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© 2015 IBM Corporation 0 IBM Systems - Middleware IBM Integration Multi-speed IT Andrew Humphreys IBM Systems Middleware Integration Offering Management

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© 2015 IBM Corporation0

IBM Systems - Middleware

IBM Integration – Multi-speed IT

Andrew Humphreys

IBM Systems Middleware

Integration Offering Management

© 2015 IBM Corporation1

IBM Systems - Middleware

© 2015 IBM Corporation2

IBM Systems - Middleware

Todays consumer drives different IT agendas

Click and collect

91%always keep

mobile at arms reach

75%act on location-

based offers

49%of consumers use

2+ channels to make purchases

70%trust brand

recommendationsfrom social

media friends

© 2015 IBM Corporation3

IBM Systems - Middleware

3

1

2

3

Customers are redefining the shopping experience

• More customer touch points

• Expectations of a brand experience continue to grow

• Customers start/stop and switch channels at will

Expanding scope of integration projects

• Need broad, universal integration technology

• Integrating the channels– eCommerce, physical stores, enterprise, mobile

• Integrating across more diverse retail environments

Innovation enables more flexibility

• Retailers are adopting APIs in order to foster a culture of third party innovation and ultimately drive revenue

Paradigm shift in focus for the Retail Industry

© 2015 IBM Corporation4

IBM Systems - Middleware

Evolving landscape driving faster deliver methods

Branch Branch & Call center Multichannel & Website Omnichannel

Traditional IT

Hardware focus

Terminal access

Build in house

Project based rollout

Centrally hosted

Delivery in years

e-Commerce

Software focus

Browser access

Buy in packages

Commodity hardware

Centrally hosted

App Stores

Apps & Data focus

Mobile access

Crowd source

IaaS, PaaS

Continuous delivery

Instant deployment

© 2015 IBM Corporation5

IBM Systems - Middleware

What percentage of Fortune 500 companies in 1990 no longer exist?

50%

What percentage of Fortune 500 companies in 2000 no longer exist?

70%

© 2015 IBM Corporation6

IBM Systems - Middleware

© 2015 IBM Corporation7

IBM Systems - Middleware

Example of digital disruptor: Ride-sharing service Uber

• The entire user experience is unified on a mobile device

• Everything about the service is literally at the customer’s fingertips

• The service operates with remarkable transparency

• Up front, you know when your car will arrive, what type of car it is, the driver’s name, how many miles you have to travel, and the total cost

• The company has eliminated considerable friction from the process

• For instance, the service is billed automatically to your credit card—no need to fumble for cash or even figure out a tip

• The company had a global strategy from day one

• More and more travel is global, and consumers want to use services they’re familiar with and trust anywhere in the world they go

© 2015 IBM Corporation8

IBM Systems - Middleware

Definition:

Digital Transformation

© 2015 IBM Corporation9

IBM Systems - Middleware

Definition:

Digital Transformation

“the realignment of, or new investment in, technologyand business models to more effectively engage

digital customers at every touchpoint in the customer

experience lifecycle.”

Altimeter Group’s Digital Transformation Report

© 2015 IBM Corporation10

IBM Systems - Middleware

Differentiation based on product/service

Individualized market segmentation based on outside-in listening

Emphasis on design and marketing

Differentiation based on ecosystem value

Dynamic customer understanding based on constant collaboration

Emphasis on rapid recomposition

Leaders will compose value across ecosystem

Traditional economyEveryone to Everyone

(E2E) economy

Differentiating capability

API

API

API

API

API

API

Shifting market

power

from suppliers to consumers

© 2015 IBM Corporation11

IBM Systems - Middleware

11

Integration defines the client experience

Integrationis no longer a Back Office function

To Succeed it must become an Everyone function

__________________________________

You need to integrate across everything

© 2015 IBM Corporation12

IBM Systems - Middleware

IBM Integration

Bus

Provides heterogeneous

connectivity across

enterprise systems,

applications and data

The messaging backbone that

provides reliable transport and data delivery

across enterprise

systems and applications

IBM MQ

© 2015 IBM Corporation13

IBM Systems - Middleware

13

IBM DataPower Gateway

Extends integration beyond the enterprise protecting

business critical systems from

harmful workloads and unauthorized

users

© 2015 IBM Corporation14

IBM Systems - Middleware

“Everything” is now an API• APIs make integration easily accessible, easy to consume

Digital Transformation creates new integration needs• Shift of focus from provider to consumer

• “Self service” rather than predefined connections

APIs is a subject for Business, IT and Developers• Business is concerned with business transformation (API Economy)

• IT is concerned with building a composable enterprise; securely and at

scale

• Developers are interested in innovation and experimentation

Re-usable

Composable

Well-defined interfaces (APIs)

Shareable

Simple

Small (“micro”)

Characteristics of Digital Transformation

© 2015 IBM Corporation15

IBM Systems - Middleware

Building Digital apps PaaS

• Underpinned by API’s

• New breed of full stack mobile developers JavaScript, JSON, REST

• Value add services from 3rd

parties

• Analytics services to create personalized experience

• Build standalone or increasingly through PaaS

Bluemix

New Customer Application

Private CRM Data

Public Cloud

based Analytics

packages

Private Partner

Services

Public SaaS

based CRM data

© 2015 IBM Corporation16

IBM Systems - Middleware

APIs are not a new name for SOA Services

APIs SOA

“How can I increase the pace of

innovation?”

“How can I increase the agility and effectiveness of

delivery?”

• Mostly external

• Increasing Revenue

• Extending customer Reach & Value

• Supporting Sales & Marketing Activities

• Stimulating Business & Technical Innovation

• Mostly internal

• Integration and exposing current Services

• Integration of Backend Data & Applications

• Increase the Agility and effectiveness of delivery

© 2015 IBM Corporation17

IBM Systems - Middleware

Critical questions when building apps in the digital era

WHAT differentiates your new “thing” in the

market?

WHO is best skilled to build the user experience?

What is the LIFESPAN of your

new “thing”?

What DATA sources does the best experience

require?

FOCUS

SCALE

AGILITY

VALUE

Need to be able to focus on USP not on

infrastructure

Recruit partners or crowds to innovate

for you

Build quickly and change constantly

Access data & core systems for an

engaging experience

© 2015 IBM Corporation18

IBM Systems - Middleware

IT Budgets Shifting From CIO to CMO

IDC Predicts CMOs Will Drive $32.3B In Marketing Technology Spending By 2018

Reaching a compound annual growth rate (CAGR) of 12.4%. From 2014 to 2018.

Gartner forecast for worldwide dollar-valued IT spending growth in 2015 - 2.4%, down from 3.9%

The New NormalCustomer experience was the top marketing technology investment, averaged 18% of total marketing

budget in 2014, and is ranked the #1 innovation project for 2015

Gartner – Eye of the Buyer

© 2015 IBM Corporation19

IBM Systems - Middleware

Public API’s and Hackathons

Sourcing innovation outside

the company walls

Crowd sourcing ideas and

talent

Private or public hackathons

In many cases extension to

the provision of public APIs

Rapidly becoming more

mainstream

19

“This was an exciting opportunity for us and a first step in engaging the development community and it had a great turn out.

... In total twelve ideas were presented back to us, many of which we could take forward to support our digital marketing efforts on the

George brand.”

– Chris Chalmers, Digital Advertising,

Performance Media Manager, Asda.

Asda hackathon with IBM & Rewired State

https://developer.bestbuy.com/apis

http://temenostech.temenos.com

© 2015 IBM Corporation20

IBM Systems - Middleware

Digital Transformation Creates Multi-Speed ITDigital

• Timeframe: Days/Weeks

• Scope: Strategic

• Sponsor: CMO

• Budget: Thousands $

• Complexity: Low

• Buying behavior: Self service

Enterprise

• Timeframe: Months/Years

• Scope: Strategic

• Sponsor: CIO

• Budget: Millions

• Complexity: High

• Buying behavior: Human engagement

Enterprise IT

Digital Teams

Explore, adopt, adapt withrapid, iterative prototypes

Always on, always availableSecurity, control, and governance

© 2015 IBM Corporation21

IBM Systems - Middleware

Digital & Enterprise Integration Personas

Startup Developer

Integration requirements driven by needs of building engaging

apps.

LOB Developer

Works on tactical lines of business projects e.g. HR.

Dealing with SaaS projects, e.g. CRM and analytics and mobile

extensions.

Data Scientist

Overwhelmed with new available data sources. Needs to extract data from multiple on-prem and cloud sources, clean,

de-dup, manage and analyze

CIO

Aligns IT initiatives with business goals, determine if

IT spend meets business initiatives.

Integration Architect

Responsible for providing a platform to create and operate

horizontal, standardized, scalable SOE and SOR services.

Integration Developer

Builds integrations between different systems. Builds

standardized, scalable, reusable service interfaces and APIs.

Digital Integration Enterprise Integration

© 2015 IBM Corporation22

IBM Systems - Middleware

IBM Hybrid Integration Services on Bluemix

DataWorks

Prepare and shape your data for use by apps - Load, select & mask

sensitive data for use by apps; profile & classify data for analytics

API Management

Control, Share & socialize APIs

with developers & partners

Composableintegration services

available for app developers

Connect & Compose

Rapidly create and mix APIs from multiple sources. Build orchestrations to transform and mediate data in flight

Secure Gateway

Securely connect Bluemix to your local cloud, data centers or laptop!

Passport based credentials for control

© 2015 IBM Corporation23

IBM Systems - Middleware

IBM API Management

• Manage & enforce consumption of business services from selected developer communities

• Provide self-service API portals to internal/external app developers

• Manage & monitor the entire API platform

• Deploys on IBM Datapower Gateway for secure, high speed enforcement

© 2015 IBM Corporation24

IBM Systems - Middleware

IBM CastIron

• Focused on rapid SaaS to SaaS and SaaS to on premises connectivity

• Range of SaaS and technology connectors in the box

• Pre built patterns (TIPs) to simplify process of integrating common scenarios

TIP – SAP to Salesforce.com

Graphical tooling to map data fields from source to

target system

© 2015 IBM Corporation25

IBM Systems - Middleware

© 2015 IBM Corporation26

IBM Systems - Middleware

© 2015 IBM Corporation27

IBM Systems - Middleware

If it’s not integrated it’s not engaging

Back-end systems

Unconnected Connected

x Bad customer experience

x Negative perceptions

x Lose customers

x Less revenue

Good customer experience

New opportunities

Repeat custom

More revenue

© 2015 IBM Corporation28

IBM Systems - Middleware

of spending on cloud solutions happens outside of the IT department - with marketing, sales and human resources most often investing in solutions.

23%

of the time, in instances where IT does not lead the project, IT is still called upon to take over the project.

How cloud adoption trends are driven by strategic imperatives

45%

© 2015 IBM Corporation29

IBM Systems - Middleware

Organizations face barriers to achieving Transformation

You are slowed by…

Technical Debt

Disparate data and apps, Inflexible governance

Skills gapTurn IT into a Competitive Advantage

Enterprise IT

How do you…

Protect your investment

Maintain security

Refocus your resources

Inability to scale

Standalone initiatives

Inaccessible intellectual capital

Digital Marketing

Innovate to Drive New Revenue

Speed Innovation

Expand the brand

Exploit partnerships

© 2015 IBM Corporation30

IBM Systems - Middleware

You are slowed by…

Technical Debt

Disparate data and apps, Inflexible governance

Skills gapTurn IT into a Competitive Advantage

How do you…

Enterprise Scale Combined with Start-up Speed

You need…

These two worlds must converge

Transform existing services for digital to API’s

Securely integrate across environments

Easy to use open technologies

Protect your investment

Maintain security

Refocus your resources

Inability to scale

Standalone initiatives

Protecting intellectual capital

Innovate to Drive New Revenue

Integrate and scale leveraging new technologies:

microservices

Implement lightweightgovernance with IT

Consume and publish APIs leveraging gateways

Speed Innovation

Expand the brand

Exploit partnerships

Enterprise IT

Digital Marketing

© 2015 IBM Corporation31

IBM Systems - Middleware

© 2015 IBM Corporation32

IBM Systems - Middleware

Understanding perspectives

“ I’ve spent years getting buy in for the ESB are you telling me I’ve got to start

again .. ? ”

“Whenever I try to have the conversation about SLA’s or

governance no one is listening...”

“I’ve got 3 weeks to get this prototype in front of the board - I

don’t have time for the pain of getting IT involved

“ We can build this using open source technologies and public API’s there’s

no need to comply with any of the corporate IT mandates

“ On my last project we just connected to the backend underlying database – we

can do that again I’m sure..”

“I’m aware of at least 100 different scrum teams across the company working on

digital apps projects …”

Enterprise IT

Digital Teams

© 2015 IBM Corporation33

IBM Systems - Middleware

Internal developers

Developer communities

Partners

IBM API Mgmt

Enterprise IT SAP.NET App

ServiceDB2

IMS

CICS TS

Rules

Process

Analytics

SAPCRM

Gartner’s Hybrid Integration Platform

On-Premises Integration Platform(s)

Mobile Apps

• Integrated combination of:

- On-premises integration platform

- iPaaS

- iSaaS

- API management

• Self-service provisioning/use

• Strategic, multiproject platform

• Addressing combinations of:

- Cloud-to-cloud-to-ground

- Mobile-to-cloud-to-ground

- Ground-to-ground

- B2B

- Internet of Things

Best when:

What is it?

iPaaS iSaaS

Integration = Effectiveness, efficiency and innovation

35 © 2015 IBM Corporation

CICS / IMS / Z

DMZ

SaaS

Endpoints

Apps

Data

Process

Packaged

App

(SAP,

PeopleSoft)

Adapter

SOAP/HTTP

ODBC/JDBC

MQ / JMS

LegacyFile

External

Services

Internal

developers

External Developer

communities

Partners

REST/HTTP

SOAP/HTTP SOAP/HTTP

MQ

File

MQLight/AMQP

REST/HTTP

SOAP/HTTP

MQLight/AMQP

REST/HTTP

SOAP/HTTP

IBM

DataPo

wer

Gatew

ay

IBM

AP

I Man

agemen

t

IBM

Integratio

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us

IBM

CastIro

n

36 © 2015 IBM Corporation

CICS / IMS / Z

Could run on WAS

DMZ

SaaS

Endpoints

Apps

Data

Process

Packaged

App

(SAP,

PeopleSoft)

Adapter

SOAP/HTTP

ODBC/JDBC

MQ / JMS

LegacyFile

External

Services

Internal

developers

External Developer

communities

Partners

REST/HTTP

SOAP/HTTP SOAP/HTTP

MQ

File

REST/HTTP

REST/HTTP

SOAP/HTTP

REST/HTTP

REST/HTTP

SOAP/HTTP

Enterprise

IBM

DataPo

wer

Gatew

ay

IBM

AP

I Man

agemen

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IBM

Integratio

n B

us

IBM

CastIro

n

API Management• Prereqs DataPower• Exposes API’s (small services

that can be called with a web request)

• Monitoring (how are my API’s performing?)

• Permissions (who can access?)• Monetization / Billing• Version management

DataPower• Allows network

endpoints outside the firewall to securely connect to network endpoints inside the firewall.

• Available in physical appliance & virtual forms

Integration Bus• Acts as a translator:

Enables multiple systems which speak different protocols to communicate

• Useful for communicating w/ existing systems to easily expose them as API’s

CastIron• Syncs data with SaaS apps• Provides connectors for SaaS

and other services to on-premises integration

37 © 2015 IBM Corporation

IBM API Management

IBM Integration BusIBM Integration Bus IBM Integration Bus

Internal developers

Developer communities

Partners

Provides robust and extensive enterprise integration

Acts as bridge between multi-speeds of IT. Rapidly create APIs to expose SOR interfaces

and facade complex integration requirements

Share with developer communities

Manage - light touch – no SLAs

Monitor & Enforce

Managed API’s are the key to 2 speed interaction

38 © 2015 IBM Corporation

IIB & REST APIs

Introducing IIB’s new REST API first class construct

– Provides a simple way to receive JSON / HTTP and expose a REST API

– Create a new REST API in the IIB Toolkit

– Drag and drop the REST API to deploy

– Administer REST APIs as a first class IIB construct in the Web UI

REST API project

– Swagger spec provides a framework

implementation for describing, producing,

consuming, and visualizing RESTful APIs

– It defines a metadata format based on JSON-

schema to describe the REST APIs, their

parameters and the messages which are

exchanged.

– Import Swagger (v2.0) to create the REST API

project

– Original .json files are included (unchanged) in the

project

– REST APIs can utilise Path, Header, and Query

parameters

– As a client of an IIB REST API, use existing

Swagger tools and projects to retrieve Swagger

definitions from IIB

© 2015 IBM Corporation39

IBM Systems - Middleware

Key Take Aways

Companies have to transform to become Digital Enterprises

–Digitisation is the future of business and the race starts now

–Digitisation not limited to Systems of Engagement only, SOR needs to

be reengineered to make IT agile and flexible (plug and play)

IBM Middleware Integration will help you with your transformation journey

–We are investing in the future- expect continuous innovation/delivery

Technology is only part of the solution

–As important is big picture and understanding of multiple roles

© 2015 IBM Corporation40

IBM Systems - Middleware

© 2015 IBM Corporation41

IBM Systems - Middleware