Is the “headless CMS” a new concept, or a restyle from a decade ago? When you adopt headless, how do you manage your actual channels? This unconventional session features a business stakeholder and technologist trying to solve their respective problems: establishing a compelling omni-channel digital experience that can easily be managed by business users on a global scale-and deploying systems and technologies to keep it manageable, agile and future proof. By the time you leave, you will understand where the World Wide Web is heading.

1. The headless CMS and
website delivery conundrum
Arjen
van den Akker
@ArjenvdAkker
Arjan
Van Rooijen
@ArjanVanRooijen
co·nun·drum (kə-nŭn′drəm)
A paradoxical, insoluble,
or difficult problem; a dilemma

2. 2000 2005 2010 2015
WCMIndustryCapabilities
RSS
Versioning
Workflow
Publishing
Collaboration Multi-channel
Taxonomies
Targeting
Mobile Widgets
Personalization
In-context
editing
Globalization
Visitor intelligence
2020
The Digital Experience Evolution
WCMIndustryCapabilities
Workflow
Multi-channel
Taxonomies
Multi-channel
Targeting
Mobile Widgets
Personalization
In-context
editing
Globalization
Visitor intelligence
Semantic content
Dynamic
publishing
models
Hybrid
publishing
models
Static
publishing
models
Web
1.0
Web
2.0
Web
3.0
Web Content
Management
Web Engagement
Management
Digital Experience
Content mash-ups
API Brokers
Contextual content
Web Hooks
Content as a service
REST
@ArjenvdAkker@ArjanVanRooijen
Omni-channel

3. Headless CMS
micro services / REST API / JSON
The Headless CMS
Any channel, IoT,
future inventions
forms based entry
Content editors
@ArjenvdAkker@ArjanVanRooijen

4. Headless CMS
The Conundrum
Any channel, IoT,
future inventions
forms based entry
Content editors
Web apps
??? micro services / REST API / JSON
@ArjenvdAkker@ArjanVanRooijen

5. Head Optional CMS
A “head-optional” CMS solves the Conundrum
Any channel, IoT,
future inventions
wysiwyg & forms
Content editors
micro services / REST API / JSONWeb apps
@ArjenvdAkker@ArjanVanRooijen

6. 2000 2005 2010 2015
WCMIndustryCapabilities
RSS
Versioning
Workflow
Publishing
Collaboration Multi-channel
Taxonomies
Targeting
Mobile Widgets
Personalization
In-context
editing
Globalization
Visitor intelligence
2020
WCMIndustryCapabilities
Workflow
Multi-channel
Taxonomies
Targeting
Mobile Widgets
Personalization
In-context
editing
Globalization
Visitor intelligence
Semantic content
Dynamic
publishing
models
Hybrid
publishing
models
Static
publishing
models
Web
1.0
Web
2.0
Web
3.0
Web Content
Management
Web Engagement
Management
Digital Experience
Content mash-ups
API Brokers
Contextual content
Web Hooks
Content as a service
REST
Multi-channel
Omni-channel
The Digital Experience Evolution
@ArjenvdAkker@ArjanVanRooijen

7. CMS
Disjointed visitor experiences
Content editors Merchandizers Tech doc editors
shop.(w+).comwww.(w+).com
support.(w+).com
docs.(w+).com
eCommerce DITA CCMS

8. Unified Experience Management
shop, www, support, docs,
any channel, IoT, …
Unified Content Delivery microservices
Decoupled architecture
Web apps
CMS
Content editors Merchandizers Tech doc editors
eCommerce DITA CCMS

9. 9
Pros & Cons
Traditional CMS
Headless
CMS
Unified Content
Delivery CMS
Cloud Mostly PaaS Native SaaS Hybrids
WYSIWYG editing
Solid workflows etc
Frontend WebApp
Personalization
Omni-channel
Componentized content
REST Microservices
Unified Experiences
@ArjenvdAkker@ArjanVanRooijen

10. 10
Key takeaways
Consider traditional AND new WCM
requirements
Headless ≠ Decoupled, but you need both
Use shared content & context
@ArjenvdAkker@ArjanVanRooijen

11. Q&A
@arjenvdakker@nunolinhares

12. 12
CustomerData
Analytics
CRM DAM PIM …
Language
Digital
Experience
Touchpoints
Content & Context Engine
Structured
Content
Web
Content
Content Interaction Services
Experience Optimization
Audience Manager
Rich Media
Content
eCommerce
Translation Services
Translation Technology
Industry Solutions

13. The headless CMS and
website delivery conundrum
Arjen
van den Akker
@ArjenvdAkker
Arjan
Van Rooijen
@ArjanVanRooijen
THANK YOU