MOB201 Digitizing the Customer Experience:

Considerations for B2C Mobile Solutions

Public
Speakers

Las Vegas, Sept 19 - 23 Bangalore, October 5 - 7 Barcelona, Nov 8 - 10

Gerhard Henig Martin Grasshoff Gerhard Henig

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Disclaimer

The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of
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presentation or any related document, or to develop or release any functionality mentioned therein.

This presentation, or any related document and SAP's strategy and possible future developments, products and or platforms
directions and functionality are all subject to change and may be changed by SAP at any time for any reason without notice.
The information in this presentation is not a commitment, promise or legal obligation to deliver any material, code or functionality.
This presentation is provided without a warranty of any kind, either express or implied, including but not limited to, the implied
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All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially
from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only
as of their dates, and they should not be relied upon in making purchasing decisions.

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Agenda

What is B2C all about?

A Definition
What Makes B2C Different?
Understanding the Difference
Architectural Considerations
On-demand or On-premise
Hybrid or Native App Development
Two options thousand questions
Tips & Tricks
Customer Stories

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What is B2C all about?

A Definition

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Business to Consumer

Communication or
business relationship Important self-marketing
between an enterprise and strategy bypassing
private consumers Media relations,
connecting your
business directly to
consumers

Used channels are e-commerce, websites,

social, mobile apps and more

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Business to Consumer in the SAP Context

SAP systems traditionally contain data of consumer related transactions

(e.g. orders, product data, process status, .)

SAPs product portfolio offers a variety of useful software and tools for creating valueable B2C
solutions not covered in this session.

B2C scenarios will benefit from the available data in traditional, transactional SAP systems

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Business to Consumer by Example

Product Catalog & Availability Car Status Loyalty & E-Commerce

A mobile app that shows detailed A car manufacturer can offer an A multi-channel approach to
information about the products, app that advises the car owner offer an e-commerce channel
including high-resolution pictures on inspection intervals, offer a as well as a loyalty reward
and 3D views, allowing the communication channel to her program, where a traditional
consumer to browse the catalog local car garage, get online web-shop is extended
and check availability of information about upcoming with a mobile app to collect
products, find near retail stores, events and offers, call for rewards, the user needs the
receive new product assistance in case of car mobile app to physically collect
announcements breakdown rewards by attend public
concert events, the more events
a consumer attends, the more
rewards can be claimed,

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Business to Consumer
Summary

B2C comes in many flavors

It connects enterprises directly to consumers

It is different: we deal with humans instead of employees

Employees are humans too, but they fill in a specific role. While the consumer is more volatile and we
need to consider his human aspects in detail, an employees needs and reactions are more concrete
and predictive.

Its multi channel, but mobile is crucial

A B2C channel transports an enterprises brand (self-marketing)

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What Makes B2C Different?

Understanding the Difference

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Business to Consumer

Non-Mobile related differences: Mobile specific differences:

No single app, but multichannel Distribution via public app stores

Content is key Specific UxP requirements
Social integration No compromises for UI and responsiveness
Scalability to millions And more on the next slide

No direct access to ERP systems Scalability to millions

Integration needed Content is key
Heterogeneous device landscape
Non-managed devices
Security
Mobile Payment

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Specific UxP Requirements

Include device more than FB login staff

CONTEXTUAL capabilities people to run the app, connect SOCIAL
to your people (e.g. chat)

Invent features,
EXCITING not animations
Deliver your brand
STYLISH

Deliver expectations of EASY TO USE

INTUITIVE users
Include End-User testing,
make it KPI

Make your data available

ALWAYS AVAILABLE offline Use scalable cloud SCALABLE
offerings

Consider native
FAST development RELIABLE
Cloud device testing tools

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Architectural Considerations

On-demand or On-premise

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Architectural Considerations
On-premise

Traditional setup comprising a lot of already known

internet
components, like Mobile App Mobile Web

SAP Mobile Platform

special services for the mobile channel, e.g. offline & usage Web Dispatcher / Network Security Layer

Web Server

on-premise
SAP Mobile
Web Server
deliver mobile web channel Platform

Web Dispatcher / Network Security Layer

Application Layer
protection against DDoS and penetration and more
prepare for a lot of traffic B2C DB B2C IdP
Application Layer
providing dedicated business logic to drive an exiting UxP PI / PO

Process Orchestration / PI
ECC CRM SCM
to separate B2C users from productive systems

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Architectural Considerations
On-demand

Full BaaS solution comprising:

internet
B2C App B2C
persistence service, HANA Website
providing the storage layer
integration service

on-demand
mobile service for
integration of data and service from other sources

Security & Authorization (SCI)

development and portal service
operations
identity management
JAVA middle layer
user management and identity provider OData provider and channel logic
mobile service for development and operations
special services for the mobile channel, e.g. offline & usage
portal service persistence service integration
providing web channel HANA service

Optional:
gamification service, SAP Document Center, analytics SAP HANA Cloud Platform

service, SAP XM media exchange

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Architectural Considerations
Hybrid

SAP Smart Data Integration (real-time, batch, HANA >= SPS09)

internet
Batch type data replication Mobile App Mobile App Mobile App
Rich data transformations
Many data sources supported

on-demand
Check whether you want to use System Landscape Transformation mobile service for

Security & Authorization

as a s adapter to send changes to SDI development and portal service
operations

HCP, integration services (direct)

(SCI)
JAVA middle layer
End-to-end process & data integration OData provider and channel logic
Rich data transformation
persistence service
integration
HANA
service
SAP Cloud Connector (direct)
No data transformation SAP HANA Cloud Platform

on-premise
Smart Data integration Cloud
3rd Party Options Integration services Connector

ECC CRM SCM

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Hybrid or Native

Two Options a Thousand Questions

Public
Hybrid or Native App Development
Two Options a Thousand Questions

Use Hybrid! Use Native!

Write once, runs everywhere Build twice or more often

Cheaper to develop Expensive to develop
User experience is good User experience is unbeatable
Web skillset needed Multiple native skills needed
Full Access to device hardware though plugins Full access to device hardware

Whatever you choose, youll always be wrong

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Tips & Tricks

Public
Tips & Tricks
and things to remember

Remember: You write apps for humans - not employees

Install user acceptance tests, automated UI test and use device cloud test vendors to build reliable apps

Dont copy web sites not even your own! Build something genuinely exciting

Leverage cloud services to ensure scalability

Dont let consumers touch your enterprise system directly

Native app development is the first choice, but hybrid is not bad either

Offline apps contribute to the user experience

Measure the usage of your application, but beware of the legal implications

B2C apps are distributed via public app stores make sure you control this parallel distribution channel

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Customer Example

D. Swarovski KG

Public
D. Swarovski KG

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Further information

Related SAP TechEd sessions:

MOB100 - The Hitchhikers Guide to Mobile Technology at SAP
MOB102 - Next Stop: Enterprise Mobility in the Cloud
MOB840 - Road Map Q&A: SAP Mobile Platform

SAP Public Web

scn.sap.com
http://scn.sap.com/community/developer-center/hana/blog/2014/11/27/hana-sp9-data-provisioning--overview
www.sap.com

SAP Education and Certification Opportunities

www.sap.com/education

Watch SAP TechEd Online

www.sapteched.com/online

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Feedback
Contact information:
Please complete your
Martin Grasshoff
session evaluation for SAP Product Management
martin.grasshoff@sap.com
MOB201

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In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SEs or its affiliated companies strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.

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