21 End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
As we saw in the last chapter, there are different ways to gain attention in the marketplace. The use of technology, the new digital citizen, and time are important in your plan for “screaming” in the marketplace. The IBM WebSphere brand is a true success story that can provide some insight in this regard. Starting as a dream by IBM’s senior vice president Steve Mills, it was driven initially by Paraic Sweeney with some creative marketing techniques. I was privileged to be on that initial team and to spend seven of the ten years of IBM WebSphere’s life personally working on the brand.
The reason I leveraged it as a case study is that it is the ...
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