IBM CEEMEA SOA SWAT Team How to Sell

IBM CEEMEA SOA SWAT Team How to Sell SOA Introduction Julius PETER, SOA Sales Leader, CEEMEA Joe Ruthven, SOA Development Mgr, SA Andrew Howarth, SOA Sales Leader, UKI(SA) Johannesburg, Aug. 21, 2008 © 2008 IBM Corporation

IBM CEEMEA SOA SWAT team 2 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT Team Service Oriented Architecture (SOA): What’s behind SOA The SOA Market & IBM's Position Dr. Julius PETER SOA Sales Executive, CEEMEA SWG julius_peter@at. ibm. com Johannesburg, Aug. 21, 2008 © 2008 IBM Corporation

IBM CEEMEA SOA SWAT team IBM Software Strategy Enabling innovation in a complex world Providing a next-generation open integration platform built on a Service Oriented Architecture (SOA) customized for your industry 4 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Innovation requires the Flexibility to Change quickly – in a different Way than your Competitors § CIOs and CTOs recognize Innovation as the most important capability for Growth § 87% of CEOs believe fundamental change is required in next two-years to drive innovation § Yet: Only 1 in 10 CEOs believe their organization has the ability to be very responsive to changing market conditions Ability to innovate Ability to allocate the best talent Ability to manage a global organization Ability to allocate capital Ability to manage increasing regulation costs 0 30 60 Source: March 2005 Mc. Kinsey Quarterly survey of 9, 345 global executives 5 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Gartner – CIO Agenda 2008 6 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Innovation & Flexible Business Models § Need Flexible IT § But Today’s IT Systems are Roadblocks § Complex § Monolithic and Silo applications § Inconsistent information sources § Custom coded connections § Not designed for change 7 Johannesburg, Aug. 21, 2008 “Today’s IT architectures, arcane as they may be, are the biggest roadblocks most companies face when making strategic moves. ” Mc. Kinsey “Flexible IT, Better Strategy”

IBM CEEMEA SOA SWAT team The Issue with driving Innovation ……. The CEO said something about “flexible and agile” Complexity Inhibits Business Innovation 8 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team The SOA Promise 1. Flexible IT Support for always changing Business Models & Processes 2. Real Business Process Management 3. Reuse of Existing IT Functionality 4. Alignment of Business & IT (“Bridging the Gap”) 9 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team The basics: What is SOA? … a service? A repeatable business task – e. g. , check customer credit; open new account … service oriented architecture (SOA)? An IT architectural style that supports integrating your business as linked services "Anything that changes can do that much better if the system is architected in SOA. ” 10 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Package Business Functionality as Service A Service is: § a Component § a Blackbox § loosly coupled Implementation can be: Service Interface defined in WSDL stored in UDDI Calling the Service Access via SOAP Receiving the result Service Consumer finds the service via UDDI 11 Johannesburg, Aug. 21, 2008 void main() { int i; do i = 1 to 10 calc() process() if SUCCESS rc = 0 else rc = 1 (. . . ) J 2 EE App Human Task SAP, Siebel, Oracle Lotus Notes App CICS Transaction IMS Transaction. NET application. . . . Service Provider

IBM CEEMEA SOA SWAT team Integrate Services into Processes Process Choreography Based on Business Process Execution Language (BPEL) Business Process S 1 S 2 S 3 S 4 BPEL is meaningful to line-of-business people ! 12 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team SOA in Action Solution Layering, Separation of Concern, Reuse Business View Web Collaboration Device People (Service consumers) Business Process External Services (Application & Information) Operational Systems (Application & Information Assets) IT View 13 Application Content Connectivity (Enterprise Service Bus) Infrastructure and Management for SOA Governance and Lifecycle Management Johannesburg, Aug. 21, 2008 Data Registry

IBM CEEMEA SOA SWAT team SOA in Action – Sales Plays (aka Entry Points) PORTAL People Web Collaboration (Service consumers) Business Device Business Events Processing Activity Monitoring Business Process BPM External Services REUSE (Application & Information) Operational Systems Application (Application & Information Assets) ESB Application Content Connectivity (Enterprise Service Bus) Infrastructure and Management for SOA Governance and Lifecycle Management SLM 14 Johannesburg, Aug. 21, 2008 Data IOD Registry

IBM CEEMEA SOA SWAT team Levels of Flexibility – enabled by SOA Business Level Agility Service Oriented Applications Service Orchestration § Dynamic assembly and delivery of services based on business context § Reusable building blocks at a business level § Industry Frameworks SOA-Enabled Process Automation § Process driven choreography of services § Process automation with associated business logic encapsulated within the business process Virtual Connectivity and Access Loose Coupling Standardsbased Integration 15 § Services use virtualized access to information, presentation, connectivity and integration § Service implements only business functionality, delegating access functionality to the SOA platform Simplify Integration § Easier integration and connectivity § Standardized components and Web services § Based on well accepted technical standards Johannesburg, Aug. 21, 2008 Business Services Choreographed Services Slim, agile Services Basic Services

IBM CEEMEA SOA SWAT team Levels of SOA Flexibility – Technologies used Service Oriented Applications Service Orchestration Web. Sphere Business Fabric Business Modeling, Process Engine, Business Monitoring Business Services Choreographed Services Loose Coupling Slim, agile Services Standardsbased Integration 16 Information as a Service, Portal / Collaboration, Enterprise Service Bus, Adapters for Non-SOA Apps Web Application Server & Services Tooling Basic Services Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team SOA Delivers Business Value… Today! Flexibility, growth, reuse, decreased cost Revenue, Flexibility Costs Benefits Resulting from SOA Solution § 97% of customers justified their SOA project on cost § 100% saw increased business flexibility § 71% reduced risk § 51% saw revenue growth Source: The Business Value of SOA, 2006 Institute for Business Value Study 19 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Customer SOA Reference: Standard Life 20 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team The market has no doubts about SOA Importance & Growth “A strategic inflection point is a time in the life of a business when its fundamentals are about to change. That change can mean an opportunity to rise to new heights… …A strategic inflection point can be deadly when unattended” SOA Driven Software Revenue $7. 0 $6. 0 - Andy Grove – Only the paranoids survive. - SOA: IT's Strategic Inflection Point? 09/13/2006 By Rajeshwer Subramanian, Manager, Integration Competency Center, Ohio Bureau of Workers Compensation Billions $ “One such Strategic Inflection Points that has gotten IT's attention lately is Service Oriented Architecture (SOA). Gartner predicts that by 2008, more than 60% of enterprises will use SOA as a "guiding principle" when creating mission-critical applications and processes. ” $5. 0 $4. 0 $3. 0 $2. 0 $1. 0 $0 2005 2006 2007 2008 Applications, collaborative and groupware Data, content and information access “With research firm Aberdeen Group predicting that Global 2000 companies implementing service oriented architectures will collectively accrue savings of $53 billion by 2010, it is hardly 21 surprising Johannesburg, potential for SOA has been that the Aug. 21, 2008 Development and deployment Security Systems management and other infrastructure Source: IDC – Dec. 2005

IBM CEEMEA SOA SWAT team IBM is the SOA Market Leader Worldwide SOA Engine and Collaboration License, Services and Maintenance 2006 Market Share Gartner IBM Placed in the Leaders Quadrant 22 Johannesburg, Aug. 21, 2008 # 1 in SOA Lead in Wave # 1 in Capabilities

IBM CEEMEA SOA SWAT team IBM demonstrates SOA leadership: § Products and Professional Services – – – § Breadth of SOA Foundation capabilities Full support for BPM Life Cycle Business & Industry Services to complement Implementation Methodologies & Skills Governance Model Business Partners and Assets – Worlds largest SOA partner community: 2500+ partners – Trained IBM Community grows to over 100, 000 – 3500+ Assets in our SOA business catalog • • • § Industry Services Definitions Industry Best-of-Class Process Models Patterns, How-to Guides, Portlets etc Experience – 5200+ SOA Engagements – All industries / geographies/ company sizes – Center of Excellence § Open Standards – Contributes to 50+ SOA Based Committees – Hundreds of SOA related patents 23 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Summary § Many/Most Companies see SOA as „the way to go“ § There is no doubt in the market that SOA is important and a huge market opportunity § For IBM and for our Partners § We do have an early lead, but competition is very active § We have to actively bring our SOA message to the Clients § Using the strength of the full Team IBM § To WIN with IBM SOA § Significantly improving our position with the Client 24 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: SOA is just IBM’s new marketing campaign. Everything IBM does is labeled “SOA”. • SOA was actually a term that was developed by Gartner. IBM is a recognized leader in the area of SOA and, we are very glad that you associate this so closely with IBM. • You are correct that IBM is very focused on SOA, as we believe SOA will be a significant benefit to our customers. SOA is a core strategy for the entire IBM company. • SOA is an approach that many of our products and services support, but very few of our products actually use SOA in their name. 25 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: I work in the line of business. This SOA stuff is technology, I can direct you to the IT organization in our company and you should really just discuss SOA with them. IBM has seen that companies benefit most when both Business and IT work together on SOA projects. SOA enables a business to be more flexible and respond to needs much more quickly. 26 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: We are considering SOA, but want to keep this within the IT side of the house. The LOB people don’t understand a thing we tell them, and will just be confused by this. Many companies try to do this and some may have success. However, IBM has seen that there is significantly higher success rate when both the LOB and IT work together on their SOA projects. Having the buy-in of the LOB for the project can result in additional funding based on the success of the pilot that you do. If you do not get their buy-in in advance this can be more difficult. 27 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: SOA is just a product. SOA is an architectural style. This style supports loosely coupled services so that new services can be included, services can be changed, or removed without significant disruption to the environment. SOA is not a product, although some vendors who only have a product to sell may be attempting to portray that they can do everything that is required to implement SOA. There is no single product that can ‘do’ SOA. 28 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: IBM is trying to push SOA to the marketplace. There are no customers who have implemented SOA and obtained a ROI. The marketplace is very excited about SOA without IBM having to push. Every major vendor and consultant is supporting the SOA approach to the best of their ability. Most customers we speak to are also very interested in SOA. Their primary question is “how do I start? ”, not “Do I want to do SOA? ” IBM has over 400 reference customers for SOA. These customers are working in all industries, in all geographies and are of all sizes. Many of these customers have documented a significant ROI from their SOA projects. One example is Standard Life that is saving 1 M British pounds per quarter. 29 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team Objection Handling: Don’t talk to me about SOA! Customers who say this may feel inundated by the amount of chatter on SOA. So, don’t use the term SOA with them, instead talk about Business Flexibility. Talk about how you can help their business respond to needs more quickly. You can talk in the IT area about reducing their efforts on maintenance so that they can do some of the new projects that have been waiting for resource. 30 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team SOA Sales Widget http: //w 3 -103. ibm. com/software/xl/portal/viewcontent? type=doc&src. ID=XW&doc. ID=Y 116067 E 58758 V 32 31 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team SOA Readiness Assessment http: //www-306. ibm. com/software/solutions/soaassessment/index. html 32 Johannesburg, Aug. 21, 2008

IBM CEEMEA SOA SWAT team SOA Business Value Analyzer http: //www. ibm. com/SOA/value 33 Johannesburg, Aug. 21, 2008