Over the past bunch of years I've seen a consistent thing about SOA "change" programmes, namely that they actually look at only two things.
The green bits on the slide, the technology and the IT architecture. Sometimes the architecture change is only aspirational and its a focus on the technology alone. The point is that the real change is in the purple and blue bits. This is where change actually matters. For an IT organisation to transform itself it needs to really change the purple element and shift away from a technology focus and towards a business focus. This change will have a greater impact on the success of the IT architecture and the technology than any change that is made lower down.
For a business to really capitalise on SOA it needs them to treat SOA like a successful ERP programme, namely to think of the business change needed to leverage the new solution.
If you are focusing on the green bits then all you are doing is an implementation project not a real change programme. Change means changing the way you work, not just the tools that you work with.