TELUS Case Study

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					TELUS
Case Study
Executive Summary
Leading Canadian telecommunications company TELUS has
partnered with Acro Media Inc. since 2004, relying on StoreBox—
Acro Media’s professional ecommerce solution—to sell cellular
phones, consumer electronics, accessories and service plans.

Switching from an in-house ecommerce solution to StoreBox has
resulted in increased national sales, reduced labor costs and
improved brand exposure online.

The custom solution created by Acro Media handles unique inventory
for different geographic areas, time zones and tax regions. The result
is largely business-to-consumer (B2C), yet handles business-to-
business (B2B), partner and employee purchases.
Table of Contents
Setting ............................................................................................................................................... 3
The Challenge ..................................................................................................................................... 3
Initial Solution..................................................................................................................................... 3
  Advantage: Flexibility ........................................................................................................................ 3
  Advantage: Scalability ....................................................................................................................... 4
  Advantage: Cost & Time Savings ........................................................................................................ 4
  Advantage: Security.......................................................................................................................... 4
  Advantage: Reliability........................................................................................................................ 4
  Advantage: Customization ................................................................................................................. 5
  Advantage: Proof .............................................................................................................................. 5
Ongoing Partnership............................................................................................................................. 5




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TELUS Case Study
Setting
TELUS: Canada’s second largest telecom company, servicing more than 4.6 million clients across the country.
Their PCS phone and data services are also accessible throughout the United States. In 2006, TELUS earned
over US$8 billion; current market cap is US$14 billion.



The Challenge
Two years ago, TELUS Mobility faced multiple challenges in selling an ever-changing and expansive range of
cell phones, accessories and services online. Their catalog included individual pricing, availability and taxation
for 10 regions—in both English and French.

Dauntingly, the Web catalog’s static pages dictated that every amendment be hand coded. Changing one
product’s price would typically take a person 3 days as they tracked down product pages for each language,
region and category. Even with 6 employees assigned to the task, keeping their site up-to-date proved
overwhelming.

Replacing their obsolete online store became a priority. However, when TELUS’s internal software team
determined that a new ecommerce solution would take them a year to develop by themselves, they sought a
contractor. TELUS chose Acro Media on the strength of our promise to deliver a uniquely customized
StoreBox ecommerce solution, with a release-to-market timeline dramatically shorter than what they could
accomplish internally.

Two years later, TELUS depended on Acro Media to provide the same quick turnaround for their Amp’d Mobile
initiative.



Initial Solution
True to our word, Acro Media’s custom StoreBox solution was up and running in the quoted timeframe, much
more quickly and at far lower cost than TELUS’s estimates of doing it themselves.

Our StoreBox solution features numerous storefronts bristling with features that address their every single
requirement: specialized administrative functions, flexible pricing, inventory/catalog integration and content
management systems. They provide TELUS with multiple advantages.


Advantage: Flexibility
Because a single database of products and services feeds all storefronts, any single change is automatically
applied everywhere, and the amended item can be immediately published across all or individual storefronts.

StoreBox is infinitely customizable in looks and functionality. It meshes seamlessly with other Web
representation (e.g. TELUS’s corporate site) giving users uninterrupted exposure to the brand. Likewise, its
looks can be skinned and its functionality tweaked to conform to an organization’s unique requirements.




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As a Web service provider, Acro Media develops a wide variety of solutions for a wide variety of clients. For
any given need, Acro Media has the flexibility to shuffle resources between teams and projects in order to
capitalize on skills and adhere to delivery schedules.


Advantage: Scalability
Naturally, you will outgrow your present solution. Acro Media’s software development strategy starts with
scalability in mind. We know your first project with us won’t be your last, making it in our best interest to
deliver a product that will grow with you and your success.

The TELUS Web store started as a proof of concept project. Within months it was handling millions of dollars
in sales—and continues to expand to include new services and functionality. TELUS is able to capitalize on
Acro Media’s software experience and build upon a reliable ecommerce platform that offers scalability for
growth.


Advantage: Cost & Time Savings
By choosing Acro Media, TELUS spared themselves a year of costly development and left valuable IT staff free
to concentrate on their core roles. StoreBox tools are efficient and easy to use, as proven by the fact that one
TELUS employee now maintains all eight current TELUS storefronts, replacing the six individuals who were
previously assigned the task of updating six storefronts.

While we are not at liberty to reveal the increases in their online sales, we can proudly divulge that since
implementing their first StoreBox, the accumulated value of our work for them has increased approximately
700%.

On a daily basis, orders from the Web store are sent directly to SAP (enterprise management software) for
fulfillment and then returned to the Web store to complete contract setup. StoreBox manages the order
through all stages and tracks its progress. With a few clicks a clerk can determine if a payment was received,
fulfilled, or completed. The Order Manager also maintains a copy of all Web correspondence, drastically
reducing support and billing issues.


Advantage: Security
Acro Media servers are protected by best-of-breed Cisco PIX firewalls to block unauthorized data access.
In addition, all StoreBox customers benefit from rock-solid 256-bit SSL encryption security in all online
transactions. TELUS can encourage customers to purchase in complete confidence that credit card and
personal information is safe, both during and after the sale.

TELUS administrators maintain firm control over content—access to backend tools is restricted to authorized
personnel through a password-protected gateway. Administrators also control permissions granting access to
specific tools. For example, a junior administrator could alter prices but not have the ability to publish them—
a supervisor granted that permission could review the alterations and publish.


Advantage: Reliability
Downtime can translate into lost sales. TELUS enjoys peace of mind knowing that Acro Media’s telephone
support is available 24/7. In the event of a technical problem, Acro Media is a call away. Acro Media provides
all hosting and technical services and delivers on its 99.9% uptime guarantee.




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To ensure that upgrades preserve our promise of error-free service, Acro Media maintains a mirrored
development environment in which we thoroughly test all changes to the software before burning it in. Acro
Media has the experience to know that the best place to catch and kill a bug is in the planning phase, before
it goes live. By the time an upgrade sees the light of day, it has survived Acro Media’s barrage of quality
assurance test methods.


Advantage: Customization
Acro Media continues to work closely with TELUS to implement real-world business processes into the online
medium. Discount coupons—originally sent in the mail and redeemed in person at purchase time—are now
emailed out and redeemed online. Programs for TELUS employees’ friends and families are now available via
the Web through a secure storefront. Employees identify themselves with their employee number and have a
yearly opportunity to purchase products and services at a highly discounted rate.

TELUS benefits from the automation and integration of their Web store in all aspects of their business.
Marketing campaigns are launched and promoted to all storefronts simultaneously. Manual updates and
processes that coordinated multiple departments are replaced by a nightly publish. Presentation of featured
products and services—previously a laborious manual process—is now accomplished with a few clicks from a
site administrator.


Advantage: Proof
TELUS will not continue to expand and invest in its Web presence without measurable results. They require
specific information at specific times for specific managers and staff. Based on our initial analysis of their
business needs, Acro Media ensured the crucial data was gathered, and then we created the information
delivery systems. They featured the following:
     •    individualized dashboard for real-time Web reporting.
     •    downloadable reports in various formats with customized sorting, grouping and filtering.
     •    integration of Web analytics and breakdowns of customer buying habits.



Ongoing Partnership
Since the original launch of four StoreBox storefronts in 2004, TELUS has contracted Acro Media to develop
additional Web sites/platforms. Acro Media is proud to have completed additional projects for TELUS’s
corporate catalog, its fulfillment house, its Team Web Store (for internal employee purchases) and its
Corporate Employee Purchase Program (provided for their partners’ employees’).

In addition, in 2007 TELUS partnered with Amp’d Mobile Canada—a provider of customized mobile
entertainment, voice, information and messaging services, and the optimized phones capable of receiving
them.

Although AMP’d Mobile Canada’s presence was short-lived, its products and services represented the cutting
edge of mobile content provision: AMP’d owned a fully equipped production studio and prided itself on the
originality and contemporariness of its youth-oriented content. In effect, because the Amp’d line targeted a
more specific demographic of 18-26’ers, the look and feel of the AMP’d storefront differed greatly from
TELUS’s own branded storefront– a testament to StoreBox’s design versatility.

Despite very tight timelines, Acro Media delivered the project to spec, on time and on budget—just as it had
for TELUS on the original 2004 project.




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