## Referencias | References

#### Full references of vocabulary, events, chronicles, evidences and other contents used in KW Projects related to biotechnology and neuroscience.

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### W

#### Warp [323]

El empuje warpempuje por curvaturaimpulso de deformación o impulso de distorsión es una forma teórica de propulsión superlumínica. Este empuje permitiría propulsar una nave espacial a una velocidad equivalente a varios múltiplos de la velocidad de la luz, mientras se evitan los problemas asociados con la dilatación relativista del tiempo. Este tipo de propulsión se basa en curvar o distorsionar el espacio-tiempo, de tal manera que permita a la nave «acercarse» al punto de destino. El empuje por curvatura no permite, ni es capaz de generar, un viaje instantáneo entre dos puntos a una velocidad infinita, tal y como ha sido sugerido en algunas obras de ciencia ficción, en las que se emplean tecnologías imaginarias como el hipermotor o el motor de salto. Una diferencia entre la propulsión a curvatura y el uso del hiperespacio es que en la propulsión a curvatura, la nave no entra en un universo (o dimensión) diferente: simplemente se crea alrededor de la nave una pequeña «burbuja» (burbuja warp) en el espacio-tiempo, y se generan distorsiones del espacio-tiempo para que la burbuja se «aleje» del punto de origen y se «aproxime» a su destino. Las distorsiones generadas serían de expansión detrás de la burbuja (alejándola del origen) y de contracción delante de la burbuja (acercándola al destino). La burbuja warp se situaría en una de las distorsiones del espacio-tiempo, sobre la cual cabalgaría de manera análoga a como los surfistas lo hacen sobre una ola de mar.

El empleo de la curvatura espacial como medio de trasporte es un concepto que ha sido objeto de tratamiento teórico por algunos físicos (como Miguel Alcubierre con su métrica de Alcubierre, y Chris Van Den Broeck).

El empuje warp o warp drive es famoso por ser el método de desplazamiento empleado en el universo ficticio de Star Trek.

Viabilidad de la propulsión por curvatura

Entre los diferentes físicos teóricos que han analizado esta propulsión, no existe un diseño o hipótesis común que permita definir una teoría sólida para viajar mediante curvatura del espacio-tiempo. El más conocido de estos diseños es el motor de Alcubierre (The warp drive: hyper-fast travel within general relativity, acerca del impulso de deformación de Alcubierre, publicado en 1994) y que asume uno de los términos empleados en la jerga de Star Trek: el factor de curvatura como medida de la curvatura (deformación) del espacio-tiempo y que permite el viaje (más rápido que la luz) de un objeto gracias a la curvatura generada del espacio-tiempo. Si el espacio-tiempo se curva de manera apropiada, estrictamente hablando, el objeto o la nave no se mueve a velocidades lumínicas, de hecho se encuentra estacionaria en el espacio interior de la burbuja warp. Esta situación estacionaria de la nave, dentro de la burbuja, haría que la tripulación no se viera afectada por grandes aceleraciones/desaceleraciones ni existiría un transcurrir del tiempo diferente, es decir, no sufriría el efecto de la dilatación temporal, como en el caso de desplazarse a velocidades próximas a las de la luz en el espacio-tiempo. La nave, al activarse su propulsión por curvatura, para un observador exterior parecería que se mueve más rápido que la luz y desaparecería de su campo de visión en un breve lapso al expandirse el espacio-tiempo de la nave con respecto a ese observador.

Miguel Alcubierre hace referencia a la necesidad de la materia extraña (también denominada materia exótica) para el empuje warp. La existencia de materia exótica no es teórica y el efecto Casimir lleva a suponer la existencia de dicha materia. Sin embargo, la generación de materia exótica, y su sostenimiento, para el desarrollo de un empuje de curvatura (o para mantener abierta la «garganta» de un agujero de gusano) es impracticable. Algunos métodos o teorías asociados con la creación/sostenimiento de la materia exótica apuntan a que la materia exótica debería moverse, localmente a una velocidad superior a la de la luz (y a la existencia de los denominados taquiones). Otras teorías, apuntan que se puede evitar este movimiento a una velocidad superior a la de la luz pero implicaría la generación de una singularidad desnuda al frente de la burbuja warp. Sea por un método u otro, la creación /sostenimiento de materia exótica, en particular y el uso de empujes de curvatura violan, a priori, diferentes condiciones de energía en el ámbito de la teoría del campo cuántico. Alcubierre, concluyó que la generación de una burbuja warp era inviable ya que, según sus cálculos iniciales, necesitaría para su creación (y las distorsiones del espacio-tiempo) más energía que la existente en el universo.

Un análisis posterior del doctor Van Den Broeck (On the (im)possibility of warp bubles, publicado en 1999), de la Universidad Católica de Leuven (Bélgica) ofreció como resultado una energía inferior a la calculada inicialmente por Alcubierre (reducida por un factor de 10 elevado a 61). Sin embargo, esto no indica que la propuesta sea realista, tal y como indicó Van Den Broeck, ya que calculó la energía necesaria para transportar varios átomos a poco menos que el equivalente a la de tres masas solares.

Agujeros Negros - Radiación de Hawking

No obstante, un estudio de 2008 a cargo de Richard K. Obousy y Gerald Cleaver, de la Universidad de Baylor (Texas), en la que se estudian los efectos de un espacio-tiempo de varias dimensiones (como predice la teoría de cuerdas), rebaja la energía necesaria para mover una nave de 1000 m3 a velocidades superlumínicas a «solo» 1045 J (el equivalente a la energía contenida en la masa de Júpiter).

En este mismo estudio, se estima una velocidad máxima teórica para un motor warp de 1032 c, si bien se trataría de un límite inútil desde el punto de vista práctico, pues para alcanzar esa velocidad arbitrariamente alta se necesitaría más energía de la disponible en el universo.

A principios del siglo XXI, la construcción de un motor de curvatura está lejos de convertirse en una realidad, debido tanto a la tecnología existente como a la elevada energía necesaria para su desarrollo. Parecen existir además otros impedimentos teóricos a un viaje superlumínico con esta tecnología, como la inestabilidad cuántica de la burbuja o la radiación de Hawking. No obstante, no existen argumentos teóricos que impidan los viajes warp sublumínicos.

 Palabra(s) clave: WarpEnergía Negativa

### Watch MIT’s Breakthrough 3D Printer Pour Molten Glass Like Honey

Glass and visions of the future go hand in hand. Towering skylines of glass and steel evoke a sense of progress like nothing else. And yet, the technology itself is ancient, and how we work glass is rooted firmly in the past.

We’ve automated glassmaking for basic items like bottles or windows, but creating beautiful and complicated glass shapes still requires the human touch and a lot of skill.

Machines, however, may soon rival or surpass even artisans.

To date, glass and 3D printers haven't mixed well. But MIT's Mediated Matter group recently unveiled a custom 3D printer able to make high quality glass products that are transparent to light—a feat other 3D printing techniques have yet to equal.

The technique recalls some of the earliest glassmaking methods, when artisans would coil molten glass around a sand core to form shapes. The difference, of course, is that MIT's printer automates the physical process and liberates the imagination with digital design.

Watching the machine work is more than a little enchanting.

This isn't the first 3D printer to print glass.

Methods used on materials with high melting points (e.g., metal or ceramics) also work with glass. However, products made in this manner are fragile and opaque. This is where MIT's printer excels. As described in a recent paper, the printer can print transparent glass with properties akin to conventional glass.

The key? It's all about temperature. While more conventional techniques fuse glass powder on a print bed, the MIT team figured out how to print with molten glass from start to finish.

To achieve this, they split the printer into temperature-controlled sections. At the top, a kiln and crucible are kept at a piping 1800+ degrees fahrenheit. The print space below is kept just above the melting point of glass. A heated nozzle of aluminum oxide allows the glass to travel from crucible to print space without sticking to the sides. Once complete, the final product is slowly cooled to prevent the glass from cracking (this is known as annealing).

Like other 3D printers, the process is automated and directed by design software. It currently takes soda lime glass (a common form) but could potentially make other kinds of glass at different temperatures.

In the paper, the team says challenges yet to be fully ironed out—the machine is still a work in progress—include how to "automatically start, stop, and cut glass filament." Solutions may include adding automated torching, compressed air, cutting shears, or a high temperature valve. With increasingly fine control, they'll be able to make more "intricate cross-sections and internal structures."

Also, although the printer can lay down glass with sub-millimeter precision (a conservative tolerance of 0.5 mm), the actual resolution of the product is limited by the width of the glass coil. (That is, instead of making a continuous surface, you still see layers of glass.)

But as the team further perfects the printer—what might they make?

MIT Mediated Matter's Neri Oxman, one of the paper's authors, sits at the nexus of engineering, research, and design. We've written about her weirdly beautiful 3D printed art in the past. When it comes to glass, she's imagining an intimate marriage of form and function from small-scale microfluidics to architectural work on grand scales.

“Could we design an all-glass building with internal channels and networks for airflow and water circulation?” Oxman asked Wired. “Can we surpass the great modern tradition of discrete formal and functional partitions and generate an all-in-one building skin?”

Starting from digital designs modeled to the finest detail, future architects might skin buildings in glass optimized for various lighting effects, glass that works more seamlessly with the environment, or even glass that transmits data over an entire building's surface by printing fiber optics into the glass itself.

Though such scenarios are still firmly in the future, Oxman says the team is eyeing these larger goals. And as methods for 3D printing diversify and mature, the possibilities at the frontier will only expand.

Image Credit: MIT Mediated Matter/Steven Keating

 Palabra(s) clave: 3d printed buildings3d printed glassfuture of citiesglass 3d printermicrofluidicsMIT Media Labmit mediated matter groupneri oxman

### Watch These Drones Build a Rope Bridge—and Intrepid Researchers Walk Over It

Earlier this year, we wrote about a project to 3D print a bridge in Amsterdam. Said printer will move along a set of (self-printed) tracks, leaving a fully formed bridge in its wake. Now, machine bridge making is taking to the air—and swapping drones for 3D printers.

Dubbed the Aerial Construction project, ETH Zurich researchers equipped several quadcopters with spools of lightweight (but strong) rope, set up two scaffold anchors, measured and set their locations—and hit ‘go’. Using knots, links, and braiding the swooping drones looped the rope into a 7.4 meter bridge.

And then the researchers walked over it. (Happily, it held firm.)

The work adds to other experiments aimed at automating the building of large structures. A number of groups, for example, have been working to 3D print whole houses for years. Others are building bricklaying robots. And an old UPenn project used quadcopters to lift and place magnetically bound struts into a structure.

In this case, the researchers decided rope was a good building material because, at least for now, drones have a strict weight limit. Also, lifting and placing heavy, modular building materials requires greater precision. And of course, drones can work over empty space without supporting structures.

The dream scenario? Some intrepid scientist or National Geographic photographer is hacking through the jungle and encounters a deep chasm with no way to cross. Our explorer pops out a few handy bridge-drones, and away they go. (And undoubtedly there many other cool applications.)

The reality is a little different.

ETH Zurich researcher tests drone-built rope bridge.

In this case, the drones use carefully placed, uniform steel scaffolding for anchors, not trees of unknown strength, growing at wild angles. Also, there’s the matter of positioning. The drones require a precise indoor tracking system so they can locate themselves in space and avoid crashing into their fellow flying workers.

And then there's the ever-present power problem. Drones have limited flight time due to battery limitations. The length and complexity of your bridge is tied to just how long the machines can stay airborne. And of course, if you're exploring the grey areas on the map, finding a charge will require sunshine at least.

But if the researchers can solve a few logistical problems, they can move outdoors. And with a few good anchors, hypothetically they could make jungle rope bridges.

Just not quite yet.

Image Credit: ETH Zurich

#### Wayne Ratliff [353]

 Palabra(s) clave: TICSHistoria

#### Wearable Computers [394]

Some of the hottest new products at this year’s Computer Electronics Show were the plethora of wearable computing devices capable of telling you everything from your level of tooth brushing to calorie intake and more.  Will they really be widely adopted? Who knows but they are interesting. Take a look.

YEI Technology's Chris George plays a computer game with PrioVR, a virtual reality gaming accessory. Sensors on the player translate movement into the game. A full-body system retails for $400.00. The TAO Wellness Wellshell is a palm-sized device with an OLED display that operates using tilting, tapping, and pressing to activate its force and pressure sensors. Basically it offers the user isometric workout wherever they are. The device records your vital statistics (steps, miles, calorie intake, heart rate) and delivers them to your digital devices for analysis and display. The WellShell calibrates to your strength and monitors your heart rate while the Android-only app guides you through around 75 exercises using a gaming-style screen. GlassUps are augmented-reality smart glasses that promise to address two problems with Google Glass: They make a slightly less nerdy fashion statement, and they place overlaid content closer to the center of your sight line, theoretically mitigating eyestrain, according to TechHive. Rosario Iannella, Qardio's Chief Information Officer, models a Quardiocore heart monitor. The device can send the electrocardiogram to a smartphone and the EKG can be forwarded to a physician for remote heart monitoring. The$449 device is expected in stores summer of 2014.

A Liquid Image wearable camera is paired with a 4G LTE module (R) during "CES Unveiled," a media preview event to the annual Consumer Electronics Show (CES), in Las Vegas. The camera and module combination make it the first wearable camera that can stream over LTE, a representative said.

A Zepp sensor is shown on a golf glove. The sensors, available for golf, baseball and tennis, analyze 1,000 data points per second to create 3D representations of a player's swing, a representative said. The sensors retail for $149.99. The ZTE Blue Watch wearable computer and camera device. FitBark pet activity trackers use a 3D accelerometer sensor to track your pet's activity. The device retails for$99 and is expected in stores in the first quarter of 2014.

Kunimasa Suzuki, president and CEO of Sony Mobile Communications, holds a Sony Core. The wearable device will be able to record data about your activities and movement and display the information in a LifeLog app.

A Sony SmartWatch2 retails for $199.00. KMS Wristband phones for young children and the elderly. The wrist phone by British-based KMS Solutions will consecutively dial up to five phone numbers at the touch of one button until there is an answer. The phone can also send an alert if the wearer has left a pre-described area. A SmartOne infant sleep monitor fits into a chest pocket, and sends information and active alerts on temperature, baby orientation and breathing to a parent's mobile device. The device will retail for$149 and be available online in the second quarter of 2014.

Liquid Image Apex HD camera goggles, capable of video and still photography.

French firm Kolibree demonstrated its connected electric toothbrush at the CES trade show. The toothbrush tells users how well they are brushing their teeth via a smartphone app. Using Kolibree's product every brushing is recorded, and the data tells users if they have brushed long enough and cleaned hard-to-reach but important parts of their teeth and gums, according to Kolibree. The more people learn about their brushing habits, the faster they can do something to improve them, the company said. The toothbrush is connected via Bluetooth to a smartphone running Kolibree's app. There will be versions of the app for Apple's iPhones, the iPod Touch and Android-based smartphones such as the Samsung Galaxy S III and 4, according to Kolibree's website.

Tarsier's MoveEye technology – packaged as a pair of eyeglasses - lets users reach out and manipulate icons, windows or images on a screen as if they're floating in the air. The initial work has been in 2D but at CES the tiny St. Paul, Minn., startup is demonstrating an improved 3D interface for MoveEye. The glasses have a built-in pair of stereoscopic cameras, sensors to detect the viewer's eye movements, and Wi-Fi to talk to the media box. MoveEye can be very precise in capturing hand and finger gestures through Tarsier’s algorithms and software.

Pebble, one of the pioneers in the still-being-born smartwatch market, unveiled Pebble Steel, a “premium” smartwatch, in two models, that’s thinner and slightly smaller than the original, and announced the launch of an app store, with app categories for Daily, Remotes, Games, Notifications, Tools & Utilities, Fitness, Watchfaces. You can choose either a Black Matte or Brushed Stainless model, both of which come with two watchbands: metal and leather. It will ship Jan. 28, both models priced at $249. Pebble, one of the pioneers in the still-being-born smartwatch market, unveiled Pebble Steel, a “premium” smartwatch, in two models, that’s thinner and slightly smaller than the original, and announced the launch of an app store, with app categories for Daily, Remotes, Games, Notifications, Tools & Utilities, Fitness, Watchfaces. You can choose either a Black Matte or Brushed Stainless model, both of which come with two watchbands: metal and leather. It will ship Jan. 28, both models priced at$249.

 Palabra(s) clave: WearableTICS

#### Web 3.0 [265]

La expresión Web 3.0 es utilizada por los mercados para promocionar las mejoras respecto a la Web 2.0. Apareció por primera vez en 2006 en un artículo de Jeffrey Zeldman. La evolución 3.0 implica comprensión semántica (significado) de los contenidos, bases de datos accesibles desde cualquier aplicación, sea o no un navegador Web, e inteligencia artificial. Existe aún debate sobre lo que realmente significa una Web 3.0.

 Palabra(s) clave: TICSWeb

### Web Application Streaming: A Radical New Approach

by Instartlogic

Web publishers seeking to deliver superior user experiences have faced a seemingly insoluble conflict. Users are demanding more interactive, dynamic and personalized apps with larger, higher-quality images. To meet these demands, publishers must build larger, more complex applications. These same users then expect the applications to load and run faster and faster. Maintaining responsiveness on these larger applications is difficult, especially over congested wireless networks. CDNs and other legacy web delivery and optimization solutions cannot address this conflict. They were primarily designed to work with non-personalized web experiences and an older version of the Internet and hence focused on accelerating content in the core of the Internet rather than on the edge of the network where wireless networks are deployed.

 Palabra(s) clave: WebApplication Streaming

#### Web Content Management System [445]

How to Choose the Best Web Content Management System for
Customer Experience Management:
A Guide for Both Marketers and Developers

Choosing a Web CMS is about more than Content Management

We’ve come a long way since the days when a content management system (CMS) was simply a way to manage and update the content on your website. Today, a web CMS is just one type of technology you need to consistently deliver an excellent customer experience. While your web CMS is a crucial component, today you must look at it as part of a larger customer experience management capability.

Why the shift? It all starts with the connected, empowered customer who brings greater expectations and preferences about how and when he or she wishes to engage with a brand. Today’s customers expect a seamless, multichannel experience that anticipates their needs and wants. Companies that deliver this type of experience are building trust and loyalty that result in top- and bottom-line improvements including: greater return on marketing investment, increased conversions, higher revenues, and greater lifetime customer value.

To achieve these business outcomes, companies are embracing the discipline of customer experience management and investing in the technology that enables it. A customer experience management platform lets you drive consistency in the experiences that your customers have with your brand. And that’s where a web CMS comes in. A web CMS helps you achieve that consistency and deliver great web experiences. The rest of the customer experience management solution helps you deliver that content and consistency in other channels such as email and social.

Because your web CMS must interoperate seamlessly with the components of customer experience management, the CMS decision shouldn’t be made in a vacuum. This paper highlights the criteria – both from the marketers’ and the IT/developers’ perspective – that today’s organizations should consider when selecting a new web CMS as part of a broader customer experience management strategy.

“ It is time to start thinking about WCM [web content management] beyond just managing content or siloed websites or experiences. Instead, we need to think of how WCM will interact and integrate with other solutions – like search, recommendations, eCommerce, and analytics – in the customer experience management (CXM) ecosystem in order to enable businesses to manage experiences across customer touchpoints.”

— Stephen Powers, Forrester

### Web content management systems try to do it all

What happens at Mohegan Sun stays at Mohegan Sun -- or at least on the casino company's website.

Internet marketing manager Ryan Lee understands the importance of digital content to business all too well. He manages the websites for the Uncasville, Connecticut, and Wilkes-Barre, Pennsylvania, casinos. The Connecticut property is the second largest in the U.S. and home to some 40 restaurants, three casinos and several entertainment venues for acts like John Legend and Panic! At the Disco.

But managing the volume of content associated with so much entertainment is a big job. The website has to be updated regularly with concert schedules, restaurant menus and casino information. The site has to aggregate resources from various places and distribute it to the general public, but also personalize information for loyalty program members, who can get wind of special offers or book a hotel directly from the site. And MoheganSun.com has to deliver information to PCs, mobile devices and way-finding kiosks on the floor of the Connecticut property. The Mohegan Sun sites try to do it all for their users.

It's a paradox of sorts, where company websites are becoming the place to centralize communications through disparate channels such as Facebook and Twitter, blogs and YouTube, and mobile devices. Web content management systems (WCMs) are the principal weapon in this ground war to engage audiences, but they face new challenges as channels of communication -- and content itself -- grow more sophisticated and varied. WCM software enables nondevelopers to manage and self-publish digital content. With WCM software, content managers can reach audiences wherever they choose to communicate and wrangle these channels and audiences into one location on a company's website.

At Mohegan Sun, the company needed to corral all its disparate content and centralize it in a WCM, all while enabling rapid edits and ways to reach customers through new communication channels. "We needed a hub," Lee recalled. "With the quantity of content we're managing, it's imperative that it's all in one place." So in 2013, Mohegan Sun brought on Adobe Experience Manager to replace custom systems.

Now, Lee said, the company can create better brand consistency between the sites for the Pennsylvania and Connecticut properties and improve customer service through the site. "The customer experience is more fluid, rather than being bounced around," Lee said.

A lot of users have catching up to do -- in terms of operations, marketing and editorial maturity -- to leverage what these tools can do.Tony Byrnepresident of Real Story Group.

A lot of users have catching up to do -- in terms of operations, marketing and editorial maturity -- to leverage what these tools can do.Tony Byrnepresident of Real Story Group

Tony Byrne | President of Real Story Group

The market for WCM technology is gathering steam. According to the Research and Markets report, "Global Web Content Management Systems Market 2014-2018," the WCM software market is due to grow 12.7% between 2013 and 2018. Web content management software has earned a reputation for flexibility and ease of use for nondeveloper types, such as editors and marketers.

But the power of these systems -- their ability to democratize the process -- can also be their downfall. "The major vendors are ahead of the vast majority of their customer bases," said Tony Byrne, president of Real Story Group, a technology research and analyst firm. "A lot of users have catching up to do -- in terms of operations, marketing and editorial maturity -- to leverage what these tools can do."

At Mohegan Sun, for example, the company is still shoehorning its legacy mobile content management system (CMS) into its larger WCM strategy. The company houses mobile versions of its website outside of Adobe. So, the regular version of the website doesn't automatically populate to the mobile version, because the mobile sites don't reside in Adobe Experience Manager.

"If a concert is canceled, you have to remember to cancel it in multiple places -- and all the different parts and pieces that you have to fill out," Lee noted. Having to make changes in multiple locations is time-consuming and introduces the risk of errors or inconsistencies. Lee said that as the company considers applying for additional gaming licenses in new territories, he would like to make a single environment the governing standard.

"It's all an effort we are moving toward," he said. "Having Adobe be the hub for everything digital -- mobile apps, way-finders, websites, mobile websites and whatever other channels come along -- hopefully we will be able to manage out of one environment."

Adobe Experience Manager offers analytics tools and social media monitoring tools as well, but Mohegan Sun isn't using those today. While these WCM systems offer lots of functionality, companies are often still laying the groundwork for more basic initiatives, such as bringing mobile content into their WCMs.

#### Content that drives users

New England Biolabs (NEB) in Ipswich, Massachusetts, has a range of content on its site, from research to reagents to other tools for the life sciences. Because NEB offers information as well as commercial products on its site, it needed a flexible Web content management system that can educate and inform its site users with articles, white papers and video but also function as an e-commerce site and sell products.

"People come to the website to learn something, and then buy the product," said Tanya Osterfield, digital marketing manager at the company. So the company needed a WCM that could take its research data and populate it on the site in different ways and in different formats.

"Our site features information like the temperature you would want to use one of our products at [during an experiment]." Osterfield said. "So that information appears on the product page but also in 42 tables and charts across the site." The company can use its WCM to publish information for a variety of different site purposes -- and different sites -- without having to publish the information in each location or to make changes in each location when they are necessary.

That is a major boon for NEB, because it helps ensure better data integrity and consistency. "We can be more trusted and accurate with our data because it's changed everywhere at one time," she said.

New England Biolabs uses various channels, such as Facebook and Twitter, to promote its content, but always with the intent of driving people back to the site. "In every Facebook post, every tweet, there is a call to action," Osterfield said. "That is the funnel. You find something interesting on Twitter, you go to our site to learn more about it, and 'Here are some products that relate to it and that you can buy.'"

Osterfield said that NEB is also quite conscious of tailoring content and message to the channel it is operating in. So, for example, they do not promote products on Twitter but provide information on research and provide calls to action. "We don't get salesy on Twitter or Facebook. We want to give people a way to learn more."

#### When is doing it all doing too much?

Osterfield's instinct to tailor NEB's content for the audience and the environment is a best practice for Web content management systems.

But WCM systems can pose the risk of trying to be all things for all purposes, and that places responsibility at the feet of human beings to provide quality control. Content managers can't just sit back and let the software drive everything.

According to Real Story Group's Byrne, tailoring content for multiple environments is the name of the game, but it's also quite difficult. "The enterprise wants a single source of content that can be reused across different platforms," Byrne said. "But if you're going to republish things to Facebook, you're going to want to modify it for the context of the environment that you're in."

Byrne presented a hypothetical in which users may change a headline to make it more compelling but forget to preview its display for the mobile website. Headlines can get cut off or be difficult to read in that small real estate, and content managers need to think about an increasing number of details as the channels proliferate and WCM capabilities grow to mirror the environment.

Byrne notes that the goals of WCM can be at odds with one another and create conflicts.

"There is this classic tension between having a single source of content but then also doing things that are more customer-specific and more contextual," he said. "Those two are always fighting against each other. It's not a vendor problem, but vendors tend to gloss over it."

 Palabra(s) clave: Webcontent managementsystems

#### Western Union [65]

Western Union fue fundada en Rockester, Nueva York, en 1851, con el nombre de The New York and Mississippi Valley Printing Telegraph Company. Después de que adquiriera una serie de compañías de la competencia, la empresa cambió su nombre a Western Union Telegraph Company, en 1856.

 Palabra(s) clave: Historia

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