evolve 2014 experience driven commerce

EVOLVE 2014 EXPERIENCE-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 challenges

that 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

Glossy!Catalog!

Immersive!!

Engaging!!

In-Context!

Experience-driven!Catalog-driven!

Informational!!

Data Overload!!

Lack Context!

Jarring Consumer Journeys

Many new Access-‐points, Touchpoints

Future-‐proof PlaDorm

PlaDorm for the “unknown”

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 REST intui9ve, universal

LEVEL 2 REST

LEVEL 1 REST

SOAP / RPC obscure, proprietary

vs. typical plaDorm

LEVEL 3 REST HYPERMEDIA API REDUCED EFFORT AND COST

vs. typical pla?orm 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!

Ecommerce and CMS platform capabilities are rapidly amalgamating

* Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013

Adobe Experience Manager

Customers, Shoppers & Dealers

Adobe NaBve Components



Adobe NaBve Components

Adobe CMS Data Store



Adobe NaBve Components EP Commerce Components








Cortex SDK

Commerce IntegraBon PlaGorm





Cortex SDK






Cortex SDK

Connector





Cortex SDK


Connector





Cortex SDK


Connector

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






Cortex SDK

Enterprise Systems


Connector






Cortex SDK

Enterprise Systems


Connector

DifferenBator Features •  Store inventory •  Retail order status •  Other






Cortex SDK

Enterprise Systems



Connector

EAI Framew

ork






Cortex SDK

Enterprise Systems



Connector

EAI Framew

ork

Stan

dard

Conn

ector






Cortex SDK

Enterprise Systems



Connector

EAI Framew

ork

Stan

dard

Conn

ector

Custom

Co

nnector






Cortex SDK

Enterprise Systems



Connector

EAI Framew

ork

Stan

dard

Conn

ector

Custom

Co

nnector

Custom Components






Cortex SDK

Enterprise Systems



Connector

EAI Framew

ork

Stan

dard

Conn

ector

Custom

Co

nnector

Custom Components

Connector

Experience Manager

Component Component Component Component Component

Adobe Commerce API

AEM Integration Layer CRX

Cortex SDK

AEM

AEM Commerce

Elastic Path

Commerce Integration Platform

Core Commerce

Resource

Binding

Resource

Binding

Resource

Binding

Resource

Binding

Resource

Binding

Resource

Binding

Project Extension

Resource

Binding

Pricing Promotions …

Other System Other System

Java Web Service

REST/HTTP

Marketing Cloud

Analytics

Target

Campaign

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 MarkeZng capabiliZes 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”

Hypermedia

SOAP

REST/JSON

Hypermedia moving past the hype

§  Standardization#§  SDKs, tools#§  Emerging frameworks#§  Real-world usage

#

The time has come for intelligent APIs!

The Elastic Path Approach to APIs

References: h\p://marZnfowler.com/arZcles/richardsonMaturityModel.html based on Leonard Richardson’s the Richardson Maturity Model (RMM) h\p://restcookbook.com/Miscellaneous/richardsonmaturitymodel/ h\p://www.ics.uci.edu/~fielding/pubs/dissertaZon/top.htm

Richardson Maturity Model (RMM) – Levels of REST

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 API intuitive, universal PROVIDES: Resources, Verbs, Endpoint Links

NEED TO KNOW: Nothing

PROVIDES: Resources, Verbs NEED TO KNOW: Data Shapes, Endpoints SOAP / RPC

obscure, proprietary

PROVIDES: Resources NEED TO KNOW: Actions, Data Shapes, Endpoints

Elastic Path Cortex spans the API chasm to Level 3 REST

Fantasy ? Zealot? RESTafarian ? PragmaZc 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#

h\p://developers.elasZcpath.com/

APIs Enabling the Digital Organization

EP Cortex – supporting the Consumer Journey

* Commerce Everywhere™ uses a patent-‐pending Level 3 REST API framework to streamline the integraZon of enterprise commerce funcZonality into client applicaZons

Websites

Web Storefront

Content Management System (CMS)

Web Browser HTML5

Commerce PlaDorm

Ecommerce Sites

Mobile Handsets Tablets, eReaders Social

©Copyright 2014 – ElasZc Path Soiware Inc. All rights reserved. Custom

er Service Rep

Customer Experience System (CES)

MarkeZng Team Digital Assets

Campaign Management

Search and Promote

AnalyBcs and PredicBve

MulBvariate TesBng

Social, Mobile

LocaBon-‐Based MarkeBng

Master User Profile

Media Management

Digital MarkeBng Cloud

Systems of Record

Back Office Workers

Financial Analysts

Master Product Catalog

OSS, BSS ERP CRM PIM, MDM BI

System of Record API Services

Customer Service Reps

eCommerce Store Operators

Product Catalog Managers

Digital Catalog Managers

Merchandizing Cart, Checkout

Pricing Coupons

PromoBons PersonalizaBon

Search MulB-‐store

Tax RaBngs/Reviews

Fraud RecommendaBons

Payment SubscripBons

Inventory Orders (OMS)

ElasBc Path Cortex API

Digital Delivery

AdministraB

on

Physical Products

DRM, EnBtlements

VOD, SVOD, TVOD

OTT Streaming

VCMS

Commerce IntegraBons ElasBc Path Core Commerce

ElasBc Path Enterprise Services IntegraBon Layer

Enterprise Bindings

EP Catalog

ElasBc Path Digital Commerce Engine Bindings Bindings to 3rd Party Commerce IntegraBons Catalog Bindings Bindings to 3rd Party Services

Digital Products

API Gateway

Native Apps

Mobile POS

Wearable Devices GPS Devices, Beacons

Connected Cars Home AutomaZon

Internet 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:#

à 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/

#

#

2014 EVOLVE EXPERIENCE-DRIVEN COMMERCE!

www.elasticpath.com!

Sal Visca!CTO, Elastic Path!

Nov 19, [email protected]!

evolve 2014 experience driven commerce

Technology