Jahia Build Your Business Through Your Content (CMS Expo 2013)

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  • So the topic of this presentation is How to build your business through your content. Since all companies have content and today all companies have a web site, the statement of the problem could also be:“How to transform your online and mobile presence into business solutions?”
  • So what can a Content Management System actually do for your business ? What needs does a CMS solve now, and in the future?
  • Then, the marketer needs not only to create content, but also to personalize content and campaigns to specific segments. The marketer also need to manage what content fits what screen and what device, and need to better understand how his audience react to it.
  • On the receiving end, the customertoday needs to find the content, access it from anywhere, and in a personalized way. And depending on what the customer is looking for, she needs to know users feedback and be able to buy it very easily.Is that all Content Management Systems or Platform can do for business?
  • Or what about process applications such as invoice processing, travel expense management? Those are process oriented and heavily depend on content as the information used for decisions that determine the process routing, tasks or results. These application may use rules engines, analytics and can integrate with 3rd party such as the ERP or the CRM.
  • So in the second part of this session we’ll see more precisely what is behind these new solutions and how they interact with the Content Management Platform
  • And is it better for Content Platforms to provide all the applications required by business users, ready to use?Or is it better for Content platforms to provide all the services and commodities needed to build custom experience? or integrate with third party?
  • When we look at our customer needs, it seems clear that no suite can exactly fit their unique needs: today, each online Customer Experience is specific to each business.This is why we believe your future business solution is the one you can build with the right digital platform, with all the tools, services and commodities you need.As Forrester’s Stephen Powers puts it, when talking about CXM Customer Experience Management: “Customers won’t go out and buy CXM suites. They may source multiple CXM components from one vendor, and then augment with best-of-breed solutions” This is really important because when you look at the “mega vendors” (think IBM, Oracle, etc…), of course they’ll be happy to sell you a suite, not a custom fit and maintainable integration that fits your business needs.
  • So now, let’s get a closer look at the Next generation Content Platforms
  • Coming back to the problem we described at the beginning: “How to transform your online presence into business solutions?” We believe that Next generation Content platforms can really help ;-)
  • What about BringYourOwnDevicepolicies: do youreallywant to content to bepublishedinto one format? And do youreallywant to relyonly on responsive design to personalize the User Experience per device? Built in multichannelwouldcertainly help deliver content more efficiently.
  • So, we’ve looked at what business can get from Content management systems, we’ve seen how it is delivered through Content Enabled solutions and next generation content platforms.Now, let’s see what Open Source brings to the table

Transcript

  • 1. Build Your Business ThroughYour ContentEmmanuel GarcinJahia
  • 2. Problem• How to transform your online presenceinto business solutions?
  • 3. 3• What does business need from aCMS platform?• Content-Enabled Products andSolutions• Next generation Content Platforms• The Open Source AdvantageAgenda
  • 4. Content is my business
  • 5. I’m a marketerHow do I create content?On what device do I push what contentHow do I pushpersonalized campaigns?Does my audience reactbetter to content A or B?Is this product wellpresented on my site?Who are my segments?My content needs to be where my customer is
  • 6. I’m a customerI need access from any devicesI want personalized contentI will get to whatI am looking forwith GoogleIf online reviews are good,I may buy the productif it’s easyEngage me!
  • 7. Publishing applications:Personalized and Ubiquitous Content Consumption Experience
  • 8. Productivity Applications:Social andCollaborative Document Sharing
  • 9. Ideation and Market Predictions Rooms
  • 10. Process Applications
  • 11. New Ways to leverage your Social Intelligence
  • 12. Reduce content silos with consolidated file services
  • 13. Go-to-Market Applications
  • 14. 14• What does business need from aCMS platform?• Content-Enabled Products andSolutions• Next generation Content Platforms• The Open Source AdvantageAgenda
  • 15. Content-Enabled Products and SolutionsReaching the Next Generation of Content-Enabled Applications
  • 16. So which content enabled business applications will be hot next yearsWho Knows?(Certainly not the CMS Vendors)
  • 17. Suite play ?OrIntegration play?
  • 18. One Size…Doesn’t fit all
  • 19. CMS Mission Statement:Ease the development ofsocial-enabled,WEM readysemantically-rich,visually appealingcontent-safe andInteroperable-readyContent ApplicationsComposite Development Tools Urgently NeededY. BARON
  • 20. 20• What does business need from aCMS platform?• Content-Enabled Products andSolutions• Next generation ContentPlatforms• The Open Source AdvantageAgenda
  • 21. Solution• Next generation Content/Digital Platforms
  • 22. The ideal Next generation Content PlatformsMulti technologyScripting languageagnosticSupports standardsAggregates multi-source, multi-format dataEnterprise services,scalability andinteroperability
  • 23. 2000-2010: Proprioetary ECM content silos era…
  • 24. …and strong vendor lock-in
  • 25. CMS Key Trend: Separation of Platforms and Applications/ProductsContent-Enabled RuntimeContent Application ServerContent MiddlewareContent Application BuilderContent Management ProductsContent-Enabled ModulesUser ExperienceContent-Enabled SolutionsPaaS RIA Content StudioPersonasContent PlatformsSaaS
  • 26. But not the list of Valued Added Content Services your developers can rely uponStructured, Unstructured, Videos, Office Files, Emails… all Content Objects are equal
  • 27. Built-in Lifecycle Services: Any Content deserves a Retention Plan today
  • 28. Built-in Semantic Services: TextMining into your information wealth
  • 29. Built-in Social Services: Leverage your Interest Graph at best
  • 30. Built-in Mashability Services: Reaching the Next Level of Content and Data Reuse
  • 31. Buit-in Data Privacy Services: Personal vs Corporate vs Open DataDataPortabilityPersonal DataContent DRMContent LicensingInformation WalletsMobile
  • 32. Buit-in Data MultiChannel/MultiDevice Services
  • 33. Publishing ServicesSocial NetworksSemanticityInformation AccessContent Interoperabilityand Open StandardsActionable ContentIndexingSocial GraphCMISMultiChannelCommunitiesFile Plan Engagement &CollaborationRulesWebMashabilityLibrary ServicesUGCSocial GadgetsPortletsMashupsQuerystandardsRelated ContentSocialRankDashboardsActivity StreamsScanning&ImagingVideoImages(Coumpound)DocumentsEmailFormsSemantic LiftingJCRScriptingPersonalizationMulti-variate Testing2009: Heavy custom integration needed to develop any new Content ApplicationBusiness ProcessingWorkflowECM PlatformWCM PlatformPortal PlatformSocial PlatformSearch Platform
  • 34. Publishing ServicesSocial NetworksSemanticityInformation AccessContent Interoperabilityand Open StandardsActionable ContentIndexingSocial GraphCMISMultiChannelCommunitiesFile Plan Engagement &CollaborationRulesWebMashabilityLibrary ServicesUGCSocial GadgetsPortletsMashupsQuerystandardsRelated ContentSocialRankDashboardsActivity StreamsScanning&ImagingVideoImages(Coumpound)DocumentsEmailFormsSemantic LiftingJCRScriptingPersonalizationMulti-variate Testing2010-2013: Document Centric vs Social Publishing Centric PlatformsBusiness ProcessingWorkflowDocument-Centric Platform Social / Marketing-Centric Platform
  • 35. Publishing ServicesSocial NetworksSemanticityInformation AccessContent Interoperabilityand Open StandardsActionable ContentIndexingSocial GraphCMISMultiChannelCommunitiesFile Plan Engagement &CollaborationRulesWebMashabilityLibrary ServicesUGCSocial GadgetsPortletsMashupsQuerystandardsRelated ContentSocialRankDashboardsActivity StreamsScanning&ImagingVideoImages(Coumpound)DocumentsEmailFormsSemantic LiftingJCRScriptingPersonalizationMulti-variate TestingBusiness ProcessingWorkflowDigital PlatformsThe future: The best of all possible worlds under one umbrella: utopia or soon a reality?
  • 36. Conclusion: Merger of Applications Servers and Content StoresMultiSource / MultiFormat Content Apps BuilderAgile Content ApplicationsWill drive a new Generation of MultiSource / MultiFormat Content PlatformsRIA Content StudioNatively InteroperabilityFederated Content ExplorerFriction-less IntegrationData Portability
  • 37. 37• What does business need from aCMS platform?• Content-Enabled Products andSolutions• Next generation Content Platforms• The Open Source AdvantageAgenda
  • 38. How do these trends impact Open Source CMS?
  • 39. Open Source CMS from a Vendor perspectiveCost SharingSoftware Fondations« Software is not an asset, it is a liability »De-Facto StandardsFree Viral Marketing
  • 40. Pimp My « Information » RideCustom SolutionsNo Vendor Lock-inOpen Source CMS from a customer perspectiveFree Beers
  • 41. Common Open Source Business Model Pitfalls
  • 42. Mixing Community Builds with Freemium EditionsMixing OpenCore with Shareware 2.0Mixing Developement Communities with Communities of Practices
  • 43. “The real value comes from being able to concentrate on differentiating,user-centered applications – those can be still developed in a closed way,if the company believes that this gives them greater value; but theinfrastructure and the 80% of non-differentiating software expenditure canbe delivered at a much lower price point if developed in a shared way“http://carlodaffara.conecta.it/?p=42Reality: User-centered applications are different from InfrastructureNokia Maemo Platform
  • 44. Layer your Open Source Strategy by Lines of ProductsAnd find the right Value PropositionLabsDevelopment BranchFor the OS CommunityStableProduction BranchFor UsersOpen CoreOpen DerivativesCommunity Open SourceDual GPL/Commercial licensingCommunity EditionCommunity EditionFree Edition(Optional Support Program)Usually Business-FriendlyLicensesCommercial Open SourceProprietary DerivativesFree App-etitizersCommercial EditionsRestricted Visible SourceProprietary licenseProprietary SoftwareCommunity Editionsand/orCommercial Opensourcesubscriptions
  • 45. Let’s now apply it to the CMS IndustryLabsDevelopment BranchFor the OS CommunityStableProduction BranchFor UsersContentPlatformContent ManagementProductsCommunity Open SourceDual GPL/Commercial licensingCommunity EditionCommunity EditionFree Edition(Optional Support Program)Usually Business-Friendly LicensesCommercial Open SourceContent-EnabledApplications/Solutions Free App-etitizersCommercial AppsRestricted Visible Sourceor proprietary licenseProprietary SoftwareCommunity Editionsand/orCommercial Opensourcesubscriptions
  • 46. Sales ModelForPractitioners(Products)ForDevelopers(Platform)Shared Infrastructure LibsContent Application ServerContent-Enabled SolutionsApache SpringJBossContent StudioRIA BuilderControl andMonitoringCenter3rdPartyLibsTerracottaSolution for MarketersSubscriptionsContentPlatform & RuntimeContent Management ProductsSolution For Information WorkersDMSDAMWCMRME2.0Community OSS /Business-FriendlyLicenseAny LicensesHybrid License / Prof. Open SourceGPL/CommercialOnline CommunitiesSocial MediaCareSaaSEtc…DashboardsIndirect« Second-Level »OEM SubscriptionsSocial WorkplacesCXMPaaSPerpetualLicensingContentEnabledApplicationsSubscriptions
  • 47. (Content Platforms+ Content-enabled Applications )x Open Source_______________________First-Class Content Solutions to build theBusiness of Tomorrow
  • 48. 48Thank you.Emmanuel GarcinJahia Solutions GroupWashington, DC(202) 656-7874|egarcin@jahia.com