1. Mashups
David Boloker
CTO Internet Emerging Technology Group Distinguished Engineer
IBM Software Group

2. What is Web 2.0 All About?
Focus on SIMPLICITY: empowering content- centric developers
DATA-DRIVEN: business value centered on content
REMIXABILITY: new business opportunities to combine content in ways not originally intended
OpenAPIs: building/extending ecosystems both with ISVs & customer COLLABORATION
Rich Internet Applications: improved EXPERIENCE leads to improved revenue
USER GENERATED CONTENT: encourage active participation & self organization to influence product development

3. Business Insights: mash-ups concept not that new - but has evolved
The evolving line-of-business & IT relationship….
Shadow IT: do-it-yourself IT has always been around
The content: balancing control & collaboration
Instant value: immediate business impact
Wow factor: now , can you mix in this and this and …

4. Reshaping of Enterprise: reshaping lines between IT, LOB & Customers
“ …I want my IT Assets to be mash-able… …businesses will be exposing more services to the Web, transforming the web into a platform…
…consuming more services and feeds from the Web … expanding into ecosystems not reachable with prior technologies where folks use my services & content in ways not planned for by IT?”
Customers are exposing their internal services and data sources to the web in new ways that are easier to consume. (e.g. eBay). For our Clients this changes the way they interact with customers and partners up and down the value chain, and enables them to embrace new business models. Increasing loads on services and data sources that existing mission critical apps may depend on. Loss of predictability. We want to accelerate this trend by helping enterprises expose their internal services and data to the web in formats that are easy to use (e.g. ATOM, RSS, RESTful interfaces) and provide means to control the chaos.
Customers are consuming more external IT services and creating mashups of internal and external services. For our clients, putting application development in the hands of the knowledge workers = more useful applications and quicker reaction to business opportunities and threats. This also means increasing loads on existing services and new governance issues. Dependency on external services gives rise to questions like how do I degrade nicely when a service is down. With our SOA experience IBM can address these issues. IBM direction is to lead and promote standards that enable more services & feeds to be easily mashed up. Embrace technologies that enable a broader audience to create and consume services (e.g. scripting languages, mashup enablers). Give IT administrators back some control. Expect new offerings targeting broader audiences such as web developers and line of business users and "Mashable” industry content.
Mashups, and Web 2.0 in general, are primarily social phenomena, while SOBAs, and SOA are primarily business phenomena. Both, are often motivated by bringing flexibility to businesses.

5. Reshaping of Enterprise: emerging “self service” business pattern
Web 2.0 Content Ecosystem
ease of access to the data that can be combined in different ways to meet ad hoc business opportunities
designing for re-mixability
combine data for diverse information services
transforming into portable, re-mixable assets & services
discover-ability of content both internet & intranet
exploiting emergent business opportunities
enterprise mash-ups - enabling “web apps” creation by LOBs & subject matter experts
Remixability - New/Emerging Measure of Enterprise Agility

6. Reshaping of Enterprise: - emerging “self service” business pattern
An integrated suite that enables the manipulation of mash-able content into easily customizable, instant dashboards
steps for cooking up a mash-up
Discover or in the web - collect & post in mash-up hub catalog
Find company content (Excel, Docs, Access) and transform into in catalog
Browse catalog, discover related content to filter, cleanse, join to expose new business insights - post resulting in catalog
Assemble a dashboard in the mash-up maker. Drag, drop feeds & widgets from palates, then arrange & wire to achieve desired business insights.
Dashboard complete , deployed & shareable with workgroup! Can easily repeat steps to customize based on evolving business needs & newly discovered content

7. Reshaping of the Enterprise: where do I start?

8. Step 1. Discover content…collect & post in mash-up hub catalog
Mash-up Hub connects web 2.0 mash-up creators with public & company re-mixable content to assemble their solutions.
Support for authenticated feeds & widgets
Feed & widget versioning for governance
Controlled access feeds & widgets - I.e. who can view
Publish controls but public & private for LOBS
View & sort feeds by tags, categories, Author, etc..

9. Step 1. Discover content…collect & post in mash-up hub catalog
From mashup hub, start by registering or creating a new feed:
Simple form to provide a title, description, version and tagging…
Potential feed sources:
Excel
SQL
CICS
WAS Connectors for SAP & PeopleSoft, etc.
Tivoli
Mail Systems
Social Platforms
Lotus Connections

10. Step 2. Transform & Remix Feeds
Data Mashup Fabric for Intranet Applications
Damia is a browser-based component of Info 2.0 that enables data in the mash-up hub to be remixed in a variety of ways - such as filter data based on specific values, sort the data, or publish it as a new feed.
Remix features are:
Importing Feeds
Filtering Feeds
Annotate Feeds
Merge Feed
Publish Feeds
Transform Feeds
Group/Sort/Union Feeds

11. Step 3. Assemble Mash-up
Mash-up Maker Details Info 2.0’s mash-up maker component provides LOBs & IT to assemble do-it-yourself (DIY) web apps such as dashboards All the content in the mash-up hub is available on palettes - and can be drag & dropped inside the browser to assemble an application.

12. Sample Images of Completed Mashups from QEDWiki Mashup Demonstration

13. Stores & Weather

14. Relocation

15. Avian Flu

16. Maritime Mashup

17. Hurricane Impact

18. Information on Mashup Technology