1. Building the SOA City SOA Market
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SOA Market
Governance
Front-end
Services
Abst-raction
Middle-ware
Persis- tence
Virtua-lization
Security & Safety
Hard-ware
Strategies to bring SOA into Enterprises
It is no co-incidence that the reincarnation of Service Oriented Client Server Architecture und the new vision of Enterprise 2.0 collabarotion paradigms eclipse just now. This publication is about how to succesfully implement SOA in enterprises.

2. An Episode from: Building the SOA City
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Author: Axel Angeli
Logosworld.com
Adopted for Getronics PinkRocade
At Philips Eindhoven
12th June 2007

3. What is SOA?
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4. SOA is More Than Middleware and ESB
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The traditional middleware vendors did a great job in having their audience the impression that buying one of their product will pay for a full featured SOA. Unfortunately the truth cannot be farther away. But SOA is far more than just middleware or the implementation of an Enterprise Service Bus.
Middleware and ESB are the communication layer
They are the streets and code of traffic

5. SOA is the Marketplace for Services
Governance
Frontend
Services
Semantics
Abstraction
Middleware
Persistence
Virtualization
Security & Safety
Physical Layer
SOA Market
Gover-nance
Front-end
Services
Semantics
Abst-raction
Persis- tence
Virtuali-zation
Security& Safety
Hard-ware
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SOA is architecture that allows a convenient addition, removal and exectution of servcies. In addition SOA shall permanently investigate the needs of service usage and decide if some popular service can be offered as public services centrally on top of the SOA marketplace.

6. SOA is the Service Marketplace
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SOA caters for an infrastructure and basic services to make the execution of services as convenient as possible
SOA by nature is a service. SOA is completely useless without services. It is also useless if SOA does not help to make the service deployment and service execution as convenient as possible.

7. SOA Component Stack Governance Frontend Services Semantics Abstraction
Investment, arbitration, SOA marketing
Governance
Design, Accessability, Desktop Integration
Frontend
ERP Components, APIs, UDDI
Services
BI, Search, Semantic Web 3.0, repository
Semantics
Programming, VM, Managed Runtime
Abstraction
Messaging, Workflow, ETL, Data Adapters
Middleware
DB, MQ, Filesys, Replication
Persistence
Ressource sharing, Scaling, Recovery
Virtualization
Firewalls, compliance, encryption
Security & Safety
Network, Hardware
Physical Layer
Governance
Investment, arbitration, SOA marketing
Frontend
Design, Accessability, Desktop Integration
Services
ERP components, APIs, UDDI
Semantics
BI, Search, Semantic Web 3.0, repository
Abstraction
Programming, VM, Managed Runtime
Middleware
Messaging, Workflow, ETL, Data Source
Persistence
DB, MQ, Filesys, Replication
Virtualization
Ressource sharing, Scaling, Recovery
Security & Safety
Firewalls, compliance, Access security, encryption
Physical layer
Network, Hardware
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Middleware is only one of many layers in a full stack of Services that alltogether form a SOA. It is important to understand that the completeness of the stack is the essential, since every individual that operates in a SOA environment can expect the presence of any of the stack layers and promoted services.

8. How Do I Get SOA? Ways to control uncertainty: learn from Cities
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Ways to control uncertainty: learn from Cities

9. EAI SOA Evolves like a City SOA Evolution
Traditional IT
Mainframe
EAI
SOA
And every day there are surprises, you cannot control and predict everything

10. Imagine SOA Governance like City Administration
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Cities went through the same phases of development than IT
There is a stunning similarity between the global development of villages and cities and the evolution of SOA. We speak of the global village and internauts that live in social networks and travel on the virtual highway called internet. The enterprise IT of the future will be a virtual village. We can but learn from the many thousand years of political experience in adminstration and governance of villages.

11. In the beginning …. there were isolated habitats That was inefficient
Every farm autonomous
Water, nutrition … all supplied by themselves
That was inefficient
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In the beginning, when humans started settlements they built isolated farms. Every farm

12. Then habitats started sharing services
Common fountain
Farms specialiing in meat OR crop
Expert services were created
Schools, smiths, waggoners, carpenters, bakeries …
One town wall protects everybody
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13. Community is more efficient than the sum of individuals
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14. As communities grew Marketplaces for services came to be
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Marketplaces for services came to be

15. Enterprise 2.0 Learns WWW Enterprises adopt the succesful WWW
WWW is based on services
WWW is a grown SOA
There is a free market of services 
Learning from AMAZON, Google, XING, Wikipedia, eBAY et.al.
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Enterprises finally understand the benefits of adopting a great some of the succesful concepts and services that have become daily routine for the users of the WWW. Google. Amazon and Wikipedia should be given the merits of havinjg changed our daily life. Especially Wikipedia demonstrated succesfully that communities can produce quality results without a monarchical control based on trust and competition.

16. Enterprise 2.0 „Webification“ of enterprise collaboration
SharePoint instead individual file servers
Life Collaboration
Enterprise Search
Wiki Libraries instead of directory trees
Enterprise wide discussion forums
ERP   Desktop Integration
Application  Outlook
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Enterprise slowly learn the lesson. However, the „webification“ of enterprise IT slowly gets momentum. The barrier between different technologies like Windows and Internet blurs more and more thanks to technologies liek WebDAV and event driven architectures like Microsoft SharePoint.

17. Social Networks are on the rise
Social communities like XINK, LinkedIn
Stay in touch with business friends
The big Mathematical brain: Matheon
Best math genies form a new giant math brain
Developer networks
No OSS anymore  SDN is the place to go
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18. SOA is the groundwork for Enterprise 2.0
Enterprise 2.0 is based on collaboration
Collaboration requires service architecture
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19. Enterprise Apps Become Services
Enterprise Suites
Service Collections
Enterprise Suites turn into Service Collections
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A necessity for a SOA success is a quick transformation of the functionality of enterrpise applications into a collection of services allowing the most important and strongest features to be reused by other applications.

20. Thinking different
The important thing in SOA is not so much to obtain new technology as to discover new ways of thinking about them.
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21. Imagine SOA Marketplace as a City
Cities mean communities
SOA is for communities
Enterprise 2.0 is community
Cities mean communities
SOA is for communities
Enterprise 2.0 is a community
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22. IT in ERP today is „vendor-oriented“
The capability of procucts decides what to do with the software
Recombination of features is nearly impossible
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23. We want to „mash-up“ the functionalities of specialized software
We want the best of each
We want to „mash-up“ the functionalities of specialized software
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24. Windows is Already a Mashup King
We use Microsoft Office
Or may use OpenOffice instead
Use Ulead PhotoImage
Use Browser from Firefox or Flock
Destop Search from Google 
Best of Breed
Just Download, install  Run
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Our modern PC is already a mashup place. Windows is the commonly used operating system. The success of Windows is not because it is the best operating system we could imagine; and it is not because anybody forced us to use Windows; Windows is the operating system standard, because it was the most attractive for both vendors and software users.

25. ERP may Look Like This Soon
Scenario
Run MM on SAP ERP
Use Amazon and vendor catalogues
Run SD on Microsoft Dynamics AX
SRM on Web-based SAP SRM
CRM on Jira
Financials on Oracle
PP on own IBM i5
PM on system of external service partner
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26. WWW is already a free market of services
Windows software from download.com
from Yahoo, google etc.
Shopping directory by eBay
Books and electronics by Amazon
Homepage provider, blogger tools, social networks …
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27. SAP Is Ready for SOA Netweaver BusinessByDesign (ByD)
BAPI delivers SAP as services
Unfortunately not yet complete
Workflow connects to messaging
SRM, CRM, BI are service hubs
Full connectivity via RFC and HTTP
BusinessByDesign (ByD)
An excellent service suite
Dynamics AX and ByD will be ERP champions
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28. How Getting SOA?
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29. Challenges of Interacting Societies
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Freely interacting agents create an uncontrollable form of complexity

30. How Do You Control Complexity?
How to control the crew of a ship?
How to you control an army?
How to govern a city?
How to you control China, Zimbabwe?
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Knowing about complexity does not help us further. We have to understand how we can cope with the challenges of a new complexity. `Lucky we are, that situations of many to many interactions are not new in this our world. Indeed, we encounter complex (this means: non linear) situations of interaction every day and in every level of our human societies.
Why wouldn‘t we ask ourself if they ways how those societies cope with their complex livings give us some proven concepts that we can adopt for our own necessities.
How do you control a project team of 50 people?
Does it really work that you tell them what to do and what not to do - and then it all works?
How do you control the crew of an ocean liner? How do you control an army?
How do you control a company with employees?
How do you control a country like China? Over 1000 Millions of people? Is it really law and order?
Why does then law and order not work in Iraq or Zimbabwe?
For project teams the standard recommendation used to be standardized plans that were called "roadmaps" and looks like a "waterfall" in a typical GANTT-Chart. In fact, such phased plans are based on the assumption that there is an inherent and natural linear cascade of dependencies. Especially the waterfall technique ignores notoriously the possibility that an action at a certain moment of time may reverberate back to previously completed action and invalidate the precondition that was the basis for the cascade. Since you typically cannot control every behaviour at any moment of time of a group of people (or another group of independently acting objects) a waterfall plan is normally useless in real life.

31. Waterfall Doesn‘t Meet Complexity
Waterfall method imply linearity
Waterfall ignores that action may reverberate to earlier conditions
Waterfall is not agile
Waterfalls imply deterministic scenarios and linearity
Waterfalls ignores that actions may reverberate to earlier conditions
Waterfalls are not agile
They cannot cope with uncertainties
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The classical waterfall method is designed for purely linear, deterministic scenarios. In a SOA and Enterprise 2.0 we hardly find situations where we can tell easily up-front with certainty how the consequent action will look like.
Since waterfall requires pre-determination of consequnece a waterfall project method cannot cope with feedback cicles, with uncertainty, and is therefore not agile. Waterfall is therefore no choice for the challenges of Enterprise 2.0.

32. The Paradox of Uncertainty
2-body Theorem
A satellite revolves in an exact elliptical path around it gravitational center point.
3-body Theorem
There is no elementary mathematical formula to calculate the paths of three body that interact with each other
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Uncertainty hits us at palces where we do not expect and where our alleged common sense rebels. We all know from physics that a planet takes an elliptical orbit around a central star. There is a formula well described by Johannes Kepler that lets us calculate the position of the planet in the orbit at any given moment of time.
Unfortunately this is a purely hypothetical constellation. In reality there are far more gravitational fields that may influence the motion path. And now a paradox of uncertainty hits: if there are three freely interacting bodies then there is no mathematical deterministic formula to calculate the exact positioon of all the three bodies.

33. Coincidence is the only true ruler of the universe.
Napoleon Bonaparte
Coincidence is the only true ruler of the universe.
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34. How do you control planets‘ motion?
Planets are controlled by gravitation.
Gravitation produces a focal point.
Gravitation means attraction.
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Let us ask another questions far wider than the widest of our horizons. How do you control the movement of planets?
Again we have an example of mutually interacting but independent objects. Thrown into the void the planets would make them move without a plan and in complete chaos. But there is a magic that makes them move in celestial harmony: gravitation. Gravitation is the point of attraction for the planets. And this leads as to the spur for the secret of true control in interacting systems:
When it comes to the question how to control complex systems the strategy is to build up a focal point of attraction.
gravitation

35. Attraction controls communities
Enterprises are communities
Attraction may be
More money, less costs
More creativeness
More fun and joy
More productiveness
Better quality
Creativeness
Fun and joy
Produc-tiveness
Quality
Money
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36. A Devine Circle SOA Creates Attraction Better SOA creates attractions
Attraction creates services
Services drive enhancements in architecture
Better SOA creates more attractions
Device Circle
SOA Creates Attraction
Attraction creates services
Services drive enhance-ments
Better SOA creates attractions
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37. SOA Stays and Falls With Services
SOA needs Elementary (=Public) Services
Otherwise SOA is like a city without craftsmen
City Services:
Government,&Administration, Police, Justice
Streets, water&electricty, garbage removal
Private Services
Craft, commerce (commodities and assistence)
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38. Johann Wolfgang Goethe
Every bright idea has been thought of before, you only need to try thinking of it again.
Alles Gescheite ist schon gedacht worden, man muss nur versuchen, es noch einmal zu denken.
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39. Blue Elefant SOA Certificate
logosworld.com
Blue Elefant SOA Certificate
The Blue Elefant Certi
The Blue Elefant logo is awarded to consultants and organisations that have proven their knowledge in the field of the Service Oriented Architecture.

40. Blue Elephant League Says Thank You!
July 2005
Blue Elephant League Says Thank You!
Lynton Grice
Axel Angeli
Blue Elephant
12th June Eindhoven •
Axel Angeli, Lynton Grice: Are the big players ready for ESA?

41. The Blue Elephant Stampede
July 2005
The Blue Elephant Stampede
Networking computers means networking people!
Blue Elephants Know That the World is a Village
Blue Elephants evangelize the vision of collaboration of computer software across organisations
Blue Elephants Mentor EAI Projects
Blue Elephants Give Independent Expertize
Contact:
12th June Eindhoven
Axel Angeli, Lynton Grice: Are the big players ready for ESA?