Business on the Move - the Centrica Survival Guide: Maintaining Competitive Advantage with Next Generation Mobile Solutions David Viney, Technical Lead, Centrica e-Business Programme David Viney 07979.567.690 1/16 What is Centrica? People at home People on the move Our vision is to be a leading supplier of essential services in our chosen markets. 2/16 Who are our Mobile Communities? approx. HRL/Power British Gas 18,500 Trading Field Stations People Sales Team 20 2500 (of which 3500 approx. 14,000 AA Roadside are Centrica Patrolmen staff) 1500 AA Driving 6100 Instructors British Gas Service Engineers 600 AA Tyreserve, Vehicle Inspectors, Hotels & Restaurants, Signs, Roadwatch, Mobility, etc. 250 B2B 2000 Sales British Gas Services 650 300 1032 Installation British Gas Debt Centrica Services Collectors North Sales America 3/16 A culture of innovation 1905 The AA begins at a meeting of motoring enthusiasts at the Trocadero restaurant in London's West End. Original objectives? To help motorists avoid police speed traps! 1949 The introduction of two-way radio after the Second World War saw the launch of a night-time AA breakdown service in the London area, which was gradually extended to cover most of Britain. 1998 93% of emergency calls answered in <15 seconds; call-to-arrival time only 35 minutes; 84 per cent of vehicles fixed at the roadside. JD Edwards annual rankings begin. We have since won 4 out of 6. Where next? 4/16 Investment in our people 1995 First generation of laptops for our British Gas engineers. 6,000 units of ruggedised Panasonic CF-42s. First in the UK to put out a field system of that scale. 1999 Second generation – the Panasonic CF-27, with an Olivetti JP90 printer. Engineer is allocated (and accepts) jobs via GSM. Faults and diagnostics logged on the laptop and a report completed on site. 2003 Third generation – the Panasonic CF-18 „Toughbook‟, which includes a detachable tablet solution (great for sales teams). By now we print over 14 million sheets of paper in customer homes each year! Where next? 5/16 Where next? Ever more competitive landscape Competitors are always hard on our heels and with many new market entrants, this only gets harder. We have to raise our game again and re-define the standard. We apply our philosophy… A passion for our customers and providing ever better service. Challenging ourselves to be faster, better and more efficient. Supporting our people with the tools they need to do their job. And manage for value… Value-based-management implies allocating assets and resources towards the areas of greatest opportunity. We will weigh up opportunities based on the facts, trusting our colleagues and taking pride in our decisions. 6/16 Managing for Value MfV implies allocated assets and resources towards the areas of greatest opportunity. Currently, mobile & front-line areas have the greatest concentration of cost and FTEs Opex 350 £‟000s Cus tom er vis it Customer visit 300 250 200 Market Products / Services 150 Sell/Renew In-bound Products calls Manage IS 100 AA British Gas OneTel Goldfish 50 HR Manage FTEs Manage Activities Finance Training 0 Customer FTEs 14000 visit In-bound calls 12000 10000 8000 In-bound 6000 calls Sell/Renew AA British Gas OneTel Goldfish 4000 Products Manage Market IS FTEs 2000 Manage Manage Products/ HR Finance Services Activities Training 0 7/16 Strategic Context There is a prize to play for with our mobile community. In fact, our investments to date have only scratched the surface of what is possible! Customer Benefits of Scale Relationships We have a large but Good CRM requires fragmented mobile consistent customer Maintain FTSE Top Quartile workforce. We should treatments and TSR Performance be able to realise superlative service synergies through across all customer Maximise value of customer relationships pooling their within UK and appropriate overseas markets: touch points! We requirements, need to extend our Develop purchasing power, CRM model to the multi-product systems and Exploit & innovative Realise 18,000 Centrica distinctive customer benefits processes people who touch the capabilities propositions of scale customer physically NEW WAYS OF WORKING New Ways of each day.. our mobile Working workforce! ORGANISATION & RESOURCES Many field processes Innovation are very manual and PROCESSES there are data re- By investing in such keying and other systems, we will SYSTEMS inefficiencies. We continue to delight should aim at right- the customer by out- first-time processes, innovating our that capture data in competitors and A simplistic overview of the Centrica strategy the field. Hard FTE continuing to drive savings and growth up our fix rates and avoidance the up-sell / cross-sell prize. rates 8/16 The Mobile Technology Vision 1 A networked enterprise of, by and for the people No disenfranchisement. All our people have access to the same system solutions, including our highly valued and cherished mobile workforce. 2 All of the information and systems I need to do my job… Information that is (a) timely, (b) relevant and (c) reliable (with a single view of the truth) and customised to my particular role needs, implying a fully networked, web-services based target architecture, served from a central intranet web farm, with real-time interfaces to enterprise and legacy systems. 3 …in one place, easily accessible and ready to use Everything our mobile staff need can be accessed from their laptop, through a single, simple thin-client browser. Connections are (a) fast, (b) reliable and (c) low cost, giving a satisfying overall user experience. I can access from anywhere and at a time of my choosing. 9/16 A holistic view of our people’s needs Connectivity is the common element Employee Incentives & Commissions Technical Helpdesk Employee Satisfaction Communication Rewards & Benefits Company News & Information and Morale Employee Discounts Track the Share Price Employee Clubs Look up a Colleague Social Interaction Look up a Team Corporate Book Leave Remote Learning & Training Belonging Taking External News Life Enterprise Technical Manuals Care of our People Traffic News Claim Expenses Contact Mates Request Overtime CONNECTIVITY Job Scheduling Campaign Information Job Dispatch Pricing Changes Progress updates Instant Messaging Collaboration Tasks Diagnostics Increased Knowledge Productivity Find an expert Results / Reports Capture & Parts Ordering Sharing Knowledgebase Field Sales Hints and Tips Invoices & Receipts Suggestion Box Credit Card Authorisations Employee Route Guidance Improved Continual Opinion Poll Customer Improvement Service All of the information and systems I need to do my job, in one place, easily accessible and ready to use 10/16 Barriers to Achieving that Vision Today 1 Coverage The Classic Technology Conundrum: Not all of the UK has GPRS coverage. Plus, connections drop when crossing cell Timing is Everything! boundaries and even within cells £ High Cost of Disadvantage 2 Connectivity Cost and poor Not so long ago, providers were charging £20 usability per Mb for GPRS connectivity. This is now We are Economic at £1 per Mb, but this is still (raltively Here Value speaking) still high cost when compared to the good old-fashioned radio 3 Usability The real issue of relevance. Cisco reported from their trials that (a) 50% of Competitive Low Costs & support calls related to connectivity and Advantage better usability (b) application take-up was disappointing. Time Main issue was with connection speeds of Optimum Point to HTTP over GPRS, using a VPN Invest 11/16 Now for the Good News The longest journey begins with a single step Fortunately, there are steps we can take today to (a) move towards this vision that we all share and (b) make future steps towards the vision easier to take: • Ensure that most or all applications • Install, as appropriate, GPRS, GSM, are accessed on the laptop via a Bluetooth & Wireless technologies to browser interface ensure that we can open up access to • Build content and applications in a the intranet when feasible to do so web framework (even if the • Build applications on the intranet to servers have to reside on the be conserving of bandwidth, with device), to make future migration to validation closer to the client (to a centrally served solution easier enable them to be made available to the mobile workforce sooner) We are doing all of these things in Centrica 12/16 The Pragmatic First Steps DATA Web Farm A W Laptop D APPLICATION Enterprise & Legacy Systems Long-term Solution: (e.g. SAP, AAHelp, UCAD, WMIS, etc.) Thin Client with intranet served from a web-farm to a browser on the device Data Centre DATA Laptop D A W D A Enterprise & Legacy Systems (e.g. SAP, AAHelp, UCAD, WMIS, etc.) Today’s Solution (AA, Gas etc): Mainly Thick Client with (essentially) a “mobile intranet” (resident on the device) 13/16 And so the vision unfolds TODAY The functionality footprint expands Mostly task focused More complete meeting of experience for our people the needs of our people The technical Thick footprint evolves Thin Client Client Powerful Islands of A United Kingdom of information & applications equal citizens 14/16 Our next (proposed) steps – a comprehensive extranet Journalists, Suppliers, Investors, Partners & Analysts Service Providers Government, Regulators intranet: What we already have in Centrica (Plumtree portal) Current Employees, Demilitarised Zone Agency staff & Contractors Web Layer (e.g. accessing from home) Application Layer Databases & Legacy Systems Future & Past Employees extranet: Securely exposing part of our intranet to people accessing from outside Centrica, over the internet 15/16 How does extranet help mobile? As a large representative Giving access to intranet in the sample of UK homes (with a field is currently not a viable user slight bias towards A/B/C1 experience (and may not be until demographic), just over 50% of 3G and 802.11 networks are our Employees will have internet ubiquitous). But Extranet access access at home. from home is viable today Mobile (based on Oftel Residential Key (60% of Plumtree clients use their Trends - 02/02/03) Portals over the internet ) Extranet (as the Intranet “bridge” to a mobile future) Evidence from other leading organisations, including BT, BA Early adopters can access and Cisco is that people would Centrica news & information – and take up the option to access the collaborate with colleagues – in a Intranet from home, if presented. mobile community microsite (27% of all access during the Cisco (encouraged if possible through employee Mobile Trial was from home – PC / ISP discounts and tax breaks) compared to only 10% on the move) 16/16 So, the Centrica Mobile Strategy 1 Short Term: Mainly thick client to the AA & British Gas Reflecting the very real barriers to our vision that we face today… But based on technologies and solutions that do not prevent us from moving to an intranet / centrally served web-services based architecture in the future. 2 Medium Term: Extranet as the Bridge to the Future Investment in Extranet during 2004, including the creation of a Mobile Community Microsite. Possibly backed through employee discounts on ADSL and Internet Access, plus a discounted Employee PC Purchase Scheme (with tax breaks available to those with flexible benefits packages) 3 Long Term: A Ubiquitous Web-Services Solution A central web-farm, serving all content and applications to the thin-client browser in the office, at home and in the field. A single view of the truth, with relevant, reliable and above-all timely information, that can be accessed quickly, securely, reliably and at low cost.
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