© 2006 ibm corporation ibm soa executive summit soa on your terms and our expertise business entry...

© 2006 IBM Corporation

IBM SOA Executive Summit

SOA on your terms and our expertise

Business Entry Point: InformationSingle Source of Information about Customers and Products

Jim LyonBusiness Information Services Technical Sales LeaderNorth East Europe

2 SOA on your terms and our expertise

SOA Executive Summit

Information as a ServiceDelivering the Business Value of Information



Deliver Trusted Information in

Business Context

Extend the Ability to Collaborate

Inside & Outside

Business Model & Process

Innovation

Innovation Requires a Business Centric View of SOA Drive Innovation Priorities Through People, Process, and Information



Volkswagen

“Today, 70% of the time of our people is spent in searching for information and only 30% in making intelligent decisions.

We want to flip the ratio, providing 70% of time for intelligent, analytical decision making and only 30% administrative work.”

Dr. Martin Hofmann Exec. Director, Group Supply Strategy

Volkswagen AG

Result: 20% increase in procurement productivity



Today’s business challenges mandate a fresh approach to

managing information.

Managing information in silos has

become obsolete.

The Information Challenge Information is in Silos… Trusted Information is Not Available

Multiple Versions of the Truth

Inaccurate, Untimely

Inconsistent

Incomplete, Inaccessible

Out of Context…

Globalization, M&As

Risk & Compliance,

Eroding Customer Loyalty,

Supply Chain Complexity,

Industry Transformations,

Cost Cutting…

70% of people’s time can be spent searching for

relevant information

60%+ of CEOs: Need to do a better job leveraging

informationSources: IBM Attributes & Capabilities Study, 2005; Client Interviews 2004; IBM CFO Study, 2006

5X More Value creation by organizations effective at

using Information as an Asset

Information Must Become a

Strategic Asset



Key to Success

Separation of Information & Process, Federation of Unstructured Information

Result

50X increase in requests for content shows customers are being served better

$2.3 million savings in 2 years; 64% ROI

$1M savings for each new business unit needing a common view of the client

Business required an integrated view of customer information across multiple business units within the bank after merger

Customer information stored across disparate environments - IBM ImagePlus, FileNet Image Services, Mobius….

Information Becomes a Strategic AssetSeparating Information & Process Enables Enterprise-wide Re-use



Key to Success Integrated customer information provides single service point across 4 separate

billing systems and multiple customer systems

Result

Unified view of customers improves call center service and productivity

Streamlined marketing campaigns based on offering bundles

Phased implementation strategy enables rapid focus business community

Services Orientation allows reuse of composite information updates

Rapid growth into new markets emphasizes need for seamless customer service across business and households

27 million business and residential connections for local telephone, long distance, wireless, Internet, data, satellite TV & other services

Information Becomes a Strategic AssetUnified View of Customer Information Builds Customer Service



Critical Business Initiatives Depend on Information Information Intense Business Problems

Master Data Management – Single view of the customer and product– Gain control of disparate silos

Business Analysis and Discovery– Deeper insight into buying behavior– Efficient, consumer driven supply chain

Business Transformation– Partner collaboration– Real time information based decision

Worker Productivity– Information accessible to every user when and where they

need it… both structured and unstructured

Risk & Compliance– Loss and Fraud prevention– Government regulations and taxes



Change And Improvement Have Been Daunting

How do I deliver How do I deliver business flexibility business flexibility

??

Can Information Become a Service?



Service Oriented ArchitectureInformation as a Service is Key

You will waste your investment in SOA unless you have enterprise information that SOA can exploit.

Gartner, March 2005



Master Data, Analysis,Discovery, Industry Models

Extracted or Real-time

Standards-based

e.g., XQuery, JCR, JDBC, Web Services...

Information as a ServiceMoving From a Project-Based to a Flexible Architecture



Information as a Service Moving From a Project-Based to a Flexible Architecture

Deliver Information in Business Context

In-context, In LineEffectively Governed

Integrate InformationStructured / Unstructured

Timely & AccurateManage Complexity

Open Standards

Flexible Infrastructure



Deliver Information in Business Context

Industry ModelsMaster Data Management

Entity AnalyticsDiscovery Services

IBM Information Management SoftwareUnparalleled Breadth and Depth

500+ Clients

5,000+ Clients

Share Leaders

Integrate InformationWebSphere Information Server

DB2 Viper

Information as a ServiceKey to Service Oriented Architecture



Decouples master information from individual applications

Becomes a central, application independent resource

Simplifies ongoing integration tasks and new app development

Ensure consistent master information across transactional and analytical systems

Addresses key issues such as data quality and consistency proactively rather than “after the fact” in the data warehouse

Historical /AnalyticalSystems

Existing

Applications

MasterData

MasterData

Existing

Applications

MasterData

MasterData

Existing

Applications

MasterData

MasterData

Master Data

Management

System

New

Applications

What is Master Data Management?



Master Data Management Approach v. the Application Suite Approach

New Account Opening

Service Account/Product

New Product Launch

Customer self-service

Data Management

Ent

erpr

ise

“Vie

w”

offli

ne o

nly

Product

Product Product

Product Product

Product

Account

Account

Account

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction Product

AppFunction

AppFunction

Customer Customer

Customer Customer

Customer Customer Customer

Customer

Application suite vendors build a series of hard-coded processes within inflexible applications for each process performed by the organization. Data is locked within each application and process. Only offline views are available across silos.



Enterprise Master Data Management Approach v. the Application Suite Approach

New Account Opening

Service Account/Product

New Product Launch

Customer self-serviceM

DM

sys

tem

s be

com

e co

mm

on p

roce

ss n

exus

Product

Product Product

Product Product

Product

Account

Account

Account

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction

AppFunction Product

AppFunction

AppFunction

Customer Customer

Customer Customer

Customer Customer Customer

Customer

MDM liberates the data from the application and the process and exposes it as a set of consumable, reusable services.

The benefit is shared, complete, and accurate master data.

Pro

du

ct

Acc

ou

nt

Cu

sto

mer

Data Management



The customer data problem

Today most companies have multiple repositories for customer data

Inaccurate and incomplete view of the customer relationship

Inability to understand the value of the customer

Difficult to determine the correct product offer based on inaccurate customer data

Inefficient customer service

Customer

Web Self-Service

IVRSelf-service

WirelessSelf-service

Call Center

Distributor

Real TimeAnalytics

DataWarehouse

ERP NewSystem

BillingFinancialsProduct



Customer Data Integration

Customer

Web Self-Service

IVRSelf-service

WirelessSelf-service

Call CenterDistributor

Real TimeAnalytics

DataWarehouse

ERP NewSystem

BillingFinancialsProduct

• Customer Data Integration (CDI) manages the complete master record for operational customer

• Capable of being the system of record – full transaction processing and business logic capabilities

• Provides accurate and complete customer data to all operational business processes that require customer data

• Improved and differentiated customer service

• Increased revenue via improved cross-selling and event management

• Ability to persist ‘new’ customer data such as privacy preferences, events, and multi-channel interactions

• Regulatory compliance



Current Processes – EDI, paper, spreadsheets, phone, fax, email

Merchandise

PlanningMarkdown

Optimize Return to Vendor

NewProduct

intro

PricingOptimize

Promo-tionsMgmt

Productsourcing

End oflife

Images,DocsExcel

Flyers, Inserts,Catalogs

Email,eCommerce

Info-Stations,Kiosks

Shelf Tags,Signage

Point of Sale

RFID

UCCnet

TRANSORA

WWRE

Other Data Pools

Portal

EDI

Trading PartnerDirect

New Item Form

Contracts Authorize /Reject

Category Managers

Vendor Managers

Logistics

Price Update

Regional Managers

Brand Managers

Customer Support

Promotion Mgrs

Category Managers IT

LegacySystems

ERP & CRMSystems

DocumentManagement

Systems

CPFR



Images,DocsExcel

LegacySystems

ERP & CRMSystems

DocumentManagement

Systems

CPFR

Returns

End ofLife

Website &eCommerce

SalesBrochures

ProductSpecs

Shelf Tags &Signage

Kiosks &Info-Stations

RFID

ContentLeverage

Browser-based

UnlimitedAttributes

MultipleCategorizations

Multi-enterprise

Standards-based

Security andAudit

NewProduct

Intro

PricingOptimization

PromotionsMgmt

4) Workflow and solutions for supporting multi-department and multi-enterprise business processes

2) Tools for modeling, managing, capturing

and creating this information with high user productivity and

high information quality

1) A flexible, scalable repository managing and linking product,

location, trading partner, organization,

and terms of trade information

T H E G O L D E N S O U R C E O F P R O D U C T I N F O R M A T I O N

3) Integrating and synchronizing this information internally with legacy systems, enterprise applications, repositories and masters

I n t e g r a t e – T r a n s f o r m – H a r m o n i z e

UCCnet

TRANSORA

WWRE

OtherData Pools

Portal

EDI

Trading ParnterDirect

Global DataSynchronization

Product

5) Exchanging and synchronizing this

information externally with business

partners

6) Leveraging this information via many internal and external electronic and human

touch points



Service Enabling Existing Systems creates the requirement for a Customer(Party)/Product Hub

• A service-oriented architecture necessitates that:

• Central concepts in your business process must have their own component for management of that data and function – product, billing, AND customer

• Business process enabling your existing systems that are product and account centric creates product and account centric processes

• It is prohibitively difficult to virtually assemble customer data from product systems; there is also no clear place to store new customer data such as privacy/preferences, relationships and roles, among others

• Service enablement requires a separate customer master administration system – a CDI hub



Infrastructure

Know-how & best practices

Skills

Partners

Unmatched Breadth and Depth of Products Data, Content, Integration, Analysis, Master Data… Leadership in open standards Leadership in innovation – research investment & patents

Thriving Ecosystem of Partners Applications, Tools, Skills

Expertise in Aligning Business and IT Consultants, architects and IT specialists Dozens of business solutions Unique intellectual property and methods

Extensive Industry Experience Thousands of clients worldwide

Why IBM?Delivering the Business Value of Information



and many more…

Finance / Banking / Insurance– Banking & Insurance Data Warehouses– Basel II Risk & Compliance– New Business Processing– Customer Privacy Mgmt.– Marketing Insights– Consolidated Risk Mgmt.Insurance– Insurance Information Warehouse– New Business Processing– Customer Privacy Mgmt.– Marketing Insight– Consolidated Risk Mgmt.Healthcare– New Business Processing– Customer Privacy Mgmt.– Marketing Insight– Information Based MedicineGovernment / Public Sector– Compliance for Government– Social Services/Case Mgmt.– Crime Information WarehouseAutomotive– Product Information Mgmt. (After Mkt.)– Automotive Dealer Collaboration– Advanced Early Warning

Telecommunications– Telco Data Warehouse– New Business Processing– Customer Privacy Management– Marketing Insight

Retail, CPG– New Product Introduction– New Customer Introduction– Global Data Synchronization– Retail Business Intelligence– New Business Processing– Customer Privacy Mgmt.– Marketing Insight– Consolidated Risk Mgmt.

Cross Industry– RFID / EPC Information Services– Archiving & eDiscovery – eStatements & Report Management– eForms Automation– Federated Records Management– Regulated Document Management

Delivering Value… Industry by IndustryLeveraging the Strength of IBM & Business Partners for Products and Expertise



Information as a ServiceDelivering the Business Value of Information

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www.ibm.com/informationondemand

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© 2006 ibm corporation ibm soa executive summit soa on your terms and our expertise business entry...

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