Selling to the Line of Business: Industry specific SOA approaches Unified Sales Process for SOA

1. Selling to the Line of Business: Industry specific SOA approachesUnified Sales Process for SOA Dr. Julius PETER SOA Sales Executive, CEMAAS SWG julius_peter@at.ibm.com

2. Source: IDC SOA Survey 2007

3. Driving Business Value with Service Orientation • Leading industry analysts indicate IT / consulting vendors have done a poor job of making SOA relevant to the business audience • IBM can rise above the clutter of SOA messaging by establishing a clear link between IBM's SOA offering and the buyer's business results • Market data supports this conclusion: • LOBs are most responsible for defining business objectives of IT projects 40% of the time • 63% of respondents perceive SOAs as being business-driven rather than IT-driven (Cutter Benchmark Review, Aug 2004). • SOA is about business change: it speeds business change, facilitates business connections, and enhances business control (Forrester, March 2005). • In 67% of opportunities, middleware is purchased to support business projects with LOB and C-level execs (US Industry Buyer Behavior, Oct 2004). • Combine the basic SOA message (architecture, tooling, runtime, skills) with industry specific business messages • Add in industry specific Assets , e.g. best-of-class • Process models • Data Models • Service Definitions • And double your WIN Chances with your Clients!

4. IBM SOA Business CatalogThe place to find your SOA assets 3665+ IBM &Partner Assets (Over 67% Partner Assets) Banking & Financial Markets • 500+ Reusable Assets Insurance • 400+ Reusable Assets Government • 200+ Reusable Assets Cross Industry • 200+ Adapters • 250+ Portlets • Rational Patterns and Plug-ins • SWG, GTS and GBS SOA Services www.ibm.com/soa/soabusinesscatalog

5. Proven Industry value 400 clients Business structured Easily customized Standards compliant Integrated tooling Open platform Industries Supported Banking, Financial Markets Insurance, Healthcare Payers Telecommunications Retail Industry ModelsPredefined SOA Data, Process, Service Project Manager Process Modeler Business Analyst Solution Architect DataModeler Enable rapid cost-effective SOA solutions Service Oriented Architecture Data Models Process Models Service Models Model Management Model Lifecycle and Governance Methodology Master Data Management EnterpriseData Warehouse BusinessIntelligence Enterprise Applications EntityAnalytics

6. Industry Frameworks IBM Industry Frameworks = IBM Middleware + Industry-Specific Extensions + Industry Standards Support • Industry-specific extensions and accelerators that exploit key industry standards • Process and data models supporting key business area usage patterns, built on an SOA foundation • Offerings from IBM and its Business Partners to implement business processes that drive innovation Software Architecture for Energy & Utilities Service Provider Development Environment Product Development Integration Framework Retail Integration Framework Payments Framework for Financial Services Information Integration Framework

7. Driving differentiation by linking business with IT Through an integrated business solutions portfolio • A Solution:An offering that solves a client's business problem through a combination of • Defined intellectual property, technology frameworks, applications, tools and methodologies from IBM or Business Partners • Industry and subject matter expertise • Global delivery model Strategic Business Drivers Client Requirements Business Solutions IBM & Partner IP e.g. (insert Banking example) Industry Framework Industry extensions e.g. (insert Banking example) SOA Platform & Infrastructure • An Industry Framework:A software platform with following attributes • Industry-specific extensions / standards • Focused on industry-specific business issues/usage patterns • Supports an ecosystem of business partners • Based on service-oriented architecture Technology Platform e.g. Tools, Runtime, Storage

8. Banking Industry Solutions map Modernize & Standardize Legacy Systems For Cost Containment & Increased Efficiency Drive Organic Growth to Deliver Increased Top Line Revenue Strategic Drivers Improve Risk Management to Ensure Regulatory Compliance & Operational Controls Respond to Changing Regulatory Requirements To Ensure Capital Adequacy Enable organization to manage talent & maximize performance Industry Solutions Financial Management Workforce Effectiveness Front Office Optimization Risk & Compliance Back Office Operations • Workforce Performance • Workforce Development • Workforce Collaboration & Knowledge Management • HR Strategy & Transformation • Business Performance Management • Finance Transformation • Business Risk Management Enterprise Risk Management • Customer Care & Insight • Multi-channel Transformation • Branch • Self Service • Contact Center • Channel Integration • Core Systems Transformation • Lending • Credit Risk Collections • Back Office Integration • Payments • Financial Risk Management • Operational Risk Management • Governance and Compliance Solution Offerings Customer Care & Insight (CCI) Framework Payments Framework/ Fin Services (PFFS) Industry Frameworks SOA Foundation Infrastructure: servers, storage, communication networks & associated services Infrastructure

9. Platform(key components) Customer Care & Insight Solution focus Customer Care & Insight Solution • Customer Information Optimization • Insight Optimization • Customer Marketing Optimization • Customer Sales Optimization • Customer Service Optimization • Customer Compliance & Fraud Optimization Solution Offerings IBM Assets • Householding - Concept Stage • Dynamic Product Bundling - Concept Stage • Marketing Communications - Concept Stage • Case Management - Concept Stage • Campaign Management - Concept Stage • Know Your Customer - Development Stage • Up Sell/Cross Sell - Concept Stage • Preferences - Concept Stage • Event Based Decisioning - Concept Stage • Disputes - Concept Stage ISV Ecosystem Customer Care & Insight Framework Industry Extensions • Mapping and integration of WCC to IFW and IAA models • Cognos risk adjusted profitability blueprint • Extension of logical BDW and IIW models, physical models and mapping customer domain and data integration to BDW and IIW Industry Framework Information Mgmt. WebSphere Rational Tivoli Lotus • InfoSphere Warehouse • InfoSphere MDM Server • Enterprise Content Mgmt. • Information Server • IBM Cognos • Business Services Fabric • Process Server • Business Monitor • Application Server • Enterprise Service Bus • Data Modeler • Software Architect • Access Manager • Identity Manager • Forms Infrastructure: servers, storage, communication networks & associated services Infrastructure

10. Government - Defense Network Centric Operations (NCO) Solutions Map

11. IBM Network Centric Operations (NCO) Framework

12. SOA for Industries on www.ibm.com http://www-306.ibm.com/software/solutions/soa/index.html?S_TACT=107AG01W&S_CMP=campaign

13. SOA for Industries on w3.ibm.com http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=XW&docID=O929859E94208P32

14. Available Industry SOA Scenarios on W3 • Healthcare and life sciences • Clinician Services Scenario • Benefits Enrollment Scenario • Claims Transformation Scenario • Solution for COmpliance in a Regulated Environment • Insurance • Claims Management • Life Policy • Channel Management • Media and Entertainment • Media Hub • Retail • Master Data Management • Open POS • Next Generation e-Commerce • Telecommunications • BSS/OSS Transformation Scenario • Next Generation services platform for telecommunications • Unified Services Creation Enviroment • Aerospace and defense • Product Lifecycle Management • Automotive • Product Lifecycle Management • Dealer Collaboration • Manufacturing Productivity • Banking • Core Banking Transformation - Mortgage Lending • Wholesale Payments • Multi-Channel Transformation - Open New Account • Chemical and petroleum • Production Alert • Electronics • Supply Chain Alert • Financial markets • Trade Processing Management Scenario • Payments • Government • Multichannel Access for Social Services and Social Security • Public Safety and Security Rapid Response • eForms: Permits and Licensing

15. How to Win with SOA - the IBM SOA Unified Sales Process • A solution to a frequent SOA sales problem: SOA can be an overwhelming concept – so customers are often reluctant/unsure where to start • A cross IBM SOA sales approach which provides customer value and progresses customer opportunities to really getting the customer started • A method to leverage the power of a team IBM value proposition and effectively sell IBM products and services in support of the SOA paradigm • A pool of trained, qualified resources to assist your account team in driving business around SOA

16. SOA Unified Sales Process – 3 Key Steps

17. USP Step 3 – Selecting the Appropriate Workshop(s)