1. IT ARCHITECTURE MATTERS! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE Yogish Pai CTO-IT, BEA Systems yogish.pai@bea.com

2. AGENDA  The Promise of SOA  A Roadmap to SOA  Our Experience with SOA and Our Vision

3. WHAT IF WE COULD...? A CIO’S QUESTIONS TO HER ARCHITECTURE TEAM  Deliver business capability in weeks, not months, nor years?  Systematically re-use existing components rather than build?  Integrate seamlessly, organically?  Dramatically lower our end-to-end cost of ownership?  Limit funds at risk to micro-investments rather than massive investments?  Focus on building business processes rather than applications?  Develop in a massively parallel way where we need speed?

4. WE CAN … THREE MAJOR TRENDS ARE TRANSFOMING ENTERPRISE COMPUTING Service Oriented Architectures Global Sourcing Low Cost High Performance Platforms 1 2 3  Interoperability enabling new, much faster and efficient ways to deliver IT  Linux-Intel dramatically reducing TCO of IT  Large global supply of skills dramatically increasing affordability of labor Speed Efficiency Differentiation

5. SOA: A PARADIGM SHIFT Distributed Component Architecture Service Oriented Architecture Functionality OrientedProcess Oriented Designed to LastDesigned to Change Long Development Cycle Interactive and Iterative Development Cost CenteredBusiness Centered Application BlockServices Orchestration Tightly CoupledAgile and Adaptive Homogeneous TechnologyHeterogeneous Technology Object OrientedMessage Oriented Known ImplementationAbstraction

6. AGENDA  The Promise of SOA  A Roadmap to SOA  Our Experience with SOA and Our Vision

7. A ROADMAP TO SOA Traditional Development and Integration Data Exposing Services Services- based Portals Services- based Processes 1 2 3 SOA Value Add Time Share information with multiple consumers Consolidate services into composite applications providing 360 views Orchestrate services into business processes Speed Efficiency Custom fit Agile IT- Business

8. SOA STEP #1 CONSISTS OF EXPOSING ENTERPRISE INFORMATION TO INTERNAL OR EXTERNAL “CLIENT” APPLICATIONS Client Server ERP Legacy Netcentric Get_Shipment_ Status Service Customer A Procurement Customer B Procurement Sales Portal Customer Service Firewall Data Exposing Services Example: Product Shipping Status External Service ConsumersInternal Service Consumers A single, universal method for making information available to multiple consuming applications independent of their platform 1

9. STEP #2 CONSISTS OF CREATING PORTAL APPLICATIONS THAT CREATE “360 DEGREE” VIEWS OF THEIR USERS’ WORK ENVIRONMENT ERP 360 Sales Portal Services-based Portals Example: A Sales Portal Call Center Get_Support_Call_ History Sales Force Automation Get_Order_Status Get_Customer _News Firewall Track_Quota Marketing Automation Get_Leads Consolidation of services into a “composite application” or portal creating 360 views of a user’s world 2 Client Server Legacy Netcentric

10. THE SALES BEAcon, A SALES PORTAL INTEGRATING INFORMATION USING A COMMON PARADIGM: SERVICES Alert Service Employee Task Service Revenue Service Real time, services- based integration of: CRM Financials Order Management Knowledge/Document management Collaboration tools Productivity tools External information Stock quote Service Account Service Quota Service

11. Get_Contract_ Burn_Rate STEP #3 IS ORCHESTRATING SERVICES INTO BUSINESS PROCESSES Shipping - ERP Services-Based Processes Example: A Solution Milestone Invoicing Process Professional Services Automation Get_Milestone _Status Customer Portal Get_Shipment_ Status Get_Customer _Validation Billing Contract Management Get_Terms Create_ Invoice Create Invoice Validate Status with Customer Map Against Contract Terms Get Services Burn Rate Verify Project Milestone Status Verify Product Shipment Status Service Orchestration Business Process 3 Client Server Legacy Netcentric

12. EXAMPLE: AN HR PROCESS – THE EMPLOYEE ON-BOARDING PROCESS Services orchestration into a single workflow across: Peoplesoft Exchange LDAP HR Portal Easy to reconfigure via Workshop interface

13. THE NEED FOR “A” IN SOA App 1 Portal 1 App 2 … Service 1 … App P Portal 2 …… Portal i Service 2Service 3Service 4Service n Enterprise-wide Shared Services or Standards Messaging – Service Directory and Brokering – QoS Management - Application and Database Connectivity – Security – Data Matching – Semantic Model – Profile Management - Single Sign On, etc. Opportunities for Architectural Standards and Shared Services

14. AGENDA  The Promise of SOA  A Roadmap to SOA  Our Experience with SOA and Our Vision

15. OUR ARCHITECTURE: EVOLUTION OVER THE PAST THREE YEARS Traditional Packaged Integration 1 st Generation SOA: Infrastructure- Centric Architecture Traditional Packaged Applications Infrastructure Services Custom Portal Applications Traditional Packaged Applications Infrastructure Services and Integration Hub 2 nd Generation SOA Composite, Services-Based Applications “The Basics” Extend and Differentiate Efficiently Integrate, Re-Use, and Develop Ultra-Rapidly ABC 1996-1999 2001-2003 End Of 2003+ Custom Portal Applications

16. Our approach to enterprise architecture. “A Better Approach” Service-Centric Architecture The “Old Ways” Typical Legacy Enterprise Architectures – Complex, Expensive, Rigid Proliferating applications (multiple ERPs, SFAs,etc.) Costly bolt-on systems and customizations Point-to-point integrations Poor data integrity ERPSFA Call Center … Enterprise Infrastructure Services Custom Portal Applications …. Packaged Applications Packaged Applications WebLogic Platform WebLogic Platform WebLogic Portal WebLogic Portal

17. ERPSFA Call Center … We start with vanilla implementations of industry standard core applications. Industry standard core applications - robust core business logic and data structure Vanilla implementations Easier and cheaper to maintain Easier and cheaper to upgrade or replace Footprint limited to best-of-breed One standard implementation worldwide Core Application Foundation: Simplicity and Efficiency 1 Core Application Foundation 1 Packaged Applications Packaged Applications

18. ERPSFA Call Center … Enterprise Infrastructure Services We integrate and extend our applications with layers of Enterprise Infrastructure Services. Enterprise Infrastructure Services Integrate and Extend architecture: Portal Services -presentation and user interface services Shared Business Services -interfaces to the applications: requests for data, or business logic functionality Messaging & Brokering Services -core integration services: messaging, transport, workflow, brokering, etc. Shared Application Services - horizontal services and foundational components such as Logging, Efficient: re-use of common services, few point-to-point integrations Powerful: business logic and data exposed and shared across enterprise Enterprise Infrastructure Services Foundation 2 Infrastructure Services Foundation 2 1 Packaged Applications Packaged Applications WebLogic Platform WebLogic Platform

19. And build custom portal applications tailored to our business needs. Flexible: portal-based custom applications tailored to our business needs - Secure customer applications that include business logic and provides interface with Enterprise Services, Applications and Data Efficient: built on top of the Infrastructure Services (50%+ time and cost savings from re-use of common services) Powerful: portlets integrate data and business logic from across enterprise Custom Portal Applications for Unique Capabilities 3 Custom Portal Applications ERPSFA Call Center … Enterprise Infrastructure Services Custom Portal Applications …. Packaged Applications Packaged Applications WebLogic Platform WebLogic Platform WebLogic Portal WebLogic Portal 2 1 3

20. Kana (Marketing Automation) Clarify (Call Center) Siebel (SFA) PeopleSoft 8 (ERP) Shared Application Services OUR 1 st GENERATION SOA HELPED BUILD FRONT- END PORTAL APPLICATIONS VERY RAPIDLY AND EFFICIENTLY Portal Services Employee Manager Portal eSupport (Customer Self-support) eOrders (Quote-to- Order) eLicense (SW license mgt.) Dev2Dev (developer rel. Mgt.) PartnerNet (Partner rel. mgt.) Customers Products Employees Partners Enterprise DataEnterprise Applications – Back-end Custom Portal Applications – Front-end Enterprise Infrastructure Services Licenses Renewals (Installed Base mgt.) Directory Services Yahoo Messenger Ent. Ed. (Chat) Google, Inquira (Search) Documentum (Content Mgt.) Enterprise Services

21. Portal Architecture Approach Content Management Domain Database Siebel Services DTOs Presentation Business Delegate DTOs Recommended Approach to Architecture  Based on Service Oriented Architecture which Promotes re-use at all levels  Provides capability to deliver in weeks not months (once we have a stable framework)  Leverage each product for what it is good at, example: WLP for Presentation based on Entitlements  Allows business to combine services to deliver new capabilities  Domain Access Layer provides abstracts the data source and the relationship, there by minimizing the impact of changes to the source systems  De-coupling Presentation from the business logic makes it reliable and scalable Horizontal services and foundational components Presentation and user interface services Shared Application Services Service Locator Notification Search Framework Exception Handling Application Configuration MonitoringLogging Services Access Control Portal Services Personali- sation Login, Registration Entitlements Presentation SSO Search Brokering Content Brokering … …

22. OUR SECOND GENERATION SOA: SERVICES TO INTEGRATE THE ENTERPRISE AND BUILD COMPOSITE APPLICATIONS Employee Manager Portal eSupport “Traditional” Portal Applications Enterprise Infrastructure Services Shared Application Services Messaging & Brokering Services Portal Services Shared Business Services Composite Applications Services Portal Sales Portal Open_Case Get_History Get_Customer Create_Quote Get_Contract Get_Customer Enterprise Data Enterprise Applications Enterprise Services Search, Content Mgmt, etc. ERP, CRM, etc. Customers Products, etc. Composite Applications Assembled from Business Services Components and Portlets that Expose Enterprise Data and Functionality

23. Header Standard message format required to implement the Service & Message Broker  Standard message format required for handling multiple protocols  Shelter end applications from having to know routing information  Required to route message through the Service & Message Broker  Message Header Attributes:  Message Id: Unique identifies for the message instance  Request type: the time of request or reply the message contains  Source Identifier of source system, for reply routing  Destination: Identification or destination system  Status: Error message  Payload attributes:  XML formatted request / reply message Payload XML Format Request or Reply Destination Request type Source Status Message ID

24. Service & Message Broker architecture approach Messaging & Brokering Services Service Repository Asynchronous Messaging Asynchronous Workflow Service Finder & Broker Shared Business Services … Vertical/business services: Web Services interfaces to the applications: requests for data, or process Core integration services: messaging, transport, workflow, brokering, etc. … … … … … … … Portal App Packaged App Service & Message Broker Transform Process Optional All incoming & outgoing message to the process are in canonical format  All incoming and outgoing messages to the process shall be in standard format  Messages shall not be transformed if they are already in the standard format  The Service and Message broker should be able to handle any protocol or message format  Service can be executed locally or remotely

25. Message and Service Broker converts the messages to a standard format (if required) and routes them to the appropriate destination (WebLogic Integrator) Message Standardization Web Services Service Repository Request Service Service N Service 2 Service 1 … Message Channel Client App Publish Messages JMS Queue Output File JMS Workflow File Workflow App View Workflow event Client App JMS Queue Web Service invocation Message BrokerService Broker  Non-standard messages are converted to standard message format before invoking the service broker  The service broker can receive requests from any channel (synchronous & asynchronous)  The services can be invokes either on the Service & Message Broker or remotely

26. Input Channel S Invoke Sync Service (send w/ reply) Format Response Get Support Cases by Account Get Customer Address Publish Message Service All Messages Determine Service Service Repository ObjectAttributeActionService CustomerAddressGetGetAddiress CustomerSupportCaseActionGetSupportCases CustomerContactAddAddContact Header should be fully formed at this time, question still open whether adapters can handle formatting Translate Payload SourceService Transform. object KEGetSupportCases eSupportGetSupportCasesSupportCaseXML ExternalAddContactAddFlatCustomer Translation X-Ref If no transformation is needed, leave blank AddFlatCustomer SupportCaseXML Start from Channel Message Start from Direct Invocation XML file Sync Call? Sync? Sync Async Invoke Service (send) Publish Response Message to Input Channel Sync Response? Yes No Service Broker component  Ability to handle anywhere from 40% to 70% of all messages routed through the I-Hub  Configurable service broker eliminates the need to implement one Workflow per business process (traditional approach)  Enables administrators to dynamically add / modify shared business services Implemented as a single JPD on WLI

27. Client Library enables services to be dynamically deployed / configured Client Application Service Locator Locator Repository Service GetAddiress GetSupportCases AddContact Target EJB Service WSService Service Broker Service Interface EJB Service Proxy Web Service Proxy Integration Hub Proxy Client EnvironmentIntegration Hub Service Provider Environment EJB Service Web Service Service Broker  The Service Locator Client library allows for services to be deployed locally or remotely transparently to the client application  Service locator allows for same service invocation whether services are local and invoked directly, or invoked through the Service Broker  Services can be redeployed at will without affecting the client application nor its interfaces

28. Authentication Authority Integration HUB Web Services Security Model Siebel PSFT PartnerNet eSupport Other Clarify Internet eLicense Dev2Dev internal users user store Firewall perimeter 1. client makes a login request 2. App forwards authorization request 3. return a token after authentication 4. save token as cookie 6. Web service call with user authentication token 7. Authorize web service call vs. token plus user roles direct call blocked: no or invalid token The objective is to leverage this security model for the entire Enterprise – including Network Services perimeter Request Service Web Services Authenticate User 5. client makes a service request Get Support Cases by Account

29. How it works: business applications interact through Enterprise Infrastructure Services layers. Shared Application Services Customer Repository Unique ID Generator Data ServicesException Handling Application Configuration MonitoringLogging Services Web Services Security Messaging & Brokering Services Service Repository Asynchronous Messaging Asynchronous Workflow Service Finder & Broker Vertical/business services: Web Services interfaces to the applications: requests for data, or process Core integration services: messaging, transport, workflow, brokering, etc. Horizontal services and foundational components Portal Services Personali- zation PresentationAuthenti- cation Universal User Profile Content Brokering …Single sign-onEntitlement Shared Business Services Get_ Licenses Create_ Order Update _Lead Create_ Contact … Get_ Customer Get_Purchase _History Get_ Case_History Presentation and user interface services

30. The architecture leverages the BEA platform and Web Services extensively. … Shared Application Services WLS Data Services WLS Logging WLSWLI Exception Handling WLS Application Configuration Web Services Security WLSWLIOther Monitoring WLSOther Unique Customer ID Generator WLSOther Customer Repository UDDI WLSOtherWLI Service Repository Service Finder & Broker Asynchronous Workflow WLIWLSJMS Asynchronous Messaging Messaging & Brokering Services … Web Services Workshop WLI Get_Case_History Get_Purchase _History Get_Licenses Liquid DataWLS Shared Business Services WLP Personali- zation WLP Presentation WLS Authentication WLS Entitlement WLP Universal User Profile WLP Content Brokering WLPWLS Single sign-on Portal Services

31. DateNameProductIssue Level 03/15P. JamesWLI1 03/15M. WrightWLP2 03/15J. YuWLS1 03/15T. ChenWorkshop3 03/15A. PetitWLI1 Sales Portal - Example AccountAT&T Wireless Seattle Customer News Words you cannot search for and which cannot improve your search include: …. Order History DateNameProductIssue Level 03/15P. JamesWLI1 03/15M. WrightWLP2 03/15J. YuWLS1 03/15T. ChenWorkshop3 03/15A. PetitWLI1 Licenses Installed Base Support Case History Overall Statisfaction: 4.5 Loyalty Index:3.1 Project NameProductStatus Supply Chain PortalWLIIn Progress Enterprise BillingWLPIn Progress Settlement AutomationWLSComplete Customer Care PortalWorkshopComplete Professional Services Projects Service Experience MyQuotes Leads Contracts ProductLicense #ContactsIP Addresses WLI12345P. JamesIP addresses WLP67890J. ChenIP addresses Workshop12345M. McCainIP addresses WLS67890A. HaggartiIP addresses Intelligence Campaigns Shared Application Services Customer Repository Unique ID Generator Data ServicesException Handling Application Configuration MonitoringLogging Services Web Services Security Messaging & Brokering Services Service Repository Asynchronous Messaging Asynchronous Workflow Service Finder & Broker Portal Services Personali- zation PresentationAuthenti- cation Universal User Profile Content Brokering …Single sign-onEntitlement Shared Business Services Get_ Licenses Create_ Order Update _Lead Create_ Contact … Get_ Customer Get_Purchase _History Get_ Case_History It allows us to build powerful new business applications. Superior Customer Insight Better Coordination and Sharing Among Selling Team Integration of Selling (what we promise) with Delivery (what the customer experiences)

32. Shared Application Services Customer Repository Unique ID Generator Data ServicesException Handling Application Configuration MonitoringLogging Services Web Services Security Messaging & Brokering Services Service Repository Asynchronous Messaging Asynchronous Workflow Service Finder & Broker Portal Services Personali- zation PresentationAuthenti- cation Universal User Profile Content Brokering …Single sign-onEntitlement Shared Business Services Get_ Licenses Create_ Order Update _Lead Create_ Contact … Get_ Customer Get_Purchase _History Get_ Case_History DateNameProductIssue Level 03/15P. JamesWLI1 03/15M. WrightWLP2 03/15J. YuWLS1 03/15T. ChenWorkshop3 03/15A. PetitWLI1 Customer Portal - Example CompanyAT&T Wireless Seattle Order History DateNameProductIssue Level 03/15P. JamesWLI1 03/15M. WrightWLP2 03/15J. YuWLS1 03/15T. ChenWorkshop3 03/15A. PetitWLI1 MyLicenses Support Case History Project NameProductStatus Supply Chain PortalWLIIn Progress Enterprise BillingWLPIn Progress Settlement AutomationWLSComplete Customer Care PortalWorkshopComplete Professional Services Projects Service Experience ProductLicense #ContactsIP Addresses WLI12345P. JamesIP addresses WLP67890J. ChenIP addresses Workshop12345M. McCainIP addresses WLS67890A. HaggartiIP addresses MyContacts MyConfigs Support Tools Events The new architecture and many of the same services can enable customer facing applications. 360 degree view of my relationship with BEA Improved coordination with BEA and my team members Reduced productivity losses NameJ. Cheng Position Sr. Director, eBusiness

33. Enterprise Services Hub OUR LATEST ARCHITECTURE VISION IN ITS SIMPLEST FORM Portlet Libraries Universal Portals PortletServicePortlet Application Engines (ERP, CRM, SCM…) Data Sources (Customers, Products, … ) Enterprise Applications and Data integrated via Enterprise Services Hub Functionality and Data exposed via Services and Portlets – cataloged in libraries Applications assembled in remote portals – “the user is the owner”- multi- channel delivery ServicePortletService Services Libraries

34. THE RESULTING PORTALS AGGREGATE PORTLETS HOSTED BY SOURCES AND IS FULLY CONFIGURABLE Registry of existing portlets (local & remote) New functions and content can be added on the fly simply by adding the remote portlet web service definition to the catalog – The resulting portals can be continuously expanded without affecting current functions Welcome, Rhonda Hocker Wednesday, February 4 2004 Google Search BEA Weblogic review Go Results -LinuxPlanet reviews: BEA Weblogic for Linux… -BEA Weblogic review forum - More >> x BEA Email x FromSubjectReceived Philippe.B…. WLI Strategy 02/04/2004 Dale Slaug... Re: SOA Architecture02/03/2004 Yogish Pai SOA Architecture02/03.2004 More >> Yahoo Mail x SenderSubjectDateSize jk100@... Friday trip Sun 2/12K lara.en…RequestSun 2/11K Remind… Birthday ReminderFri 1/303K More >> Draft - Folders - Trash BEA Address Book x Ashburn Go Tom Ashburn408-570-8628Email - IM Placement of portlets in the portal will be dynamic and also configurable by user Available Portlets can reside either in internal servers or external providers – all communication to remote portlets through Web Services Major Opportunities CustomerNameValue Albertson’s8.1 WLI / WLP$7.5M AT&TPortal 8.1 …$2M Verizon W..Platform / Ent..$15M More >> x My Travel Conf #DescrfptionStart Date 0192985SFO-BOS-SFOFeb 14 0194677SFO-LHR-SFOFeb 22 Make a reservation >> x BEA News (Factiva) x -Prudential Selects BEA Systems … -E*Trade Japan builds Linux-based … -Norvergcence Standardizes on BEA... -More >> Configure Portal V V Employee Self Service My Benefits My Information My Payroll My Travel My Purchasing Electronic W2 Sales Support Major Opportunities Customer Contacts Productivity BEA Address Book BEA Email BEA Calendar External Sources BEA news (Factiva) Industry news Stock Quotes Google Search Yahoo Mail x x x x x x x x x

35. THIS NEW ARCHITECTURE RADICALLY REDUCES TIME TO BUSINESS VALUE 12 - 16 months + 3 - 4 months Weeks* First Generation SOA with 12x4 Delivery Model Typical ERP – Major Packaged Application Integration Second Generation SOA Our 2004 Delivery Model  Ultra-rapid delivery with highly parallel development (each service component has contained scope)  Highly flexible with lower risk Time to Business Value Delivered * 3 weeks from requirements to deployment of Web Services (once infrastructure is built) Multiple services can be built in parallel; 3- 4 weeks for assembly of new applications based on pre-built services

36. We started migrating from Unix to Linux in 2002. Linux-Intel is now our deployment and development standard Portal Apps Composite Apps Shared Application Services Messaging & Brokering Services Portal Services Shared Business Services Enterprise Services Enterprise Applications (ERP, CRM, etc.) Enterprise Data Enterprise Infrastructure Services Deployment Standards On a case-by-case basis Proxy Tier Application Tier Integration Services Security Services

37. Linux is ideally suited for SOAs. Portal Apps Composite Apps Shared Application Services Messaging & Brokering Services Portal Services Shared Business Services Enterprise Infrastructure Services High Processing Power for the Dollar Ideal for transaction intensive components (portals, messaging and brokering services) Openness Allows OS tuning for single purpose components where performance is key (messaging and brokering, authentication, security services, etc.) Small Footprint Ideal for creation of single purpose (“plug and play”) appliances (grid computing)

38. IT ARCHITECTURE MATTERS! SERVICE ORIENTED ARCHITECTURE & COMPETITIVE ADVANTAGE Yogish Pai CTO-IT, BEA Systems yogish.pai@bea.com