IBM has traditionally marketed their products at large conferences and direct to the C-level. But with SOA, they are trying something new. IBM is in the midst of a 10 day, 100 city "grass roots" tour. One-third of these cities are in emerging economies, with each event customized to the local market. In general, both an IBM rep and a local customer will present. This campaign is ingenious and something that will be hard for Oracle to compete with. While Oracle continues to beef up its SOA infrastructure by buying companies, they simply cannot compete with IBM's vast service network. And now, IBM has found a nice way to use this network to their advantage in gaining SOA market.