Web 2 0 To The Global Soa Mapping The Journey 2006

© 2006 The Linthicum Group. All Rights Reserved.Reproduction without prior written permission is strictly prohibited.

Web 2.0 to the Global SOA…Mapping the Journey

David S. David S. LinthicumLinthicum

[email protected]

2© 2006 The Linthicum. Group. All Rights Reserved.Reproduction without prior written permission is strictly prohibited.

What is the Web 2.0?

• Web 2.0 From Wikipedia, the free encyclopedia:– The term "Web 2.0" refers to what some people see as a

second phase of development of the World Wide Web, including its architecture and its applications.

• Clearly, the Web has become the platform of choice for many organizations, and with success of SaaS (Software as a Service) companies such as Salesforce.com and NetSuite, this is quickly becoming true.

• Also, we are clearly moving from dynamic visual interfaces to dynamic non-visual services, all accessible over the Internet. All of this is Web 2.0, or better yet the Global SOA.


Understanding the Pain Points

“A recent survey by the Business Performance Management Institute found that:

• Only 11 percent of executives say they're able to keep up with business demand to change technology-enabled processes.

• 40 percent of which, according to the survey, are currently in need of IT attention.

• Worse, 36 percent report that their company's IT departments are having either "significant difficulties" (27 percent) or "can't keep up at all" (9 percent).”– CIO Magazine


Goals and Characteristics of a SOA

• Improved Adaptability and Agility

– Respond to business needs in near real-time

• Functional Reusability

– Eliminate the need for large scale rip and replace

• Independent Change Management

– Focus on configuration rather than programming

• Interoperability instead of point-to-point integration

– Loosely-coupled framework, services in network

• Orchestrate rather than integrate

– Configuration rather than development to deliver business needs


Moving to “Outside In”

• Today, more services exist outside the enterprise for use within the enterprise.– Examples:

• Amazon.com • eBay• Salesforce.com• NetSuite• Many others

• Leveraging outside services provides enterprises with:– More agility with their ability to add, change, and delete

services as needed– Reuse of services they did not need to create or maintain– Better value chain integration incorporating both customers

and suppliers– Exposing business services outside of the enterprise “Inside

out”


Major Software Players Moving to SaaS Model…ASAP

“Today, the opportunity is to utilize the Internet to make software far more powerful by incorporating a services model which will simplify the work that IT departments and developers have to do while providing new capabilities.”

Bill Gates, October 30, 2005.


What is a service

• Service: the performance of a function by one entity for the benefit of another entity• Web Services: A standards based technology for providing and consuming xml-based services

over a network

• Examples: – FraudLabs Credit Card Fraud Detection 1.1.0: The FraudLabs Credit Card Fraud Detection Web

Service is a hosted, programmable XML Web Service that allows instant detection of fraudulent online credit card order transactions. Avoid lost revenue, wasted productivity, and increased operation costs in chargeback and higher reserved funds as a result of online frauds.http://ws.strikeiron.com/FraudLabs/CreditCardFraudDetection?WSDL

– Medicare Supplier Directory 2.5.0A programmatic interface to the Medicare Supplier Directory, a one–stop resource that provides names, addresses, and contact information for suppliers that provide services or products under the U.S. Medicare program. http://ws.strikeiron.com/medicare_2_5?WSDL

– Sales and Use Tax Basic 3.5.0: Retrieves the current city, state, and county tax rates in the United States based on a given ZIP code, and Canadian provinces based on a province name. http://ws.strikeiron.com/taxdatabasic?WSDL

– Icelandic TV stations: Icelandic tv station listing of most major tv stations and current programming in Iceland. http://www.ingig.com/channels.asmx?WSDL


Current Trends

• We are moving toward a day when most of our enterprise applications may be delivered as services, and thus provide a more economical way to approach information technology management with businesses going forward.

• This is also the great equalizer since businesses, large and small, will have access to the same number and quality of services, much like they do with Web sites today.

• Shared services will create many opportunities, including better agility and the ability to operate a business with fewer IT resources.

• In essence, we're moving to Web 2.0 where service delivery over the Internet will be added to information deliver as the key strategic value of the Web to businesses, as well as extending the Web as a true platform.


However, it will Take Some Work

• In order to make this a reality, we must learn to how to bridge the gaps between our enterprise systems and SOAs, and Web service providers that exist across the Internet.

• Special consideration must be given to connectivity, interoperability, security, and shared processes.

• Problems are easily solvable with the right technology and approaches, but I would say that most out there looking at this new opportunity don’t have a clue as to how to make the new and old work and play well together.


Note: This is an illustrative, not exhaustive, list of vendors

The 'Future' Is Here...


Market Waves“Outside-In Services”

SaaS

Web Services

“Remote”

Distribution

Verticals

2006 2007 2008 2009 2010


Salesforce Subscriber Growth

70,000 75,00087,000

110,000120,000

161,000

195,000

227,000

267,000

351,000

399,000

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Sep-0

2

Nov-0

2

Jan-

03

Mar

-03

May

-03

Jul-0

3

Sep-0

3

Nov-0

3

Jan-

04

Mar

-04

May

-04

Jul-0

4

Sep-0

4

Nov-0

4

Jan-

05

Mar

-05

May

-05

Jul-0

5

Sep-0

5

Nov-0

5

Jan-

06


Fast Growing Web Services Market

• “According to a recently released IDC study, the vendor community has shifted its primary attention from Web services creation to that of more robust consumption, with security, management, messaging and event processing, and the assembly of services into composite solutions as key focal points. Leading adopters are evolving proof-of-concept implementations into more robust deployments. IDC estimates that $2.3 billion was spent worldwide on total Web services software in 2004, more than double the amount from the previous year. IDC expects spending to continue to increase dramatically over the next 5 years, reaching approximately $14.9 billion by 2009.”

– IDC

• “According to Evans Data Corp's latest Web Services Development Survey, this year the percentage of functioning Service-Oriented Architectures (SOAs) has almost doubled. Web Services are now also experiencing more comprehensive implementation with thirty percent of respondents using more than 20-services in the next year, a 58% increase from today.”

– Evans Data Corp.•

“Mash-ups portend big changes for software companies, Web sites, and everyone online. No longer just a collection of pages, the Web is morphing into a sort of global operating system …People are seizing far more control of what they do online. In the process, those efforts are putting skin on the bones of Web services, the long-delayed promise of software and services that can be tapped on demand.”

– Business Week

• “Why reinvent the wheel by having your staff spend time building service components, when you can quickly subscribe to a component, that's been tested and uptime certified, and pay for it on as-used basis?”

– Joe McKendrick, WebServices.org

• “…service marketplaces are beginning to form, such as Amazon.com, StrikeIron, and a few others. Clearly, services are going to be discovered and leveraged through one or all of these marketplaces, it's just a matter of who's going to win the market. As I've stated before, most of the services we are going to consume within our enterprise will be "outside-in" services, existing outside of the enterprise and not owned by the enterprise.”

– David Linthicum, InfoWorld


Understanding the Problem

• Service providers must integrate with existing enterprise systems to become more valuable.

• However, existing internal integration needs to exist to ensure:– Production and consumption of structured information– Semantic mediation– Security mediation– Service enablement– Firewall management– Transactional integrity– Holistic management of complete integration chain


Understand Outside Interfaces

New Accounts

Finance/ Operations

CommissionCalculation

Sales

DataCleaning

On DemandApplications and Service Markets

Best Practices asShared Processes

Sales Order Update

SOA


Understanding the SOA Levels…What Works for Your Enterprise?

• Level 0 SOAs are SOAs that simply send SOAP messages from system to system. There is little notion of true services, but instead, they leverage Web services as an information integration mechanism. Hardly SOA, but certainly a first step.

• Level 1 SOAs are SOAs that also leverage everything in Level 0 but add the notion of a messaging/queuing system. Most ESBs are level 1 SOAs, leveraging a messaging environment that uses service interfaces, but really does not deal with true services (behavior), and instead moves information between entities as messages through queues.

• Level 2 SOAs are SOAs that leverage everything in Level 1, and add the element of transformation and routing. This means that the SOA can move information from source and target systems, leveraging service interfaces, as well as transform the data/schemas to account for the differences in application semantics. Moreover, by adding the element of intelligent routing, you're able to route the information based on elements such as source, content, and logical operators in the SOA.

• Level 3 SOAs are SOAs that leverage everything in Level 2, adding a common directory service. The directory provides a point of discovery of processes, services, schemas, and such, allowing all those who leverage the SOA to easily locate and leverage assets such as services. Without directories, the notion of service reuse--the real reason for building SOAs--won?t work. Directories are typically standards-based, including UDDI, LDAP, and sometimes more proprietary directories such as Active Directory.

• Level 4 SOAs are SOAs that leverage everything in Level 3, adding the notion of brokering and managing true services. Here is where the brokering of application behavior comes into play. In other words, at this level we are not only about managing information movement, but the discovery and leveraging of true services.

• Finally, Level 5 SOAs are SOAs that leverage everything in Level 4, adding the notion of orchestration. Orchestration is key, providing the architect with the ability to leverage exposed services and information flows, creating, in essence, a "meta-application" above the existing processes and services to solve business problems.

• You can Read this later.


Technology Trigger

Peak of Inflated

Expectations

Trough of Disillusionment

Slope of Enlightenment

Plateau of Productivity

Vis

ibil

ity

Less than two years

Two to five years

Five to 10 years

Key: Time to Plateau

ASPs or Softwareas Service

ITU orOn Demand

Web and Application Hosting

Application Outsourcing

Managed Services

As of June 2004

The Arrows Indicate Movement During the Previous Year

2004 Hype Cycle for IT Services: Momentum on Most ITU-Related Fronts

Source: Gartner


B2B Exchange

Distributor

ServiceProvider

Partner

ServiceProvider

Web Services

Internet

• Abstract back-end functions, screens, and data stores and expose them as services

• Mediate semantics through a transformation and routing layer

• Mediate security, accounting for the difference within the source and target systems

• Structure information for movement to and from the service provider

Existing Systems

What Needs to be Done


Getting Ready

• So, how do you prepare yourself? I have a few suggestions:– First, accept the notion that it's okay to leverage services

that are hosted on the Internet as part of your SOA. Normal security management needs to apply, of course.

– Second, create a strategy for the consumption and management of outside-in services, including how you'll deal with semantic management, security, transactions, etc.

– Finally, create a proof of concept now. This does a few things including getting you through the initial learning process and providing proof points as to the feasibility of leveraging outside-in services.


Remember, there are a few technical issues that you must address…

• Semantic and metadata management, or, the management of the different information representations amount the external services and internal systems.

• Transformation and routing, or, accounting for those data differences during run time.

• Governance across all systems, meaning, not giving up the notion of security and control when extending your SOA to the global SOA.

• Discovery and service management, meaning, how to find and leverage services inside or outside of your enterprise, and how to keep track of those services through their maturation.

• Information consumption, processing, and delivery, or, how to effectively move information to and from all interested systems.

• Connectivity and adapter management, or, how to externalize and internalize information and services from very old and proprietary systems.

• Process orchestration and service, and process abstraction, or, the ability to abstract the services and information flows into bound processes, thus creating a solution


System

System

The Basic Architecture


Other Thoughts

• At the end of the day, external Web services should function like any other enterprise application, both housing and sharing critical business information as well as services. In other words, there should be no clear line between the existing enterprise applications and the remote services.

• Think about it. You have access to thousands of services with a single on-demand application provider, as well as information, schemas, etc., and the same patterns found in other on-demand application providers as well.

• Moreover, you subscribe to these services rather than purchase them, and they exist inside of your enterprise as if they are native.


Understanding the Value

• It doesn’t take a rocket scientist to figure out that the creation of an SOA on top of these applications, including process/orchestration layers, directory services layers, identity management, monitoring, semantic management, etc., would add a tremendous amount of value, considering the use of those applications and abstraction into real business solutions.

• Indeed, you’ll find that many SOA's for many businesses actually exist outside of their firewalls, making their on-demand applications work well together.

• This trend is only accelerating as Web 2.0 becomes more valuable for enterprises.


Final Thoughts

• What's cool about this is that businesses will have to change to remain competitive. As others learn to embrace Web 2.0 within their enterprise, like the Web of 10 years ago, others in their community will have to do so just to keep up.

• There are many examples of this today, albeit it's still early in the cycle. Indeed, many small businesses may find that the majority of enterprise processing occurs by leveraging outside services. Services they don't own and haven’t created. Is that scary, or exciting?


Thanks!

• Blogs:– eBizq.net “Linthicum Channel”

– InfoWorld “Real World SOA”

• Weekly Podcast– InfoWorld SOA Report

• Columns– Web Services Journal– Business Integration Journal

Web 2 0 To The Global Soa Mapping The Journey 2006

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