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Founding Sponsors
This Presentation Courtesy of the
International SOA Symposium
October 7-8, 2008 Amsterdam Arena
www.soasymposium.com
[email protected]
Gold Sponsors
Platinum Sponsors
Silver Sponsors
Shaping Innovation with Web 2.0 and Smart SOA
Understanding
SOA & Web 2.0Sandy Carter, Vice President, IBM SOA and WebSphere
[email protected]
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Today’s Overarching Realities
Market is changing.Continuous analysis of data
for insight requiredForesight, 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
The New Competitive Landscape
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fundamentally alter their value creation infrastructures…
…transforming interactions with customers into meaningful dialogues
To Compete, Companies Must…
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SOA revolutionizes not just the way applications work with each other…
….but the way peopleinteract with processes
SOA & The Co-Creation of Value
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What is SOA
DFK
Data Warehouse
GeneralLedger
AP
SalesCorrections
POReceiving
Return toVendor
WarehouseManagement
Credit App
EmployeeChange Notice
OTHER APPS - PC
ACCTS REC APPS - PCINVENTORY CONTROL APPS - PC INVENTORY CONTROL APPS - PC
Journal Entry Tool Kit
Scorecard
ResourceScheduling
P09 - P17Cyb.
Mill.
Millennuim 3.0
Banks - ACH and Pos toPay
Cobra
StockStatus
Polling
On-line NewHire Entry
CTS
Plan Administrators(401K, PCS, Life)
Post LoadBilling
HomeDeliveries
-Transfers
Planning
PurchaseOrder
SolutionSoftware
Inventory Info
Interface
Sales Posting
Price ManagementSystem
Cycle PhysicalInventory
SKUInformation
Customer RepairTracking I35 Early Warning
System
MerchandiseAnalysis
AutoReplenishment
CTO
Intercept
Counts
EmployeePurchase
Tex A
ACH
Stock Options
Customer PerceivedIn-Stock
Tx
SS
CapitalProjects
FixedAssets
ReconFile
Repair
EDICoordinator
Mesa DataNEW Soundscan
Resumix
Op.
Store BudgetReporting
Tally Sheet
Cash Receipts/Credit
HouseCharges
Ad Expense
-PromoAnalysis
PriceMarketingSupport
BMP - Busperformance Mngt
StoreScorecard
PriceTesting
Media
Bonus/HR
Hand ScanApps
Shows
POS
SalesTax
A04 - CustRefund Chks
Equifax
Credit
CellularRollover
SatelliteSystem
Scanning
VAN
SKU Rep
Host to AS400Communication
Layaways
Bus Systems
V04-SignSystem
Count CorrectionsN.
P01-EmployeeMasterfile
CustomerOrder
ABCCo
Universal AccountReconcilliation
DepositoryBanks
CellPhones
- ISPTracking
AAS
PO
Cash Over/Short
CoopSKU Selection
Tool
SKUPerformance
SupplierCompliance
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DRK
ABBX
Misc Accounting/Finance Apps - PC/NT
AIMSMngr Approval
Batch ForcastingAd Measurement
AIMSReportingAd
Launcher
MktReactions
SpecSource
website
RebateTransfer
SignSystem
WriterWorkspace
PowerSuite
StoreMonitor
Calendar
Stores & Mrkts
Due Dates
Smart Plus
InsertionsOrders
BudgetAnalysis Tool
Print CostingInvoice App
Reports
BroadcastFilter
Smart PlusLauncher
GeneralMaintenance
Printer PO
PrinterMaintenance
VendorMaintenance
Vendor Setup
Connect 3
Connect 3Reports
Connect 3PDF Transfe
Spec SourceSKU Tracking
S20-SalesPolling
Prodigy
PSP
In-HomeRepair
WarrantyBillingSystem
Process Servers(Imaging)
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Adoption of SOA is evolving across the continuum
% of SOA Customers by Approach
Large Enterprises
FoundationalExtend
End-to-End TransformAdapt
Dynamically
61%
29% <8%<3%
Source: IBM 2008 Survey
Medium Businesses
Small
Greater than 4,999
Less than 999
Between 1,000 and 4,999
Employee Size
6550ClientsBased on
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Smart SOA ™ Approach in Action
FoundationalExtend
End-to-End TransformAdapt
Dynamically
•Single view of
customer
integrating
applications
•Financing options
react immediately
to marketing
•Deploy
business
services across
enterprise
•Transform
Systems, Data,
People, Business
Processes
•KAI: problem
resolution time: 2
days to 1 hour
KPI: Improved
dealership
profitability
•KAI: 440 services
reused 1200
times for £16m
savings
•KPI: Increased
citizen satisfaction
NY State Department
of Taxation and
Revenue
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Event-driven Experience Increases Agility
Large companies can experience up to
800 Billion business events daily
Nearly 4 TrillionRFID events are emitted each day
Over 190 Billionemails are sent daily
What is a Business Event?
An action that has occurred, or the absence of it
occurring, which has relevance to the business
IBM WebSphere Software provides actionable insight on business events
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Event-driven ExperienceBusiness Event Demo
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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
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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
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Extending the Reach of SOA: RidePlanner Mashup
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Enhance SOA entry points with Web 2.0
Lotus Mashups(Assembly-centric)
Infosphere
MashupHub(Information-centric)
WebSphere sMash
Sharing +
discovery
of
mashable
widgets
Assemble widgets
into dynamic
mashups
Unlock information
and
transform and mix it
into new feeds
Deliver Web 2.0 based applications,
enabling mashups
IBM Mashup Center
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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
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Businesses expect to participatePercentage of Companies Adopting Web 2.0 Tools in 2008
Source: Enterprise and SMB Software Survey, Q3 2007
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Solution Patterns for Co-Creation of Value
Meaningful
Dialogues
Engage with end users and customers through
social computing
Syndication Provide syndicated access to applications,
information and services
Community Nurture Seed community interaction in an Experience
Network
Enterprise
Mashups
Rapidly create, share and evaluate
applications to access and manipulate content
and services
Rich Interfaces Improve real-world metaphors and
visualisation of complex data through rich
media user interfaces
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Web 1.0: Access information, purchase online
Web 2.0: Share and Collaborate
Web 3.0: Experience, Participate and Co-Create
Source: The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, 2008
Marketing
Goals
Audience Parameters
Message
Robust
Audience
Profile
Marketing
Goals
Adaptive
Audience
Message
Audience
Technology evolution enables the new world
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The Wheel of Influencers Has BroadenedBusinesses can benefit from the co-creation of value
Source: The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, 2008
COMPANY
INVESTORS
ACADEMIC
COMMUNITY
GOVERNMENT MEDIA
EMPLOYEES CUSTOMERS
LOCAL
COMMUNITY
PARTNERS
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Collaboration
Co-creation
Experience & Personalization
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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
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CollaborationOnline Chat
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Collaboration
Co-creation
Experience & Personalization
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Co-Creation
Enlist customers in the shaping of new
technologies, co-shaping the future
Accelerate development of advanced
technologies & solutions
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Project ZeroCo-Creation
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
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Collaboration
Co-creation
Experience & Personalization
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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
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Medical Information HUB | Sears
Experience
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Co-Creation, Collaboration, PersonalizationSOA Social Network Demo
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Testing Your Market & Making ROI Real
Constant Experimentation
PLUS Knowledge Access
PLUS Risk Assessment
EQUALS New Biz Models