W2.0 Expo - Heid Mashups - Sept 18, 2008
•Download as PPT, PDF•
0 likes•308 views
This document discusses IBM's Mashup Center product and what they have learned about enterprise mashups. It begins with an overview of what mashups are and why they are important for addressing business and IT challenges through more rapid application development. It then describes IBM's Mashup Center platform and provides examples of its uses. The document concludes by discussing technical considerations for the future of mashups and semantic integration.
More Related Content
What's hot
What's hot (20)
Similar to W2.0 Expo - Heid Mashups - Sept 18, 2008
Similar to W2.0 Expo - Heid Mashups - Sept 18, 2008 (20)
More from Mark Heid
More from Mark Heid (8)
W2.0 Expo - Heid Mashups - Sept 18, 2008
- 1. ® IBM Software Group © IBM Corporation 2008 IBM Mashup Center Unlock data. Remix content. Unleash productivity. Using Enterprise Mashups: What IBM Has Learned About Where They're Helpful Web 2.0 Expo – New York Sept 18, 2008 10:30-11:20am Mark Heid Program Director, Product Management Information Management Division Bobbie Cochrane STSM, Advanced Technology Information Management Division
- 2. IBM Software Group Unlock data. Remix content. Unleash productivity 2 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 3. IBM Software Group Unlock data. Remix content. Unleash productivity 3 What is a Mashup? A “mashup” is a lightweight web application created by combining information or capabilities from more than one existing source to deliver new functions & insights. Rapid creation (days not months) Reuses existing capabilities, but delivers new functions + insights Requires limited to no technical skills Often mixes internal and external sources
- 4. IBM Software Group Unlock data. Remix content. Unleash productivity 4 How This Works – a Quick Demonstration Demo
- 5. IBM Software Group Unlock data. Remix content. Unleash productivity 5 What Makes Mashups Unique? Mashup Development Traditional IT Scope Time to value Days to weeks Months to years Lifespan Variable, often short Long lived Process Dev. phases Ad-hoc or good-enough Defined, scheduled Governance De-centralized, community Formal, centralized Evolution Organic Top-down, centrally driven Users Application builders LOB, individuals, groups Corporate IT Targeted users Small teams or known user Large groups Technology Technology REST, RSS, ATOM, AJAX, JSON, XML, etc. SOAP, WS-*, J2EE, BPEL, etc.
- 6. IBM Software Group Unlock data. Remix content. Unleash productivity 6 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 7. IBM Software Group Unlock data. Remix content. Unleash productivity 7 Mashups Address Common IT & Business Challenges Numberofusersperapplication # of applications Backlog of simple, tactical applications. Strategic, long- term apps (created by IT.) Lack of agility and inability to quickly innovate– IT can’t respond fast enough to business requirements Spreadsheet “apps” hard to manage, share, keep current Silo-ed, outdated, inaccessible data Business Challenges IT is backlogged and suffering from too many business requests Underground or “shadow” IT Security violations Loss of information IT Challenges
- 8. IBM Software Group Unlock data. Remix content. Unleash productivity 8 Mashups: Rapid, Simplified Application DevelopmentNumberofusersperapplication Number of applications Strategic, IT built applications Long Tail - situational Enterprise Mashups Portal SOA Legacy applications Information sources Reuse “Harden”
- 9. IBM Software Group Unlock data. Remix content. Unleash productivity 9 What is the value proposition and where is the return? Reduce development costs and speed application delivery through rapid application assembly Improve ROI through reuse of existing assets to meet new needs Reduce backlog, allowing more focus on strategic business applications Improve productivity and foster innovation through self-service Gain insights and solve problems more effectively Reach new markets by extending reach of existing services/functions to new audiences (e.g. long tail) Respond faster to change with flexible, agile applications Line of Business IT Department Revenue Growth Cost Reduction
- 10. IBM Software Group Unlock data. Remix content. Unleash productivity 10 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 11. IBM Software Group Unlock data. Remix content. Unleash productivity 11 Who’s Involved in Creating & Using Mashups? IT Professional Information / Business Analyst Business User Create applications for internal use by their organization’s line of business users. Manage databases and internal information assets. Responsible for data security and governance Interface between IT and the LOB and work with IT to establish costs, requirements for LOB applications, solutions, or reporting needs. Supports LOB information requirements. LOB team member little experience using technical solutions outside of Office. Needs certain information to maximize their performance that they currently may not have access to. Often works with Business Analyst to determine business unit needs from IT department.
- 12. IBM Software Group Unlock data. Remix content. Unleash productivity IBM Mashup Center Create new applications by reusing existing data and services Unlock Enterprise, Web, Personal and Departmental Information Develop widgets from enterprise systems Discover and share mashups, widgets, feeds, and services Transform information into new feeds A end to end mashup platform, supporting line of business assembly of simple, flexible, and dynamic web applications – with the management, security, and governance capabilities IT requires
- 13. IBM Software Group Unlock data. Remix content. Unleash productivity 13 How This Works – Supply Chain Demo Share & ManageCreate Transform Discover Develop & Unlock Demo
- 14. IBM Software Group Unlock data. Remix content. Unleash productivity 14 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 15. IBM Software Group Unlock data. Remix content. Unleash productivity 15 Rapid Response – Large Aerospace Company Visually assess nearest airport for proximity Select a location View functioning airports View details for runway to assess fit with aircraft needs
- 16. IBM Software Group Unlock data. Remix content. Unleash productivity 16 Observe that summer sales numbers are very low Ad Hoc Research - Adjust Inventory to Grow Sales Observe that inventory is very low at that time Research data on models, look at customer reviews to see if need to change which phone models carried in store in summer
- 17. IBM Software Group Unlock data. Remix content. Unleash productivity 17 Quickly Deliver Good Enough Applications – Supply Chain Data Data comes in from AS/400 based ERP system and other core systems Drill into specific orders and manufacturing dates Information streams can be formatted to allow direct download into their systems Production information available as a service, and new services can be rapidly and easily created and mixed as needed Manipulate data and communicate to back end systems
- 18. IBM Software Group Unlock data. Remix content. Unleash productivity 18 Consumer Created Applications – Banking Mashups Select an account View account history Send a message to bank Assemble and view mashup on web and mobile On a Web page On your iPhone
- 19. IBM Software Group Unlock data. Remix content. Unleash productivity 19 New Products and Services - Telco Solutions Search for a contact Send SMS message See contact’s location View contact details Initiate 3rd party call Simple and cost effective way to offer new services
- 20. IBM Software Group Unlock data. Remix content. Unleash productivity 20 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 21. IBM Software Group Unlock data. Remix content. Unleash productivity 21 Demo: Usable Airport Search Mashup Boeing Air Traffic Management Samet M. Ayhan, Boeing: “The IBM Mashup tool offers a new approach for quick web application development, where disparate data sources can be fused on a single environment with reusable components in order to make better decisions.“ Scenario: Need for authorities to use existing data and systems to react to unexpected events and develop new capabilities. During Hurricane Katrina authorities could not quickly use existing systems to find airports that were opened and had runways with enough capacity to land transport planes carrying relief supplies. Results: Within three weeks Boeing and IBM had deployed mashup capability using IBM’s Mashup Center. Boeing successfully demonstrated the capability to FAA, DoD, DHS. Demo
- 22. IBM Software Group Unlock data. Remix content. Unleash productivity 22 Demo: Bugzilla Some of the many questions we always want to ask: How many bugs do we have and how many are outstanding? Which component has the most defects? Who opened them, and who are fixing them? What is the trend of bugs over the past few months? Are we stabilizing? Can Mashup applications help us? Demo
- 23. IBM Software Group Unlock data. Remix content. Unleash productivity 23 Agenda What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures
- 24. IBM Software Group 24Unlock data. Remix content. Unleash productivity 24 The “Mashup Fabric” needs to address key issues for mashups to evolve How to create what is needed – mashable assets? – Expressive depth – Ease of use How to integrate information? – What is the minimal level of semantics that the “Information 2.0” layer needs to have? – Has the world evolved to make it easier now? How to deal with unstructured data…..
- 25. IBM Software Group 25Unlock data. Remix content. Unleash productivity 25 How does one simplify “semantics”? Helped by: – Microformats growing in popularity in the open community – Standardization services increasingly available – Master Data Management taking off in enterprises Issues: – Standardization is inherently uncertain. How is uncertainty handled? – Quality of services differ. How to track the lineage of both data and integration services? – Services vary in price. How to trade-off price, quality, and time? Search shows us some ways
- 26. IBM Software Group 26Unlock data. Remix content. Unleash productivity 26 UIMA name phone namephone email excel web Name phone In the Web 2.0 sense, being able to share and build upon other’s annotators is extremely useful Resulting in structured data out of unstructured domains
- 27. IBM Software Group Unlock data. Remix content. Unleash productivity 27 © IBM Corporation 2008. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. Java and all Java-based trademarks are trademarks of Sun Microsystems, Inc. in the United States, other countries, or both. Other company, product, or service names may be trademarks or service marks of others. Legal Notifications
Editor's Notes
- This deck is intended as a master set of charts that IBMers can use to craft a customized presentation for customers on IBM Mashup Center. The sections are structured to help tellthe story sequentially. Since we expect many conversations on Mashups to occur with existing IBM customers of Portal, IM, SOA - we've adapted charts that go into more detail on relationship and context of those products with mashups so sales reps etc can start the conversation at the right point for that specific customer situation – this is in an optional section titled Market/Strategy Context.
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)
- Main Point: A “mashup” is a lightweight web application created by combining information or capabilities from more than one existing source to deliver new functions & insights. Mashups provide functionality that is greater than the sum of its parts. They are situational applications which are good enough, created to solve a specific problem. Mashups are about self-service application development, enabling organizations to move to the next level of innovation, speed, and agility by allowing users to combine and remix different sets of data in new ways. In this way, mashups can provide insight into corporate data that was simply not possible before. Detail: What typically characterizes a mashup? Simple, flexible applications that solve day-to-day problems Can be created in minutes, hours, or days (given heavy reliance on reuse and lightweight integration techniques) Can be “situational” in nature Can be easily customized to meet an individual’s unique needs Mashing of functionality from different sources supports new insights (1+1 = 4) Often supports self-service application development
- Main Point: Now that we’ve seen how Mashups help reach the long tail of application needs – let’s take a deeper look at how Enterprise Mashup Platforms are unique. Mashups differ from formal applications that support critical business processes in what they are intended to do..since they solve a specific problem – they need to be developed fast enough and by design they aren’t intended to serve a long term timeframe. The “good enough” aspect is a critical thing to understand because it does differ dramatically from the rigorous application development approach that’s needed to build the rock solid applications that drive revenue and transactions. The mashup development process follows a less formal set of steps…with frequent iterations and in progress changes, with a far more decentralized governance approach and follows an organic bottom up need – an individual needs something specific. Another fundamental difference for mashups is audience for application builders and users – one of the core strengths of mashups is the simplicity to create them by dragging and dropping elements onto a browser making it simple for business users, individuals and small groups to work on. The technologies that support mashup development are lightweight to support fast simple access to information and services – they complement the more robust technology used to support strategic applications for core business processes.
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)
- Main Point: Before we look at what mashups are – its important to understand what business and IT challenges they address and how they fit in your broader IT application landscape. Increasingly IT and business need a new way to address the ever growing backlog of requests for applications that solve simple, specific problems – cost effectively and quickly, empowering business users to create their own applications. Mashups address this need – they complement and even reuse existing strategic applications and infrastructure in a “good enough” application. Business is challenged in their ability to move quickly as IT can’t respond fast enough to quickly changing business requirements. But information is never easily accessible or current, particularly as individuals and teams like to manage information through distributed files and applications such as spreadsheets. And for IT – the constant struggle to respond to application backlogs with constrained resources impairs their own agility and efficiency. In fact as the urgency of business application needs grow – increasingly business users frustration can lead to them purchasing or building a solution without IT’s knowledge – leading to “shadow” IT which can create its own challenges of potential security issues or loss of information. How do mashups help address these challenges? By helping IT and business cost effectively create simple applications to solve specific problems – this is what we call the long tail of application needs. Businesses have invested the bulk of IT budgets building and maintaining strategic long term applications that support mission critical business processes – but because of inflexible systems and siloed data – its never been cost effective for them to reuse and customize those assets in ways that solve simple specific problems. Mashups help business users create their own applications by reusing and customizing IT assets and combining them with web data in unique ways. Mashups complement existing IT applications and infrastructure and make them more accessible to business users.
- Main Point: Enterprise Mashups are a simpler way to use existing enterprise IT assets – they are a way to easily consume existing services, access legacy applications and enterprise information source such as databases, existing EAI implementations etc. An important part of the economic value that Enterprise Mashups offer business is letting business users access existing assets and use them in new ways – getting greater value out of prior investments to solve different problems and create new opportunities. When you add that extended value to the reduced cycle time and labor of IT since users can create their own mashups without coding – you’re looking at some very positive economics for return on past investments and cost effective ways to create new applications.
- Foster innovation and increase productivity by empowering line of business to rapidly create and share new applications that support ad-hoc business requirements. Gain valuable insights and solve business problems more effectively by remixing enterprise and web information on the glass. Respond immediately to new business challenges by creating applications that were previously unaffordable or of lower priority within the IT budget. Uncover new revenue streams by targeting niche markets Reduce IT backlog, by sharing the burden of web application development with the line of business. Average IT shop spending 63% or more of its budget on ongoing expenses, leaving precious few dollars for new projects or custom applications Speed development and reduce the costs of creating rich, highly configurable, + standards-based web applications. Create a stronger partnership between IT and business by providing end users with a self-service approach to application development Make SOA more business-relevant and visible, increasing reuse of services. Apply the appropriate levels of governance, allowing business users to innovate, but within a secure and scalable environment.
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)
- Who: IT Professional, Analysts, Power Users, Business Users What: Discover existing widgets, mashups and feeds. Publish new widgets, mashups and feeds to catalog. Tag & Rate catalog assets.
- Main Point: IBM Mashup Center is an end to end mashup platform, supporting line of business assembly of simple, flexible, and dynamic web applications – with the management, security, and governance capabilities IT requires. Detail benefits: Empower knowledge workers and web developers to rapidly create new web applications, unleashing productivity and reducing IT backlog. Speed development and reduce costs through lightweight integration, reuse, and sharing. Quickly uncover new business insights by easily assembling information from multiple sources on the glass. Better align IT and business through rapid prototyping. Make SOA more business-relevant and visible, increasing reuse of services and widgets. Foster innovation, while applying the appropriate levels of IT control. But we've got a challenge - there is still a ton of information throughout the enterprise that is unavailable to Lotus Mashups or any other tool... how are we going to help IT get that information out and put into feeds that our LOB users can mashup? Details of Lotus Mashups and InfoSphere MashupHub: Assemble applications by reusing existing services Unlock Enterprise, Web, Personal and Departmental Information Create interactive widgets that encapsulate existing services Discover and share mashups, widgets, and feeds Transform and mix information into new feeds Explore different combinations to uncover new insights
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)
- Main Point: Organizations are not agile when responding to unplanned situations. Often, this entails having access to the right information from the right sources – and then being agile enough to bring this together in new ways very quickly. In this example, a large aerospace company is working with a federal agency and analyzing which planes they can get into a storm hit area to carry supplies for storm victims. They are using a mashup that helps them quickly visualize the status of the airport on the map and then when they click on an airport, the other widgets populate appropriate data on details that help them evaluate which airplanes can go to specific airports – such as runway size. But all businesses are faced with unplanned situations that can impact their logistics, supply chain, and transportation capabilities – this mashups shows how you can create a mashup combining web data with enterprise information to quickly get a different view of information across multiple enterprise systems.
- Main Point: The ability of mashups to let business users combine specific information from the web next to enterprise data lets them look at a problem in their own unique way to understand its dimensions and formulate ideas on how to respond. This spontaneity lets business users determine what additional information they need to use enterprise data for insights and problem solving. In this case, a buyer for a chain of retail stores wants to see how to grow sales in a slow period in the summer. They want to look at sales figures along side inventory data as they research what customers say about different models of cell phones – to explore if they need to change inventory and models carried in the summer to grow sales. As they click down on the model types in the widget on the left…the data on sales and inventory will change to show results for that specific model..because they have wired the widgets together with feeds so taking an action in one drives changes in what they see in other widgets. The buyer can quickly correlate what models have positive customer reviews with what their stores have to see if a simple adjustment in inventory can help them turn around slow summer sales.
- Main Point: The “good enough” characteristic of mashups makes them ideally suited to help individuals quickly create a mashup that can work with diverse information sources and get a custom view to support a specific decision they need to make. In this example, an individual at a manufacturer wants to look across parts supply information from a supplier and visually correlate it with data from their own ERP system to see how things are matching between parts coming in and when they were actually used. This mashup is visually making it simple for the user to quickly scan parts supply data across the bottom by scrolling across a timeline then it pulls up appropriate detail in one part of the mashup and by simply clicking on one of the records you can see the specifics. So this is a powerful way to visually see and understand information in correlation to other data. Detail ERP to Mashup Enabling information streams in the Mashup Center catalog, allows partners/supply chain self-service. Production information is available on demand as a service, and new services can be rapidly and easily created and mixed as changing business conditions require Access and Transform data from AS/400 based ERP system into mashup InfoSphere MashupHub to extract, filter and augment data Lotus Mashups to present data WebSphere sMash to manipulate data and communicate to back end systems and suppliers
- Main Point: For certain industries and functions – having companies provide the ability for end consumers to create mashups using their company data in widgets etc can be a compelling benefit to offer customers – for better customer satisfaction and loyalty etc. In this example a retail bank wants to offer its customers the ability to create a mashup on the web – accessing their account data, and also wants to make it possible for them to access that mashup with a mobile device such as a iPhone.
- Main Point: Mashups represent a prospective business opportunity for telcos to cost effectively create and test new services before deploying across their entire network. In this case they use a mashup to offer a consumer the ability to search for a contact, send an SMS message and view location in a single view. Scenario: Locate and contact buddies Using network-based services, locate and contact available friends Buddy List Presence Location Third-party call Send SMS Demonstration has been used as part of Web 2.0 briefings with Vodaphone and AT&T Individual telcos (e.g. Telstra, BT) are negotiating contracts for content. Mashups offer a mechanism to combine content (e.g. city search information) with network-based services such as location and presence. The traditional telco paradigm is to roll out offerings that can be consumed by its entire customer base. With that as a design point, they are hesitant to experiment with new offerings. With mashups, they can adopt more of a ‘long tail’ approach – offering many applications/services, each of which may be used by only a small percentage of its customer base. These offerings can be a combination of telco offered services (such as network-based services), partner services, and user generated content. These scenarios are being demonstrated at the Telco Solutions Lab. The intent is to integrate these demos with Innovation Factory.
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)
- Objective - Utilize existing data sources to improve rapid response capabilities for FAA. The NEO Demo is a spiral demonstration of NextGen Aviation capabilities. It demonstrates functional improvements made possible when information is widely available across agencies (FAA, DoD, DHS, NASA). Mashup Elements: Enable government officials, in response to local or widespread emergency, to quickly identify the nearest airport that can safely handle an incoming aircraft based on aircraft’s performance characteristics Airport location Airport status Runway length Local weather Mashup was demonstrated to FAA officials and Cabinet members in mid-May
- What is a Mashup (show demo of an assembled mashup page) Why Mashups Matter (Benefits - Innovation, Productivity, Speed) IBM Mashup Center Capabilities How it Works (Demo of wiring, reuse of existing feeds, catalog, transform etc)