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April 2013
SAP Mobile Services Global Enterprise Messaging Services
© 2013 SAP AG. All rights reserved. 2
Agenda
Company History
SAP Mobile Services Overview
SAP Engagement 365
SAP Message Manager 365
SAP Push 365
Provisioning Overview
Case Studies
Ongoing Innovation
Q&A
Company History
© 2013 SAP AG. All rights reserved. 4
Company History SAP Mobile Services
InphoMatch Founded in 2000, first US Inter-Carrier Aggregator
Mobileway One of the world’s premier SMS content distributors & billing platforms
Mobile 365 Formed in 2004 from the merger of InphoMatch and Mobileway
Sybase Acquires Mobile 365 in 2006 and renames it Sybase 365
SAP Acquires Sybase in 2010, Jan 1st 2013 Sybase 365 becomes SAP Mobile Services
© 2013 SAP AG. All rights reserved. 5
Company History SAP
SAP AG Founded in 1972 in Waldorf, Germany 2011 sales – €14.23 billion, net income - €3.44 Billion Market capitalization - €84.1 Billion More than 55,000 employees in 130+ countries.
Operates through the following segments: Product, consulting, training, and SAP Mobile Services
SAP Mobile Services Overview
© 2013 SAP AG. All rights reserved. 7
SAP Mobile Services Overview
SAP Mobile Services Mobile services provider to over 980 enterprises and mobile operators worldwide - #1 in the market
Mobile Enterprise Services Enable Enterprises to interact with customers through mobile
channel across numerous operators with one connection SMS, MMS, PSMS & customer engagement services Operator Services Interconnect Operators Enable mobile subscribers to send and receive messages across
networks and when roaming SMS, MMS & IPX/GRX Services
No.1 in wireless IP data roaming
No.1 in enterprise services2
2- Forrester Research
© 2013 SAP AG. All rights reserved. 8
SAP Mobile Services Overview Mobile Enterprise Services
International Onboarding • Rules and Regulations vary greatly from country to country • Many countries do not have Short Code or Long Code systems in place • Some regions have lengthy and complex processes, others do not • Many operators actively block messages sent through indirect routes • Language, cultural and political barriers make launches in some regions “tricky” • Termination fees vary widely throughout the world
SAP Mobile Services is an experienced global player • Our company DNA is International • Mobileway started with offices in Singapore and Paris, France • We have SAP Mobile Services offices in 30 markets • We offer a single point of contact • Your US Representative will liaise with the international team
© 2013 SAP AG. All rights reserved. 9
Enterprise Messaging
Media & entertainment
Banks
Retail
Healthcare
Travel
Govt
Resellers
365 Messaging APIs - SMPP, HTTP(s), MM7
SAP Applications
Mobile Marketing • Information & Alerts • Interactive & Events • Mobile Advertising Services
Mobile Customer Engagement • Coupons • Loyalty & research • Service locator
SAP Aggregation
Services
SMS • Short codes • High capacity • 24/7 Support • Reporting
MMS • Short codes • Device discovery • Image, audio & video
Operator Billing • Premium SMS • Web/WAP billing • 120 mobile networks
850 mobile networks & 4 billion mobile subscribers
SAP Mobile Services Overview Mobile Enterprise Solutions
© 2013 SAP AG. All rights reserved. 10
SAP Mobile Services Overview Operator Services
SAP Mobile Services has the world covered Reach to over 980 global messaging network operators Reach to 5.79 billion mobile subscribers - able to reach over 94.5%
of global mobile subscribers In the summer of 2010, we crossed the 1 TRILLION message
milestone. We exceeded 2 TRILLION messages in April 2012
© 2013 SAP AG. All rights reserved. 11
SAP Mobile Services Global Footprint Operator Services
January 2013 Footprint: 210 Countries Covered 984+ SMS Operators Reached
Almost 900 2-way operator connections 150 countries with full coverage
280+ MMS Operators Reached 520+ IPX Operators Reached
First IPX Commercial Voice Traffic Now 12 LTE Roaming customers
• 5.79 billion subscribers reached • 94.5% of world subscribers reached
In the summer of 2010, we crossed the 1 TRILLION message milestone. We exceeded 2 TRILLION messages in April 2012.
SAP Engagement 365
© 2013 SAP AG. All rights reserved. 13
SAP Engagement 365 solutions help enterprises drive consumers through the Customer Lifecycle
Awareness Acquisition Purchase Trial
Post Purchase Experience
Retention
SAP Engagement 365 What is Mobile Consumer Engagement?
© 2013 SAP AG. All rights reserved. 14
SAP Engagement 365 Mobilising the customer lifecycle
© 2013 SAP AG. All rights reserved. 15
SAP Engagement 365 In Summary
We bring it all together with managed services and global reach
© 2013 SAP AG. All rights reserved. 16
SAP Engagement 365 Research
• Integrated questionnaire builder allows surveys to be created within the system.
• Supports multiple question types open, closed, range, informational messages and those for collecting postal address.
• Surveys can be run over SMS, WAP or WEB - or multi-modal.
• Complex routing can be applied within a survey to allow future questions to be asked to those to replied with specific responses.
• Detailed real time reporting available online, download the response data in CSV or Triple-S format.
• Surveys can be issued to a sample group at a scheduled time, or triggered by a keyword (allowing for self-selection).
• Cyclic survey questions can be used to rotate a subset of questions over the whole sample, reducing the effects of coloration.
• Additional survey types reoccurring surveys (can be issued automatically on a scheduled basis), diary surveys (allow an individual to take part in the same survey many times before it expires)
© 2013 SAP AG. All rights reserved. 17
SAP Engagement 365 Market
Targeted Ad Insertion Service for Mobile Messaging • SMS • MMS
Target based on captured demographics / spend profiles • Allows companies to leverage unused space in SMS messages to subscribers
oCross promotion of company’s products/services oB2B Marketing Place – enable promotion among partners
• Create new revenue stream from partners or advertisers
© 2013 SAP AG. All rights reserved. 18
SAP Engagement 365 Loyalty
Loyalty Program Subscription Management • Capture all key customer data (e.g. name,
phone number, address and age) at initial registration
• Fully customizable to capture any desired attributes
Loyalty Points Management • Load points from existing programs or from
package-label campaigns • Manage points balance, manage allocation
including double points • Provide customers with points redemption
opportunities • Tracking provides prevention of code re-use
Personalized Product/Service Alerts • Value added alerts such as product usage
tips, reminders driven by key dates, offers and promotions
On-Package Code Generation • Allows consumers to engage with brand
through on-package codes Generation of unique codes
• Export of codes to print for manufacturing
SAP Message Manager 365
© 2013 SAP AG. All rights reserved. 20
SAP Message Manager 365 MT Push
Web-based tool for executing SMS broadcasts • Support for flexibly structured lists • Dynamic message creation • Filtering and targeting • Role-based approval workflow
Build basic pull services with Information on demand application • Keyword specification and management • Simple HTTP GET returns data to requestor
© 2013 SAP AG. All rights reserved. 21
Use Blacklists to exclude specific MDNs
Use Safe Sending Periods to specify “social hours”
Select Send to create a broadcast
Create a group of message recipients by uploading a CSV file
MSISDN;Name;Balance +9339393932;Janica Tan;S $400.05 +8149614954;Jack Chan;S$3,000
SAP Message Manager 365 MT Push Example Workflow
© 2013 SAP AG. All rights reserved. 22
SAP Message Manager 365 Build Message Content
Build broadcast message
Create messages through stored templates, by hand, or retrieved externally
Use wildcards to dynamically customize messages
© 2013 SAP AG. All rights reserved. 23
SAP Message Manager 365 Filter and Target
Option to filter recipient list using complex criteria
Build filter query through drop-down menus
Query on multiple attributes by adding additional filters
© 2013 SAP AG. All rights reserved. 24
SAP Message Manager 365 Schedule Broadcast
Send immediately or schedule for future delivery
Distribute broadcast over multiple periods
SAP Push 365
© 2013 SAP AG. All rights reserved. 26
Lifespan of an app
Time spent in-app/Month
SAP PUSH 365 Competition for screen time is heating up
40 hours Time spent
in-app/Month
15 apps Number
Used/Month
1 month Lifespan of an app
© 2013 SAP AG. All rights reserved. 27
SAP PUSH 365 Product Overview
Push notifications and SMS/MMS messaging complement each other in an advanced mobile ecosystem
When consumers need to initially engage with a brand or enterprise, SMS is typically the first point of contact. Text initial engagement to a short code (or via QR code) Brand/Enterprise returns with more information including a possible mobile device app. Subscribers would either remain engaged via Messaging or can advance to an App-based solution
For app-based solutions, Push Notifications offer a new channel to engage subscribers with text and rich media.
Push and SMS are complementary in that Push is a one-way engagement for smart-devices, while SMS provides two-way engagement models and supports all devices.
© 2013 SAP AG. All rights reserved. 28
Push Notification
Rich Push Composer
SAP PUSH 365 Product Overview
© 2013 SAP AG. All rights reserved. 29
SAP PUSH 365 Reports: Analyze impact of campaigns
Understand the impact of your mobile messaging campaigns, analyze usage data to guide your mobile strategy, and compare campaign results
Evaluate • When to send push to get optimal response • Which push messages drive most immediate
user interest • Which notifications best engage users in your
app • Which push notification paradigms deliver the
most value
Provisioning Overview
© 2013 SAP AG. All rights reserved. 31
Provisioning Overview SMS / MMS Programs
Understand the rules of engagement – we provide the expertise Connect to our Messaging Hub – one connection to reach all
operators globally Obtain a Long/Short Code as needed for 2-way messaging – we can
obtain the codes for you Fill out provisioning documentation – we assist with crafting a market
compliant program We work with the operators globally to get your programs approved What do you have to do?
© 2013 SAP AG. All rights reserved. 32
Provisioning Overview SMS / MMS Programs – What do you have to do?
Leverage our APIs and Test • Connect to our Messaging Hub • Utilize our HTTP/S or SMPP APIs • Fill out the Provisioning Documentation • Ensure Stop, Help, etc work properly in 2-way messaging
Go Live! • Access to a web based reporting and information board • Access to an iPad dashboard for on the go reporting • 24x7 support help desk
© 2013 SAP AG. All rights reserved. 33
Provisioning Overview Take it for a test drive
Setting up a test account • The MMA (Mobile Marketing Association) in the US • The CWTA (Canadian Wireless and Telecommunications
Association) in Canada. • Setting up a test account is quick, easy and important • Your dedicated Technical Sales Engineer can set up a test account
in just a few days • A test account will allow you to start building and testing your
application in a closed environment
© 2013 SAP AG. All rights reserved. 34
Provisioning Overview SMS/MMS Programs - US and Canada
All SMS programs in the US and Canada must adhere to general rules of conduct
The rules of conduct are published by: • CTIA (Cellular Telecommunications Industry Association) in the US • CWTA (Canadian Wireless and Telecommunications Association) in
Canada
Understanding the rules of engagement and building an application that adheres to them is critical for quick operator approval
SAP is a member of: • CTIA, CWTA, MEF and MMA and various other Mobile
organizations around the world
© 2013 SAP AG. All rights reserved. 35
Earthquake (14:46 JST)
Extranet Access Available 24/7 Real time reporting Monthly Traffic Daily Traffic Hourly Traffic Traffic by Country Traffic by Operator Watch your traffic grow. Track by Country and
Operator Identify peak. traffic
times.
Web-based Reporting Tool
© 2013 SAP AG. All rights reserved. 36
SAP SMS 365 enterprise Dashboard
Volume Trends – Volume of SMS traffic by country and operator for current day, previous seven days and previous 30 days
Messaging Success – SMS Delivery success percentage rate for country and operator
Visual Graphics – Bar and pie chart graphical representations of SMS analysis
The application design is complementary in nature to the current Web-based interface that provides greater detail across individual message delivery disposition or custom reporting. https://itunes.apple.com/app/id587617900?mt=8
Case Studies
© 2013 SAP AG. All rights reserved. 38
Case Studies Enterprise Customers
Social Presence in 200+ countries Global message delivery More than 1 Billion messages monthly Account activation & authentication Account login alerts SMS & MMS Status & Profile updates
Mobile users 2.5 times more active than web only
© 2013 SAP AG. All rights reserved. 39
Case Studies Enterprise Customers
Retail: Customer Loyalty and Wellness
Mobile Rx refill reminders
In-store Rx ready alerts
Prescription medication compliance
In-Store Promotions and loyalty
© 2013 SAP AG. All rights reserved. 40
Case Studies Enterprise Customers
Technology: Microsoft Windows Live
• Status updates and notifications • Calendar inquiries • Mobile IM
Hotmail SMS retrieval of email SMS email send
Xbox Live • Interactive SMS services for gaming and chat
© 2013 SAP AG. All rights reserved. 41
North America Enterprise Messaging Clients
Ongoing Innovation
© 2013 SAP AG. All rights reserved. 43
Ongoing Innovation
Recent updates Global data center consolidation Core database migration to SAP database technologies SAP Mobile Services SMS dashboard iPad application
Future updates Location based services High throughput (dedicated bind) services Cloud based client tools
© 2013 SAP AG. All rights reserved. 44
Ongoing Innovation Future of SMS Advertising
Mobile Targeting of Customers Behavioral targeting of customers – TV/Internet/mobile device Most services are already bundled – e.g.: Verizon TV users tend to also have Verizon internet and mobile
service Advertisers are mining cable channel sector as intelligence sensor E.g. A coupon for golf clubs could appear on your mobile based on internet habits or TV interest Also possible to dive into a TV show to determine what the character is wearing and where you buy it - Coupons
pushed to cell
Q&A
Thank you
Contact information: Full name MI. L name Title Address Phone number
Appendix
© 2013 SAP AG. All rights reserved. 48
High Level Architecture
SAP Mobile Services Manager
Customer’s employees
Customer’s systems
SAP Network
Public Internet
Firewall
Firewall
Managed Services Web Server
Customer’s connections
Routing, Delivery Control, Number
Lookup
Operator’s connections
Operator Networks SAP DB (billing, reporting) SMS access
NO
C 24/7 M
onitoring
Firewall
© 2013 SAP AG. All rights reserved. 49
SMS Delivery Receipts
Content Provider
MT Traffic
Delivery Receipt with Error Code
MO Traffic
MT Traffic
MO Traffic
SAP Mobile Services Messaging Hub
Operator
MT Traffic
MO Traffic
End-user
• SAP Mobile Services Notification: Message was processed successfully by the Messaging Hub. • SMSC Notification: Message was sent and acknowledged successfully by the operator. • Mobile Notification: Message was delivered and acknowledged successfully at the hand-set. • Error Codes: Further define the status of messages; error codes are the same for all countries/operators,
thereby allowing client to implement intelligent and efficient retry mechanisms.
© 2013 SAP AG. All rights reserved. 50
Rules of 2-way Messaging US and Canada
Opt-in SMS programs are permission based and require a mobile subscriber to opt in to a short code program Opt-out Mobile Subscriber must be able to opt-out of the short code program via a STOP SMS message The opt-out process must be immediate and discontinue marketing SMS messages to that subscriber
Help/Info Mobile Subscriber must be able to obtain more information on the short code program via a HELP SMS
message A web link with mobile program details and T&Cs is required A toll-free customer service phone number is required
SMS Dashboard Additional slides
© 2013 SAP AG. All rights reserved. 52
SAP SMS 365 enterprise Dashboard
Volume Trends – Volume of SMS traffic by country and operator for current day, previous seven days and previous 30 days
Messaging Success – SMS Delivery success percentage rate for country and operator
Visual Graphics – Bar and pie chart graphical representations of SMS analysis
The application design is complementary in nature to the current Web-based interface that provides greater detail across individual message delivery disposition or custom reporting. https://itunes.apple.com/app/id587617900?mt=8
© 2013 SAP AG. All rights reserved. 53
Native iPad App
© 2013 SAP AG. All rights reserved. 54
Log in with existing credentials
© 2013 SAP AG. All rights reserved. 55
Initial view shows summary for today
© 2013 SAP AG. All rights reserved. 56
You can look at summary for yesterday
© 2013 SAP AG. All rights reserved. 57
You can look at summary for last 7 days
© 2013 SAP AG. All rights reserved. 58
You can look at summary for last 30 days
© 2013 SAP AG. All rights reserved. 59
You can view by country…
© 2013 SAP AG. All rights reserved. 60
… or by individual operators
© 2013 SAP AG. All rights reserved. 61
Switch between column & pie charts
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