The Rise of Micro-services

How LMS puts digital technology to use for our clients

Over the years, LMS has evolved to meet the needs of our clients in exciting ways. We now offer marketing, consulting, and technology services to focus on a solid foundation of cloud-based data solutions.

During those years, the way we use technology to serve our clients has evolved as well. We spoke with our Chief Technology Officer, Felix Torres, about the evolution of microservices and how they matter more than ever in the evolving software environment.

Question: What are microservices? How would you explain them to someone who might not be familiar with them?

Answer: Microservices architecture is primarily a type of software development technique. Instead of building a very large, monolithic software component package that does all these different functions, the microservice architecture basically breaks different systems or certain services or certain functions into different packages. 

What that does is it allows that service to have a singular focus on doing one thing right. So, it could be emailing, it could be machine learning, it could be data manipulation, it could be a data stream. And then all of that comes together to build a much larger ecosystem. 

Q: Traditionally, how has LMS used microservices on behalf of its clients?

A: The great thing about using microservices is they’re very easy to add through an API and have the ability to integrate with a multitude of different types of client services. Every client is different. Every client may have different types of software packages, different operating procedures.

Each of our microservices has a singular focus such as being able to send out highly personalized emails. They’re built to provide a high level of data intelligence. And they’re basically a plug and play. So that allows us to be able to speak to our clients about their needs, make very small modifications to the micro-services, and integrate them within their ecosystem and have the ability to disrupt without having to disrupt their current technology stack.

Q: Are you seeing new applications for these micro-services?

A: Traditionally, in the past, we tended to see a lot of closed systems, where now you see more openly connected systems that really leverage the ability to use APIs. These micro-services can tie a multitude of different systems together in a way that you probably wouldn’t have done so in the past. That allows for a hyperextension of different software packages. We see it being used in a lot of different scenarios, such as the Internet of Things (IoT), where people are using public architecture to build grander software applications that they probably couldn’t do before.

Q: Has the rise of Big Data analysis and machine learning in recent years changed how micro-services are used?

A: The biggest thing is the ability of microservices to be lightweight, the ability to have separate, dedicated micro-services that can each handle one portion of data manipulation, whether it’s data unification, data visualization, or machine learning. 

You can use those microservices together and have something that’s pretty lightweight. You have the flexibility to take things away or add things. It really helps ensure that the service is doing what it was built to do. 

So, if it’s data manipulation, it will only focus on doing data manipulation and won’t be bogged down by any other tasks. That really helps increase the speed of results as well as the number of results that we can get.

Q: As businesses continue moving toward the use of open software architectures in general, what is next for microservices?

A: What’s happening is a lot of legacy systems are adopting microservice architecture and bringing in more open source services to leverage more communal technologies.

That is a big change from the way that software development used to be, where everything was closed. It was the idea of, “This is our system. We’re building the software package for us.” Now we’re doing it with the mindset of being able to connect to other services, other companies, and other clients.

We Can Help

LMS has decades of experience in providing customized data solutions for creative and effective marketing campaigns as well as allowing businesses to create targeted, personalized experiences for customers. Contact us at 800.257.5902 or at to learn more.


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