Understanding Long Tail and Service-Oriented Architecture

1. Lecture 6: Service Oriented Architecture 7/18/2011

3. Administrivia • Quizzes • Grades on Web site • AnimalLingo • If you were gone, make up lab (10% of grade)

4. Learning Objectives • List one or two current events in technology news • Define the Long Tail. • List the three rules of the Long tail. • Define Service Oriented Architecture (SOA) • Define a service • List 4 benefits of SOA • List 3 types of services in information systems • Indentify a few considerations of Web services • Implement basic Web services in a Web site

5. The Long Tail

6. “The Long Tail” • What does it mean that we have a “market of hits?” (anyone listen to the Top 40 station?) • Why aren’t obscure products in the market? • What is the 20/80 principle and why doesn’t it apply to the market for music and videos?

7. The Long Tail: Power Law Distribution

8. The Rules of The Long Tail • Rule 1: Make Everything Available • Why can sellers sell everything online? • Rule 2: Cut the Price in Half; Now Lower it. • Is any price too low? • Rule 3: Help Me Find it. • How do recommendations work?

9. Service Oriented Architecture (SOA)

10. Why are we discussing SOA? • SOA is often passed over in MIS 111 • HUGE Buzz Word • Not only influences the Internet, and system design, but does and will continue to mold business, operations, and enterprises in general. • Although we’ll do a little bit of SOA relevant stuff in our little Web site, IT IS MUCH MUCHMUCH BIGGER!

11. Service Oriented Architecture (SOA) • Deployment of loosely coupled services to complete a business process, independent from the specific technologies or platforms used

12. What is a Service • Service individual units of logic that exists autonomously yet not isolated from other individual units of logic. • ‰Units of logic are still required to conform to a set of principles that allow them to evolve independently, while still maintaining a sufficient

14. Supply Chain

15. Business also work like this:

16. Benefits • „Improved integration and interoperability • „Inherent reuse „ Inherent reuse • „Streamlined architectures, standards, and solutions • „Leverage existing legacy code • „Establishing standardized XML data representation • „“Best of the breed” • „Agility

17. Benefits • Business Intelligence -> Collaborative Intelligence • Integration • Internal cloud -> external • Make to order vs. make to stock • Micro-business and micro-outsourcing • Co-creation • Customer-driven innovations and delivery

18. Benefits

19. SOA – Information Technology • Infrastructure-as-a-service (IAAS) • Platform-as-a-service (PaaS) • Software-as-a-service (SaaS) • Value-add-services

20. Infrastructure-as-a-service (IAAS)

21. Platform as a Service • Amazon Web service, Google apps, oracle cloud, MSFT azure cloud • http://www.microsoft.com/windowsazure/

22. Software as a Service (SaaS) • https://skydrive.live.com/ • Google sites • http://www.google.com/webelements/#!/custom-search

23. SaaS: Web Services • A Web service is a method of communication between two electronic devices over a network. • Orchestration: arranging and coordinating Web services

24. SaaS: Web Services • http://code.google.com/apis/ajax/playground/ • http://splice.cmi.arizona.edu/ • http://aws.amazon.com/fws/ • http://govollow.appspot.com/# • http://www.votesmart.org/services_api.php

25. How do service • „Encapsulate logic • „Relate to each other (description/discovery/composition) • „Communicate • „Security • „Find Web services

26. Example Protocols • Format data: XML, JSON • Define the communication: WSDL • What functions you can call • What the XML should look like XSD • Encapsulate data: SOAP • Security • Transpiration • Find Web services: UDDI

27. Tomorrows Class: Reading • http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/ • http://www.google.com/support/webmasters/bin/answer.py?answer=35291