Messaging Example

8/14/2019 Messaging Example

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Section Owner: Andrew Hawthorn and Jesper Joergensen Last Updated: March 2007

BEA BPM Solution Positioning

Value Proposition: The Headline

BEA delivers significant value to its customers through a unified solution for businesstransformation and optimization.

BEA unified solution for business transformation and optimization enables customers torealize business and IT visibility, agility, and productivity.

Supporting Proof Points

BPM is more than just product. Its a strategic initiative involving multiple systems,applications, and employees, even when initiative is relatively small and departmental.Thus, BEA is more than just a BPM vendor we are a partner committed to our customer

success with offering a complete BPM solution:

o A thoroughly-tested process management methodology to guide each customerthrough best practices in their own individualized path to BPM adoption, oftenstarting with the free BPM Assessment offered at bpm.bea.com.

o A large selection of training courses for every stage of BPM adoption, fromidentifying and selecting target processes, to process modeling, toimplementation and integration, to process optimization, to management andreporting/monitoring for continuous process improvement.

o A services team staffed with a vast reservoir of process, deployment and UIexperts in a number of industry verticals.

o A support team adept at looking beyond product-level issues to understand andresolve customer problems. Again, because BPM is more than just a product, thesupport organization must contemplate more than just whats in the product.

o A single, complete, end-to-end BPM Suite (link to product CPG),

Expansive and flexible modeling tools for business/functional analysts, orcapacities to import models from IDS Sheer, Visio and others.

Built-in collaboration to better facilitate IT/Business alignment, including asingle shared model to ensure development and business users /process owners / business analysts speak the same language andleverage the same assets.

A powerful simulation engine facilitating the entire gamut of scenarios,

from simple as-is conditions to complex statistical what-if projections. Extensive integration capabilities though out-of-the-box application,

database, and web services connectors and wizards.

Integrated tools for rapid GUI development.

Robust reporting mechanisms through a variety of OLAP tools.


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Extensive real-time Business Activity Monitoring tools, including wizardseasy enough for many end users to develop their own BAM dashboards.

While many vendors agree that BPM is a critical component to any Enterprise platformoffering, only BEA offers the robustness, scalability, platform completeness, and capacityto leverage existing assets and investments to meet the BPM needs of Enterprisecustomers today.

o AquaLogic BPM has been tightly integrated with the entire family of BEAproducts:

WebLogic Server: AquaLogic BPM is designed to leverage the inherentscalability, clustering, transaction pooling, performance management,security, etc. (Ill add more if this is the right idea)

WebLogic Portal

AquaLogic UI

AquaLogic Service Bus

Etc. Etc.

o The BPM market, long dominated by smaller niche-vendors and competitivebased on innovative feature/function, will evolve into more classic Enterprisemarket mechanics:

Innovation, though important, is not as important to most Enterprisecustomers as proven robustness in Enterprise deployments. No othervendor can match BEA in the scale, performance, or sheer number of ourBPM deployments.

Oracles OEM of IDS Sheer demonstrates one of many holes in theirBPM vision. Even if it is done well, IDS Sheer is not built for the targetprofiles of business analysts, which is an increasingly important role inthe BPM purchase decision.

Oracle may attempt to use their acquisition of Siebel Analytics andHyperion to shift the definition of BPM and BPMS to therefore include BI.Our research indicates that most organizations prefer to keep their BIrelationship separate and distinct from their BPM initiatives at this point,though the two may share data.

BPM and SOA are mutually supportive.

o Multiple surveys have indicated that whether bottom-up or top-down, therationales for developing a service oriented architecture are very similar tothose of business process management, and vice-versa:

Business Agility react quickly to market dynamics

Facilitating intra- and inter- company processes

Creating real-time information to make decisions

Improve customer service

To adopt new and evolving regulator requirements.

o BEAs BPM solutions include AquaLogic Service Bus, AquaLogic (again, Ill addmore detail here if it is the right idea).

Competitive Differentiation

BEA Confidential: For Internal Use Only 2


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Primary Competitor: Oracle, IBM, Tibco

SAP, Oracle, and IBM are relative new players in recognizing the growing market forBPM and its importance as a component in the middleware stack. Their products areoften incomplete, immature, and not fully integrated with other products in theirMiddleware offering.

Many competitors, such as Oracle, IBM, and Microsoft, are increasingly forcingcustomers to accept single-stack homogeneity. BEA, by contrast, thrives in theheterogeneous environments common in todays IT shops, and our BPM solution is builtto support and connect to a wide variety of applications, app servers, and databases.

Tibco has a relatively complete vision, but many of the sub components are not tightlyintegrated and sold separately. For instance, the BAM module is severed.

Secondary Competitors: Microsoft, SAP

Microsoft does not have a BPM product, nor does it *appear* to be planning for one, eventhough many internal forces (from the Office, Dynamics, and WWF groups) havepressured for the development of a BPM offering for at least the last few years. Thecorporate line is that Microsoft is apparently sensitive to anti-trust issues, and is thereforecontent with largely relying on partners to leverage Visio as a modeling tool and BizTalkas more than an integration platform. However, recent plans have indicated BPEL,already an option in BizTalk, would become part of the Windows Workflow Foundationlater this year, ostensibly to facilitate communication between SMBs (its target market)and larger enterprises. At this point, Microsoft remains a very incomplete solution.

Many competitors see BPM as a critical to enabling rapid IT agility, including andespecially rapid development of GUIs and composite applications. SAP leads this group,followed closely by Oracle. BEA is completely application agnostic, having no plans toenter the applications market and therefore completely committed to the vision ofmaximizing the value of your existing IT assets.

Key Messages for Target Audiences

Primary Audience: Senior Executive Management

BPM is more than just product, its a multi-year strategic initiative. Select a partner whohas the produsts, service and commitment to will best serve your needs through theduration.

BPM is relatively new to many of the larger vendors. Choose a partner with a provenrecord.

One or two more from above.

Primary Audience: Senior IT Management

Leverage Existing Assets.

SOA + BPM: a powerful combination

One or two more from above.



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Key Messages by Industry

None planned.

Customer References / Case Studies

Let me find a few others that really demonstrate the value of the solution, rather than theproduct.

For now lets use the same as in the other CPG:

United Healthcare deployed BEAs BPM solution to develop a HIPAA compliant BPMsolution to work with their proprietary claims processing system. As a result, they haveachieved the following:

o Immediate payback / lightning fast deployment

o Savings of $1M immediately; $20M within 18 months

o Up and running in 6 weeks

o Smooth transition from legacy applications to a modern IT architecture

JP Morgan Chase deployed BEAs BPM Solution to automate the management of marketdata feeds required to evaluate market risk position. BEA AquaLogic BPM suite is nowthe standard at JPMC. BEA AquaLogic BPM Suite handles all the error managementand reporting to ensure that JPMC has accurate risk position data. As a result, JPMChas achieved the following:

o 78% decrease in cycle time

o 80% efficiency improvement and fast time to value

o In production in less than 90 days

o Improvement in market risk management

o Improvement in Service Level Agreements, increasing the time available toexecute investment decisions

SallieMae deployed BEA AquaLogic BPM Suite to automate, manage, and improve theirentire loan process. As a result, they have achieved the following:

o Savings of $5M+

o Entry into multi-billion student lending market without rewriting systems

o Consistent, repeatable management of exceptions during the loan applicationprocess that were previously not handled

o Optimized process and greater business agility


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Messaging Example