agreement  on  the  basic  standards  of  Web  services.  All  major  platform providers, software vendors, and professional services organizations are embracing  Web  services  standards.  Secondly,  Web  services  hold  great promise  for  the  realistic  support  of  complex  B2B  transactions  and processes  that  span  organizational  and  business  boundaries.  Web  ser- vices will be able to fulfill these capabilities primarily due to the broad support within the software industry for the acceptance of Web services standards. Web services will be adopted in four distinct phases. These phases are based  on  how  Web  services  will  be  implemented  within  organizations, within industries, and across the global business landscape. They are based on how businesses evolve and absorb new capabilities rather than on the use of technology for technology’s sake. Web services will initially deliver business value through enablement of information integration and collabo- ration, followed by increased innovation as new uses of Web services are devised. Finally, the effective use of Web services to enable superior busi- ness  execution  will  lead  to  the  separation  of  market  leaders  and  first movers from the rest of the pack. The four phases of Web services adoption are: 1.  Integration 2.  Collaboration 3.  Innovation 4.  Domination These four phases of change capture how organizations will enter into the world of Web services, conservatively at first with internal integration projects, and then expanding into inter-organization, cross-firewall imple- mentations with trusted partners, followed by further-reaching implemen- tations  with  a  network  of  trading  partners.  As  cycles  of  learning  are executed by the first movers, they will begin a wave of rapid innovation with  Web  services,  developing  new,  industry-shaping  and  market-making distributed  business  solutions.  These  solutions  will  have  the  potential  to completely reshape the competitive landscape of an industry. As innovation continues, and competitive advantage is extended through faster execution of industry-leading capabilities and strategic execution, these Web services thought leaders will eventually dominate their respective industries. They will  demonstrate  first-mover  advantage.  They  will  be  the  leading  edge organizations  that  understand  the  information  imperative  of  competition today—that information-based business models are critical to winning in today’s global economy. Figure 1.1 depicts the evolution of Web services according to the Web Services adoption model. 18 EXECUTIVE’S GUIDE TO WEB SERVICES 74188_WY_Marks_01  2/5/2003  4:08 PM  Page 18