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June 01, 2018
Transforming the Mercedes-Benz customer experience with AWS cloud adoption
By: Chris Wegmann

Through digital transformation on AWS cloud, the Accenture AWS Business Group (AABG) has been helping Mercedes-Benz to reimagine digital marketing and sales.

Automakers have been bringing ever more immersive driving and showroom experiences direct to customers’ screens for a few years now.

To check out the art of the possible today, take a look at what CGI specialist Mackevision is doing for marques like Porsche, Audi, Mercedes-Benz and BMW. Acquired by Accenture at the start of the year, the "Game of Thrones" special effects leader adds a whole new dimension of content innovation to our portfolio of services, for automakers and companies in other sectors.

There’s an urgent need for innovation in this industry. Differentiation in an ultra-competitive marketplace increasingly depends on delivering state-of-the-art driving experiences. And with margins under pressure, these experiences need to feed back into value-adding business outcomes as fast as possible.

It’s a space where we’re extremely active. For example, through AWS cloud transformation, the Accenture AWS Business Group (AABG) has been helping Mercedes-Benz to reimagine how it delivers digital marketing and sales solutions for its customers worldwide—and to do so at unprecedented speed.

This was a fantastic opportunity to demonstrate the breakthrough innovation that we can provide through the AWS cloud platform. The company’s digital services business, Mercedes-Benz.io (MB.io), had been tasked with consolidating and transforming a fragmented and unresponsive online presence through an integrated cloud-based solution, “OneWeb.”

Leadership in MB.io knew that unifying the Mercedes-Benz online presence in the cloud would enable them to roll out new content, functionality and features—like their car configurator and test-drive booking app—much more quickly and deliver a far better and more responsive customer experience across all digital channels. In a fast-changing marketplace, it would also allow them to rapidly modify the experience to meet new customer demands.

With #AWScloud, we’re enabling extraordinary innovation and for Mercedes-Benz

 
 

They turned to us for help. The AWS-based solution we designed, built and deployed with MB.io included a domain- and component-oriented framework, cloud management system, micro-services, and serverless-based architecture and front-end collaboration tools. It leveraged a number of AWS services, including AWS Lambda, Amazon Simple Storage Service (S3) and Amazon Relational Database Service (RDS).

MB.io had originally selected AWS as its public cloud hosting platform because of the maturity and robustness of available AWS services and its global presence. But the initial scope of implementation was limited to Amazon Elastic Compute Cloud (EC2) instances, block storage (Amazon Elastic Block Store) and networking connections to the client’s legacy IT infrastructure.

However, following a smooth planning/test phase, MB.io expanded OneWeb’s scope to include other AWS products and services. These new components, all delivered within a highly scalable micro-services architecture to reduce the cost of the solution, make it both more extensible and more agile.

Once these core components were all in place, we refined the automated processes and began the rollout. Vertical development isolation, component-based architectures, the utilization of DevOps and agile teams, and special enablement programs meant we could scale resources and dramatically increase the speed of rollout—and follow-on business outcomes. Within the first four months, we’d deployed the new solution to 18 countries. That speed of implementation was unprecedented for Mercedes-Benz.

OneWeb’s now been rolled out to 22 countries, with 30 more yet to come. So, what’s the impact been? Currently, more than 3 million unique visitors access OneWeb every month. That traffic volume continues to grow as new markets come on board.

Bottom line: With its lightning-fast provisioning of compute power and container management (through Pivotal Cloud Foundry), OneWeb has enabled MB.io to put in place a truly agile software development cycle that propels rapid digital innovation. It’s a step-change from what was possible with the company’s earlier non-integrated legacy solutions.

The AWS-based as-a-Service platform means Mercedes-Benz can respond almost instantly to customers’ demands for information and functionality. And it’s not just rapid response to demands. The company also receives customer feedback much more quickly—crucial information that’s being used to continuously improve on the customer experience.

It’s been a great example of how the combined strengths of AWS cloud and Accenture can connect companies with levels of agility, compute power and flexibility that, together, support extraordinary innovation and drive faster business outcomes.

You can take a closer look at OneWeb here.

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