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Amazon AWS Singapore Summit - Southeast Asia eCommerce trends
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SingPost End-to-End eCommerce Solution
Marcelo Wesseler
SVP, Singpost eCommerce
July 18, 2013
Delivery & Returns
Digital Marketing
Warehousing Solutions
Regional
Customer
Care Platform
eCommerceTechnology
Managed
End-to-End
eCommerce
Solution
Warehousing Solutions
Delivery & Returns
Traditionally a mail provider
$2.2 billion market cap.
A+ Credit Rating*
12Logistics
Centers
3Call
Centers
220+ countriesvia Mail Delivery & Courier
Driving
eCommerce
In Asia
HQHQHQHQ
*Rating report by Standard & Poor
200+ eCommerce Clientsvia Logistics
South-East Asia Market Trends
Marketing Technology
eCommerceTechnologyFully integrated proprietaryproprietaryproprietaryproprietary enterprise
grade platform built to scale
Customer
Site User
Experience
Integrated
Control
Panel
Order
Management
System
Warehouse
& Delivery
Management
System
adidas.com.sg, my, th, ph & id
• Reliable, Scalable and Secure
• Flexibility and low upfront investment
• Global but still local
• Local payment methods
• Platform for growth
Full implementation in less than 3 months – Thanks AWS!
Architecture
• Suite of pre-built services allow rapid building and deployment of applications
• Multi AZ Architecture
• 60 - EC2
• 10 - RDS
• 150,000 - S3 Objects
• Chef deployment
• eCommerce Platform: Own
• Middleware: MuleSoft
• OMS & Fulfillment: Supplizer/Own
• Marketing: ExactTarget, SiteOlytics.com , Gigya
Database
Tier
Database
Tier
Service
Tier
Service
Tier
OM
Tier
OM
Tier
Caching
Tier
Caching
Tier
Frontend
Tier
Frontend
Tier
Availability Zone Availability ZoneManagement
SES
SQS
CloudWatch
S3
CloudFront
Architecture
• Suite of pre-built services allow rapid building and deployment of applications
• Multi AZ Architecture
• 60 - EC2
• 10 - RDS
• 150,000 - S3 Objects
• Chef deployment
• eCommerce Platform: Own
• Middleware: MuleSoft
• OMS & Fulfillment: Supplizer/Own
• Marketing: ExactTarget, SiteOlytics.com, Gigya
AWS based analytics
Optimized AWS experience with Trusted AdvisorMarketing Effectiveness & Cost
Why AWS
• Global but still Local
• Scalability
• Security
• Affordability & Flexibility
10
Key Learnings & Summary
• Build a modular architecture
• Prototype & Fail Fast, you can now afford it
• Localize & Standardize
• Analyze, analyze, analyze & act!