v8.0: The New RSA
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Agenda
 What is RSA?
– Conventional Wisdom
– New Wisdom
– New Messages
– New Product
– New Positioning
– New Calls to Action
 Quick survey of new capabilities
– Consumability and usability improvements
– Model execution / Sim Toolkit
– Architecture interchange and translation (worksheet importer and PES)
– Other
 Where to go from here
– The learning roadmap
– Los Links
 Deep dive on new packaging, pricing, and migrations
2
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA: Conventional Wisdom
 UML Modeling
 MDD
 Good standards conformance
 Good scalability
 Integrations with Rational SDP
 Backed and supported by IBM
 Bloated
–
–
–
–
3
Big
Slow
Complex
Expensive
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA: New Wisdom
 More effective IT solution delivery
 Managing complex solution architectures
 Vertical industry-specific value
 Simplified user experience; usability second-to-none
 Competitive entry level pricing
 The best value in its market
4
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA: New Messages (Top 3)
 Tame complexity: manage, de-risk, and future-proof your IT
solutions
– Transform complex business goals into scalable, maintainable, robust architectures
– Leverage models for comprehension, communication, collaboration, estimation, impact
analysis, and architectural governance
 Get your architectures right!
– Integrate them across business process, data, software, and operations
– Test and validate them with model execution
 Deliver robust, scalable SOA with confidence
– Tools and guidance based upon lessons learned from hundreds of IGS engagements
5
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA: New Product
 New packaging and pricing
 New user experience
 New capabilities
 Improved performance
6
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA: Not Throwing Out The Baby With The Bathwater…
 An even better software factory
 Still good standards conformance
 Even better scalability
 Even better integrations
7
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Selling RSA: New Segmentation
Segment
Needs
FSS
• More efficient means for dealing with FSS’ significant compliance overhead
 Optimized tooling support to correspond to SOA initiatives and significant investments in legacy
systems / skills and IBM middleware
 More efficient means for collaboration in planning and design processes – large, distributed teams
 Tools for comprehension, planning and governance relative to very large and complex IT
environments – a pain exacerbated by significant recent restructuring and M&A activities
 More standardization, automation, and efficiency around solution deployment/configuration (“DevOps”) to reduce costs and improve turnaround times
Network Service
Providers
 Tools to help sustain rapid pace of business and technological innovation with emerging new
services, devices and platforms
 Tools to deal with the challenges of integrating these new apps and services – both their own and
others’ - with their networks and their operational and billing back-end systems; such tools must
support the industry standards that are directed to these challenges
Energy and
Utilities
 Pressure for improved efficiency is driving need to adopt Smart Grid, which requires standards;
developing to the standards – expressed as a Common Information Model (CIM) - is a recognized
pain. Need tools that help them with this challenge
 More efficient means for dealing with E&U’s significant compliance burden
 Regulated industry with safety and other rules that change, leading to need for highly effective
means of discovery and impact analysis for ongoing maintenance
Government
 Need more efficient means for dealing with compliance / reporting burdens
 Need means to keep solution design and delivery tied to mission drivers
 Optimized tooling support to correspond to SOA initiatives and significant investments in legacy
systems / skills and IBM middleware
General Market
“Good Enough”
Culture
8
 “Good enough” general-purpose tools for architecture, design, graphical communication, and
development at a highly competitive price point
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
And Some Old: Actionable EA
9
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Selling RSA: New Pricing vs. the Low-End Competition
 Use the FTL if needed but recognize that perpetual yields lower total cost of
acquisition starting in year 3
 As compared to SparX: an additional $125 per year buys your customer the
strongest modeling tool and software factories platform in the market, integrations
with the Rational ALM, and IBM support
 Steer discussions away from floating licenses if possible (more on this later)
RSA
Microsoft Visual Studio
No Magic -- Magic Draw
Sparx Enterprise Architect
RSA:
$990 AU / $2480 FL – AU
renewal < $200
$468 AU FTL (first &
subsequent years)
VS 2008 Professional
$799 (no MSDN) to
$2599 (w/ 1 year
premium MSDN)
$799(FL)/$499(AU) plus
maintenance, plus third-party
support required for MDD
“Business and Software Engineering”
 First-year FTLs: $599(AU) /
$799(FL)
 Renewals: $160(AU) / $211(FL)
 Discounts as volumes increase
RSA + One Extension
(such as Integrated
Architectures or
Communications Applications):
$2090 AU / $3660 FL / $993 AU
FTL
10
With their frameworks add-on:
$2549(FL)/$1599(AU) plus
maintenance, plus third-party
support required for MDD
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Selling RSA: New Calls To Action
 Sell per segmentation
– High price points for differentiated value in target market segments
– Entry pricing elsewhere
– Sell with System Architect for Enterprise Architecture Management
• For every enterprise architect there are probably 5 or more solution, software, and IT
architects who should be using RSA
 Beat low-end competition
– Comparable capabilities, comparable pricing
– Better scalability, integrations, future growth paths, IBM-supported
 Help out with Web marketing
– LinkedIn, Facebook, … what are you doing right now? Blog – what’s on your
mind?
– A: something to do with Rational Software Architect
– Include link to RSA family page: http://www01.ibm.com/software/awdtools/swarchitect/index.html
11
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Agenda
 What is RSA?
– Conventional Wisdom
– New Wisdom
– New Messages
– New Product
– New Positioning
– New Calls to Action
 Quick survey of new capabilities
– Consumability and usability improvements
– Model execution / Sim Toolkit
– Architecture interchange and translation (worksheet importer and PES)
– Other
 Where to go from here
– The learning roadmap
– Los Links
 Deep dive on new packaging, pricing, and migrations
12
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Simplification of User Experience
 More fine-grained install options to better control footprint and UI
complexity
 Offset by install “profiles” to simplify selection of feature sets
 Minimal footprint by default
 Can now suppress some Eclipse things like PDE
– still working on suppression of JDT, CVS
 Reducing UI “noise”/ number of choices that the “default” user is
confronted with
– fewer icons in toolbars
– fewer choices on menus
7.5
– fewer choices in wizards
13
IBM Internal and Business Partner Use Only
8.0
IBM Software Group | Rational
Diagram Layers
 Key to supporting
future CAM mark-up
overlays
 Show/hide layers to
simplify diagrams
without deleting
elements or creating
new diagrams
 Lock / unlock layers to
prevent editing
 Select all elements on
layer quickly
 Use layers to quickly
alter the z-order of
multiple shapes
14
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Enhanced diagram layout
Raise your productivity: spend less time
hand-formatting your diagrams
 Incorporation of IBM ILOG JViews
– Choice of 15 graph layouts
– Choice of 7 link layouts
– Smart label layout
 Radically improves auto-layout
results
15
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Themes
 Reusable styles that can be automatically
applied onto shapes and connectors
 Existing shapes and connectors can have
styles individually applied onto them
 Several themes pre-packaged
 Users can create new themes
16
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Interaction Overview Diagram and Timing Diagram
 Control flows between
Sequence Diagrams
 Inline Sequence
Diagrams
 “Concise notation”
17
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
WSDL  UML Transformation
 Create models from complex file
content
 Multiple WSDL and XSD files to the
same model or to different models
 Transform the in-line XSD schema
defined in the WSDL files
 Support imported XSD Schemas
 Automatic discovery of the auxiliary
WSDL and XSD sources
 Highlights the missing auxiliary
WSDL and XSD files
 Allow setting all the auxiliary
sources to be transformed to the
same target model
18
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Worksheet Import
 Initially for UML and UPIA
– Import relevant business driver and
other EA content for connection to
solution architectures
 Based on Jet - adaptable for multiple
input formats (CSV, worksheets)
 Future application for things like
importing technical infrastructure to
Zephyr topologies
19
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
PES Interchange
 RSA is first to market with this DoD
mandate
 Only a subset, but it’s “the real deal”
– Competitors trying to claim support with
smoke and mirrors
 Complements our strong story in the
DoD/A&P segment for solution
architectures and SOAs linked to business
drivers and targeted to WebSphere
runtimes
20
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Model Simulation
 UML Action Language
 Model execution
– UML Behaviors
• Activity
• Interaction
• State Machine
• UAL Opaque Action
– Deployment topology trace
– Break points, restart, suspend/resume
– Event / value injection
21
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
More!
 Platform and Standards Updates
–BPMN 2
–SoaML 1.0
–UML 2.2
–Eclipse 3.6
–JEE 6
–VS 2010 / .NET 4
 Diagram transparency, rich text, movement
feedback, and more
 Better integration of BPMN2 & SoaML
–Reuse service interfaces within process models
 Rational SOMA 2.9 “in the box”
 Additional Transformations
– BPMN  BPEL
–UML  VB.NET
 Improved performance
–New notational metamodel yields memory reduction and
performance gain
 Token licensing
22
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Agenda
 What is RSA?
– Conventional Wisdom
– New Wisdom
– New Messages
– New Product
– New Positioning
– New Calls to Action
 Quick survey of new capabilities
– Consumability and usability improvements
– Model execution / Sim Toolkit
– Architecture interchange and translation (worksheet importer and PES)
– Other
 Where to go from here
– The learning roadmaps
– Los Links
 Deep dive on new packaging, pricing, and migrations
23
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Enablement Roadmap for TSEs
24
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Enablement Roadmap for Sellers
25
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Resources
 Seller Roadmap demo kit recordings: tbd
 TSE Roadmap topic recordings in CSTEP:
https://rcswin11.ratl.swg.usma.ibm.com/cstep/roadMapSkill.aspx?roadMap=336
 RSA wiki: https://www.ibm.com/developerworks/wikis/display/RSA/Home
– One-stop information resource
– Check out the Articles page - avoid dW / ibm.com
search!
 RSA family product pages: http://www01.ibm.com/software/awdtools/swarchitect/index.html
26
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Agenda
 What is RSA?
– Conventional Wisdom
– New Wisdom
– New Messages
– New Product
– New Positioning
– New Calls to Action
 Quick survey of new capabilities
– Consumability and usability improvements
– Model execution / Sim Toolkit
– Architecture interchange and translation (worksheet importer and PES)
– Other
 Where to go from here
– The learning roadmap
– Los Links
 Deep dive on new packaging, pricing, and migrations
27
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA Family Repackaging Objectives
 A more readily comprehensible, symmetrical portfolio -- no more “Russian dolls
with stuff oozing out the seams”
 A stronger, more consolidated family “brand identity” -- no more “RSx”
 Address some customers’ desire to buy capabilities more discretely
 Balance with other customers’ desire to purchase (and Field’s desire to sell)
“convenience” offerings
 Establish an entry point we can use to broaden adoption, disrupt competitors, and
capture more revenue
 Do as little harm as possible in terms of impact to established customers and Field
(maintenance price, complexity, execution)
28
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
New RSA Packaging: Marketecture View
Required Priced Feature
(Chargeable Component)
Optional Priced Feature
(Chargeable Component)
Legend
Rational Software Architect
(PID)
Ext. for
Integrated
Architecture
Frameworks
$1290 AU
$3230 FL
Cloud
Client
Ext.
for
C++
$2490
AU
$6230
FL
Ext. for Deployment
Planning
$1290 AU
$3230 FL
Ext. for SOA and
WebSphere
$2490 AU / $4980 FL
RAD SE
Ext for Comm.
Apps
Simulation
Toolkit
$1290 AU
$3230 FL
$2490 AU
$6230 FL
Rational Software Architect
(“Foundation”, consisting of RSA SE equivalent + .NET + JEE without EJB, minus UPIA and DP)
$990 AU / $1990 FL
License per feature,
might be mix of AU for
“always in use”
features and FL for
“occasionally in use”
features
WTP
Rational Software Architect for WebSphere Software
(PID)
$6690 AU / $13,400 FL
Integrated
Architecture
Frameworks
Deployment
Planning
SOA and WebSphere
“Plus” (not a marketvisible offering)
RAD
“Foundation”
Cloud
Client
Rational Software Architect
WTP
Customer who starts with unbundled model must trade up to RSA4WS as their
foundation, in order to get the full RAD content.
One license and one CC with
implicitly discounted price, for
this set of capabilities.
Customers who use this
“foundation” may add additional
features (C++, Comm Apps, and
Sim) by purchasing them from
the other RSA PID
29
IBM Internal and Business Partner Use Only
EOL:
•RSM
•RSA SE
•Extension for MS.NET
IBM Software Group | Rational
Val Props and Features: RSA (“foundation”)
 Tame complexity: manage, de-risk,
and future-proof your IT solutions;
deliver and demonstrate more value
to the business
 Focus on what's important and communicate it
faster and more precisely
 Manage risk, quality, and change more
effectively; flush out and better understand
requirements; enable more accurate planning
and estimating
 Maintain more effective control of architecture
and delivery outcomes

General modeling with the industry's most robust support for UML 2.2 and a
configurable modeling environment that can be tailored to expose "just
enough" UML based on role, model, life-cycle phase, and current task

Business modeling with BPMN 2

Requirements integration, with end-to-end traceability and impact analysis

Model analyses and metrics; extensible query and analysis frameworks

Model reporting with BIRT

Rich SCM integrations, model compare-merge, and extensible team
modeling framework

Rapidly develop custom software factories
– Quickly create UML-based domain-specific modeling languages tailored to
your problem and solution domains
– Use graphical mapping tools to quickly development model-to-model
transformations
– Use exemplar-driven pattern capture tools combined with a rich JET
authoring environment to quickly develop model-to-text/code
transformations

IBM® InfoSphere® Data Architect; IBM® Rational® Requisite Pro; IBM®
Rational® Asset Manager; IBM® Rational® Team Concert; IBM® Rational®
ClearCase; IBM® Rational® ClearQuest (shell-share); IBM® Rational®
DOORS (third-party integration); IBM Rational System Architect; IBM Rational
Requirements Composer
 Effectively manage and re-use solution
architectures and architectural building blocks
 Manage evolution of, and adherence to, design
contracts as development is carried out by
geographically and organizationally distributed
teams
 Focus on creative aspects of solutions and
avoid mundane, repetitive work
30
Lifcycle integrations

Built-in transformations
UML object model to SQL logical data model (IBM InfoSphere Data Architect);
UML to XSD; XSD to UML; UML to Java, Java to UML; UML to JPA, JPA to
UML; UML to C#, C# to UML; UML to VB.NET, VB.NET to UML; UML to
CORBA

Graphical editors: Java; C#; VB.NET; XSD; WSDL

Java architectural analysis, review, and metrics tools

Cloud Client console for interacting with IBM Compute Cloud environments:
connect to the Cloud environment and discover, provision, activate, and
relinquish Cloud resources
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Simulation Toolkit
 Execution of UML 2 Activity models
 Get your architectures right
 Execution of UML 2 Interaction models
 Execution of UML 2 State Machines
 Execution of opague behaviors expressed as UML Action Language
(UAL)
 Extends the value of IBM® Rational®
Software Architect or IBM® Rational®
Software Architect for WebSphere to
provide advanced capabilities for
requirements identification and
validation, design review and validation,
and front-end quality assurance
 Visual animation of behavior diagrams during execution to expose runtime information
–”Next to execute”
–Tokens in activity diagrams
–Active states in state charts
–Executed elements in activity, sequence and state diagrams
 Model-level debugging with detailed control of execution
–Stepping commands
–Breakpoints / ”Run to here”
–Suspend, Resume, Terminate, Restart etc.
–Injecting events during execution
–Run-time prompting
 Toplogy Tracing – when used in combination with the IBM Rational
Software Architect Extension for Deployment Planning: enables you to
see how messages exchanged between the participants in UML
behaviors will flow across infrastructure nodes, when the behavior
participants are mapped to the infrastructure using a deployment
topology model
31
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Extension for SOA and WebSphere
 The complete feature set of IBM® Rational® Application Developer for
WebSphere Standard Edition
 Deliver robust, scalable SOA
with confidence
 Extends the value of IBM® Rational®
Software Architect to the delivery of Java
Enterprise Edition solutions, SOA
solutions, and solutions targeted to IBM
WebSphere Application Server and IBM
WebSphere Portal Server
 Tools and guidance based upon lessons
learned from hundreds of IGS SOA
engagements
 Tools for designing Java EE solutions: UML-to-EJB and EJB-to-UML
transformations
 Tools for building well-architected, scalable, business-driven SOA
solutions
– IBM® Rational® SOMA 2.9 practice guidance: based on extensive IBM Global
Services SOA engagement experience, this guides you through the processes and
around the pitfalls of candidate service identification and service and solution
specification
–Integration with IBM® WebSphere® Business Modeler – opening process models
automatically renders them as UML Activity and Use-case models that can them be
used for identification of candidate services and specification of service
interactions
–Rich tooling, aligned to IBM® Rational® SOMA 2.9 practice guidance, for
identifying and specifying services using the OMG standard SoaML modeling
language and SoaML-based modeling accelerators (micro-patterns of common
service specification constructs that can be easily applied to services models to
speed up the modeling process)
–Transformations for harvesting service representations (e.g. To participate in
model execution-based simulations) and for bottom-up discovery of candidate
services: WSDL to UML; Plain-Old Java Object (POJO) to UML; EJB Session bean to
UML
–General purpose SOA realization transformations: UML Activity to SoaML; BPMN
to SoaML; UML to WSDL/XSD, XSD to UML
–SOA realization transformations that produce outputs consumable by IBM®
WebSphere® Integration Developer, for developing solutions to run on IBM®
WebSphere® Process Server: UML to Services Component Description Language;
UML to BPEL
–UML notation-based graphical editor for WSDL
32
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Extension for Integrated
Architecture Frameworks

The UML Profile for Integrated Architectures (UPIA) to support
rich graphical representations of business-level and
environmental concerns that can be richly interconnected to
requirements and representations of solution architectures

Extensive capabilities for supporting U.S Department of
Defense Architecture Framework 2 (DoDAF 2) including
interchange via PES

A very flexible environment that can be extended to support
additional architecture frameworks and their associated
iconographies, queries, views, and reports

Import data from comma-separated value files and
spreadsheets
 Ensure business-aligned outcomes
 Leverage Integrated Architecture Frameworks
and integration with requirements management
to represent business concerns and richly
interconnect them to the requirements and
representations of your solution architectures
 Import and translate business and enterprise
architecture data so you can communicate them
more effectively

33
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Extension for Deployment Planning
 Improve delivery outcomes and
reduce waste (muda)
 Bridge the Development-Operations
communication gap with semantically rich
topology templates and deployment models

Deployment planning based upon semantically and visually
rich deployment topology models

Integration with UML and Eclipse, enabling conceptual (UML,
SoaML) or concrete (e.g. EAR, WAR) representations of to-bedeployed software to be mapped to deployment plans

Deployment planning tools that guide you to create plans that
ensure the environmental and non-functional requirements of
to-be-deployed software will be fulfilled by the correct
infrastructure, correctly configured

Rich tool palettes that include representations of many
infrastructure technology domains and encapsulate extensive
knowledge of the technology capabilities and configuration
points

Ability to create and re-use infrastructure topology and
deployment plan templates (patterns) to drive standardization
and accelerate the deployment planning activity

Topology reporting with BIRT

Integration with IBM® Rational® Asset Manager for managing
deployment templates, custom domains (palettes), and plans

Integration with IBM® Tivoli® Application Dependency
Discovery Manager, to seed the creation of topologies and
templates based on actual provisioned infrastructure and
“live” configuration data registered in IBM® Tivoli® Change
and Configuration Management Data Base
 Ensure that your software solutions deploy
correctly on the first attempt
34
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Extension for Communications
Applications
 Smarter CEAs

Call Flow modeling

Design of SIP and converged servlet applications
 Extends the value of IBM® Rational® Software
Architect or IBM® Rational® Software Architect
for WebSphere to provide advanced design and
delivery tools for solutions that include
Communications Enabled Applications (CEAs)
and integration of CEAs with back-end
operational and billing systems (OSS/BSS)

Design of SIP call flows

Generation of SIP servlets (extends the UML to Java
transformations)

Reverse engineering of call flow models from recorded
network traffic

Generation of SIP test sets for use with the open source SIPp
testing tool

A complete SoaML model of the Parlay X specification that
enables you to leverage the capabilities of IBM® Rational®
Software Architect Extension for SOA and WebSphere to
design and realize Telecom Web Services based on Parlay X

A sample model based on the TM Forum NGOSS SID model,
with guidance for using the NGOSS models in development of
telecom solution
35
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Val Props and Features: Rational Software Architect for
WebSphere Software
All features of RSA
 Delivers the combined value
proposition of multiple IBM®
Rational® IT Solution Architecture
and Construction offerings in a
single, convenient package with an
implicitly discounted price point
All features of Extension for SOA and WebSphere
All features of Extension for Integrated Architecture Frameworks
All features of Extension for Deployment Planning
All features in the delta between RAD Standard Edition and full
RAD
• Java™ EE Connector (J2C) tools to help you create J2C client
applications for CICS and IMS systems
• WebSphere® Adapters tools that support the IBM®
WebSphere Adapters runtime software to help you create
client applications for SAP Software, Siebel Business
Applications, PeopleSoft Enterprise, Oracle E-Business Suite,
and JD Edwards Enterprise One
• Line level code coverage, advanced code review and debug
tools
• Static problem determination tools (line level code coverage
enhancements)
• Dynamic problem determination tools: Debug tools for JEE6,
enhanced profiling
• Collaborative debugging environment with integrations with
IBM® Rational Team Concert that enables teams to share live
debug sessions between team members
36
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
With all this goodness comes a little short-term pain…
37
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Floating License Price Changes
 Traditional AU to FU ratio dating back to Rose: 1.75 to 1
 New ratio for “lived in” offerings (RSA, RSA4WS): 2 to 1
 New ratio for “intermittently used” extensions: 2.5 to 1
 Why did we change the “lived in” ratio?
– we think this better reflects the value that customers in the aggregate are now
getting from FU as compared to a decade+ ago, by virtue of teams being more
distributed across geographies/time zones
• From our point of view customers have been living on borrowed time for
several years now
– it brings RSA's ratios into line with Rhapsody's
• In theory removing another price-based temptation to pitch RSA where
Rhapsody might otherwise be a better fit
38
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Entitlement Migration Paths
 These are free (entitled) migration paths that afford feature parity
 In terms of maintenance renewals, these paths are as price-neutral as we could make them,
except where our intent was otherwise (C++, floating licenses)
Replacement offerings
EOL offerings
RSM
(1 to 2)
Extension for Integrated
Architecture Frameworks
$2070 AU list
$1290 AU list
RSA (“foundation” and on$990 AU list
ramp)
RSA SE
(1 to 4)
$2730 AU list
Extension for C++
$2490 AU list
RME for
MS.NET
Subsume
d into
Extension for Deployment
$1290 AU list
Planning
$778 AU list
RSA4WS
(1 to 1)
39
$6310 AU list
RSA for WebSphere
Software
$6690 AU list
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Operationalizing the Migrations
 On August 20 all holdings of RSM and RSA SE will be converted into holdings of the entitled
replacement offerings
 As customers then come up for renewals they will be quoted the replacement renewal prices
–
Letters go out ~90 days in advance of anniversary date
 “Sticker shock” will ensue
40
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSM Customers
RSM
(1 to 2)
Extension for Integrated
Architecture Frameworks
$2070 AU list
RME for
MS.NET
$1290 AU list
Subsume
d into
$778 AU list
RSA (“foundation” and on$990 AU list
ramp)
 10% price increase for AU
 46% price increase for FU
 ~ 23,000 licenses, ~ 500 points of purchase, average of ~ 45 renewal events per month
 “Sticker shock” mitigation tactics:
– Let them drop Extension for IAFs altogether (not desirable)
– Let them drop some AU Extension for AU and trade some for FU to reduce cost overall
– If IAFs simply isn’t interesting but something else at same price point such as Deployment Planning
might be, do “on request migration” to accomplish a lateral swap
– Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up”
– Floating: special bid trade-down to AU if they don’t think they can provision more than 2 users per FU
license
41
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA SE Customers
Extension for Integrated
Architecture Frameworks
$1290 AU list
RSA (“foundation” and on-ramp)
$2730 AU list
$990 AU list
RSA SE
Extension for C++
$778 AU list
RME for
MS.NET
$2490 AU list
Subsumed
into
Extension for Deployment Planning
$1290 AU list
 222% price increase for AU
 306% price increase for FU
 <3,000 licenses, < 200 points of purchase, average of ~15 renewal events per month
 “Sticker shock” mitigation tactics:
– Encourage them to drop C++ if they don’t use it
– Let them drop other extensions altogether if necessary (not desirable)
– If IAFs and Deployment Planning simply aren’t interesting but Sim is or SOA/WS is, do a special bid
two-for-one “trade down”
– Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up”
42
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
RSA for WebSphere Customers
RSA4WS
(1 to 1)
RSA for WebSphere
Software
$6690 AU list
$6310 AU list
RME for
MS.NET
Subsume
d into
$778 AU list
 6% price increase for AU
 22% price increase for FU
 ~55,000 licenses skewed to ~55% floating, ~1500 points of purchase, average of ~100
renewal events per month
 “Sticker shock” mitigation tactics:
– Special bid to cap maintenance increases at some level >= 10% YoY until customer “catches up”
43
IBM Internal and Business Partner Use Only
Supplemental
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Businesses are facing unprecedented challenges
Shifts from Operational
to Strategic IT
Globalization
Differentiation
Mergers and
Acquisitions
Business
Continuity
Management
Business
transformations
Regulatory
mandates
Market shifts
Continual customer
innovation
45
IT Saturation
Transparency, Regulatory
Compliance
IBM Internal and Business Partner Use Only
45
IBM Software Group | Rational
Customers value architecture in multiple ways
Solution
Architect
CIO EA Portfolio
Manager
Project Systems
Manager Engineer
Business
Analyst
•Cost
reduction
•Risk reduction
•Time to value
•Time to
Enterprise
market
Architecture expresses
and helps reveal
business needs
Developer
Tester
• Flexiblility & robustness to enable
future innovation
• Standardization
• Automation
• Reduced defect injection
Solution
Architecture enables those
business needs to be met by
facilitating better collaborationOperations
among the various stakeholdersManager Deployment
Project
Specialist
•Clarity
•Productivity
•Time to release
Maintenance
•Problem determination efficiency
•Defect closure rate
46
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Architecture Landscape: Variants of Scope and Purpose
Strategy / Initiatives / Architectural Governance
Solution
Portfolio /
Product
Lines
Projects
Asset Portfolio Management
Enterprise
Breadth – “Something of Everything”
Portfolio Optimization
Program Management
PLM
Non-Project-Specific Operational Monitoring and Management
Focus – “Everything of Something”
Deliveries
47
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Architecture Landscape: Multiplicities, Planning Cycles
Enterprise
Manage
transformation
Understand
strategy
and motivation
Analyze and
prioritize
A
Report and
adjust
Solution
Portfolio /
Product
Lines
A.A
Key point: planning
and execution cycles
at these levels are
somewhat
A.B
asynchronous
A.C
Projects
IBM Internal and Business Partner Use Only
A.C.1
A.B.1
A.A.1
A.C.1
A.C.1
48
IBM Software Group | Rational
49
IBM Internal and Business Partner Use Only
Developers
Systems Engineers
Data Architects
Key point: different
architectural concerns
deserve best-of-breed point
tools
Operations/IT Architects
Software Architects
Projects
Additional differences may
include things like preferred
representation formats.
Solution Architects
Solution
Portfolio /
Product
Lines
Enterprise Architects
Business, Systems Analysts
Enterprise
Business and IT Management Stakeholders
Architecture Landscape: Roles
IBM Software Group | Rational
Overlay: IBM Offerings
Enterprise
System Architect, Focal Point, RAM
EA
Solution
Portfolio /
Product
Lines
WBM, IDA, RSA
IT
RSA, RBD
“Complex
Systems of
Systems”
Rhapsody
Projects
EM
Systems
50
IBM Internal and Business Partner Use Only
IBM Software Group | Rational
Overlay: TOGAF 9
Enterprise
51
 all strata and sub-architectures are
interdependent
 explicit interconnections make them
more actionable
 the best-of-breed point tools must
be well integrated
IBM Internal and Business Partner Use Only
Technology Architecture
Data Architecture
Key points:
Application Architecture
Projects
Business Architecture
Solution
Portfolio /
Product
Lines
Enterprise Continuum
IBM Software Group | Rational
Representations of architecture are the glue of the
lifecycle…
52
IBM Internal and Business Partner Use Only
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