ibm software group · prudential: leveraging interact capabilities to improve customer service...

IBM Software Group

© 2003 IBM Corporation

Unify and Simplify: the New Agenda for Infrastructures

Brett Ison – Business Integration Executive - Asia Pacific.Brian Hillier – Automation Sales Executive - Asia Pacific.

IBM Software Group | WebSphere software

WebSphere Business Integration © 2003 IBM Corporation

Responding To An Ever Faster Changing Environment

Responsiveness Is A High Priority

CNBC Hong Kong Interview with Ed Zander– Motorola CEO – May 17 2004.

“We are focussed on execution, delivering customers what they want when they want it”

CEOs recognize that they need to sense, analyze and respond moreeffectively to continuously changing market conditions and risks

Sources: IBM Business Consulting Services, The Global CEO Study 2004



Integration : Why is it important and what is the scope of a solution ?



30-50% of design time is copy management

40% of IT budgets may be spent on

integration

30% of people’s time is spent searching for relevant information

Why is integration important ?People

Wired and wireless devicesGlobal 24x7 access and real-time collaboration needsUnconsolidated and untailored information

ProcessesDevelopment and integration of application assetsApplication silos (legacy and packaged applications)Heterogeneous internal and external systems

InformationDistributed data environmentsHeterogeneous data types and sourcesUntransformed and inconsistent data

85% of information is unstructured



What is the Scope of a Solution

2. What you need to integrate

Industries

Solutions1. Which business issue

Business Integration Capabilities from IBM3. How you integrate

Process Information

People



What is the scope of a solution ?

4. Why IBM technologyBusiness Integration Qualities from IBM

SOA

6. What to buy(Products & Services)

5. How to implement Business Integration Reference Architecture



IBM Middleware Accelerators for Industries

WebSphereWebSphere DB2DB2 TivoliTivoli RationalRationalLotus

........Industry Specific MiddlewareIndustry Specific Middleware

ISV ApplicationsISV Applications

Core Middleware ProductsCore Middleware Products

Industry Know HowIndustry

Know How

Adapters, portlets, process models and templates, message sets, .....

Adapters, portlets, process models and templates, message sets, .....

Consultingand

Implementation Services

Consultingand

Implementation Services



Complementing – not competing with --key ISVs in your industry

In 2004, tripling industry resources for Software development

…

Clinical Trials Management

Emergency Response

Health Plan Administration

Risk & Compliance

Next Gen Network Serv.

Regulatory Compliance

Risk & ComplianceManagement

Inventory Management

Early Warning for Warranty

Risk & ComplianceFoundation

Wholesale Pmts Processing

Customer Insight

……………

.

.

.

…

Annotations & Knowledge Sharing

Clinical Genomics

Investigator Recruitment & Trials Mgmt.

Corporate Info Asset Management

Life Sciences

…

Government Collaboration

e-Forms & Records Mgmt.

On Demand Workplace

Government Access

Government

…

Payer Services Portal

Clinical Decision Intelligence

Healthcare Collaborative Network

Patient Centric Portal

Health

…

Supply Chain Collaboration

Software Lifecycle Mgmt

Business Perf. Management

Product Innovation Management

Electronics

…

Partner Content Enabler

Mobile Services Delivery

Contact Center Optimizer

OSS/BSS Optimization

Telecom

…

Asset Operations

Contact Center

Mobile Workforce Management

Trading & Settlement

Energy & Utilities

…

Brand Management

Consumer Info. Management

Customer Management

Item Management

Consumer Products

Multi-Channel Management

Item Management

Merchandising

Advertising, Mktg & Promotions

Store Operations

Retail / Wholesale

TelematicsDealer Collaboration

Factory to Enterprise Integr

Systems & SW Engineering

Product Lifecycle Mgmt.

Automotive

…

Post Execution Integration

Financial Info Interchange

Trade & Order Management

Front Office Insight

Financial Markets

…

Risk & Compliance Foundation

Core Systems Transformation

Channel Empowerment

Branch Transformation

Banking

…

Channel Distribution Integration

Policy Management

Integrated Underwriting

Integrated Claims Management

Insurance

Sales and Services resources that understand your industry

Systems Integrator partners

Industry Middleware Accelerators



Model business functions and processes

Transform applications, processes and data

Integrate islands of applications, processes and information

• Interact with resources anytime and anywhere

• Manage performance against business objectives

• Accelerate implementation of intelligent processes

Business Integration Capabilities from IBM



Graphically design processes and quickly redesign across people,partners and applications“What-if” simulation of operations to optimize and project business benefitsFast start to deployment—generates code from model

Model Business Functions and Processes Model



Friendly Finance Mortgage Application Process

1. Customer fills out online mortgage application

2. Amount requested is compared to applicant’s credit score

3. Automatically approve acceptable risk based on business rules

3. Automatically deny high risk based on business rules

3. Route to human to make decision for borderline cases

4. Send rejection letter

4. Notify applicant of acceptance

5. Update all backend systems with new customer record



Transform Applications, Processes and DataCreate new business value from existing IT systems Generate quick return on investment by enabling higher user productivityIntegrate traditional mainframe applications and new Java applications into a flexible and efficient mixed workload environmentComponentize business-critical processes for use in a service-oriented architecture (SOA)

Transformed user interface and workflow

Improve the User Experience

Transformed business processes using Web services and JCA connectors

Adapt for Broader Connectivity

Transformed applications with tools for discovery, development and

deployment of legacy assets

Innovate by Restructuring Applications for Greater Flexibility



Choreograph standalone applications into a composite business processExtend business processes to trading partnersBroker and optimize high speed communications between applicationsProvide a common view of diverse and distributed information

Integrate Islands of Applications, Processes and Information

Process

People

Information

Build service-oriented applications that extend

and integrate your existing IT assets

Integrate diverse business information

across and beyond the enterprise

Reliably exchange and route information across

different platforms

Automate processes that involve systems

and people



Infrastructure Development

Operations

Architecture

IT

LOB

Solutions

IndustriesProcess Optimizationand Monitoring

IT Monitoring

Accelerated Collaboration& Workflow Integration

Solutions

Services IntegrationSolution

“Buy”

“Build”

Process Integration Solutions “ Rule of Thumb”



Transport Services

Event Services

Mediation Services

Capabilities/ArchitectureToday Customers have ESBs with MQ, Message Brokers, and Web Services Gateway Future ESBs with “WebSphere Common Runtime” brokersNative routing and transformationConsider ESB independent of process server

Enterprise Service Bus….. ESB enables SOA



Web Services Gateway

WBI Event Broker

WBI Message Broker

WebSphere MQ (Incl JMS)

Transformation, Routing and Data Integrationincludes all Event Broker functionalitycontent and table-driven routing capabilitiespowerful engine for message/data transformation and database integrationXSLT engine for XML transformationmessage filtering and message warehousingWeb Services (HTTP/SOAP) protocol support

Multi-protocol event switchpoint-to-point, publish/subscribe and multicast modelssupports MQSeries, Mobile, Telemetry, Real-time and Reliable IP Multicast protocolsextensible plug-in architecture

– Windows 2000/XP– AIX– Solaris– HP/UX– Linux (Intel and z/Series)– z/OS

Web Services Protocol SwitchingBoundary of the enterpriseSync to async (SOAP/HTTP to SOAP/JMS)extensible plug-in architecture

Enterprise Service Bus Options



Unilever – Maximising value of APO

Organisation was slow moving They had a small budget so we had to work with the

client to establish and demo the accelerated ROI for the proposed solution

Selling to the AP HO, however the final decision to move forward required approval from all the Unilever companies in AsiaBecause they have a Distributed application

environment (17 countries, 100’s of apps), we had to design and prove a multiple hub solution

Challenge

Solution

Business benefits• Will enable them to minimise the risk of

implementing new business functionality, ie: Siebel & APO role-out through Asia

• Reduce the cost of maintenance for the infrastructure – through the reduction of interfaces

• Faster time to market

• Technology benefits• Simplification of the infrastructure made it more

manageable• Provided an Isolation Layer for separation of

application-specific and process logic data - CBOM• New tools will make it easier to do systems

management and problem determination• New tools will enable team development and better

management of code changes

• WBI, Application and Technology Adapters, Collaboration groups, Tivoli BI, MQ and Rationale Clearcase. The role-out will consist of both ICS Hubs and MQI Hubs

Integrate



Provide secure, single point of interaction to people, data, applications and processes accessed by any device, anywhere, anytimeCustomizable and flexible web portals based on business prioritiesIntegrated collaboration and human interaction capabilities, easily managed and extended beyond organizational boundaries

Interact with business resources anytime and anywhere



Prudential: leveraging interact capabilities to improve customer service

Deliver more responsive customer service, while lowering operational costs

An integrated Web portal merging real time account access with insurance product information and planning services, built on IBM WebSphere Portal and Lotus Workplace Capabilities

Technology Benefit: Great IT flexibility and development efficiency

Business Benefits: Enhanced customer experience through real-time information access 23% year-on-year reduction in call volumes—decreased call center costs Ability to support 300,000 registered users and 8,000 unique visits per day with no downtime

Solution

Business Challenge

“Insurance customers are enjoying a much richer experience with Prudential.”

David Kennington, VP of Information Systems, Prudential



Accelerate implementation of Intelligent Processes

Ada

pter

s

Easily adaptable to technologies

or business need

Standards Based

Extended via process templatesto meet Industry requirements

Accelerates implementation

App

licat

ions

Hundreds of pre-built processesbased on industry best practices

Personalized Experience = Customer Loyalty

IBM for American Express

Enable a bias toward executionDifferentiate quickly and easily for competitive advantageRespond and adapt to changing customer needs and demandsDeploy pre-built intelligent and extendable business processes

Order Management

B2B Contracts & Entitlements

Marketing Catalog & Content

Management

Merchandising



Measure business performance against key objectives; Provide framework for improvementDynamically change business processes to meet shifting business conditions and meet objectivesOptimize resource reallocation

Process Simulation Data

Actual Process Data

Compare& Adjust

Manage performance against Business Objectives



Are Monitoring Needs More Oriented towards System Monitoring or Business Process Monitoring?

Business Process Monitoring requires the Workflow Integration Solution

• Full life-cycle: Business Process Modeling to Business Process Monitoring

• Often used in conjunction with the Accelerated Collaboration Platform

IT Monitoring is much more sophisticated in the Services Integration Solution

• Cluster monitoring

• Autonomic performance and tuning

• WSAM, Tivoli Transaction Performance and BAM tools

• Automated provisioning and application workload management



Why IBM?



IBM Commitment to IntegrationNobody invests more

$1 billion annual investment in engineering$5 billion investment in technology acquisition

ModelingProcess IntegrationSoftware Development

Over 7,000 developers

Continued success50,000 WebSphere Application Server customers10,000 customer sites rely on WebSphere MQ2,000 customers rely on WebSphere Business Integration 2,000+ customers reply on WebSphere Portal since year 2000 introductionWebSphere Commerce powers 6 of top 10 pharmaceuticals

IBM is the leader in business automation —Aberdeen, September 2002

IBM is the leader in portal software in 2002 —Gartner, 2003

IBM have widened lead as the leading and most question-free vendor in commerce servers —Giga, August 2003

IBM is the leader in application integration —Gartner, October 2002

Technology leadership “Best in Enterprise Integration”—Intelligent Enterprise Readers Choice award 2002

Market-leading Business Integration Environment



IBM Software Is #1 In 2003 Say Gartner And IDC

“‘IBM is gaining share in every market, whereas most vendors

were flat or negative,’ said Joanne Correia, an analyst at

Gartner Dataquest.”

Excerpts from “IBM continues gains in server software,” CNET, May 12, 2004

“No. 1 IBM's license and services revenue from

application servers went up 6 percent in 2003 to give the

company 29 percent market share, IDC said, as No. 2

BEA's dropped 4 percent to give it 26 percent market share.”



Service Oriented Architecture (SOA) enablementSimple, integrated development

Common tools platform Re-use and unification of assets

Secure and scalable deploymentCommon and flexible deployment environmentFlexible management and security infrastructure

Standards leadershipInteroperabilityInvestment protectionFreedom of choice

Proven experienceAugmented with best practicesImproved time to valueRisk mitigation

Business Integration Qualities from IBM



eBay Establishes a Flexible Foundation

Provide a scalable platform that responds dynamically to fluctuations in system resource demand, in order to deliver real-time responses to customers’ requests

New highly scalable, resilient architecture and application development environment

“By standardizing on WebSphere software, we have an open standards-based, J2EE technology platform capable of managing the highest volumes of transactions.”

Chuck Geiger, Vice President, Product Development, eBay

Challenge

Solution

Business benefitsA solution that can grow with eBayRapid deployment of new servicesGreater than 99.9% availability

Technology benefits3 times/day, 6 days/week HTML rolls to the siteOnce a week significant feature releases go live-to-siteDeployed internationally within 3 weeksNearly 30K lines of code change weekly

With no down time

Digital camera sold every minute3.1 million listings / day 7.6 million bids / day

13+ million web services APIs called / day20+ million transactions / day 625 million pages viewed / day

Transform



How to Implement ?



Application Adapters

WebSphere Business Integration

FRONT-ENDINTEGRATION

BACK-ENDINTEGRATION

Monitoring WorkflowsBusiness Context

& Activities

Collaboration Services

Interaction &Access Services

Managed ClientServices

Rich client

Browser

Mobile Clients

IBM Workplace Solution

DB2 Information Integrator

Data &,ContentIntegration

The power of one architectural model, one programming model, one consistent tool set

Search, Analysis

Business Integration Deployment



LOB Scenariosgetting started: Making industry Solutions Real for Business Integration

Cross Industry Project Focus • CRM Integration • Supply Chain Integration • B2B Collaboration • Product Information Management (Item Mgmt)

• Business Performance Management

Industry Specific Project Focus• Retail: Store Operations / Item Management• Telecommunications: OSS/BSS, Contact Center Optimize -> CRM Integration• Banking: Wholesale Payments• Energy & Utilities: Asset Operations, Contact Center Optimize -> CRM Integration• Automotive/Electronic: Product Life Cycle Management• Government: Government Collaboration• Insurance: Claims, Customer Insight via CRM Integration• Life Sciences: Corporate Information Asset Management



I

IT Scenarios Map Directly to Reference Architecture Services

Reduce complexity and future-proof

application integration

Improve operating cost and deployment flexibility with value-based infrastructure

Leverage legacy applications and

information to decrease costs

through modernization

Decrease “supply chain” costs and

improve responsiveness via

B2B interactions

Improve efficiency through business

process optimization

Line of Business ScenariosMap to IT Scenarios

IT Scenarios

IT ScenariosMap to

Ref ArchServices



IBM Business Integration Value Assessments

Align IT Investments

UserSatisfaction

Revenue Generation

Operational Efficiency

Cost Savings

Reduce back-office staff and administrative costs

Build applications and services faster

Reduce Maintenance spending

Increase data accuracy

Communicate via onechannel..not 1500+ websitesLink event based crossfunctional processes

Gain competitive distinction

Provide greater sense of belonging – “Global Glue”Facilitate my job and my life – the “Wow! Factor”

Expand market share and move into new markets fast

Provide revenue protectionand cross sellingopportunities

Collaborate and learn fromcollective experience

Streamline operational support

Share single infrastructure

Focus on content and services, not technology



Thank You

MerciGrazie

Gracias

ObrigadoDanke

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