Connecting Customers To What Matters… Strategic Integration Projects Using SOA Marcy Larsen – Microsoft Australia Janet Horton – Carpe Diem Consulting

About today What we will not cover Biztalk Roadmap Deep Technical insights or architecture The area of focus The Basics Why Biztalk is not a product sell The Marketplace and Service opportunities How to engage Microsoft to secure wins

What Is SOA? A style of architecture, not a product –Leverages existing assets in a loosely-coupled manner –Standards are critical for success : WS-*, XML, RSS… –Web services makes service orientation practical and drives broad industry interoperability Microsoft continues our commitment to delivering broad adoption of service orientation and interoperability through our investments in.NET Primary benefit centers around business agility SOA represents an enabler for faster process change, greater business insight and competitive advantage, and the creation of a connected business.

SOA ?

Spear Wall Snake Rope

Infrastructure Architecture Agile Organization Integration

Another way to define SOA Dollars pulled through for every dollar of licence sold Million: the estimated size of the SOA market for APAC Million: Australia’s share of that market The compound annual growth rate of the SOA market Billion. Estimated APAC market size by 2010

HIPAA The reality of the information worker CRM HR eComm EDI SWIFT RosettaNet AS2 Logistics Customer Regulatory Financial ERP Supplier

Value = Benefit - Sacrifice So, why don’t businesses change?

Business drivers are catalysts for change to SOA

Is it really that easy? “The Dark Side of SOA” InformationWeek, September 4, 2006 Quiet Resistanc e 24% say projects fell short of expectations 55% say project introduced more complexity 41% say project cost exceeded while failing to generate promised return Only 7% say results exceeded expectations Skepticism about benefits Confusion About meaning Fear of Uncertainty Immature Delays to prove ROI Reports of failures

Exposing the organisation through SOA “The days of a special class of experts controlling one-way flow of information are over. If you are going to be naked, you had better be buff.”

Neal Cross Industry Solution Specialist Microsoft Selling BizTalk

The Good, the bad and the revenue The Good –Complex integration –System workflow –Industry Standard messaging –An ESB –STP and transformation The Bad –Highly transactional systems –Stateless.NET Services The $$$ –This is a software engineering task - !P+P

Sales Incentives and MS Support 1 hour of initial assistance for all BizTalk opportunities An XBOX 360 to every person who brings MS a BizTalk opp that closes * Please put your contact details and brief description on the evals Deals must close before the end of June MS can engage in number of ways – we are willing and able to engage on ALL BizTalk opps

SOA and Biztalk 200

Industry Opportunity

Why Microsoft Cares Direct Revenue : Avg Biztalk deal size is $40,000 with the highest in Australia being over $500,000 The Platform Synergy : $1 of BTS pulls through an additional $4 – 7 of other Server products (SQL, VS.NET, MSDN, MOM, Sharepoint, Infopath and Dynamics) Services Opportunity: $1 in sales generates $5 in Services!

Lifecycle PurchaseArchitectureImplementationStabilization Pre- Deployment Operation

Initial Implementation Phase Characteristics - Driven by the needs of the application; BTS selection is usually driven by developers; purchase made through the budget of the application/project; tested and operated by developers; initial training and consulting happen here Revealed As – Success; issues occur but are overcome; general satisfaction “Architectural Challenge” Phases Characteristics - Occurs when multiple applications are incorporated into the system or existing apps require ongoing revisions; weaknesses in architecture, testing, application lifecycle tools/process gaps are exposed Revealed As – Performance problems; cannot grow the system; challenges upgrading; failed or delayed projects “Operational Challenge” Phases Characteristics – Applications are moved from development team to IT operations; no operational experience or guidance; people not trained here; systems management tools not in place; multiple versions of BTS; trouble shooting and fault isolation skill lacking; improper documentation; often no consulting involved; biased toward other platforms Revealed As – SevA outages, TCO eroded, Platform challenged The Biztalk Cycle – Partner to Mitigate Risk

Enterprise SOA/EAI Mission-critical applications (LOB, legacy, and custom) via SOA are integrated; repetitive tasks (replacing manual paper) are automated; some departmental processes span multiple applications Enterprise SOA/EAI Mission-critical applications (LOB, legacy, and custom) via SOA are integrated; repetitive tasks (replacing manual paper) are automated; some departmental processes span multiple applications System Integration and Re-engineering Key LOB and custom applications have consistent Web-based access System Integration and Re-engineering Key LOB and custom applications have consistent Web-based access Business Process Management (BPM) Key systems are identified for isolation of business rules and applications to allow greater flexibility and lower maintenance Business Process Management (BPM) Key systems are identified for isolation of business rules and applications to allow greater flexibility and lower maintenance Delivering the High Impact Opportunity Microsoft Application Platform provides agile, comprehensive and productive solutions for  Modernize legacy investments to provide value today  Flexible architecture that leverages reusable assets  Integration across heterogeneous environments Microsoft Application Platform provides agile, comprehensive and productive solutions for  Modernize legacy investments to provide value today  Flexible architecture that leverages reusable assets  Integration across heterogeneous environments Legacy Modernization Key choices in legacy modernization are application extension, migration, redevelopment, and replacement. Legacy Modernization Key choices in legacy modernization are application extension, migration, redevelopment, and replacement.

How we are going to market

Fill out the form We will contact you within 30 days Get involved with the campaign, APO Uni, and the SOA Wave Talk to us about your capabilities and opportunities – win an XBox Share your customer list to see if you have one of the 200 Next Steps