Experience Optimization, Insights

Google vs. Oracle: What It Means For Your Mobile Strategy

Google vs Oracle

Earlier this month, Google officially filed its appeal to the Supreme Court in the company’s epic battle with Oracle. The move was not a surprise to those who have been following the case, which has now raged on for over 4 years. The implications could be significant for organizations looking to define a long-term mobile strategy.

The fight concerns Java, the language at the center of Google’s Android platform. Oracle, which bought Java creators Sun Microsystems in 2010, attempted to strike a licensing deal with Android for the APIs used to create their now-ubiquitous operating system, before filing suit in August 2010. After trying unsuccessfully to sort out their differences at the district court level, the Google-vs-Oracle fight has reached the highest court in the land, where justices who can barely send an email will debate the right of companies to copyright open-sourced APIs. Continue reading

Experience Optimization

Personalization through Single Sign On (SSO)

Content Engineer Shadeed WillisIntegrating a single sign on system (SSO) with a customer relationship management (CRM) system, as well as social platforms and other back-end systems, can provide marketing teams with the ability to personalize user experience and drive revenue. Today’s savviest digital marketers are combining their CRM systems, social platforms and other internal databases via SSO to broaden the customer experience, and are being rewarded with a three-dimensional understanding of their customers in return.

Companies can track, segment, and manage their customer base and provide new channels to engage audiences. Marketers can overlay social data from Facebook and Google with their CRM data and build greater awareness of customer demographics, affinities, and purchasing habits. From a technical perspective, it requires significant planning to ensure a full and secure SSO implementation and avoid gaps and a disconnect with industry standards. Continue reading