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U.S. Web Content Management Market
Frost & Sullivan, March 2003
Globalization of Corporate Web Sites and Extension of Web Content Management Offerings to Boost Market
Not withstanding the global economic slowdown, the continuing globalization of corporate intranets and public-facing web sites is driving the need for enterprise content management (ECM) solutions in the United States. This, in turn, is likely to boost revenues for web content management (WCM) vendors that can offer a single enterprise-wide solution to the Global 2000 corporations. Major companies are in the process of rolling out comprehensive ECM solutions that incorporate disparate content management (CM) solutions and include bundled WCM technology. Market share is likely to tilt in favor of those vendors that can provide multilingual support and facilitate web site consolidation for different subsidiaries while managing them under the same content management solution.
Frost & Sullivan has examined the following sectors of the U.S. Digital Content Management market for this report: web content management with reference to document management, knowledge management, digital asset management, digital rights management, collaboration, records management, and portals.
Quantitative Sales Tools and Deeper Penetration of Customer Base Increases Revenue
According to the analyst, the era of solely focusing on WCM is rapidly coming to a close. Competitive vendors are offering pre-packaged ECM suites for the corporate market that enables standardization of CM throughout the organization. These solutions have the flexibility of accommodating other CM components as and when required.
As the move to offer ECM solutions continues to gather momentum, several ECM vendors with WCM solutions are using lists of current maintenance and support contract customers to sell additional CM solutions and drive revenues higher. The analyst adds, With purchasing decisions being held up due to tight Information Technology budgets, vendors are striving to develop quantitative financial modeling and case studies that can be used in sales pitches. Innovative sales strategies such as offering WCM solutions on ASP models to small and medium enterprises are also boosting revenues.
Out of the Box Functionality to Drive Future Markets
Reducing implementation costs is not a topic to be casually brushed aside since the vendor that ignores this market need will be destroyed by the competition. The drive towards out of the box functionality was borne out of customer frustration with exorbitant consultant and implementation costs. Several large WCM vendors in the U.S. market have learned this lesson only after suffering through significant revenue losses and only changed their market approach after conducting in depth focus groups with customers. The importance of out of the box functionality cannot be emphasized enough in the frugal 2003 business climate. Solutions with out of the box functionality that reduce consultancy and implementation costs will garner additional market share at the expense of those vendors that have ignored this need.
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