In 2007, James Governor penned an article, Why Applications Are Like Fish and Data Is Like Wine, depicting how data gets better with age, while apps, like fish, begin to smell over time.
Earlier this year, Chuck Hollis from EMC offered his own wrinkle on the topic, also making a case for keeping the data (wine) and dumping those ‘lumbering apps’ (stale fish).
Both offer interesting reads, but too quickly dismiss the value of apps. Fish and wine go well together and depending on how you pair them, can make or break the experience or value of the meal. The same is true in the modern enterprise – the fish (application) is equally, if not more important than the wine (data), especially when the apps are kept “fresh and simple” with “many varieties to choose from…”
Consider if all the data trapped within applications were easily accessed and made even easier to interact with other applications.
There should be a straightforward way to interact and automate as many ‘fresh’ application sources as possible, in the shortest amount of time. IT organizations can no longer remain ‘comfortably numb’ in their avoidance of these agile Line Of Business (LOB) activities.
So, does the LOB really want a customary IT application integration fix or are they asking for something different? When the LOB says, “I really need access to this data now!” what they are really asking for is to interact with applications (or websites) in an impromptu manner in order to keep pace with emerging business dynamics and acquire key data advantages for the business.
The blistering pace and expansion of social media access, in all its forms (brand management, blog monitoring, anti-piracy, competitive intelligence, analyst research, prospect & customer mapping, consumer behavior analysis, marketing research, partner & reseller communication, on-line videos, risk compliance, legal monitoring, corporate reputation, background checks, R&D innovation research, consumer & customer research, sentiment analysis, predictive analytics, social CRM) makes the LOB integration demand on IT seem like an insurmountable task. The intensification of interactions from sources without API coverage (or even marginal API compliance) can no longer shackle the LOB data integration needs.
The traditional corporate IT blueprint has been to deploy long established application integration methodologies. This old design is already showing the strain of abandonment. I would propose a modern application integration approach consisting of the following components:
APPLICATION INTEGRATION PILLARS:

All four pillars are key to providing real-time integration, but they must also move toward a new form of LOB automation – a self-service component for the LOB. Ubiquitous access with the ability to quickly prototype and test application interactions are the most critical components to this offering. Applications need to be integrated in order for the LOB to interact and drive time-to-value (TTV) in the enterprise.
Adding to the turmoil for IT organizations are the hundreds (often thousands) of in-house applications constructed over the years. The vast majority of these have not been SOA enabled. Those ‘lumbering apps’ are also inclusive of the LOB need. There’s valuable data trapped in those in-house apps that must be freed.
Integrating to applications will require more frequent and varied connections with real-time and on-demand communications. These integrations may be more permanent links to applications or have ‘throw-away’ integration conditions.
The LOB is forcing the application integration challenge to the forefront of the IT stack. Applications are the real-time component of the raging BIG DATA frenzy. The day is coming, when the LOB will self-serve most of their application and website interactions.
The data wine cellars of the enterprise will be cared for by the IT stewards, but the Line Of Business wants FISH.
By: John Yapaola ![]()



While web data, especially social media data, grows exponentially, the vast array of opportunities for using real-time web data to improve analysis and decision making is limited only by your imagination. These days, companies must incorporate Web data into their intelligence and analysis tools in order to compete. In some industries it’s a matter of survival.