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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!!

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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!!