The difference of being the same

We revealed today that Episerver and Ektron have combined forces to create a new organization of scale, focused on digital experience

And despite the noise from the CMS paparazzi (who knew we had them?) since last December looking for a train wreck where there wasn't any (or trying to create one), there's an interesting sameness to each company that will contribute to a completely different way of solving the problem of creating great digital experiences.

Each company is approximately the same age, born in the early days of the Internet, and both have focused on the evolution from content management to experience management. And even though each started in a different geography, both have established a loyal following of thousands of organizations. And from my point of view, it's that loyal following that is the beginning of a key difference - a sharp focus on helping customer organizations be successful online.

In today's market, there is an undeniable need to engage customers and workers in their channel of choice. In fact, most organizations have no choice. We have voted, and we want to engage in the Internet of things, the explosion of connected devices that are widely used today. We regularly hear about convenience, self-service, and value that comes from through these channels. Yet we still face a surprising shortage of technical expertise in the teams that have been charged with engaging those online visitors. Our newly combined entity recognizes this gap, and is aligning our resources to build on our technical heritage to provide an assist. While other digital or customer experience systems in this market mimic the enterprise software playbook of the past, our organization embraces the power that has made the Internet an unstoppable force of change - openness and productivity.


Both companies have been pursuing a strategy of connectivity rather than chasing the enterprise legacy of an "all-in" monolith and the associated lock-in that enterprise software vendors have pursued for years. It's an essential element for organizations that are evolving their own digital strategy, or need the flexibility to adapt and change as their business and customers change over time.

At the new Episerver, we have an organization of like-minded people who consider it imperative to create an ecosystem of technology that provides our customers the best way forward to create exciting and compelling digital experiences for their customers – everywhere they engage. And we know we must do that in a way that doesn't push the burden of deep technical knowledge on to our customers. We consider it our role to bring our customers unique technical possibilities that are not only ready for today's connected customers, but are prepared for the next step before it actually arrives.


Further, both companies have been focused on usability and agility as a way to make our customers more productive. The key is to this focus is to understand what our customers actually want and need to achieve online, then designing systems that intuitively provide just that without the clutter or exposure to the details of what makes it all work. While it's important that the technology actually works, it's more important for the users of the system to move at the pace of the Internet, learning from each experiment and improving the experiences they deliver to every individual visitor they are able to attract.

This approach is in sharp contrast to the burgeoning behemoth enterprise technology vendors that seem to go out of their way to proudly expose their customers to the full glory of their technical prowess, forcing their users to learn the details of operation just to get their job done, let alone differentiate through the experiences they offer.

The new Episerver organization has a lot of work ahead, learning from each other's customers and innovating our own internal processes to make an even bigger impact on our solutions and time to market. It's all for a worthy cause - because in our view of the world, we need to focus on our main mission of helping our customers achieve digital success.

We strive and will continue to go all out to make a solution so good that no one will wish to choose anything else - because it can't be done in any better way. And that makes us very different indeed.

What's your point of view?