1. OPTIMIZING
BUSINESS
VALUE WITH
HYBRID APPS
An Informatica eBook April 4, 2014

2. 2|
Table of Contents
03 04 05 06 07
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08 09 10 11 12
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Who is this eBook for? Introduction The Genie Is Out Of
The Bottle
IT and Business: The
New Partnership
IT and Business: No
More Silos
Hybrid – Not Just for
Cars
Working The Way That
You Work
Beyond Browsing New Data + New
Thinking = New Value
The New Data
Democracy

3. Who is this
eBook for?
This eBook is intended for information technology
and line of business executives and managers who
are concerned on driving alignment between IT and
business to maximize the impact and value of hybrid
(mixed on-premise and cloud) applications to their
organization.

4. 4|
Introduction “Innovation is a continuum. You have
to think about how the world is
evolving and transforming. Are you
part of the continuum?”
Marc Benioff interviewed for
Forbes, September 2012.
SalesforceTM was as revolutionary
as Salesforce.com promised it would
be. Salesforce proved the cloud’s
viability as a reliable enterprise
application platform that could scale.
More important, Salesforce broke the
mold of complex, IT-controlled
applications and put a powerful,
flexible application in the hands of
business users. And as
Salesforce.com’s range of
applications grew from sales, to
support, to development, it became a
force that IT had to understand and
integrate into their existing
application landscape.
At the same time Salesforce.com
came of age, so did the web and
mobile computing. Powered by
increasingly inexpensive bandwidth,
new cloud-based business
applications – many of which
leveraged characteristics of apps like
Facebook and Twitter - became the
way that most new applications were
deployed inside the enterprise.
With powerful departmental or point
solutions and monthly subscription
fees that could be charged to their
company credit cards, business
users could deploy cloud apps in
minutes, not weeks or even months.
Suddenly, many business users
questioned the role – even the need
– for centralized IT.
“With SalesforceTM, you can add a
field in a minute. On the other hand.
If you can’t get anything to put into
that field for six months while you’re
waiting to go through your IT
process, how does this really help
you? If you can’t respond to the
data with the same amount of agility
it’s essentially useless”.
TOSHIBA

5. 5|
The Genie Is Out
Of The Bottle
The bottom-line? There is no going
back to the secure, predictable world
of on-premise computing for IT - the
cloud is a reality just as mobile is a
reality. For better or worse, the genie
is out of the bottle. IT must raise its
vision from trying to control and
manage these new forces to
embracing and working with the
tremendous potential that these
forces unleash. Instead of trying to
wrest power back from what some
people call “shadow IT” based on line
of business cloud apps each with
their own cloud data store, IT would
be wise to use their knowledge and
technical expertise to encourage
agility and innovation and drive
competitive advantage.
“Androids, iPads, Google Docs,
Dropbox—these and other
technologies are everywhere in
enterprises today. Often, they enter
the workplace with employees, not
under the company’s auspices.
They may raise alarms, but they
also present valuable opportunities
to those who successfully harness
them”.
Accenture, The Genie Is Out of
the Bottle: Managing the
Infiltration of Consumer IT Into
the Workforce, 2012.

6. 6|
IT and Business:
The New
Partnership
For organizations to achieve their
goals, IT and line of business must
become partners. This doesn’t just
mean IT and business getting along
at a project level; it means that, top
down, business leaders must ensure
that they do not inadvertently create
internal tension between business
users who are striving to be more
agile, innovative and competitive,
and IT teams tasked with providing
higher service levels to the business
but often with reduced resources.
That is why this is a C-level issue –
only sponsorship from the highest
level of the organization can
reconcile these mandates.
“IT organizations that do not match
the request for IT as a service run
the risk of internal customers
bypassing the IT organization and
consuming IT services from the
external cloud, thereby placing the
company at greater risk”.
Gartner

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IT and Business:
No More Silos
Just as people and organizational
mandates are part of the solution, so
is technology and, specifically, data
management. You don’t empower
business users, create innovative
new applications and drive
competitive advantage by building
data or application silos. You need a
platform-based approach that makes
data an enterprise-wide asset—a
platform that gives business users
visibility to spot new trends and the
ability to meet challenges and
opportunities by developing new
apps.
An information silo is an insular
management system incapable of
reciprocal operation with other,
related information systems.
Wikipedia

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Hybrid – Not Just
for Cars
This platform approach enables a
new paradigm where apps are able
to access all the relevant data –
internal, external, web, subscription
and social. This is often referred to
as a hybrid model, but it’s probably
better thought of as a “source-
agnostic model.” The massive
proliferation of data –in terms of
volume, types and sources – requires
organizations to think about data in
new ways. That doesn’t mean
throwing away proven concepts
around data quality and governance,
but it does mean harvesting, curating
and managing data in ways that
make it easily accessible to the
widest possible audience.
In the next few pages, we will look at
three ways in which combining
existing and cloud data is changing
the way that businesses and people
work and interact.
"Hybrid cloud is the next evolution in
cloud architecture, with adoption
among enterprises expected to more
than double by 2015”
Infonetics Research, 2014

9. 9|
Working The Way
That You Work
manufacturing, accounting and
payments systems. However, instead
of requiring a buyer to move between
three or four different applications,
each with their own data store and
user interface, to make, reconcile
and pay for a purchase, a data
platform approach enables the buyer
to manage the end-to-end
procurement process from a single,
consistent user-interface without
worrying about whether the
underlying apps are on-premise or in
the cloud, logging in and out of these
apps and maybe even relying on a
spreadsheet or manual notes to keep
track of order and payment status.
No one wants to have to log in and
out of multiple applications to
accomplish the simplest process-
level business tasks. With a data
platform approach, new apps can be
developed that follow the workflow of
real-world business processes and
not the silo-based limitations of last-
generation apps.
For example, core business
processes like procure-to-pay need
information from your supplier and
product master files, inventory,

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Beyond Browsing
The world is mobile. “By 2017, 87% of the
worldwide smart connected device market will
be tablets and smartphone, with PCs (both
desktop and laptop) being 13% of the market”
(IDC, September 2013). The mobile phone or
tablet is the computing platform of choice for
the future. That means mobile apps need to
progress beyond browsing data to taking
action on that data.
A good example of this is how many banks
have used mobile and cloud technologies and
a data platform approach to change the way
that they approach wealth management.
Instead of calling a client, setting up a
meeting, reviewing their portfolio, taking notes
and then running offline scenarios before
making recommendations, these days most
banks have deployed mobile apps that enable
advisers to meet with clients over coffee or
lunch, call up their portfolio on a tablet, model
different scenarios interactively and then allow
the client to select the best scenario for them.
This not only saves time but also provides the
opportunity for relationship building in a
relaxed casual environment.
Apps
Apps made up 47% of
Internet traffic.
47%
Browsers
8% of traffic came from
mobile browsers.
(comScore, February
2014)
8%
Internet Usage
Mobile devices accounted
for 55% of Internet usage in
the United States in January.
55%

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New Data +
New Thinking =
New Value
Combining location-based data
collected from a mobile phone or
from an in-store Bluetooth beacon
with traditional CRM data and social
media derived sentiment analysis
data is enabling B2C companies to
offer customers loyalty-based offers
when they pass by store locations.
Since these customers are already
pre-disposed to buy at these stores,
these incentives often trigger impulse
purchases that the consumer would
not otherwise have made.
But the opportunity of a data platform
approach extends way beyond using
internal data in new ways. The
availability of demographic data,
location-based data and social data
to name but a few examples enable
new classes of apps to be created
that provide greater and greater
insights into customer desire, buying
patterns and location that can be
harnessed to influence customer
behavior, reinforce brand loyalty and
therefore drive revenue and business
value.

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The New Data
Democracy
sponsors committed to change,
visionary business leaders capable
of translating change into action and
responsive properly resourced IT to
make this a reality.
If your organization is ready to put
this new thinking into practice,
Informatica is here to help you. As
the world’s leading provider of data
integration solutions, Informatica is
uniquely placed to help your
organization harness the power of
the cloud and mobile to build a new
generation of apps that will drive
business value and competitive
advantage.
To learn more about how hybrid
applications can be cost-effectively
integrated into your business
infrastructure, click here to download
“Maximizing Integration ROI From A
Hybrid Application Environment” a
new piece of research commissioned
by Informatica from Nucleus
Research.
Data is no longer just an IT problem.
In fact, even thinking about data and
data management as a problem is
out of step with the demands of
today’s business imperative of
making accurate, timely data
available to widest possible
audience.
The first step towards meeting the
challenges and opportunity implicit in
this approach isn’t about technology -
it’s about people. To put this new
thinking into practice needs C-level