IBM Systems Magazine, Mainframe - July/August 2015 - 20

The Starburst Effect
Ordering a gift? See what actually happens when you click 'Checkout'.
When a customer taps the "Checkout" button on a shopping app, they don't know that as few as four or as many as 100
transactions are triggered to the computing infrastructure that delivers data to the smartphone. This is known as The Starburst Effect.
Weather and Logistics
Analysis conducted

CUSTOMER

FULFILLMENT
Retailer sends order
status to customer
Analytics conducted for
best shipping method

Automatically
generated confirmation
is sent to customer

Request status info from
shipper to customer

The pack return label
order is issued

Customer information
sent to retail customer
database

Shipping information
is sent to shipper

30 day follow up
Special offers and
coupons codes are made

Order information is
sent to retail fulfillment
center

CHECKOUT

Warehouse "pick and
pack" orders are issued

Ask for review of product

Customer checks
out shopping cart from
retailer on mobile app.

Clearance and
settlement carried out

Customer bank
approval conducted

Confirmation of
order is automatically
generated

A payment request
is sent
Product information
is sent to the retailers
inventory database
Payment is sent
to retailer
Inventory order is
sent to the supplier

PAYMENT

PRODUCT

Payment confirmation
sent to customer
Analytics for
acquiring insurance

of the organization is looking
to apply those same disciplines
to Hadoop jobs to improve their
completion rates.
Mobile is another example.
Mobile transactions cause what
IBM calls the Starburst Effect (see
"The Starburst Effect," above)
where an inquiry is sent and
explodes into hundreds of related
transactions that all come back
to the mobile device.
Fuchs says longtime
mainframe clients won't view
the Starburst Effect as anything
new. This phenomenon was
experienced in the late 1980s
and early 1990s with PCs. Mobile
devices are just the latest to
cause the effect.

Prior to PCs, client transactions
were growing at a predictable,
steady rate each year. The
transactions would peak at
around 10 a.m., go down, peak
again at 2 p.m., and go down
again. Weekend transactions
didn't exist. With the increasing
popularity of the PC, businesses
saw a spike in transactions.
"Not only could you not predict
when this workload would come
in on a business day, it came in
seven days a week. So the notion
of downtime on weekends went
away," Fuchs explains. Mobile is
causing the same sort of disruption
to businesses-only this time it's
more pronounced as organizations
seek to grow seamlessly.

20 // JULY/AUGUST 2015 ibmsystemsmag.com

A mobile
consumer's
individual
transaction
footprint will
grow from

3,700
a day in 2014
to more than

14,800
by 2025, close
to one every

3.6
seconds

Increasing mobile adoption is
bringing heightened awareness
for impenetrable security, just
as the use of PCs did in the
1990s. The difference, though,
is that security now is vastly
different from security then. The
question now for organizations
in all industries is how to secure
a transaction throughout the
points of the Starburst Effect.
"All industries are doing that,
and they are all facing the same
challenge regardless of their
industry," Fuchs adds.
"But the challenge is how to
capture that and continue to do it
in the most secure way, which is
on z Systems, to take advantage
of the things the z Systems


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IBM Systems Magazine, Mainframe - July/August 2015

Table of Contents for the Digital Edition of IBM Systems Magazine, Mainframe - July/August 2015

Table of Contents
Editor's Desk: An important note
IBM Perspective: Transforming travel end to end
Partner PoV: Maximize the platform's business value by addressing challenges now
IT Today: Infrastructure matters: Myth or truth?
Case Study: Turning Complexity Into Simplicity: Vissensa Ltd. deploys an IBM Enterprise Cloud System to relieve the IT burdens of its clients
Cover Story: Industry Importance: Applying disruptive technologies in a nondisrputive way helps mainframe clients achieve business efficiency
Feature: Security Notification: Mainframe companies must be proactive and educated in testing and protection, expert says
Feature: Industry Improvements: Clients from five key industries highlight what's possible with IBM mainframe
Tech Showcase: Businesses must look at the big picture to take advantage of analytics
HotTECH Products
Administrator: New technologies with the IBM z13 and DS8870 systems aim to reduce costs and improve resilience, scale and performance
Solutions: ARCAD- Anonymizer; FDRPASVM, MVT Vault, STEPLIB-Rx 3.1; Topaz, ISPW V4.4, Savvytest 2.1
Stop Run: 'Things just clicked' for IBMer looking for his path
Reference Point - Global Events, Education, Resources for Mainframe
2015 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - July/August 2015 - Intro
IBM Systems Magazine, Mainframe - July/August 2015 - Cover1
IBM Systems Magazine, Mainframe - July/August 2015 - Cover2
IBM Systems Magazine, Mainframe - July/August 2015 - 1
IBM Systems Magazine, Mainframe - July/August 2015 - Table of Contents
IBM Systems Magazine, Mainframe - July/August 2015 - 3
IBM Systems Magazine, Mainframe - July/August 2015 - 4
IBM Systems Magazine, Mainframe - July/August 2015 - 5
IBM Systems Magazine, Mainframe - July/August 2015 - Editor's Desk: An important note
IBM Systems Magazine, Mainframe - July/August 2015 - 7
IBM Systems Magazine, Mainframe - July/August 2015 - IBM Perspective: Transforming travel end to end
IBM Systems Magazine, Mainframe - July/August 2015 - 9
IBM Systems Magazine, Mainframe - July/August 2015 - Partner PoV: Maximize the platform's business value by addressing challenges now
IBM Systems Magazine, Mainframe - July/August 2015 - 11
IBM Systems Magazine, Mainframe - July/August 2015 - IT Today: Infrastructure matters: Myth or truth?
IBM Systems Magazine, Mainframe - July/August 2015 - 13
IBM Systems Magazine, Mainframe - July/August 2015 - Case Study: Turning Complexity Into Simplicity: Vissensa Ltd. deploys an IBM Enterprise Cloud System to relieve the IT burdens of its clients
IBM Systems Magazine, Mainframe - July/August 2015 - 15
IBM Systems Magazine, Mainframe - July/August 2015 - 16
IBM Systems Magazine, Mainframe - July/August 2015 - 17
IBM Systems Magazine, Mainframe - July/August 2015 - Cover Story: Industry Importance: Applying disruptive technologies in a nondisrputive way helps mainframe clients achieve business efficiency
IBM Systems Magazine, Mainframe - July/August 2015 - 19
IBM Systems Magazine, Mainframe - July/August 2015 - 20
IBM Systems Magazine, Mainframe - July/August 2015 - 21
IBM Systems Magazine, Mainframe - July/August 2015 - Feature: Security Notification: Mainframe companies must be proactive and educated in testing and protection, expert says
IBM Systems Magazine, Mainframe - July/August 2015 - 23
IBM Systems Magazine, Mainframe - July/August 2015 - 24
IBM Systems Magazine, Mainframe - July/August 2015 - 25
IBM Systems Magazine, Mainframe - July/August 2015 - 26
IBM Systems Magazine, Mainframe - July/August 2015 - 27
IBM Systems Magazine, Mainframe - July/August 2015 - Feature: Industry Improvements: Clients from five key industries highlight what's possible with IBM mainframe
IBM Systems Magazine, Mainframe - July/August 2015 - 29
IBM Systems Magazine, Mainframe - July/August 2015 - 30
IBM Systems Magazine, Mainframe - July/August 2015 - 31
IBM Systems Magazine, Mainframe - July/August 2015 - 32
IBM Systems Magazine, Mainframe - July/August 2015 - Tech Showcase: Businesses must look at the big picture to take advantage of analytics
IBM Systems Magazine, Mainframe - July/August 2015 - 34
IBM Systems Magazine, Mainframe - July/August 2015 - 35
IBM Systems Magazine, Mainframe - July/August 2015 - 36
IBM Systems Magazine, Mainframe - July/August 2015 - HotTECH Products
IBM Systems Magazine, Mainframe - July/August 2015 - 38
IBM Systems Magazine, Mainframe - July/August 2015 - 39
IBM Systems Magazine, Mainframe - July/August 2015 - 40
IBM Systems Magazine, Mainframe - July/August 2015 - Administrator: New technologies with the IBM z13 and DS8870 systems aim to reduce costs and improve resilience, scale and performance
IBM Systems Magazine, Mainframe - July/August 2015 - 42
IBM Systems Magazine, Mainframe - July/August 2015 - 43
IBM Systems Magazine, Mainframe - July/August 2015 - 44
IBM Systems Magazine, Mainframe - July/August 2015 - Solutions: ARCAD- Anonymizer; FDRPASVM, MVT Vault, STEPLIB-Rx 3.1; Topaz, ISPW V4.4, Savvytest 2.1
IBM Systems Magazine, Mainframe - July/August 2015 - 46
IBM Systems Magazine, Mainframe - July/August 2015 - 47
IBM Systems Magazine, Mainframe - July/August 2015 - Stop Run: 'Things just clicked' for IBMer looking for his path
IBM Systems Magazine, Mainframe - July/August 2015 - Cover3
IBM Systems Magazine, Mainframe - July/August 2015 - Cover4
IBM Systems Magazine, Mainframe - July/August 2015 - Reference Point - Global Events, Education, Resources for Mainframe
IBM Systems Magazine, Mainframe - July/August 2015 - 2015 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - July/August 2015 - SE2
IBM Systems Magazine, Mainframe - July/August 2015 - SE3
IBM Systems Magazine, Mainframe - July/August 2015 - SE4
IBM Systems Magazine, Mainframe - July/August 2015 - SE5
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