How PaaS is helping Volkswagen to deliver customer leads on mobile

OutSystems provides the platform that enabled the rapid deployment and release of a new application to distribute leads to dealers

The rapid adoption of mobile devices has led many organisations to accelerate plans for content delivery via apps and optimised Web pages. For marketers, however, even the limited fragmentation of mobile operating platforms has created a headache around developing multiple variations for different operating systems and form-factors.

US-based software company, OutSystems, is one of the companies hoping to ease this problem through a platform-as-a-service (PaaS) approach. This lets organisations develop applications which immediately adapt to the form-factor of the user’s device for any mobile platform.

PaaS is different from other software development solutions in that it provides both the computing platform as well as the entire software stack required for developing and integrating solutions. Google’s App Engine, Microsoft Windows Azure and Salesforce.com’s Force.com are other examples of PaaS.

For Volkswagen Australia, OutSystems provided the platform that enabled the rapid deployment and release of a new application to distribute leads to the company’s dealer network.

According to Volkswagen’s customer engagement manager, Craig O’Donnell, the OutSystems solution integrates directly with his company’s existing Onyx-based CRM systems and provides dealers with an easy-to-use means to work with those leads.

“It’s a platform that a dealer logs in to and will receive a lead from our website,” he says. “What it enables us to do is see and track how the dealer interacts with those leads. So in a really simple way we can see the metrics around what is going on and access more in-depth reporting about what is happening with those leads.

“It definitely helped us solve an issue. It’s a very easy-to-use platform, very straightforward, very self-managing.”

The deployment and integration work for Volkswagen was handled by its technology partner, extend.IT Australia.

Extend.IT’s managing director, Peter Drum, says his firm has been working with Volkswagen since late 2009, and has been involved in the broader dealer CRM project since 2011. Hence it was natural for them to play a role in extending that platform out more easily to the carmaker’s dealers.

“We were looking at possible platforms we could use to meet our criteria for the application,” Drum says. “We were particularly interested in being able to support different devices. The agile concept was also key to what we wanted to do as well - to be able to deploy and then rapidly innovate as time went on.”

Drum evaluated a number of platforms before settling on OutSystems.

“It’s very good, and very flexible,” he says. “It didn’t have a very big learning curve and was able to satisfy some of those core criteria.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

This is so cool & Innovative . A Milestone will be created by this.

Digital Marketing Courses

AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices

Read more

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Latest Podcast

More podcasts

Sign in