Recession Proof Agile SOA
Using Quick Turns for Quick Feedback
By Brad Brown
Executive Summary in SOA. The value comes in how SOA is used.
With SOA you get to re-use existing assets.
The goal of this paper is to help you, the reader, SOA might allow a company to do some new
understand why Agile Service Oriented things, like mashups, application to application
Architecture (SOA) will make your efforts integration or a new workflow.
successful. Service-orientation / SOA is not best
implemented in a waterfall effort. Long, large The ability to rapidly modify service offerings is
projects are killers especially in tough economic becoming a key to success in today's turbulent
times. The quicker you can show success, the economy. Many companies are turning to SOA
quicker you’ll win those new projects, get more to help their business reduce development
business, save money, and achieve whatever efforts and achieve agility, but implementing
your goals may be. The Agile process allows for SOA effectively has proved a daunting challenge
quick wins through quick turns. Quick turns will all its own. How can today's IT managers and
give you rapid feedback and allow you to CIOs realistically propose SOA and quickly
change as your requirements come together or deliver benefits without risking their jobs?
change. It’s also important to know that our
approach is a “best of breed” approach to SOA. This paper will explain why historic SOA
In other words, you don’t need to pick an entire implementations have failed, how you can
technology stack day one, rather iPerspectiveTM benefit from innovative software that
(Rolta’s technology) provides you an fundamentally transforms the complexity of
incremental approach that let’s you get going implementing SOA to an "instant" task and how
today with the technology stack that you already an Agile, iterative approach can deliver rapid
have and then the option to build from there. Return on Investment (ROI) for your business
and ultimately lower total cost of ownership. In a
Agile is a development methodology that’s not time where budgets can be cut at a moment's
Rapid Application Development (RAD), not notice, this paper aims to ensure you derive
Extreme Programming (XP) or anything like that; value from your SOA initiatives in weeks and
it involves releases of the entire software bring real impact to your business.
through iterations. The whole idea is to allow
the business to work with IT, to see the results, Introduction
provide feedback, etc. Note a couple of the
important terms above, such as quick turns and First, let’s talk about our Agile SOA methodology
quick feedback. Traditional SOA has been done and then we will share some case studies on
in a waterfall method and achieved no value how organizations generate revenues quickly,
when code was rewritten just for the sake of re- get feedback from users, and ultimately save
writing. In other words, there is no direct value time and money. We will also provide some
background on SOA, our Agile approach and
how you can use Agile and iPerspective to give Then there is the uncertainty and risk of it all.
you quick turns, which will result in quick wins. When will we hit the bottom? If we knew that,
This is our BeTteR process (build, try, retry), so we could do a perfect pro-forma and figure out
let’s get started. exactly what to cut and when, but it’s not that
simple, is it? So how do you survive? When will
Topics in this paper include: the economy turn? Are we at the bottom now?
• Introduction to Service Orientation Obviously, the more you can save and the faster
• Agile, Agile, Agile you can save it, the longer you can hold out
• Quick Turns (with iPerspective) before you have to make any cuts. The more
• BeTteR process you cut into the muscle and bone of your
• Build, Try, Revise organization, the longer it will take you to
recover. The greatest time of opportunity is
when the market recovers. That’s when there is
Slaying Daemons and Ghosts
a shortage of firms in business and that’s when
the profit margins are at their highest. You will
We all have daemons and ghosts that keep us
far exceed your losses in gains, but only if you
up at night. What is that keeps you up at night?
survive. So it is a tightrope that we all balance.
For me it is cash flow and collections. I’ve been
in business for myself since I was about 10
The faster you can learn from your users, the
years old starting with a job delivering
more you’ll be ahead of the curve. The way you
newspapers and collecting weekly, leading all
can accomplish this is with quick wins! If you
the way to starting TUSC, which what was a
can support an Agile enterprise, it will streamline
$50M business in 2006. I can assure you that
cash flow became a concern when I was 10.
People didn’t answer their door when I rang the
How long does it take you from the time you
bell, and that was just for their $1.40 a week
have a great new idea until you can actually see
newspaper. When it comes to the days you are
results? The Agile approach plus the
collecting $50M in revenue, Days Sales
technology advances embedded in iPerspective
Outstanding (DSO) increases. Each day
support code iterations in just a couple weeks in
equates to $140K and at 10% interest, that’s a
comparison to traditional SOA projects that can
net annual cost of $14K in interest per DSO.
take months. I will discuss more on project
That adds up to a lot of money in no time! So if
you can reduce your DSO, you can really
improve your cash flow and profitability. Cash
The bottom line is that long projects won’t fly
flow is a daemon for most every business.
when you’re trying to save money, quick wins
are the key!
Perhaps your ghost is staff reductions. Has your
firm cut “fat” and then “muscle” and you’re now
What keeps you up at night?
into the bone? What’s next? I have been there.
• Cash flow in a declining world
This situation forces everyone to pick up more
and more and it can become overwhelming. It economy?
beats the alternative of being unemployed. • Efficiency: doing more after cutting
into the “muscle?”
• Uncertainty and risk? over my career. People customized Oracle
• Surviving until the recovery? Applications to no end in the early days. Then
we learned that practice was a bad idea; most of
How to position for the recovery? us learned the hard way. I was on a project in
• Increase your organizations ability to the early 90s where the ERP customization had
learn faster and implement IT been in progress for years. When the next
application changes more quickly. version of Oracle Apps came out,
• Institute agile and streamline “customizations” killed everyone.
Now we are service-oriented. Someone recently
Service-oriented Solutions said to me “this SOA thing isn’t anything new.”
That’s true, it’s really not, but someone else
“Most midsize and large software projects target summed it up very well, “SOA is really just a
a service-oriented software model. Service- bunch of best practices of best practices.” In
oriented applications are modular, and the other words, just because you put a SOA in
modules (services and clients) are loosely place doesn’t mean you can’t screw it up. In my
coupled, shareable and distributable, and are early SOA efforts, governance (i.e. operational
encapsulated behind separately documented excellence) wasn’t discussed, so we learned
programmatic interfaces. Support of such those best practices the hard way. SOA can
architecture requires a multifunctional, easily put components of the architecture right
underlying application infrastructure technology into the heartbeat of a company. I recently
often assembled by users from products of talked to one of our DBAs who mentioned that a
potentially different vendors. Some users prefer customer had all of their services running
a best-of-breed approach to selecting their through one DB box that was processing 3500
enabling technologies, although this approach transactions per second; therefore, they could
requires users to act as system integrators (SIs) afford ZERO downtime. That’s risky! I’d venture
in assembling the end-to-end enabling platform to say that’s not a best practice. And they are
for the project.” – Gartner, #G00163409 an SOA shop.
In the past we were very technology oriented. I Service orientation gives you an open
am sure you remember terms like “re- Application Programming Interface (API) to your
engineering”, which drove many businesses to business, data and business processes which is
adapt their business process into the platform independent and technology
technology. This proved to be difficult and not independent. We are not technology oriented
very beneficial, although we may have thought any more.
differently at the time. Companies moved to
Commercial Off The Shelf (COTS) SOA provides you with an open standard API to
implementations because it was better for them your entire business. That’s service-orientation!
to purchase software than it was for them to
write it. You might ask, who would write a Technology-oriented (then):
database software package? I can’t tell you how • Traditional business applications –
many order entry or ERP applications I wrote “one-size-fits-all”
• Business processes created to utilize
• Standard information and process
“services” that can be mixed and
matched to solve business problems
in a standard, reliable, flexible and
• Technology created to serve business
• Business Intelligence, Business
Benefits of Service-Oriented IT Composite services allow you to combine
services into larger (i.e. “course grained”)
The benefits of service orientation are real. services. Business Process Execution
Imagine having an open standard API for your Language (BPEL) processes allow you to
entire business. Any system can communicate orchestrate services (i.e. put workflow around
with any other system transparently. So rather services), even granular services via Java
than moving and copying data throughout your Remote Method Invocation (RMI), which is fast.
organization, you can get the data from the Organizations refer to the reuse of existing logic
system of record (single source of the truth) as “Legacy modernization.” Clearly this is
when you need it. Traditionally we have efficient for your organization. The benefits of
replicated data throughout our organizations. legacy moderation are that you’ll have no new
Copies of data everywhere can lead to stale spend for these services, no new training is
data throughout. I was at a government facility required and it will meet your regulatory
the other day and they said, “we have access to requirements.
yesterday’s information, but not today’s.” They
are making decisions about people’s lives with If you implement a service orientation using
day old data! Agile, you are able to accommodate changes
quickly! If you remember programming 101, it’s
There is no need to re-invent the wheel or re- best to make one change, then test it out fully,
write your systems. You have years of rather than changing 20 things and trying to get
development in your existing business logic. In your program to work. SOA is the same way –
fact, in many organizations the person who rather than developing 20 services at once, you
wrote the original code has been gone for 10 can use Agile with short iterations and releases.
years now. It’s a black box. Or you might have
a packaged application (i.e. COTS) that you Would you also like to be able to build services
don’t have the source code for. Nearly every as you prioritize them and as the business is
COTS provider makes it clear that if you modify changing? It’s similar to Just in Time (JIT)
their source code, you won’t be supported. inventory. This is Just in Time Web Services!
They also make it clear that if you put data into
their database without going through their APIs, Some people save money by using rapid
you will not be supported. feedback with end users. Others use it to
quickly demonstrate what can be done with the
Well, the good news is that unlike historical services and then leave it to their Business to
architectures that required a re-write to Business (B2B) customers to develop their own
implement, SOA allows you to re-use your User Interface (UI) when customers ask for
existing data and business logic, i.e. wrap it. functionality beyond their out of the box UI. So
This is a first! they save money by not having to do the UI
enhancements or workflow development
This sounds like a great concept, but as you themselves, rather they drive it out to their
study SOA, you will quickly say that you don’t customers.
want to expose everything you have today as a
service (i.e. programs are too granular or “fine If you can put some predictability in your service
grained”) to be useful in their raw form. orientation efforts, you’ll be able to ultimately
reduce your risk. It’s pretty simple! This us an email or give us a call as we would be
strategy will position you for the recovery by happy to talk to you more about this.)
building your corporate knowledge one service
at a time, not literally one service per iteration, The good news is iPerspective either fits into
but you get the idea. This provides for your existing stack or we give you a complete
continuous improvement. Services will be used stack. It‘s your call.
and re-used; which encourages and supports
Reuse of assets will drive efficiency and Agile
makes it fast to see the results:
Consistency across enterprise:
• Single source of truth
• Reuse and efficiency
• “Legacy modernization”
• Agile – accommodates change
• One vs. many access points
• Predictability in order to reduce risk
Position for the recovery by building
• Continuous improvement based on
multi-use The SOA Train is Here!
• Encourages and supports information
sharing Gartner has something they call the hype cycle,
which is a cycle that they say every new
Service-Oriented Architecture (SOA) technology goes through. People get excited
about new technology very quickly. Take Twitter
There are a lot of components to a complete for example. I’m thinking it has to be at the top
SOA stack. The good news is that you don‘t of the hype cycle, and that it will soon crash.
have to build your entire stack on day one. You Once people get beyond the hype and get back
likely already have your computing and network to reality, the technology tends to hit a new low,
components as well as your business then slowly rebuilds. Your interest in SOA or
applications. SOA is built around everything any other technology will depend on what part of
you have today, even the existing services. the curve you’re comfortable implementing. If
SOA is an architecture, not a product you buy. you’re an early adaptor, you missed the curve
(We have more information on the stack, for SOA, but cloud computing might be more up
building the stack, governance, and more. If you your alley right now. SOA has passed the hype
are interested in learning more about the stack cycle and is into the safe zone. So at this point
and how these pieces fit together, please send you are not an early adaptor, nor a late adaptor,
you are entering in the “just right” phase. Your
time might be now.
For internal sales we are past the early adaptor
stage. It is time for others now.
SOA Is Alive and Well!
The Burton group did a great job of exciting the
SOA Utilization SOA world and creating viral hype for the
community by saying SOA is dead – brilliant!
IDC took a look at services within organizations But it is not dead. Long live services, but
that were using SOA to figure out what monolithic, top-down, waterfall SOA projects;
categories their services fell into. If we focus on yes, those are dead. Who can afford to wait 2
a few service categories, we quickly notice that years to see the results of something you start
58% of the services either wrap an existing today? Nobody can. The business changes
interface, query, update data or perform data way too much in 2 years. In times like today, 2
transformation. We are going to come back to months is too long!
our technology that supports our methodology in
a minute, but the circled categories are easily As I discussed above, legacy modernization,
created using iPerspective. You’ll get to see i.e. using your existing assets, is key. There is a
more about this in a minute. shortage of skills and talent within most every
organization today. Most adaptors of SOA said
The circled ways companies are using services it was a challenge to support a HUGE SOA
are what iPerspective does immediately. It’s initiative. iPerspective answers that challenge
58% of the picture out of the box. We have by automatically taking care of complexity and
other services, such as security and event removing the need to know new programming
notification services as well. languages and paradigms in order to exploit the
advantages of SOA.
SOA is not dead, but as I mentioned above,
SOA alone does not give you ROI.
Monolithic, top-down, waterfall approaches have
not worked for the following reasons:
• Multi-year implementations far the most productive development
• No significant ROI methodology I have ever experienced.
• Cultural turmoil We use it for all of our internal product
Burton Group: “SOA is dead”!?
• According to Burton Group in 2008, Our approach utilizes an iterative process, small
SOA initiatives have stalled out in projects and quick ROI.
o The techies have not been able to
explain to the business units why
they should adopt a better attitude
about information sharing and
collaboration. This can be a
fundamental cultural shift that is
required for SOA to succeed. The
pervasive attitude is “What is in it
• Burton Group is wrong! Service-
oriented is very much alive!
• iPerspective automates and requires
no new skills! Agile, Agile, Agile
Comparison of SOA Approaches What a great segway for Agile. Let’s talk about
our agile-based development methodology.
The Rolta TUSC approach or methodology Keep in mind, Agile can be part of the entire
empowers rich customer interactions through cycle, not just development. In other words, it is
Agile SOA. part of the design process, testing, everything.
We believe that: Agile Provides QUICK Results
• SOA should be delivered in days, not
months or years. The advantage of Agile is that it provides rapid
• Agility is the ability to be flexible, results. A release is a group of iterations, and
quickly; this is critical in both your an iteration is a short period in which you’ll
approach and technology benefits. complete an entire cycle of design to
• Simplicity and delivering rapid value development. In this process many things occur
are paramount. concurrently rather than in serial. This is part of
• There is a better way to deliver SOA the power of Agile. Additionally, the cycles are
Today. short. Internally, we initially did 1 week
• Traditional and technology-oriented iterations. We later moved from 1 week to 2
approaches take too long, require the week iterations. So every 2 weeks we are
business to wait as technology is determining which features we are going to build
updated and lack agility. Agile is by into our product and at the end of the 2 weeks,
we have an official release of the product. We • Has short iterations allowing your
do bi-daily builds of the entire product. One customer to see what they are asking
build is for the US developers and the other is for quickly.
for our team in India. Since we tend to be • Does not imply a lack of design,
developing nearly 24x7, the builds are really for rather it’s more like stacking the deck.
everyone; anything that’s checked in, gets built. • Provides a constant backlog of “ready
The build is automatically checked to make sure to develop” tasks.
the primary functionality is working. Good
builds are automatically deployed to all test The Agile Scrum
servers. Each day the test team gets to work on
the latest and greatest build! If you have a new The figure below is a look at our Agile process /
feature that MUST make it into the product, how methodology. As I mentioned, you have a
long will it be before you actually get to see it? constant product backlog with prioritized
For us, it is from 2 to 4 weeks. Technically it features desired by customers. These stories
could be within 12 hours (in the next build). With feed into an iteration or sprint. Iterations feed
our Agile methodology, you can produce results into a release. On a daily basis the team meets
quickly! Agile is not for the weak or meek. It will to review what was completed yesterday, what
accentuate your flaws. will be done today and what obstacles stand in
your way. We have about 30 people on our
In the construction industry, we say we “stacked team globally. Our typical scrum meeting takes
the deck” with contractors (i.e. when you bring in about 15-20 minutes a day. I am not a meeting
the drywall, paint, carpet and other trades in all person, in fact I really dislike meetings, but
on top of each other). That is pretty much what attend every scrum meeting I can, and I actually
Agile does as well. The product management enjoy them. It is a great snapshot of what
team is determining the priorities (i.e. for specific everyone’s working on. There is no hiding in an
stories) for the next iteration, while the design Agile process. If you’re not cutting it you’ll know
team is estimating stories in Small, Medium and quickly! The output of an iteration is a
Large size chunks. The teams then meet to potentially shippable product increment (i.e. a
determine which stories will be included in the release). At the end of the sprint, we demo all of
iteration, and the process goes on from there. the new features and do a retrospective on the
sprint and ask questions like, “what can we
If a developer runs out of things to do, there is a improve?” I really like this process and I know
constant backlog of stories (i.e. what we should you will too!
work on next, etc.). This is powerful! You can’t
achieve results like this in a waterfall project.
Again, quick iterations are key and we have not
avoided design, unlike RAD or XP. You’re
stacking the deck like in contracting.
• The team maintains an equilibrium
during each increment, insulated from
• Increments are punctuated at the end
of every sprint so that the team and
management can evaluate what
should be done during the next
increment. This decision is based on
what the team has accomplished and
what the business dictates is the next
most important thing to do.
Once Scrum is underway, teams and
management find it easy to focus. Every
“Two Pillars” of Scrum request is easily evaluated by, "How does the
request support delivering the code?"
There are 2 pillars of the scrum; team
empowerment and adaptability. I’ve worked on Sprinting
projects where the project manager said, “you
have 16 hours to complete the task.” And I’ve I have provided a sample sprint planning
thought, huh? That’s not possible, or there’s meeting agenda in the following diagram. On
more than you think is here, or the more I dig, the left, you can see how detailed the “chunks”
the more I find. The beauty of this process is of work are based on the stage it is in. For
that you can adapt to changes when they occur. example, you will likely know items that you
want to accomplish in the next release; for
Agile does not fix the issues; it highlights them example rework UI. You might have huge
in a HUGE way so that businesses can be undertakings that are required after the next
empowered and change! release, such as developing an end user
workbench. From there you can see that the
Team Empowerment: closer the stories are to the current sprint, the
• Once teams are given work to do, smaller the items are. For the current sprint,
they are responsible for figuring out every task needs to be outlined and it must be
how to do it. VERY detailed!
• The team does their best during each
increment. This graphic shows how things go from concepts
• While a team works, their only down to tasks. But the design is constant. We
interaction with management is to tell spend an entire day or two at the beginning of
management what is getting in their every iteration / sprint on design.
way and what needs to be removed to
improve their productivity.
• Scrum uses "punctuated equilibrium".
The BeTteR Process
Our BeTteR process is an Agile SOA
methodology which will be discussed below.
TUSC’s SOA Guide: the BeTteR
This methodology reduces risk. It also ends up
taking far less time to get to your final solution.
It is really a very simple, yet effective approach.
Using our iPerspective technology, you can
develop services within minutes. It is literally as
simple as exposing existing data or business
logic or writing new business logic (i.e. courser
granularity) or data logic (i.e. a SQL query or a
view). Using Agile and iPerspective, we build a
service and then the end user can see what is
built using rapid prototyping and tools like Oracle
Application Express or one of the many service
consuming product. In other words, they get to
try it out. Then we revise the functionality based
on the feedback loop, which results in building
• Build services in minutes
new services and so on. This FAST feedback
loop accomplishes the goals in the diagram. • Manage services
Build, then try, get feedback and revise – quick • Ease of process
turns. This is only possible because of
iPerspective capability to quickly generate Flexible Deployment and Fast ROI
On the bottom of the following figure, you will
BeTteR process: see all of your applications, business logic and
• Reduces risk data throughout your organization. On the top,
• Shorter time-to-solution you will notice those service consuming
• Simple approach products (i.e. mashups, mobile applications,
• Built-in precision tuning application to application integration, workflow
processes, etc.). In the middle you have your
services. iPerspective exposes those existing
assets as business services.
iPerspective is effectively a middleware. It
connects your applications to your consuming
applications. It supports mashups, application to SOA can fight your fears and position you well
application, or workflows. It creates Web for the economic recovery by giving you:
Services. iPerspective provides for flexible • Efficiency
deployment, which results in fast ROI. • Risk reduction
• Corporate learning
Rolta TUSC is your SOA Guide to success!
• SOA Today - Fast transformation to
• SOA Advisory, Technical,
Architectural and Innovation Services
- Optimizing your enterprise
• iPerspective - Linking your services to
your business needs
Gaining Early, Lasting Buy-in
Rolta TUSC: Your SOA Guide SOA Today is our starting point for SOA. It
starts with the workshop that you see in the
With Agile SOA, you can create quick turns upper left hand quarter of the next diagram.
between your business and IT groups. This This is where we talk about your requirements
positions you to provide efficiency, reduce risk, and what you are trying to accomplish. The next
and provide corporate learning to your company. step is the bootcamp, which is where we apply
We have a number of service offerings around the requirements to the principles of SOA. From
SOA. These start with what we call SOA Today there we go into visioning once you know your
and move up the chain from there. iPerspective requirements and the principles of SOA, so we
is our software solution that allows for these can work together to figure out the roapmap for
quick turns. We would love to help you through your first release of services. In the jumpstart
your SOA journey, no matter where you are on we will develop 2-5 services after a
that journey. Some people are still trying to comprehensive design and architecture review.
validate whether SOA is real. They might be The process is iteriative, so it just keeps going
trying to understand why there is value in SOA, from there.
and we have customers who have been doing
SOA for 5 years. Let’s talk a little more about This next figure shows SOA Today and what it
SOA Today, just in case you’re on the early part typically includes:
of the SOA learning curve.
We also have services wrapped around our
technology. We can start at education (SOA
Today), a roadmap, an assessment, etc. We
have a complete line of SOA services.
iPerspective select *
As I mentioned, iPerspective is our technology
that enables our Agile SOA methodology.
iPerspective makes all of your data and
business logic look like Web Services and
PeriscopeTM makes all of your data look like it’s
in an Oracle database. In other words, both are Or let’s say you used Yahoo Pipes to pull
virtualization technologies. They make non- Oracle’s current stock price and then you want
common platforms operate in a homogenous to query from a RESTful service to get this
environment. information - now:
Periscope select current_stock_price, link, details
Periscope is our technology that turns any
service into a query. In other words, you can
query from a Web Service as if the data is
coming from your database.
Imagine for a minute if you had the ability to
write a query from a Web service. I am calling
this “Service as a Query” or “Query from a
Service” or “Query Service” for short.
For example, let’s say you wanted to write a
query against a Web service from
http://www.thomas-bayer.com/ that contains an
operation called getBank. The service contains
a bank ID (biz).
select bankName, bankId, location, plz
where biz = 20041133
Or what if you want to query from Google:
Powerful, right? Absolutely! Or let’s say you
want to query from
where searchString = ‘Bradley D. Brown’
http://www.abundanttech.com/ “dead or alive”
service and call the getTodaysBirthdays
Web Services allow you to run a program on
operation (that has no parameters):
another server as if it’s on the same server. You
don’t need to know the operating system, the
hardware platform, the programming language Oracle ERP package/API can be
or much of anything about the source system. turned into a service
You simply run the program on another server. • Dynamic service - We have a service
That is what a Web Service is. Just think about type that allows you to call it and pass
the power of being able to query from any data in your SQL statement and we have
source as if that data is in your own database. security options that allow you to
That’s what I call a Query Service! restrict what objects can be used.
You can lock down the gateway or
Rolta’s iPerspective product allows you to allow the service to accept this and
quickly expose your existing business logic and you can pass in a federated query as
data as Web Services. As discussed below, well.
iPerspective adds key features to your service • Virtual private service - ability to
deployment. Rolta’s Periscope product gives provide access to a service that gives
you Query Service functionality right out of the a customer only their data
box. You can query from any Web Service with • ApEx, Sensedia and UDDI support -
a simple SQL Query! Imagine the power of this We deploy our service repository to a
type of functionality. Any product that uses a number of other repositories.
JDBC driver can now query from any Web • RESTful services - with a click, you
Service as if the data is on the same system. can make your release a RESTful
That is powerful! release.
• Auto deployment - we can deploy to 1
Differentiators server or 100 at a time.
• Open Adaptor API – we have an open
Here are some of the key iPerspective API for Security, Gateways. Code
• Federated (i.e. cross DB) queries
• Security Open Architecture Model for
o Add a digest, LDAP, single sign-on iPerspective
layer on top of services – with the
click of a button iPerspective is the middle man between your
• All different bindings of the WSDL (i.e. data or business logic and your consumers.
old formats to new) Data meaning databases, files, etc. Business
• Release management - Grouping of logic meaning code that you’ve already written.
objects into different releases of By consumers I mean the technology that will
services use your existing data and business logic.
• A repository of your services These include mashups or dashboards,
o i.e. a complete stack all in one workflow, BPEL processes and applications that
• Extended object support – We will integrate to other applications.
support a lot of things that JDev didn’t
in the past – i.e. overloaded functions iPerspective is built on open technology and it is
in a package, record types, and an open architecture as well. What does this
MANY, MANY more – basically any mean for you? If it is built on open technology,
why not just go out and download all of the open Let’s talk about how some customers have
source technologies on your own? Well, they implemented our methodology and software.
have shortcomings and they are difficult to pull
together. We’ve done the hard work for you. You can see in the following figure that we
You might ask “what do you mean by an ‘open recommend implementing services in iterations.
architecture’?” iPerspective provides open APIs
to allow you to add new functionality to it. If you
want to interface to some data source that we
don’t support today; it is easy to do so.
iPerspective sits between the source data, the
business logic and the consumers, it also
includes security. iPerspective is flexible
because it has an open architecture. You can
add your own data sources, gateways, code
generators, security, etc.
Real World Examples
We’re going to take a look at some real world
Bombay Stock Exchange
First, let’s talk about a Periscope example. The
Bombay Stock Exchange uses Periscope and
they have a lot of data on Stratus platforms.
Your Guide Along the They wanted to do ad-hoc reporting on that
SOA Adoption Path data. But there were no tools like Cognos, Brio,
etc. that would work on those platforms.
I have been talking about Agile SOA, which is an Periscope makes the Stratus data appear as if
iterative method of working with the business it’s Oracle data in an Oracle database. So any
and IT to develop services that provide for the tool that can access Oracle can report on the
business. In other words, in using our Stratus data. This simplifies life for the
methodology you are building an optimized exchange.
business with assets you already own! Not all at
once and not over night, but via releases over Exchange:
time. This is powerful. • Stratus system – high uptime
• Ad hoc reporting through Periscope After entering an address and requesting a
• Simplified access and control/auditing detailed online report, the user can see a list of
objects that exist for this property.
One of our customers is in the real estate
intelligence business. We created a number of
services around existing business logic and
data. The services were initially used to develop
a UI that was used by most of their customers.
When customers asked for customization of the
UI, our customer would be able to offer
everything they saw in the UI, and this was
simply a service that they could use as they saw
fit. The B2B customers would then use the
exact same services to develop their own user
interfaces, workflow processes or integrate
applications. What you see here are examples The following figure is a PDF that is generated
of how different companies used the exact same when a user requests an Intelligent Property
data. Report. One service returns the data for this
PDF and another service formats the data and
The beauty of building services was that we generates a PDF. This way, customers can call
could use our own services for the UI. the data service if they wish to generate a
similar report in a different format.
In this first figure, you can see that this is from
the IntelliReal site. You enter an address and
pick your report type. This calls the respective
service that often generates a PDF or returns
example, the user can see the data by the
number of bedrooms in a home or the style of
home, acreage and the like.
The next figures all represent ways that different
customers used the same data as the figure
above. They call the same services that
IntelliReal uses internally and then they graph
the data however they choose. For example,
you can see that this page shows a simple
Google map for a property and a few details
about the property.
The following figure shows a heat map that is
displayed using Google Maps. Another service
returns this data to the customer so they can
display it as they wish. You’ll see an example of
how a customer used this market volatility data
to generate their own report.
The figure below shows the geosearch
functionality. Via Google Maps all of the homes
in a neighborhood are displayed and then can
be sliced and diced as the user sees fit. For
Another vendor had their own mapping package
to display the data on a map. You can see they
displayed an index, range for the property value
and so forth.
In the last figure you can see that this customer
used Microsoft Virtual Earth, and again, wanted
to display the information in a different format.
As I mentioned above, IntelliReal displayed the
market volatility data in a heat map. This
customer wanted to graph the data for a specific
property and then put it into a table at the
One View of the Customer, Real Time Updates
and Basel II Healthcare Illustration of Value
The financial markets are a great example of a Healthcare is an industry that is screaming for a
business that requires SOA to comply with service oriented architecture. For example,
federal regulations. I think of Basel II as the healthcare facilities are spending millions of
Sarbanes Oxley (SOX) of the banking world. dollars in the Electronic Medical Records (EMR)
One of the Basel II requirements is that a bank systems in order to ultimately save hundreds of
be capable of pulling together everything about millions of dollars. However, there’s a gap in the
a customer within one minute. In other words, a plan; only 4% of doctors say they will use the
bank requires a 360 degree view of a customer. EMR. Why? They say things like “it takes too
We all know that we have customer data in a much time, it’s too hard to use, how does it
number of systems throughout our benefit them?” By working with the doctors to
organizations. You can see that this financial discover their needs and preferences, we can
institution has a number of databases and data increase the use of EMR, helping hospitals
warehouses. realize their planned savings! Again, our
iterative Agile approach is key.
Using iPerspective and our Agile SOA
methodology a company can quickly pull this In other words, bringing Electronic Medical
information together from any number of Records systems together with other hospital
systems. This also provides for a big payoff systems provides a huge value to the physicians
when the business changes, like when adding a and nurses. Specifically the business
new acquisition. Having a service architecture intelligence can be used to drive down cost and
in place will reduce the complexity for these improve quality. The CRM data can be used to
institutions. track insurance and treatments along with other
items such as reimbursements, care tracking
Some of the SOA Winners include Wells Fargo, from start to finish, clinical decision support,
Capital One and JP Morgan Chase. inter-organizational system integration,
telemedicine for rural healthcare, support for
Non-SOA losers: Citibank, Wachovia, WAMU medical tourism and transient patients.
Integrated care is an additional benefit.
Illustration of the BeTteR process
Roadmap: Global Services Utility
Provider We are working in a number of verticals and we
have demos geared specific for each vertical.
Another example of how a company might use We would love to show you our Agile SOA
iPerspective is in the cloud computing world. process in your industry. We can offer you a
iPerspective allows you to expose your data and great illustration of our BeTteR process. In 5
business logic as services. Cloud computing minutes or less, we will demonstrate the creation
allows you to run your own software on of a set of secure services and consume them.
someone else’s hardware. In other words it We like to show off Oracle’s Application
combines SaaS and HaaS. You cannot do Express, but we also have demos using other
cloud computing without SOA. The numerous consumption or mashup technologies. You will
advantages of cloud computing are listed here: see how you will be able to create buy-in from
lowering overhead by reducing capital costs and your line of business managers very quickly.
depreciation, increased accessibility to your After all, it’s all about serving the needs of the
systems throughout the world (it simplifies business as quickly as possible!
outsourcing globally too), added flexibility to turn
servers on and off at the bat of an eye and In minutes, create a service to securely access a
increased scaling and redundancy by database
distributing your servers. • Resources for projects – who is / will
be certified inside your company
• Resources that are Leadership in
Environmental and Energy Design
• Show the result of that service in an
Oracle Application Express
Create buy-in from your Line-of-Business • Agile delivers results faster and more
Managers inline with the business
• Revise quickly to fit the business • BeTter is better
needs such as adding data from one • Quick results = quick wins
of your preferred contractors.
• Influencing people to change by Credit
showing them immediate value
• Transform your organization to be Thanks to Hubert Smits, Agile instructor for Rally
service-oriented! Software for the Agile graphics
Summary About the Author
Bradley D. Brown
The bottom line is that by using our Agile SOA
methodologies and technology, you will be able
Bradley D. Brown is Chief Technology Officer of
to deliver results faster and more inline with the
Rolta TUSC. Thomas Kurian, senior vice
business requirements. Our BeTteR process is
president, Oracle Server Technologies Division,
an iterative SOA process. The end result for
says, "Brad is among the foremost experts on
you and your business is quick wins as a result
Oracle's technology in the world."
of quick turnaround. Like in the book “Who
Moved My Cheese”; when the customers
Brad’s blog can be found at
change, you need to look for cheese in a new
location. In other words, the business needs to
be able to respond quickly. The faster you’re
For Brad, Web development isn't a job, it is his
able to move and experiment, the better off
passion. He is the Oracle expert who
you’ll be. As they say in the baseball world, the
technologists around the world turn to when they
more “at bats” you get the more runs you will
seek expertise and experience in that discipline.
have, even with a batting average of 300.
Oracle Application Server, Oracle Application
Express, Web Services, and the Service
Oriented Architecture are only a few of the
technologies he has mastered over a career that
spans more than 25 years.
"Oracle HTML DB Handbook" (the product was
renamed Oracle Application Express) is the fifth
book that Brad has published through Oracle
Press and Osborne/McGraw-Hill. His most
recent contribution was "Oracle Application
Server 10g" which was co-authored with TUSC
Technical Management Consultant Christopher
Ostrowski in 2004. Prior to that, in 2001 Brad
combined his many years of experience into
"Oracle9i Web Development," which was a
follow-up to "Oracle8i Web Development" he Access Broadband Networks and EventConnex.
released two years before that. Brad's debut in Brad has also been an active board member for
the publishing industry came with "Oracle a number of companies and organizations
Application Server Web Toolkit Reference" in including Geekcruises, Lantech Inc., Colorado
1997. Uplift and Cactus Strategies. Brad was actively
involved in Young Presidents Organization from
While Brad is primarily recognized as an 1997, having served as the Colorado chapter's
accomplished Oracle author and world- chapter chair, breakfast of champions chair, on-
renowned speaker, it is his technological boarding chair, education chairperson, inventory
expertise that clearly is his identity. While he of skills chairperson, technology officer,
has enjoyed a countless number of major assistant education chairperson and
implementation successes over the years, one membership chairperson. Brad currently
milestone that clearly stands out centers around teaches "New Venture Creation" in the graduate
the development of "Periscope" which he department of the University of Denver.
released through TUSC in 2002. Periscope is
breakthrough software that makes data from Along with TUSC co-founders Richard J.
other data sources (i.e., Microsoft Access, Niemiec and Joseph C. Trezzo, Brad is part of
Sybase, SQL Server, DB2, Web Services, file an award-winning company that earned the
systems, APIs, etc.) appear as if it's in one big 2007 Oracle Titan Award, 2004 North America
Oracle Database. The data also can be Oracle PartnerNetwork Partner Solution of the
inserted, updated and deleted from many source Year in the category of Oracle Application
databases. The groundbreaking tool works with Server, as well as Internet Platform Partner of
more than 100 databases. the Year in 2002. TUSC also has won the 2001
Ernst & Young Entrepreneur of the Year Award
In 2008, Brad took Periscope and Oracle in the category of "E-developer," was inducted
virtualization to a new level with Rolta-TUSC's into the Chicago-Area Entrepreneurship Hall of
iPerspective product. iPerspective allows Fame in 1998 and earned an Arthur Andersen-
companies to expose data (i.e. tables and Chicago Best Practices Award for "Unleashing
views) and programs (i.e. packages, the Power of Technology."
procedures, and functions) that already exist
within organizations as Web Services. About Rolta TUSC
iPerspective provides for database virtualization
into the service oriented architecture. Rolta TUSC's world-wide team of IT
Traditional migrations from terminal host to thick professionals tackle the toughest projects with a
client applications, then from thick client to thin powerful combination of technical skill and
client were painful migrations (i.e. complete re- business savvy forged by over twenty years of
writes). iPerspective allows companies to move industry experience. Committed to our
from wherever they are at today into SOA - customers' success, we use proven strategies
without the need to re-build or re-code. that help clients leverage technology to achieve
their business goals.
Brad's vast experience and expertise have
earned him roles as chief technology officer of a Our Beginning and Our Vision
number of companies including IntelliReal, Open
In 1988, Bradley D. Brown, Richard J. Niemiec, information systems, Military Communications,
and Joseph C. Trezzo founded TUSC (The Digital Soldier & Vehicle System solutions,
Ultimate Software Consultants) to focus on covering the entire "sensor to shooter" chain,
implementing and optimizing Oracle products. under transfer of technology from Thales. Rolta,
From the very beginning, the focal point was on headquartered in Mumbai, employs about 5,000
providing high-quality consulting services to professionals with a countrywide infrastructure
produce high customer satisfaction. Those and international subsidiaries across the globe.
principles have guided the growth of TUSC over The Company has benchmarked its quality
the past 20 years and have clearly established processes with the world's best quality
us as "The Oracle Experts", leading to becoming standards. Rolta is accredited with the
an Oracle Certified Advantage Partner in both prestigious BSI ISO/IEC 27001:2005
applications and technology and the winner of certification, the ultimate benchmark for
many industry awards including multiple Oracle information security; the BSI ISO/IEC
"Partner of the Year" awards. 20000-1:2005 IT Service Management
Standard, and the Company's software
Our Growth into a Global Consultancy development business group has been
assessed at the highest level of SEI-CMMI Level
In 2008, Rolta, a global IT and engineering 5. Forbes Global has ranked Rolta amongst the
company acquired TUSC as well as "Best 200 Under a Billion" for four times in six
WhittmanHart Consulting, a leading years. Rolta has been included in the S&P
EPM/BI/Hyperion consulting company, and Global Challengers List™ 2008, by Standard &
Piocon, a leader in business intelligence Poor's. This List identifies 300 mid-size
solutions. companies worldwide that have a total market
capitalization between US$1 to $5 Billion and
About Rolta have shown the highest growth characteristics
along dimensions encompassing intrinsic and
Rolta is an Indian multinational organization that extrinsic growth. Rolta is listed on the NSE in
has executed projects in over 40 countries. The cash and F&O segment and forms part of CNX
Company is a strong player in the Defense, IT, NIFTY Midcap 50 and CNX 500 indices. The
Government, Infrastructure and Security Company is also listed on BSE 'A' group and
markets, worldwide. Rolta serves these markets forms part of BSE Midcap, BSE 200, BSE 500,
by providing innovative solutions in Geospatial BSE IT and BSE TECK indices. The Company's
Information Systems; Defense & Homeland GDR is listed on the Main Board of London
Security; Engineering & Design Services; and Stock Exchange and its FCCB's are listed on the
Enterprise Information & Communications Singapore Stock Exchange.
Technology. Rolta, through its joint venture with
The Shaw Group, Inc., USA, provides
comprehensive Engineering, Procurement and
Construction Management (EPCm) services to
meet turnkey project requirements of power, oil,
gas and petrochemical sectors. Rolta's joint
venture with Thales, France - Rolta Thales Ltd.,
develops and provides state-of-the-art C4ISTAR