SOA for Multi-Channel Business

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    SOA for Multi-Channel Business - Presentation Transcript

    1. SOA for MultiChannel Business Richard Veryard
    2. The term "multi-channel" is used in different ways. But it always implies some kind of complexity. TIBCO IONA BEA/Oracle technological commercial organizational
    3. Dell has evolved from multi-channel communications to multi-channel commercial relationships
      • Multi-Channel Communications
      Multi-Channel Business Telephone Internet Retail Kiosk Phone Internet Kiosk ?? DELL Global Partners
    4. Typical Multi-Channel Scenario
      • 1 Original Channel (bricks and mortar)
      • 2a Experimental Channel (e.g. Internet Banking) – initially low-volume, low risk
      • 2b Second Channel becomes mainstream
      • 3 Use SOA to put both channels onto a single platform of shared services.
        • consistency, efficiency,
        • compatibility & seamlessness of cross-channel activity
      • 4 Finally, the platform can be opened up to third party collaboration (e.g. Mashups)
      DIFFERENTIATE STANDARDIZE INNOVATE ECOSYSTEM High Value High Risk Low Value Low Risk 1 2a 2a 3 3.1 3.2 Specialized Generic 4c 4b 4a
    5. Multi-channel pattern: Merger & acquisition
      • Two Separate Companies
      • One Company, Two Brands
      A B A B
    6. Multi-channel pattern: Two-Sided Markets
      • One-Sided Market
      • Two-Sided Market
      A B Simple value proposition Complex value proposition
    7. SOA as an architecture for managing complexity
      • Dimensions of Business Complexity
      • Delivery / Interface
      • eCommerce, Web, Call Center, Kiosk, SMS,
      • Product Class/Consumer
      • Enterprise, SME, Retail Consumer, Citizen, Intra-government
      • 2-sided markets
      • Commercial Channel
      • Wholesale, Retail, Corporate, Partner, Direct
      • Brand integration, mergers & acquisition
      • Pricing Type
      • Credit, eCommerce, Cash, Direct Debit
      • Subscription, Fixed-Price, Pay-as-you-Go,
      • Product Delivery Technology
      • Managed Service, DVD, SaaS
      • CD, DVD, Video on Demand
      • How can we avoid a combinatorial explosion of complexity in IT systems?
      • By establishing a well-architected service-oriented architecture (SOA) with decoupling between the layers.
      Business Complexity System Complexity
    8. Strategic Channel Roadmap DIFFERENTIATED INNOVATE Single Channel Recent History New Channel DUPLICATE Short-Term Plan Longer-Term Plan New Channels ECOSYSTEM STANDARDIZE INNOVATE INNOVATE INNOVATE COLLABORATE COLLABORATE COLLABORATE time 1. A business innovation leads to system duplication. 2. SOA allows business innovation to thrive without negative system consequences … 3. … and provides a platform for further business innovation. Multi-Channel
    9. Multi-channel is a trigger for getting smarter about SOA Situation complexity multiple business channels multiple pricing models multiple technology channels multiple product technologies Problem inefficient inconsistent disconnected Implications innovation (time to market) customer satisfaction profitability duplicated Challenges multiple systems multiple partners
      • Reference Architecture
        • Separate homogeneous layers from heterogeneous layers
      • Interoperability
        • Canonical semantic model
        • Robust infrastructure
        • Standards & protocols
      • Business Analysis & Design
        • Analyse dimensions of complexity
        • Design platform business
      • Governance
        • Coordinate between homogeneous and heterogeneous
        • Coordinate between multiple heterogeneous
        • Coordinate change
    10. If you were intrigued by this presentation …
      • For more of my stuff …
      • … read my blog
      • RVsoapbox.BlogSpot.com
      • … browse my articles
      • del.icio.us/richardveryard
      • For more on SOA …
      • … read the SOA Process blog
      • SOAprocess.BlogSpot.com
      • … and join the CBDI Forum
      • Bronze membership is free
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      • Platinum membership provides full access to knowledgebase
      www.cbdiforum.com

    + Richard VeryardRichard Veryard, 2 years ago

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