IBM SOA From A Business Centric Perspective Enabling

IBM SOA From A Business Centric Perspective Enabling Innovation that Matters! * Presenter Name Presenter Title © IBM Corporation 2006

IBM SOA Key Takeaways graphic § SOA is one of IBM’s long term strategies to enable innovation that matters - Continuing to deliver SOA centric offerings § IBM’s view of SOA is business centric § How to get started is crucial - People, process and information Reuse & connectivity is critical § Entry points are accelerated by SOA Foundation products and business insight § SOA Governance is a key to success 2 © IBM Corporation 2006

IBM SOA Innovation that Matters To CEOs Top Innovation Priorities: § Extend the ability to collaborate inside & outside § Innovate business models & processes § Leverage information for business optimization 87% of CEOs believe fundamental change is required in next two-years to drive innovation Source: 2006 IBM Global CEO Survey Innovation is all about change. SOA makes it easier to change. 3 © IBM Corporation 2006

IBM SOA Customers & Analysts Agree: SOA Enables Rapid & Incremental Change Leading to Innovation That Matters * The IBM and Gen. Xus SOA-based solution has made our product more innovative, expanded our market and made us more competitive. It will let us grow our business significantly in the years to come. " -Madden. Co “SOA is the heart of the next wave of innovation. The leaders that do this well are able to rapidly change …” -AMR 4 “SOA is critical for … executing the on-demand vision and in preparing … for the incremental changes … over time. Companies … make better decisions. ” -IDC © IBM Corporation 2006

IBM SOA Change Requires a Business Centric View of SOA Drive Innovation Priorities Through People, Process, and Information Extend the ability to collaborate inside & outside “Technology is certainly key to a successful SOA integration, [but] it is the coalescence of the people, process and information [with] business insight and emerging best practices for overall organizational change through SOA. " -Zapthink §Enhancing people to people collaboration §Support multi-channel delivery Leverage information for business optimization § § Deliver trusted information real time and in context Reduce risk and improve visibility into business operations Business model & process innovation § § Seamless coordination between automated and people/information driven business processes Increase organizational effectiveness Source: IBM Global CEO Survey, 2006 5 © IBM Corporation 2006

IBM SOA Business SOA Starts with Your Most Critical And SOACentric Lifecycle Is The Key to Successful Projects Business Pain and Enables You to Build for Flexibility § Enable human and process interaction with consistent levels of service § Deliver trusted information § Discover in business context to § Construct & Test enable innovation § Compose § Gather requirements § Model & Simulate § Design § Integrate people § Achieve greater efficiency § Integrate processes with and effectiveness business model § Integrate information innovation § Manage IT resources § Manage services § Sharing and reuse of services Monitor business metrics “Pick business with pain points that the business clearly§ recognizes — processes § Establish decision processes rights for which the business § Policies, measurement andmost clearly needs end-to-end visibility, control, insight, and flexibility” -Forrester control for SOA oversight 6 © IBM Corporation 2006

IBM SOA Entry Points Help Customers Get Started Both Business Centric and IT Focused 1 2 3 4 7 5 © IBM Corporation 2006

IBM SOA Entry Points Based on Real Customer Engagement Pattern Example Customer Value People Daimler Chrysler §Web Services based Infrastructure §Post merger standardization reduce nearly 50% application of application development & deployment and 30% operations cost deployment infrastructure Harley Davidson Financial Services §Automated inventory targeted to reduce cost by projected $400, 000 Bell Canada §Rapid payback from reuse – second §Competition and regulatory interface was delivered at 2. 5% of pressures initial cost §Improve understanding of customers Standard Life §Savings of 4 M pounds to date, 1 M pounds a quarter §Reduce cost of business with multiple channels §Make data in existing systems available to sales portal Xerox §Standardize application integration estimate saving $720, 000 annually and 25% less development time §Applications in silos, can’t communicate with each other §Routing of requests through multiple data centers Process 1 2 Information 3 Reuse 4 Connectivity: 5 8 Business Challenge §Poor integration between channels and desire to optimize E 2 E processing © IBM Corporation 2006

IBM SOA People Centric Approach - Greater Value through SOA 1 Intuitive & Adaptive User Experience Value Improve people productivity by aggregating views that deliver information and interaction in the context of a business process Why SOA? Composite applications created, deployed, and updated faster with SOA portlets Start with Build a view of a key business process by integrating information in front of people to improve decision making Next steps Manage performance more tightly with alert-driven dashboards tied to processes 9 “Through 2007, an enterprise portal will be the first major application of SOA concepts for more than 50 percent of enterprises (0. 6 probability). ” Gene Phifer, Gartner Research; Management Update: A Portal May Be Your First Step to Leverage SOA -Publication Date: 10/12/05 © IBM Corporation 2006

IBM SOA 1 Daimler. Chrysler: People Entry Point to SOA Business Challenge: Respond to Consumer & Logistical Changes Actions & Benefits: Create reusable software services to improve efficiency and reduce cost Created new application framework employing a SOA approach to improve Enabled collaboration flexibility with service-based Web. Sphere Portal Web Services based infrastructure reduce nearly 50% application deployment and 30% operations cost Capabilities used: Web. Sphere Portal, Web. Sphere Application Server, MQ Workflow, DB 2, IGS 10 © IBM Corporation 2006

IBM SOA New! SOA Announcements for People Empowering Teams to Innovate and Improve Responsiveness 1 People Centric Collaboration Web. Sphere Portal § Revolutionized user experience leveraging AJAX § Application templates allow quick deployment and modification of SOA applications Front End Tooling Innovation § Support for AJAX programming pattern § AJAX improves web responsiveness; § Reduces latency and server bandwidth § Integrated and orchestrated workflow § Contribution to Eclipse for AJAX Toolkit Framework (ATF) § Integration with Web. Sphere Process Server § Web. Sphere Portlet Factory to rapidly create and deploy services through portlets 11 SOA Dashboard Offerings § Workplace Dashboards and Dashboard Framework § Out-of-the-box portlets § Reusable Design Components § SOA Business Dashboard offering from BCS § Assessment & prototypes § Design and implement § Management & support services © IBM Corporation 2006

IBM SOA Process Centric Approach - Greater Value through SOA Business Process Management for Continuous Innovation 2 Value Innovative business models deployed quickly with flexible and optimized processes. Measure performance to drive improvement. Why SOA? Modeled processes, converted into services, are re-used, connected and re-deployed more flexibly and quickly with SOA Start with A single process – Model an underperforming process. Optimize and deploy as enhanced process. Next steps Flexibly link multiple processes across the enterprise & to suppliers / partners. Monitor the process to measure & track performance. 12 “SOA, done right, enables the creation of a common language shared by IT and the broader business stakeholder community. . ” - Neil Ward-Dutton © IBM Corporation 2006

IBM SOA Harley Davidson Financial Services: Process Entry Point to SOA 2 Business Challenge: Creating Financial Programs quickly in support of Marketing directions Actions & Benefits: Improve loan processing and flexibility by uncoupling hardwired integrations as services using Web. Sphere Process Server Enable existing systems to integrate and exchange data to increase financing options to dealers and customer Financial Programs that map to Marketing Promotions can be done faster and cheaper Capabilities used: Web. Sphere Process Server, Web. Sphere Information Server, Web. Sphere Integration Developer, and Adapters 13 © IBM Corporation 2006

IBM SOA Enhanced! SOA Announcements for Process SOA Processes with Built-in Flexibility 2 Business Process Management Web. Sphere DB 2 Process Server and Business Monitor Content Manager Integration Developer § Hundreds of Process § Multiple platforms § Real-time process § Formal, consistent, Web. Sphere Business Modeler templates § Enhanced analysis and simulation capabilities including System z availability repeatable document processes § Integration with Web. Sphere Process Server § Monitor process metrics and Key Performance § Process metric § Complete toolbox for Quick Start Toolkit Indicators definition for Key building composite SCA components Performance SOA applications § Event triggers and objects to Indicators alerts implement common § Real-time process interaction patterns § Interoperability with enhancements; § National § Repository services for other modeling tools architected for language Workplace Forms reuse and § National language support flexibility § Supports XML APIs support 14 § National language support for BPM visibility and modification © IBM Corporation 2006

IBM SOA Information Centric Approach – Greater Value through SOA Delivering Information as a Service to People and Processes 3 Value Improve business operations and reduce risk with trusted information services delivered in-line and in-context Why SOA? Trusted information packaged as services are embedded inline within processes or delivered to people Start with Discover and understand information sources, relationships & business context– Choose reusable high value data for first services Next steps Expand number and scope of services across internal and external processes 15 © IBM Corporation 2006

IBM SOA Bell Canada: Information Entry Point to SOA Business Challenge: Achieving Customer-Centricity Actions & Benefits: 3 Created a customer Master to provide service agents with a complete view of the customer Leverage information as a service to provide master customer data to channel applications for improved marketing Reused processing and rules from data warehouse to integrate customer data across operational systems Reuse benefits already being seen – second interface delivered in 10 weeks at 2. 5% of the cost of the first interface Capabilities used: IBM Web. Sphere Customer Center, IBM Web. Sphere Information Server 16 © IBM Corporation 2006

IBM SOA New! SOA Announcements for Information Empowering the Business with Accurate, Consistent and Comprehensive Information 3 Information as a Service Master Data Management § Enhanced IBM Banking Information Frame. Work and IBM Insurance Application Architecture supports Web. Sphere Customer Center § Models provide business-oriented “SOA blueprint”, methodologies and services; deliver single view of customer information 17 Web. Sphere RFID Web. Sphere Premises Server / DB 2 Viper Information Server Device Infrastructure § Services to § First hybrid data § Reusable information integrate and provide information on physical assets § Interpretation and correlation of RFID events § Analysis of event data to drive decision-making services spanning disparate sources, enabling effective use of information within business processes server includes native XML and relational data services for greater business insight § Web. Sphere Metadata Server provides § Fast development of unified metadata high performance analysis, management, SOA solutions on and interchange, Linux®, UNIX®, linking business & Windows® & z/OS technical metadata to service metadata © IBM Corporation 2006

IBM SOA Business Centric SOA leverages your existing environment IT focused Entry Points Are Foundation 4 5 18 © Copyright IBM Corporation 2004

IBM SOA 4 Connectivity - Greater Value through SOA Underlying Connectivity to Support Business Centric SOA Value § Deliver services through new business channels for a secure, consistent user experience § Service-based connections with trading partners § Potential savings of 2 X-4 X over custom-built integration or FTP* Start with § Messaging backbone leveraging messaging and web services protocols as the foundation for SOA connectivity § Enable mediated exchange between services, by leveraging an ESB § SOA appliances for ESB functions in a hardware form factor 19 *Software Strategies “Enterprise Integration Challenge” 2005 © IBM Corporation 2006

IBM SOA Xerox: Connectivity Entry Point to SOA Business Challenge: Increase Application Flexibility 4 Actions & Benefits: Enhance flexibility with standardized application integration though Web. Sphere Message Broker Protect investment with service enablement of core mainframe assets using Web. Sphere Application Server Simplify development by reusing web services based coding assets Standardize application integration estimate saving $720, 000 annually and 25% less application development time Capabilities used: Web. Sphere Message Broker, MQ, Application Server Network Deployment and Studio Application Developer 20 © IBM Corporation 2006

IBM SOA 4 Enhanced! SOA Announcements for Connectivity Underlying Connectivity to Support Business Centric SOA Connectivity Web. Sphere ESB and Message Broker § Support for System z and WAS ND § Expose nonservices applications as services § Data. Stage TX plugin for Advanced ESB § Advanced ESB availability on 64 bit platforms 21 Web. Sphere Data. Power Appliances § Simplifies SOA with drop-in purpose-built devices § Helps secure SOA and Web services § Accelerates & scales SOA with high-performance XML processing Web. Sphere MQ & MQ Extended Security Edition § Enhanced security for your SOA messaging backbone § Message-based connectivity between applications or files § Improved developer productivity with XMS Web. Sphere Adapters § Rapid connection for hundreds of endpoints into your SOA § First class support for SAP and Oracle apps § Enhanced support for data, messaging, Web services, Linux on System z © IBM Corporation 2006

IBM SOA 5 Creating & Reusing Services - Greater Value through SOA Create Flexible, Service-based Business Applications Value §Flexibility and elimination of duplication for reduced cycle times §Expanded access to core applications §Consultant studies have found it 5 X less expensive to re-use existing applications than to write new applications* Start with §What services are needed to run your business? §Identify high-value existing IT assets and serviceenable them for reuse §Fill in gaps by creating new services for today's business needs and future reuse §Registry/repository to facilitate centralized access and control of reusable services 2222 “ With reuse, solving the next business problem can be done more quickly and efficiently. ” - Amy Wohl * Software Productivity Research (SPR) DRAFT IBM CONFIDENTIAL Not for external use before April 2006 IBMCorporation 2006 ©©IBM

IBM SOA Entry Points to Reusing Services 5 Business Challenge: Leverage existing assets to improve business agility Sysdat & Gautzsch Reused existing RPG service based function to integrate with Amazon. de sales portal Online in 3 weeks. ROI in < 3 months. Web. Sphere Business Integration Express, Partner Gateway 23 Acesita Integrates my. SAP and existing backend applications with reusable service data Real-time views of critical cost and profit information for better decisions IBM BCS, Web. Sphere MQ and Message Broker Mainsoft & Comtec Reuse. NET applications in open standards-based SOA with IBM Business Partner Mainsoft Solutions 5 x faster than rewriting the code from scratch Mainsoft Visual Main. Win, Web. Sphere Application Server © IBM Corporation 2006

IBM SOA 5 New! Creating & Reusing Services for SOA Create Flexible, Service-based Business Applications SOA Sharing & Reuse Web. Sphere Service Registry and SOA Business Central Repository § Repository for service metadata § Publish & locate services § Capture service dependencies § Policy management § Interoperability across other registries and repositories 24 § Comprehensive set of IBM and validated Business Partner developed SOA offerings for BPM § Industry- specific SOA assets and best practices for BPM Example: IFW (banking), IAA (insurance) and other industry models Web. Sphere Reuse of Application Server System z Assets Web. Sphere Commerce § Tooling and JDK 5 innovations for creating and deploying re-usable services § CICS Transaction § Consistent cross. Server channel experience through reuse of § Enhanced web processes and data services for better access to trusted, high quality § Web, Contact § New & Enhanced applications Center, Store Web Services Kiosks, Gift Standards Registry, Partner § Web Services § Web. Sphere Interoperability Basic Sites and more. . . Developer for Security Profile z. Series, Studio Asset § Web Services Analyzer Notification § Cross channel order § Web Services § Visually compose processing through Business Activity services into web services process flows § Integrated support § Analyze for real-time applications for multimedia elements re-use © IBM Corporation 2006

IBM SOA Openness Enables Customer Reuse A Portable and Interoperable Services Model § Building on IBM’s Strengths In Standards - New & Enhanced Web Services Support § Reliable Messaging § Security Extensions (Trust, Secure. Conversation) § Transactions (Atomic. Transaction, Business Activity) § WS-Distributed Management - ratified standard § Management Reconciliation Roadmap published § RAMP Profile § News! Enhancements along SOA Standards Road Map - § Web Services Profiles § Open Document and XForms - § Supporting and shaping Industry-based XML Standards Business Process Management § § Contributing to work around SOA Maturity Model § - 25 Simplified Implementation § SCA/SDO § Open Ajax - § Investing to support our SOA Standards Road Map Interoperability in Heterogeneous Environments UML/Business Modeling Notations BPEL Extensions for People and Sub Processes SOA Management and Governance § WSDM © IBM Corporation 2006

IBM SOA Pep Boys: Value of People, Process, and Information Business Challenge: Improve Customer Loyalty Actions & Benefits: Created SOA based store integration framework to improve business flexibility Created information services to provide information real time to enhance customer services Services based Integration of retail & auto service front ends Reused function in existing POS system to protect investment Deployed to > 590 stores in less than 12 months to achieve rapid ROI Capabilities used: Web. Sphere Business Integration, Web. Sphere MQ, DB 2 Express, Sure. POS 300 systems and IBM Services. 26 © IBM Corporation 2006

IBM SOA Pep Boys: Business Centric SOA In Action Achieving SOA Multiplier Effect With Retail POS Project 4. Extended user interactions for upsell/cross-sell 3. Extended SOA, choreographing retail processes consisting of 15 -20 services 5. Created single customer view for work activities; Piloted within 4 months SOA security and governance are key to the success of projects that integrate people, process and information 2. Developed service integration layer Next Projects Leveraging SOA: • Work order systems • Wholesale/distribution systems 1. Created 200+ functional services, both new and from existing assets on IMS/CICS/Java 27 © IBM Corporation 2006

IBM SOA New! SOA Management and Security Products Integrating People, Process & Information for IT Service Management SOA Security & Management Tivoli CCMDB Tivoli Composite Application Management § Fully automated § Web Services automated application and discovery mediation and monitoring for a unified view of § Proactively recognize configurations and quickly isolate Web § Enable open sharing of all service performance configuration items, problems independent of location § Visualize, Report, Alert § Manage the change and Verify that Web process for problem services are available solving, audit and performing to compliance specification 28 Tivoli Access & Federated Identity Management § Automate sign-on § Enhance security with password management § Role-based access control for new Web Service Web. Sphere Data. Power XML Security Gateway § XML firewall mitigates threats, denial of service § Hardware-assist security & performance § Integrated with ITCAM for SOA to improve SOA management § Integrate and improve security and audit control § Centralized appliance enhances access § End-to-end auditing and enforcement, Web service reporting proxy processing, content based routing © IBM Corporation 2006

IBM SOA New and Enhanced Products § Web. Sphere Portal Server § Web. Sphere Information Server § Web. Sphere Customer Center § Web. Sphere Business Monitor § Web. Sphere Process Server § Web. Sphere Product Center § DB 2 Viper § Web. Sphere Enterprise Service Bus and Message Broker § Web. Sphere Data. Power Appliances § Web. Sphere Service Registry & Repository § Web. Sphere Application Server Supported by IBM New Services Offerings: Infrastructure Services Readiness Engagement for SOA, IGS Design and Implementation Services for SOA, IT Service Management Design for SOA, IBM Performance Management Testing for SOA, IGS SOA Business Dashboard 29 DRAFT IBM CONFIDENTIAL Not for external use before April 2006 © IBM Corporation 2006

IBM SOA Why IBM for SOA Entry Points? • Gartner leadersquadrant Horizontal Portals • 100’s of pre-built portlets ready for SOA dashboards “BPM from IBM leads in Market share” -Wintergreen • Over 3000 SOA assets for BPM • 500 pre-built industryspecific data and process models • Best Enterprise Information Integration (Intelligent Enterprise Reader’s Choice Awards) • $1 B increase in investment next 3 years • 15 K practitioners, expected to grow by 65% next three years • 2, 500+ Channel Partners & Solutions • Over $1 B/yr invested in SOA • SOA consultants, architects and IT specialists • Leadership in open standards • 300+ SOA-related patents • Potential savings of 2 x-4 x vs. custom built or FTP • The market leaders in extending asset value for customers; 87 K+ customers for connectivity & reuse offerings • 1. 1 M+ Registered developers on IBM SOA platform 30 © IBM Corporation 2006

IBM SOA Let's Go! Encourage Innovation with a Focused SOA Project 1. Understand the value of SOA § § Not just doing the same thing a different way SOA is not just about technology, but technology’s integration with business insight and thought leadership 2. Select your entry point (People, Process, Information, Reuse, Connectivity) 3. Get Assessed! SOA Self Assessment 4. Conduct an SOA workshop to develop your plan with ROI tied to it 5. Apply governance to your project “ While deploying technology is certainly key to a successful SOA integration, it is the maximizing of the people, process and information elements that are truly core to the SOA process. ” Judith Hurwitz President, Hurwitz & Assoc. Contact your IBM representatives or Business Partner to help prove your ROI ! 31 © IBM Corporation 2006

IBM SOA 32 © IBM Corporation 2006

IBM SOA 33 © IBM Corporation 2006