Enterprise Architecture & SOA

SOA in Support of Business: S.E.M. Sistema Editoriale Multimediale (Multimedia Editorial System)

 

Scenario

IThe Seat Pagine Gialle Group is the European leader and one of the main operators worldwide in the multimedia telephone publishing and Internet services sector with a "telephone-internet-card" offer in the directory industry and also complementary tools such as one-to-one marketing. S.E.M. (Sistema Editoriale Multimediale) manages the production of all advertising objects of SEAT PAGINE GIALLE.

The approach of service-oriented architectures that enable the deployment of flexible and fast solutions and the use of basic services as “business process components”, was the key foundation in developing Seat PagineGialle Sistema Editoriale Multimediale: all the “core” services of the S.E.M. system are composed of WebServices (deployed on the Oracle Ias 10g platform) that are orchestrated, together with the other WebServices available in the company, by a Business Process Management engine (Oracle BPEL Process Manager), that also has the task of managing workflows typical of Editorial objects processing.

Solution

The main aim of the project developed by Technology Reply was to replace the previous Editorial Sistems of Seat Pagine Gialle, used to produce advertising on paper-based media, onLine and onVoice, with a new integrated editorial system that would maximize efficiency by sharing and fully reusing editorial contents and that would be capable of guaranteeing further developments in terms of  effective support for new business scenarios.


The solution designed by Technology Reply is  S.E.M. (Sistema Editoriale Multimediale), a SOA system that becomes one of the main assets on which SEAT intends building its future growth.
SEM allows the whole life-cycle of editorial data to be managed on a single platform, from the content acquired by the sales force, to the advertising object circulated on different media in different formats; in fact, the new editorial system can circulate advertising objects to the print chain, web and voice media and towards other media (e.g. CdRom) and contents syndication (e.g. Europages).

The Benefits

The system developed by Technology Reply combines the advantages of an integrated editorial platform:
- Maximization of the efficiency in the processing departments
- Minimization of the reworking in different production areas
- Increase of the data quality (re-use of contents)

with the successful aspects of a SOA architecture:
- Definition of a library of reusable SOA architecture
- Flexibility in taking into account and implementing business needs through coordination and orchestration of available basic services


Reply Value
The new system incorporates several absolute innovations in the Directories scenario: it enables basic editorial and advertising content to be handled in paperless, uniform way, favouring the re-use of content both during the acquisition of data from customers and at the editorial production stage. It facilitates the design of new products, optimising their time-to-market by cutting down on complexity. The system also enables production control with a single planning and control dashboard that can monitor each stage of the production process. SEM represents one of the cornerstones of converting Seat information system into a complete “real time enterprise” model.

GianPiero Pepino.
Chief Information Officer of the Seat Pagine Gialle Group

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