Welcome!

Microservices Expo Authors: John Rauser, Liz McMillan, Madhavan Krishnan, VP, Cloud Solutions, Virtusa, Jason Bloomberg, 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
While we understand Agile as a means to accelerate innovation, manage uncertainty and cope with ambiguity, many are inclined to think that it conflicts with the objectives of traditional engineering projects, such as building a highway, skyscraper or power plant. These are plan-driven and predictive projects that seek to avoid any uncertainty. This type of thinking, however, is short-sighted. Agile approaches are valuable in controlling uncertainty because they constrain the complexity that ste...
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
"This all sounds great. But it's just not realistic." This is what a group of five senior IT executives told me during a workshop I held not long ago. We were working through an exercise on the organizational characteristics necessary to successfully execute a digital transformation, and the group was doing their ‘readout.' The executives loved everything we discussed and agreed that if such an environment existed, it would make transformation much easier. They just didn't believe it was reali...
The cloud revolution in enterprises has very clearly crossed the phase of proof-of-concepts into a truly mainstream adoption. One of most popular enterprise-wide initiatives currently going on are “cloud migration” programs of some kind or another. Finding business value for these programs is not hard to fathom – they include hyperelasticity in infrastructure consumption, subscription based models, and agility derived from rapid speed of deployment of applications. These factors will continue to...
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
"Opsani helps the enterprise adopt containers, help them move their infrastructure into this modern world of DevOps, accelerate the delivery of new features into production, and really get them going on the container path," explained Ross Schibler, CEO of Opsani, and Peter Nickolov, CTO of Opsani, in this SYS-CON.tv interview at DevOps Summit at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're developing a software that is based on the cloud environment and we are providing those services to corporations and the general public," explained Seungmin Kim, CEO/CTO of SM Systems Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Codigm is based on the cloud and we are here to explore marketing opportunities in America. Our mission is to make an ecosystem of the SW environment that anyone can understand, learn, teach, and develop the SW on the cloud," explained Sung Tae Ryu, CEO of Codigm, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"CA has been doing a lot of things in the area of DevOps. Now we have a complete set of tool sets in order to enable customers to go all the way from planning to development to testing down to release into the operations," explained Aruna Ravichandran, Vice President of Global Marketing and Strategy at CA Technologies, in this SYS-CON.tv interview at DevOps Summit at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The nature of test environments is inherently temporary—you set up an environment, run through an automated test suite, and then tear down the environment. If you can reduce the cycle time for this process down to hours or minutes, then you may be able to cut your test environment budgets considerably. The impact of cloud adoption on test environments is a valuable advancement in both cost savings and agility. The on-demand model takes advantage of public cloud APIs requiring only payment for t...
Cavirin Systems has just announced C2, a SaaS offering designed to bring continuous security assessment and remediation to hybrid environments, containers, and data centers. Cavirin C2 is deployed within Amazon Web Services (AWS) and features a flexible licensing model for easy scalability and clear pay-as-you-go pricing. Although native to AWS, it also supports assessment and remediation of virtual or container instances within Microsoft Azure, Google Cloud Platform (GCP), or on-premise. By dr...
Let's do a visualization exercise. Imagine it's December 31, 2018, and you're ringing in the New Year with your friends and family. You think back on everything that you accomplished in the last year: your company's revenue is through the roof thanks to the success of your product, and you were promoted to Lead Developer. 2019 is poised to be an even bigger year for your company because you have the tools and insight to scale as quickly as demand requires. You're a happy human, and it's not just...
Many enterprise and government IT organizations are realizing the benefits of cloud computing by extending IT delivery and management processes across private and public cloud services. But they are often challenged with balancing the need for centralized cloud governance without stifling user-driven innovation. This strategy requires an approach that fundamentally reshapes how IT is delivered today, shifting the focus from infrastructure to services aggregation, and mixing and matching the bes...
identify the sources of event storms and performance anomalies will require automated, real-time root-cause analysis. I think Enterprise Management Associates said it well: “The data and metrics collected at instrumentation points across the application ecosystem are essential to performance monitoring and root cause analysis. However, analytics capable of transforming data and metrics into an application-focused report or dashboards are what separates actual application monitoring from relat...
The benefits of automation are well documented; it increases productivity, cuts cost and minimizes errors. It eliminates repetitive manual tasks, freeing us up to be more innovative. By that logic, surely, we should automate everything possible, right? So, is attempting to automate everything a sensible - even feasible - goal? In a word: no. Consider this your short guide as to what to automate and what not to automate.
DevOps teams have more on their plate than ever. As infrastructure needs grow, so does the time required to ensure that everything's running smoothly. This makes automation crucial - especially in the server and network monitoring world. Server monitoring tools can save teams time by automating server management and providing real-time performance updates. As budgets reset for the New Year, there is no better time to implement a new server monitoring tool (or re-evaluate your current solution)....
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
We just came off of a review of a product that handles both containers and virtual machines in the same interface. Under the covers, implementation of containers defaults to LXC, though recently Docker support was added. When reading online, or searching for information, increasingly we see “Container Management” products listed as competitors to Docker, when in reality things like Rocket, LXC/LXD, and Virtualization are Dockers competitors. After doing some looking around, we have decided tha...
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, discussed how by using ne...
Digital transformation has changed the way users interact with the world, and the traditional healthcare experience no longer meets rising consumer expectations. Enterprise Health Clouds (EHCs) are designed to easily and securely deliver the smart and engaging digital health experience that patients expect today, while ensuring the compliance and data integration that care providers require. Jikku Venkat