Business Architecture Guild Home Page OMG Home Page Business Architecture Innovation Summit : June 18-19th Berlin, Germany

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 Day One: Business Architecture: An End-to-End Experience

Industry best practices, a formal body of knowledge, standards and automation are coalescing into a mature business architecture ecosystem. Day one of the Summit features leading experts, authors and practitioners in business innovation and transformation, capability and value mapping, ecosystem analysis, funding and initiative analysis, standardization and tooling, and business / IT alignment. Leading experts come together to take attendees from strategic planning and innovation, through business analysis and transformation - offering an end-to-end view of business architecture and how it can benefit your organization. Sessions include practitioners, leading thinkers and an author's panel.
8:45 am Introduction & Welcome
Richard Soley, CEO, OMG
9:00 am Keynote: Business Architecture & Innovation: Where Practice Meets Innovation
William Ulrich, President, Business Architecture Guild, OMG BASIG Co-Chair, President, TSG, INC.
Business architecture has grabbed the attention of business executives worldwide. Industry and government agencies across six continents are using business architecture to align strategies across business units, streamline merger and acquisition activity, deploy new business models and strategies, plan and fund portfolio initiatives and align business and IT architectures. This keynote session will discuss business architecture successes, the emergence of standardized disciplines, alignment with best practices and a vision of business architecture for the future.

William Ulrich is a management consultant, mentor, workshop leader and author. He is President of TSG, Inc., President of the Business Architecture Guild, Co-Chair of the OMG Business Architecture SIG and Coauthor of several books, including Business Architecture: The Art & Practice of Business Transformation. Mr. Ulrich works with major corporations and government agencies to address business / IT architecture misalignment, with a focus on driving strategic roadmaps leveraging business strategy and business architecture.

9:30 am Establishing a Business Architecture Function
Eric Karsten, Senior Manager, Enterprise Engineering, Ford
Ford Motor Company has had a strong architecture function since early 2000 and recently progressed to focusing on business architecture and Information Management as it re-aligned business facing capabilities. This session discusses a use case on taking a traditional enterprise architecture function focused on IT to a more business focused architecture function providing leading value. The focus of the session examines the challenge of establishing a business architecture function from the perspective of a global enterprise.

Eric Karsten is a senior manager in Ford Motor Company's Information Technology division. Eric has over 20 years of experience in the development and deployment of IT related solutions for manufacturing companies. For the past eight years Mr. Karsten's has worked with Ford; with the last five managing the global Enterprise Engineering team. He has Master of Science Degree from Carnegie Mellon University in Information Technology and a Bachelor's Degree in Business Administration from Western Michigan University.

10:15 am Break
10:30 am Business Model and Service innovation for Manufacturing Networks with Vlastuin: Using an Innovation Community and Operations Platform with VDML Support
Jasper Lentjes, Innovation Manager, Vlastuin Group
The presentation will focus of how Vlastuin has collaborated with other business partners (suppliers, subcontractors and customers) in a manufacturing network and how it has benefited from the use of an Innovation community and operations platform with support for business modeling and elements of the emerging OMG VDML standardisation initiative. This has been applied for achieving both business model innovation and service innovation within the manufacturing network.

Jasper Lentjes is Innovation Manager at Vlastuin Group, a manufacturer of transportation equipment. Jasper Lentjes has experience in Industrial Engineering and Management in the automotive industry, holding positions as project leader of several major production plant improvement projects, and relocation projects. He is currently involved in the NEFFICS project where his work focuses on supporting transformation and resource management of networked enterprises in the manufacturing ecosystem.

11:15 am Business Architecture - A Practical Guide 
Graham Meaden, CEO and author of Business Architecture - A Practical Guide
Business architecture should not be practiced in isolation, nor should it be thought of as a one-off process; it needs to be woven into the fabric of the organization. This session will discuss how to employ Business Architecture and how to build a balanced proposition that delivers value to a broad range of stakeholders. The session will illustrate the opportunities for weaving the business architecture practice into the business fabric through the various stakeholders and life cycles that exist, both formally and informally, within an organization.

Graham Meaden is a practicing enterprise architect and has worked in the Banking, Insurance, Government, Transportation and Energy industry sectors. In recent years he has focused on business architecture and setting up architecture practices. As head of the global Strategic Architecture and Business Architecture teams for HSBC Group, he defined standards for the bank's global BPM center of excellence. Mr. Meade is currently working on a major business transformation program for the UK railways.

Noon Lunch
1:00 pm Conceptual Solution Design and Visualization
Josué R. Batista, Senior Business Architect, Highmark
A Conceptual Solution Design provides an agile, unified vision of the business architecture questions found within complex and global strategic initiatives. Best used during pre-inception, the Conceptual Solution Design facilitates the progressive conceptual elaboration of the intended and expected services a given strategic initiative intends to provide. As a visualization tool, a Conceptual Solution Design abstracts business architectural solutions in terms that all stakeholders can easily understand, facilitating open discussions at an early stage.

Josué Batista is a Senior Business Architect at Highmark, Inc., a healthcare provider based in Pittsburgh, PA. Mr. Batista has been a business and technology strategist for more than 15 years and during that time has provided guidance and leadership on diverse strategic initiatives within the Health Insurance industry. He is a certified Project Management Professional (PMP) and holds an MBA and Masters of Science in Information Systems from Duquesne University.

1:45 pm Practitioners' Panel Discussion
Moderator: Mike Rosen, Chief Scientist, WCG, VP, Business Architecture Guild & Practice Director Enterprise Architecture, Cutter
This panel assembles presenting practitioners from to discuss business architecture governance and deployment approaches and techniques used within the manufacturing, transportation and healthcare industries.


  • Eric Karsten, Senior Manager - Enterprise Engineering, Ford
  • Jasper Lentjes, Innovation Manager, Vlastuin Group
  • Josué R. Batista, Senior Business Architect, Highmark
2:30 pm Break 
3:00 pm Business Architecture and the Cloud: Maximizing Alignment and Value
Mike Rosen, Chief Scientist, WCG, VP, Business Architecture Guild & Practice Director Enterprise Architecture, Cutter
Many organizations are considering moving to or using the cloud, but typically from an IT and cost perspective, leaving business issues untouched. Business architecture helps organizations evaluate cloud strategies, goals and requirements from a business viewpoint. It allows us to balance costs and other factors, leveraging a portfolio based selection process to identify business transformation scenarios. This presentation shows how to apply business architecture to evaluate and adopt cloud options. We examine business capabilities, and how 'supporting, core and strategic' categories align with cloud based opportunities. We then examine how the cloud affects information, organizations, resources, value streams, project portfolio priorities; business processes and rules, and discuss how to integrate these from a cloud oriented business perspective.

Mike Rosen is Chief Scientist at Wilton Consulting Group, Cutter Practice Director of Cutter Consortium's Business and Enterprise Architecture, and a founding member of the Business Architecture Guild. He has more than 30 years of technical leadership experience architecting, designing and developing software applications and products. Currently, he provides expert consulting services in the areas of enterprise architecture, business architecture and SOA.

3:45 pm Business Architecture Value: From Start-up to Global Enterprise
Taurai Christopher Ushewokunze, Principle Consultant, Vayase Ltd.
Business architecture is seen as an enterprise class discipline, with little relevance to startups or young companies. This session will demonstrate how executives can derive value from business architecture regardless of the size or growth stage of the organization. It will show how applying business architecture helps startups accelerate growth, helps growth companies identify the onset of maturity and helps global enterprises rationalize operating models, reduce costs and increase revenues. This session will also show how business architecture delivers value to executives by surfacing political and cultural tensions that are hidden but tangible inhibitors of organizational change.

Taurai Christopher Ushewokunze is Principle Consultant at Vayase Ltd. He works across a variety of industries including finance, telecommunications, travel and entertainment specializing in business and enterprise architecture. One of Mr. Ushewokunze's passions is helping startups and small-to-medium size enterprises leverage business and enterprise architecture principles to optimize growth, raise competitiveness and increase revenues.

4:30 pm Business Architecture Author's Panel
Moderated by: Moderated by: Arne Berre, Sintef
The Author's Panel provides attendees with insights into published works on business architecture. Panelists represent authors of "Business Architecture: The Art & Practice of Business Transformation" and "A Complete and Consistent Business - Introduction to the COSTA model for Business Architects". In addition, panelists include two of the originating authors of "The Guide to a Business Architecture Body of Knowledge (BIZBOK™)". Overviews will be provided as well as an opportunity to discuss the relevance of each of these publications to the practice of business architecture in industry.


  • Koen Knaepen, Author, "A Complete and Consistent Business - Introduction to the COSTA model for Business Architects"
  • Mike Rosen, Originating Coauthor, BIZBOK™ Guide and Coauthor, Applied SOA: Service-Oriented Architecture and Design Strategies; Developing E-Business Systems and Architectures: A Manager's Guide
  • Graham Meaden, CEO and author of Business Architecture - A Practical Guide
  • William Ulrich, Author, Business Architecture: The Art & Practice of Business Transformation and Originating Author, BIZBOK™ Guide
5:30 pm Closing Remarks / Day Two Preview
Day Two: Customer Success Stories
Day two of the Summit features customer cases studies, bringing attendees pragmatic deployment stories from organizations using and benefitting from business architecture. Attendees will hear practitioners from a variety of industries including financial services, insurance, manufacturing, government, transportation and other industries. Attendees will hear how other organizations have implemented business architecture, achieved value, addressed various challenges and used it to deploy innovative solutions. Day two includes practitioner's panels that allow attendees to engage at length with organizations leading the way in business architecture.
9:00 am Business Architecture - Day One Recap / Day Two Overview
William Ulrich, President, TSG, Inc.
William Ulrich recaps day one topics and provides an overview of the day two agenda.
9:15 am From Canvas to Blueprint: Aligning Business Models with Business Architecture
Steve DuPont, Associate Technical Fellow, Enterprise Architecture, The Boeing Company
Business model innovation is becoming a strategic necessity for companies needing to thrive in the face of continuing change. New techniques have emerged to capture and express business models to support strategic innovation; however, translation from business model canvas to business architecture blueprint presents challenges for today's business architecture practitioner. Should business model sketches be more formalized? Where is the boundary between these sketches and business architecture? The author presents an example of business models created at The Boeing Company to support International Development and how these models were intentionally constructed to align with their business architecture framework.

Steve DuPont is an Associate Technical Fellow and Enterprise Architect with The Boeing Company. He has over 28 years of experience in the aerospace industry, leading IT and business architecture development for engineering, manufacturing, sales and marketing domains. Most recently, Steve led an international architecture team to define new business models and capabilities to support international growth. His current focus is to advance the state of the practice of business architecture at Boeing and contribute to the body of knowledge and industry standards in this discipline.

10:00 am   Break
10:30 am  Capability-Based Approach to Strategic Transformational Initiatives
Diana Krohn, Principal Enterprise Architect, United Airlines
This session outlines how to leverage business architecture to rapidly and effectively scope and execute strategic initiatives. The discussion explains the benefits and fundamentals of capability-led assessment and delivery. The tools and examples in this session will change the way you collaborate with your business partners and enable transformational change.

Diana Krohn is a Principal Enterprise Architect at United Airlines. Diana assisted in establishing the company's first business architecture team in 2008. She is responsible for capability analysis, process modeling, portfolio analysis, road mapping, business impact analysis and business analyst competency development. Prior to her current assignment, Diana held positions in industrial engineering, business analysis, and process improvement, has a B.S. in Industrial Engineering from the Milwaukee School of Engineering and a member of the Business Architecture Guild's Advisory Board.

11:15 am Practitioners' Panel Discussion
Moderator: William Ulrich, President, Business Architecture Guild, OMG BASIG Co-Chair, President, TSG, INC.
This panel assembles presenting practitioners from days one and two to discuss business architecture governance and deployment approaches and techniques used within the manufacturing, transportation and agribusiness industries.


  • Steve DuPont, Associate Technical Fellow, Enterprise Architecture, The Boeing Company
  • Diana Krohn, Principal Enterprise Architect, United Airlines
  • Taurai Christopher Ushewokunze, Principle Consultant, Vayase Ltd.
Noon  Lunch
1:00 pm Making Effective Business Decisions in a Chaotic Environment
Michael Clark, VP, Lead Business Designer, JPMorgan Chase
Businesses have become more complex and interconnected due to the demands of globalization, electronic markets and the needs of our customers. As we strive to become more adaptive and respond to change there is a greater need to be able to bring all the various moving parts together to be able to make the key decisions that will drive the company forward but also understand the impacts of these changes. The use of business design enables key stakeholders to benefit from a 360 degree model which turns the various moving parts into actionable blueprints of the business. This session will discuss the 360 degree of business architecture and how business design enables us to have an inside out and outside in view of the organization. The session introduces the concept of design thinking and how it enables all aspects of the organization through the use of a design framework.

Michael Clark is VP and Lead Business Designer at JPMorgan Chase in the UK where he serves in the role of business designer, business architect, portfolio manager and strategic planner. Michael works with stakeholders, leadership and subject matter experts to build a holistic view of the organization's strategy, processes, information and information technology assets. Previously, Michael worked at GMAC where he worked served in the role of business architect and business operations process consultant.

1:45 pm Implementing Business Architecture as a Strategic Function: A Balanced Approached
Andy Sommers, Business Architect, The Capital Group
Many organizations recognize the need to improve the alignment of their operations to strategic objectives and have implemented or plan to implement business architecture to address this need. However, business architecture is a relatively new discipline that might not be well understood. Therefore, business architecture runs the risk of being positioned as a tactical business analysis function or tied to strategic planning efforts that fail to be incorporated into practice. A balanced approach includes business architecture positioning and scoping; linking business architecture to a strategic planning framework; partnering with other enterprise business teams; imbedding business concepts into the IT development process; and taking a data centric approach can help to avoid these issues. This session will provide recommendations for a balanced approach to implementing business architecture as an effective strategic function and discuss implementation examples.

Andrew Sommers is Business Architect at The Capital Group Companies. Mr. Sommers has over 20 years of experience, leading a variety of business and technology projects in large insurance and investment firms. Over the last three years, he helped build the business architecture practice at The Capital Group and integrate that practice across various corporate functions. Mr. Sommers holds a CFA charter and has earned a BS in Finance, an MBA in Management Information Systems and will complete a JD in May, 2013.

2:30 pm Networking Break
3:00 pm Business Architecture at Zurich Insurance Services
Tim Blaxall, Chief Business Architect, Global Life Division of Zurich Insurance Services
This session will discuss the approach used to establish business architecture within the Global Life division of Zurich Insurance Services, as effort that was incorporated into the implementation of an industrialization-based strategy that covered Europe, Latin America, North America and Asia. The session will share the successes, challenges and lessons learnt regarding how to "interpret" strategy impacts on efforts to define the target operating model, establish business and IT architectures, and move into implementation, which has a strong focus on process management. On the softer side, the session discusses issues with developing business architecture in markets where it is not a recognized discipline and how to maintain sponsorship over a 3-year timeframe.

Tim Blaxall is Chief Business Architect at Global Life, a Division of Zurich Insurance Services. He has over 15 years of experience as a business architect working in financial services, with a focus on Insurance. Mr. Blaxall is a change agent with core strengths include shaping and defining how an organization implements its strategy, focusing on the business operating models, organization design and process management. Previously, he worked for 2 UK based Insurance Companies and spent 5 years as a management consultant with IBM.

3:45 pm Financial Services & Healthcare Practitioners' Panel
Moderator: Mike Rosen, Chief Scientist, WCG, VP, Business Architecture Guild & Practice Director Enterprise Architecture, Cutter
The Financial Industry Practitioners' Panel provides attendees with an opportunity to ask questions and discuss topics in more depth with the morning presenters in an informal panel setting.


  • Tim Blaxall, Chief Business Architect, Global Life Division of Zurich Insurance Services
  • Michael Clark, VP, Lead Business Designer JPMorgan Chase
  • Andy Sommers, Business Architect, The Capital Group
5:00 pm Closing Remarks / Adjourn
6:00 pm Networking at OMG Evening Reception

NOTE: If you register for the Technical Meeting Week, you do not have to pay the additional fee(s) to attend any or all of the special events.  If you register only for special events, the special fees apply.
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Last updated on 11/09/2015

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