Walker, founder and CTO of TenFold Inc. and also the founder of Oracle Corp.'s applications business, admitted he usually gets a skeptical reception when he explains how to build and expose Web services without coding, but he insists it can be done by treating Web services as an enterprise application rather than as an app dev tool.

In an interview prior to his conference presentation, he said, "A lot of people haven't heard of us, most people. And most people don't even think it's possible to do this. A lot of people hear about it and say, 'That can't possibly be true.'"