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Service Computing:Challenges and Achievements
ComputationWorld 2009
Athens 2009
GUESTS
• Service Computing: Challenges and Achievements
• Moderator: Krishna Singh, Service Research &Innovation Institute (SRII)/IBM Almaden ResearchCenter, USA
• Panelists:Wolfgang Gentzsch, EU Project DEISA & Board ofDirectors OGF, EUDavid Bernstein, Special Chief Technology Officer,Huawei North America R&D, USA
Freimut Bodendorf, University of Erlangen, Germany
Expert Panel
Service Computing: Challenges and Achievements
“Service Computing fuelled by Cloud Computing
paradigm”
Wolfgang Gentzsch
EU DEISA Project & Board of Directors of OGF
gentzsch at rzg.mpg.de
ComputationWorld 2009Athens, November 15 - 20, 2009
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 2
RI-222919
Achievement: Clouds
• ubiquitous and pervasive services, as a utility
• anything, anytime, anywhere, anybody
• Service oriented: SaaS, PaaS, IaaS, HaaS
• IT resources provisioned outside corporate data center
• Resources accessed over the Internet
• A virtual computing environment (Vmware, Xen,...)
• Abstraction of the hardware from the service
• Variable cost of services (QoS)
• From CapEx to OpEx
• Flexible: public and private clouds
• Build and deliver, always-on, pay-per-use IT services
• Scaling up/down: computing, storage, database, services, users
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 3
RI-222919
Cloud Computing can be part of:
- peer-to-peer computing and grid computing, e.g.
. as an (external) node in a grid workflow
- mobile and sensor networks to process the huge
. amount of data
- a telecom services portfolio, driven by convergence
. of broadband, smart mobiles, and clouds
- service oriented start-up companies, on the fly
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 4
RI-222919
Clouds: computing platform for
society & business services
Public (mail, schools, banking, financial, personal, real estate,
health, government, insurance, hospitals, transportation, library);
Utility (broadcasting & cable TV, printing & publishing, energy,
Internet, hotels, retail, waste management, security, rental);
Entertainment (advertising, casinos & gaming, recreational,
restaurant, travel);
Business (communications, specialty, technology, planning, supply
chain management, marketing, design, wholesale distribution);
Business process management (business knowledge, business
protocols, service level agreements, business licensing models,
business financial models, and business advertising models.
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 5
RI-222919
Cloud Computing Challenges
SustainableSustainable
CompetitiveCompetitive
AdvantageAdvantage
CULTURALCULTURAL
TECHNICALTECHNICAL
LEGAL &LEGAL &
REGULATORYREGULATORY
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 6
RI-222919
• Sensitive data, sensitive applications (med.patient records)
• Different organizations have different Cloud ROI
• Security policies: consistent and enforced across clouds !
• Interoperability of components and clouds (standards ?)
• Current IT culture is not predisposed to loosing control
• Not all applications are cloud-ready or cloud-enabled
• “Static” licensing model doesn’t embrace cloud
• Protection of intellectual property
• Legal issues (FDA, HIPAA)
Cloud Computing Challenges
CompWorld Nov 15-20, 2009 Wolfgang Gentzsch, DEISA 7
RI-222919
• O.k.
• O.k.
• O.k.
• O.k.
• O.k.
• Not all applications are cloud-ready or cloud-enabled
• O.k.
• O.k.
• O.k.
Solving the Cloud Challenges
with private or hybrid cloud
Panel on Service Computing: Challenges and Achievements
Service Computing fuelled by Cloud Computing
Wolfgang Gentzsch, EU Project DEISA and Open Grid Forum, November 2009
One of the most important achievements in service computing during the past few years isCloud Computing which provides a new platform for many of the services discussed at thisconference. In the following we briefly present the benefits Cloud Computing enables,provide examples for applications and services which will benefit from Cloud Computing,followed by the challenges and roadblock Cloud Computing faces. Most of these challengesare at least partly eliminated by the introduction of the Private Cloud concept.
Cloud Computing enables:- Ubiquitous and pervasive services, as a utility- Anything, anytime, anywhere, anybody- Service oriented: SaaS, PaaS, IaaS, HaaS- IT resources provisioned outside corporate data center- Resources accessed over the Internet, on demand- A virtual computing environment (Vmware, Xen,...)- Abstraction of the hardware from the service- Variable cost of services (QoS) and Service-Level Agreements (SLA)- From CapEx to OpEx- Flexible, elastic: public and private clouds- Build and deliver, always-on, pay-per-use IT services- Scaling up/down: computing, storage, database, services, users
Cloud Computing will serve as the computing platform for all kinds of society and businessservices, such as
- Public (mail, schools, banking, financial, personal, real estate, health, government,insurance, hospitals, transportation, library);
- Utility (broadcasting & cable TV, printing & publishing, energy, Internet, hotels,retail, waste management, security, rental);
- Entertainment (advertising, casinos & gaming, recreational, restaurant, travel);- Business (communications, specialty, technology, planning, supply chain
management, marketing, design, wholesale distribution);- Business process management (business knowledge, business protocols, service level
agreements, business licensing models, business financial models, and businessadvertising models.
However, Cloud Computing has to cope with several challenges before it is widely accepted:- Sensitive data, sensitive applications (med.patient records)- Different organizations have different Cloud ROI- Security policies: consistent and enforced across clouds !- Interoperability of components and clouds (standards ?)- Current IT culture is not predisposed to loosing control•Not all applications are cloud-
ready or cloud-enabled- Static licensing model doesn’t embrace cloud- Protection of intellectual property- Legal issues (FDA, HIPAA)
It is very interesting that the special concept of Private Cloud (i.e. intra-enterprise CloudComputing) combined with external Cloud resources, will solve most of these challenges. Ingeneral, CIOs have to evaluate three different scenarios: (1) the Private Cloud: optimizing andvirtualizing the company’s internal enterprise IT infrastructure, including the data layer (hereis where Momentum can help); (2) the Hybrid Cloud: do (1) and connect to external clouds;or (3) the Public Cloud: do (2) and successively move data (processing) to the external cloudprovider. The choice for the best-suited scenario depends on many aspects: sensitive /competitive data and applications (e.g. medical patient records), individual return oninvestment, security policies, interoperability between private and public clouds, loosingcontrol when moving data outside the corporation, cloud-enabling data and applications, thecurrent software licensing model, protection of intellectual property, legal issues, and more.The good news is that CIOs can always start with a hybrid infrastructure in mind: combiningprivate and public cloud resources, balanced according to specific requirements, providing thebest of both worlds, thus avoiding the worst of each world individually.
University of Erlangen-Nuremberg Services – Processes – Intelligence
Information Systems
Freimut Bodendorf
Expert Panel Service Computing
A Business Perspective & Vision
Expert Panel Service Computing
A Business Perspective & VisionInformation Systems in Nuremberg
Freimut Bodendorf
2
University of Erlangen-Nuremberg Information Systems
Expert Panel Service Computing
A Business Perspective & VisionUniversity of Erlangen-Nuremberg
Information Systems – Prof. Dr. Freimut Bodendorf
Processes
Retail Services
Industrial
Services
Service Innovation
& Engineering
Hybrid Products
Embedded Services
Sensor-based
Product & Service
Lifecycle
Management
E-Commerce
Freimut Bodendorf
3
University of Erlangen-Nuremberg Information Systems
Services
IntelligenceTravel Services
Services
IT Services
HealthcareE-Learning
Process
Monitoring &
Controlling
Web 2.0 Mining
Sensor-based
Services
Knowledge Discovery
Business
Virtualization
Enterprise Content Management
Industry
Airport Center
Medical
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Business Strategy
Business Model
Freimut Bodendorf
4
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
5
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
6
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“ SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
7
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOB: Service Oriented BusinessSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
SOF
SOI
SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
8
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionRise of the Service and Information Sectors
Information-
Digital
Economy
share in employment
and/or gross national
product
share in employment
and/or gross national
product
Services
Freimut Bodendorf
9
University of Erlangen-Nuremberg Information Systems
1800 1850 1900 1950 2000 year
Information-
based Services
Traditional
Services
Manufacturing
Industry
Agriculture
1800 1850 1900 1950 2000 year
Manufacturing
Industry
Agriculture
Services
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
SOF
SOI
SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
10
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionService Science Challenges
Freimut Bodendorf
11
University of Erlangen-Nuremberg Information Systems
Process 2 IT SOA
Expert Panel Service Computing
A Business Perspective & VisionProcess 2 IT
Processes
Flexibility
“Gap”
Domain
ExpertsToday
So
ftw
are
De
velo
pm
en
t
CO
TS
Pro
du
cts
VisionTomorrow
BP Models BP Models BP Models
BP
M 2
.0
MD
A
• Continuous and
emergent
adjustment of the
IT-infrastructure
• Collaboration
between domain
Freimut Bodendorf
12
University of Erlangen-Nuremberg Information Systems
IT-Infrastructure
Automation
“Gap”S
oft
wa
re D
eve
lop
me
nt
CO
TS
Pro
du
cts
BP-oriented SOAHeterogeneous
Architecture
BP-oriented SOA
BP
M 2
.0
between domain
and IT experts
• Modularization on
process level
IT Experts
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
SOF
SOI
SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
13
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionService Science Challenges
Freimut Bodendorf
14
University of Erlangen-Nuremberg Information Systems
Process 2 IT SOA
Business 2 Process SOB
Expert Panel Service Computing
A Business Perspective & VisionBusiness 2 Process
Business
Tasks
Strategic Process
Mapping
Business ModelBusiness
Strategy
Target Definition
Freimut Bodendorf
15
University of Erlangen-Nuremberg Information Systems
Business ProcessProcess Design
Process
Consolidation
Gap Analysis
Domain ExpertsBPM Experts
BPM 1.0 BPM 2.0
Domain
Experts
BPM
Experts
Target Definition
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
SOF
SOI
SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
16
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionService Science Challenges
Service Networking & Reuse Bundling, Ecosystems
Freimut Bodendorf
17
University of Erlangen-Nuremberg Information Systems
Process 2 IT SOA
Business 2 Process SOB
Expert Panel Service Computing
A Business Perspective & VisionService Productivity in the Face of Complexity
• Many individual services
• Different service providers
• Temporal and logical interdependencies
• Combined service delivery to the customer
Service
Service
Service
Optimizing the productivity of service bundles
(coordination, incentives, IT-based methods and tools)Complex
Service-Bundles
Freimut Bodendorf
18
University of Erlangen-Nuremberg Information Systems
Self-Organization or
Supervision?
� Service Symbiosis
�Service Logistics
� Service IT-Support
Service
ServiceService
Service
Customer at the
Point of Service
Productivity
Division of LaborOrchestration
Expert Panel Service Computing
A Business Perspective & VisionService Networking and Networked Services
Analysis of the
Service System
Composition of
Service Bundles
Coordination of
Service Logistics
Monitoring and Controlling
of Performance and Quality
Freimut Bodendorf
19
University of Erlangen-Nuremberg Information Systems
Service Composition and Coordination
Expert Panel Service Computing
A Business Perspective & VisionService Ecosystem
Mediator
Broker
Prosumer
Provider
Broker
Mediator
Consumer
Prosumer
Service Markets and Logistics
Freimut Bodendorf
20
University of Erlangen-Nuremberg Information Systems
Platform/Infrastructure and Support Services
Service Level
Monitoring
Payment /
Billing
Authentication
and Authorization
TransactionsService
DiscoveryLogging
Expert Panel Service Computing
A Business Perspective & VisionBusiness – Processes - IT
Business Strategy
Business Model
Business Services
“Process as a Service“
SOF
SOI
SOB
Service
Industries
CommerceRetail
Transportation
Finance
Healthcare
Travel
Industrial ServicesHybrid Products
Freimut Bodendorf
21
University of Erlangen-Nuremberg Information Systems
IT-Architecture
Business
Processes
IT-Services, Web Services,
Service Applications
“Software as a Service“ SOA
SOI: Service Oriented InnovationSOB: Service Oriented Business SOF: Service Oriented FutureSOA: Service Oriented Architecture
Expert Panel Service Computing
A Business Perspective & VisionService Science Challenges
Service Networking & Reuse Bundling, Ecosystems
Technology Driven Service InnovationComputer Aided
Services
Freimut Bodendorf
22
University of Erlangen-Nuremberg Information Systems
Process 2 IT SOA
Business 2 Process SOB
Expert Panel Service Computing
A Business Perspective & VisionTechnology Driven Service Innovation
(E-) Service-Augmented Reality
(Software-) Agent-Based Autonomous Services
Freimut Bodendorf
23
University of Erlangen-Nuremberg Information Systems
Service Networks and Networked Services
(E-) Mobility-Based Ubiquitous Services
Expert Panel Service Computing
A Business Perspective & VisionAugmented Reality in Retail Environments
Standard PC
3D model appears on
the physical object
Webcam or video
cameraBook, brochure
or product
packing
Freimut Bodendorf
24
University of Erlangen-Nuremberg Information Systems
AR in Retail
• Virtual Mirror
• Product Feature Explanation
• Augmented Reality Catalogue
• Product Presentation
Expert Panel Service Computing
A Business Perspective & VisionUbiquitous Learning Services
Learning- & Presentation Platform “Castible”
Core Resources: Standard LMS Elements (Text, Audio, Video)
Additional Resources: Web 2.0 Content and Tools
Learning / Presentation: Personal Learning Environment (Contents, Layout, Information Flow)
SlidesSlide
s
Webtop-based Mashup
Social
Publishing
Freimut Bodendorf
25
University of Erlangen-Nuremberg Information Systems
Video
Web 2.0
API
Publishing
Expert Panel Service Computing
A Business Perspective & VisionNetworked Homecare Services
Active
(nursing)
Information
Platforms
Pharma-
ceutical
Companies
Medication
Nursing
Insurance
Funds
Funding
Health
Passive
Family & Friends
Automated
Ordering
Customized
Newsletter
IT-based
Care Level
Assessment
Freimut Bodendorf
26
University of Erlangen-Nuremberg Information Systems
Rehabilitation
FacilitiesDoctorsHospitals
Health Care
Pharmacies
Medical
Insurance
Service
Health
Insurance
Funds
Mobile
Prescription
Automated
Billing
Electronic
Health
Records
Information
Platforms
IT-based
Care Level
Assessment
Expert Panel Service Computing
A Business Perspective & Vision
Services of the Future?
Freimut Bodendorf
27
University of Erlangen-Nuremberg Information Systems
Future of Services?
Expert Panel Service Computing
A Business Perspective & Vision
thank you for thank you for
your attentionyour attention
Freimut Bodendorf
28
University of Erlangen-Nuremberg Information Systems
your attentionyour attention
Expert Panel Service Computing
A Business Perspective & VisionQuestions ?The floor is open for discussion ………..
Freimut Bodendorf
29
University of Erlangen-Nuremberg Information Systems
University of Erlangen-Nuremberg Services – Processes – Intelligence
Information Systems
Freimut Bodendorf
Expert Panel Service Computing
A Business Perspective & Vision
Expert Panel Service ComputingA Business Perspective & Vision
Comments on the presentation at the First International Conference on Advanced Service ComputingAthens, November 17, 2009
University of Erlangen-Nuremberg, Department of Information Systems (Prof. Freimut Bodendorf):Research Focus = Business Services (e.g., in Retail, Health Care, Education, Tourism, Manufacturing)and their connection to Business Processes (e.g., process as a service), Business Intelligence (e.g.,knowledge-based services), and Technological Innovations (e.g., sensor-based services)
There are different “Worlds of Services” to be distinguished:
- World of IT: service-oriented infrastructures, software applications and IT services, web services … SOA, Service Oriented Architecture- World of Processes: service-oriented value creation, process as a service, service as activity flows … SOB, Service Oriented Business- World of Business: service-oriented business plans&models, service industries, new economy … SOI, Service Oriented Innovation
Service sector is gaining more and more importance, information-related services are the driving forcefor innovation in the “digital economy” and the fundament of the “knowledge society” of tomorrow. SOF, Service Oriented Future
Those “Worlds of Services” are closely interrelated:
- Business processes have to be supported and automated by apt (and flexible!) IT architectures Process 2 IT Collaboration of domain and IT experts (SOB + SOA)- Business strategies and models have to be supported and implemented by business processes Business 2 Process Collaboration of managers and domain experts (SOI + SOB)
Business services face networking challenges (seamless integration of services and providers):
- customers expect and consume service bundles to supply a need in a certain situation / context challenge: optimizing quality, flexibility, and productivity simultaneously- providers have to build business networks and to coordinate service offerings and processes challenge: optimizing service logistics and creating win-win-scenarios- service markets and service ecosystems are evolving challenge: optimizing synergies and win-win-…-win scenarios of “prosumer” communities
Technology plays a crucial role in service innovation. It has to “kill two birds with one stone”:- First, it should help to gain competitive advantage by fostering customer fascination- Second, it should help to improve cost-effectiveness of business (service) processes
Technology in service innovation is important in each “World of Service”, e.g., cloud computing onSOA level, biometrics in self-service-systems on SOB level, sensors for context based services onSOI level ……
There are many fields of technology driven service innovation. Examples: (e-)service-augmentedreality, (e-)agent-based autonomous services, embedded (e-)services in hybrid products, (e-)mobility-based ubiquitous services, service networks and networked services, ……… challenge: align business frameworks to technology frameworks and vice versa, and provide openarchitectures (business and IT) to facilitate the combination of service modules and service providers
Information Systems IIProf. Dr. Freimut Bodendorf
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