service computing: challenges and achievements · panel on service computing: challenges and...

Service Computing:Challenges and Achievements

ComputationWorld 2009

Athens 2009

GUESTS

• Service Computing: Challenges and Achievements

• Moderator: Krishna Singh, Service Research &Innovation Institute (SRII)/IBM Almaden ResearchCenter, USA

• Panelists:Wolfgang Gentzsch, EU Project DEISA & Board ofDirectors OGF, EUDavid Bernstein, Special Chief Technology Officer,Huawei North America R&D, USA

Freimut Bodendorf, University of Erlangen, Germany

Expert Panel

Service Computing: Challenges and Achievements

“Service Computing fuelled by Cloud Computing

paradigm”

Wolfgang Gentzsch

EU DEISA Project & Board of Directors of OGF

gentzsch at rzg.mpg.de

ComputationWorld 2009Athens, November 15 - 20, 2009

CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 2

RI-222919

Achievement: Clouds

• ubiquitous and pervasive services, as a utility

• anything, anytime, anywhere, anybody

• Service oriented: SaaS, PaaS, IaaS, HaaS

• IT resources provisioned outside corporate data center

• Resources accessed over the Internet

• A virtual computing environment (Vmware, Xen,...)

• Abstraction of the hardware from the service

• Variable cost of services (QoS)

• From CapEx to OpEx

• Flexible: public and private clouds

• Build and deliver, always-on, pay-per-use IT services

• Scaling up/down: computing, storage, database, services, users


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Cloud Computing can be part of:

- peer-to-peer computing and grid computing, e.g.

. as an (external) node in a grid workflow

- mobile and sensor networks to process the huge

. amount of data

- a telecom services portfolio, driven by convergence

. of broadband, smart mobiles, and clouds

- service oriented start-up companies, on the fly


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Clouds: computing platform for

society & business services

Public (mail, schools, banking, financial, personal, real estate,

health, government, insurance, hospitals, transportation, library);

Utility (broadcasting & cable TV, printing & publishing, energy,

Internet, hotels, retail, waste management, security, rental);

Entertainment (advertising, casinos & gaming, recreational,

restaurant, travel);

Business (communications, specialty, technology, planning, supply

chain management, marketing, design, wholesale distribution);

Business process management (business knowledge, business

protocols, service level agreements, business licensing models,

business financial models, and business advertising models.


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Cloud Computing Challenges

SustainableSustainable

CompetitiveCompetitive

AdvantageAdvantage

CULTURALCULTURAL

TECHNICALTECHNICAL

LEGAL &LEGAL &

REGULATORYREGULATORY


RI-222919

• Sensitive data, sensitive applications (med.patient records)

• Different organizations have different Cloud ROI

• Security policies: consistent and enforced across clouds !

• Interoperability of components and clouds (standards ?)

• Current IT culture is not predisposed to loosing control

• Not all applications are cloud-ready or cloud-enabled

• “Static” licensing model doesn’t embrace cloud

• Protection of intellectual property

• Legal issues (FDA, HIPAA)

Cloud Computing Challenges


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• O.k.

• O.k.

• O.k.

• O.k.

• O.k.

• Not all applications are cloud-ready or cloud-enabled

• O.k.

• O.k.

• O.k.

Solving the Cloud Challenges

with private or hybrid cloud

Panel on Service Computing: Challenges and Achievements

Service Computing fuelled by Cloud Computing

Wolfgang Gentzsch, EU Project DEISA and Open Grid Forum, November 2009

One of the most important achievements in service computing during the past few years isCloud Computing which provides a new platform for many of the services discussed at thisconference. In the following we briefly present the benefits Cloud Computing enables,provide examples for applications and services which will benefit from Cloud Computing,followed by the challenges and roadblock Cloud Computing faces. Most of these challengesare at least partly eliminated by the introduction of the Private Cloud concept.

Cloud Computing enables:- Ubiquitous and pervasive services, as a utility- Anything, anytime, anywhere, anybody- Service oriented: SaaS, PaaS, IaaS, HaaS- IT resources provisioned outside corporate data center- Resources accessed over the Internet, on demand- A virtual computing environment (Vmware, Xen,...)- Abstraction of the hardware from the service- Variable cost of services (QoS) and Service-Level Agreements (SLA)- From CapEx to OpEx- Flexible, elastic: public and private clouds- Build and deliver, always-on, pay-per-use IT services- Scaling up/down: computing, storage, database, services, users

Cloud Computing will serve as the computing platform for all kinds of society and businessservices, such as

- Public (mail, schools, banking, financial, personal, real estate, health, government,insurance, hospitals, transportation, library);

- Utility (broadcasting & cable TV, printing & publishing, energy, Internet, hotels,retail, waste management, security, rental);

- Entertainment (advertising, casinos & gaming, recreational, restaurant, travel);- Business (communications, specialty, technology, planning, supply chain

management, marketing, design, wholesale distribution);- Business process management (business knowledge, business protocols, service level

agreements, business licensing models, business financial models, and businessadvertising models.

However, Cloud Computing has to cope with several challenges before it is widely accepted:- Sensitive data, sensitive applications (med.patient records)- Different organizations have different Cloud ROI- Security policies: consistent and enforced across clouds !- Interoperability of components and clouds (standards ?)- Current IT culture is not predisposed to loosing control•Not all applications are cloud-

ready or cloud-enabled- Static licensing model doesn’t embrace cloud- Protection of intellectual property- Legal issues (FDA, HIPAA)

It is very interesting that the special concept of Private Cloud (i.e. intra-enterprise CloudComputing) combined with external Cloud resources, will solve most of these challenges. Ingeneral, CIOs have to evaluate three different scenarios: (1) the Private Cloud: optimizing andvirtualizing the company’s internal enterprise IT infrastructure, including the data layer (hereis where Momentum can help); (2) the Hybrid Cloud: do (1) and connect to external clouds;or (3) the Public Cloud: do (2) and successively move data (processing) to the external cloudprovider. The choice for the best-suited scenario depends on many aspects: sensitive /competitive data and applications (e.g. medical patient records), individual return oninvestment, security policies, interoperability between private and public clouds, loosingcontrol when moving data outside the corporation, cloud-enabling data and applications, thecurrent software licensing model, protection of intellectual property, legal issues, and more.The good news is that CIOs can always start with a hybrid infrastructure in mind: combiningprivate and public cloud resources, balanced according to specific requirements, providing thebest of both worlds, thus avoiding the worst of each world individually.

University of Erlangen-Nuremberg Services – Processes – Intelligence

Information Systems

Freimut Bodendorf

Expert Panel Service Computing

A Business Perspective & Vision


A Business Perspective & VisionInformation Systems in Nuremberg

Freimut Bodendorf

2

University of Erlangen-Nuremberg Information Systems


A Business Perspective & VisionUniversity of Erlangen-Nuremberg

Information Systems – Prof. Dr. Freimut Bodendorf

Processes

Retail Services

Industrial

Services

Service Innovation

& Engineering

Hybrid Products

Embedded Services

Sensor-based

Product & Service

Lifecycle

Management

E-Commerce

Freimut Bodendorf

3


Services

IntelligenceTravel Services

Services

IT Services

HealthcareE-Learning

Process

Monitoring &

Controlling

Web 2.0 Mining

Sensor-based

Services

Knowledge Discovery

Business

Virtualization

Enterprise Content Management

Industry

Airport Center

Medical


A Business Perspective & VisionBusiness – Processes - IT

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel

Industrial ServicesHybrid Products

Business Strategy

Business Model

Freimut Bodendorf

4


IT-Architecture

Business

Processes



Business Strategy

Business Model

Business Services

“Process as a Service“

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

5


IT-Architecture

Business

Processes

IT-Services, Web Services,

Service Applications

“Software as a Service“



Business Strategy

Business Model

Business Services


Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

6


IT-Architecture

Business

Processes



“Software as a Service“ SOA

SOA: Service Oriented Architecture



Business Strategy

Business Model

Business Services

“Process as a Service“ SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

7


IT-Architecture

Business

Processes




SOB: Service Oriented BusinessSOA: Service Oriented Architecture



Business Strategy

Business Model

Business Services


SOF

SOI

SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

8


IT-Architecture

Business

Processes




SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture


A Business Perspective & VisionRise of the Service and Information Sectors

Information-

Digital

Economy

share in employment

and/or gross national

product

share in employment

and/or gross national

product

Services

Freimut Bodendorf

9


1800 1850 1900 1950 2000 year

Information-

based Services

Traditional

Services

Manufacturing

Industry

Agriculture

1800 1850 1900 1950 2000 year

Manufacturing

Industry

Agriculture

Services



Business Strategy

Business Model

Business Services


SOF

SOI

SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

10


IT-Architecture

Business

Processes






A Business Perspective & VisionService Science Challenges

Freimut Bodendorf

11


Process 2 IT SOA


A Business Perspective & VisionProcess 2 IT

Processes

Flexibility

“Gap”

Domain

ExpertsToday

So

ftw

are

De

velo

pm

en

t

CO

TS

Pro

du

cts

VisionTomorrow

BP Models BP Models BP Models

BP

M 2

.0

MD

A

• Continuous and

emergent

adjustment of the

IT-infrastructure

• Collaboration

between domain

Freimut Bodendorf

12


IT-Infrastructure

Automation

“Gap”S

oft

wa

re D

eve

lop

me

nt

CO

TS

Pro

du

cts

BP-oriented SOAHeterogeneous

Architecture

BP-oriented SOA

BP

M 2

.0

between domain

and IT experts

• Modularization on

process level

IT Experts



Business Strategy

Business Model

Business Services


SOF

SOI

SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

13


IT-Architecture

Business

Processes







Freimut Bodendorf

14


Process 2 IT SOA

Business 2 Process SOB


A Business Perspective & VisionBusiness 2 Process

Business

Tasks

Strategic Process

Mapping

Business ModelBusiness

Strategy

Target Definition

Freimut Bodendorf

15


Business ProcessProcess Design

Process

Consolidation

Gap Analysis

Domain ExpertsBPM Experts

BPM 1.0 BPM 2.0

Domain

Experts

BPM

Experts

Target Definition



Business Strategy

Business Model

Business Services


SOF

SOI

SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

16


IT-Architecture

Business

Processes







Service Networking & Reuse Bundling, Ecosystems

Freimut Bodendorf

17


Process 2 IT SOA



A Business Perspective & VisionService Productivity in the Face of Complexity

• Many individual services

• Different service providers

• Temporal and logical interdependencies

• Combined service delivery to the customer

Service

Service

Service

Optimizing the productivity of service bundles

(coordination, incentives, IT-based methods and tools)Complex

Service-Bundles

Freimut Bodendorf

18


Self-Organization or

Supervision?

� Service Symbiosis

�Service Logistics

� Service IT-Support

Service

ServiceService

Service

Customer at the

Point of Service

Productivity

Division of LaborOrchestration


A Business Perspective & VisionService Networking and Networked Services

Analysis of the

Service System

Composition of

Service Bundles

Coordination of

Service Logistics

Monitoring and Controlling

of Performance and Quality

Freimut Bodendorf

19


Service Composition and Coordination


A Business Perspective & VisionService Ecosystem

Mediator

Broker

Prosumer

Provider

Broker

Mediator

Consumer

Prosumer

Service Markets and Logistics

Freimut Bodendorf

20


Platform/Infrastructure and Support Services

Service Level

Monitoring

Payment /

Billing

Authentication

and Authorization

TransactionsService

DiscoveryLogging



Business Strategy

Business Model

Business Services


SOF

SOI

SOB

Service

Industries

CommerceRetail

Transportation

Finance

Healthcare

Travel


Freimut Bodendorf

21


IT-Architecture

Business

Processes







Service Networking & Reuse Bundling, Ecosystems

Technology Driven Service InnovationComputer Aided

Services

Freimut Bodendorf

22


Process 2 IT SOA



A Business Perspective & VisionTechnology Driven Service Innovation

(E-) Service-Augmented Reality

(Software-) Agent-Based Autonomous Services

Freimut Bodendorf

23


Service Networks and Networked Services

(E-) Mobility-Based Ubiquitous Services


A Business Perspective & VisionAugmented Reality in Retail Environments

Standard PC

3D model appears on

the physical object

Webcam or video

cameraBook, brochure

or product

packing

Freimut Bodendorf

24


AR in Retail

• Virtual Mirror

• Product Feature Explanation

• Augmented Reality Catalogue

• Product Presentation


A Business Perspective & VisionUbiquitous Learning Services

Learning- & Presentation Platform “Castible”

Core Resources: Standard LMS Elements (Text, Audio, Video)

Additional Resources: Web 2.0 Content and Tools

Learning / Presentation: Personal Learning Environment (Contents, Layout, Information Flow)

SlidesSlide

s

Webtop-based Mashup

Social

Publishing

Freimut Bodendorf

25


Video

Web 2.0

API

Publishing


A Business Perspective & VisionNetworked Homecare Services

Active

(nursing)

Information

Platforms

Pharma-

ceutical

Companies

Medication

Nursing

Insurance

Funds

Funding

Health

Passive

Family & Friends

Automated

Ordering

Customized

Newsletter

IT-based

Care Level

Assessment

Freimut Bodendorf

26


Rehabilitation

FacilitiesDoctorsHospitals

Health Care

Pharmacies

Medical

Insurance

Service

Health

Insurance

Funds

Mobile

Prescription

Automated

Billing

Electronic

Health

Records

Information

Platforms

IT-based

Care Level

Assessment



Services of the Future?

Freimut Bodendorf

27


Future of Services?



thank you for thank you for

your attentionyour attention

Freimut Bodendorf

28


your attentionyour attention


A Business Perspective & VisionQuestions ?The floor is open for discussion ………..

Freimut Bodendorf

29


University of Erlangen-Nuremberg Services – Processes – Intelligence

Information Systems

Freimut Bodendorf



Expert Panel Service ComputingA Business Perspective & Vision

Comments on the presentation at the First International Conference on Advanced Service ComputingAthens, November 17, 2009

University of Erlangen-Nuremberg, Department of Information Systems (Prof. Freimut Bodendorf):Research Focus = Business Services (e.g., in Retail, Health Care, Education, Tourism, Manufacturing)and their connection to Business Processes (e.g., process as a service), Business Intelligence (e.g.,knowledge-based services), and Technological Innovations (e.g., sensor-based services)

There are different “Worlds of Services” to be distinguished:

- World of IT: service-oriented infrastructures, software applications and IT services, web services … SOA, Service Oriented Architecture- World of Processes: service-oriented value creation, process as a service, service as activity flows … SOB, Service Oriented Business- World of Business: service-oriented business plans&models, service industries, new economy … SOI, Service Oriented Innovation

Service sector is gaining more and more importance, information-related services are the driving forcefor innovation in the “digital economy” and the fundament of the “knowledge society” of tomorrow. SOF, Service Oriented Future

Those “Worlds of Services” are closely interrelated:

- Business processes have to be supported and automated by apt (and flexible!) IT architectures Process 2 IT Collaboration of domain and IT experts (SOB + SOA)- Business strategies and models have to be supported and implemented by business processes Business 2 Process Collaboration of managers and domain experts (SOI + SOB)

Business services face networking challenges (seamless integration of services and providers):

- customers expect and consume service bundles to supply a need in a certain situation / context challenge: optimizing quality, flexibility, and productivity simultaneously- providers have to build business networks and to coordinate service offerings and processes challenge: optimizing service logistics and creating win-win-scenarios- service markets and service ecosystems are evolving challenge: optimizing synergies and win-win-…-win scenarios of “prosumer” communities

Technology plays a crucial role in service innovation. It has to “kill two birds with one stone”:- First, it should help to gain competitive advantage by fostering customer fascination- Second, it should help to improve cost-effectiveness of business (service) processes

Technology in service innovation is important in each “World of Service”, e.g., cloud computing onSOA level, biometrics in self-service-systems on SOB level, sensors for context based services onSOI level ……

There are many fields of technology driven service innovation. Examples: (e-)service-augmentedreality, (e-)agent-based autonomous services, embedded (e-)services in hybrid products, (e-)mobility-based ubiquitous services, service networks and networked services, ……… challenge: align business frameworks to technology frameworks and vice versa, and provide openarchitectures (business and IT) to facilitate the combination of service modules and service providers

Information Systems IIProf. Dr. Freimut Bodendorf

service computing: challenges and achievements · panel on service computing: challenges and...

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