Discover the features and functionalities of IBM Watson Content Hub

1. David J. Strachan
Principal Offering Manager, IBM Commerce
david.strachan@uk.ibm.com @circularlizard
General introduction
November 2016
IBM Watson
Content Hub

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Content brings the customer experience to life,
and consistency in the customer journey is important
Most content management systems are on-premises
systems that were designed for the web era
IBM Watson Content Hub is a new omni-channel
CMS built for the cognitive and cloud era

3. Content is at the heart of the customer experience
Content everywhere!
Marketing content
Personalized offers
Emails
Display ads
Product Content, buyers guides etc
Rich imagery
Ratings and reviews (user-generated content)
User stories
Product specifications
Related products
How-to guides & videos
Onboarding & Setup content
Self-service content
FAQs
Educational content
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4. Customer touch points come to life through content
Emails Sites / Micro SitesAds / Social Landing PagesApps
Web Apps
(store front,
banking)
Customer Service
Note to presenter – replace these with images from your customer

5. Ann Fernando
Line of Business Front End Developer
All content changes
seem to require IT
involvement
We need a standard programmatic
way to get approved content into
all channels
My team needs to
spend time developing
transactional
experiences NOT
content changes
Testing and
versioning all of these
content changes is a
huge effort
How do I manage and
deliver content across
all customer touch
points?
I need to get the most relevant
content to my customers via the
right channel much FASTER!”
How do I find the right
content for the
channel?
Our content update
cycle is to long, I am
missing market
opportunities
How do I quickly
organize and tag
my content?
Content poses challenges for both line of business and
development
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6. Non-web channels are a particular issue
Front-end or app developerline of business Customer
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App developer is in the loop for all
content changes
Customer gets stale or slowly
refreshed content
Business can’t make changes as
quickly as desired
App Developer needs to update
app and compile a new version
App has to download new content,
or even be updated
Business needs to drive content
updates to app

7. Web Sites and
Mobile Web
Most CMS solutions were built for the web-era
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Web Content
Management
• Content is tightly
coupled to
presentation
• Hard to support
today’s diversity of
customer interactions
• Promotes siloed
content
• Hard to fit with today’s
diverse dev landscape

8. CMSes that only focus on web miss something…
Emails Sites / Micro SitesAds / Social Landing PagesApps
Web Apps
(store front,
banking)
Customer Service
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9. Mobile
Applications
Web Applications,
Single Page Apps
Internet of
things
Web Sites and
Mobile Web
A new omni-channel approach is headless CMS…
• Treat content as a
‘system of record’
• Separated content &
presentation
• Access content via
rich REST APIs
• Deliver consistent
content across all
customer touchpoints
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10. …to support all customer touch-points
Emails Sites / Micro SitesAds / Social Landing PagesApps
Web Apps
(store front,
banking)
Customer Service
Rich APIs – so web and non-web channels can access content equally
Content creation and management – keep track of your content and media
Business UI management – where available and supported by the channel
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A common content repository that
can scale to meet omni-channel
needs

11. Focused Nimble Cognitive
Introducing IBM Watson Content
Hub, a CMS built for the cognitive
cloud era
@circularlizard
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Akamai
CDN
Web Application
Single page web
application consumes
content from Watson
Content Hub
Applications & Devices
Extend content horizons
to internet of things and
other emerging channels.
Mobile App
Native mobile app
consumes content from
Watson Content Hub
Web Site / Micro-Site
Whole or partial web site
consumes content from
Watson Content Hub
IBM Watson Content Hub
• SaaS Content Management System
• Integrated CDN for fast content
distribution
• Integrated Watson cognitive tagging
• Omni-channel content via rendition
policies

13. Authoring Service
• Asset management
• Content management
• Cognitive tagging
• Image profiles
What you get with Watson Content Hub
Global PAYG Platform
• Akamai CDN included
• Watson services included
• Pay for asset storage GB and
data transfer GB – overage or
up-front purchase
• 99.9% uptime SLA
• At least 2 sites for resilience
Rich APIs
• IBM API Gateway
• Code samples
• Command line client
• Authoring API in November
• Asset and Content publishing
services in Dec/Jan
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14. What if your content management
system could…
Understand content
Reason and recommend
Learn the business
Interact via natural language

15. Cognitive tagging helps you stay on top of your content
• Tens of thousands of
pre-defined tags
• Applies to images and
documents (PDF,
DOC)
• Saves you time
organizing and finding
content
• (Future) train your own
tags e.g. to recognize
your brand
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Note to presenter – use the walkthrough video instead of this slide

16. Image profiles help you adapt your content for omni-
channel usage
• Rich content templates
• Image renditions
generated on the fly to
customizable schema
• One source image can
be used in many
profiles
• Embeddable asset
picker
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Note to presenter – use the walkthrough video instead of this slide

17. Rich APIs make it easy to bring content into your app
• Globally available
platform with
integrated CDN
• APIs fully documented
on api.ibm.com
• Swagger formatted,
code samples
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Note to presenter – use the walkthrough video instead of this slide

18. How is Content Hub related to other IBM Cognitive
Engagement offerings?
For Watson
Commerce
Great content is the
heart & soul of great
customer experience
For Watson
Marketing
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19. How is Content Hub related to other IBM Cognitive
Engagement offerings?
For Watson
Commerce
Great content is the
heart & soul of great
customer experience
Consistent content
across channels
• Email campaigns
• Landing pages
• Social campaigns
• Mobile push
• Offers
• Personalization
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For Watson
Marketing

20. For Watson
Marketing
How is Content Hub related to other IBM Cognitive
Engagement offerings?
Great content is the
heart & soul of great
customer experience
Consistent content
across channels
• Marketing spots
• Product imagery
• Front-end delivery
• Educational
content, etc
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For Watson
Commerce

21. Watson Content Hub – benefits for business users
Watson Content Hub
• SaaS Content Management
System
• Integrated CDN for fast
content distribution
• Integrated Watson
cognitive tagging
• Omni-channel content via
rendition policies
Channel owner – curates content and assets
for use across the entire customer journey.
Watson helps him organize and find content,
and auto image variations accelerate content
optimization.
Online merchandiser – uses content to inform,
inspire and convert customers. She accesses
content directly from within eCommerce
business tooling.
Customer experience designer – plans
content and campaigns across all customer
interactions
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22. Watson Content Hub – benefits for developers
Watson Content Hub
• SaaS Content Management
System
• Integrated CDN for fast
content distribution
• Integrated Watson
cognitive tagging
• Omni-channel content via
rendition policies
Front-end developer – accesses content via a
high performance REST API from within his
development environment of choice
• Swagger-compliant API
• Free choice of frameworks and tools
• Focus on creating great apps, not managing
content
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Watson Content Hub is
just the start
 More cognitive capabilities
 Business user tool integration
 Content governance
 Team collaboration
 Content ecosystem
 Video management
 HTML fragment rendering
 Customer/partner extensibility
 SDKs
…and more!
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24. Integrating with other solutions
Enabling hybrid cloud scenarios
IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.
Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract.
The development, release, and timing of any future features or functionality described for our products remains at our sole discretion.
Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of
multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
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Content Hub can be used to create
content for use within a Commerce Store.
These are product images.
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Commerce Management Centre includes
the asset picker to select product imagery
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A sample page composer widget is
available to find and display content
within a marketing spot.
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In 2017 well integrate with Real-Time
Personalization and others to allow
marketers to pick content and assets
without needing to use 2 tools
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29. Integrating with on-premises DX
Enabling hybrid cloud scenarios
IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.
Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract.
The development, release, and timing of any future features or functionality described for our products remains at our sole discretion.
Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of
multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
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Watson Content Hub
Digital Experience
Manager
Full-featured digital experience
platform, including application
integration capabilities.
Access content via business tooling.
Sold on a consumption basis. Sold on a PVU or user basis.
Use this if you’re delivering omni-
channel content and are focused on
mobile apps or developer-created
experiences.
Use this if you want the CMS to deliver
websites with WYSIWYG business
tooling.
A SaaS content and asset
management service, with embedded
Watson.
Access content via APIs.
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Carlos – creative manager uses
WCH to import, tag and manage
creative assets
Evan – the channel owner – curates sites
to use across web and mobile web using
on-prem DX authoring and WCH assets
via new DX portlets and WCH Picker
Digital Experience v9 and Watson Content Hub
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32. Enabling hybrid scenarios
DX Delivery
DX Authoring
Digital Experience
Manager, v9
New SaaS Platform Hybrid approach
SaaS
Delivery
SaaS
Authoring
DX Delivery
SaaS
Authoring
Tightly coupled delivery &
authoring via
• On-premises
• Infrastructure as a Service
• Digital Experience on Cloud
• Generic Managed Service
Both authoring and
delivery are provided
via the new SaaS
platform
Leverage cloud authoring
and integrate with DX
delivery
• Global authoring
• New authoring features
• Integrate with existing
applications
Watson
Content
Hub
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34. © 2016 IBM35
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