Within the last 6 months, the word mashup seems to have been adopted by just about every technology company as a way to reference the availability of their own API, show off how they have integrated with someone else’s API, or as an attempt to rebrand an existing software development platform in a manner that might attract a larger development community.
This evolution of marketing language is a natural business process and very interesting to watch as non partisan observers, given our role as a professional services company rather than a product company.
However, as the voice mashup aka CEBP (communications enabled business process) space matures the real value add of using mashup technologies will become apparent in two ways.
First, companies that develop and deploy voice mashup technologies will carve out expertise in specific verticals. Telcos add value because they touch everyone. Voice mashup/CEBP type companies add value because they touch one type of industry or customer better than anyone else. Specialize.
Secondly, we will all get much more serious about understanding business process management systems. We will either be deeply integrated within our clients’ existing business process management systems or we will bring best of class BP tools along with us. Process is important.
The faster this happens the better for our companies and our clients.