I T E007 Warner 091807


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  • I T E007 Warner 091807

    1. 1. Developing an SOA Strategy Cindy L. Warner, salesforce.com David Linthicum, Linthicum Group IT Exec: Chief Innovation Officer
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. Cindy L. Warner SVP, Global Technology Services salesforce.com [email_address] David S. Linthicum SOA Thought Leader and Practitioner [email_address]
    4. 4. All About The Linthicum, LLC <ul><ul><li>INDUSTRY : Consulting </li></ul></ul><ul><ul><li>EMPLOYEES : 6 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 200 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : Apex, Salesforce SOA, and </li></ul></ul>The Linthicum Group was established to provide quality SOA consulting services to product or end-user organizations who are seeking guidance beyond the SOA hype. The group seeks to understand your requirements first, and then define the correct solution to meet the particular needs of your organization. We leverage proven approaches and methodologies, using industry best practices.
    5. 5. The Challenge…
    6. 6. … but even after yesterday’s promises…
    7. 7. … we still have the same IT mess, only worse Copyright © 2007, ZapThink, LLC
    8. 8. <ul><li>Companies require Business Agility… </li></ul><ul><li>Responding quickly to change , </li></ul><ul><ul><ul><ul><li>and </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Leveraging change for competitive advantage </li></ul></ul></ul></ul>Why does a business need an SOA Strategy? J Agility is the key to innovation
    9. 9. Service Orientation: A Business Approach <ul><li>It’s not about connecting things, it’s about enabling business processes & continual change </li></ul><ul><li>The core business motivation is business agility </li></ul><ul><li>Rather than “rip and replace” old systems – make them work better together </li></ul><ul><li>It’s not about technology, integration, or middleware </li></ul>
    10. 10. So What Does a SaaS SOA Strategy Entail? David S. Linthicum SOA Thought Leader and Practitioner [email_address]
    11. 11. Core tenants of an SOA Strategy… <ul><li>SOA is architecture – a set of best practices for the organization and use of IT, and the discipline to follow them </li></ul><ul><li>Abstracts software functionality as loosely-coupled, business-oriented Services </li></ul><ul><li>Services can be composed into applications which implement business processes in a flexible way, without programming </li></ul>Just as a building architect is more concerned with the space, not the walls, the IT architect is concerned with how people use the technology, not the technology itself
    12. 12. … which enable… <ul><li>Leveraging of legacy systems – SOA does not mandate replacement of runtime infrastructure, but enable migration when needed </li></ul><ul><li>Metadata to control how the system behaves instead of code – business logic trumps application logic </li></ul><ul><li>The contracted interface to matter most, not the underlying runtime environment </li></ul>
    13. 13. SOA shifts the way we think Traditional Distributed Approach Service Oriented Approach Designed to last Designed to change Tightly Coupled Loosely Coupled, Agile and Adaptive Integrate Silos Compose Services Code Oriented Metadata Oriented Long development cycle Interactive and iterative development Middleware makes it work Architecture makes it work Favor Homogeneous Technology Leverage Heterogeneous Technology
    14. 14. Emerging Web-Delivered Platform…a catalyst for change <ul><li>We are moving in three clear directions: </li></ul><ul><ul><li>First, the movement from visual to service-based interfaces </li></ul></ul><ul><ul><li>Second, the movement to outsourced or virtualized business processes </li></ul></ul><ul><ul><li>Finally, the acceptance of an on-demand platform for applications, services, and now development and enterprise architecture </li></ul></ul>
    15. 15. Advantages of a Web-Delivered Platform as part of an SOA Strategy <ul><li>While clearly a huge leap in thinking for many traditional developers and architects, the use of an on-demand platforms makes logical sense when considering the advantages of this model, including: </li></ul><ul><ul><li>The cost of the platform is always going to be less expensive than more traditional platforms, and also provide more value. </li></ul></ul><ul><ul><li>The shareable nature of this platform allows designers, developers, and architects to leverage best practices, reusing existing design, code, configurations, metadata, and application architectures. </li></ul></ul><ul><ul><li>Services deployed on this platform are immediately sharable, intra- or inter-enterprise, for any business purpose, including B2B partner integration. </li></ul></ul><ul><ul><li>Services may be layered into an orchestration mechanism or process layer for configuration into solutions. </li></ul></ul>
    16. 16. Externally Managed Systems Internal Systems External Trading Partners Internal Systems Normalizing Authentication Identity and Single Sign-On Protocol Translation Session Management Data Format Mapping Translation Error Handling Integration Monitoring Systems Management Business Process Workflow Business Activity Monitoring Service Providers Service Providers Approaching Integration Using SaaS-Delivered SOA
    17. 17. Integrating Applications, Services and Content Inside the Enterprise Outside the Enterprise Enterprise Systems On Demand Applications & Business Services On Demand Content Desktop Applications
    18. 18. Traditional Integration Approach <ul><ul><li>Costly to build, deploy and maintain </li></ul></ul><ul><ul><li>Complex, hard to change, doesn’t scale </li></ul></ul><ul><ul><li>Lengthy implementation </li></ul></ul>Different protocols Different standards Different data formats Firewall issues Multiple point-to-point connections Multiple business rules Different security models Different applications
    19. 19. SaaS Delivered SOA Solves the Need for Shared Infrastructure <ul><li>Simplifies the many to many problem </li></ul><ul><li>Moves complexity to the network </li></ul><ul><li>Increase value by providing shared infrastructure & services </li></ul><ul><li>Mediates technical and business differences </li></ul>
    20. 20. The Basic Architecture Web Delivered SOA System System
    21. 21. Getting Ready <ul><li>First, accept the notion that it's okay to leverage services that are hosted on the Internet as part of your SOA. Normal security management needs to apply, of course. </li></ul><ul><li>Second, create a strategy for the consumption and management of outside-in services, and use of a Web-delivered SOA, including how you'll deal with semantic management, security, transactions, etc. </li></ul><ul><li>Finally, create a proof of concept now. This does a few things including getting you through the initial learning process and providing proof points as to the feasibility of leveraging outside-in services. </li></ul>
    22. 22. B2B Exchange Distributor Service Provider Partner Service Provider Web Services Web Delivered SOA <ul><li>Abstract back-end functions, screens, and data stores and expose them as services </li></ul><ul><li>Mediate semantics through a transformation and routing layer </li></ul><ul><li>Mediate security, accounting for the difference within the source and target systems </li></ul><ul><li>Structure information for movement to and from the service provider </li></ul>Existing Systems ? What Needs to be Done
    23. 23. Remember, there are a few technical issues that you must address… <ul><li>Semantic and metadata management , or, the management of the different information representations amount the external services and internal systems. </li></ul><ul><li>Transformation and routing , or, accounting for those data differences during run time. </li></ul><ul><li>Governance across all systems , meaning, not giving up the notion of security and control when extending your SOA to the global SOA. </li></ul><ul><li>Discovery and service management , meaning, how to find and leverage services inside or outside of your enterprise, and how to keep track of those services through their maturation. </li></ul><ul><li>Information consumption, processing, and delivery , or, how to effectively move information to and from all interested systems. </li></ul><ul><li>Connectivity and adapter management , or, how to externalize and internalize information and services from very old and proprietary systems. </li></ul><ul><li>Process orchestration and service, and process abstraction , or, the ability to abstract the services and information flows into bound processes, thus creating a solution </li></ul>
    24. 24. Approaching SOA Using an On-Demand Platform <ul><li>Step 1: Accessing Current Enterprise Architecture Issues </li></ul><ul><li>Step 2: Making the Business Case </li></ul><ul><li>Step 3: Understanding Semantics </li></ul><ul><li>Step 4: Understanding Services </li></ul><ul><li>Step 5: Understanding Processes </li></ul><ul><li>Step 6: Understanding the Technology </li></ul><ul><li>Step 7: Execution and Assessment </li></ul>
    25. 25. Starwood Hotels & Resorts Let’s Review a Successful SOA Case Study..
    26. 26. Background <ul><li>One of the world’s largest hotel and leisure companies, brands include Sheraton, Westin, W </li></ul><ul><li>Over 730 owned, leased, managed and franchised hotels </li></ul><ul><li>Centralized controls required to eliminate redundancy </li></ul><ul><li>Speed and accessibility of applications are increasingly important </li></ul>
    27. 27. SOA Environment <ul><li>For four years, Starwood has been converting its IT environment to SOA </li></ul><ul><li>Core centralized reservation system remains a legacy mainframe-based application </li></ul><ul><ul><li>Unites geographically diverse holdings onto one flexible, scalable framework </li></ul></ul><ul><ul><li>Handle the traffic spikes & massive server loads in hospitality business </li></ul></ul><ul><li>IT department now needs to manage a large and growing set of Services </li></ul>
    28. 28. SOA Project Scope <ul><li>Centralize its reservation system into one core application </li></ul><ul><li>Allow for customization at the property level </li></ul><ul><li>Accessibility for all of its partnering travel agents </li></ul>
    29. 29. Technical Requirements <ul><li>Flexibility & Speed </li></ul><ul><ul><li>Standards-based, platform independent, fast environment </li></ul></ul><ul><li>Governance </li></ul><ul><ul><li>Centralization, control and measurement features </li></ul></ul><ul><li>Customizability </li></ul><ul><ul><li>Each hotel chain had different customization needs </li></ul></ul><ul><li>Reuse </li></ul><ul><ul><li>Allow Services to be recognized and optimized for reuse </li></ul></ul><ul><li>Compatibility </li></ul><ul><ul><li>Allow partnering travel agents to easily access and use the reservations system </li></ul></ul>
    30. 30. Deployment Summary <ul><li>Phase 1 </li></ul><ul><ul><li>A small, project-based implementation in a central IT location. Goal: set up a viable system, test it, & learn the new architecture </li></ul></ul><ul><li>Phase 2 </li></ul><ul><ul><li>Learn the new features and capabilities for governance & customization </li></ul></ul><ul><li>Phase 3 </li></ul><ul><ul><li>Train people across the company on the new features, functions, systems, and processes </li></ul></ul><ul><li>Phase 4 </li></ul><ul><ul><li>Rollout to all 730 hotels </li></ul></ul>
    31. 31. Technology Selections <ul><li>HP Systinet Registry for capturing detailed SOA service description & usage information into a centrally managed, reliable, searchable business Services registry </li></ul><ul><li>Progress Actional SOAPstation XML routing & monitoring tool and Looking Glass Server management console </li></ul><ul><li>Move from their legacy system to UNIX platforms on HP-UX and Linux </li></ul>
    32. 32. Anticipated Benefits <ul><li>Return On Investment (ROI) </li></ul><ul><ul><li>Reduce operating costs by $20 million annually </li></ul></ul><ul><li>Governance </li></ul><ul><ul><li>Centralized controls for managing, tracking and enforcing its processes </li></ul></ul><ul><li>Customization </li></ul><ul><ul><li>Customization on the local level </li></ul></ul><ul><li>Easy Partner Accessibility </li></ul><ul><ul><li>Platform independent solution that Starwood partners can easily access, regardless of their IT environment. </li></ul></ul>
    33. 33. On-Demand Platform…the Future of SOA <ul><li>While this is a huge step in the world of SOA, the value and fit to purpose are clear when considering the core notions. </li></ul><ul><ul><li>Truth-be-told, enterprise architectures today are in a state of disarray, and are actually hindering the growth of the business, this due to years and years of layering in expensive, static, and monolithic applications that have hindered business agility, costing millions of dollars over the years. </li></ul></ul><ul><li>The notion of an SOA leveraging an on-demand platform provides key technology and business drivers that make this approach compelling for enterprises both large and small. </li></ul><ul><ul><li>This provides the enterprise architects with the ability to migrate over to the on-demand platform, as needed, and without disrupting existing enterprise IT operations. </li></ul></ul><ul><ul><li>The more processes, data, applications, and services moved to the on-demand platform, the more value the enterprise will realize over time. </li></ul></ul>
    34. 34. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    35. 35. Cindy Warner SVP, Global Technology Services David S. Linthicum SOA Thought Leader and Practitioner QUESTION & ANSWER SESSION salesforce.com