API Economist: There are a lot of different cloud offerings out there. Why do we need yet another abstraction layer for automating business processes?

Steve Wood: That's an interesting question. With ManyWho, we're doing more than just automating business processes. We're thinking about business processes as applications. For example, Salesforce CRM represents a series of business processes in sales and in service and Exact Target in marketing. Both represent business processes embedded within those applications. Ultimately, much of the reason people use applications or build software is to automate or improve a process inside their business.