Dutch software developer WoodWing hosted its biennial event Xperience on 11 and 12 October in Amsterdam. The agenda included fascinating talks on topics ranging from content strategy to content creation to multichannel publishing. Our Purple DS software also played an exciting role as a result of our close collaboration with Axel Springer and due to its link with WoodWing’s new cloud software Inception. In his talk entitled “Layout before Text – What’s Next?”, Ralf Müller-Stüben (Team Lead Magazine Production Systems at Axel Springer AG), presented a new approach in which content is centrally produced in WoodWing’s Inception software and then distributed across a variety of channels. In addition to delivering content in Adobe InDesign® for print and in WordPress for web, Müller-Stüben demonstrated how content can be delivered into a native app via Purple DS. He also showed how Purple DS can be used to enrich automatically generated app articles even after publication with animations and pop-ups and across specific channels. Purple DS enables users to publish mobile content efficiently and frequently via templates without forcing editors and creatives into a tight template corset, so to speak. In Purple DS, efficiency meets creativity. We were delighted by the resoundingly positive response we received to this innovation in the publishing process.
In addition to the exciting discussions on linking Purple DS with WoodWing Inception, we used this occasion to meet and exchange ideas with many other participants and to meet new partners.
One of the topics that came up most frequently during these conversations is data structuring. A majority of publishing companies and businesses are still working with InDesign® as the starting point for their content, which means that for the most part they are working with non-structured data. As a result, reusing the same content in other channels such as online or in apps turns into a real challenge. We recognized the significance of this issue to our customers early on and offer an appealing solution in the form of our Purple DS Templating Client, which allows efficient and intuitive production of structured XML data based on your InDesign® files.
To sum up, we can say that the WoodWing conference was a resounding success. We benefitted from the opportunity to gather new impulses that enable us to further strengthen our products and continue to offer our customers an intuitive, creative and efficient solution.