© 2015 IBM Corporation0
IBM Systems - Middleware
IBM Integration – Multi-speed IT
Andrew Humphreys
IBM Systems Middleware
Integration Offering Management
© 2015 IBM Corporation2
IBM Systems - Middleware
Todays consumer drives different IT agendas
Click and collect
91%always keep
mobile at arms reach
75%act on location-
based offers
49%of consumers use
2+ channels to make purchases
70%trust brand
recommendationsfrom social
media friends
© 2015 IBM Corporation3
IBM Systems - Middleware
3
1
2
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Customers are redefining the shopping experience
• More customer touch points
• Expectations of a brand experience continue to grow
• Customers start/stop and switch channels at will
Expanding scope of integration projects
• Need broad, universal integration technology
• Integrating the channels– eCommerce, physical stores, enterprise, mobile
• Integrating across more diverse retail environments
Innovation enables more flexibility
• Retailers are adopting APIs in order to foster a culture of third party innovation and ultimately drive revenue
Paradigm shift in focus for the Retail Industry
© 2015 IBM Corporation4
IBM Systems - Middleware
Evolving landscape driving faster deliver methods
Branch Branch & Call center Multichannel & Website Omnichannel
Traditional IT
Hardware focus
Terminal access
Build in house
Project based rollout
Centrally hosted
Delivery in years
e-Commerce
Software focus
Browser access
Buy in packages
Commodity hardware
Centrally hosted
App Stores
Apps & Data focus
Mobile access
Crowd source
IaaS, PaaS
Continuous delivery
Instant deployment
© 2015 IBM Corporation5
IBM Systems - Middleware
What percentage of Fortune 500 companies in 1990 no longer exist?
50%
What percentage of Fortune 500 companies in 2000 no longer exist?
70%
© 2015 IBM Corporation7
IBM Systems - Middleware
Example of digital disruptor: Ride-sharing service Uber
• The entire user experience is unified on a mobile device
• Everything about the service is literally at the customer’s fingertips
• The service operates with remarkable transparency
• Up front, you know when your car will arrive, what type of car it is, the driver’s name, how many miles you have to travel, and the total cost
• The company has eliminated considerable friction from the process
• For instance, the service is billed automatically to your credit card—no need to fumble for cash or even figure out a tip
• The company had a global strategy from day one
• More and more travel is global, and consumers want to use services they’re familiar with and trust anywhere in the world they go
© 2015 IBM Corporation9
IBM Systems - Middleware
Definition:
Digital Transformation
“the realignment of, or new investment in, technologyand business models to more effectively engage
digital customers at every touchpoint in the customer
experience lifecycle.”
Altimeter Group’s Digital Transformation Report
© 2015 IBM Corporation10
IBM Systems - Middleware
Differentiation based on product/service
Individualized market segmentation based on outside-in listening
Emphasis on design and marketing
Differentiation based on ecosystem value
Dynamic customer understanding based on constant collaboration
Emphasis on rapid recomposition
Leaders will compose value across ecosystem
Traditional economyEveryone to Everyone
(E2E) economy
Differentiating capability
API
API
API
API
API
API
Shifting market
power
from suppliers to consumers
© 2015 IBM Corporation11
IBM Systems - Middleware
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Integration defines the client experience
Integrationis no longer a Back Office function
To Succeed it must become an Everyone function
__________________________________
You need to integrate across everything
© 2015 IBM Corporation12
IBM Systems - Middleware
IBM Integration
Bus
Provides heterogeneous
connectivity across
enterprise systems,
applications and data
The messaging backbone that
provides reliable transport and data delivery
across enterprise
systems and applications
IBM MQ
© 2015 IBM Corporation13
IBM Systems - Middleware
13
IBM DataPower Gateway
Extends integration beyond the enterprise protecting
business critical systems from
harmful workloads and unauthorized
users
© 2015 IBM Corporation14
IBM Systems - Middleware
“Everything” is now an API• APIs make integration easily accessible, easy to consume
Digital Transformation creates new integration needs• Shift of focus from provider to consumer
• “Self service” rather than predefined connections
APIs is a subject for Business, IT and Developers• Business is concerned with business transformation (API Economy)
• IT is concerned with building a composable enterprise; securely and at
scale
• Developers are interested in innovation and experimentation
Re-usable
Composable
Well-defined interfaces (APIs)
Shareable
Simple
Small (“micro”)
Characteristics of Digital Transformation
© 2015 IBM Corporation15
IBM Systems - Middleware
Building Digital apps PaaS
• Underpinned by API’s
• New breed of full stack mobile developers JavaScript, JSON, REST
• Value add services from 3rd
parties
• Analytics services to create personalized experience
• Build standalone or increasingly through PaaS
Bluemix
New Customer Application
Private CRM Data
Public Cloud
based Analytics
packages
Private Partner
Services
Public SaaS
based CRM data
© 2015 IBM Corporation16
IBM Systems - Middleware
APIs are not a new name for SOA Services
APIs SOA
“How can I increase the pace of
innovation?”
“How can I increase the agility and effectiveness of
delivery?”
• Mostly external
• Increasing Revenue
• Extending customer Reach & Value
• Supporting Sales & Marketing Activities
• Stimulating Business & Technical Innovation
• Mostly internal
• Integration and exposing current Services
• Integration of Backend Data & Applications
• Increase the Agility and effectiveness of delivery
© 2015 IBM Corporation17
IBM Systems - Middleware
Critical questions when building apps in the digital era
WHAT differentiates your new “thing” in the
market?
WHO is best skilled to build the user experience?
What is the LIFESPAN of your
new “thing”?
What DATA sources does the best experience
require?
FOCUS
SCALE
AGILITY
VALUE
Need to be able to focus on USP not on
infrastructure
Recruit partners or crowds to innovate
for you
Build quickly and change constantly
Access data & core systems for an
engaging experience
© 2015 IBM Corporation18
IBM Systems - Middleware
IT Budgets Shifting From CIO to CMO
IDC Predicts CMOs Will Drive $32.3B In Marketing Technology Spending By 2018
Reaching a compound annual growth rate (CAGR) of 12.4%. From 2014 to 2018.
Gartner forecast for worldwide dollar-valued IT spending growth in 2015 - 2.4%, down from 3.9%
The New NormalCustomer experience was the top marketing technology investment, averaged 18% of total marketing
budget in 2014, and is ranked the #1 innovation project for 2015
Gartner – Eye of the Buyer
© 2015 IBM Corporation19
IBM Systems - Middleware
Public API’s and Hackathons
Sourcing innovation outside
the company walls
Crowd sourcing ideas and
talent
Private or public hackathons
In many cases extension to
the provision of public APIs
Rapidly becoming more
mainstream
19
“This was an exciting opportunity for us and a first step in engaging the development community and it had a great turn out.
... In total twelve ideas were presented back to us, many of which we could take forward to support our digital marketing efforts on the
George brand.”
– Chris Chalmers, Digital Advertising,
Performance Media Manager, Asda.
Asda hackathon with IBM & Rewired State
https://developer.bestbuy.com/apis
http://temenostech.temenos.com
© 2015 IBM Corporation20
IBM Systems - Middleware
Digital Transformation Creates Multi-Speed ITDigital
• Timeframe: Days/Weeks
• Scope: Strategic
• Sponsor: CMO
• Budget: Thousands $
• Complexity: Low
• Buying behavior: Self service
Enterprise
• Timeframe: Months/Years
• Scope: Strategic
• Sponsor: CIO
• Budget: Millions
• Complexity: High
• Buying behavior: Human engagement
Enterprise IT
Digital Teams
Explore, adopt, adapt withrapid, iterative prototypes
Always on, always availableSecurity, control, and governance
© 2015 IBM Corporation21
IBM Systems - Middleware
Digital & Enterprise Integration Personas
Startup Developer
Integration requirements driven by needs of building engaging
apps.
LOB Developer
Works on tactical lines of business projects e.g. HR.
Dealing with SaaS projects, e.g. CRM and analytics and mobile
extensions.
Data Scientist
Overwhelmed with new available data sources. Needs to extract data from multiple on-prem and cloud sources, clean,
de-dup, manage and analyze
CIO
Aligns IT initiatives with business goals, determine if
IT spend meets business initiatives.
Integration Architect
Responsible for providing a platform to create and operate
horizontal, standardized, scalable SOE and SOR services.
Integration Developer
Builds integrations between different systems. Builds
standardized, scalable, reusable service interfaces and APIs.
Digital Integration Enterprise Integration
© 2015 IBM Corporation22
IBM Systems - Middleware
IBM Hybrid Integration Services on Bluemix
DataWorks
Prepare and shape your data for use by apps - Load, select & mask
sensitive data for use by apps; profile & classify data for analytics
API Management
Control, Share & socialize APIs
with developers & partners
Composableintegration services
available for app developers
Connect & Compose
Rapidly create and mix APIs from multiple sources. Build orchestrations to transform and mediate data in flight
Secure Gateway
Securely connect Bluemix to your local cloud, data centers or laptop!
Passport based credentials for control
© 2015 IBM Corporation23
IBM Systems - Middleware
IBM API Management
• Manage & enforce consumption of business services from selected developer communities
• Provide self-service API portals to internal/external app developers
• Manage & monitor the entire API platform
• Deploys on IBM Datapower Gateway for secure, high speed enforcement
© 2015 IBM Corporation24
IBM Systems - Middleware
IBM CastIron
• Focused on rapid SaaS to SaaS and SaaS to on premises connectivity
• Range of SaaS and technology connectors in the box
• Pre built patterns (TIPs) to simplify process of integrating common scenarios
TIP – SAP to Salesforce.com
Graphical tooling to map data fields from source to
target system
© 2015 IBM Corporation27
IBM Systems - Middleware
If it’s not integrated it’s not engaging
Back-end systems
Unconnected Connected
x Bad customer experience
x Negative perceptions
x Lose customers
x Less revenue
Good customer experience
New opportunities
Repeat custom
More revenue
© 2015 IBM Corporation28
IBM Systems - Middleware
of spending on cloud solutions happens outside of the IT department - with marketing, sales and human resources most often investing in solutions.
23%
of the time, in instances where IT does not lead the project, IT is still called upon to take over the project.
How cloud adoption trends are driven by strategic imperatives
45%
© 2015 IBM Corporation29
IBM Systems - Middleware
Organizations face barriers to achieving Transformation
You are slowed by…
Technical Debt
Disparate data and apps, Inflexible governance
Skills gapTurn IT into a Competitive Advantage
Enterprise IT
How do you…
Protect your investment
Maintain security
Refocus your resources
Inability to scale
Standalone initiatives
Inaccessible intellectual capital
Digital Marketing
Innovate to Drive New Revenue
Speed Innovation
Expand the brand
Exploit partnerships
© 2015 IBM Corporation30
IBM Systems - Middleware
You are slowed by…
Technical Debt
Disparate data and apps, Inflexible governance
Skills gapTurn IT into a Competitive Advantage
How do you…
Enterprise Scale Combined with Start-up Speed
You need…
These two worlds must converge
Transform existing services for digital to API’s
Securely integrate across environments
Easy to use open technologies
Protect your investment
Maintain security
Refocus your resources
Inability to scale
Standalone initiatives
Protecting intellectual capital
Innovate to Drive New Revenue
Integrate and scale leveraging new technologies:
microservices
Implement lightweightgovernance with IT
Consume and publish APIs leveraging gateways
Speed Innovation
Expand the brand
Exploit partnerships
Enterprise IT
Digital Marketing
© 2015 IBM Corporation32
IBM Systems - Middleware
Understanding perspectives
“ I’ve spent years getting buy in for the ESB are you telling me I’ve got to start
again .. ? ”
“Whenever I try to have the conversation about SLA’s or
governance no one is listening...”
“I’ve got 3 weeks to get this prototype in front of the board - I
don’t have time for the pain of getting IT involved
“ We can build this using open source technologies and public API’s there’s
no need to comply with any of the corporate IT mandates
“ On my last project we just connected to the backend underlying database – we
can do that again I’m sure..”
“I’m aware of at least 100 different scrum teams across the company working on
digital apps projects …”
Enterprise IT
Digital Teams
© 2015 IBM Corporation33
IBM Systems - Middleware
Internal developers
Developer communities
Partners
IBM API Mgmt
Enterprise IT SAP.NET App
ServiceDB2
IMS
CICS TS
Rules
Process
Analytics
SAPCRM
Gartner’s Hybrid Integration Platform
On-Premises Integration Platform(s)
Mobile Apps
• Integrated combination of:
- On-premises integration platform
- iPaaS
- iSaaS
- API management
• Self-service provisioning/use
• Strategic, multiproject platform
• Addressing combinations of:
- Cloud-to-cloud-to-ground
- Mobile-to-cloud-to-ground
- Ground-to-ground
- B2B
- Internet of Things
Best when:
What is it?
iPaaS iSaaS
Integration = Effectiveness, efficiency and innovation
35 © 2015 IBM Corporation
CICS / IMS / Z
DMZ
SaaS
Endpoints
Apps
Data
Process
Packaged
App
(SAP,
PeopleSoft)
Adapter
SOAP/HTTP
ODBC/JDBC
MQ / JMS
LegacyFile
External
Services
Internal
developers
External Developer
communities
Partners
REST/HTTP
SOAP/HTTP SOAP/HTTP
MQ
File
MQLight/AMQP
REST/HTTP
SOAP/HTTP
MQLight/AMQP
REST/HTTP
SOAP/HTTP
IBM
DataPo
wer
Gatew
ay
IBM
AP
I Man
agemen
t
IBM
Integratio
n B
us
IBM
CastIro
n
36 © 2015 IBM Corporation
CICS / IMS / Z
Could run on WAS
DMZ
SaaS
Endpoints
Apps
Data
Process
Packaged
App
(SAP,
PeopleSoft)
Adapter
SOAP/HTTP
ODBC/JDBC
MQ / JMS
LegacyFile
External
Services
Internal
developers
External Developer
communities
Partners
REST/HTTP
SOAP/HTTP SOAP/HTTP
MQ
File
REST/HTTP
REST/HTTP
SOAP/HTTP
REST/HTTP
REST/HTTP
SOAP/HTTP
Enterprise
IBM
DataPo
wer
Gatew
ay
IBM
AP
I Man
agemen
t
IBM
Integratio
n B
us
IBM
CastIro
n
API Management• Prereqs DataPower• Exposes API’s (small services
that can be called with a web request)
• Monitoring (how are my API’s performing?)
• Permissions (who can access?)• Monetization / Billing• Version management
DataPower• Allows network
endpoints outside the firewall to securely connect to network endpoints inside the firewall.
• Available in physical appliance & virtual forms
Integration Bus• Acts as a translator:
Enables multiple systems which speak different protocols to communicate
• Useful for communicating w/ existing systems to easily expose them as API’s
CastIron• Syncs data with SaaS apps• Provides connectors for SaaS
and other services to on-premises integration
37 © 2015 IBM Corporation
IBM API Management
IBM Integration BusIBM Integration Bus IBM Integration Bus
Internal developers
Developer communities
Partners
Provides robust and extensive enterprise integration
Acts as bridge between multi-speeds of IT. Rapidly create APIs to expose SOR interfaces
and facade complex integration requirements
Share with developer communities
Manage - light touch – no SLAs
Monitor & Enforce
Managed API’s are the key to 2 speed interaction
38 © 2015 IBM Corporation
IIB & REST APIs
Introducing IIB’s new REST API first class construct
– Provides a simple way to receive JSON / HTTP and expose a REST API
– Create a new REST API in the IIB Toolkit
– Drag and drop the REST API to deploy
– Administer REST APIs as a first class IIB construct in the Web UI
REST API project
– Swagger spec provides a framework
implementation for describing, producing,
consuming, and visualizing RESTful APIs
– It defines a metadata format based on JSON-
schema to describe the REST APIs, their
parameters and the messages which are
exchanged.
– Import Swagger (v2.0) to create the REST API
project
– Original .json files are included (unchanged) in the
project
– REST APIs can utilise Path, Header, and Query
parameters
– As a client of an IIB REST API, use existing
Swagger tools and projects to retrieve Swagger
definitions from IIB
© 2015 IBM Corporation39
IBM Systems - Middleware
Key Take Aways
Companies have to transform to become Digital Enterprises
–Digitisation is the future of business and the race starts now
–Digitisation not limited to Systems of Engagement only, SOR needs to
be reengineered to make IT agile and flexible (plug and play)
IBM Middleware Integration will help you with your transformation journey
–We are investing in the future- expect continuous innovation/delivery
Technology is only part of the solution
–As important is big picture and understanding of multiple roles