IBM Industry Solutions
Strategy
Creating client value through industry
solutions based on SOA
Fiona McMaster
VP Industry Solutions,
IBM Software Group, Asia Pacific
Agenda
 Market dynamics
 What CEO's are telling us
 How IBM can provide unique industry value
 India best practice
 Next steps in the transformation journey
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SOA is maturing in AP and IBM leads the market
Source : Springboard Research: Service-Oriented Architecture in Asia Pacific: Poised for Take-off; Nov. 12th, 2007
SOA Market in Asia Pacific is
huge and growing at 40%
42%
2500
Revenue US$M
41%
Growth Rate %
40%
2000
1500
39%
38%
1000
Leading SOA Vendors in
Asia Pacific
50%
37%
500
36%
0
“ .. IBM is currently the
clear leader in the region
in terms of both mind and
market share."
35%
2006
2007
2008
2009
25%
2010
65% of SOA adopters are
increasing their investment
40%
0%
32%
30%
22%
20%
Microsoft
HP
Oracle
Others
IBM
28%
Which vendor do you consider to be best
suited to help you migrate to SOA?
15%
10%
1%
1%
1%
0%
Increase Increase Increase
>10%
5-10%
1-5%
Hold
0%
Decrease Decrease
1-5%
5-10%
Don’t
Know
3
India Leads Asia Pacific in SOA adoption
Source : Springboard Research: Service-Oriented Architecture in Asia Pacific: Poised for Take-off; Nov. 12th, 2007
“The Service Oriented Architecture
market in India is expected to grow at
a compound annual growth rate of
49% from 2006-2009, making it the
fastest growing market in the region.
"Indian companies have one of the
highest awareness levels of SOA
and its benefits in the region.”
Springboard Research
“Although the Indian market is still
in the nascent stage, large
organisations in banking,
manufacturing and
telecommunications are beginning
to plan enterprise-wide SOA
deployments.
A majority of the market-leading
companies and those with global
ambitions are more actively
considering SOA than their less
ambitious counterparts. The
government sector is also showing
keen interest in deploying SOA."
.
Springboard Research
.
4
IBM Global CEO Study : May 2008
The Enterprise of the Future
Key Messages
The Enterprise of the Future is
Hungry for Change
More CEOs than ever before – 8 in 10 – anticipate
turbulent change, and plan bold moves in response
The Enterprise of the Future is
Innovative Beyond Customer
Imagination
Three-quarters of CEOs view increasingly
demanding customers not as a threat, but as
opportunity to differentiate
The Enterprise of the Future is
Globally Integrated
The vast majority of CEOs aggressively move
toward global integration – and radically reconfigure
business designs
The Enterprise of the Future is
Disruptive by Nature
More than two-thirds of CEOs strongly focused on
the most sustainable form of innovation – business
model transformation
The Enterprise of the Future is
Genuine, Not Just Generous
Faced with rising customer expectations of
corporate social responsibility, more than two-thirds
take a positive view, and plan to innovate
5
Different Perspectives On SOA
Middleware-based approach leads the way
Buy Package and Adapt
The Application-led Perspective
Fit
Cost ?
Time X
Build From Scratch
The SI/Services-led Perspective
Fit
Cost XX
Time XX
Assemble Choice of Proven Components to suit business need
Blueprint
The Middleware Perspective
Industry Standard Components,
Connections, & Adapters
Fit
Cost
Time
6
IBM is bringing the pieces together to deliver
integrated SOA-based “industry solutions”
IBM Services
and Partners
Business Strategy
Knows
Client’s
Business
Business
and IT
Expertise
SOA Expertise
Solutions
Industry Expertise
Global Delivery
IBM Software
Group
Broad and deep
product portfolio
Global install base
Client
Tested
Assets
Delivery
Excellence
SOA Foundation
Industry Frameworks
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Driving differentiation by linking business with IT
Through an integrated Industry solutions portfolio
An Industry Solution
Strategic Business Drivers
Industry Solutions
Industry Framework
SOA
Foundation &
Infrastructure
Governance
Solves a client's business problem through:
 Industry and subject matter expertise
 Defined IP, apps, tools and methodologies
 Partner Content
 Global Delivery Model
An Industry Framework
Software Platform based on business-area usage
patterns and includes Industry-specific extensions
 Implements relevant industry-specific
standards
 Based on service-oriented architecture
 Supports an ecosystem of business partners
8
IBM has built a portfolio of 52 industry solutions
Solutions
Finance
Banking/Ins -360 Degree View of Cust
Banking - Front Office Multi-Chn
Banking - Core Systems
Banking – Payments
Insurance - Core Solution
Insurance - Front Office Soln
Insurance - Business Performance
Cross-Finance Risk&Compliance
Fin Mkts - Low Latency Mkt Data
Telecommunications
Next Gen Service Creation
Next Gen Service Delivery
Service Management
BSS/OSS Integration
Web 2.0 / Innovation Factory
Single View of Customer & Product
Frame
work
CCI
CCI
CBRF
PFFS
WFO
SPDE
SPDE
SPDE
SPDE
Key IBM SW Products
•Information on Demand
•Cognos, Models
•Enterprise Content Mgr
•Branch Transformation
Toolkit
•Portal
•Process Server
•Message Broker
•WebSphere Front Office
•WebSphere Telco Server
•Integration Server
•Rational Composer, UP
for IMS, ClearCase/Quest
•Rational Portfolio Mgr
•Tivoli Maximo, Netcool,
•Tivoli Security
Energy &Utilities
Customer Ops xFormation
Intelligent Utility Network
Utilities Network Revitalization
Enterprise Asset Management
SAFE
•Common Store
SAFE
•Integration Server
SAFE
•Intelligent Minder
SAFE
Public – Government / Health
Defence : Network centric ops
Customs, ports and border mgt
Public Safety and Security
e-Government
Social Services & Security
Government Shared Service Ctr
Healthcare Payer xFormation
Healthcare Provider xFormation
NCO •Tivoli Maximo
CPBM •Identity Manager
TIF
•Access Manager
•Information Integrator
•Content Manager
•Portal
HIF •WS Health, Tivoli, Lotus
HIF Portal, WEA
Solutions
Distribution – CPG & Retail
Merchandising & supply chain
Retail - Multi-channel retailing
Retail -Total Store
Retail - Business Intelligence
CPG Integrated Market Mgt
Consumer Driven Supply Chn
Frame
work
RIF
RIF
RIF
RIF
Distribution - Travel & Transport
Airlines and GDS
Airports
Rail Services
Freight and Logistics
Travel-related services
Key IBM SW Products
•Content Manager
•Product Center
•Filenet, Cognos
•Commerce Server
•Integration Server
•Integration Server
•Partner Gateway
•Tivoli Maximo
•Information Warehouse
•Master Data Mgt
Industrial – Aerospace & Defence, Automotive, Chemicals & Petroleum,
Electronics
A&D - Product Lifecycle Mgt
PDIF
A&D - Supply chain after mkt
PDIF
Auto - Product Lifecycle mgt
PDIF
•Portal
Auto - Manufacture productivity
MIF
•Pervasive / Mobile SW
Auto - Marketing, sales & svcs
•Process Server
C&P - iPlant(intelligent Plant
IIF
•Integration Server
C&P - iField Intelligent Oil Field
IIF
•Product Center
C&P – Ent. Asset Mgt / RFID
IIF
•DataStage
Elect - Valu chain – RosettaNet
MIF
•Tivoli Maximo
xInd - Product Devt Integration
PDIF-MIF
•Presence Server
Elect - Enterprise/Supplier Integ
PDIF
Elect - Value chain mgt visibility
Elect - Sales Service Chan. Mgt
Media
Production and Distribution
MH
9
IBM has a number of frameworks in market today
to support the Industry Solutions
Communications
Distribution
Financial
Industrial
Public
Telecoms
Consumer
Products
Banking
Automotive
Government
Energy and
Utilities
Retail
Financial
Markets
Electronics
Education
Media and
Entertainment
Travel &
Transport
Insurance
Aerospace&
Defense
Healthcare
Chemical &
Petroleum
Life Science &
Pharmaceutics
SPDE : Service Provider
RIF : Retail Integration
PFFS : Payments for
MIF : Manufacturing
NCO : Network Centric
Development Environment
Framework
Financial Services
Integration Framework
Operations Framework
SAFE :Solution Architect-
CCI : Customer Care &
PDIF : Product
CPBM : Customs, Ports
ure Framework for Energy
Insight Framework
Development Integration
and Borders Framework
MHUB : Media Hub
WFO : Low Latency
IIF : Information
TIF : Trusted Identity
Market Data Distribution
Integration Framework
Framework
Framework in
market today
CBRF : Core Banking
HIF : Health Integration
Renovation Framework
Framework
IPAF : Insurance Product
Acceleration Framework
10
Sample Solution : Customer Care and Insight
Positioning within an overall solution portfolio
Enable
Modernize & Standardize Legacy Systems For
organization to
Cost Containment & Increased Efficiency
manage talent &
Improve Risk Management to
Respond to Changing
maximize
Ensure
Regulatory Compliance
performance Regulatory Requirements To
& Operational Controls
Ensure Capital Adequacy
Strategic
Drivers
Drive Organic
Growth to Deliver
Increased Top
Line Revenue
Industry
Solutions
Front Office
Optimization
Back Office
Operations
Risk &
Compliance
• Customer Care
and Insight
• Multi-channel
Transformation
•Branch
•Self Service
•Contact Center
•Channel
Integration
• Core Systems
Transformation
• Lending
•Cedit Risk
•Collections
•Back Office
Integration
• Payments
 Financial Risk
Management
 Operational Risk
Management
 Governance and
Compliance
Solution
Offerings
Industry
Frameworks
Infrastructure
Customer Care
and Insight
Framework (CCI)
Payments
Framework for
Financial
Services (PFFS)
Workforce
Effectiveness
• Workforce
Performance
• Workforce
Development
• Workforce
Collaboration &
Knowledge Mgt
• HR Strategy &
Transformation
Financial
Management
• Business
Performance Mgt
• Finance
Transformation
• Business Risk
Management
• Enterprise Risk
Management
SOA Foundation
Infrastructure: servers, storage, communication networks & associated services
11
Customer Care and Insight
Customer Care & Insight Solution
Solution
Offerings
• Customer Information Optimization • Customer Sales Optimization
• Insight Optimization
• Customer Service Optimization
• Customer Marketing Optimization • Customer Compliance & Fraud Optimization
IBM Services Assets
•Householding
•Know Your Customer
•Dynamic Product Bundling
•Up Sell/Cross Sell
Target ISV Ecosystem
•Marketing Communications
•Preferences
•Case Management
•Event Based Decisioning
•Campaign Management
•Disputes
Customer Care & Insight Framework
Industry
Framework
Industry Extensions
• Mapping and integration of InfoSphere MDM Server to IFW models
• Cognos risk adjusted profitability blueprint
• Extension of logical BDW models, physical models and mapping
customer domain and data integration to BDW
Key Components from SOA Foundation
WebSphere
• Business Services Fabric, Process Server, Business Monitor, Application
Server, Enterprise Service Bus,
Information Management.
• InfoSphere Warehouse, InfoSphere MDM Server,
Enterprise Content Mgmt., Information Server, Cognos
Infrastructure
Lotus
• Forms
Rational
Tivoli
• Data Modeler
• Software Architect
• Access Manager
• Identity Manager
Infrastructure: servers, storage, communication networks & associated services
12
Solutions at work with Reliance Life virtual office
Implementation of “Lifeline” for customers, advisors and employees
One of leading Life Insurance providers in India
Fastest growing provider for 2005-2006
5th in terms of new premium revenue
Business Challenge
Late market entry
Channel development beyond traditional branch
Create internal culture based on P&L and facts
13
Solutions at work with Reliance Life virtual office
Implementation of “Lifeline” for customers, advisors and employees
Solution
Front Office solution based on SOA & CCI
Single View across all customers
Online facilities for customers, agents and
employees
Benefits
Faster time to market
Reduced agent attrition and churn
Agent & Policy admin costs down 8% year-year
1st in industry to allow customized self service
Improved sales culture and productivity
14
IBM India Industry Solutions Team
IBM India Industry Software Sales
Sanjeev Dhinda
Asia Pacific
Industrial Sector Manager
Subrata Dasgupta
Executive, SW
Industry Sales
Rajesh K Iyer
Asia Pacific
Strategy & Enablement
Contacts
Communications
Sector
Finance
Sector
Finance
Sector
IBVA
Consulting
Industrial &
Distribution
Sectors
Comms
BPTE
Jayant Barve
Ananda Bose
Anand
Raisinghani
Goutam
Kurumella
TBH
Raj Durvasula
subrata.dasgupta@in.ibm.com: Tel:91 99675 37654
jaybarve@in.ibm.com; Tel:91 98672 58860
ananbose@in.ibm.com; Tel:91 98676 98305
anand.raisinghani@in.ibm.com; Tel:91 98200 66824
vikrant_c@in.ibm.com; Tel:91 98672 10367
gkurumel@in.ibm.com; Tel:91 98457 83007
IBM India Industry Software Lab
Pankaj Sinha
Program Director
Lab Services&Solutions
Software
Services
Industry
Solutions
KumarBalagopalin
WebSphere
Saif Islam
Rational
Distribution &
Industrial Sector
Communication
Sector
Government
Sector
Financial
Sector
Manufacturing
Retail / CP
Transport
Telecomms
Digital Media
Government
Public Sector
Banking
Insurance
Financial Mkts
Healthcare
Solution
Integration
Framework
Aryender Sharma
Info Mgnt
Priyansh Dixit
Deepak K
Koshy
S Raiguru
S. G.
Senthilvel
Rajavel
Sekaran
Anand
Krishnamoorthy
Tivoli
Naval Khosla
Healthcare
Sector
Cross Industry
SOA
Mahesh Paradkar
Lotus/WPLC
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Next Steps
Client Executive
Exploration
IBM Client Team
IBM Software Sales





Industry Solutions Specialists
Industry Consultants
IBM Laboratory
Technical Sales
SOA Specialists
Understand needs of
the IT Architecture
Client Specific Solution Architecture
IT Foundation to Support Business
Needs and Objectives
On Site Briefings, IBM Events
Demonstrations, Case Study Visits,
Lab or Briefing Center Visits
Understand Business
Value and Impact
Business Value Assessment
- Process Analysis
- Business Problem Analysis
16
Industry Business Value Assessment (IBVA)
Specialists with industry, consulting, &
software background
how to apply technology to solve your business problems
determine value of solutions relative to the current environment
help visualize recommended solution and its business impact
17
Be bold, fast and innovate - The time is now!
"The country is now universally recognised as a nation on the move and takes
its place amongst the successful economies in the region. The future
potential is enormous but the country's destiny is in our hands. The time
has come to move from small increments to bold, large initiatives.
… Ratan Tata, Tata Group Chairman
“I think that our fundamental belief is that for us growth is a way of life and we
have to grow at all times.”
“We call it infectious impatience … and we are trying to inculcate it in the
entire organization. Infectious impatience. So that things not only get done
but get done in double quick time.”
… Mukesh Ambani, Chairman and Managing Director of Reliance Industries
Always think outside the box and embrace opportunities that appear,
wherever they might be.
… Lakshmi Mittal, Chairman & CEO of Arcelor Mittal
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Thank You
Fiona McMaster
VP Industry Solutions,
IBM Software Group, Asia Pacific
© IBM Corporation 2008. All Rights Reserved.
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