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Stephanie Covert
+1-843-737 0637 
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Mike Keppler, Marriott International, Added to Program of
Business Ecology Initiative Conference "Optimization for Innovation"
March 22, 2011, Arlington, VA

Needham, MA, USA - March 4, 2011 - OMG's® Business Ecology® Initiative (BEI) today announced that Mike Keppler, SVP, Global Sales, Marketing and Revenue Management Systems for Marriott International, will present "Creating Sustainable Innovation through Business Ecology at Marriott International," at the "Optimization for Innovation: Business Technology Reset for the New Normal" conference. The one-day conference will take place March 22, 2011 in Arlington, VA, USA. For more information on the conference visit

The inaugural Optimization for Innovation conference will feature a mix of industry experts and practitioners from such leading organizations as Pfizer, the U.S. Patent & Trademark Office, VITAS Innovative Hospice Care and Forrester Research. Participants will be exposed to new ideas and take away action plans to start making positive change in their own organizations right away.

Marriott's Keppler will talk about how Marriott launched two strategic products - its new Autograph brand and the Ritz Carlton Rewards program - in parallel in less than 12 months. Building on top of a powerful core of existing integrated business processes, organizational structures and systems, Marriott was able to quickly deliver benefits to both its top and bottom line with these new capabilities. Key to Marriott's success has been its commitment to many business ecology precepts, in particular, the elimination of functional and process silos; the concept of reuse - e.g., using SOA as a springboard to capitalize on emerging mobile platforms; real-time intelligence; and business technology convergence. In this session, Keppler will describe Marriott's approach and the company's impressive results.

Additional Presentations Include:
"Business Innovation in the Cloud," by Peter Fingar, Author and Business-Technology Advisor

"How Capabilities Assessment Can Increase Effectiveness and Minimize Risk," presented by Aleks Buterman, SenseAgility

"Business Architecture: A New Foundation for Business Transformation," a panel discussion led by William Ulrich, Consultant, Strategic business / IT transformation planning

"Connect the Docs: Innovation and Integration in a Healthcare Ecosystem," presented by Christopher Rieder, SVP & CIO, VITAS Innovative Hospice Care

"Avoid Process Data Headaches: Align Business Process and Data Governance Initiatives," presented by Clay Richardson, Principal Analyst, Forrester Research, Inc.

Conference Information
For full session details plus general information about the conference, visit Exhibit space is available; for more information contact Mike Narducci at or +1-781-444 0404. Sponsorship opportunities are available; contact Ken Berk at or +1-781-444 0404.

About the Business Ecology Initiative
The Business Ecology® Initiative (BEI) is a non-profit, member-led organization committed to breaking down silos and promoting effective, adaptive, sustainable and secure practices both within organizations and among them. BEI provides thought leadership, education and advocacy for Business Ecology practices and a platform for the development and sharing of case studies and practices among business and technology leaders. Organizations that pursue Business Ecology optimize business operations and foster innovation through business-technology convergence, better decision making, business process excellence, removal of waste from business practices and technology portfolios, holistic risk management, and real-time insight.

For more information or to join the BEI, visit or email


About OMG
OMG® is an international, open membership, not-for-profit computer industry standards consortium. OMG Task Forces develop enterprise integration standards for a wide range of technologies and an even wider range of industries. OMG’s modeling standards enable powerful visual design, execution and maintenance of software and other processes. For more information, visit

Note to editors: For a listing of all OMG trademarks, visit All other trademarks are the property of their respective owners.

Edited by Stephanie

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