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Brightpoint Direct White Label Webshop

Whitepaper (27 Nov 2008)

White Label Webshop

White Paper

Content
1 Summary ...........................................................................................................................................5 1.1 1.2 2 The system components..............................................................................................................5 The system users ........................................................................................................................6

Brightpoint Direct White Label: leading-edge webshop front end .............................................7 2.1 Product navigation .......................................................................................................................8 Categorization ......................................................................................................................9 Variants ..............................................................................................................................10 Grouped accessories .........................................................................................................11 Related products ................................................................................................................11

2.1.1 2.1.2 2.1.3 2.1.4 2.2

Product search and comparison ................................................................................................12 Simple searches.................................................................................................................12 Searching by product features ...........................................................................................12 Comparison by product features ........................................................................................13

2.2.1 2.2.2 2.2.3 2.3

Product presentation..................................................................................................................13 Product pictures at different levels of detail .......................................................................15 Individual product descriptions and sales headlines..........................................................15 Rich set of product features ...............................................................................................15 Client-friendly grouping and sorting of product features and feature values .....................16 Integration of additional presentation media ......................................................................16 Indication of product availability .........................................................................................16

2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.4 2.5

Guided purchase of combined products (e.g. phones + plans) .................................................16 Complex pricing .........................................................................................................................18 Display options for prices ...................................................................................................19 Prices for combined purchases (from prices) ..............................................................20 Minimum price computation including subscription plan fees ............................................20

2.5.1 2.5.2 2.5.3 2.6 2.7 2.8 2.9

Guided completion of subscription plan purchases or prolongations ........................................21 Complex checkout process including selection of payment and delivery .................................22 Customer registration and self service area ..............................................................................23 Customer service centre agent ..................................................................................................23

2.10 Vouchers ....................................................................................................................................23 2.11 E-mail campaigns ......................................................................................................................24 2.12 Tell a friend ................................................................................................................................24 2.13 Multiple languages .....................................................................................................................24 3 Standard Brightpoint Direct White Label: Efficient Management Console (MC) for business

partners .................................................................................................................................................26 3.1 3.2 3.3 3.4 Search........................................................................................................................................27 Search Result List ......................................................................................................................27 Editor..........................................................................................................................................28 Managing static content (Live edit) .........................................................................................29

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White Label Webshop 3.5 3.6

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Determining product portfolio ....................................................................................................30 Managing category structure and category content ..................................................................31 Static and dynamic categories ...........................................................................................31

3.6.1 3.7 3.8 3.9

Overwriting list of top sellers ......................................................................................................32 Overwriting product descriptions ...............................................................................................32 Adding and editing subscription plans .......................................................................................33

3.10 Adding purchase templates for combined offers .......................................................................34 3.11 Editing prices and price rules for combined offers ....................................................................34 3.12 Introducing product bundles ......................................................................................................35 3.13 Managing GSM number allocation ............................................................................................36 3.14 Setting up cart constraints .........................................................................................................37 3.15 Tracking e-mails, managing e-mail templates ...........................................................................37 3.15.1 Manage templates for system e-mails ...............................................................................37 3.15.2 Track sent e-mails, resending ............................................................................................38 3.16 Vouchers, tracking of voucher usage ........................................................................................39 3.17 Setting up and managing e-mail campaigns .............................................................................41 3.17.1 Template definition (Velocity).............................................................................................41 3.17.2 Target group definition .......................................................................................................42 3.17.3 Scheduling .........................................................................................................................43 3.17.4 Tracking of feedback ..........................................................................................................43 3.18 Creating promotions and assigning promotions to advertising spaces .....................................44 3.19 Managing user accounts............................................................................................................46 4 Standard Brightpoint Direct White Label: Efficient Management Console (system) for

Brightpoint ............................................................................................................................................47 4.1 4.2 4.3 4.4 4.5 4.6 Creating product descriptions, pictures and media ...................................................................47 Maintaining product features and feature values ......................................................................47 Organizing product variation ......................................................................................................50 Managing product relations .......................................................................................................50 Setting up product bundling .......................................................................................................51 Maintaining Categories ..............................................................................................................51 Manually influencing of automatically generated top seller lists ........................................52

4.6.1 4.7

Maintaining Catalogs .................................................................................................................52 Managing the master catalog and multiple derived catalogs by using inheritance

4.7.1

structures ........................................................................................................................................52 4.7.2 4.7.3 4.8 Managing product portfolios...............................................................................................52 Customized product information in specialized catalogs ...................................................53

Management and assignment of materials to products .............................................................53 Management of availability classes and policies ...............................................................53

4.8.1 4.9

E-mail templates ........................................................................................................................54

4.10 E-mail campaigns ......................................................................................................................54

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4.11 Setting up payment methods .....................................................................................................54 4.12 Setting up delivery methods ......................................................................................................55 4.13 Managing currencies .................................................................................................................56 4.14 Managing taxes .........................................................................................................................57 4.15 Managing tracking codes ...........................................................................................................57 4.16 Setting up languages .................................................................................................................58 5 Adaptability, extensibility and connectivity ................................................................................59 5.1 Webshop ....................................................................................................................................59 Design ................................................................................................................................59 Composition of components ..............................................................................................59 Adaptability of processes and wizards ...............................................................................60

5.1.1 5.1.2 5.1.3

5.1.3.1 Contract completion wizard ................................................................................................60 5.1.3.2 Order completion wizard ....................................................................................................64 5.1.4 5.2 Restrictions and business rules .........................................................................................65

Management Console (MC) ......................................................................................................66 Localization and configuration ...........................................................................................66 Specialized user roles ........................................................................................................66

5.2.1 5.2.2 5.3

System interfaces ......................................................................................................................68 Custom interfaces to external web service ........................................................................68 Interface to payment system ..............................................................................................68

5.3.1 5.3.2 6

Technology .....................................................................................................................................69 6.1 System Configuration ................................................................................................................69 Topology ............................................................................................................................69 Network Connection ...........................................................................................................69 3rd Party Software .............................................................................................................69

6.1.1 6.1.2 6.1.3 6.2 6.3

Management Console................................................................................................................70 Front end ...................................................................................................................................70

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White Label Webshop

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Summary

Brightpoint Direct White Label is a highly adaptable webshop solution for Brightpoints business partners wanting to sell mobile phones, other wireless devices and related products online to consumers. Brightpoint Direct White Label features a leading-edge webshop front end is designed to optimize online sales of mobile phones and related hardware, postpaid and prepaid contracts. It is particularly suited to selling combined offers of hardware and subscription plans, or contracts. Brightpoint Direct White Label includes a web-based Management Console for maintaining products and managing offers with complex price rules, sales promotions and marketing campaigns. Brightpoint Direct White Label is fully integrated with the Brightpoint e-business infrastructure and benefits from a centralized product database managed by Brightpoint, coupled with flexible integration to Brightpoints fulfillment processes and its warehouses. Brightpoint Direct White Label front ends can be customized and configured to meet their business partners design requirements with their own branded look and feel. Due to their open architecture, Brightpoint Direct White Labels feature-rich functionality can be extended even further by business partners specific components. These components can either be additions to the front end or as interfaces with the business partners web services.

1.1

The system components

The Brightpoint webshop system consists of the following components:

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White Label Webshop The data model which models all business objects, functions and processes.

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A web-based front end which consists of a single webshop for each Brightpoint partner, providing typical e-commerce functionality to B2C customers. A web-based Management Console (MC) within which Brightpoint support staff and Brightpoint partners can manage all relevant data (product data, orders, customers, users as well as shop parameters and processes).

Internal and external system interfaces (payment system, credit check systems etc.)

1.2

The system users

The Brightpoint webshop system functionality addresses the following users: Employees of Brightpoint, Employees of the partners of Brightpoint and The customers of the partners.

Brightpoint support staff and Brightpoint partners administrators are provided with the Management Console (MC) to easily maintain all data, parameters, processes etc. The customers of Brightpoint partners browse products and order from a leading-edge webshop that presents products in a visually appealing and informative way. After browsing the products or simply choosing from the offers available, customers are helpfully guided through the straightforward checkout process.

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White Label Webshop

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Brightpoint Direct White Label: leading-edge webshop front end

By offering Brightpoint Direct White Label as an online selling platform second to none, we believe we have found the solution for customers wanting a transaction-centered web presence without stretching your internal resources. The Brightpoint webshop system provides your webshop customers with an easy to use front end with the optimal usability with the highest possible flexibility. Categorization A familiar drill-down, menu-driven navigation system using definable product categories, provides customers with an intuitive way to browse and select products. You can sort and arrange the categories according to your marketing strategies. Categorize products by, for example, manufacturers, features, functionality etc.

Variant Selection Many products such as handsets come in many variations, e.g. different colors, software, language. Having selected a product, customers can easily choose the variant they want. For instance, between a black model and a Luscious Red. Mobil Phone Finder As an alternative to the navigation menus selection (see above); customers can search on a variety of features using the Mobil Phone Finder. For example, a customer can search for all mobile phones that provide WLAN, Bluetooth and an FM radio. Product features are constantly updated by Brightpoint centralized product Catalog administrators. Availability Indicator Customers can find out easily if the product they want is available now by using the Availability Indicator. Customers can then decide either to wait until the product is in stock or buy another similar product that is available now.

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White Label Webshop Feature List Decide yourself which mobile phone features you find most important to display within the webshop. Customers see only the product features you want to show in the webshop. This is useful for differentiation yourself from your competitors by focusing upon a specific set of features. Brightpoint provides a complete set of all available features on the master product catalog for you to choose.

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Advertising Spaces Manager Arrange you products and services as you like for the greatest visual effect on your webshop pages. Add eye-catching Flash presentations, JPEG and GIF images or text blocks, to tempt browsing visitors to your site.

Customer Service Center Agent White Label Webshop allows you to provide instant help to your customer while they are online in the webshop. The customer calls you and tells you his unique session code. With this code you can join his online session and see exactly what the customer can see in his browser. You can either simply give assistance or act yourself. Vouchers Integrate voucher-based sales campaigns into your marketing strategies. Following voucher distribution, customers enter a voucher code to benefit from special rates and discounts. Tell A Friend If one of your customers likes a specific product within your webshop, he can fill in a form and send information about the product within an e-mail to an arbitrary e-mail address.

2.1

Product navigation

Visitors to a webshop want to find products and product information quickly and conveniently which is why White Label Webshop has a product navigation strictly created for the mobile phone market. Visitors to your site can search intuitively for mobile phones, accessories, subscription plans or additional services.

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White Label Webshop

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The features of all products and the relationship between subscription plans, accessories and mobile phones are managed and kept up to date in the Management Console. The data maintenance expertise of Brightpoint ensures your webshop offers visitors with complete and up-to-date product information. Customers navigate within the front end in a number of ways: by using the category structure to navigate to a specific subset of products, then the customer selects a specific product and navigates to all variants of this product, its accessories and related products. 2.1.1 Categorization

Individualize your webshop by adjusting the product categorization and category structure to fit your marketing strategy! Customers will see a category system with all your products listed systematically. And this hierarchy can be designed freely, be it according to fixed parameters such as manufacturer, design, features or simply to fit your personal flavor. The main menu of the front end provides a list of categories that contains a number of products and may also contain a number of sub categories. If the customer chooses a category (or sub category) the products contained in the category are displayed in the main window.

Figure 1 - The main menu of the webshop contains categories and their subcategories.

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White Label Webshop

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The search results summary line displays the number of products belonging to the selected category. Customer can move forward and backwards within the results pages of the product list. The customer can also choose, the criteria used to sort the product list, e.g. name, price, brand how many products should be displayed per page, e.g. 10, 20, 50

Each product will be displayed with: product name A thumbnail picture. For a larger picture (and more details) the customer clicks on the thumbnail picture. The sales price, for mobile phones this is typically a from price, since the phones price depends on whether it is sold alone or with a subscription plan. A short description. For a more detailed description of the product the customer can navigate to the product detail page by either clicking on the thumbnail picture or the Read more button. A link to the product detail page (Details). From the detail page a link to a list of accessories that are associated with the phone (Accessories). A button to add the product to the shopping cart (Buy). From the detail page a tell-a-friend link, where an automatic e-mail with product information can be sent to the e-mail address provided by the customer (Tell a friend) see section 2.12 for more details. From the detail page a button to add the product to a comparison list (Compare) see section 2.2.3 for details of the product comparison functionality. 2.1.2 Variants

Of course you can, additionally always substitute images and information according to your wishes and imagination. Or you simply create your own, individual variants, like for example with a special airbrushed case or special software features. Products often come in different variants, the most common being color variants. Search results return details of variants for a particular product, as well as the standard product information. On the product detail page a list of all variants of the same product is displayed in a list. If the variants differ by more than one characteristic, they will still be displayed together in the same list. This means the customer cannot choose a product variant that does not exist.

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White Label Webshop 2.1.3 Grouped accessories

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From any mobile phone product in a product list (category), search result list or on the product detail page, the customer can navigate to a list of accessories that are compatible with their chosen product.

Figure 2 - List of accessories for a mobile phone. Within the list, accessories are grouped by accessory groups, e.g. charger, head phones, car kits etc., where the grouping is defined in the Management Console (MC). 2.1.4 Related products

If your customer purchases a high-end mobile phone, they may want an attractive case to go with it. But how can he easily find out which case, which memory card, which accessory fits their newly acquired phone? Easily enough, as your webshop is configured all components that match the device. This product knowledge is already part of your Brightpoint webshop product Catalog and always kept up to date by Brightpoint. The system can also provide related products which are products that are very similar to the selected product. For example, if the customer chooses an out-of-stock product they can select an in-stock related product instead. This functionality is optional, as you may decide only to show products on the webshop that that has stock availability, for instance.

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2.2

Product search and comparison

Typically there are two kinds of customers whose needs must be met by a successful webshop: i) the customer who knows exactly what product he wants and ii) the customer who wants information before deciding to buy. Both types of customers are catered for in White Label Webshop. Whether a visitor of your webshop searches for features, subscription plans or specific mobile phones, the White Label Webshop navigation tools make the task easy. As well as product navigation, customers can also search for specific products directly. A comparison of mobile phone features, e.g. the size, the connectivity functions (UMTS, Bluetooth etc.) is provided. 2.2.1 Simple searches

Every webshop page provides a search window where users can search for a specific product. By default, customers can search based on product names and short descriptions, but in fact, any product attribute can be configured as search criteria in the Management Console. Figure 3 - A Search button is displayed on each page of the webshop. If the customer clicks on the Search button, the search result will be displayed in the main window.

Figure 4 - Search result list.

2.2.2

Searching by product features

Mobile phones today are increasingly packed with a vast array of features, e.g. display size, camera resolution, data capability, connectivity etc. The customer can take advantage of these by a targetoriented search, using the phone finder. The phone finder is accessed from the main menu (Phone Finder). The features are grouped within categories, like e.g. Network Connectivity and Camera, and the customer can make selections within each of the groups. The search result list will return a list of phones that match the selected criteria.

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White Label Webshop

White Paper Figure 5 - Product finder.

2.2.3

Comparison by product features

The webshop offers the customer the ability to compare mobile phones based on product features. Mobile phone products can easily be added to (or removed from) the comparison list. Phones can either be added directly on the phone comparison page, or by the customer clicking the Compare button at any time while browsing the webshop. The features are arranged together in groups, which are defined in the Management Console (MC). Each groups display can be expanded or folded by the customer. If the customer chooses a phone, he can directly add it to the shopping cart. Figure 6 - Product comparison.

2.3

Product presentation

The accurate presentation of all your products within the webshop is highly important; here you can give proof of your competence within the mobile phone business. Brightpoint provides you with a master product Catalog, containing images, short and long descriptions, marketing texts and product features. You are free to individualize your top sellers with specific images or descriptions of your own.

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The Brightpoint webshop offers an out-of-the-box solution without restricting your ability to customize your product presentation. Products are presented in the webshop in different ways: a customer can directly choose a product and add it to the cart, or ask for more product information, e.g. a range of product pictures, extensive product descriptions and marketing texts. Product features are grouped and sorted for easier viewing together with additional presentation media and an indication of product availability. Detailed product information is displayed to the customer on the product detail page, whose format differs according to product type, i.e. mobile phones, non phone products (e.g. accessories, fixed network phones, navigation systems) and subscription plans.

Figure 7 - Product detail page for a mobile phone product. On the product detail page for mobile phones, the product will be described with: product name price, and Short description.

Additionally the customer can use the tabs to display: Description, where a long description of the product is required, Features, where the detailed features, e.g. the size of the phone and its technologies (Bluetooth, UMTS etc.), are shown,

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Accessories, where a list of accessories that are compatible with the product is displayed and the accessories are grouped for easier viewing.

Product Detail page buttons are: Buy, to add the product to the shopping cart, Compare (for mobile phone products only), to add the product to the phone comparison list (for details see section 2.2.3), and Tell a friend, to inform a friend about the offered product (for details see section 2.12).

The product detail pages for non-phone products do not have Accessories and Features tabs. The product detail page for accessories provides a Phones tab instead, where all phones that can use this accessory are listed. The product detail page for subscription plans will contain information about all the subscription plan fees. Subscription plan fees are defined in the Management Console, where the following details are configured: what the fee is called for the specific subscription plan (name), whether the fee is a one-off fee (e.g. set up fee) or a monthly fee (e.g. basic monthly fee), Whether the fee affects the price calculation of the minimum fee for the subscription plan for the duration of a contract for this subscription plan (e.g. the basic monthly fee) or not (e.g. the price per SMS). 2.3.1 Product pictures at different levels of detail

For each product a thumbnail, a small, a medium and a large picture can be added and used in the front end as required. For example, for product lists and the phone comparison, a thumbnail picture is used. On the product detail page the large picture will be displayed, as standard. 2.3.2 Individual product descriptions and sales headlines

Products are described with a set of marketing texts, a short description and a long description. As a standard marketing text is displayed in product lists as a bulleted list; the short description is shown on the product detail page and the long description displays on the product detail page, in the descriptions tab. 2.3.3 Rich set of product features

In White Label Webshop new product features can be created on the fly. You can define for each product type (e.g. mobile phones) which product feature should be used to describe products of this type. For each product this list of features is automatically displayed in the product editor (in the Management Console) where values of the features are maintained.

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The features are used to describe the products in as much detail as needed for the customer to find products with specific features. Furthermore the features allow the customer to compare products in a high level of detail. To allow product comparison by feature, the quality of feature values can also be defined, e.g. that less weight is better and more stand-by time is better etc. 2.3.4 Client-friendly grouping and sorting of product features and feature values

Product features can be grouped by product feature groups, e.g. camera resolution and whether the camera has an auto-focus are grouped in a feature category called Camera. The grouping is used in the mobile phone finder and in the mobile phone comparison to show to the customer only those features that are particularly of interest. Furthermore, to enable target oriented searches for specific products, a relation between the feature values is maintained as well, such that the customer can search, for example, for a mobile phone with a camera with at least 5 mega pixels. 2.3.5 Integration of additional presentation media

Additional presentation media, e.g. PDF files with detailed product descriptions or user instruction videos can be assigned to a product. These additional media can be displayed in the webshop on the product detail page (or indeed, any other place in the webshop). 2.3.6 Indication of product availability

The customer can see immediately availability information for the product. The availability can either be displayed: as a simple stock amount as a phrase, e.g. in stock, low stock and not in stock graphically, as a set of indicator lights, where green stands for in stock, yellow for low stock and red for not in stock as a set of availability classes : o o available (in stock) no date associated, not in stock, but has an expected delivery date (delivery committed) expected delivery date associated, o not in stock and delivery date defined, but not fixed (delivery expected) expected delivery date associated, o Not in stock and no delivery expected (undetermined) no date associated.

2.4

Guided purchase of combined products (e.g. phones + plans)

Customers expect enticing product combinations and with White Label Webshop you can decide which combinations to offer to your customers according to your overall business strategy. For instance, do you want to offer mobile phones together with post paid subscription plans only or with

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prepaid cards as well? Can customers purchase accessories without purchasing a mobile phone? Potentially, you might want to offer various combinations at the same time or price some combinations particularly appealing for marketing reasons. These various combinations require different customer interactions in the front end during the selection process. The White Label provides our partners with a maximum of flexibility, so no development effort is needed to set up or change the product combinations. Additionally, the front end is automatically updated using purchase templates which guide the customer through the purchase process. The webshop system allows Partners to choose which purchases the customer is allowed to make, e.g. if mobile phones can be sold without subscription plans, if accessories can be sold alone or with a mobile phone only etc. For each combination of product and plan you require, a purchase template can be defined that specifies the specific order of the products within the combined purchase. According to the template and the order, the customer is guided through the purchase process, e.g. when customers have chosen a mobile phone, they are then guided through choosing a subscription plan as well.

Figure 8 - Purchase template for a mobile phone and subscription. A purchase template contains a price table which has columns for the products (e.g. one for the mobile phone and one for the subscription plan) and columns for the prices (e.g. the price of the phone, if bought with this subscription plan, the price for the setup fee, the price for the basic monthly fee, the price per SMS etc.).

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Figure 9 - Example list of purchase templates within a webshop. For each purchase template an associated price table defines the prices for the combined purchase. The columns with the products are mandatory, i.e. in each row all of these columns must have a value.

If the price table contains a price for a specific product combination, e.g. a specific mobile phone and a specific contract, then this mobile phone can be sold together with the subscription plans according to price table prices and restrictions found in the purchase template. Note that placing a product in a webshop Catalog does not automatically make it show up in the webshop front end.

2.5

Complex pricing

Brightpoint has developed a sophisticated system of price tables to enable our Partners to set prices for their products flexibly and conveniently.

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Prices are maintained in price tables. Within these price tables, prices can be defined for any product, i.e. mobile phones, accessories, non phone products and subscription plans as well as for any combination of these (i.e. combined purchases). As well as product prices, the price table also contains prices for subscription plan fees, e.g. setup fee, price per SMS, price per MMS etc. More than one price row can exist for the same subscription plan. Each of these additional price rows combines the subscription plan with another product (normally a mobile phone). For each combination therefore, the prices for the subscription plan fees can differ. In this way you can, for example, reduce the price per SMS and MMS if the subscription plan is sold with an expensive handset.

Figure 10 - Price table for a purchase of a mobile phone together with a subscription plan within the Management Console. Prices for a specific mobile phone and subscription plan can be defined as well as prices for the subscription plan fees. All prices can have a start date and end date assigned to them. Outdated prices cannot be deleted, so the webshop system retains a full price history. 2.5.1 Display options for prices

In the Management Console you can define how prices are displayed in the webshop. The price display options are as follows: net or gross price, or both Page 19 of 70

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White Label Webshop 2.5.2 tax amounts included in the price Decimal places. Prices for combined purchases (from prices)

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A product may have many selling prices associated with it depending on the combination of products it is sold with. In these cases the front end displays from prices, where the price table is looked up for all price rows that match the product and from the set of matching rows the minimum price is chosen and displayed in the front end. The customer is therefore shown with the cheapest price he can buy this product for. These prices are always shown as from to make it clear to the customer that this is the cheapest available price for the product. 2.5.3 Minimum price computation including subscription plan fees

Subscription plans can have many options which describe all relevant fees, either: A one-off purchase price, when the customer initially places a contract for this subscription plan (e.g. the set up fee), or A monthly contract fee (e.g. basic monthly fee, price per SMS, price per MMS). The fee options and their values for each of the subscription plans are maintained in the Management Console (MC). For each option it is defined if it is a one-off or a monthly fee and whether it should be displayed in the front end. Additionally the display order can be defined in which the options will be displayed in the front end. A list of all fee options and their prices are displayed on the subscription plan detail page. Example: In some countries (e.g. in Denmark), it is a legal requirement that the customer is provided with minimum total cost throughout the duration of the contract period (e.g. 6 months in Denmark). This calculation is done automatically within White Label Webshop and includes all mandatory and optional subscription plan fees. Within the front end the customer is provided with a list of all options that influence the price for 6 months with their prices and the computed minimum price for 6 months.

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2.6

Guided completion of subscription plan purchases or prolongations

Buying a mobile phone contract involves complex interactions between the customer and the network operator. To set up a contract for a subscription plan, several options have to be considered, e.g. number porting and prolongation, where each of the selected options might trigger new decisions. Setting up subscription plans require outstanding flexibility to cater for diverse work flows. Prepaid SIM cards require very different processes compared to subscription plans or a simple hardware purchase. Brightpoint Direct White Label offers a truly unique solution for all types of purchase. If the customer wants a subscription plan or a combination of a mobile phone and a subscription plan, he is guided by the webshop through the contract completion process. The contract completion process is defined in the Management Console (MC), where a part list defines the steps and decision pints that the customer needs to make as well as the layout of these steps in the front end. Initially a customer who wants a subscription plan chooses at least one of the three following options: purchasing a new GSM number with the contract, i.e. if the customer does not currently have a contract, extending an existing contract (also called prolongation), so the customer continues to use his GSM number, and Porting (also called migration) an existing GSM number that the customer holds with another network operator. New Number In this case the customer is provided with a list of GSM numbers to select a number. White Label Webshop provides for different types of phone number (e.g. Gold numbers). The customer can choose options for these types as well. The GSM numbers are maintained in the webshop system and the system ensures that each number is only assigned once. Optionally the GSM numbers can be provided by the partners web service and the web service will ensure that each number is only assigned once.

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White Label Webshop Prolongation If the customer chooses to prolong an existing contract, he has to provide the SIM card and the GSM number for the current contract. If a web service is provided by the partner, the webshop system can confirm with the web service that the customer is entitled to prolong the current contract.

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Porting If the customer chooses the porting option, he has to provide the SIM card number and the GSM number of the current contract and to select the provider of the contract.

Contract completion In all cases the customer has to provide his personal details, e.g. name, address, e-mail address, phone number etc. If any add on services, e.g. hide number in phone book, are provided by the partner, these will be offered to the customer as well. Once all information needed to complete a contract has been selected and confirmed, the subscription plan and phone hardware is shown in the cart. Depending on the cart restrictions (for example, that the cart can contain one product only), the customer can either continue shopping or checkout.

2.7

Complex checkout process including selection of payment and delivery

Once all products are in the cart and all contract options have been selected, the customer finalizes the contract. The customer data needed for the order, such as name, delivery address, payment and delivery conditions, are collected during the checkout process. The whole process can be defined, configured easily changed by you in the Management Console. The customer can add a number of products and combined purchases to the cart. Cart restrictions can be defined by the Partner, e.g. that only one product is allowed per purchase or a maximum number of products are allowed per cart. On every page a small cart symbol is displayed. It links to the cart page where the customer can view the carts content once the customer decides to purchase the products in the cart, he triggers the checkout process from the cart page.

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White Label Webshop

White Paper Figure 11 - Cart page with one entry in the cart. The checkout process is designed in the Management Console (MC) where processes are defined, for example, what input the customer needs to provide and the design and layout of the pages. Within the checkout process the

customer chooses a payment and delivery method. Payment and delivery methods are created in the Management Console. They can be assigned fees as well as names which are used in the front end. Payment and delivery fees, if applicable, are clearly shown separately and displayed in the cart.

2.8

Customer registration and self service area

The partner might want the customer to register before being allowed to place orders within the webshop. After registration the customers personal details, e.g. his payment and delivery addresses, payment and delivery methods and language, are retained on the system. This information can be used when the customer returns to the webshop. Automatically the last used language is used by the system; during the order process the payment and delivery addresses and methods will be preselected accordingly. A customer self service area is provided (My Account section), where the customer can access his personal details and change them and view the orders that he has recently placed.

2.9

Customer service centre agent

The webshop is equipped with a special link for customers to contact a Brightpoint, or Partner customer, service centre agent. If the customer clicks the link, a special ID is displayed which can be used by the service centre agent to join the customers session. The agent can then view the customers screen and act as if he was the customer. This enables him to show the customer how to interact with the webshop.

2.10 Vouchers
The Brightpoint webshop system offers a professional voucher extension, making your advertising material valuable for your customers with a few clicks. The webshop system allows the creation of unique and secure voucher codes, which can be given to potential customers. Random numbered voucher codes can be generated securely within the Management Console (MC) and exported to .csv files. The system offers serial as well as promotional vouchers. Serial voucher production involves a large number of voucher codes being generated and each code can only be used once. Promotional vouchers all have the same code and that can be used as often as you define. These codes are used by customers to reduce the price of a specific product or the whole order. Vouchers can also be restricted to a certain time frame. As a default only one

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voucher can be applied per purchase. The vouchers can be defined to either provide a fixed amount or a percentage discount. Customers can redeem vouchers in the shopping cart, at any time during the shopping process. So customers will always see the reduced amount that he will have to pay and be more tempted to actually place the order. If the voucher cannot be used (e.g. because the voucher is out of date), the customer will be informed. If the voucher amount exceeds the order amount, the unused voucher amount will be waived. The success of a voucher campaign can be viewed within the Management Console, as all orders that have used on a certain voucher campaign are listed.

2.11 E-mail campaigns


Customers expect to be contacted about new products and services on offer by email but without being over-run by unwanted spam. The Brightpoint webshop system allows you to send e-mails only to those customers who have explicitly chosen this service. The webshop system allows the creation and configuration of e-mail campaigns for product or the webshop promotion. An e-mail campaign can be directed to a specific target group that you can define in the Management Console. The target group can either be created as a static list of customers or filtered, for example, all customers who have ordered product X within the last 6 months. The system can automatically include the value of variables, such as customer name or order information, on the emails. See section 3.17 for details.

2.12 Tell a friend


If a customer likes a specific product within your webshop, he can fill in a form and email information about it to a chosen email address. The customer only needs to provide the friends e-mail address and, optionally the friends name and a message. The content of the e-mail is maintained within the Management Console (MC).

2.13 Multiple languages


The Brightpoint webshop system allows the easy addition of new languages. All front end text and product information can be maintained in all active languages. Within the webshop the customer can select a language for his session form a dropdown menu of all active languages. All text that is displayed within the front end can be changed in the Management Console (MC) in all languages that are active. This means that any text can be maintained in all active languages.

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White Paper Figure 12 - Localized attributes, i.e. attributes that can be maintained in more than one guage are marked within the Management Console accordingly.

Figure 13 - If the user clicks on the triangle symbol in front of the attribute, the attribute values in all the active languages will be displayed. New languages can be created and activated from within the Management Console as well. If a webshop offers more than one language, the language a customer chooses will be remembered on the system as their preferred language and is used to address the customer in future when he enters the webshop and will also be the language for e-mails sent to that customer.

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Standard Brightpoint Direct White Label: Efficient Management Console (MC) for business partners

The layout and the product presentation in the webshop can be flexibly configured. Brightpoint partners can use the Management Console (MC), to adapt the webshop and its content to your specific requirements. The Management Console is a highly generic and intuitive user interface for managing data. Via the MC your employees can easily access all relevant information and processes online in browser-based administration screens. Use the flexibility contained within the MC to customize the user interface to your business requirements. To help you manage your information efficiently there are user-friendly wizards, context menus, intelligent search tools, Excel integration, mass data exchange etc. Employees from your various departments can access information stored centrally via the MC. Role-based access security ensures that users can only view or edit content, that is relevant to them. These rights can be defined at attribute level for product classes and restrictions can be defined for accessing the different Catalogs. All data in the Brightpoint webshop system is modeled within data types. Data types include, for example, mobile phones, subscription plans, users, orders etc. The data type defines which features (attributes) are used, to describe data objects (also called instances) of this type. For each attribute a format is defined, e.g. text, integer, Boolean or string. Data objects are created and managed within the Management Console (as well as created within the shop, like for instance a new customer or an order etc.).

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Task bar: Within the task bar the user chooses the language they want, switch to a specific Catalog, search for any data, create new data objects, refresh the display or log out of the system.

Main explorer: Within the main explorer the data types are displayed in a hierarchical, or tree-like, structure. All content for the selected data type is displayed on the right hand side in the relevant type manager.

type manager: The type manager typically consists of three sections i) the search, ii) the search result list and iii) an editor. Each section can be opened and closed.

3.1

Search

The Management Console provides an extensive search that is generic for every data type. If a data type is chosen in the main explorer, the type manager is opened automatically and the search section is extended. In the pull down menu all attributes of the chosen data type are listed and can be added to the search criteria, or condition. For each attribute type the relevant comparison operator (comparator) are displayed and values are chosen from the pull down menu. Examples of comparator values are: starts with, contains, equals, is empty and is not empty. Figure 14 - Search Attributes in the type manager.

3.2

Search Result List

Once a search has been made, the search result list section is extended and displays the results. The search result list can be configured to display only the attributes you want to show for each data type. The user can choose how many results should be displayed on one page (20, 50, 100, 1000, etc.). From the search results list view the user can switch into the edit view. Within the edit view large data amounts can be edited at once. There is also mass data functionality, which is used to: search and replace all values within one of the columns, fill all values within one of the columns with a specific, Number all values within one of the columns.

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Figure 15 - Search result list within the type manager. When an item in the search result list is clicked, the editor for that item is opened, and the search and search result section is closed.

3.3

Editor
The editor consists of a number of tabs. In each tab the attribute headings are listed in sections. The tabs, sections and which attributes belonging in each section can be configured for each data type. Depending on the type of attribute (text, date, price etc.) the appropriate attribute editor is automatically chosen. These editors support the user when entering attribute values and prevent mistakes. Figure 16 - Editor within the type manager.

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3.4

Managing static content (Live edit)

The Live edit function enables Brightpoint and partner employees to easily edit all content of the web site on the fly. When the webshop is opened in the live edit mode, content is highlighted and marked, as the mouse moves over the content. The marked content can then be directly edited. Right-clicking a marked area opens a MC window where the marked content can be viewed and edited. Changes are typically done using WYSIWYG editors, so no HTML knowledge is needed to edit the web site content and appearance. After the changes have been saved, they immediately become visible on the web site.

Figure 17 - Category page in live edit mode. The red frame indicates the chosen content to be edited.

Figure 18 - Right-clicking content opens a context window to edit the content.

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Figure 19 - An MC window opens, where the selected content (above, it is the name of the menu entry) can be viewed and edited.

3.5

Determining product portfolio

Your product portfolio sets your webshop apart from your competitors. However maintaining an extensive product offering is time consuming and costly. The Brightpoint webshop system solves this dilemma. Each Partner has their own product Catalog which defines the product range that the partner wants to offer to their customers. This partner Catalog consists is a subset of products from the comprehensive Brightpoint master Catalog. The partner can choose which products, product groups or services to provide to its customers. The partner can manually select products from the dedicated Brightpoint product range or use automatic selection filters. Automatic product selection is achieved using a set of filters that can be defined to select certain product groups, manufacturers, features etc. The product range of a webshop can be defined to con-

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sist, for example, of Nokia phones only. In this case every new Nokia phone that is added to the Brightpoint product range would automatically be added to the partner Catalog including all its descriptions and pictures. Other new products in the Brightpoint product range would not be inherited, i.e. not be added to the shop specific Catalog. Additionally, products from the Catalog can be made visible or invisible in the webshop via an activation flag at the product level.
BrightPoint Master Catalogue

Country Catalogue

Country Catalogue

Country Catalogue

Customer Catalogue

Customer Catalogue

Customer Catalogue

Web Shop Catalogue

Web Shop Catalogue

Web Shop Catalogue

Web Shop Catalogue

Web Shop Catalogue

Web Shop Catalogue

Etc ...

Etc ...

Etc ...

Customer Catalogue

Customer Catalogue

Customer Catalogue

Web Shop Catalogue

Web Shop Catalogue

Web Shop Catalogue

Etc ...

Etc ...

Etc ...

Etc ...

Etc ...

Etc ...

3.6

Managing category structure and category content

A crucial factor for the success of a webshop is the usability of its product search. An intelligent and flexible product display structure based on sophisticated categorization can provide a decisive advantage in the online marketplace. 3.6.1 Static and dynamic categories

Within the Brightpoint webshop system, products can be grouped in categories. These can either be static or dynamic. In static categories, products are manually assigned. Dynamic categories automatically assign products based on product type definitions filtered by restrictions. The category then automatically contains all products that satisfy the defined restrictions (e.g. product type mobile phone product and a restriction UMTS needs to be enabled).

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Figure 20 - List of categories that are defined in the Management Console for the demo webshop. Defined categories can then be displayed within the front end; dynamic categories will automatically display according to their associated definition. In this way, a top seller category can be defined, listing the mobile phones with the highest top seller value. While the top seller value is automatically generated by the Brightpoint webshop system via the number of sales, it can also be set manually (for details see section 3.7).

3.7

Overwriting list of top sellers

The White Label Webshop automatically recognizes your top sellers and can display them, e.g. in a specific category. Although the top seller feature benefits from being automated, manual intervention is always possible to fine-tune the categorization. The weekly sales of each product are saved as a variable which is then used to automatically compile top seller lists. Another variable can be set manually with a selling number which can be set to override the automated value that has been computed automatically.

3.8

Overwriting product descriptions

It is essential that product descriptions and other informative text are accurate and up-to-date. However, functions and descriptions of the latest hardware are often extensive and not easy to manage.

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White Label Webshop offers properly-sized product images, multiple product descriptions, marketing feature lists, and others. Of course, you are also able to adapt all this data to your needs. Brightpoint has a huge investment in the optimal presentation of products. Descriptions, images, marketing texts and feature lists (e.g. weight, color, camera resolution) are maintained in the Brightpoint master Catalog in several languages. The products within the partner Catalogs automatically inherit all the product descriptions from the Brightpoint master Catalog. Should a partner need specific product descriptions, images etc. for one or more products, the data provided by Brightpoint can easily be overwritten. This provides a distinct, customizable webshop-specific appearance of every product.

Figure 21 - Product Description.

3.9

Adding and editing subscription plans

Mobile phones are usually combined with a subscription plan. The different options found in a subscription plan influence not only the final price of the order, but the checkout process as well, for example, the difference between a prepaid subscription plan and a 2 years contract. Based on longstanding experience in the mobile phone market, Brightpoint has a solution that balances standardization and customization to solve these problems. Within White Label Webshop, subscription plans can be defined at the webshop level, including their subscription plan fees, add on services and pricing. A list of subscription plan fees, like e.g. set up fee, basic monthly fee or price per minute, is provided; but other fees that are specific to a subscription plan can easily be added. Add on services can be added and edited as part of the part list (see section 2.6 for details). The prices for the subscription plan fees are maintained within price tables for each subscription plan (see section 2.5 for details).

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3.10

Adding purchase templates for combined offers

Each webshop enables different combinations of products to be purchased by the customer. Customers might e.g. not be allowed to purchase a mobile phone without a subscription plan or the partner wants to restrict the sale of accessories to orders containing at least one mobile phone. Within the Management Console, the White Label Webshop lets you define which combinations should be offered to customers. New purchase templates can be created on the fly, which define the webshops behavior and associated price lists for each template. The webshop adapts to your business and not the other way round! Purchase templates are defined in the Management Console. For each new purchase template an associated price table is automatically created and can be accessed from the Management Console as well. For details see section 2.4.

3.11 Editing prices and price rules for combined offers


It can be a challenge to manage the myriad parameters that influence the price of a mobile phone; the price of subscription plans (set-up fees etc) and call charge tariffs (e.g. basic monthly fee, price per

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SMS, and price per MMS). White Label Webshop easily copes with the complexity of calculating the final price of a mobile and subscription plan combination. Each purchase template has an associated price table to facilitate price management. Prices for single products, where there is only a column for each the product and its price, can be directly set within the price row of the product. For purchases, where the purchase template contains more than one product, at least one of the item columns needs to be filled with a value and a price can then be assigned to this product (see section for 2.5 details). If the item columns contain subscription plans, the price table will contain price columns for all subscription plan fees as well as the price row for the price of the order. The prices for the subscription plan fees might not influence the price of the order, but the monthly price that results from the contract based on the subscription plan. Existing price rows can be changed easily, as every cell of the price row can be edited with a click and filters can be used to access specific price rows.

Figure 22 - Price table within the Management Console. The price table contains the item columns for a mobile phone and a subscription plan and the price columns for the mobile phone if sold with the subscription plan and the prices for the subscription plan fees.

3.12 Introducing product bundles


Make your customers an irresistible deal using bundled offers. Bundles give you the capability to combine different products into one. For example you could combine a Nokia N90 with a t-shirt, or a lotto ticket. Product bundles can either be:

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physical or ERP bundles, where one or more products are combined within a package at the warehouse, or Logical or shop bundles, where the webshop decides that certain combinations of products will be priced differently to the sum of their single prices, although these products are still separate products in the warehouse.

Bundles are handled as products, which can have their own descriptions and images and can contain an unlimited number of products.

3.13 Managing GSM number allocation


GSM numbers can either be imported directly into the White Label Webshop, e.g. via Excel spreadsheets or provided on request from the webshop from the partners web service. If the numbers are uploaded to the webshop system, the number that a customer chooses during the check out process is automatically verified for validity and availability. The partner is provided with a list of the numbers that have been used. He can also automatically be informed, if the number of available GSM numbers goes under a pre-determined limit.

Figure 23 - List of GSM numbers that have been uploaded to the webshop system. Within the Management Console the numbers are listed and marked accordingly.

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3.14 Setting up cart constraints


Easily configure rules governing customer purchases, e.g. how many products of which type a customer can add to the cart, or minimum/maximum volume needed to create an order. White Label Webshop offers maximum flexibility without involving development effort. Cart constraints can be defined per webshop based on purchase templates. The number of products in the cart, which refer to the same purchase template, can be restricted. Minimum as well as maximum limits for the cart amount can be defined.

3.15 Tracking e-mails, managing e-mail templates


Every customer wants to be well informed be it via a confirmation of his order, shipment confirmation or even information about the latest offers in your webshop. White Label Webshop provides three different options of sending e-mails: manual sending of e-mails (using the send button) automatic sending of e-mails triggered by a specific event (e.g. order has been placed, order has been picked, new password requested by customer, e-mail to a friend) Automatic sending of e-mails triggered by time constraints (e.g. once a day, every two hours etc.) Marketing e-mails (e.g. newsletters) are usually triggered by time constraints. 3.15.1 Manage templates for system e-mails For all e-mails to be sent, e-mail templates can be defined. Besides the sender and reply to addresses, these templates define the email content and design which can easily be adapted to the partners requirements.

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Figure 24 - Editor for the maintenance of e-mail template content: the content can be maintained in text as well as html format. Both will be sent to the recipient for the recipients e-mail client to choose which content to display. The e-mail template editor not only adds standard text and images to the e-mail templates, but inserts variables as well, e.g. the name of the customer, product names and descriptions. The syntax for the variable content is defined by the Velocity template engine and when an automatic e-mail is sent, the variable content is substituted with the appropriate specific content. 3.15.2 Track sent e-mails, resending Every e-mail that has been sent is saved in the system and can be viewed within the Management Console (MC), including the last sent date and a detailed error message, in case of a failure of delivery. Additionally, each e-mail can be re-sent, even to a different e-mail address. This is especially useful, if a customer misspelled his e-mail address.

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Figure 25 - Sent E-Mails are kept in the system for reporting and can be resent to a different email address.

3.16 Vouchers, tracking of voucher usage


Partners of Brightpoint can at any time create and edit serial and promotional vouchers from within the Management Console. All relevant parameters e.g. the number of redeemable vouchers, the validity time frame or the product range for which the voucher can be used can easily be defined by the customer.

Figure 26 - Creation of a promotional voucher within the MC.

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Figure 27 - Definition of voucher restrictions in the MC: the number of vouchers that can be redeemed can be restricted, also date and product type restrictions can be put on voucher usage. The success of a voucher campaign can be viewed within the Management Console, since all orders that have used a certain voucher campaign are listed.

Figure 28 - A list of all orders where vouchers have been redeemed can be viewed in the MC.

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3.17 Setting up and managing e-mail campaigns


Localize your customer target group and provide them with valuable information. White Label Webshop allows you to design e-mail campaigns that can be aimed at, say, customers that have bought a specific mobile phone, to inform them about a new accessory for the phone. White Label Webshop assists you in the easy selection of any target group. The partners can choose from a wide range of conditions, e.g. all customers that have bought something within the last month, all customers that have bought a product from a specific product group, all customers that have placed an order with a value of at least x. Conditions can be combined with AND / OR statements to guarantee that the e-mail campaign targets potentially interested customers only. 3.17.1 Template definition (Velocity) For each e-mail campaign an e-mail template can be designed in text and HTML format.

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Figure 29 - Products and vouchers can be added to specific lists. Products and vouchers that are listed can then be referenced in the e-mail template. They will automatically be substituted with the references. 3.17.2 Target group definition

Target groups are easily set up using a special wizard. A filter preview allows the partner to find out how many customers fit the target group and a test e-mail can be sent for review purposes.

Figure 30 - Target group selection within the MC: the filter selected allows the selection of all customers that have bought a specific product or a list of products within a date range.

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Figure 31 - A predefined number of filters is provided to offer a huge range of choice. 3.17.3 Scheduling The campaign can be scheduled to start at a specific date or run regularly every day, week etc.

Figure 32 - Scheduling options of an e-mail campaign. 3.17.4 Tracking of feedback Additionally the system logs in the MC the number of e-mails sent and the number of responses to the campaign. A list of all participants in the campaign can be viewed as well.

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Figure 33 - Logging of the e-mail campaigns: number of e-mails sent, number of responses, last start date, last run and next scheduled start. Each e-mail sent out to customers contains an opt-out link so the customer can decide against receiving more e-mails. The system will make sure that these customers will never be targeted in future, even if they do match the target group definition. White Label Webshop allows the combination of e-mail campaigns with vouchers. As part of a voucher campaign, voucher codes can automatically be added to the e-mails and distributed to customers.

3.18 Creating promotions and assigning promotions to advertising spaces


Achieve maximum brand recognition and product differentiation by optimizing advertisement and promotion spaces. White Label Webshop lets you adjust the placement and content of your offers and marketing campaigns at any time.

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Figure 34 - A list of promotions can be assigned to an advertising space. Promotions that appear on the webshop, such as advertisements for products or links to manufacturers, are not hard coded. Instead, promotions are logical objects and their attributes (image, marketing text, link, validity, priority etc.) are easily managed within the system environment. As soon as a promotion is set up, it can be displayed on one or more pages of the webshop, depending on the advertising space it is assigned to. The same promotion can appear in multiple advertising spaces and multiple promotions can be shown randomly in a single advertising space. On the standard Brightpoint Direct White Label several advertising spaces are available, such as categories of advertising space and menu advertising space.

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Figure 35 - Display of promotions in the advertising space on the start page. Promotions have a media assigned to them that will be displayed in their advertising space. The media can be uploaded into the MC. Promotions can have a start and end date and will only be used within the respective time frame. Each promotion can either link to a product detail page or to an external URL.

3.19 Managing user accounts


The back end gives you access to the webshops key functions, so to ensure easy and safe maintenance of the webshop, user access to the Management Console can be restricted for each user account. In this way, for example, back end access for the customer service agents can be restricted to customer and order data. Each partner of Brightpoint receives a partner administrator login which has full rights to the Management Console and can create and maintain logins for the employees of the partner. Furthermore, the partner administrator can assign different employees and employee groups with appropriate access rights for the Management Console. In this way each MC user is only given the functions that he requires in daily business.

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Standard Brightpoint Direct White Label: Efficient Management Console (system) for Brightpoint

Brightpoint employees have access to the Management Console. Their user rights differ vastly from the user rights of the partners. The Brightpoint administrator, for instance, can not only perform all actions that a partner of Brightpoint can perform (see above), but also create and maintain Catalogs, product features, product relations, languages, delivery methods, payment methods etc. User rights allow data to be used across all countries, but for sensitive information (like orders or sales reports) to be available to a specific group of users within Brightpoint only.

4.1

Creating product descriptions, pictures and media

The Brightpoint master Catalog contains all products that are sold in any of the partner webshops. The Catalog contains product descriptions in different formats (short description, long description, marketing texts) as well as images in various sizes (thumbnail, small, medium and large). Additional media can be assigned to each product, e.g. PDF files with product descriptions or prices. The Catalog is maintained by Brightpoint employees within the Management Console. The MC provides special editors and wizards for accessing the Catalog content.

4.2

Maintaining product features and feature values

As products in the mobile phone market come equipped with more and more features, White Label Webshop allows for easy updating of new product features ensuring your product Catalog is always up to date. Product features can be created on the fly within the Management Console. As soon as a new feature is added, its value can be assigned to each product since the feature automatically shows up in the product editor.

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Figure 36 - Product editor: Within the features tab a list of all product features is provided. The features are grouped logically for a better overview of the vast number of features. Product features can be assigned different names since the same feature might be wanted to be named differently by different partners. Furthermore feature categories can be defined and product features can be assigned to these categories. The categories can be defined per webshop, i.e. the assignment of product features to categories might vary for each webshop.

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Figure 37 - Product feature groups can be defined in the MC and will be used to group the features within the product editor in the MC (left). Product feature categories can be defined in the MC as well and will be used to group the product features in the front end (right).

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Figure 38 - The product groups are used to group the features within the MC, whereas the product categories are used to group the product features within the front end.

4.3

Organizing product variation

A mobile phone can exist in various different variants, e.g. according to color, software packages or SIM locks. However variants of the same phone usually have the same features and are compatible with the same accessories. Phone variants can be created in any Catalog and new variant attributes can be added on the fly.

4.4

Managing product relations

The knowledge of relationships between products and their presentation in the front end is one of the core competences of Brightpoint. It is vital to know which accessories can be combined with which mobile phone, as this supports the customers decision to buy an accessory. Between products various relationships can exist, e.g. compatibility, succeeding product, similar product etc. These relations can result in special presentations or actions. The Brightpoint webshop system enables the users, within the Management Console, create such relationships between products according to the relation type. The most prominent example for a product relation is the handset/accessory relationship. Based on this relationship the accessories for a mobile phone will be listed on that phones product detail page. On the other hand, all phones that are compatible with an accessory are shown on the product detail page of the accessory.

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Figure 39 - Display of compatible accessories with a product on a product detail page. Another example for a product relation is similarity. One or more similar products can be offered to the customer in the front end if a chosen product is not in stock, but the similar product is immediately available.

4.5

Setting up product bundling

Within the Brightpoint webshop system any combination of products can be bundled and offered in the webshop as one product. Bundled products may consist of mobile phones, accessories, services etc. Within the Management Console the bundled product can be assigned its own product descriptions, images and price. The bundled product can be assigned its own ERP product ID or the single ERP product IDs of the single products.

4.6

Maintaining Categories

Dynamic and static categories can easily be defined within the Management Console. The system automatically places all products in dynamic categories, according to the category restriction(s). See

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section 3.6.1 for details. The standard categories, e.g. mobile phones by manufacturers, would typically be created by Brightpoint and used in all the partner webshops. Partners can add any other categories to meet their individual requirements. If a category contains sub-categories, e.g. the category Mobile Phones might have sub-categories for mobile phones based on manufacturer, it will display the mobile phones assigned to the category but not the mobile phones from all contained sub-categories. For dynamic sub categories it can be defined in the MC, whether they restrict the set of products, that is assigned to the super category or refer to all products within the respective Catalog. 4.6.1 Manually influencing of automatically generated top seller lists

The number of sales for each product is counted within the system and the weekly amount is saved in a separate variable. This amount can be used to automatically compile top seller lists. Additionally, within the MC, a top seller value can be defined manually for each product which will then overwrite the automatically computed value.

4.7

Maintaining Catalogs

The Management Console (MC) provides Catalog management editors to keep the extensive Catalogs updated. Brightpoint employees maintain the Brightpoint master catalog that is used as a source for all partner catalogs. The partner Catalogs can be created by Brightpoint as well. They inherit products from the master Catalog (for details see 3.5) and define the partners product portfolio, i.e. the products that the partner provides to his customers within the partners webshop. The partners can maintain their own catalogs, especially prices, but might also want to overwrite product descriptions and images. 4.7.1 Managing the master catalog and multiple derived catalogs by using inheritance structures

The Brightpoint master catalog contains all available products and their descriptions, like images, short and long description, marketing texts, product feature values, product relations etc. in several languages. This catalog is the root of all other catalogs within the Brightpoint webshop system, i.e. it is the central repository of all product data. All other catalog will either directly or indirectly (i.e. via another catalog) inherit the products and their descriptions from the Brightpoint master catalog. Which products will be inherited is either defined by a set of filters (see section 3.5 for details) or manually by establishing a relationship from a product within a catalog to the respective product within the master catalog. For each catalog the decision can be made, whether to automatically inherit products from its super catalog. If so, when a new product is added to the super catalog, the product will automatically show up in the sub-catalog. 4.7.2 Managing product portfolios Page 52 of 70

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Typically each partner of Brightpoint will run their own webshop and for each webshop there will be one catalog. Which subset of the master catalog will be copied into the partner catalog can be defined for each partner catalog either manually or by a set of filters. The MC provides wizards to create new catalogs. The partner can choose which product information will be inherited from the Brightpoint master catalog and which will be maintained by the partner itself by overwriting data within their own catalog. In some cases, Brightpoint might want to restrict the set of products that the partner can sell within his webshop to a subset of the master catalog. In this case a sub catalog of the Brightpoint master catalog will be defined and maintained by Brightpoint. The partner catalog will then be defined as a sub catalog of the restricted catalog and allow the partner to select products from the limited range only. 4.7.3 Customized product information in specialized catalogs

The partners might want to benefit from the product features and product relationships that are defined within the Brightpoint master catalog. But the product descriptions, e.g. the marketing texts and images are usually customized to meet the specific customer requirements. The partner is provided with access to the Management Console and will be restricted to his own catalog. Within this catalog he can overwrite product descriptions. Data that has been overwritten in the partner catalog will never be overwritten if, later, the respective data in the Brightpoint master catalog changes.

4.8

Management and assignment of materials to products

For a product to be sold in a webshop, it physically must be capable of existing in one of the Brightpoint warehouses and be assigned as a webshop product. Products can be created within catalogs without having an actual physical material assigned to them. But such a product can never be sold in any webshop. Each webshop has an ERP system assigned to it. A product from the catalog that is assigned to the webshop will be displayed in the webshop only, if the product has a material from the same ERP as the webshop assigned to it. 4.8.1 Management of availability classes and policies

The Brightpoint ERP terminology for a product is material. Information about the material will be interfaced with the webshop system, so that availability information is exchanged between the ERP system and the webshop system. Stock amounts and expected delivery dates will therefore be available in the webshop system and can be used to inform partners and webshop customers about products being in stock and if not, when they will be available. All availability information that is provided in the webshops is based on the information provided by the ERP system, i.e. stock amounts and expected delivery dates are not maintained within the MC, but can be viewed only.

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4.9

E-mail templates

Brightpoint employees can take advantage of the extensive number of options for designing the emails that are either send automatically or manually from the webshop system. The e-mail template editors within the Management Console provide a plain text as well as an HTML editor. The e-mail in HTML format can be edited easily using the provided WYSIWYG editor. The e-mail templates are allowed to use variable content that will be substituted automatically if the email is send by the Velocity template engine. The Velocity syntax is easy to understand and offers a huge range of options to adapt e-mails for specific customers. If an e-mail is sent both the text as well as the HTML message will be sent. The recipients e-mail client can then choose which format to display, depending on the settings of the recipient. Sending e-mails can either be triggered by a certain event (e.g. order has been placed, order has been picked in the warehouse) or at a scheduled time (e.g. once a day, weekly). The scheduling can be maintained within the Management Console. All sent e-mails are kept within the system and are easy to find. Each e-mail can be resent from the Management Console, if necessary, e.g. when a customer has accidentally provided the wrong e-mail address. A new e-mail address can be entered and an e-mail with the exact same content will be sent to the new e-mail address.

4.10 E-mail campaigns


E-mail campaigns can be defined by the partners as well as by Brightpoint employees within the Management Console. The e-mail campaign component offers the creation of complex e-mail targets that does not only use the Velocity template engine syntax but can reference specific products and vouchers as well. A large set of complex filters is provided to make sure that the campaign addresses the customers that are most likely to be interested in the offer. Just like any other e-mails that are automatically send from the White Label Webshop, the campaigns can be flexibility scheduled. For details see the description of the e-mail campaign component in section 3.17.

4.11 Setting up payment methods


Payment methods can be defined within the Management Console on a global level by Brightpoint. On the global level it is also defined which delivery methods are allowed with this payment method.

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Figure 40 - Payment method editor within the Management Console. At the webshop level it can be decided which of the globally defined payment methods are allowed (payment method settings). Each of these payment methods has a front end description, a price, a tax class and a free payment level (if that amount is reached within an order, the payment fee will be dropped).

4.12 Setting up delivery methods


Delivery methods can be defined within the Management Console on a global level by Brightpoint. On the global level it is also defined, which payment methods are allowed with this delivery method and which carrier will be used. The system also allows the definition of a delivery date rule for the specific delivery method. The delivery date rule defines a computation rule for the expected delivery date for the order, if this delivery method is used. For example, the rule could define that no deliveries are made on a Saturday, Sunday and public holiday and therefore these days need to be summed up and added to the expected delivery date for the order that does not yet take these days into account, but would typically be a fixed number of days.

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Figure 41 - Delivery method editor within the Management Console. Furthermore on webshop level it can be decided which of the globally defined delivery methods are allowed within the respective webshop (delivery method settings). For each delivery methods a description to be used within the front end, a price, a tax class and a free delivery level (if that amount is reached within an order, the delivery fee will be dropped) can be defined.

4.13 Managing currencies


Brightpoint employees can add currencies within the Management Console on the fly. Once they are active, prices can be defined within this currency and the currency can be used as a webshop currency within the front end.

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Figure 42 - Currency editor within the Management Console.

4.14 Managing taxes


Brightpoint employees can add new tax classes within the Management Console. Each tax class has a percentage assigned that is used to compute the gross amount for a net amount, if that tax class applies. Tax classes can then be assigned to products or customers to define the tax that applies for that product and/or that customer.

Figure 43 - Tax class editor within the Management Console.

4.15 Managing tracking codes


Tracking codes are added to the front end pages to send click information to affiliate networks (e.g. TradeDoubler), price comparison engines (e.g. Kelkoo) or external traffic reporting and analysis tools (e.g. Google Analytics). Each of the tools use their own syntax and require the webshop to add specific tags to either all or just specific pages (e.g. order confirmation page) of the webshop.

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White Label Webshop allows Brightpoint employees to add tracking codes to any page of the webshop without the need of programming knowledge. Simply, for each page the required code can be defined in the Management Console and will automatically be added to the template for the page.

4.16 Setting up languages


New languages can be defined and activated by Brightpoint employees within the Management Console on the fly. If a new language is activated, all localized data will automatically have another language version added, i.e. an additional input field for the new language will be provided in all editors for localized data. For more details see section 2.13.

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Adaptability, extensibility and connectivity

The mobile phone market is subject to frequent changes. White Label Webshop is able to quickly adapt to changing requirements. The system is built in a modular way and therefore extremely adaptable to respond to new requirements in the market. This approach ensures that little development effort as possible is required and therefore customization costs are kept low.

5.1

Webshop

Even though the partner webshops are all running on the same platform, Brightpoint views each of them as individual shopping areas within the internet. To provide the webshop customers with a modern look and feel, contemporary webshops are equipped with highly complex and therefore extremely costly technology. Brightpoint is aware of this dilemma and has created a standard solution, that allows its partners, with a minimum of effort, to create an appearance with a maximum of individuality. The webshop, with its standard components and features is absolutely future proof and allows, without any programming effort, to adapt the webshop design and processes on the fly. 5.1.1 Design

Brightpoint will advise you in adjusting your shop on the fly, to fit your design wishes and your corporate design. Although Brightpoint supplies product descriptions, images, feature lists, marketing texts and order processes of high quality, these can be adjusted to your requirements at any time. Cascading style sheets (CSS) can be used to define the design of the webshop: they allow partners to change the colors, background images, logos, buttons, frames, fonts and font colors as well as the layout of the web sites. The style sheet can be edited by the partner and uploaded via the Management Console (MC). And the uploaded changes immediately apply to the partners webshop. 5.1.2 Composition of components

The philosophy of modularity is reflected throughout the White Label Webshop. Partners can select from a wide range of available functions (see chapter 2 for an overview), and can define the presentation and content. No programming effort is necessary; changes can be done on the fly from the Management Console (MC). Should a partner require additional functionality that is not yet provided or that is specific for that partner, a component can be created and integrated as well. Each function of the webshop systems front ends is implemented using component. Examples of components are the global menu, the detailed product description, the presentation of the content of a category, search result lists etc. Also more complex functions, like e.g. the product finder, the product comparison functionality, the voucher and the tell a friend functionality etc. are implemented in components. These components can then be used to create a webshop front end with specific functionality. Each of them can be switched off or on for a specific webshop from within the Management Console.

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From a front end point of view each page can be viewed as a paragraph container that contains a number of paragraphs. Each of these paragraphs belongs to one component. From within the Management Console the order of these paragraphs within the paragraph container can be defined. The layout of the front end web pages can be changed on the fly without any programming effort. New components can easily be added. Development might be necessary to create new components for partner specific extensions of the standard Brightpoint Direct White Label functionality. But these new components can easily be added to the existing webshop by placing the corresponding paragraphs appropriately in the paragraph containers. This can, again, be done from within the Management Console. 5.1.3 Adaptability of processes and wizards

Purchasing processes quite often are highly specialized. Beside the presentation of the purchasing process in general, the selection sequence of the products and services can be a major factor for the success of your webshop. Depending on the customers choice of a subscription plan, a large number of questions need to be answered by the customer, before the contract can be placed. For example, whether the customer wants to purchase a new phone number or extend an existing contract need to be addressed as well as a phone number or a number of additional services selected etc. Furthermore, once the customer has completed all these configurations for all the products that he has added to the cart, a similar process is required to gather information for the whole order, e.g. payment and delivery. Within the White Label Webshop both of these processes are highly adaptable. They can be defined from within the Management Console and changed on the fly, whenever the process needs to be adapted to a new situation. 5.1.3.1 Contract completion wizard

Once the customer has selected a specific product or product combination, further questions need to be sorted out. This is especially the case for subscription plans. Examples are: choice between new number, prolongation or porting of a phone number add on services like e.g. hide number in phone book, secret number payment method and details for the monthly phone bill payment address for the monthly phone bill

White Label Webshop uses the part list concept to make this process flexible and easily adaptable. A part list configuration can be assigned to each product or product combination. The part list configuration defines all options that are provided regarding the purchase of the respective product. Furthermore is defines the user interface elements (e.g. the buttons and texts), that are to be used in the front end.

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The part lists can be maintained from within the Management Console. The part list configuration consists of a list of part configurations.

Figure 44 - Example of a part list configuration. Each part configuration can either be automatic or manual. Automatic part configurations are executed by the webshop system, where manual part configurations require the webshop customer to make a selection or choose a specific option.

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Figure 45 - Example of a manual part configuration. It defines the contract type selection (e.g. new number, prolongation, porting) and requires the customer to select one of the options.

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Figure 46 - The contract type has 3 different values, from which the customer can choose.

Figure 47 - Link to the user interface element that defined how the selection will be presented within the front end.

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Figure 48 - A list of radio buttons is defined as user interface element.

5.1.3.2

Order completion wizard

The part list concept is used for the order completion process as well. The configuration of the order completion process is configurable from within the Management Console which includes the user interface definition. A part list configuration can be assigned to the webshop. This part list configuration defines the checkout process including e.g. selection of the payment method provision of the delivery address selection of the delivery method acceptance of terms and conditions acceptance of e-mail newsletter or marketing e-mails The resulting wizard within the front end will guide the customer through the order completion.

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5.1.4

Restrictions and business rules Business rules can be defined and the Brightpoint webshop system will automatically ensure that these business rules are met. Examples for business rules are price rules and delivery date rules.

Figure 49 - Definition of a business rule for the computation of the expected delivery date of the order.

Figure 50 - Definition of a business rule regarding the subscription plan option slot for the setup fee: On the weekend (from Friday night at 9pm to Monday morning 6pm) the set up fee will be reduced to 0DKK. Additionally it can be defined per webshop, whether:

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a product will be displayed within the webshop, if the stock amount of the related material is less than or equal to zero a product can be bought within the webshop, if the stock amount of the related material is less than or equal to zero

5.2

Management Console (MC)

The Management Console is highly generic and therefore highly flexible. The generic searches, search result lists and editors can easily be adapted to the partners needs and specific configurations be created for individual partner employees with different tasks, e.g. customer service agents. 5.2.1 Localization and configuration

The language of the MC can freely be chosen and the localizations of all texts within the MC can easily be maintained within simple localization files. How data is displayed within the MC can be defined within a configuration file. The configuration can be changed at any time on the fly. Within the configuration file it can e.g. be defined which nodes are displayed within the main explorer, which attributes are used within the searches, which attributes will be displayed in the search result lists, which tabs and sections each of the editors will have and which attributes they contain etc. 5.2.2 Specialized user roles

The MC users can access all data and media objects, system parameters and operations (data exports etc.) etc. that they are entitled to. Which content they are allowed to read and/or change, depends on their user roles and the assigned access rights.

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Figure 51 - MC Editor for access rights. User groups are defined and for each data object within the MC the access rights for all the users in that user group can be defined. The MC will look different for each user as they can only see what they have been given access rights to. Additionally further personalization can be done by creating specific configurations for specific users or user groups. Within each user group a special administrator role can be created. The administrator can create new users within the user group and restrict their access rights. In this way the partner can take over the administration of their MC users themselves.

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5.3
5.3.1

System interfaces
Custom interfaces to external web service

System interfaces can be provided to: receive GSM numbers, that are provided to the customer inform the partner about used and released GSM numbers update stock amounts Run credit checks, address validation etc. Send webshop orders to the partners ERP system.

Each of these can either be implemented as interfaces to a web service, provided by the partner. Or the data can manually be exchanged via e.g. CSV or Excel upload and download. Another option is the automatic upload, e.g. orders to a partners ftp server. 5.3.2 Interface to payment system

System interfaces to any payment system that the partner wants to use can be provided in additional components. Following are implemented: Bibit recommended o o General information www.Bibit.com Supported payments www.bibit.com/content.php?page=payment&sub=accept

Dibs recommended only for Scandinavia o o General information www.dibs.dk Supported payments www.dibs.dk/produkter/dibs-internet/produktvarianter/dibspremium

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Technology

The Brightpoint webshop system is based on the Hybris e-commerce platform, a standard J2EE software package for e-business applications.

6.1

System Configuration
rd

The environment consists of a production system, a quality assurance, and a development system. In the following chapter the topology, network connection and 3 party software of the production system are described. 6.1.1 Topology

Firewall

Client

Traffic Director

Application Server

Database Storage

DB 1

DB 2

SAN

Figure 52 - Topology of the Brightpoint webshop system. 6.1.2 Network Connection

The network connection between the servers and to the backend systems are a redundant Gigabit Ethernet. The connection to the Internet is a redundant 1 Gigabit Ethernet connection. 6.1.3 Use Operating System 3rd Party Software Product Windows 2003 Server Enterprise Edition

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Servlet Engine Database Server

Tomcat 6 Oracle 10g DB Standard Edition

6.2

Management Console

The client PCs accessing the Management Console of the Brightpoint webshop system will need to run the following browsers: Firefox 2 Internet Explorer 6 or 7

For the browsers JavaScript has to be activated.

6.3

Front end

The webshop front ends support all common browser versions. JavaScript needs to be activated, such that the customer can use the full functionality of the front end (e.g. sliding bars in the product finder).

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