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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in