Digital Experience Platform and the foundation called WCM

The buzz is just getting louder, it was Liferay who introduced the acronym DXP a couple of years back and was then followed by other WCM and Enterprise portal vendors (Adobe, Day, Sitecore, and Vignette).

To me, this concept is here to stay. It’s too early to evaluate the pros, cons, and business implications of this concept. We still have to witness a large size implementation of these “DXP” yielding some true business results. Well, This is my take on DXP, I am sure most of the readers would relate, especially the ones coming from the CMS background. So…let me try to answers some questions which come to my mind –

Q-1) What is DXP?

Answer:  Digital Experience Platform, is an emerging category of enterprise software where the base Content Management Product is an integrated set of technologies to create, manage, analyze, deliver relevant content to the targeted audience on a variety of end-user devices. This is also a marketing term coined by WCM/Portal vendors to position themselves above pure WCM vendors. A term that is now helping them to sell more licenses. A Nice-looking User Interface, an SSO software to back it up with integrations of the below software from the same vendor-

  1. Web Content Management
  2. Analytics
  3. Local/Social Collaboration/Community
  4. Targeting/Segmentation
  5. Omnichannel Delivery Platform
  6. Connectors for other WCM/ECM/DAM products

..and the list goes on.

Q-2) Is DXP a product, suite, or framework?

Answer:  For product marketing & sales group it’s a ‘suite’, for a buyer it’s a ‘product’,  for a technical developer it’s a ‘framework’,  for a business user/content contributor it’s a User Interface with drag-drop of layouts & content and for an end-user/content consumer it’s a ‘this is what I need’ delighter.

 Q-3) Do you need DXP or WCM?

Answer:  You need a WCM for creation, modification, targeting, publishing, versioning, and managing the lifecycle of content. You might need a Mobile delivery platform if you are targeting your content to a range of Mobile Platforms. If it’s just a couple of handsets you don’t even need the Mobile Delivery platform (more on a separate post). Analytics is a way to go if you want to know your online users, website visitors but it’s no point buying an analytics product from the WCM vendor. Separate specialized analytics software will give you more flexibility, control, and a higher degree of reuse. Revisit your business and technical requirements,  talk technically to the product vendor to check “how” DXP can help you cater to those requirements. So far, I have not seen anyone specifically writing requirements or budgeting for DXP.

However, if the DXP vendor is giving the customer the flexibility to choose from a range of products (those part of the DXP suite/framework) and charging only for the selected products then I think it’d be a good way to move forward.

Q-4) Is DXP a revolution, evolution, or transformation?

Answer: It’s not a revolution, but yes, there is a significant change in the way consumers are using the web. Users do not want one-sided communication but also want to contribute, provide feedback, personalize their content from across multiple channels, not just ‘web’.  DXP is an effort to provide a rich experience to both the content contributors as well as content consumers. Having said that, it does not mean WCM has evolved or transformed to DXP. The core WCM remains the same, and ironically, product vendors are not putting much effort to enhance the content management capabilities of WCM.

Final Thoughts:

Product vendors always look for some buzzwords to be in the news, to market their product, and to impress buyers. ‘God lies in the details ’ – don’t get fascinated, involve your IT staff, let your technical team sit with a vendor, let the vendor explain to you the basics and underlying components (REST, SSO, JSF, Taglibs, Delivery model, Web-services, etc). Get feedback from your technical team and see if similar can be achieved with your existing software infrastructure without much effort and cost.  If you still want to use DXP, check with the vendor if you can choose and use your apps on a’ la carte basis.

3 thoughts on “Digital Experience Platform and the foundation called WCM

Add yours

  1. Good post Lokesh but I am on the other side of the fence. I always thought that WCM in first place was not right but its not web is not just content but its the whole experince of using web and CM could be one system. WEM is more appropriate till someone else or may be someone among us invent a new more attractive name.

    Thanks

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