Remember mashups? They were all that and a bag of chips just a while ago, and now you rarely hear about them, especially in the context of SOA.
The fact of the matter is that mashups are really composite applications, and composite applications are nothing new. However, what was new was the availability of API-delivered information and services, mostly Web delivered. Thus, one could mock up a pretty attractive application in a short amount of time and address a specific business requirement.
[ Bill Snyder offered his thoughts on why enterprise mashups aren't as prominent as the hype in his Tech's Bottom Line blog. ]
For instance, the ability to mashup a delivery schedule with Google traffic, thus providing a more effective route for delivery. Or the ability to mashup customer demographics to determine a correlation with sales patterns. I'm sure you could find a nice application for mashups within your enterprise, typically something that's highly valuable.
However, with the focus on the death of SOA, cloud computing, and other distractions, the value of mashups have fallen off many radar screens. Indeed, many vendors focusing on mashups have shifted to other messaging, even though they have technology for the support of composite applications.
Truth be told, mashups are a core value of SOA. The ability to mix and match services within the context of an interface and applications to quickly address a business requirement that would otherwise be unsolved. They are why we do SOA, if you ask me, and are a prime example of agility.
Perhaps the issue is the term "mashup," since it sounds so quick and dirty. In reality, mashups are typically highly valuable composite applications, mixing Web-delivered and enterprises services. In many cases, quick and dirty is not a bad thing.