Optimizely names its main offering "Optimizely One"
Optimizely One is a rebranding of the flagship "DXP" to emphasize how Optimizely's suite of products now provides a complete toolkit for the entire publishing cycle, from content planning and content creation to experimentation and data analysis.
In 2021 and 2022, Optimizely made a significant number of acquisitions. Among them was Welcome, now Content Marketing Platform (CMP). The acquired solutions, as well as core components such as the CMS, are now joined together in a way that users can move between them more seamlessly.
A "One" platform with a capital O.
Optimizely One - a "marketing operating system"
Until recently, we have used the term "Optimizely DXP" to describe the cloud-based product family from Optimizely. Going forward, however, "Optimizely One" will be the term used. It's not a new product, but rather a form of market packaging that replaces the previous "DXP" name. A rebranding that signals, if not the end of a journey, then a significant milestone.
DXP, "Digital Experience Platform", is an industry term used to explain what these types of platforms have to offer. However, it has not served as a unique brand, especially as many other players in the industry, such as Sitecore and Adobe, also use the term for their products.
The name Optimizely One was launched in the fall of 2023 and "DXP" as a name will thus be phased out (but for the sake of clarity: Optimizely One is still very much a DXP platform).
Optimizely One will thus be the overarching term for the entire cloud-based product family from Optimizely in the future, and one can imagine that the word "One" is used to emphasize the connection between the products.
The new name also suggests that if you're running a website or e-commerce, you'll have a single, centralized location, like a Swiss Army knife, to manage all your digital marketing.
Why is Optimizely One called "an operating system"?
This should not be taken literally - it is not a new operating system that should be installed. It's a way of saying that all products in the Optimizely ecosystem are designed to work together, like an all-in-one digital marketing system. It includes tools for every step of the process – from collecting and organizing data, to planning and publishing content or product information, and on to personalization, experimentation, and data analysis.
