Ovum Decision Matrix: Selecting a Web Content Management Solution,

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1 Ovum Decision Matrix: Selecting a Web Content Management Solution, Reference Code: IT Publication Date: 03 Apr 2014 Author: Sue Clarke SUMMARY Catalyst Selecting an appropriate web content management (WCM) system has become a challenge for organizations due to the array of products available. Unlike some other technologies that come under the enterprise content management (ECM) banner, this is a thriving area with numerous products on offer, spanning WCM systems from ECM vendors, products from specialist vendors, to open source solutions. Given the importance of the Web as a sales channel, organizations cannot afford to choose the wrong WCM system. Although many product features have become commoditized, there is still enough differentiation for organizations to be able to make an informed choice. The areas of biggest differentiation include web analytics, digital asset management (DAM), and social capabilities, and it is these areas that Ovum believes make different WCM systems suitable for specific business scenarios. Ovum view The WCM market is evolving. Vendors are labeling their solutions as "web experience management (WEM)" or "customer experience management (CEM)" platforms both are more descriptive terms for the new capabilities of these products, which include web analytics, social capabilities, and mobile support, as well as the traditional web authoring and publishing features. WCM (or WEM) is no longer about selecting a single product to create and manage websites; it requires a solution approach to provide the functionality required to offer individual (known or anonymous) visitors a personalized, enhanced experience, based on user behavior or profile. To create an appropriate solution, organizations need to implement a number of tightly integrated products. These may be from a single vendor, or they may involve a best-of-breed approach with products provided by a variety of vendors. The result of this is that the WCM market is not as clear-cut as it was a few years ago. In addition to the large number of Ovum. Unauthorized reproduction prohibited Page 1

2 WCM vendors that provide capabilities across most, if not all, WEM areas, a high number of specialist vendors provide capabilities in a single area such as market automation, web analytics, or DAM. To date, most of the products required for a WEM/CEM solution are provided as separate licensed products, but one or two vendors are starting to bundle products to provide specific solutions, and Ovum expects other vendors to follow suit. WCM is a horizontal technology that is suited to any organization with a website. However, in Ovum's opinion, certain products are less relevant to some vertical markets. For example, any publishing, media, or entertainment organization would struggle to use a WCM system without a strong DAM capability (unless it has deployed a separate DAM system). There is a real risk that organizations will select the wrong type of WCM product, simply because the technology is in such a state of flux, with features such as social capabilities only recently or currently being added to some products, with the result that the capabilities in this area differ between products. With the lifecycle of WCM products typically being three to five years, the implementation of a product lacking the latest capabilities may result in an organization being at a serious disadvantage in the future, particularly if it is unable to exploit channels such as social networks as a marketing tool. A large number of WCM vendors compete in the marketplace, including ECM platform vendors with standalone (and integrated) WCM systems; a high number of specialist vendors, thanks to the fact that consolidation seems to be much slower in the WCM space than in other content management areas; and a healthy number of vendors with open source solutions. The ECM vendors included in this Ovum Decision Matrix have all acquired specialist WCM vendors, particularly OpenText, which has two products, the former RedDot and Vignette WCM solutions, in its portfolio. In 2011, Oracle enhanced its WCM capabilities within its ECM portfolio with the acquisition of FatWire, one of the leading vendors in this space. HP Autonomy also acquired a strong WCM product with Interwoven, which it enhanced by underpinning it with its IDOL platform. To a large extent these vendors dominate the WCM space because all of the acquired products could have been described as market leaders prior to acquisition. IBM has also made a number of acquisitions to boost its WCM capabilities. Another vendor that entered the WCM space is Adobe, which acquired Day Software in This acquisition complemented other products, including its web analytics tool (formerly called Omniture), which has enabled it to provide a functionally rich WEM offering and has made it, in Ovum's opinion, another leading product. SDL is a vendor that has also moved into the WCM space through its acquisitions of Tridion and Alterian. The rest of the products featured in this Ovum Decision Matrix are from specialist WCM vendors. These are: CoreMedia, SiteCore, and Ektron. The Decision Matrix also includes a number of open source products, namely, dotcms, Magnolia, and Squiz. Key findings Although many of the features of the WCM/WEM products have become commoditized, there is still enough differentiation among the available products for organizations to make an informed choice. A surprisingly large number of open source WCM products are available, reflecting a demand for cost-effective solutions. Ovum. Unauthorized reproduction prohibited Page 2

3 In general (with one or two exceptions), WCM is no longer the weak link of ECM portfolios. ECM vendors now have some of the leading WCM/WEM solutions. There is still potential for consolidation in the WCM/WEM market, with ECM vendors in particular still acquiring specialist vendors in WCM-related areas to enhance their capabilities. The open source Squiz appears in the leaders category alongside the large multiple-product vendors HP Autonomy and IBM. It is difficult to get a true picture of the market impact of open source products due to the difficulty of accurately measuring the number of customers using the free versions of the software from these vendors. Organizations must carefully assess the functionality provided by each vendor and compare it to the features that they require; the most extensive product is not always the best. The most advanced vendors are adding "listening" capabilities for social media to their systems, which includes sentiment analysis. WEM is not a single product; to create an appropriate solution, organizations need to implement a number of tightly integrated products. VENDOR SOLUTION SELECTION Inclusion criteria Given the dominance of ECM platform vendors in most things content management-related, for this Decision Matrix, Ovum included only vendors with a strong WCM product that could be deployed standalone without any reliance on any other ECM product. However, because many WCM products are modular, integration with other WCM-related products in the portfolio was allowed. Autonomy, OpenText, and Oracle were included because they all acquired leading WCM products. IBM was included because of the strength of its WCM portfolio. The criteria for inclusion of a vendor solution in the Ovum Decision Matrix for web content management, , were as follows: The WCM system can be deployed standalone and is not dependent on other components of an ECM platform. The solution includes analytic and social capabilities, and content can be accessed via a range of mobile devices. The solution must also have a significant level of brand awareness across enterprises, covering a range of verticals, and in multiple geographies. Exclusion criteria Ovum followed strict inclusion criteria for this Ovum Decision Matrix. Some ECM platform vendors were excluded on the grounds that their WCM products were, in Ovum's opinion, relatively weak, with their strengths lying in other areas of their large ECM portfolios. A vendor's solution was not included in the Ovum Decision Matrix for web content management, , if: Ovum. Unauthorized reproduction prohibited Page 3

4 The solution required functionality from a larger portfolio, such as a shared repository or a core platform. The vendor was focused on ECM and was weak in WCM, with its strengths lying in other areas of its large ECM portfolio. The vendor's offering was limited to a restricted geographical region. Methodology Technology/service assessment Because WCM solutions are an amalgam of associated functionalities and tools, Ovum identified six key areas for the analysis of each offering, five of which related to specific WCM functionality, and architecture and administration, where the coherence of the platform as a single environment for the management of corporate information assets took precedence. The six categories are: Core WCM features Traditional functionality such as the editing environment, and the presentation, creation, and publication of the content. Web analytics Tools that analyze user behavior on the website, which can provide information ranging from the volume of web traffic on the site to the individual visitor's navigation through the site. Digital asset management A system that includes a repository for managing digital assets such as images. Social media capabilities Features that provide social-like capabilities and integration with social network sites. Mobile The ability to support the creation and delivery of content in the appropriate format for a wide variety of mobile devices, including smartphones and tablets. Architecture and administration A platform approach, with a single point of control for all the technologies delivered, and integration with enterprise security tools and regimes. Execution In this dimension, Ovum analysts review the capability of the solution around the following key areas: Maturity The stage that the product/service is currently at in the maturity lifecycle is assessed here, relating to the maturity of the overall WCM area. Interoperability In this area, we assess how easily the solution/service can be integrated into the organization's operations, relative to the demand for integration for the project. Innovation Innovation can be a key differentiator in the value that an enterprise achieves from a software or services implementation, and this is assessed in this criterion. Deployment Referring to a combination of assessed criteria and points of information, Ovum analysts provide detail on various deployment issues, including time, industries, services, and support. Ovum. Unauthorized reproduction prohibited Page 4

5 Market impact The global market impact of a solution is assessed in this dimension. Market impact is measured across five categories, each of which has a maximum score of 10. Revenues Each solution's global WEM revenues are calculated as a percentage of the market leader's. This percentage is then multiplied by a market maturity value and rounded to the nearest integer. Overall global revenue carries the highest weighting in the market impact dimension. Revenue growth Each solution's revenue growth estimate for the next 12 months is calculated as a percentage of the growth rate of the fastest-growing solution in the market. The percentage is then multiplied by 10 and rounded to the nearest integer. Geographical penetration Ovum determines each solution's revenues in three regions: the Americas; Europe, the Middle East, and Africa (EMEA); and Asia-Pacific. These revenues are calculated as a percentage of the market-leading solution's revenues in each region, multiplied by 10, and then rounded to the nearest integer. The solution's overall geographical reach score is the average of these three values. Size-band coverage Ovum determines each solution's revenues in three company-size bands: large enterprises (more than 5,000 employees), medium-sized enterprises (1,000 4,999 employees), and small enterprises (fewer than 1,000 employees). These revenues are calculated as a percentage of the revenues of the market leader in each region, multiplied by 10, and then rounded to the nearest integer. The vendor's overall company size-band score is the average of these three values. Vertical penetration Ovum determines each solution's revenues in the following verticals: energy and utilities; financial services; healthcare; life sciences; manufacturing; media and entertainment; professional services; public sector; retail; wholesale and distribution; telecommunications; and travel, transportation, logistics, and hospitality. These revenues are calculated as a percentage of the market leader's revenues in each vertical, multiplied by 10, and then rounded to the nearest integer. The solution's overall vertical penetration score is the average of these three values. Ovum ratings Market leader This category represents the leading solutions that we believe are worthy of a place on most technology selection shortlists. The vendors in this group have established a commanding market position with a product that is widely accepted as best-of-breed. Market challenger The solutions in this category have a good market positioning and are sold and marketed well. The products offer competitive functionality and a good priceperformance proposition, and should be considered as part of the technology selection process. Market follower Solutions in this category are typically aimed at meeting the requirements of a particular kind of customer. As tier-one offerings, they should be explored as part of the technology selection process. Ovum. Unauthorized reproduction prohibited Page 5

6 Ovum Interactive Decision Matrix To access the Interactive Decision Matrix for web content management an online interactive tool that provides the technology features that Ovum believes are crucial differentiators for leading solutions in this area please download the Ovum Interactive Decision Matrix tool from the Ovum Knowledge Center. MARKET AND SOLUTION ANALYSIS Ovum Decision Matrix: Web Content Management, The emphasis within WCM is changing from providing information to a desktop, to user empowerment through social and mobile capabilities, as well as a much higher degree of customer self-service. Organizations have been employing their websites as a sales channel for several years now, and for many, the Internet is the only touchpoint they have with their customers. It is therefore vitally important that they offer customers an engaging, personalized experience that will keep them returning to the site. WCM systems are becoming much more intuitive as they embrace the features required to help organizations provide users with an enjoyable visit that will make them stick. Many of the core features within WCM systems are becoming commoditized, and the big areas of differentiation are in capabilities that have been added more recently, including analytics and social media. WCM vendors are evolving their products into WEM platforms. An indication of how far they are along the path is the extent of their analytics, social, and mobile capabilities. As the core capabilities of WCM have now largely become commoditized, these more recent additions to the platforms provide the real differentiation between the products. Ovum. Unauthorized reproduction prohibited Page 6

7 Figure 1: Ovum Decision Matrix: web content management, Source: Ovum Ovum. Unauthorized reproduction prohibited Page 7

8 Figure 2: Expanded view of Ovum Decision Matrix: web content management, Source: Ovum Table 1: Ovum Decision Matrix: web content management, Market leaders Market challengers Market followers HP Autonomy Adobe CoreMedia IBM dotcms Ektron Squiz Magnolia OpenText Oracle SDL Tridion Sitecore Source: Ovum Market leaders: HP Autonomy, TeamSite, v7.4; IBM Customer Experience Suite, v ; and The Squiz Suite The leaders category includes two ECM vendors with extensive WCM capabilities and one open source vendor. The ECM vendors, HP Autonomy and IBM, have extensive WEM solutions, which necessitate implementing a number of separate, but tightly integrated products, the combination of which depends on Ovum. Unauthorized reproduction prohibited Page 8

9 the features required. They also score highly in terms of market impact. HP entered the WCM market when it acquired Interwoven, which it underpinned with its IDOL technology, which has greatly enhanced its capabilities, including the analytics and sentiment analysis that it uses. IBM has also made acquisitions to extend its WCM functionality. It includes content-rich media management, mobile, personalization and targeting, social, marketing management, portal, analytics, commerce, cloud, and integration functionality. Squiz is an open source vendor that has extensive WCM capabilities; it also plays in many of the WEM areas. It benefits from a healthy community of developers who are able to extend the capabilities of the product. It has been rebranded in the last 12 months and reformatted, with the chief marketing technology officer in mind. Market challengers: Adobe Experience Manager, v5.6.1; dotcms, v2.5; Magnolia 5; OpenText Web Experience Management, v8.5; Oracle WebCenter Sites, ; SDL Tridion, 2013 SP1; and The Sitecore Experience Platform v7 The market challengers category is made up of vendors with different areas of focus. Adobe has moved into the WCM and WEM spaces through a series of acquisitions, which include the Swiss WCM vendor Day Software and the web analytics vendor Omniture. It now has a business unit called Digital Marketing, which reflects one of its focus areas. DotCMS is a vendor that has good WEM capabilities, but has a lower market impact than many of its competitors, due largely to it being an open source vendor whose solution is used free of charge by many companies; this makes it impossible to get a true picture of its usage. Its solution offers a core WCM system, with social, mobile, and some analytics capabilities, which can be complemented by Google Analytics or Adobe SiteCatalyst. Being open source, the community edition can be downloaded for free, although Ovum recommends that organizations consider the paid-for Enterprise edition. Magnolia is an open source vendor that specializes in WCM and increasingly WEM. It has a lower market profile than the other vendors in this category, but like Squiz it benefits from a thriving community of developers who are able to extend the capabilities of the product. It scored well in technology, and fared the best of the three open source products in the market impact category. OpenText has a number of tightly integrated products that together comprise its CEM solution. These are Web Experience Management (WEM), Customer Communication Management, Media Management, Social Communities, Portal, and Mobile Web. Oracle became a major player in the WCM market with its acquisition of FatWire, one of the leading specialist WCM vendors, in Oracle has also made a number of other acquisitions to enhance the capabilities of its WCM portfolio and add additional capabilities. Ovum believes that the company now has all of the pieces required for a true CEM solution, and has the potential to become a market leader. SDL is a vendor that has also extended its capabilities through acquisition. Historically best known for its translation products, it extended its portfolio into WCM through its acquisition of Tridion. The acquisition of Alterian further expanded its portfolio with the addition of analytics and more WCM capabilities. It plays well in the WEM market and continues to increase the functionality of its product. Ovum. Unauthorized reproduction prohibited Page 9

10 Sitecore is a leading specialist WCM vendor that has extended its portfolio to include many of the features expected in a WEM solution. Its presence in the market challengers category proves that specialist vendors are able to compete favorably with the large ECM vendors when it comes to factors such as functionality, execution, and market impact. Market followers: CoreMedia, CoreMedia 7; and Ektron, Ektron 9.0 Although the vendors in the market followers category lack some of the newer features recently added to WEM portfolios, this does not make them inferior to the leading vendors. Rather, they offer organizations that do not require all of the bells and whistles of leading solutions the capabilities they require without having to implement and pay for features that they will never use. CoreMedia is a well-established specialist WCM/WEM vendor that plays in the midsized-to-enterprise market. Although it lacks some of the features offered by its competitors, particularly in analytics, its capabilities will be well-suited to a great many organizations, especially if they have already implemented third-party analytics. CoreMedia 7 is a WCM system that provides a flexible, object-oriented contentmodeling paradigm that is focused on providing dynamic online experiences across multiple channels, pages, and sites. It allows marketers to segment visitors, based on a number of factors such as profile information, the way they navigate through the site, and geographic location, and target them with specific content to personalize the experience. Ektron is another specialist vendor that plays to the midsized and enterprise markets. Again, it is weak in analytics and is particularly suitable for organizations that favor a best-of-breed approach to analytics. It provides a WCM system that enables organizations to create, deploy, and manage highly scalable global websites, using responsive design, so that content can be delivered to a wide range of mobile devices. Emerging vendors Table 2: Emerging vendors: web content management, DNN Bitrix DNN provides two solutions, Evoq Content and Evoq Social, which can be delivered on-premise or via the cloud. Evoq Content is a WCM system, and Evoq Social provides an online community platform. These solutions, which include both open source and commercial versions, run on Microsoft platforms, and now are also available via the cloud. By bringing its solutions to the cloud, DNN is extending the potential market for its products beyond Microsoftcentric organizations. It is also providing an affordable solution to smaller companies that do not have the resources or the skills to implement the solution on-premise. Bitrix provides business communications platforms for the Internet, intranet, and extranet. Its portfolio includes a website management and e-marketing solution and a platform for developing comprehensive web-based business applications. Its latest product, Bitrix24, is a socially enabled collaboration and communication suite, which is a cloud-based solution targeted at the small-to-mediumsized enterprise market (SME). Available for free for up to 12 users and with 5GB storage, the paid-for editions have the added benefits of allowing unlimited users, additional capabilities, and support. Source: Ovum Ovum. Unauthorized reproduction prohibited Page 10

11 MARKET LEADERS Market leaders: technology Figure 3: Ovum Decision Matrix: web content management, Market leaders technology Source: Ovum Squiz comes out on top in terms of technology, which demonstrates that an open source vendor can compete on equal terms with large multiple-product vendors when it comes to functionality. It scores well in every technology category. HP Autonomy also scores well on technology. Its IDOL technology underpins the WEM platform and helps to provide the analytics capability that helps organizations to analyze web traffic, understand the sentiment of social media postings, and personalize content for individual visitors. IBM has greatly improved its WCM/WEM capabilities over the past few years due largely to acquisitions in a number of relevant areas. It is beginning to bundle products to create WEM solutions, which is a path that other WCM vendors need to follow if they want to grow their market share. The surprise of this category is dotcms. It scores very highly in terms of technology, but its overall position is affected by a much lower market profile than the other vendors in this Ovum Decision Matrix, due partly to the fact that as an open source vendor, its revenues do not reflect the number of Ovum. Unauthorized reproduction prohibited Page 11

12 implementations it has. Like Squiz, it benefits from a developer community, which helps to extend the capabilities of the product. Magnolia and SDL Tridion score the same on social capabilities; HP Autonomy and IBM have identical values for mobile capabilities; and HP Autonomy and SDL Tridion have an equal score on architecture and administration, as do IBM and Squiz. In general, the core features of WCM platforms have the least differentiation. The main areas of difference occur in the newer, recently added features, such as web analytics, DAM, social, and mobile capabilities. However, Ovum expects these to become largely commoditized in the future as vendors turn to new, as-yet-undefined areas to seek competitive advantage. Market leaders: execution Figure 4: Ovum Decision Matrix: web content management, Market leaders execution Source: Ovum All of the vendors score reasonably well on execution, with all having well-defined roadmaps. The vendors that come out on top in this category are: OpenText, HP Autonomy, Squiz, and IBM. However, they all faced mixed fortunes in this category, with each vendor scoring significantly better in some Ovum. Unauthorized reproduction prohibited Page 12

13 sections than others. The sections of this category that are particularly important are interoperability and deployment. Interoperability is vital to WEM in cases where a number of integrated products are required to create a solution. Because of this, Ovum has placed a higher importance on the availability of add-on products to enhance the capabilities of vendor solutions than some other Ovum Decision Matrices. Most vendors score full marks on interoperability, which allows integration with products such as customer relationship management (CRM), web analytics, and market automation products. The category with the lowest scores is deployment. This reflects the complexities involved in implementing many WEM solutions, despite the fact that most vendors provide templates and other features to allow organizations to quickly build and deploy their websites. The scores for innovation differ widely, with some vendors innovating in more technology areas than others. All of the vendors, with the exception of CoreMedia, Oracle, and Sitecore, score maximum points on interoperability; IBM and Oracle have equal scores on innovation. Market leaders: market impact Figure 5: Ovum Decision Matrix: web content management, Market leaders market impact Source: Ovum This is the area with the most differentiation between the top- and the bottom-scoring vendors. It also has lower scores for all vendors than the other categories. Because part of the scoring is based on revenues, Ovum. Unauthorized reproduction prohibited Page 13

14 all of the open source vendors scored particularly poorly in the revenues section, which does not accurately reflect their share of the market. Many of their customers will have downloaded and deployed the free versions of their software, and it is notoriously difficult, if not impossible, to estimate how many customers these vendors have. In most cases, revenue growth was high in all regions, reflecting the fact that there is currently huge growth in the WEM market, with a large proportion of organizations looking to update their WCM platforms with WEM solutions that will enable them to compete in an increasingly online marketplace. Interestingly, most of the top vendors in this category are different from the ones in the technology and execution categories. SDL, IBM, CoreMedia, and Sitecore come out on top, although with lower scores than for the other two categories. The reason that the larger vendors do not score so well as in the other categories is because this category focuses on percentage growth. Smaller companies with lower revenues can achieve a much higher-percentage growth than larger vendors, despite the fact that they may only gain a small number of new customers. In revenue, IBM and OpenText score maximum points while Adobe, HP Autonomy, and Oracle sharing the same score are not far behind. Magnolia and Oracle score the same on revenue growth as do Adobe and Squiz. HP Autonomy, IBM, Magnolia, Oracle, SDL Tridion, and Sitecore all have identical values on geographical penetration. In size-band coverage, Magnolia, Oracle, and Squiz score maximum points, with CoreMedia and Sitecore tying not far behind. In vertical penetration, Adobe, IBM, and OpenText share the same score, with a group of vendors too great in number to display not far behind. Ovum. Unauthorized reproduction prohibited Page 14

15 VENDOR ANALYSIS HP Autonomy, TeamSite, v7.4 (Ovum recommendation: Leader) Figure 10: HP Autonomy, TeamSite, v7.4 radar diagrams Source: Ovum Ovum SWOT assessment Strengths HP IDOL enhances the web experience HP IDOL allows TeamSite to ingest and index any content. IDOL uses conceptual understanding for a deeper indexing of content, which simplifies automatic classification and taxonomy and speech-to-text analytics. It also improves web experiences by enabling dynamically targeted, multichannel content, including packaged or in-house applications, semantic search, and personalized site navigation. Ovum. Unauthorized reproduction prohibited Page 15

16 Multichannel data can be analyzed in realtime Using patented algorithms, marketers can analyze multichannel data in realtime to gain insight into visitor behavior. This helps marketers to understand which content, offers, and channels are most effective for driving desired behavior from different customer segments. Content can be delivered to a wide range of mobile devices TeamSite enables business users to visually build mobile experiences using responsive design with server-side components. It detects the mobile device that is being used to access a website, and automatically renders the content into the appropriate format for that device. A preview capability allows users to view content as it will appear on a specific device. TeamSite takes advantage of the features of particular devices for example, a telephone number will automatically dial when selected on a smartphone, whereas it will be provided in a text box on a tablet. In addition, by targeting content by device, the time it takes for a page to load on a mobile device is significantly reduced. Marketers can exploit social media content Organizations are increasingly looking to social media sites to gather trend information and as a means of designing marketing campaigns. When a site visitor accesses an organization's website using their social media credentials, Autonomy WCM's analytics can examine the site to check the user's likes, and use this information for targeted content and marketing campaigns. HP TeamSite comes with pre-built building blocks for social features, such as polls, ratings, and sharing, and for aggregating social content into websites. Forward-thinking organizations can also use social media sites as a sales channel. Weaknesses Multiple products may be required for a total solution In order to benefit from the entire WEM capabilities offered by HP Autonomy, organizations will need extra products from the HP stable, which will require additional licensing. This may deter organizations that want a single license for all of their WEM requirements. However, all of the products that will be required are tightly integrated and are available via a single interface. HP's mobile app is only available for the ipad HP has introduced an app for the ipad, which allows users to preview sites and content items; view, approve, and reject tasks; and carry out visual annotations. However, it is not currently available for any other platform, although HP intends to provide an Android version. Opportunities HP can leverage the convergence of Big Data and big content Using its Big Data capabilities, HP can deliver realtime multichannel insights that are contextualized for user-defined KPIs. Combining this with IDOL's conceptual understanding of content, HP can deliver the right content to each individual at the right time, and through the appropriate channel. Rich media capabilities will attract new customers A differentiator for Autonomy, and one that is also a strength of the product, is the speech-recognition capability that converts speech to text. This allows conversations and speech in video to be stored as text and automatically indexed. This can be used to record telephone calls made to a call center, which can then be declared as a record if required. This also makes it easy to search video, with a search on the text returning the frame(s) in which the Ovum. Unauthorized reproduction prohibited Page 16

17 Threats search term appears. This provides an opportunity to increase sales to organizations that have large video libraries. There are a high number of WCM products The WCM market space is very competitive with a high number of products for organizations to choose from. These range from standalone products to WCM capabilities within ECM platforms. Technically, HP Autonomy falls into the latter category, although TeamSite is sold in the vast majority of cases for web content and experience management scenarios. Being underpinned by IDOL and integrating with other HP solutions such as Optimost gives TeamSite an advantage over most other WCM vendors' products. APPENDIX Further reading Author The Fundamentals of Web Content Management, IT (November 2013) Sue Clarke, Senior Analyst, Software Information Management sue.clarke@ovum.com Ovum Consulting We hope that this analysis will help you make informed and imaginative business decisions. If you have further requirements, Ovum's consulting team may be able to help you. For more information about Ovum's consulting capabilities, please contact us directly at consulting@ovum.com. Disclaimer All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publisher, Ovum (an Informa business). The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings, conclusions, and recommendations that Ovum delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such Ovum can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect. Ovum. Unauthorized reproduction prohibited Page 17