focused on your success




The Value of an Asset Intensive Solutions Approach



       Luke D. Kelleher, IBM Senior Mana...
Global Business Service                                focused on your success




Agenda
     Planned Session Outcomes
  ...
Global Business Service                                               focused on your success



     The outcome for toda...
Global Business Service                                focused on your success




Agenda
     Planned Session Outcomes
  ...
Global Business Service                                                focused on your success



   Consumer expectations...
Global Business Service                                focused on your success




Agenda
     Planned Session Outcomes
  ...
Global Business Service                                  focused on your success



Assets delivered as well defined solut...
Global Business Service                                focused on your success




Agenda
     Planned Session Outcomes
  ...
Global Business Service                               focused on your success



We will take the Insurance Self Service S...
Global Business Service                                                 focused on your success



     Computing has beco...
Global Business Service                                                     focused on your success



  Behavioral change...
Global Business Service                                              focused on your success



  Customers expect consist...
Global Business Service                                 focused on your success



Asset intensive solutions are construct...
Global Business Service                                focused on your success



With all solutions people are a key asse...
Global Business Service                               focused on your success



Process will also play an important part ...
Global Business Service                                                                                                   ...
Global Business Service                                        focused on your success



Somewhere in the middle of the w...
Global Business Service                                             focused on your success



The system context asset he...
Global Business Service                                focused on your success



People and the process help to enable th...
Global Business Service                                                    focused on your success



     As Gary Wendlan...
Global Business Service                                focused on your success




Agenda
  Planned Session Outcomes
  Tre...
Global Business Service                                               focused on your success



  Standard Life Assurance...
Global Business Service                                  focused on your success



P&C Insurer that is looking to be inno...
Global Business Service                                 focused on your success



IBM understands the challenges facing o...
Loma Emerging Technology Conference
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Loma Emerging Technology Conference

  1. 1. focused on your success The Value of an Asset Intensive Solutions Approach Luke D. Kelleher, IBM Senior Managing Consultant LOMA Emerging Technology Conference February 20, 2009 - San Diego, California IBM CONFIDENTIAL © Copyright IBM Corporation
  2. 2. Global Business Service focused on your success Agenda Planned Session Outcomes Trends - 2020 Assets and Solutions – Insurance Self Service, Operations of the Future and Customer Insight. Deep Dive into Insurance Self Service – Business Drivers – Approach – People – Process – Technology – Lesson Learned Cases 2 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  3. 3. Global Business Service focused on your success The outcome for today is to a look at assets holistically, understand how leveraging your current systems can work and what is available. Look at assets holistically – Treat technology, processes, and people as assets. Understand how leveraging your current systems can work – Establish links between applications and services using an Enterprise Service Bus. – Enable effective integration & re-use of legacy functionality across channels. – Your existing systems are too important and would be very costly to rebuild. Understand what accelerators, models, and assets are available – Component Business Modeling (CBM), Service Oriented Architecture (SOA) and Model Driven Architecture (MDA) play an important role in this transformation and the transformation of our largest clients. – Standards like XML 1 (Open Data), HTML, XHTML (Open Publishing), Web Services (Open Interchange) and J2EE (Open Programming). Understand the demand and management of the necessary skills – Employees have become an increasingly important issue due to the aging of the workforce and the shrinking of incoming labor pools. – LIMRA estimates 38% decline in full-time affiliated agents. 1. WBI Insurance Adapter for ACORD XML V1.0. Enables business applications to send and receive business data and events asynchronously. A broker or server can exchange business objects with applications that send or receive data in the form of ACORD XML messages. 3 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  4. 4. Global Business Service focused on your success Agenda Planned Session Outcomes Trends - 2020 Assets and Solutions – Insurance Self Service, Operations of the Future and Customer Insight. Deep Dive into Insurance Self Service – Business Drivers – Approach – People – Process – Technology – Lesson Learned Cases 4 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  5. 5. Global Business Service focused on your success Consumer expectations, operations, business performance and regulation are the four mega trends shaping the industry now and years to come. 2020 Megatrend Current Implications Consumer Active and informed consumers Customer centric marketing is Expectations across demographic groups key – 360 Degree view of the reward non-traditional operators client. Insurance Technology virtualizes the value Componentize business services Operations chain and lowers barriers to entry to create an "assembly line“. Business Insurance products are dynamic Pure standarization only creates Performance and provide more consistent cost differentiation, not quality. performance Think out of the box. Regulation Regulatory coordination and Promote data quality and clarity. affirmed industry standards What would you do in a world broaden to international scales 1 without regulation? Rob Henrikson CEO, MetLife 08‘ Investor Conference: “Substantially reducing costs, while investing more in application development to further drive customer value.” Source: 2020 Mega Trends: IBM Institute for Business Value | 1. http://www.cmcrossroads.com/content/view/7908/120/ 5 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  6. 6. Global Business Service focused on your success Agenda Planned Session Outcomes Trends - 2020 Assets and Solutions – Insurance Self Service, Operations of the Future and Customer Insight. Deep Dive into Insurance Self Service – Business Drivers – Approach – People – Process – Technology – Lesson Learned Cases 6 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  7. 7. Global Business Service focused on your success Assets delivered as well defined solutions meeting today’s challenges are insurance self service, operations of the future and customer insight. Product Policyholder Policy Claims Marketing Underwriting Operations Acquisition Administration Management Channel Management Customer Relationship Management Enterprise Resource Management Solutions Across the Insurance Value Chain 1. Insurance Self Service (B2C or B2E): • provides carriers with the ability to rapidly deploy a website (portal) that will provide both Agents and Consumers with an easy to use, real-time, highly personalized access point to the carrier’s new business and support functions. 2. Operations of the Future: • enables a carrier to automate the processing of inbound documents and service requests. The approach is to automate business processes – from receipt of paper to production of output. The solution recognizes inbound mail documents, converts them automatically to XML transactions, where they are processed through Websphere Process Server by using exposed business services. 3. Customer Insight: The foundation for facilitating and optimizing the information driven, customer oriented processes related to marketing, sales, service and compliance across the financial services enterprise. 7 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  8. 8. Global Business Service focused on your success Agenda Planned Session Outcomes Trends - 2020 Assets and Solutions – Insurance Self Service, Operations of the Future and Customer Insight. Deep Dive into Insurance Self Service – Business Drivers – Approach – People – Process – Technology – Lesson Learned Cases 8 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  9. 9. Global Business Service focused on your success We will take the Insurance Self Service Solution and discuss the assets across technology, process, and people. Conducts Complete Business Participant interview with Links application Conducts manual agent priorities to underwriting product Asses Renders Creates risk via internet Presents Conduct decision campaigns and Prioritizes Services illustrations interview notifies agents needs Marketing Customer Agent Underwriting Carrier Tom Wilson, CEO Allstate 07’: “We will grow Allstate by focusing on the consumer in an industry that is not known for innovating to meet consumers' changing needs. Our vision is to reinvent protection and retirement for the consumer“ 9 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  10. 10. Global Business Service focused on your success Computing has become increasingly pervasive across all aspects of a consumer’s life, significantly changing relationships with financial firms. Today’s customers are more savvy and have heightened expectations for how they interact with financial services companies through a variety of touchpoints. Widespread broadband connectivity and pervasive computing are resetting Broadband & Web 2.0 & Social Pervasive Networking / expectations and introducing new Touchpoints Collaboration opportunities to financial services firms. Old notion of “channel” is being replaced by more fluid customer “touchpoint” relationship Enabling Technologies model, supported by the growth in the number and use of mobile digital devices. 79% of consumers will commit to a deeper product or service relationship with a brand after a satisfying experience1. 1. LaValle, Steve and Brian Scheld. “CRM Done Right: Executive handbook for realizing the value of CRM.” IBM Global Business Services 10 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  11. 11. Global Business Service focused on your success Behavioral changes of insurance customers suggest that insurers need innovative and non-traditional ways to understand and court different customers. Insurance Customers in 2020: Behavioral Changes Gen Zers Gen Yers Gen Xers Boomers Seniors Ages in 2020 b. 1988 - b. 1978 - 87 b. 1965 - 77 b. 1946 - 64 b. 1900 - 45 (12-32) (33-42) (43-55) (56-74) (75+) 20% of population 20% of population 15% of population 30% of population 15% of population Value in 2020 5% of assets 10% of assets 15% of assets 35% of assets 35% of assets Demand that loyalty be Expect personal Taking longer-term Demand multi- Seek products that earned early control and high level approach channel service match their of service options conservative, cost- Fit products into hard Demand support for How will conscious working, high Want products that wealth-building via Seek support for they seek approach consumption, minimal support major life investments, transition to wealth protection? savings lifestyle events (moving, educational savings, preservation, such Want high-touch marriage) that trigger retirement assets as transfer and service and advice Technology savvy financial decisions retirement Radical Behavioral Change to 2020 Gradual Offer on-line services, Offer consultative, Offer non-traditional Provide Enhance basic products collaborative products to satisfy preservation-based transparency in How will approach to sales, life stage needs products, services customer service Grow with customers insurers court who are willing to service Provide greater to largest, richest Offer consultative future segment share info Meet convenience access to onsite and approach to sales policyholders? Provide individual expectations remote specialists Enhance multi- Enhance branding channel delivery attention with service Settle on 1-2 channels Provide high multi- for security, experience, and product channel use as they advocacy Avoid marketing that customized care customization transition to later life relies on behavioural stages assumptions Note: Percent of population and percent of total assets controlled are represented only for people 18 and older. Source: Forrester Research; IBM Institute for Business Value 11 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  12. 12. Global Business Service focused on your success Customers expect consistency across channels, reward an innovative service experience - they are ready to interact meaningfully online. Firms can no longer afford to have poor Web sites (or web strategy) as consumers visit, evaluate, and decide on insurance based on information on- line. Firms should begin by thinking about a commerce value chain focused on their interactions with customers. Insurers must build a Web presence that attracts customers, and guides them easily and swiftly through interaction, action and reaction. Forrester: 92% of customers value multi-channel integration and would like all interactions fully harmonized. Source: “The Online Insurance Imperative: Driving Growth by Expanding Your Online Presence" - ftp://ftp.software.ibm.com/common/ssi/sa/wh/n/gbw03067usen/GBW03067USEN.PDF 12 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  13. 13. Global Business Service focused on your success Asset intensive solutions are constructed by significantly leveraging re-usable assets. The solution & assets used in its construction conform in a standard way. Composite Business Ex: Fraud & Abuse Services Management System (FAMS) Ex: Comparative Quotes Service (From SEEC) Common Enablers (SCM, Infrastructure) Industry Framework - Industry Content Packs Industry Specific or - Process Models Cross-Industry Content: - Information Models (IAA) - Service Models - Reference Architecture - Adapters / Connectors Suite of Products - Integration Toolkit, etc. 13 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  14. 14. Global Business Service focused on your success With all solutions people are a key assets to the success of the effort, that is especially true of the Insurance Self Service Solution. Skills – new skills needed and skills shortage: – In a successful Insurance Self Service Solution resources that have both industry and technology skills are needed. – Computerworld 09’: “Demand for Web 2.0 skills is also driven by the continuing expansion of business-to-business connections.” Workforce Demographics – Maturing baby boomers are followed by a much smaller group of generation Xers, making potential replacements increasingly difficult to find and hire. – According to IBM studies, depending on an insurer’s business strategy and model, underwriters, claims adjusters, sales professionals, actuaries and others can make a difference of between 10%-20% annual growth as well as have an impact on underwriting profit and loss. Global Delivery – Cost pressures, increased speed to market, hot skills, skills shortages and demographics is all causing this to be even more important. Vendor Management – Typically in asset based solutions you are dealing with integration, conversion, packaged software and teams located globally. The keys to success in managing a global delivery model are: PM Fundamentals, focus on people, use of standards, defined reporting metrics, leveraging technology, leveraging global competencies, taking ownership and accountability and remembering the value of iterations. 14 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  15. 15. Global Business Service focused on your success Process will also play an important part in minimizing spend, increasing speed to delivery and providing a level repeatability and quality. 15 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  16. 16. Global Business Service focused on your success The important aspect of the Insurance Self Service Solution is the process assets are built and refined with every engagement. CBM creates an integrated and flexible framework using a common language for multiple purposes and ensures consistency with strategic direction. Use Cases and Use Case Diagrams. Process Models. Factory Approach to Delivery. Release Management Standards 2 and Approach. IBM Unified Method Framework ™ (the Method) – a technical method that supports a wide range of projects how an emphasis on Work Products that define a standard set of outcomes for services delivery will help lead you to success. Life Insurance CBM B2C Use Case Diagram B2C Use Case Inventory Process Models UC3.6 View UC1.4 UC1.3 UC1.8 View UC1 Capture UC3.3 Save UC3.4 Coverage Capture Capture Person Retrieve Summary Category License Household Person Quote UC3.5 View Summary Quote Business & Manufacturing/ Business Policy History UC1.5 History Quote Summary UC3.7 View Financial Product Relationship Acquisition Risk Management Administration Benefit Payments Group Capture UC1.2 Capture UC3 Generate Quote Compare Management/ Development Management & Retention & Services Administration UC1.6 Accident History Additional UC1.1 Capture Quote Infrastructure Capture Person Primary B Violation History UC1.7 Capture Insurance Person UC3.1 Anonymous Quote u Business Strategy Product Portfolio Strategy Customer Relationship Market and Promotion Reinsurance Strategy Claims History UC3.2 Known User Strategy Planning Management UC2.1 UC2 Capture UC4.1 Quote s Treasury Concept Selling Risk, Compliance, Strategy UC2.2 Asset Pre-Filled Capture Asset Asset UC4.5 Adtl Interested Capture Person Adtl UC6.2 Capture ACH Payment Strategy Dist. Partners Distribution/ Legal Management Operations Information Parties Information UC6.1 Capture i Direct Investment Strategy Relationship Compensation Management And Group Strategy Information UC4.4 Capture Debit/Credit Payment UC6.3 Schedule Proposition Strategy Strategy Reserve UC2.3 UC2.4 View n Facilities Strategy Management Planning Miscellaneous Miscellaneous Payments Asset- Person Asset Summary Financial Parites UC4 Purchase Quote Installment Payment Management Payment Assignment UC4.6 View UC6 Capture e Product Brand Strategy Client Asset Retention Strategy Catastrophe Strategy Planning Purchase Confirmatio UC4.3 Capture Payment Asset Management Planning Planning s Business Process Contact Risk Compliance, n UC4.2 Lessor UC6.6 Promotion UC4.8 Print UC4.7 View UC4.9 Credit Capture Request s Management Product Management Management Legal Monitoring Claims Account Temp Proof of Insurance Policy Summary Warning Asset Adtl Information UC6.5 View Refund Insurance Investment/Capital Management Correspondence Installation UC6.7 View Company Management Internal/External Management Establish Reserves Litigation Payment Refund Market Research/ Status Status Segment Analysis Monitor Loss Operations Customer A Control Audit Procedures Brand Management Campaign Reserves Management Controls UC6.6 View Payment UC6.4 Print Payment History Receipt c External Reporting Actuarial Pricing Channel Management Management Underwriting Management Fraud Account UC7.21 UC7.22 Analysis Management Management UC7 Reinstate t Procurement/ Customer Producer Portfolio Customer Profitability Analysis Endorsemen t Cancel Vendor Management Management Analysis (Review) i Customer Surrenders/ UC7.20 Renew UC7.16 View UC7.17 View Asset UC5 Process External Cash Management Information Profile Processing Processing Person Summary v Product Development Prospect Illustrations Risk Rat ing Policy Maturities Policy Summary Reports Changes Changes UC7.13 Modify UC7.2 Person UC7.1 Information Profile i AR/AP Internal/External 3rd Party Information Loans and Dividends UC7.12 Modify Discount(s) Lessor Update Person Inquiry UC7.19 View Policy UC5.1 Process CLUE Reports UC5.3 Process Misc Reports Summary Financial Advisory t Financial Reporting Profile Tools Cancellations Payment Processing Cancellations UC7.10 Modify and Controls (GL) Dist/Hierarchical And And Person UC7.9 Modify UC7.6 Modify y Product Setup Profile Underwriting Lapsing (Disbursements) Lapses Assignment Asset(s) UC7.5 Modify Accidents(s) Household UC7.18 View Coverage UC5.4 Order UC5.6 Order Audit and Financial/Specialist Decisioning UC7.3 Modify Summary CLUE Reports Misc Reports Maintenance Sales Support Evaluate Claim Person(s) Advisor (Loss) UC7.11 Modify Coverage(s) UC7.14 Modify UC7.8 Modify L Execute Human Resources Campaign Execution Billing Billing UC7.15 Modify Financial Parties UC7.7 Modify Insurance UC5.2 Process MVR Reports New Business Process Claim License e Technology Reinsurance/ Correspondence Processing Reinsurance Interested Parties UC7.4 Modify Violation(s) Management Coinsurance Handling (Application) UC5.5 Order v Program Communications Treaties Investigate Claim MVR Reports Learning/Knowledge Collections (Loss) Collections e Services Cont act Servicing/ Renewals Processing UC8.1 Person UC8.2 Claim UC8.5 View Service Centers l Facility Operations Regulatory and Settle Claim UC8 Post Purchase Inquiry Inquiry Claim Status Product Education Public Relations Compliance 3rd Party 3rd Party Producer/Hierarchy Reporting Customer Compensation Collections Collections UC8.3 Capture UC8.4 View Security Services Channel/Client Fraud Investigation First Notice of Claim History Loss Education Delivery UC9.5 Modify UC9 Account Billing Management UC8.6 View Insurance Policy UC8.8 View Company Summary Asset Summary UC9 4 Retrieve UC9 1 L i 1. "How a factory development model can help insurers gear up for success" - GBW03001-USEN-00.pdf , D.Lipien and J.Kelly IBM POV 2. http://www.ibm.com/developerworks/rational/library/06/0925_lipien-haines-gan/index.html 16 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  17. 17. Global Business Service focused on your success Somewhere in the middle of the world of process and technology we have the Industry Reference Architecture Framework and a System Context… Industry Reference Architecture Framework Industry Reference Architecture Framework Strategic Statement and Goals Strategy Channel Market Product Strategy Segmentation Strategy Business Business Business Business Business Roles Channels Info Process Services Comp Rules Requirements Application User Domain Software App Actors Workflow Data Interface Services Comp Rules Infrastructure Client Interact Process Integrate Container Rules Info Services Services Services Services Services Services Services Security and Systems Management Development 17 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  18. 18. Global Business Service focused on your success The system context asset helps to demonstrates the breath, complexity and integration needed for the solution to both fresher and legacy components. Policy Admin System Billing System Rating System Billing Purchase Claims System Purchased Policies Products Chosen Quote Product Mgmt Purchased Policies Claims Policy Modifications Purchased Policies Products Being Considered Policy Admin Shopping Customer System Information Consumer Info File Service Policy Pipeline Updates Sales Management Agent Mgmt Op’s of the Future Book of Business Commission System Self Service Solution is CRM System in Blue Ring. Other systems are out of scope for the solution, but are pre-req’s 18 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  19. 19. Global Business Service focused on your success People and the process help to enable the technology assets by which the Insurance Self Service Solution can be built. IBM WebSphere Portal: – A key “people part” of any service orientation is to allow people to interact with the on demand world in a personalized way – to automatically get the dynamic information they need. With IBM WebSphere Portal, people can quickly execute business processes using composite applications built on SOA principles. They can collaborate with portal users to make faster decisions. IBM Tivoli Identity Manager: – With the openness of an SOA environment — integrating formerly separate domains of authorization and control — specific technology solutions are required for the secure management and protection of information. Tivoli implements a security-rich SOA environment, delivering comprehensive identity management, improved compliance support, reduced administration costs, and an enhanced user experience based on single sign-on and convenient access to multiple services. IBM Rational ClearQuest: – A workflow automation tool. Have a single view of the releases scheduled for a given time frame (day, week, month, year). Run complex relational queries based on management requirements and produce Metrics. Have access to the most current Release information. Have a more granular view of issues, risks, defects, deployment requests and change requests to a given release. Move towards a more mature software configuration management process. Support and enable regulatory requirements like the Sarbanes-Oxley (SOX), through tracking, history collection, sign-off mechanisms and other programmatic and custom capabilities of the tool. 19 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  20. 20. Global Business Service focused on your success As Gary Wendlandt New York Life recently said …“As with most things in life, when things seem too good to be true, there’s usually a problem lurking”. Key questions will need to answer across the value chain from high-level strategy to detail: 1. Are there existing services and/or functions built across other channels that can be leveraged in the online channel (such as a quoting service/process or a payment processing service/process currently supporting the agency or call center channels)? 2. How will rate comparisons and product integrity be ensured across all channels? 3. If saving and retrieving a quote is part of the feature function set – what are the rules related to external data orders (e.g. Values Transmittal – ACORD TX1212) and product changes? 4. Maintaining accurate data and site currency is a large part of that standard. Jacob Neilson’s ten things to consider for commerce websites provide excellent guidelines in this area 1. 5. What is the cross-browser and cross device (mobile, kiosk, etc.) development and testing strategy? 4 6. How will integration to back-end systems and services be handled (e.g. change management, up-time and enterprise release management)? 7. Will the site be developed by geographic state, or by a standard “vanilla” state? What are the by-state and/or base state requirements? How will deltas or complexities of each state be categorized and managed? 8. How will dates be handled (leap year, timestamps across systems and servers, geographic time zone conflicts, etc)? 9. What will be the security protocols to handle sensitive personal information (SPI), encryption decryption, SSL, payment collection, and terms and conditions? 10. Do not forget about post deployment tasks like web search optimization and analytical metrics. 1. Nielsen, Jakob. Heuristic evaluation. In Nielsen, J., and Mack, R.L. (Eds.), Usability Inspection Methods, John Wiley & Sons, New York, NY. 2. For example when Google Chrome was released it captured 1% of the browser market share in less that 24 hours. www.computerworld.com.au/index.php/d;678159717;fp;4;fpid;535331 20 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  21. 21. Global Business Service focused on your success Agenda Planned Session Outcomes Trends - 2020 Assets and Solutions – Insurance Self Service, Operations of the Future and Customer Insight. Deep Dive into Insurance Self Service – Business Drivers – Approach – People – Process – Technology – Lesson Learned Cases 21 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  22. 22. Global Business Service focused on your success Standard Life Assurance is an example of how thoughtful planning and reusable business service helped save the company $3.6M in development costs. Business and IT Challenges – Enhance business channels, while developing new ones. – Anticipate and adapt to the rapid changes in the environment. – Identify common code patterns and maintain design simplicity. Impact of the Project – 51% of services are reused and showing a development savings of $3.6M. – 40% of the company’s backend transaction come through its SOA (1.6M transaction per day). – 73 service-consuming application running in production. Business-to-Consumer (B2C) Business-to-Business (B2B) Reusable Business Services Provide Annuity Details Search and Validate Address Send Email Verify Identity Maintain Self Invested Asset Provide Life Cover Information Produce Statement Maintain Address Provide Scheme Information Provide Bank Details Provide Pension Valuation Etc. Source: IBM SOA Compass: Business Value, Planning, and Enterprise Roadmap by Norbert Bieberstein, Sanjay Bose, Marc Fiammante, Keith Jones (Author), Rawn Shah 22 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  23. 23. Global Business Service focused on your success P&C Insurer that is looking to be innovate and capture a multi-channel strategy by following standards, using rapid development techniques and global delivery. Business and IT Challenges – Looking for new opportunities to grow profitably. – Reuse technical assets and recent web transformation efforts. – Speed to market critical. Impact of the Project – Exceeded year one sales target by 3%. – Currently on target to exceed year two targets by 36%. – 14 service-consuming application running in production (Quote, Bind, Territory, Auto Info., etc.). Web 2.0 (AJAX and Web Services) J2EE Exposed as Web Service Legacy (via Web Service, PCML, MQ) Reusable Business Services Household Quote Rate Underwriting Rating Confidential: Not Actual Site Bind and Finalize 23 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
  24. 24. Global Business Service focused on your success IBM understands the challenges facing our insurance clients on-line, and we have the processes, people and technologies to make it a success. A traditional IBM strength and representative of the broader custom development capabilities Capabilities that provide industry specific analyses and drive application solution development A unique capability within IBM with talents typically found in an Agency model IBM Interactive is one of the world’s leading digital agencies with strengths in visioning, designing, implementing and deploying creative solutions. Advertising Age has released its agency report for 2008, and IBM Interactive is recognized as the 5th highest rated interactive agency globally. 24 Luke D. Kelleher: luke.kelleher@us.ibm.com | David S. Lipien: lipien@us.ibm.com © 2009 IBM Corporation
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