This summary provides an overview of the document, which is an agenda for the vFS3 event featuring presentations on using IBM's Industry Models. 1) The event will feature case studies and keynotes from various organizations on their experiences using IBM's Industry Models for banking, insurance, healthcare and other industries to realize business benefits. 2) Presentations will be given by representatives from Barclays, BMO, Forrester Research, IBM, Wachovia, Westfield Group and other organizations on how they have leveraged the models in areas such as data architecture, business architecture, data warehousing and more. 3) The agenda provides details on each presentation including title, presenters and time slots to

1. DNA for Your Business!
MAINT TENT PRESENTATIONS
This year’s vFS3 event features an unsurpassed line-up of user-led case studies and keynotes!
Was your IBM representative feeding you a line when he said you would get tangible value from your investment in the
Industry Models? Come hear what Karen Macauley, VP Business Architecture and Renee Crandall Jones, VP
Strategic Initiatives of Wachovia have to say about that! Get advise from Jeff Scott, Senior Analyst with Forrester
Research for moving your business architecture effort forward. Learn how the IBM Industry Models are serving as a
“beneficial gene” at Westfield Group for realizing IT benefits and business value from SOA!
Check them all out at http://events.unisfair.com/rt/vfs3~2009!
Industry Time (EDT)
Industry Title (Presenter)
Banking / FM
Day (April…)
Presentation
Insurance /
Health Plan
Index
Page #
Start
End
th
Year 1 in the Life the IBM IFW Banking Data Model at
Barclays X 30 1:00 2:00 2
Barclays (Dave West and Debbie Ogden, Group Data
Architects, Global Retail and Commercial Bank – Technology,
Barclays)
rd
Model Management – Industry Models and Associated
BMO – Model Mgt X X 23 12:45 1:45 3
Tools (Keith Enhagen, Sr. Data Architect, BMO Financial
Group)
th
The IBM Banking Data Warehouse Model as the Nucleus in
BMO - BDW X 30 11:30 12:30 4
Your Data Warehousing Architecture (Kelly Pappel, Data
Architecture Consultant, BMO Financial Group)
rd
Business Architecture’s Time Has Come (Jeff Scott, Senior
Forrester X X 23 10:00 11:00 4
Analyst, Forrester Research)
rd
Proof of Value II – Justifying Industry Models Using a
IBM – Proof Value X X 23 2:45 3:45 4
Business Value Assessment Workshop (John J. Martin,
Americas Insurance Leader, Industry Business Value
Assessment)
rd
IBM Industry Models Product Strategy (Jamie Watters,
IBM – Product X X 23 11:00 12:00 5
Strategy Senior Product Manager, Banking, Insurance and FM Industry
Models and Stephan Zoder, Senior Product Manager,
Healthcare, Telco and Retail/CP Industry Models)
rd
Let's Build a Smarter Planet
IBM – Smarter X 23 1:45 2:45 5
- Global Financial Services Industry POV (June Felix,
Planet
General Manager, IBM Global Banking and Financial
Markets)
th
- Global Insurance Industry POV (Mark W Lewis, General X 30 1:00 2:00 6
Manager, IBM Global Insurance Industry)
As of April 17, 2009 Page 1 of 10

2. Industry Time (EDT)
Industry Title (Presenter)
Banking / FM
Day (April…)
Presentation
Insurance /
Health Plan
Index
Page #
Start
End
th
Swallowing the Ocean II (Youngran Kim, Head of Technology
ING Life Japan X 30 7
Management, ING Life Japan)
rd
McKesson and IBM Partner to Deliver BI/Analytics
McKesson X 23 12:45 1:45 7
Leveraging IBM HPDM (Robert Franceschini, Associate Vice
President of Enterprise Architecture and Technology,
McKesson Corporation and Madhavan Vasudevan, Business
Development Executive, Analytics, IBM Software Group)
rd
Change, Innovate and Produce! What CEOs and CIOs
Tokio Marine & X X 23 1:45 2:45 8
Should Know (Tsukasa Makino, Manager IT and Corporate
Nichido Fire
Insurance Planning, Tokio Marine & Nichido Fire Insurance Co., Ltd. and
Professor of Tsukuba Univ, Computer Science Department)
Case Closed – Exposing Tangible Value (Karen Macauley ,
Wachovia X X 23 9:00 10:00 8
VP Business Architecture and Renee Crandall Jones, VP
Strategic Initiatives, Wachovia, a Wells Fargo Company)
th
Genetic Family Planning – Using the IAA Business Models
Westfield – X 30 11:30 12:30 9
Genetic Planning (Scott Meredith, IT Architect, Westfield Group)
rd
Blended Family – Bringing IAA & SOA Home to your
Westfield – X 23 12:45 1:45 9
Legacy Environment (Joseph N Starwood & Nour Laaroubi, IT
Blended Family
Architects, Westfield Group)
th
Beneficial Genes – Enabling the SOA Value Chain with IAA
Westfield – X 30 2:00 3:00 10
Beneficial Genes (Benku Thomas, IT Architect, Westfield Group)
th
Strategies and Practical Steps (using IAA) to Achieving
Zurich Financial X 30 8:00 9:00 10
Service Reuse (Paul Sturlis, Data Architect, Group IT –
Services
Architecture & Strategy, Zurich Financial Services)
Barclays: Year 1 in the Life the IBM IFW Banking Data Model at Barclays (Dave West and Debbie Ogden, Group
Data Architects, Global Retail and Commercial Bank – Technology, Barclays)
This session will cover our first year working with the IBM IFW Banking Data Models, and include the following topics:
• Enterprise Data and Architecture Governance – an overview of how the data model governance fits within our
enterprise data and architecture governance, and how this has provided the platform to identify and deliver key
messages to stakeholders
• Executive sponsorship – the approach taken to get executive buy-in, whilst facing the challenge of organisational
re-structure
• Business and IT marriage – how this relationship has evolved
• Standards and Principles – driving standards and principles to ensure the data models are used in a consistent
manner, maximising re-use of structures
• Common Business Language – the usage of the data models in both the operational as well as the warehousing
environment
• Data Mastering – the approach taken when populating the data model structures, taking data once only from the
best source (quality)
• Tooling – Challenges faced trying to implement an end-to-end tooling strategy that effectively manages the model
in a cross-regional environment
As of April 17, 2009 Page 2 of 10

3. Implementation Approach – Project by project, rather than a centrally funded project
•
Challenges – Project buy-in and the challenge of conflicting deliverables, project focused deliverable versus
•
strategic architecture deliverable
Red Herrings – general myths and misconceptions around the use of an industry model
•
Lessons learned – what we did well and what we did not
•
The year ahead – where we go from here
•
Bio: Dave West has worked in IT for 22 years, and all of that has been spent working for Barclays Bank. His career
has seen him move from code developer, 4GL technical support expert, Data Base Administrator, Data Modeller and
sees him now 3 years into a role as a Group Data Architect. The responsibility of this latest role is to shape the end
state data architectures and guide projects on the roadmap to achieving them. This involves debates across the
discipline, from detailed discussions within the IT community through to high level discussions with business
stakeholders. Barclays has been working with the IFW model set for almost a year now, and is looking to implement it
as a means to ensure, with appropriate data governance, a common global business definition for the bank’s data. This
will be exploited to ensure that data is understood across the data landscape, is used consistently, appropriately, and
ultimately is targeted at the correct fields in a standardized Data Warehouse.
Bio: Debbie Ogden has worked in IT for a number of years spanning a number of roles, including code developer,
systems designer, E2E designer, data modeller and finally data model manager for the IBM Banking Data Model. The
latter role involves the governance of the data model to ensure the required level of control is applied, and working
closely with projects to ensure we are consistent in our use of these models.
BMO: Model Management – Industry Models and Associated Tools (Keith Enhagen, Sr. Data Architect, BMO
Financial Group)
rd
A topic applicable to all industries and model content. As BMO prepares to enter its 3 year of using IDA, EME and
ClearCase it is time to reflect on the achievements and what lies ahead within a model driven environment. Although
the discussion will touch on the warehousing models, the framework, challenges and pitfalls are common to all
industries and model users who want to be successful in using the model content as a target architecture.
Bio: Keith Enhagen has over thirty years of IT experience in a variety of industries that includes Retail Product
Distribution, Chemical Manufacturing, Insurance and Banking. Most of his career has been devoted towards data
related disciplines ranging from Data Base Administration through to Architectural endeavours that include: Repository
Management, Integrated Development Methods & Tooling, Common Vocabulary & Taxonomies, Team based
development using a target architecture in a model driven environment. The last twenty two years of Keith's career has
been with the BMOFG of Companies (Bank of Montreal). His role within the organization has included both the
Business and IT. Within IT, the depth and breadth of his experience includes Banking and Financial Markets and
ranges from Operations through to Enterprise Architecture. In the last three years, his focus has been on the integration
of Industry Models within the System Development Life Cycle. This includes the ability to manage and sustain the
models within a team based environment. Although most of these efforts have been associated with Data
Warehousing, they were defined to support a generic Model Driven development environment that includes both
process and integration models. The approach is industry agnostic and is applicable to: Insurance, Retail, Telco &
Health Care. Keith has been a driving force in the use of InfoSphere Data Architect (IDA), Enterprise Model Extender
(EME) and ClearCase to support team based development using an integrated set of models that leverages a target
architecture.
As of April 17, 2009 Page 3 of 10

4. BMO: The IBM Banking Data Warehouse Model as the Nucleus in Your Data Warehousing Architecture (Kelly
Pappel, Data Architecture Consultant, BMO Financial Group)
Join this discussion of the BMO Financial Group’s Enterprise Data Warehouse initiative. Kelly will describe the layers in
their Enterprise Data Warehouse (EDW); the role of the BDWM (e.g. binding the “layers” together, governance,
framework constistency, etc.); how project requirements are used to fund the incremental build-out; and last but not
least, how building an enterprise EDW has changed the way they do things at BMO!
Bio: Kelly Pappel has worked in the Data Architecture area within the Data Warehousing group at BMO for 7 years.
Prior to that, she held various data-related positions within organizations in the energy and financial sectors. In her
current position with BMO, she is responsible for data architecture governance related to the use of the Banking Data
Warehouse models (BDW) for the Enterprise Data Warehouse (EDW) implementation.
Forrester: Business Architecture’s Time Has Come (Jeff Scott, Senior Analyst, Forrester Research)
Most organizations are in the early phases of their business architecture initiatives and are facing a wide array of
challenges from defining business architecture to identifying potential business impact. Though there is a great deal of
discussion, there is little consensus about what business architecture is, how it should be pursued, and what value it
delivers There is even less consensus on who should be driving business architecture and the skills they need.
Architects who want to play a leading role in business architecture development must start soon or be left behind. This
session will review Forrester’s current research and recommend next steps for moving your business architecture effort
forward.
Bio: Jeff Scott is a Senior Analyst with Forrester serving Enterprise Architecture professionals. He is a leading expert
in enterprise architecture program development, EA governance, and delivering EA value.
Jeff has 28 years of IT experience, including leadership roles in operations, technical support, desktop management,
applications development, enterprise architecture, and IT strategy development. Prior to joining Forrester, Jeff
managed his own consulting practice, Logical Leap, where he worked with Fortune 500 companies developing
enterprise architecture and IT strategy. Before starting Logical Leap, Jeff was the director of advanced technology for
First Union National Bank (now Wachovia) where he created innovative organizational models for IT delivery,
developed IT strategy, and implemented leading-edge technologies.
IBM – Proof Value: Proof of Value II: Justifying Industry Models Using a Business Value Assessment
Workshop (John J. Martin, Americas Insurance Leader, Industry Business Value Assessment)
Sure, you know that model and business driven development is the price of admission to a well designed business
solution. But how do you explain that to someone who doesn't know a model from a modem? IBM's Industry Business
Value Assessment - IBVA - could be just what you need to show the tangible - mathematically corroborated - benefits
of using Industry Models to move from development quot;business as usualquot; to quot;business as exceptional!quot;. Watch and
learn while we take you through case studies of IBVAs that have been used to create compelling business cases,
backed by business and technical analysis, to advance key insurance, banking business and healthcare initiatives
using IAA, IFW and HPDM, respectively.
Bio: John Martin has over 20 years of financial service experience working in various capacities including data
warehouse executive, associate partner in insurance and most recently as Americas Insurance Leader on the Industry
Business Value Assessment (IBVA) Team. He has worked across industries with some of world’s largest banks,
insurance and healthcare organizations to articulate their current IT and business challenges, develop a holistic
strategic vision using the models and quantifying their value. His session will present real world case studies and
highlight the value that organizations have received from IBVA workshops offered by IBM while explaining how you can
take advantage of this offering.
As of April 17, 2009 Page 4 of 10

5. IBM – Product Strategy: IBM Industry Models Product Strategy (Jamie Watters, Senior Product Manager,
Banking, Insurance and FM Industry Models and Stephan Zoder, Senior Product Manager, Healthcare, Telco
and Retail/CP Industry Models)
In a turbulent financial environment, enterprise “belt buckles” are tightened and business issues are magnified. Even in
these uncertain times, it is vital not to lose traction of long-term enterprise goals in favor of short-term one-off solutions.
The IBM Industry Models help you navigate this delicate balancing act by providing you with a combination of enterprise
level “DNA” along with strong project level development capabilities allowing you to focus and start small. In this
session, learn about the strategy and roadmap of the IBM Industry Models for Banking, Insurance, Financial Markets,
and Health Plans.
Bio: Jamie Watters is a Senior Product Manager at IBM Canada, responsible for worldwide product management of
the IBM Industry Models. Specifically responsible for Banking, Insurance, and Financial Markets industries, he is also
responsible for all aspects of tooling strategy and standards alignment. Jamie spent 8 years at a large Canadian
Insurance company, with IT roles in their Group and Pensions areas. From there he joined DWL, a local software
company in the Toronto area specializing in Master Data Management. With DWL, he spent numerous years
implementing MDM solutions for large banks, insurance, and retail companies. Once IBM acquired DWL, Jamie joined
the Master Data Management group at IBM and has been the Product Manager for the Industry Models since March of
2008.
Bio: Stephan Zoder is Sr. Product Manager with IBM Software Group. In this position, he is responsible for the
development and go-to-market strategy of IBM's Industry Models portfolio for healthcare, retail and telecommunication.
In his 17-year career, he has served as Sr. Solution Manager for IBM; Director of Technical Services and Sales-Europe
and Manager, Systems Engineering for Enigma; Business Development Manager for Alliances & Channels with SAS,
and Consultant for Siebel Systems, i2 Technologies and Sprint/Global One. His experience spans from Asia and
Europe to the Middle East and North America. Mr. Zoder holds a master's degree in economic policy from George
Washington University.
IBM – Smarter Planet FS: Let's Build a Smarter Planet - Global Financial Services Industry POV (June Felix,
General Manager, IBM Global Banking and Financial Markets)
The way the world works is changing—and financial services organizations must innovate their business models to
keep up. There is also an imperative for financial services to restore trust and confidence in the global financial system
by focusing on transparency as an engine for growth. Their success will require new and smarter ways of measuring,
modeling and applying information, as well as clear and compelling value propositions for customers. The entire
financial system business model has the capability to become “smarter” – more collaborative, more dynamic, and more
intelligent – setting the stage for the creation of sustainable value.
Smart banks and financial services firms are already working to create systems that are:
• Instrumented - capable of measuring and controlling data at the atomic level, which allows them to sense and
respond more quickly and precisely.
• Interconnected - built on interconnected data that enables innovation, advances straight through processing and
delivers a single source of the truth.
• Intelligent - enabling the rapid, intelligent analysis of a vast mix of structured and unstructured data to improve
insight and enable informed judgment.
And IBM is working with them - these smart systems are enabling financial services firms to think and act in new ways.
We are are helping our clients to create new ways to simplify and streamline to become more agile, develop new
intelligence to enable customer-centric innovation, achieve smarter integrated risk management, and adopt best-in-
class infrastructure. Join June Felix to find out more about how we are working with our clients today and what
opportunities still exist to build a smarter financial services system and a smarter planet.
As of April 17, 2009 Page 5 of 10

6. Bio: June Felix is the Global General Manager of IBM’s Banking and Financial Markets industries. Banking and FM
are the largest industries in IBM’s portfolio. In this position, June is responsible for the firm’s strategy, solution portfolio,
partner relationships and business results for these segments of the financial services sector, ensuring IBM’s success
with banking and financial markets clients around the world. Beginning in 2007, June was the General Manager of
Banking Solutions and Strategy. In this role, she was responsible for IBM’s global financial services business strategy
as well as the business results of IBM’s solution and sales efforts in the areas of governance, risk & compliance, back
office, consumer lending, customer insight and front office with banking clients globally. Prior to joining IBM, June was
Chairman and CEO of a private software company specializing in risk management which was backed by several of the
largest global banks and insurance companies. This company was awarded recognition for its software and patents by
industry leaders including AIG, JPMC and Deutsche Bank.
IBM – Smarter Planet Insurance: Let's Build a Smarter Planet - Global Insurance Industry POV (Mark W Lewis,
General Manager, IBM Global Insurance Industry)
Many insurers are challenged to maintain a profit in the current economic environment and will face even greater
challenges from increasing regulation, growing customer expectations and new global competitors. It is clear that the
insurance industry is ripe for smarter systems and solutions to support their changing needs and environments. With
today’s technologies, new ways of designing products, underwriting risk, and reducing costs are no longer just a
possibility. They're both a reality and a necessity. Leading insurers are already deploying smart systems that are:
Intelligent -- turning customer information into valuable insights
•
Instrumented -- automatically monitoring insured assets to better assess risk
•
Interconnected -- Connecting people and information with systems to increase business agility
•
IBM's Smarter Planet initiative for insurance is a direct response to the capabilities insurers need to reduce fixed cost,
help resolve service issues and drive their business forward, through the tough months ahead. The key is to develop a
strategy that will target new technologies, new partners and faster ways to analyze risk in a fast moving world. Join
Mark Lewis to find out more about Smarter Planet business practices for the insurance industry and what some
innovative carriers are doing today.
Bio: Mark Lewis is the general manager of IBM’s Global Insurance Industry. He is responsible for IBM business with
insurance clients as well as worldwide strategy, development of skills, assets, and capabilities to better serve IBM's
Insurance clients in all parts of the world. Mark previously spent eight years managing IBM business in Financial
Services, first in Asia Pacific (1999 - 2000), then in the Americas (2001 - 2007). During his tenure in Financial Services,
Mark was responsible for nearly $9B annually of IBM's business and had the opportunity to work closely with clients in
over 20 countries, primarily in Asia and the Americas. He also led the development of numerous IBM solutions
including hardware, software and services to solve business and industry-wide problems and opportunities. This
included building and expanding numerous relationships with business partners and unique business arrangements
with clients. Mark's IBM career spans over 30 years in various management positions and geographies around the
world. It also includes extensive time in the services business with a specialty around outsourcing and the formation of
joint ventures in Japan. He also worked with a team at IBM HQ to re-engineer several of IBM's key business
processes.
As of April 17, 2009 Page 6 of 10

7. ING Life Japan: Swallowing the Ocean II (Youngran Kim, Head of Technology Management, ING Life Japan)
A case study of ING Japan’s implementation best practices in the IAA industry model world (and an extension/update
to the case study presented at the Boston 2008 FS3). ING Japan has been driving to transform their legacy-centric IT
Environment into a model-driven SOA architecture through several key project initiatives that began in 2007. The IAA
Model is at the center of these initiatives, spanning insurance operations in New Business & Underwriting, eBusiness,
Data Integration and End User Reporting. The basis for the IT transformation includes an enterprise architecture and
roadmap, business initiatives in the area of operations process optimization, alignment of the ING Asia Pacific Regional
Program, Common New Business Solution (newSTAR Project), data integration in order to create a single view of the
customer (Information HUB/ODS Project), data warehouse project initiatives and a sales datamart project.
Bio: Youngran Kim is currently the Head of the Technology Management Division in ING Japan from 2007 after her
assignment in ING Korea, Hong Kong Regional Office and ING Australia. Youngran's major responsibilities include IT
strategy formulation and execution, building and managing an Integration Competency (ICC) and developing Enterprise
Architecture. Youngran worked in Business and Technology Experience with 17+ years of insurance domain and have
worked in technology application and architecture experience. As a Senior Manager in the Financial Services /
Insurance Company IT, Youngran is responsible for managing operational improvement projects as well as large
implementation projects utilizing IAA as Enterprise Reference Business Model for Data Integration, Business Process
re-engineering and SOA implementation.
McKesson: McKesson and IBM Partner to Deliver BI/Analytics Leveraging IBM HPDM (Robert Franceschini,
Associate Vice President of Enterprise Architecture and Technology, McKesson Corporation and Madhavan
Vasudevan, Business Development Executive, Analytics, IBM Software Group)
Both Payers and Providers of Healthcare systems worldwide are struggling and are being tasked to address increasing
costs, inconsistent quality and inaccessible care. After making significant investments in business automation to move
to a digital world these institutions are now faced with the challenge of deriving business insight from these IT
investments through Enterprise Healthcare Analytics (EHA). Industry Data Models are the foundation for EHA,
providing a common way of modeling and storing operational information from disparate systems across the enterprise.
However, delivering EHA can be a complex process. While models such as HPDM are the foundation upon which EHA
is built, they are of use only in the context of a broader Analytics solution. First, data has to be unlocked from disparate
sources such as databases, repositories and applications and then brought together in a meaningful way (ETL, ELT,
Federation etc.). The information has to then be cleansed, standardized and enriched with semantic reconciliation
before a “single-version of the truth” can be stored in a data warehouse against which business dashboards and other
performance management measurement tools can be created to deliver new business insights.
There is significant value in building integrated and pre-optimized Enterprise Healthcare Analytics solutions that embed
the necessary middleware components required to deliver such products, thus, eliminating both integration and
performance optimization challenges, which are expensive. McKesson is developing such a solution built upon HPDM.
In this talk, the product is used as a practical example to demonstrate what it takes to develop a full solution. We will
examine, why McKesson and IBM decided to embark on a strategic relationship to deliver an integrated product
leveraging key IBM middleware components and hardware solutions. We will provide insight into challenges and design
decisions made in building the solution.
Bio: Robert Franceschini is Associate VP of Enterprise Architecture and Technology at McKesson Corporation. He is
an IT visionary and strategist with nearly 20 years of success in designing, developing, and deploying high-
performance, cost-efficient, flexible, and fully scalable technology solutions to meet diverse and complex business
challenges in the private sector. Currently engaged in developing foundational software technology platforms and next
generation products for healthcare payors and providers, he is expert in aligning technology to support and advance
overall business strategies and objectives. Bob is particularly interested in connectivity and the timely flow of relevant
information to healthcare stakeholders, in order to support better decisions and better care. Bob holds a Bachelor of
Science in Biology, and a Master of Science in Biomedical Engineering from Rensselaer Polytechnic Institute.
As of April 17, 2009 Page 7 of 10

8. Bio: Madhavan Vasudevan is a Business Development Executive with the IBM Software Group focused on creating
strategic partnerships with IBM Partners in Analytics. Madhavan came to IBM through the acquisition of DataPower,
the market leader in application-oriented networking appliances, where he managed Business Development for the
company creating and fostering strategic relationships within the SOA ISV community and networking industry.
Previously, he directed product management and marketing for two emerging technology firms: Jarna, an enterprise
wireless middleware company, acquired by Visto, and Gigabeat, a personalization startup specializing in digital-media
delivery, acquired by Napster. He has also held management, research, and manufacturing positions in the
biotechnology and food industries in both the United States and abroad. Madhavan holds a Masters in Computer
Science from Stanford University, a Doctorate in Biochemical Engineering from Rutgers University and a Bachelors in
Chemical Engineering from the Indian Institute of Technology, Kanpur, India.
Tokio Marine Nichido Fire: Change, Innovate and Produce! What CEOs and CIOs Should Know (Tsukasa
Makino, Manager IT and Corporate Planning, Tokio Marine & Nichido Fire Insurance Co., Ltd. and Professor of
Tsukuba Univ, Computer Science Department)
In today’s uncertain financial environment there’s only one certainty: change. And it will occur more rapidly than one can
imagine. To improve your odds of survival, your characteristics must evolve from “conservative – slow – stubborn –
negative - domestic” into “innovative – agile – flexible – positive – global.” It’s also helpful to adopt a “producer”
mindset. “Producer-thinking” - a new concept recently advocated by a Japanese consultant – is the exact opposite of
traditional MBA-like “logical problem solving.” This session will explore how we can shift to a producer mindset,
leverage the latest technology, and familiarize our CEOs and CIOs with this concept!
Bio: Tsukasa Makino is conducting long range and international research at the IT & Corporate Planning Departments
at Tokio Marine & Nichido Fire Insurance Co., Ltd.. His specialty is in-depth insights on advanced technologies within
insurance industries, with particular emphasis in the areas of Quantitative Risk Management and IT talent strategies
within financial industries. His research activities involve traveling around the world, with 14 overseas trips conducted in
this endeavor in 2008! His unparalleled talent for public speaking and his use of state-of art presentation materials,
humorous metaphors and inspiring ideas have been attracting many audiences. He is a regular speaker at various
seminars and conferences. As a visiting professor at Tsukuba and Kyushu University, he has been teaching “Advanced
IT” and “International Relations” since April 2007.
Wachovia: Case Closed – Exposing Tangible Value (Karen Macauley , VP Business Architecture and Renee
Crandall Jones, VP Strategic Initiatives, Wachovia, a Wells Fargo Company)
Was your IBM representative feeding you a line when they said you would get tangible value from your investment in
the Industry Models? For the last 2 years, Wachovia has applied IFW’s process models to establish project scope,
document requirements and drive reuse in their application portfolio. Recently, Wachovia, in partnership with IBM’s
Industry Business Value Assessment team, conducted a study to expose the tangible value of their investment. In this
session, Wachovia will share the specific value they realized along with opportunities to gain additional benefit.
Bio: Renee Crandall Jones is a Vice President in the General Banking Technology Group. She has over 20 years of
banking experience. She has managed business analysts and systems analysts/designers. Much of her experience
has been on the largest application development projects at the bank including projects that were strategic, multi-
channel, multi-business, and multi-product. For the past three years, Renee has focused on advocating, developing
and implementing new business architecture and related technology design practices within technology at Wachovia.
She has been a leader in a team that worked closely with the business architecture group to ensure the deliverables
are consumable by IT, helped determine the projects that can best benefit from adoption of the approach, coached the
project teams to achieve the approach goals and change design approaches, and tuned the approach based on
lessons learned. The team made significant progress and implemented improvements, and has realized measurable
value and efficiency in solution delivery.
As of April 17, 2009 Page 8 of 10

9. Bio: Karen Macauley is currently working towards her Bachelor's of Science in Business Administration at Eastern
University which she will complete in 2010. Karen has 32 + years of banking experience ranging from the financial
centers and credit division to call centers and servicing various customer segments including retail and commercial.
She has held management and leadership positions throughout her career. Karen has spent considerable time in the
development of the call center's desktop design and information architecture and has supported the servicing platforms
from the business' perspective. This evolved into a business analysis role and, eventually, to a business architect
role. Karen is currently a senior business architect on Wachovia's business architecture team in the Retail and Small
Business segment reporting to the Business Architecture Leader.
Westfield: Genetic Family Planning – Using the IAA Business Models (Scott Meredith, IT Architect, Westfield
Group)
“Genetic Family Planning: Using the IAA Business Models” presents practical uses of the IAA Business Models. This
presentation explores how the IAA Business Models can bridge the business-to-IT gap and deliver value to the entire
insurance organization. It explores the four different stages of business model usage: 1) defining business processes;
2) defining legacy asset functionalities; 3) defining service functionality; and, 4) SOA implementation. IAA content
allows an organization to step into the middle of the gene pool, instead of evolving from scratch with top down or
bottom up approaches.
Bio: Scott Meredith is an IT Architect with Westfield Group, a regional insurance company in Ohio. He is the
spearheading the development of the IAA domain for Westfield Group's 300+ person, $70 Million per year IT
department. Mr. Meredith has more than 20 years experience in the IT industry focusing on insurance and banking.
He has been a member of Westfield Group for 15 years working with Multi-Tier/Client-Server development, Data
Reengineering efforts and Business Intelligence.
Westfield: Blended Family – Bringing IAA & SOA Home to your Legacy Environment (Joseph N Starwood &
Nour Laaroubi, IT Architects, Westfield Group)
Congratulations! You're the proud IT Architect of IAA and SOA solutions for your organization. quot;Blended Family:
Bringing IAA & SOA home to your legacy environmentquot; is your practical guide for introducing and evolving IAA and
SOA into your family of legacy systems and applications. Getting your new IAA and SOA solutions to play well with
your existing legacy systems and applications will be your most challenging task. You must overcome four critical
architectural challenges: 1) Fragmented/embedded Business Processes; 2) Temporal Impedance Mismatch; 3) Data
Impedance Mismatch; and, 4) Semantic Impedance Mismatch. This guide shows you how to apply several techniques,
and explains why they are so effective. You will gain experience-based insight on integrating IAA and SOA solutions
with your mainframe-dominated legacy environment.
Bio: Joseph Starwood is an IT Architect with Westfield Group, a regional insurance company in Ohio. He is
spearheading the establishment of Solution Architecture Practice & Governance for Westfield Group's 300+ person,
$70 Million per year IT department. Mr. Starwood has more than 22 years experience in the IT industry, and more than
13 years experience in IT architecture. Before joining Westfield Group, he was a member of IBM Global Services'
Enterprise Architecture & Technology COE, and served on its thought-leadership team for Composite Business
Services. Prior to that, he was a co-founder of Keane, Inc.'s e-Business Architecture National Practice, and a co-author
of its Multi-Tier/Client-Server Development Method. Mr. Starwood presented at the 2008 Financial Services Solutions
Symposium (FS3), and contributed to the Software Engineering Institute's 2008 quot;Hard Problems in SOA
Workshopquot;. Mr. Starwood serves as Secretary for the Northeast Ohio - International Association of Software Architects
(NEO-IASA; http://sites.google.com/site/neoiasa)
As of April 17, 2009 Page 9 of 10

10. Bio: Nour Laaroubi is an IT Architect with Westfield Group, a regional insurance company in Ohio. He is spearheading
the establishment of SOA Governance and Practice for Westfield Group's 300+ person, $70 Million per year IT
department. Mr. Laaroubi has more than 13 years experience in the IT industry, and more than 7 years experience in IT
architecture. He holds Master degree in Computer Science, Certified Enterprise Architect and many other certifications
from IBM and Sun. Mr. Laaroubi serves as Finance Committee Chairperson for the Northeast Ohio - International
Association of Software Architects (NEO-IASA; http://sites.google.com/site/neoiasa
Westfield: Beneficial Genes – Enabling the SOA Value Chain with IAA (Benku Thomas, IT Architect, Westfield
Group)
Using a value chain model, we show how IAA serves as a beneficial gene for realizing IT benefits and business value
from SOA. SOA technical benefits include reuse, improved agility and flexibility, reduced integration complexity and
technology independence. These lead to enterprise benefits including reduced time to market, lower total cost of
ownership, and improved adaptability to changing business needs. We use a SOA value chain model to bridge IT
benefits with enterprise benefits that deliver business value. The value chain model also predicts that fundamental
problems with implementing SOA will lead to unrealized benefits at all levels. This presentation illustrates how IAA
enables the SOA value chain, thereby accelerating value realization. It also provides practical examples from recently
implemented IAA-conforming SOA services.
Benku Thomas is an Enterprise Architect with Westfield Group, a regional insurance company in Ohio. He helped set
an IT Strategy based on SOA and IAA and is driving adoption of Solution Architecture disciplines and governance to
enable its strategy at Westfield. He has 15 years experience with IT and software engineering, including with service-
oriented architecture.
Zurich FS: Strategies and Practical Steps (using IAA) to Achieving Service Reuse (Paul Sturlis, Data Architect,
Group IT – Architecture & Strategy, Zurich Financial Services)
Discussion of strategies being considered within Zurich Financial Services (ZFS) to improve opportunities for realizing
reuse of in-house developed services. Strategies include formalizing quot;ZSOAquot; (Zurich SOA) Communication and
Incentive Plans, and cross-geography project-level collaborations. From a practical perspective, the ZFS approach to
optimizing use of IAA content, with the goal of service design reuse, is described. General IAA usage techniques, with
a focus on leveraging the IDM (Interface Design Model) for service reuse, are also included. Also included is a
discussion of some of the common impediments to achieving service reuse (project deadlines, project-specific
requirements, large WSDL / Schema files), and ideas for addressing them; and a taxonomy of quot;levelsquot; of service-
related reuse.
Bio: Paul Sturlis is a Data Architect within the Global IT Architecture group, supporting the Zurich Service-Oriented
Architecture program. Member of the global Zurich Enterprise Model team.
As of April 17, 2009 Page 10 of 10