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2. Mashing Up: Taking Enterprise Mashups to the Next Level Vince Casarez VP Product Management Oracle Corporation

3. 3 Agenda History The Critics: What’s so great about mashups? Exploring the Various Genres The Venues The Reviews (Critics Reprise)

4. 4 The History: Part I Music Industry Originates from mixing a combination of musical tracks and vocals to create a new song Wikipedia: "A mash-up is a song created out of pieces of two or more songs, usually by overlaying the vocal track of one song seamlessly over the music track of another...” Recognizable examples: Vanilla Ice sampled David Bowie Kanye West mixed “Diamonds are Forever”

5. 5 The History: Part II Moving Beyond Music - Web Application Hybrid “Web application that combines data from more than one source into a single integrated tool” -Wikipedia Useful and wildly popular mashup: Locate Starbucks http://programmableweb.com/mashups www.findbyclick.com

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9. 9 The Critics SelfService Custom / Self Service Custom / Self Service CRM CRM ERP ERP Legacy Legacy Significant time spent manually integrating data & increasing Processes are user- driven, inconsistent and inefficient Logic is replicated across multiple applications Change is complicated, risky and often costly

10. 10 The Critics Why Do We Care? Enterprises are ready… 21% of organizations said they are or plan on using mashups Source: McKinsey Global Survey; How Businesses are Using Web 2.0; January 2007

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12. 12 The Critics Why Do We Care? But…it’s lower on the list

13. 13 The Genres How to get started - Segment Consumer Maps Celebrities Food Photos Enterprise Back-end Process Front-end Social www.coverpop.com/wheeloflunch

14. 14 Enterprise Genre: Back-end Mashups Typically done by the developer Targeted to a wide audience Feeds from legacy systems, custom database queries System(s) often don’t support connectors & Skill sets are limited Security isn’t granular enough Limited reusability across applications Limited or no end user customization Example: Enterprise Reports Products/Companies: Kapow, JackBe, Pipes

15. 15 Enterprise Genre: Process AKA Business Mashups Typically done by Business IT Supports core business processes Helps coordinate different process orchestration events that may/may not require user intervention Examples: Employee onboarding Incident management Products/Companies: Serena, Popfly, SOA Orchestration INSERT Image

16. 16 Enterprise Genre: Front-end Mashup Typically done by technical lead in LOBs On the glass, information embedded in the page Visualization of related sources Examples: Overlay sales data on a map Inventory data with customer orders Product/Companies: Google, Oracle, BEA, …

17. 17 Enterprise Genre: Social Enterprise Mashup Typically done by developers Social interaction is key to how information is tied together Individuals looking for experts to drive innovation Examples: Activity Streams tied to Applications Who’s available, where & when Products/Companies: Facebook, Google, Oracle, …

18. 18 The Venue: Choosing a Platform Matters

19. 19 Venue: Enterprise Mashup Architecture

20. 20 The Venue The platform you choose matters Other tips for platforms (based our architecture/assets) Custom & Enterprise Application Integration Security Scalability Personalization Content

21. Oracle’s WebCenter Platform FusionApplicationsFusionApplications WebCenter Composer WebCenterSpaces WebCenter Anywhere JSF AJAX Active Data ADF Task Flow WebCenter Plug-in JDev WebCenter Web 2.0 Services WebCenter Framework Portlet Runtime JSF Portlet Bridge Search Frmwrk Content Integ Resource Catalog Customizable components Content Discussions Wiki/Blog Presence/IM/VOIP MashupsLinksTags/Tag Clouds Events Composer Personal Space Group Spaces Global Worklist Business Rules Process Customization Enterprise Mashups Desktop Wireless Voice MS Office UI Composition WebCenter Applications WebCenter Applications MDS Lists Mail/Cal BPEL Worklist JAAS Role Based Pages HTTP Portlets REST Delivery & Consumption Analytics Activity Streams Unified User Profile Polls/Survey / Rule Based Template Delivery

22. Resource Catalog Role Based Exposure of All Resources WebCenter Custom Apps Connections Schemas Schema Objects Connections Schemas Schema Objects Content Gadgets Services Content Gadgets Services Apps Task Flows Portlets Processes Apps Task Flows Portlets Processes White Pages Yellow Pages Green Pages White Pages Yellow Pages Green Pages JDeveloper

23. Application Evolution 1. Base App Built 2. App Tailored To Meet Business Demands 3. Personalized For Every User 4. Fixes/New Capabilities

24. Application Evolution 5. New Version Available 6. Customizations Need To Be Redone 7. Personalizations Lost

25. 25 The Venue Platform that Supports Evolution or Re-releases Inevitable that applications and data sources will be upgraded/updated Ensure mashup continues to work when V2 rolls out Often – user’s changes are lost when application is updated/upgraded

26. User Customization + The Venue Base Application Application Customization + Mashups are customizations Jane’s Page John’s Page 1. Base Application Deployed 2. OnSite Branding 3. LOB Branding 4. User Personalization and more… Layered Customizations

27. Fusion Edge Applications Consumable Applications at the Edge of the Enterprise Enterprise ERP CRM On Demand HRMS Google Reuters LinkedIn WebEx Facebook Digg SCM User CRM User Axiom

28. Oracle Confidential: Not for Distribution Sales 2.0 Productivity Applications Forms Based Applications Tightly Coupled Control Focused Applications Social Applications Standalone, Loosely Coupled Productivity Focused Applications Sales 1.0 Sales 2.0

29. 29 The Venue: Making it Successful WHAT NOT TO DO… Bad sound, lighting, no restrooms, lip synching,… If so, they won’t spend the time configuring over time WHAT TO DO… Easy to use Must be approachable Performance on par with Web experiences Provide relevant content to roles and interests Define what “good enough” means Know your audience – segment!

30. 30 The Reviews: Know your audience Who’s YOUR target audience? Developers, Business IT, LOBs Just because you can doesn’t mean they want one Figure out their pain What are they trying to do What services do they typically use? How do they cope with the multiple different applications they use to get something done? Do those have web services or portlets? Are the portlets on the latest standards? What do they do now to get their job done? They will surprise you Don’t just want a bucket of widgets – want a configurable app Package to solve a problem or set of problems, not ALL problems What happens when the app changes? What happens when a data source goes away?

31. 31 The Reviews: The Critics Again… Security Establish the right balance of corporate policies without being too restrictive Performance Ensure systems can scale as the user population grows and as new services are deployed Extensibility Necessary to have extensible architecture Change management Provide controls to retain customizations and overridden when necessary Industry standards Crucial to ensure components and services interact seamlessly

32. 32 Taking it to the Next Level Pick two use cases to implement: Simple use case that adds value immediately Vision use case that will justify investing for the future Check out some research papers (i.e. Gartner): G00151351: Who's Who in Enterprise 'Mashup' Technologies G00156064: Key Issues for Enterprise 'Mashup' Practices, Technologies and Products, 2008 G00151491:Reference Architecture for Enterprise 'Mashups‘ Try out http://programmableweb.com/mashups Check out the products and companies mentioned here at the show: Kapow, JackBe, Serena, Oracle, BEA, …

33. 33 For More Information search.oracle.com or http://webcenter.oracle.com WebCenter

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35. 35 WebCenter 11g – Key Components Framework Next Gen Portal Framework Content Integration Application Integration Composer Layered Customizations Resource Catalog Enterprise Mashups Spaces Community Spaces Social Networking Personal Spaces Services Enterprise Ready Web2.0 Desktop Integration Multi-channel interactions