UK Integration WebSphere User Group - MultiSpeed IT

© 2015 IBM Corporation0
IBM Systems - Middleware
IBM Integration – Multi-speed IT
Andrew Humphreys
IBM Systems Middleware
Integration Offering Management

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
recommendations
from social
media friends

3
1
2
3
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

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

What percentage of Fortune 500 companies in 1990 no longer exist?
50%
What percentage of Fortune 500 companies in 2000 no longer exist?
70%

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

Definition:
Digital Transformation

Definition:
Digital Transformation
“the realignment of, or new
investment in, technology
and business models to
more effectively engage
digital customers at every
touchpoint in the customer
experience lifecycle.”
Altimeter Group’s Digital
Transformation Report

 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 economy
Everyone to Everyone
(E2E) economy
Differentiating capability
API
API
API
API
API
API
Shifting market
power
from suppliers to
consumers

11
Integration defines the client experience
Integration
is no longer a Back Office function
To Succeed
it must become an Everyone function
__________________________________
You need to integrate across everything

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

1
IBM
DataPower
Gateway
Extends
integration
beyond the
enterprise
protecting
business critical
systems from
harmful
workloads and
unauthorized
users

 “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

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

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

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

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 Normal
Customer 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

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

Digital Transformation Creates Multi-Speed IT
Digital
• 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 with
rapid, iterative prototypes
Always on, always available
Security, control, and governance

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

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
Composable
integration 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

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

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

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

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%

Organizations face barriers to achieving Transformation
You are slowed by…
 Technical Debt
 Disparate data and apps,
Inflexible governance
 Skills gap
Turn 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

You are slowed by…
 Technical Debt
 Disparate data and apps,
Inflexible governance
 Skills gap
Turn 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 lightweight
governance with IT
 Consume and publish APIs
leveraging gateways
 Speed Innovation
 Expand the brand
 Exploit partnerships
Enterprise IT
Digital Marketing

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

Internal
developers
Developer
communities
Partners
IBM API Mgmt
Enterprise IT
SAP.NET App
Service
DB2
IMS
CICS TS
Rules
Process
Analytics
SAP
CR
M

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
Legacy
File
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
IBMDataPowerGateway
IBMAPIManagement
IBMIntegrationBus
IBMCastIron

CICS / IMS / Z
Could run on WAS
DMZ
SaaS
Endpoints
Apps
Data
Process
Packaged
App
(SAP,
PeopleSoft)
Adapter
SOAP/HTTP
ODBC/JDBC
MQ / JMS
Legacy
File
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
IBMDataPowerGateway
IBMAPIManagement
IBMIntegrationBus
IBMCastIron
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

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

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

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

UK Integration WebSphere User Group - MultiSpeed IT

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