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How Broadcast Music, Inc. Devised

and Enabled Enterprise Architecture

from Corporate Strategy

Presented by

Public | Copyright © 2014 Prolifics

Camellia Petty & Ashish Udas

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Speaker Introduction

Agenda

Implementation Challenge for BMI : Hence Opportunities

Preparing for Success: Actionable & Repeatable Enterprise Architecture

Overview of BMI Enterprise Architecture Key Deliverables

Counting BMI Success

Lessons Learned

Key Takeaways

What’s Next

Rapid Changes in Music Industry – demands smart, agile business processes

Rapid Increase in Music usage – so increased risk related to data management

Lack of alignment between BMI Corporate Strategy / Goals with Technology Implementation plan

Prolifics Business Architecture, Enterprise Architecture framework

IBM Rational & WebSphere Suite – Key enabler for successful delivery of Business, Application, IT architecture

Business Architecture deliverables

Enterprise Architecture Reference, IBM Suites Component Architecture view

EA Governance Structure – How to effectively enable through IBM tools

Successful deliverables

Project artifacts for reference

Business Architecture deliverables

Enterprise Architecture Reference, IBM Suites Component Architecture view

EA Governance Structure – how to effectively enable through IBM tools

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Camellia Petty Vice President : Product and Application Development

Broadcast Music, Inc.

Ashish Udas Enterprise Architect & Strategic Consultant

Prolifics Advisory

Speaker Introduction

As Vice President, Product and Application Development,

Camellia Petty is responsible for building the business

processes and technical foundations required to meet the

future needs of BMI’s songwriters, composers, publishers

and licensees. This responsibility spans all Application

Systems, Product Development and Architecture within BMI

as supported by the current technology stack.

Ashish has more than 23 years of experience in large

Business Strategy and BPM Implementation. For BMI

Ashish with leadership from Camellia devise and define

Enterprise Architecture from Corporate Strategy.

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5-Years Compound

Annual Growth Rate

19%

Employees

Worldwide

1,500

Global Presence

United States, United Kingdom, Germany, India

20+ Technology

Accelerators

550+ Technical

Certifications

Over 10 Technology and

Solutions Awards since 2009

including Business Agility,

Customer Integration and Digital

Experience, the first ever

Beacon Laureate for Business

Agility

Over 160 global customers

are currently Fortune

1000 companies

Best-in-class architects and

specialty experts:

BPM, Integration, Digital

Experience, Security, Testing,

Business Analytics and

Enterprise Content Management

End-to-End Project

Expertise

Rate of Repeat

Engagements*

91%

Years in

Business

35+

Offices

14

Awards

Technology Expertise

Fortune 1000

*based on % revenue Source – December 2013 internal revenue metrics

Prolifics at a Glance

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With more than 75 years of successful presence in the

Entertainment & Music Industry, BMI Corporation is a

global leader in Music Rights

BMI supports its songwriters,

composers and publishers by

taking care of an important

aspect of their careers – getting

paid. BMI supports businesses

and organizations that play

music publicly by offering blanket

music licenses that permit them

to play more than 8.5 million

musical works. Both

relationships save each time and

money.

BMI at a Glance

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Rapid changes in the music industry, increases BMI operational challenges:

Music Creation: Cutting edge recording, music distribution technologies enables faster, quicker Music (song composition) creation, updates

Music Consumption: With rapid and easy to use technologies, music consumptions increased exponentially and music delivery mechanism / media has changed significantly

Internet Based Media: Music lovers continue to listen TV and radio but the industry is seeing a rapidly increase in use of iRadio, YouTube, Pandora type internet based media to listen and record music

Music Creation and Consumption Mechanism: to continue to remain a leader as PRO, BMI needed a smarter, agile business process which could adapt and respond to these rapid changes in consumption in the industry

Need to deliver Products/ Tools to (and in-support of) Music Creators

A Challenge and an Opportunity

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Exponentially increase in music usage results in a significant challenge for Data Management

Complex data management problems due to:

Lack of adoption (music Industry wide) of data standards

Data Quality

Music Data Integrity

Significant increase in music performances and hence increase of data volume

Information as-a-service: BMI needs cutting edge data management tools, processes for high volume, high transactions to ensure:

Consistent & Improved Data Quality & Transformation

Reusable Music Assets

A Challenge and an Opportunity

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Lack of seamless alignment between BMI Strategy and

Technology Implementation requires;

A Challenge and an Opportunity

Well-defined high level business strategy and goals with target

deadline

Breakdown strategy to tactical, feasible and measurable goals

Process Creation to repeatable and flexible since strategy could

change anytime in respond to rapid changes in music market

Set up actionable, repeatable business, enterprise architecture

derived from strategic, tactical goals

Flexible and realistic technology implementation plan to ensure

delivery of smarter business, data management processes in

timely manner

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CHALLENGES….

9

Current State: BMI Enterprise

• Independent Tightly coupled

Applications – 100’s

• Multiple Database Systems

(Oracle, DB2, SQL Server, MS

Access)

• Integration – File Processing

only

• Data Ingestion – Manual

• Data Structures – Inconsistent

• Distribution – Time consuming

• High Maintenance Cost –

Numerous Technology &

Applications

• Lack of Development

Standards – Numerous Tools

& Technologies

• Lack of Enterprise Framework

OPPORTUNITIES….

BMI ENTERPRISE PARTNERS

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BMI Corporate Strategy and Key Enablers Prolifics Business Architecture Framework and IBM Tools

Presented by

Camellia Petty & Ashish Udas

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Ensures business strategies derived from “Client Values”

Help to Manage, Add, Measure Client Values

Identify and implement a Client Value measurement system

Design and implement and Prioritize business processes keeping client value as key focus to meet Strategic goals

Identification of process improvement opportunities on continuous basis

Make Project / Program Prioritization process objective

How did Prolifics Business Architecture

Help Achieve BMI Strategic Goals?

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Define Strategic Goals

Identify Client Values

Prioritize Client Values

Define Unit Of Measurements

Verify Values with Clients

Define Client Value Map and Capabilities Map, Competitive Analysis

Prioritize Capabilities (hence create Product Roadmap/timeline)

Prospects to

Licensee Contracts to License Fee

Applicant to

Affiliation

Performance to Asset Management

Performance to Distribution

ISG Implementation tactical Goals

Architecture / Process Governance

Program Implementation team will derive & align

End to End Processes from Client Values

Program Charter / Project list with Priorities

IBM Focal Point

IBM Rational System Architect

BlueWorks Live!

IBM Rational System,

Software Architect

BlueWorks Live!

BPM process Designer

IBM Focal Point,

Rational Team Concert

Prolifics Business Architecture Framework & IBM

Tools for BMI Strategy to Implementation Alignment

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STRATEGY SET-UP TRANSITION CONTINUOUS

IMPROVEMENT

13

Monitor Fit –GAP

Choose Adoption Path

Define Building Blocks

Link to Strategy

Harmonize Terms

Create Methods

Develop Analytics

Define Basics

Optimize Processes

Define Portfolio

Perform Analysis

Create Basis –Orchestrate

Perform Audits

Allocate Budget

Expand Reporting

Add Process Based Rewards

BUILD A PROCESS-CENTRIC IT, Business

MANAGE CHANGE – EA/BPM/SOA GOVERNANCE STRUCTURE

COMMUNICATE AND TRAIN

Business Architecture

13

Transformation Program Roadmap – Building Blocks

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Preparing for Success –

Enabling & Governing Actionable

Enterprise Architecture Using IBM Tools

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• Loosely Coupled

Systems

• Mobile Enablement

• Standard Enterprise

Framework

• Service Governance

• Re-usable IT Assets

• Improved Business

Agility

15

Future State – BMI Enterprise Architecture

OBJECTIVES

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Need for actionable Enterprise Architecture:

Setting Up Actionable Architecture Using IBM Tools

ACTIONABLE – Architecture artifacts do not Stale and can take action on those anytime; further...

IBM Rational and WebSphere Suite are designed to resolve this concern and promote / implement Actionable Enterprise Architecture. Viz.

Business Strategy, Technology strategy changes very rapidly. To accommodate these changes Enterprise Architecture discipline needs to be very responsive and should to able to adapt and change its required artifacts / assets very quickly, repetitively.

Artifacts are available just in time

Easy to maintain in tools with use of Industry Standards i.e. TOGAF, BPMN, BPEL, etc.

Should never lose its core Value and information while traversing / transferring from one tool to another during implementation

IBM Rational Suite is designed for Business Strategy, Core Enterprise, Process Governance Artifacts

Seamlessly from Rational Suite of Products one can transfer key artifacts to IBM WebSphere Suite of Products (IBM BPM, IIB, etc.) for actual process, service and data implementation without losing any information

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Public | Copyright © 2014 Prolifics 17

• Strategic Goals , Objectives

• Client Values , Capabilities

• KPI , SLA , Prioritization

IBM Focal Point

Rational System

Architecture

Value Streams , Capability Map

Enterprise Process Map IBM Blue works Live

TOGAF

BPMN 2.0 Description Class

Business

Process

Implementation

IBM BPM /

WsPortal

BPMN 2.0

Execution

Class

Service Model Software

Architecture

WSDL Contracts

Logical Data Model Software

Architecture

XSD Model

Physical Data Model Software

Architecture

ERD Model

Business Process System

Architecture

Service Implementation IIB

Rules Implementation ODM

Database

Implementation DB2

Business

Requirements Requirement

Composer

MS Word

Document

Rational

Team Concert

EPIC

User Stories

Tasks

Rational

Team Concert Release

Artifacts

Actionable Architecture in “action” with IBM Tools

Strategy

&

Program

Planning

Design Implement Manage

Input / Output Process / Rules

Import

BPMN 2.0

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BMI Enterprise Architecture Layers & IBM Tools

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Counting Success on Actionable

Enterprise Architecture

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Projects implemented using Prolifics EA framework under BMI Leadership

Counting Success

1. Using Business Architecture framework

a. Value Streams – BlueWorks Live! and RSA

b. Enterprise Process Map – In BlueWorks Live!

c. Enterprise Capabilities Map – In Rational System, Software

Architect

d. Actionable Implementation Plan – Rational RTC, Focal Point

2. Key Core Business Process Implementation a. Data Acquisition – Using Data Stage, Quality Stage

b. Alternative Licensing Business Processes – Using BWL, IBM

BPM, IIB

c. Affiliate Registration Processes

d. SalesForce.com integration with Oracle ERP systems – IBM IIB

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• Common Integration

Layer.

• Common Service Layer.

• Standard EDM.

• Automation of External

Data Ingestion.

• Integrate Existing

Applications.

• Loosely Coupled New

Applications.

• Governance around

Service Delivery.

• Standard Business

Service Development.

• Canonical Model

development.

• Master Data

Management.

Objectives

BMI Enterprise

Started delivering Intermediate State

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• Loosely Coupled

Systems

• Mobile Enablement

• Standard Enterprise

Framework

• Service Governance

• Re-usable IT Assets

• Improved Business

Agility

22

Future State – BMI Enterprise Architecture

OBJECTIVES

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Although key artifacts are transferable from Enterprise Architecture

planning tools to Process Planning / Implementation tools, the

artifacts transfer is top-down & one way and not two way

Lessons Learned

For example: after importing Business Process (BPMN 2.0) from Blue Works Live!,

if you change a business process definition in IBM Business Process Designer or in

Rational System Architect, you will not be able to export and sync back to Blue

Works Live! Use Blue Works live Process model for Discovery and high level

process documentation only. Use proper version control and branching for

incremental changes.

Certain complex artifacts do not get transferred as is, you need

formatting and adjustments

BPMN with complex in-line sub-process imported from Blue Works

Live! to rational System Architect changes the format / alignment of

the original process. Or sometimes can lose the sub-process flow

Keeping Artifacts in sync, needs proper well defined governance

structure, version control using Rational Team Concert (RTC)

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It is recommended to set up Actionable Enterprise Architecture for a effective and successful implementation of large to very large business transformation / technology implementations, such as BMI.

IBM Rational Suite, WebSphere Suite, IBM BlueWorks Live! with help of Prolifics framework, quickly enables very effective actionable enterprise architecture.

There are some challenges in implementing seamless Actionable Enterprise Architecture, but through proper governance using IBM range of Suites, those challenges can be mitigated.

Prolifics’ business, enterprise architecture framework is effective, flexible and repeatable. It is the proven framework to bridge gaps between Corporate Business Strategy and an actual implementation plan and align them effectively.

Key Takeaways

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BMI will be maturing Actionable Enterprise Architecture further for future

Business Process implementation.

BMI is planning to use IBM Rational and WebSphere Suites tools stack as

key enabler to manage future Business Architecture, implementation plans,

process implementation.

Prolifics offers Business Architecture, Enterprise Architecture framework as

part of their end-to-end solutions delivery offerings. The framework is

industry, technology agonistic, but does excel with IBM Suites.

If you are in any phase of implementation and struggling to implement

business strategy or would like to implement it in better or effective way, we

recommend you take advantage of this proven framework.

As part of offerings Prolifics can provide end-to-end solution from readiness

assessment to Business Advisory consulting and finally to smarter process

implementation.

Our offerings:

http://www.prolifics.com/resources/solution-briefs

What’s Next?

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Monday How Broadcast Music, Inc. Devised and

Enabled Enterprise Architecture from

Corporate Strategy

12:15 PM - 1:15 PM

Integrating Salesforce.com and Oracle

ERP Using IBM WebSphere Cast Iron

2:00 PM - 3:00 PM

Business Process & Decision

Management

3:30 PM - 4:30 PM

Recommended Design Considerations

for Enterprise Monitoring using SCAPM

and Netcool OMNIbus

5:00 PM - 6:00 PM

Tuesday Smarter Integration Using the IBM SOA

Foundation Stack: Best Practices and

Lessons Learned

8:00 AM - 9:00 AM

Best Practices for Monitoring Your

Cloud Environment and Applications

9:30 AM - 10:30 AM

Delivering Enterprise Applications:

Faster. Cheaper. Better

11:00 AM – 11:50 AM

Applicability of IBM SOA Approach In

Manual Processes Automation

11:30 AM-11:50 AM

Leveraging Governance in the IBM

WebSphere Service Registry and

Repository for IIB and DataPower

12:30 PM - 1:30 PM

Broadcast Music Inc. Release

Rockstars: Program-Wide DevOps

Success with UrbanCode Deploy

3:30 PM - 4:30 PM

Empowering SmartCloud APM -

Predictive Insights and Analysis: A Use

Case Scenario

5:30 PM - 6:30 PM

Wednesday Architecting and Tuning IIB/eXtreme

Scale for Maximum Performance and

Reliability, Featuring TBC

8:00 AM - 9:00 AM

MasterCard's Modeling and

Governance of Decisions and

Processes for Improved Fraud

11:00 AM - 12:00 PM

How BMI is Revolutionizing the Music

Business Using IBM’s BPM and

Integration Technology

2:00 PM - 3:00 PM

Integrating IBM Pure Application

Systems and IBM Urbancode Deploy: A

GE Capital Case Study

2 :00 PM – 3:00 PM

Thursday Aetna’s Vision for a Healthier World:

Smarter Architecture and a Scalable

Integration Bus

9:00 AM - 10:00 AM

From Print to Cloud & Beyond with

IBM Integration Bus at Chemical

Abstracts Service

9:00 AM – 10:00 AM

Using the Power of IBM Tivoli Common

Reporting to Make Smart Decisions:

The Untold Story

2:30 PM - 3:30 PM

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Learn More: Prolifics at Interconnect

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• Tap into in-depth sessions, including customer use

cases from Aetna Healthcare and EmblemHealth

• See detailed demos of IBM Integration Bus

• Network with top technologists from Prolifics, IBM,

and your peers from the world’s top organizations

Learn more at

ProlificsRoadshow.com

Boston • March 16 • New York City • May 5

The Future of Integration: Integration Bus, Mobile,

API Management, and Managed Services

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Visit these useful links on the Prolifics Web site:

Let’s continue the conversation…

Ashish Udas

Ashish.udas@prolifics.com

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