1

1

Founding Sponsors

This Presentation Courtesy of the

International SOA Symposium

October 7-8, 2008 Amsterdam Arena

www.soasymposium.com

info@soasymposium.com

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

scarter@us.ibm.com

2

3

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

4

fundamentally alter their value creation infrastructures…

…transforming interactions with customers into meaningful dialogues

To Compete, Companies Must…

3

5

SOA revolutionizes not just the way applications work with each other…

….but the way peopleinteract with processes

SOA & The Co-Creation of Value

6

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

1

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)

4

7

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

8

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

5

9

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

10

Event-driven ExperienceBusiness Event Demo

6

11

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

12

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

7

13

Extending the Reach of SOA: RidePlanner Mashup

14

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

8

15

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

16

Businesses expect to participatePercentage of Companies Adopting Web 2.0 Tools in 2008

Source: Enterprise and SMB Software Survey, Q3 2007

9

17

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

18

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

10

19

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

20

Collaboration

Co-creation

Experience & Personalization

11

21

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

22

CollaborationOnline Chat

12

23

Collaboration

Co-creation

Experience & Personalization

24

Co-Creation

Enlist customers in the shaping of new

technologies, co-shaping the future

Accelerate development of advanced

technologies & solutions

13

25

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

26

Collaboration

Co-creation

Experience & Personalization

14

27

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

28

Medical Information HUB | Sears

Experience

15

29

Co-Creation, Collaboration, PersonalizationSOA Social Network Demo

30

Testing Your Market & Making ROI Real

Constant Experimentation

PLUS Knowledge Access

PLUS Risk Assessment

EQUALS New Biz Models