As Hurricane Katrina approached the Gulf Coast in August 2005, storm trackers at Schumacher Group, a Lafayette, La., company that manages physicians for emergency rooms, consulted a variety of information sources -- TV weather reports, a map studded with pins representing homes of nearby doctors and a computerized phone book -- to make sure hospitals would be fully staffed.
Almost one month later, by the time Hurricane Rita hit, the storm trackers had new software that let them see weather conditions along with location and contact information for area physicians overlaid on a map -- all on one screen.
Douglas Menefee, Schumacher Group's chief information officer, says the hurricane-tracking software took one developer less than two days to build, thanks to a new technology called "mashups."
More and more companies, including Audi AG, the Ingolstadt, Germany, unit of Volkswagen AG, and AccuWeather Inc. of State College, Pa., are adopting the same technology. Mashups essentially are a way to take data trapped in separate software applications and combine them into new, hybrid applications. At most companies, data typically have been stored in silos -- customer information is in a customer-management system, for example, and information about order status is in an inventory-management system.
While the concept of stitching together these different systems isn't new, it traditionally has been one of the most costly and complicated projects an information-technology department can undertake.
Mashups, however, are cheap and easy to build. International Business Machines Corp. and Microsoft Corp., among others, recently released easy-to-use mashup-building tools. IBM in February launched QEDWiki, which provides developers with a portal where they can choose which applications to include in a mashup and define how they want these applications to work together. Microsoft's mashup tool, Popfly, works with its SharePoint collaboration software. Google Inc. has let developers make mashups with its popular mapping software since 2005.
Developers simply use the mashup-building software to combine existing applications into a new one, creating software designed specifically for the way small groups or individual employees work, which would be prohibitively expensive using traditional integration methods. And mashup-development tools are so intuitive to use that ultimately, non-information technology workers should be able to make their own mashups, says Oliver Young, an analyst at Forrester Research Inc.
A mashup "combines data from disparate sources into something that is more valuable than the sum of its parts," says Mr. Young. He estimates about 20% of companies use mashups in one form or another.
Developers at Audi recently built a mashup that helps product managers for the company's A-series line of autos perform competitive analyses. The mashup draws data from 20 different sources, ranging from Audi's inventory system to demographic figures on German Web site Spiegel Online.
Audi's product managers used to check each of the 20 sources individually and copy the results into spreadsheets. While the task was time consuming and inconvenient, Audi's information-technology department didn't want to pay as much as $500,000 to combine all of the data into one application using traditional software-integration techniques, says Anton Hermann Kramm, a member of Audi's IT management team.
But using a mashup tool from Kapow Technologies Inc., one developer was able to build the new application in just four days for a fraction of that cost. Mr. Kramm says developers at Audi have built about 30 mashups, using data from nearly 100 sources.
Mashups don't work across the board. Only software that can be accessed with a Web browser can be included in a mashup. That means applications that are accessed through software installed directly on a worker's computer, including many business systems from SAP AG and Oracle Corp., can't be included in a mashup without some complex work. Data that reside on mainframe computers are also hard to use in a mashup.
Mashups aren't immune to the challenges of linking disparate tech systems, says Mirko Minnich, vice president and chief architect at Thomson Scientific, a unit of Thomson Corp. A mashup that combines various sources of data is useful only if all systems identify the information in the same way, for instance. And as usual, issues like security and standards must be considered.
Write to Ben Worthen at ben.worthen@wsj.com
Link: 'Mashups' Sew Data Together - WSJ.com.