Home > Articles > Web Services > SOA

SOA and Web 2.0: Putting It All Together

Create a plan for your company's journey toward innovation by building and following a set of guiding principles and goals, as outlined in this chapter.
This chapter is from the book

I am on the North Carolina coast today, and I am surprised to learn that more than 2,000 shipwrecks have occurred off these coasts. Why so many? Hurricanes, treacherous shoals, unpredictable weather, and war caused the majority of the wrecks. My family and I rented jet skis and went exploring around the area to check out and learn about the history. It was neat to see how many other captains had "learned" about the ways to predict and avoid such hazards in the area and were able to successfully reach the North Carolina shore.

In the same way, this final chapter helps companies create a plan for their journey toward innovation. A set of guiding principles and goals is the focus of this chapter as you continue your flex-pon-sive* journey.

Growth, Business Flexibility, and Innovation Are the Results of a Flex-pon-sive* Company

In some ways, today's business environment is similar to the Internet era, when in the rush to embrace the Internet and to get a competitive edge, companies became preoccupied with e-commerce. In fact, instead of imagining a hybrid world, everyone said that "clicks would replace bricks" and that retail would be changed forever. Others thought that it was about more than transactions; they saw the larger vision of e-business. E-business was a new way of doing business. You can see the similarities to where we are today—the rush to adopt emerging technology and the misconceptions that business changes suddenly instead of gradually.

And today there is a bigger world emerging on the horizon. From the work that IBM has been doing with business leaders and from its client engagements, they have produced a study by the Institute for Business Value (IBV) on the business value of flexibility and SOA in this new world. The results showed that those companies moving to the flex-pon-sive* world were seeing the results in flexibility from SOA; 97% justified their first SOA project based on cost, 100% saw increased business flexibility, and 51% showed increased revenue growth. The 30 customers who produced these results are plunging into today's innovative and flex-pon-sive* world with an understanding that was lost in the e-business world. This new model requires that businesses change, but at an incremental pace. This study complements the CEO study that we analyzed at the start of this book, which showed that companies were primarily pursuing growth again and only secondly cost-cutting. Since that study was completed, competitive pressures have only increased—due to advances in technology, the rapid advent of globalization, and the consequent flat world. If there's any change, it's the insertion of an important qualifier—profitability. Profitable growth is now at the top of the list.

And in a follow-up study, our recently released Global CEO Study 2006, 765 CEOs in every major industry told us that the pressures to achieve profitable growth had introduced a new mandate—the need to innovate:

  • Two-thirds of the CEOs believe their organizations will need to introduce fundamental, radical changes in the next two years to respond to competitive pressures and external forces.
  • Fewer than half say they've managed this magnitude of change successfully in the past.

With the growing sophistication about how and where innovation occurs, companies know that business flexibility is the driver. New ideas don't just come from inside their company, but from wikis, blogs, partners, customers, and even competitors. This world requires collaboration to solicit the ideas and flexibility to respond to those ideas. The insight is that CEOs now say that more of their ideas for innovation come from partners and clients than from their own employees.

The interesting commonality here is that all these new ideas come from some sort of collaboration, but to act on those ideas, business flexibility must be a number-one priority.

Among all the CEO areas of focus we examined, business flexibility and collaboration showed the clearest correlation with financial performance, whatever the financial metric—revenue growth, operating margin growth, or average profitability over time. Beyond product or service innovation, more CEOs are looking to business process innovation as a key competitive advantage. As one CEO put it, "Products and services can be copied. The business process and the model is the differentiator." Another CEO commented that new product introductions in his industry offered only one month of market exclusivity before they are duplicated in the marketplace.

This whole discussion is key because it shows that a few of the top areas we need to tackle are the alignment of business and IT, especially around joint goals, and a focus on those processes that will allow companies to differentiate themselves.

This book helps address these key questions:

  • What are your company's business goals, and how do you align your whole company, including business and IT, around those goals?
  • What governance mechanisms and mandates do you have in place to drive those goals throughout your corporation? Chapter 6, "SOA Governance and Service Lifecycle," addressed how to think through governance, one of the most important indicators for success.
  • What flexibility and innovation are needed for those goals to be reached?
  • What business processes need innovation to be successful? Chapter 3, "Deconstructing Your Business: Component Business Model," detailed one method to determine the core processes that you should focus on for success.
  • How does your company create an environment of innovation and the power to act upon it?

A company cannot continue to succeed if it comes up with some superb ideas through powerful focus and collaboration, but fails to act upon them or is not flexible enough to respond quickly to market forces. Governance and a focus on the right processes coupled with flexibility to act are all critical for a flex-pon-sive* company.

So the bottom line is that companies must have change to innovate. Given that every business is so tied to technology, this conclusion places a premium on the underlying technology that runs your company.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020