FORRESTER’S ENTERPRISE ARCHITECTURE FORUM EMEA 2010Leveraging Architecture For Business Impact

March 2-3, 2010 ■ Millennium Gloucester Hotel London Kensington

www.forrester.com/EA2010emea

Key∙Issues∙Addressed

FORRESTER’S ENTERPRISE ARCHITECTURE FORUM EMEA 2010

Dear Colleague,

Business demand for technology capabilities continues to grow, propelled by recognition of the impact technology has on business strategies and outcomes. Technology trends — from cloud computing to the “consumerization” of technology to “componentization” of packaged apps — open new doors for businesses to find solutions to their strategic needs. In such an environment, IT can’t remain an order taker — its relationship with business must evolve toward partnership, and enterprise architecture (EA) provides the glue for this partnership.

As business rethinks or adds new strategic directions, how can EA ensure that business and IT work together on these transformations? As the technology landscape changes to make it easier for businesses to engage their customers and change their business models, how does EA provide the lens through which business and IT together evaluate these technologies? To meet changes like these effectively, how should EA leaders market their relevance to business and IT priorities?

Forrester’s Enterprise Architecture Forum EMEA 2010 will address these questions and give you immediate actions you can take as well as long-term strategies. The Forum will provide a platform where Enterprise Architecture professionals will be able to share innovative best practices, network with peers, hear both keynote and in-depth track sessions, and pose company-specific questions to top Forrester analysts during One-On-One Meetings.

I look forward to seeing you in London!

Key∙Issues∙Addressed

∙∙ Enterprise∙Business∙Architecture. Business expectations for technology are expanding, and IT’s relationship to the business is changing from systems builder to solutions orchestrator. Our Forum will show attendees how to develop and use business architecture to align IT and business strategies, optimize demand management, and enable IT’s transformation into a business-centric service provider.

∙∙ Boosting∙EA’s∙Strategic∙Value. We all know that architecture’s greatest value is in guiding business and IT strategies — but key stakeholders see architects as tactical problem solvers rather than strategic contributors. Changing this perception requires that stakeholders see how architecture helps them achieve their goals. Attendees will gain actionable insights into the metrics and marketing skills EA success requires.

∙∙ Key∙Technology∙Trends∙EAs∙Should∙Watch. Our top analysts will discuss the latest trends in the technologies — from cloud to Web 2.0 technologies to Tech Populism — that will have an impact on your organization in positive (or detrimental) ways, tell you what the effects could be, and advise you on how to prepare.

Alex∙CullenVice President, Research DirectorForrester Research

Contents

Role-Based Forum

Speakers

Expert Advice

Agenda

Track Information

Registration

Venue & Sponsors

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2 For more information visit: www.forrester.com/EA2010emea

In-Depth∙TracksForrester’s Enterprise Architecture Forum EMEA 2010 will deliver three in-depth tracks, each containing five sessions split across two days. These analyst-led tracks will include:

∙∙ Track∙A: Enterprise Business Architecture —Guiding Business And IT

∙∙ Track∙ B: Key Technologies That Will Shape Your Architecture

∙∙ Track∙C: Boosting EA’s Strategic Value

You’re responsible for your firm’s architecture and standards — but the real value in your role is in guiding and influencing IT and business strategy, optimizing technology investments for business results, and creating sustainable solutions for business needs. It’s a big scope, and delivering this value is a juggling act that requires knowledge and technique. You have to know key trends for technology, and you have to know how to engage with your business stakeholders.

Who Should Attend:This Event will examine the key issues for making enterprise architects and your EA programs more successful. Because enterprise architects are only one of many IT stakeholders with a key role to play in driving innovation, the Forum is also relevant to these other roles:

∙∙ Application Development & Program Management professionals.

∙∙ Information & Knowledge Management professionals.

∙∙ Infrastructure & Operations professionals.

∙∙ Business analysts, consultants, and other influencers.

Forrester’s Enterprise Architecture Forum EMEA 2010 is designed for your role and your challenges, with sessions that will give you the actions you need to take to be successful:

∙∙ Hear how to develop and use capability maps — simple yet powerful tools for aligning strategy, uncovering opportunities, and communicating value.

∙∙ Understand the connection of information, business, and application architecture using a services approach.

∙∙ Learn the essential components of information architecture and how it guides effective master data management and business intelligence programs.

∙∙ Examine how your application architectures should change for an increasingly mobile workforce and processes.

∙∙ Evaluate how your current approach to business intelligence must evolve to enable pervasive business intelligence.

∙∙ Understand the key characteristics of next-generation systems management architecture to address rapidly evolving computing models.

∙∙ Hear best practices for integrating enterprise architecture with application and project portfolio management and ITIL processes.

∙∙ Learn the common mistakes EA organizations make that result in marginalization — and how to avoid them.

Your∙Role,∙Your∙Priorities,∙Your∙Success!

LEVERAGING ARCHITECTURE FOR BUSINESS IMPACT

To register call: +31 (0)20 305 4848

“A 360° overview of EA with a very “A 360° overview of EA with a very “A 360° overview of EA with a very interesting visionary outlook”interesting visionary outlook”interesting visionary outlook”

Patrizia∙IacovonePatrizia∙IacovonePatrizia∙Iacovone, Head of ICT Strategy, Head of ICT Strategy, Head of ICT Strategy, , , UniCreditUniCreditUniCredit2009 EA Forum Attendee2009 EA Forum Attendee2009 EA Forum Attendee

Eric∙AdamsEnterprise Architecture Professional

Forrester uses personas like this to represent clients in their professional roles and deliver a uniquely relevant and solution-oriented experience.

Benefits Of Attending:∙∙ Unbiased research and expertise of Forrester analysts.

∙∙ Identify opportunities for intelligent cost savings.

∙∙ Compelling keynote addresses from today’s leading executives and IT leaders.

∙∙ In-depth discussion sessions on hot EA topics with leading analysts and peers.

∙∙ One-On-One Meetings with Forrester analysts.

∙∙ Peer networking with more than 150 attendees.

ROLE-BASED FORUM

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POWERFUL CONTENT. EXCEPTIONAL SPEAKERS

Susan Watson, VP, Radical Simplification & Process-Led Enterprise Integration, Enterprise on Demand Transformation, IBMSusan Watson has 11 years of executive experience in various parts of IBM’s business transformation and IT community. In her present position, she is responsible for driving integration and alignment across business transformation and IT through process-led strategic planning, enterprise architecture, initiative management, and governance. In her previous position, Ms. Watson was responsible for a $1 billion portfolio of application development, maintenance, and systems integration primarily supporting the IBM Global Account. She was responsible for the strategy and execution of a team of approximately 9,000 people supporting the IBM Account Worldwide.

She has personally led three successful $100-million-plus projects and was responsible for leading the IT projects supporting IBM’s divestitures of Lenovo and InfoPrint. Her team designed, developed, and managed packaged applications like SAP and Siebel, as well as customized development using WebSphere, JAVA, and SOA techniques.Ms. Watson joined IBM in 1983 as a programmer. She held a variety of technical and managerial assignments in strategy, development, test, and customer support in S/390 mainframe development and AIX and OS/390 operating system development. She was also Executive Assistant to the GM of the Network Computer Division and PCD Development. Her previous executive assignments have included supporting System Group’s business transformation efforts and responsibility for IBM’s TeleWeb strategy and execution. Ms. Watson is a graduate of the Missouri University of Science and Technology, where she received a Bachelor of Science degree in computer science with a minor in speech and media studies.

Allen Brown, President and CEO, The Open GroupAllen Brown is the President and CEO of The Open Group, a vendor- and technology-neutral consortium that works toward enabling access to integrated information within and between enterprises based on open standards and global interoperability, according to its vision of Boundaryless Information Flow. The Open Group, among many other standards initiatives, is the home of TOGAF, where members, who are themselves engaged in enterprise and IT architecture, strive to evolve and improve this leading architecture framework and architecture development method. The Open Group members have also developed IT Architect Certification, a framework- and methodology-neutral peer review of the skills needed for

implementing enterprise and IT architecture, and more recently, an equivalent program for IT specialists. In January 2007, The Open Group members launched The Association of Open Group Enterprise Architects, which now has more than 5,000 members worldwide. As CEO, Mr. Brown, guided by the members of The Open Group, has led the organization since 1998. Before that, he was an SVP of The Open Group and VP of X/Open Company, prior to its merger with the Open Software Foundation that created The Open Group.

Martijn van Glabbeek, Enterprise Architect - IT Strategy & Architecture Team, Nuon EnergyMartijn van Glabbeek is an Enterprise Architect in the IT Strategy & Architecture team of Nuon Energy, part of the Vattenfall Group. Mr. van Glabbeek has a special interest in architecture governance and the application of IT in the business domain, mainly through service orientation. Within the energy and utilities context, Mr. van Glabbeek focuses on the creation of smart energy ecosystems.

Bobby Cameron, Vice President, Principal Analyst, Forrester Research Thriving In A World Of Increasingly Chaotic Business Structures: EA’s Pivotal Role In Business Success

Enterprise architects are at the heart of one of the greatest opportunities and challenges their firms face: Realizing coherent business value from progressively more-diverse business structures — like pursuing new markets and focusing on core competencies while sourcing noncore capabilities through business process outsourcing, software-as-a-service, and other alternative business structures. From a business-centric point of view, diverse and ever-wider sourcing options drive compelling business value. But from an IT-centric point of view, the diversity runs counter to the value of standards, consolidation, and homogeneity. So how can EAs lead their organizations in dealing with the diversity and capturing the value of new business structures? IT must establish a different type of engagement with the business, with planning and governance structured around business

value and technology strategies structured around business capabilities. This requires a different approach to architecture, and EAs must:

∙∙ Structure and communicate the linkage between business value and the delivery of business capabilities required to run the business — whether sourced internally or externally.

∙∙ Incorporate this linkage into business governance practices that include technology concerns from internal and external organizations.∙∙ Engage groups across IT and business in this continuously evolving, sustainable model.

Randy Heffner, Vice President, Principal Analyst, Forrester Research Crafting Your Technology Strategy For Business Impact

Many organizations’ technology strategies focus on a list of new technologies and time frames for prototyping and building applications centered around each. The result? Technology-centric applications: RFID apps, complex event apps, business rule apps, BPM apps, and so on. Do you really want your business to be designed around your technology? No. Others try to build technology strategies around business plans and objectives, but those change rapidly in response to competitive and market changes. What doesn’t change so quickly are your organization’s core business capabilities, and herein lies the strongest foundation on which to build

your technology strategy. This keynote reframes technology strategy and architecture around your ability to redirect, recombine, and optimize your business capabilities as needed to meet a continuous stream of new business challenges. This session will cover:

∙∙ The structure of business change and technology’s impact on business change.∙∙ Orienting technology and architecture design processes around evolving business capabilities.∙∙ High-level technology strategy built for sustainable business impact.

Industry Keynotes

Forrester Keynotes

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Gene Leganza, Vice President, Principal Analyst, Forrester ResearchArchitecture Guides IT’s Delivery To Business — Key Practices From Three Firms

Your business goals, strategies, and operating model all drive IT, but IT can’t be successful in supporting these without an architecture to guide it. This panel session will uncover the most critical principles and practices EA should use to guide IT infrastructure and applications. Panel members will describe what they have done to make their architecture programs effective. They will cover:

∙∙ Balancing technology standards with flexibility.∙∙ Picking architecture battles and making pragmatic tradeoffs.∙∙ Managing EA focus, commitments, and workloads.

Forrester Keynotes (Cont.)

Meet One-On-One With Forrester Analysts.

Participating Forrester Analysts And Coverage Areas:

Consistently rated as one of the most popular features of Forrester events, One-On-One Meetings give you the opportunity to discuss unique Enterprise Architecture issues facing your organization with Forrester analysts. Enterprise Architecture Forum EMEA 2010 attendees may schedule two 20-minute One-On-One Meetings with the Forrester analysts of their choice, depending on availability.

Bobby Cameron, Vice President, Principal AnalystApplication Development, Architecture & Technology Strategy, Business Value of IT, Governance, Risk, & Compliance, IT & Business Alignment, IT Governance, IT Management, IT

Operations Measurement, IT Strategic Planning, IT Strategy, Planning, & Governance, Security & Risk, Serving the Business

Diego Lo Giudice, Vice President & Principal ConsultantApplication Architecture, Application Development Processes & Tools, Architecture & Technology Strategy, Enterprise Architecture Domains, Enterprise Architecture Practices, IT

Management, Open Source Strategy, SOA & Web Services, Sourcing & Procurement, Sourcing Strategy & Execution

Jeffrey S. Hammond, Principal AnalystAgile Methodologies, Application Development, Application Development Processes & Tools, Application Infrastructure Technologies, Application Life-Cycle Management, Customer

Experience, Integrated Development Environments, Programming Languages, Rich Internet Applications, Social Computing & Web 2.0, Software Change & Configuration Management, Software Modeling, Web 2.0 Development

Jeff Scott, Senior AnalystEA Governance Processes, EA Organizational Structure, EA Roles & Responsibilities, Enterprise Architecture, Enterprise Architecture Practices, Financial Services

Galen Schreck, Principal AnalystCloud Computing, Computer Architectures, Data Center Management, Enterprise Architecture, Enterprise Architecture Domains, High Availability/Fault Tolerance, IT Infrastructure

& Operations, IT Management, IT Strategic Planning, IT Strategy, Planning, & Governance, Processor Architectures, Server Virtualization, Systems Management, Systems Partitioning & Virtualization, Technical Architecture

Alex Cullen, Vice President, Research DirectorIT Management, IT Organization, IT Strategy, Planning, & Governance, Organizational Design & Change Management

Boris Evelson, Principal AnalystAnalytic Applications, Business Activity Monitoring , Business Intelligence, Business Performance Solutions, Business Process Management, Customer Analytics, Customer Relationship

Management, Data Mining & Advanced Analytics, Data Visualization, Data Warehousing, Enterprise Architecture, Enterprise Architecture Domains, Enterprise Collaboration, Financial Management, Financial Services, Information & Knowledge Management, Information Architecture, Knowledge Management, OLAP, Packaged Applications, Predictive Analytics, Professional Services, Query & Reporting Tools

Mike Gualtieri, Senior AnalystApplication Development, Application Development Processes & Tools, Application Infrastructure Technologies, Application Security, Application Server Platforms, Architecture &

Technology Strategy, Business Rules, Customer Experience, Design & Usability Processes, Enterprise Architecture, IT Management, IT Strategy, Planning, & Governance, Programming Languages, Security & Risk, Web Development Tools

Randy Heffner, Vice President, Principal AnalystApplication Architecture, Application Development, Application Development Processes & Tools, Application Security, Digital Business Architecture, Enterprise Architecture, Enterprise

Architecture Domains, SOA & Web Services, SOA Design, SOA Management & Web Services Management, SOA Platforms, SOA Security, SOA Strategy, Security & Risk, Service-Oriented Architecture, Software Modeling

Gene Leganza, Vice President, Principal AnalystApplication Architecture, Enterprise Architecture, Enterprise Architecture Domains, Government, IT Management, IT Strategic Planning, IT Strategy, Planning, & Governance, Information

Architecture, Technical Architecture

Henry Peyret, Principal Analyst

EA Modeling & Repository Tools, Enterprise Architecture, Enterprise Architecture Practices, Government, Healthcare & Life Sciences, Manufacturing, Professional Services, Retail, Telecommunications

Services, Transportation & Logistics, Travel

Clay Richardson, Senior AnalystBusiness Process Management, Methodologies, Modeling, Optimization & Suites, Converge Business Information, Processes, and Rules, Converge, Packaged Applications, Workflow

EXPERT ADVICE

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AGENDA

All session speakers, themes, and times are subject to change.6

IN-DEPTH TRACKS

Track A: Enterprise Business Architecture — Guiding Business And ITBusiness expectations for technology are expanding, and as a result, IT’s relationship to the business will change from being a systems builder to being a solutions orchestrator. To manage this transformation, business and IT need an architecture around which they can build strong partnerships. Sessions in this track will give attendees the “how” of creating business and information architectures that business leaders can use to make decisions, understand the connection between their strategies and the technologies they need for these strategies, link the business operating model to strategies like SOA, and connect business demand with IT costs.

The Anatomy Of Capability MapsJeff Scott, Senior Analyst, Forrester Research

Capability maps have become the central component of most business architecture efforts, but as yet, few industry standards have emerged. In this session, you will learn how to create a well-structured capability map that fits your

organization and how to apply your map to enhance IT and business alignment. This session will cover:∙∙ How to create your organization’s capability map.∙∙ How to structure your business capability model.∙∙ How capability maps connect to business and IT initiatives.

Business Architecture Meet-UpFacilitated by: Jeff Scott, Senior Analyst, Forrester ResearchAlex Cullen, Vice President, Research Director, Forrester Research

Many architecture groups have been working on business architecture initiatives for longer than a year. Different organizations have faced different challenges and used different solutions for those challenges. This “meet-up” will be a discussion among attendees, facilitated by Forrester analysts Jeff Scott and Alex Cullen, on what attendees are doing, what they find works and doesn’t work, and the impact their business architecture has had on business and

IT. Participants will gain from this discussion a broader understanding of tactics they can use to tune their efforts. Although the discussion will be driven by participants, topics may include:∙∙ Gaining essential business and IT participation and input.∙∙ The architecture deliverables that resonate with business.∙∙ Quick wins and near-term results that build momentum.

Bridging The Silos: Business Design As A Guide To Information ArchitectureModerated by: Gene Leganza, Vice President, Principal Analyst, Forrester Research Panelists: Randy Heffner, Vice President, Principal Analyst, Forrester Research Noel Yuhanna, Principal Analyst, Forrester Research

Forrester’s research shows that information architecture (IA) domain development lags other, more technology-oriented domains such as infrastructure and application architecture. But IT trends that cross silos, such as SOA, BPM, and IaaS, require well-designed information architectures in order to base their activities on trusted data. The key to making progress with IA is not pursuing a comprehensive model of your information assets but exploiting your BPM- and SOA-related business design activities to explore the context for your information entities. This panel discussion will focus on using business design as a pragmatic approach to building cohesive

information architectures that transcend siloed processes, siloed data, and siloed thinking. It will include:∙∙ The problem with informal, ad hoc IA practices driven by IaaS,

SOA, or BPM initiatives.∙∙ Using business design activities to drive IA development.∙∙ How development teams and EA can work together to build a

pragmatic IA strategy.

You Need Information Architecture To Reap The Benefits In The Next Tech BoomGene Leganza, Vice President, Principal Analyst, Forrester ResearchHenry Peyret, Principal Analyst, Forrester Research

At least one-third of the 15 key technologies that Forrester predicts will drive the next tech boom are heavily dependent on information architecture (IA). And today’s IA must include the time dimension, data life cycles, privacy and compliance, retention, and end-of-life issues that bring additional complexity to data governance. This session will explore best practices in information architecture and EA’s role in establishing an IA practice, including:

∙∙ Information architecture’s foundational role in the technologies that will drive your business in the next five years.

∙∙ EA’s role in establishing and managing an IA practice.∙∙ Best practices in a pragmatic approach to this potentially

overwhelming area.

Business Architecture And Capability Maps — Keystones To Managing Business Technology (BT) DemandBobby Cameron, Vice President, Principal Analyst, Forrester Research

Technology is everywhere and not always under IT’s control — what Forrester calls business technology (BT). This pervasive technology use, increasingly under the direct control of business leaders, requires that IT change how

it manages demand for IT’s resources. Instead of matching business and IT budgets, strategies, and organizations to drive investments, BT demand management has to take a holistic, business-value-based approach to enabling business-services success — even when IT isn’t the service provider. To create BT demand management, EA has to work with business and IT leaders to manage demand as they:∙∙ Turn project portfolio management (PPM) into a full life-cycle

governance and management process and database.∙∙ Make application portfolio management a core, ongoing capability

— continuously rationalizing IT’s complex application assets.∙∙ Build a business-services portfolio process and model from asset

data in the CMDB and the technology-focused IT services catalog.

“A good event in which I picked up “A good event in which I picked up “A good event in which I picked up valuable information”valuable information”valuable information”

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2009 EA Forum Attendee2009 EA Forum Attendee2009 EA Forum Attendee

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Designing Applications For Faster Change And Greater Business ImpactMike Gualtieri, Senior Analyst, Forrester Research

Faster change! It’s what the business needs, and it’s what your architecture must enable. New and exciting technologies like cloud computing, distributed data grids, complex event processing, and others can help create

business impact, but you can’t keep tearing down your applications and building new ones. You must become adept at continuous change, using emerging architectural patterns, technologies, and platforms to evolve increasingly flexible business technology solutions. And, you have to do it without undue risk. Sound hard? It can be, but with a business-focused mindset and the right design models, some firms are able to make a business impact today and prepare for the future by designing for change as they adopt new technologies. This session will cover:

∙∙ Why your architecture must be able to say “yes” to faster change.

∙∙ Faster change plus less risk equals making design tradeoffs between flexibility and optimization.

∙∙ Cloud computing, distributed data grids, event processing architectures, and other technologies that enable faster change.

∙∙ How firms are using emerging architectures to enable faster change and greater business impact.

The Intelligent Enterprise: Optimizing Your Business With Pervasive Business IntelligenceBoris Evelson, Principal Analyst, Forrester Research

No longer just about siloed reporting and analysis and no longer hidden in the back office, business intelligence (BI) is slowly but surely becoming pervasive throughout enterprises. Globalization, commoditization, and razor-

thin profit margins are elevating BI to the rank of a key corporate asset that enterprises use to compete. This puts it on CEOs’ top priorities lists. In order to transform a pervasive BI vision into a reality, BI must cease being a standalone application and become embedded and ingrained into applications, business processes, desktops, portals, emails — and all other places and times where and when knowledge workers need to make decisions. In this session, you will learn:

∙∙ Why are traditional BI approaches limited, and why are traditional BI technologies hitting a wall?

∙∙ What are the next-generation BI approaches, architectures, and specific technologies that will make BI pervasive?

∙∙ What can you do now to get started on the road to pervasive BI?

Mobility And Beyond: Pervasive Technology That Goes Where Business HappensJeffrey S. Hammond, Principal Analyst, Forrester Research

Your business processes happen in many different places: at a desk, talking on a mobile phone, in a delivery truck, in hotel rooms, and much more. As one access channel into your business process, mobile devices are growing

in importance. Building custom apps for mobile devices has long seemed like a black art, and that’s led many companies to spin off — or outsource — their mobile development efforts into a separate technology silo populated with arcane terms like CLDC, MIDP, Java ME, WAP, and mobile middleware. But there’s change afoot: Moore’s law, higher mobile bandwidth, and the increasing number of employee-purchased smartphones create new opportunities (and challenges) for enterprise architects who want to exploit these increasingly capable devices. In this session, Forrester Principal Analyst Jeffrey Hammond will discuss the changes in mobile technology and options for incorporating the mobile channel into your Digital Business Architecture. This session will cover:

∙∙ Today’s mobile development mess and the pros and cons of five different mobile application architectures.

∙∙ How to integrate mobile devices into a broader strategy for pervasive interaction channels.

∙∙ What’s next in the mobile application space and how you can prepare for it.

How Next-Generation Systems Management Meets The Needs Of Digital Business Galen Schreck, Principal Analyst, Forrester Research

Infrastructure virtualization has caused a tremendous shift in your data center architecture and greatly lowered capital expenses. However, your environment may not be much more agile or cost-effective than it was before, thanks to

lots of legacy system management software. Your ratio of spending on new investments to ongoing operations is probably unchanged — with maybe 20% of your budget available for new projects. Through a better-designed management architecture, virtualization will have pervasive effects on how you can be more responsive to business demands and positively affect your organization’s long-term success. So how should you design your next-generation management infrastructure? This session will examine:

∙∙ Longer-term trends that will allow your infrastructure to be more responsive to business demands.

∙∙ The architecture of a next-generation management infrastructure.

∙∙ How management is changing and what elements will be eliminated.

∙∙ How you can adapt your management layer to accommodate changing computing models like public and private clouds.

IN-DEPTH TRACKS

Track B: Key Technologies That Will Shape Your ArchitectureBusiness goals are the capstone of your architecture while technology is the foundation, but it is how you craft technologies into a coherent architecture that determines whether your business will be able to achieve its goals. Sessions in this track dive into five key technology areas — from the impact of social technologies on your business processes to building your next-generation management infrastructures — and how they should reshape your architectures over the next three years. Beyond looking just at the technologies, these sessions examine how the right architecture for them fits within your digital business, and they tell you how to start today to prepare your firm.

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Next-Generation Enterprise Architecture: A Panel DiscussionModerated by: Gene Leganza, Vice President, Principal Analyst, Forrester ResearchPanelists: Bobby Cameron, Alex Cullen & Henry Peyret

This panel will discuss different perspectives on the future of EA. We will explore an evolution of enterprise architecture that promises to support business needs — as well as the needs of IT — more effectively than previous iterations. This session will cover:

∙∙ Why we need a new approach to EA.

∙∙ How EA can address apparently divergent business and IT needs.

∙∙ How to involve EA in your organization to position it for the future.

Why EA Programs Fail And What You Can Do About ItJeff Scott, Senior Analyst, Forrester Research

After almost two decades of trying to position EA as an essential function, most EA teams are still struggling. The current models are not working, and architects will have to take a more innovative approach to succeed. Most

architects have everything they need — they just need to approach the problem differently. This session will show you how, and you’ll learn:

∙∙ Why EA programs fail.

∙∙ How to reposition EA for success.

∙∙ Specific steps to grow EA’s impact.

The Role Of EA Before, During, And After An M&AHenry Peyret, Principal Analyst, Forrester Research

Generating quick IT savings is often the most visible goal of mergers and acquisitions, but integrating business to realize target synergies is the most important — yet hardest to achieve — goal. IT needs to quickly assess the

expected savings during the due diligence period and then quickly execute. Mistaken assumptions and plans are costly and visible. EA should have a pivotal role in developing a solid understanding of M&A savings opportunities — but needs a structured approach and associated tools to be effective. This session will present key lessons from the most up-to-date megamergers in finance, pharma, and others verticals, including:

∙∙ How EAs can make M&A due diligence effective.

∙∙ Best practices to manage the architecture of megamergers and smaller ones as well.

∙∙ Technology convergence — is establishing common standards enough to generate savings?

Harness Social Technologies To Accelerate Unstructured Business ProcessesClay Richardson, Senior Analyst, Forrester Research

Many processes, like manufacturing, are highly regimented and structured while others, like creative processes, might have only a process entry point and exit point with a cloud of unstructured, collaborative, ad hoc activities in between.

In between these extremes, for some processes, it is not so clear what is structured and what is unstructured. A clash often develops because people tend to think in binary: “Either we’ll use BPM to fully structure this process, or we won’t use BPM.” This session will highlight trends and best practices evolving around “social BPM,” which connects collaborative social technologies — such as wikis, blogs,

and mashups — with BPM to maximize the value of unstructured and chaotic business processes. This session will:

∙∙ Outline why collaborative and social technologies are ideally suited to designing and managing unstructured business processes.

∙∙ Define specific use cases and process scenarios that can benefit from social and collaborative features.

∙∙ Describe the architecture of social BPM and where it fits with your information and application architectures.

∙∙ Provide you with a road map and strategy for integrating social components into your process improvement activities

Track C: Boosting EA’s Strategic ValueWe all know that architecture’s greatest value is in guiding business and IT strategies — but key stakeholders see architects as tactical problem solvers rather than strategic contributors. Sessions in this track will help attendees understand how to align their strategic value to stakeholder interests, integrate EA with core IT governance processes, and avoid pitfalls that lead to EA marginalization.

Follow The Forrester Blog For Enterprise Architecture Professionals at: http://blogs.forrester.com/ea

“This Forum has been tremendously “This Forum has been tremendously “This Forum has been tremendously helpful in formulating a plan for helpful in formulating a plan for helpful in formulating a plan for

introducing EA in our organization.”introducing EA in our organization.”introducing EA in our organization.”Paul∙Hardman,∙Process∙&∙Systems∙Manager,∙EnterprisePaul∙Hardman,∙Process∙&∙Systems∙Manager,∙EnterprisePaul∙Hardman,∙Process∙&∙Systems∙Manager,∙Enterprise

2009 EA Forum Attendee2009 EA Forum Attendee2009 EA Forum Attendee

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IN-DEPTH TRACKS

PPM, APM, And The State Of The Art For EA GovernanceHenry Peyret, Principal Analyst, Forrester ResearchDiego Lo Giudice, Vice President, Principal Consultant, Forrester Research

Project review within a project portfolio management process is often the first step into EA governance. But this is not where EA provides the most value and impact. For the most-successful EA programs, the most-visible value is around decisions in application portfolio management, such as in decommissioning redundant applications and focusing investment on strategic ones. However, inflexible architecture practices and mindsets hinder EA’s contribution to these IT

planning and governance processes. In this session, attendees will learn how to adjust their approach to EA governance to bring the right level of agility. This session will examine:

∙∙ EA governance beyond standards conformance.

∙∙ How EA is key to strategic application portfolio management.

∙∙ What EA can do to bolster the firm’s project portfolio management.

∙∙ Linking EA with ITIL processes.

Marketing Tactics To Boost EA’s Value MessageAlex Cullen, Vice President, Research Director, Forrester ResearchDiego Lo Giudice, Vice President, Principal Consultant, Forrester Research

Fight the frustration of communicating architecture’s value with a systematic approach to increasing the perceived value of EA in your organization. EA teams can apply successful marketing techniques such as market positioning and customer segmentation to create a targeted message and an effective EA brand. This session will be especially useful for EA teams trying to evolve the architecture function from tactical to strategic.

In this session, you will learn how to:

∙∙ Pinpoint your EA archetype by mapping current architecture activities on Forrester’s EA archetype matrix.

∙∙ Evaluate your marketplace and the external factors that influence your value message.

∙∙ Discover your target customer segments and craft an effective marketing mix for each segment.

∙∙ Create an EA brand and attach it directly to your value.

Attend∙A∙Pre-ForumWorkshop

For added value, join a small group of peers and work closely with Forrester analysts during a full day, hands-on Workshop. Special discounted rates forpaying EA Forum 2010 attendees!

Create Your EA Strategy For Influence And ImpactMarch 1, 2010, 08:30 – 17:00Led by Principal Analyst Henry Peyret and Senior Analyst Jeff Scott

This Workshop will define the critical steps necessary to improve EA’s organizational influence and impact and provide methods to demonstrate EA’s progress. During the Workshop, you will learn ways to increase EA’s influence through tighter alignment of business, IT, and EA goals and by creating a value-focused EA operating model. You will also learn how to create metrics to measure and demonstrate EA’s progress and organizational impact.

Pre-Forum Workshop pricing: £795 for paying EA Forum 2010 attendees (£1295 regular rate.) To register, call: +31 (0)20 305 4848.

www.forrester.com/EAForum2010Workshop

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FORRESTER’S ENTERPRISE ARCHITECTURE FORUM EMEA 2010Registration Form Complete and fax this form to +31 (0)20 305 4343

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VENUE & SPONSORS

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Millennium Gloucester Hotel Kensington4-18 Harrington Gardens, London, SW7 4LH, UKPhone: +44 (0)20 7373 6030www.millenniumhotels.co.uk/millenniumgloucester

This modern, four-star deluxe hotel is located in the heat of Kensington – less than a minutes’ walk from Gloucester Road underground station. The hotel offers an understated elegance with a relaxed environment.

Enterprise Architecture Forum USFebruary 11-12, San Diego

Enterprise Architecture Forum EMEAMarch 2-3, London

Security Forum EMEAMarch 11-12, London

Infrastructure & Operations Forum EMEAMarch 11-12, London

Infrastructure & Operations Forum USMarch 17-18, Dallas

Marketing Forum USApril 22-23, Los Angeles

IT Forum USMay 26-28, Las Vegas

IT Forum EMEAJune 9-11, Lisbon

Customer Experience Forum USJune 2010

Security Forum USSeptember 16-17, 2010

Services & Sourcing Forum USOctober 2010

Business Technology Forum USOctober 2010

Consumer Forum USOctober 2010

Marketing Forum EMEANovember 2010, London

Services & Sourcing Forum EMEANovember 2010, London

For details of accommodation at the Millennium Gloucester or other hotels in the area, please go to:

www.forrester.com/EA2010emea and select the “Venue” tab

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