Before mash gets smashed…

Was an old advertising slogan which came to mind when reading this post. Oracle and IBM roll out business-oriented products that raise the profile of this Web 2.0 technology. This event will be seen as historic, the nitroglycerine in the fuel tank of “we media technologies” as we are enter into the orbit of the Mashup. Another gale from the forces of creative destruction and creation.

Most businesses have yet to tap the potential of mashup technology. It requires an IT department that’s bought into the service-oriented architecture approach, so that it’s simple enough to mix, match, and change the data sources they’re delivering to users in the form of mashups, says Jason Bloomberg, an analyst at ZapThink. Some sort of governance is needed to dictate who can create mashups, who has access to the data collection tools, and what mashups can contain. And governance requires technology investment in identity management systems to regulate data access.

But as Web technologies evolve, and businesses get more comfortable with SOAs, it’s a good bet that mashups in one form or another will become commonplace.

But his is also happening at the same time on mobile platforms too. Come on lets face it, we want a seamless media experience, what we describe as liquid content or flowability.

Its the white heat of convergence. Heat=energy in motion=liquid life.

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Posted in: 7th Mass Media, Convergence, Culture, Darwin, Economics, Engagement Marketing, Engagement Mobile, Marketing, Media, Mobile, Strategy, Trends, Web/Tech

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