Enterprise Mashups: Why did this Web 2.0 service fail?

Service Oriented Architecture (SOA) is increasingly popular among businesses today. As SOA enables Enterprise Mashups, rapid SOA adoption should lead to adoption of enterprise Mashups provided by IBM and other prominent providers. And yet the adoption is low enough for Yahoo and many others to shelve it. Why did it fail? This research tries to answer empirically by assessing user perception, as Web 2.0 adoption is a bottom-up phenomenon. Over six hundred responses over five years are examined using the importance-performance (IP) framework. The research concludes that users find Mashups important for business but the performance seriously lacking. Adoption may be expected only if the performance improves substantially. Users perceive Mashups as highly important for the purposes of Online Sales or Customer Service, Promotions and Marketing, and Purchasing and supplier communications. Users find Mashups important across all functional areas, especially Sales, Promotion and marketing, Production and Operations, and Procurement functions