Arizona Grand Resort, Phoenix, AZ : Oct 5-7, 2008


Monday, October 6, 2008

10:30 a.m.

Collaborative Governance: Social Networking and the Enterprise SOA Program

Frank Martinez, Executive Vice President, SOA Software

As organizations introduce service-orientation as a computing theme formally supported through enterprise architecture they are incurring several obstacles. Service-orientation promotes the sharing of capabilities across traditional enterprise system, information and application boundaries. Accordingly, the sharing of these capabilities - and the organizational competencies required to support them - require that we transcend the behavioral boundaries of people, process and organization. This type of change results in the introduction of new artifacts, workstreams, policies and processes. These changes can be effectively supported by governance automation systems. Nonetheless, the hardest thing to change in most organizations is behavior and this is the essence of the governance challenge associated with introducing an enterprise SOA program and service-orientation as the primary computing theme supported by the dictate or collaborate.


  1. How we can reduce friction and manage the organizational change associated with the introduction of an enterprise SOA program and the common governance models that are emerging.
  2. How the discipline of enterprise architecture governance is being applied to SOA.
  3. How Governance Automation Systems are evolving to support the "socialization of service-orientation" through an "early-cycle" governance model and "closed-loop SOA infrastructure".
11:45 a.m.

Enterprise Communities: SOA Collaboration from a Business Perspective

Mitchell Kick, V.P., Strategy and Operations, Global Ecosystem and Partner Group

As Enterprise Service-Oriented Architecture gains momentum and business leaders explore how it can transform their organizations, many strategic and tactical questions arise. Businesses are increasingly turning to social media technology to facilitate collaboration that not only answers these questions, but also encourages co-innovation between partners.

In this presentation, speaker Mitch Kick will share best practices on how to develop competitive advantage through innovation, operational excellence, and strategic business processes. He will explain how communities are helping enterprise SOA to quickly build and modify business processes across company boundaries and adapt to rapidly changing markets.

3:15 p.m.

Panel: The Impact of Social Media on Enterprise Architecture Strategies

More to come

4:30 p.m.

Implementing a RESTful ESB

Jeremy Deane, Technical Architect, Collaborative Consulting 

An Enterprise Service Bus (ESB) provides a platform for service provisioning. The core capabilities that enable provisioning across an enterprise include addressing, routing and transformations. Addressing is the ability to specify the location of a service regardless of transport. Service routing defines a message path across a number of servers or nodes and message content transformations are implemented using XML technologies such as XSLT and proprietary adapters. A RESTful service provides access to a resource, identified by a Universal Resource Indicator (URI), over HTTP. Using a RESTful approach to implement services lowers the initial cost of entry and decreases the time to market. REST is preferred over SOAP because REST is based on the stable principles of the web rather than a set of ever-changing vendor-driven specifications. In addition, REST is far less complex than SOAP, requiring less development and fewer processing steps. The session will review the key concepts of an Enterprise Service Bus (ESB) and Representational State Transfer (REST).

Tuesday, October 7, 2008

10:30 a.m.

Harness the Power of the Social Web for Business

Bob Bickel, CEO, Ringside Networks

Facebook and MySpace continue to fuel the popularity of the social web by providing fun new ways for their users to engage and communicate. While these social media concepts are mostly consumer focused, they will ultimately have massive implications for businesses. This presentation will discuss how companies like Jeep, Nike, and others are transforming their existing web properties into social web destinations.  Understanding the profile of your website visitors and how they like to engage should drive your social media strategy. This presentation also discusses the key attributes that make an application "social" and provides a pragmatic approach for harnessing the power of the social web for business.

11:45 a.m.

How Blogs, Wikis and Social Media are Transforming Business

DL Byron, Principal, Textura Design

A growing number of corporations and institutions - including Boeing, Intel, and Wellpoint - are using blogs and social media to foster internal collaboration and improve knowledge management.  This session discusses the unique uses of internal blogging, and how standards and blog technologies have made user experiences richer.  It will also examine how collaborative approaches to architecture design and use are changing how enterprise strategies are created and focused.

2:00 p.m.

What, How, When, Where and Who of Business Capabilities

Natty Gur, Enterprise Architect, Dao2Com

We already know that adopting SOA also cause us to adopt new methodologies and approaches around the enterprise. One of the notable changes is in the way that we are analyzing and modeling our business. Business capabilities emerge as a methodology and approach that help enterprises to architect their business in a way that helps adoption of SOA while dealing with the application domain of the enterprise. In this session we are going to understand what are business capabilities, how we should use them, when we should use them, where in the enterprise we need to use them and who should be involved in the process of identifying business capabilities.

3:15 p.m.

Enterprise Architecture: Making it Real: Applying Change Management Discipline to Maximize EA Value

Robert Audet, Principal, Diamond Management & Technology Consultants

If you have encountered any of the following challenges while launching Enterprise Architecture (EA) capabilities and ultimately realizing the value of EA, this session is for you.

  • Resistance in adopting and applying EA capabilities from business and IT
  • Delays in defining EA capabilities due to analysis paralysis
  • Apprehension in introducing EA capabilities to the organization until the EA capabilities are “perfect” Competing priorities for EA staff who would assist in developing and rolling out EA capabilities
  • Reliance on individuals who are ill-equipped to socialize and institutionalize the change introduced by EA

For many organizations, establishing and embedding EA capabilities in an organization’s lifeblood represent radical change. Time and time again, organizations take ad hoc approaches to roll out their EA capabilities, and fail to achieve the desired level of adoption and value of their EA capabilities. Furthermore, while Enterprise Architects are skilled in the general Architecture body of knowledge, their primary competency is typically not managing change, and this directly impacts the roll out EA capabilities. Organizations looking to reap the value of EA need to adopt a solid change management approach, and properly equip their change agents with the necessary resources for success.

This session intends on exploring the following areas:

  • Understand the symptoms and root causes when Change Management is not applied to rolling out EA capabilities
  • Learn an action-oriented approaches to manage change generated from embedding EA capabilities in an organization
  • Explore sample case studies to reinforce the call for action to establish an effective way of managing EA change within your organization
4:30 p.m.

Panel: Collaboration in Enterprise Architecture

Architectures must support increasing trends in enterprises to connect with customers and other key stakeholders.  This has implications to system scalability, reliability, and security.  Our panelists debate the best ways to ensure enterprises-level systems are ready to take this step.