Section Owner: Andrew Hawthorn and Jesper Joergensen Last Updated: March 2007

BEA BPM Solution Positioning

Value Proposition: The Headline
BEA delivers significant value to its customers through a unified solution for business
transformation and optimization.

BEA unified solution for business transformation and optimization enables customers to
realize business and IT visibility, agility, and productivity.

Supporting Proof Points

• BPM is more than just product. It’s a strategic initiative involving multiple systems,
applications, and employees, even when initiative is relatively small and departmental.
Thus, BEA is more than just a BPM vendor – we are a partner committed to our customer
success with offering a complete BPM solution:
o A thoroughly-tested process management methodology to guide each customer
through best practices in their own individualized path to BPM adoption, often
starting with the free BPM Assessment offered at bpm.bea.com.
o A large selection of training courses for every stage of BPM adoption, from
identifying and selecting target processes, to process modeling, to
implementation and integration, to process optimization, to management and
reporting/monitoring for continuous process improvement.
o A services team staffed with a vast reservoir of process, deployment and UI
experts in a number of industry verticals.
o A support team adept at looking beyond product-level issues to understand and
resolve customer problems. Again, because BPM is more than just a product, the
support organization must contemplate more than just what’s in the product.
o A single, complete, end-to-end BPM Suite (link to product CPG),
 Expansive and flexible modeling tools for business/functional analysts, or
capacities to import models from IDS Sheer, Visio and others.
 Built-in collaboration to better facilitate IT/Business alignment, including a
single shared model to ensure development and business users /
process owners / business analysts speak the same language and
leverage the same assets.
 A powerful simulation engine facilitating the entire gamut of scenarios,
from simple as-is conditions to complex statistical what-if projections.
 Extensive integration capabilities though out-of-the-box application,
database, and web services connectors and wizards.
 Integrated tools for rapid GUI development.
 Robust reporting mechanisms through a variety of OLAP tools.
Section Owner: Andrew Hawthorn and Jesper Joergensen Last Updated: March 2007

 Extensive real-time Business Activity Monitoring tools, including wizards

easy enough for many end users to develop their own BAM dashboards.
• While many vendors agree that BPM is a critical component to any Enterprise platform
offering, only BEA offers the robustness, scalability, platform completeness, and capacity
to leverage existing assets and investments to meet the BPM needs of Enterprise
customers today.
o AquaLogic BPM has been tightly integrated with the entire family of BEA
products:
 WebLogic Server: AquaLogic BPM is designed to leverage the inherent
scalability, clustering, transaction pooling, performance management,
security, etc. (I’ll add more if this is the right idea)
 WebLogic Portal
 AquaLogic UI
 AquaLogic Service Bus
 Etc. Etc.
o The BPM market, long dominated by smaller niche-vendors and competitive
based on innovative feature/function, will evolve into more classic Enterprise
market mechanics:
 Innovation, though important, is not as important to most Enterprise
customers as proven robustness in Enterprise deployments. No other
vendor can match BEA in the scale, performance, or sheer number of our
BPM deployments.
 Oracle’s OEM of IDS Sheer demonstrates one of many holes in their
BPM vision. Even if it is done well, IDS Sheer is not built for the target
profiles of business analysts, which is an increasingly important role in
the BPM purchase decision.
 Oracle may attempt to use their acquisition of Siebel Analytics and
Hyperion to shift the definition of BPM and BPMS to therefore include BI.
Our research indicates that most organizations prefer to keep their BI
relationship separate and distinct from their BPM initiatives at this point,
though the two may share data.
• BPM and SOA are mutually supportive.
o Multiple surveys have indicated that whether bottom-up or top-down, the
rationales for developing a service –oriented architecture are very similar to
those of business process management, and vice-versa:
 Business Agility – react quickly to market dynamics
 Facilitating intra- and inter- company processes
 Creating real-time information to make decisions
 Improve customer service
 To adopt new and evolving regulator requirements.
o BEA’s BPM solutions include AquaLogic Service Bus, AquaLogic (again, I’ll add
more detail here if it is the right idea).

Competitive Differentiation

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Section Owner: Andrew Hawthorn and Jesper Joergensen Last Updated: March 2007

Primary Competitor: Oracle, IBM, Tibco

• SAP, Oracle, and IBM are relative new players in recognizing the growing market for
BPM and its importance as a component in the middleware stack. Their products are
often incomplete, immature, and not fully integrated with other products in their
Middleware offering.
• Many competitors, such as Oracle, IBM, and Microsoft, are increasingly forcing
customers to accept single-stack homogeneity. BEA, by contrast, thrives in the
heterogeneous environments common in today’s IT shops, and our BPM solution is built
to support and connect to a wide variety of applications, app servers, and databases.
• Tibco has a relatively complete vision, but many of the sub components are not tightly
integrated and sold separately. For instance, the BAM module is severed.

Secondary Competitors: Microsoft, SAP

• Microsoft does not have a BPM product, nor does it *appear* to be planning for one, even
though many internal forces (from the Office, Dynamics, and WWF groups) have
pressured for the development of a BPM offering for at least the last few years. The
corporate line is that Microsoft is apparently sensitive to anti-trust issues, and is therefore
content with largely relying on partners to leverage Visio as a modeling tool and BizTalk
as more than an integration platform. However, recent plans have indicated BPEL,
already an option in BizTalk, would become part of the Windows Workflow Foundation
later this year, ostensibly to facilitate communication between SMBs (its target market)
and larger enterprises. At this point, Microsoft remains a very incomplete solution.
• Many competitors see BPM as a critical to enabling rapid IT agility, including and
especially rapid development of GUIs and composite applications. SAP leads this group,
followed closely by Oracle. BEA is completely application agnostic, having no plans to
enter the applications market and therefore completely committed to the vision of
maximizing the value of your existing IT assets.

Key Messages for Target Audiences

Primary Audience: Senior Executive Management

• BPM is more than just product, it’s a multi-year strategic initiative. Select a partner who
has the produsts, service and commitment to will best serve your needs through the
duration.
• BPM is relatively new to many of the larger vendors. Choose a partner with a proven
record.
• One or two more from above.
Primary Audience: Senior IT Management
• Leverage Existing Assets.
• SOA + BPM: a powerful combination
• One or two more from above.

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Section Owner: Andrew Hawthorn and Jesper Joergensen Last Updated: March 2007

Key Messages by Industry

None planned.

Customer References / Case Studies

Let me find a few others that really demonstrate the value of the solution, rather than the
product.
For now let’s use the same as in the other CPG:
• United Healthcare deployed BEA’s BPM solution to develop a HIPAA compliant BPM
solution to work with their proprietary claims processing system. As a result, they have
achieved the following:
o Immediate payback / lightning fast deployment
o Savings of $1M immediately; $20M within 18 months
o Up and running in 6 weeks
o Smooth transition from legacy applications to a modern IT architecture
• JP Morgan Chase deployed BEA’s BPM Solution to automate the management of market
data feeds required to evaluate market risk position. BEA AquaLogic BPM suite is now
the standard at JPMC. BEA AquaLogic BPM Suite handles all the error management
and reporting to ensure that JPMC has accurate risk position data. As a result, JPMC
has achieved the following:
o 78% decrease in cycle time
o 80% efficiency improvement and fast time to value
o In production in less than 90 days
o Improvement in market risk management
o Improvement in Service Level Agreements, increasing the time available to
execute investment decisions
• SallieMae deployed BEA AquaLogic BPM Suite to automate, manage, and improve their
entire loan process. As a result, they have achieved the following:
o Savings of $5M+
o Entry into multi-billion student lending market without rewriting systems
o Consistent, repeatable management of exceptions during the loan application
process that were previously not handled
o Optimized process and greater business agility

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