Andy Brown

1
SODA The essential KoolAid for enterprise
participation in web 2.0

• Andy Brown
• Chief Technology Officer Infrastructure
• Credit Suisse

2
Introduction Who Am I?

• 22 years in IT
• 12 years in Financial Services
• Credit Suisse, Merrill Lynch Paribas
• Todays presentation is not about my current or
  past employers.
• A view on the ecosystems of the future, how the
  enterprise can participate and the threats and
  opportunities presented by it.
• A believer that Web 2.0 is close to The Tipping
  Point

3
Reminder - The Evolution of Interoperability
The road to hell is paved with good intentions
(Samuel Johnson)
We needSTP
BPM/SOA
XML SOAP
TCP/IP
Ethernet
Integrated Processes
Protocol Hell DECnet, SNA, PROFS, IPX, OSI,
TCP/IP, VINES
Cabling Hell Phones Cat 1 Cat 2 HyperChannel
Schema Hell FPML, FIXML,ISO15022ML, X4ML, MLML
ASP 'R' Us ?
Interface Hell RPC, CORBA, DCOM, .Net, EJB, RMI,
MQ, RV, Vitria
STP Hell Transform, Derive, Conform, Enrich,
Message Brokers.
4
On-Demand Services are growing like wildfire
b
Service Oriented Economy
Service Oriented Enterprise
Service Oriented Applications
Service Oriented Infrastructure
5
Reminder Enterprise SOA Platform from Legacy
The legacy data problem is the largest barrier
to Enterprise SoA and participation in the
Service Oriented Economy
6
The Internet created Information Ubiquity. The
successful ASPs are becoming Ubiquitous
Enterprise Information models, and Application
Platforms for critical data entities (like
clients)

• Many believe the Real effect of the Internet is
  the creation of connectivity ubiquity and
  information ubiquity
• The Internet is the Gutenberg press on
  steroids. Gutenberg wasnt about how many bibles
  were printed, but the fact that you no longer had
  to listen to the clerics. Watts Wacker, SRI
• Information ubiquity has redefined traditional
  business models in the post Web 1.0 era

The Corollary Does the Business still have to
listen to IT ? When will you be able to buy the
whole platform as a service?
Mail CalendarPortfolio Portal
Acknowledgements John Helm 1999
7
It seems unlikely that traditional mechanisms for
addressing architectural mismatch will work in a
Service Oriented Economy
B
A
It seems likely that A will adopt Bs form where
B has enough scale or is a standard
Acknowledgements John Helm 1999
8
What is SODA ?

• A derivative of Salt ?
• An alternative to drinking water ?
• A mid-European sentence fragment ?
• (so da answer is 42)
• A better acronym than SOD.
• A critical part of a Service Oriented Ecosystem
• Service Oriented Data Architecture

9
SODA Concept Explained

• Service Oriented Data Architecture
  Characteristics
• A top down definition at the highest level of use
  the set of entities, attributes and
  relationships.
• Extensibility and Inheritance (down) is a given.
• Entities are defined or refined in their scope of
  use.
• A definition of the fundamental entities that are
  the language of business (Client, Order, Trade,
  Product, etc)
• Your Clients may want their own dialect
• An essential library of building blocks and
  ingredients in a Service Oriented Enterprise.
• Quite a lot of critical entities already exist
  either as standards or de-facto standards (e.g.
  ASP defined)

10
SODA Concept Example
11
Why does it matter?
Current attack vector for SOE disruption is the
Net Economy as it has ? Enterprise scale.(e.g.
SalesForce vs InHouse CRM) SalesForce has become
the de-facto data model because it is easier and
much cheaper to adopt theirs than try to build
your own.
Commoditizers /Disrupters will target verticals
like financial services where there are rich
margins, massive data costs and the industry has
not converged.
If enterprises choose not to adopt the Service
Oriented Economy and define their SODA for the
Enterprise and Economy level, then it will be
easier for well designed ASPs to be good enough
to beat them
12
Current Tools that can help with SODA

• Enterprise BPM Tools
• Enterprise SOA Platforms
• Enterprise Data Modeling Tools.
• Significant Opportunity for Vendor Community to
  work together to adopt the concepts of SODA.

Where is the real SOE/Web2.0 development platform
?
13
Recap

• Web 2.0 and Service Oriented Economy is here to
  stay.
• The good enough approach to services is
  catching on.
• A big gap exists between SOE consumer
  capabilities and those delivered to enterprise
  clients.
• For the traditional enterprise to become a
  participant in the Service Oriented Economy
  requires significant change.
• Service Oriented Data Architecture is more
  important to get right than the Services
  themselves.
• Its much harder than Web 1.0 The façade is
  missing!
• There are consequences to doing nothing
• (Remember Web 1.0 RIP)

14
Q A