IT and business leaders need to come together in order to delight and quickly respond to customers. Red Hat SOA and integration expert Pierre Fricke said businesses need to be more immediate and aware while IT must be more responsive, pervasive and intelligent for that relationship to blossom.
During Fricke's Red Hat Summit 2013 session, "Integrating distributed, cloud and mobile applications into the intelligent integrated enterprise," he described exactly what an intelligent integrated enterprise is and how it can be used to achieve success.
"What is an intelligent integrated enterprise? It's an enterprise that can respond to business events in real-time with high-quality answers, products and services," he said during an interview.
By integrating mobile applications, cloud applications and big data, businesses can get a holistic view of their customers, which, in turn, can result in improved service and sales. To highlight just how an intelligent integrated enterprise can be beneficial, Fricke provided an example of someone purchasing a basketball online.
"Say someone wants to order a basketball quickly. [He or she] looks at a basketball online and the recommendations online aren't very good, therefore the business isn't very good," Fricke said during his presentation. "The company isn't aware of what cross sells well. Why is that? The website isn't integrated with the store and hybrid cloud apps, so they don't know what is near the customer."
The benefits of deploying an intelligent integrated enterprise go beyond product recommendations. Fricke said governance allows a business to see what sales trends are, track inventory and sales figures and so forth. With such data available, an organization can alter business tactics accordingly.
How to build an intelligent integrated enterprise
Fricke broke the process down into three steps:
1. Integrate applications -- Transform message formats and deal with APIs in order to route communication.
2. Integrate data -- Bring data into the equation to learn and understand a customer's history.
3. Connect extended enterprises -- Use messaging technologies for custom apps. For example, real-time recommendations for customers can be based on shopping history and product availability in warehouses and store locations.
Watch the video to hear Fricke discuss more on intelligent integrated enterprises.