The document summarizes a seminar on agile web content management (WCM) trends for 2010 and the Adobe Experience Manager (AEM, previously CQ5). It discusses 8 trends in agile WCM including: avoiding vendor lock-in through open standards like JCR and CMIS; mixing web applications on websites for greater flexibility; social features enabling user generated content; data-driven and component-based deployment; RESTful URLs; user behavior analytics for online marketing; support for technologies like Ajax, Flash, and Flex; and scalable cloud infrastructure. The seminar included a live demo of AEM and a question and answer session. Key topics were rebooting WCM for general purpose use on the web

1. 2-mar-2010
London, UK
Agile Edge Seminar
WCM Trends for 2010 and CQ5
David Nuescheler
CTO
Day Software
david@day.com

2. David Nuescheler Chief Technology Officer
david.nuescheler@day.com
David Nuescheler
JSR-170 Spec Lead
jsr-170-comments@jcp.org
David Nuescheler
Jackrabbit Committer / Member
uncled@apache.org David Nuescheler
TC Member / CMIS-JCR Liaison
david@day.com

3. 1 AGILE WCM TRENDS 2010
2 CQ5 LIVE DEMO
3 QUESTIONS & ANSWERS

4. Agility Stakeholders in WCM
Site Systems
Owner
CMO CIO
Business IT
Authors Developer

5. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

6. Good-bye
Vendor Lock-in.

7. Introducing the CM Cloud
WCM
COLLAB
PIM
SCM SOCIAL
RM DM DAM

8. Many different usecases.
Little agreement.

9. There is light.
The Content Repository.
All disciplines of CM
agree on the existence and the featureset
of a content repository

10. A Content Repository!?
CONTENT REPOSITORY
FEATURES OF AN FEATURES OF A
RDBMS FILESYSTEM
Transactions, Query, Structure, Integrity Binaries, Hierarchy, Locking, Access Control
+
ALL THE OTHER
GOOD STUFF
YOU ALWAYS WANTED
Unstructured, Versioning, Full-text,
Multi-Value, Sort-Order, Observation

11. A history of standards.
 DMA & ODMA
Document Management oriented Specification. Little Adoption.
No active specification development.
 WebDAV (& friends)
Filesystem (Resource) oriented Protocol Specification IETF.
Widely adopted. Every Desktop has WebDAV support.
Every CM Vendor Supports WebDAV.
No active specification development.
 JCR
Java Language API specification.
Functionally Broad. Wide adoption by Java
Applications. Active development.
 CMIS N
Document Management oriented Protocol TIO
IVE
ICA
CIF
Specification. Work in progress. Active SP
E
CT
development of the Specification.
A

12. Introducing JCR
170
283
12

13. 13

14. Known Compliant Repositories
(* partially using 3rd party connectors)
Exo
Apache Jackrabbit Oracle XML DB ECMS Platform Microsoft Sharepoint OpenText Livelink
Day CRX IBM FileNet P8 Xythos Repository Alfresco ECM Vignette V7
Interwoven Saperion +hund
r
regeds of TCKs
Repository IBM CM / Domino EMC Documentum Archive istered

15. Some known JCR Applications
Fast
BEA Portal Oracle WebCenter Enterprise Search
Sun JBoss Portal
OpenPortal Interface 21
Day Communique Spring Framework
DAM
magnolia WCMS Apache Sling Day Communique
Mindquarry Collab
Alfresco ECMS
Collaboration Apache Tapestry
QSLabs
Apache Compliance Day Communiqué
Cocoon WCMS
medic-2-medic IBM FileNet
Apache James Artifactory mapofmedicine WebSiteManager
Maven Proxy
Exo
ECMS Platform TYPO3
GX WebManager v5.0 WCM
InfoQ Hippo Liferay
Nuxeo ECM Online Community CMS Enterprise Portal
Jahia Sakai
Percussion Framework E-learning
Rhythmix QuickWCM Sourcemix
WCMS Lutece Sourcemix
Portal

16. Introducing CMIS.
TO
ED
P OS T
PRO
SIS
SEP 8
2005
OA
V0.

17. Agility Matters
NO LOCK-IN
MEANS AGILITY

18. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

19. Sites are Apps.

20. Application & WCM 1.0
pre 2009
WebApps miles WebSites
s
portalapps
business ets
extran rce
comme

21. Applications & WCM 2.0
header
nav title container
content
content
block
Progress label
Application
Content Block
Label
Label
Label
Cancel OK
labels
content
21

22. Mash it up...

23. Drag & Drop Integration
applications,
portlets, gadgets

24. Agility Matters
MIXING APPS
MEANS AGILITY

25. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

26. WCM is about
Agility

27. Adapt in changing markets
1 2 3
content structure logic
...well
you h that’s
ave a why
CMS
.

28. Data First.
Your content model is going to be...
...WRONG.
...it is
matt just a
er of
time

29. Componentized Deployment.
Your application is going to be...
...OUTDATED.
...or b
uggy
.

30. Agility Matters
PRESERVE AGILITY
ON ALL LEVELS

31. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

32. URLs matter
beyond SEO

33. REST
Learn to REST.
do th
ings
“web the
-way
”

34. Roy Fielding
Chief Scientist Day Software
Co-Founder and Creator of Apache WebServer Project
Co-Author of HTTP, URL, … standard specification
Founder of the Apache Software Foundation
VP of the Apache WebServer project
Author of the Apache license
Creator of the term “REST”
34

35. It’s the Web. URLs matter.
.../product.jsp?id=12346
Mistake 1 : Mistake 2: Mistake 3:
Addressing th
e “Script” .jsp? What the heck? Passing in “th
is”

36. Reclaiming the web.
RESTful URL decomposition
/cars/audi/s4.details.html
Content ...selects a
Repository Pa particular scr
th ipt

37. Agility Matters
WEB
ARCHITECTURE
BUILT FOR CHANGE

38. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

39. Users, not
surfers.

40. Users, are users, are users.
3 ±2
Authors 10
4 ±2
Intranet 10
5 ±2
Public 10

41. User Profile Management
Content Repository &
ntation
Name, Segme rmation
Email,
...
Every User of the website has a Profile / oup Inf
o
Gr
User Home
Private file Registration and
upload ontrteld d
Access Cntica
ol e Forms content
Authe
Highly Scalable
s
ate W ebPage Use
r Lic
riv
User P Use ense
r St s
atis &
tics

42. User Generated Content
Tightly Integrated
Start “small” and without entry barrier
Control all user generated content using flexible workflows for approval
Built for Enterprise Class DMZ and Load Balancing environments

43. <div class=”comment”>
Check out this site
<a href=”javascript:alert(‘ha’)”>this</a> site
</div>
<div class=”comment”>
Look at my profile <img src=”javascript:alert(‘ha’)”>
</div>
<div class=”comment”>
Cool <b>stuff</b>
<b onload=”alert(‘ha’)”>stuff</b>
</div>
XSS Protection
#1 Attack Vector on Web-Apps: Cross Site Scripting (XSS)
Needs sensible, not rigorous, escaping of HTML
Built-in XSS Protection Library - used in all Social Collab components & your JSPs
Configurable white list for flexible degree of freedom to user generated content

44. Agility Matters
SOCIAL MEANS
AGILE

45. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

46. Enable online
Marketing.

47. Baking vs. Frying
1 2
Baked Fried
(Static Delivery) (Dynamic Delivery)

48. Built-in Analytics
Any Event
(Click) Analytics Server
(embedded)
Send Event Plug-able Aggregator
Analyzes Request information (user,
content, event, ...)
Store Analytics Data
Pull Realtime
Analytics / Reports Persist all Analytics Information in the
Content Repository

49. Inside the Online Marketing
...and
win.
Identify Campaign Buy
Now!
Segment Target
the audience Campaigns

50. Traditional
Marketing
HiPPO*
*Highest Paid Person’s Opinion

51. MVT: Let your prospect decide.
Your rs
e
designe.
fav
Your s
HiPPO.
fave
Your te.
f avouri

52. Agility Matters
USER BEHAVIOUR
AGILE RESPONSE
REQUIRED

53. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

54. Web 2.0, Ajax,
Flash & Flex

55. Web 2.0: AJAX
JavaScript
ect full
dir ess
acc

56. Web 2.0: Flex
ActionScript
ect full
dir ess
acc

57. Web 2.0: Flash
ActionScript
ect full
dir ess
acc

58. Agility Matters
MORE
INTERACTIVE?
BUILD PROCESS?

59. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

60. Cloudy -
Stormy Traffic

61. “I need hardware to run WCM...”
Internet Connectivity? SAN / NAS Agreements Sizing CPUs?
Investment Purchase Order Cores? Disaster Recovery Backup
Rack space How much Disk? Operating systems JVM Version
root access? Clustering What Filesystems? Hosting costs
Firewall Network Zone Performance Tuning Unix Sysadmins
Load Balancer IP Address Who authorized this? Configuration
Web Server Latency Shipping Date Hardware Request Form

62. hardware
for rent.
CLOUD

63. Cloud = SaaS

64. Storm Traffic
server3
server2
server1
Q1 Q2 Q3 Q4

65. Scaling Options in ECM
1 2
“Ostrich”-style “Exception”-style
Copyright © 1993-2008 Day Software AG Configuring Clusters
1. Configuring Clusters
Several steps are needed to setup a Communiqué 4.x cluster with CRX 1.4 TarPM.
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66. Scaling Options in ECM
3
“Cloud”-style
Hot-Join
ster-
“ lu e”
c
born

67. Agility Matters
AGILE
INFRASTRCUTURE

68. 8 WCM Agility Trends
1 2 3 4
5 6 7 8

69. 1 AGILE WCM TRENDS 2010
2 CQ5 LIVE DEMO
3 QUESTIONS & ANSWERS

70. Rebooting WCM
Web means Business.
Business means Web.

71. Rebooting WCM
- 999-
1
It’s WebContent Management
WebSite

72. Rebooting WCM
-2009-
It’s Web ContentManagement
General Purpose

73. Rebooting WCM
Nutrition Facts
Serving Size 1 WCM Platform
2010+
Amount Per Serving
Calories from Duct Tape 0
% of Daily
Value**
Solid Web Platform 100%
Business Agility 100%
Cloud & Saas Ready 100%
Driving OpenSource 100%
Content Infrastructure 100%
Standards 100%
Duct Tape 0%
* Duct Tape is not only introduced into old and crusty solutions some of the
brand new solutions are slapped together from a bunch of open source
projects.
** Based on a healthy diet for Enterprises leveraging the Web as an important
means of driving business.

74. WCM Stakeholders
Site Systems
Owner
CMO CIO
Business IT
Authors Developer

75. Platform
Social
WCM DAM
Collab
+ Portal
+ BPM
Standardized Content Infrastructure
connector connector
CRX
JCR Compliant
Content Repository
connector connector
+ Search

76. demo

78. demo

80. demo

81. 1 AGILE WCM TRENDS 2010
2 CQ5 LIVE DEMO
3 QUESTIONS & ANSWERS

82. thank you.
(contact marie@day.com if
interested in a full-fledged demo)
http://www.flickr.com/photos/mcgraths
http://www.flickr.com/photos/ashleighthompson