Enterprise Mashups
Why mash it up? ‘cos it tastes good?

Evolution of the Mashup

Collage
1. A form of art in which various
materials are arranged and
stuck to a backing.
2. A combination or collection of
various things.

He was one of the most exceptional
artists of the 1920s.
His art form was a bit of everything
Painting,
Poetry
Literature
Performance
Architecture
Typography
Design
Collage
Photomontage
Kurt Schwitters: Art mash-ups

Merzbau
In 1923 Kurt Schwitters began to construct
his ultimate work of art.
It began as disparate pieces of collage and
assemblages round the studio walls, which
over time were connected by string, then
wire, then wood, and finally plastered
wood.
His \"Merzbau\" gradually took over the
downstairs and when it required more
space for expansion, Schwitters cut a hole
in the ceiling and gave notice to his
upstairs lodgers. Into the individual
\"grottos\" of the Merzbau Schwitters placed
a bizarre collection of objects gathered
from his friends and fellow artists,
anything from a stolen sock to a broken
pencil.

In 1961 James Tenney
created Collage #1
(\"Blue Suede\") from
samples of Elvis
Presley's recording of
the song \"Blue Suede
Shoes.
James Tenney: Music mash-ups

MTV: Popular Music Mash-ups
http://nz.youtube.com/watch?v=CV41-AZTcXg http://nz.youtube.com/watch?v=nYKKmI9q--A&feature=related

quick situational users
application short-life software
small group specific need
application rapid group
Create respond changes
situational evolve accommodate
abandonment easier
development team easy
teaming workspace
Situational Applications introduced by Lotus in 1989

A composite application
defines an application built by
combining multiple existing
functions into a new application
Composite applications often
incorporate logic to control how
the multiple functions interact
with each other
Composite Applications

People often compare
composite applications
to mash-ups.
According to Wikipedia,
Composite applications
Leverage enterprise-
ready sources of
information, while
mash-ups rely on
web-based, and often
free sources.
This is
changing.

Microformats
A microformat is a web-based
data formatting approach that
seeks to re-use existing
content as metadata.
Microformats allow people and
machines to access the same
information e.g. contact
information, geographic
coordinates, calendar events

A widget is a portable chunk
of code that can be installed
and executed within a web
page.
Widgets have existed since
the beginning of the Web in
the form of counters and
advertising banners.
The first widely syndicated
web widget, Trivia Blitz was
introduced in 1997
embedded on 15000
websites within one year.
Widget Creators,
Catalogues and
Aggregators

What is a Mash-up?
A mash-up is a web
application that
combines data from
more than one source
into a single
integrated view.
Content used in
mash-ups is typically
sourced from a third
party via a Widget or
API (web service).

In 2005 Paul Rademacher created HousingMaps.com, a
combination of Google Maps with real estate listings from
Craigslist
One of the first mash-ups

Mash-up solutions must deliver the 3Rs
3Rs
Return value quickly
Rapid creation (hours)
Reuse existing capabilities

What has caused this
evolution?

A need to blend
Enterprise and
Internet capabilities

Cost
of solution
creation
and delivery
needs to be
low

Long-tail
Number of users per application
Strategic, IT built
applications
Portals
SOA
Mashups
Long Tail - situational
Number of applications
A need to deliver to the
long
tail within the enterprise
and to customers

Demographics
A growing culture
of participation and
innovation
35% of all teen girls blog
54% of wired girls post photos online
19% of boys have posted videos
39% share their own artistic creations
online
26% of teens remix content
27% of teens maintain a personal
webpage
28% of teens have created their own blog
33% of teens create or work on webpages
or blogs for others
http://www.pewinternet.org/pdfs/PIP_Teens_Social_Media_Final.pdf http://www.flickr.com/photos/14692968@N00/1351463530/

How do we progress?
Interoperability and Openness
David Boloker of IBM holds the
chair for the Open AJAX
alliance to drive interoperability
among AJAX toolkits and more
recently has been driving
initiatives to develop standards
for widgets, mashups and
mashup security.

“There are two kinds of people in this
world, the givers and the takers. The
difference between the two is that the
takers eat well, and the givers sleep
well at night.”
Joy Mills
(Between Heaven and Earth: the Purpose of the Soul)

Can I help?
Chris Sparshott
(Sparkbouy)
chris@chrissparshott.com
Portfolio
http://www.slideshare.net/sparkbouy/slideshows
Blog
http://chrissparshott.com
IBM
chris_sparshott@nz.ibm.com