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The New Language of Business: SOA & Web 2.0 1st Edition

3.9 out of 5 stars 12 customer reviews
ISBN-13: 978-0131956544
ISBN-10: 013195654X
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Editorial Reviews

From the Back Cover

  • “This book clearly shows how today's industry pressures and business challenges mandate renewal of the contract between organizations and their IT assets and people-and it illustrates how a service-oriented approach to IT can help organizations go through the necessary transformation. The role of governance in bringing IT and business closer together is particularly well explained, and the book is worth reading for that alone.

    -Neil Ward-Dutton, Research Director, Macehiter Ward-Dutton


    “It's easy to pay lip service to the concept of business/IT alignment, but inThe New Language of Business, Sandy Carter walks the walk. Few treatments of SOA ground this admittedly difficult topic in the world of business as thoroughly as Sandy has here. I'd recommend this book to any business reader who wants to leverage IT to make their business more agile and innovative, and to any technical reader who wishes to understand how to place SOA in the business context where it belongs.

    -Jason Bloomberg, Senior Analyst and Principal, ZapThink LLC


    “A very valuable read. In today's globally connected marketplace profitable growth requires business flexibility and continuous innovation, both of which are increasingly proving to be impossible without business modularity and the new table-stakes technology SOA.

    -Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill


    “Sandy has provided a pragmatic and holistic perspective on Service Oriented Architectures. She adds credibility by sharing IBM's in-depth customer research as well as case studies to support the findings. The book is a strong source book for those wanting to get started with SOA.

    -Judith Hurwitz, President & CEO, Hurwitz & Associates, coauthor,

    Service Oriented Architectures for Dummies


    “Few people have thought as long or as hard about SOA as Sandy Carter. This book embodies her invaluable work and the work of many at IBM to research, define, deploy and make SOA happen. Useful not just from a SOA perspective, but also as a concise articulation of the contemporary concepts fundamental to understanding where business and IT are heading.

    -Carol Baroudi, coauthorService Oriented Architecture For Dummies, Senior Analyst, Aberdeen Group


    The New Language of Business: SOA & Web 2.0is based on the collective feedback from industry leaders at organizations of all sizes, in more than 50 countries, who shared their views, experiences, and challenges of aligning technology with business goals.

    -From the foreword by Steve Mills, Senior Vice President and Group Executive,  IBM Software Group



    There is now a direct, provable link between an organization's flexibility and business performance. To optimize flexibility, companies must achieve unprecedented levels of integration and automation of key processes and infrastructure, both internally and externally. At the same time, they must learn to manage their processes far more dynamically and responsively.


    They must become flex-pon-sive*.


    Until recently, technology stood in the way of achieving these goals. Thanks to the emergence of service oriented architecture (SOA), Web 2.0, and open standards, technology now enables companies to achieve those goals. In The New Language of Business, one of IBM's top SOA strategist demonstrates how business leaders can use innovations in technology to drive dramatic process improvements and support accelerating change.


    Sandy Carter shows how to deconstruct your business into a “componentized business model, then support that model with linked, repeatable IT services that can adapt quickly, easily, and economically. These techniques will help both IT professionals and business leaders reach new levels of operational excellence to deliver the market-focused innovations that matter most.


    Drive competitive advantage through Service Oriented Architecture

    Leverage the value of business process components and IT services


    Achieve one version of the truth-finally!

    Use information as a service to improve business insight and reduce risk


    Master SOA governance and the service lifecycle

    Manage IT infrastructure for business results, both short-term and long-term


    Start fast: choose from three winning approaches

    Get quick wins with business process management, collaboration or information


    Implement on demand: what works-and whatdoesn't

    Discover key success factors-and ten critical mistakes to avoid


    Create the flex-pon-sive* business!


    •Learn the secrets of success from industry leaders at organizations of all sizes, from over 50 countries-and why SOA was unanimously chosen as the best way to address their challenges


    •Leverage the IBM roadmap for SOA and Web 2.0 deployment, plus proven best practices learned in the field


    •Understand what it means to be flex-pon-sive*-and how your organization can get there


    In The New Language of Business, senior IBM executive Sandy Carter demonstrates how to leverage SOA, Web 2.0, and related technologies to drive new levels of operational excellence and business innovation.

    Writing for executives and business leaders inside and outside IT, Carter explains why flexibility and responsiveness are now even more crucial to success-and why services-based strategies offer the greatest promise for achieving them.


    You'll learn how to organize your business into reusable process components-and support them with cost-effective IT services that adapt quickly and easily to change. Then, using extensive examples-including a detailed case study describing IBM's own experience-Carter identifies best practices, pitfalls, and practical starting points for success.


    Build the flex-pon-sive* business


    * Flex-pon-sive* companies respond with lightning speed and agility to rapidly changing business needs. Flex-pon-sive* companies are focused on processes that are enabled for change through IT.




    Part I: Start at the Beginning-The Business

    Chapter 1: The Innovation Imperative

    Chapter 2: What Is Flex-pon-sive*?

    Chapter 3: Deconstructing Your Business: Component Business Model


    Part II: A Flexible Business Requires Flexible IT

    Chapter 4: SOA as the DNA of a Flex-pon-sive* and Innovative Company

    Chapter 5: SOA Key Concepts

    Chapter 6: SOA Governance and Service Lifecycle

    Chapter 7: Three Business-Centric SOA Entry Points

    Chapter 8: What about Web 2.0 and SOA? Are They Related?


    Part III: How to Implement Flex-pon-sive* in Your Business

    Chapter 9: The Top 10 Don'ts!

    Chapter 10: Case Study: IBM

    Chapter 11: Putting It All Together




About the Author

Sandy Carter is Vice President, SOA & WebSphere Strategy, Channels and Marketing for IBM Corporation. Sandy is responsible for driving IBM’s cross-company, worldwide SOA marketing initiatives, and in this role, helps oversee the company’s SOA strategy across software, services and hardware and sets the company’s SOA marketing direction. Sandy has played a critical role in helping to identify SOA acquisition targets and ensure the successful integration of these organizations into the IBM SOA portfolio. Additionally, she directs SOA messaging and content, leading a global team in driving customer demand for IBM and IBM Business Partner SOA solutions.


Sandy’s track record speaks for itself: 4Q2006 marked the fourth consecutive quarter of double-digit WebSphere Family growth, and the WebSphere brand has won seven industry awards. In addition, she has helped IBM’s SOA initiatives consistently earn third party validation and top leadership rankings by analysts and pundits alike, as evidenced by these reports: Dwight B. Davis, from Ovum said, “IBM’s approach to the SOA market is more comprehensive and more coherent than any other vendor’s plan at the moment.”, while Barrons reported “SOA has become a buzzword for the growing trend throughout the IT industry to make computer systems more flexible and adaptable to changing business needs.  IBM sells more than three times as much in SOA products and services as anyone else.”


Sandy is a frequent speaker at industry events sponsored by Gartner Group, IDC, Women in Technology (WITI), and Infoworld magazine and has the leading blog in the industry for SOA. Her professional associations include member and winner of the Best Speaker Award, the Marketing Focus Advisory Council; Board Member of the Grace Hopper Industry Advisory Committee; and membership in Chief Marketing Officer (CMO) Inner Circle. She is a recipient of the 2005 AIT United Nations Member of the Year award for helping developing countries in the area of technology. She is an active member of Women in Technology and the Co-Lead IBM Partnership Executive at Duke University.


Sandy holds a Bachelor of Science degree in math and computer science from Duke University and an MBA from Harvard, and is fluent in eight programming languages. For more information, please visit Sandy’s blog at:  http://www-03.ibm.com/developerworks/blogs/page/SOA_Off_the_Record


Product Details

  • Hardcover: 320 pages
  • Publisher: IBM Press; 1 edition (March 2, 2007)
  • Language: English
  • ISBN-10: 013195654X
  • ISBN-13: 978-0131956544
  • Product Dimensions: 6.3 x 1 x 9.2 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #2,802,275 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover
Is Service-Oriented Architecture primarily about technology or business? Sandy Carter, Vice President for SOA and Websphere at IBM, comes down squarely on the side of business. In The New Language of Business: SOA and Web 2.0, Carter defines Service-Oriented Architecture as "a business-driven IT architectural approach that supports integrating your business as linked, repeatable business tasks or services" (44). Her introduction to SOA is geared for CI0's who need to make a business case for designing and implementing an SOA.

Carter's strongest chapters focus on conceiving of the enterprise as sets of services and processes. Her third chapter, titled "Deconstructing Your Business: Component Business Model," provides an excellent guide for breaking down a business into a sets of discrete components, which can then be sorted out into commodity and differentiating activities. This component business model can serve as a road map for deciding which activities to outsource and where to invest in building services to increase the flexibility of key differentiating components. Her discussion of "business process management" in the seventh chapter supplements and extends this business perspective on SOA. Carter makes a compelling case that the move to a SOA cannot succeed if it is conceived simply as an I.T. project. A prerequisite for achieving an SOA is to change business practices by encouraging greater horizontal collaboration between I.T. and business leaders and by setting up strong governance committees to overcome inevitable turf wars.

The weakest chapter is on the relation between Web 2.0 and SOA. Carter briefly introduces some of the key ideas behind Web 2.
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Format: Hardcover
The complexity of the content in this book came at no surprise due to my limited background knowledge of information technology. If you are planning to read this book in hopes of gaining a broad understanding, forget it. Even the author specifically states in her forward section that a general sense of understanding is a prerequisite. However, there are numerous blogs and articles outlining this controversy that are readily available, which will help supplement the content in this book.

Being the novice that I am, I needed to find a perspective that challenged Sandy Carter's secrets for success. Conceptually, the idea of being "flex-pon-sive" appears to be more common-sense than ground-breaking. I mean if SOA and Web 2.0 can create as much value as Sandy Carter claims, why the entire business community isn't rushing to implement these technologies into its IT systems. Therefore, I decided to go to the one source that I could count on to provide an "alternate perspective." Public Enemy #1: Nicholas Carr.

As I predicted, Nicholas Carr has indeed inserted himself into the conversation, simplifying these technologies into a group he calls, "knowledge management systems."3 I could not find anything in his blog that specifically attacks SOA, but Web 2.0 was a common theme. Carr noted that implementing Web 2.0 into enterprise-wide IT systems will fail due to the lack of governance. 3 His point did not provide any shocking revelations since even Sandy Carter herself noted that the failure of effective governance would ultimately cause this concept to fail. However, Carr did manage to insert the discussion of cost effectiveness and sustained benefit, two of his most core arguments dating back to his controversial article, "Does IT Matter?
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Format: Hardcover Verified Purchase
I ordered this book "new" from an Amazon marketplace seller. $3.00 + $3.99 shipping.

What I received was in fact a "Special Edition Compliments of IBM" that had only 4 of the chapters from the "real" book (and they were the chapters with the most consultant-speak blather in them).

I note that the back of the book says "NOT FOR RESALE" on it, so I'd imagine the seller (whose name I've forgotten) is breaking the law.

Not happy
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Format: Hardcover
This is much less than my expection. It describes too much marketing information and so far away from SOA technical stand point.

It provides many non-useful for SOA technical reader, can't give practical solution and how it is possible in the real world.
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Format: Hardcover
After reading and recommending Sandy's book to my customers, I realized that it has always been about the business, so Sandy has it right.

Technology has always been important but instead of buying technologies that assumes will somehow improve the business; we should examine aspects of the business that most require improvement. Sandy's book does a great job in reminding us that as we look into the future flexibility through SOA and Web 2.0 can give us what we are all looking for - shorter cycles of innovation. I congratulate Sandy for a well written book, simple to understand and most important the insight she brings from her experiences, customer engagements and thought leadership. I recommend this book to c-level execs, project managers, line-of-business leaders and new hires.
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