Content Management Utility - Driving UBS’ most important internal and external digital channels

Creating a Scalable Marketing Operating Model based on Adobe’s Marketing Cloud

Operating EnvironmentDigital Channels and Content Management

The revolutionary change from analog to digital has outpaced the evolution of organizational setups and infrastructures still present in most companies

New operating environment

Demanding Market Environment Increasing regulations demand more

transparent communication

Banks trying to restore reputation

Technology providing new opportunities to engage with clients (inbound-marketing)

Changing Consumer Behavior Greater presence in digital channels

Increasing mobile access to content, products, services

Demand for service excellence

Demanding personalized experiences in own language

Increasing Operational Challenge Restore RoE to meet investor expectations

Implement strategic cost reduction

Deepen customer relationships

Cope with increasing competition

Compliant Internally and Externally Compliant with all increasing global and

local regulations

Aligned to country culture (no offense to local clients and practices)

More Relevant to the Client Aligned to customer language

Multichannel integrated

Engaging (videos, blogs, closed user groups)

Supporting search engine optimization (SEO)

More Effective and Efficient Cost effective (value for money)

Fostering product & service innovation

Providing holistic metrics

Digital channels need to be

Relevance to UBS Digital Content Platforms

The digital evolution is driving UBS’ most important internal and external digital channels, operated by UBS Group Marketing & Communications Services (GMCS)

Serve clients, prospects, the financial community, media, career candidates and other stakeholders

Be compliant with increasing policiesand external regulations

Drive the brand and effectively convert prospects into clients

137 million hits p.a.

Internet

Deliver and distribute leadership messages and valuesto our people

Drive digital collaboration by facilitating information sharing and business networking

Provide simple, integrated access to services and tools

55 million hits p.a.

Intranet

Journey to a Digital Bank End-to-End Digital Delivery

The development of UBS digital platforms and channels reflects the market-driven transformation towards the new digital reality

Flexible, scalable platform

Standardized delivery

Improved time-to-market for digital functionalities

Ship & Transform3. Increase flexibility and scalability

Organize2. Consolidated and integrated platforms

2009 - 2013 2014 - 2015

Gain knowledge of infrastructure and content management systems (CMS)

Introduction of Adobe CQ (now AEM) as central CMS

Decreased response timesto stakeholder/customer needs

Expanded service portfolio

Reduced complexity

Established basis for future cost savings

Smaller niche, island platforms remain which need to be migrated

Consolidate digital marketing and content management tools

Process Ongoing

Initiate1. Built up capabilities

UBS pursues the following main objectives

Roadmap

Process completed

Goals

Solution ApproachBest of Breed and Cost - 1st datacenter Outsourcing for UBS

Swisscom’s secure and reliable datacenters, the reliable hosting and application operation are the pivotal foundation for the new set-up

DC Zollikofen DC WankdorfSwisscomDelivery

Centers Berne&

Zürich 90 Servers (physical & cloud) in 7x24h operation 8 Core Applications, 60 Interfaces to UBS Systems in 7x24h operation Development, Test and production environments Fully redundant Disaster Recovery proof dual site setup Highest banking security standards (according to FINMA regulations)

UBSNetwork

Internet

Global UBS Intranet Users

Global ubs.com Users

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Business BenefitsFor UBS and the collaboration partners

The revolutionary change from analog to digital has outpaced the evolution of organizational setups and infrastructures still present in most companies

Predictability5 years contract

duration

Reduced time tomarket

Best of breed partnership

Customer proximity

ComplianceFuture Readiness

Flexibility andagility

The utility can be leveraged with

additional clients

Unique offering in the market

Access to new clients

For UBS

For Swisscom

Scalability and Efficiency Through Collaboration of Different Vendors

Collaboration and Swisscom’s best-in-class services are key to creating a high-performing and scalable content management utility

Global CollaborationSuccessful partnership with Accenture and Swisscom

Time-to-MarketQuick adoption of new marketing realities

Scalable and Cost Efficient Value-adding lever for future growth

ComplianceReliable fulfillment of regulatory requirements

Best-in-class Platform Leading-edge content creation

UBS

Swisscom Datacenter

Accenture Digital

Creative Parties

Adobe Suite

Swisscom Business Benefits & Summary

Additional BusinessPlatform is replicable across Swisscom’s Corporate Customer Base.

New Ways to Collaborate & PartnerPlatform is a show-case for an innovative collaboration encompassing IT and off-shore BPO capabilities.

Strategic FitDigitalizationPlatform can be scaled in Swisscom’s Cloud.