|Core tasks of Web content management Manage the creation of the structure for the content and the Web site Manage the content components through techniques, such as versioning, configuration, automated linking, and searching Publish the content to the live Web site Source: Ovum Research|
Vendors, from the established software provider to the up-and-coming start-up, need to develop product strategies that incorporate their core competencies while addressing user needs, says Ovum."Web content management is a point solution," adds Harris-Jones. "Vendors from document management tools, to e-commerce, to infrastructure software providers need to be clear about what they offer. They have to reduce the market confusion by addressing the business issues, not just the technology. Their solutions need to be more intelligent, and companies will need to develop partnerships to offer the functionality end users want." As the market matures, vendors will not be able to rely on their past successes, thereby creating the need for enhanced customer support and services, the report adds. For the user, Web content management involves a multi-faceted approach that involves understanding technology requirements and organizing their own internal organizational culture. "Web content management tools are not the answer to everything," says Harris-Jones. "Users need to understand their content and the effort involved long before selecting a vendor, keeping in mind that not all tool requirements come out of the same box." This creates integration issues that both software vendors and end users need to address at the strategy level, before moving on to implementation that may require expertise not found within either organization. Thus, Ovum sees an increasing opportunity found in the services sector. Ovum also finds that the service market for Web content management tools will grow to $8 billion in 2004. This represents one and a half times the market for software and creates opportunity for everyone involved. "The service sector will grow rapidly as organizations realize that it is not simply a matter of 'getting the technology going,'" concludes Harris-Jones. "Understanding business infrastructure and managing cultural elements will require a realization of such issues, especially in the business-to-business environment." About the report Web Content Management: Strategies, Technologies, and Markets, authored by Ovum analysts Chris Harris-Jones, Alan Pelz-Sharpe, and Clive Burrows, is available from Ovum now and costs $2695, #1595, EUR2555, and A$3795. The report provides a model for addressing Web content management, and offers both end users and vendors with market overviews, development scenarios, technology trend analysis, and detailed case studies. It also includes profiles of leading vendors, including BroadVision/Interleaf, Documentum, Interwoven, and IBM, and provides forecasts on how the market and associated technologies will develop over the next five years. For further product information call Ovum at 800-642-OVUM or visit http://www.ovum.com.