

33. FIRST APPROACH

34. WAIT: STORE SPECIFIC?

35. PERSONALIZED?

36. WHAT ELSE?
2*10^4 products
4*10^2 shops (potential for up to 3*10^3)
... and adding:
_unique prices and product-attributes per shop
_subset catalogs for specific product lines
(e.g. Bio/Rewe-Feine-Welt/Angebote)
_personalized catalog
We need to have as much webshops as real shops providing
this service.

37. THE ESTABLISHMENT WILL FAIL
No standard shop software will meet these requirements

38. Accept the challenge and think yourself

39. SCALING 1D
Hardware
Use memory extensively
=> around 10^6 faster than disks

40. SCALING 1D
Hardware
Use stateless components
=> less error prone multithreading

41. SCALING 1D
Hardware
Use parallel algorithms
=> leverage multicore cpu

42. SCALING 1D
Hardware
Use view optimized Business Objects
=> no transformation for view rendering

43. SCALING 1D
Hardware
=> more requests per Server Instance (approx. 100 per second)

44. SCALING 2D
Server Instances
“Stateless Statefullness”
_No server-side state
_All state on client
"Kind of" SOA
_Simple Components for fine grained logic
_Messaging between Components and Services
_Multithreaded Asynchronous Service Calls

45. SCALING 2D
Server Instances
Each server instance can
answer all questions
without synchronizing
any server state between
instances.
This means easy load-balancing
=> we’re cloud-ready!

46. SCALING 2D
Client Computer
Scale to the Client
_Use Client-CPUs
_Calculate display logic
and maybe some business logic
Less server cycles
_Gaining performance idependent from
server side
_Green-IT

47. SCALING 2D
Client Computer
Use client storage
_Persist private data into browser
_Caching of product data

48. SCALING 2D
Client Computer
=> Less requests, faster user experience, happy users!

49. REALITY CHECK - SIMPLE CASE

50. ENTERPRISE TOOLCHAIN

51. FUTURE PROOF

52. RESULTS
Server-Software lines of code <2*10^4
(common > 5*10^4)
Client-Software lines of code < 10^4
(no one should need more)
Development Effort approx. (5*10^1) %
(compared to traditional approach)
Deployment < 5 Systems*
*Cost of operations per year is C.H.E.A.P.
Cost per user/year is roughly about:

53. KLEINE FEATURES

56. 3 INNOVATIONSFELDER
Kundenprojekte
Eigene Projekte Methoden und
Radical Innovation Lab Arbeitsweisen

58. DIGITAL FOOSBALL

60. Slide 60

61. Slide 61

62. Slide 62

63. DIE SOFTWARE
Slide 63

64. Slide 64

65. Slide 65

66. Slide 66

67. Slide 67

68. START
Slide 68

69. CHOOSE YOUR GAME
Slide 69

70. NAMES PLEASE!
Slide 70

71. END OF GAME
Slide 71

72. LIGA IST WICHTIG
Slide 72

74. SPREAD THE WORD: OPEN SOURCE
Slide 74

76. BLOGOSPHERE UND TITELBLÄTTER EROBERN!
Slide 76

78. Slide 78

83. 3 INNOVATIONSFELDER
Kundenprojekte
Eigene Projekte Methoden und
Radical Innovation Lab Arbeitsweisen

84. Video iPad Tag?

85. Me
_Software Developer at SinnerSchrader
_JavaScript Victim Extraordinair
_http://nonblocking.io
_@cramforce
UNERWARTET KOMMT OFT
Slide 85

86. POP3 (Mail only)
1996
Lotus Notes
2000
IMAP + Scripte
2002
Exchange 2003
2004
2010 ???

87. Requirements
Mail
Any Device, Sharing, Spam, Viren, Push, Archiv, Backup, Sign&Crypt
Kalender
Sharing/Delegation, Attachments, Ressourcen, Recurring, Free/Busy
Kontakte
Sharing, Sync

88. NEU ORIENTIERUNG

89. Shortlist

90. NEUE WEGE GEHEN

92. SINNERSCHRADER
INNOVATION^3
BONUS

102. MAKE WIFI SOCIAL

106. Take Aways

107. IN EINEM SLIDE
Innovation als Dienstleister ist eine Herausforderung
(selbst in unserer Branche)
Projekte sind eine gute Basis
Innovation ist eine Frage von Haltung und Kultur
Keine Innovation ist Stillstand

108. SINNERSCHRADER OPEN DOORS
Noch mehr Infos
bekommt ihr bei:
kathy.reinecke@sinnerschrader.com
Open Doors
oder:
radicalmonday.de
Wann: 11.11.11
twitter.com/sinnerschrader
Was: _Agenturführung
_Gemeinsames Mittagessen
_Vortrag und Diskussion mit
Manuel Stolte, Strategic Planning

109. VIELEN DANK.