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Steve Jones is the author of Enterprise SOA Adoption Strategies and Capgemini's sponsor for OASIS membership. In 2007 Steve led the development and release of a joint Capgemini and Google solution based on Google Apps and has been a regular writer on cloud, SaaS and the business adoption of modern technologies. As the global lead for Master Data Management at Capgemini he is working with clients on the challenge of identifying people and things uniquely across the physical and virtual works. This has included specific focus on the challenge on social media and influence relationships and understanding what identity means in today's federated information world.