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SDL's Vision for Digital
Experience
17 Nov 2016
Arjen van den Akker - Product Marketing Director
Alvin 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
24/7
ACCESS
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
Unified Experience Management
Web Content
Management
SDL Web
Content
Marketing
Tech
Writer
Web
Designer
Global Field
Marketing
Customer
Support
Technical
Communications
Multimedia
Management
SDL Media Manager
LiveContent Reach
Presentation Servers, Mobile Apps, Kiosks, Social Channels, …
Technical Content
Management
SDL Knowledge Center
Unified Experience Management
Web Content
Management
SDL Web
Microservices
Multimedia
Management
SDL Media Manager
Dynamic
Linking
Taxonomy
Metadata
Query
Dynamic
Content
User
Generated
Content
Profiling&
Personalization
Context
Engine
Contextual
ImageDelivery
Audience
Manager
AmbientData
Framework
Presentation Servers, Mobile Apps, Kiosks, Social Channels, …
Content
Marketing
Tech
Writer
Web
Designer
Global Field
Marketing
Customer
Support
Technical
Communications
SDL Content Cloud
Content Cloud Portal
Unified Experience Management
Output Channels and Formats
Content
Marketing
Tech
Writer
Web
Designer
Global Field
Marketing
Customer
Support
Technical
Communications
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 cycles
Customer acquires
SDL web content
management
technology
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
management
technology
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™
Digital
Touchpoints
Global Digital Experience Portal
Content
Marketing
Localization
Department
Web
Designer
Global Field
Marketing
Experience
Management
Digital Media
Management
Web Content
Management
Translation
Management
Individual Professional
Translator
Localization
Service
Provider
Casual
Translator
Business
Requestor
Translator
Productivity
Project
Management
Linguistic
Management
Reporting
Unified Experience Management
• 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, …)
Publish
Content&
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
Content Management Content Delivery
SDL Tridion 2011 / 2013
Publish
SDL Web 8
Independent upgrades
Content Management Content Delivery
SDL Web 8
Publish
SDL Web 8
23
OPTION B:
CONTENT DELIVERY FIRST
(ON-PREMISE)
Independent upgrades
SDL Tridion 2011 / 2013
Content Management Content Delivery
SDL Tridion 2011 / 2013
Publish
SDL Web 8
Independent upgrades
Content Management Content Delivery
Publish
SDL Web 8SDL Web 8
26
OPTION C:
CONTENT MANAGEMENT
FIRST
(CLOUD)
Independent upgrades
SDL Tridion 2011 / 2013
Content Management Content Delivery
SDL Tridion 2011 / 2013
Publish
SDL Content Cloud
(Content as a Service)
Independent upgrades
Content Management Content Delivery
SDL Tridion 2011 / 2013
Publish
SDL Content Cloud
(Content as a Service)
SDL Web 8
Independent upgrades
Content Management Content Delivery
SDL Tridion 2011 / 2013
Publish
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
SDK Strategy
CONTENT SDK
CONTEXT SDK
SharePoint DAM Video
Content Management
Unified Experience 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
Unified Experience Management
Marketing
Automation
CRM
MCCM
Predictive
models
Page view
Product summary
Transaction
Product detail
Share product
Add to basket
Conversion
Download
Demographics
Gender, Age
Transaction
Past purchases
Email engagement
Clickthrough
Viewed 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
eCommerce
experiences
Support
experiences
Blended
content &
commerce
Integrated
web self-
service
Localized
experiences
Embedded
Translation
SDL Web 8.5 SDL Web 9
eCommerce Framework
Demandware, Hybris &
Magento connectors
Continuous
Cloud Updates
Unified Experience
Management with
DITA publishing
Knowledge Center
Accelerator
SDL Global DX
SolutionDynamic imaging
Translation Preview
Translation Review
SDL Web #
Machine Learning
for Personalization
Not yet
disclosed
Search Microservice
Docker Containers
Azure AD Support
Scala Connector
YouTube Subtitle
Centralized Configuration
Rolling 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

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

  • 1. SDL's Vision for Digital Experience 17 Nov 2016 Arjen van den Akker - Product Marketing Director Alvin Reyes – Product Manager
  • 2. SDL offerings – Marketechture
  • 4. Complexity of Managing and Delivering Content THOUSANDS, MILLIONS, BILLIONS OF WORDS HUNDREDS OF LANGUAGES PERSONAL 24/7 24/7 ACCESS 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
  • 6. Unified Delivery ServicesSDL Web Content Delivery Services Technical Content Management SDL Knowledge Center Unified Experience Management Web Content Management SDL Web Content Marketing Tech Writer Web Designer Global Field Marketing Customer Support Technical Communications Multimedia Management SDL Media Manager LiveContent Reach Presentation Servers, Mobile Apps, Kiosks, Social Channels, …
  • 7. Technical Content Management SDL Knowledge Center Unified Experience Management Web Content Management SDL Web Microservices Multimedia Management SDL Media Manager Dynamic Linking Taxonomy Metadata Query Dynamic Content User Generated Content Profiling& Personalization Context Engine Contextual ImageDelivery Audience Manager AmbientData Framework Presentation Servers, Mobile Apps, Kiosks, Social Channels, … Content Marketing Tech Writer Web Designer Global Field Marketing Customer Support Technical Communications
  • 8. SDL Content Cloud Content Cloud Portal Unified Experience Management Output Channels and Formats Content Marketing Tech Writer Web Designer Global Field Marketing Customer Support Technical Communications
  • 9. SDL Content Cloud – Benefits Joined up web and knowledge experiences Reduced delivery technology complexity Shared multimedia capabilities Improved customer engagement Cost reduction Shared context
  • 11. Common sales cycles Customer acquires SDL web content management technology 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 management technology Customer connects the 2 at some point in time (and sometimes not) or
  • 12. New: SDL Global Digital Experience Solution™ Customer acquires interconnected SDL web content management technology & translation technology + services
  • 13. SDL Global Digital Experience Solution™ Digital Touchpoints Global Digital Experience Portal Content Marketing Localization Department Web Designer Global Field Marketing Experience Management Digital Media Management Web Content Management Translation Management Individual Professional Translator Localization Service Provider Casual Translator Business Requestor Translator Productivity Project Management Linguistic Management Reporting Unified Experience Management
  • 14. • 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™
  • 15. Benefits Go global faster Simplified onboarding Process improvements Saves costs Attractive price point Pre-integrated technology
  • 16. TOTAL COST OF OWNERSHIP: UPGRADES
  • 17. Why upgrades are cumbersome and costly • Content freeze • Web application complexity (integrations) • Regression testing • Extensive project • Business disruption !
  • 18. 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, …) Publish Content& Context Visitors Content Management Content Delivery
  • 19. 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
  • 21. Independent upgrades SDL Tridion 2011 / 2013 Content Management Content Delivery SDL Tridion 2011 / 2013 Publish SDL Web 8
  • 22. Independent upgrades Content Management Content Delivery SDL Web 8 Publish SDL Web 8
  • 23. 23 OPTION B: CONTENT DELIVERY FIRST (ON-PREMISE)
  • 24. Independent upgrades SDL Tridion 2011 / 2013 Content Management Content Delivery SDL Tridion 2011 / 2013 Publish SDL Web 8
  • 25. Independent upgrades Content Management Content Delivery Publish SDL Web 8SDL Web 8
  • 27. Independent upgrades SDL Tridion 2011 / 2013 Content Management Content Delivery SDL Tridion 2011 / 2013 Publish SDL Content Cloud (Content as a Service)
  • 28. Independent upgrades Content Management Content Delivery SDL Tridion 2011 / 2013 Publish SDL Content Cloud (Content as a Service) SDL Web 8
  • 29. Independent upgrades Content Management Content Delivery SDL Tridion 2011 / 2013 Publish SDL Content Cloud (Content as a Service) SDL Content Cloud (Digital Experience as a Service)
  • 30. 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
  • 31. TOTAL COST OF OWNERSHIP: OPEN SOURCE INITIATIVES
  • 32. • 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)
  • 33. 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
  • 34. SDL Web E-Commerce Framework (DXA)
  • 35. • http://sdl.github.io • Nuget and Maven • DXA on Microsoft Azure Marketplace • Free Developer Licenses Commitment to Open Source & Community
  • 36. SDK Strategy CONTENT SDK CONTEXT SDK SharePoint DAM Video Content Management Unified Experience Management Marketing Automation CRM MCCM
  • 37. 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!
  • 39. 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
  • 40. 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
  • 41. Adaptive real-time personalization Unified Experience Management Marketing Automation CRM MCCM Predictive models Page view Product summary Transaction Product detail Share product Add to basket Conversion Download Demographics Gender, Age Transaction Past purchases Email engagement Clickthrough Viewed ad PPC Real-time personalization based on behaviors, automatic segmentation and data-driven targeting
  • 42. JOINED UP TECHNOLOGY FOR BETTER EXPERIENCES
  • 43. 43 20172016 2018Track Usability & Digital Media Brand experiences eCommerce experiences Support experiences Blended content & commerce Integrated web self- service Localized experiences Embedded Translation SDL Web 8.5 SDL Web 9 eCommerce Framework Demandware, Hybris & Magento connectors Continuous Cloud Updates Unified Experience Management with DITA publishing Knowledge Center Accelerator SDL Global DX SolutionDynamic imaging Translation Preview Translation Review SDL Web # Machine Learning for Personalization Not yet disclosed Search Microservice Docker Containers Azure AD Support Scala Connector YouTube Subtitle Centralized Configuration Rolling upgrades DXA 2.0 Translation cost estimates and word counts
  • 45. 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

Editor's Notes

  1. This is a requirement of all speakers. All presentations are made available to attendees prior to the conference for download. You can update your presentation at any time before, during, or after the conference directly via your Speaker Management Page. Don't forget these important guidelines when preparing your presentation! Include the session title and speaker(s) name, affiliation, and e-mail on the opening slide. Use a font that is large enough to see from the back of the room. Slides will be projected in 16:9. However, 4:3 is also acceptable.
  2. Remember from yesterday? The delivery of understanding is quite difficult for companies. Content lives in various places throughout your organization. The transformations it must go through before reaching your customers is often complicated and disconnected. Basically, the process leads to the opposite of the desired result: misunderstanding.
  3. This is why SDL has decided to unify content delivery across our content management systems.   Time and again, our customers have asked us to not only manage the delivery of relevant content, but also to blend it with content from other repositories to create a unified experience. It’s not easy, but it’s exactly what we’re going to do. This change allows us to marry marketing and technical content so SDL customers can use a single delivery stack regardless of the unique management requirements for different types of content. Gone are the days of sub-par support experiences, static PDFs, and inadequate knowledge base articles. We can do better than that, and we will.   This unified delivery layer is built on top of our latest SDL Web technology, which has an extremely robust and mature experience management and content delivery stack. Next year we are extending this to SDL Knowledge Center. Of course, we want to ensure quality and stability, so we’ll be rolling out an extensive Beta program in January.
  4. Q: Peter-Paul, can you share with us what we are doing in the cloud for content solutions?
  5. Proofpoints of continued embedding/
  6. Proofpoints of continued embedding/
  7. Speaker note: mention SDL Tridion to SDL Web is a straightforward upgrade
  8. Mention adoption of DXA (refer to earlier slides)
  9. SDL Web blends WCM, Experience optimization, Digital Media management and Localization On top of that SDL provides the DXA in both Java and .NET versions, which is a production strength baseline implementation of SDL Web
  10. DXA is not just a ready to go website implementation – it is a framework to build on top on at the same time. SDL and the technical Web community continuously work on bulding additional Accelerators such as the ones listed. Moreover, DXA is equally applicable to on-premise and cloud based deployments of SDL Web
  11. Q2. One of the questions I hear every day is, “When will machines replace humans?” What are your views about that? A2. At SDL we do not believe that Machines are better than Humans or Humans are better than Machines. It is not about a competition, but about co-operation. It’s about working together for a better result. We look at Machine Learning as a tool, just like any other tools that we’ve built throughout history. Proof from “PREPARING FOR THE FUTURE OF ARTIFICIAL INTELLIGENCE” paper issued by EXECUTIVE OFFICE OF THE PRESIDENT (of the United States) on October 2016: In many applications, a human-machine team can be more effective than either one alone, using the strengths of one to compensate for the weaknesses of the other. An […] example is in radiology. In one recent study, given images of lymph node cells, and asked to determine whether or not the cells contained cancer, an AI-based approach had a 7.5 percent error rate, where a human pathologist had a 3.5 percent error rate; a combined approach, using both AI and human input, lowered the error rate to 0.5 percent, representing an 85 percent reduction in error. In the same way, we predict that Adaptive Machine Translation, a technology we just launched, is providing the same power in the hands of every Trados translator. To make them more productive and work with a system that is more responsive and tailored to their styles. Machine learning is nothing more than a tool in the service of all of us, albeit a revolutionary one. Q3. So we’ve been innovating in Machine Translation. How else are we using Machine Learning within SDL? A3. We use Machine Learning to solve complex language tasks using cutting-edge innovations. SDL’s Neural and Adaptive Machine Translation is a good example. But Machine Translation is just the tip of the iceberg. SDL’s research tackles every aspect of Natural Language Processing: Synthetic Content Generation, Syntactic Parsing, Language Modeling, Sentiment Analysis, Topic Modeling, Information Retrieval etc…  Thanks Thomas.
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