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High Value SOA

Leveraging Web Services to achieve agility,
business value and efficient speed to market

Misha Kravchenko
Vice President 10:45-11:30
IR GEMS 24 August 2010
Palos Verdes 6
Marriott International

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 Agenda
• Marriott International Overview
• Rock solid foundations
– CIC ( Corporate Intellectual Capital )
– Heritage Systems

• High Value SOA : “Mind the Gap”

– Challenges
– The Solution
– Benefits
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Marriott International Overview
• More than 3,400 Hotel & Resort, Timeshare and
Corporate Housing Properties
• Approximately 137,000 Associates
• Operations in 70 countries
• A growing and profitable company
• Committed to Environmentally responsible
operations and Conserving Energy

4
Leading Lodging Brands
Luxury Lodging

Full Service

Select Service

Extended Stay

Ownership Resorts

5
Award Winning Technology Organization

6
Rock Solid Foundations

CIC
Corporate Intellectual Capital

Legacy Heritage Systems

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“You talk the talk and you
walk the walk, but …“
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“do you listen the listen ?”

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 The “triangle” dilemma
Affordability

Pick any 2

Typical
IT
System
High Rich
Availability Functionality

10
 How to get all three
Affordability
With the
right people
and the
right
system.......
?
High Rich
Availability Functionality

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 Centralized Systems
Affordability

With new
technology
mainframes
Pick 3 - Get 3!

High Rich
Availability Functionality

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 How to square a triangle

Affordability
In Fact, with the
new System Z,
Green
get 4 attributes!

Fast, Rich
High Availability Functionality
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Legacy Heritage System

TPF
M MARSHA is Marriott
A
R
International’s
S reservation booking
H engine for all
A
properties and rooms

14
Last century solutions

15
Apparent simplicity .........

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 Grows into complexity .....

Huge costs
( $$millions )
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Why?

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Just say no !

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 Modernize your Legacy
Heritage systems to gain
competitive advantage
and keep your IT and
Corporate Intellectual Capital

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 marriott.com
eMail
“SNA Free”
Amex
First
Data
5 year Project to migrate
Call
Centres Web over to pure TCP/IP
Servers
Fidelio

PMS
$$$millions
annual savings !
Amadeus
TPF
Pegasus
Courtyard
M
PMS
Opera
A
HDS
Worldspan
Galileo R
Sabre TCP/IP S
Full H
Service
A
PMS

Secure Dial-up

PC green screen
VPN
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n+ Tiers means complexity and huge costs

TCP/IP

TPF
Unix
servers M
Web
Text via
A
Servers
TCP/IP R
XML via S
HTTP H
A
ORACLE
databases

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Superfluous infrastructure eliminated !!

TCP/IP

TPF

M
Web XML via HTTP A
Servers R
S
H
A

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 New marriott.com Architecture

TCP/IP
Business logic and
context handler

TPF

M
Web XML via HTTP A
Servers R
S
H
A
HTTP server
XML Parser
Session Handler Databases ported
Message Broker from ORACLE
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 New marriott.com Architecture

TCP/IP

TPF

M
Web XML via HTTP A
Servers R
S
H
$$$ annual A
cost savings!!

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Virtualization allows cost efficient workload sharing
• Server Virtualization - share Production capacity during off peak
with Development/Test workload
• Clone the complete test environments at no incremental CPU
hardware or software cost

Shared
Virtual
Engines

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Leveraging low marginal cost CPU cycles
Since the mainframe investment is fully amortized and funded
based on the business benefits (lowest cost in the industry),
marginal costs of adding additional workload are extremely low.

Running zLinux for other Production system workloads is very

cost effective due to minimal $ incremental costs.

$$$ annual IFL

cost savings!! Engines
System Z server

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 Green Eco-Friendly Infrastructure
Running a Centralized IT System on the mainframe is
extremely cost and power efficient.

Our current Z server runs our Production Central

Reservation System, several cloned Test Systems,
work numerous smaller Test environments, Performance
Test environment, Development SDLC infrastructure,
numerous Linux Applications …………
Engines

…and requires just 6.3kWh of power!

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4x

Equivalent to the power required by 4 toasters

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Going Green is Good for Business
Proportion of IT Funding used
for Base Maintenance and Operations
46%
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
29%
20.00%
15.00%
10.00%
5.00%
0.00%
2001 2002 2003 2004 2005 2006 2007 2008 2009

2001 2009
Investments in software and hardware capabilities to
enable consolidation onto a single platform plus relentless
attention to reducing cost of Base Operations has resulted
in additional $$$millions released for Initiatives !
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 The Perils of Cache
C I
U N
S V
T E
O N
M T
E O
R
S “maybe” R
Y
inventory
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nozama dotcom
Add to Shopping Cart

Eating Soup with a Fork

By Alan Cooper
List Price: $25.00
Our Price: $17.00

Availability: Usually ships within 24 hours

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nozama dotcom
Add to Shopping Cart

Eating Soup with a Fork

By Alan Cooper
List Price: $25.00
Our Price: $17.00

Availability: Usually ships within 24 hours

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 Marriott Single Image Inventory
C I
U M N
S A
V
T R
S E
O N
H
M A T
E Accurate, Efficient, O
R R
S Precise, Consistent Y
and Yield-managed!
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The MARSHA Reservations System
An “Open System” (provider of SOA services)
System Z mainframe

TPF
M
A
TCP/IP R
S
H
A

Central Reservations
System

(Running TPF, z/VM, zLinux)

Pure TCP/IP Supports;
(Easily Connects to XML, SOAP, MQ, SSL,
any “Open System”) HTTP, “C++” lang.

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36
 Past B2B and B2C connections
RitzCarlton.com
marriott.com Call Centres
Marsha-Link

hotels.com TPF
expedia
M
A
Amadeus
R
Pegasus
“The Web” S
Pegstour
H
A
Priceline/ Galileo
Travelweb
Network
Worldspan

worldres.com
Sabre

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 Mind the Gap !!
RitzCarlton.com
marriott.com Call Centres
Marsha-Link

hotels.com TPF
expedia
M
A
Amadeus
R
Pegasus
“The Web” S
Pegstour
H
A
Priceline/ Galileo
Travelweb
Network
Worldspan

Sabre

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Why has this gap been difficult to fill?
In the past, each new connection has been developed
with specific code configurations within the MARSHA
Application to service each partner’s needs. This has
GAP resulted in expensive (>$400k) costs and excessive
elapsed timelines to connect partners.

TPF
M
A
R
“The Web” S
The current “cost of entry”
for potential new Business H
partners is too high, both in A
costs and elapsed time.

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 Proven ROI and agility with SOA
RitzCarlton.com
OTA
SOAP The OpenTravel Alliance (OTA) creates,
compliant expands and drives the adoption of open
CWA message specifications, including XML, for the electronic
Service exchange of business information among all
sectors of the travel industry.

CWA (CityWide Availability) TPF

SOAP transaction developed “The Web” M
for RitzCarlton.com website A
direct connection to MARSHA R
implemented in early 2007 S
H
A

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 Proven ROI and agility with SOA

RitzCarlton.com
OTA
compliant SOAP The same SOAP transaction was
CWA message enabled for kayak.com and
Service implemented a few weeks later!

kayak.com TPF
M
A
R
“The Web” S
H
A

This required no MARSHA Development or QA regression,

with only Firewall, Security and configuration settings needed, resulting in an
approximate <$2,000 cost for rapid enablement of this new B2B connection!

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 OTA compliant B2B Connections
(re-usable Services integrated into core MARSHA)
re-usable
Reservation
Service
OTA
Standard
core Services
Availability RateData
Service
MARSHA Service
Reservation
Efficient new process
Availability RateData logic for each service
allows better integration,
GNR Inventory
access to lower level
RoomProduct internal objects and
GNR
Inventory
avoids exception coding
Data
Service
Service Result:
Room = lower maintenance costs
Product = higher speed to market
Service
= business flexibility
= agility
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 Ready to “Mind the Gap”

B2B
partner

TPF
M
A
“The Cloud” Network R
& S
OTA
Firewall Services H
A

Suite of “core” SOA services (transactions) in Open Travel Alliance industry

standard format ready to quickly and efficiently connect to new B2B partners
with business value determining decisions – not IT costs & complexity!

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 B2B Partner customization performed
on external “wire-speed” SOA Appliance
dynamic
partially transformation OTA
B2B
customized standard
partner
Service Service

TPF
M
A
“The Cloud” R
DataPower S
OTA
Services H
A

Changes to XML transaction data formats are easily changed or customized on

the DataPower Appliance instead of within MARSHA so does not need any TPF
changes or QA testing unless core functionality customization required for partner

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Harvesting Revenue Generation Links
Existing High Volume
B2x Direct Links
GAP and Sales Channels

TPF
M
A
R
“The Cloud”
$$$$ S
H
Incremental
A
Revenue
Generation!
$$$$

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 “Direct Connect” Project Goals
• Create Industry standard suite of
Reservation “services” which can be re-
used for many new B2B partners
• Deliver capability to quickly implement
new B2B connections without excessive
code development and long elapsed times

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 “Direct Connect ” Project Benefits

• Drastically reduce costs and time of

implementing new connections with
new or existing business partners
• Simplify the standard APIs by moving the
“customization” layer out of the mainframe
• Increase Revenue Generation potential
by lowering the “cost of entry” to
participate in direct connections with
Marriott International
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 Marriott International
Worldwide Sales Supply Chain

The Web Res Agts

Kayak eTools
Expedia marriott.com

TravelWeb

TPF
Amadeus
M
Pegasus
A
R
SABRE S
Galileo H
Worldspan A

Secure Dial-up
Fosse
PMS
Fidelio
& Opera $$$
PMS 24x7 Revenues !
Full Service
Marsha Link PMS

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Questions?

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