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	<title>ZapThink &#187; linthicum@att.net</title>
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	<link>http://www.zapthink.com</link>
	<description>Sharpening Your Vision of the Future of IT</description>
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		<title>Filling Holes in the SOA Stack with Runtime Governance</title>
		<link>http://www.zapthink.com/2008/09/10/filling-holes-in-the-soa-stack-with-runtime-governance/</link>
		<comments>http://www.zapthink.com/2008/09/10/filling-holes-in-the-soa-stack-with-runtime-governance/#comments</comments>
		<pubDate>Wed, 10 Sep 2008 00:09:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[White Paper]]></category>
		<category><![CDATA[AmberPoint]]></category>
		<category><![CDATA[BEA Systems]]></category>
		<category><![CDATA[IBM]]></category>
		<category><![CDATA[JBoss Group]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[Oracle]]></category>
		<category><![CDATA[Performance]]></category>
		<category><![CDATA[Policy Management]]></category>
		<category><![CDATA[SAP]]></category>
		<category><![CDATA[Security & Identity Management]]></category>
		<category><![CDATA[Service Lifecycle]]></category>
		<category><![CDATA[SOA Governance]]></category>
		<category><![CDATA[SOA Management]]></category>
		<category><![CDATA[Software AG]]></category>
		<category><![CDATA[TIBCO]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=WP-0174</guid>
		<description><![CDATA[ZapThink considers runtime SOA governance a requirement of successful SOA, greatly increasing the chances that the SOA implementation will have business value. Indeed, the lack of adequate runtime SOA governance greatly reduces the chances of success. The ability to create and monitor policies, manage performance, secure the system, and provide self-healing mechanisms means the SOA implementation will provide ongoing value through productivity benefits.
<p>
However, most SOA stack vendors do not address many of the key requirements of SOA, including solution patterns around runtime SOA goverance.  Considering this limitation, it&#8217;s important to address these issues with the proper technology, leveraged in the proper way. Thus, the purpose of this paper.]]></description>
			<content:encoded><![CDATA[<p>ZapThink considers runtime SOA governance a requirement of successful SOA, greatly increasing the chances that the SOA implementation will have business value. Indeed, the lack of adequate runtime SOA governance greatly reduces the chances of success. The ability to create and monitor policies, manage performance, secure the system, and provide self-healing mechanisms means the SOA implementation will provide ongoing value through productivity benefits.</p>
<p>
However, most SOA stack vendors do not address many of the key requirements of SOA, including solution patterns around runtime SOA goverance.  Considering this limitation, it&#8217;s important to address these issues with the proper technology, leveraged in the proper way. Thus, the purpose of this paper. <a href='?file_id=FillingHolesSOAStackRuntimeGovernance-AmberPoint-092008-WP-0174-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
			<wfw:commentRss>http://www.zapthink.com/2008/09/10/filling-holes-in-the-soa-stack-with-runtime-governance/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Design &amp; Validate SOA in a Heterogeneous Environment</title>
		<link>http://www.zapthink.com/2008/07/26/design-validate-soa-in-a-heterogeneous-environment/</link>
		<comments>http://www.zapthink.com/2008/07/26/design-validate-soa-in-a-heterogeneous-environment/#comments</comments>
		<pubDate>Sat, 26 Jul 2008 00:07:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[White Paper]]></category>
		<category><![CDATA[Enterprise Service Bus (ESB)]]></category>
		<category><![CDATA[iTKO]]></category>
		<category><![CDATA[Quality]]></category>
		<category><![CDATA[Semantic Integration]]></category>
		<category><![CDATA[SOA Governance]]></category>
		<category><![CDATA[Testing]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=WP-0171</guid>
		<description><![CDATA[The promised business value of Service-Oriented Architecture (SOA) is driving many enterprises to purchase key SOA-related technologies, such as an Enterprise Service Bus (ESB), in advance of the forthcoming architecture. However, the road to SOA is not always clear, and many enterprise architects, developers, and project leaders require guidance to understand the steps to SOA success. Such guidance must include clear, interactive, and adaptive process that ensures that team members understand all requirements, document all details, and plan all testing and implementation tasks.
<p>
The purpose of this manual is to walk those charged with designing and building their SOA implementation through the issues, steps, and procedures they require to create their first iteration of SOA, and how to build on that experience to drive a more systemic change within their enterprise. We&#8217;re going to take you through this journey assuming that you have the technology on hand, whether that is an integration server, application server, or an ESB, and focus on the best practices and architectural patterns for that particular category of technology. Since SOA is by nature heterogeneous, strategies for resolving architectural challenges earlier in the lifecycle using well-defined semantics will be discussed.
<p>
Systemic to this manual is how to approach testing in the context of SOA. While many consider testing as something that is at the end of the process, it&#8217;s actually a part of each step. Thus, as part of this manual we will teach you about testing approaches and key enabling technology.]]></description>
			<content:encoded><![CDATA[<p>The promised business value of Service-Oriented Architecture (SOA) is driving many enterprises to purchase key SOA-related technologies, such as an Enterprise Service Bus (ESB), in advance of the forthcoming architecture. However, the road to SOA is not always clear, and many enterprise architects, developers, and project leaders require guidance to understand the steps to SOA success. Such guidance must include clear, interactive, and adaptive process that ensures that team members understand all requirements, document all details, and plan all testing and implementation tasks.</p>
<p>
The purpose of this manual is to walk those charged with designing and building their SOA implementation through the issues, steps, and procedures they require to create their first iteration of SOA, and how to build on that experience to drive a more systemic change within their enterprise. We&#8217;re going to take you through this journey assuming that you have the technology on hand, whether that is an integration server, application server, or an ESB, and focus on the best practices and architectural patterns for that particular category of technology. Since SOA is by nature heterogeneous, strategies for resolving architectural challenges earlier in the lifecycle using well-defined semantics will be discussed.</p>
<p>
Systemic to this manual is how to approach testing in the context of SOA. While many consider testing as something that is at the end of the process, it&#8217;s actually a part of each step. Thus, as part of this manual we will teach you about testing approaches and key enabling technology.<a href='?file_id=DesignValidateSOAHeterogeneousEnvironment-iTKO-072008-WP-0171-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
			<wfw:commentRss>http://www.zapthink.com/2008/07/26/design-validate-soa-in-a-heterogeneous-environment/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Kapow Technologies: Turning the Web into the World&#8217;s Largest Database</title>
		<link>http://www.zapthink.com/2008/06/19/kapow-technologies-turning-the-web-into-the-worlds-largest-database/</link>
		<comments>http://www.zapthink.com/2008/06/19/kapow-technologies-turning-the-web-into-the-worlds-largest-database/#comments</comments>
		<pubDate>Thu, 19 Jun 2008 00:06:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[ZapNote]]></category>
		<category><![CDATA[Data Integration]]></category>
		<category><![CDATA[Enterprise Web 2.0]]></category>
		<category><![CDATA[Kapow Technologies]]></category>
		<category><![CDATA[Mashup]]></category>
		<category><![CDATA[SO Development]]></category>
		<category><![CDATA[Web 2.0]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZTZN-1227</guid>
		<description><![CDATA[The use of unstructured data within enterprises today has been more art than science, and in most cases an opportunity that many people have yet to understand. Truth-be-told, there are terabytes and terabytes of useful information throughout the enterprise and the World Wide Web that if placed into the proper context could have an ROI much higher than existing data mining approaches.
  <p>
Access to this unstructured information has been out of reach of many enterprises today due to the cost and complexity of the technology. However, with the Kapow Technologies offering, enterprises now have an on-demand mechanism for searching, grabbing, refining, and understanding unstructured data, and can place them in the context of enterprise data for even more value.
<p>
In addition, in the emerging world of Service-Oriented Architecture (SOA), Kapow is also providing customers with the ability to address unstructured data as Services, thus providing an on-ramp for any data source for use within mashups in the SOA environment.]]></description>
			<content:encoded><![CDATA[<p>The use of unstructured data within enterprises today has been more art than science, and in most cases an opportunity that many people have yet to understand. Truth-be-told, there are terabytes and terabytes of useful information throughout the enterprise and the World Wide Web that if placed into the proper context could have an ROI much higher than existing data mining approaches.</p>
<p>
Access to this unstructured information has been out of reach of many enterprises today due to the cost and complexity of the technology. However, with the Kapow Technologies offering, enterprises now have an on-demand mechanism for searching, grabbing, refining, and understanding unstructured data, and can place them in the context of enterprise data for even more value.</p>
<p>
In addition, in the emerging world of Service-Oriented Architecture (SOA), Kapow is also providing customers with the ability to address unstructured data as Services, thus providing an on-ramp for any data source for use within mashups in the SOA environment.<a href='?file_id=Kapow-062008-ZTZN-1227-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>SOA Experiences from the Front Line</title>
		<link>http://www.zapthink.com/2008/05/09/soa-experiences-from-the-front-line/</link>
		<comments>http://www.zapthink.com/2008/05/09/soa-experiences-from-the-front-line/#comments</comments>
		<pubDate>Fri, 09 May 2008 00:05:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[Presentation]]></category>
		<category><![CDATA[Intersperse]]></category>
		<category><![CDATA[SOA Management]]></category>
		<category><![CDATA[Tidal Software]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZTP-0343</guid>
		<description><![CDATA[Dave Linthicum's presentation for the Tidal Software speaking event in April, 2008. Covers practical advice for the implementation of SOA.
<p>
23-slide PowerPoint in pdf format.]]></description>
			<content:encoded><![CDATA[<p>Dave Linthicum&#8217;s presentation for the Tidal Software speaking event in April, 2008. Covers practical advice for the implementation of SOA.</p>
<p>
23-slide PowerPoint in pdf format.<a href='?file_id=SOAExperiencesFrontLine-TidalSoftware-042008-ZTP-0343-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Building Data-Rich SOBAs in a Heterogeneous Environment</title>
		<link>http://www.zapthink.com/2008/04/29/building-data-rich-sobas-in-a-heterogeneous-environment-2/</link>
		<comments>http://www.zapthink.com/2008/04/29/building-data-rich-sobas-in-a-heterogeneous-environment-2/#comments</comments>
		<pubDate>Tue, 29 Apr 2008 00:04:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[Presentation]]></category>
		<category><![CDATA[data access]]></category>
		<category><![CDATA[Data Integration]]></category>
		<category><![CDATA[DataDirect]]></category>
		<category><![CDATA[Enterprise Web 2.0]]></category>
		<category><![CDATA[Mainframe]]></category>
		<category><![CDATA[Mashup]]></category>
		<category><![CDATA[Progress Software]]></category>
		<category><![CDATA[Service Consumers]]></category>
		<category><![CDATA[Service-Oriented Business Application]]></category>
		<category><![CDATA[SOBA]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZTP-0341</guid>
		<description><![CDATA[The importance of the Data Services Layer for SOA, Service-Oriented Business Applications (SOBAs), and Service Consumers. Also explores the notion of Enterprise Mashups from the data perspective.
<p>
Delivered at DataDirect's Architect Tutorial series in April - May, 2008.
<p>
34-slide PowerPoint in pdf format.]]></description>
			<content:encoded><![CDATA[<p>The importance of the Data Services Layer for SOA, Service-Oriented Business Applications (SOBAs), and Service Consumers. Also explores the notion of Enterprise Mashups from the data perspective.</p>
<p>
Delivered at DataDirect&#8217;s Architect Tutorial series in April &#8211; May, 2008.</p>
<p>
34-slide PowerPoint in pdf format.<a href='?file_id=BuildingDataRichSOBAsHeterogeneousEnvironment-DataDirect-042008-ZTP-0341-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
			<wfw:commentRss>http://www.zapthink.com/2008/04/29/building-data-rich-sobas-in-a-heterogeneous-environment-2/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The &#8220;S&#8221; in &#8220;SOA&#8221; is Services</title>
		<link>http://www.zapthink.com/2008/03/13/the-s-in-soa-is-services/</link>
		<comments>http://www.zapthink.com/2008/03/13/the-s-in-soa-is-services/#comments</comments>
		<pubDate>Thu, 13 Mar 2008 00:03:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[ZapFlash]]></category>
		<category><![CDATA[Service implementation]]></category>
		<category><![CDATA[SO Development]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZAPFLASH-2008313</guid>
		<description><![CDATA[Within the world of SOA, Services are the building blocks and at the lowest level of the stack. They are the functional primitives of SOA. However, most enterprises are so focused on the architecture that the underlying Services get very little attention. In order to create and maintain a healthy ...]]></description>
			<content:encoded><![CDATA[<p>Within the world of SOA, Services are the building blocks and at the lowest level of the stack.  They are the functional primitives of SOA.  However, most enterprises are so focused on the architecture that the underlying Services get very little attention.  In order to create and maintain a healthy SOA, the process of designing, building, and testing Services needs to improve.  So, what are the best practices for Services?</p>
<p>
What&#8217;s core to the problem is that we have a tendency to consider Services as simple building blocks, something that will always be there, always using a good design, relevant patterns, and always in good operational condition.  That&#8217;s just not always the case. Indeed, Services are the building blocks of SOA, and like building blocks of a house or a building, the quality will define the value of the finished product,  in this case, the SOA implementation itself.  Thus, spending time on what Services do, how to define them, how to design them, and how to build them is a good investment in time, and something that&#8217;s missing within many architectures.</p>
<p>
Clarify these Services issues at the outset of a SOA project to build better blocks:</p>
<p>
<b><i>First, Services don&#8217;t need to be Web Services.</i></b>  ZapThink has been very clear about this point.  However, this is a confusing statement for those of you who have been absorbing the hype.  The fact is, you can build a SOA without Web Services, opting for more traditional approaches such as transactions, distributed objects, or custom software systems.  Indeed, when considering &#8220;special needs architectures,&#8221; such as those requiring high performance, the use of Web Services are clearly contraindicated.</p>
<p>
Keep in mind  as well that <a href="http://www.zapthink.com/report.html?id=ZAPFLASH-2005824">the Service contract language is more than just WSDL</a>.   So such Services (or more precisely, Service interfaces) are similar to Web Services, but have more information in their contracts than WSDL can provide.</p>
<p>
<b><i>Second, Services produce behavior and data, not just data. </i></b>    Most people who design, create, and/or expose Services think of them as data providers, and indeed they are in most instances.  You invoke the Service, and it produces data in the context of a structure, and consumed into another system.  However, while many Services are very data-oriented, Services are able to provide behavior as well, or, the ability to do something around the containment of the data, or perhaps provide behavior without data at all.</p>
<p>
<b><i>Third, Services are not applications, and you shouldn&#8217;t  design them like applications. </i></b>    As you&#8217;ll see below, Services have their own specific design orientation.  The way you define and design a Service is very different than what many consider traditional application design.  You&#8217;re building a much smaller system that exists within many systems, and thus you must pay special attention to interoperability, granularity, core purpose, and testing approaches.</p>
<p>
Services are not complete applications or systems.  They are a small part of an application.  Nor are they subsystems; they are small parts of subsystems as well.  Indeed, Services are more analogous to traditional application functions in terms of design and how you leverage them to form solutions, fine- or course-grained.  Knowing that, we have a better basis of understanding when approaching the Service design problem.</p>
<p>
<b><i>Finally, each Service has a specific purpose, and they are not complex or naturally dependent upon other Services. </i></b>    Thus, they are easily abstracted into composite applications, in essence, leveraging these Services as if they are functions local to the composite.  This is where exposed Services have a tendency to fall down.  Since they were not designed, but abstracted, they typically have far too many dependencies to be as useful as Services that were designed correctly from scratch.  That&#8217;s the tradeoff.  Services should exist with a high degree of autonomy.  They should execute without dependencies, if at all possible.  This allows you to leverage the Service by itself, and design the Service with this in mind no matter how course- or fine-grained the Service is.</p>
<p>
<b>It&#8217;s in the Design</b><br />
So, how do you design a Service?    It&#8217;s important to follow a few basic principles.  While following these principles does not insure success, it will clearly send you down the right path. First and foremost, you should often design Services for <i>reuse</i>.  Services become a part of any number of other applications, and thus must be designed to provide behavior and information, but not be application specific.  This approach is difficult for many developers since custom one-off software is what they&#8217;ve been doing for most of their careers.  Thus, the patterns must be applicable to more than a single problem domain or application, meaning you must have use for your reusable Service.  Else, the exercise is in vain.   However, <a href="http://www.zapthink.com/report.html?id=ZAPFLASH-2006531"> not all Service can or should be reusable</a>, thus the criteria of reuse should be selective.</p>
<p>
In addition, Services have to be designed for <i>heterogeneity</i>.  Build Services so that there are no calls to native interfaces or platforms.  Remember that a Service, say, one built on Linux, may be leveraged by applications on Windows, Macs, and even mainframes.  Those who leverage your Service should do so without regard for how it was created, and should be completely platform independent.</p>
<p>
Among other benefits, <i>abstraction</i> allows access to Services from multiple, simultaneous consumers; hiding technology details from the Service developer.  The use of abstraction is required to get around the many protocols, data access layers, and even security mechanisms that may be in place, thus hiding these very different technologies behind a layer that can emulate a single layer of abstraction. Also, when we build or design Services we need to account for <i>aggregation</i>.  Many Services will become parts of other Services.  Thus they become composite Services that are leveraged by an application, and you must consider that in their design.  For instance, a customer validation Service may be part of a customer processing Service, which is part of the inventory control systems.  Aggregations are clusters of Services bound together to create a solution.</p>
<p>
Services are not applications and should have <i>limited scope</i>, as we discussed above.   In other words, they do simple things such as check inventory or calculate reorder points.  If your needs are more complex, you simply write more Services and not overload a single Service with too much functionality.  Services with too much functionality are considered heavy, and are difficult to reuse since you may deploy a Service where you&#8217;re only leveraging ten percent or less of its functions.</p>
<p>
So, now that we understand the common design patterns we must follow, the question is: How do you design a Service?   Also, what tools are available?   There are certain steps architects and developers can follow.  Here are some suggestions, assuming new Service design.</p>
<ol>
<li>	You need to define the purpose of the Service.  What will the Service do, and who are the intended user; human, application, and / or other Services?
<li>	You need to determine the information to be bound to the Service, including schemas and other metadata.  You must understand how the Service leverages information, and what functions require what data.
<li>	You need to determine the functions (methods) encapsulated inside the Service; in other words, the behaviors you would like to expose.  It&#8217;s also at this step where we define each function, including how the function breaks down using a traditional functional decomposition chart.
<li>	You need to define any interfaces into the Service, both machine and human.  This means we need to determine how the Service will interact with the calling applications, and through what mechanisms.
<li>	You need to define how to test the Service, using the suggestions above.  Testing is an important but often neglected step where you define how those who leverage the Service will test the Service within the context of their usage pattern.  You need to define test information, Service invocation, and validity of results.
</ol>
<p>
What&#8217;s core to the success of SOA is a clear approach to Service design, development, and testing.  At the end of the day, it&#8217;s good old-fashioned discipline that comes into play here, more so than new technology, tools, and programming tricks.  That&#8217;s not what people want to hear in the context of the deafening hype, but that&#8217;s the reality.</p>
<p>
<b>The ZapThink Take</b><br />
The truth of the matter is that Services are a new challenge for developers, and they bring their own sets of requirements.  In many ways it&#8217;s as much of a shift in thinking as was the movement from structured analysis, design, and development to object-oriented analysis, design, and development.  We all know how long that took, and in many respects it&#8217;s still going on today.</p>
<p>
What we&#8217;ll see in the short term is what you expect to see with any new approach &#8212; poorly designed, developed, and tested Services that bring high cost and lost productivity.  Thus, the failures will lead to rethinking, relearning, and retooling to get Service design right.  Count on large expenditures on training, tools, and testing infrastructure over the next 3 to 6 years.  Also, count on some pushback on the whole SOA concept as people understand that they are dependent on the underlying Services, and thus the architecture will suffer as well as developers move along this learning curve.</p>
<p>
You  must also pay attention to the process of exposing existing legacy systems as collections of Services.  While it appears that you&#8217;ll have to take the interfaces as they are deployed, now exposed as Services, there is actually a lot the developers can do to design abstracted Services that better serve the architecture.  While many people believe that tools and technologies that turn APIs or transactions directly into Services are the way to go, most will find that Services built using those principles provide very little value in the long run.</p>
<p>
SOA is indeed architecture, but it&#8217;s based on the proper design, development, and testing of Services.  These Services provide what&#8217;s core to SOA, and the discipline and process that software engineers put around this effort should be significant.  Changes to SOA Services design, development and testing need to be made and understood right now.<a href='?file_id=IDVSolutions-032008-ZTZN-1224-1.pdf' class='download'>Download File</a></p>
]]></content:encoded>
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		<title>Why Big Consulting is Hurting SOA</title>
		<link>http://www.zapthink.com/2008/01/31/why-big-consulting-is-hurting-soa/</link>
		<comments>http://www.zapthink.com/2008/01/31/why-big-consulting-is-hurting-soa/#comments</comments>
		<pubDate>Thu, 31 Jan 2008 00:01:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[ZapFlash]]></category>
		<category><![CDATA[Enterprise Service Bus (ESB)]]></category>
		<category><![CDATA[Governance]]></category>
		<category><![CDATA[SOA Consulting]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZAPFLASH-2008131</guid>
		<description><![CDATA[As larger organizations begin to embark on their Service-Oriented Architecture (SOA) projects, there is some misdirecting going on that you should be aware of, which will allow you to make an educated decision as to, not only what you're going to do, but who's going to help you. At issue ...]]></description>
			<content:encoded><![CDATA[<p>As larger organizations begin to embark on their Service-Oriented Architecture (SOA) projects, there is some misdirecting going on that you should be aware of, which will allow you to make an educated decision as to, not only what you&#8217;re going to do, but who&#8217;s going to help you. At issue is the fact that many people in the planning stages for SOA do not get the proper advice and guidance as to how to proceed, or even what a SOA actually is.  Thus, the larger tragedy is that many of these projects will hit the wall, and do so with an impact that will reflect poorly on the notion of SOA, when it&#8217;s not really a SOA issue at all.</p>
<p>
<b><i>First, be wary if consulting organizations point out their experience in the world of SOA by putting up past projects as proof of their experience. </i></b>    Most, if not all, of these past projects are really JBOWS (just a bunch of Web Services) and have no underlying mechanisms to provide agility, which is a core benefit of SOA.    The fact is that most end users out there don&#8217;t know the difference.    Always keep in mind that Service-enabling existing systems is useless without a mechanism for turning those Services into solutions.</p>
<p>
The problem is that many of people looking to hire SOA consultants don&#8217;t understand the difference between JBOWS and true SOA, and accept JBOWS as &#8220;experience.&#8221;  In reality, it&#8217;s an indication that the consultants don&#8217;t understand the core value of SOA, and thus could send you off in all sorts of dangerous and costly directions.  So, make sure to hire consultants who understand that SOA is really about architecture, agility, and changeability, and not just about Service enablement.  It&#8217;s easy to expose Services; turning those Services into solutions is another level of sophistication.</p>
<p>
<b><i>Second, many consultants are a bit too chummy with vendors</i></b>.  Thus, you&#8217;ll find that they implement the same vendors and technology each and every time.  This situation should present a huge red flag since SOA problem domains are all very different, and technology solutions that work best for the solution are never, ever, from the same vendor, over and over again.  However, when you sell hammers, everything looks like a nail.  The path of least resistance is what you know, not what you should do.</p>
<p>
People responsible for managing SOA consultants need to state clearly that you are looking for the right solution, not the one they know, or what may be part of an existing partnership.  Indeed, you should quickly overlook consulting organizations with many preexisting vendor partnerships.  You need folks in there who are agnostic when it comes to technology, and are willing to leverage the best-of-breed to address your issues.</p>
<p>
You&#8217;ve heard it all before: technology should add value to a concept like SOA, not control it.  Lately ZapThink has run into SOA efforts that are not playing by that rule.  Indeed, the focus is on ESBs and governance layers, and not on getting SOA right from an architecture standpoint.  I thought SOA was architecture, right?</p>
<p>
At issue are the multi-billion dollar marketing budgets that vendors bring to the SOA world, and thus lead through sheer volume of sales.  People like ZapThink who promote the architectural value of SOA, are not being heard above the noise and flash of the SOA-in-a-box movement that&#8217;s occurring all around us.  The end state is invariably a failed project, due to the misuse of technology, and project managers who do not understand their own issues before pulling out credit cards and buying technology.  Thus, too much focus on technology is hurting SOA.</p>
<p>
Don&#8217;t get me wrong, I&#8217;m not attacking the vendors here.  That&#8217;s just too easy.  What I am doing is pointing out the fact that technology, while being very powerful and necessary within the world of architecture, needs to occur as an outcome of the architecture, instead of driving it.  While most of you will see that as a logical piece of information, it&#8217;s still a <i>de facto</i> practice to take an &#8220;ESB-oriented&#8221; approach to SOA, no matter what the issues are at hand, or, perhaps an &#8220;App Service-oriented&#8221; approach, or a &#8220;Governance-oriented&#8221; approach, or&#8230;  Okay, I&#8217;ll stop.</p>
<p>
The result, in many cases, is not something that does not work; it&#8217;s something that does not work as well as the organization requires.  Thus, many companies settle for sub-optimal solutions that they must rework every few years to keep up with business demands, versus solving the problem once and for all, maturing the architecture over the years and not having to keep replacing it.</p>
<p>
The correct approach is simple.  You start with your core requirements, understanding all aspects of the business, existing Services, existing data, processes, etc., and then create a vision of the end state architecture and a complete, iterative map for getting there.  You understand patterns here, not instances of technology, and only then back the correct technology into the problem domain, making sure to meet the core requirements.</p>
<p>
<b><i>Third, there must be a predefined process. </i></b>    While many SOA consultants try to use older software development lifecycle (SDLC) and enterprise architecture processes, SOA requires a specific approach that addresses the unique nature of its architectural patterns.  For instance, there is a traditional focus on data, but the data must be properly bound to Services.  Moreover, those Services must be properly bound to processes.  Plus you need to keep track of all the interdependencies, and how all of this stuff links to SOA governance, SOA security, and event management and monitoring.</p>
<p>
Many consultants attempt to oversimplify the process, rapidly moving through or even foregoing the planning steps.  Their main focus is the selection of the technology, or, in some cases, they attempt to force fit a problem with a predetermined technology solution.  This approach never has a positive outcome.</p>
<p>
The fact of the matter is that SOA implementations are complex distributed systems, and thus complex to plan, design, build, and test.  The time spent in planning will later pay huge dividends.  You should define a rigorous process/methodology that, at a minimum, provides you with a semantic-level, Service-level, and  process-level understanding of the problem domain, not to mention the governance model and security strategies.  Trust me, you can get SOA right the first time, but with more planning and sweat than you expect.</p>
<p>
<b><i>Finally, there is the lack of understanding about ongoing SOA operations, and links with traditional enterprise architecture.</i></b>  You just can&#8217;t implement SOA, you have to live with SOA on an ongoing basis, which means understanding how the solution exists currently, and how to align it with business as it changes.  If your consultant has done his or her job, you should have an architecture where the volatility has been abstracted into a configurable domain.  As a result, it&#8217;s a matter of changing things at the configuration layer to adjust to the changing nature of the business.  Therein lies the value of SOA.</p>
<p>
If your architecture does provide that degree of agility, than you&#8217;re going to have to loop back to the beginning to see where you went wrong.  Typically, per my previous point, you&#8217;re planning was insufficient and perhaps you employed the wrong technology solution.  In any event, you need to bite the bullet, spend the money and fix it, or you&#8217;ll find that your SOA actually takes you backward.</p>
<p>
<b>The ZapThink Take</b><br />
Bad intentions are not the problem here.  I think everyone is honestly looking to do their best, but it&#8217;s a lack of understanding and perhaps talent in some instances.  Consultants who succeed with their SOA initiatives have a wide range of skills, a good understanding of architecture and the value of SOA, and all of the good work that needs to occur to make it work for the client.  However, I don&#8217;t see many out there who fit that bill, and the amount of bad advice is becoming a huge issue.  Unfortunately, many of their clients won&#8217;t figure this out until it&#8217;s too late.</p>
<p>
When doing SOA, or another other complex distributed computing problem for that matter, it pays to obtain honest and objective advice.   Even if you only need a consultant for validation of key artifacts, approaches, and technology.   That&#8217;s just cheap insurance. Unfortunately, the number of organizations out there calling themselves &#8220;SOA consultants&#8221; is huge, while the number of consultants that actually know what they are doing is relatively quite small.   Thus, most of their clients are finding that the selling around the consulting services was dazzling, but the Services they delivered, and end state solution is typically suboptimal.   Indeed, a common trick is to have the &#8220;SOA experts&#8221; come in a sell the deal and you&#8217;re left with the kiddies to actually do the work.</p>
<p>
The most troubling aspect of all these issues is that most organizations won&#8217;t understand the impact of leveraging less-than-stellar SOA consultants until it&#8217;s too late.   Indeed, the full impact of the architecture is years, not months away, and selecting the wrong technology, or getting the wrong strategic advice, won&#8217;t be obvious until it&#8217;s too late.  At least until the checks for the huge fees have cleared the banks,  and the consultants are on to their next project.<a href='?file_id=Zapforum_PSOA_012408.mp3' class='download'>Download File</a></p>
]]></content:encoded>
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		</item>
		<item>
		<title>ZapForum Podcast: Converging Data &amp; Documents in SOA</title>
		<link>http://www.zapthink.com/2008/01/11/zapforum-podcast-converging-data-documents-in-soa/</link>
		<comments>http://www.zapthink.com/2008/01/11/zapforum-podcast-converging-data-documents-in-soa/#comments</comments>
		<pubDate>Fri, 11 Jan 2008 00:01:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[Podcast]]></category>
		<category><![CDATA[Content & Presentation]]></category>
		<category><![CDATA[documents]]></category>
		<category><![CDATA[JustSystems]]></category>
		<category><![CDATA[Service Consumers]]></category>
		<category><![CDATA[Service-Oriented Process]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZTP-0331</guid>
		<description><![CDATA[ZapForum Podcast for January 11, 2008 features

		Guest Expert Jake Sorofman, VP of Marketing, <a href="http://www.justsystems.com">JustSystems</a>.
		<p>

		   								<img src="http://www.zapthink.com/content/webcasts/justsystems.gif" alt="">


<p>


		Listen to this Podcast and you will:


				<ul>

<li> Learn about the role of documents in SOA

<li> Get an idea of the role XML has in the creation of content

<li> Understand how dynamic documents that display application functionality can help implement document-centric business processes in the context of SOA

</ul>]]></description>
			<content:encoded><![CDATA[<p>ZapForum Podcast for January 11, 2008 features</p>
<p>		Guest Expert Jake Sorofman, VP of Marketing, <a href="http://www.justsystems.com">JustSystems</a>.</p>
<p>		   								<img src="http://www.zapthink.com/content/webcasts/justsystems.gif" alt=""></p>
<p>		Listen to this Podcast and you will:</p>
<ul>
<li> Learn about the role of documents in SOA
<li> Get an idea of the role XML has in the creation of content
<li> Understand how dynamic documents that display application functionality can help implement document-centric business processes in the context of SOA
</ul>
<p>
	<u>Setting the Stage: ZapThink Analysts</u></p>
<p>	ZapThink analysts Jason Bloomberg and David Linthicum set the stage by discussing how documents are important players in the world of Service consumers as organizations pass the &#8220;Services tipping point&#8221; in their SOA implementations.</p>
<p>	Next, Jake Sorofman explains the role of documents in SOA, and distinguishes between unstructured and structured information. He then explains why XML matters in the content creation process, and the relevance of DITA to such efforts. He then details JustSystems&#8217; approach to dynamic documents offers application functionality and how such documents support agile business processes in the context of SOA implemetations.</p>
<p>
		<u>Featured Guest Expert: Jake Sorofman</u></p>
<p>		<img src="http://www.zapthink.com/content/webcasts/jsorofman.jpg" alt="" align=right></p>
<p> VP of Marketing, <a href="http://www.justsystems.com">JustSystems</a>.</p>
<p>
Jake Sorofman is a seasoned software marketing executive with a strong product strategy and communications background. Previously, he was VP of product marketing with Mercury Interactive (now part of HP Software), where he was responsible for the Systinet product line. He joined Mercury though Mercury&#8217;s $105 million acquisition of Systinet Corporation. Before Mercury, Jake led marketing for two WebSphere products at IBM Software Group, which he joined through the 12/04 acquisition of Venetica. Prior to Venetica, Jake was director of product marketing with Documentum, Inc. (now part of EMC), which he joined through the acquisition of eRoom Technology. Jake also has extensive experience in public and analyst relations, having led corporate communications for Ironside Technologies (now part of Infor). Jake has a BA in english and political science from University of New Hampshire and an MBA from the McCallum Graduate School of Business at Bentley College, where he was an American Marketing Association George Hay Brown Scholar.</p>
<p>
This ZapForum Podcast is presented as a 26.3 MB mp3 file. Running time: 28:48.<a href='?file_id=ZapForum-ConvergingDataDocumentsSOA-JustSystems-012008-ZTP-0331-1.mp3' class='download'>Download File</a></p>
]]></content:encoded>
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		</item>
		<item>
		<title>ZapForum Podcast: How Much SOA Do You Need?</title>
		<link>http://www.zapthink.com/2007/12/14/zapforum-podcast-how-much-soa-do-you-need/</link>
		<comments>http://www.zapthink.com/2007/12/14/zapforum-podcast-how-much-soa-do-you-need/#comments</comments>
		<pubDate>Fri, 14 Dec 2007 00:12:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[Podcast]]></category>
		<category><![CDATA[Composite Application]]></category>
		<category><![CDATA[Licensed ZapThink]]></category>
		<category><![CDATA[SOA Governance]]></category>
		<category><![CDATA[SOA Infrastructure]]></category>
		<category><![CDATA[Web Age Solutions]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZTP-0328</guid>
		<description><![CDATA[ZapForum Podcast for December 14, 2007 features

		Guest Expert Kyle Gabhart, Director, SOA Technology, <a href="http://www.webagesolutions.com">Web Age Solutions</a>.
		<p>

		   								<img src="http://www.zapthink.com/content/images/webage_logo_sm.jpg" alt="">


<p>


		Listen to this Podcast and you will:


				<ul>

<li>Learn how a "Selective SOA" approach can reduce the risk of a SOA initiative
<li>Understand how a limited scope SOA project should handle infrastructure and governance issues
<li>Learn about how to train SOA architects as well as details on the ZapThink/Web Age Solutions partnership for delivering Licensed ZapThink Architect credentialing sessions

</ul>]]></description>
			<content:encoded><![CDATA[<p>ZapForum Podcast for December 14, 2007 features</p>
<p>		Guest Expert Kyle Gabhart, Director, SOA Technology, <a href="http://www.webagesolutions.com">Web Age Solutions</a>.</p>
<p>		   								<img src="http://www.zapthink.com/content/images/webage_logo_sm.jpg" alt=""></p>
<p>		Listen to this Podcast and you will:</p>
<ul>
<li>Learn how a &#8220;Selective SOA&#8221; approach can reduce the risk of a SOA initiative
<li>Understand how a limited scope SOA project should handle infrastructure and governance issues
<li>Learn about how to train SOA architects as well as details on the ZapThink/Web Age Solutions partnership for delivering Licensed ZapThink Architect credentialing sessions
</ul>
<p>
	<u>Setting the Stage: ZapThink Analysts</u></p>
<p>	ZapThink analysts Jason Bloomberg and Dave Linthicum set the stage by discussing the challenges of implementing limited scope SOA projects.</p>
<p>	Next, Kyle Gabhart introduces the &#8220;Selective SOA&#8221; methodology that lowers the risk of SOA initiatives by rolling them out on an incremental, combined bottom up/top down basis. Kyle also discusses the importance of calculating the ROI for any SOA initiative, as well as the role that governance plays in such initiatives. Finally, Kyle discusses the training of architects, and Kyle, Dave, and Jason review the Licensed ZapThink Architect training and credentialing program that ZapThink and Web Age Solutions are jointly offering.</p>
<p>
		<u>Featured Guest Expert: Kyle Gabhart</u></p>
<p>		<img src="http://www.zapthink.com/content/webcasts/kgabhart.jpg" alt="" align=right></p>
<p>Director, SOA Technology, <a href="http://www.webagesolutions.com">Web Age Solutions</a>.</p>
<p>
    Kyle Gabhart is a subject matter expert specializing in Service-Oriented technologies enabled by Java, .NET, and XML. He has served in a variety of technical and business-focused roles across a broad range of industries, including Defense, E-commerce, Finance, Semiconductor, and Telecom, to name a few. Kyle&#8217;s current post is as the SOA Strategic Lead for Web Age Solutions, a premier provider of technology education and mentoring.</p>
<p>
    Kyle is a popular public speaker recognized for his enthusiasm and dynamic analysis and presentation of emerging technologies. He has written articles for The Web Services Developer&#8217;s Journal, served as the Java Pro for DevX.com for two years, and published close to two dozen articles on IBM developerWorks, including the J2EE Pathfinder series. In addition to writing over 50 technical articles both online and in print, he has contributed to two books, Professional Java and XML and Professional EJB Development, both by Wrox Press.</p>
<p>
    Kyle is the original contributor of the kXML-RPC library (the first J2ME client implementation of the XML-RPC protocol), the founder of the Web Services Java Users Group based in Dallas, TX, and a Founding Member of the Worldwide Institute of Software Architects where he has served as the Subject Chair for Architectural Patterns.
<p>This ZapForum Podcast is presented as a 13.0 MB mp3 file. Running time: 28:28.<a href='?file_id=ZapForum-HowMuchSOADoYouNeed-WebAgeSolutions-122007-ZTP-0328-1.mp3' class='download'>Download File</a></p>
]]></content:encoded>
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		<item>
		<title>Helping out the SOA Vendors</title>
		<link>http://www.zapthink.com/2007/12/14/helping-out-the-soa-vendors/</link>
		<comments>http://www.zapthink.com/2007/12/14/helping-out-the-soa-vendors/#comments</comments>
		<pubDate>Fri, 14 Dec 2007 00:12:00 +0000</pubDate>
		<dc:creator>linthicum@att.net</dc:creator>
				<category><![CDATA[ZapFlash]]></category>
		<category><![CDATA[Best practices]]></category>
		<category><![CDATA[Enterprise Architecture]]></category>
		<category><![CDATA[Implementing SOA]]></category>
		<category><![CDATA[maturity]]></category>
		<category><![CDATA[Service-Oriented Architecture (SOA)]]></category>
		<category><![CDATA[SOA Consulting]]></category>

		<guid isPermaLink="false">http://test.zapthink.com/?p=ZAPFLASH-20071214</guid>
		<description><![CDATA[When I wrote about <a
href="http://www.zapthink.com/report.html?id=ZAPFLASH-2007920">vendor-driven
architectures (VDA)</a> in my first ZapFlash, I had a few vendors ask me to
look on the other side of the fence. In essence, to consider how vendors can
better address the needs of the customer, considering the new drivers with SOA.
<p>
So, why do they need help? In ...]]></description>
			<content:encoded><![CDATA[<p>When I wrote about <a<br />
href="http://www.zapthink.com/report.html?id=ZAPFLASH-2007920">vendor-driven<br />
architectures (VDA)</a> in my first ZapFlash, I had a few vendors ask me to<br />
look on the other side of the fence.  In essence, to consider how vendors can<br />
better address the needs of the customer, considering the new drivers with SOA.</p>
<p>
So, why do they need help?     In essence, vendors are now<br />
selling architecture, and not just a product.  That seems to be freaking out<br />
the sales people and SEs who are used to pre-canned product pitches.<br />
Pre-canned pitches are the wrong approach, when taken in context of the larger<br />
strategic advantage of SOA.   Basically, they are attempting to sell a<br />
strategic, systemic change to IT, but are attempting to do it as an in-a-box<br />
solution, which looks rather silly to those who build SOAs.   Indeed, many SOA<br />
project leaders are calling vendors out on their promises, and the vendors<br />
don&#8217;t know how to respond.</p>
<p>
Truth be told, I can&#8217;t believe the unsophisticated<br />
approaches many vendors have when selling their product.  Indeed, I&#8217;m taken aback<br />
weekly by a vendor pitch that just does not flatter their technology, perhaps<br />
even making them fall a few notches in my opinion, and I&#8217;m sure in the opinions<br />
of their customers.    But, while many already understand that problem, far too<br />
many vendors don&#8217;t understand where they are going wrong.</p>
<p>Core to this is the issue that many SOA vendors can&#8217;t<br />
explain their own product, or the core problems it solves.  They do know how to<br />
list buzzwords they think will &#8220;wow&#8221; their prospects and existing customers.  However,<br />
in many cases, the customers become further confused, or worse, don&#8217;t even get<br />
the core concept behind the product, not to mention SOA.</p>
<p>That&#8217;s a pretty drastic thing to say, and you would like to<br />
see vendors argue that point.   Truth-be-told, many understand the shortcomings<br />
and are seeking direction in strategy and messaging in this emerging, complex<br />
marketplace.  Those are the smarter guys out there, and chances are, they are<br />
going to be the guys who succeed.   Those who continue to pitch product,<br />
without context, and lack a clear understanding of SOA, will lose the game<br />
before it really begins.</p>
<p>The trouble continues&#8230;many vendors, when asked about their<br />
closest competitor&#8217;s products, have a very well rehearsed response, and point<br />
out (spinning really) the differences between their offerings.  In essence,<br />
they explain how the other guys &#8220;are really bad&#8221; and we &#8220;are<br />
really good.&#8221;  Meanwhile, in another conference room far away, the same<br />
conversation is occurring in reverse.</p>
<p>Unfortunately, the sales teams, even those armed with the<br />
smartest SEs, fail to deliver more than a very canned and ineffective pitch<br />
and/or briefing, and end up looking bad and confusing people they should really<br />
not confuse.  This is not a trend; it&#8217;s an outright epidemic.</p>
<p>
<b>What&#8217;s Going Wrong</b><br />
There seem to be a few core issues out there that haunt most<br />
SOA vendors today.   While the number of issues are complex and far reaching, I<br />
believe we can boil them down to a few key points, including:</p>
<ul>
<li>Let&#8217;s talk not listen.</li>
<li>We&#8217;re a hammer, thus, you must be a nail.</li>
<li>Let&#8217;s just bolt something on.</li>
</ul>
<p><b><i>Let&#8217;s talk not listen</i></b>, refers to the fact that<br />
many vendors are so <a<br />
href="http://www.zapthink.com/report.html?id=ZAPFLASH-2007816">bound to their messaging, collateral, and sales pitches</a><br />
that they don&#8217;t seem to find the time to listen to the issues of the customer<br />
before proposing a solution.   While it would be nice if everyone had the<br />
common courtesy to have a problem domain that fit your definition, the truth is,<br />
enterprises are like snowflakes&#8230;no two are alike.  In order to propose the<br />
correct solution, you have to spend the time understanding what the native<br />
issues are.   In fact, I would recommend an 80/20 rule.   Spend 80 percent of<br />
your time listening, and 20 percent of your time talking.    You&#8217;ll be<br />
surprised how much better things go.</p>
<p><b><i>We&#8217;re a hammer, thus, you must be a nail</i></b>,<br />
refers to the fact that most SOA vendors sell a particular product that does a<br />
particular thing.   Thus, when looking at the unique issues of the customer,<br />
attempt to force fit the technology no matter what the architectural issues<br />
are.     For instance, when selling a data integration solution, all SOAs that<br />
they see are data integration problems, ignoring the need for behavior and<br />
transactional integration, even though they are needed, because those concepts<br />
don&#8217;t fit into the pattern of the products.</p>
<p><b><i>Let&#8217;s just bolt something on</i></b>, refers to the<br />
fact that most vendors attempt to sell &#8220;magical technology&#8221; that, when bolted<br />
onto the existing infrastructure, will indeed create a SOA.   That never works,<br />
and, in many instances, they are actually making things worse by making the<br />
customer&#8217;s existing architecture that much more complex.    The hard truth is<br />
that SOA, as the &#8220;A&#8221; implies, is architecture.  That means there must be a<br />
systemic change in the use and configuration of the IT resources.  In the SOA<br />
world, this means abstracting things that are services and configuring those<br />
services into solutions.     An ESB or a governance tool won&#8217;t do that.  It<br />
takes careful planning, execution, and selection of the right technology.<br />
There are many best practices and a true lifecycle to consider here; it&#8217;s never<br />
technology driven.   As ZapThink has been saying for some time, SOA is<br />
something you do, not something you buy.</p>
<p><b>Get Smart Now</b><br />
So, what do you do?  The right approach to this problem is<br />
something that many vendors don&#8217;t even think about until it&#8217;s too late.  The<br />
core pitch should be around how the product solves a customer&#8217;s specific<br />
problems, as well as a detailed, easy-to-understand approach to the<br />
&#8220;solution.&#8221; Even (gasp!) tell them what problems you don&#8217;t solve, and<br />
perhaps recommend other products that provide a better fit.   Keep in mind,<br />
you&#8217;re selling an approach/architecture first and a technology second.   One<br />
won&#8217;t work without the other.  Many are missing that point.</p>
<p>
You start with an understanding of the customer issues,<br />
including a quick and dirty intro into SOA at a holistic level, but narrowed<br />
eventually to their vertical.  Then, drill down into their problem domain (a.k.a.,<br />
project), and then and only then, identify pain points that your product could<br />
resolve, and how, specifically, you can do that&#8230;Step 1, 2, 3, etc..   So, that<br />
means spending the time going over their &#8220;as is&#8221; architecture in detail,<br />
including interfaces, semantics, platforms, integration approaches, etc., and<br />
then understanding their core objectives for the new architecture.</p>
<p>
From there you can use this basic information to determine<br />
the foundation for any new architecture&#8230;the benefit to the business, or the<br />
ROI.    You need to figure out the value of doing something different, and thus<br />
the value of the architecture and the value of the technology you&#8217;re looking to<br />
sell that will become a component of that architecture.   Are you getting the<br />
pattern here?</p>
<p>
At the end of the day, it&#8217;s just a matter of matching<br />
problem patterns with solution patterns, thus looking at what the core issues<br />
are that the SOA needs to address, and then determine which technology is right<br />
for those patterns.  While many believe there are SOA-in-a-box solutions, there<br />
really is no such thing, and thus the architecture world in SOA needs to take<br />
precedence.  Indeed, requirements that I see around SOA are all very different,<br />
and thus the technology solutions should be different as well.  While it would<br />
be a nice world if a single vendor would always be the right fit, those scenarios<br />
are actually few and far between.</p>
<p>
SOA vendors need to embrace a more consultative type of selling<br />
approach.  So, the vendors who will succeed will have the heart of a teacher,<br />
not a salesman.  They need to arm those who are going to sell the technology<br />
with a clear understanding of the attributes of SOA, and learn how to listen to<br />
the core issues around the business, as well as learn how to drill down on the<br />
real issues that the customer may not be telling you.  For instance, I often<br />
hear how well their architecture is currently working, but upon further<br />
analysis, find that there are major flaws that need to be addressed, typically<br />
around the agility of the current architecture, or the ability to adjust to<br />
changing business requirements.   The good news for vendors is that most<br />
existing enterprise architectures are dysfunctional and are in need of<br />
improvement, which is bad news for the architects who have to actually drive<br />
the fix.</p>
<p>
Another factor is time, and thus the sales cycles.   While<br />
short sales cycles are the nirvana for the technology sales team, the truth is<br />
that SOA typically means much longer decision cycles as many enterprise<br />
architects trod through this approach and technology for the firs time.    In<br />
most instances, the sales cycles will be long and drawn-out, and those SOA<br />
vendors who learn how to work within that cycle will find they are best able to<br />
help their customer and help themselves.   Consider the fact that SOA<br />
technology is strategic, and thus the relationship you&#8217;re creating with your<br />
customer, if you&#8217;re indeed the right fit for them, will last many years.</p>
<p>
<b>The ZapThink Take</b><br />
At ZapThink we think that many vendors are finding the &#8220;SOA<br />
Sell&#8221; very new.  Most vendors have never sold architecture before, just<br />
tactical products that service some specific purpose.  All architectures,<br />
inclusive of SOA, are really around the right configuration of technology and<br />
understanding, and not technology itself.  That&#8217;s a huge change for many, and I<br />
suspect most will fail when attempting to change their approach.  Now is the<br />
time to get some help, figure out how you go-to-market, and learn to love your<br />
customers long term.<a href='?file_id=SimplifyingSOA-ActiveEndpoints-122007-WP-0166-2.pdf' class='download'>Download File</a></p>
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