Presented at the Open Group EA Conference in Cannes, April 2012. Introduces an expanded scope for Business Architecture incorporating Design Thinking. Provides an integrated meta model for business architecture compatible with Archimate and TOGAF 9. Techniques are from Inspired and Promis.

1. Enterprise Transformation - The Open Group Conference
Cannes, France, April 23-25, 2012
Real Business Architecture
Transforms Business
The new scope of business architecture influenced by design thinking
Graham McLeod
inspired! PROMIS
© Inspired 2012
Monday 23 April 12 1

2. Scope of Business Architecture
Place of BA in Organization
Innovation and Design
Context
Boundary and Interaction
Products/Services/Channels
Value and Emotion
Analysis Perspectives
http://dcolombo.com
Examples
References
© Inspired 2012
Monday 23 April 12 2

3. inspired! PROMIS
© Inspired 2012
Monday 23 April 12 3

4. Board
EXCO
CE
CA CI CF CO CH CM CR
IT Architecture
Strategi Goals,
Architecture
Position
Marketing and Sales
Finance & Accounts
Human Resources
Risk and Security
Operations
Component
Projec
I.T.
s,
Procedures
Operation Work Flow
© Inspired 2012
Monday 23 April 12 4

5. The New England Connection
Empirical proof that EA maturity adds value
Study of 150 companies over >5 years
Identified:
Architecture maturity levels
Characteristics of each level
Maturity & Industry of organization
=> Appropriate Core Operating Models
© Inspired 2012
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6. Foundation for Execution
Foundation for Execution
Enterprise Architecture IT Engagement
Business Architecture Model
Operating Process Architecture Programmes
Application Information
Model Architecture Architecture Projects
Service Management
Technology Architecture IT Governance
Governance
Adpated from: Ross, Weill, Robertson with Inspired additions
© Inspired 2012
Monday 23 April 12 6

7. Integrated Meta Models
Consistent Semantics
+ Inspired
Standard Naming
+ TOGAF 9
Markets, Channels, Brand etc. Information,
Architecture Governance, IT Engagement,
Integrated
Risk, Context, Business Concepts, Clients,
Methods Engineering and Management
Intent, Requirements, Building Blocks,
Support Multiple Notations,
Archimate 2 Frameworks
Some Governance
Link to IT Engagement
Core Modeling
Concepts Support Governance
Actors, Services, Components, Support Architecture
Functions, Processes,
Applications, Technology
Capability
Elements
© Inspired 2012
Monday 23 April 12 7

8. Analysis Perspectives
Functional Service
Great for blue sky, completeness, Good for reaching abstractions,
strategy => what to do keeping analysis to reasonable amount
of detail, delaying implementation
Process detail, achieving agility
Good for ensuring end to end Capability
integration to deliver services,
improvement Powerful to ensure all aspects are
considered to achieve total end result:
functions, services, resources
© Inspired 2012
Monday 23 April 12 8

9. Motivation
Mission,
Goals,
Objectives
Functional
Mission,
Functions,
Activities
Process
Which is right?
Value
Network,
Value
Chain,
Process,
Activities They all are...
Question is: Which is more useful or
Service pertinent to your purpose?
Similar
to
above,
but
focussed
on
what
is
Fortunately, they are reconcilable /
offered
to
others,
interfaces,
hides
implementation compatible
Capability Hierarchy Decomposition a common
theme
Bit
fuzzy
across
authors
and
methods.
We
say
it
is
“an
ability
to
deliver
something
(product
or
service)
including
the
elements
of
action
(function,
process),
skill,
knowledge/information,
capacity
and
location”
© Inspired 2012
Monday 23 April 12 9

10. Business
Architecture
Vision
Driver Goal/
Objective
Concepts
Event Measure
TOGAF 9
Value
Actor/Role Requirement
Organization
Product/Service
Channel/
Archimate 2 f(x) Business Interface
Function
Process Control
Location
Representation/Business
Communication
Contract Capability Gap Work Package
© Inspired 2012
Monday 23 April 12 10

11. Business
Architecture
Vision
Driver Goal/
Objective
Concepts
Event Measure
Value
Actor/Role Requirement
Organization Rule
Product/Service
Channel/
f(x) Business Interface
Function
Process Control
Business Model
Location
Representation/Business
Communication
Contract Capability Gap Work Package
© Inspired 2012
Monday 23 April 12 11

12. Context
“Context is worth 60 IQ Points”
- Alan Kay
The interesting stuff is out there
Social Media
Technology
Collaboration
Also the scary stuff
Radical Business Models
Competitors, Legislation, Environment Risk,
Customers
Non-traditional Competitors
Revenue
© Inspired 2012
Monday 23 April 12 12

13. Things Transforming our World
Additive Manufacturing Open Education
Developing World Rise => relocation of Open Source
work, again
Open Innovation
Virtualization, Cloud, SaaS, PaaS,
Telepresence Digitization (Atoms to Bits)
Big Data / Machine Learning Social Media
Semantics / Public Data Mobile, Location
Genomics Nanotech
Rapidly changing demographics (age Singularity (computing > human
etc. ) capacity)
Marketing, frictionless, viral, long tail... Green Issues, Energy
© Inspired 2012
Monday 23 April 12 13

14. Innovation and Design Thinking
Design Permeates products, services, organization, business model,
customer interactions
Design
Matters
Do
you
matter?
Design
Driven
Companies:
Apple,
Nike,
BMW,
IKEA
Brand
is
the
ethos
you
communicate
to
your
customers
-­‐
you
have
to
stand
for
something
Products
and
Services
as
Portals
Design
Language
-­‐
What
are
you
saying
to
your
customers?
Risk
Support,
not
management
© Inspired 2012
Monday 23 April 12 14

15. Value and Emotion
Experience
Services
Design
Processes Content
Software
Hardware
Value is the area under the blocks
© Inspired 2012
Monday 23 April 12 15

16. Business
Design
Change
EA
Technology
© Inspired 2012
Monday 23 April 12 16

17. Interaction, Boundaries, Responsibilities
Parties Services
Customers, Channels, Brokers, Externally offered, External
Consumer Bodies, Suppliers, Unions, consumed, Internal services
Government, Consumer Bodies, Social
Groups, Competitors Feedback
Round trip to ensure effective-
ness and improvement
Events
ORGIs & Standards
External, Time Related, Status Triggered
Speed integration, lower costs, increase
agility
© Inspired 2012
Monday 23 April 12 17

18. Products, Services, Channels
Most of Most Products is Intangible Instant Gratification
Luxury car - 100 Million source lines Continuing delight
Google self driving car - 500+ “ “ “
Additive Manufacuring
Video Camera
Vanishing value chain
Smart Phone
Virtual Products
How we get things is almost as
important as what we get App, Book, Music, Content Stores...
Choice, Experience, Convenience Virtual Education
© Inspired 2012
Monday 23 April 12 18

19. Volkswagen - MQB
Modular vehicle architecture spanning all models in
the smaller VW, Audi, Seat and Skoda brands
Polo, Golf, Touran, Beetle,
EOS, Sharran, Passat, CC
A1, A3, Q3, TT
© Inspired 2012
Monday 23 April 12 19

20. Competitor
Driver Vision Brand
Goal/
Objective
Event Measure
Market
Value
Actor/Role Requirement Customer
Organization
Rule Product/Service
Channel/
f(x) Business Interface
Function
Process Control
Partner
Location Business Model
Representation/Business
Communication
Contract Capability Stakeholder
Gap Work Package
© Inspired 2012
Monday 23 April 12 20

21. Competitor
Driver Vision Goal/ Brand
Objective
Scenario Event Measure Market
Value
Actor/
Role Organization Requirement Customer
Rule Product/
Risk
f(x Service Channel/
Business
Strength Function Interface
Process Control Partner
Location Weakness
Representation/
Business
Business
Communication
Model
Contract Capability Gap Work
Stakeholder
Project
Resource Portfolio Programme
© Inspired 2012
Monday 23 April 12 21

22. Competitor
Driver Vision Goal/ Brand
Objective
Scenario Event Measure Market
Value
Technology
Actor/
Role Organization Requirement Customer
Rule Product/
Risk
f(x Service Channel/
Business
Opportunity Strength Function Interface
Process Control Partner
Location Weakness Representation/
Business
Threat Business
Communication
Model
Contract Capability Gap Work
Stakeholder
Project
Resource Portfolio Programme
© Inspired 2012
Monday 23 April 12 22

23. Competitor
Driver Vision Goal/ Brand
Objective
Scenario Event Measure Market
Value
Technology
Actor/
Role Organization Requirement Customer
Rule Product/
Risk
f(x Service Channel/
Business
Opportunity Strength Function Interface
Process Control Partner
Location Weakness
Representation/
Business
Threat Business
Communication
Model
Business
Contract Capability Gap Object
Work
Project
Stakeholder
Resource Portfolio Programme
© Inspired 2012
Monday 23 April 12 23

24. Competitor
Driver Vision Goal/ Brand
Objective
Scenario Event Measure Market
Value
Technology
Actor/
Role Organization Requirement Customer
Rule Product/
Risk
f(x Service Channel/
Business
Opportunity Strength Function Interface
Process Control Partner
Location Weakness
Representation/
Business
Threat Business
Communication
Model
Business
Contract Capability Gap Object
Work
Application
Project
Service
Stakeholder
Resource Portfolio Programme
© Inspired 2012
Monday 23 April 12 24

25. Meta Model, Model Types, Models/Views
Form Matrix Diagram/Plot List Composite
a
Item ID a c aa
Property: Value ab
1
Property: Value b
Property: Value bb
b
c
Representation Representation Representation Representation Representation
Model Model Model Model Model
© Inspired 2012
Monday 23 April 12 25

26. Financial"
4"
Full
Spectrum
Architecture" Human"Resources"
3.5"
3"
Scorecard
Strategy" 2.5" Geographic"Coverage"
2"
1.5"
Agility" 1" Products"&"Services"
0.5" Current"
0" CompeGtor"Average"
Target"
Risk"Management" Shareholding"
InformaGon" Partnerships"
Legal" Channels"
Technology"
© Inspired 2012
Monday 23 April 12 26

27. Examples
Apple
Instagram
MOOC (Massively Open
Online Courses)
Metlife
Porsche/Volkswagen
Medical transactions to statistical information sale
© Inspired 2012
Monday 23 April 12 27

28. Apple - Product Architecture
Jobs returned to Apple in crisis in In the next year, Apple
1997 produced profits of
$309 Million
In the fiscal year he returned, Apple
lost $1.04 Billion, and sales were down
30%
Business Individual
One of his first actions was to
rationalise the product line, cutting Office G3 PowerMac iMac
it by 70%
Mobile G3 PowerBook iBook
Only four categories were left:
© Inspired 2012
Monday 23 April 12 28

29. So...
Scope of Business Architecture is much bigger than conventionally believed
Business Architecture is a strategic business change capability at board level
Innovation and Design are vital skills
A comprehensive and integrated meta model is a strong enabler to integrate
perspectives and ensure impacts are properly considered
Empirically rooted knowledge can allow us to leverage experience of other organizations
We need to take risks, but to do it intelligently
© Inspired 2012
Monday 23 April 12 29

30. The best way to predict the future
is to invent it...
Alan Kay
© Inspired 2012
Monday 23 April 12 30

31. The best way to predict the future
is to invent it...
Alan Kay architect
© Inspired 2012
Monday 23 April 12 31

32. References and Further Info
Design Matters - Emery, Stewart Socialnomics - Erik Qualman
Purple Cows - Seth Godin Enterprise Architecture as Strategy -
Ross, Weill, Robertson
Tribe - Seth Godin
TED Conferences - search on YouTube
Linchpin - Seth Godin
Apple Computer
Guide to Organisation Design - Naomi
Stanford Ray Kurzweil
Change by Design - Tim Brown Proctor and Gamble
Semantic Web for the Working Ontologist Cisco
- Dean Allemang and Jim Hendler
© Inspired 2012
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33. Graham McLeod
 mcleod@iafrica.com
 www.inspired.org
 www.pro-mis.com
http://grahammcleod.typepad.com/
(blog)
© Inspired 2012
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34. © Inspired 2012
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