v8.0: The New RSA

1. v8.0: The New RSA

2. Agenda • What is RSA? • Conventional Wisdom • New Wisdom • New Messages • New Product • New Positioning • New Calls to Action • Quick survey of new capabilities • Consumability and usability improvements • Model execution / Sim Toolkit • Architecture interchange and translation (worksheet importer and PES) • Other • Where to go from here • The learning roadmap • Los Links • Deep dive on new packaging, pricing, and migrations

3. RSA: Conventional Wisdom • UML Modeling • MDD • Good standards conformance • Good scalability • Integrations with Rational SDP • Backed and supported by IBM • Bloated • Big • Slow • Complex • Expensive

4. RSA: New Wisdom • More effective IT solution delivery • Managing complex solution architectures • Vertical industry-specific value • Simplified user experience; usability second-to-none • Competitive entry level pricing • The best value in its market

5. RSA: New Messages (Top 3) • Tame complexity: manage, de-risk, and future-proof your IT solutions • Transform complex business goals into scalable, maintainable, robust architectures • Leverage models for comprehension, communication, collaboration, estimation, impact analysis, and architectural governance • Get your architectures right! • Integrate them across business process, data, software, and operations • Test and validate them with model execution • Deliver robust, scalable SOA with confidence • Tools and guidance based upon lessons learned from hundreds of IGS engagements

6. RSA: New Product • New packaging and pricing • New user experience • New capabilities • Improved performance

7. RSA: Not Throwing Out The Baby With The Bathwater… • An even better software factory • Still good standards conformance • Even better scalability • Even better integrations

8. Selling RSA: New Segmentation

9. And Some Old: Actionable EA

10. Selling RSA: New Pricing vs. the Low-End Competition • Use the FTL if needed but recognize that perpetual yields lower total cost of acquisition starting in year 3 • As compared to SparX: an additional $125 per year buys your customer the strongest modeling tool and software factories platform in the market, integrations with the Rational ALM, and IBM support • Steer discussions away from floating licenses if possible (more on this later)

11. Selling RSA: New Calls To Action • Sell per segmentation • High price points for differentiated value in target market segments • Entry pricing elsewhere • Sell with System Architect for Enterprise Architecture Management • For every enterprise architect there are probably 5 or more solution, software, and IT architects who should be using RSA • Beat low-end competition • Comparable capabilities, comparable pricing • Better scalability, integrations, future growth paths, IBM-supported • Help out with Web marketing • LinkedIn, Facebook, … what are you doing right now? Blog – what’s on your mind? • A: something to do with Rational Software Architect • Include link to RSA family page: http://www-01.ibm.com/software/awdtools/swarchitect/index.html

12. Agenda • What is RSA? • Conventional Wisdom • New Wisdom • New Messages • New Product • New Positioning • New Calls to Action • Quick survey of new capabilities • Consumability and usability improvements • Model execution / Sim Toolkit • Architecture interchange and translation (worksheet importer and PES) • Other • Where to go from here • The learning roadmap • Los Links • Deep dive on new packaging, pricing, and migrations

13. 7.5 8.0 Simplification of User Experience • More fine-grained install options to better control footprint and UI complexity • Offset by install “profiles” to simplify selection of feature sets • Minimal footprint by default • Can now suppress some Eclipse things like PDE • still working on suppression of JDT, CVS • Reducing UI “noise”/ number of choices that the “default” user is confronted with • fewer icons in toolbars • fewer choices on menus • fewer choices in wizards

14. Diagram Layers • Key to supporting future CAM mark-up overlays • Show/hide layers to simplify diagrams without deleting elements or creating new diagrams • Lock / unlock layers to prevent editing • Select all elements on layer quickly • Use layers to quickly alter the z-order of multiple shapes

15. Incorporation of IBM ILOG JViews Choice of 15 graph layouts Choice of 7 link layouts Smart label layout Radically improves auto-layout results Enhanced diagram layout Raise your productivity: spend less time hand-formatting your diagrams

16. Themes • Reusable styles that can be automatically applied onto shapes and connectors • Existing shapes and connectors can have styles individually applied onto them • Several themes pre-packaged • Users can create new themes

17. Interaction Overview Diagram and Timing Diagram • Control flows between Sequence Diagrams • Inline Sequence Diagrams • “Concise notation”

18. WSDL  UML Transformation • Create models from complex file content • Multiple WSDL and XSD files to the same model or to different models • Transform the in-line XSD schema defined in the WSDL files • Support imported XSD Schemas • Automatic discovery of the auxiliary WSDL and XSD sources • Highlights the missing auxiliary WSDL and XSD files • Allow setting all the auxiliary sources to be transformed to the same target model

19. Worksheet Import • Initially for UML and UPIA • Import relevant business driver and other EA content for connection to solution architectures • Based on Jet - adaptable for multiple input formats (CSV, worksheets) • Future application for things like importing technical infrastructure to Zephyr topologies

20. PES Interchange • RSA is first to market with this DoD mandate • Only a subset, but it’s “the real deal” • Competitors trying to claim support with smoke and mirrors • Complements our strong story in the DoD/A&P segment for solution architectures and SOAs linked to business drivers and targeted to WebSphere runtimes

21. Model Simulation • UML Action Language • Model execution • UML Behaviors • Activity • Interaction • State Machine • UAL Opaque Action • Deployment topology trace • Break points, restart, suspend/resume • Event / value injection

22. More! • Platform and Standards Updates • BPMN 2 • SoaML 1.0 • UML 2.2 • Eclipse 3.6 • JEE 6 • VS 2010 / .NET 4 • Diagram transparency, rich text, movement feedback, and more • Better integration of BPMN2 & SoaML • Reuse service interfaces within process models • Rational SOMA 2.9 “in the box” • Additional Transformations • BPMN  BPEL • UML  VB.NET • Improved performance • New notational metamodel yields memory reduction and performance gain • Token licensing

23. Agenda • What is RSA? • Conventional Wisdom • New Wisdom • New Messages • New Product • New Positioning • New Calls to Action • Quick survey of new capabilities • Consumability and usability improvements • Model execution / Sim Toolkit • Architecture interchange and translation (worksheet importer and PES) • Other • Where to go from here • The learning roadmaps • Los Links • Deep dive on new packaging, pricing, and migrations

24. Enablement Roadmap for TSEs

25. Enablement Roadmap for Sellers

26. Resources • Seller Roadmap demo kit recordings: tbd • TSE Roadmap topic recordings in CSTEP: https://rcswin11.ratl.swg.usma.ibm.com/cstep/roadMapSkill.aspx?roadMap=336 • RSA wiki: https://www.ibm.com/developerworks/wikis/display/RSA/Home • One-stop information resource • Check out the Articles page - avoid dW / ibm.com search! • RSA family product pages: http://www-01.ibm.com/software/awdtools/swarchitect/index.html

27. Agenda • What is RSA? • Conventional Wisdom • New Wisdom • New Messages • New Product • New Positioning • New Calls to Action • Quick survey of new capabilities • Consumability and usability improvements • Model execution / Sim Toolkit • Architecture interchange and translation (worksheet importer and PES) • Other • Where to go from here • The learning roadmap • Los Links • Deep dive on new packaging, pricing, and migrations

28. RSA Family Repackaging Objectives • A more readily comprehensible, symmetrical portfolio -- no more “Russian dolls with stuff oozing out the seams” • A stronger, more consolidated family “brand identity” -- no more “RSx” • Address some customers’ desire to buy capabilities more discretely • Balance with other customers’ desire to purchase (and Field’s desire to sell) “convenience” offerings • Establish an entry point we can use to broaden adoption, disrupt competitors, and capture more revenue • Do as little harm as possible in terms of impact to established customers and Field (maintenance price, complexity, execution)

29. Legend Required Priced Feature (Chargeable Component) New RSA Packaging: Marketecture View Optional Priced Feature (Chargeable Component) Rational Software Architect (PID) Ext for Comm. Apps $1290 AU $3230 FL Simulation Toolkit $2490 AU $6230 FL Ext. for Integrated Architecture Frameworks $1290 AU $3230 FL Ext. for C++ $2490 AU $6230 FL Ext. for Deployment Planning $1290 AU $3230 FL Ext. for SOA and WebSphere $2490 AU / $4980 FL License per feature, might be mix of AU for “always in use” features and FL for “occasionally in use” features RAD SE Rational Software Architect (“Foundation”, consisting of RSA SE equivalent + .NET + JEE without EJB, minus UPIA and DP) $990 AU / $1990 FL Cloud Client WTP Customer who starts with unbundled model must trade up to RSA4WS as their foundation, in order to get the full RAD content. Rational Software Architect for WebSphere Software (PID) $6690 AU / $13,400 FL Integrated Architecture Frameworks Deployment Planning SOA and WebSphere “Plus” (not a market-visible offering) • EOL: • RSM • RSA SE • Extension for MS.NET One license and one CC with implicitly discounted price, for this set of capabilities. Customers who use this “foundation” may add additional features (C++, Comm Apps, and Sim) by purchasing them from the other RSA PID RAD “Foundation” Rational Software Architect Cloud Client WTP

30. Val Props and Features: RSA (“foundation”) • Tame complexity: manage, de-risk, and future-proof your IT solutions; deliver and demonstrate more value to the business • Focus on what's important and communicate it faster and more precisely • Manage risk, quality, and change more effectively; flush out and better understand requirements; enable more accurate planning and estimating • Maintain more effective control of architecture and delivery outcomes • Effectively manage and re-use solution architectures and architectural building blocks • Manage evolution of, and adherence to, design contracts as development is carried out by geographically and organizationally distributed teams • Focus on creative aspects of solutions and avoid mundane, repetitive work • General modeling with the industry's most robust support for UML 2.2 and a configurable modeling environment that can be tailored to expose "just enough" UML based on role, model, life-cycle phase, and current task • Business modeling with BPMN 2 • Requirements integration, with end-to-end traceability and impact analysis • Model analyses and metrics; extensible query and analysis frameworks • Model reporting with BIRT • Rich SCM integrations, model compare-merge, and extensible team modeling framework • Rapidly develop custom software factories • Quickly create UML-based domain-specific modeling languages tailored to your problem and solution domains • Use graphical mapping tools to quickly development model-to-model transformations • Use exemplar-driven pattern capture tools combined with a rich JET authoring environment to quickly develop model-to-text/code transformations • Lifcycle integrations IBM® InfoSphere® Data Architect; IBM® Rational® Requisite Pro; IBM® Rational® Asset Manager; IBM® Rational® Team Concert; IBM® Rational® ClearCase; IBM® Rational® ClearQuest (shell-share); IBM® Rational® DOORS (third-party integration); IBM Rational System Architect; IBM Rational Requirements Composer • Built-in transformations UML object model to SQL logical data model (IBM InfoSphere Data Architect); UML to XSD; XSD to UML; UML to Java, Java to UML; UML to JPA, JPA to UML; UML to C#, C# to UML; UML to VB.NET, VB.NET to UML; UML to CORBA • Graphical editors: Java; C#; VB.NET; XSD; WSDL • Java architectural analysis, review, and metrics tools • Cloud Client console for interacting with IBM Compute Cloud environments: connect to the Cloud environment and discover, provision, activate, and relinquish Cloud resources

31. Val Props and Features: Simulation Toolkit • Execution of UML 2 Activity models • Execution of UML 2 Interaction models • Execution of UML 2 State Machines • Execution of opague behaviors expressed as UML Action Language (UAL) • Visual animation of behavior diagrams during execution to expose run-time information • ”Next to execute” • Tokens in activity diagrams • Active states in state charts • Executed elements in activity, sequence and state diagrams • Model-level debugging with detailed control of execution • Stepping commands • Breakpoints / ”Run to here” • Suspend, Resume, Terminate, Restart etc. • Injecting events during execution • Run-time prompting • Toplogy Tracing – when used in combination with the IBM Rational Software Architect Extension for Deployment Planning: enables you to see how messages exchanged between the participants in UML behaviors will flow across infrastructure nodes, when the behavior participants are mapped to the infrastructure using a deployment topology model • Get your architectures right • Extends the value of IBM® Rational® Software Architect or IBM® Rational® Software Architect for WebSphere to provide advanced capabilities for requirements identification and validation, design review and validation, and front-end quality assurance

32. Val Props and Features: Extension for SOA and WebSphere • The complete feature set of IBM® Rational® Application Developer for WebSphere Standard Edition • Tools for designing Java EE solutions: UML-to-EJB and EJB-to-UML transformations • Tools for building well-architected, scalable, business-driven SOA solutions • IBM® Rational® SOMA 2.9 practice guidance: based on extensive IBM Global Services SOA engagement experience, this guides you through the processes and around the pitfalls of candidate service identification and service and solution specification • Integration with IBM® WebSphere® Business Modeler – opening process models automatically renders them as UML Activity and Use-case models that can them be used for identification of candidate services and specification of service interactions • Rich tooling, aligned to IBM® Rational® SOMA 2.9 practice guidance, for identifying and specifying services using the OMG standard SoaML modeling language and SoaML-based modeling accelerators (micro-patterns of common service specification constructs that can be easily applied to services models to speed up the modeling process) • Transformations for harvesting service representations (e.g. To participate in model execution-based simulations) and for bottom-up discovery of candidate services: WSDL to UML; Plain-Old Java Object (POJO) to UML; EJB Session bean to UML • General purpose SOA realization transformations: UML Activity to SoaML; BPMN to SoaML; UML to WSDL/XSD, XSD to UML • SOA realization transformations that produce outputs consumable by IBM® WebSphere® Integration Developer, for developing solutions to run on IBM® WebSphere® Process Server: UML to Services Component Description Language; UML to BPEL • UML notation-based graphical editor for WSDL • Deliver robust, scalable SOA with confidence • Extends the value of IBM® Rational® Software Architect to the delivery of Java Enterprise Edition solutions, SOA solutions, and solutions targeted to IBM WebSphere Application Server and IBM WebSphere Portal Server • Tools and guidance based upon lessons learned from hundreds of IGS SOA engagements

33. Val Props and Features: Extension for Integrated Architecture Frameworks • The UML Profile for Integrated Architectures (UPIA) to support rich graphical representations of business-level and environmental concerns that can be richly interconnected to requirements and representations of solution architectures • Extensive capabilities for supporting U.S Department of Defense Architecture Framework 2 (DoDAF 2) including interchange via PES • A very flexible environment that can be extended to support additional architecture frameworks and their associated iconographies, queries, views, and reports • Import data from comma-separated value files and spreadsheets • Ensure business-aligned outcomes • Leverage Integrated Architecture Frameworks and integration with requirements management to represent business concerns and richly interconnect them to the requirements and representations of your solution architectures • Import and translate business and enterprise architecture data so you can communicate them more effectively

34. Val Props and Features: Extension for Deployment Planning • Deployment planning based upon semantically and visually rich deployment topology models • Integration with UML and Eclipse, enabling conceptual (UML, SoaML) or concrete (e.g. EAR, WAR) representations of to-be-deployed software to be mapped to deployment plans • Deployment planning tools that guide you to create plans that ensure the environmental and non-functional requirements of to-be-deployed software will be fulfilled by the correct infrastructure, correctly configured • Rich tool palettes that include representations of many infrastructure technology domains and encapsulate extensive knowledge of the technology capabilities and configuration points • Ability to create and re-use infrastructure topology and deployment plan templates (patterns) to drive standardization and accelerate the deployment planning activity • Topology reporting with BIRT • Integration with IBM® Rational® Asset Manager for managing deployment templates, custom domains (palettes), and plans • Integration with IBM® Tivoli® Application Dependency Discovery Manager, to seed the creation of topologies and templates based on actual provisioned infrastructure and “live” configuration data registered in IBM® Tivoli® Change and Configuration Management Data Base • Improve delivery outcomes and reduce waste (muda) • Bridge the Development-Operations communication gap with semantically rich topology templates and deployment models • Ensure that your software solutions deploy correctly on the first attempt

35. Val Props and Features: Extension for Communications Applications • Call Flow modeling • Design of SIP and converged servlet applications • Design of SIP call flows • Generation of SIP servlets (extends the UML to Java transformations) • Reverse engineering of call flow models from recorded network traffic • Generation of SIP test sets for use with the open source SIPp testing tool • A complete SoaML model of the Parlay X specification that enables you to leverage the capabilities of IBM® Rational® Software Architect Extension for SOA and WebSphere to design and realize Telecom Web Services based on Parlay X • A sample model based on the TM Forum NGOSS SID model, with guidance for using the NGOSS models in development of telecom solution • Smarter CEAs • Extends the value of IBM® Rational® Software Architect or IBM® Rational® Software Architect for WebSphere to provide advanced design and delivery tools for solutions that include Communications Enabled Applications (CEAs) and integration of CEAs with back-end operational and billing systems (OSS/BSS)

36. Val Props and Features: Rational Software Architect for WebSphere Software • All features of RSA • All features of Extension for SOA and WebSphere • All features of Extension for Integrated Architecture Frameworks • All features of Extension for Deployment Planning • All features in the delta between RAD Standard Edition and full RAD • Java™ EE Connector (J2C) tools to help you create J2C client applications for CICS and IMS systems • WebSphere® Adapters tools that support the IBM® WebSphere Adapters runtime software to help you create client applications for SAP Software, Siebel Business Applications, PeopleSoft Enterprise, Oracle E-Business Suite, and JD Edwards Enterprise One • Line level code coverage, advanced code review and debug tools • Static problem determination tools (line level code coverage enhancements) • Dynamic problem determination tools: Debug tools for JEE6, enhanced profiling • Collaborative debugging environment with integrations with IBM® Rational Team Concert that enables teams to share live debug sessions between team members • Delivers the combined value proposition of multiple IBM® Rational® IT Solution Architecture and Construction offerings in a single, convenient package with an implicitly discounted price point

37. With all this goodness comes a little short-term pain…

38. Floating License Price Changes • Traditional AU to FU ratio dating back to Rose: 1.75 to 1 • New ratio for “lived in” offerings (RSA, RSA4WS): 2 to 1 • New ratio for “intermittently used” extensions: 2.5 to 1 • Why did we change the “lived in” ratio? • we think this better reflects the value that customers in the aggregate are now getting from FU as compared to a decade+ ago, by virtue of teams being more distributed across geographies/time zones • From our point of view customers have been living on borrowed time for several years now • it brings RSA's ratios into line with Rhapsody's • In theory removing another price-based temptation to pitch RSA where Rhapsody might otherwise be a better fit

39. Entitlement Migration Paths • These are free (entitled) migration paths that afford feature parity • In terms of maintenance renewals, these paths are as price-neutral as we could make them, except where our intent was otherwise (C++, floating licenses) Replacement offerings EOL offerings Extension for Integrated Architecture Frameworks RSM (1 to 2) $2070 AU list $1290 AU list RSA (“foundation” and on-ramp) RSA SE (1 to 4) $990 AU list $2730 AU list Extension for C++ $2490 AU list Subsumed into RME for MS.NET Extension for Deployment Planning $778 AU list $1290 AU list RSA4WS (1 to 1) RSA for WebSphere Software $6690 AU list $6310 AU list

40. Operationalizing the Migrations • On August 20 all holdings of RSM and RSA SE will be converted into holdings of the entitled replacement offerings • As customers then come up for renewals they will be quoted the replacement renewal prices • Letters go out ~90 days in advance of anniversary date • “Sticker shock” will ensue

41. RSM Customers Extension for Integrated Architecture Frameworks RSM (1 to 2) $2070 AU list $1290 AU list RME for MS.NET Subsumed into RSA (“foundation” and on-ramp) $990 AU list $778 AU list • 10% price increase for AU • 46% price increase for FU • ~ 23,000 licenses, ~ 500 points of purchase, average of ~ 45 renewal events per month • “Sticker shock” mitigation tactics: • Let them drop Extension for IAFs altogether (not desirable) • Let them drop some AU Extension for AU and trade some for FU to reduce cost overall • If IAFs simply isn’t interesting but something else at same price point such as Deployment Planning might be, do “on request migration” to accomplish a lateral swap • Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up” • Floating: special bid trade-down to AU if they don’t think they can provision more than 2 users per FU license

42. Extension for Integrated Architecture Frameworks $1290 AU list RSA (“foundation” and on-ramp) $2730 AU list $990 AU list RSA SE Extension for C++ $778 AU list $2490 AU list Subsumed into RME for MS.NET Extension for Deployment Planning $1290 AU list RSA SE Customers • 222% price increase for AU • 306% price increase for FU • <3,000 licenses, < 200 points of purchase, average of ~15 renewal events per month • “Sticker shock” mitigation tactics: • Encourage them to drop C++ if they don’t use it • Let them drop other extensions altogether if necessary (not desirable) • If IAFs and Deployment Planning simply aren’t interesting but Sim is or SOA/WS is, do a special bid two-for-one “trade down” • Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up”

43. RSA for WebSphere Customers RSA4WS (1 to 1) RSA for WebSphere Software $6690 AU list $6310 AU list Subsumed into RME for MS.NET $778 AU list • 6% price increase for AU • 22% price increase for FU • ~55,000 licenses skewed to ~55% floating, ~1500 points of purchase, average of ~100 renewal events per month • “Sticker shock” mitigation tactics: • Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up”

44. Supplemental

45. Businesses are facing unprecedented challenges Business transformations Shifts from Operational to Strategic IT Mergers and Acquisitions Globalization Differentiation Business Continuity Management Regulatorymandates Market shifts IT Saturation Continual customer innovation Transparency, Regulatory Compliance 45

46. Project Manager Systems Engineer Customers value architecture in multiple ways Solution Architect EA Portfolio Manager CIO Business Analyst • Cost reduction • Risk reduction • Time to value • Time to market • Flexiblility & robustness to enable future innovation • Standardization • Automation • Reduced defect injection Enterprise Architecture expresses and helps reveal business needs Architecture enables those business needs to be met by facilitating better collaboration among the various stakeholders Solution Operations Manager Deployment Specialist Project Developer • Clarity • Productivity • Time to release Tester Maintenance • Problem determination efficiency • Defect closure rate

47. Strategy / Initiatives / Architectural Governance Breadth – “Something of Everything” Architecture Landscape: Variants of Scope and Purpose Non-Project-Specific Operational Monitoring and Management Asset Portfolio Management Focus – “Everything of Something” Portfolio Optimization Program Management Deliveries PLM

48. A Project Planning and Architecting Project Planning and Architecting Project Planning and Architecting Analyze and prioritize Analyze and prioritize Analyze and prioritize Analyze and prioritize Understand strategy and motivation Understand strategy and motivation Understand strategy and motivation Solution Planning Solution Planning Solution and Asset Portfolio Management Understand strategy and motivation Manage transformation Manage transformation Manage transformation Enterprise Planning Manage transformation Report and adjust Report and adjust Report and adjust Project Building Project Building Project Building Report and adjust Architecture Landscape: Multiplicities, Planning Cycles A.A A.C Key point: planning and execution cycles at these levels are somewhat asynchronous A.B A.C.1 A.C.1 A.C.1 A.B.1 A.A.1

49. Enterprise Architects Architecture Landscape: Roles Business and IT Management Stakeholders Business, Systems Analysts Solution Architects Software Architects Data Architects Operations/IT Architects Systems Engineers Additional differences may include things like preferred representation formats. Key point: different architectural concerns deserve best-of-breed point tools Developers

50. System Architect, Focal Point, RAM Overlay: IBM Offerings EA WBM, IDA, RSA “Complex Systems of Systems” RSA, RBD IT Rhapsody EM Systems