Selective Market Overview Enterprise Content Management Systems

Transcription

1 Selective Market Overview Enterprise Content Management Systems June 2013 Switzerland Page 1 of 22

2 Table of Contents 1. Introduction 1.1 Market-Trends From Content Management to Customer Experience Management From categorized Web-Solutions to one piece of software From Multi-Channel to Omni-Channel 2. Overview 2.1 Enterprise CMS Overview 2.2 Market Share Difficulties of getting accurate data Using Install-Base Data from builtwith.com Market Share among the 11 systems covered by this overview 2.3 Enterprise Positioning Total installs in relation to enterprise installs Total installs in numbers 2.4 Popularity Using Google Trends Peaks in Popularity over the years Products with declining popularity Products with stable popularity Products with search volume growth 2.5 Growth Relative Growth Absolute Growth 2.6 Product Matrix BCG Product Matrix Question Marks Stars Cash Cow Poor Dogs 3. System Details 3.1 Adobe CQ General Information Google Trends History Google Trends Regional Interest 3.2 Autonomy Teamsite General Information Google Trends History Google Trends Regional Interest 3.3 Drupal General Information Google Trends History Google Trends Regional Interest Switzerland Page 2 of 22

3 3.4 IBM Websphere General Information Google Trends History Google Trends Regional Interest 3.5 Kentico General Information Google Trends History Google Trends Regional Interest 3.6 Magnolia CMS General Information Google Trends History Google Trends Regional Interest 3.7 OpenText ECM General Information Google Trends History Google Trends Regional Interest 3.8 Oracle WCC General Information Google Trends History Google Trends Regional Interest 3.9 Sitecore General Information Google Trends History Google Trends Regional Interest 3.10 Sitefinity General Information Google Trends History Google Trends Regional Interest 3.11 TYPO General Information Google Trends History Google Trends Regional Interest 4. Further Information 4.1 Data from builtwith.com 4.2 Authorship 4.3 Copyright Switzerland Page 3 of 22

4 1. Introduction The market for Enterprise Content Management Systems is currently undergoing a fundamental shift. In the past Web Content Management was about enabling customer to publish web content without development skills. During the years more and more features have been added to CMS systems which resulted in more flexibility and freedom to drive marketing initiatives throughout digital channels. Furthermore the main decision makers changed, as the web has become a prerequisite for almost any successful business, from IT to Business and Sales/Marketing. This kind of CXO s are not primarily interested in technical details or features, but in opportunities and results they can produce using the software. Often a CIO or IT- Department is approving the decision for a solution but they usually do not give qualitative input when it comes to feature sets. This Market Report in hand should give an overview of major players in the Enterprise Web CMS market and give indication which systems are leading innovation in this field. 1.1 Market-Trends From Content Management to Customer Experience Management A main trend is known as Digital Experience Management. The term should express that the system is no longer only managing content and the way it is published but covers all the aspects that produce the customer experience on digital channels. That requires the systems to hold more functionality in different areas. Additionally and ideally these functions must be integrated with each other From categorized Web-Solutions to one piece of software More and more categories of web software get mixed. While traditionally there have been systems that are fulfilling e-commerce, newsletter, content management or social media tasks, customers nowadays are seeking for software that can be flexibly used to address issues in all fields. Systems that have multiple capabilities built in already or are easy to integrate with 3rd party systems have clear advantages in evaluations From Multi-Channel to Omni-Channel Multi-Channel was the buzzword of the past 5 years in e-commerce. While rooted in a more technological desire to be able to feed multiple channels out of one repository, Omni-Channel retailing is more focused to seamlessly provide a unique customer experience throughout all channels and devices. Furthermore the tracking of customers is done totally integrated over all channels. This results in better brand loyalty and more spending by the clients. Switzerland Page 4 of 22

5 2. Overview For our overview we have selected a list of content management systems that typically occur in buying decision processes of large businesses. We are aware that this selection may not be complete in the readers view. Nevertheless, the following are the systems that were and are typically up for an Enterprise CMS Evaluation. 2.1 Enterprise CMS Overview Product Corporation Technology Web Adobe CQ5 / AEM Adobe Inc. Java Drupal Acquia PHP Websphere Portal IBM Java are/products/us/en/websp ortfami/ TeamSite (ex Interwoven) Autonomy (HP) Java om/promote/products/tea msite.page? Kentico CMS Kentico Asp.net Software Magnolia CMS Magnolia International Java OpenText ECM (ex LiveLink, OpenText Java ex Vignette) WebCenter Content (SiteStudio / UCM) Oracle Java hnetwork/middleware/cont ent-management/index html Sitefinity Telerik Asp.net Sitecore SiteCore Asp.net TYPO3 CMS TYPO3 Community PHP Market Share Difficulties of getting accurate data Unfortunately there is not much data on market share or install base available. Some providers scan available domains in order to determine which systems are in use. Hence, this does not give exact values in terms of revenues of the particular systems. A number of reasons make it even harder to conduct reasonable approximations: - Prices vary from project to project. It s in the nature of the business that license cost is dependent on a number of factors. I. E. Corp. XY may give away Content Management Licenses at a very low price if the customer is already a large account for them (with other products). - Open Source Systems do typically not bill license fees but close additional support or maintenance contracts. These may depend on the needs the customers have. - Apart from licenses the integration and the customization of the solutions is the biggest part of an Enterprise CMS project. Often base development cost is subsidized by integration and customization. Switzerland Page 5 of 22

6 2.2.2 Using Install-Base Data from builtwith.com Given this, we have decided to use the data on installed base from builtwith.com ( They scan 90 Million Domains and specify a 1 Million Domain range handling the most traffic. Assuming that high traffic domains are more likely to be enterprise domains, we are able to create a positioning of the software providers with this data. However, we are aware that this method is not an accurate one. At least it is enabling us to make a statement on how the spread of the solution is and, more importantly, what the spread of the solution in the Top Million domain segment looks like. As we are only having a look at this ten competitors, it makes sense to show the share of each solution whereas the total of sites handled by the respective systems is reduced to the 11 systems as well Market Share among the 11 systems covered by this overview The following graph shows the share of each content management system within the total of all 11 examined (percentage). The assessment considers only the 1 Million Websites with the most traffic (according to builtwith.com) Switzerland Page 6 of 22

7 2.3 Enterprise Positioning Total installs in relation to enterprise installs The following graph shows the percentage of the install base of each system in the 1 Million tier in relation to their respective total of installs. It s likely that systems with a high percentage of high traffic installs have their roots in the enterprise segments while systems also covering a lot of lower visited websites can be considered to be less enterprise Total installs in numbers The following graph shows the total number of installations in the top 1 Million tier. Switzerland Page 7 of 22

8 2.4 Popularity Using Google Trends One very simple but logical attempt to get insights to the popularity is looking up the search volume for a product in Google Trends Peaks in Popularity over the years Here is when the products had their peak in search volume over the past 9 years: Year System 2004 OpenText ECM, Autonomy Teamsite, IBM Websphere 2005 Magnolia CMS 2006 TYPO3 CMS 2010 Oracle WCC (UCM etc.) 2011 Drupal, Sitefinity 2012 Kentico 2013 Adobe CQ5, Sitecore Products with declining popularity The following products suffered a decline in search volume after their peak: Drupal (Peak 2011 lost ~ 30%) IBM Websphere Portal (Peak 2004 lost ~ 80%) Autonomy Teamsite (Peak 2004 lost ~90 %) OpenText ECM (Peak 2004 lost ~ 75 % )/(Vignette and Livelink avg) Oracle WCC (Peak 2010 lost ~ 50 %) TYPO3 (Peak 2006 lost ~ 80 %) Products with stable popularity The following products were able to keep a certain search volume after their peak: Kentico (Peak 2012) Magnolia CMS (Peak 2005) Sitefinity (Peak 2011) Products with search volume growth The following products still increase their search volume: Adobe CQ5 / EM (Peak now) Sitecore (Peak now) Switzerland Page 8 of 22

9 2.5 Growth Relative Growth The following graph shows the relative growth of all systems in the ten thousand most visited sites. Data was captured April 12 through April Absolute Growth The following graph shows the absolute growth of all systems in the ten thousand most visited sites. Data was captured April 12 through April 13. Switzerland Page 9 of 22

10 2.6 Product Matrix BCG Product Matrix Given the data and analysis from the above, we are able to create a product matrix showing where the products stand right now Question Marks Except IBM Websphere and Magnolia the question marks are relatively new players. Magnolia is somehow an exception because it is completely self-financed and this is basically the reason why it took longer for them to reach gravity in the market. However Magnolia has shown that they are able to stay at top of innovation, otherwise growth at this level would not be possible. The upcoming months will show who will be amongst the winners. Adobe CQ5 and Magnolia both have good chances to enter the star area. Both products are innovative and marketing machinery is in place and they can rely on strong integration partners as well. Switzerland Page 10 of 22

11 2.6.3 Stars Unquestionable star in the enterprise CMS field is Drupal. While maintaining a giant market share, they are still able to grow at good speed. Innovation will decide on how long they can stay top of the top Cash Cow If TYPO3 would still be growing, it could find its place in the star sector. A large install base which is maintained for years show that TYPO3 is a solid and well arrived CMS in the market Poor Dogs The systems in the Dog sector are about to vanish from the market over time. Kentico, which has the 4th biggest market share, is losing ground at a high pace. Switzerland Page 11 of 22

12 3. System Details The following sections contain some basic details about the systems covered by this Market overview. 3.1 Adobe CQ General Information Total of websites: Top 100M: Open Source: No Technology: Java Share in Business: % Share in Technology: 3.52 % Share in Education: % Google Trends History Google Trends Regional Interest Switzerland Page 12 of 22

13 3.2 Autonomy Teamsite General Information Total of websites: Top 100M: Open Source: No Technology: n/a Share in Business: % Share in Technology: - % Share in Education: 2.06 % Google Trends History Google Trends Regional Interest 3.3 Drupal General Information Total of websites: Top 100M: Open Source: Yes Technology: n/a Share in Business: % Share in Technology: 8.5 % Share in Education: % Switzerland Page 13 of 22

14 3.3.2 Google Trends History Google Trends Regional Interest 3.4 IBM Websphere General Information Total of websites: Top 100M: Open Source: No Technology: Java Share in Business: % Share in Technology: 1.89 % Share in Education: 6.29 % Switzerland Page 14 of 22

15 3.4.2 Google Trends History Google Trends Regional Interest 3.5 Kentico General Information Total of websites: Top 100M: Open Source: No Technology: asp.net Share in Business: % Share in Technology: 1.89 % Share in Education: 6.29 % Google Trends History Switzerland Page 15 of 22

16 3.5.3 Google Trends Regional Interest 3.6 Magnolia CMS General Information Total of websites: 187 Top 100M: 124 Open Source: Yes Technology: Java Share in Business: n/a Share in Technology: n/a Share in Education: n/a Google Trends History Google Trends Regional Interest Switzerland Page 16 of 22

17 3.7 OpenText ECM General Information Total of websites: Top 100M: Open Source: No Technology: Java Share in Business: % Share in Technology: 4.51 % Share in Education: % Google Trends History Google Trends Regional Interest Switzerland Page 17 of 22

18 3.8 Oracle WCC General Information Total of websites: Top 100M: 887 Open Source: No Technology: Java Share in Business: % Share in Technology: 8.57 % Share in Education: 5.71 % Google Trends History Google Trends Regional Interest n/a 3.9 Sitecore General Information Total of websites: Top 100M: Open Source: No Technology: asp.net Share in Business: % Share in Technology: 6.47 % Share in Education: % Switzerland Page 18 of 22

19 3.9.2 Google Trends History Google Trends Regional Interest 3.10 Sitefinity General Information Total of websites: Top 100M: Open Source: No Technology: asp.net Share in Business: % Share in Technology: 6.73 % Share in Education: 8.17 % Google Trends History Switzerland Page 19 of 22

20 Google Trends Regional Interest 3.11 TYPO General Information Total of websites: Top 100M: Open Source: Yes Technology: PHP Share in Business: % Share in Technology: % Share in Education: 15.6 % Google Trends History Switzerland Page 20 of 22

21 Google Trends Regional Interest Switzerland Page 21 of 22

22 4. Further Information 4.1 Data from builtwith.com All data related to domains have been captured by builtwith.com. For more information visit and shop with them for in-depth data. 4.2 Authorship The market overview has been compiled by the team of at-traction.com. 4.3 Copyright All rights reserved by at-traction gmbh in Zurich, Switzerland. You may distribute and copy the Market Overview as you like. However, make sure builtwith.com and attraction.com is mentioned. at-traction gmbh / June Switzerland Switzerland Page 22 of 22