©2008 DECART

© 2008 DECART
Vellyslav Petrov

CEO DECART Consulting

SEO Google SEO Consultant

SOA IBM WebSphere TopGun

SaaS SalesForce ApEx Partner

© 2008 DECART
©2008 DECART
 Web Strategy, Branding, Solutions and Support
for dozens of global brands and web projects

4th generation web brand management system,

developed 6 years in BG, SK, IN, DE and USA

iDECS ensures dynamic growth, top5 Google

positioning and real-time business success

DECART Consulting is an European web company,

focused in web strategy consulting, integrated SaaS
systems for data and SOA business management:
ЕСМ, СRМ, BI, SEO, performance tuning, usability,
accessibility, Web 2.0 marketing and social media.

© 2008 DECART
©2008 DECART
©2008 DECART
©2008 DECART
 Vilfredo Pareto (Wilfried Fritz Pareto)
Born of an exiled noble family in 1848
Paris, the centre of the Revolution.
10 years later his family moved to Italy.
10 years later he earned degree in sciences + a doctorate
“Fundamental Principles of Equilibrium in Solid Bodies".
Interested in social and economic problems.
Lecturer on economics at the University of Florence.
After the death of his parents, Pareto changed his lifestyle,
quitting his job and marrying a Russian, Alessandrina Bakunin.
Writing polemical articles against the government.
In 1893 he was appointed a lecturer in Lausanne where he
remained for the rest of his life.

In 1906 he made the observation that 20% of the population owned

80% of the property in Italy, later generalized into the so-called
Pareto 80-20 principle / Law of the vital few:
80% of the effects come from 20% of the causes.
80% of your sales and profit comes from 20% of clients.
20% of the customers are causing 80% of the problems.

©2008 DECART
 Hristo Botev (Hristo Botyov Petkov)

Born of an exiled noble family in 1848

Kalofer, the centre of the National Revival against the Ottomans.
10 years later was sent by his father to a high school in Russia.
Deeply impressed by the work of the liberal Russian poets.
Teaching in Odessa, creating his first poetic works.
Established strong connections with Russian revolutionaries.
10 years later returned to Kalofer he made a public speech
Against Ottoman authorities and wealthy Bulgarians
Botev was pressed into leaving the town as a result.
Opted for Romania, at the time an asylum for many exiles.
Lived in an mill with Levski, the leader of Bulgarian insurgency.
In 1876 the daughter of Botev and Veneta was born.
The same year, he was killed by an Ottoman sharpshooter…

Botev is a genius poet and national hero, his poetry reflected the sentiments of the
poor people, filled with revolutionary ideas, struggling for their freedom
against both foreign and domestic tyrants. His poetry is influenced by the
Russian revolutionary democrats and the Paris Commune. Many of his poems
are imbued with revolutionary zeal and determination, such as “My Prayer”:

©2008 DECART
 “not you, who but instruct the slave O God, inspire in every man
by calm and prayer to cope a love of liberty
and then sustain him to the grave that they may fight as best they
upon his empty hopes; can the people' enemies.

not you, the true God of the cruel, Do not let this stormy heart
the liers and the sham, grow cold in foreign lands,
not you, the idol of the fools let not my voice in silence pass
and the enemies of man. as if through desert sands...”

80%

For both innovators, Freedom is the most precious thing for humans.

©2008 DECART
100 x 365 >>
©2008 DECART
©2008 DECART
82% {

The first 3 SERP positions get 82% of the traffic!

©2008 DECART
 78%

If you are not on the first 2 pages in Google, you are nowhere.

©2008 DECART
 } 86%

©2008 DECART
 } 67%

©2008 DECART
 } 84%

©2008 DECART
 } 64%
DB
CRM
ERP

©2008 DECART
 } 73%
SOA?

©2008 DECART
 Europe: 348M } 86%

>1 650 000 000 | 100 000 reachable by PPC/ SEO in 10 minutes!

©2008 DECART
67% {

©2008 DECART
On-Demand Software
On-Demand Services
On-Demand Business
On-Demand Relationships
On-Demand AWD
On-Demand …

©2008 DECART
EMEA On-Demand CRM Market Share (2007)

52%

OVUM: - SalesForce.com is #1 in SaaS

©2008 DECART
Higher EMEA growth than US

EMEA growth
52% (FY06 – FY07)

72% YOY

77% 4Q

Gartner : The On-Demand market gets white- hot!

©2008 DECART
 53%

For Gartner, Forrester, AMR, Yankee Group – IBM is #1 in SOA

©2008 DECART
 } 10%?

©2008 DECART
 • Administrative Control
• Data Integrity Tools
• Validated Listing Entry
• Reasonableness Constraints
• Smart Regionalization
• Full, Quick & Saved Searches
• List # & Address Searching
• Radius Search
• Adjustable CMA
• Customizable Results Views
• Listing Comparison Reporting
• Listing Tour Presentations
• Layered Mapping
• Auto Geo-Coding
• Integrated Tax Data
• Multiple Browser Compatible
• Customizable Reports
• Productivity Statistical Reports
• Complete Client Tracking
• Auto E-mail Prospecting
• View/ Search Maps
• Get Details
• Print & Email Reports
• View Aggregated History
• Locate Tours
• Schedule Open Houses
148 000 brokers •
•
View Documents
Calculators
• View Unlimited Photos
• Virtual Tours
In 2007, 1 broker • Download Videos
• List Price Comparison Charts
sold 716 houses! • Price Change Comparisons
• Message Center
©2008 DECART • Feedback, Private notes
 • Administrative Control
• Data Integrity Tools
• Validated Listing Entry
• Reasonableness Constraints
• Smart Regionalization
• Full, Quick & Saved Searches
• List # & Address Searching
• Radius Search
• Adjustable CMA
• Customizable Results Views
• Listing Comparison Reporting
• Listing Tour Presentations
• Layered Mapping
• Auto Geo-Coding
• Integrated Tax Data
• Multiple Browser Compatible
• Customizable Reports
• Productivity Statistical Reports
• Complete Client Tracking
• Auto E-mail Prospecting
• View/ Search Maps
• Get Details
• Print & Email Reports
• View Aggregated History
• Locate Tours
• Schedule Open Houses
• View Documents
• Calculators
• View Unlimited Photos
• Virtual Tours
• Download Videos
• List Price Comparison Charts
• Price Change Comparisons
• Message Center
©2008 DECART • Feedback, Private notes
2008 :: ELIMINATION !!!

80%

©2008 DECART
80% = problems & shortage 20% = 75% LTV & 82% RFM
©2008 DECART
 15 x 24 >>
©2008 DECART
INNOVATION 2008
Ability to innovate
Ability to allocate the best talent

Ability to manage a global organization

Ability to allocate capital

Ability to manage increasing costs

0 30 60
Source: McKinsey Quarterly survey of 9,345 global executives

6% believe their organization has the ability to be

very responsive to changing market conditions.

87% of CEOs believe fundamental change is

required in next 2 years to drive innovation

ALL CIOs and CTOs recognize Innovation as

the most important capability for Growth

©2008 DECART
INNOVATION = SUCCESS
Gartner 2008: Companies believe, that ICT will lead the CHANGES

Processes
Customers
Innovation

©2008 DECART
INNOVATION = SOA

The CEO said

something about
“flexible and
agile”...!?

Complexity Inhibits business INNOVATION

©2008 DECART
 SOA?
Traditional brand
all business processes are “in-house”

2008-compatible Brand
The business value chain is assembled
from many sources of information,
processes and people
Flexible business demands flexible
ICT. Globalization leads to changes
and growth on a daily (not yearly)
basis.

SOA is the main factor for migration to On-Demand business!

©2008 DECART
 CEO’S GOALS
INCREASE
MARKET SHARE
INNOVATION
WOW EFFECT
EFFICIENCY
TALLENTS
GROWTH
RESULTS

REDUCTION
COSTS
REUSE

DRIVE THE COMPETITION CRAZY!

©2008 DECART
 CEO’S PAINS

HUGE EXPENSES

LOW CASHFLOW

UNEFFICIENCY

DISSATISFACTION

MISTRUST

DISSAPOINTMENT

SILO-ed INFORMATION SEPARATES people & organizations

©2008 DECART
 CEO’S SPAGHETTIS
ICT “SYSTEMS”:

INCOMPATIBLE

UNSUPPORTED

COMPLICATED

UNEFFICIENT

HARDCODED

ANCIENT…

85% of the budget goes for Support | 15% for Improvement?

©2008 DECART
 CEO’S PACKAGE

Buying software products in boxes is Bad for your Health since 2003!

©2008 DECART
 CEO’S TCO

77.5%
77.5% of the TCO is awaiting the ship underwater.
The PRICE for your system DOESN’T MATTER.
©2008 DECART
 SOS? SOA!

BUSINESS PROCESSES MODEL – (BPM, BPEL)

BUSINESS
PROCESSES

SERVICES
SOA COMPONENTS

SOA reduces ICT complexity, matching the business to his model.

©2008 DECART
 WHAT IS SOA?

BUSINESS PROCESSES MODEL

SERVICE
Reoccurring
business task

SOA
IT architecture style,
integrating business services

Gartner: Everything changes much better if it’s based on SOA

SOA Innovation VIDEO (3’40” WMV) >>

©2008 DECART
 SOA 2008
$7.0 SOA Driven Software Revenue
“A Strategic inflection point is a time $6.0

in the life of ever business when its $5.0

Billions $
fundamentals are about to change. $4.0

That change can mean an $3.0

opportunity to rise to new heights $2.0

$1.0
or can be deadly when unattended” $0
~ Andy Grove – “Only the paranoids survive” ~ 2005 2006 2007 2008

Applications, collaborative and groupware

Data, content and information access
“Global 2000 will save $53B in 2010” Development and deployment
Security
~ Aberdeen Group ~ Systems management and other infrastructure

Source: IDC

Gartner : In 2008, more than 60% of enterprises will use SOA as a guiding light

©2008 DECART
 WHERE TO START?

The 3 MOST IMPORTANT PRIORITIES*:

1. Expand the internal and external

COMMUNICATION

2. Innovate the business

MODEL & PROCESSES

3. Leverage the whole information

for business OPTIMIZATION

* McKinsey’s report of 9740 CEOs interviewed in 2007

©2008 DECART
 SOA ENTRANCE POINTS

1 SOA ensures a perfect

business COMMUNICATION

3 2 SOA innovates the business

MODEL & PROCESSES

SOA leverages the whole

information for real-time
business OPTIMIZATION
5
4

PEOPLE > PROCESSES > INFORMATION > CONNECTION > REUSE

©2008 DECART
 SOA INFRASTRUCTURE

Corporate platform for sharing information, processes and people

©2008 DECART
 SOA ARCHITECTURE
LOB IT
BPEL/UML
Rational
Business Process Developer
Model

WebSphere
Integration
WebSphere Information Developer
Business Web
Server Services
Modeler
WebSphere
Portal BPEL

WebSphere WebSphere
Business Process
Monitor Server

WS ESB WebSphere
WS App Srv Service
Registry &
Repository
Tivoli Composite Application Monitor
Tivoli Identity & Access Manager
©2008 DECART
 Enterprise CONTENT Management

EDM WCM DAM ERM CCM

Documents Web MultiNedia Records Collaboration

Offers HTML Images Stats Projects

E-tables SGML Sound Diagrams Discussions
Contracts WML Video Email Chat sesisons
Schemes XML Pesenttaions Forms Blogs

©2008 DECART
 Internet, Intranet и Extranet system, which unites ALL

users

Presentation & Personalization

processes CRM Sales Marketing Admin. Production Business
Workflow, integration logic

systems ERP Logistics System X System Y System Z External data

data @

©2008 DECART
 CRM 2.0

search trends traffic customers niche social networks

blogs relationships search engines SEO SaaS emotions AJAX SERP

love sharing music photos profiles podcasts wiki SOAP

googlism twitter facebook tagging
chats RSS networking blogging
mash-ups
success
…

©2008 DECART
 WEB 2.0 & SOA

Global connected web 2.0 communities for good practices sharing

©2008 DECART
BUSINESS MODELING 2.0

Analysis Simulation Documentation

Process Design & Modeling: IBM WebSphere Business Modeler

©2008 DECART
 Generation Management Delivery Archiving

the right content> to the right user > at the right time

Internet

Dealer Partner
Employee Customer

Enterprise value chain supersedes siloed supply.

Value is co-created in communities – pros, scientists mothers, teens...
> 40% of processes, ideas, products and technologies are outsourced.
©2008 DECART
>60% sales growth/y. Guaranteed.
©2008 DECART
BUSINESS MONITORING 2.0

Process Control & Monitoring IBM WebSphere Business Monitor

©2008 DECART
1. How many people are coming to your website?
2. Where they came from and what piqued their interest?
3. What do you want them to do? What they actually do?

Amateurs GUESS. We have to KNOW.

©2008 DECART
84%

©2008 DECART
 CIV = 0.78!

©2008 DECART
24h = 85% up! (780/d)

©2008 DECART
 Lifecycle Business processes
management innovation
analysis adapting
strategy modeling
technology optimizing
system performance
DECART’s
experts Real-time content
methods Success data
creating CRM
management ERP
supply SCM
archiving BI

©2008 DECART
 "The future [ web 3.0 ] is here.
It's just not evenly distributed yet."
William Gibson

“There are NO secrets! Just things we don’t know, yet."

Tibetan mantra
©2008 DECART
skype: vellys

©2008 DECART