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UPDATED FOR 2008!
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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: New York / New Jersey - Finance, Pharma, Media, Governance, Quality, and Management


Special One Day Event focusing on SOA in the New York / New Jersey Region. Focus in Finance, Pharma, Media, Governance, Quality, and Management (GQM).

March 25, 2008
Hilton Newark Penn Station
Gateway Center - Raymond Blvd
Newark, New Jersey, United States 07102-5107
Click for Details
Situated only three miles from Newark Liberty International Airport, the Hilton Newark Penn Station hotel is located in the heart of the Newark, New Jersey business district in the prestigious Gateway Center. The Hilton hotel is directly connected to Newark's Penn Station and the Gateway Center, which makes it very convenient for travelers to reach us via Amtrak, New Jersey Transit or PATH.

Hear Case Studies and Lessons Learned from:
The Hartford Lehman Bros
Catalina Marketing


Sponsored By:

Cornerstone Sponsor:
Foundation Sponsors:




Media Sponsors:


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


Event Description

Want to know the latest on SOA adoption in the Financial Services industries, as well as Governance, Quality, and Management techniques, tips, and tools? 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 for Finance, Governance, Quality, and Management (GQM). 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 organizations. 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 & Introduction to SOA Governance, Quality, and Management 08:30-09:30 Presenter: Ronald Schmelzer, Managing Partner, ZapThink, LLC
  • Why isn't SOA Infrastructure enough to make SOA Work?
  • Understanding the relationship between Governance, Quality, and Management
  • Making the abstraction of loose coupling a reality
  • Current market trends for SOA GQM
  • Best practices and methodologies for SOA GQM
  • The Governance-Quality, Quality-Management, and Governance-Management Feedback Loops
SOA Governance: A Case Study @ The Hartford 09:30-10:15 Presenter: Benjamin Moreland, Director, Foundation Services, The Hartford
The Hartford has been developing an SOA methodology for several years (2003), however, until it started implementing an enterprise SOA governance solution, the results and benefits were restricted. The Hartford would not have been able to scale SOA to the enterprise without an effective SOA governance solution that was aligned with our IT governance and thus our business governance processes. We will discuss the approach and successes we have had to date with our SOA maturity through our governance efforts.
  • Without governance, SOA fails
  • SOA Governance must be planned
  • SOA Governance must be at the enterprise level
Coffee Break 10:15-10:30
SThey were here first – why SOA Governance needs to integrate to QA and Operations 10:30-11:15 Presenter: David Butler, Chief SOA Evangelist and VP, Hewlett-Packard
    Why is an integrated approach to SOA Governance, Quality and Management so critical? We all face the practical challenges of SOA adoption every day.
  • Providers need to define and publish services
  • Service consumers need to find them
  • Service consumers need to trust that their needs will be met
  • Everyone needs to be sure that they function continually in production
    You start to address these issues with SOA governance. But without a clear link to quality assurance, you will never be able to trust that services really meet your quality requirements. And without a clean link to operations, how can you be sure that your SLAs are being met? In this unique session, David Butler, the inventor of GIF – the defacto standard for SOA interoperability – will cover the following
  • What information held in the service repository is critical to quality and operations professionals?
  • How does the change lifecycle for services, which clearly impacts governance, quality and management, differ from the traditional application lifecycle?
  • How is SOA governance different from developer governance?
  • Why traditional quality assurance professionals and operations professionals need to address the specific issues brought on by SOA
Experiences at Lehman with Runtime Service Governance 11:15-12:00 Presenter: Jeffrey Kessler, Formerly with Lehman Bros.
    This talk describes the experiences at Lehman Brothers when trying to gain visibility and manageability of service offerings. Lehman is a high-velocity decentralized organization with silos based on each business unit. The goal of this project was to get a handle on how SOA was being adopted in the firm and at the same time begin to apply standards. This had to be done rapidly, with a small budget, and without significantly delaying the rollout of business applications.
  • SOA will be successful only if it respects the corporate culture in place
  • Automation is the key to governance. We found that service owners and consumers rarely keep their data up to date
  • Deliver rapidly. Don’t spend years building the best architecture before the first customer signs on
Lunch Break 12:00-13:00
  • Enjoy a gourmet lunch
Virtualized Behavior: The Next Generation of Virtualization for SOA 13:00-13:45 Presenter: Chris Kraus, LISA Product Manager, iTKO, Inc.
SOA and Virtualization are currently considered to be two separate disciplines, but they no longer need to be. SOA offers the enterprise the benefits of increased agility and cost efficiency in terms of application development, reuse, and making connections across heterogeneous applications and business partners. Virtualization is creating some real cost benefits for the data center in terms of hardware, but it is still leaving most of the potential efficiency and cost savings on the table for SOA. How can teams Virtualize to improve the quality and time-to-market of SOA functionality, which does not necessarily reside under a centralized team's control? The extended organization must break the barriers of connecting these two strategies by Virtualizing their shared Behaviors, thereby multiply the expected value of virtualization.
  • Current state of Virtualization and the barriers to SOA Success.
  • You can Virtualize without SOA, but you can't succeed at SOA without Virtualization.
  • How will companies manage the changing and complex behaviors of SOA applications and their underlying systems?
  • What tangible and intangible benefits will come from combining SOA and Virtualization?
SOA Management Fundamentals and Best Practices 13:45-14:30 Presenter: Al Aghili, CTO and Founder, Managed Methods
    Development of service-oriented environments is an evolutionary process for organizations of all sizes. The architecture and design decisions made by system architects and developers will impact manageability and flexibility of service infrastructures. Efficient management of loosely-coupled services requires implementing practices to enable visibility, flexibility, and automation of service operations.
  • What architectures are common for service deployment and integration?
  • How can services be built for manageablility?
  • Why operational visibility is essential for SOA management
  • How SOA Management fits into SOA Governance
Coffee Break 14:30-14:45
Cost Effective Strategies for Mainframe Modernization Through SOA 14:45-15:30 Presenter: Dan Finerty, Director, Product Marketing, DataDirect Shadow
Learn how companies in the Energy & Utilities sector are transforming their legacy mainframe systems through SOA . The presentation will examine how advanced middleware products can exploit IBM specialty engines to dramatically slash the cost of SOA and improve overall performance. The ability to extend web services into the business world through the BPEL 2.0 standard will explain how SOA is evolving beyond raw technology into a core business enabler.
  • Exploitation of specialty engines dramatically slashes mainframe TCO and improves performance
  • Industry Standard BPEL 2.0 offers business optimization and management
  • Customer Studies provide roadmap to SOA success
SOA Case Study: Catalina Marketing - How to sell SOA to the business 15:30-16:15 Presenter: Mike Kavis, Executive Director, Architecture, Catalina Marketing
    One of the hardest parts of getting started with SOA is getting the buy-in and funding necessary to start the first project. I am here to show you how my company sold the business on the value of SOA and how we changed the business in the process.
  • SOA enables BPM
  • Align SOA with key business initiatives
  • Discuss SOA in business terms
Bringing Business Process Automation into Application Management 16:15-17:00 Presenter: Martin Milani, CTO, Tidal Software
    The presentation will cover the basic requirements of the monitoring system to support self-healing processes. Real world examples will be discussed including addressing internal application server resource issues, recovery from failure, application specific recovery, and recovering external resources. The presentation concludes with a look at how the processes and policies of IT can and should ultimately make their way into the business processes themselves as a way to achieve truly autonomic business processes. If SOA is to be the enabler for the real-time enterprise, this kind of autonomic solution is the enabler for the enterprise SOA.
SOA GQM Roundtable Discussion 17:00-17:30 Moderator: Ronald Schmelzer, Managing Partner, ZapThink
Networking Reception and Sponsor Interaction 17:30-18:30

Hotel and Venue

    Hilton Newark Penn Station
    Gateway Center - Raymond Blvd
    Newark, New Jersey, United States 07102-5107
    Click for Details
    Situated only three miles from Newark Liberty International Airport, the Hilton Newark Penn Station hotel is located in the heart of the Newark, New Jersey business district in the prestigious Gateway Center. The Hilton hotel is directly connected to Newark's Penn Station and the Gateway Center, which makes it very convenient for travelers to reach us via Amtrak, New Jersey Transit or PATH.

About the Speakers:

Al Aghili, CTO and Founder, Managed Methods

Mr. Aghili is a veteran of the performance monitoring industry. Prior to founding Managed Methods, he was Vice President of Engineering at Newmerix. He has also been Director of Technology for Mercury Interactive responsible for all aspects of design, architecture, and release of the performance monitoring software product Mercury obtained through its acquisition of Freshwater Software, where Mr. Aghili was a Senior Software Engineer. Mr. Aghili has also held senior software engineering positions at OneRealm Software, Parexel Corp, and Rogue Wave Software.

David Butler - Chief SOA Evangelist and VP - HP Software

As the Chief SOA Evangelist, David leads HPs SOA thought leadership activities with customers, industry analysts, and the sales and services organizations. David is a leading contributor to the development and execution of HP's SOA strategy, positioning, and customer advocacy working with product and marketing teams across HP Software, Services, and related TSG groups. David is the chair of the SOA Customer Advisory Board which supports the development of our SOA products and represents HP on selected SOA industry groups and initiatives. David recently was the VP of Marketing and SOA Evangelist for Systinet, where he defined and established the product and marketing vision for Systinet's SOA Governance and Lifecycle Management solutions. He led the company's strategy for the creation of the Governance Interoperability Framework which established a unique partner community and model to support the Systinet Registry. He was instrumental in driving market leadership and awareness with customers, industry analysts, and with the media.

Dan Finerty, Director, Product Marketing, DataDirect Shadow

Dan Finerty serves as Director of Product Marketing for DataDirect Technologies’ Shadow mainframe integration products. Dan has over 20 years of varied experience in integrating disparate technologies into new systems. Over the last several years he has focused on using SOA based solutions to assist with the challenges associated with mainframe integration.

Mike Kavis - Executive Director, Architecture, Catalina Marketing

Mike Kavis has over 22 years of experience in applications development. Mike has worked in the health, retail, manufacturing, and loyalty marketing industries. Mike has worked on some of the largest databases in the world and has a broad range of experience from BPM, SOA, Enterprise 2.0, Enterprise Architecture, mainframes, client server, embedded systems, linux clusters, data warehousing, business intelligence, enterprise portals, and financial applications to name a few. Mike currently serves the role of the Chief Architect and is responsible for setting the strategic direction for IT. Mike earned a BS in Computer Science from RIT in '88 and his Masters in Information Technology from Colorado Tech in 2007. He is currently enrolled in an Executive MBA program. Mike maintains a technology blog on ITToolbox under the pen name of Mad Greek (http://blogs.ittoolbox.com/eai/madgreek)

Jeff Kessler - Formerly with Lehman Bros.

Jeff Kessler has been working with Wall Street firms for the last 10 years. In his most recent position, he was in charge of Service Oriented Architecture initiatives at Lehman Brothers. During this time, Jeff designed and built a SOA runtime visibility system which gave Lehman the ability to manage, monitor, and govern all service offerings in the organization.

Chris Kraus - LISA Product Manager, iTKO, Inc.

Chris is an expert testing and architecture strategist, with a 17 year background in computer software development, product management, and sales support for enterprise software. As Product Manager for iTKO's LISA SOA Testing software suite, Chris applies both project management and development experience to refine LISA features to best suit customer quality needs throughout the software delivery lifecycle. Chris was previously a Retail and Manufacturing Industry Manager at the enterprise software platform firm webMethods, overseeing requirements, customer presales and training for the $16M annual group. At supply chain software provider i2 Technologies he worked in i2's infrastructure group, with responsibility for the release of business process, workflow and monitoring engines. Prior to i2 at Software AG, Chris specialized in cross platform product installation and administration. As a software engineer, project manager, and solution architect, Chris has a great breath of industry knowledge from working with companies like Citi, TD Ameritrade, Lenovo, Tandy, Rubbermaid, TI, and TxDoT.

Martin Milani - CTO, Tidal Software

Martin Milani is an industry recognized thought-leader and expert on SOA with more than 19 years of experience in distributed systems architecture, product design and development spanning the evolution of distributed systems. As CTO, Martin is responsible for setting the strategic direction for Tidal's product line. Martin joined Tidal Software in 2006 through the acquisition of Intersperse Inc., a leading provider of monitoring and management solutions for the service-oriented enterprise, where he was president & CEO. Prior to Intersperse Mr. Milani was CTO of iBuilding, a Web services process-flow management and orchestration company where he led the design, application development, product management, support, and consulting teams. Under his leadership, iBuilding was named by CIO magazine as providing one of the 100 most innovative products of 2001. Previously Mr. Milani was at the Times Mirror Corporation where he held the position of Chief Internet Technologist and Strategist as well as Chief Enterprise Architect for Times Mirror and Los Angeles Times. Before joining Times Mirror, Milani held senior level technology, consulting and distributed system architect positions at Wells Fargo Bank, IBM, Retix, and Locus computing. Milani's areas of expertise include: massive parallel systems, asynchronous messaging systems, distributed operating systems and kernels, Enterprise Application Integration, systems and network management, and Directory Services. Mr. Milani obtained a Bachelor of Science in Computer Science with a minor in mathematics from University of Pittsburgh.

Benjamin Moreland - Director, Foundation Services, The Hartford Financial Services, Inc.

Benjamin Moreland is presently employed at The Hartford as the Director of Foundation Services within the EA group, which is responsible for the realization of The Hartford's P&C SOA direction. He is a recognized leader in the SOA domain, having developed The Hartford's SOA Maturity Model, SOA Governance best practices, led the design and implementation of over 80 course grained services, deployed a UDDI registry, WSM engine, service bus, BPEL engine and helped set the SOA standards for The Hartford. He has 24+ years of IT experience that includes management, research, presentations and development, with a strong background in artificial intelligence. While at United Technologies and The Univ. of Conn., he led and participated in many research and development efforts. Mr. Moreland has a BA in mathematics, and an MS in Computer Science & Engineering from The Univ. of Conn.

Ronald Schmelzer - Senior Analyst, ZapThink, LLC

Ronald Schmelzer, senior analyst 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 businesses 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. 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).

About the Sponsors:

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

DataDirect Technologies is the world leader in data connectivity and mainframe integration, offering the most comprehensive line of software for connecting the world's most critical applications to data and services, running on any platform, using proven and emerging standards.


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.


Managed Methods provides system architects, developers, and operations teams a cost-effective solution for operational management of Web services and service-oriented environments. JaxView: enterprise-level SOA management for small and medium-sized organizations.


Tidal Software brings a radically simple approach to optimizing the operations of one of your company’s most complex assets: its enormous infrastructure of enterprise applications including SAP, Oracle, Informatica, Symantec/Veritas and many others. We help the world’s leading organizations to more fully automate their datacenters – in the process, making these essential enterprise applications more efficient, productive, reliable and secure.

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.
ebizQ is the definitive venue for business and IT professionals, vendors, and industry analysts with the need to exchange information on enterprise technologies, problems, and solutions. We focus on enterprise infrastructure including SOA, BPM, integration, Business Intelligence, SaaS, and security. ebizQ provides the most comprehensive and timely information available on vendors, products, market directions, best practices, and any other industry element that comes into play.

Event Registration and Pricing

    Regular Price: $299 (USD)
    Early Registration Price (Register by 2008-03-21 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.