W2.0 Expo - Heid Mashups - Sept 18, 2008

®

IBM Software Group

© IBM Corporation 2008

IBM Mashup CenterUnlock data. Remix content. Unleash productivity.

Using Enterprise Mashups: What IBM Has Learned About Where They're Helpful

Web 2.0 Expo – New YorkSept 18, 2008 10:30-11:20am

Mark Heid Program Director, Product ManagementInformation Management Division

Bobbie Cochrane STSM, Advanced TechnologyInformation Management Division

http://www.ibm.com/software/info/mashup-center

IBM Software Group

Unlock data. Remix content. Unleash productivity

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Agenda

What is a Mashup? Why Mashups Matter IBM Mashup Center Use Cases More Demos Technical Futures

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What is a Mashup?A “mashup” is a lightweight web application created by combining information or capabilities from more than one existing source to deliver new functions & insights.

Rapid creation (days not months)

Reuses existing capabilities, but delivers new functions + insights

Requires limited to no technical skills

Often mixes internal and external sources

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How This Works – a Quick Demonstration Demo

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What Makes Mashups Unique?

Mashup Development Traditional ITScope Time to value Days to weeks Months to years

Lifespan Variable, often short Long lived

Process Dev. phases Ad-hoc or good-enough Defined, scheduled

Governance De-centralized, community Formal, centralized

Evolution Organic Top-down, centrally driven

UsersApplication builders LOB, individuals, groups Corporate IT

Targeted users Small teams or known user Large groups

Technology Technology REST, RSS, ATOM, AJAX, JSON, XML, etc.

SOAP, WS-*, J2EE, BPEL, etc.

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Agenda


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Mashups Address Common IT & Business ChallengesN

umbe

r of u

sers

per

app

licat

ion

# of applications

Backlog of simple, tactical applications.

Strategic, long-term apps (created by IT.)

Lack of agility and inability to quickly innovate– IT can’t respond fast enough to business requirements Spreadsheet “apps” hard to manage, share, keep current Silo-ed, outdated, inaccessible data

Business Challenges

IT is backlogged and suffering from too many business requests Underground or “shadow” IT

Security violations Loss of information

IT Challenges

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Mashups: Rapid, Simplified Application DevelopmentN

umbe

r of u

sers

per

app

licat

ion

Number of applications

Strategic, IT built applications

Long Tail - situational

Enterprise Mashups

PortalSOA

Legacy applicationsInformation sources

Reuse

“Harden”

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What is the value proposition and where is the return?

Reduce development costs and speed application delivery through rapid application assembly

Improve ROI through reuse of existing assets to meet new needs

Reduce backlog, allowing more focus on strategic business applications

Improve productivity and foster innovation through self-service

Gain insights and solve problems more effectively

Reach new markets by extending reach of existing services/functions to new audiences (e.g. long tail)

Respond faster to change with flexible, agile applications

Line of Business IT Department

Revenue Growth

Cost Reduction

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Agenda


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Who’s Involved in Creating & Using Mashups?

IT Professional

Information / Business Analyst

Business User

Create applications for internal use by their organization’s line of business users. Manage databases and internal information assets. Responsible for data security and governance

Interface between IT and the LOB and work with IT to establish costs, requirements for LOB applications, solutions, or reporting needs. Supports LOB information requirements.

LOB team member little experience using technical solutions outside of Office. Needs certain information to maximize their performance that they currently may not have access to. Often works with Business Analyst to determine business unit needs from IT department.

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IBM Mashup Center

Create new applications by reusing existing data and services

Unlock Enterprise, Web, Personal and Departmental Information

Develop widgets from enterprise systems

Discover and share mashups, widgets, feeds, and services

Transform information into new feeds

A end to end mashup platform, supporting line of business assembly of simple, flexible, and dynamic web applications – with the management, security, and governance capabilities IT requires

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How This Works – Supply Chain Demo

Share & ManageCreate

Transform

Discover

Develop & Unlock

Demo

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Agenda


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Rapid Response – Large Aerospace Company

Visually assess nearest airport for

proximity

Select a location

View functioning airports

View details for runway to assess fit with aircraft needs

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Observe that summer sales numbers are

very low

Ad Hoc Research - Adjust Inventory to Grow Sales

Observe that inventory is very low at that time

Research data on models, look at

customer reviews to see if need to change which phone models

carried in store in summer

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Quickly Deliver Good Enough Applications – Supply Chain Data

Data comes in from AS/400 based ERP

system and other core systems

Drill into specific orders and manufacturing dates

Information streams can be formatted to allow direct download into

their systems

Production information available as a service, and new services can be rapidly and easily created and mixed as

needed

Manipulate data and communicate to back

end systems

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Consumer Created Applications – Banking Mashups

Select an account

View account history

Send a message to bank

Assemble and view mashup on web and mobile

On a Web page

On your iPhone

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New Products and Services - Telco SolutionsSearch for a contact

Send SMS message

See contact’s location

View contact details

Initiate 3rd party call

Simple and cost effective way to

offer new services

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Agenda


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Demo: Usable Airport Search Mashup

Boeing Air Traffic Management

Samet M. Ayhan, Boeing: “The IBM Mashup tool offers a new approach for quick web application development, where disparate data sources can be fused on a single environment with reusable components in order to make better decisions.“

Scenario: Need for authorities to use existing

data and systems to react to unexpected events and develop new capabilities.

During Hurricane Katrina authorities could not quickly use existing systems to find airports that were opened and had runways with enough capacity to land transport planes carrying relief supplies.

Results: Within three weeks Boeing and IBM

had deployed mashup capability using IBM’s Mashup Center. Boeing successfully demonstrated the capability to FAA, DoD, DHS.

Demo

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Demo: Bugzilla

Some of the many questions we always want to ask: How many bugs do we have and how many are outstanding? Which component has the most defects? Who opened them, and

who are fixing them? What is the trend of bugs over the past few months? Are we

stabilizing?

Can Mashup applications help us?

Demo

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Agenda


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The “Mashup Fabric” needs to address key issues for mashups to evolve

How to create what is needed – mashable assets?– Expressive depth– Ease of use

How to integrate information? – What is the minimal level of semantics that the “Information

2.0” layer needs to have?– Has the world evolved to make it easier now?

How to deal with unstructured data…..

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How does one simplify “semantics”?

Helped by:– Microformats growing in popularity in the open community– Standardization services increasingly available– Master Data Management taking off in enterprises

Issues:– Standardization is inherently uncertain. How is uncertainty

handled?– Quality of services differ. How to track the lineage of both

data and integration services? – Services vary in price. How to trade-off price, quality, and

time?

Search shows us some ways

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UIMA

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Name phone

In the Web 2.0 sense, being able to share and build upon other’s annotators is extremely useful

Resulting in structured data out of unstructured domains

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© IBM Corporation 2008. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While

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W2.0 Expo - Heid Mashups - Sept 18, 2008