One of the biggest problems with advanced software isn't with the technology at all - it's the human element. As systems and services become more complex, they also become harder to use and harder to customize. An agile software platform becomes considerably less agile when every tweak, upgrade, and change requires the intervention of the IT department or other specialized technical professionals. CoreMedia is looking to solve this common conundrum for those in the content management sphere with its CoreMedia 6 content management platform and the new CoreMedia Studio feature, released on Jan. 26.
While CoreMedia 6 retains the ability to create and manage a variety of content for a site, the addition of CoreMedia Studio gives business users a straightforward interface to tune the business rules that apply to a site, determining what content is displayed to specific categories of users based on information such as geographic location, time of day, and the search terms that brought them to the site.
According to Glenn Conradt, vice president of global marketing and North America for CoreMedia, the key lies in empowering business users, due to their in-depth grasp of a business's objectives and audience. "Those users in the business are really restricted because of technology," says Conradt.
According to Conradt, CoreMedia Studio is more than just an online editor. "This is really where you design the experience," he says. "You have everything at your fingertips to be able to define the content and the understanding of the content, to preview the experience and actually deliver it."
"You don't have to run off to IT all the time if you want to do this," adds Conradt.
Along with the addition of CoreMedia Studio, CoreMedia 6 updates and expands on the range of customization and personalization options available for content, making it easier for non-technical users to create custom experiences for different mobile devices and to better profile users to fine-tune content experiences. "Today, we face the fact that most people are happy just to have built their websites and maybe have an iPhone app," says Conradt. "But to provide these relevant experiences, the first thing you have to do is look at what you have in terms of your audience."
Conradt uses the example of someone searching for a particular type of music to illustrate the sort of content customization available through CoreMedia 6. "If you do a search on Google, for example, for ‘jazz in San Francisco,' when you arrive at the website, you've already provided some information that would be important for the experience: jazz, San Francisco," he says. "So please don't show me jazz in New York, or show me a global website."
CoreMedia 6 also continues the company's history of providing a flexible API that can be integrated with a wide range of other systems, including IBM WebSphere and Salesforce. The platform has also been integrated with internally developed systems on a case-by-case basis. "A lot of the systems that we're working [with] are proprietary systems, legacy systems that manage the internal processes," says Conradt. "We've never had a customer with a problem that the API doesn't work [with]."
The release of CoreMedia 6 also coincides with the company's increasing presence in the United States. Until recently, the company has focused mainly on the European markets, working with companies such as Deutsche Telekom. In the past two years, however, it has begun investing increasingly in its US operations and taken on several major clients, including Internet Broadcasting, and the Association of American Medical Colleges. "We've moved from an opportunistic sort of organization in the US to having sales, marketing services, and an administrative head office here," says Conradt. "In the process, we've brought on people. We're up to 18 folks now, and included in that we've actually brought [over] one of the founders of the organization." With this expansion into the states, CoreMedia aims to continue its growth and bring simple CMS solutions to a whole new set of companies.