Esri’s Enterprise Strategy

We’ll define Esri's enterprise strategy at ArcGIS 10 with a focus on understanding the business value, the architecture, and support for emerging technologies like the cloud. This will be a deeper dive into how ArcGIS 10 enables scalable, collaborative GIS.

Jul 1st, 2010

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00:01My name's Bruce Harrison, and this is my colleague here, Andrew Hendrickson.

00:05We work as part of a patterns and practices team here at Esri and spend a lot of time working with customers...

00:14...and working across our...with our sales team, our distributors, our partners on enterprise architecture and...

00:26...identifying different patterns that we can take out to the field with the goal of creating customer success.

00:37What we want to talk to you about today is GIS in the enterprise and some principles and strategies around that notion.

00:50So like I say, we have a lot to cover today.

00:53We'll start out by kind of exploring this notion of GIS in enterprise through a series of questions and lessons learned...

01:02...and then jump into Esri's enterprise strategy.

01:11So I guess I wanted to start out by asking probably the most important question, you know, What is an enterprise?

01:20But before I answer that, I guess I just was interested in kind of polling you guys out there in the audience.

01:28How many of you by show of hands are actually working sort of hand in hand and integrate as part of your IT organization?

01:43And how many of you have actually taken your GIS and it's an integrated part of the enterprise, your IT enterprise?

01:57All right. And how many of you guys are here today to learn about some ideas on how to effectively do that?

02:06Good. It's what we were hoping.

02:11So I guess the short answer for us is, you know, an enterprise's a strategy, it's an infrastructure...

02:21...the systems, it's the governance, and it's the resources required to effectively achieve your business objectives.

02:31So it's really not a proxy for size; it can be big, it can be small.

02:39It can support a single organization; it can span an entire government or global operation.

02:51And it also goes far beyond mapping and visualization.

02:57GIS is really just, you know, one technology of many that support the overall enterprise.

03:06And I guess, to me, an enterprise is much like a city. It's a business and it really needs to be run like one.

03:15So I look at it as a living, breathing thing that's continuously evolving.

03:21And I guess similar to your organizations that you serve, you know, it has its own set of challenges...

03:28...and therefore, it requires proper planning, governance, and obviously a sustainable budget.

03:41The second question I wanted to throw out to you is, When is information technology useful to an organization?

03:51When it enables the organization to achieve its business objectives established by its leadership.

04:00So that means it really needs to solve real-world problems, you know.

04:05This notion of, you know, I've gone down this path in my 20 years in GIS, but you know the notion of build it and they'll come...

04:15...and stand up services and folks will use them, it doesn't work in an enterprise.

04:20Everything is done with a purpose in mind.

04:25So it also must create new opportunities to fundamentally improve the way in which the organization does business.

04:36And lastly, it must add incremental value to the work environment or the enterprise.

04:47I think that the way we should be looking at GIS technology in enterprises, you know...

04:51...we should be thinking about how to help the organization work smarter, not harder, and faster.

05:01The third question I had for you guys is, When will executives invest in information technology?

05:10And the answer is, When executives understand how the technology will help them achieve their business objectives.

05:18So I guess that really makes it important to, you know, speak the language of the executive.

05:25And I don't know how many of you have had conversations with one of your business executives or...

05:32...a CIO and they just didn't understand what you were trying to tell them, or they got a little bit confused.

05:40And I know I've had those conversations especially with the CIOs that I've worked for.

05:46You start talking "geodata this" or "geodatabase this" or "geospatial that," and it all kind of means the same thing...

05:53...but it's just not in a context of how they understand information technology.

05:58So, you know, I just think we just have to be a little bit careful of the way we engage with executives.

06:08You know, I think the easy thing to do is to hold our discussions in the context of business solutions.

06:18I think business executives typically don't understand or don't have a strong understanding of technology...

06:25...and they really don't need to, right?

06:27You know, what they really need to know is that the solution that you're proposing to them... going to help solve their business objectives and needs, right?

06:38And then when we think about solutions, we should think about them in the context of creating success for that executive sponsor.

06:50I don't know exactly where all you guys come from, but I spent quite a few years in GIS before moving to a level... state government where I was more of an IT executive.

07:07But we were always told by our CIO that the folks that we serve are our customers...

07:15...and our goal was to become the preferred provider.

07:18So it's always kind of stuck with me that, you know, whether it was my GIS or it was the enterprise that I was managing...

07:28...I wanted folks to come and work with me and my team.

07:33Otherwise, there's nothing worse than you spend years building your GIS to find out that...'re not working closely with your IT department...

07:43...and somebody within the IT department decided to bring in Google and stand up an app, and you can do it better.

07:51Right? And so that's not what you want to see happen.

07:59I thought this was kind of interesting. You know, even in tough economic times, looking at the priorities... applications and tool priorities from NASCIO this year, GIS is up one from 2009.

08:19In 2009, it was number eight; it's number seven this year.

08:23So I just think it's kind of interesting that the state CIOs, you know, they do value and understand...

08:30...importance of GIS technology in enterprise, and I really truly believe that we'll see a continued investment in it.

08:40But again, we've got to focus on solving real business problems, right?

08:46So I guess I would just challenge you guys to get plugged in with your IT departments if you're not...

08:55...and kind of open up the hood of the GIS that you built and show them what you can do for the enterprise.

09:03A good way to get plugged into the enterprise is to get plugged into the enterprise strategy.

09:13Otherwise - I've seen it, I've personally experienced it - you know, GIS will just continue to be segregated...

09:21...and treated as sort of the odd man out when it comes to prioritization and sustainability.

09:28So I think being part of that strategy, it really promotes knowledge and awareness of the technology and what it can do.

09:41It institutionalizes the tactics that focus on development, deployment, and support.

09:51It opens up the door to innovation.

09:55I mean, I think you definitely have the ability to begin to think a little bit out of the box once you're more plugged into the enterprise.

10:05And it ensures sustainability through proper planning...

10:09...because that's just something that happens in any well-run, organized enterprise.

10:18So I think any well-run GIS program should have its own plan and strategy...

10:25...but what I'm really talking about is an enterprise strategy.

10:30And every well-run enterprise has a strategy, and that strategy will continue to sort of...

10:38It's a living document; will continue to change and evolve over time.

10:46And it's kind of interesting, I whited out the name of the last enterprise that I worked on...

10:53...but every enterprise typically has a name too and people take it kind of seriously.

11:01Like I said, it's like a business, right?

11:03But this right here is an example of the last enterprise I worked on...

11:09...this 43-page document that outlined the enterprise and our strategy.

11:20You know, everything from...up to the governing structure.

11:26But this small little paragraph right here was all we had in there about the use of geospatial information...

11:33...or technology in the enterprise. You know, two long, run-on sentences, right?

11:38But those two, long, run-on sentences ensured us...

11:43...millions of dollars a year to continue to support the growth of GIS within the enterprise... continue to support the development of geoenabled applications as well as geocentric applications.

12:02So it doesn't take much.

12:04I used to have a lot of folks look at that, and they'd read our strategy, and they go...

12:11...Bruce, we know you love GIS, but that's all you put in there about GIS?

12:16Yeah. I mean, you don't want to make a big deal about it, because there's...

12:22You could make a big deal about a lot of other, you know, enterprise-enabling technologies that are supporting the enterprise.

12:29They don't do that either.

12:31So you kind of have to treat it like every other mainstream technology that's part of your enterprise.

12:44So the last question I have for you guys is, you know, Could GIS bring additional value to your organization?

12:52And I'd say, my answer is that yeah. Absolutely yes.

12:56Otherwise, I don't think you'd be here today if that wasn't the case.

13:01So I really believe that GIS can help turn data across the enterprise into actionable information.

13:13I think it can help you empower your workforce through improved workflows and access to information.

13:23It can also help internal as well as external stakeholders of your organization manage or...

13:29...gain a better understanding of its operations.

13:34So I don't think it's as much about building an enterprise GIS as it is about...

13:40...integrating the GIS that you've built into the fabric of the enterprise.

13:46It's about geoenabling the enterprise. It's about GIS in the enterprise.

13:51And it's about leveraging the investments that your organization has already made in GIS, right?

14:02They're probably quite substantial.

14:04But a lot of times, if you're not plugged in with the enterprise or your IT department...

14:10...sometimes they really have no clue, you know, how much the investment is.

14:18And it's about helping your organization make the most informed decisions as they relate to everyday business problems.

14:27Right? I mean that's the key is solving business problems.

14:37So I guess now I just wanted to just hare with you some of the lessons learned or valuable lessons that I've learned over the years.

14:48'Cause, you know, I've spent almost 20 years helping people use GIS technology to bring value to their organizations...

14:58...and, you know, try to achieve their business objectives.

15:01And I think again, I'd be the first to admit that evolved over time.

15:06You know, it didn't happen right out of the gate.

15:08Probably took me first 10 years of my career to understand that I needed to kind of refocus on solving business problems...

15:17...otherwise, folks weren't going to invest in my GIS.

15:23But these have been valuable lessons, and I just wanted to share a couple with you today.

15:29So the first thing I learned, and I probably already mentioned this, but I don't think you can mention it enough times... that it's vitally important that I focus my energy on solving real business problems.

15:43And you know, I think why that lesson doesn't's probably not revolutionary, but I think you'd be surprised...

15:51At least I'm surprised.

15:53You know, sometimes I still find myself today, unless I, like, follow my strict approach on how I work with customers...

16:02...that it's sometimes easy to forget, especially when you're dealing with a lot of new technologies and evolving technologies.

16:12Think the second thing I've learned is that - again, we've learned this by working with a lot of you... that organizations all face similar challenges.

16:27I think, you know, what makes each organization truly unique is how they prioritize addressing these challenges.

16:37And I'd also say that it's important to point out that not all challenges can be solved or resolved through the use of technology.

16:52So in a sense, a lot of times there's some level of fundamental change that needs to occur within the organization... order to actually meet these business objectives.

17:04So I'd just go as far to say that, you know, if you're working with customers today, especially within that enterprise space...

17:16...I mean, you're a change agent, and your role and your responsibilities sort of go beyond just thinking about technology...

17:25...but really how people think and how they can actually think about problems a little bit differently.

17:33And I think we heard some of that yesterday during the keynote speech, right?

17:41And the third thing that I've learned is that...

17:44You know, I just felt like I used to spend too much time thinking about how I was going to engage...

17:51...or think about solutions, and I learned that I don't have to re-create the wheel every time I engage with a customer, right?

18:00Because they face similar challenges.

18:01But I can also think about solutions in sort of a consistent way.

18:07So I think about solutions as a recipe, and there's a common set of ingredients that I can use every time...

18:15...after I understand what the customer's challenges are and how we need to solve them.

18:23It's almost like a pick list of...

18:25And that's sort of where Andy will kind of dive in deeper in the next section on how we actually use that recipe to define...

18:36...and design and develop effective business solutions.

18:43So let's explore these a little bit further.

18:48You know, what really excites me anymore, just walking around or when I visit customer sites is...

18:57...I just see opportunities everywhere, right? I mean, you just look around.

19:02We sit around our campus sometimes, sit out in front of one of the buildings...

19:07...and you just start looking at the different things that are there and the different problems that could occur...

19:12...and that you wonder, you start thinking about the types of solutions and systems that you could put in place to... know, help your organization better manage its business, right?

19:25So there's sort of internal and external sides of the business, right?

19:32So if you're wondering where this picture is, it's the city of Wellington, New Zealand.

19:40But again, it could be just about anywhere, right, in the world.

19:44And I think even though we're kind of facing tough global economic times right now, maybe that's changed people's priorities.

19:56I don't think it's diminished the value that GIS can bring to organizations.

20:02I think to the contrary, this crisis is just shining new light on GIS's ability to make a difference.

20:11And again, this is another important reason why GIS needs to be managed in the enterprise.

20:18You know, in the early years of my career, I spent quite a bit of time helping folks configure and deploy GIS software.

20:29And then probably halfway through, after I really started to focus on business solutions...

20:40...I spent more time focusing on really how to solve their problems, right...

20:46...and implement solutions that would really make a difference.

20:50So we'd work, you know, myself and my team would work with one department and another and another...

20:56...week after week, and we did this for years.

20:59And this is interesting. My big experience was working at a state government.

21:06And we initially were not...we were part of the IT organization, but we weren't plugged into the enterprise...

21:14...and we were treated separately.

21:18You know, we worked hard to get out there and build capacity with the other departments...

21:25...and our GIS grew to, you know, it was really successful.

21:31It grew to a point where, instead of focusing on business challenges and having time to get out there and work with customers...

21:39...and have our staff focus on sort of the core functions of GIS, we quickly became overwhelmed with managing infrastructure...

21:52...and developing, you know, I had application developers who were developing solutions.

21:57You just grow to a point where your infrastructure just begins to collapse, right?

22:04So I had no choice but to...

22:08You know, I said, well, I'm going to have to go and work with these folks that are already doing this stuff...

22:14...managing data, developing apps, managing the network, managing the infrastructure.

22:19You know, we develop apps; they had a governance structure, you had to go and you had peer review of your solutions.

22:29So that was a learning experience for me and my staff...

22:35...but it also required me to spend time educating those different divisions I just mentioned on the value of GIS technology...

22:49...and the platform we were leveraging and just GIS in general. A lot of them didn't know about it.

22:56So we had, you know, training. But it was pretty powerful and really beneficial, and it made all the difference in the world.

23:06And you know, if you think about the end game is creating customer success...

23:12...I don't know how you do it without being plugged into the enterprise.

23:19So the other thing I mentioned is that we found working through, you know, numerous customers...

23:27And this is really something that I think Andy and our team, over the past few years, working with customers...

23:37...we've realized that, I mean, it's not rocket science.

23:43You know, folks all face similar sets of problems, and while their missions are probably uniquely different...

23:50...they all need to be able to support a common set of business behaviors, right?

23:55So we kind of bucket them up into kind of four areas - asset management...

24:03Folks, don't let this confuse you over managing signs or manholes.

24:11When we think about assets, we think about assets in the context that every organization has to... know, they have investments; they need to manage their investments.

24:26So we look at assets in the form of people; equipment; it could be poles, vehicles, buildings, land.

24:36Every organization has some sort of assets they need to manage...

24:39...and what's interesting about assets is they're inherently location based.

24:45So GIS is a perfect tool to help you manage your assets, right?

24:48I mean, that's sort of the bread and butter of where we began, right, with our desktop products.

24:56You know, now we're managing assets through the web and mobile.

25:00So the second pattern that really emerged was this area of planning and analysis.

25:08So while it's important to be able to effectively collect, organize, and exchange data... doesn't necessarily equate to information that can help you make informed decisions.

25:22So every organization has the need to take their data that they're managing about their assets...

25:31...and transform it into actionable information.

25:38The third pattern is field mobility.

25:42In many cases, organizations need to get information into and out of the field.

25:49You think about it, I mean, we, even Esri, we have a sales force; they're buzzing around the field.

25:57They use mobile devices to, you know, route them from customer to customer, so they're sort of our assets and we need to...

26:07You know, we look at them as well, we need to provide them with tools to more effectively do their job...

26:13...and visit with customers and create success.

26:18And I think another way to look at the field mobility piece, we look at it as kind of empowering the workforce...

26:26...with access to information that they probably didn't have before, which helps them make decisions...

26:32...more effective decisions, quicker decisions.

26:37And then the fourth pattern we refer to as operational awareness.

26:42And I think every organization has the need to provide both internal and external stakeholders...

26:53...with an accurate and up-to-date understanding of their operations or issues that they want to share.

27:00So it could be an internal dashboard, it could be an external dashboard.

27:05You guys saw a lot of the VGI stuff yesterday, and that's sort of where those types of solutions fit in here.

27:15And all these areas are continuously evolving.

27:19So I'd say, you know, if that makes sense to you, then these are the areas where organizations' business challenges reside.

27:28Right? So it starts to make it a little bit easier for you to begin to engage with customers...

27:34...and drill in and understand their challenges through the use of these patterns.

27:43And I think they'll help us...they can help you quickly uncover them, understand them, and solve them.

27:51And again, this is something that Andy will dive deeper into in the next section.

27:58But I'd argue that, you know, when you work with customers, if you go back and you should try this...

28:07...but guaranteed, if you're developing a solution or a system, it's going to be defined by one or more of these patterns.

28:19And the last thing that I had mentioned was that there's a recipe to every effective customer solution.

28:30So let's talk a little bit more about that.

28:34I truly believe that a solution is a recipe for customer success...

28:40...and after we fully understand the customer's business challenges and their business requirements...

28:48...there's some combination of these ingredients here that will create customer success.

28:57To us, it's that simple, right? I mean, there's some level of core technology that you guys manage.

29:05Maybe it can be coupled with a partner solution.

29:09There's always a need for data, right, to support workflows, so that data can come from internally or it can come externally.

29:18I think you saw yesterday with Bernie up on the stage.

29:21I mean, the amount of data that's available to you today to create solutions is just unbelievable.

29:29And there's always some need for training, right?

29:31It really depends on the solution, but it could be formal training or it could be...

29:39You know, when we used to roll out solutions, custom solutions that we develop or geoenabled solutions...

29:45...a lot of times, the folks that were going to be actually the users of the solutions...

29:51...we would train them on how to actually use the solution or application.

29:58So there needs to be a little training plan for that.

30:03There's services, you know, we have all different levels of services that we can bring to bear...

30:09...from supporting the configuration, customization, implementation, integration.

30:20And we'll even talk about some of the services a little bit later that we can bring to bear to help you guys probably...

30:30...potentially move your GIS into the enterprise.

30:33And the thing that, if you want to become part of the enterprise, then I think we always have to be thinking about...

30:41...promoting enterprise best practices and thinking about those.

30:44So it's one thing, you know, we all have our production environments or development environments.

30:51You know, every time we develop a solution, we have to kind of think about those different environments.

30:57Do I have a staging environment? Oh, maybe I don't have one, or maybe I need to expand it...

31:04...because I've just added another solution to my enterprise, right? What does that mean?

31:09So we need to understand how the solutions that we're proposing affect the underlying infrastructure and fabric of the enterprise.

31:20So I guess in summary, I'd just say GIS has evolved.

31:29You know, I think everyone in this room somewhere, if you build a GIS... kind of resides somewhere on this business enterprise curve.

31:39And it might be completely set apart from the enterprise; maybe you're beginning to move into the enterprise.

31:50I think we've built some really good GIS systems...

31:56...and I guess we'd just challenge you guys to begin to think about how do you... do you move your GIS up that business enterprise curve and into the enterprise.

32:07It's sort of a different way of thinking.

32:11I don't think it diminishes the need for and relevance of the systems that you've built, because there's always going to...

32:18...there's always going to be a need for folks to support core GIS capabilities.

32:22But we look at there's GIS users and there's business users.

32:27So there's patterns that support the GIS users; there's patterns that support the business users. They're the same.

32:38It kind of goes back to the notion of we need to speak the proper language, right?

32:45You know, and as you move up that business enterprise curve, you're going to be dealing with...

32:51...different types of enterprise users, and it takes work, but I think in the end, the long run, there's a lot of value in it.

33:01So I just hope that you guys consider the experience that I've shared with you useful as you approach doing this or...

33:11...if you're in the middle of it.

33:15But I'd say most importantly, remember that there's sort of patterns; we shared with you some of these patterns...

33:22...whether it's around the four patterns of GIS or those business behaviors or patterns associated with solutions.

33:30Just remember them, and I think it will make your lives a lot easier when you're moving your GIS into the enterprise.

33:39So I'm going to turn it over to my colleague Andy here right now and let him dig a little bit deeper into some of this stuff.

34:02Okay. Well, thanks, Bruce. Alright. Can everybody hear me? Sounds good? Yes? No? Okay, good.

34:18Thanks, Bruce. I'm going to move into a different domain, so to say, and talk to you more about how we're utilizing...

34:25...patterns and practices for working with some of our large clients in terms of an enterprise architectural approach.

34:32So I'm going to talk about strategy. I'm going to talk about the product as well.

34:35I'm also going to talk about some of the support that Esri offers...

34:39...and then I will also review some of the things at ArcGIS 10 that I think will benefit you as you grow your GIS in the enterprise.

34:46So just to sort of kind of reinforce what Bruce was saying, a GIS in the enterprise is data management.

34:51It's planning and analysis, it's mobility, and it's operational awareness, or visualization.

34:57So one thing we want to reinforce time and time again is that with the GIS, we've seen tremendous enhances in quality of data...

35:06...timeliness of being able to deliver your data, okay?

35:10Efficiency, and actually the ability to build a community within your enterprise.

35:18So this slide here is demonstrating a different kind of view.

35:25It's an updated slide for ArcGIS 10 where we're showing that our technology...

35:29...whether or not you're using it on the web or in a mobile client or on the desktop, is pervasive.

35:35It can be on premises, you know, a local deployment within the enterprise, exposed to the enterprise...

35:41...or now with the cloud as well, or a combination of all of these.

35:46So we're seeing in the enterprise, we're seeing the ability to better visualize and create your data... collaborate with multiple departments, discover data, manage it, and analyze it.

35:59Again, these patterns are starting to jump out at us.

36:03This is an older slide that we've updated as well.

36:07This is kind of flipping the previous one around, and what we're demonstrating here is that ArcGIS is an application.

36:14It's an application server that plugs into your greater business enterprise.

36:18So you'll see across the bottom, I've got this application server thing listed, little geocode's going to jump...

36:24...because geocoding is a capability that your GIS can provide back to your business...

36:29...a single capability that multiple departments may not actually know where it's coming from, being provided by the GIS.

36:36But it's a business process that's required by the enterprise.

36:40And you can see in this application server tier...

36:42...I'm including the GIS right alongside of all other types of enterprise-class technology.

36:48The integration platform is a step above.

36:51We don't have to get into specifics on that, okay...

36:53...because different organizations use different pieces of technology or nontechnology to do that.

36:58And at the top, there's those clients again. There's the ArcGIS platform, whether it be desktop, mobile, or web clients.

37:05Off to the side, which is cut off - it's not cut off on this side; let's look at this one.

37:11And we see here that sort of contemporary capability for taking information from other locations and mashing it together.

37:18That's what we're trying to demonstrate there.

37:21So I think it's necessary to talk a little bit about enabling technologies as well.

37:26So accepting the evolution of technology is very important as you're building a strategy...

37:32...or effecting upon a strategy to grow your GIS in your enterprise.

37:38ArcGIS Server. We have a lot of folks using ArcGIS Server?

37:43I have to ask because I'm also going to ask if folks are still using ArcIMS.

37:49I'm kind of referring to that when I say evolution of technology and accepting it, okay?

37:53Because ArcGIS Server is so different. Look at what's provided out of the box via standard APIs, web services...

38:00...that IT people can understand, whether it's the mobile data service or a map service or the geodata service...

38:07...a custom service that you build with geoprocessing.

38:10This is important because, really, for the first time, you don't have to wrap a lot of the GIS capabilities...

38:17...with some other form of technology to feed it back to the business.

38:21Standard REST and SOAP APIs out of the box; this is IT, this is IT language. They will understand.

38:28So just by giving them an API sometimes is a great way to publish all of your capabilities back to the business.

38:35So with that said, let me talk a little bit more about how I do this with some clients.

38:41Going to use this notions of reusability constantly throughout the presentation.

38:45One thing I want to drive home is that it's necessary to define what the capabilities you're providing to the business are.

38:52This example that I've got up here on the screen is the example, again, of a function - geocoding.

38:57Time and time again, I see geocoding as a repeatable thing that's utilized by multiple business units within an enterprise.

39:04So here is just my way of describing what this capability would be.

39:09It may be different for you, but this is a good, simple example.

39:13So what is the requirement to the business? What is the service requirement?

39:17And you'll notice that I'm not mentioning that this has to be SOA or WOA; it's just a service.

39:22How you implement it, that's part of your strategy as well. We'll talk more about that later.

39:27So what is the function? It's a geocode.

39:29What information are we providing back to the business?

39:33Who will the consumer and provider be?

39:35This is very important. Bruce mentioned earlier, "build it and people will come."

39:40I've done that. How many people have done that, just built something and put it out there because you know you can? Okay.

39:45That's okay. But it's probably more beneficial to the business if you go to them and ask them what they need.

39:53So define who is the consumer and who is the provider ahead...

39:57...because you might have different service-level agreements on either side of that equation.

40:02So what's the constraint on use? Who's allowed to use it within the enterprise?

40:06The policy and contract, that's what I'm referring to.

40:09What is the effect of consuming that actionable information?

40:13How will it affect the application that's pulling it in or an individual user that's pulling it in?

40:19And then of course the information and behavior that is the interaction model that's being pulled back.

40:24So with ArcGIS, okay, how do we do this?

40:29How are we able to say at ArcGIS 10 we are even more open, more interoperable, and more extensible?

40:36We've a set of applications, okay, that ship out of the box, that will run on a number of platforms, multiple platforms.

40:47By the way, we can abstract away from the platform now, right, if we're using services, in a sense.

40:55They'll run on top of a number of databases, including an open source database.

41:01It's interoperable in the sense that there's different types of standard services...

41:04...OGC services, REST-based services, and SOAP-based services.

41:10And it's customizable in a myriad of ways.

41:14So this is the message at 10; this is how you will interoperate with your enterprise...

41:19...with other business units, in one of these manners.

41:24So today, I'm also going to talk a lot about some enterprise architecture.

41:29But I wanted to put it out there that there are a lot of enterprise architecture frameworks, a ton.

41:36I just pulled this image off of Wikipedia. There's a ton.

41:40I'm pragmatic. I understand that if you follow one framework, some people say you might not ever get anything done.

41:47There's a lot of different steps and things involved.

41:49But what I've done is sort of boil up an approach based upon TOGAF.

41:54So if you want to write something down, if you want to do a little bit of research...'ll notice as you read more into TOGAF that my approach aligns with that.

42:05So here what I'm trying to demonstrate is that we do have a process that we utilize internally...

42:10...and our goal, in the center there of this value chain, is to more effectively serve our customers.

42:16So when we're working with clients on-site to build an enterprise system or to build out their enterprise system...

42:22...we'd like to start with the business architecture, not with the technological capabilities.

42:28What does the business require of the GIS?

42:33As I move around, so business architecture being first, then I like to look at the information architecture.

42:34So a business... You know, one of the tenets I always try to say... a business process dictates the development of technical workflows, not the other way around.

42:38So what are the value streams of the data? Who owns the data that needs to serve that business function?

42:45Just because it resides in a GIS doesn't mean that the GIS always owns it, right? That's kind of what I'm getting at.

42:51Or if something resides in SAP doesn't mean SAP owns it once it leaves that business system.

42:54We can get into some new planning and start to think about what services and training and things you need...

42:59So there, the technical architecture. What systems are required to support the flow of information?

43:07When I say "flow of information," I kind of mean the fuel, fuel that's required to serve the enterprise.

43:15As I move further along, this one I think is extremely important, the next one, which is political landscape and IT governance.

43:22IT governance. So how are we affecting, you know, the governance on top of the technology... well as the business process workflows? support that particular piece of development work that we're going to do, to support that business process we started with.

44:12Here it is, laid out in a bit of a different way.

44:16With any piece of technology, IT, you need to understand the vision of the platform...

44:22...what is the architectural vision that that platform is trying to serve...

44:26...before you can begin to really architect a solution to support something in the enterprise or participate in the enterprise.

44:34So the platform vision, I'll get to in the next slide to show you as briefly as I can.

44:39Then look at number 2. Here's a business architecture, information architecture, and technical architecture again.

44:44I believe that once you lay out the vision, you can start to really dig in and do discovery on what you're trying to do.

44:53Off to the side there, you'll see this little thing that says "SLA."

44:58Can anybody blurt out for me what I mean by SLA?

45:00[Audience participation] Service-orientated architecture.

45:02No, I don't mean service-orientated architecture.

45:05[Audience participation] Service-level agreement.

45:06Service-level agreement. That's right. This is an important concept. And believe it or not, it's important for GIS too.

45:14And I say that because a lot of times I find that GIS has grown organically, departmentally, right?

45:21So it has a different set of service-level agreements with the business than maybe the business process that it's serving.

45:29So we need to talk about that as we're doing this discovery.

45:32And when I say "we," I really envision myself working with you with your clients, with your internal clients or with you.

45:39That's what I mean by we. Sort of a team approach.

45:41Now I explode out the technical architecture because I feel like this is my opportunity...

45:48...time and time again, to confirm what I heard when we had our business discussions.

45:53So you'll see as I explode out number 3, here's where I want to confirm my business architecture.

45:58I go back to the client or the customer, and I say, "This is what I've heard. Am I correct?"

46:04So I can create a baseline architecture.

46:08Probing on opposing views. How many folks work in departments with different types of personalities?

46:13A lot of us, right?

46:15That's what I mean. Probing on different opposing views, viewpoints on the same piece of information.

46:20So two people looking at one thing might have a different perspective.

46:26So from there I can create a conceptual architecture and a service abstraction.

46:30Service abstraction? What do I mean?

46:32I mean a know, what am I going to publish out to the business?

46:35What are the number of web services that I want to provide back to the business? An API, so to say.

46:41I revisit the conceptual architecture and then document what is the gap, what's missing.

46:47So what effects here are we talking about?

46:49Properly defining that solution, the solution that Bruce mentioned, where we had the core technology...

46:55...or business partner technology, data, services, and training in there.

47:01Migration. Is it a migration project or is it an implementation project?

47:06Is there change management involved and what best practices are we going to employ?

47:10We need to drive the IT behaviors or at least align with them.

47:14This process assists, this strategy assists in doing so.

47:19Building trusted partners within your IT organizations is very important.

47:24Not frightening your DBAs with SDE stuff, okay? Trusted partnerships.

47:31So promoting that team approach and discerning that handoff to different business units.

47:36Now how do I really do this?

47:38I use the same four patterns to begin, okay, that Bruce mentioned.

47:43And Bruce was talking about these four patterns aligning with business needs, right?

47:48You guys do asset management or data management? Yes, we argue. We see this time and time again.

47:53Planning, analysis. Yeah. Maybe something coming into an out field, and certainly visualization.

47:59Let me go down one level and correlate it with the technology platform.

48:02So you'll see across the bottom, in asset management, you'll see it aligns with the geodatabase information model.

48:10Interesting, right? As I move over, geoprocessing. Planning and analysis aligns with geoprocessing.

48:18Mobility. Okay, mobile. And maybe the most interesting one, operational awareness aligns with our web APIs.

48:27So it's very important to discern your business processes and align them with these four patterns...

48:33...because the technology performs differently for each one of these patterns. Important point.

48:41We want to be able to build out, and I mean wide; to build in a wider manner, our technology, based upon these patterns.

48:52Typically over here, with this operational awareness pattern, you might have thousands of users looking at something...

48:59...visualizing something. A web map, so to say.

49:03So let's move over and think about asset management.

49:06Well, here's where you might have your GIS domain, actually going in and editing information directly into the geodatabase.

49:15Is the SLA for this user going to be the same as the SLA for that user?

49:19That's kind of what I'm driving at here.

49:21So should we really have those two patterns tied together...

49:25...or should we pull them apart by figuring out where the SLA exists on the data value stream?

49:32Okay? Very interesting way to look at architecture.

49:36So we went down a little bit; I'll bring it back up.

49:39What am I trying to show here?

49:42Level of detail, you know, increases as we go down, and this is time coming across this axis...

49:47...coming towards me on this side and away from me on the other side.

49:51So across the top is what I consider the platform architecture vision, or the four patterns.

50:00These need to align with the business strategy in some way, shape, or form.

50:03Semantically, it doesn't matter what they're called, but we need to align it.

50:08As I move down, you'll see specific architectural areas.

50:11Let me just envision some sort of large business here and say that...

50:15...maybe it's multiple departments feeding back into one enterprise.

50:19Then below that, specific capabilities.

50:23So the capabilities might be a basemap or they could be geocoding or they could be some sort of proximity search...

50:29...on the bottom here.

50:30But what we find is as we do this research and we're looking at the architectural approach, these things...

50:36...these capabilities might be repeating themselves across a business enterprise.

50:39So we can go back and build a conceptual architecture that will serve multiple capabilities back to the business.

50:47So we can begin to have reusable services.

50:52What is this trying to show? This is trying...

50:56I'm trying to just not frighten you too much, because this is a timeline for embarking upon an enterprise strategy.

51:05On the left-hand side, you'll see "as is," and all the way to the right, you'll see "to be."

51:14Present time to a future state. Okay, now I'm going to traverse this timeline very quickly and say that... aligning with what I mentioned earlier, we need to figure out a gap analysis between the as is and to be.

51:28Also on the bottom of this timeline, you'll see I have it written out as being a concrete.

51:32This is concrete; we know what's going on, we know what we have today, we're documenting it.

51:38So we create that detailed baseline design.

51:40Now I'm going to move up into the abstract, okay, above this timeline.

51:44What am I saying here?

51:45Here's where we're capturing things. Where do we really want to go?

51:48Here's where you've got to get into that iteration with your business units and have some discussion...

51:52...and figure out what needs to be done.

51:54What's this cheesy cloud and lightning bolt thing here? Right? Sorry.

51:59That's supposed to denote stormy weather, like this isn't easy to do.

52:04I'm telling you now, this is hard; this might take some time. But why are we doing this?

52:08Because we need to synthesize all of these themes that we've been talking about.

52:11Because as we drop back down into reality, so to say, we've got to come up with a solution design concept.

52:18Now, I show this to you today because I caution you to figure out how much do you want to drill down to put into this process?

52:27In other words, is it one capability at a time, or do you embark on a giant project all at once and try and get it across?

52:35It varies.

52:39We also have to consider the effect of the development life cycle when we're doing this.

52:44So all the information we're obtaining as we're doing this discovery, as we're digging in on your architectural concepts...'ve got to design, build, evaluate, and deploy these things within your business enterprise.

52:58And for your group, it may be different than for other groups within the IT domain, right?

53:03So this is really a good way of showing that service development and deployment should be flexible and iterative.

53:12Okay? This is what's called a development spiral.

53:15Here I've listed it as being three-month cycles, but it could be, you know, yearly cycle or maybe biannual...

53:21...whatever meets your business, business needs.

53:24So to reinforce some of the concepts that I've stated, we have to look at your business requirements by business unit.

53:31Because different business units might still need to maintain and manage their own deployment of GIS technology.

53:39So we need to define a balanced mix of common unit-specific services... we're not repeating things across the whole business enterprise.

53:48Standards is really important.

53:52I like the fact that we have standard standards, if I can say that, now out of the box.

53:57This makes it easy for you to communicate amongst IT decision makers.

54:02Okay. So defining the governance and the policies to reduce these types of redundancy is also extremely important.

54:07We've seen this done in the form of, you know, centers of excellence, just straight-up policy being implemented.

54:15Sometimes you'll have a GIO or sometimes we'll have a GIO within an IT decision-making organization.

54:23This is how it's done.

54:29What is this slide trying to show, because I know you can't read it in the back, right? No. Okay.

54:34This breaks a lot of rules. But let me describe it very quickly.

54:39Across the top are these four patterns, and what I've done is I've worked with a large utility...

54:44...and I've gone back to the business and we've aligned their business process workflows with these buckets, these four patterns.

54:49And I've done discovery in the context of the patterns, so I know that for operational awareness...

54:54...I have 2,000 browser clients and 10 percent of which could be concurrent at any one given time.

55:02It also says one ArcGIS ArcInfo Desktop there.

55:05I'm going to go all the way across to the other side, with asset management.

55:09Here I've got 350 simple web editors and 350 complicated, you know, high-precision editors on the desktop.

55:18Now I've got a multiple set of applications within this organization.

55:22I need to make sure that I can serve the performance and scalability of what the business requires, so where do I start first?

55:30By figuring out how much horsepower I need.

55:33So based upon real tests that are done, okay, on this customer's, on this particular client's, site...

55:41...testing the endpoints of our server, I can come up with this simple equation that says...

55:46...for 2,000 web users looking at a blended cache and dynamic web map, I need this amount of cores.

55:55Now you'll see here, this is not a system architecture design.

55:59This is an architectural concept serving what the business needs.

56:03We then would go in and figure out what is the real deployment options for this?

56:09Does that make sense? Does 308 cores sound like a lot? It does? Really? For 2,000 web users?

56:18[Bruce comment] Yes. You're cutting across the other patterns too.

56:22So Bruce's point here is, remember, I'm cutting across multiple patterns here. I'm not just simply using it for this one pattern.

56:30Because the abstraction on the bottom is showing a deployment, a staging, and a production environment.

56:40So I want to reel us back in a little bit and say that ArcGIS 10 is a complete system, and at 10, we do better serve the enterprise.

56:49We have more deployment options.

56:51You have the ability to expand out using cloud options or on-premises options.

56:58And with the utilization of a service-based approach, sometimes it doesn't matter.

57:05You're not breaking applications by blowing things out quickly and then bringing them back in; that elasticity component.

57:14So the technology platform is enhanced at 10 as well.

57:18You've still got the browser, there's the desktop, our mobile solution; server's there, but online has expanded tremendously.

57:24As Bruce mentioned, there's so much data available now.

57:29The Amazon capabilities are also...there's a big implication there for you.

57:35Web services being the enabling technology.

57:39So let's talk a little bit about some resources that you have.

57:43Sometimes I'll title this slide You Are Not Alone. There is a lot of information out there.

57:49Our Resource Center is a good place to begin to look at application architectures, to look at security and strategy...

57:56...for patterns and guidance for security.

57:59There's benchmarks posted up there for performance and scalability.

58:03There's some tools online that you can download as well.

58:07And also a lot of information about standards and interoperability.

58:12We've got an enterprise licensing program.

58:15This is very, very, very, very beneficial in large organizations because it reduces your boundaries... reduces your ceiling to creativity by not being able to get to licenses.

58:27So there's flexible models. It allows for unlimited deployment, okay... there's negotiated models for large enterprises, there's different models for small governments and small utilities.

58:42Big benefits here. You know, smallest, lowest cost per unit of software to the business.

58:49If you have questions about our enterprise licensing program, you can contact your account representative.

58:57So we've got extended support program offerings as well.

58:59We've got an Advantage Program, includes implementation services, access to premium support, and education services.

59:11I'll dig in a little bit on these.

59:13Talk about the EAP, or the Enterprise Advantage Program...

59:18...providing flexible access to our Implementation Services organization and support.

59:24It's subscription based, so it's an annual subscription, and it's targeted at customers...

59:29...looking to leverage GIS across multiple business units.

59:33It could be scaled too, so year 2, year 3 can be different than year 1.

59:40Implementation Services support. What do I really mean here?

59:43We have specific testing and stuff that we do, strategies that we do specifically for enterprise problems.

59:52And one that repeats itself is a poor performing system.

59:57Why? Because it's organically grown throughout time, and you have heavy, heavy, heavy requirements coming from your business.

1:00:03So we can do something called a health check, load testing. Load testing is an important part of a strategy.

1:00:12Application and database design, prototyping and support, and performance and scalability assessments.

1:00:20So premium support for enterprise technology provides prioritized incident management.

1:00:26If you want to have a special person you can get to and get your questions answered quickly, this is a good medium to do that.

1:00:33It's also subscription based, and it's targeted for organizations with applications at a very high level of operational need.

1:00:43We also have a partner network. I wanted to take a second to mention that while we're here.

1:00:47We have a growing network of over 2,000 partners worldwide, and our partners do provide specific... industry and technology expertise.

1:00:59They've extended our platform beyond where the core technology was meant to go.

1:01:04There's solutions and services there.

1:01:07So the partner network also involves supporting these four patterns with their products.

1:01:17So some challenges I wanted to mention from experience.

1:01:22So service-based GIS offers enormous strategic, tactical, and operational advantages to an organization.

1:01:28I write this because when it's deeply embedded, it really, really does.

1:01:34When I say "deeply embedded," I mean you're supporting the business, and the business doesn't know they're even using GIS.

1:01:43So overcoming a reluctance to share services, you know, and information across departments...

1:01:48...while gaining agreement on a common set of standards and a governance process.

1:01:52Anybody have problems getting agreement across multiple organizations? I'm seeing some folks actually laughing.

1:01:59This is not easy, and I'm not trivializing that.

1:02:02We can talk later, but that strategy that I laid out, that is an effective way to do that.

1:02:10Esri provides a complete service-based GIS platform at ArcGIS 10.

1:02:17As I mentioned, we have a wide variety of service and support, and remember, you are not alone.

1:02:27So at 10, it really is transforming things.

1:02:31It's easier, faster, more powerful, and it's everywhere in the sense that you can deploy anywhere..., on premises, a hybrid. We're seeing hybrid things arise today.

1:02:45So I want to talk a little bit about, at 10, what we're giving you to better support what you're doing in the enterprise.

1:02:52So in terms of data management, we've got easier-to-use tools for editing. Template-based editing is a huge leap.

1:03:02Query layers. The ability to actually use SQL operators in the definition of a feature class is a pretty big deal.

1:03:11There's enhancements to replication.

1:03:14You can attach things to feature classes like photos; you can attach photos to feature classes.

1:03:20REST-based web editing. I think this is going to implicate and do big things across enterprises... long as we understand simple editing workflows are different than detailed editing workflows.

1:03:32Desktop, web. Two different things. Need to figure out what the level of detail needs to be.

1:03:39There's a file geodatabase API.

1:03:43Network management is better. We've increased the amount of things you can include in your network dataset.

1:03:51There's new tools to actually load data in your network dataset.

1:03:56Those of you that are running networks... can also edit a portion of the network and not have to rebuild the whole thing again.

1:04:04This is huge.

1:04:06There's the new mosaic dataset for storing rasters, okay, extremely large rasters.

1:04:11This is going to be very beneficial for those of you with big, big, big raster datasets.

1:04:16Editing templates, as I mentioned, and time-enabled feature classes.

1:04:19So in terms of the geoprocessing and analysis, planning and analysis pattern...

1:04:24...this heavy, heavy integration of Python is an extremely important notion.

1:04:30I've heard folks saying, Wow, it's like we're going back to AML. Yeah. Not exactly, but it's very close.

1:04:39You can actually, command line completion tool within ArcMap, that's pretty cool.

1:04:43Okay. There's new overlay analysis that's included; fuzzy, location-allocation is back.

1:04:50And certain operations for raster is up to 10 times faster.

1:04:53On the mobile side, there's a new task for crew management out of the box; you don't have to build this.

1:05:00Support for Tablet PCs and thick-fingered use. Thick-fingered use, I always feel funny saying that. Gloves is what we mean.

1:05:09And support for the Apple iOS as you've seen a lot of yesterday.

1:05:13Operational awareness or visualization or web APIs.

1:05:18We've optimized our web graphics and the way that we send them back and forth with web applications.

1:05:23Generating caches faster, and compact cache is a big deal.

1:05:29It's a big deal because you can copy cache around now in a manner that actually works faster.

1:05:35So something that might have taken nine hours can be done in 20 minutes now.

1:05:41So those of you that have very large caches and you're having to transfer them between a development or staging or test...

1:05:46...QC/QA environment to your production environment, you're going to see a tremendous improvement in performance there.

1:05:53Better cartographic and authoring tools, more powerful SDKs.

1:05:56The map automation I see as a big implication for the enterprise as well, okay, an ability to use Python to do that.

1:06:03Intelligent map elements. So when you change a data source, all of your map products aren't broken.

1:06:10And from an operational standpoint, let's talk about administration for a second.

1:06:14There's no more admin rights on the desktop required for customizing. I've heard sighs of relief on this one.

1:06:23You can borrow licenses. Again, I'll mention the cache management.

1:06:27And you can download your software now as well as having a cloud deployment.

1:06:33That was a ton of information. I recognize that. I recognize that.

1:06:40So we have a couple minutes left; I want to kind of summarize what we talked about.

1:06:43You know, enterprise means business.

1:06:45Bruce's message that if you expect the GIS to perform in a certain way within the enterprise... should treat it like enterprise-class technology when you're working with the business.

1:06:57The patterns and practice that we use to effectively architect an enterprise solution.

1:07:03What is the enabling technology?

1:07:07Talked a lot about architecture and the enterprise with an enterprise architectural approach.

1:07:14The message that I wanted to deliver time and time again today is that ArcGIS is enterprise-class technology.

1:07:21And how do you support ArcGIS in the enterprise? And some new things that are happening at ArcGIS 10.

1:07:27So before we get to some questions, I wanted to plug a couple other sessions.

1:07:33Because we take this session and we go another hour and a half deeper into it on Wednesday at one-thirty.

1:07:44The title is Creating an Effective GIS Technology Strategy.

1:07:47We'll actually use some tools, but we will go much deeper than I did for you today.

1:07:56Another related session, A Business Perspective on Deploying ArcGIS Server in EC2, or the Amazon cloud.

1:08:03First one's today at one-thirty, second one's Thursday at one-thirty.

1:08:10A third related session, Best Practices for Deploying ArcGIS Server - The Manager's View...

1:08:14...Wednesday morning bright and early.

1:08:19And then on Wednesday, we have a Special Interest Group for enterprise architecture.

1:08:24It's at seven-thirty in the morning.

1:08:27Isn't that awesome? We have breakfast though, and we've got a neat agenda this year.

1:08:35If you're interested, you can see myself or Bruce or a gentleman in back named Dave Wrazien about what we're doing this year...

1:08:41...or you can look it up online, but we would very much like to have you attend.

1:08:46[Inaudible audience question]

1:08:48This year we are having it, I promise. My alarm's already set.

1:08:57Have a closing note. What's that?

1:08:59I guess one of the things we wanted to just throw out to you guys is that, a last and final thought, is that there's only...

1:09:08I think the organizations that I've worked in, and I know over the years, I found myself confused myself...

1:09:19...but there's really only one enterprise, and you're either in it or out of it.

1:09:25But if you think that there's two, and you've got one for your GIS, you're probably a little bit confused.

1:09:35So we have actually four minutes, and I'll stick around, but I would welcome questions.

1:09:44Anybody have a question? Thoughts? Darts? Yes.

1:09:49[Audience question] The four patterns, did you all identify those...

1:09:52...or are those kind of something you pulled out of the general enterprise [inaudible]?

1:10:00Those patterns, we've created those.

1:10:03Those are not necessarily pulled out of an enterprise architectural framework...

1:10:07...but I would argue most pieces of enterprise-class technology are going to align with those four patterns. Yes?

1:10:17[Audience question] Do you have a pattern for cloud computing yet, 'cause that's going to be an indication to us...

1:10:22...built upon Gartner bricks in the pattern [inaudible]?

1:10:27We have our own pattern for cloud deployment. It also aligns with these...

1:10:31[Audience question] Could you repeat the question? I'm sorry? Could you repeat the question?

1:10:35Oh, I'm sorry, very sorry. He's asking if we have patterns for cloud deployment that align with Gartner...

1:10:42[Audience participation] Or TOGAF.

1:10:43...or TOGAF. And the quick answer is no.

1:10:47But the real answer is yes, we are developing patterns now for how our stuff deploys into Amazon.

1:10:54I've not taken it back and worked through a TOGAF process with it...

1:10:58...but I would argue that it's the same thing that we talked about today.

1:11:02We're going to ultimately have the same bit of process for going through on architecture development methodology... get to the same answer.

1:11:09Because a lot of times, your deployment options - well, all the time, your deployment options come almost last...

1:11:15...once you've figured out what your conceptual architecture would be.

1:11:18So if you come, I’m going to show some of those patterns at the one-thirty demo today. Yes?

1:11:27[Audience question] Quick question about desktop GIS. Are you going to support 64-bit and when?

1:11:34The question is for desktop GIS, when are we going to 64-bit and when. Not at 10.1. I don't have that information handy.

1:11:47I will tell you that the server product is being worked on now, and [ArcGIS] Server will go to 64-bit before [ArcGIS] Desktop...

1:11:53...but it could be coincidentally because they're built on the same type of code. Yes?

1:11:58[Inaudible audience question]

1:12:04Oh, the location. Room 16 A. Thank you. Sure.

1:12:11Other questions? Thank you very much. Enjoy your conference.

Copyright 2016 Esri
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