1CONFIDENTIAL

April 26, 2017

HOW TO INCREASE

REVENUE WITH A POWERFUL

ECOMMERCE STRATEGY

EPAM & WILEY’S FORMULA FOR OMNICHANNEL COMMERCE

2CONFIDENTIAL

INTRODUCTIONS

MYLES BUNBURY

Director, Technology

Solutions

Global Hybris Competency

Center Head

ANDREI PATAPENKA

Delivery Manager,

eCommerce

Onsite Wiley Project

Manager

DAVID LEVINE

IT Director

Technology Sponsor

ISAAC GERBER

Associate Director,

eCommerce

eCommerce Business

Lead

3CONFIDENTIAL

Industry & Company Overview1

Transformation & Program Roadmap2

Key Challenges in Program Phases3

Business Transformation4

Technology Transformation5

Results & Takeaways6

AGENDA

4CONFIDENTIAL

PUBLISHING INDUSTRY OVERVIEW

• Shift in how content is consumed

• Shift in how content is produced

• Industry consolidation

• Heavily mediated channels

• Dominance of players like Amazon.com

5CONFIDENTIAL

CUSTOMER PROFILE – HISTORY

Wiley is a global research and

learning company. For over 200

years, we’ve been a trusted

publisher and partner to the

world’s top thinkers.

Wiley has 4,700 employees

across the world and generates

over $1.7B in annual revenue.

We are made up of three

business units: Research,

Publishing & Solutions.

I N 1 8 0 7 , C H A R L E S W I L E Y O P E N E D A S M A L L P R I N T I N G S H O P

I N N Y.

6CONFIDENTIAL

CUSTOMER PROFILE – BUSINESS UNITS

R E S E A R C H

Scientific, technical, medical, and

scholarly journals, as well as related

content and services, for academic,

corporate, and government libraries,

learning societies, individual

researchers, and other professionals.

Scientific, professional development,

and education books and related

content, as well as test preparation

services and course workflow tools, to

libraries, corporations, students,

professionals, and researchers.

P U B L I S H I N G

Online program management services

for higher education institutions, and

learning, development, and

assessment services for businesses

and professionals.

S O L U T I O N S

I N 1 8 0 7 , C H A R L E S W I L E Y O P E N E D A S M A L L P R I N T I N G S H O P

I N N Y.

7CONFIDENTIAL

• Multiple product catalog sites and 20+ cart/checkout implementations

• Prevents upsell/cross-sell

• Varied user experiences

• Multiple payment processors

• Multiple accounts

• Not mobile-friendly

• 40% of many sites accessed via mobile devices

• Physical product-/book-focused catalog and commerce

• Primary cart on legacy platform moving to SAP ERP implementation

WILEY’S TRANSFORMATION CHALLENGES

8CONFIDENTIAL

• Reduced number of product catalogs and cart/checkout implementations

• Upsell/cross-sell across lines of business

• Optimized user experience

• Single payment process

• Single user account

• Mobile optimization

• Templated product catalog approach based on product type

• Flexible cart for physical, digital and bundled products

• Leverage best-of-breed commerce platform

WILEY’S TRANSFORMATION GOALS

9CONFIDENTIAL

PLATFORMTechnology Platform

EvaluationPlatform Provision

ManagementPlatform selection

and technology KPIs

System Integrator selection and related

performance KPIs

Technical transformation

kick-off

TECHNOLOGYEvaluate single

platform for eCommerce

Identify requirements and KPIs for future

migration and implementation

Run Discovery, Implementation &

Rollout to Production Cycle

Gather various statistics and reports

on KPIs after platform rollout to

production

Run Retrospectives and perform learning path to apply findings to future roadmaps

BUSINESS

Define unified eCommerce models and pilot projects to

migrate

Facilitate MVPs for multiple releases leveraging new

platform

Perform continuous ROI measurement after rollouts to

production

Feed technology with new requirements and optimizations

WILEY’S TRANSFORMATION ROADMAP – PLATFORM

10CONFIDENTIAL

EPAM’S PROGRAM ROADMAP FOR WILEY

IMPLEMENT PILOT

PROJECTS ON

HYBRIS

IMPLEMENT UNIFIED

CART CONCEPT

NEW BUSINESS

DEVELOPMENT &

ENABLEMENT

• Migration to Hybris

• Continuous

Delivery (CI/CD)

• Infrastructure &

code quality,

security &

performance

• Cloud,

Infrastructure,

Data centers

• DevOps & TechOps

51 2

CRITICAL BUSINESS

MIGRATION TO

NEXT GENERATION

3

• One Cart API for

everything

• Integration &

Middleware

• Cart Skinning

capabilities

• More microsites

• Bundling &

decomposition of

products

• Channel

enablement &

expansion

• New product

development

• B2B & B2C

• Wiley.com

• WileyPlus

• Agent sites

• Partnership pages

ECOMMERCE

FUNCTIONALITY

ENRICHMENT

4

• PayPal Credit

• Advanced

Subscription

Models

• Personalization,

promotions

• Digital products

scalability &

bundling

11CONFIDENTIAL

PROGRAM EXECUTION – CHALLENGES

BUSINESS TECHNICAL

1. Unknown mapping for Hybris platform capabilities

vs. Wiley business flows and legacy integration

landscape

2. Non-synchronized product models across systems

3. Unstructured, non-data-driven content management

assets and flows across Wiley sites

4. Seamless integration of Hybris AWS-hosted pages

with other CMS in-house-hosted systems

1. Multi-country, single catalog approach

2. Big data size: product data with 200k products

(required SOLR, Hybris tuning) across 200+ countries

3. Rich integration landscape (50+ integration points)

12CONFIDENTIAL

PROGRAM EXECUTION – GOALS

BUSINESS TECHNICAL

1. Get numerous sites to fit both B2C and B2B business

models and host on a single eCommerce platform

2. Unify eCommerce business processes across regions and

departments, specifically through the unification and

simplification of checkout process

3. Leverage Hybris vouchers/promos for ease of

maintenance commerce marketing campaigns,

and discount code generation and distribution

4. Grow revenue by means of expanding payment options

5. Build sophisticated product catalog through scalable

product model in Hybris

1. Apply continuous eCommerce releases with quick time-

to-market

2. Introduce code and branching strategy model to align

with Wiley on parallel production releases of legacy

eCommerce and back-office platforms

3. Build solution to fulfill dual nature of Hybris integration

4. Integrate Hybris platform with legacy content

management systems, including more than 50 integration

points

13CONFIDENTIAL

BUSINESS TRANSFORMATION

PRODUCT

Product management and

partner pages setup

REUSABILITY

Redesigned and unified

multisite checkout flow for

other Wiley online

transactions

OMNICHANNEL

B2C/B2B multisite responsive

solution across all channels

1 2 3

14CONFIDENTIAL

• Single checkout flow, easily integrated and customized for legacy and agency websites

• Modern UI for customers, including mobile-friendly design

• SAP Hybris Commerce as a single eCommerce platform

• Rapid provisioning, comprehensive monitoring, and rapid application deployment

TECHNOLOGY TRANSFORMATION ROADMAP

ENERGIZE

MOVE TO CLOUD

• Digital- and subscription-based products

• Payment expansion: integration with PayPal

• Addressing SEO needs

• All integrations through ESB IBM Tibco

• RESTful API with API Gateway (Apigee)

EXPAND

CONSOLIDATE

INTEGRATE

15CONFIDENTIAL

Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017

DISCOVERYP1 Migration to Hybris v5.7

https://graphicstandards.com/

https://efficientlearning.com/

Transition

Tra

nsi

tion

DISCOVERY

Platform upgrade

to Hybris v6.2

Catalog and content pages migration to Hybris

P2

Tra

ns

-iti

on

Ongoing Post-Production Support & Enhancements

https://wiley.com/

DISCOVERYP3

Tra

ns

-iti

on

W E A R E H E R E

T O D AY

16CONFIDENTIAL

SOLUTION OVERVIEW – FEATURES & CAPABILITIES

INFRASTRUCTURE

• Brand-new Wiley/Hybris-integrated infrastructure hosted in AWS, leveraging scale of related platform products (S3,

Cloudfront, ELB, RDS, EC2)

APPLICATION & PLATFORM

• Redesigned eCommerce Shopping Cart and multisite checkout flows (Standard, Student and Partner) and PINs

activation checkout flow

• Integration with worldwide tax system – SABRIX

• Standardization with PCI-compliant Wiley Payment Gateway

• PayPal integration for regular and credit payments

• Integration with digital product entitlement systems: Vitalsource, Lightningsource

• Custom subscription management: auto-renewals

• Digital marketing powered by Oracle Eloqua, Adobe Analytics

17CONFIDENTIAL

WILEY SHOPPING CART

LANSA (BROWSING)

<<HOME-GROWN>>

E R P / C O R E S Y S T E M S

ORIGINAL SYSTEM ARCHITECTURE

WILEY ONLINE WEBSITES

WILEY.COM

<<SPA>>

(SITE PRODUCTION HUB)

WILEYPLUS

<<WEBCAT>>

(RULES ENGINE)

WILEY PAYMENT

GATEWAY INTEGRATION

WILEY CIA

WILEY CIA WEBSITE ELS WEBSITE

SUNBELT EBP

SUNBELT Cart

Fulfillment NIIT

XML-based EDI interface to eCore

EBP Cart

Fulfillment V8

WILEY ELS

CART (CORE)

ON

P

RE

MIS

E

Third-party

‘authorize.net’

payment processor

DUMMIES.COM

WP CMS

(BROWSING)

MICROSITES

JOOMLA CMS

(BROWSING)

18CONFIDENTIAL

CURRENT & FUTURE ARCHITECTURE

SINGLE WILEY ECOMMERCE PLATFROM

WILEY.COMARCHITECTURAL GRAPHIC

STANDARDSWILEY EFFICIENT LEARNING

WILEY PAYMENT GATEWAY

B2C SHOPPING CART B2B SHOPPING CART

HYBRIS WCMS

UNIFIED INTEGRATION LAYER BASED ON REST API

E R P / C O R E S Y S T E M S

APIGEE + TIBCO ESB

ON

P

RE

MIS

EA

WS

C

LO

UD

DUMMIES.COM MICROSITES

19CONFIDENTIAL

KEYS TO SUCCESS

• “True” agile

• Open-mindedness / No sacred cows

• Start small, learn, & grow with early wins

• AGS, a brand-new business, was cut

over first, thereby derisking the cut

over of their larger active business

• Collaborative spirit

20CONFIDENTIAL

TRANSFORMATION RESULTS

I N I T I A L P H A S E L I V E A F T E R 5 M O N T H S O F I M P L E M E N TAT I O N

increase in year-over-

year revenue

increase in year-over-year

mobile revenue

successful releases since March

2016, all with 0 downtime

(~1/month)

30% 70% 12

21CONFIDENTIAL

TRANSFORMATION RESULTS (CONT.)

Enhanced the commerce

platform to deliver those

enhancements across

product lines

Eliminated point-to-point

interfaces and leveraged

middleware platform

between systems

Moved to a cloud-

based environment

Removed eCommerce

development from the

product delivery teams so

they can focus on the

products

22CONFIDENTIAL

1. EPAM process was critical to success

2. Close partnership was a key to success

3. New platform gives us direct connection to our customers

4. Strength of results has led to additional phases of work

KEY TAKEAWAYS

23CONFIDENTIAL

FAST FACTS

FAST FACTS

FOUNDED IN 2016 REVENUE

COUNTRIES

REVENUE BY GEOGRAPHY

INDUSTRY FOCUS SERVICE MIX

1993 $1.16B25

19,600+ IT Professionals

59% 35% 4% 2%

NORTH

AMERICA

EUROPECIS APAC

SOFTWARE

ENGINEERING &

PRODUCT /PLATFORM

DEVELOPMENT

QA AND TEST

AUTOMATION

MANAGED

SERVICES

INFRASTRUCTURE

& L ICENSINGFINANCIAL

SERVICES

TRAVEL &

CONSUMER

SOFTWARE

& HI -TECH

MEDIA &

ENTERTAINMEN T

LIFE SCIENCES

& HEALTHCARE

EMERG IN G

VERTICALS

23% 22% 21% 16% 10% 8%

24CONFIDENTIAL

KEY CONTACTS

EPAM & Wiley @ SAP Sapphire Conference:

https://www.epam.com/sap-sapphire

EPAM’s Publishing Accelerator:

https://www.epam.com/ideas/brochures/

epam-publishing-accelerator

Myles Bunbury, EPAM - Myles_Bunbury@epam.com

Andrei Patapenka, EPAM - Andrei_Patapenka@epam.com

David Levine, Wiley - dlevine@wiley.com

Isaac Gerber, Wiley - igerber@wiley.com

25CONFIDENTIAL

Q & A

26CONFIDENTIAL

THANK YOU