At a time when many U.S. airlines are filing for Chapter 11, Jet Blue’s high-flying earnings and market-share growth dramatically illustrate how business process-driven integration can create more adaptable and healthier companies.



During the ebizQ webinar The New Integration Paradigm, part of the Sybase-sponsored ebizQ webinar series Creating New Enterprise Agility, ebizQ Vice President for Strategic Services Beth Gold-Bernstein and Sybase’s Senior Director of Product Strategy Bob Breton detailed how Jet Blue and other enterprises are taking a 30,000-foot view to improve both process management and their bottom lines.

It involves giving business users early input as processes are being automated, then giving them increased visibility of those processes and a firmer hand on the controls once the processes are implemented. “An end-to-end process may include functionality from multiple systems, and that’s why integration essentially is a business process,” Gold-Bernstein noted. “The underlying technologies are less important than understanding, controlling and tracking the enterprise process from a business-management level.”

Business needs are increasingly driving integration and process automation, and Gold-Bernstein detailed how standards-based integration technologies are helping automated processes take off despite a snarl of incompatible proprietary and legacy systems at many companies.

And therein lies the New Integration Paradigm: Gold-Bernstein says it starts with the business view of the problem, and that view is handed off to IT. Changes in one view are then reflected in other views. So the New Integration Paradigm, she explained, is process-driven and standards-based.

Disappearing are the “old days” of point-to-point, hard-wired, difficult-to-change “spaghetti-code.”

Gold-Bernstein stressed how the new, business-driven integration’s benefits “enable the alignment of technology and business and provide consistency between business and technical views” while avoiding miscommunications, non-alignments and bad handoffs that “lead business to stop believing in IT and start looking for solutions elsewhere.”

That, Gold-Bernstein feels, would be a mistake: “Today, IT runs business and provides competitive advantage. So they need to get together to enable the company to succeed.”

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