Our mission at Serena Software is to help enterprises develop and deliver apps with confidence.We’ve got a unique vision for how this can best be done and unique capabilities to enable it.This presentation provides an introduction to that vision and those capabilities.
We live in an online world.Customers research products on line, and they spend an increasing amount of money on line. On the back end, supply chains are managed on line, and collaboration between partners occurs on line. In house, employees us various apps to get their jobs done.In this world, apps are the critical competitive advantage in industry after industry. But not just any old app. You need custom apps that bring in revenue more effectively than the competition, remove cost more effectively than the competition, provide necessary transparency more effectively than the competition, and provide better service to customers more effectively than the competition. If you can’t deliver them, your competitor – or your successor – will.How do you get these apps?Well, you’ve got to develop and deliver them, and then you’ve got to run them. Interestingly it turns out that the runtime cost of apps is going down because of virtualization and the cloud, while the cost and difficulty of delivering them has remained stubbornly high.Why?Run time costs are coming down because you can pack more apps onto your hardware with VMware and other virtualization mechanisms, and increasingly you can use commercial computing providers in the cloud to provide run time environments. This is commoditizing the data center, meaning that the search for competitive advantage has to lead elsewhere.Developing and delivering enterprise apps – especially apps that make a difference – remains stubbornly high. This is because of the inherent complexity as well as the cost-of-compliance of enterprise app development. The complexity comes from ever evolving requirements, escalating standards of what users expect, the complexity of platforms that are involved – including mainframes, windows, linux, and increasingly the need to support mobile devices. The cost-of-compliance comes to our customers at Serena because they tend to be in highly regulated industries, such as banking, insurance, government, health care, automotive, aerospace and defense, etc. Here there are regular audits involved because of the risks represented by systems and because of regulations. If you let it, that cost-of-compliance can weigh down the development and delivery process and certainly keep it very expensive.
Focusing on the application development budget, it’s clear that it is harder and harder to invest in new applications. First, budgets for application development are flat at best, and in many cases are declining. Second, the cost to maintain the ever-growing portfolio of existing applications continues to grow. We call this the “app dev budget squeeze,” and it requires you to be very creative in freeing up funds to invest in new development.
It’s not easy to get out of the budget squeeze. It’s very difficult to reduce demand from the business, just as it’s hard to trim apps from your portfolio. You can’t increate your budget. And, you’re probably already pushing against the reasonable limits of outsourcing and offshoring.So, how can you get out of the squeeze? It really comes down to streamlining the processes and reducing costs, and that means ensuring every step of the app dev process it working at peak efficiency with flawless hand-offs from one step to the next.The good news is that that is entirely doable with an orchestration approach to the entire app dev and delivery lifecycle.
To understand this, let’s start by quickly scanning your app delivery landscape. It spans the business on your left, your development resources in the middle here, and then operations – where apps get deployed– on the right.Everybody’s got their roles and their expectations.Starting with the points of demand on the left, you’ve got:a line of business executive who has a result that he’s committed to deliver to the CEO or the head of the agency.you’ve got internal staff that are executing on delivering on that result.you’ve got customers – or maybe suppliers – in the middle there who are spending money with us or working to feed our supply chain.Responding to that demand are your development resources.Business Analysts.A leadership that includes a CIO, who has a budget to adhere to and needs to deliver a result for the CEO.A CTO who is trying to adhere to an enterprise architecture and deliver these killer apps.A PMO – project management office– who oftentimes does much more than just project management, but sort of serves as a staffing function for the CIO to do analysis on what is going to be worked on and how it’s going to mesh up against what the existing commitments are.And then it’s important to note that development that development doesn’t all happen in one place. In fact, app dev is a global supply chain. What you need to think about is having a Software Supply Chain. We can't pretend that everyone is under one roof. So we tend to have distributed development teams, shown in the middle there, that might have a build engineer, developers, scrum masters if we’re operating in an agile fashion.Oftentimes a lot of our software supply chains are being fed by outsourced development teams, which might mirror what you’ve got with you own distributed development teams.And the path to production is ideally controlled by a change control board – a CCB – over to operations, where your release manger is, or your release manger can be thought of as spanning dev and ops.Given the complexity of today’s multi-tier architectures, any given app may include deploying to your own data centers onto your mainframe or your Unix or Windows machines, or out to the cloud, or some combination of all of those.
Delivering great applications in this landscape is challenging, however. The red lines suggest some of convoluted lines of communication that emerge in the natural chaos that often takes hold.Other challenges include keeping track of the overwhelming demand that comes in from the business, and supporting a governance process for shaping and responding to that demand.Getting weighed down with errors, rework and the attendant waste from all the manual processes.Trying to collaborate between distributed teams that are distributed by geography and organization.Managing all of this across technology stacks and silos of tools.
One way that organizations have tried to solve the problem is by putting in place a central repository within which all the artifacts of the development process are stored. While this seems seductive, it brings additional challenges (next slide).
Central Repository projects often become ends in themselves, since they are huge data warehouse projects that narrowly focus on development artifacts such as code and static design documents. Since they are artifact-centric rather than process orchestrating, they don’t provide any insight into how well the dev process is proceeding, including when releases will be ready or where performance improvements can be implemented. Further, for highly regulated shops, central repository-based systems don’t provide the end-to-end traceability needed to meet audit requirements.
There is a better way. By focusing on the process that connects Demand, Development and Deployment (release), we can orchestrate the end-to-end app delivery process.Demand comes in through the funnel on the left.Prioritized projects go through the development and test process, which is likely a mix of traditional and agile approaches.Finally, great applications are released into production, whether in your datacenter or the cloud, whether to mainframes or distributed systems, whether here or around the world.This Orchestrated Application Delivery approach is the key to thriving in today’s world.
Underlying this new approach is closed-loop process automation, as shown in the center. From this process automation comes the dashboards that provide visibility and KPIs for the entire app delivery process and the audit trails that provide the end-to-end traceability we need to lower the cost-of-compliance.In the middle are the required capabilities in the Demand, Development and Deployment processes.The ability to capture demand, whether from requests or ideas, or whether fed in from help desk or other adjacent systems.The ability to plan for the portfolio of work we’re doing now against the set of demand we have, so that we can have a fact-based discussion with the business about the right set of commitments to take on and which to shed. We also need to be able to plan and manage the projects we execute, including identifying the skills and people we need.The ability to manage development activities, no matter the mix of agile or traditional methodologies, and to also manage the tests and test activities we undertake.The ability to do rock solid configuration management, including controlling change and managing the Gold Vault path to production, even if individual development teams choose to use Subversion.The ability to manage releases, from planning to control to automation.
The benefits of the orchestration approach are clear: speed, better decision making and lower costs.
We at Serena have a complete set of solutions for Orchestration App Delivery. You can implement these selectively and in step-wise approach so that you can harmonize your new capabilities with those you already have in place.Serena’s solutions are provided in three suites: Demand Management, Development Management and Release Management. Serena Orchestrator ties them all together with the following:Closed-loop process automationIntegration with your existing development toolsDashboards to assess portfolio, financial, resource, project, risk, issue and quality statusEnd-to-end audit trailsProcess Intelligence that allows you to optimize and improve the app delivery process over time
This slide shows Serena’s Orchestrated ALM architecture.In the center we have Serena Orchestrator coordinating amongst Serena ALM solutions across the top, as well as third-party solutions shown in the lower left. For instance, do you need to integrate HP Quality Center and Subversion and manage it as a business process? Serena Orchestrator does that.The coordination crosses all platforms, as shown in the lower right.Key to the architecture are dashboard, process intelligence and audit trails that capture from end-to-end.
In the end, what matters most are the benefits you get when you orchestrate your application delivery processes.First, you’re going to be able to Orchestrate Speed so you can improve time-to-market.Second, you’re going to Orchestrate Satisfaction by connecting development to the business.Third, you’re going to Orchestrate Visibility through a single pane of glass that shows KPIs.Last, you’re going to Orchestrate Efficiency by eliminating rework and exceptions.
Serena has been doing this for quite a few years, in fact in our history, we now have some 15 thousand enterprises that are using Serena Software to power some or all of their orchestrated application delivery. As you can see here, these customers are in a wide variety of some of the most demanding industries in the world: healthcare, financial services, industrial companies, tech companies, telco companies, retailers, governmental agencies both in military and in civilian. They’ve put their trust in Serena Software and have had great results and continue to coming back year after year.
What we’ve been talking about up to now is orchestratingyour app delivery process. But, the core business process management capability in Serena Orchestrator easily extends to automate you IT processes, as well as your business processes.SBM is the only enterprise class Process AutomationSystem designed from inception for ALM and other IT processes. For instance, SBM powers Serena Orchestrator for App Delivery. Outside of App Delivery, SBM powers IT process automation for many customers. For instance, Service Desk and Server Provisioning are a couple of IT processes that our customers automate with SBM.Over in the business, SBM powered solutions are automating an rapidly increasing set of line-of-business processes, such as case management, claims processes, service scheduling and more.
Serena has been born, bred and refined to be your enterprise partner. We are an enterprise scale company with some 29 offices worldwide, over 700 employees, more than 300 of whom are engineers, over $200 million dollars in revenue. This makes Serena the largest independent ALM vendor in the world.We are of the scale that enterprises feel comfortable working with, and yet because we’re focused on improving application dev, delivery and process automation, we have the kind of focus that the mega-vendors can’t bring to the party. Serena is financially sound, with robust cash flow. We were taken private a few years ago and thus are part of the portfolio of Silver Lake,the world’s largest technology investor. For some 30 years now, the soul of our software as well as in our services and support people is unparalleled in the industry. And now we’re doing it with systems from the mainframe, to the iPhone, from coded over to configured.
The Bottom Line is with Serena you can deliver apps with confidence. We do this by orchestrated your demand-to-delivery, or D2D through process automation. In fact, only Serena provides this business-process-based approach to application delivery, allowing you to tie together Serena’s ALM tools with the ones you already have.You get all of this from the largest independent ALM vendor, and the only vendor that is tying together all of your platforms, methodologies and geographically-dispersed teams.Now rather than taking my word for it, let's see a demonstration of how this works in a real-life example.Play the following demo video http://www.serena.com/world-tour-2010/product-demo/product.html
1. Thriving in an App Driven WorldOrchestrated Application Delivery 2010 SERENA SOFTWARE INC.
2. Apps Are Today’s Critical Competitive Advantage Cost to run Cost to apps is going deliver apps down remains high • Virtualization • Complexity • Cloud • Compliance2 SERENA SOFTWARE INC.
3. The App Dev Budget Squeeze3 SERENA SOFTWARE INC.
4. Orchestrate out of the Squeeze Streamline Processes Reduce Demand Increase Budget Outsource Trim app More Reduce Portfolio Costs4 SERENA SOFTWARE INC.
5. Today’s App Delivery Landscape Demand Develop Deploy StaffExec Build Customer QA Developer Engineer Scrum Developer Master Build Operations Business Engineer Analyst PMO CIO Release Manager CTO CCB DEVELOPMENT TEAM Sys DEVELOPMENT Admin TEAM LEADERSHILP 5 SERENA SOFTWARE INC.
6. Delivery Challenges Demand Develop Deploy Staff Poor collaboration BuildExec Customer Developer QA Engineer between development, Scrum Developer Master QA and operationsOperations Build Business Engineer Analyst PMO CIO Release Manager CTO CCB No system for DEVELOPMENT TEAM managing over- whelming demand Sys DEVELOPMENT Admin TEAM LEADERSHILP Distributed • By geo and org Manual processes that • By technology create errors, rework • By silos of tools and waste 6 SERENA SOFTWARE INC.
7. Focusing on Artifacts is Insufficient Demand Develop Deploy StaffExec Build Customer QA Developer Engineer Scrum Developer Master Build Operations Business Engineer Analyst PMO CIO Release Manager CTO CCB DEVELOPMENT TEAM Sys Admin LEADERSHILP 7 SERENA SOFTWARE INC.
8. Challenges of Repository without Workflow Demand Develop DeployExec Huge Staff warehouse data Build Narrow focus on Customer QA project Developer Engineer Scrum development artifacts Developer Master Build Operations Business Engineer Analyst PMO CIO Release Manager CTO CCB DEVELOPMENT TEAM Sys Admin LEADERSHILP Without process, Lacks end-to-end can’t predict and traceability improve performance 8 SERENA SOFTWARE INC.
13. Serena Orchestrated ALM Architecture Demand Mgmt Development Mgmt Release Mgmt Change & Work & Quality Config Mgmt Project Mgmt Mgmt Requirements Release Mgmt Control Portfolio Release Analysis Vault Serena Request Release Mgmt Orchestrator Automation Process Intelligence Audit Trails HP Quality Cloud Center IBM Unix Microsoft Linux Rational Other Windows SharePoint Mainframe 3rd Party13 SERENA SOFTWARE INC.
14. Orchestrate Disparate Processes with Serena Orchestrate Improve time to market by ensuring clear Speed ownership and automating hand-offs Orchestrate Connect Development to Business with real-time Satisfaction visibility to requirements, deliverables and dates Orchestrate Optimize the Demand-to-Delivery process with a Visibility single pane of glass for key performance indicators Orchestrate Reduce costs by eliminating rework and exceptions Efficiency14 SERENA SOFTWARE INC.
15. 15,000 CustomersHealthcareFinancialIndustrialTech/TelcoInsuranceGovernment15 SERENA SOFTWARE INC.
16. Orchestrate Apps. Orchestrate IT. Orchestrate Business. Case Proposal Management Business Generation Purchase Requisitioning Service IT Server Deck Provisioning Compliance Reporting Apps Claims Submittal Service Scheduling Change Management Powered by SBM Employee Credit Onboarding Management Powered by SBM16 SERENA SOFTWARE INC.
17. Serena Software is Your Enterprise Partner Global Scale Financially Sound • 29 offices worldwide Member of the Silver • 300 engineers Lake portfolio with Skype, Saber, Seagate • $225 million and Sungard revenue Mainframe to Proven Partner iPhone Helping enterprises Supporting all your deliver apps with development and confidence for over deployment platforms 30 years17 SERENA SOFTWARE INC.
18. The Bottom Line: Deliver Apps with Confidence Orchestrate Your With the Only From the Largest Demand-to-Deployment Orchestrated ALM Solution Independent ALM Vendor Automate development Unify your disparate All platforms, from end to end processes and tools methodologies and geographies18 SERENA SOFTWARE INC.