Enterprise Web Content Management Dominated by Homegrown Applications
According to a survey by the Yankee Group, use of software for the management of Web content is extremely high among organizations of all sizes.
Broadly defined, say the analysts, the management of content to the Web may involve traditional Web content management (WCM), digital asset management (DAM), brand asset management (BAM), video asset management, in-house tools or any combination of these methods.
Research data illustrates that there is relatively little difference among businesses with varying levels of revenues or employees.
Of businesses with 100–999 employees, 76% use software for managing Web content, versus 81% of those with 1,000 or more employees.
Survey results show that 60% of businesses continue to manage Web content using homegrown tools and applications. Homegrown WCM systems are typically limited content management applications that have rudimentary workflow, security and access control.
Of those businesses using content management software, a majority of businesses (76%) use traditional WCM, such as Documentum, FileNET, Interwoven, Stellent and Vignette. Less commonly used applications include BAM (11%) and DAM (7%) solutions, offered by vendors including Artesia, Documentum, MediaBin, North Plains Systems and WebWare. Integrated content management suites have also become available, used by 9% of businesses.
Video asset management software such as Virage ingests, manages and publishes large quantities of streaming media to the Web for 6% of surveyed enterprises.
Among industry segments, say the analysts, financial services companies are using WCM more actively than other verticals. In fact, 87% of financial services companies use WCM (versus 78% of all businesses), with 23% using video asset management (versus 8% of all businesses), and 25% using DAM (versus 11% of all businesses).
Web content management is commonly integrated with other enterprise information management applications. For example, of businesses that use enterprise search technology, 55% integrate their search solutions with content management systems, a higher percentage than other enterprise software including corporate portals (37%), collaboration tools (28%), and CRM (21%).
Recommendations
Yankee group suggest that with a high percentage of businesses still using homegrown applications to manage content to the Web, vendors have an excellent opportunity to demonstrate the business value of WCM.
Specific industry segments, including financial services (56%), manufacturing (49%) and government (48%), show higher levels of custom development, presenting rich opportunity for vendors.
The analysts also suggest that WCM vendors must identify appropriate target market segments based on their strengths.
While most businesses operate Web sites and use WCM, the multitude of WCM vendors and differing approaches to managing Web content has created disparity in the market—from the very small solutions for departmental Web sites or format-specific content, to the very large, enterprise-scale multilingual systems that must integrate with many other platforms.
Larger vendors must expand their solutions for smaller businesses by offering entry-level solutions. Smaller vendors should identify attractive segments of the market and carve out a niche based on their prior successes.
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