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Rome, December 1-3, 2010 Residenza di Ripetta Via di Ripetta, 231




Enterprise Web & Cloud Computing




The use of Cloud Computing and Enterprise 2.0 is gaining traction both inside and outside of corporate firewalls. Public Clouds offer a fast and cost-effective platform for prototyping and developing new applications. They also provide on-demand capacity and scalability that suits certain types of Enterprise Computing. Private Clouds, on the other hand, are often the way to get started in Cloud Computing because they provide many the benefits of public Clouds without having to be concerned about data and application management issues often associated with public Clouds. There are many different technologies involved in Cloud Computing ranging from system virtualization to Collaborative and Social Computing. Both existing and new vendors are offering an ever increasing number of products in order to gain early market share in what promises to be a lucrative and rapidly expanding marketplace. This Conference sorts out reality from the hype. It will help you understand the benefits of both public and private Clouds and provide you with the information you need to get started on using this important new approach to Enterprise computing.

Topics covered will include:

• Enterprise Cloud Computing: Technologies, Tools and Use Cases • Cloud Application Architectures • Cloud Computing and SOA Convergence • The How and Why of Database Management in the Cloud • Private Cloud Deployment • Application Development in the Cloud • Integrating Enterprise and Cloud Data • Enterprise Web and Cloud Computing: State of the Art • The Impact of Enterprise 2.0 and the Cloud on Collaborative and Social Computing • Implementing a SaaS BI System in a Cloud Computing Environment • Future Trends in Enterprise 2.0 • Supporting Mobile Workers in an Enterprise Web and Cloud Computing Environment


He is the president of DataBase Associates Inc. and founder of BI Research. As an analyst, educator and writer he is well known for his in-depth knowledge of Data Management, Information Integration, and Business Intelligence technologies and how they can be used for building the smart and agile Business. With many years of IT experience, he has consulted for dozens of companies throughout the world and is a frequent speaker at leading IT events. Mr. White has written numerous articles and papers on deploying new and evolving information technologies for Business benefit and is a regular contributor to several leading print- and Web-based industry journals. For ten years he was the conference chair of the DCI and Shared Insights Portals, Content Management, and Collaboration conference. He was also the conference director of the DB/EXPO trade show and conference.

Ed Yourdon He is an internationally-recognized expert witness and computer consultant who specializes in project management, software engineering methodologies, and Web 2.0 development. He is the author of more than two dozen books, including “Outsource: competing in the global productivity race”, “Byte Wars”, “Managing HighIntensity Internet Projects”, “Death March”, “Rise and Resurrection of the American Programmer”, and “Decline and Fall of the American Programmer”. He is currently focusing on Web 2.0 technologies, and was the guest editor of the October 2006 special issue of the Cutter IT Journal on “Creating Business Value with Web 2.0”; he has developed an extensive “mind-map” of Web 2.0 concepts, technologies, products, and vendors. According to the December 1999 issue of Crosstalk: The Journal of Defense Software Engineering, Ed Yourdon is one of the ten most influential men and women in the software field. In June 1997, he was inducted into the Computer Hall of Fame, along with such notables as Charles Babbage, Seymour Cray, James Martin, Grace Hopper, Gerald Weinberg, and Bill Gates. Yourdon is widely known as the lead developer of the structured analysis/design methods of the 1970s, as well as co-developer of the Yourdon/Whitehead method of object-oriented analysis/design and the popular Coad/Yourdon OO methodology of the late 1980s and 1990s. He was selected as an Honored Member of Who’s Who in the Computer Industry in 1989. And he was given the Productivity Award in 1992 by Computer Language magazine, for his book “Decline and Fall of the American Programmer”.

Colin White

Ed Yourdon

Mike Ferguson George David Reese Linthicum


Colin White

Once filled to be given to: Technology Transfer Piazza Cavour, 3 - 00193 Roma Tel. 06-6832227 Fax 06-6871102

Who should Attend

This Conference is intended for IT Managers, Architects, Designers and Developers who want to gain an understanding of the likely impact on the IT process of the latest developments in Enterprise 2.0 and Cloud Computing and on how best to exploit these developments for the benefit of Business users.



Euro 1600 The fee includes all seminar documentation, luncheon and coffee breaks.

If a company registers 5 participants to the same seminar, it will pay only for 4. Those who benefit of this discount are not entitled to other discounts for the same seminar.



You must send the registration form with the receipt of the payment to:

A full refund is given for any cancellation received more than 15 days before the seminar starts. Cancellations less than 15 days prior the event are liable for 50% of the fee. Cancellations less than one week prior to the event date will be liable for the full fee.

TECHNOLOGY TRANSFER S.r.l. Piazza Cavour, 3 - 00193 Rome (Italy) Fax +39-06-6871102 PAYMENT Wire transfer to: Technology Transfer S.r.l. Banca Intesa Sanpaolo S.p.A. Agenzia 6787 - Rome Iban Code: IT 34 Y 03069 05039 048890270110 within November 16, 2010

ROME December 1-3, 2010 Residenza di Ripetta Via di Ripetta, 231 Registration fee Euro 1600

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CANCELLATION LIABILITY In the case of cancellation of an event for any reason, Technology Transfer’s liability is limited to the return of the registration fee only.


3 days: 9.30 am - 1.00 pm 2.00 pm - 5.00 pm

EW&CC Conference Europe

Mike Ferguson He is the Managing Director of Intelligent Business Strategies Ltd. As an analyst and consultant he specialises in Commerce Chain Management (CRM, ERM, SCM), Enterprise Business Analytics, Enterprise Portals and Business Integration. With over 29 years of IT experience, Mr. Ferguson has consulted for dozens of companies, spoken at events all over the world and written numerous articles. He is also an expert on DCI’s and an advisor to The Data Warehouse Institute (TDWI) in Europe. Prior to co-founding Intelligent Business Strategies, he spent three years as a member of NCR’s worldwide product strategy and architecture team as a Chief Architect of Database Technologies working on the Teradata DBMS. He also worked for four years as a principal and founder of Codd and Date Europe Limited – the inventors of the Relational Model – specialising in IBM’s DB2 product.

David Linthicum He is the CTO and founder of Blue Mountain Labs and an internationally recognized industry expert and thought leader. He is the author and coauthor of 13 books on computing, including the best-selling “Enterprise Application Integration“ (Addison Wesley). He keynotes at many leading technology conferences on Cloud Computing, SOA, Web 2.0, and Enterprise Architecture, and has appeared on a number of TV and radio shows as a computing expert. For the last 10 years, he has focused on the technology and strategies around Cloud Computing and how to make Cloud Computing work for the modern Enterprise. This includes work with several Cloud Computing startups. Mr. Linthicum’s industry experience includes tenures as CTO and CEO of several successful software companies, and upper-level management positions in Fortune 100 companies. In addition, he was an associate Professor of computer science for eight years and continues to lecture at major technical colleges and universities. His latest book is “Cloud Computing and SOA Convergence in Your Enterprise”, a Step-by-Step Approach.

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George Reese He is the author of several books on Cloud Computing and Enterprise technologies. His most recent book is O’Reilly’s “Cloud Application Architectures”. Professionally, he is the founder and CTO of enStratus, an infrastructure management solution supporting Enterprise security and governance for the hybrid Cloud. Mr.Reese has also led a number of Open Source projects, including several MUD libraries and the mSQL-JDBC JDBC driver. He is the primary maintainer of Dasein Cloud, a Cloud abstraction API for Java. Mr. Reese holds a BA from Bates College in Maine and an MBA from the Kellogg School of Management at Northwestern University.




Session 1 Enterprise Cloud Computing: Technologies, Tools and Use Cases

David Linthicum While Cloud Computing is an efficient platform change in many instances, the path to Cloud Computing is littered with many decisions as to the right tools and technology, as well as steps to Cloud Computing success. What is more the technology is over-hyped and thus in a state of flux, and in reality the Cloud Computing solutions are more evolutionary versus revolutionary. This presentation reviews what’s working in the world of Cloud Computing including, how to make your way through the various types of technologies, approaches, and emerging tool sets. • Overview of Cloud Computing: - Types: SaaS, IaaS, PaaS - Models: public, private, hybrid, community - Business case - Technology case - Technologies: virtualization, multi-tenancy, database, services, security, integration, governance • Tools: development, testing, deployment • Use cases: SaaS, IaaS, PaaS • Moving forward

Session 2





Session 3 Cloud Computing and SOA Convergence

David Linthicum Clearly, Cloud Computing is a destination and SOA is a path to get there. However, there is still much confusion around the convergence of SOA and Cloud Computing. The reality is that SOA is an architectural approach, where Cloud Computing provides a set of solutions that can be leveraged by that architecture. However, the actual steps to getting to the Cloud, leveraging SOA, are somewhat misunderstood. This presentation will take the mystery out of the use of SOA with Cloud Computing, not only providing you with the key concepts and general guidance, but a step-by-step path for getting there. • Cloud Computing and SOA: approaches, tradeoffs, issues • Making a Business case • Considerations: data, services, processes, governance, security • Testing SOA in the Cloud • Approaching SOA and Cloud Computing - Methodology: data, services, processes, applications, defining candidate applications and services, making the move - Security - Governance • Moving forward

Session 4

Cloud Application Architectures

The Why and How of Database Management in the Cloud

George Reese

Colin White

The most successful Cloud deployments are those architected to take advantage of the elasticity of the Cloud. Because your infrastructure in an IaaS setting is ephemeral with servers potentially going in and out of existence, you need an application architecture that supports the idea of mobile workloads – even when dealing with transactional applications. This discussion focuses on architecting applications for IaaS Clouds.

As companies deploy operational, analytical and collaborative applications in the Cloud they will need an underlying platform that provides a set of services for supporting those applications. One key component of such a platform is a database management system (DBMS). When choosing a Cloud DBMS there are many options – ranging from Cloud-specific and Open Source solutions to Enterprise products from the main database vendors. There are also an increasing number of so-called NoSQL products. The best DBMS to choose will depend on the application use cases that the software must support. This presentation examines Cloud database technology solutions, discusses the various use cases for Cloud databases, and offers suggestions for which technology to use when.

• The impact of elasticity on application architecture • The role of the relational database in the Cloud • Gaining scale through message queues • NoSQL data stores and cross-geography data replication • Application security in the Cloud • The role of “DevOps” and configuration management • Auto-scaling and auto-recovery

• Why Cloud databases? • Cloud databases: technologies, products and platforms • RDBMS versus NoSQL solutions such as MapReduce • Cost, scalability and performance considerations • Use cases and case studies • A hybrid Enterprise & Cloud DBMS environment: issues and considerations

Session 5

Session 7

Private Cloud Deployment

Integrating Enterprise and Cloud Data

George Reese

Mike Ferguson

General consensus is that the private Cloud is the stepping stone for Enterprise Cloud Computing adoption. While it’s likely true for the heavily virtualized IT shop, it’s much more of a challenge for everyone else than is commonly accepted. The benefit of security in the private Cloud is contingent on the capabilities of the team building out the private Cloud infrastructure and requires a critical understanding of virtualization technologies and management.

Many companies today are running a mixture of systems both inside the Enterprise and also on a public Cloud. In addition, with the emergence of Social Networking, there is a need source data from outside the Enterprise to provide greater insight for Decision Making. Companies need, therefore, to integrate and provide access to both Enterprise and Cloud-based data. This session looks at different approaches for doing this.

• The benefits of private Cloud Computing • The delusion of private Cloud security • The private Cloud technology stack • Vendors and skills • Building out your private Cloud • Integrating private Cloud(s) with public Clouds to create a hybrid Cloud

• The Business need for integrated data in a hybrid environment of private and public Clouds • Data Integration options: - Federating Cloud and Enterprise data for on-demand use in Business processes and Portals - Creating hybrid information services in Enterprise Service Oriented Architecture - Synchronising Master Data across Enterprise and Cloud based systems - Consolidating Enterprise Data for Cloud-based operational and BI systems - Consolidating Cloud and Enterprise data for Enterprise BI systems • Case study examples of real Business uses • Cloud-based Data Integration tools vs Enterprise Data Integration tools • Staying in control – extending Enterprise Data Governance to govern data in a hybrid environment

Session 6 Application Development in the Cloud

Ed Yourdon More and more organizations are talking about application development in the Cloud, and several organizations are now using existing Cloud apps such as Google Docs or But aside from that, relatively few organizations have yet begun developing their own apps in the Cloud. On the other hand, vendors like IBM and Microsoft are aggressively pushing in this direction, with product offerings like Azure and Azure Appliance; and, arguably, just about every iPhone/iPad/Android mobile app is being developed as something to operate in the Cloud. Thus, it is likely that in the coming years, more and more traditional companies will need to develop a strategy for this new form of development, and begin embarking upon one or more pilot projects. • Categories: internal vs. external Cloud-based apps • Identifying key priorities: supporting ubiquitous mobile users, reducing costs, simplifying deployment, increasing control • Architectures: Web-based, thin-client based, others • System development life cycle for Cloud apps: how is it different, and how is it the same • Strategies and Best Practices • Vendors and products • Case studies and examples

Session 8 Enterprise Web and Cloud Computing: State of the Art

Panel: All Speakers The use of Web technologies and software both inside and outside the corporate firewall are changing at a fast rate and keeping up with these changes can be challenging. This panel session provides an ideal opportunity to hear from and interact with Conference Speakers about the latest developments in Enterprise 2.0 and Cloud Computing. It will help you understand what technologies and products you need to consider and plan for, and will also offer suggestions on the best approaches to use to grow your IT infrastructure and applications to take advantage of the latest developments in Enterprise 2.0 and Cloud Computing.

Session 9 The Impact of Enterprise 2.0 and the Cloud on Collaborative and Social Computing

Colin White The use of both Collaborative and Social Computing in Enterprises is growing rapidly. Correct use of this software improves worker productivity and user Decision Making. Companies wishing to grow and evolve their use of Collaborative and Social Computing can choose to expand their current environments using software from leading vendors such as Microsoft and IBM, or can opt for solutions from a wide range of smaller third-party vendors. Cloud-based SaaS solutions from companies such as Google also offer a viable and cost-effective approach. This presentation examines the benefits of using Collaborative and Social Computing in the Enterprise and reviews both products and case studies for supporting Collaborative and Social Computing. It discusses which technology to use when and presents a maturity model for growing a Collaborative and Social Computing environment. • Collaborative and Social Computing status report • The benefits of Social Computing in the Enterprise • Selecting the right tools and technologies for the job • Collaborative and Social Computing: Enterprise versus Cloud SaaS approaches • A three-tier Collaborative and Social Computing maturity model

Session 11 Future Trends in Enterprise 2.0

Ed Yourdon Now that some aspects of Enterprise 2.0 (E2.0) are becoming common, if not mainstream practices in many organizations, it’s important to look ahead, to anticipate what new technologies and practices we are likely to face in the next few years. This presentation summarizes likely trends and developments, based on Ed Yourdon’s work with leading-edge companies and brainstorming sessions with other Enterprise 2.0 thought-leaders. • Caveat: predicting the future is difficult • Warning: there is always resistance to paradigm shifts • Technology trends: integrating E2.0 with legacy systems; the impact of personally-owned, pervasive mobile technology; impact of location-aware E2.0 applications • Business trends: implementing large-scale E2.0 systems in global companies; cost-justification of E2.0; extending E2.0 beyond the firewall • Social/cultural trends: E2.0 in education, government environments; impact of younger generation of workers on E2.0 in traditional companies • Summary and conclusions

Session 12 Session 10 Implementing a SaaS BI System in a Cloud Computing Environment

Mike Ferguson This session discusses the benefits and implications of deploying Business Intelligence (BI) systems in a Cloud environment. It also discusses what is needed to keep Cloud-based BI systems integrated with on-premises applications and looks at how to deal with the complexities of a hybrid on-premises and Cloud BI environment. • Why implement a SaaS BI system? • Deployment options for Cloud-based BI systems • Pros and cons of each deployment option • Requirements for a SaaS BI system • The SaaS BI marketplace • Getting data into SaaS based BI systems • Managing access to SaaS based BI systems and SaaS based packaged analytic applications • Integrating SaaS based BI systems into on-premises processes • Dealing with the complexities of a hybrid approach • Getting started with a SaaS based BI project

Supporting Mobile Workers in an Enterprise Web and Cloud Computing Environment

Colin White Industry analysts predict that by 2013 the number of smart and browser-equipped mobile phones will exceed the installed base of desktop and laptop computers. This means that over the next few years, organizations will see an increasing need to support mobile devices and a growing mobile workforce. This requirement has significant implications not only for the IT infrastructure but also for application development. This presentation looks at the use of mobile computing in Enterprises, discusses the impact of mobile computing on the IT organization, and offers suggestions on how to get ready for this major paradigm shift in application usage. • The Benefits of mobile computing to the Business • The impact of Enterprise 2.0 and the Cloud on mobile computing • Developing mobile applications • Mobile computing in the Enterprise: things to consider and plan for • Use cases and case studies

TECHNOLOGY TRANSFER Piazza Cavour, 3 - 00193 Roma Tel. 06.6832227 - Fax 06.6871102

Enterprise Web & Cloud Computing Conference Europe  

This Conference will help you understand the benefits of both public and private Clouds and provide you with the information you need to get...

Enterprise Web & Cloud Computing Conference Europe  

This Conference will help you understand the benefits of both public and private Clouds and provide you with the information you need to get...