1. Logosworld.com Building the SOA City 12th June 2008 - Eindhoven 1 Strategies to bring SOA into Enterprises

2. Logosworld.com An Episode from: Building the SOA City Author: Axel Angeli Logosworld.com Adopted for Getronics PinkRocade At Philips Eindhoven 12th June 2007 Author: Axel Angeli Logosworld.com Adopted for Getronics PinkRocade At Philips Eindhoven 12th June 2007 12th June 2008 - Eindhoven 2

3. Logosworld.com Governing SOA evolution 12th June 2008 - Eindhoven 3 SOA is still a secret … Why SOA? SOA Saves 90% IT money Cape Enterprise 2.0 Use cases of (e)SOA What is SOA? How to Get SOA? Imagine SOA Marketplace as a City Blue Elefant SOA Certificate SOA is still a secret … Why SOA? SOA Saves 90% IT money Cape Enterprise 2.0 Use cases of (e)SOA What is SOA? How to Get SOA? Imagine SOA Marketplace as a City Blue Elefant SOA Certificate

4. Logosworld.com SOA is certainly a prime driver for some of the most fascinating changes in the IT world. No wonder that all the big players – like SAP, Microsoft, IBM, SUN, Oracle etc. – claim to be true champions in delivering the best architectural framework. The first touchstone for them will yet be their ability to integrate the many applications found in an enterprise from ERP, to production and pervasive devices like RFID. Truth is that most offerings are a mere revamp of their old-fashioned EAI middleware. But challenges in EAI have changed massively and some solutions may be better armed than others. 12th June 2008 - Eindhoven 4

5. Logosworld.com This presentation promises a vendor independent and critical discussion of the present and future strategies of the market leaders, to see how far away their marketing expectations differ from what they can deliver. To demonstrate the technical possibilities and draw the line for technical excellence some selected shooting stars will also be discussed. Axel will finally make a case for a best of breed blend of mainstream and niche solutions. 12th June 2008 - Eindhoven 5

6. Logosworld.com SOA is still a secret … 12th June 2008 - Eindhoven 6 Many a vendor „sells SOA“ without seeming to know what they are talking about.

7. Logosworld.com eSOA is Still Far Away 12th June 2008 - Eindhoven 7 SAP, IBM, Oracle … they all offer SOA and are yet far, far away from a practible and usable architecture for running services efficiently in enterprises. Offers are immature, incomplete and mostly TOO complicated to use  Offers are immature, incomplete and mostly TOO complicated to use SAP, IBM, Oracle … they all offer SOA and are yet far, far away from a practible and usable architecture for running services efficiently in enterprises. Offers are immature, incomplete and mostly TOO complicated to use  Offers are immature, incomplete and mostly TOO complicated to use SOA Award Contest

8. Logosworld.com Why SOA? Nearly all IT providers now speak of SOA. Do they really now what SOA means? Do we need SOA? 12th June 2008 - Eindhoven 8

9. Logosworld.com IT in ERP today is „vendor-oriented“  The capability of a product decides what to do with the software  Recombination of features is nearly impossible  The capability of a product decides what to do with the software  Recombination of features is nearly impossible 12th June 2008 - Eindhoven 9

10. Logosworld.com 12th June 2008 - Eindhoven 10 We want to „mash-up“ the functionalities of specialized software We want the best of each

11. Logosworld.com 12th June 2008 - Eindhoven 11 A well established and company wide deployed SOA saves typically 90% of IT investment compared to classical implementations. SOA Saves 90% IT money

12. Logosworld.com 12th June 2008 - Eindhoven 12 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 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 Windows is Already a Mashup King

13. Logosworld.com 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  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 12th June 2008 - Eindhoven 13

14. Logosworld.com WWW is already a free market of services  Windows software from download.com  Email from Yahoo, google etc.  Shopping directory by eBay  Books and electronics by Amazon  Homepage provider, blogger tools, social networks …  Windows software from download.com  Email from Yahoo, google etc.  Shopping directory by eBay  Books and electronics by Amazon  Homepage provider, blogger tools, social networks … 12th June 2008 - Eindhoven 14

15. Logosworld.com SAP Is Ready for SOA  Netweaver  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  Netweaver  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 12th June 2008 - Eindhoven 15

16. Logosworld.com Cape Enterprise 2.0 How enterprises learn from the success story of the WWW. Finally. How enterprises learn from the success story of the WWW. Finally. 16

17. Logosworld.com Enterprise 2.0 (3.0?)  „Webification“ of enterprise collaboration  Central Sharepoints for data  Life Collaboration  „You Tube“ for enterprises and life-cams  Desktop-Sharing  Enterprise Search  Semnatic Web  Wiki Libraries instead of directory trees  Enterprise wide discussion forums  ERP   Desktop Integration Application  Outlook  „Webification“ of enterprise collaboration  Central Sharepoints for data  Life Collaboration  „You Tube“ for enterprises and life-cams  Desktop-Sharing  Enterprise Search  Semnatic Web  Wiki Libraries instead of directory trees  Enterprise wide discussion forums  ERP   Desktop Integration Application  Outlook 17

18. Logosworld.com Enterprise 2.0 Learns WWW  Enterprises adopt the succesful WWW  WWW is based on services  WWW is a grown SOA   Learning from AMAZON, Google, XING, Wikipedia, eBAY, YouTube et.al.  Enterprises adopt the succesful WWW  WWW is based on services  WWW is a grown SOA   Learning from AMAZON, Google, XING, Wikipedia, eBAY, YouTube et.al. 18

19. Logosworld.com 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  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 12th June 2008 - Eindhoven 19

20. Logosworld.com SOA is the groundwork for Enterprise 2.0  Enterprise 2.0 is based on collaboration  Collaboration requires SOA  Enterprises are not yet SOA ready …  Enterprise 2.0 is based on collaboration  Collaboration requires SOA  Enterprises are not yet SOA ready … 12th June 2008 - Eindhoven 20

21. Logosworld.com Enterprise Apps Become Services  Enterprise Suites turn into Service Collections 12th June 2008 - Eindhoven 21

22. Logosworld.com Use cases of (e)SOA  Collaboration: Posting news to web site  Write article online No backup  Write article offline Go to web site Post article Change formatting In reality much more complicated  What writers want Write article in outlook Press send and …. Voila!  Collaboration: Posting news to web site  Write article online No backup  Write article offline Go to web site Post article Change formatting In reality much more complicated  What writers want Write article in outlook Press send and …. Voila! 12th June 2008 - Eindhoven 22

23. Logosworld.com Use Cases of (e)SOA  Finding documents  Today most project doc is WRITE-ONLY  Finding is more difficult than writing  SOA provides uniform data access  Every search engine can spider any data source  You can choose search engine  You can use multiple search-engines  Finding documents  Today most project doc is WRITE-ONLY  Finding is more difficult than writing  SOA provides uniform data access  Every search engine can spider any data source  You can choose search engine  You can use multiple search-engines 12th June 2008 - Eindhoven 23

24. Logosworld.com Making sure that we speak of the same. „First confuse the words then the things“ Making sure that we speak of the same. „First confuse the words then the things“ What is SOA? 24

25. Logosworld.com Middleware and ESB are the communication layer They are the streets and code of traffic Middleware and ESB are the communication layer They are the streets and code of traffic SOA is More Than Middleware and ESB 12th June 2008 - Eindhoven 25

26. Logosworld.com  Governance  Frontend  Services  Semantics  Abstraction  Middleware  Persistence  Virtualization  Security & Safety  Physical Layer  Governance  Frontend  Services  Semantics  Abstraction  Middleware  Persistence  Virtualization  Security & Safety  Physical Layer SOA is the Marketplace for Services 12th June 2008 - Eindhoven 26

27. Logosworld.com 27 The important thing in SOA is not so much to obtain new technology as to discover new ways of thinking about them. Thinking different

28. Logosworld.com SOA caters for an infrastructure and basic services to make the execution of services as convenient as possible SOA is the Service Marketplace 28

29. Logosworld.com SOA Component Stack 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 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 12th June 2008 - Eindhoven 29

30. Logosworld.com Duties of Classical Middleware  Data transport (messaging)  Message tracking  ETL: Extract, Transform, Load  Format and protocol conversion  Data mapping  Data cleansing and consolidation  Workflow  Data Source Adapters  Data transport (messaging)  Message tracking  ETL: Extract, Transform, Load  Format and protocol conversion  Data mapping  Data cleansing and consolidation  Workflow  Data Source Adapters 12th June 2008 - Eindhoven 30

31. Logosworld.com The administration and development planning of cities are the role model for SOA governance. How to Get SOA? 31

32. Logosworld.com SOA Evolves like a City And every day there are surprises, you cannot control and predict everything

33. Logosworld.com SOA City City  Citizen  Major  Council  Public relations  Justice  Shops&Commerce  Traffic rules  Post&Transport  Town quarter, habitats … City  Citizen  Major  Council  Public relations  Justice  Shops&Commerce  Traffic rules  Post&Transport  Town quarter, habitats … SOA  Business User  SOA Captain  SOA Council  SOA Evangelist  SOA Arbitration  Services  Protocols: SOAP,BPEL…  Workflow, Process  Subsidiaries, Departmts 12th June 2008 - Eindhoven 33

34. Logosworld.com In the beginning ….  there were isolated habitats  Every farm autonomous  Water, nutrition … all supplied by themselves  That was inefficient  there were isolated habitats  Every farm autonomous  Water, nutrition … all supplied by themselves  That was inefficient 12th June 2008 - Eindhoven 34

35. Logosworld.com 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  Common fountain  Farms specialiing in meat OR crop  Expert services were created Schools, smiths, waggoners, carpenters, bakeries …  One town wall protects everybody 12th June 2008 - Eindhoven 35

36. Logosworld.com Community is more efficient than the sum of individuals 12th June 2008 - Eindhoven 36

37. Logosworld.com Marketplaces for services came to be As communities grew 12th June 2008 - Eindhoven 37

38. Logosworld.com  Cities mean communities  SOA is for communities  Enterprise 2.0 is a community  Cities mean communities  SOA is for communities  Enterprise 2.0 is a community How Getting SOA: Imagine Marketplaces 12th June 2008 - Eindhoven 38

39. Logosworld.com 12th June 2008 - Eindhoven 39 Guilds control needs IT today controls needs  Demand is controlled by supply Guilds control needs IT today controls needs  Demand is controlled by supply Today: IT is regulated like mediaval guilds

40. Logosworld.com Freely interacting agents create an uncontrollable form of complexity Challenges of Interacting Societies 12th June 2008 - Eindhoven 40

41. Logosworld.com Oligarchy cannot cope with complexity 12th June 2008 - Eindhoven 41

42. Logosworld.com 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?  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? 12th June 2008 - Eindhoven 42

43. Logosworld.com Waterfall Doesn‘t Meet Complexity  Waterfall method imply linearity  Waterfall ignores that action may reverberate to earlier conditions  Waterfall is not agile  Waterfall method imply linearity  Waterfall ignores that action may reverberate to earlier conditions  Waterfall is not agile 12th June 2008 - Eindhoven 43

44. Logosworld.com 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  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 12th June 2008 - Eindhoven 44

45. Logosworld.com 12th June 2008 - Eindhoven 45 Coincidence is the only true ruler of the universe. Napoleon Bonaparte

46. Logosworld.com gravitation How do you control planets‘ motion?  Planets are controlled by gravitation.  Gravitation produces a focal point.  Gravitation means attraction.  Planets are controlled by gravitation.  Gravitation produces a focal point.  Gravitation means attraction. 12th June 2008 - Eindhoven 46

47. Logosworld.com Attraction controls communities  Enterprises are communities  Attraction may be More money, less costsMore money, less costs More creativenessMore creativeness More fun and joyMore fun and joy More productivenessMore productiveness Better qualityBetter quality  Enterprises are communities  Attraction may be More money, less costsMore money, less costs More creativenessMore creativeness More fun and joyMore fun and joy More productivenessMore productiveness Better qualityBetter quality 12th June 2008 - Eindhoven 47

48. Logosworld.com A Devine Circle  SOA Creates Attraction  Attraction creates services  Services drive enhancements in architecture  Better SOA creates more attractions  SOA Creates Attraction  Attraction creates services  Services drive enhancements in architecture  Better SOA creates more attractions 12th June 2008 - Eindhoven 48

49. Logosworld.com 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)  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) 12th June 2008 - Eindhoven 49

50. Logosworld.com 12th June 2008 - Eindhoven 50 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. 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. Johann Wolfgang Goethe

51. Logosworld.com Blue Elefant SOA Certificate The Blue Elefant logo is awarded to consultants and organisations that have proven their knowledge in the field of the Service Oriented Architecture. logosworld.com

52. Logosworld.com Blue Elephant League Says Thank You! Lynton Grice Axel Angeli Blue Elephant www.logosworld.com axel-blue.elephant@logosworld.com 12th June 2008 - Eindhoven 52

53. Logosworld.com 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: blueelephants@logosworld.com The Blue Elephant Stampede 12th June 2008 - Eindhoven 53