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IBM On Demand Operating Environment
© 2004 IBM Corporation
Integration For an On Demand World
Your company name
IBM On Demand Operating Environment
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Hosting a successful seminar
A seminar is a personal communication medium in an environment you control. Seminars are an effective and affordable way to deliver messages about the benefits of your products and services to a targeted audience in a concentrated amount of time.
Seminars generally show and tell people about new trends, give industry insights, and sometimes demonstrate how to use new products or get more from the products they already use. They usually avoid “selling” the audience. Instead, seminars act as a door opener, putting you in touch with people who have a need for your offerings and creating opportunities for future contact. When you conduct a successful seminar, everybody wins. Customers and prospects get information they need; you get direct contact with them, as well as leads that help drive your sales process.
Remember that you must demonstrate value in order to encourage participants to come. This starts in the planning stage.
For your existing customers, you can offer value by showing how they can take the next step in e-business leadership using a new strategy, technology or product. For prospective customers, that value might be achieving a competitive advantage, realizing a greater return on investment, or mitigating risk by adopting a new strategy, technology or product. You should tailor your seminar topics according to the value you intend to deliver.
Slide to be removed prior to seminar
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Hosting A Successful Seminar
Give your message more lasting meaning by providing a “take-home kit” that reinforces the information you provide during the seminar. Typical materials include:
• A seminar agenda
• Copies of presentations
• Information about the speaker or presenters
• Solution/product/service information, such as brochures or white papers
• Information about your company
• Company contact information/business cards
• A seminar evaluation form
And most importantly, at the end of the seminar, you must provide something attendees can act upon, a “next step.” A strong call to action can help you determine your “A” leads—those interested in moving on to the next step. Whether it’s signing up for a free assessment, turning in a business reply card, or visiting your organization’s Web site to download a white paper, the call to action must be compelling and something participants can act on immediately or shortly after the close of the seminar.
Slide to be removed prior to seminar
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Hosting A Successful Seminar
Quantifying your success is key to any marketing tactic. Depending on your objectives, the following is a list of things to consider when measuring the event’s success:
• Numeric Results/Conversion factors (projected and actual)
• Number of invitations mailed/number of accepted
• Number of accepted/number of attended
• Number of attended/number of qualified leads
• Number of leads/number of sales
• Revenue of sale
• Cost per attendee
• Cost per lead
• Return versus total investment
• Skills transferred (use this session as a way to train your own sales teams)
The next slides provide a complete customer view for IBM’s on demand Automation program. With these slides and your accompanying demo you will be able to identify a solid interlocking message for the objectives and call to action in your upcoming seminar.
Slide to be removed prior to seminar
IBM On Demand Operating Environment
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An on demand business is an
enterprise whose business processes
—integrated
end-to-end across the company and
with key partners, suppliers and
customers—can respond with speed
to any customer demand, market
opportunity or external threat.
On Demand Business
IBM On Demand Operating Environment
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Traditional The Internet On Demand
StructuredCalculations
Data ProcessingTransactions
Open StandardsConnectivity
FlexibilitySimplicity
Modular Componentseasily defined and manipulated
Dynamic definition and operations
Deepening Integration of IT with BusinessEmerging On Demand Computing Model
IBM On Demand Operating Environment
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Characteristics of on demand businesses
1The need for flexibility and innovation forces increased componentization of the overall business and its processes
Applications evolve on a parallel path— becoming increasingly modular
Simplification of the underlying IT infrastructure is required to support the changes in the business
2
3
IBM On Demand Operating Environment
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What is driving businesses to become on demand?
Business
Technology
Pricing Pressures
Security Threats
Customer Expectations
Challenging Economy
Compliance
Productivity
Linux
Commoditization
Clusters
Grids
Autonomic Computing
Service Oriented Architecture
Blades
Virtualization
Standards
Deeper integration of IT with business
Accelerating advances in technology
The emergence of on demand business
Legacy Systems
Mergers & Acquisitions
Privacy Issues
IBM On Demand Operating Environment
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Info
rmat
ion
Tec
hn
olo
gy
Bu
sin
ess
Pro
cess
es Customer Relationship Management
EnterpriseResource
Management
Product Lifecycle
ManagementProcurement
Value Chain
Management
Bridging the gap between business transformation and IT
Horizontal integration is the new challenge
Customer Connections Internal Systems Supplier Networks
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Driving the need for integration…
Economic volatility and globalization
Business responsiveness
Business process reengineering
Supply chain optimization
Increasing consolidation across industries driven by:
Low interest rates
Increasing valuations
Improving economy
Increasing regulations and industry standards
Sarbanes-Oxley, Basel II
Global Data Sync, RosettaNet, SWIFT
HIPAA, HL7/CCOW
In 2004, the top emerging areas in which organizations plan to invest are enterprise application integration and wireless technology…
The IT Spending Report (2003-2004)AMR Research, August 2003
“”
According to a recent study by Gartner
and the SIA, a staggering 42% of
transactions are still paper based.
Study Shows Industry Making Efforts Toward STO Implementation, Gartner G2, July 03
”“
IBM On Demand Operating Environment
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Do These Challenges Sound Familiar?
External mandates which impose standards & regulatory compliance
Improve operational efficiency – manage
costs
Acquisitions and mergers
Seamless access to infrastructure – any
time / any place
Silos of data – need for a consolidated view of
information & applications
Infrastructure is complex & heterogeneous
More demanding expectations for
personalized service - right now
Protect the security & privacy of critical
information assets
Need to streamline linkages with
partners & suppliers
Do more with less
Legacy system integration
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Benefits of integration
Business challenges Benefits of integration
Provide customized and consistent business information
Improve customer service & responsiveness
Automate, integrate and coordinate operations end-to-end
Reduce cost and operational complexity
Integrate and optimize the use of people and their tools in processes Increase Productivity
Reduce the cost and time of building and integrating new and existing applications
Extend the value of applications
Streamline application upgrades Minimize cycle-time and costs
Transform IT from inhibitor to enabler Allow focus on core competencies
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The average billion-dollar company2: Manages 48 disparate financial systems and 2.7 enterprise resource planning systems Uses standalone spreadsheets for financial reporting (47%)
Businesses integration needs: Regulatory compliance
SOX Section 4042: Large companies: June 15, 2004 Smaller companies: April 15, 2005
Sources: 1. Information Week – Media Network Compliance study of 650 business technology executives (3Q03)
2. Sarbannes-Oxley: The road to compliance (eWeek article – February 2004)
Which regulations will you focus on in 20041?
52%
29%
19%
18%
12%
8%
38%
48%
0% 10% 20% 30% 40% 50% 60%
HIPAA
Sarbannes-Oxley
US Patriot Act
Financial Modernization Act
SEC Rule 17a-4
Calif. Security Breach Law
European Union Privacy Laws
Basel I or II
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Source: Web Services Reach the Big Time – Forrester Research (September 2003) - 75 IT executives in large North American companies
According to a recent surveys, Web services are in demand…
Firms surveyed are most likley to adopt Web Services for:
44%
57%
64%
65%
70%
20% 30% 40% 50% 60% 70%
Supplier Web services
Customer Web Services
Portal integration
Accessing mainframe or legacy systems
Internal application integration
85% plan on using Web services this year, up from 71% a year ago
More than ½ of firms intend to build external Web services
Driven by customer demand, new technology, and need to integrate
The ability to share data across an enterprise (62%) & greater reuse of code (56%) were identified as the top benefits of adopting Web Services
Businesses integration needs: Web Services Adoption
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Customer Example
Safelite: Evolution to On Demand
Replace current mainframe systems with adaptable, Web-based solutions that are flexible and expandable
Expand into different areas of claims processing without interrupting customer service.
Improve customer relationships by streamlining business transactions
Provide more user-friendly tools for employees - and better solutions for customers
Position for future growth with technology that can change with the company’s needs, while reducing IT management costs & improving IT efficiency
Challenge
Solution Standardized on the IBM Business Integration platform
Accelerate development and deployment with a scalable e-business platform and tools
Integrate ERP, SCM, CRM, RTE and custom business applications
Extend business processes to distributors, suppliers and partners
B2B and B2C portals to interact with customers, partners, and employees
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Customer Example
Safelite: Evolution to On Demand
Business benefits
• Increased business flexibility with rapid updates to business processes
• Technically integrate expansion….ability to easily add new partners
• Positioned the company for future growth
Technology benefits
• Increased speed to market by shortening development lifecycle
• Reduced development and system maintenance costs
• Provide secure architecture for e-business
Capabilities leveraged
• Access
• Collaboration
• Business Modeling
• Process Transformation
• Application & Information Integration
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Scope of integration
Securely connecting people with relevant information and processes, anytime / anywhere
Accelerating the deployment of end-to-end business processes to help improve operational efficiency
Integration of information to provide customized, holistic views of the business
The efficient and flexible combination of resources to optimize operations across and beyond the enterprise
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Integration Capabilities
• Business Modeling enables the graphical depiction and simulation of a business process including task descriptions, resources required and decision points
• Process Transformation enables existing applications and information to be reused in new ways
• Access extends data and information to new classes of devices and methods of interaction regardless of connection type
• Collaboration allows users to interact in a personalized way with dynamic information, applications, processes and people
• Application & Information Integration enables multiple information sources and business applications to be combined
• Business Process Management allows you to model, deploy and analyze processes with the goal of managing the end-to-end business process.
Integration of people, processes and information enables business flexibility
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Business Modeling
Graphically design processes and quickly redesign across people, partners and applications
“What-if” simulation of operations to optimize and project business benefits
Fast start to deployment - generates code from model
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Model Personnel Activities, Automated Processes And Applications.
Business Analyst: Cost Return on investment Options
IT Analyst: Applications Data
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Process Transformation
Create new business value from existing IT systems
Integrate traditional zSeries and iSeries applications and new Java applications into an efficient mixed workload environment
Leverage existing enterprise skills and improve developer productivity
Transform business-critical legacy processes into reusable, shareable business components
Transformed user interface and workflow for quick return on investment
Transformed business processes using Web services and Java connectors
Transformed applications and data with tools for discovery, development
and deployment of legacy assets
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Improve the User Experience Increase productivity and reduce training costs by improving the
user experience
Extend existing applications to new users, such as business partners, suppliers and customers
Integrate traditional applications into enterprise portals to provide users with a single, personalized point of access
Reduce development costs by avoiding rewrite of legacy applications
Improved user interface and workflow Integration with WebSphere Portal
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Adapt for Broader Connectivity Develop customer, partner and supplier relationships by
integrating legacy applications into e-business workflows
Flexibly connect to legacy applications and data using:
Web services
Java connectors
Real time data integration tools
WebSphere Business Integration Mainframe Adapters
DB2 Information IntegratorClassic Federation for z/OS
DB2 UDBfor z/OS
Software AGAdabas
VSAM CA IDMS
CA Datacom
IMS
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Access Provide a secure, personalized single point of interaction to people,
data, applications and processes accessed remotely or by pervasive/mobile devices anytime, anywhere
Extended access to buyers and suppliers with relevant information (such as parts info, scorecards, pricing, etc) with new classes of devices
Deliver business value with real-time access and intelligent notification to insure operational efficiency
Public Use Hotspots
Internet Kiosks Cashless Payments
Mobile WorkersWLAN Access
Sales Data Reporting
new devices
Phones & personal devices
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Interacting and collaborating with Resources Anytime and Anywhere Provide common, easy to use, personalized, secure access to people,
data, applications and processes by devices anywhere and anytime Customizable and flexible web portals based on business priorities Integrated collaborative capabilities like email, instant messaging, web
conferencing, team spaces, learning and content management -- easily managed and extended beyond organizational boundaries
IBM On Demand Operating Environment
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Collaboration Personalized single point of interaction with other people and collaboratively
executed business processes
Customizable and dynamically adaptable Web portals based on business priorities
Integrated collaborative capabilities: email, instant messaging, team spaces, Web conferencing, learning, etc.; are easily managed and extend beyond organizational boundaries
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B2E Portals improve employee productivity and speed decision making
B2C Portals increase
customer loyalty and
cross-sell revenue
B2B Portals build partner relationships through integration with your business processes
Content
People
Applications
Processes
Common portal framework reduces costs and meets changing requirements
Use Portal to extend collaboration with Employees, Customers and Partners
Content Applications
PeopleProcesses
IBM On Demand Operating Environment
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Application & Information Integration
Broker reliable high speed communications across
platforms and applications
Federation Placement Transformation
Provide integrated, real-time access to diverse data in a
holistic business view
WebService .NET
J2EE
SAP
CICS
Deliver new Web services based composite applications that extend
and integrate your existing IT assets
Your Your CompanyCompany
OEMsOEMsSuppliersSuppliers
ManufacturersManufacturers CustomersCustomers
Extend business processes to trading partners
Adopt the integration methods that complement your existing infrastructure
Flexibility to grow as your business requirements grow
Automate processes that involve systems and
people
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Optimize The Distribution Of Information Between Applications And Across Locations
Enable all parts of the business to react instantly to new information
Distribute common data to all affected departments at the same time
Hide differences in platform, software architecture and network protocols
Assure delivery of transactions, even when systems and networks go off-line
Reroute, log, and enrich information under central control
Deploy incrementally, project by project, to better manage expense
Minimize risk with industry standard interfaces and protocols
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Business Process Management
Measure business performance against key objectives; Provide framework for improvement
Dynamically change business processes to meet shifting business conditions and meet objectives
Optimize resource reallocation
Process Simulation DataActual Process Data
Compare & Adjust
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Manage the infrastructure in terms
of business systems and processes
Prioritize IT projects based on their impact to business success
Predict potential future problems early
Event-based IT management
Business-based IT management
Manage the Supporting IT InfrastructureIT decisions based on business priorities
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Integration qualitiesSimple, integrated development Common tools platform Re-use and unification of assets
Secure and scalable deployment Common and flexible
deployment environment Flexible management and
security infrastructure
Standards leadership Interoperability Investment protection Freedom of choice
Proven experience Augmented with best practices Improved time to value Risk mitigation
Service Oriented Architecture (SOA) enablement
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A Service Oriented Architecture (SOA) is KeyWhat is SOA? SOA enables connectivity of applications or resources by:
• Representing every application or resource as a service with a standard interface • Enabling them to exchange structured information.
Why do you care?The flexibility to treat elements of business processes and the underlying IT
infrastructure as secure, standardized components (services) that can be reused and combined to address changing business priorities
Services are the building blocks Packaging business functions from new & existing applications in a simple and
standardized way creates services that are available for use Services are used to help get the right information to the right people at the
right time Services can be reused and combined to deploy composite applications to
address new opportunities Increasing use of Web services based on open standards complements
existing services technology
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Weaving Technology into the Fabric of the Business
Business Process View allows business leaders to
understand in realtime the state of key business
processes
IT Process View allows visualization of IT
environment in business terms and management of service levels to business objectives
Business Performance Management allows an organization to understand the
status of business processes across business and IT, put that understanding in context against goals and trends, and take action
quickly to improve execution
ITProcess
View
Business Process
View
BusinessPerformanceManagement
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Integration offerings for operating environment
Products & Services Products & Services Product BundlesInfrastructure
Solutions
IBM WebSphere Application Server IBM WebSphere Portal IBM WebSphere Business
Integration Tools IBM WebSphere Business
Integration Modeler IBM WebSphere Everyplace
Access IBM DB2 Information Integrator IBM DB2 Content Management IBM DB2 UDB IBM DB2 Common Store IBM DB2 Records Manager IBM DB2 Document Manager
IBM DB2 Everyplace IBM DB2 Information Integrator for
Content IBM DB2 DataPropagator IBM DB2 Content Manager for Data
Retention Compliance IBM DB2 Content Manager for
Research Compliance IBM Business Intelligence for
Basel II IBM DB2 DataWarehouse Edition IBM Lotus Workplace IBM Tivoli Business Services
Management Lotus Workplace Web Content
Management
IBM Collaboration Portal Offering IBM Business Integration Offering IBM Information Integration Offering IBM Enterprise Transformation IBM Middleware Solution for Enterprise
Content Mgt. IBM WebSphere Portal for Multi-platforms IBM WebSphere Commerce Partner Portal IBM Lotus Workplace Team Collaboration IBM WebSphere Digital Media Enabler IBM Middleware Solution for Business
Intelligence IBM Compliance Portfolio Framework
TBA 2004
Spectrum of Value for mid-market clients
Products & Services Product BundlesSolution
Building BlocksInfrastructure
Solutions
IBM Business Integration Express IBM Workforce Mobility Offering IBM WebSphere Business Integration Connect
Express IBM DB2 Information Integrator IBM DB2 UDB Express IBM DB2 Content Manger Express
IBM WebSphere Business Integration for Item Synchronization
PLM Express Solutions from IBM IBM WebSphere Portal – Express Plus IBM Domino Utility Server Express IBM Domino Collaboration Express
IBM Mobile Office Entry Jumpstart Offering
Spectrum of Value for larger clients
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2002 Share* 2001-02 Growth %
IBM 23.3% 17.5%
BEA Systems 17.3% 9.6%
Oracle Corp. 9.5% 8.0%
Tibco Inc. 4.9% -19.4%
webMethods Inc. 4.3% 6.3%
Sources: • IDC, “Application Deployment Platform Software Market, 2000-2002, with Leading Suppliers” June 2003 , Dennis Byron, Vice President, Business Process and Deployment Software Research • Gartner First Take "IBM Has Top Share in All Application Integration, Middleware Markets", J. Correia, Y. Natis, M. Pezzini, R. Schulte, 7 May 2003.
* Based on license revenue and license-related service fees
IBM "continued its long time lead of this market,“ IDC says (June 2003)Application Deployment Platform Software Market
Application ServersIntegration Broker Suites
PortalsMessage-Oriented Middleware
Application Platform Suites Composite MarketTransaction Processing Monitors
Total Market
21
N/A1211
2131211
1111111
2000 2001 2002
Worldwide IBM Market Share Position Based on New License Revenue
IBM Has Top Share in All Application Integration Middleware Markets” Gartner Dataquest, May 2003
2000 2001 200219990
100
200
300
Ap
plic
atio
n In
teg
rati
on
Lic
ense
Rev
enu
e
IBM
TibcoWebMethods
SeeBeyondMercaturVitria
2003** Estimate based on 1H03 actual growth rates
The Gap Widens
Source: Wintergreen Research
Leading industry analysts recognize IBM’s market share leadership across the core integration infrastructure components
Market Leadership
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IBM is committed to integration
2,000 customers rely on WebSphere Business Integration
IBM WebSphere customers include 91 of the top 100 global companies (2003)
IBM leads in all areas of Integration, including Application Integration, Portal, Business & Information Integration*
$1 billion annual investment in Engineering, $5 billion in technology acquisition
Sources: Gartner, Sept. ’03, Oct.’02 Aberdeen, Sept. 02
Over 100 million users of Lotus integrated collaborative software
IBM offers over 50 industry-tailored business integration solutions that span 11 industries
Over 450,000 companies rely on IBM DB2 Information Management solutions
IBM On Demand Operating Environment
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Integration delivers confidence, business agility and return on investment
With IBM business integration you can: Improve customer service Reduce cost and improve responsiveness Enhance productivity Extend the value of applications Minimize cycle-time and costs
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