The Future of Enterprise Mashups: Demand, challenges and vendor opportunities

Introduction

Mashups, or composite applications, first came to prominence on the social and consumer web as users looked to make the most of the Web 2.0 technology at their fingertips. Enterprises were quick to see the business benefits of turning various data sources into services and ‘mashing’ them together on an ad hoc basis into unique applications without the need for complex coding – essentially, the opportunity existed for non-technical business users to very quickly create their own situational applications to help speed up their decision making processes. As the understanding of what could be possible grew, a large amount of hype was created over the potential of enterprise mashups. This report examines to what extent the real benefits and potential match the hype over what is one of the hottest, potentially disruptive emerging enterprise technologies, and provides actionable insight into how to approach the challenges and opportunities afforded by it.
The report examines the market challenges and opportunities for enterprise mashups by analyzing the demand from organizations and end users, and looking at the current and predicted state of the market. It also considers the challenges to mashups in terms of competition from the existing software market, technical issues, and management culture. The report provides insight into the activities, views and strategies of the leading enterprise mashup players, and takes a look at the future possibilities for technological and market development in the space.

Key findings

• The enterprise mashup market was worth around $161m in 2008, and is forecasted to grow to $1.74bn by 2013.
• Market growth will be driven by factors including the growing involvement of the major software players, evolving market definition and knowledge about mashups, emerging standards, increased uptake of SOA and cloud computing, and the impact of the recession.
• 32.8% of organizations surveyed by Business Insights used mashups.
• The enterprise mashup market will benefit from the increasing prevalence of software incorporating SOA. Worth $1.4bn in 2008, the SOA platform market will grow to $2.77bn in 2014.


Key features of this report

• Definitions of key terms
• Provides the size of the enterprise mashup market and gives a market forecast to 2013.
• Analysis of proprietary data related to enterprise mashup uptake gathered from surveys of CIOs across a wide variety of vertical sectors and geographic regions, and of leading mashup vendors.
• In-depth examination of key vendor performance, offerings and strategies.
• Case studies of organizations that have adopted enterprise mashups.
• Analysis of key technological and market issues affecting mashup market growth.

Use this report to

• Establish the size of the enterprise mashup market and identify growth drivers and patterns.
• Identify the types of organization that are adopting mashups by size and vertical industry.
• Examine how mashups can satisfy the unmet enterprise need and how attractive they are to end-users.
• Identify key partnership opportunities by establishing what type of vendors businesses trust most.
• Examine the business benefits and risks presented by mashup usage and how these issues can either be promoted or remedied.

Discover

• How big is the enterprise mashup market?
• What is driving market growth?
• Who is investing in the market?
• How many organizations use mashups? What types of organization are they?
• How can the open space in mashup market leadership be filled?

Report Highlights

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Table of Contents
The Future of Enterprise Mashups
Executive summary 12
The mashup market 12
The enterprise demand and unmet need 13
Challenges and barriers to mashup market growth 14
The vendor landscape 15
The future of the enterprise mashup market 16
Chapter 1 Introduction 20
Introduction 20
Who is this report for? 21
Research methodology 21
Definitions 22
API (Application Programming Interface) 22
Blogs 22
Cloud computing 22
Mashups 22
RSS (Really Simple Syndication) 22
SaaS (Software as a Service) 22
SOA (Service Oriented Architecture) 23
Web 2.0 23
Widgets 23
Wikis 23
Chapter 2 The mashup market 26
Summary 26
Introduction 27
Market growth and drivers 27
Market size and forecast 27
Market drivers 29
The big players become involved 29
Evolving market definition and knowledge 30
Emerging standards 31
Increasing uptake of SOA and cloud computing services 31
The recession 32
Investment in mashups 32
Parent companies 33
Venture capital and business angels 33
Bootstrapping 33
Mashup uptake 34
Current usage 34
Uptake by organization size 35
Uptake by vertical market 36
Short-term uptake forecast by non-users 37
Short-term uptake forecast by organization size 38
Short-term uptake forecast by vertical market 38
Plans to increase usage 39
Opportunities through SOA 41
The open space 43
Opportunities to fill the space 43
Market definition 43
Educating the market 44
Standards 44
Availability for all 44
Emerging leaders 45
Major IT players 45
Innovators 45
Non-mashup specific vendors 46
Timeframe 46
Chapter 3 The enterprise demand and unmet need 48
Summary 48
Introduction 49
Business priorities 49
Customer relationship management 51
Business intelligence 52
Business process management 53
Attractiveness of mashups 54
Cost 55
Return on investment 56
Benefits to the bottom line 58
Application needs and partnership opportunities 59
What end-users want from a vendor 59
Efficiency 60
Cost 60
Reliability 61
Reputation 61
Return on investment 61
Innovation 62
Innovation 62
Security 62
Trusted vendors 62
Partnership strategies 64
Systems integrators 65
SaaS and proprietary software vendors 65
Mashup marketing 66
Partners 66
Web 2.0 66
Seminars and webinars 67
Advertising 67
Trade shows 68
Mashup users 68
BT Broadband Support – speed, scalability and efficiency 68
Cardiff University - efficiency 68
Retail banks – efficiency and security challenges 69
US Defense Intelligence Agency (DIA) – speed, efficiency and security 69
The Center to Promote HealthCare Access – increased efficiency 69
Chapter 4 Challenges and barriers to mashup market growth 72
Summary 72
Introduction 73
The software market 73
Competitors 73
The disruptive potential of mashups 75
The complementary potential of mashups 77
Benefits and risks of mashup usage 78
The CIO perspective 78
CIO and vendor perspective comparison 79
Educating the market 80
Key vendor sales messages 81
Mashups are designed to be user driven 81
Quick and ad hoc assembly 82
Cost 83
Web accessibility 84
Co-existence with SaaS systems 85
Co-existence with legacy systems 87
Technical challenges 88
Availability of web services and APIs 88
Standards to govern widgets 89
Governance, management and support 91
Security 92
Reliability 93
Scalability 94
Market challenges 96
Mashup market immaturity 96
Unproven effects on the bottom line 97
The lack of a leading platform 98
The economic downturn 99
Skills shortages 99
Executive culture and misperceptions 100
The end of the IT manager? 101
Effects on the existing IT framework 101
Mashup drivers 102
Input from the CIO 103
The long tail potential of enterprise mashups 104
How mashups are driven and governed 105
Chapter 5 The vendor landscape 108
Summary 108
Introduction 109
Process and presentation mashup platforms 110
Corizon 110
Background, offering and performance 110
Clients 111
Partners 112
Competitors 112
Strategy 112
DreamFace Interactive 113
Background, offering and performance 113
Clients 114
Partners 114
Competitors 114
Strategy 115
IBM Mashup Center 115
Background, offering and performance 115
Clients 116
Partners 117
Competitors 117
Strategy 117
JackBe 118
Background, offering and performance 118
Clients 118
Partners 119
Competitors 119
Strategy 120
Microsoft SharePoint 120
Background, offering and performance 120
Clients, partners and competition 121
Strategy 121
Oracle WebCenter Suite 122
Background, offering and performance 122
Clients and partners 123
Strategy 123
Salesforce.com 123
Background, offering and performance 123
Clients 124
Partners 124
Competitors 125
Strategy 125
Serena Software 126
Background, offering and performance 126
Clients 127
Partners 127
Competitors 127
Strategy 128
WaveMaker 129
Background, offering and performance 129
Clients 129
Partners 130
Competitors 130
Strategy 130
Data mashup platforms 132
Convertigo 132
Background, offering and performance 132
Clients 133
Partners 133
Competitors 133
Strategy 134
Denodo Technologies 134
Background, offering and performance 134
Clients 135
Partners 135
Competitors 136
Strategy 136
Kapow Technologies 137
Background, offering and performance 137
Clients 138
Partners 138
Competitors 139
Strategy 139
RatchetSoft 140
Background, offering and performance 140
Clients 141
Partners 141
8
Competitors 141
Strategy 142
Chapter 6 The future of the enterprise mashup market 146
Summary 146
Introduction 146
Future capabilities 147
More available data 147
Mashups in the cloud 147
Easier and quicker mashups 148
Mobile mashups 149
Enterprise mashups: cool or useful? 149
Looking past the hype 149
Delivering business value 150
Chapter 7 Appendix 153
Tables of data 153
Index 157
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List of Tables
Table 2.1: Enterprise mashup global market size ($m), 2008-2013 28
Table 2.2: SOA platform market size ($m), 2008-2013 42
Table 7.3: Current mashup users by organization size (% CIO respondents), 2009 153
Table 7.4: Current mashup users by vertical market (% CIO respondents), 2009 153
Table 7.5: CIO respondents business priority average ratings (scale 1=low priority – 4=high priority) 154
Table 7.6: Attractiveness of mashups to CIO respondents, average ratings (scale 1=unattractive – 4=highly attractive) 154
Table 7.7: What end-users want from a vendor (% CIO respondents) 154
Table 7.8: Type of vendor trusted by CIOs (% CIO respondents) 155
Table 7.9: Popular types of partner for mashup vendors (% vendor respondents) 155
Table 7.10: The disruptive potential of mashups (% vendor respondents) 155
Table 7.11: Benefits and risks of mashup usage, CIO respondent average ratings (scale 1=risk – 4=benefit) 156
Table 7.12: Mashup usage drivers (% CIO respondents) 156
List of Figures
Figure 2.1: Enterprise mashup global market size ($m), 2008-2013 28
Figure 2.2: Different types of mashups – data, process and presentation 30
Figure 2.3: Enterprise mashup market development phases 32
Figure 2.4: Current mashup usage by organizations (% CIO respondents), 2009 34
Figure 2.5: Current mashup users by organization size (% CIO respondents), 2009 35
Figure 2.6: Current mashup users by vertical market (% CIO respondents), 2009 36
Figure 2.7: Timeframe for non-users planning to adopt mashups 37
Figure 2.8: Short-term non-user uptake forecast by organization size (% respondents), 2009 38
Figure 2.9: Short-term non-user uptake forecast by vertical market (% respondents), 2009 39
Figure 2.10: Current users plan to increase mashup usage in the future 40
Figure 2.11: SOA platform market forecast ($m), 2008-2014 42
Figure 3.12: CIO business priority average ratings 50
Figure 3.13: CRM as a business priority 51
Figure 3.14: BI as a business priority 52
Figure 3.15: BPM as a business priority 53
Figure 3.16: Attractiveness of mashups to CIOs, average ratings 54
Figure 3.17: Attractiveness of mashups to CIOs in terms of cost 55
Figure 3.18: Attractiveness of mashups to CIOs in terms of RoI 57
Figure 3.19: Attractiveness of mashups to CIOs in terms of benefits to the bottom line 58
Figure 3.20: CIO survey – What end-users want from a vendor 60
Figure 3.21: Which type of vendors are trusted by CIOs 63
Figure 3.22: Popular types of partner for mashup vendors 64
Figure 4.23: Mashup vendor competitors and partners 75
Figure 4.24: The disruptive potential of mashups 76
Figure 4.25: Benefits and risks behind mashups: the CIO perspective 79
Figure 4.26: Benefits and risks behind mashups: CIO and vendor perspective comparison 80
Figure 4.27: CIO survey – Mashups being user-driven is a benefit 82
Figure 4.28: The quick and ad-hoc nature of mashups is a benefit 83
Figure 4.29: The cost of mashups is a benefit 84
Figure 4.30: Mashups being web accessible is a benefit 85
Figure 4.31: CIOs are unsure of the benefits to mashups co-existing with SaaS systems 86
Figure 4.32: CIOs are unsure of the benefits to mashups co-existing with legacy systems 87
Figure 4.33: Web services and APIs not always being available is a risk to CIOs 89
Figure 4.34: Lack of open standards to govern widgets presents a risk to CIOs 90
Figure 4.35: Mashup governance, management and support presents a risk to CIOs 92
Figure 4.36: Mashup security presents a risk to CIOs 93
Figure 4.37: Mashup reliability presents a risk to CIOs 94
Figure 4.38: CIOs are unsure of the benefits and risks in terms of mashup scalability 95
Figure 4.39: Non-users are unaware of mashups 97
Figure 4.40: The benefits of mashups to the bottom line remain largely unknown among users 98
Figure 4.41: CIOs think that mashup usage should be driven by the end-user 103
Figure 4.42: Vendors think that mashup usage should involve input from the CIO 104
Figure 4.43: The long tail potential of enterprise mashups 105
Figure 4.44: How mashups are driven and governed within an organization 106
Figure 5.45: Process and presentation mashup platform vendor summary 122
Figure 5.46: Process and presentation mashup platform vendor summary 131
Figure 5.47: Data mashup platform vendor summary 143
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