Apps as Content, or How Day and Adobe May Fit Together

4 minute read
Irina Guseva avatar

day ignite 2010 logo.jpg

Following up on our coverage of #dayignite, here’s a look into one of the sessions and the discussion around the Adobe + Day product combo, and Adobe's vision for Customer Experience Management (CEM).

Content, Meet Apps. Apps - Content

The session entitled “When Content Meets Applications” broughttogether Alex Choy (VP of Engineering and Technical Marketing, Adobe)and Craig Randall (Principal Scientist, Adobe). You can get the slides here.

While neitherpresented the official shared vision or the combined product roadmap (thatinformation will not be available until the Adobe+Day deal closes onOctober 28), both provided interesting hints into the possibilities ofthe near and far future product vision.

CEM Is All Around

As I said before, ifyou’re wondering about how Adobe and Day will fit together, one thingyou need to keep in mind is Adobe’s focus on customer experience.(And,probably, also warm up to the CEM acronym).

Customer ExperienceManagement (CEM) is a complex term and includes how organizations engagewith customers, how customer experience is delivered. It’s even aboutinternal to the organization customer experience management.

A CEMplatform aims to address every touch point – from physical branches,points of sales, web apps, statements to call centers, mobile apps,social media. It is well beyond WCM and has a lot more apps, content andinteraction points.

Adobe has a slew of products. Day has several as well. And the landscape looks like this:

adobe and day customer experience.jpg

From the “When Content Meets Applications” session at Day Ignite

Thepremise of the conversation was around a significant gap betweencontent and applications.

Even though stakeholders may not (yet) realizethis, the gap is there, but they need to be able to deliver consistentcompressed brand moments to all facets of experience.

Learning Opportunities

Currently, suchchallenges as non-intuitive experiences, inconsistency across channels,lack of contextuality all lead to low conversion rates and lostrevenues.

What Day and Adobe Can Do Together

Just think of the possibilities of what Day and Adobe can do together:

  • CQ5’s clickstream cloud as context management
  • Ability to affect apps the same way as mobile
  • Omniture’s insights brought together in a common context engine
  • Getting rid of the content vs. app vs. multiple stacks silos
  • Leverage pervasive runtimes
  • Day’sCRX as a common, underlying repository not only for content, but forapps data/metadata as well + integration of LiveCycle’s enterpriseplatform (next evolution of ES – Enterprise Suite)
  • Experience- and services-oriented RESTful architecture and modularity
  • Solutions-focused solution accelerators that sit on top of dynamic content
  • Multi-platform and multi-channel experience management
  • Document services, content services and enterprise RIAs
  • eRIA component libraries: content, security, collaboration, LiveCycle mosaics (RIAs), guides (guided experiences)
  • Analytics-enabled LiveCycle tiles and mosaics manageable from CQ5 Web CMS
  • eRIA core services: authentication, persistence, logging, config
  • Integrated and unified design-development workflow for both content, application content
  • Ability to leverage a common Package Share model for content + apps
  • Common delivery platform for apps – both composite content apps and RIAs – think AIR, Flex, HTML5, mobile and integrated tooling
  • Mosaiccatalog based on CRX with contextually agile apps (tile compositions)alongside contextually agile content managed in the CQ5 WCM system thathave been previously managed separately
  • CRX and LiveCycle Data Services combination for building content-centric RIAs

The above falls nicely into this picture of Adobe's Customer Experience Management (CEM) vision:

Adobe Customer Experience Management vision.jpg

Adobe's Customer Experience Management (CEM) vision

Technology of the Future?

RobTarkoff, senior vice president and general manager of the DigitalEnterprise Solutions Group at Adobe, said at some point at the eventthat the two companies are lookingto build the best CEM platform forthe future. David Nuescheler, Day’s CTO, also mentioned technologies ofthe future a few times.

The vision is compelling. But, ofcourse, it’s all about the execution. Adobe is after changing the entireapp development landscape. “ES Next” will show how this goes.

What do you think about the possibilities of the joined effort between Day and Adobe? Let us know in the comments.

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