Building the Digital Enterprise for the Age of the Customer (Part 2

Company confidential – Do not distribute without notice ©AE 2014  1
BuildingtheDigitalEnterprise
fortheAgeoftheCustomer(Part2)
Front-End Engineering - Beyond User Interface
Ralf Geenen
CTO

The Challenge
of the Digital Age

The Challenge of the Digital Age
Enterprise Applications and Services – Systems of Record
Back-end systems like SAP, Peoplesoft, Oracle, custom-built Java or .NET applications, and Saas solutions like SalesForce.com
Channels & Media
External
Developers
Partners

The Challenge of the Digital Age
Channels & Media
External
Developers
Partners
Rock-Solid
Fluid
Web Scale
Every 2
weeks
Every 3
months
Lifetime: 1
year
Lifetime: 5
years
Emerging
Technologies
Stable
Technologies
Multi-Device
Massive
Data
Always on

BuildingtheDigitalEnterprise
fortheAgeoftheCustomer(Part2)
Front-End Engineering - Beyond User Interface
Ralf Geenen
CTO

Agenda
 Introduction
 The need for a customer engagement platform
 Renovate the IT Core
 Capabilities of a customer engagement platform
 Takeaways from this session

The Outside-In Approach
Start from the
customer journey
Take an outside in
perspective
Design the customer
experience
Identify high value
business moments
Implement customer
solutions & processes
Nail down your
analytics results to
optimize outcomes
Engineer your digital
engagement platform

Engineer Your (Digital) Engagement Platform
Customers
Our Company
Customer Journey
Customer Engagement
Market Ecosystem
Partners
Partner Collaboration
(Digital) Services

Target Customer Engagement Platform
Customer Engagement Platform
Customer Oriented Applications
EnterpriseBackoffice
Platform
Channels & Media
Customer Journey Information
Customer Oriented Services
Channel Interactions
Customer
Engagement
Publish data
Enterprise
Applications
Marketing
Sales
Contracts
Management Reporting
Security
Portals & Apps Contact Center
EnterpriseIntegration
Customers
Employees
Products & Services
Communities
Partner Integration
Partner Platforms
Partners
Authentication
Pers. DigitalSharing Pers. Assistance
Non-RepudiationAuditingAuthorization
Data Capture
Analytics
Strategy & Policies
Measurement
Logical Architecture View

From 3- to 4-Tier Architecture
Yesterday: 3-Tier
Client Tier
Application Tier
Data Tier
Today: 4-Tier
Client (or Interaction) Tier
Engagement Tier
Application Tier
Data Tier
Introducing the Systems of Record Tier
SystemsofRecord

Insights from Customer Projects

Case: Customer Intelligence Platform
Front-end Application(s)
Security
Analytics (on Hadoop)
Web Click
StreamingSocial Media
Connectivity
External
Application
Integration
Operational Data Processing on Hadoop

Case: Customer Intelligence Platform
Operational Data Processing Zone
Transportation Zone
Analytics Zone
API (Access Layer)
Data
Reception
Data
Validation
Data
Enrichment
Data
Aggregation
Data
Publication
Pre-
processing
Model
Building
Validation
Data
Reception
Interfaces
Core Architecture – Simplified View

Technical View
Client Tier
Interaction Tier
Systems of Record
Tier
Engagement Tier
Mobile Applications
Native iOS, Android, Windows
Web Site and Content
Management
Api Management
Gateway & portal, throttling, versioning,
discovery, billing, transformation, …
Security
Federated
authentication,
single sign-on,
adaptive access
control, digital
identity
Data Capture
Click-streaming,
sensor data, social
media
Customer-Oriented API
Innovative, faster pace, a/b testing, personalisation, agile
ServiceBus&Integration
Enterprise Data Hub
Relational-, non-relational-, in-memory storage technologies
Big data
Streaming event processing
Search
Analytics
Embedded Analytics,
DWH-BI integration
Channels & Media
External
Developers
Partners
Security and
Integration Layers

Digital Business Integration
Infrastructure Reference Model - Source: Gartner

Open Business Architecture
Source: Gartner

Agenda
 Introduction

“Mobile moments require
a new technology strategy”
(Forrester, The Mobile Mindshift)

The Need for a Customer Engagement
Platform (1/3)
 Your systems-of-record are designed
for a predictable load
 Your technology capacity won’t handle
the increase in transaction volume
 Successful mobile apps, web sites or APIs can drive
a 10x or more increase in logins and transactions
 Not an option to handle this with traditional technology
Your systems-of-record aren’t ready for this

Platform (2/3)
 Your systems-of-record aren’t ready for this
 Used to manage the back-office and core operations
 Support complex processes and transactions
 Designed to be rock-solid indicators of truth
In contrast, mobile apps focus on people, not internal
processes. They draw on mobile, social, cloud, and analytics
technology to deliver service directly into a customer’s
context. Speedy, frequent, and task-oriented
Your systems-of-record aren’t ready for this

Google Now can warn that you will miss the train
unless you walk a little faster down Park Avenue.
That takes technology that can deliver on what a
customer expects on his mobile device. And that
means a fast response on any mobile device, on
any network, in any context.

Platform (3/3)
 Bi-Modal IT
 “How to Have it All without Making a Mess?”
 Systems-of-Differentiation and Innovation
Source: Gartner

Bimodal IT : Definition
Source: Gartner

Bimodal IT : Runners & Sprinters
Source: Gartner

Agenda
 Introduction

“Renovate the IT Core”
(Gartner)

The Renovation Journey

Lay the Necessary SOA Foundation
 New business inter-relationships are quite complex to
handle with monolithic applications (siloed landscape)
 Need for an open architecture
 Service-Oriented Architecture
 Event-Driven Architecture
 “Integrate” your data into your customer engagement
platform and build new customer oriented APIs on this
data = more atomized operations that serve the mobile
moments

Getting Data from Systems-of-Record
to Customer Engagement Platform
Systems-of-Record Customer Engagement Platform
IntegrationAPIs
On-premise service/integration bus and/or iPaaS
solution
IntegrationAPIs
Service-Oriented approach is mandatory -> renovating the IT core
Customer-OrientedAPIs
Data
Capture
Analytics

Agenda
 Introduction

Technical View
Client Tier
Interaction Tier
Systems of Record
Tier
Engagement Tier
Mobile Applications
Native iOS, Android, Windows
Web Site and Content
Management
Api Management
Gateway & portal, throttling, versioning,
discovery, billing, transformation, …
Security
Federated
authentication,
single sign-on,
adaptive access
control, digital
identity
Data Capture
Click-streaming,
sensor data, social
media
Customer-Oriented API
Innovative, faster pace, a/b testing, personalisation, agile
ServiceBus&Integration
Enterprise Data Hub
Relational-, non-relational-, in-memory storage technologies
Big data
Streaming event processing
Search
Analytics
Embedded Analytics,
DWH-BI integration
Channels & Media
External
Developers
Partners
Security and
Integration Layers

Cloud-Based Integration & Delivery
Platform?
 On-premise and cloud are both good options
 Some advantages of a cloud delivery platform
 Deliver a snappy mobile experience
 Use the direct Internet connections that cloud providers
 Cloud providers take care of operations
 Cloud providers can handle big swings in demand
 Cloud providers offer many of the “customer engagement platform” as a
PaaS
 Integrate third-party (cloud) services
 Rely on third-party location services, analytics, mapping, payment services,
and so on

Enterprise Data Hub
 Offers combination of different data storage
and processing technologies for specific purposes
 Relational- and non-relational, in-memory, caching, search, processing,
streaming, complex event processing, data virtualization, and so on
 Off-loading the systems-of-record for querying and some transactions

Enterprise Data Hub Technologies

“Software is Eating the World”
(Marc Andreesen)
“Software Drives Modern Business”
(3scale)

API Economy
 By exposing data, business processes and other services or
resources through APIs, organizations are creating compelling new
business platforms.
 New way of doing business –flexible, powerful, on demand
integration with almost any external system.
 APIs play key part in your business strategy over the next few years
–affecting internal and external IT strategy, product, distribution
and partnership opportunities
 Gains through efficiency
 New market potential

Enterprise is being forced to open up
Mobile Apps
IoT / Big Data
Developer Community
Cloud ServicesPartners/Divisions
The Open Enterprise
Social Registration
Source : CA Technologies

The API Portal and the Gateway
Business
Partners
DMZ
Service Endpoints
(Secure Zone)
Networking Gateway
Cluster
Policy
Manager
External and
Partner
Developers
API Owners,
Developers,
Administrators
API PORTAL
API Portal & Gateway
API
GATEWAY

Developer Management
Health Tracking
Workflow
Performance Global Staging Developer
Enrollment
API Docs
Forums
API Explorer
RankingsQuotas
Plans
AnalyticsReporting
Config Migration
Patch Management Policy Migration
Operations Management
Throttling Prioritization Caching
Routing Traffic ControlTransformation
Security
Interface Management
Composition
Authentication Single Sign OnAPI KeysEntitlements
OAuth 1.x OAuth 2.0 OpenIDConnect
Identity Management
Typical Features of API Mgt Solution
Token Service
Source : CA Technologies

Security & Privacy
Everybody wants the convenience of a mobile app, but
nobody wants to feel afraid that you will abuse his data.
To establish trust and handle the complex mechanics of data
protection, confidentiality, and security, you will need to
include a security analyst and privacy advocate on the IDEA
team building the application.

Security
 Federated authentication and
single sign-on
 Social and partner logins
 SAML, OAuth, OpenID Connect, …
 Access Control
 Claims-based
 Adaptive access control taking into
account parameters like
geographic location, device type,
activity history, authentication
strength
 (Digital) identity
 Linking identities
 Store profile information

Data Capture
 Structured, semi-structured, unstructured
 Social media integration
 E.g. using Janrain
• Multiple social networks
• Single integration point
• Collect rich customer profile data
• Link social identities to existing accounts
 Track web site and app behaviour
 Receive sensor- or other IoT data
Start by instrumenting the mobile app and technology platform to capture the data you
need to know what’s going on, from logins and response times on various device types to
content and transactions accessed.

Little & Big Data in the IoT
Source: Gartner

Analytics (1/2)
 The data that spins off of a mobile moment –who is doing what
from which location for how long
 Analytics delivers 4 benefits
 You can use the data you gather in real-time to personalize the content you
send to an individual or change the next information they see
 You can track what’s going on with all your customers at the very moment
 You can monitor the uptime and performance of the platform to intervene
when it turns sluggish
 Your analytics team can mine the data for new insights

Analytics (2/2)
Predictive analytics
Once you’ve captured data, you can harness it to
improve the mobile moment through better offers,
customized interfaces, and smarter design choices
about what functionality to expose where.

Front-End
 Multiple scenario’s depending on your requirements and digital
strategy
 Scenario 1: Lean solution
• Start with WCM/CMS and slowly add extra features
• Simple architecture, lower cost, faster time-to-market
 Scenario 2: Platform approach
• More high-end WCM/CMS or an integrated development environment
• (Rationalized) collection of integrated products and tools
• Consistent experience and interaction across multiple channels
• Use of modern web technologies
 Scenario 3: Traditional approach
• (Large) collection of non-integrated products and tools
• Mobile and web development not integrated
• Disconnected experience across channels
• Combination of older and newer technologies
 HTML/CSS/Javascript becomes a core development competence!

Consistent User Experience
across Channels

Technology Choices

Toolkit Completeness Grows
Source: Gartner

User Experience Platforms: Xamarin
Source: Xamarin

Source: Xamarin

User Experience Platforms: Telerik
Source: Telerik

Source: Telerik

Agenda
 Introduction

Takeaways from this Session (1/3)
1. Front-end engineering is more than building front-ends.
It’s a platform that protects and integrates your
systems-of-record
2. Choose your UX-platform wisely
 Have a look at integrated AD platforms (hybrid and/or native)
 Digital marketing platforms might do the trick too
3. Enterprise data hub as integral part
4. APIs, APIs, APIs and SOA

5. Don’t make a mess while you’re innovating (bi-modal)
6. Think about security and privacy!
7. “Renovate the core”
 SOA and EDA (servitize the existing)
 Integration
8. Set up your customer engagement platform
9. Think up-front about data capturing and analytics!

10. Reap good ideas: organize a Hackathon!
Read Why a Hackathon is Not a Game

@ae_nv
linkedin.com/company/ae-nv-sa

Building the Digital Enterprise for the Age of the Customer (Part 2

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à Building the Digital Enterprise for the Age of the Customer (Part 2

Similaire à Building the Digital Enterprise for the Age of the Customer (Part 2 (20)

Plus de AE - architects for business and ict

Plus de AE - architects for business and ict (11)

Dernier

Dernier (20)

Building the Digital Enterprise for the Age of the Customer (Part 2