Document Title: BizTalk Integration Services IBM WebSphere Battle Card

Primary Audience: Microsoft Field Optimized Desktop Specialists, Solution Specialists, Account Technology Specialists, Technology Solutions Professionals (internal only)
Overview: This battlecard provides summary information and guidance on how to compete with competitors in the Integration Services space: It is intended to provide an overview
for helping the field successfully engage, position, and compete. Use this battlecard and the supporting material and resources it cites for accelerated orientation and sales efforts.
This card is not a comprehensive primer or sales guidance document for the capability, workload, and products that it features.

Pre
scriptive Selling
Guidance Battlecard
EXECUTIVE SUMMARY

With the rise of Software as a Service (SaaS), computing needs have

changed dramatically, resulting in a surge for integrating SaaS and
legacy system data. The market for integration services is expected to
achieve 9.31 percent growth and reach $15B by 2016. Process
Automation is the fastest growing category, with an expected growth to
$5B by 2016. The use of integration services allows companies to
leverage Services Oriented Architecture (SOA) as a tool for cloud-based
computing and as a solution for integrating data different systems so
that duplicate data management is eliminated, and the process of
handling data is scalable and more efficient. Examples of systems
needing integration include: legacy systems to new systems (i.e. one
company buys two others and needs to aggregate all the data);
connecting smartphone apps to on-premise hardware (nb: smartphone
app integration is an area of enormous growth Gartner predicts
smartphones will overtake PCs in being the most popular device to
access Web, in 2013, and that 80 percent of mobile phones sold in
mature markets will be smartphones); and transaction processing
(whether a purchase via a smartphone or a incorporating data from a
sales tool such as Salesforce).

WebSphere product will best meets their needs, as is there is

overlap between some of the WebSphere offerings.

Expensive. The basic WebSphere product has limited options

initially and requires the purchasing of costly add-ons in order to
meet all a customers business needs. IBM has a demonstrated
history of charging exorbitant prices for their products.

Outdated technology. WebSphere is built on Java and is

incompatible for customers with systems built on a foundation of
XML.

How IBM WebSphere Wins

Track record. WebSphere is a very mature product with a

proven track record. Companies know and trust the IBM name and
brand.

Customers with legacy systems and technology.

Companies that utilize Java, ESQL, or XSL as their dominant
technology are more likely to go with IBM.

Perceived simplicity. Customers who are intimidated by the

wealth of options offered out of the box by BizTalk may feel safer
by purchasing only what they need right now.

Sending there best person

Preformance number seem fasts out of the box

IBM WebSphere Strengths

ESB. The ESB offering of WebSphere is rich and provides more

comprehensive options than that of BizTalk. Each of the WebSphere
ESB offerings are designed to meet differing needs for customers.
Built on Java, WebSphere ESB has strong integration with Web
services-based connectivity and service-oriented integration.

Roadmap. IBM knows where theyre going with WebSphere and

they are willing to share this information. They are actively working
to position their product as the Number 1 leader and they actively
promote their wins and projected future wins.

Powerful platform. WebSphere is not based on an application

server, which means it has greater flexibility. Over the past 10-15
years, IBM has carefully honed and optimized this product. For
customers looking for extreme throughput potential, WebSphere is
the clear winner.

Comprehensive tools. IBM works aggressively and

ambitiously to provide a comprehensive and useful development
and user experience. Their tools are easy-to-use out-of-the-box and
customers can customize their code using .NET or C# (and possibly
more languages).

WebSphere was developed in 1992 (under the name MQSeries) and is a

brand built on more than 200 interrelated IBM products. IBM positions
themself as a single provider of several business solutions and they have
a solid reputation and history of being the gold standard for mission
critical infrastructure solutions. Among its customers, IBM counts major
corporations such as Nokia, IKEA, Sears, and Volkswagen. Forrester
research names IBM WebSphere as one of the top ESB providers. The
last major release and upgrade of the WebSphere suite of products was
in June, 2012.

WEBSPHERE OVERVIEW
IBM WebSphere Product Summary

WebSphere Cast Iron Live. A multi-tenant, Cloud platform

that provides API and integration services.
WebSphere Cast Iron Express. Cloud-only solution that
allows integration of SaaS data to other data sources.
WebSphere Cast Iron Hypervisor Edition. A virtual
appliance that is installed on on-premise servers and which
uses virtualization technology. Provides a solution for
integrating Cloud and on-premise server data.
WebSphere DataPower Cast Iron Appliance XH40. An onpremise solution that integrates Cloud and existing on-premise
applications and data.

IBM WebSphere Weaknesses

WebSphere: WebSphere provides a comprehensive ESB

product, with options that allow customers to select a solution based
on their particular needs. The WebSphere options include: a standalone or combination of Cloud, on-premise, and hybrid integration
solutions. This is a rich product and utilizes WebSphere MQ for
messaging, and supports customization for computer systems using
languages such as Java, ESQL, and XSL.

For internal Microsoft use only. Microsoft makes no warranties, express or implied

IBM WebSphere does not offer a public Cloud solution.

They partner with Amazon.com, resulting in a private Cloud offering.
This offering is an appliance.

Too many options. While taking the approach of only buy

what you need may seem appealing, the offerings become
confusing. For example, each WebSphere product offers ESB. This
can be a drawback when a customer is trying to ascertain which

MICROSOFT OVERVIEW
Product Summary

BizTalk Server 2013 On-premise solution(s).

Enterprise -

Complete EAI, B2B, and Business Process Management

functionality
Includes all vertical industry accelerators (RosettaNet,
HIPAA, HL7, and SWIFT)
Includes BizTalk Adapter Pack. Includes all current and
new application and technology adapters
Includes BizTalk RFID Server and Mobile capabilities with
support for unlimited devices
Supports High availability/Failover for multiple RFID
Servers
Includes Host Integration Server
Unlimited "applications" allowed
Scale out/failover multiple message boxes

Limited to 8 Cores,
single server
Five "applications"
allowed
Single server
solution/single
message box, no
High Availability

Branch -

the specific business needs

of each customer, whether
for a small business or
enterprise-level customer.

Standard - Includes all

functionality in Enterprise
except:

Specialty version of
BizTalk Server
designed for hub and
spoke deployment
scenarios, including
RFID

Developer -

For MSDN
subscription holders
looking to test and
develop on the
platform

BizTalk Services. Cloud

based solution. Windows
Azure BizTalk Services is a
simple, powerful, and
extensible cloud-based
integration service that
provides Business-toBusiness (B2B) and
Enterprise Application
Integration (EAI) capabilities
for delivering cloud and
hybrid integration solutions.
As an "integration platform
as a service", BizTalk
Services delivers robust,
scalable integration
capabilities all managed by
Microsoft, saving you the
need to install, configure,
and maintain the
infrastructure
Each of these products can
be used on their own, or in
combination with another
product. For example,
BizTalks IaaS solution can be
used in tandem with BizTalk
Server. The strength in
BizTalk is providing
integration solutions that
offer the utmost flexibility
and customization, to meet

Technical-Value Strengths

Business-Value Strengths

Trusted by industry
leaders. BizTalk is the most
trusted ESB engine, with12,000
customers and 81 percent of the
Fortune Global 100 leveraging
the BizTalk platform for solutions
such as payment processing,
supply chain management, B2B
interactions, real-time decision
making, support, and reporting.

BizTalk is a comprehensive
product out-of-the-box, from onpremise servers to cloud-only
data management. The BizTalk
range of services is inclusive and
adaptable.

Affordable. It is not
necessary to purchase costly
add-ons. And with flat-rate
pricing by core, customers do not
accrue enormous bills based on
data usage. Pricing is flexible and
highly competitive.

Experience. Although Cloud

computing has only become a
hot topic in the last few years,
Microsoft has been running some
of the largest, most reliable,
Cloud services in the world for
more than 15 years.

Deep investments and

global infrastructure. Microsoft
is completely committed to the
Cloud, spending $2.3 billion in
building out the data center
infrastructure to support Cloud
services at a global level.

Secure and compliant.

Supports the highest level of
compliance with leading industry
certification organizations and
regulations, including Health
Level Seven (HL7), Society for
Worldwide Interbank Financial
Telecommunication (SWIFT), US
Sarbanes-Oxley Act (SOX), and
US Health Insurance Portability
and Accountability Act (HIPAA).

Microsoft BizTalk offerings

are:

Easy.

Open and flexible.

Enterprise ready.

For internal Microsoft use only.

Microsoft makes no warranties, express or implied.

In our opinion, we offer the best

path to the Public Cloud with
the Windows Azure Platform and
Enterprise Service Bus, and
Service Bus enables customers to
build and deploy Hybrid
applications.
Hybrid technology solutions.
BizTalk is the only integration
solutions platform provider
offering an in-house Cloud
solution, an on-premise and
cloud solution, and the ability to
combine the two. In providing a
hybrid solution, BizTalk offers a
best-in-class solution that
tailors to fit a wide range of
business needs.
Low TCO from both a capitaland operating-expense
perspective.
BizTalk uses a platform built
current technologies. Built on
XML, customizing BizTalk is a
piece of cake. The Azure platform
is powerful and built to efficiently
handle all integration tasks.
BizTalk is a product that
anticipates integration with
future technologies. Every 2-3
years, new innovations are
incorporated into BizTalk. We
have your back now and well
have it in the future, too.

Developer Tools. BizTalk

leverages the flexibility and
customization strengths of .NET
and Visual Studio.

Readily available
technical support. A strong
partner ecosystem exists for
deploying and supporting BizTalk
products. Youre investing in
an industry-proven product.

HOW TO WIN IN THIS

SPACE
Evidence to Emphasize

Case Study - AMC

Entertainment
AMC Entertainment needed to be
effective in distributing corporate
information whether between
the theaters and corporate
offices or between AMC and its
vendors. By deploying
technologies such as BizTalk

Server, AMC has already saved

$2.6 million in vendor costs and
reduced IT maintenance
spending from 70 to 30 percent
of the department budget.

Case Study - Centrebet

Centrebet is one of the worlds
largest online and betting
operators, with an annual
turnover exceeding AUS$1B per
year. Centerbet used the
Windows Azure platform to build
and launch a microsite to support
the 2011 Spring Racing Carnival.
Using Windows Azure allowed
Centrebet to provide their
customers with up-to-date racing
and betting information during
peak times, without affecting its
core revenue-generating
operations.

COMPETE TOOLS AND

RESOURCES

Gartner Report | Changes to

Microsoft's Integration
Platform Strategy Will
Positively Impact Existing
BizTalk Server Deployments
Forester | The Forrester
WaveTM: Hybrid Integration,
Q1 2014

Windows BizTalk Free Trial

Windows BizTalk External

Website

Gartner projections for IaaS

Gartner projections for PaaS

Gartner projections for

infrastructure services

OBJECTIONS AND
RESPONSES
Objection: The Microsoft Cloud
platform is proprietary and will lock
us in.
Response: Windows Azure is an
extremely open and interoperable
platform which supports .NET and
Java PHP, and Node.js in the run-time
environment, Eclipse development
environment, and supports fully
REST-full services that can
interoperate with any Web services
using SOAP, REST, or XML. The Azure
platform provides an inclusive
spectrum of on-premise, cloud, or
IaaS solutions. In an integration stack,
the BizTalk delivers a wealth of

solutions with a strong business

value.
Objection: BizTalk is too complex to
install and deploy, in conjunction with
our current applications.
Response: BizTalk is not as complex
as it initially appears. In addition,
there are significant and deep
resources available for a customer to
manage deploying, managing, and
leveraging the power of their BizTalk
investment. Unlike WebSphere, who
only provides a portion of the services
of BizTalk and who offer a significantly
less robust out-of-the-box product,
BizTalk provides a comprehensive
end-to-end solution that meets and
exceeds a customers integration
needs and business scenarios.
Microsoft has dedicated significant
resources to creating best practices
and sample code for BizTalk. With a
stable technological base, customers
can leverage BizTalk when the time
comes to meet their future business
needs and applications. Any strong
business process is complex and
BizTalk is a strong addition to a
companys technology stack.
Objection: Im not confident in the
longevity of BizTalk. Its too new and
unproven.
Response: Microsoft has a long and
proven history of providing software
solutions for individuals and
companies. BizTalk Server has been
on the market for 10 years and
Microsoft has just started offering
BizTalk Services, which is a cloudbased extension of BizTalk Server and
which offers the same proven and
trusted integration solutions that
customers expect from a Microsoft
product. Microsoft is committed to
work to develop the best integration
solutions platform on the market, by
continually refining and expanding
the built-in capabilities of BizTalk. In a
concentrated effort to provide
customers with the best integrations
solutions platform on the market,
BizTalk is the only integration
solutions platform with eight releases
in 10 years more deployments and
iterations than any other company
providing integration services
solutions. No other company matches
BizTalks level of commitment to
addressing the schemas, standard

For internal Microsoft use only.

Microsoft makes no warranties, express or implied.

updates, and user scenarios of the

industries it supports. BizTalk has the
resources and support of Microsofts
executive leadership to bolster the
growth and longevity of BizTalk.
BizTalk is recognized as a strong
product and is implemented by
industry-leading companies. BizTalk is
here to stay.
Objection: BizTalk offers more than I
need. Im not sure I understand what
type of product BizTalk really offers.
Response: BizTalk is a
comprehensive suite of tools that
allow companies to merge data
between the Cloud and on-premise
data source(s). BizTalk has an
architecture built to support the many
needs across a variety of industries,
such as healthcare, logistics, and
banking. Instead of other integration
services providers that make
customers purchase extensive and
costly add-ons, BizTalk allows
customers to pick and choose what
they need. And while you may not
need all the available options when
you first implement BizTalk, they are
available and ready to deploy when
your business needs change. There is
no additional cost to scale changes as
your business needs evolve.
WebSphere charges for additional
features and can quickly become very
expensive very quickly. Instead of
realizing you need a feature and
being in crisis mode until you can
purchase that expensive add-on,
BizTalk has addressed all possible
business needs and incorporated
them into a single package.
Objection: BizTalk offers slower IO
and CPU performance because the
BizTalk processes more on disk than
in memory.
Response: Transactions are saved to
no data lose during prococessing.
This does not mean BizTalk will not us
memory to process to even compile
XSLT mapping in memory. BizTalks
primarly reads/write to the disk and
database during a small window in
the orchestration process. BizTalk
provide the ability to throttle up or
down instance to help load balance
transation level and protect data lose
Objections: out of the box
message processing with Broker out
performance Biztal

Response: Untrue, Biztalk about of

th box throttles message processing
to help ensure realability and data
integrity. With a simple change to the
throttling Biztalk greatly out
performance Broker. Please see the

following video for in depth evidence

(video)

CONTACT INFORMATION
Mark Mortimore, Senior Product
Marketing Manager,
markmort@microsoft.com

For internal Microsoft use only.

Microsoft makes no warranties, express or implied.

Guru Venkataraman, Senior Program

Manager,
guru.venkataraman@microsoft.com