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Content Management in Transition: Report of an Industry Investigation Jim Bair, Rory Staunton, Jean-Francois Tougard
Copyright 2001 Strategy Partners International, Ltd. 2
Agenda
Definition
Market past and direction
Value proposition
Who’s who among suppliers
Strategy
Copyright 2001 Strategy Partners International, Ltd. 3
CM and KM Content Management:
– The end-to-end process of creating, managing and delivering The end-to-end process of creating, managing and delivering content to Web sitescontent to Web sites
– Immediate, personalized content delivery to targeted Web users based on a predetermined process
– Production, efficiency improvement to support necessary cost of business
Knowledge Management: – A discipline that results in the capture, management, sharing and A discipline that results in the capture, management, sharing and
reuse of “knowledge”, usually beginning with the “intellectual reuse of “knowledge”, usually beginning with the “intellectual assets” contained in the minds of knowledge workersassets” contained in the minds of knowledge workers
– A well understood, ill-defined application of advanced technology
– Discretionary, difficult to pre-justify
Average number of pages on a Web site will grow to 100,000 in 2001, from 100 in 1998
Definition
Copyright 2001 Strategy Partners International, Ltd. 4
Content Management OverviewCreate Manage Deliver
Au
tom
ate
d p
rocesses
Enterprise infrastructure
KnowledgeKnowledgeworkersworkers
Data & Document
Repositories
Authoring & Layout tools
LOB/ERPWeb apps
Authors
Designers
Definition
PropertiesMeta data
Federatedrepository
File system
Pers
on
alize
d c
on
ten
t
B to C
B to B
G to C
Copyright 2001 Strategy Partners International, Ltd. 5
CM Process: Looks Good on Paper
Vendor A Vendor B Vendor C?
XMLXML
Definition
PersonalizePersonalize
TransactTransact
Copyright 2001 Strategy Partners International, Ltd. 6
EricssonCorporate Information Centre•Web (inter- and intranet)•WAP / SMS publications
InternetIntranetExtranet
Definition Reusability: media and markets
Copyright 2001 Strategy Partners International, Ltd. 7
CM Market Future:Waves of Popularity
EDM
GroupwareGroupware
KM
CMCM
MindShare
TimeCommodity ocean
Portals
IR
eCommerce
CollaborativeCommerce
Cont
ent
Com
mer
ce
IntelligentIntelligentContentContent
Intellectual Capital Intellectual Capital ManagementManagement
Search resurgence
Past & Direction
Copyright 2001 Strategy Partners International, Ltd. 8
Vendors in Search of a Market?
Everything is e-business -- is it the end of differentiation?
It is e-business really, but all I’ve got is:
– EDM, workflow, CRM, personalization, publishing, authoring, media...
– Could be worse: collaboration (x-groupware)
– Not-a-portal
Therefore, it’s Content Management
Past & Direction
Copyright 2001 Strategy Partners International, Ltd. 9
Market Found: Content Management
The Good News:The Good News:
+ Content management adds layers of + Content management adds layers of
functionality to enterprise IT functionality to enterprise IT
+ Automation is a powerful value proposition+ Automation is a powerful value proposition
+ Enables e-business+ Enables e-business
+ Early market + Early market
+ Enables brick and mortar business+ Enables brick and mortar business
Bad news: CM requires more functionalityBad news: CM requires more functionality
Past & Direction
Copyright 2001 Strategy Partners International, Ltd. 10
Value Propositions 1
All companies have customer facing information with enormous production/ publication costs (people and paper)– Avoids paper production
• No manufacturing, shipping, inventory costs
• Savings for users’ physical files
Web presence = must have– 24X7 availability
– Media rich
– …Managing attention
Value
1 IT Director list 1
Copyright 2001 Strategy Partners International, Ltd. 11
Value Propositions CM automates the production, delivery and
maintenance of Web site information– Greatly reduces cost
– Currency is as good as creation: production delay is removed
– Production cycle reduced to near zero
Always up to date
Reusable style– Justifies greater investment in “user experience”
Value
1 IT Director list 2
Copyright 2001 Strategy Partners International, Ltd. 12
Year 2000 Worldwide Market Share Content Management Vendors
Vignette8.9%
Interwoven8.5%
Oracle6.4%
Documentum6.3%
BroadVision5.9%
Next 520.6%
Others43.4%
Who’s Who
Copyright 2001 Strategy Partners International, Ltd. 13
CM Functions and Vendors
Content Document Mgt. Publication Application E-commerceCreation Authoring Library Staging/Config Server (personalization) Process Services Process Page Assembly Web Site
See CM report for details.
Create Manage Deliver
Broadvision
Documentum
Who’s Who
FileNET
IBM
InterwovenInterwoven
MSFT
OracleVignette
Copyright 2001 Strategy Partners International, Ltd. 14
Overview CM Magic SextantCould-be’s
Wanna-be’s
Leaders
Business Performance in CMBusiness Performance in CM
Tech
nic
al
Tech
nic
al
PowerfulNascent
Inventors
Who’s Who
* October 2001
Autonomy
Smartlogik PurpleYogi NetperceptionsLexiQuest Microsoft
Stellent*
CA
BroadVision
Documentum Filenet
IBM
Oracle
Vignette
Interwoven
Factiva
Cimage Easy
Obtree
Day
NorthernLight
Open Market
Tridion
iManage
80-20
iXOS
Ever SAP
MediaSurface Starbase
Presence Online EBT
Gauss
Qumas
Open Text Hummingbird ATG
SER
Rational
Key: red= top tier, orange = second tier, blue = third tier, green = technology providers, gray = not covered yet
Copyright 2001 Strategy Partners International, Ltd. 15
Quarterly Revenue of “Bell Weathers”
0
20000
40000
60000
80000
100000
120000
140000
160000
Q1 98 Q2 98 Q3 98 Q4 98 Q1 99 Q2 99 Q3 99 Q4 99 Q1 00 Q200
Q3 00 Q4 00 Q1 01 Q2 01 Q3 01
Broadvision
Documentum
Filenet
Hummingbird
InterwovenOpen Text
Vignette
Stellent
Strategy
Copyright 2001 Strategy Partners International, Ltd. 16
Year 2000: Content Management Worldwide Market - $ 1.174 Billion
Europe26.4%
USA61.1%
RoW12.5%
Strategy
Copyright 2001 Strategy Partners International, Ltd. 17
-
500
1,000
1,500
2,000
2,500
1999 2000 2001 2002 2003 2004
$m
CM Software ProductsConsulting & servicesSystem Integration
Strategy
Worldwide CM Revenue Trends by Type
Copyright 2001 Strategy Partners International, Ltd. 18
CM Market by Vertical Sector, USA
Banking & Finance16%
Insurance & Pensions 10%
Manufacturing14%
Pharmaceuticals7%
Government8%
Healthcare4% Utilities
4% Telecoms13%
Retail & Logistics6%
Legal market2%
Others16%
Strategy
Copyright 2001 Strategy Partners International, Ltd. 19
What Should You Do? Wait?
– Continued cost of Web sites
– The competition doesn’t wait…
You cannot wait
Understand what is safe to buy and act now.
Do you have the patience to wait till your mud settles and the water is clear?
Can you remain unmoving til the right action arises by itself?-- Tao Te Ching
Strategy