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IT ARCHITECTURE MATTERS ! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE

This presentation discusses the promise of Service Oriented Architecture (SOA) and provides a roadmap to implementing SOA for competitive advantage. It shares the speaker's experience with SOA and their vision for the future.

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IT ARCHITECTURE MATTERS ! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE

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  1. ITARCHITECTUREMATTERS! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE Yogish Pai CTO-IT, BEA Systems yogish.pai@bea.com

  2. AGENDA • The Promise of SOA • A Roadmap to SOA • Our Experience with SOA and Our Vision

  3. WHAT IF WE COULD...? A CIO’S QUESTIONS TO HER ARCHITECTURE TEAM • Deliver business capability in weeks, not months, nor years? • Systematically re-use existing components rather than build? • Integrate seamlessly, organically? • Dramatically lower our end-to-end cost of ownership? • Limit funds at risk to micro-investments rather than massive investments? • Focus on building business processes rather than applications? • Develop in a massively parallel way where we need speed?

  4. WE CAN … THREE MAJOR TRENDS ARE TRANSFOMING ENTERPRISE COMPUTING 1 Service Oriented Architectures • Interoperability enabling new, much faster and efficient ways to deliver IT Speed 2 Low Cost High Performance Platforms • Linux-Intel dramatically reducing TCO of IT Efficiency Differentiation 3 Global Sourcing • Large global supply of skills dramatically increasing affordability of labor

  5. SOA: A PARADIGM SHIFT

  6. AGENDA • The Promise of SOA • A Roadmap to SOA • Our Experience with SOA and Our Vision

  7. A ROADMAP TO SOA Agile IT-Business Services-based Processes • Speed • Efficiency • Custom fit SOA Value Add 3 Services-based Portals 2 Orchestrate services into business processes Data Exposing Services 1 Consolidate services into composite applications providing 360 views Traditional Development and Integration Share information with multiple consumers Time

  8. SOA STEP #1 CONSISTS OF EXPOSING ENTERPRISE INFORMATION TO INTERNAL OR EXTERNAL “CLIENT” APPLICATIONS Data Exposing Services Example: Product Shipping Status 1 External Service Consumers Internal Service Consumers Customer B Procurement Sales Portal Customer Service Customer A Procurement Firewall A single, universal method for making information available to multiple consuming applications independent of their platform Get_Shipment_ Status Service ERP Netcentric Client Server Legacy

  9. STEP #2 CONSISTS OF CREATING PORTAL APPLICATIONS THAT CREATE “360 DEGREE” VIEWS OF THEIR USERS’ WORK ENVIRONMENT Services-based Portals Example: A Sales Portal 2 Consolidation of services into a “composite application” or portal creating 360 views of a user’s world Firewall 360 Sales Portal Get_Customer_News Get_Order_Status Get_Support_Call_History Track_Quota Get_Leads ERP Call Center Sales Force Automation Marketing Automation Netcentric Client Server Legacy

  10. THE SALES BEAcon, A SALES PORTAL INTEGRATING INFORMATION USING A COMMON PARADIGM: SERVICES • Real time, services-based integration of: • CRM • Financials • Order Management • Knowledge/Document management • Collaboration tools • Productivity tools • External information Stock quote Service Alert Service Employee Task Service Account Service Revenue Service Quota Service

  11. STEP #3 IS ORCHESTRATING SERVICES INTO BUSINESS PROCESSES Services-Based Processes Example: A Solution Milestone Invoicing Process 3 Verify Product Shipment Status Verify Project Milestone Status Get Services Burn Rate Map Against Contract Terms Validate Status with Customer Create Invoice Business Process Service Orchestration Get_Contract_Burn_Rate Get_Shipment_Status Get_Milestone_Status Get_Terms Get_Customer_Validation Create_ Invoice Shipping - ERP Professional Services Automation Contract Management Customer Portal Billing Netcentric Client Server Legacy

  12. EXAMPLE: AN HR PROCESS – THE EMPLOYEE ON-BOARDING PROCESS • Services orchestration into a single workflow across: • Peoplesoft • Exchange • LDAP • HR Portal • Easy to reconfigure via Workshop interface

  13. THE NEED FOR “A” IN SOA Opportunities for Architectural Standards and Shared Services Portal 1 Portal 2 … … Portal i Service 1 Service 2 Service 3 Service 4 Service n Enterprise-wide Shared Services or Standards Messaging – Service Directory and Brokering – QoS Management - Application and Database Connectivity – Security – Data Matching – Semantic Model – Profile Management - Single Sign On, etc. App 1 App 2 … … App P

  14. AGENDA • The Promise of SOA • A Roadmap to SOA • Our Experience with SOA and Our Vision

  15. OUR ARCHITECTURE: EVOLUTION OVER THE PAST THREE YEARS 1st Generation SOA: Infrastructure- Centric Architecture 2nd Generation SOA “The Basics” A B C Integrate, Re-Use, and Develop Ultra-Rapidly Extend and Differentiate Efficiently Composite, Services-Based Applications Custom Portal Applications Custom Portal Applications Traditional Packaged Integration Infrastructure Services Infrastructure Services and Integration Hub Traditional Packaged Applications Traditional Packaged Applications Traditional Packaged Applications 2001-2003 End Of 2003+ 1996-1999

  16. Our approach to enterprise architecture. “A Better Approach” Service-Centric Architecture The “Old Ways” Typical Legacy Enterprise Architectures – Complex, Expensive, Rigid Custom Portal Applications Custom Portal Applications …. • Proliferating applications (multiple ERPs, SFAs,etc.) • Costly bolt-on systems and customizations • Point-to-point integrations • Poor data integrity Enterprise Infrastructure Services ERP SFA Call Center … WebLogic Portal WebLogic Platform Packaged Applications

  17. We start with vanilla implementations of industry standard core applications. Core Application Foundation: Simplicity and Efficiency 1 • Industry standard core applications - robust core business logic and data structure • Vanilla implementations • Easier and cheaper to maintain • Easier and cheaper to upgrade or replace • Footprintlimited tobest-of-breed • Onestandard implementation worldwide Core Application Foundation ERP SFA Call Center … 1 Packaged Applications

  18. We integrate and extend our applications with layers of Enterprise Infrastructure Services. Enterprise Infrastructure Services Foundation 2 • Enterprise Infrastructure Services Integrate and Extend architecture: • Portal Services -presentation and user interface services • Shared Business Services -interfaces to the applications: requests for data, or business logic functionality • Messaging & Brokering Services -core integration services: messaging, transport, workflow, brokering, etc. • Shared Application Services - horizontal services and foundational components such as Logging, • Efficient: re-use of common services, few point-to-point integrations • Powerful: business logic and data exposed and shared across enterprise Infrastructure Services Foundation Enterprise Infrastructure Services 2 ERP SFA Call Center … 1 Packaged Applications WebLogic Platform

  19. And build custom portal applications tailored to our business needs. Custom Portal Applications for Unique Capabilities 3 Custom Portal Applications • Flexible: portal-based custom applications tailored to our business needs - Secure customer applications that include business logic and provides interface with Enterprise Services, Applications and Data • Efficient: built on top of the Infrastructure Services (50%+ time and cost savings from re-use of common services) • Powerful: portlets integrate data and business logic from across enterprise Custom Portal Applications Custom Portal Applications …. 3 Enterprise Infrastructure Services 2 ERP SFA Call Center … 1 WebLogic Portal WebLogic Platform Packaged Applications

  20. OUR 1st GENERATION SOA HELPED BUILD FRONT-END PORTAL APPLICATIONS VERY RAPIDLY AND EFFICIENTLY Custom Portal Applications – Front-end Employee Manager Portal eSupport (Customer Self-support) eOrders (Quote-to-Order) eLicense (SW license mgt.) Dev2Dev (developer rel. Mgt.) PartnerNet (Partner rel. mgt.) Renewals (Installed Base mgt.) Enterprise Infrastructure Services Portal Services Shared Application Services Enterprise Services Enterprise Applications – Back-end Enterprise Data Documentum (Content Mgt.) PeopleSoft 8 (ERP) Customers Products Google, Inquira (Search) Siebel (SFA) Employees Partners Yahoo Messenger Ent. Ed. (Chat) Clarify (Call Center) Licenses Directory Services Kana (Marketing Automation)

  21. Presentation Business Delegate DTOs DTOs DTOs Services Domain Content Management Siebel Database Portal Architecture Approach Recommended Approach to Architecture • Based on Service Oriented Architecture which Promotes re-use at all levels • Provides capability to deliver in weeks not months (once we have a stable framework) • Leverage each product for what it is good at, example: WLP for Presentation based on Entitlements • Allows business to combine services to deliver new capabilities • Domain Access Layer provides abstracts the data source and the relationship, there by minimizing the impact of changes to the source systems • De-coupling Presentation from the business logic makes it reliable and scalable Presentation and user interface services Personali-sation Presentation SSO … Search Brokering Login, Registration Entitlements Content Brokering … Portal Services LoggingServices Monitoring Access Control Service Locator Horizontal services and foundational components Search Framework Exception Handling Application Configuration Notification Shared Application Services

  22. “Traditional” Portal Applications Employee Manager Portal eSupport Enterprise Infrastructure Services Shared Business Services Portal Services Messaging & Brokering Services Shared Application Services OUR SECOND GENERATION SOA: SERVICES TO INTEGRATE THE ENTERPRISE AND BUILD COMPOSITE APPLICATIONS Composite Applications Assembled from Business Services Components and Portlets that Expose Enterprise Data and Functionality Composite Applications Sales Portal Services Portal Get_Customer Get_Customer Create_Quote Open_Case Get_Contract Get_History Enterprise Services Enterprise Data Enterprise Applications Customers Products, etc. ERP, CRM, etc. Search, Content Mgmt, etc.

  23. Standard message format required to implement the Service & Message Broker • Standard message format required for handling multiple protocols • Shelter end applications from having to know routing information • Required to route message through the Service & Message Broker • Message Header Attributes: • Message Id: Unique identifies for the message instance • Request type: the time of request or reply the message contains • Source Identifier of source system, for reply routing • Destination: Identification or destination system • Status: Error message • Payload attributes: • XML formatted request / reply message Header Message ID Requesttype Destination Source Status Payload XML Format Request or Reply

  24. Service Finder & Broker Asynchronous Messaging Asynchronous Workflow Service & Message Broker architecture approach PortalApp • All incoming and outgoing messages to the process shall be in standard format • Messages shall not be transformed if they are already in the standard format • The Service and Message broker should be able to handle any protocol or message format • Service can be executed locally or remotely PackagedApp PortalApp Service & Message Broker PackagedApp Transform Process Transform PortalApp Optional Optional All incoming & outgoing message to the process are in canonical format … … … … Vertical/business services: Web Services interfaces to the applications: requests for data, or process … … … … Shared Business Services Core integration services: messaging, transport, workflow, brokering, etc. Service Repository Messaging & Brokering Services

  25. Message and Service Broker converts the messages to a standard format (if required) and routes them to the appropriate destination • Non-standard messages are converted to standard message format before invoking the service broker • The service broker can receive requests from any channel (synchronous & asynchronous) • The services can be invokes either on the Service & Message Broker or remotely ClientApp ClientApp Publish Messages Web Service invocation (WebLogicIntegrator) JMSQueue Web Services Service 1 ClientApp JMSQueue MessageStandardization JMSWorkflow Message Channel Service 2 Request Service … ClientApp Service N OutputFile FileWorkflow Service Repository ClientApp event App ViewWorkflow Message Broker Service Broker

  26. Service Repository Object Attribute Action Service Customer Address Get GetAddiress Customer SupportCase Action GetSupportCases Customer Contact Add AddContact Service Broker component • Ability to handle anywhere from 40% to 70% of all messages routed through the I-Hub • Configurable service broker eliminates the need to implement one Workflow per business process (traditional approach) • Enables administrators to dynamically add / modify shared business services Get Support Cases by Account Header should be fully formed at this time, question still open whether adapters can handle formatting Get Customer Address AddFlatCustomer SupportCaseXML Invoke Sync Service(send w/ reply) Start fromDirect Invocation Yes Yes DetermineService Translate Payload FormatResponse Input Channel SyncCall? SyncResponse? S Start fromChannelMessage Invoke Service(send) PublishResponseMessage to Input Channel All Messages No No Implemented as a single JPD on WLI Translation X-Ref Source Service Transform.object Sync? KE GetSupportCases Publish Message Service eSupport GetSupportCases SupportCaseXML Sync External AddContact AddFlatCustomer Async XML file If no transformation is needed, leave blank XML file

  27. Locator Repository Service Target GetAddiress EJB Service GetSupportCases WSService AddContact Service Broker Client Library enables services to be dynamically deployed / configured • The Service Locator Client library allows for services to be deployed locally or remotely transparently to the client application • Service locator allows for same service invocation whether services are local and invoked directly, or invoked through the Service Broker • Services can be redeployed at will without affecting the client application nor its interfaces Service Provider Environment Client Application WebService Service Interface Service Locator Service Broker Integration Hub Proxy EJB Service Proxy Web Service Proxy WebService EJBService Client Environment Integration Hub

  28. internal users user store Security Model Firewall Firewall Clarify PSFT Siebel 1. client makes a login request Dev2Dev perimeter direct call blocked: no or invalid token 4. save token as cookie 5. client makes a service request eSupport perimeter Integration HUB 3. return a token after authentication Internet Web Services 6. Web service call with user authentication token Request Service PartnerNet perimeter Get Support Cases by Account 7. Authorize web service call vs. token plus user roles eLicense perimeter 2. App forwards authorization request The objective is to leverage this security model for the entire Enterprise – including Network Services Other perimeter Authentication Authority Web Services Authenticate User

  29. Service Finder & Broker Asynchronous Messaging Asynchronous Workflow How it works: business applications interact through Enterprise Infrastructure Services layers. Get_ Case_History Get_Purchase_History Get_ Customer Get_ Licenses Vertical/business services: Web Services interfaces to the applications: requests for data, or process Create_ Order Update _Lead Create_ Contact … Shared Business Services Entitlement Single sign-on … Personali-zation Presentation and user interface services Presentation Authenti-cation Universal User Profile Content Brokering Portal Services Core integration services: messaging, transport, workflow, brokering, etc. Service Repository Messaging & Brokering Services Customer Repository Web Services Security LoggingServices Monitoring Horizontal services and foundational components Unique ID Generator Data Services Exception Handling Application Configuration Shared Application Services

  30. Single sign-on Content Brokering Universal User Profile Presentation Personali-zation Authentication Entitlement WLP WLP WLP WLP WLS WLS WLP WLS Portal Services The architecture leverages the BEA platform and Web Services extensively. Get_Case_History Get_Purchase _History Get_Licenses Web Services Workshop … WLS WLI Liquid Data Shared Business Services Service Repository Service Finder & Broker Asynchronous Workflow Asynchronous Messaging UDDI WLS Other WLI WLI JMS WLS WLI Messaging & Brokering Services Data Services Logging Exception Handling Application Configuration Web Services Security Monitoring Unique Customer ID Generator Customer Repository … WLS WLS WLS WLI WLS WLS WLI Other WLS Other WLS Other Shared Application Services

  31. Sales Portal - Example MyQuotes Get_ Case_History Leads Get_Purchase_History Get_ Customer Get_ Licenses Contracts Intelligence Account AT&T Wireless Seattle Campaigns Create_ Order Update _Lead Create_ Contact … Service Experience Customer News Words you cannot search for and which cannot improve your search include: …. Shared Business Services Overall Statisfaction: 4.5 Loyalty Index: 3.1 Date Date Name Name Product Product Issue Level Issue Level Order History Support Case History 03/15 03/15 P. James P. James WLI WLI 1 1 Entitlement Single sign-on … Personali-zation 03/15 03/15 M. Wright M. Wright WLP WLP 2 2 Presentation Authenti-cation Universal User Profile Content Brokering 03/15 03/15 J. Yu J. Yu WLS WLS 1 1 Professional Services Projects 03/15 03/15 T. Chen T. Chen Workshop Workshop 3 3 Licenses Installed Base Portal Services Project Name Product Status Product License # Contacts IP Addresses 03/15 03/15 A. Petit A. Petit WLI WLI 1 1 Supply Chain Portal WLI In Progress WLI 12345 P. James IP addresses Service Repository Service Finder & Broker Asynchronous Messaging Asynchronous Workflow Enterprise Billing WLP In Progress WLP 67890 J. Chen IP addresses Settlement Automation WLS Complete Workshop 12345 M. McCain IP addresses Customer Care Portal Workshop Complete WLS 67890 A. Haggarti IP addresses Messaging & Brokering Services Customer Repository Web Services Security LoggingServices Monitoring Unique ID Generator Data Services Exception Handling Application Configuration Shared Application Services It allows us to build powerful new business applications. Superior Customer Insight Better Coordination and Sharing Among Selling Team Integration of Selling (what we promise) with Delivery (what the customer experiences)

  32. Get_ Case_History Get_Purchase_History Get_ Customer Get_ Licenses MyContacts Create_ Order Update _Lead Create_ Contact … MyConfigs Support Tools Shared Business Services Events Date Date Name Name Product Product Issue Level Issue Level 03/15 03/15 P. James P. James WLI WLI 1 1 Entitlement Single sign-on … Personali-zation 03/15 03/15 M. Wright M. Wright WLP WLP 2 2 Presentation Authenti-cation Universal User Profile Content Brokering 03/15 03/15 J. Yu J. Yu WLS WLS 1 1 03/15 03/15 T. Chen T. Chen Workshop Workshop 3 3 Portal Services Project Name Product Status 03/15 03/15 A. Petit A. Petit WLI WLI 1 1 Supply Chain Portal WLI In Progress Service Repository Service Finder & Broker Asynchronous Messaging Asynchronous Workflow Enterprise Billing WLP In Progress Settlement Automation WLS Complete Customer Care Portal Workshop Complete Messaging & Brokering Services Customer Repository Web Services Security LoggingServices Monitoring Unique ID Generator Data Services Exception Handling Application Configuration Shared Application Services The new architecture and many of the same services can enable customer facing applications. 360 degree view of my relationship with BEA Improved coordination with BEA and my team members Reduced productivity losses Customer Portal - Example Company AT&T Wireless Seattle Name J. Cheng Service Experience Position Sr. Director, eBusiness Support Case History Order History Professional Services Projects MyLicenses Product License # Contacts IP Addresses WLI 12345 P. James IP addresses WLP 67890 J. Chen IP addresses Workshop 12345 M. McCain IP addresses WLS 67890 A. Haggarti IP addresses

  33. OUR LATEST ARCHITECTURE VISION IN ITS SIMPLEST FORM Universal Portals Applications assembled in remote portals – “the user is the owner”- multi-channel delivery Service Portlet Service Portlet Service Portlet Functionality and Data exposed via Services and Portlets – cataloged in libraries Services Libraries Portlet Libraries Enterprise Services Hub Enterprise Applications and Data integrated via Enterprise Services Hub Application Engines (ERP, CRM, SCM…) Data Sources (Customers, Products,…)

  34. Available Portlets can reside either in internal servers or external providers – all communication to remote portlets through Web Services New functions and content can be added on the fly simply by adding the remote portlet web service definition to the catalog – The resulting portals can be continuously expanded without affecting current functions Google Search x x Configure Portal BEA Weblogic review Go Employee Self Service My Benefits My Information My Payroll My Travel My Purchasing Electronic W2 Sales Support Major Opportunities Customer Contacts Productivity BEA Address Book BEA Email BEA Calendar External Sources BEA news (Factiva) Industry news Stock Quotes Google Search Yahoo Mail x V • Results • LinuxPlanet reviews: BEA Weblogic for Linux… • BEA Weblogic review forum • More >> BEA Email x From Subject Received Yahoo Mail Major Opportunities x Philippe.B…. WLI Strategy 02/04/2004 Dale Slaug... Re: SOA Architecture 02/03/2004 Yogish Pai SOA Architecture 02/03.2004 More >> Customer Name Value x Albertson’s 8.1 WLI / WLP $7.5M AT&T Portal 8.1 … $2M Verizon W.. Platform / Ent.. $15M More >> x x x Sender Subject Date Size My Travel x Conf # Descrfption Start Date jk100@... Friday trip Sun 2/1 2K lara.en… Request Sun 2/1 1K Remind… Birthday Reminder Fri 1/30 3K More >> Draft - Folders - Trash 0192985SFO-BOS-SFO Feb 14 0194677SFO-LHR-SFO Feb 22 Make a reservation >> x BEA Address Book x x BEA News (Factiva) x x Ashburn Go Tom Ashburn 408-570-8628 Email - IM Placement of portlets in the portal will be dynamic and also configurable by user V THE RESULTING PORTALS AGGREGATE PORTLETS HOSTED BY SOURCES AND IS FULLY CONFIGURABLE x • Welcome, Rhonda Hocker • Wednesday, February 4 2004 Registry of existingportlets (local & remote) • Prudential Selects BEA Systems … • E*Trade Japan builds Linux-based … • Norvergcence Standardizes on BEA... • More >>

  35. THIS NEW ARCHITECTURE RADICALLY REDUCES TIME TO BUSINESS VALUE Time to Business Value Delivered 12 - 16 months + • Our 2004 Delivery Model • Ultra-rapid delivery with highly parallel development (each service component has contained scope) • Highly flexible with lower risk 3 - 4 months Weeks* Second Generation SOA Typical ERP – Major Packaged Application Integration First Generation SOA with 12x4 Delivery Model * 3 weeks from requirements to deployment of Web Services (once infrastructure is built) Multiple services can be built in parallel; 3- 4 weeks for assembly of new applications based on pre-built services

  36. We started migrating from Unix to Linux in 2002. Linux-Intel is now our deployment and development standard Deployment Standards Proxy Tier Portal Apps CompositeApps Application Tier Enterprise Infrastructure Services Security Services Shared Business Services Portal Services Integration Services Messaging & Brokering Services Shared Application Services Enterprise Data EnterpriseApplications (ERP, CRM, etc.) Enterprise Services On a case-by-case basis

  37. Enterprise Infrastructure Services Shared Business Services Portal Services Messaging & Brokering Services Shared Application Services Linux is ideally suited for SOAs. High Processing Power for the Dollar Ideal for transaction intensive components (portals, messaging and brokering services) Portal Apps CompositeApps Openness Allows OS tuning for single purpose components where performance is key (messaging and brokering, authentication, security services, etc.) Small Footprint Ideal for creation of single purpose (“plug and play”) appliances (grid computing)

  38. ITARCHITECTUREMATTERS! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE Yogish Pai CTO-IT, BEA Systems yogish.pai@bea.com

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