1. AUGUST 18, 2015
EVOLUTION OF DIGITAL EXPERIENCES
Adobe Experience Manager Insight & Roadmap
Loni Stark, Senior Director of Strategy & Product Marketing @lonistark

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Consumers Expect More…
2
PERSONALIZED RELEVANT REAL-TIME

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected Experiences:
Where are we on this journey?
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4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
State of Digital Experiences in 2015
1.3
million
iOS apps
17
7
million
websites
1.4
million
Android apps
26
8
Average number of customer-facing web and
mobile experiences managed by enterprises
36%
34%
30%
Managing digital properties challenges firms
Around the world, firms manage millions of digital properties
Customers engage more than ever on a variety of channels
Percentage of US online adults who personally use a:
40% 63% 67% 71%
Tablet Desktop Smartphon
e
Laptop
Organization manage
complex digital
ecosystems
Digital experience delivery
budgets have a number of owners
Technology
management
Business
Marketing
Source: Forrester, 2015

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The world’s
largest device
market.
Source: Strategy Analytics, October
2014
today

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Connected Lifestyle – Timeline
North America
Asia-Pacific
Western Europe
2002 ‘04 ‘06 ‘08 ‘10 ‘12 ‘14 ‘16 ‘18 ‘20 ‘22 2024
50% of broadband households have at least
one::
50% of households have:
Interne
t
High-speed
Internet Smartphone Tablet
Connected Home
Entertainment
Device
Connected
Health/ Fitness
Device
Smart Home
Device
Source: 2002-2014 Multiple Parks Associates Consumer
Surveys

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Connected Fitness Device
2014 2015 2016 2017 2018 2019
21.6 33.0 42.5 53.1 65.8 74.8
7.3 34.7 55.7 76.0 91.3 103.4 Smart Watch
Unit sales in millions
Connected Wearables
• 77% feel useful to receive marketing promotions on their
smartwatch while inside a physical store. Jumps to 84% for
those 18-34 (millennials)
• 66% say they want to be alerted to marketing offers and
promotions on smartwatch. Jumps to 71% for those 18-34
• Marketers need consent to reach consumers on their
smartwatch
Source: Adobe survey, 2015
Source: Parks Associates, 2015

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Connected Cars
3G HSDPA
2012 2015 2016 2017 2018 2020
4G LTE, HSPA+
Unit sales in millions
201920142013
5.8 15.9 17.1 18.0 18.9 20.419.714.310.5
N/A 5.0 9.8 15.3 21.6 36.628.71.3N/A
Technology is a key driver for people's
car buying decisions, especially for
millennials that are already tech-savvy
consumers.
Source: Parks Associates, 2015

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Connected Homes
2015 2016 2017 2018 202020192014
Asia Europe N. America S. America Africa
Source: Pike Research, IBIS World, USITC, European Commission, Northeast Group, Ernst & Young, News Release, BI
Intelligence, 2015

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We’re still babies in our digital
transformation. Value will be in
connection of digital & physical.
© 2015 Adobe Systems Incorporated. All Rights Reserved.

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Innovative and meaningful
applications will be key

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartwatch gives
insight into what’s
holding back adoption
Adobe Study:
Only 2% of US consumers own a
smartwatch. Far less popular than
today’s dominant wearable, the fitness
tracker. Aware of smartwatch – value
unclear.
83%don’t see any
value/no
functionality
I need
45
%too pricey
9%
my watch needs
to be fashionable
and I don’t find
today’s
smartwatches
attractive
9%
concerned
with privacy
/security
© 2015 Adobe Systems Incorporated. All Rights Reserved.

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MULTIPLE
DATABASES &
TECHNOLOGIES
MULTIPLE
MESSAGES
MULTIPLE
CHANNELS
$15 off
Today
Only!Loyalty
Rewards
25%
off
“Like” us
to win!
Free
Shipping!
DISJOINTED
EXPERIENCE
Proliferation of Channels + Static, Silo’ed Support Systems = Breakdown in
Experience

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Getting from Customer Journey to Cycle of Customer Conversion
CONSIDERATIO
N
CONSUMER
AWARENES
S
PURCHASE
SERVICE
LOYALTY
Word of
Mouth
PR
Radio, TV,
Print,
Outdoor
Digital
Billboard
s
Viral
Emails
Online
Ads
Mobile
Website
In Store
Download
Delivery
SUBSCRIBE
TO…
Blog
Email
Newsletter
Promotion on
Invoice
Mailing List of
Ads and
Promotions
Evaluation of
Alternatives
Trial/Get
Advice
Validate Advice
Consumer
looking
online
Interested
in product Buys
Product,
becomes
Custome
r
Likes

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.000 .003.001 .002
USER EXPERIENCE
Success Starts in “The Last Millisecond”
USER ACTIONS
Predict
The Last Millisecond
Listen
CRM 3rd
Assemble
Deliver

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SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATION EXCHANGEMOBILEPROFILES &
AUDIENCES
USER MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

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What are the innovations today,
to prepare for tomorrow

18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Experience Manager: Next-generation Digital Experiences
SITES
Web experiences and
On-site screens
ASSETS
Single place for all
digital assets from
creation to delivery
COMMUNITIES
Simplifies the creation
and optimization of
customer communities
FORMS
Mobile-first Forms
and Personalized
Correspondence
APPS
Mobile Apps
Development Platform
for Marketers
and Developers
Digital Experience Delivery Platform
Beyond Integrations. Expose Adobe Target & Adobe Analytics capabilities within AEM
Adobe Experience Manager conquers complexity so businesses can deliver connected digital
experiences across the customer journey that builds brand loyalty and drives demand from online
to physical interactions.

19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected
Experiences
Personalization Content
Velocity
Experience-
driven
Commerce
Cloud
Agility
1 2 3 4 5

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Connected
Experiences
Personalization Content
Velocity
Experience-
driven
Commerce
Cloud
Agility

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected
Experiences

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Everything Mobile

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Single Place to Manage All Owned Digital Experiences
Projects are the nexus of all digital experiences across channels

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizati
on

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Unified Product Experience
Target
Analytic
s

27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Effectiveness Has Two Metric Types for Effective Reporting:
Page Name / URL Page Views
Home Page 200,000
Personal Checking Page 125,000
Banking Solutions 115,000
Money Market 105,000
Savings Page 90,000
Order Checks 88,000
Loan and Credit 80,000
Business Banking Page 70,000
Online Banking Page 60,000
Commercial Banking 55,000
Traffic Based Metrics: (Page Views,
Visits, Visitors, Time Spent, Reloads etc..)
provide an incomplete picture for content
effectiveness.
(Participation Metrics are Missing)
Traffic: Visits, Page Views, Clicks, Video Views, Time Spent
Traffic and Participation
One Dimensional Ranked Reporting

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Two dimensional content analysis
Traffic: Visits, Page Views, Clicks, Video Views, Time Spent
Participation:ApplicationConversionRate
Invest
Change
Monitor
Eliminate
Allows quadrant based organization and action steps.

30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content
Velocity

31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stock performance of
design-driven companies vs.
S&P 500
(10 years)
Performance
219%
Survival
S&P 500 companies will not
exist in 10 years
40%
Study fromJohn M. OlinSchool of Business,
Washington University – CNBC Finance
May 2015
J. Rae - DesignValue Index, May 2015
Design is a Secret Weapon

32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New IDC Survey: Asset Management is a real challenge
Source: IDC, sponsored by Adobe
85%
say they are under pressure to
create assets/deliver campaigns
more quickly
76%
say personalization is driving
increased need for more assets
71%
say they need to create 10x as many assets
these days to support all the different channels
75%
of Marketers often work with both internal creative
pros and external agencies to churn out lots of
content

33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Professionals
and Digital Agencies
Marketing Professionals
and Content Managers
Accelerate Work in
Progress with Creative
Cloud
Deliver Personalized
Experiences with Marketing
Cloud
AEM Assets
Connection between Marketing and Creative Cloud
AEM Assets
Central Content Hub

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Content Marketing
34
PERSONALIZEDEXPERIENCE
DESIGNTOWEB

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experience-
Driven
Commerce

36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Two thirds of Australian shoppers check prices online before they shop in a physical store, and
nearly one third use a mobile device while shopping to check prices and features. (Deloitte)
Online Shopping Meets In-Store Shopping
100
90
80
70
60
50
40
30
20
10
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
%ofin-storevisitsinfluencedbydigital
US digital influence projection
40%
Australia digital potential
influence projection
14%
38%
49%
64%

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Adobe Experience Manager Commerce Templates and Components

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Content Marketing: Shoppable Media
38

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Shoppable Video – Coming Soon

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cloud Agility

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Cloud Agility
41
UK
Office
Singapore
Office

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Connected
Experiences
Personalization Content
Velocity
Experience-
driven
Commerce
Cloud
Agility

43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
With innovations and continued integrations across Adobe Solutions, and the Marketing and Creative
Clouds, AEM becomes an even more powerful platform to manage and deliver connected digital
experiences across the customer journey from online to physical interactions.
Adobe Experience Manager – 2015 Product Themes
APPS
DPS & PGE Apps
Content Viewer
Management
Dashboard
Push Notifications
iBeacon support
FORMS
Easy to use adaptive
forms and documents
Offline support
Correspondence
Management
Document Security
Integration with
Document Cloud
COMMUNITIE
S
Turnkey Communities
Enablement
Communities
ASSETS
CCE runs on AEM
Shoppable Media
Enhanced metadata
& Search
Core Asset
Management
innovations
(Assets Insight)
SITES
Screens: Support
experiences on
large screens
Direct access to
Target and Analytics
Responsive design for
business users
Developer efficiency
and component reuse

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CREATE
THE
FUTURE

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