Mashups a hot item at Web 2.0 show

Mashups, which unite disparate data sources in quickly developed Web applications, are a hot topic at the Web 2.0 Expo conference in San Francisco this week, with companies including Serena Software, JackBe, and Kapow Technologies offering new products geared to mashup development.

Offerings include an online marketplace and a hosted service for mashups.

Serena is launching Tuesday its Serena Mashup Exchange, an online marketplace for marketing "Business Mashups." Serena defines Business Mashups as mashups that solve business problems and combine visual and data elements from multiple sources within a process-driven framework.

Business users, IT departments, and others can find, buy and sell pre-packaged mashups, Web services and professional services without incurring fees or commissions from Serena. The company said it is providing the marketplace in an effort to control the "long tail" of IT applications, which are projects that individually are too small to warrant IT support yet represent a market opportunity.

With Mashup Exchange, companies can build "MicroExchanges" for secure internal interchange between IT and business units, such as publishing mashup-enabled access to an internal SAP system.

Additionally, Serena and CapGemini said they are helping companies bring Web-based consumer-oriented technology into the enterprise via CapGemini's RAIN (Rapid Innovation) environment for developing business models for a service-oriented enterprise. With RAIN, workers can address business issues on their own rather than relying on IT. RAIN enables professionals to compose a mashup without the need for programming skills. Serena's Business Mashup tools can be leveraged in the process.

JackBe is announcing Tuesday general availability of Presto 2.0, the second generation of its enterprise mashup platform. Featured are enterprise mashup widgets called "Mashlets," which are portable, shareable micro Web applications used for common knowledge worker activities such as analyzing sales data and enterprise risk analysis. Users can share Mashlets through enterprise portals, blogs, wikis, or e-mail.

Also featured in Presto 2.0 is connectivity for products like Excel, HP SOA Systinet, and Adobe Flash/Flex. A mashup development plugin for the Eclipse platform has been built as well.

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