PARIS – Ready or not, your enterprise should prepare to move beyond the web.

Many companies are already making the move, according to Richard Jones, technical director of London-based Inviqa, which specializes in content management systems, e-commerce and digital innovation. Speaking at eZ Systems annual conference here, Jones focused on the emergence of Content-as-a-Service (CaaS) and how it affects content creation.

He examined how eZ can be used to offer CaaS by positioning it as the digital hub of the enterprise.

Understanding CaaS and Headless CMS

CaaS is an evolving concept that refers to a use case where any content on the web or, more globally, on the internet is created and authored independently from the place it will be used. It's intended to be consumed by a range of applications, including websites, mobile apps, kiosks and connected devices such as those related to the Internet of Things (IoT). 

CaaS is a component of a headless content management system (CMS); that is, a CMS that focuses solely on the back-end work. Rather than worry about delivery of content through pages, its goal is to provide  content creators the tools to get their workflows up to a point where content is ready to be consumed in a CaaS use case.

Both headless CMS and CaaS are architectural concepts applicable to CMS and Web Content Management (WCM). And both are becoming increasingly popular in enterprises.

Focused Content Creation

Regardless of the technology they use, the first task enterprises should address is understanding their audience. The biggest challenge for content creators is architecting the content for an unknown consumer, Jones said.

What’s more, the problem is only going to get worse as the IoT becomes more deeply embedded into the enterprise.

Richard Jones
CaaS can involve the creation of content for a myriad of devices and applications, and the content needs to shaped to fit the needs of those likely to consume it.

But customer behavior is changing faster than content developers and content developers can keep up, and content creators are struggling to meet the needs of customers

“We have to think of new ways to bring content to the consumer,” Jones said. "What are the possibilities? How might they change? How do we present this data out to this device?”

Advancing Static Page Thinking

Formed in 2007, Inviqa represents the unification of three companies – Session Digital, iKOS Digital and Inviqa — that worked together for a number of years before merging. It aims to help organizations move beyond static, webpage-based thinking to management of content for vast array of sources.

Jones believes organizations need CMS platforms that allow them to move beyond static page thinking. Simultaneously, content creators need to think beyond pages, too, he said.

"They need to relinquish control of layout,” he continued.

Jones presentation addressed the key issue of the eZ Conference, which is subtitled "Beyond the Web."

While enterprises that are still struggling with managing effective web presences and may be reluctant to move beyond the web, Jones stressed they no longer have a choice. Fueled by IoT, the move beyond the web is already too dynamic to stop.

Title image by Joshua Ness