This is probably one of the reasons why large enterprises where the first to embrace SOA - they have lots of systems to integrate. This is probably also the reason why conventional system-development has been slow at embracing SOA - they do not have the integration need - so some COTS-system-producers are even reluctant to provide SOA-ready interfaces to their stand-alone system. What they do not realise; they need a SOA-ready interface just as much as they need their own GUI, otherwise large enterprises will not bye their otherwise great stand-alone-system.
Why was SOA invented? As enterprises grow and information systems where added for each business process to control, their systems portfolio also grow. Then enterprises wanted to have integrated applications or at least integrated data in their stand-alone systems, so they started doing point-to-point integration based on some narrow focused need for specific data (or even worse, they duplicated data in different systems). Sponsors where often owners of individual business processes with no current need nor budget to integrate all the systems. The results; in a couple of years distinct departments had sponsored a point-to-point integration-solution. Their unplanned point-to-point integration-solution turned out to be tremendously expensive to maintain. Especially as the systems continued to evolve, be upgraded, and replaced. Somehow all the point-to-point data-integrations just remained, and the enterprises had no sponsor ready to replace all of their expensive point-to-point data-integrations, and what could they replace it with? There where no COTS ready to help replace their data-integrations. Okay, some COTS did exist a couple of years ago, often unknown. Did you know Ascential Software or DataPower - before IBM bought them?
Finally the enterprises point-to-point data-integrations became a transitive closure of system-connections. Here is an example with just 7 distinct systems, having (n-1)+(n-2)+..1 = (n-1)*(½*n) connections or 21 two-way connections. This data-integration example could include 42 distinct system-interfaces where each system-interface could have its own data-transformation component:

Then enterprises data-integration-solution started to cost more than the individual systems; finally management could see the business case for an improved data-integration architecture. Luckily the COTS now had the proper brand and a sales force to sell them. The international business machine behind the proper brand eyed a large opportunity (or threat if you will) in their share of existing enterprise data-integration budgets.
If enterprises are lucky, the above example will look like this in a couple of years: