Content Management in Transition Report of an Industry

Content Management in Transition: Report of an Industry Investigation Jim Bair, Rory Staunton, Jean-Francois Tougard 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-partners. com

Agenda q Definition q Market past and direction q Value proposition q Who’s who among suppliers q Strategy Copyright 2001 Strategy Partners International, Ltd. 2

Definition q CM and KM Content Management: – The end-to-end process of creating, managing and delivering content 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 q Knowledge Management: – A discipline that results in the capture, management, sharing and reuse of “knowledge”, usually beginning with the “intellectual assets” 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 Copyright 2001 Strategy Partners International, Ltd. 3

Definition Content Management Overview Designers Knowledge workers Data & Document Repositories LOB/ERP Web apps Enterprise File system Properties Meta data Federated repository Copyright 2001 Strategy Partners International, Ltd. Deliver Personalized content Authors Authoring & Layout tools Manage Automated processes Create B to B B to C G to C infrastructure 4

Definition CM Process: Looks Good on Paper Personalize Transact XML Vendor A Vendor B Copyright 2001 Strategy Partners International, Ltd. Vendor C? 5

Definition Reusability: media and markets Ericsson Corporate Information Centre • Web (inter- and intranet) • WAP / SMS publications Copyright 2001 Strategy Partners International, Ltd. Internet Intranet Extranet 6

Market Future: Waves of Popularity Mind Share e. Commerce Co Co nt m en m t er ce Past & Direction CM Collaborative Commerce Intelligent Content CM Portals KM EDM IR Groupware Commodity ocean Copyright 2001 Strategy Partners International, Ltd. Intellectual Capital Management Search resurgence Time 7

Past & Direction Vendors in Search of a Market? q Everything is e-business -- is it the end of differentiation? q 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 q Therefore, it’s Content Management Copyright 2001 Strategy Partners International, Ltd. 8

Past & Direction Market Found: Content Management The Good News: + Content management adds layers of functionality to enterprise IT + Automation is a powerful value proposition + Enables e-business + Early market + Enables brick and mortar business Bad news: CM requires more functionality Copyright 2001 Strategy Partners International, Ltd. 9

Value Propositions q 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 q Web presence = must have – 24 X 7 availability – Media rich – …Managing attention 1 IT Director list 1 Copyright 2001 Strategy Partners International, Ltd. 10

Value Propositions q 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 q Always up to date q Reusable style – Justifies greater investment in “user experience” 1 IT Director list 2 Copyright 2001 Strategy Partners International, Ltd. 11

Who’s Who Year 2000 Worldwide Market Share Content Management Vendors Vignette 8. 9% Interwoven 8. 5% Oracle 6. 4% Others 43. 4% Documentum 6. 3% Broad. Vision 5. 9% Next 5 20. 6% Copyright 2001 Strategy Partners International, Ltd. 12

Who’s Who CM Functions and Vendors Create Content Creation Manage Deliver Document Mgt. Publication Authoring Library Staging/Config Process Services Process Page Assembly Broadvision Application E-commerce Server (personalization) Web Site Documentum File. NET IBM Interwoven MSFT Oracle Vignette Copyright 2001 Strategy Partners International, Ltd. See CM report for details. 13

Who’s Who Overview. Could-be’s CM Magic Sextant Leaders Inventors Technical Autonomy Smartlogik Purple. Yogi Netperceptions Lexi. Quest Factiva Northern. Light Cimage Easy Day Obtree SER Open Text Hummingbird ATG Rational SAP i. XOS Ever i. Manage Gauss Open Market 80 -20 Qumas Media. Surface Tridion Starbase Presence Online EBT Nascent Wanna-be’s Business Performance in CM Key: red= top tier, orange = second tier, blue = third Copyright providers, gray = not covered tier, green = technology 2001 Strategy Partners International, Ltd. Filenet Documentum Broad. Vision Vignette IBM Interwoven Microsoft Stellent* Oracle CA Powerful * October 2001 14

Strategy Quarterly Revenue of “Bell Weathers” 160000 140000 120000 100000 Broadvision 80000 Filenet Vignette 60000 Hummingbird Documentum Interwoven Open Text 40000 Stellent 20000 0 Q 1 98 Q 2 98 Q 3 98 Q 4 98 Q 1 99 Q 2 99 Q 3 99 Q 4 99 Q 1 00 Q 2 Q 3 00 Q 4 00 Q 1 01 Q 2 01 Q 3 01 00 Copyright 2001 Strategy Partners International, Ltd. 15

Strategy Year 2000: Content Management Worldwide Market - $ 1. 174 Billion Ro. W 12. 5% Europe 26. 4% USA 61. 1% Copyright 2001 Strategy Partners International, Ltd. 16

Strategy Worldwide CM Revenue Trends by Typ 2, 500 $m 2, 000 1, 500 CM Software Products Consulting & services System Integration 1, 000 500 - 1999 2000 2001 Copyright 2001 Strategy Partners International, Ltd. 2002 2003 2004 17

Strategy CM Market by Vertical Sector, USA Government Pharmaceuticals 8% 7% Manufacturing 14% Healthcare 4% Utilities Telecoms 4% 13% Retail & Logistics 6% Legal market 2% Others 16% Insurance & Pensions 10% Banking & Finance 16% Copyright 2001 Strategy Partners International, Ltd. 18

Strategy What Should You Do? q Wait? – Continued cost of Web sites – The competition doesn’t wait… q You cannot wait q 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 Copyright 2001 Strategy Partners International, Ltd. 19