The University of Auckland is working with Adobe to re-platform and manage its web content management system.\nJulian Wootton, web manager, The University of Auckland, says a prime strategy for the project was to meet users\u2019 growing expectations for personalised content, that is increasingly accessed through mobile devices.\nAt the moment, all users \u2013 students, alumni and faculty \u2013 get a very general view when they go into the website, says Wootton. \u201cWe want to change that outlook.\u201d\n\u201cWe would like to segment our audience and deliver the content they need,\u201d he says. \u201cIt will not be general information, it will be what they want.\u201d\n\u201cIf you are a student and you come in, you would get the information for what you are studying, or the faculty you are studying in. We will now have the ability to give specific information to them,\u201d he says.\nHe says the team will also use some of the Adobe functionality to identify international students. \u201cThe system allows us to do that so we can then tailor the content.\u201d\nThe priority for the university is to migrate its existing websites, including those from the different faculties, to the Adobe Experience Manager.\nCatering to the growing number of users accessing the website through smartphones was also one of the business drivers for the migration.\n\u201cWe have a mobile app but our website is not mobile friendly,\u201d he says. \u201cThe Adobe solution was very strong in the mobile space so we want to create a mobile friendly design.\u201d\nThis means when users access the website on a mobile device, it will be configured to that device, he says.\nThe university uses analytics to monitor trends and one of the findings is the ratio between desktop computers and mobile devices is changing on a monthly basis. \u201cWe are seeing the demand go up on mobile,\u201d says Wootton. \u201cWe deployed a mobile app last year and we already have 15,000 students using it.\u201d\nWhat worked for them is having a \u201cholistic environment\u201d with the team composed of internal staff and outside vendors. The University has around 300 users who are now being trained to use Adobe\u2019s content management system.\nDuring the project planning, the team checked out what other universities in Australia, North America and Europe were using for their CMS. \u201cIt is very disparate,\u201d he says of systems used across universities.\nWootton says the university is likewise involved in setting up a New Zealand Adobe Experience Manager user Users Group.\nAdobe Experience Manager will be hosted in-house by the University, but there are options to migrate to the cloud.\n\u201cThe way we are deploying Adobe Experience Manager internally means we can quite comfortably migrate to the cloud in the future if that\u2019s something we decide to do,\u201d says Wootton.