Traditional DS CMS lacks 1. Interactivity & exchange -> User contextualization 2. Experience composition (low- or no-code highly desirable) -> Rich content access & presentation, logic & orchestration 3. Inbound/Outbound APIs everywhere -> Interoperability & Ecosystem integrations 4 ...and product velocity & innovation The notion of a DS CMS as we know it is incomplete (at best) or obsolete. Presented by Vincent Encontre, COO of Intuiface, the world's leading digital experience creation platform, the slides were used during his speech at DSE2019 (Digital Signage Summit Europe) to explain why a tradition CMS fails as a digital experience platform, and how Digital Experience Platforms (DXP) will become the next uprising technology.

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Vincent Encontre – COO – July 3rd, 2019
Why a Traditional CMS Fails As a
Digital Experience Platform

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Two worlds collide: My background
• I’m not from the A/V community: I have software in my DNA
• I’m not a Digital Signage veteran: I came to Digital Signage 7 years ago
• I have been in the software tools business - software that helps others
build better software faster - for the last 30 years
• I spent a big chunk of my professional life in the US with small and large
companies, in various product-related roles, including M&A at IBM.

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First things first: Customer Experience
* Organization/User = Brand/Customer = Corporation/Employee = Govt/Citizen
InteractionThe Organization The Customer
Content + Channel
Content + Channel
Content + Channel
The Customer Journey
Touchpoints

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(Digital) Customer Experience channels
Channel = Device + SW Tech + Usage
133M Smart speakers
Skills
150M Smartwatches
Apps
10M AR/VR devices
Apps
1.4B Personal Computers
Web
70M Digital Signage displays
Media Player
3.3B Smartphones
Apps + Web

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Unique traits of Digital Signage as a channel
Usage
One device  many users (often one-time)
 Very short attention span/learning curve
 Personalization is difficult
Device
– Remote management and monitoring of unattended devices
– On 12/6, 14/7, 24/7
– Off the Internet more often than not
Content
– Scheduled provisioning
– Location-based content delivery

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Customer Experience content
text, image, photos,
video, audio and
richer (3D, AR/VR)
Media Structured data
product, financial, time-
based, geo-based
Document Customer data
email, news,
informational, legal
account, profile,
history, RGPD

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The CX web of touchpoints
ChannelContent
The organization The customerInteraction
Exchanges

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The traditional (web) CMS
Siloed in the Digital Marketing organization
Most popular (web) CMS: WordPress, Jumla, Drupal
One Content  One Channel
Media  Web Browser
Content Management
Application
(CMA)
Content Deployment
Application
(CDA)

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The DS CMS: a specialization of the web CMS
Compared with a Web CMS
+ All the traits that are unique to DS
- The interactivity of the web, preventing the promises of CX
(no interaction nor exchange)
The highest degree of sophistication is the media playlist
One Content  One Channel
Scheduled Media  DS Media Player
Siloed in the [you name it] department

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Other CMS specializations
Digital Asset
Management (DAM)
• CMA focus = Media
- Sophisticated user access
control and workflows
- Media versioning and
categorization
- Wider variety of content types
• CDA: Optimized / adaptative
media delivery
Product Information
Management (PIM)
• CMA focus = Product
- Complex meta-data w/ hundreds
of fields per item
- Meta-data versioning and variants
- Consistency and completeness are
key
• CDA: N/A
Customer Communication
Management (CCM)
• CMA focus = Document
- Sophisticated user access
control and workflows
- Document versioning and
categorization
- Configuration
• CDA: Transactional (email, SMS,
Chat), Website w/
personalization
All siloed solutions still

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We need a platform to connect the CX silos
ChannelContent
The organization The customer
?

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Deconstruct through Componentization
CMA: Headless CMS
• Provide feature-rich APIs
to enable access by/from other
(delivery) platforms
• The most popular CMSs are
transforming their CMA to be
API-driven (Headless)
• Ex.: Contentful (API-first CMS)
CDA: Experience Creation & Delivery
Environment
• Such as mobile or web business app
development environment
• Ability to get and render any content
from any CMA platforms
• Interactive-first platforms
• Low- or No-code platforms
Content Management
Application
(CMA)
Content Deployment
Application
(CDA)

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Reconstruct through Unification
Digital Experience Platforms (DXP)
“A digital experience platform (DXP) is an integrated set of core technologies that support the
composition and orchestration, management, delivery and optimization of contextualized
digital experiences, complemented by analytics and customer data management. DXPs entail a
high degree of emphasis on interoperability (and API-led integrations) and frictionless
continuity across the entire customer journey and across all channels, both mainstream (web,
mobile web, Signage) and emerging (IoT, VR/AR, wearables, conversational interfaces, etc.)”
[Gartner - Magic Quadrant for Digital Experience Platforms – 11-Feb19]

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Reconstruct through Unification
Digital Experience Platforms (DXP)
“A digital experience platform (DXP) is an integrated set of core technologies that support
the composition and orchestration, management, delivery and optimization of contextualized
digital experiences, complemented by analytics and customer data management. DXPs entail a
high degree of emphasis on interoperability (and API-led integrations) and frictionless
continuity across the entire customer journey and across all channels, both mainstream (web,
mobile web, Signage) and emerging (IoT, VR/AR, wearables, conversational interfaces, etc.)”
[Gartner - Magic Quadrant for Digital Experience Platforms – 11-Feb19]

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DXP: A 10,000’ view
DAM
CCM
PIM
CRM
Composition & Orchestration
Analytics
Interoperability
Delivery&Optimization
DXP

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Our perspective on Digital Signage must change!
• Digital Signage is one channel, part of the holistic CX journey
• Digital Signage must process content of all types
• Digital Signage must plug into the larger DXP universe
• Digital Signage must implement the CX’s main imperative
“interaction & exchange”

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Bringing DS into the new DXP paradigm
Which path to take?
1. Waiting for the big guys to add the DS channel to their offering?
2. Waiting for the traditional DS CMS to add all the missing pieces?
3. Go with a DXP-ready Digital Signage platform?

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Path #1: The Big DXP Guys (according to Gartner & Forrester)
None from Digital Signage (no surprise)
None with Digital Signage as a channel (at least yet, okay maybe Adobe)
Analysts recommend unifying best-of-breed

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Path #2: What traditional DS CMS are lacking
• Interactivity & exchange
 User contextualization
• Experience composition (low- or no-code highly desirable)
 Rich content access & presentation, logic & orchestration
• Inbound/Outbound APIs everywhere
 Interoperability & Ecosystem integrations
• …and product velocity & innovation
The notion of a DS CMS as we know it
is incomplete (at best) or obsolete

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Path #3: The first DXP-ready Digital Signage platform

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Intuiface: A future-proof DXP-ready Digital
Signage Platform
DAM
CCM
PIM
CRM
Composition & Orchestration
Analytics
Interoperability
Delivery&Optimization
DXP

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Examples of Digital Experience delivered
- Classic+Interactive
- Waze connection
- PIM connection
- E-commerce synergy
- Analytics
- 500 stores
- Menu Management
- Payment processor

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Thank You!
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