Tuesday, July 25, 2017

How Imagine Communications Leverages Edge Computing for Efficient Live IP Multiscreen Digital Video

Transcript of a discussion on how video delivery and customization capabilities are moving to the network edge to enable end user and content provider benefits.

Listen to the podcast. Find it on iTunes. Get the mobile app. Download the transcript. Sponsor: Hewlett Packard Enterprise.

Dana Gardner: Welcome to the next edition of the BriefingsDirect Voice of the Customer podcast series. I’m Dana Gardner, Principal Analyst at Interarbor Solutions, your host and moderator for this ongoing discussion on digital transformation success stories. Stay with us now to learn how agile businesses are fending off disruption -- in favor of innovation.

Our next high-performance edge-computing success story examines how a video delivery and customization capability is moving to the network edge -- and closer to consumers -- to support live, multi-screen Internet Protocol (IP) entertainment delivery.

We’ll learn how hybrid technology and new workflows for IP-delivered digital video are being re-architected -- with significant benefits to the end-user experience, as well as with new monetization values to the content providers.

With that, please join me in welcoming Glodina Connan-Lostanlen, Chief Marketing Officer at Imagine Communications in Frisco, Texas.

Connan-Lostanlen

Glodina Connan-Lostanlen: Thank you, very much.

Gardner: Let’s begin with the drivers in the market. Your organization has many major media clients. What are the pressures they are facing as they look to the new world of multi-screen video and media?

Connan-Lostanlen: The number-one concern of the media and entertainment industry is the fragmentation of their audience. We live with a model supported by advertising and subscriptions that rely primarily on linear programming, with people watching TV at home.

And guess what? Now they are watching it on the go -- on their telephones, on their iPads, on their laptops, anywhere. So they have to find the way to capture that audience, justify the value of that audience to their advertisers, and deliver video content that is relevant to them. And that means meeting consumer demand for several types of content, delivered at the very time that people want to consume it.  So it brings a whole range of technology and business challenges that our media and entertainment customers have to overcome. But addressing these challenges with new technology that increases agility and velocity to market also creates opportunities.

For example, they can now try new content. That means they can try new programs, new channels, and they don’t have to keep them forever if they don’t work. The new models create opportunities to be more creative, to focus on what they are good at, which is creating valuable content. At the same time, they have to make sure that they cater to all these different audiences that are either static or on the go.

This is a major, perhaps once-in-a-generation, level of change -- when you go to fully digital, IP delivered content.
Gardner: The media industry has faced so much change over the past 20 years, but this is a major, perhaps once-in-a-generation, level of change -- when you go to fully digital, IP-delivered content.

As you say, the audience is pulling the providers to multi-screen support, but there is also the capability now -- with the new technology on the back-end -- to have much more of a relationship with the customer, a one-to-one relationship and even customization, rather than one-to-many. Tell us about the drivers on the personalization level.

Connan-Lostanlen: That’s another big upside of the fragmentation, and the advent of IP technology -- all the way from content creation to making a program and distributing it. It gives the content creators access to the unique viewers, and the ability to really engage with them -- knowing what they like -- and then to potentially target advertising to them. The technology is there. The challenge remains about how to justify the business model, how to value the targeted advertising; there are different opinions on this, and there is also the unknown or the willingness of several generations of viewers to accept good advertising.

That is a great topic right now, and very relevant when we talk about linear advertising and dynamic ad insertion (DAI). Now we are able to -- at the very edge of the signal distribution, the video signal distribution -- insert an ad that is relevant to each viewer, because you know their preferences, you know who they are, and you know what they are watching, and so you can determine that an ad is going to be relevant to them.

But that means media and entertainment customers have to revisit the whole infrastructure. It’s not necessary rebuilding, they can put in add-ons. They don’t have to throw away what they had, but they can maintain the legacy infrastructure and add on top of it the IP-enabled infrastructure to let them take advantage of these capabilities.

Gardner: This change has happened from the web now all the way to multi-screen. With the web there was a model where you would use a content delivery network (CDN) to take the object, the media object, and place it as close to the edge as you could. What’s changed and why doesn’t that model work as well?

Connan-Lostanlen: I don’t know yet if I want to say that model doesn’t work anymore. Let’s let the CDN providers enhance their technology. But for sure, the volume of videos that we are consuming everyday is exponentially growing. That definitely creates pressure in the pipe. Our role at the front-end and the back-end is to make sure that videos are being created in different formats, with different ads, and everything else, in the most effective way so that it doesn’t put an undue strain on the pipe that is distributing the videos.

We are being pushed to innovate further on the type of workflows that we are implementing at our customers’ sites today, to make it efficient, to not leave storage at the edge and not centrally, and to do transcoding just-in-time. These are the things that are being worked on. It’s a balance between available capacity and the number of programs that you want to send across to your viewers – and how big your target market is.

Why not design the whole workflow digital-first?
The task for us on the back-end is to rethink the workflows in a much more efficient way. So, for example, this is what we call the digital-first approach, or unified distribution. Instead of planning a linear channel that goes the traditional way and then adding another infrastructure for multi-screen, on all those different platforms and then cable, and satellite, and IPTV, etc. -- why not design the whole workflow digital-first. This frees the content distributor or provider to hold off on committing to specific platforms until the video has reached the edge. And it’s there that the end-user requirements determine how they get the signal.

This is where we are going -- to see the efficiencies happen and so remove the pressure on the CDNs and other distribution mechanisms, like over-the-air.

Explore
High-Performance Computing
Solutions from HPE

Gardner: It means an intelligent edge capability, whereas we had an intelligent core up until now. We’ll also seek a hybrid capability between them, growing more sophisticated over time.

We have a whole new generation of technology for video delivery. Tell us about Imagine Communications. How do you go to market? How do you help your customers?

Education for future generations

Connan-Lostanlen: Two months ago we were in Las Vegas for our biggest tradeshow of the year, the NAB Show. At the event, our customers first wanted to understand what it takes to move to IP -- so the “how.” They understand the need to move to IP, to take advantage of the benefits that it brings. But how do they do this, while they are still navigating the traditional world?

It’s not only the “how,” it’s needing examples of best practices. So we instructed them in a panel discussion, for example, on Over the Top Technology (OTT), which is another way of saying IP-delivered, and what it takes to create a successful multi-screen service. Part of the panel explained what OTT is, so there’s a lot of education.

There is also another level of education that we have to provide, which is moving from the traditional world of serial digital interfaces (SDIs) in the broadcast industry to IP. It’s basically saying analog video signals can be moved into digital. Then not only is there a digitally sharp signal, it’s an IP stream. The whole knowledge about how to handle IP is new to our own industry, to our own engineers, to our own customers. We also have to educate on what it takes to do this properly.

One of the key things in the media and entertainment industry is that there’s a little bit of fear about IP, because no one really believed that IP could handle live signals. And you know how important live television is in this industry – real-time sports and news -- this is where the money comes from. That’s why the most expensive ads are run during the Super Bowl.

It’s essential to be able to do live with IP – it’s critical. That’s why
It's essential to be able to do live with IP -- it's critical.
we are sharing with our customers the real-life implementations that we are doing today.

We are also pushing multiple standards forward. We work with our competitors on these standards. We have set up a trade association to accelerate the standards work. We did all of that. And as we do this, it forces us to innovate in partnership with customers and bring them on board. They are part of that trade association, they are part of the proof-of-concept trials, and they are gladly sharing their experiences with others so that the transition can be accelerated.

Gardner: Imagine Communications is then a technology and solutions provider to the media content companies, and you provide the means to do this. You are also doing a lot with ad insertion, billing, in understanding more about the end-user and allowing that data flow from the edge back to the core, and then back to the edge to happen.

At the heart of it all

Connan-Lostanlen: We do everything that happens behind the camera -- from content creation all the way to making a program and distributing it. And also, to your point, on monetizing all that with a management system. We have a long history of powering all the key customers in the world for their advertising system. It’s basically an automated system that allows the selling of advertising spots, and then to bill them -- and this is the engine of where our customers make money. So we are at the heart of this.

We are in the prime position to help them take advantage of the new advertising solutions that exist today, including dynamic ad insertion. In other words, how you target ads to the single viewer. And the challenge for them is now that they have a campaign, how do they design it to cater both to the linear traditional advertising system as well as the multi-screen or web mobile application? That's what we are working on. We have a whole set of next-generation platforms that allow them to take advantage of both in a more effective manner.

Gardner: The technology is there, you are a solutions provider. You need to find the best ways of storing and crunching data, close to the edge, and optimizing networks. Tell us why you choose certain partners and what are the some of the major concerns you have when you go to the technology marketplace?

Connan-Lostanlen: One fundamental driver here, as we drive the transition to IP in this industry, is in being able to rely on consumer-off-the-shelf (COTS) platforms. But even so, not all COTS platforms are born equal, right?

For compute, for storage, for networking, you need to rely on top-scale hardware platforms, and that’s why about two years ago we started to work very closely with Hewlett Packard Enterprise (HPE) for both our compute and storage technology.

Explore
High-Performance Computing
Solutions from HPE

We develop the software appliances that run on those platforms, and we sell this as a package with HPE. It’s been a key value proposition of ours as we began this journey to move to IP. We can say, by the way, our solutions run on HPE hardware. That's very important because having high-performance compute (HPC) that scales is critical to the broadcast and media industry. Having storage that is highly reliable is fundamental because going off the air is not acceptable. So it's 99.9999 percent reliable, and that’s what we want, right?

It’s a fundamental part of our message to our customers to say, “In your network, put Imagine solutions, which are powered by one of the top compute and storage technologies.”

Gardner: Another part of the change in the marketplace is this move to the edge. It’s auspicious that just as you need to have more storage and compute efficiency at the edge of the network, close to the consumer, the infrastructure providers are also designing new hardware and solutions to do just that. That's also for the Internet of Things (IoT) requirements, and there are other drivers. Nonetheless, it's an industry standard approach.

What is it about HPE Edgeline, for example, and the architecture that HPE is using, that makes that edge more powerful for your requirements? How do you view this architectural shift from core data center to the edge?

Optimize the global edge

Connan-Lostanlen: It's a big deal because we are going to be in a hybrid world. Most of our customers, when they hear about cloud, we have to explain it to them. We explain that they can have their private cloud where they can run virtualized applications on-premises, or they can take advantage of public clouds.

Being able to have a hybrid model of deployment for their applications is critical, especially for large customers who have operations in several places around the globe. For example, such big names as Disney, Turner –- they have operations everywhere. For them, being able to optimize at the edge means that you have to create an architecture that is geographically distributed -- but is highly efficient where they have those operations. This type of technology helps us deliver more value to the key customers.

Gardner: The other part of that intelligent edge technology is that it has the ability to be adaptive and customized. Each region has its own networks, its own regulation, and its own compliance, security, and privacy issues. When you can be programmatic as to how you design your edge infrastructure, then a custom-applications-orientation becomes possible.

Is there something about the edge architecture that you would like to see more of? Where do you see this going in terms of the capabilities of customization added-on to your services?

Connan-Lostanlen: One of the typical use-cases that we see for those big customers who have distributed operations is that they like to try and run their disaster recovery (DR) site in a more cost-effective manner. So the flexibility that an edge architecture provides to them is that they don’t have to rely on central operations running DR for everybody. They can do it on their own, and they can do it cost-effectively. They don't have to recreate the entire infrastructure, and so they do DR at the edge as well.

We especially see this a lot in the process of putting the pieces of the program together, what we call “play out,” before it's distributed. When you create a TV channel, if you will, it’s important to have end-to-end redundancy -- and DR is a key driver for this type of application.

Gardner: Are there some examples of your cutting-edge clients that have adopted these solutions? What are the outcomes? What are they able to do with it?

Pop-up power

Connan-Lostanlen: Well, it’s always sensitive to name those big brand names. They are very protective of their brands. However, one of the top ones in the world of media and entertainment has decided to move all of their operations -- from content creation, planning, and distribution -- to their own cloud, to their own data center.

They are at the forefront of playing live and recorded material on TV -- all from their cloud. They needed strong partners in data centers. So obviously we work with them closely, and the reason why they do this is simply to really take advantage of the flexibility. They don't want to be tied to a restricted channel count; they want to try new things. They want to try pop-up channels. For the Oscars, for example, it’s one night. Are you going to recreate the whole infrastructure if you can just check it on and off, if you will, out of their data center capacity? So that's the key application, the pop-up channels and ability to easily try new programs.

Gardner: It sounds like they are thinking of themselves as an IT company, rather than a media and entertainment company that consumes IT. Is that shift happening?

Connan-Lostanlen: Oh yes, that's an interesting topic, because I think you cannot really do this successfully if you don’t start to think IT a little bit. What we are seeing, interestingly, is that our customers typically used to have the IT department on one side, the broadcast engineers on the other side -- these were two groups that didn't speak the same language. Now they get together, and they have to, because they have to design together the solution that will make them more successful. We are seeing this happening.

I wouldn't say yet that they are IT companies. The core strength is content, that is their brand, that's what they are good at -- creating amazing content and making it available to as many people as possible.

They have to understand IT, but they can't lose concentration on their core business. I think the IT providers still have a very strong play there. It's always happening that way.

In addition to disaster recovery being a key application, multi-screen delivery is taking advantage of that technology, for sure.

Explore
High-Performance Computing
Solutions from HPE

Gardner: These companies are making this cultural shift to being much more technically oriented. They think about standard processes across all of what they do, and they have their own core data center that's dynamic, flexible, agile and cost-efficient. What does that get for them? Is it too soon, or do we have some metrics of success for companies that make this move toward a full digitally transformed organization?

Connan-Lostanlen: They are very protective about the math. It is fair to say that the up-front investments may be higher, but when you do the math over time, you do the total cost of ownership for the next 5 to 10 years -- because that’s typically the life cycle of those infrastructures – then definitely they do save money. On the operational expenditure (OPEX) side [of private cloud economics] it’s much more efficient, but they also have upside on additional revenue. So net-net, the return on investment (ROI) is much better. But it’s kind of hard to say now because we are still in the early days, but it’s bound to be a much greater ROI.
Satellite providers are thinking broadly about how this world of IP is changing their game, what they need to do differently.

Another specific DR example is in the Middle East. We have a customer there who decided to operate the DR and IP in the cloud, instead of having a replicated system with satellite links in between. They were able to save $2 million worth of satellite links, and that data center investment, trust me, was not that high. So it shows that the ROI is there.

My satellite customers might say, “Well, what are you trying to do?” The good news is that they are looking at us to help them transform their businesses, too. So big satellite providers are thinking broadly about how this world of IP is changing their game. They are examining what they need to do differently. I think it’s going to create even more opportunities to reduce costs for all of our customers.

IT enters a hybrid world

Gardner: That's one of the intrinsic values of a hybrid IT approach -- you can use many different ways to do something, and then optimize which of those methods works best, and also alternate between them for best economics. That’s a very powerful concept.

Connan-Lostanlen: The world will be a hybrid IT world, and we will take advantage of that. But, of course, that will come with some challenges. What I think is next is the number-one question that I get asked.

Three years ago costumers would ask us, “Hey, IP is not going to work for live TV.” We convinced them otherwise, and now they know it’s working, it’s happening for real.

Secondly, they are thinking, “Okay, now I get it, so how do I do this?” We showed them, this is how you do it, the education piece.

Now, this year, the number-one question is security. “Okay, this is my content, the most valuable asset I have in my company. I am not putting this in the cloud,” they say. And this is where another piece of education has to start, which is: Actually, as you put stuff on your cloud, it’s more secure.

And we are working with our technology providers. As I said earlier, the COTS providers are not equal. We take it seriously. The cyber attacks on content and media is critical, and it’s bound to happen more often.

Initially there was a lack of understanding that you need to separate your corporate network, such as emails and VPNs, from you broadcast operations network. Okay, that’s easy to explain and that can be implemented, and that's where most of the attacks over the last five years have happened. This is solved.

They are going to get right into the servers, into the storage, and try to mess with it over
Not only at the software level, but at the hardware firmware level, we are adding protection against your number-one issue, security.
there. So I think it’s super important to be able to say, “Not only at the software level, but at the hardware firmware level, we are adding protection against your number-one issue, security, which everybody can see is so important.”

However, the cyber attackers are becoming more clever, so they will overcome these initial defenses.They are going to get right into the servers, into the storage, and try to mess with it over there. So I think it’s super important to be able to say, “Not only at the software level, but at the hardware firmware level, we are adding protection against your number-one issue, security, which everybody can see is so important.”

Gardner: Sure, the next domino to fall after you have the data center concept, the implementation, the execution, even the optimization, is then to remove risk, whether it's disaster recovery, security, right down to the silicon and so forth. So that’s the next thing we will look for, and I hope I can get a chance to talk to you about how you are all lowering risk for your clients the next time we speak.

Explore
High-Performance Computing
Solutions from HPE

I’m afraid we will have to leave it there. Please join me in thanking our guest, Glodina Connan-Lostanlen, Chief Marketing Officer at Imagine Communications in Frisco, Texas.

Connan-Lostanlen: Thank you. It was a pleasure.

Gardner: We have been examining how Imagine Communications is re-architecting edge and hybrid computing to enable IP delivery of digital video worldwide. And we have heard how advances in edge storage, server, and data center improvements from HPE are enabling the latest live, multiscreen, IP entertainment delivery models, which significantly benefit consumers and providers alike.

Thanks as well to you, our audience, for joining this BriefingsDirect Voice of the Customer digital transformation success story discussion. I’m Dana Gardner, Principal Analyst at Interarbor Solutions, your host for this ongoing series of Hewlett Packard Enterprise-sponsored interviews.

Thanks again for listening. Please pass this along to your IT community, and do come back next time.

Listen to the podcast. Find it on iTunes. Get the mobile app. Download the transcript. Sponsor: Hewlett Packard Enterprise.

Transcript of a discussion on how a video delivery and customization capability is moving to the network edge to enable end user and content provider benefits. Copyright Interarbor Solutions, LLC, 2005-2017. All rights reserved.


You may also be interested in:

 




Monday, July 24, 2017

How The Open Group Healthcare Forum and Health Enterprise Reference Architecture Improve Process and Technology Ills

Transcript of a discussion on how a global standards body and its ecosystem of partners are working to improve how the healthcare industry operates.

Listen to the podcast. Find it on iTunes. Get the mobile app. Download  the transcript. Sponsor: The Open Group.

Dana Gardner: Welcome to the next BriefingsDirect enterprise architecture (EA) thought leadership panel discussion. I’m Dana Gardner, Principal Analyst at Interarbor Solutions, your host and moderator as we examine how a global standards body is working to improve how the healthcare industry functions.

We’ll now learn how The Open Group Healthcare Forum (HCF) is advancing best practices and methods for better leveraging IT in healthcare ecosystems. And we’ll examine the forum’s Health Enterprise Reference Architecture (HERA) initiative and its role in standardizing IT architectures. The goal is to foster better boundaryless interoperability within and between healthcare public and private sector organizations.

With that, please join me now in welcoming our panel of experts: Oliver Kipf, The Open Group Healthcare Forum Chairman and Business Process and Solution Architect at Philips, based in Germany. Welcome, Oliver.

Kipf

Oliver Kipf: Hi, thanks a lot.

Gardner: We’re also here with Dr. Jason Lee, Director of the Healthcare Forum at The Open Group, in Boston. Hello, Dr. Lee.

Dr. Jason Lee: Hi, Dana! Thank you.

Gardner: We’re also here with Gail Kalbfleisch, Director of the Federal Health Architecture at the US Department of Health and Human Services in Washington, D.C. Welcome, Gail.

Gail Kalbfleisch: Thank you.

Teamwork is good for your health

Gardner: For those who might not be that familiar with the Healthcare Forum and The Open Group in general, tell us about why the Healthcare Forum exists, what its mission is, and what you hope to achieve through your work.

Lee

Lee: The Healthcare Forum exists because there is a huge need to architect the healthcare enterprise, which is approaching 20 percent of the gross domestic product (GDP) of the economy in the US, and approaching that level in other developing countries in Europe.

There is a general feeling that enterprise architecture is somewhat behind in this industry, relative to other industries. There are important gaps to fill that will help those stakeholders in healthcare -- whether they are in hospitals or healthcare delivery systems or innovation hubs in organizations of different sorts, such as consulting firms. They can better leverage IT to achieve business goals, through the use of best practices, lessons learned, and the accumulated wisdom of the various Forum members over many years of work. We want them to understand the value of our work so they can use it to address their needs.

Our mission, simply, is to help make healthcare information available when and where it’s needed and to accomplish that goal through architecting the healthcare enterprise. That’s what we hope to achieve.

Gardner: As the chairman of the HCF, could you explain what a forum is, Oliver? What does it consist of, how many organizations are involved?

Kipf: The HCF is made up of its members and I am really proud of this team. We are very passionate about healthcare. We are in the technology business, so we are more than just the governing bodies; we also have participation from the provider community. That makes the Forum true to the nature of The Open Group, in that we are global in nature, we are vendor-neutral, and we are business-oriented. We go from strategy to execution, and we want to bridge from business to technology. We take the foundation of The Open Group, and then we apply this to the HCF.

As we have many health standards out there, we really want to leverage [experience] from our 30 members to make standards work by providing the right type of tools, frameworks, and approaches. We partner a lot in the industry.

The healthcare industry is really a crowded place and there are many standard development organizations. There are many players. It’s quite vital as a forum that we reach out, collaborate, and engage with others to reach where we want to be.

Gardner: Gail, why is the role of the enterprise architecture function an important ingredient to help bring this together? What’s important about EA when we think about the healthcare industry?

Kalbfleisch

Kalbfleisch: From an EA perspective, I don’t really think that it matters whether you are talking about the healthcare industry or the finance industry or the personnel industry or the gas and electric industry. If you look at any of those, the organizations or the companies that tend to be highly functioning, they have not just architecture -- because everyone has architecture for what they do. But that architecture is documented and it’s available for use by decision-makers, and by developers across the system so that each part can work well together.

We know that within the healthcare industry it is exceedingly complicated, and it’s a mixture of a lot of different things. It’s not just your body and your doctor, it’s also your insurance, your payers, research, academia -- and putting all of those together.

If we don’t have EA, people new to the system -- or people who were deeply embedded into their parts of the system -- can’t see how that system all works together usefully. For example, there are a lot of different standards organizations. If we don’t see how all of that works together -- where everybody else is working, and how to make it fit together – then we’re going to have a hard time getting to interoperability quickly and efficiently.

It's important that we get to individual solution building blocks to attain a more integrated approach. 
Kipf: If you think of the healthcare industry, we’ve been very good at developing individual solutions to specific problems. There’s a lot of innovation and a lot of technology that we use. But there is an inherent risk of producing silos among the many stakeholders who, ultimately, work for the good of the patient. It's important that we get to individual solution building blocks to attain a more integrated approach based on architecture building blocks, and based on common frameworks, tools and approaches.

Gardner: Healthcare is a very complex environment and IT is very fast-paced. Can you give us an update on what the Healthcare Forum has been doing, given the difficulty of managing such complexity?

Bird’s-eye view mapping

Lee: The Healthcare Forum began with a series of white papers, initially focusing on an information model that has a long history in the federal government. We used enterprise architecture to evaluate the Federal Health Information Model (FHIM).  People began listening and we started to talk to people outside of The Open Group, and outside of the normal channels of The Open Group. We talked to different types of architects, such as information architects, solution architects, engineers, and initially settled on the problem that is essential to The Open Group -- and that is the problem of boundaryless information flow.
It can be difficult to achieve boundaryless information flow to enable information to travel digitally, securely and quickly. 

We need to get beyond the silos that Oliver mentioned and that Gail alluded to. As I mentioned in my opening comments, this is a huge industry, and Gail illustrated it by naming some of the stakeholders within the health, healthcare and wellness enterprises. If you think of your hospital, it can be difficult to achieve boundaryless information flow to enable your information to travel digitally, securely, quickly, and in a way that’s valid, reliable and understandable by those who send it and by those who receive it.  But if that is possible, it’s all to the betterment of the patient.

Initially, in our focus on what healthcare folks call interoperability -- what we refer to as boundaryless information flow -- we came to realize through discussions with stakeholders in the public sector, as well as the private sector and globally, that understanding how the different pieces are linked together is critical. Anybody who works in an organization or belongs to a church, school or family understands that sometimes getting the right message communicated from point A to point B can be difficult.

To address that issue, the HCF members have decided to create a Health Enterprise Reference Architecture (HERA) that is essentially a framework and a map at the highest level. It helps people see that what they do relates to what others do, regardless of their position in their company. You want to deliver value to those people, to help them understand how their work is interconnected, and how IT can help them achieve their goals.

Gardner: Oliver, who should be aware of and explore engaging with the HCF?

Kipf: The members of The Open Group themselves, many of them are players in the field of healthcare, and so they are the natural candidates to really engage with. In that healthcare ecosystem we have providers, payers, governing bodies, pharmaceuticals, and IT companies.

Those who deeply need planning, management and architecting -- to make big thinking a reality out there -- those decision-makers are the prime candidates for engagement in the Healthcare Forum. They can benefit from the kinds of products we produce, the reference architecture, and the white papers that we offer. In a nutshell, it’s the members, and it’s the healthcare industry, and the healthcare ecosystem that we are targeting.

Gardner: Gail, perhaps you could address the reference architecture initiative? Why do you see that as important? Who do you think should be aware of it and contribute to it?

Shared reference points

Kalbfleisch: Reference architecture is one of those building block pieces that should be used. You can call it a template. You can have words that other people can relate to, maybe easier than the architecture-speak.

If you take that template, you can make it available to other people so that we can all be designing our processes and systems with a common understanding of our information exchange -- so that it crosses boundaries easily and securely. If we are all running on the same template, that’s going to enable us to identify how to start, what has to be included, and what standards we are going to use.

A reference architecture is one of those very important pieces that not only forms a list of how we want to do things, and what we agreed to, but it also makes it so that every organization doesn’t have to start from scratch. It can be reused and improved upon as we go through the work. If someone improves the architecture, that can come back into the reference architecture.

Who should know about it? Decision makers, developers, medical device innovators, people who are looking to improve the way information flows within any health sector.
Who should know about it? Decision makers, developers, medical device innovators, people who are looking to improve the way information flows within any health sector -- whether it’s Oliver in Europe, whether it’s someone over in California, Australia, it really doesn't matter. Anyone who wants to make interoperability better should know about it.

My focus is on decision-makers, policymakers, process developers, and other people who look at it from a device-design perspective. One of the things that has been discussed within the HCF’s reference architecture work is the need to make sure that it’s all at a high-enough level, where we can agree on what it looks like. Yet it also must go down deeply enough so that people can apply it to what they are doing -- whether it’s designing a piece of software or designing a medical device.

Gardner: Jason, The Open Group has been involved with standards and reference architectures for decades, with such recent initiatives as the IT4IT approach, as well as the longstanding TOGAF reference architecture. How does the HERA relate to some of these other architectural initiatives?

Building on a strong foundation

Lee: The HERA starts by using the essential components and insights that are built into the TOGAF ArchitecturalDevelopment Model (ADM) and builds from there. It also uses the ArchiMate language, but we have never felt restricted to using only those existing Open Group models that have been around for some time and are currently being developed further.

We are a big organization in terms of our approach, our forum, and so we want to draw from the best there is in order to fill in the gaps. Over the last few decades, an incredible amount of talent has joined The Open Group to develop architectural models and standards that apply across multiple industries, including healthcare. We reuse and build from this important work.

In addition, as we have dug deeper into the healthcare industry, we have found other issues – gaps -- that need filling. There are related topics that would benefit. To do that, we have been working hard to establish relationships with other organizations in the healthcare space, to bring them in, and to collaborate. We have done this with the Health Level Seven Organization (HL7), which is one of the best-known standards organizations in the world.

We are also doing this now with an organization called Healthcare Services Platform Consortium (HSPC), which involves academic, government and hospital organizations, as well as people who are focused on developing standards around terminology.

IT’s getting better all the time

Kipf: If you think about reference architecture in a specific domain, such as in the healthcare industry, you look at your customers and the enterprises -- those really concerned with the delivery of health services. You need to ask yourself the question: What are their needs?

And the need in this industry is a focus on the person and on the service. It’s also highly regulatory, so being compliant is a big thing. Quality is a big thing. The idea of lifetime evolution -- that you become better and better all the time -- that is very important, very intrinsic to the healthcare industry.

When we are looking into the customers out there that we believe that the HERA could be of value, it’s the small- to mid-sized and the large enterprises that you have to think of, and it’s really across the globe. That’s why we believe that the HERA is something that is tuned into the needs of our industry.

And as Jason mentioned, we build on open standards and we leverage them where we can. ArchiMate is one of the big ones -- not only the business language, but also a lot of the concepts are based on ArchiMate. But we need to include other standards as well, obviously those from the healthcare industry, and we need to deviate from specific standards where this is of value to our industry.

Gardner: Oliver, in order to get this standard to be something that's used, that’s very practical, people look to results. So if you were to take advantage of such reference architectures as HERA, what should you expect to get back? If you do it right, what are the payoffs?

Capacity for change and collaboration

Kipf: It should enable you to do a better job, to become more efficient, and to make better use of technology. Those are the kinds of benefits that you see realized. It’s not only that you have a place where you can model all the elements of your enterprise, where you can put and manage your processes and your services, but it’s also in the way you are architecting your enterprise.

The HERA gives you the tools to get where you want to be, to define where you want to be -- and also how to get there.
It gives you the ability to change. From a transformation management perspective, we know that many healthcare systems have great challenges and there is this need to change. The HERA gives you the tools to get where you want to be, to define where you want to be -- and also how to get there. This is where we believe it provides a lot of benefits.

Gardner: Gail, similar question, for those organizations, both public and private sector, that do this well, that embrace HERA, what should they hope to get in return?

Kalbfleisch: I completely agree with what Oliver said. To add, one of the benefits that you get from using EA is a chance to have a perspective from outside your own narrow silos. The HERA should be able to help a person see other areas that they have to take into consideration, that maybe they wouldn’t have before.

Another value is to engage with other people who are doing similar work, who may have either learned lessons, or are doing similar things at the same time. So that's one of the ways I see the effectiveness and of doing our jobs better, quicker, and faster.

Also, it can help us identify where we have gaps and where we need to focus our efforts. We can focus our limited resources in much better ways on specific issues -- where we can accomplish what we are looking to -- and to gain that boundaryless information flow.

Reaching your goals

We show them how they can follow a roadmap to accomplish their self-defined goals more effectively.
Lee: Essentially, the HERA will provide a framework that enables companies to leverage IT to achieve their goals. The wonderful thing about it is that we are not telling organizations what their goals should be. We show them how they can follow a roadmap to accomplish their self-defined goals more effectively. Often this involves communicating the big picture, as Gail said, to those who are in siloed positions within their organizations.

There is an old saying: “What you see depends on where you sit.” The HERA helps stakeholders gain this perspective by helping key players understand the relationships, for example, between business processes and engineering. So whether a stakeholder’s interest is increasing patient satisfaction, reducing error, improving quality, and having better patient outcomes and gaining more reimbursement where reimbursement is tied to outcomes -- using the product and the architecture that we are developing helps all of these goals.

Gardner: Jason, for those who are intrigued by what you are doing with HERA, tell us about its trajectory, its evolution, and how that journey unfolds. Who can they learn more or get involved?

Lee: We have only been working on the HERA per se for the last year, although its underpinnings go back 20 years or more. Its trajectory is not to a single point, but to an evolutionary process. We will be producing products, white papers, as well as products that others can use in a modular fashion to leverage what they already use within their legacy systems.

We encourage anyone out there, particularly in the health system delivery space, to join us. That can be done by contacting me at j.lee@opengroup.org and at www.opengroup.org/healthcare.

It’s an incredible time, a very opportune time, for key players to be involved because we are making very important decisions that lay the foundation for the HERA. We collaborate with key players, and we lay down the tracks from which we will build increasing levels of complexity.

But we start at the top, using non-architectural language to be able to talk to decision-makers, whether they are in the public sector or private sector. So we invite any of these organizations to join us.

Learn from others’ mistakes

Kalbfleisch: My first foray into working with The Open Group was long before I was in the health IT sector. I was with the US Air Force and we were doing very non-health architectural work in conjunction with The Open Group.

The interesting part to me is in ensuring boundaryless information flow in a manner that is consistent with the information flowing where it needs to go and who has access to it. How does it get from place to place across distinct mission areas, or distinct business areas where the information is not used the same way or stored in the same way? Such dissonance between those business areas is not a problem that is isolated just to healthcare; it’s across all business areas.

We don't have to make the same mistakes. We can take what people have learned and extend it much further.
That was exciting. I was able to take awareness of The Open Group from a previous life, so to speak, and engage with them to get involved in the Healthcare Forum from my current position.
A lot of the technical problems that we have in exchanging information, regardless of what industry you are in, have been addressed by other people, and have already been worked on. By leveraging the way organizations have already worked on it for 20 years, we can leverage that work within the healthcare industry. We don't have to make the same mistakes that were made before. We can take what people have learned and extend it much further. We can do that best by working together in areas like The Open Group HCF.

Kipf: On that evolutionary approach, I also see this as a long-term journey. Yes, there will be releases when we have a specification, and there will guidelines. But it's important that this is an engagement, and we have ongoing collaboration with customers in the future, even after it is released. The coming together of a team is what really makes a great reference architecture, a team that places the architecture at a high level.

We can also develop distinct flavors of the specification. We should expect much more detail. Those implementation architectures then become spin-offs of reference architectures such as the HERA.

Lee: I can give some concrete examples, to bookend the kinds of problems that can be addressed using the HERA. At the micro end, a hospital can use the HERA structure to implement a patient check-in to the hospital for patients who would like to bypass the usual process and check themselves in. This has a number of positive value outcomes for the hospital in terms of staffing and in terms of patient satisfaction and cost savings.

At the other extreme, a large hospital system in Philadelphia or Stuttgart or Oslo or in India finds itself with patients appearing at the emergency room or in the ambulatory settings unaffiliated with that particular hospital. Rather than have that patient come as a blank sheet of paper, and redo all the tests that had been done prior, the HERA will help these healthcare organizations figure out how to exchange data in a meaningful way. So the information can flow digitally, securely, and it means the same thing to those who get it as much as it does to those who receive it, and everything is patient-focused, patient-centric.

Gardner: Oliver, we have seen with other Open Group standards and reference architectures, a certification process often comes to bear that helps people be recognized for being adept and properly trained. Do you expect to have a certification process with HERA at some point?

Certifiable enterprise expertise

Kipf: Yes, the more we mature with the HERA, along with the defined guidelines and the specifications and the HERA model, the more there will be a need and demand for health enterprise-focused employees in the marketplace. They can show how consulting services can then use HERA.

And that's a perfect place when you think of certification. It helps make sure that the quality of the workforce is strong, whether it's internal or in the form of a professional services role. They can comply with the HERA.

Gardner: Clearly, this has applicability to healthcare payer organizations, provider organizations, government agencies, and the vendors who supply pharmaceuticals or medical instruments. There are a great deal of process benefits when done properly, so that enterprise architects could become certified eventually.

My question then is how do we take the HERA, with such a potential for being beneficial across the board, and make it well-known? Jason, how do we get the word out? How can people who are listening to this or reading this, help with that?

Spread the word, around the world

Lee: It's a question that has to be considered every time we meet. I think the answer is straightforward. First, we build a product [the HERA] that has clear value for stakeholders in the healthcare system. That’s the internal part.

Second—and often, simultaneously—we develop a very important marketing/collaboration/socialization capability. That’s the external part. I've worked in healthcare for more than 30 years, and whether it's public or private sector decision-making, there are many stakeholders, and everybody's focused on the same few things: improving value, enhancing quality, expanding access, and providing security.

All companies must plan, build, operate and improve.
We will continue developing relationships with key players to ensure them that what they’re doing is key to the HERA. At the broadest level, all companies must plan, build, operate and improve.

There are immense opportunities for business development. There are innumerable ways to use the HERA to help health enterprise systems operate efficiently and effectively. There are opportunities to demonstrate to key movers and shakers in healthcare system how what we're doing integrates with what they're doing. This will maximize the uptake of the HERA and minimize the chances it sits on a shelf after it's been developed.

Gardner: Oliver, there are also a variety of regional conferences and events around the world. Some of them are from The Open Group. How important is it for people to be aware of these events, maybe by taking part virtually online or in person? Tell us about the face-time opportunities, if you will, of these events, and how that can foster awareness and improvement of HERA uptake.

Kipf: We began with the last Open Group event. I was in Berlin, presenting the HERA. As we see more development, more maturity, we can then show more. The uptake will be there and we also need to include things like cyber security, things like risk compliance. So we can bring in a lot of what we have been doing in various other initiatives within The Open Group. We can show how it can be a fusion, and make this something that is really of value.

I am confident that through face-to-face events, such as The Open Group events, we can further spread the message.

Lee: And a real shout-out to Gail and Oliver who have been critical in making introductions and helping to share The Open Group Healthcare Forum’s work broadly. The most recent example is the 2016 HIMSS conference, a meeting that brings together more than 40,000 people every year. There is a federal interoperability showcase there, and we have been able to introduce and discuss our HERA work there.

We’ve collaborated with the Office of the National Coordinator where the Federal Heath Architecture sits, with the US Veterans Administration, with the US Department of Defense, and with the Centers for Medicare and Medicaid (CMS). This is all US-centered, but there are lots of opportunities globally to not just spread the word in public for domains and public venues, but also to go to those key players who are moving the industry forward, and in some cases convince them that enterprise architecture does provide that structure, that template that can help them achieve their goals.

Future forecast

Gardner: I’m afraid we are almost out of time. Gail, perhaps a look into the crystal ball. What do you expect and hope to see in the next few years when it comes to improvements initiatives like HERA at The Open Group Forum can provide? What do you hope to see in the next couple of years in terms of improvement?

Kalbfleisch: What I would like to see happen in the next couple of years as it relates to the HERA, is the ability to have a place where we can go from anywhere and get a glimpse of the landscape. Right now, it’s hard to find anywhere where someone in the US can see the great work that Oliver is doing, or the people in Norway, or the people in Australia are doing.
Reference architecture is great to have, but it has no power until it's used

It’s really important that we have opportunities to communicate as large groups, but also the one-on-one. Yet when we are not able to communicate personally, I would like to see a resource or a tool where people can go and get the information they need on the HERA on their own time, or as they have a question. Reference architecture is great to have, but it has no power until it’s used.

My hope for the future is for the HERA to be used by decision-makers, developers, and even patients. So when an organizations such as some hospital wants to develop a new electronic health record (EHR) system, they have a place to go and get started, without having to contact Jason or wait for a vendor to come along and tell them how to solve a problem. That would be my hope for the future.

Lee: You can think of the HERA as a soup with three key ingredients. First is the involvement and commitment of very bright people and top-notch organizations. Second, we leverage the deep experience and products of other forums of The Open Group. Third, we build on external relationships. Together, these three things will help make the HERA successful as a certifiable product that people can use to get their work done and do better.

Gardner: Jason, perhaps you could also tee-up the next Open Group event in Amsterdam. Can you tell us more about that and how to get involved?

Lee: We are very excited about our next event in Amsterdam in October. You can go to www.opengroup.org and look under Events, read about the agendas, and sign up there. We will have involvement from experts from the US, UK, Germany, Australia, Norway, and this is just in the Healthcare Forum!

The Open Group membership will be giving papers, having discussions, moving the ball forward. It will be a very productive and fun time and we are looking forward to it.
Again, anyone who has a question or is interested in joining the Healthcare Forum can please send me, Jason Lee, an email at j.lee@opengroup.org.

Gardner: I'm afraid we will have to leave it there. We have been discussing the latest developments in The Open Group Healthcare Forum, and how it's advancing best practices and methods for better leveraging IT in healthcare ecosystems. We've learned how the HERA initiative is standardizing IT architectures and fostering boundaryless interoperability across the healthcare industry globally.

Please join me in thanking our panel: Oliver Kipf, The Open Group Healthcare Forum Chairman and Business Process and Solution Architect at Philips; Dr. Jason Lee, Director of the Healthcare Forum at The Open Group, and Gail Kalbfleisch, Director of the Federal Health Architecture at the US Department of Health and Human Services.

And lastly a big thanks you to The Open Group for sponsoring this discussion, as well as a thank you to our audience for joining. I'm Dana Gardner, Principal Analyst at Interarbor Solutions, your host and moderator.

Thanks again for listening. Feel free to pass this content on to your cohorts and others in your community, and do come back next time.

Listen to the podcast. Find it on iTunes. Get the mobile app. Download the transcript. Sponsor: The Open Group.

Transcript of a discussion on how a global standards body and its ecosystem of partners are working to improve how the healthcare industry operates. Copyright The Open Group and Interarbor Solutions, LLC, 2005-2017. All rights reserved.