정태림

taerim.chung@siebel.com℡ 82-2-3782-4600

Next Generation TechnologyNext Generation Technology–– Siebel Component Assembly Siebel Component Assembly 소개소개

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1. Market Trends and Strategies1. Market Trends and Strategies

2. What is Siebel Component Assembly? 2. What is Siebel Component Assembly?

3. Business Composition and Business Outcome3. Business Composition and Business Outcome

4. Case Studies4. Case Studies

Agenda

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1. Market Trends and Strategies1. Market Trends and Strategies

2. What is Siebel Component Assembly?

3. Business Composition and Business Outcome

4. Case Studies

Agenda

4

Unaddressed Market Opportunity for Custom and Industry CRM

Source: Gartner and Siebel Systems estimates

Other VendorsOther Vendors/ ORCL / SAP / PSFT // ORCL / SAP / PSFT /SiebelSiebel

$21B Custom CRM85% of CRM Market

$3.66B Packaged CRM ApplicationsCRMCRM

GrowthGrowth

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But, today’s Packaged Apps Fall Short of Business Aspirations“Packaged Apps Lag Business Requirements” by Erin Kinikin. Dec 2, 2004. Forrester Research

What goals will drive the move to next generation architectures?• Decrease costs: 72% Bus, 72% IT• Improve cust service: 66% Bus, 59% IT• Increase revenue 53% Bus, 40% IT• Increase agility 47% Bus, 51% IT

What are the business problems with existing enterprise app implementations?• Not cross functional (94%)• Inflexibility limits process change (91%)• Don’t meet business requirements (91%)• Lack of results visibility (88%)• High cost to value (84%)• Slow upgrade to new functionality (84%)• Can’t extend processes to external partners

(75%)

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Original (2002) Driving Factors

“Enterprises increasingly require broad platform support. According to a 2002 study by the Giga Information Group, by 2005 a large percentage of businesses now running a single application software platform will have shifted their deployment focus to a dual platform model—57% will be using both J2EE and .NET”

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SOA takes front seat to the J2EE and .NET Issue

Radicati Group's "Web Services Market 2004-2008" reports that the combined market for Web services solutions, management, integration and security will be worth $950 million in 2004. By 2008, that figure will climb to $6.2 billion.

Growth of web services, 2002 - 2006

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Announced Architectural Directionfrom http://www.siebel.com/architecture/direction.shtm

• Native to Both Application Server Platforms– Common installation, deployment, and management of applications – Customize Siebel using J2EE and .NET capabilities and tools – Frees organizations from single vendor, proprietary architectures

• Repository-Based J2EE and .NET Development – No 3GL programming required – Faster time to market – Supports upgradeable applications

• Service-Oriented Architecture – Built using Web Services – Seamlessly supports end-to-end business processes

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The .NET and J2EE picture we Announcedfrom http://www.siebel.com/architecture/direction.shtm

• Highly scalable Service Oriented Architecture (SOA)

• Broad range of open pre-built CRM components for faster development

• Meta-data driven repository reduces total cost of ownership

• Business process composition authoring to orchestrate processes

• Designed to federate data across multiple data sources

• Flexible deployment on Windows, Unix, Linux or z/OS

• Run natively on J2EE and .NET application servers

• Interoperate with Siebel 7/8 and other applications

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1. Market Trends and Strategies

2. What is Siebel Component Assembly? 2. What is Siebel Component Assembly?

3. Business Composition and Business Outcome

4. Case Studies

Agenda

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Siebel Products - and how Siebel Component Assembly Fits in

Component Assembly

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Solutions of the Future

• Enable Process Centric Applications

• Available either On Demand or On Premise

• Easy to Use

• Integrate Seamlessly with Microsoft Office

• Intelligently Combine Operational and Analytical Applications

• Federate Data Across Multiple Customer Systems

• Implement a Service Oriented Architecture

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Our Roadmap is already heading in the right directionWe support some SOA, Web/J2EE/.NET, and Business Composition now

eBusiness

2003 2005 20072001 20042002 2006

Siebel 7.7Siebel 7.7•• JMS TransportJMS Transport•• Java Business Java Business

Service Service •• WSWS--I SupportI Support•• External Business External Business

ComponentComponent

Siebel 7.8Siebel 7.8•• Native Web UI DDK Native Web UI DDK

for J2EEfor J2EE

8.08.0•• Enhanced Business Enhanced Business

Process AutomationProcess Automation•• Enhanced Integration Enhanced Integration

and Web Services and Web Services supportsupport

•• Native Web UI DDK Native Web UI DDK for .NETfor .NET

Siebel 7.0Siebel 7.0•• Workflow & Business Workflow & Business

Service frameworkService framework•• Integration objects & Integration objects &

XMLXML•• J2EE interoperability: J2EE interoperability:

Java API & Java API & servletservlet

Siebel 7.5Siebel 7.5•• SOAP 1.1SOAP 1.1•• WSDL 1.0WSDL 1.0•• Application Service Application Service

Interface (ASI)Interface (ASI)

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Siebel's Advanced Technology Effort: Developing even more SOA, Web/J2EE/.NET, and Business Composition

Server based Systems

.NET or J2EE

Business “Middle-ware”

CollaborationCollaboration

Content MgmtContent MgmtSearchSearch

BI (Analytics)BI (Analytics)

Application Integration (EAI)Application Integration (EAI)

Advanced Technology area #1Development of Next Generation SOA centric Business Middleware for Integration and Business Composition. Runs on Standard Application and Integration Servers.

Advanced Technology area #2Development of SOA centric Business Applications Framework and CRM Components Suite for custom construction of Front Office applications. Business Composition based; Runs on Standard Application Servers.

Business CompositionBusiness CompositionProcesses, Events, RulesProcesses, Events, Rules

Advanced Technology Themes:• SOA environment; Web, .NET, and J2EE interoperability• Business Composition of applications, integration based on a process, service, rules,

metadata application architecture that supports variance and multi-tenancy• User interaction model that combines collaborative and transactional capabilities with t

he use of personal productivity applications• Hosted, on-premise, disconnected, and hybrid deployments• Highly available, manageable, and supportable solutions• Enterprise information model that can access, relate, search, organize, exchange, and

aggregate structured and unstructured data from disparate systems• Ability to monitor enterprise business processes and data, display summary informatio

n, and control/trigger actions based on real-time information

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User Roles

Role-based UI

Corp Marketing

Marketing Programs Mgr.

Service Organization

Customer Service Rep

Field Service Tech

Customer

Accounting

Procurement Specialist

Sales Organization

Regional Sales Manager

Field Sales Rep

Sales & Marketing System

(Siebel 7.x)

Service Call Center System

(Siebel 7.x)

MRP System(SAP R3)

Manufacturing System

(Legacy)

Traditional Application Servers

Server based Systems

.NET or J2EE

Business “Middle-ware”

CollaborationCollaboration

Content MgmtContent MgmtSearchSearch

BI (Analytics)BI (Analytics)

Application Integration (EAI)Application Integration (EAI)Business CompositionBusiness CompositionProcesses, Events, RulesProcesses, Events, Rules

Application of Advanced Technology Project - Bringing it all Together

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Commitment to an Open Platform Architecture

Siebel is Committed to Providing an ““Open Platform ArchitectureOpen Platform Architecture””as Defined as:

– Component Applications that Run on Industry Leading App Servers vs. Only Interoperate with Other App Servers

– Support all Market Leading Database Technologies (DB2, SQL Server, Oracle)

– Run Natively on Leading Operating Systems (z/OS, Linux, Windows)

– Work with all Industry Leading Portal Technologies (MS Sharepoint, Websphere Portal Server)

– Support Industry Standard UI Technologies (WinForms, HTML)

– Integrate with Leading .NET and J2EE Development Platforms (Visual Studio .NET and Eclipse)

– Leverage Best of Breed technologies for Testing, Deployment, Operation, and Configuration Management (ClearCase, Mercury, Tivoli, etc.)

– Designed to Federate Data Outside of a Proprietary Data Schema

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SCA is Front Office Specific Content and Mechanism

App Server

Integration ServerTooling

Framework

Rich Client Framework

Browser & Portal Framework

Monitoring and Management Framework

Message Queue

Mobile Framework

Web Services Framework

DBDB

DB

Application Engines and Deployment Facilities:BPM, Rules, Event, Scheduler, Analytics, Data Federation, Search, Data Independent Query, Data Quality, Batch, Routing, Queuing, Skills, Roles, Hierarchy, Inbox, Location, Collaboration, Mail, Attachments, State, Caching, Multi-tenancy, Auditing, Logging, etc.

Front Office Data Model & Application Components

Integration Objects, Transformations, Processes

.NETClient

WebClient

Mobile Client

WSInterfaces

Schema

Tooling Plug Ins and Designers

Plug Ins and App Specific Elements

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1. Market Trends and Strategies

2. What is Siebel Component Assembly?

3. Business Composition and Business Outcome3. Business Composition and Business Outcome

4. Case Studies

Agenda

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Composition and Programming Model –Implementing Siebel’s Customer Experience Blueprint

Based on experiences with 4,000+ customers and 3 million users

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Implementing a Composite Application (“Digitizing the Enterprise”)

• Establish Relationship between N Business Objectives and M “Artifact Groups”

• Express with Common Granularity

• Retain N:M Traceability

• Use Methodology which spans Discovery, Analysis, Design, Construction, and Measurement

• Retains N:M forward and backward linking

• NOT model drive code generation

• Workbench to facilitate Methodology Use• Requires a Unified Information Model as an

underpinning

Business Metrics Targets

Composite App Modules

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Workbench Information ModelManages Artifacts and RelationshipsForward and Backwards Traceability – Not Model Driven Code Generation

Project Elements

Business ElementsArtifact Needs Artifact Planning Artifact Construction

Composite App Modules

Relationships Mapping

Requirements Change History Traceability Project Management

Change Management

Business Objectives

Business Outcomes

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Categorizing Composite Artifact Types

UnidentifiedNon-Compound Artifact

Is somethingwhich happens by the clock or at a point in time

Event Artifact

Is something you call or reference Functional or

Programmatic Expression

Declarative (Logic) Expression

Rule Artifact

Limited Scope of Operation

Content Expression Data Artifact

Choreography Scope of Operation

Process Artifact

UI Artifact Interfaces to a Person

Interfaces to a Machine

Service Artifact

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Expanded Set of Artifact Types

Event Sensor or Responder

Calendar/Scheduling

Event Artifact

Schedule Artifact

Rule Artifact Rule Artifact

Data Artifact Data Artifact

Analytics Artifact

Business Process Artifact

Knowledge Artifact

Pure Data

Data with Meaning (Context, Ontology)

UI Artifact

Service Artifact

Represents User properties Role Artifact

Represents actual Data

Service Artifact

Integration Process Artifact

UI Task Flow Artifact

Long Running or Visual Programming

Semantic Matching

Adds Flow to UI

Action

Intelligence

UI Artifact

Process Artifact

Event Artifact

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• Componentized applications

• Business process logic is separate from underlying systems

• Processes are defined outside of the application

• Significantly greater speed and flexibility in designing, deploying, and optimizing business processes

• Packaged business processes embed best practices content

Business Process Digitization Drives Productivity and Agility

Set up and execute

campaign

Direct or

Indirect

Capture response and score

Route and qualify

response

Create Opportunity

Route and qualify

response

Get Partner Result

Business Process

Componentized Applications (Services)

Match Data Score Response

Send Alert Create Opportunity

Auto-generate response

(Lead-to-Opportunity Business Process)

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Self Self ServiceService

Custom Self ServiceCustom Self Service

CRMCRM

Packaged CRMPackaged CRM

ERPERP

Packaged ERPPackaged ERP

LegacyLegacy

LegacyLegacy

Fragmented Environments Make Change Difficult

Processes are user-driven–inconsistent and inefficient

Process change requires extensive user retraining

Logic replicated across multiple applications

Change is complicated and risky

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Siebel Solutions Drive Business Agility

Self Self ServiceService

Custom Self ServiceCustom Self Service

CRMCRM

Packaged CRMPackaged CRM

ERPERP

Packaged ERPPackaged ERP

LegacyLegacy

LegacyLegacy

Customer-Driven Business Processes

Insight-Driven Dashboards via Analytics

Universal Customer Master Data and Integration

Task interface guides users through consistent and efficient processes

Centralized business processes consolidate application logic

Accurate customer information and integrated applications

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Siebel Component Assembly Task UI

Playbar

Task CenterActive Task

Progress Bar

Chapter

Standard UI Controls Task Page

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1. Market Trends and Strategies

2. What is Siebel Component Assembly?

3. Business Composition and Business Outcome

4. Case Studies4. Case Studies

Agenda