Conference - Day 2

CONFERENCE - DAY 2 WEDNESDAY 13 JUNE, 2001
9:00–10:45	KEYNOTE	Enterprise Architecture Straight From the Shoulder John Zachman, Zachman International
10:45–11:00		*Break*
11:00–12:10	Track 1	Building an Effective Enterprise CRM Strategy Bob Dibb, EMEA Marketing Manager, IBM Global Business Intelligence Solutions
11:00–12:10	Track 2	Architecture in Car Manufacturing Dominique-Bernard Guillemet, Enterprise Technical Architecture Manager, PSA Peugeot-Citroën
11:00–12:10	Track 3	Re-emergence of Enterprise Modelling Bjorn Tuft, Vice President International, META Group
12:10– 13:30		*Lunch*
13:30–14:45	KEYNOTE	The Payoff from Architecture and Programme Management Roger Burlton, Founder, Process Renewal Group
14:50–16:00	Track 1	Life Cycle Management Of IT Investments Thomas Braa Andersen, Senior Consultant, Strategic Management of IT, Novo Nordisk IT A/S
14:50–16:00	Track 2	Enterprise Architecture at ABN AMRO Bank Denis Hageman, SVP Corporate IT, Architecture and Standards, ABN Amro Bank NV
14:50–16:00	Track 3	Design for Evolution Chris Britton, Manager IT Architecture, Unisys
16:00–16:15		*Break*
16:15–16:45		CONFERENCE WRAP-UP Brian Burke, META Group

Wednesday
13 June
9:00–10:45

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KEYNOTE: Enterprise Architecture Straight From the Shoulder

There is no such thing as an Architecture Silver Bullet! Architecture is foundational for managing modern enterprises, learn how to develop a short, medium and long-term architecture action plan for making it a reality. This presentation is not for the faint of heart or for anyone who is looking for a 'quick fix' or an 'easy out.' This is Enterprise Architecture, Straight From the Shoulder!

What you will learn

Identify short-term architecture alternatives
Define precisely what it is about Information Technology that may be causing pain and frustration in the enterprise these days
Find out precisely what has to be done to rectify the problems of the past and set a proper course for the future

Featured Speakers

John Zachman
Zachman International
To Speaker's BIO

Wednesday
13 June
11:00–12:10

Track 1

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Building an Effective Enterprise CRM Strategy

Every business enterprise around the world has an established method for client communication, and globally, companies deal with a multitude of clients from a wide range of industries. So why is it that of those companies that embrace CRM, 93% say it doesn't do what they wanted it to do?

Why are so many getting it wrong?
What are the essentials for effective CRM?
What lessons can be learnt from successful implementations?

This presentation will look at advice, trends and statistics from some of the world's leading experts in this field. It will also present great success stories, from companies like Nissan, Ford Motor Corporation, Marriott hotels etc.

Featured Speaker

Bob Dibb
EMEA Marketing Manager
IBM Global Business Intelligence Solutions
To Speaker's BIO

Wednesday
13 June
11:00–12:10

Track 2

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Case Study: Architecture in Car Manufacturing

This presentation will discuss the evolution of architecture structure at PSA Peugeot-Citroën from a practical project focused approach through the staffing and role of the Enterprise Architecture team. The discussion will highlight the definition of appropriate governance structures and how the EA organisation reflects the line of business structures while achieving the right mix of technological skills and project management experience.

At PSA enterprise architecture validates the strategic vision of infrastructure development to:

fulfil the business change requirements;
design technical solutions for projects;
monitor integration and coherence;
analyse technical opportunities for infrastructure development; and
anticipate project requirements.

Featured Speaker

Dominique-Bernard Guillemet
Enterprise Technical Architecture Manager
PSA Peugeot-Citroën
To Speaker's BIO

Wednesday
13 June
11:00–12:10

Track 3

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Re-emergence of Enterprise Modelling

Enterprise modelling is a mechanism that increases the likelihood that stakeholders have accurate 'business context' information. This context is invaluable when decisions and courses of action are pursued consuming valuable resources (people, time and money in that order). The impact of not having accurate information may not be realised immediately thus exposing the enterprise to 'pockets of risk'. These pockets of risk (what you don't know you don't know) can seriously threaten an enterprise. Therefore, enterprise modelling can be viewed as a risk-mitigating activity and worthy of investment in the right models and tool-kit.

Adopting a framework for understanding what models should be created
Identifying a portfolio of models that will provide useful and usable information to various constituents
Utilising taxonomy framework to identify the right tools and analysis to make the right investment � matching the tool investment to both modelling requirements and architecture process maturity

Featured Speaker

Bjorn Tuft
Vice President International
META Group
To Speaker's BIO

Wednesday
13 June
13:30–14:45

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KEYNOTE: The Payoff from Architecture and Programme Management

For some time now, many thought leaders have advocated the use of Enterprise-level Architectures to define the current and future states of our organisations' assets and capabilities. This knowledge is itself a very valuable asset which has helped map and communicate the intent and the impact of change. But why own a map if you don't really expect to go anywhere? The artefacts from architecture are useless if they are not actively used to manage the implementation programme. Architecture tells us what should be done and programme management must make sure it actually happens. To be useful, these must be ongoing and evolving processes, which pay-off day-to-day through better decision making and resource allocation and greater responsiveness.

This session will introduce some simple integrated approaches to determine evaluation criteria and to develop a set of aligned architectures and strategies. It will show how to use this knowledge as guidance in the defence of the organisation's vision and the allocation of resources to implement the vision. Taken together, these lessons learned will help define many of the attributes of an integrated programme management and architectural programme management process.

Starting with business stakeholders to define evaluation criteria
Using business process to align architectures
Establishing a prioritised programme of transformation
Allocating resources to initiatives with traceability
Dealing with unplanned activities: defending the vision
Monitoring progress and remaining flexible

Featured Speaker

Roger Burlton
Founder
Process Renewal Group
To Speaker's BIO

Wednesday
13 June
14:50–16:00

Track 1

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Case Study: Life Cycle Management Of IT Investments

Getting the best value out of the IT investments is crucial to all companies. Novo Nordisk, an international pharmaceutical company, has for a number of years managed the life cycles of its IT investment by means of an elaborate governance model comprising the IT project portfolio, the enterprise architecture, the applications and emerging technologies.

The governance model, which has gradually been built up over the years, makes use of elaborate reviewing methodologies. Coupled with a management review board, vested with the power to approve and prioritise between IT projects, Novo Nordisk has an unparalleled control of and insight into its IT investments � arguably a first and necessary prerequisite for getting value from IT.

Managing IT investments as a portfolio
Creating effective decision making processes
Positioning IT as a value driver

Featured Speaker

Thomas Braa Andersen
Senior Consultant, Strategic Management of IT
Novo Nordisk IT A/S
To Speaker's BIO

Wednesday
13 June
14:50–16:00

Track 2

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Case Study: Enterprise Architecture at ABN AMRO Bank

During 1999/2000 ABN AMRO developed an Enterprise Architecture approach that currently is being implemented in its ICT organisations within the Strategic Business Units. This comprehensive approach covers all areas of ICT architecture and addresses middleware and CBD based development as well. The business drivers for Enterprise Architecture found their origin in Business/IT Strategy studies done in 1997/1998, in which timeframe Internet, E-commerce and Globalisation came up as important issues. The presentation will cover both organisation and process, and content aspects as well.

Subjects addressed are:

Understanding business drivers for Enterprise Architecture
Organising for development under architecture
Establishing architecture governance and standardisation
Defining service oriented architectures to enhance re-use and reduce complexity
Leveraging architecture as management instrument

Featured Speaker

Denis Hageman
SVP Corporate IT
Architecture and Standards
ABN Amro Bank NV
To Speaker's BIO

Wednesday
13 June
14:50–16:00

Track 3

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Design for Evolution

The application life cycle is embedded deep in the IT industry's psyche. Applications are born, go through a rapid development phase, live a life under maintenance and then die, don't they? Unfortunately one of the consequences of greater integration is that new applications are bound to old applications, the newly born are hobbled to the dying. But we can't rewrite our way out of this dilemma � business does not stop long enough to give us that luxury. Furthermore if we do rewrite then when the new bigger application reaches the end of its life we will be left with the same dilemma but now on a monstrous scale. The glib answer from the industry to this dilemma is components and architecture. Is it? What are the alternatives? Why do applications die? Can they be resurrected?

Understanding the problem: evolution not revolution.
Defining component architectures for evolution.
Putting evolutionary thinking into design methods.

Featured Speaker

Chris Britton
Manager IT Architecture
Unisys
To Speaker's BIO

Wednesday
13 June
16:15–16:45

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CONFERENCE WRAP-UP

Brian will provide you with an insightful summary to The Enterprise Architecture Conference. A 'Punch List' of key themes discussed throughout the conference will be provided for you to take back to the office.

Brian Burke
Vice President International
Enterprise Architecture Strategies
META Group
To Speaker's BIO