Welcome!

Microservices Expo Authors: Mark Leake, Liz McMillan, Elizabeth White, Amy Eager, Pat Romanski

Related Topics: Microservices Expo

Microservices Expo: Article

SOA World Editorial - Discovering Dr. Dolittle

You might be thinking that I'm about to start this month's editorial with a reference to talking to animals and tie that to SOA

From the title, you might be thinking that I’m about to start this month’s editorial with a reference to talking to animals and somehow tie that into SOA. Instead, what I actually would like to talk about is the pushmi-pullyu (I got the spelling from Wikipedia; I always thought it was “push-me pull you”). In the books, the pushmi-pullyu is an animal with two heads, each one going in the opposite direction.

What the pushmi-pullyu means to me in this particular context is two-way communication and the enfranchisement that it represents. In particular, I’m talking about the way Web 2.0 enhances SOA and further enables changes in our communication model from a push to a push–pull model.

You might think we already have a two-way model, but in most cases there’s not really an equality relationship between the push and the pull. For example, a corporate site interacting with a consumer ought to be as much about the consumer’s needs as the corporation’s. Why, you ask? Because Web 2.0 is about social computing, and is as much a response to the unfriendliness of static web pages as it is a technology movement.

SOA discussions all tend to follow the same pattern – establish fundamentals, set up security, look at scaling, set up governance, and we’ll get to BPM later. All of these issues are worthy of discussion, but they also tend to shortchange an area that I think needs even more focus – user interaction.

I don’t just mean eliciting a response from a user either. I mean actually allowing the user to make decisions and guide his path through the services offered by a corporation. Social networking sites such as Facebook or MySpace are cases in point.

Traditional Internet marketing and personalization concentrated mostly on segmenting users from a corporate viewpoint. These are our high dollar users; they get more bandwidth and discounts. These are our low dollar users; they get a slower response. In some ways it made sense – if you ignore the fact that the user is an intelligent human being and can often resent being seen as merely a dollar sign or a variable in an equation.

The impact of social computing and the human network effect are already changing the way we have to look at end users. Far from viewing them as simpletons who need our guidance, we need to enable them as intelligent beings who can chart their own course through our services, and who enjoy the freedom to associate with one another on their own terms. In short, treat people like grown-ups. Now there’s a frightening concept.

Yet it pays dividends every single time. Brand loyalty, word of mouth, customer adoption – all are driven by focusing on taking a service, and making it extremely easy for a user to consume it – in whatever way they may find appropriate.

Social networking sites could have static groupings – default settings that you could choose to enroll in. But that limits the participation of others – because it doesn’t allow for open enrollment and dynamic creation based on user-defined groups – and creates a one-way conversation between the corporation and the user. What’s really needed is the ability to work both ways and allow the user as much freedom as the corporation enjoys (or at least almost as much).

The lesson is clear for us – to make SOA truly meaningful we have to give users a means to interact with services in ways that they choose. We need to break down the walls that we’ve worked so hard to put up and find the courage to empower the end user (and the strength and intelligence to still have a secure environment without security checks interfering with individuality). If we can achieve that, we’ll have made the whole SOA journey worthwhile.

That’s our focus for this month – Web 2.0 and SOA. Now I’ve got to run; I’ve got a con call with a chimpanzee on line one and the lions want to discuss a shared governance model.

More Stories By Sean Rhody

Sean Rhody is the founding-editor (1999) and editor-in-chief of SOA World Magazine. He is a respected industry expert on SOA and Web Services and a consultant with a leading consulting services company. Most recently, Sean served as the tech chair of SOA World Conference & Expo 2007 East.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@MicroservicesExpo Stories
A common misconception about the cloud is that one size fits all. Companies expecting to run all of their operations using one cloud solution or service must realize that doing so is akin to forcing the totality of their business functionality into a straightjacket. Unlocking the full potential of the cloud means embracing the multi-cloud future where businesses use their own cloud, and/or clouds from different vendors, to support separate functions or product groups. There is no single cloud so...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities. In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, posited that disruption is inevitable for comp...
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, Doug Vanderweide, an instructor at Linux Academy, discussed why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers wit...
Companies have always been concerned that traditional enterprise software is slow and complex to install, often disrupting critical and time-sensitive operations during roll-out. With the growing need to integrate new digital technologies into the enterprise to transform business processes, this concern has become even more pressing. A 2016 Panorama Consulting Solutions study revealed that enterprise resource planning (ERP) projects took an average of 21 months to install, with 57 percent of th...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
"We are a monitoring company. We work with Salesforce, BBC, and quite a few other big logos. We basically provide monitoring for them, structure for their cloud services and we fit into the DevOps world" explained David Gildeh, Co-founder and CEO of Outlyer, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Colocation is a central pillar of modern enterprise infrastructure planning because it provides greater control, insight, and performance than managed platforms. In spite of the inexorable rise of the cloud, most businesses with extensive IT hardware requirements choose to host their infrastructure in colocation data centers. According to a recent IDC survey, more than half of the businesses questioned use colocation services, and the number is even higher among established businesses and busine...
For most organizations, the move to hybrid cloud is now a question of when, not if. Fully 82% of enterprises plan to have a hybrid cloud strategy this year, according to Infoholic Research. The worldwide hybrid cloud computing market is expected to grow about 34% annually over the next five years, reaching $241.13 billion by 2022. Companies are embracing hybrid cloud because of the many advantages it offers compared to relying on a single provider for all of their cloud needs. Hybrid offers bala...
@DevOpsSummit at Cloud Expo taking place Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center, Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is ...
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Microservices are increasingly used in the development world as developers work to create larger, more complex applications that are better developed and managed as a combination of smaller services that work cohesively together for larger, application-wide functionality. Tools such as Service Fabric are rising to meet the need to think about and build apps using a piece-by-piece methodology that is, frankly, less mind-boggling than considering the whole of the application at once. Today, we'll ...
What's the role of an IT self-service portal when you get to continuous delivery and Infrastructure as Code? This general session showed how to create the continuous delivery culture and eight accelerators for leading the change. Don Demcsak is a DevOps and Cloud Native Modernization Principal for Dell EMC based out of New Jersey. He is a former, long time, Microsoft Most Valuable Professional, specializing in building and architecting Application Delivery Pipelines for hybrid legacy, and cloud ...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo Silicon Valley which will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is at the intersection of technology and business-optimizing tools, organizations and processes to bring measurable improvements in productivity and profitability," said Aruna Ravichandran, vice president, DevOps product and solutions marketing...
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
There's a lot to gain from cloud computing, but success requires a thoughtful and enterprise focused approach. Cloud computing decouples data and information from the infrastructure on which it lies. A process that is a LOT more involved than dragging some folders from your desktop to a shared drive. Cloud computing as a mission transformation activity, not a technological one. As an organization moves from local information hosting to the cloud, one of the most important challenges is addressi...
In the decade following his article, cloud computing further cemented Carr’s perspective. Compute, storage, and network resources have become simple utilities, available at the proverbial turn of the faucet. The value they provide is immense, but the cloud playing field is amazingly level. Carr’s quote above presaged the cloud to a T. Today, however, we’re in the digital era. Mark Andreesen’s ‘software is eating the world’ prognostication is coming to pass, as enterprises realize they must be...
Hybrid IT is today’s reality, and while its implementation may seem daunting at times, more and more organizations are migrating to the cloud. In fact, according to SolarWinds 2017 IT Trends Index: Portrait of a Hybrid IT Organization 95 percent of organizations have migrated crucial applications to the cloud in the past year. As such, it’s in every IT professional’s best interest to know what to expect.