A confirmed technologist, Composite Software Chairman and CEO Jim Green seemed destined for the Silicon Valley, where he’s lived since 1974. “When I was getting out of school I was extremely fortunate to meet a guy who confirmed, against my intuition, that there really was a place called Sunnyvale, California.” Ever since, he’s found it compelling to “invent, create, build, have fun” and bring products to market that have generated more than $1 billion in revenue. Before joining Composite in 2003, Green was CTO and EVP at webMethods, where he arrived as the former founder of Active Software. When not spending time with family and children, “the most important thing in my life,” or taking an ocean kayaking breather, Green is likely to be talking virtualization, as he recently did with DM Review Editorial Director Jim Ericson.

DMR: Composite Software’s marketing almost reads like a manifesto on the move from ETL [extract, transform and load] and batch processing to virtualization. What can you tell us about the rate of change? Jim Green: First, why are we talking about batch going into 2008? Everybody is moving toward service-oriented architecture [SOA], everyone’s trying to leverage the network. It’s very clear that the speed of business has accelerated, and we need to leverage all the computing horsepower that has emerged through Moore’s Law, which now can allow us to do things in real time versus offline because of [old] limitations in processor or network speeds. Those limitations are not what they were 18 months ago and were wildly different 36 months ago. Another obvious thing is that the schemas of the database were designed for application developers; they’re obtuse, sometimes obscure and not in a form intended for human consumption. So even as you move to real time, it’s really not possible to access data directly and have it make business sense. Therefore, you need to virtualize information so there is a cleaner, more business-focused presentation that can be mapped into back-end databases with proprietary access mechanisms. Think of your car. You can open the hood and see a big mess, or you can hop inside where the dashboard, wheel and pedals all make sense. We’re doing something analogous with virtual presentations that allow people to access and leverage corporate information in a more productive way.

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