SDL Proprietary and Confidential

How Should Your CMS Fit into Your Mobile Strategy?

Ian Truscott, VP Content Marketing, SDL

@iantruscott | #gilbane

What you may not know about SDL

SDL provides Web Content Management solutions to over 600

customers across 5 continents and has leadership positions in

Forrester Wave and Gartner Magic Quadrant

Questions from Gilbane…

In order to answer those questions – I have questions of my own..

Talking points

Why are we “doing mobile”?

Hasn’t responsive solved

all our problems?

What is the impact on our CMS and

content operations?

How do we decide on the right approach?

Why are we doing this?

Is Responsive the solution?

Is Responsive the solution?

More than half of consumers who’ve shopped on their

mobile have abandoned a purchase because of poor

navigation

Responsive could mean compromise

A “mobile first”

strategy is as

relevant as an “IE

first” strategy

So mobile first then?

Being on a mobile device is just one piece of

the context puzzle about this visitor

Mobile is just context

Aged

23

French

Canada

Bought

a coat

Looking

for store

address iPhone

Maybe better context is here – what’s on TV?

Is this mobile?

Rewind: Which Direction?

How do you decide? Eight Questions

Eight Questions

Eight Questions

Eight Questions

Lexus

Finally! What does this mean for your CMS? (4 quick points…)

#1 We are no longer

publishing web

pages

• We are assembling dynamic omni-

channel user experiences based on

content components

• We need to think content forwards

not page backwards

#2 We need to be serious about

separation of content from

presentation – and help our

authors

#3 We need to rethink our

deployment models

#4 We need to think carefully about

our content model • How do you manage variants?

• How do you manage navigation relationships?

• How do maintain our CMS principles of “change once

publish everywhere”?

Our editor

experience needs to

be mobile too – todays

employees will expect business

tools to be mobile

Solution Stack

Personalization | targeting

| measure

eCommerce | banking | booking

Let’s review those questions from Gilbane…

• Should your CMS manage all mobile content?

• Should that include apps as well?

• Is mobile content delivery by the CMS active or passive?

• Where does the delivery layer reside?

• Is data incorporated by the mobile app or by the CMS?

• Should you create a separate system just for managing mobile content?

• Should your WCM mind its business and stick to the Web?

• Should your other CMSs stay with whatever enterprise applications they support?

Have we done our homework?

Thank You!

•Ian Truscott, VP Content

Marketing, SDL

•@iantruscott | #gilbane