Connecting the Experience: How APIs are Revolutionizing Commerce in the Age of the Consumer Embedding transactional capability within brand marketing to create digital experiences that bring a brand to life is a powerful new commerce strategy. But significant technical hurdles need to be cleared. How will your business overcome them? By harnessing API technologies, CIOs, digital CMOs, and developers are finding success in quickly delivering the perfect mix of content and commerce to every piece of glass, without the pain points or slow time to market normally associated with complex enterprise applications. Join Sal Visca, Chief Technology Officer, Elastic Path, as he reveals how the world's leading brands accelerate the customer journey by using Commerce Integration Platforms and hypermedia APIs to embed commerce software directly within the Adobe Marketing Cloud. If you’re in charge of IT strategy or implementation, don’t miss this revealing session. You’ll learn: - How to overcome technical and organizational challenges that block the delivery of experience-driven commerce. - How hypermedia API technology can embed transactional capabilities directly into Adobe Marketing Cloud. - How to build a best-of-breed, interoperable technology platform to spur innovation - How to make IT a super hero among your business users.

1. www.elasticpath.com!
Sal Visca!
CTO, Elastic Path!
Nov 19, 2014!
EVOLVE 2014
EXPERIENCE-DRIVEN COMMERCE!

2. Elastic Path is the leading independent enterprise
experience-driven commerce platform
• 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
2000
founded in Vancouver,
Canada
over $6.5 billion
customer revenue created annually
150+
customers
100%
MRR growth
#1
commerce blog
150+
professionals
Recognized as a “major player”

3. Agenda
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 #

4. Overcoming Technical and
Organizational challenges
that block the delivery of experience-driven commerce

5. Organizational Silos

6. Consumer digital experiences are disjointed
Source:
US
Cross-­‐Channel
Retail
Forecast,
2011
to
Catalog!Glossy!
2016,
Forrester
Research
Inc.,
October
2013

7. Immersive!
!
Engaging!
!
In-Context!
Jarring Consumer Journeys
Catalog-driven!Experience-driven!
Informational!
!
Data Overload!
!
Lack Context!

9. Many
new
Access-­‐points,
Touchpoints
Future-­‐proof
PlaDorm
PlaDorm
for
the
“unknown”

10. Elastic Path Edition for Adobe Experience Manager

12. An API approach to enabling
the Adobe Marketing Cloud!

13. Elastic Path for Adobe® Marketing Cloud

14. § Connects all data to Adobe
Marketing Cloud via hypermedia
Cortex API with Live Authoring
§ Exposes Core Commerce
capabilities via Cortex API
§ Enables commerce experiences
through the Internet Of Things
leveraging the Cortex API
§ Provides a way for partners to
integrate easily into the Elastic Path
ecosystem via Cortex API or
Enterprise Integration Framework
§ Enterprise Integration Framework brings in
data from other business platforms which can
then be exposed via Cortex API

15. PATENT-­‐PENDING
TECH
LEVEL
3
REST
intui9ve,
universal
LEVEL
2
REST
LEVEL
1
REST
SOAP
/
RPC
obscure,
proprietary
vs.
typical
plaDorm
LEVEL
3
REST
HYPERMEDIA
API
REDUCED
EFFORT
AND
COST
vs.
typical
pla?orm
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

16. APIs enabling transactional capabilities to be embedded
directly into Adobe Marketing Cloud!

17. Ecommerce and CMS platform capabilities are rapidly amalgamating
*
Commerce
and
Content:
The
Perfect
Couple
or
a
Tumultuous
Affair?
Forrester
Research
Inc.,
November
19,
2013

18. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager

19. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager

20. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components

21. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
Adobe
CMS
Data
Store

22. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
Adobe
CMS
Data
Store

23. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store

24. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK

25. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK

26. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Commerce
IntegraBon
PlaGorm
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK

27. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Commerce
IntegraBon
PlaGorm
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK
Connector

28. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK
Commerce
IntegraBon
PlaGorm
Connector

29. Customers,
Shoppers
&
Dealers
Adobe
Experience
Manager
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Cortex
SDK
Commerce
IntegraBon
PlaGorm
Connector
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling

30. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
Connector

31. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
Connector
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other

32. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework

33. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector

34. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector

35. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector
Custom
Connector

36. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector
Custom
Connector

37. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector
Custom
Connector
Custom
Components

38. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector
Custom
Connector
Custom
Components
Connector

39. Customers,
Shoppers
&
Dealers
Adobe
NaBve
Components
EP
Commerce
Components
Adobe
CMS
Data
Store
Commerce
Features
• Catalog
&
pricing
• Payments,
Taxes,
etc
• Order
handling
Adobe
Experience
Manager
Cortex
SDK
Commerce
IntegraBon
Enterprise
Systems
PlaGorm
DifferenBator
Features
• Store
inventory
• Retail
order
status
• Other
Connector
EAI
Framework
Standard
Connector
Custom
Connector
Custom
Components
Connector

40. Experience Manager
Component
Component
Component
Component
Component
Adobe Commerce API
AEM Integration Layer
CRX
Cortex SDK
AEM
AEM
Commerce
Elastic Path
Commerce Integration Platform
Resource
Binding
Core Commerce
Resource
Binding
Resource
Binding
Resource
Binding
Resource
Binding
Resource
Binding
Project
Extension
REST/HTTP
Resource
Binding
Java
Web Service
Pricing
Promotions
…
Other System
Other System
Marketing Cloud
Analytics
Target
Campaign

41. The Accelerating Need "
for Intelligent APIs
How to build a best-of-breed,
Interoperable technology platform "
to spur innovation

42. 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!

43. APIs to enable Digital Consumer Engagement
Some
Digital
MarkeZng
capabiliZes
that
will
benefit
from
good
APIs

44. Evolution of "
API technologies

45. 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 #

46. API Technologies “Hype Cycle”
RESTless SDK’s
SOAP
RMI
REST/JSON
Hypermedia
PubSub REST !

47. Hypermedia
SOAP
REST/JSON
Hypermedia moving past the hype
§ Standardization#
§ SDKs, tools#
§ Emerging frameworks#
§ Real-world usage
#
The time has come for intelligent APIs!

48. The Elastic Path
Approach to APIs

49. Richardson Maturity Model (RMM) – Levels of REST
References:
hp://marZnfowler.com/arZcles/richardsonMaturityModel.html
based
on
Leonard
Richardson’s
the
Richardson
Maturity
Model
(RMM)
hp://restcookbook.com/Miscellaneous/richardsonmaturitymodel/
hp://www.ics.uci.edu/~fielding/pubs/dissertaZon/top.htm

50. Elastic Path Cortex spans the API chasm to Level 3 REST
LEVEL 3 REST
LEVEL 2 REST
LEVEL 1 REST
PROVIDES:
Fully-defined hypermedia controls
Self-discoverable data shapes
NEED TO KNOW: Nothing
NO STANDARDS
Limited EXAMPLES
Limited FRAMEWORKS
CORTEX API
intuitive, universal
PROVIDES:
Resources, Verbs, Endpoint Links
NEED TO KNOW: Nothing
PROVIDES:
Resources, Verbs
SOAP / RPCNEED TO KNOW: Data Shapes, Endpoints
obscure, proprietary
PROVIDES:
Resources
NEED TO KNOW: Actions, Data Shapes, Endpoints
Fantasy
?
Zealot?
RESTafarian
?
PragmaZc
REST
?

51. 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#
hp://developers.elasZcpath.com/

52. APIs
Enabling the Digital Organization

53. EP Cortex – supporting the Consumer Journey
*
Commerce
Everywhere™
uses
a
patent-­‐pending
Level
3
REST
API
framework
to
streamline
the
integraZon
of
enterprise
commerce
funcZonality
into
client
applicaZons

54. Websites
Web
Storefront
Content
Management
System
(CMS)
Web Browser HTML5
ElasBc
Path
Cortex
API
ElasBc
Path
Digital
Commerce
Engine
Bindings
Bindings
to
3rd
Party
Commerce
IntegraBons
Catalog
Bindings
Bindings
to
3rd
Party
Services
Commerce
PlaDorm
Ecommerce
Sites
Tablets,
eReaders
Mobile
Handsets
Social
Digital
Catalog
Managers
©Copyright
2014
–
ElasZc
Path
Soiware
Inc.
All
rights
reserved.
Customer
Experience
System
(CES)
MarkeZng
Team
Digital
Assets
Campaign
Management
Search
and
Promote
AnalyBcs
and
PredicBve
MulBvariate
TesBng
Social,
Mobile
LocaBon-­‐Based
MarkeBng
Master
User
Profile
Media
Management
Digital
MarkeBng
Cloud
Systems
of
Record
Back
Office
Workers
Financial
Analysts
Digital
Products
Master
Product
Catalog
Enterprise
Bindings
System of Record API Services
CRM ERP OSS, BSS BI PIM, MDM
eCommerce
Store
Operators
Customer
Service
Reps
Product
Catalog
Managers
Merchandizing
Cart,
Checkout
Pricing
Coupons
PromoBons
PersonalizaBon
Search
MulB-­‐store
Tax
RaBngs/Reviews
Fraud
RecommendaBons
Payment
SubscripBons
Inventory
Orders
(OMS)
Digital
Delivery
AdministraBon
Physical
Products
DRM,
EnBtlements
VOD,
SVOD,
TVOD
OTT
Streaming
VCMS
ElasBc
Path
Core
Commerce
Commerce
IntegraBons
ElasBc
Path
Enterprise
Services
IntegraBon
Layer
EP
Catalog
API
Gateway
Native Apps
Mobile
POS
Wearable
Devices
GPS
Devices,
Beacons
Connected
Cars
Home
AutomaZon
Internet
of
Things,
M2M
In-­‐App
Connected
TVs,
IPTV,
STBs,
Game
Consoles
Digital
Retail
Stores

55. Summary

56. Summary
§ Tight integration between Content and Commerce is critical
for Experience Driven Commerce:#
à 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#
#

57. Continue the Discussion
1. Swing by our booth to further discuss our API and Commerce
Integration or for a demo (Booth #2)#
2. Email Sal@elasticpath.com to set up a 1:1 meeting with our
technologists#
3. Or try it out for yourself first: http://developers.elasticpath.com/
#
#

58. www.elasticpath.com!
Sal Visca!
CTO, Elastic Path!
Nov 19, 2014!
sal.visca@elasticpath.com!
2014 EVOLVE
EXPERIENCE-DRIVEN COMMERCE!