The Rise of the Experience Web - Peter Walsh - Acquia
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1
!The Rise of the
Experience Web:!Why Your Company Must Adapt to Survive
!Peter Walsh, Regional Director UK!
7th October 2014!!
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.
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70% of the companies that were on the Global 500 l ist a mere 10 years
ago have now vanished
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No Industry is Immune to Disruption
Acquia Engage - The Digital Business Conference Innovate. Transform. Disrupt.
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Innovation and Agility Create Winners
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The “Photographic Apparatus”
“the photographic apparatus” 1839
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it was so simple!
Fig. 1 Fig. 2 Fig. 3 Fig. 4
Fig. 5 Fig. 6 Fig. 7 Fig. 8
Fig. 9 Fig. 12
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“the kodak” 1885
it got simpler
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1850
1920
1950
1970 1990
2000
2010
but that was just the beginning
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35mm spawned a whole ecosystem
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!
Load Shoot Unload Develop Enlarge Print Store Share
35mm
if we map the user’s journey...
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!
Load Shoot Unload Store Share
35mm instamatic 1985
each advance removes steps…
Develop
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!
Load Shoot Store Share
polaroid 1970
reduces effort…
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!
Shoot Store Share
and simplifies the process
canon digital 2000
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Shoot Store share
iPhone 2007
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it’s all about the experience
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optics eyeglasses
telescope 1600 physics
mechanics
lenses }
innovation enables experience
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camera one print 1800 silver nitrate
metallurgy
chemistry }
innovation enables experience
optics eyeglasses
telescope 1600 physics
mechanics
lenses
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film many prints 1900
printing
textiles
plastics }
innovation enables experience
camera one print 1800 silver nitrate
metallurgy
chemistry } optics eyeglasses
telescope 1600 physics
mechanics
lenses
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electronics
LCD screen
sensor 1990 digital } innovation enables experience
film many prints 1900
printing
textiles
plastics }
camera one print 1800 silver nitrate
metallurgy
chemistry } optics eyeglasses
telescope 1600 physics
mechanics
lenses
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let’s apply this to
the web
static web 1990 browser
html
http }
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php
dynamic web 1995 mysql apache } Linux
static web 1990 browser
html
http }
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content
profile
template
deploy plan
design
paywall
auth system
error handler
xml/json/rss
file system
email handler
css/js db schema queries relate data
geo integration seo
rest auth
backup system
web service
The site builders journey in the dynamic web
caching rest endpoint
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assembled web modules
2005 } themes
web services
php
dynamic web 1995 mysql apache } Linux
static web 1990 browser
html
http }
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content
profile
template
deploy plan
design
paywall
auth system
error handler
xml/json/rss
file system
email handler
css/js db schema querys relate data
geo integration seo
rest auth
backup system
web service
caching rest endpoint
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The assembled web made the journey many times simpler
ontent
core modules theme content deploy configure
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assembled web modules
2005 } themes
web services
php
dynamic web 1995 mysql apache } Linux
static web 1990 browser
html
http }
What Is Next?
? 2015 }
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The next 10 years will bring a
new wave of innovation
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35
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Uber
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All these technologies will
come together
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assembled web modules
2005
} themes
web services
php
dynamic web 1995 mysql apache } Linux
static web 1990 browser
html
http }
2015 } We are at the beginning of the fourth wave experience
web
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what is the !Experience web?!
1 commerce 2 search
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STEP
1 Catalog
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STEP
2 Website
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STEP
3 Find + Select
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STEP
4 Add to cart
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STEP
5 Create Account
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STEP
6 Enter Payment
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STEP
7 Enter Shipping Info
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STEP
8 Review + Submit
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STEP
9 Product Shipped
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STEP
10 Wait 3-5 Days
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Imagine what it could look like.
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STEP 1
catalog
STEP 2
website
STEP 3
find
STEP 4
add to cart
STEP 5
account
STEP 6
payment info
STEP 7
address
STEP 8
review
STEP 10
wait
STEP 9
ship
Identity provider
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STEP 8
review
STEP 10
wait
STEP 9
ship
Drone Delivery
STEP 10
ship
STEP 1
catalog
STEP 2
website
STEP 3
find
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STEP 9
ship
STEP 1
catalog
STEP 2
website
GOOGLE glass + rfid
STEP 8
review
STEP 3
find STEP 2
Glass
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STEP 2
Glass
STEP 10
ship
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From “1-click purchase” to “1-blink purchase”
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what is the experience web?
1 commerce 2 search
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what is the experience web?
1 commerce 2 search
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Search was just search
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Search was just search
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Search is becoming an experience
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Search is becoming an experience
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Will it be the whole experience?
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in this future what is our
role?
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“disintermediation”
( a b i g w o r d f o r c u t t i n g o u t t h e m i d d l e m a n )
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The web is disintermediating
brick and mortar
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Google is disintermediating
the web
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Chrome chromecast
Maps
Drive
Glass Nexus Nexus
car
wallet
Gmail
Google+
Google now youtube
nest
it’s not just google experience
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experience
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let’s talk about how this affects
drupal
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The open web is closing up
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We won’t be able to stop it
It drives business
$ It’s easier for users
C B A
flights from Boston"
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google is the big box of the web
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On the other hand
Brands want to own the experience 2
Brands don’t want to share customers 1
Brands don’t want to share customers 1
My recent Amazon purchases"
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Brands want to own the experience 2
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DRUPAL.!EVERYWHERE.!
NBC standardized on Drupal across entertainment, news, and sports sites
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300 completely custom artist experiences on Drupal
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!The Rise of the
Experience Web:!Why Your Company Must Adapt to Survive
!Peter Walsh, Regional Director UK!
7th October 2014!!