| Title: |
SOA and Multi-Channel Business |
| Author: |
David Sprott |
| Publication Date: |
2 December 2008 |
| Report Type: |
Journal |
| Report Class: |
Best Practice |
| Abstract: |
SOA is widely recognized as a facilitator of multi-channel architecture in a wide range of industry sectors spanning retail to government. The service concept provides an opportunity to implement common services supporting multiple delivery channels which often use very different technology. At the same time there is often the opportunity to introduce business process behaviors that cross channel, providing enhanced business process support. But cross channel business processes are likely to create even more demand for change than single channel processes. In this report we introduce a structured approach to architecture and business design that facilitates a managed level of agility. |
| Backgrounder: |
Multi-channel architecture is widely understood as a key benefit from SOA. But like many buzz words multi-channel is neither new nor well defined. Predictably it is a heavily overloaded term.
I recall Dell combining its Web and call center order operations a good few years ago as one of the early examples of multi-channel architecture at work. This was a classic example of two separate ordering processes which were combined into one common process. In the early stages the benefits were primarily about consistency of business systems and processes, plus common price and customer data.
In 2003 Dell reported considerable further progress1. It focused on common services for three key business areas pre-purchase, configuration and pricing, real time accuracy in pricing and shipping costs to facilitate buyer decisions and post purchase tracking and shipping status. It created three strategic services - Third Party Pricing Configuration, Taxes and Shipping and Order Status. These services created the platform for reuse of common capabilities across the eCommerce site, other Dell business units and also partners, suppliers and business customers.
A little more recently in 2004, Dell moved beyond its direct marketing model and started selling certain products through selected retail stores enabling customers to order using an in-store kiosk or it’s regular Web ordering system. In parallel with this report we are publishing a case study report that looks in some depth at the business justification of multi-channel architecture based on the Dell case.
In all of the early work at Dell the term multi-channel didn’t occur. I guess the marketing hype hadn’t hit at that stage. However this is clearly an excellent if early example of how service architecture can enable multi-channel technology and business.
Today the term multi-channel is used pervasively, if somewhat loosely. In this article we will attempt to provide some structure and methodology around SOA and multi-channel.
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| Report Size: |
12 pages |
| Report Access Type: |
 | Gold (Gold Corporate) |
|
| Available for separate purchase |
Single copies of recent CBDI Journals may be purchased |
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