eCommerce Helsinki 2016_Anders Innovations & GlobalSign_16th march, 2016, Helsinki_Halima, Sucksdorff
1. Identity and Access
Management Drives B2B &
B2C eCommerce Success
Timo Halima, Anders Innovations Oy
Erik Sucksdorff, Global Sign ltd.
Helsinki 2016, eCommerce
16th March, 2016, Helsinki
3. Positioning Anders in eBusiness
TAILOR-MADE
ADDED VALUE SERVICES
AUTOMATED
PROSESSES
DIGITAL
ONLINE BUSINESS
SOLUTIONS
30 employees 3 million revenue 300 > customers
> 1700% increase
(2013-2015)
4. “It will no longer be enough to produce a useful product. In order
for a product to be successful, its primary purpose will be the
ability to fulfill an emotional need.”
Consumer Paradigm
(The Dream Society, Rolf Jensen 2010)
5. * = touchpoint is any time a potential customer or customer comes in
contact with your brand – before, during, or after they purchase
something from you.
Which Customer Touchpoints Matter in
eCommerce?
6. Cold Facts of Millennials – Online Marketing
• Mobile Dimension: On Black Friday 2015, 36.16 % of online sales were generated via
mobile devices, up from 27.91 percent in the previous year (total amount of 10,4 billion
dollars).
• Social Media Behaviour: Percent of 18-34 year olds who check Facebook before they get
out of bed 28 % (users 1,440,000,000).
• Consumer Online Behaviour:
• 84% of online shoppers refer to at least one social media site for recommendations
before shopping online.
• 71% of shoppers believe they will get a better deal online than in stores. However, an
average of 88% of all online shopping carts are abandoned in 2013 (source: UPS
Pulse of the online shopper).
• Shoppers spend 30% more per order when free shipping and/or shipping information
is included.
• Gap potential: Information consumers (3rd) vs. information providers (17th)
(Forrester 2015)
7. Disruptive Innovations by Digitalization
MEDIA FINANCING TRAFFIC YOUR
BUSINESS
EDGE
SHOPPING TRAVELLING OTHER
?
8. Can Your Company Survive the next 5 years with
its present digital underpinning?
9. The Future of Digital eCommerce: Tips for better Customer
Experience
Create a new architectural approach (Omni Channel).
• Through microservices and integration a unified customer experience by
combining customer data, business rules and functionality.
Make a plan for “a long-term relationship” across all channels with
your customers (Leverage Customer Data).
• Added value by providing customers a relevant information.
• Case Victoria Secret and Walmart.
Take advantage of opportunities created by emerging technologies
and architectures (Bimodal IT Strategy).
• Seek opportunities to enable new business potential capability and
(possibly) fail fast.
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10. About GlobalSign
Boston
London
Helsinki
IAM Center
Brussels & Paris
CA Infrastructure
Singapore
CA Infrastructure
Tokyo
Philippines
Offshore services
India
Offshore services
300 employees > 5,000 global partners > 30,000 customers
> 10m identities issued,
2.5M live SSL Certs
11. • Disconnected services and user IDs
• No self service feature
Businessgrowth,usabilitycostsavings
• Web Single Sign-On
• Self-service password management
• Business role modeling
• Self-services, delegated management
• Trusted business networks
• Service use based on CRM information
Maturity Model
0
1
2
3
13. Companies with extremely strong omnichannel customer engagement
retain on average 89% of their customers, compared to 33% for
companies with weak omnichannel customer engagement.
(Aberdeen Group)
89% of customers get frustrated having to repeat their issues to multiple
representatives. (Accenture)
77% of strong omnichannel companies store customer data across
channels, compared to 48% for weak omnichannel companies. (Aberdeen
Group)
By 2020, the demand for an omnichannel customer experience will be
amplified by the need for nearly perfect execution.
(PricewaterhouseCoopers)
Source: http://www.onereach.com/blog/10-omnichannel-statistics-
need-know/
THE TREND
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14. Better conversion – overcoming 70% registration hurdle,
reducing the 70% cart abandonment rate.
Improved customer experience and higher rate of
returning customers.
Cost savings through better self-service functions.
Improved data accuracy for customer information in the
CRM – Each year 30% of CRM information becomes
inaccurate.
THE NEED
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15. Unified Customer eXperience through multiple
channels
Ability to utilize more than one digital identity
Easy & effortless registration
CX
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17. CRM linking allows your sales people to invite their
business customers from the CRM
Reducing the % of inaccurate data
Access is based on contract information within the
CRM
CRM
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IAM
REST
Your CustomersYour Enterprise
21. The worlds first online eCommerce site for forest owners
– Over 120 000 member-owners
Multitude of services
– Caretaking
– Online wood trade and buying of forest services
– Planning (e.g. cash flow)
– Investments to shares of Metsäliitto cooperative
– Electronic filing and sending of annual tax return
form
Facilitating the raw material acquisition of Metsä
Group forest industries
IAM provides
– Secure access to the portal (large transactions)
– Approvals for properties with multiple owners
– Role based access control
METSÄ FOREST
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23. Duty-free pre-order shop for cruise
passengers
Possibility to pre order alcohol beverages
– Pick up when arriving back to the home
harbor
Age verified with strong authentication
– BankID
VIKING LINE CRUISES
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25. STOCKMANN
Strong authentication solution to
automate approval of consumer credit
applications
– Customers apply for a credit as part of their
on-line shop check-out procedure
– Strong authentication provides necessary
identity information for the automated
credit check
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27. DNA
B2B, B2C web service to enable self-
service of subscriptions users,
authorizations
Single identity across DNA services,
business and consumer, also employees
New Business: cloud brokerage
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European Identity
Award:
Best B2B IDM -
Project
29. PLANMECA
B2B extranet for global distribution
channels
Invitation workflow embedded in CRM
Delegated administration of users and
roles
Single identity across Planmeca services,
also for employees
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