The document summarizes a presentation given by Camellia Petty of Broadcast Music, Inc. (BMI) and Ashish Udas of Prolifics on how BMI devised and enabled an enterprise architecture from their corporate strategy using Prolifics' business architecture framework and IBM tools. Key points include: - BMI faced challenges from rapid changes in the music industry and needed to align their technology implementation with corporate strategy. - Prolifics' business architecture framework and IBM Rational Suite, WebSphere Suite, and BlueWorks Live helped BMI define strategic goals, map capabilities, prioritize projects, and implement key business processes. - This enabled BMI to establish an actionable enterprise architecture using IBM tools to

1. CONNECT WITH US:
How Broadcast Music, Inc. Devised
and Enabled Enterprise Architecture
from Corporate Strategy
Presented by
Public | Copyright © 2014 Prolifics
Camellia Petty & Ashish Udas

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 Speaker Introduction
Agenda
 Implementation Challenge for BMI : Hence Opportunities
 Preparing for Success: Actionable & Repeatable Enterprise Architecture
 Overview of BMI Enterprise Architecture Key Deliverables
 Counting BMI Success
 Lessons Learned
 Key Takeaways
 What’s Next
 Rapid Changes in Music Industry – demands smart, agile business processes
 Rapid Increase in Music usage – so increased risk related to data management
 Lack of alignment between BMI Corporate Strategy / Goals with Technology Implementation plan
 Prolifics Business Architecture, Enterprise Architecture framework
 IBM Rational & WebSphere Suite – Key enabler for successful delivery of
Business, Application, IT architecture
 Business Architecture deliverables
 Enterprise Architecture Reference, IBM Suites Component Architecture view
 EA Governance Structure – How to effectively enable through IBM tools
 Successful deliverables
 Project artifacts for reference
 Business Architecture deliverables
 Enterprise Architecture Reference, IBM Suites Component Architecture view
 EA Governance Structure – how to effectively enable through IBM tools

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Camellia Petty
Vice President : Product and Application Development
Broadcast Music, Inc.
Ashish Udas
Enterprise Architect & Strategic Consultant
Prolifics Advisory
Speaker Introduction
As Vice President, Product and Application Development,
Camellia Petty is responsible for building the business
processes and technical foundations required to meet the
future needs of BMI’s songwriters, composers, publishers
and licensees. This responsibility spans all Application
Systems, Product Development and Architecture within BMI
as supported by the current technology stack.
Ashish has more than 23 years of experience in large
Business Strategy and BPM Implementation. For BMI
Ashish with leadership from Camellia devise and define
Enterprise Architecture from Corporate Strategy.

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5-Years Compound
Annual Growth Rate
19%
Employees
Worldwide
1,500
Global Presence
United States, United Kingdom, Germany, India
20+
Technology
Accelerators
550+
Technical
Certifications
Over 10 Technology and
Solutions Awards since 2009
including Business Agility,
Customer Integration and Digital
Experience, the first ever
Beacon Laureate for Business
Agility
Over 160 global customers
are currently Fortune
1000 companies
Best-in-class architects and
specialty experts:
BPM, Integration, Digital
Experience, Security, Testing,
Business Analytics and
Enterprise Content Management
End-to-End Project
Expertise
Rate of Repeat
Engagements*
91%
Years in
Business
35+
Offices
14
Awards
Technology Expertise
Fortune 1000
*based on % revenue Source – December 2013 internal revenue metrics
Prolifics at a Glance

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With more than 75 years of successful presence in the
Entertainment & Music Industry, BMI Corporation is a
global leader in Music Rights
BMI supports its songwriters,
composers and publishers by
taking care of an important
aspect of their careers – getting
paid. BMI supports businesses
and organizations that play
music publicly by offering blanket
music licenses that permit them
to play more than 8.5 million
musical works. Both
relationships save each time and
money.
BMI at a Glance

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Rapid changes in the music industry, increases BMI operational
challenges:
 Music Creation: Cutting edge recording, music distribution
technologies enables faster, quicker Music (song composition) creation,
updates
 Music Consumption: With rapid and easy to use technologies, music
consumptions increased exponentially and music delivery mechanism /
media has changed significantly
 Internet Based Media: Music lovers continue to listen TV and radio but
the industry is seeing a rapidly increase in use of iRadio, YouTube,
Pandora type internet based media to listen and record music
 Music Creation and Consumption Mechanism: to continue to remain
a leader as PRO, BMI needed a smarter, agile business process which
could adapt and respond to these rapid changes in consumption in the
industry
Need to deliver Products/ Tools to (and in-support of) Music Creators
A Challenge and an Opportunity

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Exponentially increase in music usage results in a significant
challenge for Data Management
 Complex data management problems due to:
 Lack of adoption (music Industry wide) of data standards
 Data Quality
 Music Data Integrity
 Significant increase in music performances and hence
increase of data volume
 Information as-a-service: BMI needs cutting edge data
management tools, processes for high volume, high
transactions to ensure:
 Consistent & Improved Data Quality & Transformation
 Reusable Music Assets
A Challenge and an Opportunity

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 Lack of seamless alignment between BMI Strategy and
Technology Implementation requires;
A Challenge and an Opportunity
 Well-defined high level business strategy and goals with target
deadline
 Breakdown strategy to tactical, feasible and measurable goals
 Process Creation to repeatable and flexible since strategy could
change anytime in respond to rapid changes in music market
 Set up actionable, repeatable business, enterprise architecture
derived from strategic, tactical goals
 Flexible and realistic technology implementation plan to ensure
delivery of smarter business, data management processes in
timely manner

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CHALLENGES….
9
Current State: BMI Enterprise
• Independent Tightly coupled
Applications – 100’s
• Multiple Database Systems
(Oracle, DB2, SQL Server, MS
Access)
• Integration – File Processing
only
• Data Ingestion – Manual
• Data Structures – Inconsistent
• Distribution – Time consuming
• High Maintenance Cost –
Numerous Technology &
Applications
• Lack of Development
Standards – Numerous Tools
& Technologies
• Lack of Enterprise Framework
OPPORTUNITIES….
BMI ENTERPRISE PARTNERS

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BMI Corporate Strategy and Key
Enablers
Prolifics Business Architecture
Framework and IBM Tools
 Presented by
Camellia Petty &
Ashish Udas

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Ensures business strategies derived from “Client Values”
Help to Manage, Add, Measure Client Values
Identify and implement a Client Value measurement system
Design and implement and Prioritize business processes keeping client
value as key focus to meet Strategic goals
Identification of process improvement opportunities on continuous basis
Make Project / Program Prioritization process objective
How did Prolifics Business Architecture
Help Achieve BMI Strategic Goals?

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Define Strategic Goals
Identify Client Values
Prioritize Client Values
Define Unit Of Measurements
Verify Values with Clients
Define Client Value Map and Capabilities Map, Competitive Analysis
Prioritize Capabilities (hence create Product Roadmap/timeline)
Prospects to
Licensee
Contracts to
License Fee
Applicant to
Affiliation
Performance to
Asset Management
Performance to
Distribution
ISG Implementation tactical Goals
Architecture / Process Governance
Program Implementation team will derive & align
End to End Processes from Client Values
Program Charter / Project list with Priorities
IBM Focal Point
IBM Rational System Architect
BlueWorks Live!
IBM Rational System,
Software Architect
BlueWorks Live!
BPM process Designer
IBM Focal Point,
Rational Team Concert
Prolifics Business Architecture Framework & IBM
Tools for BMI Strategy to Implementation Alignment

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STRATEGY SET-UP TRANSITION
CONTINUOUS
IMPROVEMENT
13
Monitor Fit –
GAP
Choose
Adoption Path
Define Building
Blocks
Link to
Strategy
Harmonize
Terms
Create
Methods
Develop
Analytics
Define Basics
Optimize
Processes
Define
Portfolio
Perform
Analysis
Create Basis –
Orchestrate
Perform Audits
Allocate
Budget
Expand
Reporting
Add Process
Based Rewards
BUILD A PROCESS-CENTRIC IT, Business
MANAGE CHANGE – EA/BPM/SOA GOVERNANCE STRUCTURE
COMMUNICATE AND TRAIN
Business Architecture
13
Transformation Program Roadmap – Building Blocks

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Preparing for Success –
Enabling & Governing Actionable
Enterprise Architecture Using IBM Tools

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• Loosely Coupled
Systems
• Mobile Enablement
• Standard Enterprise
Framework
• Service Governance
• Re-usable IT Assets
• Improved Business
Agility
15
Future State – BMI Enterprise Architecture
OBJECTIVES

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 Need for actionable Enterprise Architecture:
Setting Up Actionable Architecture Using IBM Tools
 ACTIONABLE – Architecture artifacts do not Stale and can
take action on those anytime; further...
 IBM Rational and WebSphere Suite are designed to resolve
this concern and promote / implement Actionable
Enterprise Architecture. Viz.
 Business Strategy, Technology strategy changes very rapidly. To
accommodate these changes Enterprise Architecture discipline needs to be
very responsive and should to able to adapt and change its required artifacts /
assets very quickly, repetitively.
 Artifacts are available just in time
 Easy to maintain in tools with use of Industry Standards i.e. TOGAF, BPMN, BPEL, etc.
 Should never lose its core Value and information while traversing / transferring
from one tool to another during implementation
 IBM Rational Suite is designed for Business Strategy, Core Enterprise,
Process Governance Artifacts
 Seamlessly from Rational Suite of Products one can transfer key artifacts to
IBM WebSphere Suite of Products (IBM BPM, IIB, etc.) for actual process,
service and data implementation without losing any information

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March 4, 2015
Public | Copyright © 2014 Prolifics
17
• Strategic Goals , Objectives
• Client Values , Capabilities
• KPI , SLA , Prioritization
IBM Focal Point
Rational System
Architecture
Value Streams , Capability Map
Enterprise Process Map
IBM Blue works Live
TOGAF
BPMN 2.0 Description Class
Business
Process
Implementation
IBM BPM /
WsPortal
BPMN 2.0
Execution
Class
Service Model
Software
Architecture
WSDL Contracts
Logical Data ModelSoftware
Architecture
XSD Model
Physical Data ModelSoftware
Architecture
ERD Model
Business ProcessSystem
Architecture
Service ImplementationIIB
Rules ImplementationODM
Database
Implementation
DB2
Business
Requirements
Requirement
Composer
MS Word
Document
Rational
Team Concert
EPIC
User Stories
Tasks
Rational
Team Concert
Release
Artifacts
Actionable Architecture in “action” with IBM Tools
Strategy
&
Program
Planning
Design Implement Manage
Input / Output Process / Rules
Import
BPMN 2.0

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BMI Enterprise Architecture Layers & IBM Tools

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Counting Success on Actionable
Enterprise Architecture

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Projects implemented using Prolifics EA framework
under BMI Leadership
Counting Success
1. Using Business Architecture framework
a. Value Streams – BlueWorks Live! and RSA
b. Enterprise Process Map – In BlueWorks Live!
c. Enterprise Capabilities Map – In Rational System, Software
Architect
d. Actionable Implementation Plan – Rational RTC, Focal Point
2. Key Core Business Process Implementation
a. Data Acquisition – Using Data Stage, Quality Stage
b. Alternative Licensing Business Processes – Using BWL, IBM
BPM, IIB
c. Affiliate Registration Processes
d. SalesForce.com integration with Oracle ERP systems – IBM IIB

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• Common Integration
Layer.
• Common Service Layer.
• Standard EDM.
• Automation of External
Data Ingestion.
• Integrate Existing
Applications.
• Loosely Coupled New
Applications.
• Governance around
Service Delivery.
• Standard Business
Service Development.
• Canonical Model
development.
• Master Data
Management.
Objectives
BMI Enterprise
Started delivering Intermediate State

22. CONNECT WITH US:
• Loosely Coupled
Systems
• Mobile Enablement
• Standard Enterprise
Framework
• Service Governance
• Re-usable IT Assets
• Improved Business
Agility
22
Future State – BMI Enterprise Architecture
OBJECTIVES

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 Although key artifacts are transferable from Enterprise Architecture
planning tools to Process Planning / Implementation tools, the
artifacts transfer is top-down & one way and not two way
Lessons Learned
 For example: after importing Business Process (BPMN 2.0) from Blue Works Live!,
if you change a business process definition in IBM Business Process Designer or in
Rational System Architect, you will not be able to export and sync back to Blue
Works Live! Use Blue Works live Process model for Discovery and high level
process documentation only. Use proper version control and branching for
incremental changes.
 Certain complex artifacts do not get transferred as is, you need
formatting and adjustments
 BPMN with complex in-line sub-process imported from Blue Works
Live! to rational System Architect changes the format / alignment of
the original process. Or sometimes can lose the sub-process flow
 Keeping Artifacts in sync, needs proper well defined governance
structure, version control using Rational Team Concert (RTC)

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 It is recommended to set up Actionable Enterprise Architecture
for a effective and successful implementation of large to very
large business transformation / technology implementations,
such as BMI.
 IBM Rational Suite, WebSphere Suite, IBM BlueWorks Live!
with help of Prolifics framework, quickly enables very effective
actionable enterprise architecture.
 There are some challenges in implementing seamless
Actionable Enterprise Architecture, but through proper
governance using IBM range of Suites, those challenges can
be mitigated.
 Prolifics’ business, enterprise architecture framework is
effective, flexible and repeatable. It is the proven framework to
bridge gaps between Corporate Business Strategy and an
actual implementation plan and align them effectively.
Key Takeaways

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 BMI will be maturing Actionable Enterprise Architecture further for future
Business Process implementation.
 BMI is planning to use IBM Rational and WebSphere Suites tools stack as
key enabler to manage future Business Architecture, implementation plans,
process implementation.
 Prolifics offers Business Architecture, Enterprise Architecture framework as
part of their end-to-end solutions delivery offerings. The framework is
industry, technology agonistic, but does excel with IBM Suites.
 If you are in any phase of implementation and struggling to implement
business strategy or would like to implement it in better or effective way, we
recommend you take advantage of this proven framework.
 As part of offerings Prolifics can provide end-to-end solution from readiness
assessment to Business Advisory consulting and finally to smarter process
implementation.
 Our offerings:
 http://www.prolifics.com/resources/solution-briefs
What’s Next?

26. CONNECT WITH US:
Monday How BroadcastMusic,Inc. Devised and
EnabledEnterpriseArchitecturefrom
Corporate Strategy
12:15 PM - 1:15 PM
Integrating Salesforce.com and Oracle
ERP Using IBM WebSphere Cast Iron
2:00 PM - 3:00 PM
Business Process & Decision
Management
3:30 PM - 4:30 PM
Recommended Design Considerations
for Enterprise Monitoring using SCAPM
and Netcool OMNIbus
5:00 PM - 6:00 PM
Tuesday Smarter Integration Using the IBM SOA
Foundation Stack: Best Practices and
Lessons Learned
8:00 AM - 9:00 AM
Best Practices for Monitoring Your
Cloud Environment and Applications
9:30 AM - 10:30 AM
Delivering Enterprise Applications:
Faster. Cheaper. Better
11:00 AM – 11:50 AM
Applicability of IBM SOA Approach In
Manual Processes Automation
11:30 AM-11:50 AM
Leveraging Governance in the IBM
WebSphere Service Registry and
Repository for IIB and DataPower
12:30 PM - 1:30 PM
Broadcast Music Inc. Release
Rockstars: Program-Wide DevOps
Success with UrbanCode Deploy
3:30 PM - 4:30 PM
Empowering SmartCloud APM -
Predictive Insights and Analysis: A Use
Case Scenario
5:30 PM - 6:30 PM
Wednesday Architecting and Tuning IIB/eXtreme
Scale for Maximum Performance and
Reliability, Featuring TBC
8:00 AM - 9:00 AM
MasterCard's Modeling and
Governance of Decisions and
Processes for Improved Fraud
11:00 AM - 12:00 PM
How BMI is Revolutionizing the Music
Business Using IBM’s BPM and
Integration Technology
2:00 PM - 3:00 PM
Integrating IBM Pure Application
Systems and IBM Urbancode Deploy: A
GE Capital Case Study
2 :00 PM – 3:00 PM
Thursday Aetna’s Vision for a Healthier World:
Smarter Architecture and a Scalable
Integration Bus
9:00 AM - 10:00 AM
From Print to Cloud & Beyond with
IBM Integration Bus at Chemical
Abstracts Service
9:00 AM – 10:00 AM
Using the Power of IBM Tivoli Common
Reporting to Make Smart Decisions:
The Untold Story
2:30 PM - 3:30 PM
26
Learn More: Prolifics at Interconnect

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• Tap into in-depth sessions, including customer use
cases from Aetna Healthcare and EmblemHealth
• See detailed demos of IBM Integration Bus
• Network with top technologists from Prolifics, IBM,
and your peers from the world’s top organizations
Learn more at
ProlificsRoadshow.com
Boston • March 16 • New York City • May 5
The Future of Integration: Integration Bus, Mobile,
API Management, and Managed Services

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Visit these useful links on the Prolifics Web site:
Let’s continue the conversation…
Ashish Udas
Ashish.udas@prolifics.com
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