Transcript Sales Enablement Training for WBS Fabric

Business Process Management enabled by SOA
Building Solutions with
WebSphere Business Services Fabric
© 2007 IBM Corporation
Business Process Management enabled by SOA
Agenda
 Business Process Management enabled by SOA can immediately add
value by aligning business and IT objectives
 WebSphere Business Services Fabric at the core of a BPM enabled by SOA
environment provides dynamic business processes that are designed for
continuous change
 Industry Content Packs can further accelerate specific solutions
 WebSphere Business Services Fabric -- Real World Example
 Conclusion
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© 2007 IBM Corporation
Business Process Management enabled by SOA
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The market demands agility
companies of all sizes need to respond to a “flat world” to
remain competitive
BPM enabled by SOA is the right approach
improves how you design, manage & optimize your business
processes
WebSphere Business Services Fabric delivers
dynamic Business Process Management solutions that are
easier and faster to change
© 2007 IBM Corporation
Business Process Management enabled by SOA
Dynamic Times Demand Agility, Innovation
Businesses Need Ability to Dynamically Respond, Change Rapidly
Oil price
increasing
More volatile,
interconnected,
global business
“CEOs, aren't waiting for the statistics to
match a dictionary definition of recession”
Jan 25, 2008
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© 2007 IBM Corporation
Business Process Management enabled by SOA
BPM from IBM Empowers You To Embrace Change and Continuously
Optimize Your Business
VISUALIZE
UNDERSTAND
Model and
Simulate
Monitor, Predict and Act
Continuously Optimize
Sales
Operations
Partners
Finance
End-to-End Processes
ACT
Rapidly Deploy
and Change
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Rapid Change and Continuous Optimization Requires Dynamic
Business Processes Capabilities
Continuous optimization of
operational capabilities
Hard coded, rigid processes Rapid change led by
the business
Innovative
Business
models
IT centric change
Inconsistency
Real-time accurate
action based on
operational view
Differentiated
products and
services
Leverage
of existing
assets
Sources: IBM Global CEO Survey, 2008. CMP Technologies, April 2007. IBM GBS Global CFO Study 2008.
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Analysts Agree Dynamic Business Process Capabilities Are the Right
Direction

calls them "SOBAs"
 Service Oriented Business Applications (SOBAs) will enable enterprises to
dynamically compose and decompose applications according to business needs.
 IBM is a Leader in Gartner’s Magic Quadrant for Service-Oriented Business
Application Projects 2Q2007

calls them "Dynamic Applications"
 Dynamic applications — software that adds more visibility and collaboration to
today's business processes, while adapting more quickly and cost-effectively to
their changes — represent IT's worthiest hope for enabling real business agility.
 IBM is a Leader in five of six waves for Business Process Management and
Analysis.

calls them "Composite Applications"
 Composite applications — logic and data collected from multiple IT sources and
harnessed with web services standards — are rapidly becoming the development
standard of choice in all IT organizations.
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© 2007 IBM Corporation
Business Process Management enabled by SOA
BPM Enabled by SOA Allows Dynamic Business Process Capabilities Built
on Existing Assets
SOA at the core of BPM
SOA improves how
you design, manage,
and optimize your
business processes by
enabling:
Employee Customer
Partner
Business
processes &
solutions
Business-level
services
Efficient solution building
Reuse of existing assets
IT assets
exposed as
services
Flexibility in change
Operational
systems
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Legacy
Applications
Existing
Packaged Outsourced
Infrastructure Applications Services
© 2007 IBM Corporation
Business Process Management enabled by SOA
Continuous Dynamic Business Process Optimization Aligns Business
and IT Objectives
Business
Objectives
Insulated, Siloed Systems
IT
Challenges
CRM Systems
Insurer CSR
NEW
innovative
products
Phone Calls
Commercial Prospect
SPEEDIER
change
cycles
COMPLEX
processes,
systems
Paper Forms
Phone Calls
PROPRIETARY
applications,
interfaces
Individual Prospect
Consumer Web
Site
CUSTOMIZATION
for niche
markets
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Agent Portals
Brokers and
Agents
Agency Mgmt System
BUDGET
maintenance,
not new
investments
© 2007 IBM Corporation
Business Process Management enabled by SOA
Business and IT Understand Things Differently
Business
Business
User
Business
Leader
Process
Owner
Business
Analyst
“We could double our revenue by
acquiring Open Insurance, but I’m not
sure these guys could complete the
integration.”
“Why does it take them so long to add
a new product to the claims
application?”
“The business process is almost exactly the same for both products.”
“It’s one business function … “Claims””
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© 2007 IBM Corporation
Business Process Management enabled by SOA
IT Faces Challenges That Are Difficult to Communicate
“There are nine different systems and we’ve got
to change code to reconcile each product
correctly.”
“Great… Another product for “Claims”. The last
project took three times as long as estimated.”
IT
“Don’t they understand that we can’t
just add new products “on the fly”?”
IT Leader
IT Developer
“Heather was the developer who knew
all the modules that have to be
updated, but she left last month.”
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IT Architect
© 2007 IBM Corporation
Business Process Management enabled by SOA
Business Services Policies and Business Services Bridge the Gap
Business Services
Business Service Policies
Business
Business
Function
IT
IT Leader
Business
Leader
Process
Owner
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IT Developer
Business
Analyst
IT Architect
Business
User
© 2007 IBM Corporation
Business Process Management enabled by SOA
Describes, Executes Business Services
Adapts, Personalizes Their Behavior via Business Service Policies
WebSphere Business Services Fabric
Business Services
Business Service Policies
Rapid
Response
Increased
IT Value
Customized
User Preferences
Processes, based on
business service
policy, respond fast
and accurately to
specific situations
Existing IT assets
become more
valuable by becoming
elements of dynamic
applications
Process execution
customized based
on preferences and
entitlements of
recipients
Further accelerate deployment with industry-specific assets
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© 2007 IBM Corporation
Business Process Management enabled by SOA
WebSphere Business Services Fabric
Business Services Capabilities At-A-Glance
Information Capture
Map business functions to appropriate IT capabilities
Composition
Create, change business service policies, meta-data
Dynamic Assembly
Direct assembly unique to user at runtime
Governance
Manage, control description and assembly
Subscriptions
Specify who is entitled to access
Performance
Audit, analyze usage patterns
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© 2007 IBM Corporation
Business Process Management enabled by SOA
WebSphere Business Services Fabric
Business Policy Capabilities At-A-Glance
Change outcome of business process
Business user tools so IT can delegate change
Determine:
• Content
What personalized/customized information does user receive?
• Context
How does user receive?
• Contract
Under what criteria does user receive?
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© 2007 IBM Corporation
Business Process Management enabled by SOA
WebSphere Business Services Fabric
Business and IT Can Reach Their Goals
Understand IT services business functions in business terms
IT
Business Reuse services across business functions
Simultaneous use multiple versions of service
Business Leader
Leader
Simplify design, implementation, maintenance, integrationIT of
Mergers and Acquisitions activity
Business Analyst
New channels, geos, products
Pilot new functionality to select group of users
Process Owner
IT Architect
Enrich design time governance over services
Manage “who is using what”
Business User
Dynamically change outcome of business processes
IT Developer
Accelerate SOA adoption
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Agenda
 Business Process Management enabled by SOA can immediately add
value by aligning business and IT objectives
 WebSphere Business Services Fabric at the core of a BPM enabled by
SOA environment provides dynamic business processes that are
designed for continuous change
 Industry Content Packs can further accelerate specific solutions
 WebSphere Business Services Fabric -- Real World Example
 Conclusion
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© 2007 IBM Corporation
Business Process Management enabled by SOA
WebSphere Business Services Fabric
Simplifies
design, implementation, maintenance of business processes
Manages Change
and accounts for variations in delivery of processes based on
Channel, Role, Organization, Geography, Product Line, etc..
Assembles Dynamically
business processes based on the unique invocation of context
Let’s look at an example …
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Process Simplification: Equity Trade Process
 If we could automate this, we could
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Reduce costs
Reduce risk of compliance failures
Reduce settlement time
Increase agility
Increase profit
© 2007 IBM Corporation
Business Process Management enabled by SOA
let’s drill down…
•What is our best execution
policy for this client?
•Which region did the order come from?
•Which execution venues
•Which region is this process executing in?
trade this instrument?
•What require
channel did this order originate from?
•Does this instrument
•What latency can we accept?
post-trade reporting?
•Retail client over web?
•How important is cost?
•Where to?
•Institutional investor over phone?
•Does this client’s
•Who is the competent
classification mandate a duty
•Proprietary
desk?
authority?
of care?
•Are we responsible or is the
client?
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Suddenly the process looks like this…
… and these are barely two steps in the high-level process!
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Think back to the high level process…
 To achieve this view we need to separate business service policy from the
business process
 We need a flexible infrastructure that can assemble business processes
dynamically based on:
- Context
 e.g. - Which geography are we in? What type of client is this?
- Policy
 e.g. - Which execution venues are permissible? Must we report this trade?
- Content
 e.g. - Is the trade value large? Should we split it into smaller pieces?
All represented in a common and consistent manner
 This is Process Simplification through Business Services with WebSphere
Business Services Fabric
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© 2007 IBM Corporation
Business Process Management enabled by SOA
BEFORE WebSphere Business Services Fabric
Insurer’s “as-is” quote process
Insulated, Siloed Systems
CSR
CRM Systems
Phone Calls
Commercial
Prospect
Paper Forms
Phone Calls
Individual
Prospect
Brokers, Agents
Insurance Quote
Sources (multiple
users with different
needs)
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Consumer
Website
Agent
Portals
Agency Mgmt
System
Communication
Channels (different
formats and
standards)
CRM Support
Systems
Auto LOB
Manual
Processing
Home LOB
Clearinghouse
Processing
Consumer
Website Support
Systems
Agent Portal
Support
Systems
Independent Systems
(siloed legacy systems
that support each
channel)
Marine LOB
Specialty LOB
LOB Rating
System 1
LOB Rating
System 2
Other Systems
Back End Processing
Systems (legacy
systems dedicated for
each Line of Business)
© 2007 IBM Corporation
Business Process Management enabled by SOA
AFTER WebSphere Business Services Fabric
Enhanced quote process
policy-based
e.g. Platinum Agents get access to
Preferred Services
CSR
Commercial Individual Brokers,
Prospect Agents
Prospect
CRM
Systems
Member
Portal
Paper
Forms
Phone
Calls
Broker
Portals
File Xfer
Customization Based on User
Multi-Channel Service Delivery
Auto LOB
Home LOB
business
service
“Quick Quote”
dynamic
Marine LOB
customization
Specialty LOB
service selection
LOB Rating
System 1
LOB Rating
System 2
Renewal
Real-time Access to
Back-end Operational
Capabilities
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Agenda
 Business Process Management enabled by SOA can immediately add
value by aligning business and IT objectives
 WebSphere Business Services Fabric at the core of a BPM enabled by
SOA environment provides dynamic business processes that are
designed for continuous change
 Industry Content Packs can further accelerate specific solutions
 WebSphere Business Services Fabric – Real World Example
 Conclusion
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Save Time With Industry-Specific Guidance, Assets
Countless IBM customers
have learned through trial
and error…take advantage!
Assets built with deep,
extensive industry best
practices content
Healthcare
Payor US
Telecom
Operations
Insurance
Property
& Casualty US
Banking
Payment
Further accelerate deployment with industry-specific assets
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Agenda
 Business Process Management enabled by SOA can immediately add value
by aligning business and IT objectives
 WebSphere Business Services Fabric at the core of a BPM enabled by SOA
environment provides dynamic business processes that are designed for
continuous change
 Industry Content Packs can further accelerate specific solutions
 WebSphere Business Services Fabric -- Real World Example
 Conclusion
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© 2007 IBM Corporation
Business Process Management enabled by SOA
BPM enabled by SOA Helped Property and Casualty Insurer
Align Business and IT and Grow Revenue
Business Services and Business
Service Policies used to customize
support services for a diverse
independent agent community
Increased Agent Loyalty
Increased Bottom Line
With IBM BPM
 New quote system launched in 7 mo. to 32 states
 Delivered 100X quotes per month target
 Expected revenue (GPW) increase from 3 to 4%
 New billing solution launched in 3 months
 40% reduction in call center volume
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Agenda
 Business Process Management enabled by SOA can immediately add value
by aligning business and IT objectives
 WebSphere Business Services Fabric at the core of a BPM enabled by SOA
environment provides dynamic business processes that are designed for
continuous change
 Industry Content Packs can further accelerate specific solutions
 WebSphere Business Services Fabric -- Real World Example
 Conclusion
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© 2007 IBM Corporation
Business Process Management enabled by SOA
IBM is a Leader
Gartner, Inc., “Magic Quadrant for Application Infrastructure for Composite- Application
Projects, 2Q07”, by Massimo Pezzini, Michael Barnes, Kimihiko Iijima, David Gootzit, Yefim V. Natis,
Daryl C. Plummer, Jess Thompson, Dale Vecchio, Janelle B. Hill, Simon Hayward, 7 June 2007.
Gartner, Inc., Magic Quadrant for Application Infrastructure for New Service-Oriented Business
Application Projects, 2Q07”, by Yefim V. Natis, Massimo Pezzini, Jess Thompson, Kimihiko Iijima, Michael
Barnes, Daryl C. Plummer, Simon Hayward, 31 May 2007.
This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from IBM Corporation. The Magic Quadrants are copyrighted 2006 and 2007 by Gartner, Inc. and are reused with
permission, which permission should not be deemed to be an endorsement of any company or product depicted in the quadrant. The Magic Quadrant is Gartner, Inc.’s opinion and is an analytical representation of a marketplace at and for a specific time period. It measures vendors against Gartner defined criteria for a
marketplace. The positioning of vendors within a Magic Quadrant is based on the complex interplay of many factors. Gartner does not advise enterprises to select only those firms in the “Leaders” quadrant. In some situations, firms in the Visionary, Challenger, or Niche Player quadrants may be the right matches for an
enterprise’s requirements. Well-informed vendor selection decisions should rely on more than a Magic Quadrant. Gartner Research is intended to be one of many information sources, including other published information and direct analyst interaction. Gartner, Inc. expressly disclaims all warranties, express or implied,
of fitness of this research for a particular purpose.
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© 2007 IBM Corporation
Business Process Management enabled by SOA
IBM is a Leader
The Forrester Wave™: Human-Centric BPMS For Banking And Investments, Q3 2007
by Mary Pilecki, August 30, 2007
The Forrester Wave™: Human-Centric BPMS For Insurance, Q3 2006
by Marc Cecere, Craig Le Clair, and Colin Teubner, September 22, 2006
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a
detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment
at the time and are subject to change.
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© 2007 IBM Corporation
Business Process Management enabled by SOA
Act Now!
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Assessment
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© 2007 IBM Corporation