June 27, 2008 Forrester TechRadar™: Enterprise Content … · 2009. 9. 23. · full breadth of ECM within perspective, we limited the ECM TechRadar to: · Core ECM suites that address

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June 27, 2008

Forrester TechRadar™: Enterprise Content Management, Q2 2008by Kyle McNabbfor Information & Knowledge Management Professionals

www.forrester.com

© 2008, Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. Forrester clients may make one attributed copy or slide of each figure contained herein. Additional reproduction is strictly prohibited. For additional reproduction rights and usage information, go to www.forrester.com. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. To purchase reprints of this document, please email [email protected].

For Information & Knowledge Management ProfessionalsIncludes a Forrester TechRadar™

EXECUTIVE SUMMARYThe volume of emails, video, documents, Web sites, collaborative workspaces, scanned images, corporate records, blogs, statements, and other types of content continues to explode. Enterprises don’t just need to manage content to reduce risk, they must manage it to improve business processes, transform stale customer experiences, and enrich employee collaboration. Yet many information and knowledge management (I&KM) professionals believe they’ll have an easier time herding cats than finding the right mix of enterprise content management (ECM) technologies to manage this explosion — it’s tough. To simplify planning, Forrester analyzed ECM technologies by evaluating maturity and business value. Content services and enterprise rights management stand ready to displace legacy ECM investments, while the granddaddy of ECM — imaging — continues to deliver strong business value.

TABLE OF CONTENTSThe State Of Technology Planning For ECM

Why The Future Of ECM Matters

Overview: Forrester’s TechRadar For ECM

TechRadar: Imaging Delivers Business Value, While Content Services Disrupt

RECOMMENDATIONS

Make ECM A Portfolio Strategy, Not Simply A Suite Strategy

Supplemental Material

NOTES & RESOURCESFor this TechRadar™, Forrester examined past research on ECM, interviewed 20 experts responsible for building or implementing these technologies, and spoke with more than 30 enterprises using varying ECM technologies.

Related Research Documents“Enterprise Content Management’s Next Step Forward”February 29, 2008

“Business Context: A Better Way To Define An ECM Strategy”December 27, 2007

“The Forrester Wave™: Enterprise Content Management Suites, Q4 2007”November 9, 2007

June 27, 2008

Forrester TechRadar™: Enterprise Content Management, Q2 2008Content Services Are Disruptive; Imaging Delivers High Business Valueby Kyle McNabbwith Connie Moore, Craig Le Clair, Stephen Powers, Rob Koplowitz, and Shelby Catino

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http://www.forrester.com/go?docid=44243&src=45969pdf






© 2008, Forrester Research, Inc. Reproduction ProhibitedJune 27, 2008

Forrester TechRadar™: Enterprise Content Management, Q2 2008 For Information & Knowledge Management Professionals

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THE STATE OF TECHNOLOGY PLANNING FOR ECM

Unstructured data — such as email, documents, scanned images, faxes, Web copy, audio and video, blogs and wikis — makes up the majority of information that fuels operations within any enterprise. This unmanaged content leads to chaos, compelling I&KM pros to turn to ECM technologies to capture, manage, retain, and put content to use in business processes, Web sites, and delivery channels. Yet ECM means different things to different people. For some, it may mean content repository consolidation, while for others it may mean proliferation of Microsoft Office SharePoint Server and IBM Lotus Quickr. Legal teams may view ECM as an answer to eDiscovery, whereas IT teams may (mistakenly) see message archiving as a long-term fix for records management. And marketing teams often view ECM as a way to target rich content to customers across multiple channels.

ECM technologies have crystallized as the focal point for many I&KM pros looking to address compliance, governance, process efficiency, worker productivity, and customer experience needs. But finding a single technology that completely meets the enterprise’s need to manage and use content remains impossible.

WHY THE FUTURE OF ECM MATTERS

I&KM pros can make substantial impact in their enterprises if they choose the right projects and technologies that:

· Protect the enterprise from risk, while embracing the ways business people work. Managing content helps keep the enterprise out of trouble by enforcing policies to keep or get rid of content. But the technology supporting these policies cannot simply archive, lock down, or destroy content — it needs to support the varying and evolving ways businesspeople work.1

· Drive content into business processes to improve efficiency or business optimization. Managing content helps the enterprise improve transactional business processes, like invoicing or new-account opening.2 Supporting these transactional business processes requires ECM technologies to infuse content into the business process, making it available to the task worker when he needs it to quickly move on to the next transaction.

· Make content easily accessible and shareable within employee collaboration efforts. Managing content enhances business collaboration efforts, like contract management, capital project collaboration, and call center FAQ wikis. But businesspeople often shun solutions that thrust the complexity of content management upon them. ECM’s support for employee collaboration will be based on how content is accessed and shared, while hiding the complexity of content management — such as taxonomy and metadata — from businesspeople.

· Deliver content in more targeted and dynamic ways to improve the customer experience. Managing content also helps the enterprise deliver better, more persuasive customer experiences

© 2008, Forrester Research, Inc. Reproduction Prohibited June 27, 2008


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like targeted Web sites, microsites, and customer correspondences. Supporting the customer experience requires ECM to target content to people based on segmentation models, then deliver that content in online and offline channels.3

· Consolidate existing ECM technologies into a more manageable set. While content proliferation may go unchecked, I&KM pros expect ECM to keep technology expansion in check. Keeping technology growth under control requires ECM technologies to address more than one type of content or one type of usage, and provide I&KM pros with a platform from which to take on current and future ECM needs.

OVERVIEW: FORRESTER’S TECHRADAR FOR ECM

To help I&KM pros plan their next decade of investments in ECM, Forrester investigated the current state of its 16 most important technologies. We examined past research, interviewed more than 20 experts in the field, and experimented with very early versions of products and services. We also conducted detailed research with multiple current or potential customers and users of each of the technologies, for a total of more than 40 customers and users. We used the data collected to assess four categories: 1) the current state of the technology; 2) the technology’s potential impact on customers’ businesses; 3) the time experts think the technology will need to reach the next stage of maturity; and 4) the technology’s overall trajectory — from minimal success to significant success.4

Why Do These 16 Technologies Appear In The TechRadar?

Many technologies exist in the broad portfolio of software that an organization can use to capture, manage, deliver, and retain unstructured information. This study focuses on technologies that I&KM pros frequently ask about because of their need to reduce the chaos caused by constantly expanding volumes of enterprise content. This study also focuses on the software that enterprises will turn to in hopes of reducing or hiding the complexity of ECM from people. Many of these technologies have been around longer than 10 years, like imaging, document management, Web content management, and records and retention management. Others, like content services and content analytics, have only recently emerged onto the enterprise scene (see Figure 1). To keep the full breadth of ECM within perspective, we limited the ECM TechRadar to:

· Core ECM suites that address content management and archiving. Software, components, such as imaging, document management, records and retention management, Web content management (WCM), and digital asset management (DAM), form the basis for many ECM suite evaluations. These components provide significant benefits, ranging from increased efficiency and enhanced productivity to increased customer service. Message archiving, as well as emerging technologies such as content archiving and enterprise rights management (ERM), help enterprises mitigate content risks.



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· Technologies that infuse content into customer experiences. Structured document output management (DOM), interactive DOM, and on-demand DOM deliver targeted content to an enterprise’s customers via online and offline channels. XML content management and publishing supports the management and publishing of XML-based content.

· Emerging technologies that improve knowledge capture and sharing. Newer technologies such as content services, enterprise wikis, and enterprise blogging promise to make knowledge sharing easier. And an emerging content analytics technology promises to reduce the complexities of content management from businesspeople while driving content into their workplaces.



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Figure 1 Forrester TechRadar™: ECM, Q2 ’08 Technologies Evaluated

Source: Forrester Research, Inc. 45969

Content analytics

Software that analyzes and extracts meaning from content based on its contents, how content is created, where it is captured from, and its use in business processes Definition

Content analytics aims to abstract the complexities of content management from people by extracting meaning from content based on how it’s created, managed, and used. Enterprises can be found using this maturing technology to drive better discovery of content and integrate content with business processes and line-of- business systems.

Usage scenario

Autonomy, EMC, IBM, Oracle, Xerox Vendors

Unknown Estimated cost to implement

Content services

General-purpose software providing rudimentary support for the management and retention of content in a highly scalable, yet low-cost-per-seat, manner Definition

Usage scenario Enterprises turn to content services support to help move employee populations off of managing and sharing content (i.e., documents, presentations, spreadsheets) on file shares and email systems.

Vendors IBM Lotus (Quickr), Microsoft (Windows SharePoint Services and Microsoft Office SharePoint Server), Oracle (ContentDb), and Xythos Software

Estimated cost to implement < $50 per seat

Content archiving

Definition

Usage scenario

Vendors

Estimated cost to implement

Software providing the core repository and archive environment for a host of unstructured information, ranging from emails, documents, images, to audio and video content Providing a consolidated archiving for multiple types of unstructured information for those enterprises concerned with introducing point, silo archiving products for emails, files, and documents.

Autonomy (ZANTAZ), EMC, IBM, Oracle, and Open Text

Varies based on size of environment, the volume of information to be archived, and applications to be integrated with

Digital asset management

Definition Software used to manage the creation, production, management, distribution, and retention of digital assets such as audio, video, graphical images, collateral, and other rich media content

Usage scenario

Organizations turn to DAM to support the management, transformation, and usage of branded assets such as graphical images; collateral such as product data sheets; and audio and video content. DAM technology allows organizations to manage assets centrally and distribute them, in the right format, for use across multiple channels, including Web, print, and wireless.

Vendors Microsoft (ADAM), Chuckwalla, ClearStory Systems, EMC, Interwoven, North Plains Systems, Open Text, Oracle

Estimated cost to implement Varies widely based on the size and scope of deployment



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Figure 1 Forrester TechRadar™: ECM, Q2 ’08 Technologies Evaluated (Cont.)


Document management

Software managing the complete life cycle of higher-value documents, from collaborative authoring, structured publishing workflows, to archival and disposition

Enterprises use document management to support the management and retention of higher-value intellectual property, such as contracts, deals, legal matters, standard operating procedures, regulatory submissions, engineering schematics, plant and facilities maintenance materials, and patent submissions.

Alfresco Software, EMC, HP, IBM, Interwoven, Microsoft, Open Text, Oracle, Xerox

Varies widely based on the size and scope of deployment

Definition

Usage scenario

Vendors


Definition

Usage scenario

Vendors


People use blogs (short for “Web log”) to publish Web content in reverse chronological order. Enterprises use enterprise blogging to establish a platform that integrates and works with established IT infrastructure (e.g., security, data management) for multiple people within the organization to publish blog content.

Enterprises bring in enterprise blogging technology to allow their people to publish Web content — including text and video — to support employee communication efforts, knowledge sharing, and communications with customers and partners.

Awareness, EMC, IBM, Microsoft, Oracle, Six Apart

Nominal fees; blogging is increasingly found in enterprise collaboration and ECM platforms. Independent offerings range from $10,000 to $50,000 to support 1,000 users.

Enterprise blogging

Definition

Usage scenario

Vendors


Technology used to establish, apply, and enforce policies protecting and governing who can do what (open, copy, share, print) with messages and enterprise content

Businesses use enterprise rights management technology to protect sensitive intellectual property such as board meeting notes, contracts, and product schematics, while also giving specific people, based on role or name, rights to access and use this content.

Adobe Systems, EMC, Liquid Machines, Microsoft, Oracle


Enterprise rights management



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Imaging

Software for scanning, capturing, indexing, retrieving, processing, and archiving digital images of documents and electronic forms. Definition

Usage scenario

Vendors


Businesses use imaging technology to support document-centric business processes, such as claims processing, mortgage origination, new-account opening, accounts payable, time and expense reporting, and new employee onboarding.

EMC, Hyland Software, IBM, KnowledgeLake, Kofax, LaserFiche, Open Text, Perceptive Software, Vignette, Xerox

Varies widely based on the size and scope of deployment.

Enterprise wikis

A wiki is a collection of Web pages that multiple people can collaboratively contribute or edit content using standard markup languages. An enterprise wiki is wiki technology used primarily in the enterprise in either an on-premise or software-as-a-service model, while also supporting authentication, content auditing, workflow, and enterprise search requirements.

Definition

Usage scenario

Vendors


Enterprises primarily use wikis to enable multiple people to collaboratively author, edit, and immediately publish Web content addressing areas such as frequently asked questions, meeting minutes and agendas, group authoring of documents, and group authoring of knowledge.

Atlassian, CustomerVision, EMC, FatWire, Google, IBM, Microsoft, Oracle, Socialtext, Zoho

Minimal costs, ranging from free to $1,200 for unlimited use in an enterprise

Interactive DOM

Software that creates, formats, personalizes, and distributes documents, matching variable data — such as customer data— with structured forms or templates, while using workflow to manage how people can enhance and review a document before the document is produced.

Definition

Usage scenario

Businesses turn to interactive DOM support to support document-centric customer support business processes such as outbound correspondence management and negotiated documents. These business processes often require a “human touch” to personalize the communication before it is sent to the customer.

Vendors Adobe Systems, EMC (Document Sciences), GMC Software Technology, Group 1 Software, HP (Exstream Software), StreamServe, Thunderhead




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On-demand DOM

Definition Software that creates, formats, personalizes, and distributes documents when triggered by events and with minimal human intervention

Usage scenario Businesses turn to on-demand DOM to support event-driven document creation and output in areas such as quotes on demand, travel itineraries on demand, proposals on demand, and collateral on demand.

Vendors Adobe Systems, EMC (Document Sciences), Esker, Group 1 Software, HP, Thunderhead, XMPie


Records and retention management

Definition

Usage scenario

Vendors


Software managing long-term retention and disposition policies, including applying legal holds on information deemed corporate records

Businesses and government agencies use records management to apply retention and disposition policies to important corporate records, such as contracts, customer communications, and important transaction-related information. Records management helps enforce policies governing how long to keep information, when to get rid of information, and what to do with information when responding to a legal dispute or supporting eDiscovery needs.

Autonomy, CA, EMC, IBM, HP, Interwoven, Microsoft, Open Text, Oracle, Vignette


Message archiving

Technology and services used to archive and retain messages from email and instant messaging, and to improve mailbox management Definition

Usage scenario

Vendors


Enterprises often turn to message archiving first to address retention management concerns, such as enforcing retention policies on emails. Message archiving is used to lower overall storage costs, help people manage and access fewer emails and messages, and to address eDiscovery needs.

Autonomy, CA, EMC, HP, IBM, Open Text, Oracle, Quest Software, Symantec

< $30 per mailbox on average for large enterprise deployments

Structured DOM

Software that creates, formats, and distributes large volumes of documents via direct channels on a scheduled and consistent basis Definition

Businesses turn to structured DOM to streamline customer service relationship processes where customer data — from transactional systems — combines with rich formats and is prepared for bulk printing. Examples include customer statements and batch transactional and marketing promotional materials sent via direct channels.

Usage scenario

EMC (Document Sciences), Group 1 Software, HP (Exstream Software), Metavante, Skywire Software, StreamServe Vendors

Varies widely based on the size and scope of deployment Estimated cost to implement



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XML content management and publishing

Software used to both manage XML content and support its assembly and publishing into multiple output channels: print, Web, help files, and offline formats

Historically used to support the management and publishing of technical information, such as manuals, product catalogs, and operating procedures, publishing processes that have a high degree of content reuse and need for customization in the form of personalization or localization. Enterprises increasingly use the technology to support many content publishing scenarios that involve the assembly of different content components into output specific to a customer or employee, e.g., manuals, newsletters, product catalogs, operating procedures, service agreements, product labeling, and contracts. Usage scenarios typically involve the use of standards such as Darwin Information Typing Architecture (DITA) or S1000D.

Adobe Systems, EMC, empolis, JustSystems, PTC (Arbortext), Quark, Siemens (Teamcenter), Xerox, XyEnterprise

Cost varies based on the number of people using the system, the number of output channels being addressed, and the volume of content to be managed.

Definition

Usage scenario

Vendors


Definition Software used to capture, manage, publish, and deliver content to online channels such as Web sites, intranets, extranets, wireless sites, and email

Usage scenario

Businesses use WCM to manage and deliver content, including personalized content, to improve the online customer experience. Organizations also use WCM to manage and publish content to their corporate intranet and extranet environments.

Vendors Alfresco Software, Clickability, EMC, FatWire, IBM, Interwoven, Microsoft, Open Text, Oracle, SDL Tridion, Vignette


Web content management

TECHRADAR: IMAGING DELIVERS BUSINESS VALUE, WHILE CONTENT SERVICES DISRUPT

In mapping the future of ECM technologies, we found that (see Figure 2):

· Enterprises achieve high business value when supporting business processes with imaging. Imaging, the most mature ECM technology, has been used by enterprises for more than 20 years, and it still delivers. Imaging may not be the sexiest ECM technology, but enterprises wanting to move from paper to fully digital processes get their money’s worth with imaging.

· Content services deliver what document management could not. Content services — think Microsoft Office SharePoint Server and IBM Lotus Quickr — do not have the depth of established document management technologies. But it’s easy to overlook shortcomings of feature depth when the technology actually fits — and does not materially change — the way businesspeople work.



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· Content archiving will drive message archiving into retirement. Message archiving seems on the move . . . out. Innovative vendors, responding to customer pains from the limited functionality of many message archiving products, now focus on archiving all types of content, not just email.

Figure 2 Forrester TechRadar™: ECM, Q2 ‘08


Creation

Negative

Low

Medium

High

Survival Growth Equilibrium Decline

Bu

sin

ess

valu

e-ad

d,

adju

sted

for

un

c ert

ain

ty

Ecosystem phase

Time to reach next phase: Trajectory:

< 1 year

> 10 years

1 to 3 years 3 to 5 years

5 to 10 years

Significant success Moderate success Minimal success

Content analytics Content archiving

XML content mgmt. and publishing Enterprise wikis

Content services

Digital asset mgmt. Enterprise blogging

Web content mgmt.

Structured DOM

Message archiving Document mgmt.

On-demand DOM

Enterprise rights mgmt. Interactive DOM

Records and retention mgmt.

Imaging



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Creation: Content Archiving And Content Analytics Will Reshape ECM

Technology within the Creation phase is often not commercially available or is only available in an early version or limited use. Cutting-edge IT shops often experiment with the technology, rarely rolling it out to production in anything other than specialized use cases. We included two categories in the Creation phase (see Figure 3):

Figure 3 Forrester TechRadar™: Creation Phase Technologies


Content archiving

Newly arrived content archiving technologies promise to provide the answer to many of today's point archiving and retention issues. However, consolidated archives of multiple types of content have yet to demonstrate substantial success with early adopters. Technology vendors continue to pour substantial resources into providing content archiving technologies, but today's focus on silo archiving — primarily email — keeps service providers and other supporting resources from allocating substantial attention to addressing consolidated archiving needs.

Why the Creation phase?

Business value-add, adjusted for uncertainty

Time to reach next phase

Trajectory (known or prospective)

Negative. While the promise of a consolidated archive for all unstructured content has great promise, no system yet has the breadth to support content types as diverse as emails, documents, and collaborative workspaces. The effort and costs needed to implement a content archiving environment to replace legacy message archiving and address file archiving, and SharePoint archiving, for example, remain too high for broad usage.

1-3 years. We expect ECM and archival vendors to aggressively invest in technology to address today's consolidated content archival needs. Within three years, leading ECM and archival vendors will have proven that they can support multiple content types within a single archive while also supporting integration with records and retention management products.

Moderate success. Content archiving technology, by delivering value based on a consolidated archiving for all types of content, will displace message archiving. Enterprises will move beyond point archiving solutions to consolidated approaches in hopes of mitigating risk concerns with email, documents, collaborative workspaces, Web sites, and digital media.

Content analytics

Few generally available content analytics tools exist in the market today. The most basic examples include content and text analytics products from vendors such as Autonomy and IBM, applied to risk mitigation scenarios. We believe other ECM, enterprise search, collaboration, and business intelligence vendors are working on similar capabilities for specific and broad use cases.

Why the Creation phase?




Negative. The currently available technologies promise much, but require substantial resources — both human and capital — to implement, integrate, and operate.

1-3 years. Content analytics technology will remain in the creation phase for the next one to three years. Because the technology is very nascent today, and often follows the implementation of other ECM technologies, it will likely find itself being embedded into core ECM platform solutions.

Significant success. We believe content analytics will provide significant value by helping to improve adoption of today's ECM technologies and also by driving better usage of content in business processes and collaborative interactions.



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· Content analytics. Most ECM technologies push the complexity of content management onto businesspeople, like filling out metadata or putting content in the right folder hierarchy. As a result, most content is managed poorly, is difficult to find, and impossible to use. Enterprises are now considering content analytics to derive meaning from content as it is created and used. Early adopters have found that they can integrate content with business process tasks and proactively deliver content to businesspeople.

· Content archiving. This technology helps enterprises archive, retain, and dispose of a broad range of content such as emails, files, team sites, audio, and video content. Some enterprises in highly regulated industries, and those facing a great deal of costly litigation, now use content archiving technologies to move beyond message archiving to address their risk concerns.

Survival: Content Services Disrupts, While Enterprise Rights Management Heats Up

Typically, within the Survival phase, the very first commercial products hit the market, initial large-scale production environment deployments take place, and the ecosystem expands to include suppliers, customers, and partners like systems integrators. Leading-edge customers and end users begin to share their experiences using the product with others. Many vendors compete to earn plaudits and early customer wins. In this TechRadar evaluation, we placed six technologies in the Survival phase (see Figure 4):

· Content services. Enterprises drowning in documents, spreadsheets, and presentations on file shares and email systems have begun to abandon trying to manage this information with document management and have turned to content services instead. Content services, with its lightweight approach and integration with collaboration and desktop technologies like email, team sites, calendaring, word processing, and spreadsheets, appeals to businesspeople because it best matches how they work. This technology offers strong business value potential, but concerns over viral adoption and governance will keep I&KM pros busy for the next five years.

· Enterprise rights management. Content moves. Content constantly travels through email, businesspeople take it offline to work at home or while on planes, and enterprises share content — such as schematics and contracts — with external parties. Enterprise rights management (ERM) helps enforce security and retention policies for content resting in an ECM repository, email system, or file share. ERM will become increasingly important as businesspeople use content in ever-growing numbers of desktop and cloud-based applications. Early users find strong business value in mitigating risks without forcing people to materially change their work styles or behaviors.

· Enterprise wikis. This alternative to more costly and regimented document management systems does deliver — but the business value of independent enterprise wikis will diminish over time. And the lack of expertise about when to use a wiki keeps this technology’s business value in check. The collaborative authoring and management of content supported by wikis will



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be embraced by leading vendors of content authoring tools — like Adobe Systems, Microsoft, and OpenOffice.org. Wikis will also be incorporated into products from leading providers of document management and content services. Inclusion by these vendors will make wikis more common in the enterprise, more appropriate for the collaborative authoring, and more appropriate for sharing higher value intellectual property, like deals and business plans.

· Interactive DOM. Many documents churned out in high volume by enterprises to customers require a human touch before being sent. Interactive DOM marries variable data — such as customer name, address, and account balance — with structured templates. Enterprises regularly receive strong business value using interactive DOM technology when looking to deliver a more “personal touch” in their direct output — such as correspondence, pitch books, and welcome kits — to customers and prospects.

· On-demand DOM. On-demand DOM produces document output — such as a quote or statement — based on an external event, like a customer request. The technology promises to help transition higher-cost document production runs to lower-cost options, while giving customers what they want — real-time turnaround on requested documents. While promising, on-demand DOM can be challenging to embrace by operations accustomed to the review and approval of documents targeted to customers — such as quotes.

· XML content management and publishing. This technology provides business value by improving the customer experience, while reducing document publishing costs through improved reuse of content.5 Historically used in technical publications, product catalogs, and manuals, this technology faces adoption hurdles in other publishing processes — such as marketing collateral production, public sector legislation, and service agreements. Managing content in XML format helps drive reuse and dynamic output but often requires substantial process changes that may seem to outweigh benefits.



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Figure 4 Forrester TechRadar™: Survival Phase Technologies


Enterprise rights management

The market for enterprise rights management has largely consolidated, driven by the investments of large platform vendors such as EMC and Oracle. This technology has largely been used on a small scale — with a focus on specific intellectual property — but stands ready to be adopted in broader enterprisewide initiatives with the support of these large vendors. Increasingly, evangelists and service providers identify new ways to use this technology to address ever-increasing risk mitigation and compliance concerns with content.

Why the Survival phase?




Low. The use of enterprise rights management allows organizations to move from attempting to manage all content in securely managed repositories to having securely managed content assets. Today’s users of this technology struggle with its implementation, often using it in experimental or targeted deployments to understand its implications on businesspeople and business processes and to build confidence for future enterprisewide initiatives.

1 to 3 years. Increasing recognition that all content will not be managed in secure repositories, and the growing lack of control over what tools business people use to get work done, will fuel a focus on enterprise rights management and push it to the growth stage in less than two years.

Significant success. Technology Populism trends and the recognition by I&KM professionals that not all content will be managed in secure repositories will drive the adoption of enterprise rights management. This technology will provide significant business value in helping enterprises manage content while it’s at rest (such as in an ECM system), in transit (via email and across the network), and in use in different desktop systems, applications, and tools information workers use to get work done.

Content services

Over a short period of time, content services technology from vendors such as IBM and Microsoft has seen aggressive adoption by enterprises and is spurring ecosystem development. This technology is rapidly approaching a period of sustained worldwide growth as enterprises seek to move their employee populations off of file shares and email systems for content storage.





Low. The use of content services provides good value-add to the business and IT and helps improve IT operations in file share management and email management, in particular. As a general piece of information management infrastructure, content services alone does not lead to immediate business value. Enterprises struggle with governance and stewardship of this technology. As governance models mature, the ability of enterprises to achieve greater business value with content services will rise.

< 1 year. Content services will quickly reach mainstream adoption, while ecosystems of independent software vendors and integrators will build on this core technology to deliver greater business value. Moderate success. We believe content services will receive broad adoption by a majority of enterprises worldwide. However, it will most often be used in general- purpose scenarios, providing moderate business value to these same enterprises.



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Figure 4 Forrester TechRadar™: Survival Phase Technologies (Cont.)


Interactive DOM

The market for interactive DOM continues to gain momentum, with early customer success in financial services, insurance, retail, and travel. Mainstream adoption looms on the horizon as early adopters move from the use of interactive DOM within a small set of specific business processes to broader use in their customer communications and interactions. A relatively small number of vendors support this market.





Medium. The use of interactive DOM technology helps enterprises improve the customer experience by providing more targeted and relevant communications through primarily direct channels.

1 to 3 years. Interactive DOM technology is poised for broad, mainstream adoption as a technology underpinning the assembly and delivery of targeted, personalized content via direct and indirect channels.

Significant success. Interactive DOM technology will deliver significant business value for enterprises seeking to improve the customer experience. Current implementations often result in strong and measurable ROI by reducing document production costs while addressing business objectives related to customer acquisition, retention, and satisfaction.

Enterprise wikis

The market for enterprise wikis has consolidated significantly over the past 18 months, largely driven by the entrance of large vendors that offer wikis as features in their broader ECM and collaboration platforms. The number of pure-play wiki providers has dropped dramatically over the same time period, while enterprise Web 2.0 vendors have added wiki support to their burgeoning portfolios.





Low. Enterprise wikis offer both content authoring and management support, but they generally lack proven content management and retention management functionality. While many enterprises experiment with enterprise wikis in trial modes, those adopting enterprise wikis tend to be willing to tolerate greater risk in exchange for the latest and greatest technology.

1 to 3 years. Enterprise wikis will remain in the survival phase for the next three years. The technology is being embraced in larger ECM and collaboration platform vendor offerings, and it will slowly tie into the content management and retention support that enterprises need. Once this support is in place, enterprise wikis will move forward to the growth stage.

Moderate success. We expect content authoring tools — Adobe Acrobat, Microsoft Word, and OpenOffice.org Writer, for example — to embrace the collaborative authoring aspects of enterprise wikis. As they do so, the business value of independent enterprise wikis will diminish as businesspeople use these more familiar tools to collaboratively author content managed and published by content services, document management, Web content management, and records and retention management technologies. Still, enterprise wikis will achieve moderate success as enterprises use them as alternatives to more costly and difficult-to-administer document management initiatives.



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Figure 4 Forrester TechRadar™: Survival Phase Technologies (Cont.)


On-demand DOM

The market for on-demand DOM continues to gain momentum, with early customer success in financial services, insurance, and retail. Mainstream adoption looms on the horizon as enterprises seek to provide immediate responses to events such as customer registration and request for quote with on-demand output. A small number of vendors address this market, with large vendors — such as EMC and HP — fueling consolidation.





Low. The use of on-demand DOM provides good business value, as it helps offset costly print production with more efficient on-demand output, while supporting business process efficiency needs and customer experience requirements. Current use in limited pilots and small deployments keep overall business value low as enterprises test the waters with a new way of delivering document output on demand. 3 to 5 years. On-demand DOM is poised for broad mainstream adoption, moving to the next phase will take some time as enterprises come to grips with which business processes and customer interaction points should support on-demand output. Significant success. We believe on-demand DOM will provide significant business value to enterprises seeking to offset high-cost document production and improve the customer experience with event-driven document output.

XML content management and publishing technology have historically been positioned as niche tools, addressing very specific publishing processes, largely due to having to use specialized XML content authoring tools most content authors would find unfamiliar. Now, with Adobe and Microsoft providing native XML support in their market leading authoring tools, enterprises, evangelizers, and implementers continue to find new uses of XML content management and publishing technology to support dynamic publishing needs. Large platform vendors including EMC have embraced XML content management support, helping to fuel growth and interest in this technology.





Low. XML content management and publishing technology today can introduce a substantial amount of change to publishing processes, often overshadowing its benefits, such as improving content reuse; reducing publishing cycles; and delivering more targeted publications to customers, employees, and partners. Improvements in usability for business users and content authors, plus the adoption of standards such as DITA will help make this technology more applicable to broader sets of publishing processes and improve its business value.

3 to 5 years. We believe XML content management and publishing technology will move to the growth stage in just over three years. This will be primarily driven by improvements in content authoring tools from Adobe and Microsoft to support authoring in more structured formats using XML. With broad adoption of these improved authoring tools, developers and implementers will find it easier to embrace XML content management and publishing to address many static content publishing processes.

Moderate success. XML content management and publishing technology will deliver significant value to specific areas of interest within business as it addresses both the production costs and customer experience aspects of many content publishing processes.

XML content management and publishing

Growth: Imaging Delivers, And Other ECM Suite Components Gain Momentum

Within the Growth phase, the ecosystem either reaches a level of diversity and resilience that sustains the technology’s existence, or the ecosystem lacks momentum and the technology slowly slumps into



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decline and obsolescence. Widespread implementations produce piles of evidence, which allows potential customers to make better-informed decisions. The technology’s value proposition has crystallized and stabilized. Vendor consolidation begins, and new entrants must acquire an existing player to enter the market. We placed five technologies in the Growth phase (see Figure 5):

· Digital asset management. Digital asset management (DAM) solutions have grown from niche use inside marketing and media production environments to a more common means of managing an ever-growing volume of rich media — including audio, video, graphical images, and branded collateral. Enterprises with large volumes of rich media, or large growth in rich media volumes, and with a desire to use this content to improve customer experience can achieve business value with DAM. However, deploying DAM to creative roles in the enterprise often proves difficult and inhibits many enterprises from achieving substantial business value. An ecosystem of interactive agencies and systems integrators continues to build around this technology to help address implementation and adoption concerns.

· Enterprise blogging. Enterprise blogging’s low cost and ease of use make it a nice complement to any employee or customer communication strategy and technology portfolio. Struggles with identifying who should blog, when, and why overshadow the minimal struggle enterprises have with the technology. Enterprise blogging will become pervasive in the enterprise as large ECM infrastructure and collaboration platform vendors embrace it as a feature. But success with the technology will hinge on identifying the right scenarios for using it to complement employee and customer communication efforts.

· Imaging. Enterprises looking to improve efficiencies in many document-intensive business processes often turn to imaging for support. Historically used in siloed or departmental initiatives, adopters of imaging technology now have aggressive plans to move it more enterprisewide. While imaging remains a mature ECM technology, the ecosystem surrounding imaging continues to grow and expand as systems integrators, value-added resellers, and enterprise application vendors embrace it to help enterprises move from paper-based to electronic-based business processes. The substantial business value that many enterprises achieve with imaging (often in conjunction with business process management suite investments) make imaging one of the safest ECM investment areas.

· Records and retention management. Enterprises wanting to place more content under policies that drive content retention and disposition fuels interest and growth in records and retention management (RM). This technology works best when the enterprise can manage all of its content in secure repositories — a virtual impossibility for most enterprises, given their use of email, file shares, and content services. Still, enterprises find that they can achieve strong business value with RM. Success with this technology requires collaboration among legal, IT, records managers, and line-of-business roles to define and enforce policies for all electronic and physical records.



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· Web content management. As enterprises recognize the importance of content to improving the customer experience across multiple channels, Web content management (WCM) adoption has grown. This technology’s ecosystem continues to develop — with interactive agencies increasingly relying on WCM to help build and support dynamic customer experiences for their clients. Web content management is a mature technology; enterprises successful with WCM view it as essential plumbing to an online operation, not just an IT tool.6

Figure 5 Forrester TechRadar™: Growth Phase Technologies


Digital asset management

The market for DAM continues to grow as enterprises create ever-increasing amounts of digital content. The market is served by a moderate number of technology vendors and an increasing number of interactive agencies and systems integrators, aiming to help enterprises manage creative processes and improve customer experiences with digital content.

Why the Growth phase?




Medium. DAM provides good business value for enterprises with large digital content production costs, but most enterprises do not have large digital content production costs and instead want better support for digital content’s management and delivery. As a result, DAM provides moderate business value to most enterprises.

3 to 5 years. The creation and usage of digital content will increase, driving greater demand for DAM technology. DAM will not reach equilibrium for the next three to five years as DAM vendors optimize their products for higher-end digital content production support and more common needs associated with digital content management and distribution.

Moderate success. We believe DAM provides good business value for those enterprises with large digital content production costs. But with most enterprises primarily concerned with the management and delivery of their digital content — versus digital content’s production — DAM will experience moderate success in the enterprise market.

Enterprises have little difficulty acquiring enterprise blogging technology, since large infrastructure vendors such as EMC, IBM, Microsoft, and Oracle, include it in their ECM platform and collaboration offerings. Smaller pure-play vendors now compete on price just as much as they do on functionality.





Medium. Enterprise blogging complements employee and customer communication, collaboration, and knowledge sharing efforts. The technology’s low cost and ease of use can lead to fast returns. Enterprises do not struggle with the technology as much as they struggle with identifying the right scenarios and situations within their organization that enterprise blogging can support.

3 to 5 years. Enterprise blogging technology will grow over the next five years as IT infrastructure vendors mature their offerings, making them more accessible and supporting an enterprise’s retention management initiatives. More enterprises and more employees within enterprises will use the technology to complement employee and customer communication and collaboration, making enterprise blogging an established means of communication within five years.

Moderate success. We believe enterprise blogging technology will experience moderate success as a complement to an enterprise’s existing and future communication and collaboration efforts with customers and partners.

Enterprise blogging



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Figure 5 Forrester TechRadar™: Growth Phase Technologies (Cont.)


Imaging

While this is a mature technology, document imaging vendors continue to find new use cases for their technology. An increasing number of independent software vendors, value-added resellers, and systems integrators continue to build new solutions and drive new deployments of document imaging within enterprises.





High. Document imaging technology regularly delivers strong business value to enterprises in specific departmental and business process areas. Document imaging often provides the foundation for many human-centric BPM initiatives, and increasingly imaging technology embraces human-centric BPM functionality to help support document-centric business processes, often resulting in millions of dollars in savings and greater business process efficiency. 3 to 5 years. Document imaging will see continued growth over the next three to five years as enterprises move from departmental or specific business process deployments to broader, enterprisewide initiatives. This movement will be further supported by an increasing usage of imaging by independent software vendors to image-enable their applications, and by systems integrators and value-added resellers to address specific document-centric business process needs.

Significant success. Document imaging will continue to deliver strong levels of business success in the form of helping enterprises move from paper-based to electronic-document-centric business processes.

Records and retention management is currently served by a moderate pool of vendors, and increasingly, large platform vendors. The market continues to consolidate as large platform vendors acquire remaining best-in-class products. The broader distribution reach of larger platform vendors will continue to fuel the growth of this technology.





Medium. Many enterprises have jumped to records management with the idea that it provides immediate high business value. Yet these same enterprises face incredible difficulty in getting IT, business, and legal teams to define, implement, and enforce business policies related to records and retention management. Records and retention management technology provides good business value, but its current focus on locking down content to address legal retention and disposition needs keeps it from providing high business value for most enterprises. As the technology matures to address capturing content and metadata not just to address legal retention needs, but also to drive better usage of content by businesspeople and business processes, records management will move closer to providing high business value. >10 years. The records and retention management technology we see today will evolve over the next three to five years, becoming a platform technology supporting most implementations of document management, imaging, message archiving, and content archiving initiatives. It will also evolve to not focus solely on the retention of content to address risk concerns, but to also focus on how to retain content to drive better business productivity. The demand and changing landscape for records and retention management will keep it in this phase, however, for the next five to 10 years.

Significant success. Ever-growing risk mitigation concerns related to exploding volumes of content, including new content types (e.g., blogs, instant messages, wikis) will drive continued interest and growth in records and retention management for the foreseeable future. Records and retention management technology will become the core environment I&KM professionals in IT and lines of business use to define and implement business policies on how to capture, retain, use, and dispose of content.

Records and retention management



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Figure 5 Forrester TechRadar™: Growth Phase Technologies (Cont.)


A desire to improve the customer experience drives many enterprises to seek WCM to help manage, publish, and deliver content through the online channel. A moderate pool of technology vendors support this market, and an increasing number of independent software vendors, interactive agencies, and systems integrators work with WCM to support customer experience initiatives.





Medium. WCM provides good business value to specific groups within an enterprise, such as marketing operations and eBusiness groups. Its usage as a platform technology used by IT developers and business to manage online initiatives provides moderate business value to enterprises faced with multiple choices for their online infrastructures.

1 to 3 years. WCM technology is widely adopted by enterprises, ranging from broad platform usage to departmental initiatives. Customer experience demands will drive WCM technology to broader adoption, and will drive vendors to make their technology essential plumbing for online operations, while also investing in content delivery, Web 2.0 support, and site-experience-optimization technologies.

Moderate success. We believe WCM will continue to experience moderate success within the enterprise market. WCM provides good business value to enterprises that see content management and delivery as important to improving the customer experience. WCM will become standard “plumbing” for many operations responsible for maintaining externally facing Web experiences (e.g., customer Web sites), replacing many custom-developed or legacy implementations to support multichannel and improved content targeting needs.

Web content management

Equilibrium: Document Management And Message Archiving Have Peaked

During the Equilibrium phase, which can last for several years — or even decades, for hardware — the ecosystem is large and resilient. The benefits and limitations of the technology are documented and well-known. At the end of this phase, installed customer numbers fall as some companies switch to new technologies. The market becomes highly consolidated, customer numbers flatten, and revenues level off or decline. In this TechRadar evaluation, we placed three technologies in the Equilibrium phase (see Figure 6):

· Document management. Document management’s at the peak of its maturity curve, a place we believe it will remain for the next 10 years. Enterprises needing to manage higher value intellectual property — such as engineering schematics, legal contracts, and merger and acquisition information — will continue to turn to document management. Many integrators and independent software vendors now have specialized solutions built on document management systems to address these higher value intellectual property needs. But those familiar with the technology, driven largely by document management’s traditionally high cost and administrative overhead, now turn to content services and enterprise wikis to address their more general-purpose document management and sharing needs.

· Message archiving. This technology provides good IT value by helping keep email systems lean and efficient. But enterprises regularly call the business value of message archiving into question. Many enterprises believe the technology underdelivers on its ability to help address eDiscovery



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and RM needs. This technology’s singular focus on email archiving will keep it in use to help optimize email and messaging platforms. But growing usage of content archiving, RM, and ERM will diminish the business value of message archiving.

· Structured DOM. Structured DOM assists in the scheduled delivery of consistently formatted output, such as financial statements, telephone bills, and mass direct mail materials. Mature technology, coupled with a well-established ecosystem of document service providers, such as Océ Business Services, RR Donnelly, and Xerox, put structured DOM at the early stages of the Equilibrium phase. And as the need for mass distribution of static content continues to decline, enterprises will look to interactive DOM and on-demand DOM more than structured DOM.

Figure 6 Forrester TechRadar™: Equilibrium Phase Technologies


Structured DOM

Larger, IT-platform-oriented vendors such as EMC and HP have recently acquired DOM technology. The broader distribution reach of these platform vendors will help bring structured DOM technologies to new vertical and geographic markets. Yet the overall demand for structured DOM support has peaked, with enterprises now looking to tackle interactive and on-demand scenarios.

Why the Equilibrium phase?




Medium. Structured DOM support helps enterprises reduce costs associated with the production of large volumes of printed materials normally delivered through the direct channel to customers.

5 to 10 years. Forrester believes that structured DOM interest will slowly give way to interactive and on-demand requirements as enterprises look to deliver more personalized customer communications across multiple channels. It will take many enterprises more than five years to move many of their document production processes to more interactive and on-demand document output management support, driven in part by postal rate increases in the US and other countries.

Moderate success. We believe structured DOM will continue to have moderate success, as it allows enterprises to reduce costs in high-volume document production.

The number of vendors providing document management support has declined since 2003, driven by consolidation and the entry of larger platform vendors into the market. Independent software vendors and systems integrators have turned their attention from document management to content services, helping establish document management in its equilibrium phase.





Low. Document management’s success in the market has seen its ups and downs. Most enterprises use document management in departmental initiatives and overwhelmingly express frustration with the complexity document management implementations often introduce to businesspeople.

5 to 10 years. Document management has reached broad penetration and adoption in the enterprise market, with much of the higher-end of the market saturated. Attempts to roll out document management enterprisewide often result in frustration, leading to greater interest in content services and wikis. But because document management is so well entrenched in many departmental initiatives, and in many enterprise data centers helping to manage important intellectual property, we believe the technology will see little change over the next five to 10 years.

Minimal success. Document management can deliver good business value to specific roles and business processes within an enterprise. But its inability to be used across an enterprise, and inability to be a paradigm-changing technology supporting new applications, will lead to negative success.

Document management



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Figure 6 Forrester TechRadar™: Equilibrium Phase Technologies (Cont.)


Message archiving has seen aggressive adoption by enterprises in North America and Western Europe. It has been, in many cases, the first technology brought in by an enterprise to address compliance and legal risks associated with content, in addition to its use in keeping email systems productive. The majority of platform and IT infrastructure vendors offer comparable message archiving products, making it easily accessible to enterprises worldwide.





Low. Message archiving technology today competes on speeds and feeds and, increasingly, on support for eDiscovery — the latter being a stretch, considering eDiscovery’s scope involves all information, not just the messages archived by message archiving systems. The emergence of content archiving promises to provide greater business value, and in the process continue to limit the value of message archiving within the enterprise. In addition, customer dissatisfaction with message archiving is rampant. This can be linked to the fact that vendors and adopters of the technology who seek to quickly address risk mitigation concerns sometimes use it in complex information management scenarios.people. 5 to 10 years. Message archiving technology will be used for the foreseeable future to help optimize email and messaging platforms, while also supporting — but not being the sole supporting technology of — risk mitigation needs in an enterprise.

Minimal success. Enterprises looking to message archiving now should do so with a primary view on optimizing their email and messaging platforms from IBM, Microsoft, and others. Attempting to use message archiving technology to tackle broader content archival and risk mitigation needs has led to much frustration and disappointment.

Message archiving

Decline: Explosive Content Growth Will Keep ECM Technologies From Decline

In this phase, forcing factors — such as new regulations, changes in the business environment, a shrinking talent pool, or the launch of disruptive competing technologies — destabilize the ecosystem. Customers, vendors, and complementary organizations, such as service providers, bail out. Some companies continue to run the technology, but vendors stop supporting it.

No ECM technology examined in this report has reached the Decline phase. We believe the continued growth of content has no immediate end in sight. This growth will continue to drive interest and usage of all the ECM technologies examined in this TechRadar evaluation.

R E C O M M E N D A T I O N S

MAKE ECM A PORTFOLIO STRATEGY, NOT SIMPLY A SUITE STRATEGY

ECM technologies can play a vital role in helping your organization mitigate risk, improve business process efficiencies, enhance employee collaboration efforts, and improve multichannel customer experiences. Multiple technologies, not just one, address each of these important issues. ECM suites give I&KM pros the opportunity to procure multiple ECM components at one time, but



23

these suites do not address all ECM needs. I&KM pros need to weigh multiple ECM technology options to find the right combination of business value and ecosystem maturity to meet their varying needs.

· Understand what’s driving your need for ECM. The technology used to infuse content into business processes differs from the technology used to improve the customer experience. Similarly, what improves the customer experience doesn’t always work well to enhance employee collaboration efforts. Work to understand what’s driving your interest in ECM, and segment this interest into transactional content needs, business collaboration needs, persuasive customer experience needs, and risk mitigation needs. Understanding what’s driving your interest in ECM will fuel your investment planning.

· Understand your risk profile before making investments. Technology in the Creation and Survival stages — such as content archiving, content analytics, and on-demand DOM — may work well for organizations willing to experiment. Others that need to demonstrate more immediate business value will want to turn their attention to technologies in the Survival phase and beyond.

SUPPLEMENTAL MATERIAL

Online Resource

The underlying spreadsheet that exposes all of Forrester’s analysis of each of the 16 technologies in the TechRadar (Figure 2) is available online.

Data Sources Used In This Forrester TechRadar

Forrester used a combination of three data sources to analyze each technology’s current ecosystem phase, business value adjusted for uncertainty, time to reach next phase, and trajectory:

· Expert interviews. Forrester interviewed experts on each technology, including scientists in labs, academics, developers, and evangelists. Forrester interviewed more than 20 experts.

· Product demonstrations. We asked each vendor to conduct demonstrations of its product’s functionality. We used findings from these product demonstrations to validate details of each vendor’s product capabilities.

· Current and prospective customer and user interviews. Forrester interviewed current and potential customers and users for each technology to understand current and prospective uses for the technologies and their impact on the customers’ businesses and the users’ work. Forrester performed more than 30 of these detailed interviews.



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The Forrester TechRadar Methodology

Forrester uses the TechRadar methodology to make projections for more than a decade into the future of the use of technologies in a given category. We make these predictions based on the best information available at a given point in time. Forrester intends to update its TechRadar assessments on a regular schedule to assess the impact of future technical innovation, changing customer and end user demand, and the emergence of new complementary organizations and business models. Here’s the detailed explanation of how the TechRadar works:

· The x axis: We divide technology ecosystem maturity into five sequential phases. Technologies move naturally through five distinct stages: 1) creation in labs and early pilot projects; 2) survival in the market; 3) growth as adoption starts to take off; 4) equilibrium from the installed base; and 5) decline into obsolescence as other technologies take their place. Forrester placed each of the 16 ECM technologies in the appropriate phase based on the level of development of its technology ecosystem, which includes customers, end users, vendors, complementary services organizations, and evangelists.7

· The y axis: We measure customer success with business value-add, adjusted for uncertainty. Eight factors define a technology’s business value-add: 1) evidence and feedback from implementations; 2) the investment required; 3) the potential to deliver business transformation; 4) criticality to business operations; 5) change management or integration problems; 6) network effects; and 7) market reputation. Forrester then discounts potential customer business value-add for uncertainty. If the technology and its ecosystem are at an early stage of development, we have to assume that its potential for damage and disruption is higher than that of a better-known technology.8

· The z axis: We predict the time the technology’s ecosystem will take to reach the next phase. Enterprise architects need to know when a technology and its supporting constellation of investors, developers, vendors, and services firms will be ready to move to the next phase; this allows them to plan not just for the next year but for the next decade. Of course, hardware moves more slowly than software because of its physical production requirements, but all technologies will fall into one of five windows for the time to reach the next technology ecosystem phase: 1) less than one year; 2) between one and three years; 3) between three and five years; 4) between five and 10 years; and 5) more than 10 years.9

· The curves: We plot technologies along one of three possible trajectories. All technologies will broadly follow one of three paths as they progress from creation in the labs through to decline: 1) significant success and a long lifespan; 2) moderate success and a medium to long lifespan; and 3) minimal success and a medium to long lifespan. We plot each of the 16 most important technologies for ECM on one of the three trajectories to help enterprise architects allocate their budgets and technology research time more efficiently.10 The highest point of all



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three of the curves occurs in the middle of the Equilibrium phase; this is the peak of business value-add for each of the trajectories — and at this point, the adjustment for uncertainty is relatively minimal because the technology is mature and well-understood.

· Position on curve: Where possible, we use this to fine-tune the z axis. We represent the time a technology and its ecosystem will take to reach the next phase of ecosystem development with the five windows above. Thus, technologies with more than 10 years until they reach the next phase will appear close to the beginning of their ecosystem phase; those with less than one year will appear close to the end. However, let’s say we have two technologies that will both follow the moderate success trajectory, are both in the Survival phase, and will both take between one and three years to reach the next phase. If technology A is likely to only take 1.5 years and technology B is likely to take 2.5 years, technology A will appear further along on the curve in the Survival phase. In contrast, if technologies A and B are truly at equal positions along the x, y, and z axes, we’ll represent them side by side.

ENDNOTES1 We define the trend of businesspeople provisioning their own tools — through the use of social networking

sites, personal email, and even the use of desktop productivity at home — as Technology Populism. See the February 22, 2008, “Embrace The Risks And Rewards Of Technology Populism” report.

2 Content, when put to use — not simply managed — provides business value. Content gets put to use in transactional business processes, the collaborative ways businesspeople work, and in multichannel initiatives attempting to persuade or influence the behaviors of customers. See the December 21, 2005,

“Transactional, Business, And Persuasive Content: A Better Way To Look At Enterprise Content” report.

3 Persuasive content gets used across interactive and direct channels to influence or change the behavior of customers. Technology such as WCM, personalization, and campaign management help deliver these persuasive experiences. See the December 7, 2006, “Use Persuasive Content To Improve The Customer Experience” report.

4 For further details on the TechRadar methodology, see the Supplemental Material section of this document and our report introducing this new type of research. See the August 1, 2007, “Introducing Forrester’s TechRadar Research” report.

5 Enterprises often rely on XML content management technology to help move from homogeneous content publishing processes to more heterogeneous content publishing support. See the May 14, 2008, “Drive Forward With Dynamic Publishing” report.

6 Learnings from organizations expressing greater satisfaction with their WCM implementations show a view of the technology as essential plumbing to an operation, rather than just a technical tool supporting the publishing of content. See the January 15, 2008, “Four Roles Needed To Support Persuasive Content Management Initiatives” report.













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7 Note that the five phases are not of any prescribed length of time. For the typical technology ecosystem profiles for each of the five phases, see Figure 3 in the introductory report. See the August 1, 2007,

“Introducing Forrester’s TechRadar Research” report.

8 We outline the detailed questions we ask to determine business value adjusted for uncertainty in Figure 4 of the introductory report. See the August 1, 2007, “Introducing Forrester’s TechRadar Research” report.

9 Forrester will include relatively few technologies that we predict will take more than 10 years to reach the next ecosystem phase. Expect to see these 10-year-plus technologies only in the Creation phase for fundamental hardware innovations and in the Equilibrium and Decline phases for hardware and software on the “great success” trajectory. We provide details on how we predict the amount of time that a given technology will take to reach the next phase of technology ecosystem evolution in the introductory report. See the August 1, 2007, “Introducing Forrester’s TechRadar Research” report.

10 We provide detailed information and examples of how we predict the amount of time that a technology will take to reach the next phase of ecosystem development (alternatively called “velocity” or “velocity rating”) in the introductory report. See the August 1, 2007, “Introducing Forrester’s TechRadar Research” report.





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