1. This Presentation Courtesy of the
International SOA Symposium
October 7-8, 2008 Amsterdam Arena
www.soasymposium.com
info@soasymposium.com
Founding Sponsors
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Understanding
SOA & Web 2.0
Shaping Innovation with Web 2.0 and Smart SOA
Sandy Carter, Vice President, IBM SOA and WebSphere
scarter@us.ibm.com
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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
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To Compete, Companies Must…
fundamentally alter their value
creation infrastructures…
…transforming interactions
with customers into meaningful
dialogues
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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
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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
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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
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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
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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
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Event-driven Experience
Business Event Demo
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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
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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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7. Extending the Reach of SOA: RidePlanner Mashup
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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
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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
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Businesses expect to participate
Percentage of Companies Adopting Web 2.0 Tools in 2008
Source: Enterprise and SMB Software Survey, Q3 2007
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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
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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
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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
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Collaboration
Co-creation
Experience &
Personalization
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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
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Collaboration
Online Chat
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12. 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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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
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Collaboration
Co-creation
Experience &
Personalization
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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
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Experience
Medical Information HUB | Sears
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15. Co-Creation, Collaboration, Personalization
SOA 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
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