Documentum Emea Marketing Director, Dave Gingell, speaks out
by Paola Di Maio
23 July 2001, 4 pm GMT
When Content-wire editors first heard of Documentum, a few years back, the company had serious participation from Xerox.
They were leaders in a space called document management, and they were known for developing workflow (middleware we’d call it) that would integrate desktop and enterprise applications to industrial type of output gear, print or electronic.
A couple of years later, we noticed a shift in the positioning, Documentum this time was branding itself as a 'Knowledge Management' company.
Content-wire editors being particularly hung up with Knowledge - we were doing academic work in knowledge based systems and design at the time - refused to accept the label. Document Management and Knowledge Management are two different things. We explained the difference in a couple of papers.
So, when in the past months Documentum popped up as a leader in the 'Content Management' space, we took a similar approach Document Management is not Content Management, we said.
Yes it is, wrote back Documentum to Content-wire, and we can explain why,
said David Gingell, Emea Marketing Director Europe.
So he speaks.
When did you decide to shift from DM to CM?
It has been an evolution rather than a revolution. DM capabilities are essential to CM. We added WCM capabilities during the early part of 2000 with first shipping products around the June 2000 time frame. As many of our competitors show - CM is evolving into ECM (enterprise content management) where content is produced and delivered for Intranets and Extranets as well as Internets. Documentum has the pedigree of managing business critical content and has added the capabilities of taking these to multichannel delivery (web, WAP, PDA, Print etc)
Has it been just a rebranding exercise, or a product change? If the latter, what amendments were made to the architecture?
Documentum 4i eBusiness edition was a new release of product in September 2000 with significant enhancements for such areas as XML management, J2EE support etc. The Documentum Web Content Management Edition is a new product (September 2000) which runs on the 4i eBusiness Platform to manage web publishing, staging, edition management, templating etc. Recently we have added capabilities for integration with leading portal products and extended the globalisation of the products with German, French and Spanish web content product as well as obviously being able to handle multi-lingual content.
It is also worth stating that the architecture that Documentum has has always been an open one with a very rich published & open API set. Access to this is from very many major development environments. We have recently brought our WDK (Web Development Toolkit) to market which provides a development environment for Java web app development.
What functionalities are required of a CMS to call it as such?
The ability to manage content capture from any source (ERP app, desktop app, CRM app, template driven contribution, XML authoring apps etc and from many contributors - employees, suppliers, partners, even customers); to manage it or render it into XML - the standard for content management - this includes parsing the content and then reusing elements) to take that content through some form of workflow (review/revise/approve) process, reconstituting the content if stored in XML and then publishing the content to an appropriate staging server and then on to a production server. That content then delivered through the most appropriate channel - WAP, Web, Print, PDA etc. That all needs to be scalably and with total trust. Auditability is key. Scaling to thousands of servers is common place, so a product needs to do that.
How do you position your product in comparison to other similar
Although there are over 50 companies that say they are in content management there are only a handful of key players Interwoven, Documentum. Vignette. The rest are either too small, too focused on one aspect of CM or too focused on Document Management (FILE, OTEXT, Hummingbird).
Content-Wire particularly disagrees with this view of the market segmentation.
Large enterprise players have not necessarily set all the standards for the CM space
They may have had 'first
mover advantage' but their solutions. on average,
far too gigantic. slow to implement and expensive to suit the average
online business in today's fast paced and cash starved new economy.
While they undoubtedly offer the reliability of global players. and advanced
business and technical infrastructures that large Fortune type companies can benefit from, and where margins are surely higher, content wire believes there is huge scope for market expansion in totally different direction, where CMS will be pervasive and prices will drop. Only a small segment of the CMS demand will be satisfied by top tier players, while the competitive advantage deriving from a CMS will be accessible - and necessary to survival - for every other business in the online game.
It is worth reminding that at some stage Documentum and Interwoven were business partners, but they are now increasingly pitted against each other, as remarked by some analysts, due to the convergence of two spaces, document and content management, and by the overlapping of customer base and product functionalities.
Give your story premium visibility!