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Market Overview: Web Content Management Systemsby David Aponovich, December 23, 2013

For: Application Development & Delivery Professionals

KEY TAKEAWAYS

WCM Market Segments Support Varied Use CasesDespite consolidation at the high end of the market, buyers seeking web content management (WCM) tools will find an array of solutions; these may appear similar but have capabilities and purpose that vary widely due to a multitude of use cases.

Measure Your Specific Needs Before Identifying WCM Solution CandidatesConsider what’s the “right level” of WCM capability for your specific use case, and then seek appropriate solutions that align with your vision and requirements.

Determine Your Portfolio Strategy For WCM SolutionsMany organizations require an enterprise-scale WCM solution that supports a high number of websites, a high number of users, and high levels of traffic -- but not all do. Even if you use an “enterprise” WCM, consider a portfolio strategy in which lighter, alternative systems are available for specific projects.

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FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALS

WHY READ THIS REPORT

The relevance of web content management (WCM) has never been higher as businesses and brands leverage this technology to support their multichannel digital customer experiences. The WCM market remains fragmented, with a multitude of vendors offering viable solutions for both externally and internally facing websites. Application development and delivery (AD&D) professionals involved in the selection of a new WCM platform should consider the potential suitability of vendors in the context of their specific projects — ranging from dot-com sites to focused projects and applications, such as brand and campaign sites, product microsites, and franchise and dealer platforms.

Table Of Contents

The Web Content Management Market Remains Segmented And Diverse

Some Organizations Seek Out Lightweight WCM To Meet Specific Needs

Right-Size Your WCM Strategy

Enterprise Solutions Tackle Complex Digital Customer Experiences

Aspirational Vendors Provide Web Publishing And Experience Support

Numerous Vendors Offer Publishing And/Or Intranet-Centric WCM Solutions

RECOMMENDATIONS

Frame Your Needs First, Then Seek WCM Product Alignment

Notes & Resources

For this report, Forrester drew on its Q2 2013 Forrester Wave™ evaluation of WCM solutions for digital customer experience and interviews with vendors and buyers in the WCM market.

Related Research Documents

Refocus The Digital Experience Technology Investment DiscussionSeptember 9, 2013

TechRadar™ For AD&D Pros: Digital Customer Experience Technologies, Q3 2013September 3, 2013

The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013April 8, 2013

Market Overview: Web Content Management SystemsSolutions For Delivering Digital Customer Experiences, Informational Websites, And Intranetsby David Aponovichwith Stephen Powers and Steven Kesler

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Market Overview: Web Content Management Systems 2

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THE WEB CONTENT MANAGEMENT MARKET REMAINS SEGMENTED AND DIVERSE

Hundreds of web content management (WCM) solutions exist in this crowded market, ranging from small, open source projects for basic websites and intranets to complex, expensive commercial solutions used by the world’s largest brands and corporations for multichannel digital customer experiences and marketing-centric digital engagement.

In our Q2 2013 Forrester Wave evaluation of WCM solutions for digital customer experience, Forrester highlighted 10 solutions that enable marketing and business teams to deliver interactive, multichannel customer experiences on a large scale.1 It’s in this market that customers will find the most substantial capabilities. The definition of WCM has expanded over the past few years, and those systems at the top of the market not only offer WCM and related services but also support the multichannel delivery and measurement of digital customer experiences (see Figure 1).2

Figure 1 WCM Offers Capabilities To Manage, Engage, And Measure Digital Experiences

Source: Forrester Research, Inc.107861

MeasureGive insight intomultichannelexperiencepatterns andconsumption.

EngageContextuallytransform contentacross channelsand managetransactions andsocial interactions.

ManageEnable people tocreate and managedigital experiencesand/or associatedcontent.

A/Btesting

Social

Multilingual

Multivariatetesting

ID/authen-tication

Repositories

Webanalytics

Presentationmgmt.

Workflow

Socialanalytics

Adserving

Authoringtools

Dashboards

Transactions

Content/data

services

Contenttargeting

Campaignmgmt.

Searchanalytics

WCM capabilities




Some Organizations Seek Out Lightweight WCM To Meet Specific Needs

However, enterprises don’t necessarily need a high-end WCM system for all of their needs. By using the other WCM solutions available today, firms may effectively serve other business scenarios, such as:

■ Product microsites. These sites support products and brands; they drive information, marketing messages, and digital interactions with customers and prospects.

■ Campaign microsites. These marketing-centric websites typically have a limited lifespan and focus on driving a campaign message as well as customer actions and conversions.

■ Franchise sites. These sites provide a consistent web presence, branding, messaging, and functionality for companies under the same brand umbrella, such as financial services consultants, insurance agencies, and car dealerships. WCM vendors often deliver a complete web and customer experience framework to support these organizations.

■ Dealer and partner extranets. These sites support interaction and content sharing between a business/brand and its business partners, dealers, and retailers, offering access to marketing content and other information about product, pricing, ordering, services, and support.

■ Company intranets. These sites allow company employees to publish information, share documents, collaborate on projects, and create online discussions.

For the above examples, WCM decision-makers sometimes seek alternative WCM solutions that provide, in the words of one IT leader, “just enough” capability for external and/or internal websites — with the hope of reducing infrastructure costs, staff overhead, and technical complexity compared to high-end platforms. In interviews with enterprise IT leaders, many say they are wary of overbuying WCM solutions; their focus is instead on finding the right tool for the job.

For example, a technology leader at a state government agency recently described a plan to upgrade a legacy WCM platform to support next-generation requirements for web content and digital customer experience for various sites.3 But when they assessed the software, hardware, and upgrade costs associated with the legacy system, their search caused them to look outside their expected solution. “We looked at our needs. Our legacy WCM was just too heavy for what we required. So we looked at different products ranging from other ‘heavy’ web content management systems to light, open source products. We decided we wanted something that could be light and quick as long as it met our business needs.” The agency chose WordPress — which is more commonly known as a blog platform but offers many core WCM capabilities — as the WCM replacement because they simply didn’t need all of the marketing functionality that was built into some of the other offerings.




RIGHT-SIZE YOUR WCM STRATEGY

Are you asking the right questions and looking in the right places to source your next-generation WCM system? First decide whether you need a solution that supports complex digital customer experiences, web publishing and experience support, or informational websites, including intranets (see Figure 2).

Figure 2 Right-Size Your WCM Solution Based On Your Requirements


Choose from this category: When you have:

Complex cross-channel, contextual, interactive customer experienceneeds for robust, large sites that also support digital marketing goals

Mostly web publishing needs, with basic personalization andinteractive capabilities.

Core content management and publishing needs aimed at customersand/or the workforce (e.g., intranets)

Limited requirements to integrate with other systems

An organization open to open source WCM or commerciallysupported open source products

A limited budget

To do complex integrations with other systems

Enterprise-class WCM

Aspirational WCM

Web publishing and/orintranet-centric WCM

To support multiple sites with many languages

A sizeable budget

To do basic integrations with other systems

Moderate needs for scalability

A modest budget

Enterprise Solutions Tackle Complex Digital Customer Experiences

Forrester clients frequently leverage large, diverse systems to serve as their central WCM and digital customer experience platforms.4 These systems generate significant attention because of their robust feature sets, and the scale and scope of what they offer meets the needs of the world’s largest enterprises (see Figure 3).




Figure 3 Enterprise-Class WCM Solutions Featured In The Q2 2013 Forrester Wave Evaluation


HQ

AdobeExperience

Manager

San Jose,Calif.

Acquia(leverages

Drupal 6 or 7)

Ektron CMS V9

HP AutonomyTeamSite/

LiveSite

IBM CustomerExperience

Suite

$4.4 billion

$45.4 million

Forresterestimate: $40million

$120.4 billion

$107 billion

Burlington,Mass.

Nashua, N.H.

Palo Alto,Calif.

Armonk, N.Y.

Audi, Universityof Phoenix

Twitter, Mercedes Benz

Nacco MaterialsHandling Group,Dolby

Jet Airways,Loma LindaUniversityHealth

Jykesbank,Amadori

Java

PHP

.NET

Java and .NET

Java

Adobe’s creative-toolslegacy plus an analyticsfocus (courtesy of itsOmniture acquisition)help its WCM toolsappeal to marketersresponsible for deliveringand measuring digitalmarketing campaigns.

Leveraging strong tieswith open source DrupalWCM and its globalcommunity, Acquiapackages WCM alongwith modules, hostingservices, and enterprise-level support for acommercially backedopen source offering.

A longtime WCM-focused vendor, Ektron’sstrategy includes its ownembedded tools fordigital customerexperience and anintegration framework forthird-party applications,such as CRM,eCommerce, and analytics.

HP Autonomy providesbroad content manage-ment capabilities (fromthe former Interwoven)with personalization,search, and optimization.

Enterprise-focused IBMdifferentiates with abroad platform for digitalcustomer experiencethat goes beyond itsbasic WCM applicationto help organizationsexecute complexcustomer engagementstrategies.

Annual revenue(company)

Referencecustomers

Platformlanguage Product summary




Figure 3 Enterprise-Class WCM Solutions Featured In The Q2 2013 Forrester Wave Evaluation (Cont.)


HQ

MicrosoftSharePoint

2013

OracleWebCenter

Sites

OpenText WebExperience

Management

SDL Plc. (SDL Tridion)

Sitecore CEP

Redmond,Wash.

RedwoodShores, Calif.

Waterloo,Ontario

Maidenhead,UK

Copenhagen,Denmark

$77.9 billion

$37 billion

$1.4 billion

$366 million

Forresterestimate: $90 million to$100 million

D&M Group,United

Textron, PellaCorp.

MandarinOriental, LG

P&G, Kraft

.NET

Java

Java

Java and .NET

.NET

SharePoint combinesportal and contentmanagement and digitalexperience capabilities.It more frequently runscorporate intranet andcollaboration sites andintegrates with manythird-party WCMsystems.

Oracle’s WCM solution(acquired from Fatwire)exists in the context ofits broader customer experience portfolio thatincludes eCommerce, portal, marketing automation, CRM, socialmarketing, and other enterprise capabilities.

OpenText (known forenterprise informationmanagement for largeorganizations) bringstogether WCM andrelated technology todrive digital customerexperience in oneproduct suite.

SDL’s roots are inglobalization andlocalization, but thecompany hasdifferentiated from peersby supporting multi-country or regionaldigital customerexperience, plusanalytics andoptimization, withmultiple software tools ithas bought or built.

Sitecore takes an all-in-one, built-by-Sitecoreapproach to supportingdigital experiences andincludes WCM, analytics,and campaignmanagementfunctionality.

Annual revenue(company)

Referencecustomers


Wells Fargo,Taco Bell




Aspirational Vendors Provide Web Publishing And Experience Support

Outside the enterprise tier, many aspiring WCM vendors provide web publishing functionality and a measure of digital experience support. In general, these solutions cost less than their enterprise competitors — markedly so in many cases, with some costing just a few thousand dollars for basic licensing; this makes them accessible for side projects or trial initiatives. Solutions in this category may lack the user interface (UI) polish, scalability, or depth of features seen in larger vendors’ solutions. In other cases, third-party integrations may fall short of enterprise requirements, while integrations and large-scale use cases may simply be unproven. These aspirational vendors generally focus on customer-facing websites and basic digital marketing initiatives, although many promote themselves as a single solution that can solve both customer-facing and internal company needs (see Figure 4).




Figure 4 Aspirational Digital Experience Vendors/Solutions


HQ

BridgelineDigital iAPPS

ContentManager

Burlington,Mass.

CoreMediaCMS

CrownPeakCMS

EPiServer 7.5CMS

$27 million

$25 million

Forresterestimate: $15 million

Forresterestimate: $40 million to $50 million

Hamburg,Germany

Los Angeles,Calif.

Stockholm,Sweden andChicago, Ill.

PODS, TheUPS Store

AustralianBroadcastingCorp., Bild.de

Eli Lilly, Prudential

Giant Eagle,Electrolux

.NET

.NET

.NET

N/A

Bridgeline’s WCM is partof its iAPPS portfolio,which unites WCM,commerce, emailmarketing, and analyticsfor a broad toolset forpersonalized cross-channel digital contentand commerce.

CoreMedia has a historyof enabling media andpublishers with WCM,but it has customersacross diverse verticalsusing it to servedynamic, contextualmultichannel content.CoreMedia is notable forpartnerships with IBM(for WebSphereApplication and PortalServer 7) and SAP(WCEM and hybris).

One of the few trueSaaS-based WCMvendors, CrownPeakhas core WCM andmarketing enablementtools and also serves asthe front-end experience-delivery tier for manycompanies running otherweb applications,including IBMWebSphere Portal.

EPiServer has been amostly European playerin the WCM market buthas expanded globally toprovide core WCM. Ithas found newopportunities bycombining WCM witheCommerce (via itsMediaChase acquisition)for organizations seekingcommerce solutions.

RevenueReferencecustomers





Figure 4 Aspirational Digital Experience Vendors/Solutions (Cont.)


HQ

e-Spirit

eZ SystemseZ Publish

Platform 5.1

GX Software(XperienCentral

WCM)

Hippo CMS

Kentico(Kentico

EMS 7)

Dortmund,Germany

Cologne,Germany

Nijmegen,TheNetherlands

Amsterdam,TheNetherlands

Brno, CzechRepublic

Forresterestimate: $15 million to $20 million

$12 million




Speedo, Media-Saturn

Financial Times,Oslo StockExchange

City of TheHague, WPGPublishers

Autodesk,Bell Alliant

Gibson,Bacardi

Java

PHP

Java

Java

.NET

e-Spirit was founded inGermany and recentlyopened its US head-quarters in Lexington, Mass.; its EMEAheadquarters remain inGermany. e-Spirit aimsto support companywebsites, digitalmarketing, mobile Web,intranets, and extranets.It also aims to supportother use cases viaintegration withcommerce and portaltools.

eZ systems, a commer-cial open sourceprovider, boasts a largedeveloper community(40,000+) and verticalsolutions focused onmedia/publishing,banking/�nance,telecoms, and government/NGOs.

Context powers GX’soffering, which aims toenable marketers to tapinto multiple datasources to help drivepersonal, cross-channel,cross-device digitalexperiences.

Hippo is activelyexpanding beyond itsEuropean roots byproviding an open sourceJava WCM to drive onlineexperience, available on-premises or via SaaS- orPaaS-based delivery.

Kentico offers WCMtargeted at developersand marketers, and its Kentico EnterpriseMarketing Solution provides extendeddigital experience andmarketing capabilities.






Figure 4 Aspirational Digital Experience Vendors/Solutions (Cont.)


HQ

LimelightNetworks(Limelight

OrchestrateContent

Management)

TelerikSite�nity

Tempe, Ariz.

So�a,Bulgaria

$180 million


Tivo, Swiss RE

Toyota Motor,Chevron

N/A

.NET

Limelight provides astandalone, SaaS-based WCM (formerlyClickability); it alsointegrates with an onlinevideo platform and aglobal content deliverynetwork, which formLimelight’s Orchestrateplatform.

Tight alignment withMicrosoft and theASP.NET framework hashelped Site�nity appealto web developers.Parent company Telerikis known for its .NETdevelopment tools.



Numerous Vendors Offer Publishing And/Or Intranet-Centric WCM Solutions

Several commercially supported open source WCM solutions surface in this category and provide solid capabilities at lower prices and, typically, with less complexity. Price isn’t everything, but organizations that aren’t necessarily trying to transform their enterprise and that are trying to rationalize a WCM purchase for their core web needs may find it worth considering the tools in this segment (see Figure 5). We often find traditional enterprise-scale buyers of WCM solutions trying solutions in this category for departmental or niche projects. Although they are appealing in the right circumstances, it’s unlikely that these solutions are going to supplant enterprise-scale WCM systems at this time.




Figure 5 Web Publishing And/Or Intranet-Centric WCM Vendors/Solutions


HQ

CrafterSoftware

(Crafter CMS)

Reston, Va.

DNN Corp.(formerly

DotNetNuke)

Magnolia

Jahia(Jahia xCM)

Percussion(Percussion

CMS)

Automattic (WordPress.

com VIP)







San Mateo,Calif.

Basel,Switzerland

Geneva,Switzerland

Woburn, Mass.

SanFrancisco,CA

Kaplan,YouSendIt

US Departmentof Defense,Sports Direct

Atlassian,Fitch Ratings

Ben & Jerry’s,HomeAway

Hotwire,Mathworks

Time, NY Post

Java

.NET

Java

Java

Java

N/A

Crafter, a 2013 spinoff ofRivet Logic, is theWCM for Alfresco opensource ECM but nowalso sells WCM andWEM directly to businessand technology buyers.

This vendor (formerlyDotNetNuke) offers DNNEvoq, one of the few.NET-based open sourceWCM products in themarket.

An open source WCMplatform for content andcross-channel digitalexperiences withenterprise-level servicesand support

Open source Jahia wantsto make managing digitalexperiences easy, with itsJava-based content management platformaimed at developersand business users.

Percussion aims todifferentiate on the basisof its decoupledarchitecture and its“mashable integration”for connecting the WCMwith externalapplications.

WordPress goes beyondits legacy valueproposition (a free, opensource SaaS blogplatform/toolset) and isnow a more complete WCM candidate for midsize/large sites seeking core content management capabilities.






R E C O M M E N D AT I O N S

FRAME YOUR NEEDS FIRST, THEN SEEK WCM PRODUCT ALIGNMENT

Like snowflakes, every website and digital experience initiative is unique. Many projects share common requirements that align with WCM basics: an intuitive user interface for authoring content and administering a site or sites; a content repository and library services for content check-in/out; a workflow system to manage and automate processes; and permissions for controlling access to content. But your requirements beyond the actual content management capabilities will determine what type of WCM solution best fits your needs. In particular, you should:

■ Consider what digital-experience-related capabilities you need to support your strategy. Some, but not all, WCM vendors support the delivery and measurement of contextual, multichannel experiences. It’s critical that you consider these capabilities as you frame your purchasing plans to support your current and future needs. Review the criteria from our Forrester Wave evaluation of WCM for digital customer experience to determine which — if any — of those extended features you need.5

■ Determine whether an alternative WCM solution may be the right fit for a specific project. You may find solutions for specific, discrete projects not by starting at the top end of the market but by starting a little lower. Consider establishing a proof of concept with an aspirational or publishing/intranet-centric solution for projects that aren’t tied closely to those customer experiences that your enterprise WCM platform supports. It’s not uncommon for organizations to have a WCM portfolio consisting of an enterprise-scale WCM for dot-com and core sites as well as an alternative solution for smaller projects that have more basic needs and require a faster time-to-Web.

ENDNOTES1 Forrester covers the following web content management systems: Adobe, Acquia, Ektron, HP Autonomy,

IBM, Microsoft, OpenText, Oracle, SDL, and Sitecore. See the April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” report.

2 Forrester has defined the emerging market for digital customer experience platforms, which offer a range of capabilities necessary for creating and managing on-site digital experiences. Web content management vendors and eCommerce vendors have emerged as strong influencers in this market. See the November 26, 2013, “Market Overview: Digital Customer Experience Delivery Platforms” report.

3 A diversity of technology supports enterprises and brands that are trying to improve their overall approach to digital customer experience delivery. Forrester has identified the core technologies that are necessary to drive “on-site” experiences. See the September 3, 2013, “TechRadar™ For AD&D Pros: Digital Customer Experience Technologies, Q3 2013” report.









4 Enterprises are striving to create seamless digital experiences that connect multiple customer touchpoints in a way that is easy to manage and support. For a view of this vision for digital experience and the opportunities it presents for businesses and brands today, see the August 22, 2012, “Unify The Digital Experience Across Touchpoints” report.

5 After examining past research, user needs assessments, and vendor and expert interviews, we developed a comprehensive set of evaluation criteria. We evaluated vendors against 100 criteria, which we grouped into three high-level buckets: current offering, strategy, and market presence. See the April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” report.





Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 13 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. 107861

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