Adobe Experience Manager (AEM) as a Cloud Service: What’s it mean for marketers?

In January 2020, Adobe announced Adobe Experience Manager as a Cloud Service. Katelyn Booth, a TPG in-house AEM-certified expert, explains more in this blog post

Written by Majda Anwar

March 6, 2020

In January 2020, Adobe announced the availability of Adobe Experience Manager (AEM) as a Cloud Service. This highly-anticipated announcement could mean a lot of change for marketers currently using the application. It also presents an opportunity for marketers who previously didn’t consider the tool.

We took a moment to speak with one of our resident Adobe-Certified Experts, Katelyn Booth, to get a better understanding of what this means for marketers and the industry.

Katelyn, can you first give us some background about Adobe Experience Manager?

Customer experience is the competitive battleground where informed customers expect personalized omni-channel messaging at any given time. Marketing and IT departments are challenged to adapt with agility to changing demands, but struggle to maintain complex MarTech stacks that achieve an optimal digital customer journey.

Connect with Katelyn on LinkedIn or contact us.

Adobe Experience Cloud addresses this challenge by offering a holistic product solution designed to deliver personalized content at any touchpoint. At its core, Adobe Experience Manager combines flexible experience management applications to enable needed customization – but it’d remained exclusive for enterprises that could maintain on-premise or managed services.

What have you noticed about AEM over the years that think drove Adobe to change from on-premise software now?

Even enterprise customers found AEM difficult to maintain. They were limited by capabilities available in a specific version that quickly became outdated with every new release. Developers couldn’t implement current best practices if their instance didn’t support the latest enhancements, so they often continued operating status quo.

This caused an enormous undertaking prior to platform migration to refactor and test code before cut-over … and some companies still use legacy versions due to high investment costs associated with upgrades.

This business model wasn’t sustainable for Adobe. It needed adjustments to remain competitive and attract new customers by lowering adaptation barriers.

Sounds like taking AEM to the cloud will be great for current customers, but let’s talk about how this will affect marketers who don’t use AEM. How would you describe AEM as a Cloud Service?

AEM as a Cloud Service offers robust out-of-the-box capabilities that compliment customization and continuously improve to deliver readily available features across the user network at the speed the market demands.

Adobe revealed the latest evolution with AEM as a Cloud Service which offers SaaS-like agility to leverage capabilities within minutes and deploy dynamic content within weeks as opposed to months as the industry standard. The modernized architecture streamlines cloud services with built-in integrations to significantly reduce dependence on development and promote faster innovation.

What client use cases do you think will be solved with an AEM Cloud solution?  

AEM as a Cloud Service would be a great solution for mid-sized organizations that need to stand up a new instance utilizing dynamic personalization within weeks supported by industry-leading enterprise innovations.

According to Adobe, results show 50% faster ingestion time, a 40% increase in administrative efficiency, and a more than 20% increase in author productivity from early adopters of mid-market to large enterprise companies using the application. 

What are you most excited about for AEM Cloud?

The ability to integrate AEM with the rest of the MarTech stack. With the average marketing organization using up to 91 different tools, I’m VERY excited about this!

AEM as a Cloud Service supports greater enablement by marketing technologists to implement integrations with other cloud service products and leverage new features without limited development involvement to improve efficiency and reduce operating costs.

Product Benefits Include:

  • Faster time to value 
  • Cloud agility
  • Better customer experience
  • Omni-channel experiences 

How often we will see updates to AEM as a Cloud Service? What’s new with the initial release?

AEM as a Cloud Service will always operate on the most current version by deploying nightly releases. This eliminates the need for quarterly releases and platform upgrades that ultimately delayed them from being widely implemented.

Businesses will benefit from verified enterprise-use cases that set precedent for flawless execution. The SaaS-like application is secure, scalable, and agile to support the flexibility needed to support data-driven experiences for B2C and B2B companies alike.

What questions do you think current AEM customers will have for this new cloud offering?

Q: Will continuous system updates cause frequent downtime?

A: No downtime is expected from the nightly updates and there’s significantly less risk associated with small reoccurring releases.

Q: Will there be new releases for on-premise customers?

A: While this hasn’t been directly addressed by Adobe, it seems highly unlikely at this time. Adoption of current customers is essential!

If you ‘d like to connect with Katelyn with follow-up questions or to learn more about AEM as a Cloud Service, you can reach her via LinkedIn or contact us.

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