This document provides an overview of Syndication-Oriented Architecture (SynOA), which aims to connect people to applications and each other through RSS/Atom feeds. It discusses how SynOA can help bridge information gaps by publishing messages, enabling subscription and filtering of relevant information, and facilitating collaboration. KnowNow's software applies this approach by transforming content into RSS feeds, allowing personalization, and supporting various delivery methods to help share knowledge across organizations more effectively.

1. SOA:
Syndication-Oriented Architecture?
Rohit Khare, Co-Founder
Ron Rasmussen, CTO

2. Welcome!
• Questions & Answers
• Use the chat window to the right of the presentation screen to ask
presenters questions.
• Questions will be addressed at the end of the presentation or
afterward, directly with you.
• Copies of the Presentation
• The presentation can also be viewed at
http://www.slideshare.net. Search on “KnowNow,” “SynOA,” or
“Syndication-Oriented Architecture.”
• Alternatively, we’d be happy to send you a copy of the slides;
send jhaber@knownow.com a request for slides.
• Also, a recorded version of this presentation will be available on
demand.
KnowNow © 2007

3. Agenda
• Introductions
• A ‘Social Software’ Scenario
• SynOA in a Nutshell
• KnowNow’s Approach to SynOA
• Questions & Answers
KnowNow © 2007

4. Information Management Status Quo
>50% Irrelevant email per employee
16 Portal clicks needed to find content
<50% Searches that return relevant content
2,500
$2,500 Annual loss per employee due to an
inability to locate and retrieve information
KnowNow © 2007

5. Information Overload
Enterprise Internet
communicating
searching
searc
hing
ing
arch
se
searc
hing ing
Exponential search
Blogs &
Information wikis
ing
search Growth searching
Exponential
Information
Growth
g g sea
oratin hin rchi
collab arc ng
se
searching
Employees communicating
Customers /
Partners
Information overload creates a gap. 5
KnowNow © 2007

6. Who Uses SynOA?
KnowNow © 2007

7. Business Intelligence
That’s Actually Intelligent
• Real-time, Social Collaboration (“Web 2.0”)
• There’s a new opportunity to connect employees, partners, and customers
that bypasses overflowing inboxes, static portals, and empty search boxes.
• The “Web 2.0” buzzword refers to a very real phenomenon: unlocking the long-
awaited potential of large-scale, real-time social collaboration inside the enterprise.
• Extending Service-Oriented Architecture (SOA)
• IT Architects have adopted the concept of a ‘service bus’ that can route
messages and notifications between any set of applications and hosted services.
• The SOA approach to application integration applies to people and groups, too.
• Benefits of Syndication-Oriented Architecture (SynOA)
• This talk introduces our vision for connecting people to applications and each other.
• RSS/Atom feeds can begin bridging the “information gap” between existing
information systems and the new world of blogs, wikis, and instant messages…
KnowNow © 2007

8. Software Architectures
• Examples of Architectural Styles
• Pipe-and-Filter: components process text streams in series
• Client/Server: components coordinate with single data store
• REST: Web pages that ‘represent’ objects can be cached
• Service-Oriented Architecture isn’t quite a style:
• SOA doesn’t quite constrain how applications behave
• Underlying services can exhibit any of the styles above
• …but SOA does prescribe how they communicate
• Syndication-Oriented Architecture is analogous:
• People and groups have all sorts of collaboration patterns
• … but it would be better to integrate messages from
applications; and to track how information flows to optimize it
KnowNow © 2007

9. A ‘Social Software’ Scenario
• Imagine you’re managing a field service force:
• Trouble tickets, dispatchers, spare parts, mobile users…
• State-of-the-art reporting of key performance indicators.
• Current Challenges
• What if one repair team missing a part could fire off an SMS to
ask everyone else working in their area to check?
• Can sales reps stay on top of disruptions to their clients?
• New Opportunities
• Suppose Engineering could track chatter about problematic
parts from field notes — without reading everything else…
• Could you mine industry ‘buzz’ to keep your employees,
partners, and customers in the loop on the latest news?
KnowNow © 2007

10. SynOA in a Nutshell: The Five Levels
1. PUBLICATION
• One standard for capturing all messages (‘RSS-ifying’)
2. SUBSCRIPTION
• Easy rules for filtering interesting messages
3. DISTRIBUTION
• Wide range of delivery options to PCs, smartphones, etc.
4. PERSONALIZATION
• Learning what each recipient really needs to know, now.
5. COLLABORATION
• Tapping into the ‘Wisdom of Crowds’ to learn from groups.
KnowNow © 2007

11. SynOA: A Roadmap
The Five SynOA Levels can guide…
• Deployment strategy
• Consider implementing each of these levels in order
• There are concrete benefits and ROI at each stage
• Development strategy
• Helps analyze the capabilities and relationships of competing,
overlapping products and services already on the market
• Also defines software interfaces for developing custom plugins
• Business strategy
• What can your business do for its customers, partners, and
employees in an overloaded knowledge economy?
• In any relationship & expertise-driven business, the edge is in
augmenting the entire team’s breadth, depth, and speed
KnowNow © 2007

12. Bridging the Information Gap
KnowNow
3rd party Live Mobile
portals Desktop
Email Alerts
RSS Google
Readers Sidebar
BusinessPush InformationBusiness
Communications Event Notifications
Relevancy
Services
Transformation Automate
Personalization Administration
• Aggregation • Filtering • Security
• Routing Relevancy
• Recommendations • Compliance
Persistent Data Monitoring Services
Adapters: DBMS XML RSS Email Monitor Data
OpenSearch Connectors: JS COM .Net Java Web Services
Internal Content & Data External Content
Examples
Email Content Enterprise Enterprise Databases KnowNow Blogs & Enterprise
Management Portals Applications SpeedWriter wikis Search
KnowNow © 2007

13. The Value of Bridging the Gap
Customers
Employees Partners
Increase Eliminate
• Speed of relevant communications • Portal failures
• Organizational awareness & • Email overload
collaboration
• Knowledge gaps
• Productivity and revenue
Internal Content & Data External Content
Examples
Email Content Enterprise Enterprise Databases KnowNow Blogs & Enterprise
Management Portals Applications SpeedWriter wikis Search
KnowNow © 2007

14. Start Small, Think Big
Unlock Mission-Critical
Start Small Grow Methodically
Information
• Start with a selection of 25- • Add additional RSS sources • Add more non-RSS content sources
50 RSS formatted sources
with easy integration • Add premium content sources • Add more users
(external news feeds, w/automatic authentication
blogosphere searches) • Additional users
• Start with a limited subset of • Integrate to 1-2 key internal
superusers (10 – 100) content sources
Event-driven Services Alerts / Notifications Transformation Compliance / Auditing
Aggregation Filtering Security Analytics
Internal Content & Data External Content
Examples
Email Content Enterprise Enterprise Databases Enterprise Blogs &
Management Portals Applications Search wikis
14
KnowNow © 2007

15. Improving Downstream Customer Processes
Solution: Business Event Notification
One of the largest banks in the US
Background: with $500+ billion in assets, that
provides banking, insurance,
• Six major customer data warehouse
platforms across different business units investments, mortgage and
consumer finance for more than 23
• Customer data integrity constant issue million customers through 6,200
branches.
Challenge:
• Aligning metadata across all platforms
• Ensuring errors at data- or schema-level
are identified and fixed immediately
Benefits:
• Drastic reduction in latency between error
origination and resolution
• Significant increase in customer data
integrity
KnowNow © 2007

16. Building Stronger Relationships in the Branch
Solution: Business Communications
Background: Among the 25 largest banks in the United
• No consistent method of corporate States. Differentiates from competitors by
communication to all employees
• Unable to target messages based on providing personalized, high-quality and
office/location/function responsive service. The bank has 321
Challenge: branch offices in California and 10,000+
• Thousands of distributed employees – some employees.
without access to email
• Constantly in process of deploying new
knowledge management systems to employees
Benefits:
• Able to quickly deploy new employee HR
messaging
• Increase employee morale and retention
• Reduce information overload in email inboxes
KnowNow © 2007

17. Unlocking the Value of Portal Investments
Solution: Business Communications
One of the world’s largest IT outsourcers
Background:
with more than 40,000 employees
• Strategic position: low cost / high quality
IT outsourcing; need to maintain position distributed over 120 countries. Recently
• No consistent method of direct added to the S&P 500, and ranked among
knowledge “delivery”
the top information technology companies
• Information trapped in 20+ intranets /
knowledge bases in BusinessWeek's Hot Growth
Companies.
Challenge:
• Delivery of consistent knowledge
communications
• Thousands of distributed technical
employees – speed matters
Benefits:
• Drive portal and knowledgebase usage
• Increase knowledge worker effectiveness
KnowNow © 2007

18. Q&A
Action Items
• Push critical, revenue-generating
information to the front line
• Bridge the information 1. Get a copy of the white
management gap paper:
“SOA: Syndication-
• Drive more value out of SOA and
existing email systems, portals, Oriented Architecture?”
and search engines
2. See a demonstration
• Extend SOA to the desktop and
beyond the firewall (877) 561-KNOW (5669)
salesinfo@knownow.com
• Reach more employees, www.knownow.com
partners, and/or customers
KnowNow © 2007