A few years ago I worked at an incubator called 12 Entrepreneuring. It was during the heady but waning days of the internet boom. 12 was in the midst of incubating Grand Central Networks, an integration network company. I was asked to help temporarily with the conceptual design and architecture on the project, which was based in the San Francisco office, until the New York office (my eventual homebase) was up and running.My background was in systems integration at the enterprise level. I felt that the value of the network would be to provide a rich set of pre-integrated business partners and industry aware components. My point was to align with the business and not be purely technology focused. Founder Halsey Minor pushed to keep the service simple. His catch phrase was "a better FTP". Alas, Grand Central Networks has gone the way of many a startup.Alignment with business is where the industry is finally heading... In an effort to differentiate themselves in the inevitable arms race like spiral of the integration market, webMethods has sought and received SWIFT Certification. Banks looking to upgrade their SWIFT integration technology now have a reason to seriously consider webMethods. iWay Software, as the adapter company has been at the forefront of supporting industry protocols such as SWIFT, FIX, HIPAA, etc. and is pushing into insurance with ACORD. Yes, vendors will continue to add bells and whistles to their products but I expect them to become more tightly aligned with various industries and their standards. A tool that is already aware of your industry's standard processes and vocabulary is incredibly valuable.