WebServices dot org

All of us at some point, even those deepest in the technical innards of an organization, will face the task of explaining to the CEO the meaning and value of Web services. For those lucky enough to work in a company where the boss already gets it, you may still need this skill to explain Web services to a client, non-technical colleague, or significant other. This recitation is often called the elevator/lift speech - a succinct explanation of what you are doing when the doors open and the boss steps on (which explains why I try to take the stairs, whenever possible).

The Essentials, please

When discussing with the boss a detailed and interconnected subject like Web services, you need to stick to the essentials, while weaving in good reasons for spending time and money on it. You also need to resist the idea of dumbing-down the explanation. Talking to the CEO like he or she is some kind of dolt may not be the best career move.

You need to talk about the technology in business terms to a smart and interested listener. David Webber and I wrote the book ebXML: The New Global Standard for Doing Business Over the Internet (New Riders Publishing, http://www.ebxmlbooks.com ) for business managers, and organized it into two parts: an executive overview for the CEO, and more details for the mid-level implementers and business analysts. The executive overview describes the business environment behind ebXML, explains the important features of the technical architecture, and discusses a few business scenarios to show how ebXML would work. The description of Web services for the boss should have the same elements.

In our book, we did not dumb-down or sugar coat the subject of ebXML, but we focused on the business value and tried not waste the reader's time on extraneous matters. Unfortunately, a lot of so-called executive conferences, like one I attended last week on secure e-business, treat business executives like they have an attention span no greater than your average housefly. The speakers included some really accomplished and recognized experts, but the event organizers shoved many of the speakers into panels that gave them about 10 minutes each to talk about topics of value to executives, such as the Security Assertion Markup Language ( http://www.oasis-open.org/committees/security/ ), XML Key Management Specification ( http://www.w3.org/TR/xkms/ ), and the Liberty Alliance project ( http://www.projectliberty.org/ ). The result was a hurried and uncoordinated amalgamation of techno-babble that wasted everyone's time.

So when the boss asks about these Web services everyone is talking about, try something like ...

Web services are self-contained business functions that operate over the Internet. They are written to strict specifications to work together and with other similar kinds of components. Some of the more established functions at this stage are messaging, directories of business capabilities, and descriptions of technical services. But other functions are in the works as well.

Web services are important to business because they enable systems in different companies to interact with each other, more easily than before. With businesses needing closer cooperation between suppliers and customers, engaging in more joint ventures and short-term marketing alliances, pursuing opportunities in new lines of business, and facing the prospect of more mergers and acquisitions, companies need the capability to link up their systems quickly with other companies. Thus Web services give companies like ours the capability do more business electronically, with more potential business partners, in more and different ways than before, and at reasonable cost.

Because Web services are written according to standards, all parties work from the same basic design. Companies then add value and business advantage to the basic design to meet the needs of their customers. For example, a company can offer its suppliers the capability to view inventory levels of products the suppliers provide so they can replenish the stocks without the customer cutting separate purchase orders. Web services provide the basic messaging and service-description functions for this kind of electronic relationship, but the suppliers could build on these basic features to provide better services to the customer. And companies can extend these capabilities to other trading partners, since they are built on standards.

Also, because Web services are built on standards, they make it possible for many systems developers to enter the market, which increases competition and brings down the costs. The competition among vendors also encourages more innovation in the products and services offered to business customers. And basing systems on standards helps prevent being locked-in to a specific vendor or type of computer or software.

Web services are still a work in progress. Some of the standards are still new and not fully tested, and many of the potential business uses are still getting started. But companies should start planning for Web services, and asking vendors for their plans to support Web services.

If the CEO asks for more details, then you've gotten his or her attention. You're also on your own after that.