SDL Vision for Digital Experience - Arjen van den Akker at SDL Connect 16

SDL's Vision for Digital Experience

17 Nov 2016

Arjen van den Akker - Product Marketing DirectorAlvin Reyes – Product Manager

SDL offerings – Marketechture

CONTENT CLOUD

Complexity of Managing and Delivering Content

THOUSANDS, MILLIONS, BILLIONS

OF WORDS

HUNDREDS OF

LANGUAGES

PERSONAL

24/7

24/7ACCESS

MULTI-CHANNEL

BUSINESS CONTENT• Marketing Content• Product Launch

Materials• Rich Media• Customer Service /

User Support• Intelligence• Regulated Content• Technical Content

DELIVERY CHANNELS• Websites• Mobile• Applications• Social Media• Print• Video• Forums

Unified Experience Management

Unified Delivery ServicesSDL Web Content Delivery Services

Technical Content Management

SDL Knowledge Center


Web Content Management

SDL Web

ContentMarketing

Tech Writer

WebDesigner

Global FieldMarketing

CustomerSupport

TechnicalCommunications

Multimedia Management

SDL Media Manager

LiveContent Reach

Presentation Servers, Mobile Apps, Kiosks, Social Channels, …

Technical Content Management

SDL Knowledge Center


Web Content Management

SDL Web

Microservices

Multimedia Management

SDL Media Manager

Dyn

amic

Li

nkin

g

Taxo

nom

y

Met

adat

aQ

uery

Dyn

amic

C

onte

nt

Use

r G

ener

ated

C

onte

nt

Pro

filin

g &

P

erso

naliz

atio

n

Con

text

E

ngin

e

Con

text

ual

Imag

e D

eliv

ery

Aud

ienc

e M

anag

er

Am

bien

t Dat

a Fr

amew

ork

Presentation Servers, Mobile Apps, Kiosks, Social Channels, …

ContentMarketing

Tech Writer

WebDesigner


CustomerSupport


SDL Content Cloud

Content Cloud Portal


Output Channels and Formats

ContentMarketing

Tech Writer

WebDesigner


CustomerSupport


SDL Content Cloud – Benefits

Joined up web and knowledge experiences

Reduced delivery technology complexity

Shared multimedia capabilities

Improved customer engagement Cost reduction

Shared context

SDL GLOBAL DIGITAL EXPERIENCE SOLUTION™

Common sales cyclesCustom

er acquires SDL web

content manage

ment technol

ogy

Customer

acquires SDL

translation

services /

technology

Customer

connects the 2

at some point in

time (and

sometimes not)

Customer

acquires SDL

translation

services /

technology

Customer

acquires SDL web

content manage

ment technol

ogy

Customer

connects the 2

at some point in

time (and

sometimes not)

or

New: SDL Global Digital Experience Solution™

Customer acquires interconnected SDL web content management technology &

translation technology + services

SDL Global Digital Experience Solution™

DigitalTouchpoints

Global Digital Experience Portal

ContentMarketing

LocalizationDepartment

WebDesigner


Experience Management

Digital Media Management

Web ContentManagement

Translation Management

Individual ProfessionalTranslator

LocalizationService

Provider

CasualTranslator

BusinessRequestor

Translator Productivity

Project Management

LinguisticManagementReporting


• For new and existing customers that move to the cloud• Includes

– Web Content Management– Translation Management– Advanced Machine Translation – 2 million words– Human Translation – Package worth translation of an average website

into 8 languages

• Available per direct

SDL Global Digital Experience Solution™

Benefits

Go global faster

Simplified onboarding Process improvements

Saves costs Attractive price point

Pre-integrated technology

TOTAL COST OF OWNERSHIP: UPGRADES

Why upgrades are cumbersome and costly

• Content freeze• Web application complexity (integrations)• Regression testing• Extensive project

• Business disruption !

SDL Web 8 Architecture

18

Editorial environment

Editors

Content Interaction Services(microservices)

Strict separation

Web application independent from CMS

Content managed by customer

Web application

Digital channels (web, mobile, kiosk, …)

PublishContent &

Context

Visitors

Content Management Content Delivery

SDL Web 8 introduced a clean separation between Web Application and Content Services

• Upgrading to SDL Web 8 requires a simple deployment of the new microservices

• No Web Application changes required• Very limited regression testing• Works across on-premise, cloud and hybrid scenarios

The SDL Web 8 advantage

20

OPTION A:CONTENT MANAGEMENT

FIRST(ON-PREMISE)

Independent upgrades

SDL Tridion 2011 / 2013


SDL Tridion 2011 / 2013Publish

SDL Web 8



SDL Web 8

Publish

SDL Web 8

23

OPTION B:CONTENT DELIVERY FIRST

(ON-PREMISE)





SDL Web 8



Publish

SDL Web 8SDL Web 8

26

OPTION C:CONTENT MANAGEMENT

FIRST (CLOUD)





SDL Content Cloud (Content as a Service)




SDL Content Cloud (Content as a Service) SDL Web 8




SDL Content Cloud (Content as a Service)

SDL Content Cloud (Digital Experience

as a Service)

Benefits – independent upgrades

Much easier and faster current AND future upgrades

Easy path towards Cloud Lower Total Cost of Ownership

Always the right fit due to hybrid options

Enjoy the latest features

Shorten projects and risks and minimize business disruption

TOTAL COST OF OWNERSHIP:OPEN SOURCE INITIATIVES

• Access to the full power of SDL Web, out-of-the-box

• Production ready website – speed up web projects by up to 70%

• Driven by best practices & industry standards

• Dynamic, adaptive and device independent• Ongoing development by SDL and

community• Supported & Free (v1.6 just released)• Apache 2.0 license (do whatever you like)

Digital Experience Accelerator (DXA)

Extensible framework

• Foundation for additional Accelerators– eCommerce– Google Analytics– SOLR Search– Amazon CloudSearch– ...and more to come

• Both for SDL Web on-premise and in the cloud

SDL Web E-Commerce Framework (DXA)

• http://sdl.github.io• Nuget and Maven• DXA on Microsoft

Azure Marketplace• Free Developer

Licenses

Commitment to Open Source & Community

http://sdl.github.io/

SDK Strategy

CONTENT SDK

CONTEXT SDK

SharePoint DAM Video

Content Management


Marketing Automation

CRM

MCCM

Benefits – open source & SDK initiatives

Faster hence cheaper deployment of new projects

Growing number of free 3rd party system connectors

Leverage existing systems & investments

Best practices ensure quality and easier maintenance

Lower Total Cost of Ownership

Reuse any code – it’s all accessible!

MACHINE LEARNING

The Future of Machine Learning for SDL Web

Broadening the application of AdaptiveMT beyond SDL Trados Studio

Streamlining the legal discovery process for multilingual evidence

Auto-population of form-based content (e.g. hotel bookings)

Automated content discovery, recommendations

Adaptive real-time personalization

Faster time-to-insight

Context describes visitor attributes and behavior

• Today rules prescribe the “next best content”

• How can we automate this and predict the next best content?

Real-time personalization

Adaptive real-time personalization


Marketing Automation

CRM

MCCMPredictive

models

Page viewProduct summary

TransactionProduct detailShare productAdd to basketConversionDownload

DemographicsGender, AgeTransaction

Past purchasesEmail engagement

ClickthroughViewed ad

PPC

Real-time personalization based on behaviors, automatic segmentation and data-driven targeting

JOINED UP TECHNOLOGY FOR BETTER

EXPERIENCES

43

20172016 2018Track

Usability& Digital

Media

Brand experiences

eCommerceexperiences

Supportexperiences

Blended content & commerce

Integrated web self-service

Localized experiences

Embedded Translation

SDL Web 8.5 SDL Web 9eCommerce FrameworkDemandware, Hybris & Magento connectors

Continuous Cloud Updates

Unified Experience Management with DITA publishing

Knowledge Center Accelerator

SDL Global DX SolutionDynamic imaging

Translation PreviewTranslation Review

SDL Web #

Machine Learning for Personalization

Not yet disclosed

Search MicroserviceDocker ContainersAzure AD Support

Scala ConnectorYouTube Subtitle

Centralized ConfigurationRolling upgrades

DXA 2.0

Translation cost estimates and word counts

ANSWERS&

QUESTIONS

Copyright © 2008-2017 SDL plc. All rights reserved. All company names, brand names, trademarks,

service marks, images and logos are the property of their respective owners.

This presentation and its content are SDL confidential unless otherwise specified, and may not be

copied, used or distributed except as authorised by SDL.

Software and Services for Human Understanding