埃森哲abaXX Technology and Business Development – Pro.ppt

abaXX Technology and Business Development Project Overview Frankfurt, 22.06.2001 Anton von Bebenburg 1 Accenture 2000 Agenda What is abaXX ? The abaXX product Technology and Architecture Examples abaXX / Accenture relationship and projects 2 Accenture 2000 abaXX is an exciting software start-up company. Excerpt from T 3 Accenture 2000 Image/ positioning abaXX makes leading-edge eCommerce software. Won several independent evaluations Implementations at start-ups as well as major companies Start-up and mid-tier companies: VitaGO, Whittard, Transtec Major Accenture Financial Services clients: Dresdner Bank, Hypovereinsbank, Deka DGZ References High-end eCommerce software, highly individualized, not an out-of-the-box product ( eC Investment $5M) Based on leading application servers, Java, J2EE, EJB1.1, and XML Offers Core Architecture and Engines (Shopping, Tracking, Search, Address Check) Product Young and successful start-up: Founded in April 1999, backed by major VCs Revenue 5.8M euros in 1999, 25M euros planned for 2000 Currently 240 employees in Europe and the United States Company 4 Accenture 2000 The abaXX product provides a core framework, a broad range of components, interfaces with the enterprise systems and multiple delivery channels E-Business-Suite layers Application Server Core Customer Database Electronic Catalogue B2C CustomerB2B CustomerAffiliates Logistics Systems Parcel Services Accounting Systems Payment Provider Stability and Performance Open and extendable framework and services Integration to back-end systems Engines: components Multi-delivery channels Address Mail Shopping Payment Search Rules Tracking Loyalty Auction Procurement Workflow Data Exchange 5 Accenture 2000 The abaXX product dramatically reduces development time and risk in eCommerce implementations abaXX E-Business-Suite features abaXX product features Complete flexibility and integration capability Smart application concepts Complete adoption of leading standards Increase Speed Lower Costs Minimize Risks 6 Accenture 2000 Agenda What is abaXX ? Introduction The abaXX product Technology and Architecture Examples abaXX / Accenture relationship and projects 7 Accenture 2000 Http servlet request HTML result stream In addition to the traditional split between data, application, and presentation layers, E-Business systems further separate presentation from presentation logic Web- browser Webserver Backend- system (e.g. SAP R/3) Application- server rDBMS (JDBC, SQL) call to business logic results from executing business logic Database transactions backend transactions (database & business logic) (HTML only) (JSPs / Servlets) (EJBs) These components are part of the open J2EE standard. Persistence / Transaction Business Logic / Application Presentation LogicPresentation (channel specific) WML Browser . . . E-Business Technical Architecture 8 Accenture 2000 Leading application servers provide a technical platform that assures scalability, performance, stability provides access to existing databases allows for easy interoperability with existing enterprise architectures Future-proof and backward compatible J2EE is the only (moderated) open standard comprising all layers of the application (Microsofts COM+/DCOM is not open, CORBA is not end-to -end) Vendors collaborate on standards and compete on implementation All the pieces of the application are portable across platforms and servers Open and end-to-end J2EE server handles complexity of lower level services (distributed objects, transactions, security, persistence,.) Developer can focus on application logic Simplifies application development Several frameworks support E-Business systems building, but only J2EE is open and end-to-end, offering simplicity, choice, quality, and investment protection Advantages of J2EE standard 9 Accenture 2000 abaXX E-Business-Suite builds upon J2EE, the industry standard framework for component based applications Foundation Frameworks & Services Common App. Services (Engines) Specific Applications Common eBusiness Layer (eCore) Common Business Objects (iCore) Core E-Business-Suite Persistence / Transaction Business Logic / Application Presentation LogicPresentation (channel specific) Web- browser Webserver Backend- system (e.g. SAP R/3) Application- server rDBMS (JDBC, SQL) (HTML only) (JSPs / Servlets) (EJBs) WML Browser JSP: Java Server Pages EJB: Enterprise Java Beans JDBC: Java Database Connectivity 10 Accenture 2000 The E-Business-Suite features a layered architecture, allowing access on any layer Specific General Custom built applications which can interface with any layer Pre-built application components providing out-of-the-box functionality Shopping, Rule, Address Checking Functionality common to information systems eCore includes catalogues, receipts iCore includes users, addresses Low-level services and frameworks trace, ID generator, Task scheduler Application servers, Web Servers, DBMS running on different platforms Core E-Business Suite Platform Application Server/ EJBDBMS Common App. Services (Engines) Common E-Business Layer (eCore) Common Business Objects (iCore) Specific Applications Foundation Frameworks & Services Platform Web Server 11 Accenture 2000 Agenda What is abaXX ? Introduction The abaXX product Technology and Architecture Examples abaXX / Accenture relationship and projects 12 Accenture 2000 A Finance Portal for Corporate customers was built with the ebs in 5 months Dresdner Bank: Finance Portal for Corporate customers (www.firmenfinanzportal.de) Goals Build a full transactional portal for corporate customers Functionality encompasses Transactional Services on Dresdner Banks product range: Cash Management Currency Trading Stock Trading Fixed Deposits Informational services on Dresdner Banks Product Informational / transactional services on non-bank products, such as air travel, railway travel, news, finance information by using new frontend technology based on JSPs (wodgets“) Time and Effort The portal was build from January/February to May 00 using the ebs as an underlying architecture framework. abaXX components utilized/ integration Core- (user admin, access control, back-end integration through MQ-Series), Mail- (expiry information of fixed deposits, registration confirmation),Tracking-, Rule Engine 13 Accenture 2000 Whittard are retailers of Tea, Coffee, Chocolate, China and tea/ coffee making equipment with over 110 stores in the UK and abroad Goals Create an Internet presence from which products can be bought and sold To allow Whittard to reach existing and potential customers in the world wide web Functionality encompasses Shopping, product search, shopping basket Order tracking, history Call Center, customer maintenance, catalogue design and product maintenance Interfaces to fulfillment, shipping and payment systems Time and Effort Project Kicked-off in March00, implementation started in May00 and live date is September00 abaXX development team consists of 3 developers abaXX components utilized Shopping-, Mail-, Core-, Search-, Payment-, Tracking- Engine Whittard - www. pilot.whittard.co.uk 14 Accenture 2000 all-in-green is a supplier/consumer matchmaker built with ebs Goals Direct-Marketing-Plattform - consumer / supplier matchmaker Basis for customer binding marketing actions- creation of customer profiles based on user behaviour and interaction Funcitionality encompasses Each company that fulfills the all-in-green requests can enter its cost free offerings into the portal and can create individual marketing actions with them Time and Effort Phase 1: 4 month, approx. 500 mandays Resources: 5 abaXX, 1-2 agency and 1 client abaXX components utilized/ integration Core-, Mail-, Tracking, Address-Engine, integrations of SMS service provider all-in-green: consumer / supplier portal () 15 Accenture 2000 Deka/ DGZ Fonds Management allows customers to manage their depots Deka/ DGZ - www.Deka.de Goals Provide uses with ability to manage their depots, buying and selling shares Provide other added values services Functionality encompasses Added value services such as financial news Financial planning and advice Funds information, advice and capability to buy and sell Time and Effort Implementation started in May 00, and went live in September 00 Resources: 10 Accenture, 10 Client and 2 abaXX abaXX components utilized Core-, Address-Engine and JSP Framework 16 Accenture 2000 The Homebanking portal is being re-engineered with abaXX E-Business-Suite HypoVereinsbank: Homebanking portal (www.hypovereinsbank.de) Goals Provide user with ability to manage their current accounts, deposits, shares trading Provide other added values services Functionality encompasses Account services Brokerage services Personalized web site Integration with Infooffice CMS Time and Effort Implementation started 05/00, live 12/00 Resources: 3 Accenture, 30 Client, 20 abaXX and up to 40 web developers abaXX components utilized Core- (Configuration, Retrieve, Accounts), Tracking-, Rule- and Mail-Engine 17 Accenture 2000 Agenda What is abaXX ? Introduction The abaXX product Technology and Architecture Examples abaXX / Accenture relationship and projects 18 Accenture 2000 Our business relationship with abaXX consists of a number of components Business Development project to help abaXX expand to Europe and the USA abaXX implementation projects ongoing for major German Banks: Dresdner Bank (Commercial customers portal) HypovereinsBank DEKA / DGZ Joint software development cooperation between abaXX, Accenture and HypovereinsBank to develop vertical applications based on abaXX for the Financial Industry Formal Alliance Components of the Accenture - abaXX business relationship 19 Accenture 2000 The Business Development project is conducted in a sweat equity arrangement that strengthens both Accentures and abaXX capabilities in the eEconomy abaXX business development project setup AccentureabaXX Business Development project Purpose: Help abaXX enter four European countries and the US Whats the point ? Whats the deal ? Equity plus cash abaXX stake, $ (minimal margin on pure cash), sales commission Accenture name / brand, worldwide presence, knowledge, implementation capabilities, business contacts New Economy experience, knowledge and contacts, both technical and commercial Accentures support 20 Accenture 2000 EducationServices abaXX E- Business- Suite Commercial Arrangements Additional resources and services complement the abaXX product to form a complete solution to Accenture project problems Architecture support: Qualified abaXX architect involved from day one Complete training: Training covers EJB, JSP, abaXX framework and components, and application server technology Showcase: Solution Centers in Germany (planned) New Opportunities: Accenture is the preferred system integrator for abaXX Re-Sale revenue: Re-sale of abaXX and third-party software (BEA Weblogic) creates additional revenue for Accenture projects (planned) Technical environment: packaged development and operations environment (in progress) Vendor Support: Superior vendor support proven in several software evaluations Technical infrastructure: Demo/prototype environments exist that can be used to jump-start your project 21 Accenture 2000 A cooperation with a company like abaXX contributes to addressing the Innovators Dilemma that Accenture is faced with time Technology usefulness Technology 1 Technology 2 Technology 3 Traditional Accenture project abaXX project Exposure to latest technology Access to startup company knowledge and business community Venture capitalists Other startup companies Commercial aspects of eEconomy Opportunity to work with potential future industry leaders at an early stage Startup experience * Concept introduced in The Innovators Dilemma by Clayton M. Christensen The Innovators Dilemma*Relevant project experience 22 Accenture 2000 Conflict with claim of impartiality ? The cooperation with abaXX, managed carefully, creates additional benefits for Accenture clients without sacrificing Accentures vendor impartiality. We will create capabilities that make it rational for projects to prefer abaXX over the competition Trained staff Support and information available from software selection to implementation Packaged demo, prototype and development environment Packaged project approach The above will be particularly relevant for eProjects that tend to be more concerned with speed and momentum than with a 100% exhaustive software selection process The alliance team aims to have abaXX included in the software selection process of relevant projects. However, the ultimate decision always lies with the project team Other alliances have shown this not to be problematic (for example, Accenture continues to implement different CRM packages in spite of the alliance with Siebel) 23 Accenture 2000 There is a good cultural fit between abaXX and Accenture Product/ Positioning abaXX is a product company does not compete with Accenture for implementation projects abaXX has a leading-edge technology product, well suited to improve Accentures technology skills abaXX positions its product in the high-end market, compatible with Accentures “best client” approach People Good cultural fit abaXX is a dynamic start-up company with ambitious goals and a very strong management Cooperation is mutually beneficial Accenture benefits from abaXX startup culture abaXX benefits from Accentures structured working methods no major unsolvable dissonances occurred in previous 6 months of current proje