Thanks to underlying API (application programming interface), mashup can meld together all sorts of business data to give entreprises a clearer view of their environment. What do you get when you mix on-demand CRM software Salesfo and Google Maps? You get your sales reps directions to their meetings and much more. That’s what Salesforce integrator Arrowpointe offers with its mashup. The application creates a new tab in to display the location of each account, shows color-coded leads and creates all sorts of customized maps. has inspired a slew of other mashups: Skype for AppExchange launches Sype calls within Salesforce, ShareOffice provides on-demand desktop applications integrated with the CRM software and Infopia is an auction management tool that interacts with Salesforce and eBay. On the face of it, there seems to be a high demand for mashup services from the community. One step further, Denodo is a Spanish company that has been working on real time information extraction, integration and retrieval since the 1990s. Today it is offering its Denodo Data Mashup which it describes as the “agile creation of new services by integrating existing data from all kind of sources (not only structured and internal data, but also unstructured or semi structured content on the Internet).”   In a recent podcast explaining the benefits of mashups to prospects, Denodo’s VP of marketing Suresh Chandrasekaran enthusiastically declared that “Superior Data is 90% of the battle! Enterprise Data Mashups combine data from any source, automatically adapt to website changes, structure the unstructured data, and build unique correlations and virtual data views for extending the reach of BI, single customer views and more.” Among the company’s clients are financial institutions, government agencies and media companies. The company opened offices in Palo Alto in 2006. Another IT company jumping on the mashup bandwagon is FireScope. A couple months ago, it announced that its namesake product, which analyses and reports on networked systems installed around the world, would include mashup capabilities. “As a mashup solution, FireScope allows IT workers to access the tools and information they need most. Workers can pull together network tools; third-party applications such as firewall administration programs or helpdesk systems; collaboration tools including wikis, forums and shared calendars,” explained the company in a release. Mashup, a new model of software development Google recently touted mashup as the future of software development. Even though one advantage of mashups is their low development costs (after all, the developer is usually using open tools and data), the question remains of the business model for those building new mashups. Several models exist: advertising, lead generation and affiliate programs, transaction-based mashups, subscriptions, premium services. In the meanwhile, mashup creators can attend Mashup Camp, an event held July 16 and 17 in the Silicon Valley. Isabelle Boucq for Atelier   FEEDBACK For comments on this article, email us at