Sandy Carter Understanding S O A And Web 2


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Sandy Carter Understanding S O A And Web 2

  1. 1. This Presentation Courtesy of the International SOA Symposium October 7-8, 2008 Amsterdam Arena Founding Sponsors Platinum Sponsors Gold Sponsors Silver Sponsors 1 Understanding SOA & Web 2.0 Shaping Innovation with Web 2.0 and Smart SOA Sandy Carter, Vice President, IBM SOA and WebSphere 1
  2. 2. Today’s Overarching Realities The New Competitive Landscape Market is changing. Continuous analysis of data for insight required Foresight, not hindsight, is of value Value is based on unique, personalized experiences of customers Personalized customer experiences can be achieved with flexible (or agile) business processes 3 To Compete, Companies Must… fundamentally alter their value creation infrastructures… …transforming interactions with customers into meaningful dialogues 4 2
  3. 3. SOA & The Co-Creation of Value SOA revolutionizes not just the way applications work with each other… ….but the way people interact with processes 5 What is SOA Depository Vendor Setup Banks Vendor Process Servers Customer Perceived Budget Maintenance (Imaging) NEW Soundscan VAN Universal Account In-Stock Analysis Tool Printer Mesa Data Shows Reconcilliation S20-Sales Maintenance Polling Auto Hand Scan Customer Replenishment Apps Insertions Printer PO Order Reports Sales Calendar Orders Corrections Due Dates Print Costing Warehouse General Invoice App Management Stores & Mrkts Broadcast Maintenance Filter Interface PO Smart Plus Smart Plus Millennuim 3.0 Launcher Sales Posting Cell Tally Sheet Phones Return to Mill. Post Load Vendor Credit App Billing Equifax Stock Options Employee Solution Resource Change Notice Software Satellite A04 - Cust System -Promo Scheduling Refund Chks DFK 1 Analysis On-line New Hire Entry AAS Price Resumix P01- Marketing Employee Support Masterfile Bus Systems Cobra P09 - P17 Cyb. ABC - ISP CTS Co website Cycle Physical Tracking Home Inventory ACH Deliveries V04-Sign Prodigy System CTO Banks - ACH and Pos to POS - Pay Transfers Host to AS400 Plan Administrators Communication (401K, PCS, Life) Spec Source Stock SKU Tracking Status Price Counts Testing Supplier Intercept Sales Compliance Employee Tax Scanning Layaways Purchase Spec Source PO Scorecard Receiving SKU Mkt Performance Reactions Polling Price Management Coop SKU Selection Bonus/HR Inventory Info System Tool DRK ABBX Customer Repair I35 Early Warning Planning Tracking System Rebate SKU Rep Transfer SKU Purchase Store Information Order Ad Expense Monitor PowerSuite General Ledger Store Scorecard Tex A Sign System N. Count Corrections Store Budget Reporting Media Tx Merchandise Writer Analysis BMP - Bus Workspace performance Mngt EDI Coordinator Mngr Approval Batch Forcasting AIMS Journal Entry Tool Kit Ad Measurement AP INVENTORY CONTROL APPS - PC INVENTORY CONTROL APPS - PC ACCTS REC APPS - PC Cellular AIMS Rollover OTHER APPS - PC Ad Reporting House Launcher Charges Op. Recon PSP File Capital Projects Connect 3 Credit SS In-Home Data Warehouse Repair Connect 3 Connect 3 PDF Transfe Reports Cash Receipts/Credit Fixed Warranty Assets Misc Accounting/Finance Apps - PC/NT Billing Repair System Cash Over/ Short 6 3
  4. 4. Adoption of SOA is evolving across the continuum 6550 Based on Clients % of SOA Customers by Approach 61% 29% <8% <3% Extend Adapt Foundational End-to-End Transform Dynamically Large Enterprises Medium Businesses Employee Size Greater than 4,999 Small Between 1,000 and 4,999 Less than 999 Source: IBM 2008 Survey 7 Smart SOA ™ Approach in Action Extend Adapt Foundational End-to-End Transform Dynamically NY State Department of Taxation and Revenue •Single view of •Financing options •Deploy •Transform customer react immediately business Systems, Data, integrating to marketing services across People, Business applications enterprise Processes •KAI: problem KPI: Improved •KAI: 440 services •KPI: Increased resolution time: 2 dealership reused 1200 citizen satisfaction days to 1 hour profitability times for £16m savings 8 4
  5. 5. Event-driven Experience Increases Agility What is a Business An action that has occurred, or the absence of it Event? occurring, which has relevance to the business Large companies can experience up to 800 Billion business events daily Nearly 4 Trillion Over 190 Billion RFID events are emails are sent daily emitted each day IBM WebSphere Software provides actionable insight on business events 9 Event-driven Experience Business Event Demo 10 5
  6. 6. What is Web 2.0?  A set of new Web-based technologies,  Platform for dynamic content creation  A new generation of web-based communities and hosted services which facilitate creativity, collaboration, and sharing between users. "The point isn't the features, it's the underlying philosophy of relinquishing control." Change is accelerating…. If MySpace were a country it would have the 11th largest population in the world One in eight couples married in the U.S. last year met online 11 Web 2.0 builds upon SOA’s vision to…  Support enterprises  Foster Business/IT alignment  Make companies more agile by offering a platform for services to be accessed, mashed & tailored 12 6
  7. 7. Extending the Reach of SOA: RidePlanner Mashup 13 Enhance SOA entry points with Web 2.0 IBM Mashup Center Lotus Mashups Infosphere (Assembly-centric) MashupHub (Information-centric) Sharing + discovery of Assemble widgets Unlock information mashable into dynamic and widgets mashups transform and mix it into new feeds WebSphere sMash Deliver Web 2.0 based applications, enabling mashups 14 7
  8. 8. Experience Networks At the intersection between people and processes, the powerful, and complimentary Web 2.0 revolution is changing the way end-users co- create value on experience networks 15 Businesses expect to participate Percentage of Companies Adopting Web 2.0 Tools in 2008 Source: Enterprise and SMB Software Survey, Q3 2007 16 8
  9. 9. Solution Patterns for Co-Creation of Value Meaningful Engage with end users and customers through Dialogues social computing Syndication Provide syndicated access to applications, information and services Community Nurture Seed community interaction in an Experience Network Enterprise Rapidly create, share and evaluate Mashups applications to access and manipulate content and services Rich Interfaces Improve real-world metaphors and visualisation of complex data through rich media user interfaces 17 Technology evolution enables the new world Web 1.0: Access information, purchase online Web 2.0: Share and Collaborate Web 3.0: Experience, Participate and Co-Create Message Message Marketing Marketing Goals Goals Adaptive Audience Robust Parameters Audience Profile Audience Audience Source: The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, 2008 18 9
  10. 10. The Wheel of Influencers Has Broadened Businesses can benefit from the co-creation of value EMPLOYEES CUSTOMERS LOCAL INVESTORS COMMUNITY COMPANY ACADEMIC COMMUNITY PARTNERS GOVERNMENT MEDIA Source: The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, 2008 19 Collaboration Co-creation Experience & Personalization 20 10
  11. 11. Collaboration  Engage with end users and customers through social computing  Facilitate introductions, transactions and teamwork between parties with common interests  Knowledge environments that facilitate discovery and action 21 Collaboration Online Chat 22 11
  12. 12. Collaboration Co-creation Experience & Personalization 23 Co-Creation  Enlist customers in the shaping of new technologies, co-shaping the future  Accelerate development of advanced technologies & solutions 24 12
  13. 13. Co-Creation Project Zero  We had an IDEA for a commercial product  Setup an incubator site/wiki …solicited the community for input  WebSphere sMash and IBM WebSphere sMash Developer Edition were BORN 25 Collaboration Co-creation Experience & Personalization 26 13
  14. 14. Experience & Personalization  Tailored sites cross-sell & up- sell  Deliver customized view fulfilling their process needs, giving them greater insight  Use new media to engage and immerse users 27 Experience Medical Information HUB | Sears 28 14
  15. 15. Co-Creation, Collaboration, Personalization SOA Social Network Demo 29 Testing Your Market & Making ROI Real Constant Experimentation PLUS Knowledge Access PLUS Risk Assessment EQUALS New Biz Models 30 15