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Headless Architecture in a Digital Landscap

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Headless Architecture in a Digital Landscap WHITE PAPER HEADLESS ARCHITECTURE IN A DIGITAL LANDSCAPE As enterprises increasingly embark on digital assets capable of being potential slower time-to-market and delayed their Digital Transformation Journeys sales channels, it is an imperative for response to customer, also lacking context and redefine their business models, there Enterprise Digital Architecture to offer the at times. has been an uncompromising trend of needed level of agility and flexibility to We also look at the applicability of positioning Customer Experience in the support digital business models. Headless Approach in the domain of centre of Enterprise Digital Strategies. With In this context, we discuss about Headless Digital Commerce along with it’s nuances the proliferation of digital technologies Architecture, an architectural paradigm in Content Management space, while and endless choices of touchpoints offered that enables enterprises to overcome touching upon broader architectural to customers today, Digital Marketers strive the challenges posed by traditional and concepts like Microservices and Service to offer a consistent and personalized monolithic systems, like insufficient Oriented Architecture, to the extent experience unrestrained by technology extensibility, high customization cost, relevant to this context. platforms. With all touchpoints, including What is Headless Architecture? Headless Architecture is a specialization This paradigm has gained patronage over Digital Customer Experience unrestrained of Decoupled Architecture, in which the recent years. Although this is relevant by the underlying platforms and systems. It presentation layer of an application is to all multi-tiered applications and apps has emerged as a proven solution to blend separated from backend services. It is that provide digital touchpoints to end Content and Enterprise Services, which realized as a set of Business, Content and customers, it is becoming the primo choice include Commerce, to provide a rich and Data Services that are implemented and for Digital Commerce Platforms of large compelling experience to customers. exposed as well defined web-services, and enterprises that seek agility and flexibility consumed by customer facing channels. in delivering personalized Omni-channel Experience Content Commerce External Document © 2020 Infosys Limited External Document © 2020 Infosys Limited Microservices in Headless Architecture Microservices are structural blocks of the rapid evolution of features across services. times, leading vendors of customer business domain of an enterprise, and are Functional decomposition of the system engagement platforms are re-engineering modelled as autonomous, self-contained allows achieving loose coupling and their solutions based on microservices services. Microservices can be built high cohesion among components. It architecture. It has gained momentum with upon disparate technologies, and can enhances agility, flexibility and scalability the wake of API Gateway technologies, be independently deployed and scaled. in applications development. As much as Monetization Flexibility and emergence of This Flexibility enables decentralized the approach has garnered prominence Marketplace Service Models. governance and data management and in applications development in recent Experience API Gateway Content Microservices Commerce Microservices Enterprise Microservices Microservices can be designed in more Branch, Asynchronous Messaging, and failure monitoring, fault tolerance and than a way depending on the context. Shared Data Microservice Design Patterns. resilience to the architecture. Microservices Options of proven design patterns are communicate amongst each other Service Discovery is enabled through available to build microservices. A few through synchronous or asynchronous Service Registry. Circuit Breaker provides of them are Aggregator, Proxy, Chained, mechanisms. Load Balancer Registry/Discovery Circuit Breaker Routing Web Apps Micro Service 1 Micro Service 3 y a w e t Mobile Apps a G API 3rd Party Micro Service 2 Micro Service 4 Apps Security DB1 DB2 Monitoring Rapid adoption of this architecture style from build, deployment and automation Containerization are available as Platform has led to the emergence of a plethora of standpoint. Capabilities as Service Registry, as a Service (PaaS) offerings from leading features from cloud platform providers API Gateways, Load balancing, and Public Cloud Providers. External Document © 2020 Infosys Limited External Document © 2020 Infosys Limited In relation to SOA Service Oriented Architecture (SOA) is description, discoverability and mediation Extension or Specialization of SOA in which an architectural style, a set of principles, requirements are more formal. SOA ascribes functional area boundaries are used to patterns and criteria that address to centralized governance. define domain models, with finer level of characteristics such as modularity, service granularity. It is the Service Oriented In the context of Headless Architecture, encapsulation, loose coupling, and Delivery approach for a well-architected SOA is an architectural imperative; separation of concerns, reuse and SOA solution. microservices are one among the means composability. Components provide service to achieve it. Microservices are an to each other within an application. Service Headless Commerce Customer touchpoints for Digital Commerce Bus (ESB) play a vital role in securing and disparate technology stacks and at has seen rapid evolution from Desktop performing orchestration among services different levels of granularity. For example, Browsers to Mobiles, Social Media, Kiosks, pricing service could be implemented Depicted here is a reference set of Wearables, Smart Assistants, Appliances, any as a rule engine, Inventory service as e-commerce services that span across IoT enabled device and even Digital Assets. a cache, and payment service using a different stages of customer journey, An ecommerce solution is expected to serverless framework. Services can also be and process cycle. It is to be noted that, deliver a buying experience that is seamless independently developed, deployed, scaled as described earlier, services within an across touchpoints. and governed. enterprise could be implemented using Applicability of Headless Architecture has never been more illustrated than in the business domain of e-commerce in the recent years. Indeed, it has become an architectural imperative for e-commerce applications across business models like B2C, B2B, B2B2C and B2E. It allows for deployment of best-of-breed tools for different parts of the application, and allows businesses to focus on digital marketing and conversions independently of the underlying ecommerce platform and transactional nuances. It also provides agility in responding to market trends in providing rich, hyper-personalized and consistent customer experience across channels seamlessly, and has opened wider possibilities in offering commerce capabilities with personalization, recommendations and interoperability with existing systems of records Traditionally, larger enterprises with are apparent, adoption rate has been In Headless Architecture, it is imperative for higher business and IT maturity levels in significantly higher in recent years by all commerce capabilities to be exposed as ecommerce space have ventured into both larger and mid-level enterprises, APIs by backend applications and enterprise Headless approach, either to realize the considering the undeniable benefits offered systems. In a microservices based solution, best of both worlds from marketing and by this approach that is future-proofed and services are identified and designed with commerce standpoint, or to reuse and resilient to constant explosion of customer dedicated functional scope, defined augment their existing investments in touchpoints and expectations. boundaries, while enabling interaction marketing platforms with ecommerce Commercial ecommerce products like amongst themselves especially for data offerings. Although, the intrinsic complexity elasticpath and commercetools are synchronizations. Solution components associated with the sophisticated nature of engineered on Headless and Microservices like API Gateway and Enterprise Service solution and associated cost of ownership based architectural patterns. External Document © 2020 Infosys Limited External Document © 2020 Infosys Limited Headless Experience Experience layer of any Headless Web UI, Mobile Apps, In-store Kiosks, Digital services provide by layers underneath. Architecture is all about the freedom Signage, Shoppable Media and Micro- However, the experience layer comes under that it is entitled to, by design. It typically Moments from within digital marketing the purview of two larger architectural represents all customer interfacing channels. These are unrestrained by the paradigms as depicted below: applications and touchpoints, which include technological composition of business Experience Layer (Powered by Digital eXperience Platform) Experience Layer (Independent Channels & Touchpoints) API Gateway API Gateway Digital eXperience Platform Commerce Microservices Enterprise Microservices Commerce Microservices Enterprise Microservices (Content as a Service) Although, the illustration above applies (explained subsequently) is existential in the meritoriously, and to draw a comparison only when a Digital eXperience Platform Digital Landscape, its prevalence is assumed against potential solution options.
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