Web 2.0 Expo Tokyo http://www.cmptech.jp/web2expo/

1. The Business Value of Enterprise
Mashups
Joe Keller, CMO
Kapow Technologies, Inc
November 2007

2. Abstract
More and more enterprises are looking into how they can
benefit from mashups to improve their business.
Unfortunately many of the best known mashups today
are more consumer oriented, and thus do not pay justice
to the real enterprise value of mashups. Especially they
do not explain the background to why mashups are
something every company needs to start using today.
This presentation will walk through the value drivers for
mashups in the enterprise and will end up with a short
demo of how the Kapow Mashup Server can add value
to businesses today.

3. Kapow at a Glance
Company History
Europe’s largest on-line real estate marketplace (1998-2002)
Transitioned to enterprise mashup server software (2002 forward)
Moved HQ to the US in 2005
250+ customers across US, Asia and Europe
AT&T, Bank of America, Wells Fargo, Credit Suisse, Intel,
Vodafone, TSA, Audi, Novartis, Deutsche Post, DHL, Visa
Strategic Partnerships
IBM, BEA, Attachmate, Oracle, FAST, EMC/Documentum
Products
Kapow Mashup Server 6.3 - 8 years in making, mature, proven,
highly scalable, enterprise-ready platform
build and share data API’s and feeds for
mashups

4. Evolution of Web Applications into Mashups
Source: Rod Smith, IBM

5. Data – The Emerging Productivity Driver
Productivity gains through task automation has peaked
Next productivity wave will be data-oriented, not task-oriented
Web 2.0 Technologies key to unlocking productibity
Workforce Job Types – Developed Countries
reduction = productivity high variability
20% 40% 40%
Transactional: Tacit:
Transformational:
Routine Complex interactions
Extraction and
interactions (decision making,
conversion of raw
(standardized, collaboration,
materials
invariable tasks) knowledge
consumption)
Source: McKINSEY & COMPANY

6. Systematic vs Opportunistic IT Projects
Systematic Projects Opportunistic Projects
for Conservative Reliability for Competitive Agility
Individual, Departmental,
Company Wide, IT- Data Centric, Do-it-yourself,
Controlled, Task Centric, Web based, Collaborative,
Scalable, High Volume, Ajax, RIA, Portlets,
High Security, Nonstop Mashups

7. Mashups -You’re Probably Already Doing It…
Spreadsheets
Composite Applications
Data Migration
Gadgets
Social Software
Management Dashboards
Ad Hoc Reporting Content Aggregation

8. The components of a Mashup
Presentation layer Mashup Builders
Logic layer
Mashup
Infrastructure
Data layer
Fundamental Value-add
data data

9. The value of mashups are in combining data
Housingmaps mash up google maps and craigslist
Based on everyones data

10. Individualized data increase value
95
97
98
96
98
o School district ratings
o Fault lines
o Places of worship, LinkedIn/MySpace network, etc

11. Classes of Mashup Data Sources
Structured data
Fundamental
Standard feeds
data
Subscribed data
Open to everyone
Unstructured data
Value-add
Individualized data
data
Vertical data
Difficult to get-to data
Differentiating data

12. Appetite for data collection is growing
Most of the data organizations need to collect is presented in a
browser – internet and intranet.
Organizations use teams of people to collect and manually enter
data into spreadsheets and databases.
This process is very time consuming and prone to errors
The demands of the business are outpacing people’s ability to scale
properly with regard to manually collecting data.
There is a growing trend around automation tools to help
organizations with this issue.

13. It’s all in the browser
There is a goldmine of information on the web:
Worldwide interest rate data
Energy Markets
Real-estate listings
Compliance announcements
SEC filings
Edgars information
Corporate Actions
Blogs, social media, communities matter on the web now
Some companies are looking to create more meaningful time series
from the web that can be “mashed up” quickly into applications (true
R.A.D.)
Others are looking to triangulate information for compliance reasons
The Companies that can figure out how to mash up information most
effectively will be the big winners in the next few years

14. The data challenges for Mashups Today
Too few APIs and feeds exist to data
APIs and data feeds difficult to create
Existing data collection tools optimized for
structured enterprise data sources
Exponential growth of web data has created a
huge source of valuable data
Web 2.0 technologies further drives data
generation
The #1 obstacle to the benefit of value-add
data is the lack of standard feeds or API’s

15. Kapow: Turning Data Into Business Value
The right data, to the right people,
Huge untapped
at the right time
productivity potential in
knowledge workers
Cost-effective delivery of
productivity applications
Assembled with little or
no coding required
Kapow
Mashup
Leverages investment in
Server
SOA services &
infrastructure
Deals with unstructured
web data, which has no
API’s

16. Customer Usage Patterns
Reputation Competitive Asymmetric Business Opportunistic Web 2.0
Management Intelligence Intelligence Automation Applications Infrastructure
“305MBA’s creating over 200 Firmfeeds each”
Top Risk Top 5 Financial
Management Firm Services
$3B Global
“10 Developers handling Fund than 500 feeds each”
Hedge more
“Once written, 1 person can maintain 5000 feeds”
Delivery Partners

17. Demo time

18. Kapow Mashup Server Family
Portal Content Edition Data Collection Edition
Web 2.0 Edition Content Migration Edition

19. openkapow
For mashup
developers to build
and share feeds
Supports latest Web
2.0 services: RSS,
ATOM, REST
Supports mashup
builders from Google,
Yahoo, IBM, & BEA
Increases awareness
and familiarity with
Kapow
Provides proof of
concept for SaaS
offering

20. How Customers Use our product editions
Portals Data Collection from the Web
Job Boards
Job Boards
Company
Company
Pages
Pages
Online
Online
Classifieds
Classifieds
Kapow powers DHL / Deutsche Kapow helps Simply Hired aggregate
Post’s enterprise portal content from over 1000 sources
“Swivel chair” automation Content Conversion Projects
Content
Content
Mgmt
Mgmt
Legacy
Legacy
Apps
Apps
CIS
CIS
Kapow automates content migration process
Kapow automates integration of middle
into Intel’s customer information system
office reconciliation at JP Morgan Chase

21. Take aways
Next business productivity wave will be data and
know-how automation, not routine task automation
The knowledge workers needs self-service mashup
technology to take advantage of this
Access to critical data can create a competitive
edge
Web 2.0 technologies complements existing IT
systems to create the competitive edge

22. The Business Value of Enterprise
Mashups
Joe Keller, CMO
Kapow Technologies, Inc
November 2007