One-size digital experience (DX) platforms are "back to the future" states Ian Truscott in CMSWire: -
"Monolithic stacks are appearing that think they will do to the marketing technology market what SAP did to ERP, as if out of this primordial soup of 8000 vendors one champion will rise."
Will single vendor insurance DX platforms be the agile successors of on-premise insurance ERP solutions or what Truscott calls "Frankenstacks" which are evolving right now.
"This fluidity in the market is driving innovation. So though it is perhaps safer from a career perspective to pick a monolith, you risk missing something. It wasn’t long ago that today’s monolith was a project in someone’s dorm room, or more precisely, a fraternity of dorm rooms. Which brings us to the fact that the monolith is not a single product. At times it's called a “frankenstack” — a basket of body parts that have been stitched together through acquisition, the argument being that the acquiring company can stitch together this monster better than you can."
Common sense dictates that you look at all the platforms relevant to your markets and choose a core DX platform with a good API architecture to integrate other platforms and best of breed apps.
Auto Insurers may, for example, chose a core DX like 360Siteview and an auto supply chain DX platform like Audatex to be the digital leader in auto insurance. That allow you to incorporate optimal AI and blockchain solutions once you ave gained the data management and digital skills to exploit these.
That deliver significant ten-times improvement this year and next and the DX omni-channel platform for thirty-times improvement in years three and four.
You must avoid being an analogue leader and morphing into a digital Frankenstein
But it goes beyond that. Monolithic stacks are appearing that think they will do to the marketing technology market what SAP did to ERP, as if out of this primordial soup of 8000 vendors one champion will rise. Maybe you don’t get that reference to SAP and ERP: it's about a monolith dominating an industry. Back in the day, web content management grand dames Vignette and Interwoven were betting this bet. You may never have heard of them either, which tells you a) how successful they were and b) I need to update my analogies that you cool kids can dig.