Integration and mobility for the sales automation with SOA and Cloud

Computing

Alex Sander Azevedo Souza

Solutions Architect

Alex Sander Azevedo

Works as a Solutions Architect at Localiza Rent a Car. Holds a Bsc. in Information Systems Administration and an MBA in Business Strategic Management. Has more then 10 years of experience in IT, in areas such as Software Development, Aplication Lifecycle Management, Integrations, Research and Development, Agile Methodologies, Software and Solutions Architecture in platforms like Microsoft, TIBCO and Salesforce.

Was responsible for many projects where SOA, BPM and Cloud Computing were applied.

Agenda

• Localiza - Overview• Business Issue• Technical Challenges• Solution and MethodologySolution ArchitectureUser interfaceAnalytics and Mashups

• Benefits and Value• Next Steps• Lessons Learned• Q&A

Localiza – Overview

Synergy:

Cost reduction

cross selling

Bargain power

10.871 cars 186 locations in Brazil

43 locations in South America 29 employees

76% sold to final customers

54 stores 763 employees

56.080 cars 2,4 million customers 236 locations 3.570 employees

28.191 cars 684 customers 276 employees

1Q11

Localiza – Overview• RENT3 – 1Q11 – Numbers

• Car rental division: increase of 33,6% of net income, with 29,3% increase in day-to-day # of rentals and 4,1% increase in the average day-to-day rental price

• Fleet rental division: net income increase of 28,7%, with a business volume increase of 19,2% and 7,9% increase in the average rental fare price

• Source: http://www.localiza.com/ir

Business Issue• Largest operator of rental cars in Latin America

• Deliver a solution to support

the sales processes, providing value to the business, with innovation and mobility

• The Salesforce platform was

chosen to support the solutions to be built, due to the aspect of mobility and the fact that each salesman has a netbook with 3G internet access

Technical Challenges

• Spreading BPM and SOA methodologies

• IT selling BPM, SOA and Cloud Computing to business • Integration with Legacy (Compuware Uniface) • Integration between many technologies

- User Interfaces – UX (Salesforce + Spotfire)- Sybase and SQL Server- TIBCO EMS- TIBCO BusinessWorks and Adapters

Solution and Methodology

Business MonitoringBAM and BIProcess Improvement

Process Mapping (as-is)Map process KPI and GoalsKnowledge Management

Process Improvement (to-be)SimulationReview Process KPI and Goals

Technical DesignAnalysis

ImplementationSOA, Process AutomationUser Interface

Business Studio

Business Studio

Salesforce,TIBCO BW

Salesforce, BW, Spotfire

Salesforce, BW

Salesforce + Spotfire

ImplementationDeploy and monitoring

Management

IT

Solution and Methodology

• BPCC – Business Process Center of Competency

• Team to institutionalize management processes, making it, effectively, part of culture and organizational routine

• The main objective should be to achieve organizational alignment through the Governance BPM and continuous production of organizational innovation-centric processes

Solution and Methodology

• Process Improvement (to-be)• Performed by a Business Process Analyst with BPCC (partnership)• Value Chain

Solution Architecture• Event Driven Architecture – Events

exposed to the bus• Legacy integration – Adapters• Mix of technologies involved (Salesforce,

TIBCO, Sybase, etc)

BW Publish

Adapter forActiveDatabase

Tibco Business Works

BW Subscribe

Adapter for Salesforce

Web Services API

DB 1 DB 2

Business rulesConsistencies

Transformations

ESB

JMS

XM

L

JMS

XM

LINTERNET

User interface

Analytics and mashups

Benefits and Value

1. Management and IT actively working together to build up solutions using BPM, Analytics and Cloud Computing

2. User empowerment (Salesforce + Spotfire – users love it!)

Value to Business

Value to IT1. Development cycles are faster - Service reuse and

Event Driven Architecture2. The solution is highly adaptable, scalable and

easier to change3. Analytics through mashups – Productive and very

adaptable4. The learning curve is low

Next Steps

• Deliver more sales-related solutions “in the Cloud” by leveraging the same integration architecture

• Analytics on demand (by enabling the use of Spotfire, Salesforce dashboards and reports)

• Currently evaluating the possibility of exploring more Salesforce CRM capabilities and applications, and not only the Force.com platform

• Integrate the sales solutions with a corporate social network (such as Tibbr or Chatter)

Lessons Learned

• Bring the infrastructure team closer to the development process when defining aspects of Cloud integration (security, etc)

• Use of Distance Education tools to provide access to learning new solutions and features

• Engage IT partners as soon as possible in case of outsourced software factories

• Leverage from TDD (Test Driven Design), a must in Force.com

• Manage your processes and assets – Eclipse (Force.com IDE) + TFS 2008 – Traceability from

requirements to assets

Thanks!

Contacts

Alex Sander Azevedo Souza

alex.souza@localiza.com

http://www.linkedin.com/in/alexazevedo

Twitter: alexsanderbh

Q&A