SOA:SOA:SyndicationSyndication--Oriented Architecture?Oriented Architecture?

Rohit Khare, CoRohit Khare, Co--FounderFounderRon Rasmussen, CTORon Rasmussen, CTO

KnowNow © 2007

Welcome! Welcome!

• Questions & Answers

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• Also, a recorded version of this presentation will be available on demand.

KnowNow © 2007

AgendaAgenda

• Introductions

• A ‘Social Software’ Scenario

• SynOA in a Nutshell

• KnowNow’s Approach to SynOA

• Questions & Answers

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Information Management Status QuoInformation Management Status Quo

Irrelevant email per employee%>5016 Portal clicks needed to find content

Searches that return relevant content%<502,500 Annual loss per employee due to an

inability to locate and retrieve information $2,500

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Information OverloadInformation OverloadEnterprise

5

Exponential Information

Growth

Employees Customers / Partners

Internet

Exponential Information

Growth

searching

searching

searching

searching

searching

searchingsearching

searching

searching

searching

Information overload creates a gap.

Blogs & wikis

collaborating

communicating

communicating

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Who Uses Who Uses SynOASynOA??

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Business IntelligenceBusiness IntelligenceThatThat’’s s Actually IntelligentActually Intelligent

• Real-time, Social Collaboration (“Web 2.0”)• There’s a new opportunity to connect employees, partners, and customers

that bypasses overflowing inboxes, static portals, and empty search boxes.

• The “Web 2.0” buzzword refers to a very real phenomenon: unlocking the long-awaited potential of large-scale, real-time social collaboration inside the enterprise.

• Extending Service-Oriented Architecture (SOA)• IT Architects have adopted the concept of a ‘service bus’ that can route

messages and notifications between any set of applications and hosted services.

• The SOA approach to application integration applies to people and groups, too.

• Benefits of Syndication-Oriented Architecture (SynOA)• This talk introduces our vision for connecting people to applications and each other.

• RSS/Atom feeds can begin bridging the “information gap” between existing information systems and the new world of blogs, wikis, and instant messages…

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Software ArchitecturesSoftware Architectures

• Examples of Architectural Styles• Pipe-and-Filter: components process text streams in series• Client/Server: components coordinate with single data store• REST: Web pages that ‘represent’ objects can be cached

• Service-Oriented Architecture isn’t quite a style:• SOA doesn’t quite constrain how applications behave

• Underlying services can exhibit any of the styles above• …but SOA does prescribe how they communicate

• Syndication-Oriented Architecture is analogous:• People and groups have all sorts of collaboration patterns• … but it would be better to integrate messages from

applications; and to track how information flows to optimize it

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A A ‘‘Social SoftwareSocial Software’’ ScenarioScenario

• Imagine you’re managing a field service force:• Trouble tickets, dispatchers, spare parts, mobile users…• State-of-the-art reporting of key performance indicators.

• Current Challenges• What if one repair team missing a part could fire off an SMS to

ask everyone else working in their area to check?• Can sales reps stay on top of disruptions to their clients?

• New Opportunities• Suppose Engineering could track chatter about problematic

parts from field notes — without reading everything else…• Could you mine industry ‘buzz’ to keep your employees,

partners, and customers in the loop on the latest news?

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SynOA in a Nutshell: The Five LevelsSynOA in a Nutshell: The Five Levels

1. PUBLICATION• One standard for capturing all messages (‘RSS-ifying’)

2. SUBSCRIPTION• Easy rules for filtering interesting messages

3. DISTRIBUTION• Wide range of delivery options to PCs, smartphones, etc.

4. PERSONALIZATION• Learning what each recipient really needs to know, now.

5. COLLABORATION• Tapping into the ‘Wisdom of Crowds’ to learn from groups.

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SynOA:SynOA: A RoadmapA Roadmap

The Five SynOA Levels can guide…

• Deployment strategy• Consider implementing each of these levels in order• There are concrete benefits and ROI at each stage

• Development strategy• Helps analyze the capabilities and relationships of competing,

overlapping products and services already on the market• Also defines software interfaces for developing custom plugins

• Business strategy• What can your business do for its customers, partners, and

employees in an overloaded knowledge economy?• In any relationship & expertise-driven business, the edge is in

augmenting the entire team’s breadth, depth, and speed

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Bridging the Information GapBridging the Information Gap

Push Information

Monitor DataMonitor Data

AutomateRelevancy

KnowNow Live Mobile

GoogleSidebar

RSSReaders

EmailDesktopAlerts

3rd party portals

BusinessCommunications

BusinessEvent Notifications

AutomateRelevancy

RelevancyServices

Transformation • Aggregation• Routing

Personalization• Filtering• Recommendations

Administration• Security• Compliance

Monitor DataMonitor DataExternal Content

Exam

ples

Internal Content & Data

Blogs & wikis

KnowNowSpeedWriter

EnterpriseSearch

Email Enterprise Portals

Content Management

Enterprise Applications

Databases

Adapters: DBMS XML RSS Email OpenSearch Connectors: JS COM .Net Java Web Services

Persistent Data Monitoring Services

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The Value of Bridging the GapThe Value of Bridging the Gap

PartnersPartnersEmployeesEmployeesCustomersCustomers

• Speed of relevant communications

• Organizational awareness & collaboration

• Productivity and revenue

Increase• Portal failures

• Email overload

• Knowledge gaps

Eliminate

External Content

Exam

ples

Internal Content & Data

KnowNowSpeedWriter

EnterpriseSearch

Email Enterprise Portals

Content Management

Enterprise Applications

Databases Blogs & wikis

KnowNow © 2007

14

Start Small, Think BigStart Small, Think Big

External Content

Exam

ples

Internal Content & Data

EnterpriseSearch

Email Enterprise Portals

Content Management

Enterprise Applications

Databases Blogs & wikis

Event-driven ServicesAggregation

Alerts / NotificationsFiltering

TransformationSecurity

Compliance / AuditingAnalytics

Start Small

• Start with a selection of 25-50 RSS formatted sources with easy integration (external news feeds, blogosphere searches)

• Start with a limited subset of superusers (10 – 100)

• Add additional RSS sources

• Add premium content sources w/automatic authentication

• Additional users

• Integrate to 1-2 key internal content sources

Grow Methodically

• Add more non-RSS content sources

• Add more users

Unlock Mission-CriticalInformation

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Improving Downstream Customer Processes Improving Downstream Customer Processes Solution: Business Event Notification

One of the largest banks in the US with $500+ billion in assets, that

provides banking, insurance, investments, mortgage and

consumer finance for more than 23 million customers through 6,200

branches.

Background:• Six major customer data warehouse platforms across different business units

• Customer data integrity constant issue

Challenge:• Aligning metadata across all platforms• Ensuring errors at data- or schema-level are identified and fixed immediately

Benefits:• Drastic reduction in latency between error origination and resolution

• Significant increase in customer data integrity

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Building Stronger Relationships in the Branch Building Stronger Relationships in the Branch Solution: Business Communications

Among the 25 largest banks in the United

States. Differentiates from competitors by

providing personalized, high-quality and

responsive service. The bank has 321

branch offices in California and 10,000+

employees.

Background:• No consistent method of corporate

communication to all employees• Unable to target messages based on

office/location/function

Challenge:• Thousands of distributed employees – some

without access to email• Constantly in process of deploying new

knowledge management systems to employees

Benefits:• Able to quickly deploy new employee HR

messaging• Increase employee morale and retention• Reduce information overload in email inboxes

KnowNow © 2007

Unlocking the Value of Portal InvestmentsUnlocking the Value of Portal InvestmentsSolution: Business Communications

One of the world’s largest IT outsourcers

with more than 40,000 employees

distributed over 120 countries. Recently

added to the S&P 500, and ranked among

the top information technology companies

in BusinessWeek's Hot Growth

Companies.

Background:• Strategic position: low cost / high quality IT outsourcing; need to maintain position

• No consistent method of direct knowledge “delivery”

• Information trapped in 20+ intranets / knowledge bases

Challenge:• Delivery of consistent knowledge communications

• Thousands of distributed technical employees – speed matters

Benefits:• Drive portal and knowledgebase usage• Increase knowledge worker effectiveness

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Q&AQ&A

• Push critical, revenue-generating information to the front line

• Bridge the information management gap

• Drive more value out of SOA and existing email systems, portals, and search engines

• Extend SOA to the desktop and beyond the firewall

• Reach more employees, partners, and/or customers

Action Items

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