Shift in SOA Marketing Could Mean Cost Savings For You在SOA转变营销可能意味着节省成本为您

By 通过 Loraine Lawson 洛兰劳森

CIO involvement with SOA is a bit of a chicken/egg quandary. CIO的参与SOA是有点鸡/蛋的窘境。 Are SOA implementations failing because CIOs don’t get involved?是实施SOA的CIO没有因为不介入？ Or are CIOs smart not to get involved with a failing trend?或者是聪明的CIO们不要参与了失败的趋势？ It’s tricky to tell who failed first.这是棘手的，以知道是谁第一次失败。

To be perfectly honest, if I were a CIO and I’d drug my feet on SOA, I’d be pretty darned pleased with myself this week - particularly after reading “ Are You Being Played in the SOA Game Plan?”是完全诚实的，如果我是一名CIO ，我希望我的脚药物对SOA的，我会很高兴darned我这个星期-特别是在读“ 你中正在发挥S OA的比赛计划？ ”

PCWorld.com ran the piece on Monday, and it’sa great headline. PCWorld.com的一块跑周一，这是一个伟大的标题。 But I read it with reservations, because I know there’s nothing more thrilling for a journalist than to reveal that someone’s getting played.不过，我看有保留，因为我知道没有什么更激动人心的一名记者，而不是表明，有人得到发挥。 If journalists are biased - and, really, everyone has several biases - then this is the big one for reporters.如果记者有偏见-和，真的，每个人都有一些偏见-那么这是一个大的记者。 They live for exposing people, places and things.他们的生活揭露人民，地方和东西。

During my tech journalism tenure, I’ve learned that most technology trends do, indeed, follow that infamous Gartner hype cycle - and ultimately, they emerge from it somewhat successful.我在高科技的新闻任期内，我已经学会，大多数技术发展趋势确实是臭名昭著的后续Gartner的炒作周期-最终，他们摆脱它一定成功。 So, I’ve grown just as suspicious of the “Wow, it’sa rip-off” articles as I have the “Wow, it’s the greatest thing since sliced bread” headlines.所以，我刚才已经成长为可疑的“哇，这是撕裂小康”的文章，我有“哇，这是最大的事情，因为切片面包”的头条。

Sure enough, the article is actually not an evaluation of whether SOA works.果然，文章实际上是不是一个评价是否SOA的作品。 Instead, the news here is that vendors are backing off the SOA hard sell.相反，这里的消息是，供应商都支持了SOA的硬盘销售。

I was especially interested in Gartner Research Associate Frank Kenney’s remark that “SOA is marketed and sold totally different outside the US” Apparently, in the US, vendors focus on reuse, but in South America, South Africa, the Middle East and Asia Pacific, SOA’s all about business processes - which I think most experts would agree is a more accurate portrayal of SOA’s long-term value.我特别感兴趣Gartner的研究助理弗兰克肯尼的谈话说， “ SOA是市场推广和销售完全不同的美国以外的地区”显然，在美国，供应商集中于重用，但在南美，南非，中东和亚洲太平洋的SOA的全部业务流程-我想大多数专家都同意是一个更准确地描绘的S OA的长远价值。

If you keep reading, it quickly becomes clear that no one in this article is suggesting you’re getting played or that you’re smart to avoid SOA.如果你继续读书，很快成为明确的，没有人在这一条建议您要发挥或你的智能，以避免SOA的。 In fact, it’s just the opposite.其实，正好相反。 Larry Fulton, senior analyst at Forrester Research, told PCWorld.com:拉里富尔顿，资深分析师Forrester研究公司表示， PCWorld.com ：

“…I would be concerned about stopping SOA adoption entirely, since there is no guarantee that the competition will do the same thing, and that could put you at a serious disadvantage.” “ ...我会担心停止完全采用SOA ，因为没有保证，竞争将做同样的事情，而且可能使你处于非常不利的地位。 ”

The truth is, there’sa lot of bad news out there about SOA, and I don’t blame CIOs or any executive who’s confused.事实是，有很多坏消息有关于SOA的，我不怪的CIO或任何行政谁是困惑。 You have the Burton Group’s recent report on您已Burton集团最近的报告 SOA failures SOA的失败 . 。 There are plenty of statistics to suggest SOA isn’t working.SOA is not what I’d call a safe bet by any stretch of the imagination.有很多统计资料表明SOA不是working.SOA不是我想呼吁一个安全的赌注的任何想象。 No wonder CIOs are distancing themselves from SOA.难怪CIO们远离SOA的。 But in the long run, that’s probably但是，从长远来看， 这可能 a bad plan一个坏计划 . 。

Fortunately, as the analysts in the article and幸运的是，作为分析师在文章中和 ZDNet’s Joe McKendrick据ZDNet的乔McKendrick pointed out , this marketing shift may mean you now have more negotiating power with SOA vendors. 指出，这一市场的转变可能意味着你现在有更多的谈判力量与SOA供应商。

In other words, you might be able to save a little money now that the hype heat is off - and certainly, cheaper SOA could make supporting SOA more palatable for business and tech leaders.换句话说，您可以节省一点钱现在炒作热了-当然，更便宜的S OA能够支持更可口的S OA业务和技术领袖。

Here’s how the article says this shift might work to your advantage:以下是如何的文章说，这种转变可能工作到您的优势：

• Vendors are trying new pricing models - both for services and development - that will better match the long time it takes to introduce and implement SOA.厂商正在尝试新的定价模式-这两种服务和发展-这将更好地配合很长一段时间需要引进和实施SO A。
• You’ll have the most negotiating power in the early stages, because vendors realize now they need to get their foot in the door early.你最有谈判能力的早期阶段，由于厂商意识到他们现在需要他们的脚在早期的大门。
• Because vendors know it’s important to get in early and stay in, you can expect them to help ensure their tools work with your SOA - and to help you fix it if there’sa problem.由于供应商知道它的重要得到早期和留在，你可以期望他们以帮助确保他们的工具工作，你的SOA -并帮助您修复，如果有问题。

That said, SOA hasn’t fallen so far into the trough of disillusionment that you can expect savings on architects or consulting work.这就是说， SOA有没有下降迄今进入低谷的幻灭，你可以期望节省建筑师或咨询工作。 Oh, well.噢，以及。 You can’t have everything.你不能拥有一切。
Read Loraine’s article, “Baby Steps with SOA Governance Can Avoid IT/Business Power Plays” -阅读洛兰的文章， “宝贝步骤， SOA治理可避免的IT /业务国剧” - http://www.itbusinessedge.com/blogs/mia/?p=446&nr=inbound

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