With 25 years of history and 178 million active public websites around the world, you would think that the backbone technology for websites would be mature, sophisticated, basically done as a market. But it's simply not true. Web content management (WCM) systems are still in their infancy. Here's the one-minute history:
- 1995. These ever-changing systems first had to learn to deliver content interactively, tailoring the experience to the needs of the day. Think Yahoo.com.
- 2000. Then they had to deliver business services directly into customers' hands. Think eBusiness.
- 2010. Then they had to deliver experiences on smartphones and tablets. Think Google Maps app.
- 2015. And now they have to deliver highly personal digital experiences on any device directly into a customer's immediate context and moments of need along every step of her journey (see Figure 1).
- 2020. What's coming next? Well, let's get the platforms up to 2015 requirements first. But those of you with a future slant need to be thinking about modern app architectures, where the building blocks -- content systems, digital insights, customer databases, integration, delivery tier, and so on are decoupled to handle IoT, glanceable moments on wearables, and a gazillion other digital scenarios.