CEO Guide to Mashups

John Musser, November 12th, 2006

This week’s issue of BusinessWeek has a four-part special report entitled “CEO Guide to Mashups” by Rachael King. The articles cover the enterprise mashup space, consumer mashups, mobile and banking mashups.

  • Building a Business on a Mashup: “These combos of disparate programs or Web applications are in the hobbyist phase, but entrepreneurs are seeking to turn them into moneymakers.” The lead example given is the fun with a purpose Where’s Tim Hibbard? in which you can see any time of day or night where Tim is located. Why? Because he always has a GPS with him and it’s mapped onto a Google Map (see below). It’s a marketing mashup — he works for a GPS software provider. The article notes that his mashup is currently the fourth all-time popular mashup on ProgrammableWeb and includes brief quote from me. The other mashup included here is Frucall, the service that lets you do Internet price comparisons while at a store by entering bar code information into your cell phone.
  • Where is Tim Hibbard

  • When Companies Do the Mash: The enterprise mashup story, subtitled “Corporations from IBM to Google to E*Trade are jumping onboard the trend of mixing and matching software from different sources”. Examples include someone using Microsoft Office Accounting with eBay and PayPal integration, IBM’s QED Wiki, and vendors like Nexaweb, JackBe, and ActiveGrid. One example from PGP Corp mashes existing customer records with data from Dunn & Bradstreet via an unnamed API, but could be this one we have listed here. It also cites issues that companies need to consider including security, reliability and scalability.
  • E*Trade is Banking on Web Services: CIO Greg Framke talks about mashups and how using them will help the online trading and financial services company stay competitive.
  • Asia’s Mobile Mashup Free-For-All: “Across the region, carriers and handset makers are locked in a race to pack the most features and functions into cell phones.”
  • CEO Guide to Mashups: Tip Sheet: “Think you’re ready to experiment with mashups? Before you start, consider these tips for a successful rollout.”
  • Last.FM: Mashing to the Music: “The hub of Europe’s music community may be the London streaming site, thanks to its mashups with MySpace, YouTube, and others.”

The article includes the ProgrammableWeb stat of 2.84 new mashups per day here over past six months, although in the last week it’s been more than twice that at 6.29 per day. There were 17 added this weekend alone. See here for the latest ones.

One sentence caught my attention was “In many cases, employees won’t even realize they’re using mashups.” Indeed, as mashups become more commonplace this will be increasingly true, users will just be using online services and won’t know or care how many sources have been mixed to make it happen.

Both comments and pings are currently closed.

8 Responses to “CEO Guide to Mashups”

November 12th, 2006
at 8:12 pm
Comment by: Tim Hibbard

Hey, that’s me!!

Rachael was fun to work with on this article. How nice was she to give my little mashup some lime light?

November 13th, 2006
at 2:04 am
Comment by: Marc

The article mentions as an early mash-up which seems reasonable. But, I have often wondered why is overlooked as an even earlier “proto mash-up”? (One that is even a money maker.)

November 13th, 2006
at 2:22 am
Comment by: John Musser

Congrats Tim!

November 13th, 2006
at 2:24 am
Comment by: John Musser

Marc, that’s an interesting question. Most older sites that took data from multiple sources might count depending on the definition…

November 13th, 2006
at 4:07 pm
Comment by: GigaOM » Mashups Coming Fast and Furious

[...] Last night, John Musser of ProgrammableWeb posted to say new mashup submissions to his site have risen to more than 6 per day, with 17 added this weekend alone. That’s up from the 2.84 average per day he’s quoted on in the BusinessWeek piece. [...]

November 17th, 2006
at 6:45 am
Comment by: Marc’s Voice » Blog Archive » What kind of mashup we talking about here?

[...] Liz points to something John Musser has noted – that the rate of new APIs is steeply increasing, surging to over 6 new APIs a day.  John has compiled over 1,000 APIs at his blog ‘programmable web’ – and to me – this is the single most important bit of information I’ve heard recently. [...]

December 2nd, 2006
at 8:50 am
Comment by: links for 2006-11-14 -

[...] » Blog Archive » CEO Guide to Mashups enterprise mashup space, consumer mashups, mobile and banking mashups. (tags: mashup) [...]

July 25th, 2007
at 9:01 pm
Comment by: ckeene

It is nice to see ActiveGrid featured here. Check out our new open source community at!

Follow the PW team on Twitter

APIs, mashups and code. Because the world's your programmable oyster.

John Musser
Founder, ProgrammableWeb

Adam DuVander
Executive Editor, ProgrammableWeb. Author, Map Scripting 101. Lover, APIs.