[Music] there's a number of other factors that drives the headless hype and I just want to quickly mention a bunch of these one is mobile apps we've had them before at some of our customers they have even gone so far to say that my desktop website as the second priority so it's even beyond mobile first they say we don't care so much about the user experience in the browser what is important for us is that the apps works just beautifully and like I said earlier and headless approach works great with kind of this mobile application first approach progressive web apps that is a topic that we're going to hear more of later that is the second biggest driver of this hype and in my eyes it's it's even more important than the first one progressive web apps they kind of bridge the world between web or mobile web and the app experience it's kind of best of both worlds it has benefits for the end users but also have has a lot of benefits for organization who want to tap into the power of PW is they can save a lot of work reduce redundancy in their code bases and so on and create great user experience PW a base and we're going to hear more about that later like I just said third one that is more technical aspects there's a lot of ready to use frameworks you've you might have heard some of the buzz words that are around like who react vu or angular all of those are kind of libraries for programmers shortcuts to create user experience and many of these are just optimized for headless CMS and that can be a tremendous driver for a short time to market and agility but agility that is the killer argument that is what I see as the focus of why headless is so great it is really super charging agility you know want to show you on one on one slide why I think that makes such a big difference we've seen customer facing front ends before they can span from the web experience up to let's say packaging insert so that's kind of an analogue artifact that you can also power from from a digital experience platform or from a CMS but what you also see but is not visible though are the mission-critical back-end systems so that is where your business users work and like I said earlier it's typically more than one and we as a CMS vendor we would love the idea of being the center of the universe everything is content and everything circles around content but in reality that is not how our customers operate for them content management is one subsystem of many there is the shop engine that can be the CDP there's the product database there can be legacy application homegrown applications all of those systems are equally important and all of them need to be to be available to be up and running in order to create the best experiences at the front end so what the headless architecture now does is it puts kind of an abstraction layer between the back end and the front end so instead of having to integrate everything with everything there is kind of a handbook for API is that can be leveraged from all of these back-end applications and the people designing the user experiences at the touch points they can virtually look at that handbook and tap into the power of those API is to create great user experiences and that decouples creating user experiences from the backends and vice versa so you could for example run a user test on the web shop or you could update the product database or you could create a team that has a new idea at packaging that needs content and you can try those ideas in short iterations in short sprints without having to wait for a huge monolithic application being pushed through a major relaunch so in the old world some of our customers would only lounge their front end it would only update their front end three or four times a year because there was so much effort into developing and testing and then kind of lifting the whole monolithic block up from one major version to the next but today everyone wants to step the way of that people rather want to have hundreds of thousands of updates a year and you can only reach that through decoupling back-end touch back-end systems and front-end touch points that gives you a lot of flexibility in terms of when you update what in terms of how fast you can update user experience and that is what I think really drives the headless hype from kind of an organizational and management perspective