Future of BizTalk Server

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One tool to operate and monitor your BizTalk Environments

Presented by Ravi Krishnaswamy and Guru Venkataraman. Core members of BizTalk Server product group

*BizTalk360 is not associated with Microsoft. It's lovingly created and marketed by Kovai Limted based in London.

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Ravi Krishnaswamy:

So today we will, the first keynote session we have some of the demos etc. planned as part of the keynote. But then we looked at the content that these guys are putting together and they are putting us to shame, so we figured that let the experts do the demos. BizTalk as you guys know is like a very thriving partner ecosystem, so we are going to the large part differ to the partners for doing all the demos.

So today one thing that Microsoft can only do, I will do it today. Which is like talking about product strategy, the vision that we have for the integration space within Microsoft and how do you look at you know the roadmap forward? First and foremost we want to get here to reiterate the message that we are very committed to the space and we are making huge investments both on the server side, BizTalk server side as well as taking BizTalk forward for the next decade which basically includes you know how to take every business to the cloud including the integration business. And as a part of this is a huge opportunity from an ecosystem standpoint, from a customer standpoint, I will actually talk to bunch of those in the next hour.

Just feel free to stop me any time, if there are any questions we can make this interactive. I think there are a bunch of us who will probably leave after the first hour because we have conference in Stockholm. I will stay back for the Q and A, but feel free ask Q&A. Guru in particular like he has been with BizTalk from the day one and he is on the support side of things for the last decade so he can talk to you more authoritatively than I can in terms of the history of BizTalk and so forth etc. Go to the next slide. This I'm going to skip.

So I'm going to spend like 30 seconds on this one just to bring home the point that this is a decade old mature server portfolio, like we have been every year and every two years we have been constantly moving the needle forward in terms of adding more and more functionality and as you can see the customer growth velocity has been pretty steady. And when we are talking customers here it is kind of Fortune 5000 kind of customers, the big customers and enterprise customers that need a lot of integration need and have a complex heterogeneous system that they need something like BizTalk for the integration side of things. In terms of one of the biggest value propositions for BizTalk has always been the total cost of ownership a lot lower than compared to the competitors out there. And this is again one platform where there is a thriving partner ecosystem and developer ecosystem. I think we were in Amsterdam yesterday and there is a user group and there is a lot of enthusiasm and we keep hearing the same story everywhere wherever we go in Europe there is a lot of thriving ecosystem that customers and ISPs can tap.

So I will spend a bit on what we are delivering in 2013 this year and as I go more and will talk about the strategies of why we are spacing our delivery vehicles this way. The first and foremost we say that we are delivering the next version of BizTalk server six months from Windows 8 and we are on track and I'm happy to reiterate that we put out a feature complete data released in October that is already out there. How many of you have already tried using 2013 already? Okay, you know what I'm talking about. And what is out there for all practical internal purposes is a feature complete release. We are working with a set of customers to go live on those bits, but as of this week we also hit zero bug which is internal engineering milestone where we basically say that we went through all the rigor including the power stress fundamentals and all the release readiness etc. at this point it is like golden bits and we are going to start creating medias etc. So the commitment from here on out is we say that it is like Q2, somewhere in the beginning of Q2 and we are still staying the course on that one. And you can grab Kent or me off-line if you want more details on that.

The next one I will talk a bit about, as you saw in the previous slide we are thinking a lot about cloud like if you talk to any server business in Microsoft they are actually talking and thinking about cloud and how to take this server business and customers to cloud. And that is because there is a transformation happening in the industry right. Another show of hands, how many of you are thinking about cloud or already using cloud? Yes that is the response right, I see a third to 50% of the audience wherever we go are actually actively thinking. We are right along that curve matching our thinking. So as you all know Microsoft has flagship Azure platform, think of it as windows on the cloud. If you look at Windows the thing that it offers from an operating system perspective, it has sound fundamental building blocks where like a server product can come whether it is like a .Net platform or like file system or whatever like the SQL server. Then we can add a robust server portfolio on top of all the building blocks that are already available. And I want to spend like 30 seconds on that front.

One of the strength of Windows when you build a server everything comes from a integrated strategy right, if you go to system Centre or SQL or Windows or BizTalk. Take BizTalk for example, BizTalk draws its strength from all the underlying portfolios of products that it uses it uses .Net heavily, it uses SQL heavily, it uses Windows heavily. So if not for that it definitely it drew for some of our competitors they had to redo all of those concepts. So if I am doing some of that and what happens is that, that is one way to go but I am actually taking a vertical and I am explaining everybody how to manage it and how to manage the underlying entities etc. So from our perspective the total TCO of BizTalk is lower partly because BizTalk heavily persists everything into SQL. So as long as there are SQL admins out there, or they know how to develop SQL or manage SQL, you are able to leverage all that even in the BizTalk vertical.

The reason why I am calling this out as if you talk about Azure platform again you need to have sound cloud platform, define the fundamentals for the cloud because it is fundamentally different, if you go from off-line server with the file system attached to it to out in the nebula like in the cloud what is the cloud operating system. I think a lot of people are trying it, in many ways Microsoft is ahead of the curve in terms of pioneering what our cloud operating systems should look like and this is what Microsoft does best in terms of scalability, reliability. I will definitely touch more on that as I talk through some of BizTalk services and what we are doing on the cloud. There is a disaster recovery geo-replication, all of that heavy lifting is just taken care for you by the platform. Again I will cover that.

The reason I call that out is we're doing two things today in 2013 which are playing to the cloud theme. One is like we acknowledge like hey only if 30% to 50% of the audience our power customer segment is actually looking at doing something cloud, which is fine. I think one of the first things that we are going to do is, you going to take everything that you got and try to use the cloud for managing your IT. Another way to say this is, I don't want to go through the hassle of procuring the hardware, managing hardware etc that is the easy thing for me to outsource. Great I think you can start using cloud for that, you can start using Azure for that. So the middle bullet is all that right, so we are basically making it possible such that you can take BizTalk as it is and their solutions that should have as it is and within six minutes you can go to Azure like we already have standard prebuilt BizTalk images available from the gallery, you can click a button, I am sure there are demos that will show that if not we will tell show that if not we will demo that. It is that easy, within 10 minutes you can have an instance of BizTalk fully configured up and running including SQL server, including visual studio everything put together say like you want to take 2013 for a spin if you want to do some deft test scenario within 10 minutes you can be up and running and that is the early prop of the clock. So that is where we are investing heavily in this release, because we all know that at the very least deft test scenarios you need to be able to leverage BizTalk on Azure persistent VM.

The next one is more of the foundation for, when I talk about of the cloud fundamentals cloud OS etc, we need to think through in similar ways for BizTalk. Like how do I think is true for the next decade and how do I make the platform built from the get go to be cloud ready that is cloud first mentality and tap into all potential cloud offers and that is where I think we need to imagine BizTalk for the next decade. And we are doing that, I think we will go into more and more details there over the next half hour or so. And this is again that we are going to release the version 1 of that release in the first half of this year and again we are on track for that. So all of what you see today, all of what you talk about today they are all working bits they are not like you know some theory etc. everything that you see today are working and we are marching towards getting them out to you in the first half of 2013.

So I'll spend a little bit of what sort of investment again I will keep it at a high level I think they will be demos partners deep dives etc. where we can go more into detail or off-line if you have questions in the Q and A sessions we can take and spend more time on specific items that you may be interested in.

So if you look at 2013 there are two broad themes of investments that he have done. One is just going back to the platform and the server that you all know and love. How do I actually take the next step forward, the curve that you saw, how do I actually improve the portfolio functionality such that it is the next major release, so that is one broad investment. The fourth and fifth bucket is one category, I think I talked about some of that. Every one of you is thinking about cloud and you're not going to move back to one shot so here at Microsoft and BizTalk in particular we are heavily thinking about how to build a hybrid ecosystem such that you have part of your solution and most of your solution on the server side or on the premises side but you want to tap into the cloud potential if and when appropriate. And so 2013 is laying foundation for a lot of building blocks there, in terms of being able to connect to the cloud and tap into the cloud potential. We will definitely go into more of those details there when I go to those buckets.

The first one which is like making BizTalk modern for all the latest platforms and schemas and LOB partner ecosystem etc. hey this is a no- brainer in many ways. Whenever I show this many people of course, of course I want DOD support VS22, of course Windows 8 server, of course Oracle whatever the latest release of Oracle pardon my ignorance there. And the same all the industry schemas right, whether they are H1 server schema or swift etc. but the work that needs to happen behind the scene for us from a engineering system standpoint is phenomenal right but it is completely transparent and completely hidden and it is the way it should be.

So one of our commitments is that, as we release new release of server we want you to tap into the productivity and the improvements the ecosystem has made and the ecosystem that BizTalk supports. So I think we are very committed to that as and when you see the next release of BizTalk and the next investment of this talk, this one something is always will stay behind this one will never scale back kind of a thing. Like take for example the swift, in many of the ways we are even ahead of some of the drafts, like as the drafts are coming up we are catching up. There are feedbacks saying, like, slow down a bit and so we are that eager to catch up with the industry schemas and unlocking more and more scenarios for our customers.

And then the next bucket we thought of simplifying management experience and this is not all there is but there is plenty that went into this pivot but I will call out a few and again we can go as deep as you want in off-line sessions and definitely Guru is a great resource here if you want to have a Q and A with him. So I will call out a couple right, we have greatly improved the dependency tracking facility within the BizTalk admin console. Part of what I mean is until now it is kind of a no-brainer once you have it, but until now the hard thing with managing BizTalk dependencies is that some developer five years ago or ten years ago put in a solution and once the solution is in all there is to track all the dependency we want to delete the schema, we want to decommission orchestration etc, all you have available to you is documentation. So you go try to delete it and it fails or it has dependencies and you don't know what the other dependencies are? Before you track down and delete the root artefact that you are interested in deleting.

So we thought about, there are multiple big customers when you're having a not very complex ecosystem it is okay to go by documentation. But MS IT with in Microsoft using BizTalk for all our partner B2B transactions and you can imagine the amount of complex arcs going everywhere in terms of dependencies. So what we have done in this release is we have actually introduced an OM API in terms of querying dependencies what you are using and what is using you kind of thing. And we also have built into the basic tracking viewer kind of into our admin console. And this is again you know our promises that, we have unlocked the potential and the partner can build more fancy tracking UI etc, but by no means basic admin console also gets the job done. That is one thing right. Then I will talk about another thing. How many of you are using or have heard about ISP toolkit? Quite a bit. How many of you thought that it was a great experience setting it up and configuring it? Wow awesome, so I like you. But I don't want to take any credit for, I do want to do a better job there right as a team we could have done a better job has Microsoft. So if you look at ESB ESB as add a layer on top of BizTalk, it is fairly powerful and it acts you know be it X option handling be it the dynamic routing etc all the unique things that it tries to simplify on top of BizTalk is actually a very good value add. But when you go back and look at why people are not using, why there is not more adoption, why not all of our customers are using it in one form or the other, it always comes down to well you need to be a rocket scientist to get the darn thing configured and setup and debugged etc.

So we double-clicked it even further and it basically comes down to it you know what you have this ugly sounding 17th step and 18th steps only two guys in my shop can do it and I don't want to do it. So what we did in this release is again within the simplified pivot, simplified configuration experience pivot we actually made this has a first-class out-of-the-box support, out-of-the-box experience within the BizTalk umbrella, rather than as a toolkit on the top. By that I mean like you know when you go install BizTalk you will see that there is a check box option you check it and then you come some of the config driven experience and boom it is set up and we are fully behind supporting it and evolving it etc. in the future.

And I won't go into every single thing, you have done a tons of improvements on the connector side, transport side as well as IBM connectivity etc. Performance is one pivot where we spend a lot of time lot of energy especially some of the, how many healthcare vertical people are here? So definitely a lot of benefits here that are going to be more obvious for the healthcare customers that are pushing the envelope like the MMLP adapter, dynamic sent ports etc. Some of the performance improvements here are multifold and again it goes back to we are actually tapping into some of the newer improvements that our partners have made in Microsoft like SQL, .Net etc. If you look at XXL compiled transform every single one of you just adapting 2013 will see a performance boost.

There is a 20% performance boost for every map because we went from a interpreted engine to compile engine. We have done a lot of work behind the scenes to make sure it is hundred percent compatible and so you have the compatibility guarantee and you have an option to go back to interpreter engine for whatever reason if you choose to. But these are the sort of things that we take very seriously and we bake it internally. So those two come from our HIS team and they have done quite a bit of improvement even in the beta release that we put out. And this is again one part of the product that we are receiving feedback from the IBM community that "Hey we want to see some more scenarios light up" and we are working towards like how to on-board more without actually you know figure out the BizTalk release date etc.

Great, next I will talk a little bit about cloud right. And again the corner stone in our strategy and again feedback from you is that we are concentrating heavily on hybrid applications like you have most of your IP and most of your existing investment on the server side but there are places where you are struggling today. Like in terms of say, there is a lot of incoming you're struggling in terms of keeping up with all the load. You'd wish that there is an automatic like you're putting MSMQ or something but you know in terms of scalability and reliability and all that you wish that there is a better way to do this. That could be one aspect of it. You know there are WCF bindings and WCF assets that you want to expose to the external world outside of your firewall. Today the options are bad and really bad. You have to either host it yourself in a proxy or you need to punch through your firewall, manage that. I am pretty sure that all of you can tell a story of the interaction between developer and IT, whenever you to go and say that I need to punch through a firewall and that conversation doesn't really go very well. And we can all understand that.

So I think some of the ways that we are moving the needle in this pivot is, we looked into all the difficulty that people are having today. BizTalk is a great product and it offers a lot of potential but when it comes to opening the portal to the cloud or connecting with salesforce.com any SAS provider kind of a thing, I think it is all doable on top of 2010 but it is very difficult. It is very difficult to manage and it doesn't go back to the promise of BizTalk. In BizTalk we want the experience to be config driven, easy to develop, time to market is higher, and maintenance cost is lower kind of thing.

So we have made this bucket is a very big bucket for us to write because we don't want to like say we're looking to see where and all we can go and tell our complimentary story with regards to cloud adaption and this is one place where if you want to store and forward there is a lot of incoming coming from multiple front offices or systems etc. you want to basically manage that always on highly reliable scalable infrastructure, cloud fits that pivot perfectly. If you take back what we got the service bus, entity stalk topics and queues etc. it is built to be high performance and always available highly scalable kind of infrastructure. And why wouldn't you actually tap into that as opposed to building something like that on premise and trying to scale up and down, let alone incur the cost of hardware capacity planning and that type of thing? So this is one area where I am pretty sure that they are going to be demos today that actually plays to this theme.

Then I will touch a little bit on rest support ECS which is a security aspect of it. Actually let me talk to the security side. So another great thing is that, you can basically say "Hey okay great. I have actually punctured through my firewall and I have exposed some entity on the cloud, but then how do I manage it from a security standpoint all under one umbrella? How do I access control such that the access is federated, but I still want single sign-on?"

If you look at what Microsoft has built, this is exactly what Azure's value prop is, Azure is saying that you can have any consumer related federated security sign-on mechanism, which all works: But as an enterprise if you want to say that you want a single sign-on I want to get it federated through my active directory. Within my umbrella I want server and Azure to be completely seamless. Azure actually has all that infrastructure built in. We are kind of leveraging that in BizTalk, so some of the things that when we natively support, it is much easier for you to have a SSO kind of thing and access control kind of thing out of the gate, and if you want more details we can go into that.

So one of the things that we're doing is that you don't have to redirect or do anything differently to any of the existing technologies that you already have. Take, for example, we want to expose orchestration, I think you don't need to do any modifications there. Some of the improvements that we have done here in terms of service bus connectivity and tapping into relay etc. this is completely config driven experience. Where you are, think of it as an adaptor hosted by BizTalk to open the port on your behalf, and on your behalf we open the port or component host it in the cloud again using our infrastructure, right?

So in that perspective you're not actually exposing any other security threat or any other complexity; exposing like saying, for your component that you have built five years ago, it is completely transparent whether the message is coming from yet another internal LOB or yet another internal transport or it is coming from outside your firewall.

So we want to make that irrelevant from that perspective like that is the premise or principle that we're going for here. And you can train at your own pace right, we're not going to overwhelm you. But that is the value prop here. I mean you are storing it in the cloud and you are processing it at your own velocity.

Guru: Let's put an example around that, let us say that you are exposing your SAP package to one or two systems and you backed one of the enterprise you don't want to expose it out right away, but you want to definitely leverage that functionality that SAP RAC provides. So the way that you expose it today is definitely possible with BizTalk to do it today. You put a HCF interface for it and expose it. What is the value add that we are having now on top of that, so we're not going to reinvent that wheel. So that means the connectivity to your SAP is coming from BizTalk server through this HCF interface. That means all of the message malformation or authentication and request response is handled at that layer between BizTalk and SAP. But what is lacking today is you will have to expose your BizTalk infrastructure either through HTTP interface or HCF interface and manage that web layer that your external customers or partners can hit.

That is the part that service business paying for, that means you have a relaying point on service bus which obviously could do with a [inaudible 25:31] connector in 2010. So that is integrated with 2013 where you are connecting where you're providing a relay service on service bus which is directing the call back to your own from the server. So as you said for a denial of service I get some thousand requests suddenly, how can I handle it? How do you handle it today?

Today you're handling it on WCF, on your web server, right?  So you reduce the number of ports or you reduce the number of threads available. You do the mitigation on the server side you can continue to do that on service bus relay. Right you can continue to do that on a asynchronous layer or synchronous relay and say that "Okay, I'm going to store that incoming request and flicker it down as my resources are available in the back end." So it is nothing different from what you have already been doing. So all you really you have to manage the web server side on your own now you are dedicating it to service bus in form of the relay.

Ravi: And as he alluded to I think some of the malicious DOS attack not the genuine workload coming in will actually be load balanced away by throttle Azure load balancer. And it's is a very fancy logic from Microsoft research right? So this is kind of the value property that you are subscribing to. We are actually leveraging Azure all the scalable entity and you get that part of free. In terms of validation of small form messages etc. again it comes back to whatever you have we cannot do any more on top that. Except that we can protect you for DOS we are actually taking a lot of the hosting and management experience very seamless, and security site as well.

You don't have to worry about, the relay takes care of, you are not puncturing through firewall you don't have any messy thing like that to worry with. You don't have to have a nasty conversation with your IT department kind of a thing. Al, I will take this off-line with you more, I see that you still have some doubts. I will come to you. Before I go today I'll see what I can do to make you convinced.

Yet another thing that I will spend a little bit time on and I am pretty sure that they will be demos today is around our RS support. Every single SAS provider out there, they already have rest APIs like AWS, Azure, Salesforce or whatever, Google. Everybody has their cloud entity exposed through meta data and exposed through RS APIs so you can get post etc. And this again is something that we are natively supporting within 2013. Of course it was possible on 2010 with some third party or custom code kind of thing, but it is a first-class cloud enabled support in 2013.

This opens up and unlocks huge amount of potential in terms of being able to inter-op again in a config driven way very quickly and now you're actually connecting to Salesforce for example Salesforce to SAP. Now it works out of the box. You can subscribe to Salesforce notification via Relay which is that one that we just touched on and once you get the notification you can actually pull more and get more backing information and lead information etc. from Salesforce and actually process it in your SAP and go back and forth. So it is a fairly sophisticated, powerful ecosystem that is getting unlocked here.

It will also expose your artifacts etc. So this primary Pivot here, the pink or whatever the color that is I am color blind I guess, that pivot is all about taking what you got and finding the way to expose that in the cloud. That is the primary focus of that. So here the promise is that either you are using cloud for some of the scalability aspect put a cloud front such that a lot of scenario that we covered here, we believe that we have moved the needle quite a bit forward and of course I'm not going to pretend there are probably things that we could do better there and will continue to do there.

Another thing that we moved the needle forward on is you're not actually exposing and taking on more security risk and in fact offloading that to us. It is much better because we can actually do that well in a centralized platform way. And we will build on this more and more, that is the kind of the principle that we are going for that bucket.

Next bucket I already talked about, running in the cloud. Everything you got already but you want to like hosted in the cloud.

A) Because you want to cut down on your pre-provisioning costs, capacity planning costs etc. It could be just that. That in itself is a big enough value prop for you to go out and run in the cloud.

The scenarios that we are already seeing customers in our TAB program start using is, there is like multiple people, how many of you are already hosting BizTalk for your customers?

There you go. So a lot of those, I'm sure it is not like a very happy IT situation for you right, it is like doing all the heavy lifting always, disaster recovery all of that thing, right?  It is not a trivial thing to do for any IT department.

And Microsoft is basically putting itself in the critical box and saying "Hey we want to be the world's IT department". And guess what? I think we could do a lot more things better now especially because the onus is on us. If I don't do a good job in building the software in the first place now, it is not something like saying, "Okay it is your problem, it is not my problem. If you have any problem give my support a call." No. Its like, “I am hosting the shit," sorry pardon my language, "now it is my team like both these pivot right it's we are the ops." So if am not doing a better job of building a scalable robust system, I can't call somebody. You're calling me. Either I can develop new code or I can actually support. Guess what? I am motivated to do it in a way that it reduces my support cost.

So overall this is actually the right principle again. I think we want to build better software at the end of the day and better platform at the end of the day. So that could be one pivot right.

The other thing that we are actually hearing is people want to use cloud burst. "Hey I'm actually getting peak load everywhere there's like 20% but then one hour a day it is like 90% and I don't want the provision at that level right cause then I am wasting my resources 23 hours of the day."

So this is again one place where we believe people will seamlessly tap into cloud. So I want to have a burst where I'm actually doing one hour of heavy spending and heavy provisioning and after that tear it down. So that could be one area where cloud perfectly fits in. The other scenario that we are trying is or we are hearing people try is, "Hey I want to have DR in the cloud, and I want to have active-active or active-passive or whatever. I want to have DR in the cloud so when one of my on premise goes down I have some backup without actually having a downtime."

So these are all things like right now the way that we are looking at is that the images both single node topology and multi-node topology we have both available out of the box. We are looking at primarily encouraging to do dev test kind of scenario right and try to figure out the limitations etc. and give us the feedback. We are 100% behind it in terms of making it more scalable and more robust for all sort of production scenarios.

I will come to the monetary aspect of - go back to that I want to spend one more minute on it. I will get to the monetary aspect little bit, of the infrastructure as service BizTalk running BizTalk as it is on the cloud right.

Before that I want to touch on one very powerful aspect of what Azure offers which BizTalk takes advantage of, which is any infrastructure that you're setting up in the cloud, we have Azure, there is a technology called "Azure Connect". How many of you are familiar with it? VPN right, so it is basically an age old VPN tunnel and we have kind of generically built it in a way that you go set up a VPN tunnel and after that it is linked to your subscription, we open the tunnel, we manage the security etc. Such that any VMs that you provision in the cloud for your IT and for your on frame it looks very seamless. For you, it is like, "Hey yet another machine available in my domain." it is a domain joined machine and so it is a domain joined BizTalk right.

I think it is like BizTalk also plays into that we have lot of work hard on that topology. So now it is not something in the cloud, it is actually virtually linked to your network. So that is a powerful thing that I just want to spend a minute on.

I will move on to the pay side of things right. Now we're supporting two kind of models here. One, you don't have to buy the entire license you want to pay per use. Like you're only using it for one day once a week, you just pay for that. That in itself is a big enough value prop for people to start considering running in the cloud.

The second thing that I would say is, another thing that we are hearing is: "I have slack capacity, I bought two licenses and I am only using one for most part. I have slack capacity and I want to apply that to the cloud." Guess what, we are supporting license mobility and you can talk to Ken Brown who is our product manager, as well as in terms of some of the intricacies of that. But again you know our promise is that we are actually supporting it both ways.

If you don't want to have upfront commitment and if you want to pay per use, there will be some premium over the amortized hourly cost but then that is reasonable, but then you are only paying that. Or you are basically saying that "I am going to use it all the time, I do want to have license but there are slacks that I want to apply elsewhere in a scalable way". Again you get to do that.

I think there are topologies that we talked about, either we can have active-active or active-passive kind of thing, we can play with all of that and we are not restricting anything. From our perspective you can either have two BizTalk instances available natively within your firewall. Or you put one on the cloud and scale it up and down as per your need and only pay for the use of it but it is there when you need it.

In terms of latency region etc. Azure has multiple data centers all over the geographical locations. So if you want to have one in Europe, in London that is Central Europe, over a period of time you will have more and more data centers that are physically located in different places. Right now there are a few in North America there are a few in Europe and we are actually trying to open one in China.

So I think it is getting a lot more robust, and we are also supporting, another fancy thing that people don't get is we support JOR applications, you can basically say, "I want the DR to be not even in this datacenter it needs to be in a different datacenter just in case, where you are warehousing if that hits the earthquake or something I am protected."

I will spend 30 seconds on this slide, we already covered a lot of the pivots. If you look at Azure Microsoft is building the cloud platform all up. And even to segue to the conversation that we've been having, the Microsoft value promise is that "I'm going to make it as seamless between the server and cloud as possible in the future." We are already there in some aspects like the single sign-on we talked about etc. But we only get more robust as we go, the more feedback that we are hearing from enterprises in terms of management experience etc. we would actually keep going in this direction, where we are actually providing all the value proposition of the cloud but at the same time you don't have to compromise. No compromise from an on-premise server experience and robustness that you are used to in terms of control etc.

So there are several building blocks that we are putting in place which are like a rebuilt from cloud first mentality and BizTalk squarely fits into that place. BizTalk is also re-imagining what the next decade is for BizTalk and we are basically saying "Hey we are going to build a platform for the next 10 years and we are going to seamlessly tell a story between server and service."

Our vision is that it is one BizTalk which will span across, one I go to the next slide I will talk about you know what is our uber-vision but hang on to the thought for one second. But here even without anything, you can already see that "Hey, I do need something like BizTalk here because you're starting to have all disparate systems even within the Azure portfolio, let alone a different service provider out there, like other SAS providers, Salesforce and other your CRM online etc." But even with in Azure you can start imagining that I need to start telling a story. So even if I don't talk about server two services premise parity, I still need something to integrate all my services. So even there BizTalk ideally fits in to the picture. So we are looking at both, we're looking at on-premise to SAS be it our SAS to third-party SAS or third-party to third-party SAS completely. We are covering you on both fronts.

 

Sorry I am not spending a lot of time on Azure basics but I do want to spend enough time on this one. So again if you look at PAS service platform as service that we are building for BizTalk, hybrid solution also ranks very highly here. If you think about it the last 20 minutes, how you can take what you have built in server and expose or use cloud at will for complimentary scenario. That is one side of the equation.

Here what we are saying is that, hey you having a new project you are having a green field solution where, after you do the research you're saying that you are ready to do this type of workload on the cloud. But by the way I don't want it you know to take any hit on the LOV applications that I have already built, I don't want to reinvent them, I don't want to move them to the cloud etc.

So it is the other side of the equation. So now you're doing the bulk of the new development but I want to have a connectivity going back to my server. So if you understand the bias, one was predominantly I have everything invested in the server side and it is going to continue to remain that way and even the new scenarios only fits into the server model because I want to have a tight control over it, be it data security or whatever or compliance or what not. And then I'd you want to connect to the cloud.

Here you are saying that hey I'm ready to subscribe to the cloud for this work load but I still need for example for my approval orchestration etc. I can only host within my firewall. I don't want to have that IP on the cloud, so then we've got it covered there as well. I'm not going to go any more detail there.

Another premise as we are re-imagining BizTalk for the next decade, one thing that is coming very loud and clear, already BizTalk in many ways compared to our competitors is a lot more config driven experience, result of an experience, [sounds like 41:05]. But we are hearing like "Hey if you look at Azure, like things are even easier now."

Things are under one umbrella in Azure, all those disparate entities are managed through Azure portal and Azure portal has a PowerShell or HTIPI [sounds like 41:18] backend so you can put like in a PowerShell and ASCOM integration etc. into systems server or systems Center etc., but we want to elevate our game to say that development is a lot easier and management is a lot easier in the new stack in the new platform for the next decade, and you seeing us inventing a lot of that on the cloud side of the thing first. And over a period of time we will bring the platform and make it seamless between server and services.

With that theme I don't have time to talk about the details here, we're doing more out of the box support. We are introducing a concept called "Bridge" which basically ties the lifetime of the source and destination to a pipeline and again we feel like that is a much better easier to manage entity as a whole. And there, they are supporting a lot of out-of-the-box patterns right be it sweater pattern [sounds like 42:10] and at the same time we will have a lot of extensibility built into it.

Yet another thing that I will cover here is, one of the things that we are concentrating on the services side for the first turn of the crank is we are concentrating two segments. One, we want to go after enterprise scenarios where you already have a highly D-Shop, you already have development shop and you want to actually do your next Greenfield project on the cloud.

The second pivot is that I'm going to, you are an ISV you are hosting other tenants already and managing with that complexity and for you it is a no-brainer if you're starting a new project it is a no-brainer investment to consider cloud first. And so with software, we are actually catering to these two audiences. One other things that we are actually optimizing for is the EDI vertical, from B2B perspective we are going after trading partners, management portal etc. that hopefully you will see more demos today where you know the experience is completely conflict driven. We go from taking weeks to setup partners and agreements etc. even on top of BizTalk server. How many of you are doing the B2B business? So then you can probably comprehend what I'm trying to say, here it goes from days to weeks to in order of minutes and you actually have the partnership established and up and running.

So I will spend a little bit on the manage services front.  Few of the value props that we want to bring to the table on the platform and service perspective is, we talked about all the cloud promises right easy provisioning, elasticity, easy to manage, extensible, rich all of that, right?

I am not going to talk to any of that, I'm going to talk to only one. One of the things that we are doing very unique even to Azure is that this BizTalk service in particular we're starting from the enterprise first mentality, by that I mean it's not a multi-tenant service it is not a multi- tenant environment right. It's actually that when you come I am actually tailor making the environment for you, and you are completely isolated from a competitor perspective and you're not competing for the resource and your data is kept isolated in that environment at the cloud services level.

So from a robustness perspective and a security perspective it is a lot better, but leaving that alone you're not competing with another tenant. The reason actually why we are building it this way is, integration is one business where no matter how much out-of-the-box support I have you're going to want to have the custom code at the end of the day just to tailor make for your integration experience.

And when I'm supporting custom code how can I have multi-tenant environment without actually compromising on security. So a lot of the things that we're doing that are unique even for Azure is we're saying that "hey when you come on board you create a BizTalk thing, I am going to dedicate a set of resources for you. They are ring fenced assigned to only you. So you get to control, you get to provision you get to do whatever you want. You can go to town and write all sort of code there and you not going to compromise the tenant next to you and vice-versa. It's more or less your private little cloud."

I will skimp on extensibility in the interest of time. So basically here what we are saying is that which talks to the customizable aspect that I talked about every aspect of what we are building we are going to open it up such that they are extensible a partner ecosystem can be built around and our vision in the future is there. And we're not perfect today and we know that we need to open up one or two things that are high enough priority. Like opening up SAS connectivity adapter space, such that we provide the majority of the need and the long 20% tail need that can be filled from a partner ecosystem perspective.

Our vision here that alone I will spend a minute on, is eventually to have a thriving market in Azure. Lot of the things that as a partner or as a customer you are struggling to have the discoverability established today. Your reach is only limited by who you are able to talk to. So here the promise and the vision that we have in this space is, you would actually have just like your app ecosystem in your iPhone or iPad or a Windows phone and now Surface, it will be that seamless right. You should be able to subscribe to that and we will manage all the life cycle of it. You don't need to worry about, "hey am actually getting this adapter and I'm hosting it and I don't understand the life cycle, and I don't understand how to manage it etc." It should be fix and free, it will be like you now, where we aspire to get is it will be a well-integrated monetization opportunity for partners and customers as well as us.

The cloud scale ESB, one other thing that we talked about again, our vision is that at the end of the day from the breadth perspective we want to develop BizTalk in to one ESB that is pan server and service. Everything comes under that umbrella be it management experience, development experience. So you have an itinerary that goes from server to service to server and what not, and we seamlessly integrate all of that.

And then another thing is that right now the V1 of the service that we are going to be exposing doesn't have double support built in, like from a long-running orchestration standpoint this is one of the things high in our priority list. And this is, again, one of the way that we going to bring in Workflow under BizTalk umbrella like from an XLang perspective. And XLang is great, and XLang has capabilities that are not there in Dubff today and it will continue to be that way. But Workflow is the orchestration engine that Microsoft as a platform is moving on to. And we're going to actually bring that under BizTalk portfolio.

Key Takeaways from this Presentation

Microsoft is investing significantly in BizTalk

Big opportunity with BizTalk and the Cloud

Signification opportunities for BizTalk Partners

There were series of BizTalk events in the last few months all ramping towards the launch of BizTalk Server 2013. This is the keynote presentation given by Ravi Krishnaswamy and Guru Venkataraman at BizTalk Summit 2013, London event beginning this year. There were lot of speculations about the future of BizTalk server and what's the roadmap for the product. In this presentation both Ravi and Guru addresses some of the key concerns. In this presentation they touched various areas of BizTalk Server 2013, Azure BizTalk Services and BizTalk Azure IaaS (VM) offering. It's a must watch video for people in the BizTalk Server area.

Keynote Video - BizTalk Summit 2013, London

Complete Video Transcript:

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