1

<Insert Picture Here>

Mashing Up: Taking Enterprise Mashups to the Next Level Vince CasarezVP Product ManagementOracle Corporation

3

Agenda

• History• The Critics: What’s so great about mashups?• Exploring the Various Genres• The Venues• The Reviews (Critics Reprise)

4

The History: Part IMusic Industry

• Originates from mixing a combination of musical tracks and vocals to create a new song

• Wikipedia:"A mash-up is a song created out of pieces of two or more

songs, usually by overlaying the vocal track of one song seamlessly over the music track of another...”

• Recognizable examples:• Vanilla Ice sampled David Bowie• Kanye West mixed “Diamonds are

Forever”

5

The History: Part IIMoving Beyond Music - Web Application Hybrid

• “Web application that combines data from more than one source into a single integrated tool” -Wikipedia

• Useful and wildly popular mashup: Locate Starbucks• http://programmableweb.com/mashups

www.findbyclick.com

6

7

8

9

The Critics

Self Self ServiceService

Custom /Self ServiceCustom /

Self Service

CRMCRM

CRMCRM

ERPERP

ERPERP

LegacyLegacy

LegacyLegacy

• Significant time spent manually integrating data & increasing

• Processes are user-driven, inconsistent and inefficient

• Logic is replicated across multiple applications

• Change is complicated, risky and often costly

10

The CriticsWhy Do We Care?

Enterprises are ready…

21% of organizations

said they are or plan on using

mashups

21% of organizations

said they are or plan on using

mashups

Source: McKinsey Global Survey; How Businesses are Using Web 2.0; January 2007

11

12

The CriticsWhy Do We Care?

But…it’s lower on the list

13

The Genres How to get started - Segment

• Consumer• Maps

• Celebrities

• Food

• Photos

• Enterprise• Back-end

• Process

• Front-end

• Social

www.coverpop.com/wheeloflunch

14

Enterprise Genre: Back-end Mashups

• Typically done by the developer• Targeted to a wide audience• Feeds from legacy systems, custom

database queries • System(s) often don’t support

connectors & Skill sets are limited• Security isn’t granular enough • Limited reusability across applications• Limited or no end user customization• Example:

• Enterprise Reports

• Products/Companies: Kapow , JackBe, Pipes

15

Enterprise Genre:Process AKA Business Mashups

• Typically done by Business IT• Supports core business

processes• Helps coordinate different

process orchestration events that may/may not require user intervention

• Examples:• Employee onboarding

• Incident management

• Products/Companies: Serena, Popfly, SOA Orchestration

INSERT Image

16

Enterprise Genre: Front-end Mashup

• Typically done by technical lead in LOBs

• On the glass, information embedded in the page

• Visualization of related sources

• Examples:• Overlay sales data on a map

• Inventory data with customer orders

• Product/Companies: Google, Oracle, BEA, …

17

Enterprise Genre: Social Enterprise Mashup

• Typically done by developers • Social interaction is key to

how information is tied together

• Individuals looking for experts to drive innovation

• Examples:• Activity Streams tied to

Applications

• Who’s available, where & when

• Products/Companies: Facebook, Google, Oracle, …

18

The Venue:Choosing a Platform Matters

19

Venue: Enterprise Mashup Architecture

20

The Venue

• The platform you choose matters• Other tips for platforms (based our architecture/assets)

• Custom & Enterprise Application Integration• Security• Scalability• Personalization• Content

Oracle’s WebCenter Platform

FusionFusionApplicationsApplications

FusionFusionApplicationsApplications

WebCenter WebCenter ComposerComposer

WebCenterWebCenterSpacesSpaces

WebCenter Anywhere

JSFJSFAJAX Active DataADF Task Flow

Web

Cen

ter

P

lug

-in

JDe

JDe

vv

WebCenter WebCenter Web 2.0 Web 2.0 ServicesServices

WebCenter WebCenter FrameworkFramework

Portlet Runtime JSF Portlet Bridge Search Frmwrk

Content Integ Resource Catalog Customizable components

Content Discussions Wiki/Blog

Presence/IM/VOIP

Mashups LinksTags/Tag Clouds

Events

Composer

Personal SpaceGroup SpacesGlobal Worklist

Business Rules Process CustomizationEnterprise Mashups

Desktop

WirelessVoice MS Office

UI Composition

WebCenterApplicationsWebCenter

Applications

MDS

Lists

Mail/CalBPEL Worklist

JAAS

Role Based Pages

HTTP Portlets

REST Delivery & Consumption

Analytics

Activity Streams

Unified User ProfilePolls/Survey/

Rule Based Template Delivery

Resource CatalogRole Based Exposure of All Resources

WebCenter

Custom Apps

ConnectionsSchemas

Schema Objects

ConnectionsSchemas

Schema Objects

ContentGadgetsServices

ContentGadgetsServices

AppsTask Flows

PortletsProcesses

AppsTask Flows

PortletsProcesses

White PagesYellow PagesGreen Pages

White PagesYellow PagesGreen Pages

JDeveloper

Application Evolution

1. Base App Built

2. App Tailored To Meet Business

Demands

3. Personalized For Every User

4. Fixes/New Capabilities

Application Evolution

5. New Version Available

6. Customizations Need To Be Redone

7. Personalizations

Lost

25

The VenuePlatform that Supports Evolution or Re-releases

• Inevitable that applications and data sources will be upgraded/updated• Ensure mashup continues to work when V2 rolls out• Often – user’s changes are lost when application is

updated/upgraded

User Customization

+

The Venue

Base Application

Application Customization

+

Mashups are customizations

Jane’s Page

John’s Page

1. Base Application Deployed

2. OnSite Branding

3. LOB Branding

4. User Personalization

and more…

Layered Customizations

Fusion Edge ApplicationsConsumable Applications at the Edge of the Enterprise

Enterprise

ERP

CRMOn Demand

HRMS

Google

Reuters

LinkedIn

WebEx

Facebook

Digg

SCM

UserUser

CRM

UserUser

Axiom

Oracle Confidential: Not for Distribution

Sales 2.0Productivity Applications

Forms Based Applications

Tightly Coupled

Control Focused Applications

Social Applications

Standalone, Loosely Coupled

Productivity Focused Applications

Sales 1.0Sales 1.0 Sales 2.0Sales 2.0

29

The Venue:Making it Successful

WHAT NOT TO DO…• Bad sound, lighting, no restrooms, lip synching,…• If so, they won’t spend the time configuring over time

WHAT TO DO…• Easy to use• Must be approachable• Performance on par with Web experiences• Provide relevant content to roles and interests• Define what “good enough” means• Know your audience – segment!

30

The Reviews:Know your audience

• Who’s YOUR target audience? Developers, Business IT, LOBs• Just because you can doesn’t mean they want one

• Figure out their pain• What are they trying to do• What services do they typically use?• How do they cope with the multiple different applications they use to

get something done? • Do those have web services or portlets?• Are the portlets on the latest standards?

• What do they do now to get their job done? • They will surprise you• Don’t just want a bucket of widgets – want a configurable app• Package to solve a problem or set of problems, not ALL problems

• What happens when the app changes?• What happens when a data source goes away?

31

The Reviews:The Critics Again…

• Security• Establish the right balance of corporate policies without being too

restrictive

• Performance• Ensure systems can scale as the user population grows and as new

services are deployed

• Extensibility • Necessary to have extensible architecture

• Change management• Provide controls to retain customizations and overridden when

necessary

• Industry standards• Crucial to ensure components and services interact seamlessly

32

Taking it to the Next Level

• Pick two use cases to implement:• Simple use case that adds value immediately• Vision use case that will justify investing for the future

• Check out some research papers (i.e. Gartner):• G00151351: Who's Who in Enterprise 'Mashup' Technologies• G00156064: Key Issues for Enterprise 'Mashup' Practices,

Technologies and Products, 2008• G00151491:Reference Architecture for Enterprise 'Mashups‘

• Try out http://programmableweb.com/mashups• Check out the products and companies mentioned here at

the show: Kapow, JackBe, Serena, Oracle, BEA, …

33

For More Information

search.oracle.com

or

http://webcenter.oracle.com

WebCenter

34

35

WebCenter 11g – Key Components

Framework

Next Gen Portal Framework

Content Integration

Application Integration

Composer

Layered Customizations

Resource Catalog

Enterprise Mashups

Spaces

Community Spaces

Social Networking

Personal Spaces

Services

Enterprise Ready Web2.0

Desktop Integration

Multi-channel interactions