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UPDATED FOR 2008!
SOA Implementation Roadmap Poster


Version 3.0 of ZapThink's popular Roadmap to SOA adoption - a
one-of-a-kind poster that provides an at-a-glance view at how SOA implementation.
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Information and Registration for ZapThink Events


Thank your for your interest in a ZapThink conference, event, or Licensed ZapThink Architect (LZA) boot camp! See below for more information on the event or conference you are interested in. Want more information on the LZA Program? Click here! Looking forward to seeing you there!


Practical SOA: Frankfurt, Germany


English | German

Special One Day Event focusing on SOA Adoption and Best Practices in Germany featuring ZapThink and Special Guests

January 15, 2008
Marriott Courtyard Frankfurt Messe
Oeserstrasse 180
Frankfurt, 65933 Germany
Phone: 49 69 3905 0
Fax: 49 69 3808218
Click for Details
Surrounded by woods, the Courtyard by Marriott Frankfurt Messe is located midway between the airport & city center. Close to business administration cities Niederrad & Eschborn, Frankfurt fairground, with good accessibility to major motorways.

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Event Details | Agenda | Hotel & Venue | Speakers | REGISTER


Event Description

Want to know the latest techniques, tips, and tools for SOA adoption and best practices? Want to step beyond simply implementing Services to making SOA a loosely-coupled reality? Want to learn from industry practitioners on the best ways to guarantee SOA success?

Attend ZapThink's Practical SOA event in Frankfurt, Germany. The best of the best in the world of SOA take you through concepts, business issues, approaches, and technology to make SOA work within your organization. We don't focus on the hype and the folks who have products to push, but on the “brass tacks” of making SOA work for you.


Event Agenda

Session title Time Details
Session Registration 08:00-08:30
Welcome, Session Start & Introduction 08:30-08:45 Ronald Schmelzer, ZapThink, LLC
SOA Reality Check: Real-World Adoption Trends for SOA 08:45-10:00 Presenter: Ronald Schmelzer, ZapThink, LLC
  • What are current, worldwide SOA adoption trends?
  • How is SOA impacting the business bottom line?
  • How will IT be able to respond to today's business challenges through SOA?
  • What is a practical SOA roadmap that works today?
Coffee Break 10:00-10:15
Case Study: SOA in the context of Enterprise Architecture at Novartis 10:15-10:45 Presenter: Ingo Arnold, Enterprise Systems Architect, Novartis Pharma AG
Since Novartis' business units have very diverse business requirements, the company has strong IT-organisations positioned close to the business. The first increment of crucial elements of a SOA-platform has already been established. Also, first experimental projects have been kicked off to refine SOA platform requirements as well as to help gradually amortising investments by early platform utilisation. Nevertheless, Novartis is still in the process of consolidating already made IT-investments into an overall integrated SOA platform. There is not one big SOA-project, but instead there are a few rather small business initiatives.Since SOA ultimately reaches out into the Enterprise Architecture domain Ingo is going to shed light at the SOA/Enterprise Architecture intersection at Novartis.
  • Challenges that pharmaceutical companies face nowadays
  • SOA and Enterprise Architecture at Novartis
  • Challenges and Opportunities of combining the two
SOA Methodologies and Best Practices 10:45-11:30 Presenter: Wolfgang Otto, Principal Systems Engineer, BEA
  • Find out about the latest SOA Methodologies and Best Practices
  • Improving architectural skills and methods for SOA
  • Moving SOA past the Web Services stage
  • Determining, calculating, and realizing a Return on Investment for SOA
Case Study: SOA Governance @ T-Mobile 11:30-12:00 Presenter: Florian Moesch, Vice President Enterprise Integration & Architecture at T-Mobile Deutschland GmbH
    T-Mobile's SOA Strategy is based on real business challenges. And these are multifold in a pan-european Mobile Company of the size of T-Mobile. In his presentation, Florian Mösch depicts the approach how T-Mobile managed to successfully run one of the largest SOA projects in Europe. He explains how SOA and BPM could be connected to increase business agility but without loosing the pace the same time. He shares how Enterprise Architecture Management can contribute and what "SOA Governance" at T-Mobile means.
Lunch Break 12:00-13:00
  • Enjoy a gourmet lunch and hear from our Cornerstone sponsor about SOA.
The 3 C’s of SOA and Integration Quality: Complete, Collaborative, Continuou 13:00-13:45 Presenter: John Michelsen, Founder & Chief Architect, iTKO
Enterprises are rapidly reaching the Tipping Point of increased change and complexity in IT. While the industry has developed agile tools for integrating and leveraging new and existing technologies – our ability to ensure quality must keep up with the pace of change that business drives. Quality must be baked into the entire lifecycle of the application, from design time, to change time and runtime, and not relegated to a pre-production “acceptance” phase. This presentation will provide practical examples for how developers and QA teams can work together to test and validate SOA workflows that span multiple application tiers, from the web UI, to services protocols, messaging/ESB frameworks, and implementation layers.
  • Ensuring complete, collaborative and continuous quality to support SOA design, development and governance
  • Identifying points of Risk in SOA and integration projects
  • Methods for implementing testing processes at every phase of the application lifecycle
  • Gaining participation and buy-in for quality across the extended organization
Case Study: Step-by-step SOA: a concrete case at Swisscom 13:45-14:15 Presenter: Xavier Weibel, Head of Applications & Enabling Services, Swisscom At Swisscom, Service-Oriented Architecture is the ground foundation of our IT Governance architecture and processes. However the transition from Governance Principles to product implementations faces often the reality of short-term product launches which prevent the adoption of a holistic approach. In this talk, we will present Swisscom's first milestones towards SOA on the methodological, business, architectural and implementation levels. Rather than a theoretical view, the speaker will emphasize some pragmatic decisions which can be adopted by companies willing to raise SOA to the right level of attention and transform step by step the IT infrastructure.
  • Organizational decisions made to promote SOA
  • Example of pragmatic guidelines given to project teams
  • Success and failure stories and how to learn from them
Coffee Break 14:15-14:30
Case Study: Infomaske Project: Process and Service Orientation at Swiss Life 14:30-15:00 Presenter: Dr. Waldemar Lohrer, Senior Berater Swiss Life
  • Why Process and Service Orientation and not simple SOA?
  • Infomaske project – business and technical views
  • Lessons learned
  • Outlook – technological direction in the future
Optimising Business Outcomes with SOA 15:00-15:45 Presenter: Tim Hall, SOA Center Product Management, Hewlett-Packard
Are you adopting SOA in your organization, or are you considering it? Achieving a successful transition to a new enterprise architecture is a huge undertaking. While there are many technology choices that need to be made, there are many organizational and process challenges that also need to be addressed. Some say that you should have a different philosophical approach to IT. We present a session that describes the typical barriers and risks in adopting SOA, and how the HP BTO approach addresses them and has provided concrete results in customer implementations.
  • Successful SOA adoption requires solutions for governance, quality and management.
  • Heterogeneous platforms are the norm. Customers require platform-neutral solutions.
  • You need much more than technology for SOA deployment. You need a trusted guide.
Credit Suisse & SOA Governance – enhancing the value of core applications 15:45-16:30 Presenter: Lars Drexler, VP Sales Enablement, Software AG
Find out how Credit Suisse is using SOA Governance to manage the transition of their core applications into reusable services. SOA governance gives today’s IT leaders visibility and control over their SOA development and deployment. Hear how SOA Governance helps you in establishing policies, controls and enforcement mechanisms required for successful SOA adoption.
  • Why SOA Governance should be at the core of every SOA project
  • SOA Governance at Credit Suisse
  • Benefits of SOA Governance
SOA Roundtable Discussion 16:30-17:00 Moderator: Ronald Schmelzer, Managing Partner, ZapThink
Networking Reception and Sponsor Interaction 17:00-18:30

Hotel and Venue

    Marriott Courtyard Frankfurt Messe
    Oeserstrasse 180
    Frankfurt, 65933 Germany
    Phone: 49 69 3905 0
    Fax: 49 69 3808218
    Click for Details
    Surrounded by woods, the Courtyard by Marriott Frankfurt Messe is located midway between the airport & city center. Close to business administration cities Niederrad & Eschborn, Frankfurt fairground, with good accessibility to major motorways.

About the Speakers:

Ingo Arnold - Enterprise Systems Architect, Novartis Pharma AG

Ingo works as an Enterprise Systems Architect for Novartis Pharma AG in Switzerland. As a member of Novartis' global Strategy and Architecture group Ingo's focus areas today are conceptual design and implementation of IT-system architectures in the SOA as well as the Identity and Access Management fields. Also Ingo has a chair at the Pharma Enterprise Architecture board at Novartis. Beyond his engagement for Novartis, Ingo gives software architecture and software design patterns lectures at a german university, where SOA has become one of his major fields of research.

Lars Drexler - VP Sales Enablement, Software AG

Lars is Vice President Sales Enablement in Software AG’s headquarters. In his current role, he is responsible for the positioning of SOA solutions for different vertical markets. With his background as a business analyst focused on SOA and BPM, Lars assures that Software AG’s SOA suite meets customer’s requirements at both the business and the IT level. This includes the definition of market strategies for specific vertical markets as well as the responsibility for Software AG’s Competence Centers (among others for government, banking and insurance). He has more than 8 years of experience in the IT industry in the area of integration technologies, SOA, BPM and ERP. Lars joined Software AG in 2001 and has worked with strategic partners and in solution sales for Software AG prior to his current role.

Tim Hall - SOA Center Product Management, Hewlett-Packard

Mr. Hall is the Product Manager for HP Software's SOA Center. His personal SOA journey originally started at Talking Blocks in 2001 where he was Vice President of Professional Services and Support. Talking Blocks, one of the original ISVs focused on SOA Management, was acquired by HP in 2003. During his time with HP, Mr. Hall has been driving SOA adoption within and across the entire software portfolio and he has recently returned to focus on productizing what he's learned about SOA adoption across the life cycle of services including aspects of Governance, Quality and Management. With over 15 years experience in implementing mission critical systems for Fortune 500 companies and building products for emerging businesses, Mr. Hall brings a wealth of expertise to HP Software including product management, delivery, R&D and support. Mr. Hall holds a Bachelor of Arts degree from Claremont McKenna College in Science and Management with a concentration in Physics.

Dr. Waldemar Lohrer, IT Architect Swiss Life Germany

*1959; PhD in Mathematics 1988 at Dorodnicyn Computing Center, Russian Academy of Sciences, Moscow; 1992 change from Mathematics to Software Development; many years as Software Developer, Software Architect, IT Architect for several companies: Cartography Software Company MACON, Insurance Company Münchener Verein, Insurance Software Company FJH; today IT Architect of Swiss Life Germany, responsible for Technological Direction and Strategy and IT Enterprise Architecture

John Michelsen, Founder & Chief Architect, iTKO

John has over fifteen years of experience as a technical leader at all organization levels, designing, developing, and managing large-scale, object-oriented solutions in traditional and network architectures. He is the chief architect of iTKO's LISA automated testing product and a leading industry advocate for software quality. Before forming iTKO, Michelsen was Director of Development at Trilogy Inc., and VP of Development at AGENCY.COM. He has been titled Chief Technical Architect at companies like Raima, Sabre, and Xerox while performing as a consultant. Through work with clients like Cendant Financial, Microsoft, American Airlines, Union Pacific and Nielsen Market Research, John has deployed solutions using technologies from the mainframe to the handheld device.

Florian Mösch - Vice President Enterprise Integration & Architecture bei der T-Mobile Deutschland GmbH

A graduate in civil engineering, Florian Mösch is a VP of Enterprise Integration & Architecture at T-Mobile Deutschland GmbH. He is responsible for all integration architecture matters and the corresponding technologies and standards. In 1999, he took over the leadership of the main department IS Engineering Services in IS application development. From 2004 on, he has specialized in integration technologies. Among others, Mr. Mösch was responsible for implementing a T-Mobile-wide EAI backbone. In March 2005, he became responsible for the European unit of T-Mobile associations for Enterprise Integration. Besides the operative responsibility for development and deployment, Mr. Mösch also looks after all strategic aspects of integration for the European T-Mobile Group. As Deutsche Telekom moves toward convergence for fixed and mobile customers in Germany, he is involved in architectural and integration topics on the Deutsche Telekom Group level.

Wolfgang Otto - Principal Systems Engineer, BEA

*1952; first IT project at Justus-Liebig-Universität Giessen in 1974: IT based analysis in historical demograhics; 1984/85 qualification as Media Consultant BTX ; 1985-87 Trainer and Systems Engineer for commercial standard software, Rhein-Main Rechenzentrum, Frankfurt/Main;1987-95 SE for Systems Integration and Program Marketing Manager, Software AG, Darmstadt; 1995-99 Technical Account Manager at Oracle Deutschland Dreieich-Sprendlingen with leading transport and logistics customers, 1999 Principal Systems Engineer, BEA Systems GmbH, Neu-Isenburg; speaker and author in the field of Service Oriented Architecture, convergence in telecommunications and event processing / RFID.

Ronald Schmelzer - Managing Partner, ZapThink, LLC

Ronald Schmelzer, Managing Partner and founder, is a well-known expert in the field of Service-Oriented Architecture (SOA), Web Services, and XML-based standards. Ron has been featured in and has written for periodicals, and has spoken at numerous industry conferences and in front of some of the largest busineses in the world.

Ron Schmelzer was the lead author of XML And Web Services Unleashed (SAMS 2002) as well as co-author ofService-Orient or Be Doomed (Wiley 2006) with Jason Bloomberg, due to be released in 2006. Ron has served as the chair of the RosettaNet Cluster 1 Workgroup, working group member of CPExchange, member of the UDDI advisory group, and was a member of the CompTIA Electronic Commerce Standards Board (ECSB). Prior to ZapThink, Ron was founder, CTO, and "ePostle of Partners" of ChannelWave Software, as well as founder and President of VirtuFlex Software, and founder and CEO of VirtuMall, one of the first online eCommerce sites in 1994.

Ron was named "Geek of the Week" in Internet Magazine and was listed in Boston Magazine's Internet Top 40. Ron received a B.S. degree in Computer Science and Engineering from the Massachusetts Institute of Technology (MIT).

Xavier Weibel - Technical Strategist, Swisscom AG

Xavier Weibel is responsible for the technical strategy for Application and Enabling Services at Swisscom AG, Switzerland. In this position, he leads the architectural definition of the service infrastructure for next-generation networks. Before joining Swisscom Mobile, Xavier was the head of a laboratory of France Telecom R&D in San Francisco, CA in charge of middleware and Web services. He was a guest speaker at Stanford Networking Research Center, CA. Xavier holds a Masters degree in Computer Science, Management and Networks from Toulouse University, France.

About the Sponsors:

BEA is a world leader in enterprise infrastructure software. We help companies to bridge the gap between people, processes, and information. BEA® Enterprise 360° — the industry's most advanced approach for building a Liquid Enterprise™ gives our customers the ability to harness the convergence of Enterprise Social Computing, Business Process Management (BPM), Service-Oriented Architecture (SOA). BEA Enterprise 360 allows companies to gain competitive advantage by transforming existing IT resources into innovative, business-driven applications.

HP delivers integrated solutions for managing SOA that feature HP services, software and business technology optimization (BTO).

Make a breakthrough in your ability to deliver SOA applications and enterprise integration projects with confidence. LISA 4 introduces several innovations that enable your entire team to maintain higher levels of agility and quality - by mitigating IT risk at the rate of increasing change and complexity in your technologies. iTKO LISA 4 expands on the usability of the leading SOA Testing solution by offering an automated risk mitigation and service virtualization environment for SOA applications. With LISA, the entire team can create, manage and orchestrate tests to prevent costly application failures and errors. Customers accelerate time-to-market for delivering new functionality, while reducing the overall cost and effort of maintaining high service levels.

Software AG and webMethods have come together to create one company – the leading independent provider of business infrastructure software. Modernize your systems to fuel greater innovation. Build new composite applications rapidly. Automate and manage processes. Govern your SOA.

ITtoolbox is an online community of professionals who share practical information on IT topics. This community enables anyone to access the collective knowledge of a worldwide audience of experienced professionals. In doing so, ITtoolbox satisfies the need for practical and timely information for an infinite number of possible challenges in the complex and rapidly changing field of information technology.

Event Registration and Pricing

    Regular Price: $299 (USD)
    Early Registration Price (Register by 2008-01-14 23:59:59): $249 (USD)
    ZapAccess and ZapNetwork for Companies Subscribers get an additional 10% discount!
    YOUR Registration Fee (Per Person):299 USD
    Discounts Applied:None.
    Have an additional discount code?

Terms and Conditions

    Payments via credit card will be made in US Dollars. Please note that ZapThink will contact you after purchase to obtain the actual registered attendees names and contact information. Registration fees paid are non-refundable, and cancellations of attendance or no-shows will not result in any refund if cancellation is made less than thirty (30) days from the date of the event.