Thursday, May 15, 2008

Mashups--Business and Otherwise

An interesting article that I accessed through the Knowledge @ Wharton newsletter led to another appealing DIY opportunity. The article discusses the changes in software application development that are occurring, partly to satisfy the demands of the Millennial generation for instant gratification—even in software application development. Read the article for yourself and see if you agree with the management perspective.

I was intrigued by the idea of DIY business mashups, so I investigated the Serena Software site. The site is currently in beta and offering its mashup software free. The FAQs say that you only pay when you publish (“in the cloud”) and start using the app. They don’t say how much or on what basis they charge for the working app.

The first video on their MashupTV page illustrates a situation that many of us are all too familiar with—we need programming support but IT has a seemingly endless backlog of requests. The young man must be a marketer; he wants to interface with In the video he promotes the idea of mashups in his unit and, in the process, makes his boss happy and confuses the personal relationships of colleagues who don’t understand “mashing.” Are software marketers developing a sense of humor?

Users can create their own app or customize a number of prebuilt ones that satisfy a lot of communications needs in enterprises. There’s a lot of material on the site to convince you that you can do it and show you how.

This slso ties in to an article in today's iMediaConnection. Max Zabrammy urges marketers to move beyond the desktop to give users access to the site or to specific functionality in other contexts including mobile and offline. One way of doing that is special-purpose apps, so we all better get good at creating them.

So back to where this blog started. Marketers need a lot of Internet firepower these days. It can take a long time for IT to build it for them; hence, the demand for DIY Marketing applications. This seems to be another attractive option.
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