What's in SOA for the vendor?

Gardner: How does being an SOA company help a vendor gain lockin?

Farber: Vendors now argue: it doesn't make sense to go best of breed from multiple vendors. They're building integrated suites that are open, and will interoperate, but they're not recommending that.

Udell: What's in it for a vendor? The opportunity to define the style of integration that's going to prevail.