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`What is a Web Portal? | Liferay
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`What is a Web Portal?
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`A portal is a web-based platform that collects information from different sources into a single user interface and presents users with the most relevant information for
`their context. Over time, simple web portals have evolved into portal platforms that support digital customer experience initiatives.
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`Web Portals Are About Personalized Access
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`The problem portals tried to solve in the early days of the internet was content discovery. In the face of the vast amount of information available online, the easiest way
`for the average user to discover information was through a human-curated content hub, known as a portal. Portals could display selected content in order to provide a
`custom experience for users.
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`Epic Games Ex. 1041
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`11/10/22, 1:50 PM
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`What is a Web Portal? | Liferay
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`The three distinguishing strengths of portals — integration, consistency and personalization —
`are essential components of an increasingly important part of business today: digital
`customer experience.
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`From Web Portals to Portal Platforms
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`Examples of portals, particularly those that use a login experience, abound in most industries:
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`Patient Portals
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`Government Portals
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`Intranets/Extranets/Workplace Portals
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`Knowledge Management Portals
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`Student Portals
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`Vendor Portals
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`The basic, uniting concept for each type of portal is personalized access, based on an assigned or assumed user role. For example, workplaces typically have multiple
`applications that their employees need to access, such as an application for recording time sheets, another for scheduling time off and a third for sending internal
`communications. Employees are frustrated when they have too many touchpoints that they need to jump between as part of their daily routine. A new employee
`portal brings together these common services and applications into one place for your team to access, and can further customize the page based on department or
`role. This personalization can also extend to anonymous users. Clothing retail sites, for instance, can begin personalizing which products are displayed based on stored
`information from past visits, even if the user hasnʼt created an account.
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`Today, the average user can address the problem of content discovery with search engines, which have become more adept at serving relevant results. This, plus the
`information sharing capabilities offered by social media, means that human-curated lists of information are not a necessary starting place for most users. However, the
`three distinguishing strengths of portals — integration, consistency and personalization — are essential components of an increasingly important part of business
`today: digital customer experience.
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`These three strengths support digital customer experience in the following ways:
`
`1.
`
`2.
`
`3.
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`Integration capabilities allow organizations to unite systems and customer data on the back end.
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`An emphasis on consistency across digital touchpoints gives these united systems a shared look and feel on the front end.
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`Personalization through a combination of biographical data (who they are) and behavioral data (what they did on the site) gives enterprises the ability to
`contextualize experiences, usually facilitated by a login process
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`Modern portal platforms can play an important role in customer engagement, especially when they have been extended with new features such as content
`management systems or marketing automation. In order to realize the competitive advantages of portal platforms, companies are rethinking the value of these three
`strengths in todayʼs multi-touchpoint context of digital customer experience.
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`Epic Games Ex. 1041
`Epic Games v. IngenioShare
`IPR2022-00294 p. 2
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`11/10/22, 1:50 PM
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`What is a Web Portal? | Liferay
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`Leveraging [digital experience portals] within the broader digital experience platform
`architecture is strategic for the future... They own much of the reusable code for the
`authenticated web experience, stitch backend data together, and allow the customer to self-
`serve.
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`MARK GRANNAN - VENDOR LANDSCAPE: DIGITAL EXPERIENCE PORTALS
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`Web Portals Are Transforming Into Digital Experience Platforms
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`When to Use a Portal Platform
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`Portals represent an early paradigm shi for enterprises online, which was to build websites that were customer-centric, rather than business-centric. Ideally, a portal
`enables an enterprise to design sites and navigations that are based on the userʼs needs, rather than an organizational structure that only makes sense internally.
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`As the market for portals has matured, leading portal vendors have added broad feature sets that help enterprises create these user-centric digital experiences for web,
`mobile, social and connected devices. These features include content management, marketing, workflow, targeting and mobile support. Because of this, some portal
`platforms are transforming into digital experience platforms that use their strengths in integration and personalization to drive change throughout the organization.
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`According to Forrester, the number one technical challenge for digital customer experience initiatives is inadequate integration of back-end systems. Portal-heritage
`DXPs have a strong story around integration and provide the focus on personalization necessary to deliver consistent, connected experiences that are tailored to each
`userʼs context.
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`There are other flavors of digital experience platforms, including those that have grown out of commerce servers and web content management systems. Even if you
`choose not to use a portal-heritage DXP, you will likely need to incorporate portal technology into your strategy in order to meet the integration needs of digital
`experiences across different touchpoints.
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`Aside from broad digital transformation applications, portal platforms are still uniquely useful for several business scenarios, such as:
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`Customer self service. Portals are well-suited to gathering information relevant to customers in the post-purchase phase, allowing companies to nurture long-term
`loyalty while decreasing the burden to customer service call centers.
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`Business agility. Portal platforms that support mobile experiences and use modular architecture are now well-equipped to quickly roll out new digital touchpoints,
`while still carrying the user authentication and integrated back-end data necessary to connect experiences.
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`According to Gartner, “organizations have typically looked toward these soware categories — horizontal portal platforms or WCM systems — as the primary soware
`foundations for their websites.” Modern portals continue to be useful platforms for organizations that rely on extensive integration and personalized interfaces for their
`digital business strategies.
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`Epic Games Ex. 1041
`Epic Games v. IngenioShare
`IPR2022-00294 p. 3
`
`

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`11/10/22, 1:50 PM
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`What is a Web Portal? | Liferay
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`CASE STUDY
`Vodafone Business: Customer-centric digital
`transformation with Liferay
`Vodafone - Digital Transformation - Customer Experience - With Liferay
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`4/5
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`Epic Games Ex. 1041
`Epic Games v. IngenioShare
`IPR2022-00294 p. 4
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`Epic Games Ex. 1041
`Epic Games v. IngenioShare
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