"Our existing approaches to integration and application development were costly to implement and sustain, fragmented and hard to consolidate, and time-consuming and slow to deliver value," says Kevin Poulter, application development manager for British American Tobacco, explaining why his company adopted an SOA approach. IN a recent issue of Optimize, he notes, "[W]e found that SOA's true benefits begin to emerge only when a business shifts its IT orientation from a technology-architecture focus to a business-architecture focus. For us, this is a different way of thinking that ensures that new IT assets are built to be SOA-ready. We hope that a business-architecture focus will have long-term benefits, enabling different architectural layers to evolve independently and embrace composite applications. For the business, that means quicker solutions, lower costs, and greater agility."

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