According to the author,
"SOA can help with all that, but if you’re getting started on it, experts have two words of advice: Start small. Incremental change and gradual improvements are better than trying to SOA-enable your entire IT infrastructure.
SOA is a design approach that integrates business and IT strategies to provide users with common services that leverage existing and new functionality. A key goal is the development of a business and technology architecture that can support changing regulatory, business and customer needs."
Of course, they mention some good stuff, like the FTC SOA effort.