The document provides an overview of trends in web content management (WCM) for 2010 and beyond. It discusses the move away from vendor lock-in towards open standards like Java Content Repository (JCR) and Content Management Interoperability Services (CMIS). It also covers trends like social collaboration, dynamic delivery approaches like targeting and multivariate testing, and cloud-based scaling. Key technologies discussed include OSGi, REST, Ajax, and support for Flash, Flex and mobile access to content.

1. Mardi 17 Novembre 2009
Paris, la Défense
WCM Trends for 2010 and CQ5
David Nuescheler
CTO
Day Software
david@day.com

2. David Nuescheler Chief Technology Officer
david.nuescheler@day.com
David Nuescheler
JSR-170 Spec Lead
jsr-170-comments@jcp.org
David Nuescheler
Jackrabbit Committer / Member
uncled@apache.org David Nuescheler
TC Member / CMIS-JCR Liaison
david@day.com

3. WCM Stakeholders
Site Systems
Owner
CMO CIO
Business IT
Authors Developer

4. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

5. Good-bye
Vendor Lock-in.

6. Introducing the CM Cloud
WCM
COLLAB
PIM
SCM SOCIAL
RM DM DAM

7. Many different usecases.
Little agreement.

8. There is light.
The Content Repository.
All disciplines of CM
agree on the existence and the featureset
of a content repository

9. A Content Repository!?
CONTENT REPOSITORY
FEATURES OF AN FEATURES OF A
RDBMS FILESYSTEM
Transactions, Query, Structure, Integrity Binaries, Hierarchy, Locking, Access Control
+ GOOD STUFF
ALL THE OTHER
YOU ALWAYS WANTED
Unstructured, Versioning, Full-text,
Multi-Value, Sort-Order, Observation

10. A history of standards.
 DMA & ODMA
Document Management oriented Specification. Little Adoption.
No active specification development.
 WebDAV (& friends)
Filesystem (Resource) oriented Protocol Specification IETF.
Widely adopted. Every Desktop has WebDAV support.
Every CM Vendor Supports WebDAV.
No active specification development.
 JCR
Java Language API specification.
Functionally Broad. Wide adoption by Java
Applications. Active development.
 CMIS TIO
N
IVE
ICA
CIF
Document Management oriented Protocol SP
E
CT
Specification. Work in progress. Active
development of the Specification.
A

11. Introducing JCR
170
283
11

12. 12

13. Known Compliant Repositories
(* partially using 3rd party connectors)
Exo Microsoft
Apache Jackrabbit Oracle XML DB ECMS Platform Sharepoint OpenText Livelink
Day CRX IBM FileNet P8 Xythos Repository Alfresco ECM Vignette V7
Interwoven Saperion +hund
red
Repository IBM CM / Domino EMC Documentum Archive regists of TCKs
ered

14. Some known JCR Applications
Fast
BEA Portal Oracle WebCenter Enterprise Search
Sun JBoss Portal
OpenPortal Interface 21
Day Communique Spring Framework
DAM
magnolia WCMS Apache Sling Day Communique
Mindquarry Collab
Alfresco ECMS
Collaboration Apache Tapestry
QSLabs
Apache Compliance Day Communiqué
Cocoon WCMS
medic-2-medic IBM FileNet
Apache James Artifactory mapofmedicine WebSiteManager
Maven Proxy
Exo
ECMS Platform TYPO3
GX WebManager v5.0 WCM
InfoQ Hippo Liferay
Nuxeo ECM Online Community CMS Enterprise Portal
Jahia Sakai
Percussion Framework E-learning
Rhythmix QuickWCM Sourcemix
WCMS Lutece Sourcemix
Portal

15. Introducing CMIS.
TO
SED
PO T
PRO
ASIS
SEP 8
0
20 .5
O
V0

16. JCR vs. CMIS
Goals & Bodies
JCR CMIS VS.
Java Language API Bindings SOAP & AtomPub Protocol Bindings
Large Expert Group Large Technical Committee
v2.0 released pre v1.0 Public Review
RELATION
COMPLEMENTARY

17. JCR vs. CMIS
Scope comparison
SCM
COLLAB
WCM
JCR CMIS
SOCIAL PIM
VS.
SCM
COLLAB
WCM
SOCIAL PIM
RM DM DAM RM DM DAM
General Purpose
Content Repository RELATION Focused
Document Management
Model COMPATIBLE Model
SUBSET

18. JCR vs. CMIS
Compatibility
JCR CMIS VS.
Apache Chemistry makes every
JCR compliant repository CMIS
compliant. Automatically. No
work involved.
RELATION
COMPATIBLE

19. JCR vs. CMIS
What, when?
JCR CMIS VS.
Apache Chemistry makes every
JCR compliant repository CMIS
compliant. Automatically. No
work involved.
RELATION
COMPATIBLE

20. Tech Buzzword Bingo
JCR & CMIS

21. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

22. Sites are Apps.

23. Application & WCM 1.0
pre 2009
WebApps miles WebSites
portalspps
business ats
extranerce
comme

24. Applications & WCM 2.0
header
nav title container
content content
block
Progress label
Application
Content Block
Label
Label
Label
Cancel OK
labels
content
24

25. Mash it up...

26. Drag & Drop Integration
applications,
portlets, gadgets

27. Tech Buzzword Bingo
PORTLETS &
OPENSOCIAL

28. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

29. WCM is about
Agility

30. Adapt in changing markets
1 2 3
content structure logic
...well
t
you h hat’s why
ave a
CMS
.

31. Data First.
Your content model is going to be...
...WRONG.
...it is
matt just a
er of
time

32. Componentized Deployment.
Your application is going to be...
...OUTDATED.
...or b
uggy
.

33. Tech Buzzword Bingo
OSGI & DATA
FIRST

34. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

35. URLs matter
beyond SEO

36. REST
Learn to REST.
do th
i
“web ngs the
-way
”

37. Roy Fielding
Chief Scientist Day Software
Co-Founder and Creator of Apache WebServer Project
Co-Author of HTTP, URL, … standard specification
Founder of the Apache Software Foundation
VP of the Apache WebServer project
Author of the Apache license
Creator of the term “REST”
37

38. It’s the Web. URLs matter.
.../product.jsp?id=12346
Mistake 1 : Mistake 2:
Addressing th Mistake 3:
e .jsp? What the
“Script” heck? Passing in “this”

39. Reclaiming the web.
RESTful URL decomposition
/cars/audi/s4.details.html
Content ...selects a
Repository Pa particular scr
th ipt

40. Tech Buzzword Bingo
REST

41. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

42. Users, not
surfers.

43. Users, are users, are users.
3 ±2
Authors 10
4 ±2
Intranet 10
5 ±2
Public 10

44. User Profile Management
Content Repository &
ntation
Name,
Email, Every User of the website has a Segme rmation
Info
... Group
Profile / User Home
Private file Registration and
upload ntro led
s Coticateld Forms content
Acces en
Auth
Highly Scalable
s
ebPage Use
rivate W rL
Use icense
User P r St s
atis &
tics

45. User Generated Content
Tightly Integrated
Start “small” and without entry barrier
Control all user generated content using flexible workflows for approval
Built for Enterprise Class DMZ and Load Balancing environments

46. <div class=”comment”>
Check out this site
<a href=”javascript:alert(‘ha’)”>this</a> site
</div>
<div class=”comment”>
Look at my profile <img src=”javascript:alert(‘ha’)”>
</div>
<div class=”comment”>
Cool <b>stuff</b>
<b onload=”alert(‘ha’)”>stuff</b>
</div>
XSS Protection
#1 Attack Vector on Web-Apps: Cross Site Scripting (XSS)
Needs sensible, not rigorous, escaping of HTML
Built-in XSS Protection Library - used in all Social Collab components & your
JSPs
Configurable white list for flexible degree of freedom to user generated
content

47. Tech Buzzword Bingo
SOCIAL
COLLABORATION

48. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

49. Enable online
Marketing.

50. Baking vs. Frying
1 2
Baked Fried
(Static Delivery) (Dynamic Delivery)

51. Built-in Analytics
Any Event
(Click) Analytics Server
(embedded)
Send Event Plug-able Aggregator
Analyzes Request information (user,
content, event, ...)
Store Analytics Data
Pull Realtime
Persist all Analytics Information in
Analytics / Reports
the Content Repository

52. Inside the Online Marketing
...and
win.
Identify Buy
Campaign
Now!
Segment Target
the audience Campaigns

53. Traditional
Marketing
HiPPO*
*Highest Paid Person’s Opinion

54. MVT: Let your prospect decide.
Your rs
ne
desigve.
fa
Your
HiPPOs
fave.
Your te.
favouri

55. Tech Buzzword Bingo
FRYING,
TARGETING &
MVT

56. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

57. Web 2.0, Ajax,
Flash & Flex

58. Web 2.0: AJAX
JavaScript
direct full
access

59. Web 2.0: Flex
ActionScript
direct full
access

60. Web 2.0: Flash
ActionScript
direct full
access

61. Tech Buzzword Bingo
ACTION SCRIPT &
AJAX SUPPORT

62. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

63. Cloudy -
Stormy Traffic

64. “I need hardware to run WCM...”
Internet Connectivity? SAN / NAS Agreements Sizing CPUs?
Investment Purchase Order Cores? Disaster Recovery Backup
Rack space How much Disk? Operating systems JVM Version
root access? Clustering What Filesystems? Hosting costs
Firewall Network Zone Performance Tuning Unix Sysadmins
Load Balancer IP Address Who authorized this? Configuration
Web Server Latency Shipping Date Hardware Request Form

65. hardware
for rent.
CLOUD

66. Cloud = SaaS

67. Storm Traffic
server3
server2
server1
Q1 Q2 Q3 Q4

68. Scaling Options in ECM
1 2
“Ostrich”-style “Exception”-style
Copyright © 1993-2008 Day Software AG Configuring Clusters
1. Configuring Clusters
Several steps are needed to setup a Communiqué 4.x cluster with CRX 1.4 TarPM.
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69. Scaling Options in ECM
3
“Cloud”-style
Hot-Join
c r-
“ lustee”
born

70. Tech Buzzword Bingo
NATIVE CLOUD
SUPPORT

71. 8 Top Industry Trends 2010+
1 2 3 4
5 6 7 8

72. Rebooting WCM
Web means Business.
Business means Web.

73. Rebooting WCM
- 999-
1
It’s WebContent Management
WebSite

74. Rebooting WCM
-2009-
It’s Web ContentManagement
General Purpose

75. Rebooting WCM
Nutrition Facts
Serving Size 1 WCM Platform
2010+
Amount Per Serving
Calories from Duct Tape 0
% of Daily
Value**
Solid Web Platform 100%
Business Agility 100%
Cloud & Saas Ready 100%
Driving OpenSource 100%
Content Infrastructure 100%
Standards 100%
Duct Tape 0%
* Duct Tape is not only introduced into old and crusty solutions some
of the brand new solutions are slapped together from a bunch of
open source projects.
** Based on a healthy diet for Enterprises leveraging the Web as an
important means of driving business.

76. Your next RFP for CMS:
ACME CORP WCM RFP:
Do you support JCR?
Is your software a portlet container & OpenSocial container?
Does your system support Data First & OSGI?
Is your system based on a REST architecture?
Do you support built-in social-collab?
Do you have a Dynamic Delivery? Are you frying or baking?
Do you have live access to content for Flash, Flex & Ajax?
Do you support Cloud Style scaling?

77. thank you.