L&T Metro Rail

Railway & Connected Services

Billing Solution

SAP Hybris Customer Engagement & Commerce

May 2016
 SAP FOR THE DIGITAL RAILWAY
Workforce Supplier Collaboration
Engagement Business networks

Digital Core

Asset Data and the

Customer Engagement & Commerce
Internet of Things

HANA CLOUD
PLATFORM
 SAP in Rail Industry
Workforce Supplier Collaboration
Engagement Business networks

ERP
(R3, ECC, Business
Suite on HANA)

Asset Data and the

Customer Engagement & Commerce
Internet of Things
ERP
(S/4HANA)

HANA CLOUD
PLATFORM
TOP EUROPEAN RAILWAY CEO PRIORITIES

38%
Improving profitability,
33%
Service quality
28%
Growth with innovation,
23%
Improving flexibility,
23%
Infrastructure
financial sustainability improvement innovative service offerings efficiency modernization

*BASED ON A SURVEY OF EUROPEAN RAIL OPERATORS, 2014

KEY TRENDS AND PRIORITIES IN RAILWAY

Railway Trends Railway Priorities

Omni-channel
passenger engagement 1 Innovative service offerings

Real time passenger

2 Improve revenue & profitability
insight

Personalized end to end 3 Provide first class service

travel experience

Self service 4 Attract new customers

Enable new business 4 Multi-modal mobility

and commercial model
HOW CAN SAP HYBRIS HELP RAILWAYS ?

Introduce new product Customer insights and

and service offerings Contextual marketing

Monetize partner B2B sales intelligence,

network efficiency and mobility

OmniChannel service Account based ticketing

excellence and multi-modal mobility

Own E2E Customer Journey & Increase Revenue

OWN E2E CUSTOMER JOURNEY: MOVE FROM BOOKING
CENTRIC TO TRAVELLER CENTRIC

Retail on board
 INCREASE REVENUE ALONG TRAVELER’S JOURNEY

Increase Total Revenue Per Passenger Along Entire Traveler's Journey

1 ADVERTISING
INTEREST • SEO/Community
• Pre-trip targeted
and personalized
2 TICKETING F&B RETAIL ANCILLARY ads
BOOKING Before
Traveler’s Travelling • Multi-modal • Pre-trip Orders • Pre-trip • Multimodal
• Remarketing
tickets orders services
Journey • Dynamic • Lounge
3 pricing • In Station access
STATION
• Account based • Assistance to
• In station and
pricing PRM
During onboard precision
• Onboard
• Flexible • Catering on • WIFI & marketing
4 Travelling pricing board
retail Entertainment
ON BOARD on board
• Loyalty club
pricing
• Corp booking • Post trip • Luggage
5 After delivery transport
SHARING Travelling • Hotel Booking
• Rent a car

B2B Corp Sales: • F&B space • Retail space • Office space • B2B Ad sales
rental (B2B) rental (B2B) rental (B2B)
SAP HYBRIS FOR SIMPLIFIED FRONT OFFICE

WEB MOBIL IN STORE/ CONTACT DIGITAL MARKET- IOT SOCIAL SMS/ SEARCH DIGITAL EMAIL PRINT
E BRANCH CENTER GOODS PLACE NOTIFICATION ADS / ADS
SEO

EXPERIENCE MANAGEMENT

COMMERCE BILLING MARKETING SERVICE SALES

DATA MANAGEMENT
PRODUCT | CUSTOMER

PLATFORM, INFRASTRUCTURE, INTEGRATION

DIGITIZE END-TO-END PASSENGER EXPERIENCE

SAP HYBRIS FOR SIMPLIFIED FRONT OFFICE

WEB MOBIL IN STORE/ CONTACT DIGITAL MARKET- IOT SOCIAL SMS/ SEARCH DIGITAL EMAIL PRINT
E BRANCH CENTER GOODS PLACE NOTIFICATION ADS / ADS
SEO

EXPERIENCE MANAGEMENT

COMMERCE BILLING MARKETING SERVICE SALES

DATA MANAGEMENT
PRODUCT | CUSTOMER

PLATFORM, INFRASTRUCTURE, INTEGRATION

DIGITIZE END-TO-END PASSENGER EXPERIENCE

HOW CAN SAP HYBRIS HELP RAILWAYS?

Introduce new product Customer insights and

and service offerings Contextual marketing

Monetize partner B2B sales intelligence,

network efficiency and mobility

OmniChannel service Consumption based

excellence billing and stop revenue
leaks
PERSONALIZED OMNICHANNEL TRAVEL RETAILING

B2C / B2B TICKETING INVENTORY

AND RESERVATION MANAGEMENT –TICKET,
SEAT, ANCILLARY

REAL-TIME FLEXIBLE INTEGRATION

PERSONALIZATION WITH BACKOFFICE
SYSTEMS

DYNAMIC BUNDLING TRUE OMNICHANNEL

AND SUBSCRIPTION
BOOKING/ RETAIL ORDERS
ORCHESTRATION AND
MANAGEMENT
TRAVEL ACCELERATOR FOR RAIL TICKETING &
RESERVATION ON A SOLID COMMERCE FOUNDATION

Omni Commerce Connect (REST API to support headless commerce)

*Available from June 2016

ASSISTED SERVICE MODULE FOR A SEAMLESS
OMNICHANNEL EXPERIENCE
Sales agent emulates a customer’s cart / account and provides assisted ticketing
and reservation service on the storefront – Via Call Center Or In-Store!

ASM Mode

User group
roles and
permissions
Call Centre/
Customer
Cash Desk Sales
ENABLE NEW SERVICES WITHOUT LENGTHY AND COSTLY IT
CYCLES
RAIL TICKET & RESERVATION MULTI-MODAL MOBILITY BOOKING ANCILLARY PRODUCTS AND SERVICES

MULTI
MODAL
HYBRIS MARKETING & COMMERCE FOR IMPROVED
ENGAGEMENT, CONVERSION AND REVENUE
A PERSONALIZED CUSTOMER EXPERIENCE FOR IMPROVED ENGAGEMENT, CONVERSION
AND REVENUE
PERSONALIZED
DEEP CUSTOMER TICKETING &
INSIGHTS RETAIL
EXPERIENCE

INTELLIGENT PRODUCT
REMARKETING RECOMMENDATIONS AND
DYNAMIC BUNDLING
SAP HYBRIS FOR SIMPLIFIED FRONT OFFICE

WEB MOBIL IN STORE/ CONTACT DIGITAL MARKET- IOT SOCIAL SMS/ SEARCH DIGITAL EMAIL PRINT
E BRANCH CENTER GOODS PLACE NOTIFICATION ADS / ADS
SEO

EXPERIENCE MANAGEMENT

COMMERCE BILLING MARKETING SERVICE SALES

DATA MANAGEMENT
PRODUCT | CUSTOMER

PLATFORM, INFRASTRUCTURE, INTEGRATION

DIGITIZE END-TO-END PASSENGER EXPERIENCE

HOW CAN SAP HYBRIS HELP RAILWAYS ?

Introduce new product Customer insights and

and service offerings Contextual marketing

Monetize partner B2B sales intelligence,

network efficiency and mobility

OmniChannel service Account based ticketing

excellence and multi-modal mobility
Connecting Your Standalone
Business Partnership…
End-to-End Hybris Billing Solution for Connected Services

 NEW REVENUES
 COMPETITIVE
DIFFERENTIATION
 CUSTOMER INTIMACY
 New Monetization
Models

SAP Hybris Billing

Three Drivers for New Monetization Models

Subscriptions & Multi-sided High Volumes of

Usage-Based Partner Revenue Billings and
Business Models Sharing Settlements
SAP Hybris Billing Solution Overview

COMMERCE BILLING MARKETING SERVICE SALES

Services Charging Contract Automate Invoicing, Pricing Simulation

Rules Order Transaction Pricing Customer &
Management Partner
Settlements
 EVENT BASED BILLING – ADDRESSING TICKETING
in SAP hybris BILLING

1 CONTRACT
4
2
3
Ticketing Event

ACQUISITION PRICING BILLING 7

Invoice
AND AND AND
METERING CHARGING INVOICING

5 6

1. Contract as a framework for future events 6. Billing output also contains recurring and non-
consumptions, not as a promise on which to usage events
4. An event may be n billing outputs (basic
base the invoice
price, 1st class surcharge, ticket with 7. Billing outputs may be put on single or
2. Ticketing events, containing n features (travel combined bus/tramway…) multiple invoice, with various aggregation
origin and destination, class , …)
5. Feedback loop available to the Ticketing
3. Aggregation and correlation between ticketing System
A PLATFORM TO SUPPORT MODAL SHIFT
Public Transport
Parking Railways, buses, “Wave & Pay”
• MODAL SHIFT
Buses Work Place Parking cycle, taxis… Charging

• NEW CHANNEL
TECHNOLOGIES

• EMPOWERED AND
INFORMED
CUSTOMERS
E-mail Usage Collection
Voice • NEW BLENDED
SMS TRANSPORT
White Mail Pricing & Charging SERVICES -
SMART TICKETING
Self Service
Mobile Phones
Collection / Reimbursement • NEW PARTNERING
Contactless OPPORTUNITIES
Card
Vending Finance  COMMON BACK
machines
OFFICE
 COMBINING DIFFERENT PASSENGER SERVICES
WITH A CROSS-INDUSTRY SOLUTION

ONE LANDSCAPE TO COMBINE DIFFERENT SERVICES

 Ticket Fare (train, flight, ferry or

multimodal)
 Station / Airport / City services
 Others : Telecommunications,
newspaper, parking…
SINGLE PRICING PLATFORM
SINGLE CUSTOMER VIEW
… NEW CROSS PRODUCT BUNDLES
A ROBUST FINANCIALS BACK-BONE for a Ticketing System

• Robust financials platform behind any ticketing solution

• Single view of customer journeys, single source of the

truth

• 360o view of the Passenger – Understanding the

customer, improving their experience

• Profitability analysis across passengers journeys

• Support for all B2C and B2B customers

• 360° VIEW OF CUSTOMER
• Revenue Recognition capabilities for B2B/season ticket
• FINANCIAL CUSTOMER CARE holders
• CONVERGENT INVOICE
• A simple UI to view all transactional events
• COLLECTION & DISPUTE
• Agile Architecture for easy integration to non SAP
• CONVERGENT PLATFORM systems
INTEGRATION IN PASSENGER TRANSPORT

External System (PoS,

SAP  Leverage existing investment
Payment Systems,
Reservation Systems) System
 Bring invoice flexibility

 Introduce new event based services

 Streamline your IT Process

 Have a unique back office system

SAP hybris
Billing

32%
decrease in errors when A/R and billing are integrated so
open items are generated at the same time as the bill

Source: SAP Performance Benchmarking

TYPICAL HYBRIS BILLING PROCESS FLOW
in Passenger Transport

Orchestration / Marketing
Mediation layer Analytics

Cash desk

Time Table Seat, Beds

Web portal … DB

SAP CRM
Mobile App

E-Kiosk Pricing & Billing Collections

Charging Payments Financial Care
PoS

 Pre-integrated & Modular leading to Deployment flexibility

 Operational Efficiency with process automation
 Business Agility to create new innovative pricing SAP Hybris Billing Scope
Not in SAP Hybris Billing
 Cost Reduction with a consolidated solution Scope
Value Map 2016 for T&T – Passenger Ground Sea Transport
(see all details on sap.com/Solution Explorer - Passenger Ground Sea Transport)

Strategic Demand Management for
Ground/Sea Passenger Transport
Strategic Demand Management for
Ground/Sea Passenger Transport
Profitability and Cost Management
Capital Portfolio and Project Management
Human Core Human
Resources Resources and Payroll
Operations and Asset Management for Contextual Marketing and Digital Transformation of
Ground/Sea Passenger Transport Customer Service Excellence for Commerce, Sales and Billing for
Ground/Sea Passenger Transport Ground/Sea Passenger Transport
Fleet and Infrastructure Management Real-Time Customer Insights Master Data Management Offer passengers flexible
Environment, Safety and Incident
Ticketing, Products and Distribution
fares and services that
Marketing with Speed and Agility
Management
add value with watertight
Asset Network Unique Customer Experiences Smart Ticketing revenue management.
Property Management Omnichannel Service Excellence Selling Through Contact Centers
 Include all SAP Hybris
Billing components
Time and Attendance Human Capital
Management Analytics

Enterprise Risk and

Financial Planning and Accounting and Treasury and Financial
Finance Finance Operations Compliance
Analysis Financial Close Risk Management
Management

Contingent Workforce
Strategic Procurement Direct Procurement Self-Service Procurement Services Procurement
Management
Procurement
Excellence
Travel Management Invoice Management

Platform and Application Platform Platform and

Analytics Data Management IT Management Security Software
Technology and Infrastructure Technology Spotlights
Railway & Connected Services Billing Solution
Services Charging Rules Contract Order Management
Mapping Table Range Table Tier Table
 Flexible Business Logic
for Transfer Pricing and
Services Charging
processes
 Decision Tree and
Billing Components
 Ability to specify
Parameters and Shared
constants
Hybris
SAP BRIM
Billing
Automate with Mediation Pricing Simulation

 Services Charging Current Product

Input Decode Group To SAP Convergent To SAP Rules can be exposed

Events Events Events Charging HANA
to Pricing Simulation
 In Pricing Simulation,
 Automate process with various criteria Parameters are exposed
to create new variations
 Able to select duplication checks, data enrichment, scheduling,
for What-Ifs Simulations
aggregation, logs, etc. in a workflow
Silver Gold Platinum
SAP HYBRIS SUCCESS STORIES
FOR RAILWAY
Belgian Railways
Optimization for Distribution Process

Needs
 B2B & B2C complex pricing (season tickets, one-off tickets)
 Complex discounts, surcharges, commissions
 Apportionment & reconciliation of journeys
 Consolidation of data from 3rd party systems
 Pre-integration in general ledger
 Revenue recognition across a period
 Self-service billing, payments for travelers and 3rd parties NMBS/SNCB– Autonmous government company split in

 Granular vie of customer account journeys 3 parts in 2005:

• Infrabel, Infrastructure
• NMBS/SNCB public railways managing freight and
passengers
SAP Solution • Holding, for supervision
 Improve TTM and increase business flexibility for launching mobility
& European travel offers with SAP CC 3500 km
 High performance real-time pricing & quotations Of network
 Minimize customer developments and manual processing with
configurable & pre-integrated components 207 million passengers
In 2008
PRASA
Reduce Fraudulent Activities

Needs
 Implement new ticketing System fully integrated with SAP back office (smart card)
 Prices across different zones, regions etc. and maintain a consistent pricing catalog
 Deliver full revenue visibility across the organization
 Capture customer information to communicate with them Passenger Rail Agency of South Africa – State
owned enterprise, , with 4 branches of services:
• Metrorail, Commuter urban rail (99,1%)
• Shosholoza Meyl, regional and inter-city rail (0,3%)
• Autopax, long distance buses (0,6%)
• Intersite, for management of property
SAP Solution
 Integration with multi channels,event management and BO BI suite on Hana, 476 million
improving customer profiling and revenue predictions
Passengers in 2011
 Improved customer satisfaction with seat optimization based on customer
preferences
 Minimize amount for cash on trains, buses 1,4 million
 Improve revenue generation due to proper fare allocations For the FIFA world cup
City of Cape Town
Intermodal Smart Travel Schemes

Needs
 B2B & B2C complex pricing
 Price different type of services
 Complex discounts, surcharges, commissions, tiered prices
 Settlement functionality
 Consolidation of data from 3rd party systems City of Cape Town – metropolitan
municipality which governs the city of
 Pre-integration in general ledger Cape Town, South Africa and its suburbs
and exurbs
 Revenue recognition
 Self-service billing, payments for travelers and 3rd parties 3,740,026 population
 Granular vie of customer account journeys in 2011
SAP Solution
 Improve TTM and increase business flexibility for launching mobility & European
Citizen cards to
travel offers with SAP CC access parking, cycling etc...

 High performance real-time pricing & quotations

 Minimize customer developments and manual processing with configurable & pre-
integrated components
Thank you

Adrian Cheong
Portfolio Architect
Global Presales & Platinum Accounts (CEC)

Leon Huang
Industry Principal, SAP Hybris (CEC)

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