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© 2010 bigmenoncontent.com
Mobile Content Management
Dealing With an Adolescent Market
Lee DallasBig Men On Contenthttp://bigmenoncontent.com
© 2010 bigmenoncontent.com
Who Are The BMOC?
Marko SillanpääEMC, Partner [email protected]:msillanpaaBMOC
Lee DallasEMC, Partner [email protected]:ldallasBMOC
Opinions and discussions about content management by two of the biggest names in the business (measured by weight not volume)
DisclaimerThe opinions expressed here are the personal opinions of the authors. Content is not read or approved in advance by EMC and does not necessarily reflect the views and opinions of EMC.
© 2010 bigmenoncontent.com
What is mobile in content management?
• If it is the Content– So what? It is just publishing
• If it is the Management– Where are the use cases?
• The content should have a job to do.
Content must be more than managed – it must be manageable
while in motion
© 2010 bigmenoncontent.com
Questions in Mind
• Is MCM really a market or a tangent?– @craigsmusings - “It was never really about mobile to begin
with. It’s always been about delivering the right experience based on context”
– @piewords - I think the whole thing is changing. Mobile will become irrelevant as everything become mobile
• Should use of term be reserved for PDA's running apps outside a corporate network? (iPad?)– @piewords We will be looking at device type of divisions, & it is
only in the delivery mechanism, not in the core platform.• Where should the vendors focus?
– Capture use cases? Development platforms ?• Are legacy CMS browsers worth the effort?• What should factors buyers/strategists consider?
© 2010 bigmenoncontent.com
Secret Life of a Content Management Teenager
• Trying new things • Taking risks• Challenging authority • Learning responsibility • Finding identity• May never graduate• One of many siblings
…Now meet the Content Management Family
How is Mobile Content Like a Teenager?
© 2010 bigmenoncontent.com
Mobile CM as TV Family Drama
• All conflicts are resolved in under 40 minutes• Everybody can relate to a coming of age story• Ensemble Cast• Advice from everybody• Rites of passage
– License to drive– Dating– Getting a job
© 2010 bigmenoncontent.com
Meet The Cast of Characters
• Mom - Customer• Dad - Vendor• First Born - Imaging
– Established In the grown up world• Middle Child - Document
– Graduate Work• The Twins
– Web Content– Digital Asset
• The Baby - Mobile Content– Coming of age
© 2010 bigmenoncontent.com
Imaging
• Advice from the eldest– Get a real job
• Imaging’s awkward years– Gaining Trust “You mean I
can throw the box away?”
• Biggest mistake growing up– My way or the highway
• What he did right– Paid his own way
© 2010 bigmenoncontent.com
Document Management
• Word of Advice– Do your homework
• Middle Child Syndrome– Following in the shadow
• Biggest Mistake– Being all things to all people
• Greatest Accomplishment– Making compliance possible
© 2010 bigmenoncontent.com
Web Content Management
• Word of Advice– Don’t wear hand me downs
• First of the Twins– The Popular One
• Biggest Mistake Growing Up– Dressing Like Document Management
• Greatest Accomplishment– Meeting the needs of the internet explosion
© 2010 bigmenoncontent.com
Digital Asset Management
• Word of Advice– Find your own voice
• The “Artist”– Creator Driven
• Accomplishments– First to challenge the
richness of the experience
• Shortcomings– Too much the loner
© 2010 bigmenoncontent.com
Message From Mom (Customer)
Have you had the safety talk with MblCM?– There are risks you need to discuss
• Risks that are real • Risks that are deadly • It is your job to tell them• No one cares more
Advice from MomSafety first!
© 2010 bigmenoncontent.com
Safe Mobile Content Management
• User Managed Devices• Information Rights• eDiscovery• Cloud Content Management• Denial is not a form of protection
When is comes to Mobile Content Management - Abstinence is NOT an option
© 2010 bigmenoncontent.com
Learning from Dad
Bedtime Story - Flickr ® & the Google ® Exec• The “Google® Executive?”• Business Problem• What the Business Wanted• It didn’t work then as traditional ECM• It might work now as MblCM
Advice from DadIf at first you don’t succeed, try and try again
© 2010 bigmenoncontent.com
The Season’s Lessons for Mobile Content Management
• Give it a real job– Support discreet & meaningful transactions
• Do the homework– Answer concerns for compliance
• Don’t wear hand me downs– Resist the path of least resistance
• Find a unique voice– Push beyond ECM use cases
• Be safe– Security is not a problem someone solves for you
• What didn’t work then might work now– Re-evaluate ROI. Things have changed
© 2010 bigmenoncontent.com
The Bottom Line for Mobile Content Management
• It is not new– CM went mobile as soon as people got
connected• It must be addressed deliberately• It has unique needs
– Application Form Factor– Security & Data Loss Exposure– eDiscovery & Compliance Implications– Location based services
• Strategies & vendor tools must address– Consumption– Capture– Contribution
– Collaboration– Compliance
© 2010 bigmenoncontent.com
Discussion
© 2010 bigmenoncontent.com
Thank You
Lee DallasCo-Founder, Big Men on ContentDay Job - EMC, Partner Alliances
[email protected] : ldallasBMOC