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6. If SOA is seen as valuable for data interoperability to the user, how can data centers promote sufficient SOA guidelines/governance/standards to help spawn reuse and recombination of these services by users?
The value of SOA is determined at the agency level. To do SOA you need to know the user requirements (no build it and they will come). The user might be an individual or an organization.
Interoperability (if done well) can be effective, so SOA has real value. However, a broadbrush approach would not work. SOA needs to make sense (to the user).
Web service and web orchestration lessons learned from existing standards creation (e.g., OGC) can help us understand the pathway to effective SOA (and the ways this might NOT work).