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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” brought together Alex Choy (VP of Engineering and Technical Marketing, Adobe) and Craig Randall (Principal Scientist, Adobe). You can get the slides here.

While neither presented the official shared vision or the combined product roadmap (that information will not be available until the Adobe+Day deal closes on October 28), both provided interesting hints into the possibilities of the near and far future product vision.

CEM Is All Around

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

Customer Experience Management (CEM) is a complex term and includes how organizations engage with customers, how customer experience is delivered. It’s even about internal to the organization customer experience management.

A CEM platform 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 and interaction 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

The premise of the conversation was around a significant gap between content and applications.

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

Currently, such challenges as non-intuitive experiences, inconsistency across channels, lack of contextuality all lead to low conversion rates and lost revenues.

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’s CRX as a common, underlying repository not only for content, but for apps data/metadata as well + integration of LiveCycle’s enterprise platform (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
  • Mosaic catalog based on CRX with contextually agile apps (tile compositions) alongside contextually agile content managed in the CQ5 WCM system that have 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?

Rob Tarkoff, senior vice president and general manager of the Digital Enterprise Solutions Group at Adobe, said at some point at the event that the two companies are looking to build the best CEM platform for the future. David Nuescheler, Day’s CTO, also mentioned technologies of the future a few times.

The vision is compelling. But, of course, it’s all about the execution. Adobe is after changing the entire app 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.