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  • Exploring the Four Worlds of Enterprise Content Management

    Gartner The Future of IT Conference

    October 4-6, 2011 Centro BanamexMexico City, Mexico

    David Mario Smith

    Notes accompany this presentation. Please select Notes Page view. These materials can be reproduced only with written approval from Gartner. Such approvals must be requested via email: vendor.relations@gartner.com. Gartner is a registered trademark of Gartner Inc or its affiliates

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

    Gartner is a registered trademark of Gartner, Inc. or its affiliates.

  • Exploring the Four Worlds of Enterprise Content Management

    Content management as we know it is coming to an end There has been a dramatic increase in businessContent management, as we know it, is coming to an end. There has been a dramatic increase in business buyer interest in retiring clunky old applications in favor of new platforms. But the paradigm is shifting away from centralized, monolithic solutions to federated repositories, distributed content creation and capture, content services, and cloud computing. Four worlds of ECM are emerging, and understanding the reasons for the transition is important. Content management is becoming a part of enterprise infrastructure, a birthright technology. Consumer and user-centered technologies are seeing grass-roots adoption in enterprises. Rich, Web 2.0 clients will become the user interface to content management solutions, fostering real-time content sharing and delivering content to users in the context of their role or business process. Wikis and blogs let anyone publish and share content, but are they content management? Hosted content management and open-source content management present enticing business models for reducing the upfront costs, complexity and resource requirements associated with traditional content management implementations. Mobile content and apps are exploding. ECM strategies can help protect against the disruptions ahead. Understand the promises and perils of evolving technologies and business models by exploring the four worlds of ECM.

    Page 1

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

  • Exploring the Four Worlds of Enterprise Content Management

    Page 2

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

  • Exploring the Four Worlds of Enterprise Content Management

    Page 3

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

  • Exploring the Four Worlds of Enterprise Content Management

    Key Issue: What are the Four Worlds of ECM?Tactical Guideline: Plan to handle a multitude of diverse content types in an interactive way in your content management application and delivery strategies.

    Very few vendors have market leading emphasis and ability in all categories of ECM:Very few vendors have market-leading emphasis and ability in all categories of ECM:1. Transactional content management solutions focus on imaging, workflow/BPM, archive, records management and e-forms. Content contained within tends to be static. Processes tend to be long-running and have a high volume of forms or content that demand scalability, life cycle control and human approval, primarily for exceptions. An application interface is almost ensured.2. Social content management solutions focus on compound content object control and library services; document collaboration; workflow automation with alerts, calendaring and task tracking; browser or portal viewing; markup; annotation; and version control. The focus is on high-value people involved in the project-based or long-runningannotation; and version control. The focus is on high value people involved in the project based or long running development and delivery of high-value content, and on optimizing the processes, interfaces and objectives that relate them.3. Online channel optimization solutions focus on Web channel sets of technology: WCM, DAM, portals, e-forms, Web analytics, social software, XML authoring, rich media management, mobile device support and so on, and on idealizing them to serve as Web-delivered engagement platforms for a variety of industry-focused solutions.4. Content management as infrastructure: As SharePoint takes hold in an organization, users naturally begin exploring its suitability for a wider range of content management applications, and its potential as a replacement for existing

    Page 4

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

    y g g pp , p p gsolutions. However, organizations requiring advanced content management capabilities and process-centric applications will need to augment SharePoint capabilities with partner offerings, or deploy Microsoft Office SharePoint Server (MOSS) 2007 alongside an ECM system, rather than as a replacement for it.

  • Exploring the Four Worlds of Enterprise Content Management

    Definition: "Composite content applications" is the term Gartner uses to define frameworks and templates that are built on ECM and/or BPM platforms. CCA describes the orchestration of people, process and content based on repeatable solutions delivered by vendors and their domain expert partners in vertical and horizontal application development.their domain expert partners in vertical and horizontal application development.

    Key Issue: What are the Four Worlds of ECM?Key Issue: What are the Four Worlds of ECM?Vendors and their partners that sell point solutions typically center on specific buyers with specific messaging, and are more tactical about the specific value resulting from their expertise. But CCAs can provide much more than a near-term fix for broken business processes, despite the fact that market demand is growing fastest here. Much like any maturity model, the practical and tactical benefits of today's buying decisions should be factored against strategic implications (see"Gartner Maturity Model for Enterprise Content Management" [G00160782]). CCAs will make greater use of existing and emerging technologies, deliver greater benefits as an ROI multiplier, and achieve these things with a modernized and cohesive approach. Strategically, CCAs will enable companies to exploit emerging ecosystems and marketplaces withoutcohesive approach. Strategically, CCAs will enable companies to exploit emerging ecosystems and marketplaces without undermining their existing information infrastructure investment.Three vendor-driven outcomes of ECM and BPM market synergies are: 1. The development of more-comprehensive service-oriented architecture (SOA) and standards-based software suites

    and platforms2. Broader relationships with ISV and SI partners established by suite vendors3 The generation of more vertical- and horizontal-market-focused offerings emerging from professional services

    Page 5

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

    3. The generation of more vertical and horizontal market focused offerings emerging from professional services experience coupled with customer-based domain expertise leveraged by the suite vendors or their partners

  • Exploring the Four Worlds of Enterprise Content Management

    Key Issue: What are the Four Worlds of ECM?Key Issue: What are the Four Worlds of ECM?Each company should devise clear policies and guidelines for collaboration and content across all media types, applications and channels. Fortunately, the principles for record retention are the same, no matter what the medium. Companies should not think they have met their obligations if they establish policies they have to also manage their environments. For example, many companies forbid the use of IM, but people find ways around such bans and use any tool that will help them get their jobs done. So, of course, workers use public IM services, shared work space team tools, and increasingly, blogs and wikis. Ignoring that behavior is not the right response. And completely banning it is not ith R t ti id li f ll b ti d bil t h l i h ld i l deither. Retention guidelines for collaborative and mobile technologies should include: Which technologies can be used? What is their appropriate use? What kind of content can be shared? How is it possible to share it and manage it? What are the consequences for not complying?

    Page 6

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

    Action item: Move content from collaborative systems to systems of record via processes and policies.

  • Exploring the Four Worlds of Enterprise Content Management

    Strategic Imperative: No longer view WCM as a stand-alone technology. Understand the new "collaborative" context of WCM as part of online channel optimization.

    Key Issue: What are the Four Worlds of ECM?Key Issue: What are the Four Worlds of ECM?The shift to the perception of the necessity for business solutions with WCM at the core is creating a new context in which WCM is finding its value. It is therefore increasingly important that WCM offerings be "environmentally aware" and, therefore, be able to integrate with adjacent technologies, be they COTS or of a custom-made nature. Therefore, in determining the business value and optimal potential of WCM, it is critically important to view the respective offerings in regard to adjacent technologies which can be contributory, distributory or symbiotic in accordance with the following categorization. Contributory: This includes those technologies that contribute to the success and solution focus of WCM capabilities. This category includes SEO, information access, recommendation software and Web analytics. It is becoming difficult to imagine a WCM solution without an array of such supporting technologies. Successful vendors and users in the WCM market must therefore ensure that their software is open to integration with such components. Distributory: This category includes those technologies that are fed or serviced by WCM to enhance the achievement of their own value. E-commerce applications and marketing software are both good examples. The acquisition of Mediasurface by Alterian in July 2008can also be better understood in this context. Symbiotic: This final category is highly likely to increase in importance in the coming year or two. The technologies comprise those examples where the value of the WCM and the adjacent technology is increased by thetwo or more applications working in tandem. An interesting example is where the symbiotic technology is a CRM or a BI application. In both cases, decisions can be made asynchronously, or in real time, to enable a more-accurately contextualized set of

    Page 7

    David Mario Smith

    MEX38L_133, 10/11

    This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

    deliverables. In turn, the Web presence permits the collection of behavioral information from the users' interaction with the carefully managed and delivered experience. Horizontal portals can also fall into this category.

  • Exploring the Four Worlds of Enterprise Content Management

    Key Issue: What are the Four Worlds of ECM?Key Issue: What are the Four Worlds of ECM?Microsoft's SharePoint family of products and technologies is in its fourth major release, with WSS moving from v.3.0 to "Foundation" and the server product initially SharePoint Portal Server, 2003 then Microsoft Office SharePoint Server 2007 and now S...

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