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Telegraph Media Group builds an integration Platform to support a Digital-First Strategy

UK’s Telegraph Media Group has created an integration platform using Red Hat JBoss Fuse, that simplifies the launch of compelling new digital content to audiences on desktop, tablet, and smartphone devices, quickly and cost-effectively. This makes it easier for the company to respond rapidly to developing global news, giving readers new insights into unfolding situations in content formats that are easy to consume—encouraging interaction and building engagement with TMG’s brands.

Making the Move to a Digital-First Strategy

One of the world’s most respected media companies, the United Kingdom’s Telegraph Media Group (TMG), has enjoyed a reputation for quality reporting and editorial excellence for more than 160 years. Today, in addition to publishing the Daily Telegraph (the UK’s biggest selling quality newspaper) and the Sunday Telegraph, TMG is setting the pace for change within the UK media industry with its successful evolution into a multiplatform digital operation. That means incorporating new types of content into its product offering and delivering them to audiences via desktop, tablet, and smartphone devices. This content includes live blogs on unfolding news events, video streams, postings on popular social media sites, and lifestyle-focused microsites such as Wonder Women, Telegraph Men, and The Luxury Channel. This digital transformation is essential for TMG to stay ahead of its competition and, in the last two years, TMG has announced a digital-first strategy that makes the creation and dissemination of digital content its first priority. But, when it comes to delivering engaging, revenue-generating digital content, speed is of the essence. The modern media audience demands and expects a constant stream of updates, in line with relevant, current global news.

Digital Content at the Speed of News
In order to deliver on its digital-first strategy, TMG must find new ways to launch new digital content and update existing digital properties, so that audiences can quickly access them from a range of devices. That involves a substantial integration challenge for TMG’s IT team, because it requires links to be built and maintained between many different back-end content delivery platforms, some in-house and some based in the cloud. Cloud-based platforms are increasingly used by TMG to launch "greenfield" digital initiatives: if a new type of digital content is successful, the platform can be scaled up quickly and inexpensively. If it doesn’t prove to be a success with target audiences, it can be decommissioned easily. But by mid-2013, this complex mix of delivery platforms and spider-web of integrations meant that the pace at which new initiatives could be implemented was sluggish, with costs rising. "It became more apparent that point-to-point integrations, coupled with inconsistencies in data supplied by various back-end platforms, was not the way to proceed," said Toby Wright, chief technology officer at Telegraph Media Group. "The challenge for TMG was how to bite the bullet on an extensive program of rewiring system integrations, while at the same time continuing to deliver new revenuegenerating products at the right cost."

A new Platform Approach
The architecture team at TMG decided a new platform integration approach was necessary in order for the organization to deliver on its digital objectives. It researched various options, led by the belief that open source technologies would make implementation faster while curbing costs. The team was also looking for a platform that would support a predefined set of enterprise integration patterns (EIPs), enabling a consistent vocabulary and methodology for all future integrations.

After shortlisting three viable vendors and solutions, TMG chose Red Hat JBoss Fuse to implement its core digital integration and application programming interface (API) platform. Red Hat JBoss Fuse was chosen because it fulfilled a number of needs for the TMG architecture team. Among these was support for the Apache CXF web services framework and Apache Camel for building flexible and lightweight integrations using standard, off-the-shelf EIP routes. Compatibility with the Jetty lightweight servlet container helps to deliver the high performance required by customer-facing applications. And the Fuse Management console, based on HawtIO web console, is one of the key components used to deliver the traceability needed for IT operations to identify and diagnose any run-time issues. TMG was also impressed by Red Hat’s response to the opportunity. "Red Hat’s cadre of experts gave TMG the assurance that the desired platform could be built to a high performance grade, as well as allow TMG to participate in a global product roadmap. This proved to be an excellent choice," said Wright.

Fast Implementation, quick Results
Following a proof of concept and initial design process, the implementation began at the end of February, 2014. Within three months, the project team of three developers were already able to demonstrate an analytics API utilizing the complete stack. Within six months, they had implemented a content API. This was integrated with several of TMG’s major content delivery platforms and is compatible with TMG’s desired ontology model that ensures that every piece of content can be allocated a single, unique identifier. Within 10 months, this content API had been fine tuned for TMG’s highperformance requirements, so that newly-created content was made available within a 1s time frame, integrated with the applications that deliver content to mobile devices.

New Identity Services
TMG was also able to implement a new identity service solution that will be integrated with three new customer-facing mobile and web applications due for launch in early 2015. By integrating this with JBoss Fuse, the organization now has the option to move away from an earlier, improvised identity implementation. This integration will also allow TMG to decommission an earlier mobile platform that is inflexible and which incurs high maintenance costs.

Time for a new CMS
TMG is now looking to the Red Hat-based integration platform to provide all the links it will need to move the entire TMG editorial workforce away from multiple content management systems (CMS) and onto a new platform to support the digital-first strategy, based on Adobe Experience Manager (AEM) CMS.

A faster Response to unfolding World Events
Using Red Hat JBoss Fuse, TMG has created an integration platform that makes it easier to introduce compelling new digital content to its audiences, quickly and cost-effectively. The company is now able to easily respond to breaking news, giving readers new insights into unfolding situations in easy to consume formats—encouraging interaction and engagement with TMG’s brands. At the same time, TMG has created a robust platform, based on established industry standards, that will help it adapt its menu of digital services to readers’ future needs and preferences.
Red Hat on Cloud-Finder Schweiz
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