EVOLVE'14 | Keynote | Sal Visca | How APIs are Revolutionizing Commerce in the Age of the Consumer

2014 EVOLVEEXPERIENCE-DRIVEN COMMERCE

www.elasticpath.com

Sal Visca

CTO, Elastic Path

Nov 19, 2014

Elastic Path is the leading independent enterprise

experience-driven commerce platform

over $6.5 billion

customer revenue created annually

2000

founded in Vancouver, Canada

150+

customers

100%

MRR growth

#1

commerce blog

Recognized as a “major player”

150+

professionals

• We help the world’s best brands create revenue from experience-driven commerce

• We have an international team serving enterprises around the globe

• We offer patent-pending solutions, proven execution, and great enterprise references

1. Technical and organizational challenges blocking

experience-driven commerce

2. An API approach to enabling the Adobe Marketing Cloud

3. The Accelerating Need for Intelligent APIs

4. Evolution of API Technologies

5. Elastic Path’s Approach to APIs

6. APIs: Enabling the Digital Organization

7. Summary

Agenda

Overcoming Technical and

Organizational challengesthat block the delivery of experience-driven commerce

Organizational Silos

Source: US Cross-Channel Retail Forecast, 2011 to 2016, Forrester Research Inc., October 2013

Consumer digital experiences are disjointed

GlossyCatalog

Immersive

Engaging

In-Context

Experience-drivenCatalog-driven

Informational

Data Overload

Lack Context

Jarring Consumer Journeys

Elastic Path Edition for Adobe Experience Manager

An API approach to enabling

the Adobe Marketing Cloud

Elastic Path for Adobe® Marketing Cloud

Connects all data to Adobe

Marketing Cloud via hypermedia

Cortex API with Live Authoring

Exposes Core Commerce

capabilities via Cortex API

Provides a way for partners to

integrate easily into the Elastic Path

ecosystem via Cortex API or

Enterprise Integration Framework

Enables commerce experiences

through the Internet Of Things

leveraging the Cortex API

Enterprise Integration Framework brings in

data from other business platforms which can

then be exposed via Cortex API

PATENT-PENDING TECH

LEVEL 3 RESTintuitive, universal

LEVEL 2 REST

LEVEL 1 REST

SOAP / RPCobscure, proprietary

vs. typical platform

LEVEL 3 REST HYPERMEDIA API REDUCED EFFORT AND COST

vs. typical platform

person/days

Industry’s first commercial implementation

Self-discoverable hypermedia controls

Intuitive, universal interface

Highly usable by digital agencies and SIs

Realization of Gartner® Pace Layering

Completely decouples front and back ends

Stability, control, security, and performance

“Self serve” commerce capabilities

APIs enabling transactional capabilities to be

embedded directly into Adobe Marketing Cloud

Adobe Experience Manager

Customers, Shoppers & Dealers



Adobe Native Components




Adobe CMS Data Store







Adobe Native Components EP Commerce Components








Connector





Connector

Cortex Integration Framework





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Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling






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Enterprise Systems


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Enterprise Systems


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Differentiator Features• Store inventory• Retail order status• Other






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The Accelerating Need

for Intelligent APIs

How to build a best-of-breed,

Interoperable technology platform

to spur innovation

The Accelerating Need for Intelligent APIs

Mass proliferation of new devices, consumer touchpoints

New points of content and service consumption

Continuous Innovation and Experimentation, Fast Fail

Digital: Blending the Online and Physical Worlds

The Internet of Things – the Internet of Everything !

Increasing Interconnectedness of the World

Intelligent APIs are the enabling technology

APIs to enable Digital Consumer Engagement

Some Digital Marketing capabilities that will benefit from good APIs

Evolution of

API technologies

Evolution of API technologies

It’s been a journey of technologies:

RPC - Remote Procedure Calls

POX – Poor Old XML over HTTP

Web Services endpoints, WSDL

SOAP

RESTful (“Give SOAP a REST”)

Hypermedia API Level 3 REST

Elastic Path has commercialized a

Level 3+ REST API Framework

called Cortex

SOAP

RMI

REST/JSON

Hypermedia

PubSub REST

RESTless SDK’s

API Technologies “Hype Cycle”

SOAP

REST/JSON

Hypermedia

Hypermedia moving past the hype

The Elastic Path

Approach to APIs

References: http://martinfowler.com/articles/richardsonMaturityModel.html based on Leonard Richardson’s the Richardson Maturity Model (RMM)http://restcookbook.com/Miscellaneous/richardsonmaturitymodel/http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm

Richardson Maturity Model (RMM) – Levels of REST

http://martinfowler.com/articles/richardsonMaturityModel.html

http://restcookbook.com/Miscellaneous/richardsonmaturitymodel/

http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm

LEVEL 2 REST

LEVEL 1 REST

LEVEL 3 REST

PROVIDES: Fully-defined hypermedia controls

Self-discoverable data shapes

NEED TO KNOW: Nothing

NO STANDARDS

Limited EXAMPLES

Limited FRAMEWORKS

CORTEX APIintuitive, universal PROVIDES: Resources, Verbs, Endpoint Links

NEED TO KNOW: Nothing

PROVIDES: Resources, Verbs

NEED TO KNOW: Data Shapes, EndpointsSOAP / RPCobscure, proprietary

PROVIDES: Resources

NEED TO KNOW: Actions, Data Shapes, Endpoints

Elastic Path Cortex spans the API chasm to Level 3 REST

The power of the Elastic Path Cortex Hypermedia API

Projecting business capabilities

Abstract touchpoints away from complex business rules, but enable them with business concepts

Allow touchpoints and business rules to evolve independently. Lower long-term maintenance costs

Developer Experience

Allow developers of different skillsets and experiences to understand and leverage the API with minimal

training and ramp-up

Give greater flexibility for touchpoint developers with minimal overhead

“headless” ecommerce stack for easy integration into the Adobe Marketing Cloud and other touchpoints

http://developers.elasticpath.com/

APIsEnabling the Digital Organization

Websites

Web Storefront

Content Management System (CMS)

Web Browser HTML5

Commerce Platform

Ecommerce Sites

Mobile HandsetsTablets, eReaders Social

©Copyright 2014 – Elastic Path Software Inc. All rights reserved.

Customer Experience System (CES)

Marketing TeamDigital Assets

Campaign Management

Search and Promote

Analytics and Predictive

Multivariate Testing

Social, Mobile

Location-Based Marketing

Master User Profile

Media Management

Digital Marketing Cloud

Systems of Record

Back Office Workers

Financial Analysts

Master Product Catalog

OSS, BSSERPCRM PIM, MDMBI

System of Record API Services

Customer Service Reps

eCommerce Store Operators

Product Catalog Managers

Digital Catalog Managers

Merchandizing Cart, Checkout

Pricing Coupons

Promotions Personalization

Search Multi-store

Tax Ratings/Reviews

Fraud Recommendations

Payment Subscriptions

Inventory Orders (OMS)

Elastic Path Cortex API

Digital Delivery

Ad

min

istr

atio

n

Physical Products

DRM, Entitlements

VOD, SVOD,TVOD

OTT Streaming

VCMS

Commerce IntegrationsElastic Path Core Commerce

Elastic Path Enterprise Services Integration Layer

Enterprise Bindings

EP Catalog

Elastic Path Digital Commerce Engine Bindings Bindings to 3rd Party Commerce Integrations Catalog Bindings Bindings to 3rd Party Services

Digital Products

API Gateway

Native Apps

Mobile POS

Wearable DevicesGPS Devices,

BeaconsConnected Cars

Home AutomationInternet of Things,

M2M

In-App Connected TVs, IPTV, STBs, Game Consoles

Digital Retail Stores

Summary

Summary

Tight integration between Content and Commerce is critical

for Experience Driven Commerce:

Elastic Path for Adobe Marketing Cloud

APIs are the key to deep integration

APIs will enable commerce / monetization to be embedded

in consumer digital and physical experiences

The Internet of Everything is coming fast and furious –

be ready with an intelligent API - Elastic Path Cortex

Continue the Discussion

1. Swing by our booth to further discuss our API and Commerce

Integration or for a demo (Booth #2)

2. Email [email protected] to set up a 1:1 meeting with our

technologists

3. Or try it out for yourself first: http://developers.elasticpath.com/

mailto:[email protected]

2014 EVOLVEEXPERIENCE-DRIVEN COMMERCE

www.elasticpath.com

Sal Visca

CTO, Elastic Path

Nov 19, 2014

[email protected]

Technology

EVOLVE'14 | Keynote | Sal Visca | How APIs are Revolutionizing Commerce in the Age of the Consumer