A mashup, or web application hybrid, is a single application that combines the data or features from more than one source. They effectively add additional functionality to another data source or application. While they were first used as consumer oriented tools, more and more businesses have adopted the technology towards their own enterprise based ends.

Mashups And Web 2.0

The popularity of mashups has increased significantly in line with the boom in web 2.0. At the same time, a greater number of companies, websites, and online services have released open APIs and this further allows developers to combine data sources quickly and effectively.

Benefiting From Third Party Applications

From a business point of view, a mashup enables a company to easily and quickly put together a service or application that uses a third party application and combines this with their own data. The use of an existing API greatly reduces the cost and time it takes to have a functional and beneficial application built for them. Where it may have cost tens of thousands of dollars to develop an application, a mashup that offers similar and even extended functions can be created and deployed at a fraction of the cost.

Riding The Application Wave Of Success

Applications are big online business. They provide dynamic content that is highly sought after by the typically web user. They can be heavily biased towards a business’ own products and services whereby they not only offer a free service to potential clients but lead on to the next step in the purchasing process.

Open APIs

A lot of major websites and developers have open APIs that they encourage developers to use. Google Maps has proven especially popular in this respect and can be combined with raw data on just about any topic in order to create a unique mashup. Specific types of venues, for example Italian restaurants, can be highlighted and pinned on to a local map taken from Google Maps. This could be integrated further with a geotagging service and could even be converted into a social network app to help further promote it.

Data Mashups

At its most basic a data mashup can be used to combine data from various sources. The end result is a data map that is more extensive and potentially more valuable to the end user. Publishing or even repackaging and reselling this data can prove a profitable use of a data mashup.

Deployment

A mashup can be used on a website, an intranet, or as a standalone application. It can pull data from RSS feeds and combine this with library information. It can include data provided by the company that uses it and a new Graphic User Interface can be added to offer it even greater functionality and appeal.

Internal Uses

Mashups do not necessarily have to be used solely by potential leads or clients either. If a business is especially data intensive and requires the use and combination of data from various sources then a data mashup can save time, optimize business processes, and offer an exceptional return on investment.

Web Application Hybrids And Their Benefit To Business

The web application hybrid has come a long way since its first iteration and has become a major tool for businesses and individuals. It can be deployed in a variety of settings and for use internally or externally. It can combine numerous third party data sources to create an exhaustive data list and can then be used to attract new leads, convert customers, or keep clients coming back for more.