Syndication enhances Web services

Web services has emerged as a general term that refers to offering applications to many business partners and integrating these applications into their Web sites quickly and seamlessly. Application syndication is a central technology for accomplishing this goal.

Application syndication lets companies package any Web application - complete with all its features - and effectively integrate it into multiple partner Web sites. Just as production studios syndicate TV programs to broadcast networks and local stations, online application syndication is the reuse of assets in multiple contexts to generate more revenue.

Interactive Web services simplify

Application syndication lets application providers package any Web application as an interactive Web service. To package an application for syndication, the application provider places auxiliary HTML attributes in its Web application pages to identify the parts of the pages that are to be shared.

Then, the provider exposes the Web service to its partners. The provider can publish the service in a public registry, such as the Universal, Description Discovery and Integration or private directory, or deliver it directly to business partners.

To incorporate interactive Web services, business partners don't need to install any new software. They create HTML container pages and insert an HTML line in the page location where the Web service is to appear. When the end user accesses the business partner's site, the Web service is integrated - in real time - from the live provider site.

The central element of this technology is the syndication server. The syndication server is located at the application provider facility and serves the request for the interactive Web service.

First, end users reach the partner site and receive the container page via HTTP. The client browser issues an HTTP request to the syndication server, requesting the Web service. The syndication server issues a request to the provider application for an HTML page. Using the auxiliary tags to identify the Web service within the provider application, the server processes the page and returns it to the client. As users interact with the application, they remain in the partner site and dynamically receive new pages from the provider Web service.

During syndication, the server processes the HTML pages to fit the container environment, transparently handling such issues as presentation, navigation, interaction and personalization. It also facilitates click-stream reporting by both parties, and can help the applications share data at the points that require functional integration.

Syndication helps companies drive e-business growth

Several benefits flow from this syndication model. First, it supplies a systematic architecture for sharing complete applications with partners, letting businesses leverage their existing technology investments.

Second, the model is easy to implement and integrate into partner sites. Partners are not required to redevelop or reengineer the user interface - an effort that can easily become a barrier to establishing an online business relationship.

Application syndication and interactive Web services are becoming a standard for encapsulating business logic and sharing it with business partners.

They let businesses leverage their existing technology investments and equip business partners with proven applications and tools. They offer an innovative model that brings businesses significantly closer to fully realizing the full potential of the Web and keeping pace with the Internet's evolution.

Reshef is vice president of products for WebCollage. He can be reached at eilon.reshef@webcollage.com.