2. Agenda
• Analysis Objectives
• Setting the Stage
• CEO Opening Remarks
• CTO Opening Remarks
• Analysis Objectives
• SOA Market Definition and Segmentation
• SOA Application Development Market
• Predictions and Key Assumptions
• Drill down
• BPM Market
• Predictions and Key Assumptions
• Drill down
• SOA Run Time Market
• Under construction
• Open Discussion
2
3. Market Analysis Objectives
• Analyze SOA market landscape
• Identify market “opportunity zones”
• Determine appropriateness of product
positioning messages
• Capture emerging trend data to aid with
future software release decisions
3
5. Current CEO Observations
• We need to identify our core – and relatively few -
competitors and position effectively against them
• Partner aggressively with all other market leaders
• BPM/Orchestration market segment in the SOA world
appears analogous to the transaction/messaging
market of the client server era
• Major vendors see need to “own” it/crush new entrants which
make this an unlikely expansion area for Skyway
• Application development space still seems open due
to abdication to eclipse based tools
• Key problem appears competing with free/open source
offerings…will need to educate on cost of free
• Skyway’s awareness as a vendor is still very low
• Need to create and execute a program to raise it in Q4/Q1
5
7. What is SOA?
• A new way of building software
• What HTML is to User Interface – XML is to Business
Logic
• Consistent access from anywhere
• Consistent access across OS and technology boundaries
• A Service is business logic exposed through XML
• A single Service is accessed by lots of applications
• Services simplify solutions
• It does not take a coder to use a service
• More services means less coding
• Less coding means building solutions faster
7
8. Why the Need for SOA
• IT cannot keep up with business
• Business now moves in Internet time
• IT still moves in IT time
• Adapt or die
• Coding is a dead end
• Coding takes too long - even for fast coders
• Changing existing code is as bad as new code
• Need a coder to figure out what was previously coded
• Need a coder to write more code to adapt existing code
• Code generation and code modeling are the next steps
in building applications
8
9. What Skyway Does
• Models, Not Code
• Modeling means making a graphical representation of what you
would otherwise code
• Current Modeling tools only go so far
• Good modeling tools eliminate as much as 30% of code
• Skyway eliminates almost 100% of code
• Model Driven Service Design
• Skyway models are implicitly SOA
• Even if you do not care about SOA
• Skyway simplicity creates confusion
• The graphical nature is often confused with BPM at a glance
• Ease of understanding what was built in Skyway contributes to the
misunderstanding
9
10. Where Skyway Fits
Platform Independent Delivery
Server
Server
Open Application Assembly
BPM
Analyst
Analyst
Business Process
Skyway MDSD
Developer Service
Service
Service
Developer Service
Service Service
10
12. The SOA Software Stack:
As defined by Skyway
ERP, CRM, SCM, Business Intelligence / Analytic Applications
Applications
Security (Encryption, PKI, Certificate Authority)
Business Process Management - IBM, BEA, Lombardi, Savvion
Application Application Governance Integration
Platforms Development Systinet, AmberPoint Platforms
BEA WL Portal, Skyway, ESB Registry IBM WBI,
Application SAP NetWeaver, IBM Rational, CapeClear, AmberPoint, webMethods,
Infrastructure Oracle Fusion, Compuware Tibco, BEA, SOA BEA WLI,
IBM WebSphere OptimalJ, IBM Software, Tibco
Eclipse Infravio
Application Servers
Data Warehousing & Integration Legacy Access Middleware
Application Systems Management
System
Management Databases Legacy Applications
Software
Operating Systems Storage Software
Hardware Servers Data Storage Devices
12 Source: IDC, 2006 , Triple Tree, 2005, and Skyway Management estimates
13. The SOA Software Stack:
As defined by Skyway
ERP, CRM, SCM, Business Intelligence / Analytic Applications
Applications
Security (Encryption, PKI, Certificate Authority)
Technology market space
Business Process Management - IBM, BEA, Lombardi, Savvion
where Skyway plays. It is
Application Application Governance Integration
Platforms Development Systinet, AmberPoint us toPlatforms
critical for become a
Skyway, ESBleader within this space.
Registry IBM WBI,
Application IBM Rational, CapeClear, AmberPoint, webMethods,
Infrastructure Compuware Tibco, BEA, SOA BEA WLI,
OptimalJ, IBM Software, Tibco
Eclipse Infravio
Application Servers
Data Warehousing & Integration Legacy Access Middleware
Application Systems Management
System
Management Databases Legacy Applications
Software
Operating Systems Storage Software
Hardware Servers Data Storage Devices
13 Source: IDC, 2006 , Triple Tree, 2005, and Skyway Management estimates
14. The SOA Software Stack:
As defined by Skyway
ERP, CRM, SCM, Business Intelligence / Analytic Applications
Applications
Security (Encryption, PKI, Certificate Authority)
Business Process Management - IBM, BEA, Lombardi, Savvion
Application Application Governance Integration
Platforms Development Systinet, AmberPoint Platforms
Skyway, ESB Registry IBM WBI,
Application IBM Rational, CapeClear, AmberPoint, webMethods,
Infrastructure Compuware Tibco, BEA, SOA BEA WLI,
OptimalJ, IBM Software, Tibco
Eclipse Infravio
Application Servers
Data Warehousing & Integration Legacy Access Middleware
System Application Systems Management Technology Market
Management Databases segments that enable
Legacy Applications
Software
Operating Systems SOA applications but
Storage Software
Hardware Servers do not require direct
Data Storage Devices
partnerships.
14 Source: IDC, 2006 , Triple Tree, 2005, and Skyway Management estimates
15. The SOA Software Stack:
As defined by Skyway
ERP, CRM, SCM, Business Intelligence / Analytic Applications
Applications
Security (Encryption, PKI, Certificate Authority)
Business Process Management - IBM, BEA, Lombardi, Savvion
Application Application Governance Integration
Platforms Development Systinet, AmberPoint Platforms
Skyway, ESB Registry IBM WBI,
Application IBM Rational, CapeClear, AmberPoint, webMethods,
Infrastructure Compuware Tibco, BEA, SOA BEA WLI,
OptimalJ, IBM Software, Tibco
Eclipse Infravio
Application Servers
Data Warehousing & Integration Technology Access Middleware
Legacy market segments offering
Application Systems Management that solve a large portion
many products
System
Management Databases of the SOA runtime problem, making
Legacy Applications
Software
Operating Systems them not interesting and most likely
Storage Software
Hardware Servers
expensive for Skyway to enter but is a
Data Storage Devices
good opportunity for partnering.
15 Source: IDC, 2006 , Triple Tree, 2005, and Skyway Management estimates
16. The SOA Software Stack:
As defined by Skyway
ERP, CRM, SCM, Business Intelligence / Analytic Applications
Applications
Security (Encryption, PKI, Certificate Authority)
Business Process Management - IBM, BEA, Lombadri, Savvion
Application Application Governance Integration
Platforms Development Systinet, AmberPoint Platforms
Skyway, ESB Registry IBM WBI,
Application IBM Rational, CapeClear, AmberPoint, webMethods,
Infrastructure Compuware Tibco, BEA, SOA BEA WLI,
OptimalJ,
Eclipse
Technology market
IBM Software,
Infravio
Tibco
Application Servers
segments that are
Data Warehousing & Integration
important for us to watch
Legacy Access Middleware
for possible partnering
Application Systems Management
System opportunities and offer
Management Databases Legacy Applications
Software added value integration
Operating Systems Storage Software
capabilities.
Hardware Servers Data Storage Devices
16 Source: IDC, 2006 , Triple Tree, 2005, and Skyway Management estimates
17. SOA Market Characteristics
AppDev
Tools App
Metrics App Server Database Security
(software Platforms
only vs. total)
Market Size $3.7B SW
2004 $16.5B $37B $34B total $12B $110B
Market Size $19B $45B $5.2B SW $25B $121B
2009 $45B total
7% SW
CAGR 3% 4% 16% 2%
5% total
Strategic
Importance to High High High High Moderate
SOA 1
Relative
Competitive 0 0 5 0 0
Threat 2
Relative
Partnership 5 5 0 5 5
Potential 2
Notes:
1 Skyway Management determination
17 2 Relative ranking on scale from 0 (low) to 5 (high)
Source: IDC, 2006 , Gartner, 2006 and Skyway Management estimates
18. SOA Market Characteristics (cont.)
Metrics EAI BPM & BPEL Governance Registry ESB
Market Size
2004 $135B $1.9B $7.5B $60M
Market Size $160B $3B $20.5B $350M
2009
CAGR 3% 10% 22% 42%
High (after High (after High (after
Strategic several several several
Importance to High Low Services Services Services
SOA 1 projects projects projects
completed) completed) completed)
Relative
Competitive 2 4 2 1 1
Threat 2
Relatitve
Partnership 3 1 3 4 4
Potential 2
Notes:
1 Skyway Management determination
18 2 Relative ranking on scale from 0 (low) to 5 (high)
Source: IDC, 2006 , Gartner, 2006 and Skyway Management estimates
19. Relevant Discussion
• Segment Review
• Application Development
• Deep dive
• BPM Overview
• SOA Governance – section under construction
• Open Discussion
• Market Opportunities
• Product Development Gaps and Response Plans
19
21. AppDev: Market Overview
• $3.7B worldwide in 2004
• Java segment is approximately 60% ($2.2B)
• $5.2B worldwide by 2009 (CAGR 7%)
• Java growth is 36% during same time period ($3.5B by 2009 or 67%
share)
• Trends
• SDLC is moving to Service Oriented Development of Applications
(SODA)
• Gaps in SODA
• Service to UI integration
• Service to BPM integration
• Design Time to Run Time (and back to Design Time) transition
• Analysts and Market validate modeling trends
• Key Quote #1 – coding wont provide you agile IT (Gartner, 2006)
• Key Quote #2 – tools are back (Gartner, 2006)
21 Source: IDC, 2005 and Gartner, 2006
22. AppDev: Market Predictions and Key
Assumptions
• Analyst Predictions
• By 2008, SODA will provide the basis for 80% of new development projects
(0.8 probability)-Gartner
• By 2010, 75% of mainstream IT organizations will have formal open source
acquisition and management strategies (0.8 probability)-Gartner
• 675 firms with >40,000 will implement SOA this year-Forrester
• IT cannot code its way to Agile IT – it must be done through modeling- Gartner
AppDev Summit, Sept. 2006
• AppDev tools are back-Gartner AppDev Summit, Sept. 2006
• Skyway’s Key Market Assumptions
• Developers at SI and Enterprise shops have productivity problems due to the
inherent limitations of coding
• Modeling is the answer to faster and more agile application development
• Skyway’s main competition is status quo/Eclipse (free)
• Developers are protecting their coding turf
22
23. AppDev: Business Problems require
solutions to IT issues
• Business Issues
• Persistent competitive pressure to differentiate
• Limited success in commercializing new business opportunities
• Ongoing need to improve customer service levels and total
customer experiences
• Increased requirements for speed and flexibility
• Adoption-paralysis of newer, enabling technologies
• IT Issues
• Inefficient IT resource utilization and an inability to cost-effectively
reuse established applications
• Inability to align IT with the Business Unit
• Declining data consistency and quality
• Increasing levels of IT backlog
• Lack of available skills and expertise to maintain legacy systems
• Culture of status quo, apathy, and complacency
23 Source: Gartner, 2005 and internal Skyway data
24. AppDev: Critical Success Factors
• Improved IT responsiveness to business change
• Improved resource utilization
• Reduce application backlog and extend legacy application
platforms
• Consistent, progressive, and flexible policy and
process implementation
• Eliminate attrition risk
• Long term IT cost savings
24 Source: Internal Skyway data
25. AppDev SWOT: Skyway
Strengths Weaknesses
• Broadest and most advanced modeling tool available • Private company and small Sales force
• Built from the ground up to enable modeling as the path to • Limited functionality (via Governor) in the Analysis phase
SOA
• Assemble phase offers great strengths, but is limited by not
• Deployment and Model combine to keep all solutions having built in connectivity to service registries and Test
platform-independent phase is greatly enhanced by allowing developers to code
automated tests, but no functionality that enables Quality
• How to leverage
Assurance engineers
• Simplify core marketing messages to focus on value
• No functionality in the Manage phase
created for Application Developers
• How to mute
• Expand customer support capability to capture wider
range of market feedback for future releases • Consider partnership with BPM & ESB/Registry
companies (efficiency gains for Service creation)
• Skyays underutilized multi-orchestration capabilities • Lack of broader market acceptance
• Linkage to Services created by BPM • Lack of awareness of marketing messages and
inability to communicate value of models vs. coding
• Creation of new Services built via Builder
• Selling power of larger competitors
• “Hidden” UI services
• How to mitigate
• Partnership with complementary companies (ie, BPM, ESB,
Registry, Governance) to accelerate creation of new Services • Partner with SI to ensure faster technology adoption
• How to capitalize • Communicate partnerships with larger ISV
companies to “buy scale”
• Refine Builder’s Orchestration marketing messages
• Enter partner agreements in Q4
Opportunities Threats
25
26. AppDev SWOT: IBM/Rational
Strengths Weaknesses
• Large public company with large Sales force and large • As a result of numerous acquisition, they offer a large but
installed base complex tool set that is difficult to use and learn
• Combined benefits of models and Java coding; excellent • Very limited integration exists between the various offerings
functionality in the areas of Analysis, Design and Test to address the SOA cycle
• Perceived as standards based due to pioneering of UML and • IBM offerings are not integrated with the Rational offerings
the Rational Unified Process
• Why Skyway is the answer
• How to position Skyway as an alternative
• We model the Java code, they write it
• Rational models only go to the skeleton code level
• We deploy anywhere, they offer no deployment
and do not accelerate construction
options in Rational and only IBM support for Eclipse
• Complexity of Rational makes it difficult to learn and plug-ins
use
• There is very little opportunity to work with Rational since • IBMs size, scope of offerings, and large installed base
they view themselves as very competitive to us
• Shops that use Rational likely will not consider Skyway
• While the value of the offerings are quite different, IBM
claims Rational does pretty much what we do and may be
able to “freeze” deals
• If IBM were to rewrite and refocus Rational as a direct play
against Skyway, they could be a very fiece competitor
• How can Skyway mitigate
• Emphasize our model-based coding strengths and
highlight Rationals coding/complexity weaknesses
Opportunities Threats
26
27. AppDev SWOT: BEA
Strengths Weaknesses
• Strong and well rounded offerings around SOA management and • Most solutions are not fully integrated since they were
development
acquired
• Perceived as a leader in the SOA space
• No focus on service creation; the answer is to write code like
• Doing a good job of integrating point solutions they purchased to have an
integrated offering
you always do
• Excellent EAI and integration tools • Why Skyway is the answer
• Drives may SOA and Java specifications • Skyway works well with BEA tools
• How to position Skyway as an alternative
• We deploy to anything; their tools focus only on BEA
• No modeling or service creation components other than coding deploys
• Skyway complements BEA and feeds new services into its tools
• Opportunity to work with BEA from a service-creation • BEAs size and scope of offerings
perspective
• If they choose to focus on modeling, we will be “frozen” from
• Skyway tools create services that can feed directly into BEAs most BEA accounts
offerings
• Even without entering the modeling space, if they perceive us
as competing for dollars then they could position us as
unnecessary
• How can Skyway mitigate
• Emphasize our model-based coding strengths and
highlight BEAs coding/complexity weaknesses
Opportunities Threats
27
28. AppDev SWOT: Compuware/Optimal J
Strengths Weaknesses
• Combined benefits of models and Java coding • The model only goes to a limited depth, substantial coding is required to get
from model to solution
• Integrated tightly with Eclipse • No functionality in the Assemble phase
• Very extensible for organizations that desire to continue • They only address the Test phase through existing coding standards, they
writing code and only partially use models offer no functionality themselves
• The Model is not insulated from the underlying infrastructure – models are
• Integrated with the Compuware Optimal Trace product for tied to explicit platforms once coding is begun
Requirements Gathering in the Analysis phase
• Deployment is not addressed at all, standard technologies such as Ant are
• How to position Skyway as an alternative their only answer
• Why Skyway is the answer
• Skyway is true modeling with Java code output
• We model the Java code, they write it
• Optimal J sill requires substantial code writing
• We deploy anywhere, they offer no deployment functionality
• Very little opportunity for Skyway to work with Optimal J • While Optimal J will not see the same acceleration that Skyway
since the products are similar in positioning and value can, it could be more accepted as a middle ground by developers
• It allows them to continue writing code
• But still see some acceleration through modeling but to
keep code in the equation
• Compuwares size and large installed base of Optimal J users
• How can Skyway mitigate
• Emphasize our model-based coding strengths and
productivity gains combined with access to standard, well-
formed Java code
Opportunities Threats
28
29. AppDev SWOT: Microsoft/VisualStudio
Strengths Weaknesses
• All solutions are fully integrated • Once a heterogeneous environment beyond Microsoft is
required, complexity arises
• Easy to use for building simplistic solutions
• Very little is offered to accelerate the test phase, they rely on
• Perceived as the easiest platform to use for building solutions
ease of developer tools to accelerate this phase
• Very easy to SOA enable anything that is built
• BizTalk is utilized for Assembly, but no clear connection
• How to position Skyway as an alternative between it and the Build phase
• For Java development environments, we are the • Why Skyway is the answer
most productive modeling tool in the market
• Microsofts inability to align with non-Microsoft
environments and/or non-Microsoft products
• If Skyway were to deploy to .Net servers, there are string • They are Microsoft
partnering opportunities with Microsoft
• If they choose to enter the modeling space, they likely would
• Microsoft has not been focusing on their tools or SOA create an excellent product
infrastructure; instead, they are focusing on solutions
• Skyways lack of support for .Net limits our overall market
delivered through SOA
opportunity
• How can Skyway mitigate
• Explore feasibility of adding .Net functionality
Opportunities Threats
29
30. AppDev SWOT: Sun/Java Studio Creator
Strengths Weaknesses
• Still perceived as a leader in the Java space • Solutions where acquired and are not integrated
• No offerings in the modeling space; fixated on the SDLC as if critical mass
• Broad coverage of the SOA SDLC spectrum of services already exist
• Marketing message blurs the SDLC reality and makes SOA • Test and Deploy phases are only expedited for Assemblies – no value at all
appear ready for today – takes SOA knowledge to get around when constructing new services or solutions
• Build phase handled by Studio Creator, which can facilitate only the
• How to position Skyway as an alternative construction of user interfaces but provides virtually no value for complex
• They offer nothing in the way of service creation, business solution creation
other than writing code • Design phase very limited, again covered by Studio Creator for prototyping
• Why Skyway is the answer
• Their focus is more BPM than creating the services
to feed the BPM • Skyway works well with Sun tools
• We deploy to anything; their tools focus only on Sun deploys
• Since they offer no solution for the creation of atomic • Suns size and scope of offerings
services, Skyway can likely offer the same value to them that
• The Sun suite of products appear to be very well-rounded
we can to any other BPM vendor for building service content
and solve many problems within SOA
• Sun has some ability to “freeze” deals when they are head-
to-head with Skyway
• How can Skyway mitigate
• Emphasize our model-based coding strengths and
highlight our ability to also create/assemble services
to support their BPM tool
Opportunities Threats
30
31. AppDev SWOT: Eclipse
Strengths Weaknesses
• Open source, and in only 4 years, they are represented in 50% of Java • IBM links
development projects (EvansData, 2005)
• Manual coding is only option (high cost, high knowledge requirement, no
• The de facto coding environment for Java today independence during deployment)
• Excellent tool for Java developers in the Build phase • Almost no functionality in the Analyze and Design phases – even free open
source plug-ins are not available
• Many open source plug-ins to augment functionality
• Assemble phase is only addressed in Eclipse by plug-ins, but no free plug-
• Standards based for just about everything and quite open and extensible
ins for this phase are available
• Efforts under way to provide a modeling plug-in through open source, it is
• Test is only addressed through standard test coding tools (JUnit)
still aiming at coders just like OptimalJ
• Deploy is only addressed through standard scripting tools (Ant)
• How to position Skyway as an alternative
• Why Skyway is the answer
• Skyway generates the same Java code but at a much lower cost
• We model the Java code, their tool requires coding
• We deploy anywhere, they do not have deployment functionality
• Moving Skyway on to the Eclipse platform will give us a • For people that want to keep coding, Eclipse is the de facto
much more open appearance Java standard
• This would allow us to leverage the Eclipse brand, installed • Eclipse has modeling initiatives that could be competitive
base, and momentum over time
• How can Skyway mitigate
• Explore feasibility of adding Eclipse functionality
Opportunities Threats
31
32. AppDev: Key Segment Participants
AppDev SOA Lifecycle
Solution Analyze Design Assemble Build Test Deploy Manage Total
Skyway 17
IBM/Rational R R R 19
Optimal J 8
Microsoft 14
Sun 12
BEA 12
Eclipse 4
Full capability in current product offering
Partial (or lack of) capability in current product offering
R – Denotes the solutions from the Rational product line – these solutions are detached from the other IBM solutions that were
delivered through numerous acquisitions
32 Source: Gartner, 2005 and internal Skyway data
33. AppDev: Competitor Summary
Weight-Adjusted Analysis
Segment
Weight
Success Factors Skyway IBM Optimal J MSFT Sun BEA Eclipse High Low
Factor
AppDev
Innovation 0.25 4.25 4.75 2.00 3.50 3.00 3.00 1.00 IBM Eclipse
Sun
Differentiation 0.25 2.25 1.50 1.25 2.00 0.75 0.75 0.75 Skyway BEA
Eclipse
IBM &
Awareness 0.2 0.20 2.00 1.60 2.00 1.40 1.60 1.80 Skyway
MSFT
IBM &
Viability 0.15 0.30 1.50 1.05 1.50 0.90 0.90 1.35 Skyway
MSFT
Execution 0.15 0.30 1.50 0.90 1.35 1.05 1.20 0.75 IBM Skyway
7.30 11.25 6.80 10.35 7.10 7.45 5.65
Total Score 1.0 IBM Eclipse
(4) (1) (6) (2) (5) (3) (7)
Notes:
Total maximum weight-adjusted score is 14.5
33 Source: Skyway Management estimates
34. AppDev: Summary
• Skyway is very strong with our disruptive offering
relative to our “peers”
• Our “peers,” however, are much larger and possess more
recognizable brands
• Partnerships can help us acquire scale quickly and
improve our Sales execution capabilities
• Areas needing attention or consideration
• Finalize up our positioning and accelerate broader awareness of
our value proposition
• Consider Eclipse and .Net functionality to help with scale, but
without diluting our core value proposition
• Monitor the market for new entrants and/or new products as
modeling acceleration continues
34
37. BPM: Market Overview
• $1.9B worldwide in 2004
• $3B by 2008 (CAGR 10%)
• Trends
• Customers are demanding end-to-end solutions (ie, BPM Suites [BPMS])
• Consolidation is in process to move from BPM to BPMS
• IBM acquired Filenet, Bowstreet
• BEA acquired Fuego
• Metastorm acquired Commercequest
• Adobe acquired QLink
• EAI is moving from point-to-point solutions to architected SOA solutions
• BPMS is encompassing both human- and system-centric process
management
• Blurring functionality between EAI and BPMS
• SOA has become a “must have” requirement for BPMS, including ESB
• Focusing on service delivery and re-use
• Process- model development for human-centric BPM is a given
• Rule-based BPM is emerging as a “should have” capability
• Document repository is becoming a “should have” capability
37 Source: IBM, 2006, Lombardi Software, 2006, and Forrester, 2006
38. BPM: Market Predictions and Key
Assumptions
• Analyst Predictions
• A massive consolidation of the BPM market will take place by 2009 (0.7)-
Gartner
• Through 2010, more than 80% of organizations will improve business process
efficiencies by at lest 15% by establishing a strategy for optimum acquisition
of Web-Service enabled software and services (0.7)-Gartner
• BPM, ESB, Governance, Registry and EAI are morphing into a new segment
known as BPMS-Gartner AppDev Summit, Sept. 2006
• Skyway’s Key Market Assumptions
• BPM tools also address the development productivity issue
• BPM may benefit greatly from a modeling tool like Skyway that generates
services
• Large ISVs see BPM/SOA runtime as a critical market segment and will
protect their share at all costs
• BPM vendors are not focusing on the AppDev segment and have conceded
turf largely to Java/Eclipse
38
39. BPM: Business Problems
• Issues
• Inability to optimize business performance/results due to non-
standard business processes, tools, and personnel
• Lack of consistent performance
• Poor coordination between functional groups
• Lack of real-time feedback and data
• Limited “what-if” scenario planning
• Difficulty with linking processes and metrics to user documentation
• Poor post-event reporting
• Weak interaction and coordination with IT
39
40. BPM: Critical Success Factors
• Consistently execute the optimal process
• Efficient and effective Services creation
• Provide real-time feedback to line managers to
support process improvement
• Effective Services methodology and toolset to
model/simulate all interaction patterns between
staff, systems, and data
• Efficient cross-functional coordination and data
management
• Long term IT cost savings
40 Source: Gartner, 2006 and internal Skyway data
41. BPM: Key Segment Participants
BPM Core Capabilities
Human System Rule
Graphical Centric Centric Centric Simulation Analysis Process Document
Solution Modeling PM PM PM Functions Functions Registry Library Total
Skyway 9
IBM/Filenet 16
BEA/Fuego 17
Lombardi 21
Pegasystem 22
Metastorm 15
Savvion 20
Full capability in current product offering
Partial (or lack of) capability in current product offering
41 Source: Gartner, 2006 and internal Skyway data
42. BPM: Summary
• We score much lower than our “peers” in this space
• Our Open Application Assembly (OAA) capability is merely a
bridge benefit resulting from the strength of MDSD and PID; we
should avoid direct interaction in this space
• We do, however, produce the requisite services for
these tools
• Rather than compete directly, we should partner
instead
• They don’t develop services; we do
• Target large cap ISVs
• ISVs who lack service development or production capabilities
• ISVs who have “committed” to Eclipse
• We need to develop supplemental marketing messages
42
44. Governance: Market Predictions and Key
Assumptions
• Analyst Predictions
• In 2006, the lack of working governance mechanisms in the midsize-
to-large post-pilot SOA projects will be the most common reason for
project failure (0.8 probability)-Gartner
• Many middleware technologies will cease to exist by 2010 such as
EAI, ETL, Data Integration, rules engines, and others, due to their
inability to move to SOA (0.8 probability)-Gartner
• Skyway’s Key Market Assumptions
• SOA runtime will merge with BPM to form a new segment called
BPMS and it will consist of the very large players (BEA, Oracle, IBM,
etc)
• The large players consider this space a core area that they need to
own
• SOA application development & SOA runtime currently do not speak
with one another presenting a product opportunity for Skyway
• ESB is considered a commodity – large vendors do not consider this
product space strategic to them but need to offer a solution
44
47. Market Analysis Summary
• Analyzed SOA market landscape
• Evaluated AppDev segment (polarization of pure code and pure model frameworks)
• Identified Services trends
• Identified BPMS trends – many potential friends and some foes
• Considered SOA Run Time player(s) – unknown opportunity here
• Identified market opportunity zones
• Identified relevant and potential partnerships
• Evaluated real and potential competitors
• Characterized our market dependencies
• Determined appropriateness of product positioning messages
• Need to create and/or refresh collateral and develop a process to manage and distribute
information to Sales
• Must accentuate core capabilities
• Captured emerging trend data to aid with future software release
decisions
• BPA integration
• Eclipse compatibility
• .Net adoption
• Open source adoption
• Service broadcast capability during run time
47
