WebSphere Business Services Fabric

“Webify removes the rigidity from SOA to make an SOA environment dynamic and flexible”Steve Mills (paraphrased) at Gartner SOA Symposium -SFO

Glenn Archbold - Auckland,Keith Miller – Christchurch, WellingtonIBM WebSphere Sales Specialists

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Webify Solutions Inc Company Overview• Founded 2002

• Headquartered in Austin, Texas

• Recognized for industry-leading SOA software & services focused on vertical markets

• First-to-market with SOA Composite Business Services for the healthcare industry.

• Continues to receive significant industry recognition

– Best SOA and Web Services Solution (ACORD 2006)

– Best Straight Through Processing Solution (ACORD 2006)

Why Was Webify Technology Acquired by IBM?

1. Webify middleware, along with IBM GBS services, accelerate our clients’ ability to assemble and deploy SOA composite business applications based on pre-built, customizable SOA assets, semantic models and policies.

2. IBM acquired Webify for its market leading industry-focused SOA software and services, including specific industry content in P&C Insurance and Healthcare Insurance (with development in progress for Banking, Telecom and Public Sector).

3. IBM GBS will offer a portfolio of pre-defined composite business services that prereq Webify’sWebSphere middleware. Examples are Claims Lifecycle in the Insurance industry and Provider Collaboration in Healthcare.

4. Webify facilitates the reuse of a clients’ existing applications (SAP, PeopleSoft, CICS, IMS, etc.) in flexible, industry-focused SOA composite applications.

5. Webify complements and extends IBM’s SOA software portfolio, focusing on WebSphere Process Server and WebSphere Service Registry and Repository.

What Problem Does Webify Solve?

Create an SOA and industry standards-based ecosystem that provides me visibility and control within the context of my

lines of business…

Create an SOA and industry standards-based ecosystem that provides me visibility and control within the context of my

lines of business…

Reduce development cycle times and exploit repeatable, business

awareness from within my middleware…

Reduce development cycle times and exploit repeatable, business

awareness from within my middleware…

Add flexibility into my SOA environment with a dynamic Composite Business Services

platform that facilitates asset reuse and

industry accelerators additions…

Add flexibility into my SOA environment with a dynamic Composite Business Services

platform that facilitates asset reuse and

industry accelerators additions…

Move to an architecture capable

of providing business agility & game-changing

business models…

Move to an architecture capable

of providing business agility & game-changing

business models…

Innovation is all about change. SOA makes it easier to change.

• Extend the ability to collaborate inside & outside

• Innovate business models & processes

• Leverage information for business optimization

87% of CEOs believe fundamental change is required in next two-yearsto drive innovation

Source: 2006 IBM Global CEO Survey

Innovation that Matters To CEOs

Enterprise Software EvolutionWebify’s Focus

Source: Gartner

SOA & SOBA Defined

Source: Gartner

SOA: “The Silver Bullet Syndrome”

• Align business & IT– Streamlines business imperatives

with IT strategy

• Reduce Total cost of ownership– Enables service reuse to lower

maintenance costs

• Plug and Play Interoperability– Enables interoperability between

disparate systems

• Loosely coupled building blocks– Enables flexible assembly

Promises of SOA Challenges of SOA• Requires new skills and capabilities

– Top-down and bottom up focus– Modeling, Assembly, Governance– SOA confused with service wrapping

legacy assets

• Proliferation of rogue services– Poor discovery of services and inter-

relationships

• Requires industry semantics– No common language of

interoperability defined

• Requires enhanced middleware– Performance & security needs

Webify, under IBM, is uniquely positioned to address these challenges…

Why are Customers Using Webify?1. IT and Operating Cost Reduction

– 52% reuse of services across SOA applications– Reduction in claims errors by 5% and improvement in claims first-pass– 20% reduction in call center support calls

2. Top Line Growth– Delivered 40+ times the expected new business volume – Anticipated increase in Gross Premiums Written (GPW) by 3-4%– Enabled over $600M in new business transactions

3. Business Agility– 4 month reduction in time-to-market for a new insurance product – 50% reduction in partner service enrollment and administration – Linear scaling to handle over 1.1 billion rate quote inquiries/day on WebSphere running

on System p

"SOA and Web Services have the potential to dramatically improve business agility and innovation. Having worked with Webify for the last three years, I see this acquisition by IBM as a positive for clients. It brings together Webify’s innovative SOA products and IBM’s leading middleware products as well as the global scale and reach of IBM’s Services organization.”Joseph S. Smith, CIO, Arkansas Blue Cross and Blue Shield

Webify Covers All Stages of Customer SOA Evolution

• No defined SOA strategy or roadmap.

• May have exposed some Web services, but efforts are departmental.

• Struggling to move forward with larger, more strategic SOA projects due to lack of clear business outcomes and/or an articulated execution roadmap.

Customer SOA Adoption Stages

• Already exposed dozens or even hundreds of Web services.

• Now struggling with difficult issues of service reuse, governance, manageability, and run-time issues regarding service performance, reliability, security and others.

Customer SOA Adoption Stages

• Organizations at this stage are transforming rigid business processes and monolithic applications into more agile solutions through SOA and SOBAs.

Customer SOA Adoption Stages

• Publishing business services and processes to customers and partners that discover and self-provision them into their own business processes.

• Companies are creating new loosely coupled, process and industry-centric business service ecosystems.

Customer SOA Adoption Stages

Provider Services

Service Subscribers(Multi-modal access via Portal, B2B/EDI, or Voice)

Business Services (Service portfolios for multiple entities)

Member Services

SponsorServices

Corporate Resources (Applications, Data Stores, Servers)

Legacy Applications Existing Infrastructure Packaged Applications BPO Services

Web app

Components & Services(Modular, location independent)

Business Processes (Loosely coupled, on-the-fly assembly)

Claims CollaborationSOBA

Benefits & EligibilitySOBA

Rate QuoteSOBA

Agent Services

A Composite Business Solution is composed of multiple layers with services at its core

How do I eliminate “rogue services”and ensure control of my SOA?

How do I increase service reuse?

How do I govern services as part of my SOA?

How do I enable enforcement of policies across all internal and external services?

How do I help services interact efficiently and dynamically with each other?

How can I help my ESB execute in the right context?

How do I manage the services lifecycle?

How do I optimize service interactions to be better aligned with business process?

Why a Business Services Fabric?

Business Service Policy Definition

Business service metering & utilization

Industry-specific semantic mediation &

dynamic assembly

Business service lifecycle management

Leverageexisting

BusinessModels

Adaptable and customizable composite business services (CBS) to achieve real business agility

Emphasis on managing business service metadata, the lifeblood of SOA

• Optional Industry packs for acceleration of industry solutions

• Enables dynamic personalization and delivery of Business Services

WebSphere Business Services FabricExtends and Leverages IBM SOA Foundation

Business Service

Subscriptions and

Entitlements

Infrastructure

Webify in the IBM SOA FoundationModel Assemble Deploy Manage

Develop / Integrate People / Process / IT Business / ITModel / Architect

Eclipse Framework

Bus SvcsDynamic

Assembler

Business Services

Repository

Bus SvcsComposition

Studio

Bus SvcsSubscriberManager

ESB & MB

BusinessMonitor

Identity & Access Mgmt.

Application Server

Adapters

Bus SvcsPerformance

Manager

Webify Industry Fabric

Business Services Governance Manager

Portal or W.E.D.

ProcessServer

ApplicationDeveloper

BusinessModeler

CompositeApplication ManagerSoftware

ArchitectIntegrationDeveloper

Com

mon

EventInfrastructure

Information Integrator

WebSphere Business Services RepositoryA standards-based, enterprise SOA metadata repository for service descriptions, ontologies, policies, and technical binding information. Enables rich cataloging and discovery of local and 3rd party business services. Comes pre-loaded with industry specific domain models (process, services, data)

WebSphere Business Services Dynamic AssemblerA highly scalable, policy composition and semantic mediation engine that enables dynamic service assembly and service behavior adaptation based on content, context, and contract. Scales horizontally through WebSphere Application Server and vertically through Grid computing.

WebSphere Business Services Composition StudioSOBA Composition Studio enables domain-experienced software architects to model, create, publish, and manage industry specific service meta-data models and policies around data, processes, resources, policies, and domains. Integrates with Rational through Eclipse 3.

WebSphere Business Services Subscriber Manager SOBA Subscriber Manager controls and automates entitlement of Business Services for subscribers. It enables creation, control, and management of service packages to subscribers across the ecosystem. Integrates with leading security and identify management products e.g. LDAP, Netegrity, TAM.

WebSphere Business Services Governance ManagerGovernance Manager provides end to end governance of Business Services and SOBAs through design-time, run-time, deploy-time and manage-time

WebSphere Business Services Performance Manager SOBA Performance Manager provides visibility and monitoring of service oriented processes and applications. Includes multi-perspective views and enables drill-down analysis of events and exceptions.

Webify Industry Fabric Six Integrated Modules

Multi-Channel Information Access

Published Inventory of Enterprise, WebSphere BSF, and Third Party Assets

Dynamically Assembled Composite Business Services

Service Provisioning

Text Msg

Fax

Phone/PDA

Forms

Email

Agents

Policy Holders

Reinsurer

Claims Adjuster

Risk Optimizer

Policy Self-Service

Revenue Maximization

FNOL Optimization

Risk Screener

Intelligent Claim Lifecycle

Claim Self-Service

Rate, Quote, Issue

Risk & Compliance

FNOL Record

Rating & Underwriting

Application Routing

FNOL Routing

Claims Processing

Claims Visibility

Risk Capacity Optimization

Claims Optimization

Risk Qualification & Screening

Policy Pending Analysis

Policy Channel Optimization

New Business Services

Policy Services

Claims Services

Quote Processing

Endorsement Processing

Policy Renewal

Cross-Sell & Up-

Sell

WebSphere BSF SOA Differentiators: Adaptable/Customizable Composite Business ServicesWebSphere BSF dynamically assembles and delivers composite business services with the right functionality based on the specific business situation

Existing Composite Business Services Based on the IBM SOA Foundation

New Business

Webify Industry Fabric Source – Assemble – Deliver – Manage – Govern

•Rate, quote, and issue services•ACORD processing services•Third party and BPO services

•Policy servicing•Third party and BPO services

•FNOL optimization•Claims self-service•Third party and BPO services

•Incentive collaboration services•Channel performance visualization

•Agency/partner management services•Agency/partner self-service•ACORD processing services

IBM SOA Foundation

Policy Lifecycle

Claims Lifecycle

Distribution Management

Agency/ Partner

Services

Provider Collaboration

Benefits and

Eligibility

Claims Attachments

CDH Management

Rate and Quote

•Direct claim filing•PMS integration•WEDI 1-7 editing•Online error repair•Auto claim status•Intelligent claim lifecycle

•HIS integration•B&E request mgr•Real-time and batch capability•Deductible accumulators•Message filtering

•Payer request manager•Electronic return•Attachment lifecycle manager•Image system integration

•Real-time validation•HSA balances•Aggregated HRA/FSA information•Multiple payment reconciliation

•Multi-product quote•Online policy issue•Broker self-service•Legacy enrollment modernization

Healthcare Composite Business Services

Composite business services are collections of individual business and IT services that work together, along with a client’s existing applications, to provide a specific business solution such as Claims Self-Service in Insurance Composite business services are under development for additional industries, including Banking, Telecom, and Public Sector

Insurance Composite Business Services

IBM SOA Foundation

Webify Industry Fabric Source – Assemble – Deliver – Manage – Govern

IBM SOA Foundation

Webify Case Study

Business Challenges• Provide third-party Agent sales force ability to create real-time quotes• Improve Agent experience with ease of use to enhance brand loyalty

Webify Solution• Composite business services connected Agent Online Services and back end quote

processes using Straight Through Processing• Self-service tools for Agents delivered enrollment functionality leveraging existing B2B

connections and existing back-end integration

Results• 10X Increase in Personal Property Quotes over one year without adding staff• SOA-based solution compliant with industry and semantic standards – capable of integrating

with web, internal and external processing systems

Customer: A Global, Property and Casualty Insurance Company

Webify Industry Framework Content – Rate, Quote, Issue SOBA

New BusinessSOBAs

Policy LifecycleSOBAs

Claims LifecycleSOBAs

Webify Insurance

1. Business Services Repository - Standards-based, enterprise SOA metadata repository and registry

2. Dynamic Assembler - Highly scalable, service personalization engine and semantic services broker

3. Composition Studio - Visual modeling and management of meta-data models and policies. 4. Subscriber Manager - Controls and automates entitlement of Business Services 5. Performance Manager - Provides visibility and monitoring of SOBAs and business services6. Governance Manager - Visualize hierarchies and dependencies to monitor business SLAs

A Fully Integrated Business Service Lifecycle Management Solution

No process modeling or BPEL orchestration tools No ESB or Message QueueNo tools to expose/develop Web service interfaces from existing apps or legacy systemsRequires an underlying application server and RDBMS

NOT Included (but available separately from IBM):

Included in WebSphere Business Services Fabric (6 Modules):

In Summary: IBM’s Acquisition of Webify Accelerates the Business Value of SOA

Middleware Foundation and Industry Business Services

IBM and Webify deliver industry-focused SOA solutions for better and faster business results

• Enables creation of new and innovative applications and business models from existing IT investments

Innovative

• Makes it easier to reuse existing assets in new SOA composite business applications

Promotes reuse

• Provides the ability to more quickly create and change SOA applications using pre-built, customizable assets

Fast and flexible

• Supports industry and semantic standards to increase the business value of SOA

Business-focused

Thank You