The document outlines the importance of Service-Oriented Architecture (SOA) in modern business design, discussing key market trends, business and technology drivers, and the projected growth of the SOA market. It emphasizes SOA as a framework for effective integration and management of services in an increasingly complex technological landscape while showcasing various success stories and IBM's governance capabilities. The content also highlights the necessity of adaptive design approaches to meet evolving business challenges and leverage opportunities for innovation.

1. SOA - Still Going Strong
“SOA is Simply Good Design”
Good Design is Good Business Webcast Series - April 4, 2013
Claus Jensen, IBM
STSM, SOA Foundation Architecture lead and
Chief Architect SOA-BPM-EA integration
ctjensen@us.ibm.com
Roger Snook
IBM Software, Rational
Worldwide Enablement Leader,
Mobile, SOA, Design
RCSnook@us.ibm.com

2. Agenda
 SOA Market Overview, Success Stories
 SOA is Simply Good Design
 Technical Overview and Strategy, Market
Leadership
 Next Steps & Questions
2

3. SOA Market Overview – Key Market Trends
1.Market Growth
• Growing to $24.4B by 2015 with a CAGR of 24% (Compound Annual Growth Rate)
2.Business Drivers
• Compliance, integrity and accountability in business activities
• Increasing velocity of mergers, acquisitions, consolidations
• Growth of, and enterprise-wide access to, structured and unstructured data
3.Technology Drivers
• Growth of Cloud and Mobile initiatives demanding modularity in IT architectures
• Proliferation of services requires greater visibility and control
• Design of business applications shifting to shared services
SOA Market Size
Source: IDC White Paper, Sponsored by IBM, “Architected to Last:
The Expanding Relevance of Service Oriented Architecture”, April 2011
3

4. SOA Success Stories (it is US Tax Season):
US Department of Treasury, Internal Revenue Service
http://www.ibm.com/easyaccess3/tipss/contenttemplate/!!/xmlid=187109
http://gcn.com/Articles/2011/08/05/2011-GCN-Award-Winners.aspx
And even more SOA Success Stories here:
http://www-01.ibm.com/software/success/cssdb.nsf/topstoriesFM?OpenForm&Site=soa&
4

5. SOA is Simply Good Design:
So reuse, not reinvent, a Good Design Reference Architecture
to accelerate your business
5
5

6. SOA RA brought to you by: IBM Rational Software Architect
 Rational Software Architect
• Top 3 Rational download trials: RSA (2190), RAD (2120), Rhapsody (1260)
• 3 out of top 12 dW articles ADC articles (Architecture, Design, Construction)
 Clients continuing to see Value and getting results:
More references this year than last!
– In IBM Rational’s top 5 Industries, RSA references are in 17% of them
• 23 Case Studies spanning 12 different industries
– IBM Software Development Jobs (ibm.com/jobs): 416 vacancies out of 976 categorized
as architect (~40%), Monster.com lists 725 Java/.NET “architect” positions
– New developerWorks Presence: Good Design is Good Business
6

7. Vision: IBM’s CEO – Visualizing the IBM Annual Report
A Business Motivation Model built with RSA, Integrated Architecture Profile
7

8. “The elevator pitch”
 “SOA is simply good design”
– Systems of integration mediate between systems of engagement and systems of record
– SOA underpins Mobile, Social, Cloud and Big Data
 Integration Bus
– Integration needs to mix and match different integration patterns, including all of SOA, messaging
and events
 Gateway
– The gateway sits at the boundary of what you can control and what you cannot control
– Mobile and API management capabilities are key components of a gateway
 Lifecycle Management
– Governance and management come together synergistically in Lifecycle Management
– Creating is easy, managing change is hard, a shared registry is a “must have”
 Cloud (“XX as a service”)
– “XX as a service” requires well defined interfaces for provisioning, management etc.
8

9. The Mega Trends
Growing Scale / Lower Barrier of Entry
 Users
 Transactions
 Computations
 Data
Technology Drivers
Increasing Complexity / Yet More Consumable
 Data and data management
 Workloads
 Discovering insights
 Interaction
Fast Pace
 Evolving business eco-system
 Dynamic scalability
 Minimize time to value
Mobile - Social – Cloud –  Keeping pace with technology and globalization
Big Data / Analytics
Contextual Overload
 Proliferation of sensors and devices
 Demand for personalization
 Just in time
9

10. Change, complexity and uncertainty have become opportunities for
businesses to innovate, transform and grow in new ways
10

11. Great…but what is SOA?
A Service
Service Orientation
A repeatable
business task – A way of thinking about
e.g., check customer your business through
credit; open new linked services and the
account outcomes that they
bring
Service Oriented
Architecture (SOA)
An business-centric architectural
approach based on service
oriented principles
11
11

12. “Simply good design” principles
• Service orientation at the core
• Process integrity at internet scale
• Integration with enterprise capabilities
and back-end systems
• Based on industry standards
• Leveraging and extending open source
technologies
• Providing the platform for a growing
ecosystem
“The beauty of SOA…is that we can change our components as needed, seamlessly…it
might be a business process or a whole new business model.”
-Phil Mumford, CEO, Queensland Motorways
“Make SOA a prerequisite architecture. It's time to breathe new life into your SOA
initiative, this time by focusing on architecture instead of technology.”
-Gartner Application and Integration Platforms Key Initiative Overview July 22, 2011
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12

13. SOA mediates between consumers and providers (ESB pattern)
Cloud
APIs Services
Partners Suppliers
Apps Patterns
 2005: Connecting and mediating in an IT
transactional context
 2010: Connecting and mediating e2e processes
 2015: Connecting and mediating people,
Customers devices, Cloud, ….
Developers
13
13

14. These trends also drive more engaging applications and processes
Mobile Using context to Social
transform the client
experience
Using context to Using context to
drive greater Big Data transform the
insight decision process
Delivered via the Cloud
Cloud
14

15. From Transaction Centric to Interaction Centric
MDM Developer
Public Cloud Private Cloud
& Customer
communities
DB2
DMZ .NET ODM DMZ
Pattern
IMS
.JCAPs BPM
DB
Pattern CICS
SAP DB WAS DB
Mobile Social &
PoS, ATMs Internet Data
Internet of Things Big Data
Sensors
Trading partner
15 communities

16. Systems of Engagement drive key capabilities at the “edge” of the
enterprise
Mobile Access
Web Services Load Balancing
Security Integration
Systems of
record
16

17. DataPower is IBM’s Modular Gateway
at the Edge and at any internal Boundary
Cloud
Integration
Web Services & Cast Iron (XH40) Integration
Mobile Gateway Gateway
XG45 XI52
B2B Gateway Data Caching
XB62 XC10
Appliance Benefits
•Hardware and software integration
•Highly optimized and purpose built capabilities
•Simplicity of deployment and maintenance
•Security and control in restricted environments
17

18. Example: The Basics Of an Web API
What is an Web API?
 An web API is a public persona for an enterprise; exposing defined assets,
data or services for public consumption
 An web API is simple for app developers to use, access and understand
 An web API can be easily invoked via a browser, mobile device, etc.
What Value Does an Web API Provide?
 Extends an enterprise and opens new markets by allowing external app
developers to easily leverage, publicize and/or aggregate a company’s
assets for broad-based consumption
What “assets, data or services”
are exposed via an Web API?:
 Product catalogs
 Phone listings
 Insurance cases
 Order status
 Bank loan rates
External
App Developer
18

19. IBM’s Current SOA Governance Capabilities
 Best SOA Governance Planning methodology (SOA
Governance and Management Method)
 Support for service lifecycle management - WSRR (&
RAM), CCMDB
–Codification of best practices in the product allow clients to leverage
governance processes, roles, policies and checkpoints
–Ability to instantiate immediately out of the box
–Fully configurable to individual customer requirements
–Integrates design time and run time service governance
–Impact Analysis, comprehensive runtime metadata capabilities,
policy authoring & management
 Support for runtime policy – ITCAM, DataPower,
Message Broker
–Example: SLA policy support for DataPower (current), Message
Broker (future) with enforcement, throttling and reporting
–Delivered (recently) as expert integrated patterns
 Building an API Management solution
–A key capability as enterprises externally expose APIs in a multi-
tenant, governed environment
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20. 20
Simple SOA – Managing Change
Registry is the authoritative source for policies and assets
Changes are important objects that need to
be lifecycle-managed and in turn drive
resource and policy lifecycles in a coherent
fashion APP APP
From a user perspective changes are APP
managed in one place and governed in one
place
Policy Lifecycle
Lifecycle
Policy
Policy Manager looks
manages all
Policy Manager after all types of
types of
Policy
manages policy for “objects”
lowered needed in the
operational/maintenance deployment
solution
risk and down time in
runtime nodes
Policy
Policy
APP
Client
20

21. Simple SOA – Risk Management & Insight
Registry provides monitoring model and enables insight
Policies with Highest Non-compliance 
Jim: Traffic Management
Manager
Consumer ID Check
Validate User
Focus on Business Value
Services > Business Value > Visualize Business Value
Policy JKL
Visualize Business Value
Total non-compliant requests (Month to date)
View: Net Value 
Service Usage: Compliance with Policies
Month to date 
My App (1.2) Open Account (1.2) Insurance Quote (1.2)
Net: $1,111,532 Net: $743,433 Net: $772,553 28.8% Non-compliant
DataPower_Service_GW (1.2) SAP_to_IMS_Flow (2.0)
Net: -$62,562 71.2% Compliant
Net: $41,469
Oliver:
Operations
Equifax Credit Check (1.0) Update Cust Record (1.1) SAP IMSX (1.3)
Net: $12,269 Net: $11,421 Net: -$12,671
Focus on Risk and Policy
Key
“Integration Services” Integrations
Service Implementation
21

22. 22
Simple SOA – Application Patterns
Registry is the authoritative source for services composed in patterns
Virtual Application
Patterns
encompass JEE,
integration, and
other application APP APP
packages
Virtual Gateway APP
Patterns* contain
common and
extensible gateway Policy
capabilities in an easy-
to-consume package Policy
Policy
Policy
Declarative policies
allow instantiation of
prescriptive behaviors
to be applied to Virtual
Gateway and
Application Patterns
Policy
Policy
JEE
APP
Web APIs
Web Apps
Client
Web Services Policies enforced in
associatedgateway
deployed gateway
and application
containers
22

23. Five basic tasks (partially) supported by a registry
• Discover
–Finding existing assets that can be reused or need to be controlled
–Registry is the authoritative source for metadata about the discovered artifacts
• Compose
–Create solutions based on reusable assets
–Registry is the authoritative source of metadata for assets available
• Deploy
–The action of deploying or promoting a solution
–Registry is the authoritative source for deployment state of solutions and solution components as
well as policies on how and where to deploy
• Change (control)
–Changing behavior of the deployed solution without having to re-deploy
–Registry is the authoritative source of metadata influencing runtime behavior, typically in the form of
operational policies
• Monitor
–Operationally monitoring solutions at runtime
–Registry is the authoritative source for resources (e.g. services and policies) shown in dashboards,
used for analytics etc. Note that while the registry maintains the topological state of resources (aka
where they are deployed/active), it does not record monitored operational state
23

24. Achieve More with Less Using Policy
Policy Semantics
Security Control Integration Optimization Resilience
We
SOA Started
Here
JEE
REST
Web
poc Sl ac go onhc e T
• Vision: create a homogeneous business methodology to easily enforce
i l
optimization, control, integration, resilience, and security across all prevalent
technological scopes
24

25. Smart Process Design is more than BPMN 2.0
Detect changing business Adapt and respond dynamically
situations by capturing and by automating decisions
Events correlating events from multiple Rules
sources
Solve complex business Seamlessly integrating active
problems and predict outcomes content with automated
for strategic decisions and Content business activities
Analytics
actions
Improve business performance Identify performance gaps and
by enabling your internal and improvement opportunities by
external business network to Monitoring
monitoring business activities in
Collaboration work together real-time
Collect new information Dynamically modify business
required to take advantage of processes as business needs
new business opportunities Process change
Information
25

26. SOA and BPM “value chain”
Most services Will get more value
Market shifting from SOA if they
practitioners
started here: get to here: Resulting in:
Process
Service Integration Optimization Market Business
Efficiency Effectiveness
e
a lu
Resulting in: Process
Analysis
gV
• Service proliferation Business Process
• Services built with
si n
Process Efficiency Effectiveness
little business
r ea
Design
context
Inc
• Service redundancy Process Labor
Process Efficiency Effectiveness
• Little to no focus on Automation
portfolio
management Labor IT
Efficiency Effectiveness
An ability to understand the right
change to make (effectiveness) to
the business based on the
underlying forces and to be able
to efficiently execute that change.
26

27. SOA - Still Going Strong
“SOA is Simply Good Design”
For more, attend an SOA Architect Summit Roadshow:
http://www-01.ibm.com/software/solutions/soa/events/soasummit.html