universal application network - · pdf fileuniversal application network paul naish ......

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Universal Application NetworkUniversal Application NetworkPaul NaishPaul Naish

Lead Architect, eBusiness Solutions GroupLead Architect, eBusiness Solutions GroupSiebel SystemsSiebel Systems

AgendaAgenda

XYZ Needs & Challenges

Universal Application Network

Business Process: Create and Validate Order

UAN Example: Change of Address

XYZABC&XYZABC&

2

XYZ Total SolutionXYZ Total Solution

Adaptive Infrastructure

Application Infrastructure

Applications/Integration

Voice/Data Network Infrastructure

Siebel Multichannel eBusiness SolutionsSiebel Multichannel eBusiness Solutions

CRM best practices derived from more than 3,500 customer deployments

100’s of CRM best practices19 vertical product lines3,200 pre-configured views8 horizontal product lines

Seamless application integration

Track business performance

ERMMarketingSales Service

3

CustomerCustomerMasterMaster

Manuf.Manuf. FinanceFinance ManufManuf HRHR LegacyLegacy

Disparate and Disconnected Data at XYZ and ABC CorporationDisparate and Disconnected Data at XYZ and ABC Corporation

SalesAnalytics

SalesAnalytics

AnalyzeResults

AnalyzeResults

ServiceAnalyticsService

Analytics

Information Fulfillment



Campaign Management

EventsManagement

ContractManagement

Market Planning & Budgeting


Account Development

Account Development

Service Scheduling

Service Scheduling

EventsManagement

EventsManagement

CustomerSatisfactionManagement

Customer Loyalty

Programs

IncentiveComp.

IncentiveComp.

Service Dispatch & Delivery

Service Dispatch & DeliveryOrder

ManagementOrder

Management

Sales Planning & Forecasting

Sales Planning & Forecasting

ReturnsAnd Parts

Repair

ReturnsAnd Parts

Repair

Service Delivery

PartsInventory Planning


Define Territories

AssetManagement

Partner Development

OpportunityManagement

Campaign Management

Web & EmailWeb & Email Call CenterCall Center Field Sales XYZField Sales XYZ Field Service ABCField Service ABC PartnersPartners

CustomerCustomerXYZ

ABC&XYZABC&

Multichannel, CustomerMultichannel, Customer--Centric eBusinessCentric eBusiness

CustomerCustomerMasterMaster

ERPERP BillingBilling OSSOSS HRHR LegacyLegacy

ServiceServiceSalesSales

Opportunity ManagementOpportunity

Management

ForecastingForecasting

Incentive Comp.

Incentive Comp.

Service Dispatch &

Delivery

Service Dispatch &

Delivery

Territory AssignmentTerritory

Assignment

OrderManagement

OrderManagement

Account Development

Account Development

Pipeline Management

Pipeline Management

MultiChannel Sales

Management

MultiChannel Sales

Management

Lead Management

Lead Management

MultiChannel Service

Management


Management

Service DeliveryService Delivery

Service SchedulingService

Scheduling

CustomerSatisfaction

Management


Management

ContractManagement

ContractManagement


Analytics

BillingManagement

BillingManagement



ReturnsAnd Parts

Repair

ReturnsAnd Parts

Repair

Sales Force Mobility


AnalyticsAnalytics

Customer ProcessesCustomer Processes

CustomerCustomer

Web & EmailWeb & Email Call CenterCall Center Field SalesField Sales Field ServiceField Service PartnersPartners

MarketingMarketing Customer Value

Management

Customer Value

Management

Brand and AwarenessBrand and Awareness

Marketing OperationsMarketing Operations



Analyze Results

Analyze Results

Loyalty Programs

Management

Loyalty Programs

Management

Channel Promotions

Management

Channel Promotions

Management

Campaign ManagementCampaign

Management



EventsManagement

EventsManagement

Universal Application NetworkUniversal Application Network

4

Current Integration Approaches Are Costly and High RiskCurrent Integration Approaches Are Costly and High Risk

Point-to-Point for connectivity and transformations – the “Order N2

problem”

Common connectivity model, but point-to-point for transformations, and requires custom building business processes

UCMUCM

UCMUCM

Business Process Integration SolutionBusiness Process Integration Solution

NN

CUSTOM WEB CUSTOM WEB APPLICATIONAPPLICATION

CRMCRM

UCMUCM ERPERP

LEGACYLEGACY

SCMSCM

Universal Universal Application Application

NetworkNetwork

Rich library of pre-packaged, industry-specific integration business processes

Built using a very systematic, service-oriented architecture

XML and Webservices standards based

Portable library runs on multiple industry-leading Integration Server providers

Business Process Controller

Transformation TransformationCommon

ObjectModel

Transport

5

XSLTXSLT

XSDXSD

Standards Based-

Representation

BPEL4WSBPEL4WS

Integration Business Process

Libraries

X

Business Process Flows

Common Objects

Transformations

XXX

Integration Servers

Business Process Controller

Transformation TransformationCommon

ObjectModel

Integration Server Vendor provides the Integration Server

Siebel provides the Integration Business Processes Libraries

Business Process Designer

Integration Server Vendor provides the Tool for

modifying and extending the Business Processes

Universal Application Network Integration Solution for XYZUniversal Application Network Integration Solution for XYZ

HP Adaptive Infrastructure, Cisco Communications Infrastructure

Order Processing: XYZ + ABC ProductsOrder Processing: XYZ + ABC Products

Universal Application Network BEA Integration Server

Siebel CRM

XYZManu

ABCManu

WebServ

WebServ

WebServ

Web

Serv External

Services

6

Multichannel, CustomerMultichannel, Customer--Centric eBusiness for XYZ CorporationCentric eBusiness for XYZ Corporation

ServiceSalesSales

Opportunity ManagementOpportunity

Management

ForecastingForecasting

Incentive Comp.

Incentive Comp.

Service Dispatch &

Delivery

Service Dispatch &

Delivery

Territory AssignmentTerritory

Assignment

OrderManagement

OrderManagement

Account Development

Account Development

Pipeline Management

Pipeline Management

MultiChannel Sales

Management

MultiChannel Sales

Management

Lead Management

Lead Management


Management


Management

Service DeliveryService Delivery

Service SchedulingService

Scheduling


Management


Management

ContractManagement

ContractManagement


Analytics

BillingManagement

BillingManagement



ReturnsAnd Parts

Repair

ReturnsAnd Parts

Repair



AnalyticsAnalytics

Customer ProcessesCustomer Processes

CustomerCustomer

Web & EmailWeb & Email Call CenterCall Center Field SalesField Sales Field ServiceField Service PartnersPartners

Marketing Customer Value

Management

Customer Value

Management

Brand and AwarenessBrand and Awareness

Marketing OperationsMarketing Operations



Analyze Results

Analyze Results

Loyalty Programs

Management

Loyalty Programs

Management

Channel Promotions

Management

Channel Promotions

Management

Campaign ManagementCampaign

Management



EventsManagement

EventsManagement

Customer Customer MasterMaster

ERP.ERP. BillingBilling OSSOSS HRHR LegacyLegacy

Universal Application NetworkUniversal Application Network

Process Area: Order ManagementProcess Area: Order Management

Create Order

Create Delta Quote from Customer Asset

Create Quote from Reference Document

Create/Update Contract

Approve Order

Create and Create and Validate Validate OrderOrder

Import and Import and Validate OrderValidate Order

Process Process Customer Customer

OrderOrderProcess Process

Internal OrderInternal OrderModify / Modify /

Cancel OrderCancel OrderHold and Hold and Release Release OrdersOrders

ReturnReturnOrderOrder

Import Order

Fix Invalid Orders

Validate and Submit Order

Broker Order

Pick/Pack Goods

Ship Goods

Deliver Goods

Pick//Pack Goods

Ship Goods

Deliver Goods

Receive Goods Into Inventory

Close Order

Modify Order

Process Order Modification

Cancel Order

Process Order Cancellation

Hold Order

Process Order Hold

Release Order Hold

Verify and Capture RMA

Ship Return Goods

Receive Return Goods

Process Return Order (includes credit, update asset)

Process Repair Order

Process Exchange Order

Broker Return

Bus

ines

s Pr

oces

ses

Sub-

Bus

ines

s Pr

oces

ses

7

Business Process: Create Order for XYZBusiness Process: Create Order for XYZ

Customer

Call Center

Business Process

Integration

Cabinets(XYZ)

Fixtures(ABC)

ExternalServices

Initiate Order

Create Order Header

Add Items and Price

DeterminePromise Dates

Accept Shipment

Dates

Get PromiseDate forProduct

ManufactutingATP

Pricing Adjustments

Agree to Ship

Dates

Obtain Shipping

CostsObtain Taxes

Shipping CostLookup/ Commit

Canadian Tax

Determine Payment Method

Check Credit/

Preauthorize Payment


Approve Order Submit Order

RequestProducts

Provide Payment Method

Obtain Order

Number

Trial Reserve

Calculate Shipping

Costs

CalculateAll Taxes

U.S. Tax

FinalizeOrder

Update and CommitOrder


WarehouseAvaibility


ManufactutingATP

WarehouseAvaibility

Customer

Call Center

Business Process

Integration

Cabinets(XYZ)

Fixtures(ABC)

ExternalServices

Initiate Order

Create Order Header

Add Items and Price


Accept Shipment

Dates


ManufactutingATP

Pricing Adjustments

Agree to Ship

Dates

Obtain Shipping

CostsObtain Taxes


Canadian Tax


Check Credit/




RequestProducts


Obtain Order

Number

Trial Reserve

Calculate Shipping

Costs

CalculateAll Taxes

U.S. Tax

FinalizeOrder



WarehouseAvaibility


ManufactutingATP

WarehouseAvaibility


8

Customer

Call Center

Business Process

Integration

Cabinets(XYZ)

Fixtures(ABC)

ExternalServices

Initiate Order

Create Order Header

Add Items and Price


Accept Shipment

Dates


ManufactutingATP

Pricing Adjustments

Agree to Ship

Dates

Obtain Shipping

CostsObtain Taxes


Canadian Tax


Check Credit/




RequestProducts


Obtain Order

Number

Trial Reserve

Calculate Shipping

Costs

CalculateAll Taxes

U.S. Tax

FinalizeOrder



WarehouseAvaibility


ManufactutingATP

WarehouseAvaibility


Universal Application Network ArchitectureUniversal Application Network Architecture

Business Process ControllerBusiness Process Controller

TransformationTransformation

Transport Layer

Adap

ter

(Web

Ser

vice

)

XYZ ManuXYZ ManuSiebelSiebel ABC ManuABC Manu


Integration ServerIntegration Server

Common Common ObjectObjectModelModel

Business Process defined againstCommon Object Model, Applicationindependent. Trial

Reserve

Adap

ter

(Web

Ser

vice

)

Adap

ter

(Web

Ser

vice

)

Transformation/to from CommonObject Model and Applicationformat.

Application format, using own keys and codes independent of UAN

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Universal Application Network Reduces Cost & Effort RequiredUniversal Application Network Reduces Cost & Effort Required

Wor

k Ef

fort

Per

cent

Baseline IntegrationWork Effort

UAN 1.0Traditional Development

RELATIVE INTEGRATION WORK EFFORT PERCENTAGES

Management 3%Management 3%

Development 18%Development 18%

Testing 8%Testing 8%

Contingency 6% Contingency 6%

Design 5%Design 5%

60%Savings

100%

40%

Numbers represent Accenture’s estimate to integrate Siebel, Oracle and SAP in a $1billion company across customer, product and order processes

Implementing Business Processes for UAN represents up to a 60% reduction in work effort over custom development

Contingency 16%Contingency 16%

Management 7%Management 7%

Development 47%Development 47%

Testing 20%Testing 20%

Design 10%Design 10%

UAN Reduces Time to Market by 30%UAN Reduces Time to Market by 30%

-200

200

600

1,000

1,400

1,800

Custom Interfaces UAN0 1 2 3 4 5 6 7

UAN

CustomInterfaces

Num

ber o

f Day

s 60% Savings

Project Development BenefitsFortune 500 Company, integrating Siebel, 2 ERP systems across

Customer, Product, and Order Processes

Improve Project Work Effort1 Reduce Time To Market1

Time to Market (months)

7 months

5 months 30%

Accenture estimates that a UAN implementation could eliminate a Accenture estimates that a UAN implementation could eliminate a custom project requiring 2X to custom project requiring 2X to 3X the work effort. UAN could save 60% of the work effort and re3X the work effort. UAN could save 60% of the work effort and reduce time to market by 30%duce time to market by 30%

10

UAN Functionality for Create and Validate Order Business ProcessUAN Functionality for Create and Validate Order Business Process

--Common object data Common object data modelmodel

Common ObjectsCommon Objects

--Framework and Framework and common servicescommon services

Architecture for Architecture for Business ProcessesBusiness Processes

Check PricingCheck Pricing

----------------

--

Non UANNon UAN

SAPSAP

Application Interfaces Application Interfaces (workflow, integration (workflow, integration objects, API objects, API sequencing, etc.)sequencing, etc.)

Submit OrderSubmit Order

IntegrationIntegration

BusinessBusiness

ProcessProcess

Siebel 7.5Siebel 7.5

Request Credit CheckRequest Credit Check

Siebel 7.5Siebel 7.5

SAPSAP

--LegacyLegacy

Request ATP CheckRequest ATP Check

Data TransformationsData Transformations

--LegacyLegacy

UANUANSubSub--AreaAreaFunctional Area TasksFunctional Area Tasks

UAN 1.0 Integration Business ProcessesUAN 1.0 Integration Business Processes

Archive Contact

Archive Account

Delete Customer Group

Update Customer Group

Create Customer Group

Update Contact

Update Account

Query Contact

Query Account

Match Contact

Match Account

Request Contact

Request Account

Sync Contact

Sync Account

Sync Cost List

Update Cost List

Sync Price List

Update Price List

Update Class & Attributes

Sync Class & Attributes

Create Customizable Product

Update Product,

Sync Product

Sync Expense Report

Update Order Async (PIP 3A6)

Request Shopping Cart Transfer

Create RMA Async (PIP 3C1 - Sample)

Request Order Update Async (PIP 3A5)

Sync Catalog* (PIP 2A1)

Create Order Async* (PIP 3A4)

Req. Order Cancellation Async (PIP 3A9)

Request Order Cancellation

Create RMA

Update Order

Sync Asset

Request Order Update

Request ATP Check

Request Credit Check

Create Order

Bi-directional IBP

Customer LifecycleCustomer Lifecycle

ERMERM

Product LifecycleProduct Lifecycle Order ManagementOrder Management

Partner ManagementPartner Management

11

CRM Business ProcessesCRM Business Processes

Marketing Business Processes

Marketing Planning and BudgetingSegmentation and TargetingCampaign DevelopmentCampaign ExecutionResponse CaptureMarketing OperationsCampaign Performance AnalysisMarketing Communication Plan Development

Sales Business Processes

Lead to OpportunityTerritory Mgmt and Opportunity AssignmentOpportunity to QuoteForecastingSolution Design and QuotingOrder to InvoiceOrder Modification/CancellationReverse LogisticsSelf-Assisted OrderingInvoice to CashCustomer Asset ManagementCollaboration and Team SellingIncentive CompensationQuota PlanningGlobal Account ManagementAccount ManagementSales and Service Activities Coordination

Service Business Processes

Contract ManagementService InitiationService DeliveryParts DeliveryParts Order Modification/CancellationParts ReturnParts RepairSelf-Assisted Service DeliveryService Delivery and Resources AdminInvoice to CashReplenishment/Inventory ControlPreventive MaintenanceAssets ManagementProfessional Services Management

Common Processes

Enterprise SetupCustomer ManagementCustomer FeedbackProduct Life CyclePricing AdministrationContent ManagementBusiness Rules AdministrationData Quality ManagementCall Center SupportWeb Support

ERM and PRM Business ProcessesERM and PRM Business Processes

Planning & Budgeting Processes

Compensation PlanningBudgeting

Workforce Training and Development Processes

Performance ManagementTraining Course ManagementDistance Learning ManagementCompetency ManagementHiring and Recruiting

Employee Productivity and Support Processes

Project ManagementEmployee Help Desk SupportEmployee ManagementTime and Expense ManagementEmployee Self-Service

Partner Life Cycle Processes

Channel Strategy Partner Program Management Registration and Enrollment Partner Training and ReadinessProfile Management Joint Partner Planning

Marketing Processes

Market Development Fund RequestIncentives AccrualsChannel Marketing Planning, Budgeting, and AnalysisCollaborative Campaign ManagementNew Product Introduction

Sales Processes

Lead Management (Influence Selling Model)Lead Management (Indirect Selling Model)

Service Processes

Customer Service through Brand OwnerCustomer Service through PartnerPartner Self-Service

ERM PRM

12

Industry Business ProcessesIndustry Business Processes

Telecommunication Business Processes

IP–VPN Order Processing Frame Relay Order ProcessingBusiness Voice Order ProcessingResidential Voice Order ProcessingDSL/Cable Modem Order Processing Residential Cable Order ProcessingResidential DSS Order ProcessingRetail Energy/Utility Order ProcessingWireless Order ProcessingAdvertising Order ProcessingInvoice Presentment Process Balance Transfer ProcessSubmit Adjustment ProcessDeposit Management ProcessSubmit Payment ProcessCancel/Rebill ProcessBudget Billing ManagementInstallment Plan ManagementBudget Billing Mgmt Service AssuranceTrouble/Outage ManagementAffected Customer Determination

Medical Business ProcessesContract ManagementRegulatory Reporting and ManagementProduct Life Cycle Management

Energy Business Processes

Structuring and PricingCampaign Design and ManagementSupply, Demand, and Risk Management SalesCampaign ExecutionOpportunity ManagementProposal ManagementContract ManagementEnrollmentSales ManagementSystem and Network OperationsBilling InquiriesMove-In, Move-Out, and Hook-UpsCredit and CollectionsOutage and Emergency CommunicationsAccount ManagementInformation InquiriesResource Dispatching and SchedulingFinancial ManagementMeter ReadsNew Connections and InstallationsOutage and Emergency RecoveryConnect and DisconnectHome and Family ServiceService Analytics and ReportingWork ManagementBusiness SupportBusiness Strategy and ManagementEmployee Effectiveness

Industry Business ProcessesIndustry Business Processes——ContinuedContinued

Insurance Business Processes

Risk EvaluationQuote/Illustration DevelopmentApplication ProcessingUnderwriting/Case ManagementPolicy IssuanceCustomer InquiryPolicy Change ProcessingPolicy IssuanceUnderwriting/Case ManagementIssue ResolutionNotify First Notice of LossDetermine Policy CoverageSend Payment InformationReceive Estimate InformationSet Reserve LiabilityNotify Reinsurer of Potential Liability

Retail Finance Business ProcessesApplication SubmissionCredit DecisioningAccount SubmissionPartner Integration CIF SynchronizationFinancial PlanningFraud DetectionFinancial CalculationTransaction ProcessingFulfillment

Institutional Finance Business Processes

Analyze PortfolioIndications of InterestQuotationsAlertsOrder SubmissionOrder Status MonitoringPortfolio and Risk Analysis

PharmaceuticalBusiness Processes

Account ManagementMedical Education ManagementFormulary ManagementSamples ManagementData ManagementClinical Trial Management

Consumer Goods

Objective ManagementTrade Promotion ManagementDeduction Management

13

“Siebel Systems understands the application integration issue…..Universal Application Network’s vendor-independent approach is designed to help us better leverage our existing IT investments, decrease time-to-market and lower our deployment and support costs”

“By focusing on our strategic goals for eCRM and accelerating the integration with our SAP and other back office systems, Universal Application Network enables the company to deliver a highly focused market penetration strategy, streamline the order management process, and help us increase revenue ”

“Universal Application Network is exactly the architecture that will enable a rapid integration of our internal and customer-facing applications at a very low cost while giving us maximum flexibility.”

“Siebel is the first vendor to provide a customer-focused solution that allows enterprises to quickly and cost-effectively integrate all their applications using a standards-based architecture, that is both scalable and reliable.”

“The cost-effective, seamless integration capabilities of Universal Application Network, together with the unrivaled functionality of Siebel eBusiness Applications, will enable us to efficiently focus on customer acquisition, retention, and win back.”

“Business process integration based upon proven standards and leveraging existing systems were our fundamental application integration solution requirements. With the introduction of the Universal Application Network, Siebel Systems is the first application vendor to provide a customer-focused solution that allows enterprises to cost-effectively integrate all of their applications while reducing the need for customization, accelerating the CRM deployment success and reducing the total cost of ownership [TCO].”

Universal Application Network Universal Application Network –– Customer FeedbackCustomer Feedback

UAN Value Proposition for XYZ and ABC CorporationUAN Value Proposition for XYZ and ABC Corporation

Best in Class Application Integration Solution

Pre-packaged, industry specific integration business processes

Standards Based

Built for Change

Leverage existing application investments and best-of-breed applications

Leverages proven integration server technologyXYZ

ABC&XYZABC&

UAN will reduce cost and risk of integration

14

UAN SolutionCoordinated by the

Siebel Business Processes and

Integration Server

XYZ CSR

Siebel Application

3rd Party Applications

Customer

Universal Application Network: Address Change ExampleUniversal Application Network: Address Change Example

Customer Calls XYZ to change address

CSR updates address

Updatesaddress

Sends change notification

Receives the change notification

Retrieves updated address from Siebel

Sends change of address to 3rd Party App.


Receives the change of address

SAPSAP LegacyLegacyPeoplesoftPeoplesoft UCMUCM

Updates the change of address

ERPERP SCMSCMOracleOracle Web App.Web App.

SiebelSiebel and SAP Data Modelsand SAP Data Models——Customer AddressCustomer Address

USACountry

95010Zip

130 State StreetAddress

1 1 --37423742Customer #


TransformationTransformationSIEBELSIEBEL

DataDataModelModel

SAPSAPDataData

ModelModel

SAPSAP

Adapter Transport Layer Adapter




Highlight denotes differences in the fields from Siebel data model

U.S.*Country

95010Postal Code*

California*State*


100234*Customer #

15

Example: Common Object and TransformationsExample: Common Object and Transformations

SAPSAPAddress

Common Object

USACountry

95010Zip

130 State Street

8501585015

100 First 100 First AvenueAvenue

1 -3742

Address

1 1 --37423742Customer #

Country

Postal Code

State

Address

S10012345S10012345Common Customer #

U.S.*Country

95010Postal Code*

California*State*


100234*Customer #

8501585015


ArizonaArizona

8501585015


United United StatesStates

ArizonaArizona

1Change Change

Address in Address in SiebelSiebel

2Update Update

Address in Address in Common Common

ObjectObject

3Update Update

Address in Address in SAPSAP

Example: Propagating Address Change to Additional ApplicationsExample: Propagating Address Change to Additional Applications

Address Common Object

USACountry

95010Zip

130 State Street

8501585015


1 -3742

Address

1 1 --37423742Customer #

SAPSAP

U.S.*Country

95010Postal Code*

California*State*


100234*Customer #

8501585015


ArizonaArizona

Country

Postal Code

State

Address

S10012345S10012345Common Customer #

8501585015


United United StatesStates

ArizonaArizona

Address Common Object makes it easier to propagate Address Change to

additional applications USACountry

Zip

Address

8501585015


AA--7890278902Customer #

LEGACY APPLICATION

16

Summary: Integration Architecture Evolution Within Siebel eBusinSummary: Integration Architecture Evolution Within Siebel eBusinessess

• Transports- MQ- XML- HTTP

• Component-Based Architecture- Real-time, Batch- EIM

1998199819951995 2000200019991999

• Standards-Based Interfaces- COM- CORBA- Virtual Business Components

• Enterprise Application Integration (EAI)

- Integration objects- Business Services- Workflow- MSMQ

20022002

• Web Services- SOAP 1.1- WSDL 1.0

• UAN- Business processes - Common objects- Transformations

Business ManagersFaster time to market

Deploy best practice business processes across the organization

Eliminate re-deployment costsReusable application agnostic business process

Increased Customer SatisfactionFlexible architecture allows for rapid modification of business processes

UAN SummaryUAN Summary


TransformationTransformationSIEBELSIEBELDataData

ModelModel

SAPSAPDataData

ModelModel

SAPSAP

Adapter Transport Layer Adapter

Ada

pter

Ada

pter

LegacyLegacyPeopleSoftPeopleSoft

Ada

pter

i2i2

Ada

pter

DealerDealer




IT ManagersReduced Implementation costs

Pre-built solutions instead of building custom solutionsMinimize the number of integration points through the common object modelReduce labor-intensive efforts to build transformation maps

Integration Server flexibilityStandards based solutionMinimize total cost of ownership

17

Thank YouThank You

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