SOA, SEO & SaaS for Business Success
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© 2
008 D
ECART
©2008 DECART
CEO DECART Consulting
SEO Google SEO Consultant
SOA IBM WebSphere TopGun
SaaS SalesForce ApEx Partner
©2008 DECART © 2
008 D
ECART
Vellyslav Petrov
Web Strategy, Branding, Solutions and Support
for dozens of global brands and web projects
4th generation web brand management system,
developed 6 years in BG, SK, IN, DE and USA
iDECS ensures dynamic growth, top5 Google
positioning and real-time business success
DECART Consulting is an European web company,focused in web strategy consulting, integrated SaaSsystems for data and SOA business management:ЕСМ, СRМ, BI, SEO, performance tuning, usability,accessibility, Web 2.0 marketing and social media.
©2008 DECART © 2
008 D
ECART
©2008 DECART
©2008 DECART
Vilfredo Pareto (Wilfried Fritz Pareto)
Born of an exiled noble family in 1848 Paris, the centre of the Revolution.
10 years later his family moved to Italy.
10 years later he earned degree in sciences + a doctorate
“Fundamental Principles of Equilibrium in Solid Bodies".
Interested in social and economic problems.
Lecturer on economics at the University of Florence.
After the death of his parents, Pareto changed his lifestyle,
quitting his job and marrying a Russian, Alessandrina Bakunin.
Writing polemical articles against the government.
In 1893 he was appointed a lecturer in Lausanne where he
remained for the rest of his life.
In 1906 he made the observation that 20% of the population owned 80% of the property in Italy, later generalized into the so-called
Pareto 80-20 principle / Law of the vital few:80% of the effects come from 20% of the causes.80% of your sales and profit comes from 20% of clients.20% of the customers are causing 80% of the problems.
©2008 DECART
Hristo Botev (Hristo Botyov Petkov)
Born of an exiled noble family in 1848Kalofer, the centre of the National Revival against the Ottomans.
10 years later was sent by his father to a high school in Russia.
Deeply impressed by the work of the liberal Russian poets.
Teaching in Odessa, creating his first poetic works.
Established strong connections with Russian revolutionaries.
10 years later returned to Kalofer he made a public speech
Against Ottoman authorities and wealthy Bulgarians
Botev was pressed into leaving the town as a result.
Opted for Romania, at the time an asylum for many exiles.
Lived in an mill with Levski, the leader of Bulgarian insurgency.
In 1876 the daughter of Botev and Veneta was born.
The same year, he was killed by an Ottoman sharpshooter…
Botev is a genius poet and national hero, his poetry reflected the sentiments of the poor people, filled with revolutionary ideas, struggling for their freedom
against both foreign and domestic tyrants. His poetry is influenced by the Russian revolutionary democrats and the Paris Commune. Many of his poems are imbued with revolutionary zeal and determination, such as “My Prayer”:
©2008 DECART
“not you, who but instruct the slaveby calm and prayer to copeand then sustain him to the graveupon his empty hopes;
not you, the true God of the cruel,the liers and the sham,not you, the idol of the foolsand the enemies of man.
O God, inspire in every man
a love of libertythat they may fight as best they can the people' enemies.
Do not let this stormy heartgrow cold in foreign lands,let not my voice in silence passas if through desert sands...”
For both innovators, Freedom is the most precious thing for humans.
©2008 DECART
80%
100 x 365 >>©2008 DECART
©2008 DECART
The first 3 SERP positions get 82% of the traffic!
©2008 DECART
82% {
If you are not on the first 2 pages in Google, you are nowhere.
©2008 DECART
78%
}86%
©2008 DECART
}67%
©2008 DECART
}84%
©2008 DECART
}64%DBCRMERP
©2008 DECART
}73%
SOA?
©2008 DECART
>1 650 000 000 | 100 000 reachable by PPC/ SEO in 10 minutes!
Europe: 348M
©2008 DECART
}86%
©2008 DECART
67% {
©2008 DECART
On-Demand SoftwareOn-Demand ServicesOn-Demand BusinessOn-Demand Relationships On-Demand AWD On-Demand …
OVUM: - SalesForce.com is #1 in SaaS
52%
EMEA On-Demand CRM Market Share (2007)
©2008 DECART
Gartner : The On-Demand market gets white- hot!
EMEA growth
(FY06 – FY07)
72% YOY
77% 4Q
Higher EMEA growth than US
52%
©2008 DECART
For Gartner, Forrester, AMR, Yankee Group – IBM is #1 in SOA
©2008 DECART
53%
}10%?
©2008 DECART
• Administrative Control• Data Integrity Tools• Validated Listing Entry• Reasonableness Constraints• Smart Regionalization• Full, Quick & Saved Searches• List # & Address Searching• Radius Search• Adjustable CMA• Customizable Results Views• Listing Comparison Reporting• Listing Tour Presentations• Layered Mapping• Auto Geo-Coding• Integrated Tax Data• Multiple Browser Compatible• Customizable Reports• Productivity Statistical Reports• Complete Client Tracking• Auto E-mail Prospecting• View/ Search Maps• Get Details• Print & Email Reports• View Aggregated History• Locate Tours• Schedule Open Houses• View Documents• Calculators• View Unlimited Photos• Virtual Tours• Download Videos• List Price Comparison Charts• Price Change Comparisons• Message Center• Feedback, Private notes
148 000 brokers
In 2007, 1 brokersold 716 houses!
©2008 DECART
• Administrative Control• Data Integrity Tools• Validated Listing Entry• Reasonableness Constraints• Smart Regionalization• Full, Quick & Saved Searches• List # & Address Searching• Radius Search• Adjustable CMA• Customizable Results Views• Listing Comparison Reporting• Listing Tour Presentations• Layered Mapping• Auto Geo-Coding• Integrated Tax Data• Multiple Browser Compatible• Customizable Reports• Productivity Statistical Reports• Complete Client Tracking• Auto E-mail Prospecting• View/ Search Maps• Get Details• Print & Email Reports• View Aggregated History• Locate Tours• Schedule Open Houses• View Documents• Calculators• View Unlimited Photos• Virtual Tours• Download Videos• List Price Comparison Charts• Price Change Comparisons• Message Center• Feedback, Private notes©2008 DECART
2008 :: ELIMINATION !!!
©2008 DECART
80%
80% = problems & shortage 20% = 75% LTV & 82% RFM
©2008 DECART
15 x 24 >>©2008 DECART
6% believe their organization has the ability to be very responsive to changing market conditions.
87% of CEOs believe fundamental change is required in next 2 years to drive innovation
ALL CIOs and CTOs recognize Innovation asthe most important capability for Growth
INNOVATION 2008
©2008 DECART
Ability to manage increasing costs
Ability to allocate capital
Ability to manage a global organization
Ability to allocate the best talent
Ability to innovate
0 30 60
Source: McKinsey Quarterly survey of 9,345 global executives
INNOVATION = SUCCESS
Gartner 2008: Companies believe, that ICT will lead the CHANGES
©2008 DECART
ProcessesCustomersInnovation
INNOVATION = SOA
Complexity Inhibits business INNOVATION
The CEO said something about
“flexible and agile”...!?
©2008 DECART
Flexible business demands flexible ICT. Globalization leads to changes and growth on a daily (not yearly) basis.
SOA?
Traditional brandall business processes are “in-house”
2008-compatible BrandThe business value chain is assembled from many sources of information, processes and people
SOA is the main factor for migration to On-Demand business!
©2008 DECART
CEO’S GOALS
©2008 DECART
INCREASEMARKET SHARE INNOVATIONWOW EFFECT EFFICIENCYTALLENTSGROWTHRESULTS
REDUCTIONCOSTSREUSE
DRIVE THE COMPETITION CRAZY!
HUGE EXPENSES
LOW CASHFLOW
UNEFFICIENCY
DISSATISFACTION
MISTRUST
DISSAPOINTMENT
CEO’S PAINS
©2008 DECART
SILO-ed INFORMATION SEPARATES people & organizations
ICT “SYSTEMS”:
INCOMPATIBLE
UNSUPPORTED
COMPLICATED
UNEFFICIENT
HARDCODED
ANCIENT…
CEO’S SPAGHETTIS
©2008 DECART
85% of the budget goes for Support | 15% for Improvement?
CEO’S PACKAGE
©2008 DECART
Buying software products in boxes is Bad for your Health since 2003!
©2008 DECART
77.5% of the TCO is awaiting the ship underwater.The PRICE for your system DOESN’T MATTER.
CEO’S TCO
77.5%
SOS? SOA!
©2008 DECART
SOA reduces ICT complexity, matching the business to his model.
BUSINESS PROCESSES
SERVICESSOA COMPONENTS
BUSINESS PROCESSES MODEL – (BPM, BPEL)
WHAT IS SOA?
©2008 DECART
Gartner: Everything changes much better if it’s based on SOA
SOA Innovation VIDEO (3’40” WMV) >>
SERVICEReoccurring
business task
SOAIT architecture style,
integrating business services
BUSINESS PROCESSES MODEL
SOA 2008
©2008 DECART
“A Strategic inflection point is a time in the life of ever business when its fundamentals are about to change. That change can mean an
opportunity to rise to new heights
or can be deadly when unattended”
~ Andy Grove – “Only the paranoids survive” ~
“Global 2000 will save $53B in 2010”~ Aberdeen Group ~
Applications, collaborative and groupwareData, content and information accessDevelopment and deploymentSecurity
Systems management and other infrastructure
SOA Driven Software Revenue
Source: IDC
$0
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
$7.0
2005 2006 2007 2008
Bill
ions
$
Gartner : In 2008, more than 60% of enterprises will use SOA as a guiding light
WHERE TO START?
©2008 DECART
* McKinsey’s report of 9740 CEOs interviewed in 2007
The 3 MOST IMPORTANT PRIORITIES*:
1. Expand the internal and external COMMUNICATION
2. Innovate the businessMODEL & PROCESSES
3. Leverage the whole informationfor business OPTIMIZATION
SOA ENTRANCE POINTS
©2008 DECART
PEOPLE > PROCESSES > INFORMATION > CONNECTION > REUSE
23
5
1
4
SOA ensures a perfect
business COMMUNICATION
SOA innovates the business
MODEL & PROCESSES
SOA leverages the whole
information for real-time
business OPTIMIZATION
SOA INFRASTRUCTURE
Corporate platform for sharing information, processes and people
©2008 DECART
SOA ARCHITECTURE
©2008 DECART
RationalDeveloper
BPEL/UML
Business ProcessModel
BPEL
LOB IT
WebServices
WebSphereIntegrationDeveloperWebSphere
BusinessModeler
WebSphereBusinessMonitor
WS App Srv
WS ESB
WebSphereProcessServer
WebSpherePortal
InformationServer
Tivoli Composite Application MonitorTivoli Identity & Access Manager
WebSphereService
Registry & Repository
©2008 DECART
Enterprise CONTENT Management
EDM WCM DAM ERM CCMDocuments Web MultiNedia Records Collaboration
Offers
E-tables
Contracts
Schemes
HTML
SGML
WML
XML
Images
Sound
Video
Pesenttaions
Stats
Diagrams
Forms
Projects
Discussions
Chat sesisons
Blogs
©2008 DECART
Internet, Intranet и Extranet system, which unites ALL
Presentation & Personalization
CRM Sales Marketing Admin. Production Business
logicWorkflow, integration
ERP Logistics System X System Y System Z External data
users
processes
systems
data @
©2008 DECART
CRM 2.0
search trends traffic customers niche social networks blogs relationships search engines SEO SaaS emotions AJAX SERP
love sharing music photos profiles podcasts wiki SOAP
googlism twitter facebook tagging
chats RSS networking bloggingmash-upssuccess
…
WEB 2.0 & SOA
Global connected web 2.0 communities for good practices sharing
©2008 DECART
BUSINESS MODELING 2.0
©2008 DECART
Analysis Simulation Documentation
Process Design & Modeling: IBM WebSphere Business Modeler
Generation Management Delivery Archiving
DealerEmployee Customer
Partner
Internet
the right content> to the right user > at the right time
Enterprise value chain supersedes siloed supply.Value is co-created in communities – pros, scientists mothers, teens... > 40% of processes, ideas, products and technologies are outsourced.
©2008 DECART
©2008 DECART
>60% sales growth/y. Guaranteed.
BUSINESS MONITORING 2.0
©2008 DECART
Process Control & Monitoring IBM WebSphere Business Monitor
1. How many people are coming to your website?
2. Where they came from and what piqued their interest?
3. What do you want them to do? What they actually do?
Amateurs GUESS. We have to KNOW.
©2008 DECART
©2008 DECART
84%
©2008 DECART
CIV = 0.78!
©2008 DECART
24h = 85% up! (780/d)
DECART’sReal-timeSuccess
Lifecycle management
analysisstrategy
technologysystemexperts
methodscreating
managementsupply
archiving
Business processes innovation adaptingmodelingoptimizingperformancecontentdata CRMERPSCMBI
©2008 DECART
"The future [ web 3.0 ] is here. It's just not evenly distributed yet."
William Gibson
“There are NO secrets! Just things we don’t know, yet." Tibetan mantra
©2008 DECART
©2008 DECART
skype: vellys