Live@Impact: Impact. In Motion. Highlights from Tuesday's General Session
Mary Forlenza 270001BN8C MARYF@US.IBM.COM | | Tags:  processes ibmimpact impact2013
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Reporting from Las Vegas, Tim Nunes, IBM WebSphere Communications.
Tuesday’s Impact 2013 General Session started off on the right foot with a demonstration of agility in motion by FootworKINGz. The edgy, contemporary dance troupe comprised of six talented young dancers set the stage for an impressive line-up of speakers.
David Farrell, vice president of Worldwide Sales, IBM WebSphere Software, noted that this year’s Impact event had already achieved record client and IBM Business Partner attendance. Framing the day’s discussions, Farrell emphasized the impact that a business in motion can create when innovations leverage a strong SOA foundation. Farrell then introduced Jim King, senior vice president of Business Operations & Technology, Broadcast Music Inc. (BMI).
BMI, a 75-year-old, global leader in music rights management, processes 100 billion music registration, licensing, performance and royalty distribution transactions a year. According to King, “To stay relevant and diversify our offerings, BMI must build tomorrow’s platforms today.” Using IBM technology – including IBM Business Process Manager, IBM Operational Decision Manager, IBM Cognos, IBM InfoSphere and IBM PureData Systems – BMI is managing processes that enable the licensing of music via Pandora and the reporting back of music rights management-related data to BMI member artists like Adele.
Watch Impact 2013 Day 2 Highlights
How does a company like BMI become a business in motion? Robert LeBlanc, senior vice president of IBM Middleware Software, explained how organizations move to the next level, from transactions to interactions. Using good design principles founded on SOA, process integrity at Internet scale is achievable, as is the integration of enterprise capabilities with back-end systems and beyond. By developing and deploying process and rules-based business solutions that integrate key information residing on systems of record (e.g., HR, CRM, ERP) via the cloud and the Internet of Things, organizations can create systems of interaction that open up new opportunities. To sum up the opportunity, LeBlanc said, “A high performance race car is only as good as its driver. A business is only as smart as its processes.”
Illustrating how IBM clients are redefining their business processes, Marie Wieck, general manager of IBM WebSphere, presented a video about WestJet. “As you heard from WestJet, delivering an exceptional client experience is really critical today,” Wieck said. Citing IBM client examples like Banco Espirito Santo, which achieved an 88-percent reduction in the time it takes to open new accounts, Wieck emphasized that process matters like never before. In fact, your customer satisfaction depends on it.
Wieck then unveiled a range of new IBM software capabilities helping put businesses in motion, including new versions of IBM Blueworks Live, IBM Business Process Manager, IBM Operational Decision Manager, IBM Case Manager for SmartCloud Enterprise, and IBM Integration Bus, as well as a number of related service offerings. These new capabilities help businesses in motion create more efficient, people-focused processes. Wieck then introduced Stephen Nugent, general manager of Operations for Hospitals Contribution Fund (HCF) of Australia.
HCF, Australia’s largest not-for-profit private health insurer, needed to make claims processing smarter to keep members happier and healthier. By using integrated business rules to enable hospital and medical claims automation, Nugent noted that HCF achieved heightened customer satisfaction, increased marketshare and processing improvements of up to 91 percent.
Adam Klaber, managing partner of New Markets, IBM Global Business Services (GBS), wrapped up Tuesday’s General Session by sharing additional insights on the business value achieved by organizations through redefining business processes. For example, The Global Fund, an organization dedicated to fighting AIDS, malaria and tuberculosis that has saved 8.7 million lives in the eight years since its inception, made disbursements 76 percent faster by deploying an automated grant management system. In another case, Akita City achieved a 6 percent reduction in energy costs through intelligent building management. Improvements like these are made possible when organizations transform their front offices into digital front offices founded on redefined business processes that help them develop compelling customer experiences.