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US offices: 31001 Palomares Rd., Castro Valley, CA 94552. www.strategy-partners.com US phone 510 538 3032; UK phone +44 1753 592787. Email: advice@strategy-

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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


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


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


CM Process: Looks Good on Paper

Vendor A Vendor B Vendor C?

XMLXML

Definition

PersonalizePersonalize

TransactTransact


EricssonCorporate Information Centre•Web (inter- and intranet)•WAP / SMS publications

InternetIntranetExtranet

Definition Reusability: media and markets


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


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


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


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


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


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


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


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


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


Year 2000: Content Management Worldwide Market - $ 1.174 Billion

Europe26.4%

USA61.1%

RoW12.5%

Strategy


-

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


CM Market by Vertical Sector, USA

Banking & Finance16%

Insurance & Pensions 10%

Manufacturing14%

Pharmaceuticals7%

Government8%

Healthcare4% Utilities

4% Telecoms13%

Retail & Logistics6%

Legal market2%

Others16%

Strategy


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

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