Date post: | 13-Jul-2015 |
Category: |
Technology |
Upload: | evolve-aem-community-summit |
View: | 167 times |
Download: | 0 times |
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
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
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
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Cortex Integration Framework
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Cortex Integration Framework
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Connector
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Cortex Integration Framework
Connector
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Cortex Integration Framework
Connector
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Cortex Integration Framework
Connector
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Cortex Integration Framework
Connector
Differentiator Features• Store inventory• Retail order status• Other
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Cu
sto
m
Co
nn
ect
or
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Cu
sto
m
Co
nn
ect
or
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Cu
sto
m
Co
nn
ect
or
Custom Components
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Cu
sto
m
Co
nn
ect
or
Custom Components
Connector
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features• Catalog & pricing• Payments, Taxes, etc• Order handling
Adobe Experience Manager
Customers, Shoppers & Dealers
Connector
Enterprise Systems
Differentiator Features• Store inventory• Retail order status• Other
Cortex Integration Framework
Connector
EAI F
ram
ew
ork
Stan
dar
d
Co
nn
ect
or
Cu
sto
m
Co
nn
ect
or
Custom Components
Connector
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
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
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
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/
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
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/
2014 EVOLVEEXPERIENCE-DRIVEN COMMERCE
www.elasticpath.com
Sal Visca
CTO, Elastic Path
Nov 19, 2014