Adobe Partners With hybris: What It Means

Adobe recently announced its partnership with hybris. This deal has been a poorly kept secret as Adobe waited to make public announcements at its customer summit even after it has been out selling the joint solution and working with partners. Adobe is integrating the hybris commerce platform with  Adobe's Web Experience Management (WEM) solutions, an artist formerly known as Day CQ5. This is intended to add commerce capabilities to the CMS/CXM solution represented by WEM. Companies should consider a number of things when evaluating this product relationship between hybris and Adobe, including:

  • There is a lot of overlap in CMS capabilities; evaluate your real needs carefully. As with other leading enterprise commerce platforms, hybris has many WCM capabilities to support site management, merchandising, landing pages, etc. With Adobe’s WEM there will be many overlaps with the hybris capabilities. While the CQ5 product is a leading WCMS solution, notable benefits of Adobe’s WEM over hybris may be primarily limited to workflow and rich content repository. While growing in importance, these capabilities may go underutilized inside many eCommerce teams and multichannel solutions today. This same question will be important for companies evaluating Oracle's ATG, Endeca, and Fatwire solutions together, or other combinations of commerce platforms and WCMS or CXM solutions.
  • The heart of the value for Adobe customers will be product content management (PCM), not eCommerce. When Endeca was representing hybris in North America prior to the Oracle acquisition of Endeca, the key opportunity there was not in the hybris eCommerce solution, but rather in the hybris PCM solution. PCM is an evolution of product information management but oriented to the extended content and attribution products required in the global multichannel commerce environment companies are operating in today. Hybris’ solution, together with the likes of Stibo and Heiler, fill a critical content management need that WCMS solutions cannot meet. Expect the hybris PCM solution to support the Adobe WEM and CXM solutions well.
  • Adobe will need to prioritize commerce to get real traction. Let’s face it: selling commerce suites and platforms is a hassle. As a client of these solutions you make life hard, involving many stakeholders and involving many requirements that a solution vendor or service provider has to address to sell a solution. Lead times for that can be 3-5 months just to select and vet the solution. And this is how it should be, these are critical and strategic solutions for you. Will Adobe business development staff understand these needs, understand these new stakeholders and stick with a process that long? Will commerce be anything other than opportunistic for teams marketing and selling content, analytics, imaging, and optimization tools? Adobe says yes, we will have to see.

Where does this lead? Many clients have been asking me about hybris. After Oracle’s acquisition of ATG, Endeca, Fatwire, and RightNow* for many an obvious question is “what happens to hybris?” I do not want to propagate rumor or speculation (OK, maybe I do just a little bit . . . ), but an obvious outcome of the Adobe relationship could be an Adobe acquisition of hybris. Much will depend on Adobe’s success or failure at marketing a very different type of enterprise solution – one with significantly longer lead times than analytics, optimization, imaging, or arguably even content management. And based on Demandware’s recent IPO and current valuation – if Adobe is interested in buying hybris –  the price just went up.

 *The Oracle acquisitions are not necessarily in that order . . .  keeping track of Oracle’s acquisition sequence is an analyst’s parlor game.

Comments

hybris Adobe Relationship

Brian:

Good insights. Nice job. See you in Chicago at IRCE....

Burton

Hi Brian Read with great

Hi Brian
Read with great interest, especially after hybis acquisition of iCongo too - where does that platform go now?

Keep up the great work,
Mark.

Corrections

Hi,

According to the press release you linked to, this partnership was announced in March, not "earlier this week.” You may have meant to link to Adobe’s press release about one of the results of that partnership, which was announced this week.

Adobe Announces Commerce Capabilities for Web Experience Management
http://www.adobe.com/aboutadobe/pressroom/pressreleases/201205/051512Ado...

Also, there’s a broken cross-link in the post; here is the correct link:

How To Find Solutions Now For Your eCommerce Content Conundrum
http://blogs.forrester.com/brian_walker/10-12-21-how_to_find_solutions_n...

Bang on the money

This is a highly accurate and insightful view, in particular the use of high end content management capabilities in a commerce environment. Rightly or wrongly it is interesting that the CMS capability for complex workflow, rich content repository and sophisitcated content versioning are not top of the list in selections when customers are looking at eCommerce platforms. What I think could be interesting here is not necessarily the CMS from (although it has value in certain enviornments) Adobe but integration of other Adobe products further down the road to allow greater personalisation and analytics driven, dynamic decision making in the multi-channel applications that hybris supports. That could be a game changer if it ever becomes a reality, especially if managed from a single set of business tools - i.e. the hybris cockpit

Mark Adams

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