IBM Software Group SOA on your terms and our expertise 1 SOA in South Africa: A Local Perspective...

IBM Software Group

1SOA on your terms and our expertise

SOA in South Africa:A Local Perspective

SOA

Joe RuthvenSOA Sales [email protected]

IBM Software Group


Where have we done this?

Vodacom

Nedbank

Standard Bank

SAPS

Dept of Defence

Ethekwini

Spar

UBA

Safaricom

Santam

IBM Software Group


What have we done?

Vodacom BPW with Project Delivered

Nedbank SOA Assessment and Ongoing

Standard Bank SOA Assessment, Governance and Ongoing

SAPS BPW and Project delivered

Dept of Defence BPW and Governance

Ethekwini BPW

Spar BPW

UBA BPW

Safaricom BPW

Santam BPW

IBM Software Group


What is it:

BPW

Assessments

Pilot Projects

IBM Software Group


Who did it and who will do it going forward?The skills issues and a Specific Approach:

Advanced Technology Group (ATG)

– BPW, SOA Assessments, Pilot Projects

IBM Software Services

– Subject Matter Experts

– Building bigger team

Business Partners

– Subject Matter Expers

– Consulting• Alternatives to CBM etc

IBM GBS and GTS– “The collective intelligence of the network supercedes any single

contributor” Wired Magazine

IBM Software Group


Methods IDE

Pro

cu

rem

en

t

Fin

an

ce

SC

M

HR

Architecture

Infrastructure

Enterprise Development

Open Source Environment

BA

U *

De

pa

rtme

nts

Sk

ills D

ev

elo

pm

en

t

The Sliver Approach

IBM Software Group


Lets create a presentation for your customer who has NOT bought into ‘doing’ SOA

What are your (the IBM Sales person’s) goals?

1.

2.

3.

You want to sell the customer some software.

You want to sell the customer some IBM software – i.e. you need to differentiate yourself from the competition

After they have bought this software, you want the customer to buy more IBM software the next time for their next project.

IBM Software Group


What content should we put in the presentation?•Start with an attention grabbing fact that defines the problem in the marketplace that we will be addressing and the business value in solving the problem.

•

•

•

•

•

•

•

•Why IBM?

•What are the next steps?

•How does the problem relate to the customer’s industry (or to the customer specifically if you can do this)?

•What is the solution? and why is this different from prior capabilities and better than alternatives?

•How should the customer get started? And how should the customer approach the project?

•What are the ‘gotchas’ – the potential problems the customer should watch for if they do this?

•Justify! – ROI, TCO, …

•Who else has done this and what have their results been?

•How will this work with the customer’s current capabilities?

What questions will the customer want answered?

IBM Software Group


Key Business Drivers for SOA

SOA is a solution to a business problem. If you sell SOA only to IT you are doing a disservice to the customer and to yourself.

Key message for your customer: - Your industry has undergone rapid change in the past, - continues to undergo rapid change now, and - this will continue into the future.

Assess your customer. Do they believe that they need to adapt quickly? Many continue to doubt that change will continue, or believe that the rate of change will slow. This has been shown to be incorrect.

“Everything that can be invented has been invented.” – Charles Duell, commissioner US Patent Office 1899 (attributed)

Provide your client with examples of industry specific changes.

IBM Software Group


•Do you have a single view of your customer for sales, marketing, support, etc.?

•Do you have a view of your business' key performance indicators? Is this view real time or historical?

•If a competitor were to introduce a new capability that you did not currently have, would your company be able to quickly react or would the current project backlog cause unacceptable delays?

•How quickly can you bring on a new supplier or partner? Would it be an advantage to speed this process?

•If you wanted to make a change to a business process that did not require IT to do upgrades or install new products just change business rules or sequence of steps, can you do this quickly with minimal IT involvement?

•If a new disruptive technology were introduced tomorrow (e.g like the web, RFID, etc.) how quickly could your business take advantage of this technology? Are you built to enable flexibility?

•According to the latest IBM CEO study, companies that place an emphasis on the ability to innovate in their business model (rather than emphasizing product innovation or operational innovation) outperformed the market. Is business model innovation a key focus for your company? What actions are you implementing to enable this?

•Can you easily use new partner capabilities in your business processes?

•Do your suppliers have appropriate visibility into your company and vice versa so that you can perform collaboratively to solve a customer issue?

•Can you dynamically adjust to market conditions (e.g. instant in store or online promotions based on customer buying behavior)?

•When you need to make a change to enable improvement in your business (add capability, change a process, etc.) can your IT organization deliver as quickly as you would like?

What are some LOB-oriented questions you might ask to help uncover an SOA opportunity?

IBM Software Group


The Smart SOA™ Widget – DOWNLOAD IT NOW! ibm.com/soa/widget.html

Your personal SOA assistant is here! The SOA web widget is a dynamic, mini application.

Streaming RSS Feed ensures you always have the latest SOA information. Continuously updated views and links to updated videos, case studies, presentations, newsletters, events and more – directly from your desktop

Quickly locate exactly what you need without wading through pages of unrelated content. Customizable by location and industry.

IBM Software Group


Learning Points – SOA Become the customer’s trusted SOA advisor:

We are at an inflection point where business fundamentals change. SOA is this inflection point. If you sell “SOA with IBM”, you have created a sales annuity. You are the incumbent and this will increase your deal flow.If you sell individual products, you get to start over again the next time.

SOA is about Business Flexibility.It enables a company to respond with speed to a customer demand, marketplace opportunity, or external threat - enabling an on demand business.Organizations have not been able to respond with speed to market conditions because of the vertical silo problem – monolithic applications that are hardwired together.

SOA is an architectural style that supports a business’ service orientation.

Involvement of the business and IT is critical for success.Learn some industry specific change drivers to start a discussion with the LOB.Demonstrate the business value of being able to be a flexible business.SOA requires a shift in thinking as well as technology – Build to Change Foster a culture that supports shared services – this is difficult!Where culture fails, governance wins – Strong governance is key!

Selling SOALISTEN! When your customer has identified a problem, don’t jump in with an immediate answer to solve it – keep listening!Focus on one or more of the entry points – People, Process, Information, Connectivity, and Reuse The SOA lifecycle – Model, Assemble, Deploy, Manage – iterate through these stepsSmart SOA™ – Differentiate yourself from the competition – Foundational, Extend End to End, Transform, and Adapt Dynamically project styles.Use the Unified Sales Process – create an SOA sales plan and progress your customer on their SOA journey.Most customers justify SOA projects via cost savings, but afterward all have experienced increased business flexibility and most have reduced risk and grown revenue.

SOA and IBM IBM has over 200 documented customer SOA references and growing!!!IBM has done 5700+ SOA engagements and established a partner community with 4100+ partnersAnalysts have recognized IBM as the SOA leader with a 53% share, gaining share in a fast growing market.Use the WW and Geo SOA resources to help you get started in selling SOA

IBM Software Group


SOA Resources

Enablement: SOA 2007 Messaging webcast: http://w3.webahead.ibm.com/medialibrary/media_view?id=5479

SOA Podcasts: http://w3.webahead.ibm.com/medialibrary/media_set_view?id=1502

SOA Enablement calendar: http://pokgsa.ibm.com/projects/~wwsoaenable/

Resources: Sales XL SOA site:

http://w3-103.ibm.com/software/xl/portal/!ut/p/_s.7_0_A/7_0_2E6?nb=br&ni=soabrand&e=soabrand

SOA for Industry and LOB resources: http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=*&docID=P524460L61893G77

SOA Presentation Depot: http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=XT&docID=K554011X36127H80

SOA References: http://w3-103.ibm.com/software/xl/portal/!ut/p/_s.7_0_A/7_0_IQ?nb=br&ni=soabrand&dg=sales&dt=reference

SOA Scenario materials: http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=XW&docID=U659843N91630X68

SOA Assessment tool: http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=*&docID=O180985W49975N31

IBM Software Group


Make SOA Relevant To YOUR Clients Industry With Resources To Put SOA Value In Their Language

Industry Presentations: Aerospace and defense Automotive Banking Chemical and petroleum Electronics Financial markets Government Healthcare and life sciences Insurance Retail Telecommunications

Day in the Life Demos Aerospace and defense Automotive Banking Electronics Financial markets Government Healthcare and life sciences Insurance Retail Telecommunications

IBM Software Group


Business Services ecosystem announcement highlightsIndustry specific assets and expertise from Business Partners and IBM

SOA Business Catalog

– Contains SOA Specialty Partner and IBM content

– Promotes, facilitates, and enables the ecosystem

– Total Assets – 3500+

• Partners – 62%

• IBM – 38%

– 12,000 Downloads

Industry-specific business services

– Healthcare and Insurance available now

– Banking (payments) – coming soon

Global Business Solution Center

– Capturing industry-specific best practices for global delivery

Business Partner SOA Industry Solutions

– "Ready for SOA" mark

3500+ assets

IBM Software Group


Competition

Steve Mills SVP SWG (7/20/07):Our competitors, in particular Oracle and Microsoft, are being given too much credit for their capabilities. One of the reasons why is that the high level definitions of SOA do not articulate any aspect of scale, robustness or quality of service. SOA constructs can be used in simple applications and integration scenarios as well as complex scenarios. The good news, from a standards perspective, is that all vendors can enable and participate....at least at some level. The problem is that we have not clearly staked out the requirements and qualifications for enterprise integration. We started our SOA effort around the needs of enterprise. An end to end perspective dealing with all processes and all applications. We see the end state and design for it. Others don't and don't care to discuss it since they can't deliver to end to end enterprise class architecture…

(many paragraphs removed here)

If, for our enterprise customers, SOA leads them down the path I have described, then we are the only vendor who can deliver against these requirements. If a customer is willing to write a large amount of additional code it is possible to use the technology from others, on a limited scale, to deliver against the real requirements of SOA. At high scale, across many processes, no customer will succeed attempting to code it all by hand or cobble it together with products from multiple vendors.

Oracle's "ESB" is a combination of AQ and the Data Streams function with the Oracle DB. The DB is therefore the data store and the ESB. It controls flow and recovery. This is not a scalable solution. SOA from Microsoft is based on Biztalk. This is a lightweight asynchronous only mechanism. SAP uses Netweaver. All control and recover is with the SAP application itself. BEA has Weblogic. It is lightweight ESB similar to our lightweight ESB. They do not have a full function transaction monitor/manager version as we do. Tibco has an asynchronous message bus that is slow when recovery is turn on. No vendor has our connector/ adapter portfolio. No vendor has our recovery capability. Add in all of our development tools, systems management and composite application monitoring, our data mapping and integration products along with our portal capability and we far out distance any of our competitors. We are more than years ahead, we are decades ahead.

IBM Software Group


Competitor tactics

Competitor Tactic IBM Counter-tactic

Competitor got there first and set the stage with canned demo

Technology pure-play Focus on business problem and broaden the solution.

Force them to customize to a customer requirement not covered in the canned demo, which will require them to have more people and products to make the demo work.

Competitors frequently sell departmental solutions to establish incumbency

Help customer establish a governance capability that ensures consistency across the organization

Sell through LOB to expand throughout the enterprise.

Sell there too! Focus on business solutions rather than IT capabilities

“IBM is complex. We’re easy and quick.” Provide a vision of the future while focusing on quick return, iterative deliverables.

Competitor is the incumbent If customer is satisfied with competitive product, attempt a surround strategy.

IBM Software Group


Know your Competitor – They know YOU!

https://w3-03.ibm.com/sales/competition/compdlib.nsf/pages/comp

Competitive Project Ofice Ready to do the

hard-work for you

IBM Software Group


Competitive Resources – The Team TIBCO Sales

Jonathan Langley – WW WS

James Finnen – WW WS Competitive Mkting

Bill Riffert – AG only

TIBCO Tech

Mark Kovacevich – WW WS

Wade Dugas – WW WS

Randy Rose – CPO

BEA Sales

Ayalla Goldschmidt – WW WS Competitive

Marketing

Dave Collister – NE only

BEA Tech

Roman Kharkovski – WW WS

AP Competitive Leader

Sid Antflick

Oracle Sales

Chris Priest – WW WS Competitive Mkting

Oracle Tech

Roman Kharkovski – WW WS

Keith Carlsen – CPO, mgr

SAP Sales

SAP SWAT team, Lloyd Adams- WW Sales Lead WW (3) and Geos (8)

SAP Tech

SAP SWAT team Michael Love WW (3) and Geos (7)

Gary Andrews – CPO, mgr

Sun/SeeBeyond Sales

Jonathan Langley – WW WS

James Finnen – WW WS Competitive Mkting

Sun/SeeBeyond Tech

Date post:	27-Dec-2015
Category:	Documents
Upload:	loraine-daniels
View:	219 times
Download:	0 times

IBM Software Group SOA on your terms and our expertise 1 SOA in South Africa: A Local Perspective...

Documents