© 2006 ibm corporation ibm soa executive summit soa on your terms and our expertise business entry...
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© 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
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Information as a ServiceDelivering the Business Value of Information
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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
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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
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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
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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
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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
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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
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Change And Improvement Have Been Daunting
How do I deliver How do I deliver business flexibility business flexibility
??
Can Information Become a Service?
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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
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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
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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
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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
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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?
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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Information as a ServiceDelivering the Business Value of Information
Visit our Web page
www.ibm.com/informationondemand
Take our online self-assessment
Take advantage of our Fast Start Services Offerings
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