The rise of the experience web (and the future of web content management) is here and we’re now in the most innovative era in the history of technology. Major advances are already on the short-term horizon, including wearables, the Internet of things, real-time geo-location targeting, drones, and even self-driving cars. The intersection of these new technologies creates tremendous opportunity for forward-thinking companies to redefine the customer experience through technology. Digital Marketers and IT Teams are at a crossroad: Those that put the customer experience first will succeed. Those that fail to think “digital first,” will become obsolete.

1. 1
!
The Rise of the
Experience Web:!
Why Your Company Must Adapt to Survive
!
Peter Walsh, Regional Director UK!
7th October 2014!!

2. 2
Agenda!
• Digital disruption in the real world – no industry
(or organisation) is safe
• Innovation in action: History of the camera
• Welcome to the ‘Experience Web’
• The Open Web is closing up (and why you
should care)
• Questions at the table discussion afterwards.

3. 3
70% of the companies that were on
the Global 500 list a mere 10 years
ago have now vanished

4. 4

5. 5

6. 6
No Industry is Immune to Disruption

7. Innovation and Agility
Create Winners
7

8. 8
The “Photographic Apparatus”
“the photographic apparatus” 1839

9. 9
it was so simple!
Fig. 1 Fig. 2 Fig. 3 Fig. 4
Fig. 5 Fig. 6 Fig. 7 Fig. 8
Fig. 9 Fig. 12

10. 10
it got simpler
“the kodak” 1885

11. 11

12. 12
but that was just the beginning
1850
1920
1950
1970 1990
2000
2010

13. 13
35mm spawned a whole
ecosystem

14. 14
!
if we map the user’s journey...
35mm
Load Shoot Unload Develop Enlarge Print Store Share

15. 15
!
each advance removes steps…
35mm instamatic 1985
Load Shoot Unload Develop
Store Share

16. 16
!
reduces effort…
polaroid 1970
Load Shoot Store Share

17. and simplifies the process
17
!
canon digital 2000
Shoot Store Share

18. 18
iPhone 2007
Shoot Store
share

19. 19
it’s all about the experience

20. innovation enables
experience
1600 telescope physics
20
optics
eyeglasses
mechanics
lenses }

21. 1600 telescope physics
21
one print 1800 silver nitrate
camera
metallurgy
chemistry }
innovation enables
experience
optics
eyeglasses
mechanics
lenses

22. innovation enables
experience
1600 telescope physics
22
textiles
plastics }
film
many prints 1900 printing
one print 1800 silver nitrate
camera
metallurgy
chemistry }
optics
eyeglasses
mechanics
lenses

23. 1600 telescope physics
23
1990 electronics
LCD screen
}
sensor digital
innovation enables
experience
textiles
plastics }
camera
film
many prints 1900 printing
metallurgy
chemistry }
one print 1800 silver nitrate
optics
eyeglasses
mechanics
lenses

24. let’s apply this to
the web
1990 static web browser
24
html
http }

25. 25
apache }
1995 php
mysql
dynamic web Linux
html
http }
1990 static web browser

26. The site builders journey in the dynamic web
db schema relate data queries css/js
26
content
profile
template
deploy
plan
design
paywall
auth system
error
handler
xml/json/
rss
file system
email
handler
seo geo integration
rest auth
backup
system
web service
rest endpoint caching

27. 27
assembled web
2005 modules themes }
web services
apache }
1995 php
mysql
dynamic web Linux
html
http }
1990 static web browser

28. db schema relate data querys css/js
28
content
profile
template
deploy
plan
design
paywall
auth system
error
handler
xml/json/
rss
file system
email
handler
seo geo integration
rest auth
backup
system
web service
rest endpoint caching

29. The assembled web made the
journey many times simpler
29
core modules theme configure content deploy

30. What Is Next?
30
2015 }
assembled web
2005 modules themes }
web services
apache }
1995 php
mysql
dynamic web Linux
html
http }
1990 static web browser
?

31. The next 10 years will bring a new wave of
innovation
31

32. 32

33. 33

34. 34

35. 35

36. 36
Uber

37. 37
All these
technologies will
come together

38. We are at the beginning
of the fourth wave experience
38
2015 }
assembled web
themes }
modules 2005
web services
apache }
1995 php
mysql
dynamic web Linux
html
http }
1990 static web browser
web

39. 39
what is the !
Experience web?!
1 commerce 2 search

40. 40
STEP
1 Catalog

41. 41
STEP
2 Website

42. 42
STEP
3 Find + Select

43. 43
STEP
4 Add to cart

44. 44
STEP
5 Create Account

45. 45
STEP
6 Enter Payment

46. 46
STEP
7 Enter Shipping Info

47. 47
STEP
8 Review + Submit

48. 48
STEP
9 Product Shipped

49. 49
STEP
10 Wait 3-5 Days

50. 50
Imagine
what it could
look like.

51. 51
STEP
1
catalog
STEP
2
website
STEP
3
find
STEP
4
add to cart
STEP
5
account
STEP
6
Identity provider
payment info
STEP
7
address
STEP
8
review
STEP
10
wait
STEP
9
ship

52. 52
STEP
8
review
STEP
10
wait
STEP
9
Drone Delivery
ship
STEP
1
catalog
STEP
2
website
STEP
3
find

53. 53
GOOGLE glass + rfid
STEP
9
ship
STEP
1
catalog
STEP
2
website
STEP
8
review
STEP
3
find

54. 54
STEP
2
Glass
STEP
10
ship

55. 55

56. 56

57. 57

58. 58
From “1-click purchase” to “1-blink purchase”

59. 59
what is the
experience web?
1 commerce 2 search

60. 60
what is the
experience web?
1 commerce 2 search

61. 61
Search was just search

62. 62
Search was just search

63. 63
Search is becoming an experience

64. 64
Search is becoming an experience

65. 65
Will it be the whole experience?

66. 66

67. 67
in this future
what is our
role?

68. “disintermediation”
(a big word for cutting
out the middleman)
68

69. 69
The web is disintermediating
brick and mortar

70. 70
Google is disintermediating
the web

71. 71
Chrome
chromecast
Maps
Drive
Nexus Glass Nexus
car
wallet
Gmail
Google+
Google now youtube
nest
it’s not just google

72. 72
experience

73. let’s talk about
how this affects
drupal
73

74. The open web is closing up
74

75. We won’t be
able to stop it
It drives business $ It’s easier for users
75
A B C

76. flights from Boston"

78. google is the
big box of the web
78

79. 79
On the other hand
1 Brands don’t want to share customers
2 Brands want to own the experience

80. 1 Brands don’t want to share customers
My recent Amazon purchases"

81. 81

82. 82
2 Brands want to own the experience

83. 83

84. DRUPAL.!
EVERYWHERE.84
!
NBC standardized on Drupal across
entertainment, news, and sports sites

85. 85
300 completely custom artist
experiences on Drupal

86. 86
!
The Rise of the
Experience Web:!
Why Your Company Must Adapt to Survive
!
Peter Walsh, Regional Director UK!
7th October 2014!!