Content Management The driving Factor for successful E-Business Dr. Ulrich Kampffmeyer Association for Information and Image Management International Executive Director and Vice Chair AIIM Europe PROJECT CONSULT Unternehmensberatung Dr. Ulrich Kampffmeyer GmbH President European Commission, DLM-Forum Chair of the ICT/DML Steering Committee PROJECT CONSULT Unternehmensberatung Dr. Ulrich Kampffmeyer GmbH

Agenda The Business Drivers Content Management as component of a successful E-Business Strategy From Document Management to Content Management Document Related Technologies Understanding user issues and concerns Content Management as the backbone of modern applications Trends in Content Management AIIM/Gartner Industry Study preview

AIIM International Association for Information and Image Management International AIIM North-America, Silver Springs, USA AIIM Europe, Datchet, UK Mission Statement: AIIM is the global industry association that connects the users and suppliers of document and business process management technologies and services

Business Drivers Content Management as Component of a successful E-Business Strategy

Business Drivers Technologies Driving E-Business 1. The Business Drivers -- Why do organizations need to think strategically about content? Why now? Volume and complexity of unstructured content.

Business Drivers Document Management fuels E-Business

Business Drivers Drowned by the Flood 101 Billion: s sent worldwide in Trillion: s sent worldwide in Trillion: s sent worldwide in –IDC 101 Billion: s sent worldwide in Trillion: s sent worldwide in Trillion: s sent worldwide in –IDC 2.7 Billion: Number of web pages. 5 Million: Number of new pages per day. –NEC Research 2.7 Billion: Number of web pages. 5 Million: Number of new pages per day. –NEC Research 66%: Percentage of web addresses that lead to live sites. –Network Solutions 66%: Percentage of web addresses that lead to live sites. –Network Solutions Many companies are stuck in the creation phase -- they're still more focused on getting content online, and figuring out how to manage it is an afterthought. –Jane M. Falla, E-Business Advisor Magazine Many companies are stuck in the creation phase -- they're still more focused on getting content online, and figuring out how to manage it is an afterthought. –Jane M. Falla, E-Business Advisor Magazine

Business Drivers Explosion of Unstructured Information Radically new IT challenges… Rampaging technology obsolescence. Systems now handling far more than just structured transactional data – often without a plan... Unstructured information far more complicated than data and needs to be managed differently. Unstructured Structured

Business Drivers Too Much, Too Fast “The Internet is creating opportunities for consumers and companies at a breathtaking pace. But change is coming so rapidly that we all too often find ourselves in an online Tower of Babel.” Lawrence A. Weinbach, Chairman, Unisys

Business Drivers Technologies Driving E-Business 1. The Business Drivers -- Why do organizations need to think strategically about content? Why now? 1.Volume and complexity of unstructured content. It’s not about “taking your business to the web.” It’s about bringing the web into your business.

Applications Security Systems Employees RDBMS Source: Marimba Inside the Enterprise Within 4 walls. Management focuses on physical infrastructure and network. Client-server computing added complexity. Emergence of information silos. Business Drivers Systems Management before the Internet:

Business Drivers TWO Architectures in Competition:

Remote Employees Customers Business Partners Applications Documents Data Application Server Web Server Web Server Source: Marimba Information created inside and outside the enterprise, by employees and non- employees, in a wide variety of formats, for delivery to multiple devices. Business Drivers Management in the Internet Age:

Business Drivers e-Documents are crucial Companies run on documents. Documents communicate product details, describe new innovations, carry bids and quotes, confirm terms, and handle payment. Documents teach customers how to use products, provide informative analysis, seal agreements between companies, and between companies and customers. Documents are the foundation of business. Interleaf

Business Drivers “Core to the success of a sell-side B2B e-commerce site is the ability to make the technical content that drives the e-commerce transactions readily available to the user…in a way that is integrated with transactions and decision-support systems.” –CAP Ventures “Core to the success of a sell-side B2B e-commerce site is the ability to make the technical content that drives the e-commerce transactions readily available to the user…in a way that is integrated with transactions and decision-support systems.” –CAP Ventures “Commerce and content are converging because the actual transaction is only 10% of the dialogue one has with a customer. The other 90%…is information.” –Hollis Bischoff, VP, META Group “Commerce and content are converging because the actual transaction is only 10% of the dialogue one has with a customer. The other 90%…is information.” –Hollis Bischoff, VP, META Group

Business Drivers Think strategically 1. The Business Drivers -- Why do organizations need to think strategically about content? Why now? 1.Volume and complexity of unstructured content. 2.It’s not about “taking your business to the web.” It’s about bringing the web into your business. 3.Web-based processes require integration of front-end e- business applications with the rest of the infrastructure and supply chain.

Business Drivers The E-Business Iceberg “Amidst the onslaught of B2B applications that have emerged over the last couple of years, many have lacked the organization and orchestration of business processes in any comprehensive manner… The temptation is to put a portal in place, build an exchange, and then consider the job complete. These users are suffering from iceberg vision – 90% of the problem is still below the surface.” Carl Frappaolo, Delphi Group

Business Drivers THREE Architectures in Competition:

Business Drivers Stages of Web Development Web Markets Web Commerce Web Publishing

Business Drivers The Web & E-Business “The Internet [and enterprise content management!] is like high school sex… Everyone thinks everyone else is doing it. Everyone wishes they were doing it. Only a few are actually doing it. And the few that are, aren’t doing it well.” Kate Muldoon, line56 magazine

Business Drivers The E-Business Iceberg Infrastructure Fulfillment Content Commerce “What’s needed now is software that connects web selling and self service with the work folders and business processes necessary for fulfillment.” –Bruce Silver, KM World “What’s needed now is software that connects web selling and self service with the work folders and business processes necessary for fulfillment.” –Bruce Silver, KM World

From Document-Management to Content Management Document Related Technologies

From Document-Management to Content Management AIIM’s definition of ECM Enterprise Content Management “The technologies used to create, capture, customize, deliver, and manage enterprise content to support business processes”.

From Document-Management to Content Management AIIM’s definition of ECM So, what`s the Difference between Enterprise Content Management and Web Content Management ?

From Document-Management to Content Management AIIM’s definition of ECM Only a Marketing & Positioning Problem or a completely new Approach ?

From Document-Management to Content Management What is Web Content Management ? WCM Editing WCM Editing Solutions mainly create content and support the editing process with workflow functionality WCM Repository Internal management of information and runtime provision WCM Publication These solutions offer the „push principle“ with specific distribution of informations in addition to „pulled“ information WCM eBusiness The integrated systems provide more than adaption, management and distribution of the content. Further functions also allow direct interaction and individualized use.

From Document-Management to Content Management What is Enterprise Content Management ? ECM Portal Browser-based, personalized display for information access of different internal and external sources as well as replacement of old host and/or client user displays ECM Data/Document-Warehouse Applets, middleware and meta databases for combination and compression of unstructured informations from different sources of the company ECM Workflow Process managed compression of information ECM Knowledge Management Adaption of structured and unstructured information, including EBT

WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION SALES AUTOMATION CRM SUPPLY-CHAIN MGT. SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS From Document-Management to Content Management Enterprise Content Management

WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION SALES AUTOMATION CRM SUPPLY-CHAIN MGT. SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS From Document-Management to Content Management Enterprise Content Management Basic Idea No. 1 Enterprise Content Management as integrative Middleware

WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION SALES AUTOMATION CRM SUPPLY-CHAIN MGT. SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS From Document-Management to Content Management Enterprise Content Management Basic Idea No. 2 Enterprise Content Management as independant Services, usable by any Application

WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION SALES AUTOMATION CRM SUPPLY-CHAIN MGT. SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS From Document-Management to Content Management Enterprise Content Management Basic Idea No. 3 Enterprise Content Management as one unified, federated Enterprise Repository for every Type of Information

From Document-Management to Content Management What topics does Content Management embrace? Capture, creation, collection Management, collaboration, process Documents, data, meta-data, repository Publication, distribution, syndication, intranet, extranet, Localization, presentation, personalization

From Document-Management to Content Management What is Enterprise Content Management ? DM roots Documentum, Filenet, Intranet Solutions E-Business roots Broadvision, Vignette, Interwoven, Open Market, eBT Web roots Eprise, Ncompass Labs, Six Open Systems

From Document-Management to Content Management The PORTAL Star Internet Information Aggregation & Publishing Knowledge Management Retrieval Groupware ERP Dokumenten- Management Business Intelligence Excalibur PC DOCS FULCRUM Dataware grapeVine Hyperwave Intraspect Meta Systems Guild Semia Verity Autonomy Knowledge Track Verge Perspecta Datachannel Sagemaker Giyphica Powerize.com Coextant USU Aaneid Microsoft Lotus/IBM Radnet InfoImage SAP (mySAP) PeopleSoft J.D.Edwards Oracle Ariba Yahoo! AOL/Netscape Infoseek Inktomi Portera Epicentric Intranet Solutions OpenText Documentum Ceyoniq SER Systems Viador Hummingbird Sqribe Information Advantage Top Tiar

Enterprise apps Create Manage Deliver Capture - -paper -feeds Office apps Web apps Consumer Enterprise Personalized content Mobile Properties Meta data Databases Documents bases Federated repository Automated processes EDM Services Intranet/extranet infrastructure CM Products Templates & styles Design & devices Courtesy Strategy Partners Government From Document-Management to Content Management ECM Architecture

Enterprise apps Create Manage Deliver Capture - -paper -feeds Office apps Web apps Consumer Enterprise Personalized content Mobile Properties Meta data Databases Documents bases Federated repository Automated processes EDM Services Intranet/extranet infrastructure CM Products Templates & styles Design & devices Courtesy Strategy Partners Government From Document-Management to Content Management ECM Architecture One future basic Technology XML

Understanding user issues and concerns Content Management as the backbone of modern applications

Understanding user issues and concerns Hot Topics Linking technologies to applications – E-Business Automation Effective Management of Web Content - Intranet, Extranet Content issues Legality, Preservation, and Data Migration Accelerating Time to Market – Considering an ASP Solution Implementation Issues

Understanding user issues and concerns ECM – Key Issues Integration of Front and Back Offices Kbkids.com, Macys.com, ToysRus.com fined $1.5M for failure to meet shipment schedules. Key question they did not address… How do front office applications (CRM, supply chain management, electronic commerce, procurement, etc.) INTEGRATE WITH … Back office applications (ERP, database management, inventory management, shipping systems, etc.)? Do your business processes align with the new e-business technologies being implemented?

Understanding user issues and concerns Creation and Capture

Understanding user issues and concerns Management of Information

Understanding user issues and concerns Delivery and Customization (1)

Understanding user issues and concerns Delivery and Customization (2)

And lastly – and perhaps most importantly – how do you optimize your content management strategies ACROSS processes so that there is consistency of approach and sharing of information. Understanding user issues and concerns Optimization

Understanding user issues and concerns Intranet, Extranet Content issues How many types and classifications of data? How much is there and how much will it grow. What’s the lifecycle? Sites, syndication, sharing …federated repositories Level of sophistication - language, localization, searching, personalization, document management

Understanding user issues and concerns Legality (1) Signature Formalities - Digital Signatures - legal standing in US Oct “E-Sign” Act Media neutral…Agencies retain implementing flexibility…No e-record exemption Authenticity & Authority Who really sent the message? Who can commit a company to a $1M purchase? Document Integrity Has the document been altered en route and is it complete? Non-repudiation

Understanding user issues and concerns Legality (2) Document and Record Preservation In the old world, key question was… What can be thrown away? With paper, you could always get to it “someday.” In the new world, key questions… What must be saved…and in what form?…before it is lost forever. How do you document with certainty the context in which a web transaction takes place? Have documents been associated with metadata attributes? How do you manage risk of litigation against the ability of the technology to save almost everything?

Integrity of Systems/Databases Hard tradeoffs between ubiquitous access and vulnerability Survey of 288 CIOs (John J. Davis Associates)… 92% said they need to improve system security Security spending – 1999 (IDC) Anti-viral software -- $1.2B Firewall software -- $537M Admin, authentication -- $2.1B Encryption -- $134M Worldwide Security Market (Yankee Group) 2000 ($5B), 2001 ($6.7B), 2002 ($8.7B), 2003 ($10.8B) Wireless Security The new frontier -- fraught with unsolved security issues Privacy No international standard Understanding user issues and concerns Security

Understanding user issues and concerns Migration/Legacy Systems For the foreseeable future, users will be managing a complex mix of file types, created by multiple sources, for delivery in multiple places. A common customer view is critical. To be successful at ECM you need to understand existing processes and repositories. “A paperless office is about as useful as a paperless toilet.” Unknown

Understanding user issues and concerns Time to Market Be nimble, or be gone! Develop and implement E-business solutions in- house, or Buy a best-of-breed solution, or Outsource. The Growing Role of ASPs… 2004 – Varying analyst forecasts, but >$5B. 60% of ASPs will fail by end of 2001 – Gartner

Security Bandwidth Longterm Information Availibilty Customization Implementation and Integration The Financials… Are they willing to share risk? Are they willing to tie fees to achieving business objectives? What happens if it doesn’t work? Understanding user issues and concerns Questions to Ask Your ASP

Understanding user issues and concerns Implementation Issues Definition of meta-data, policies, procedures Import, conversion, migration Platform, database, browser, client Desktop integration, application integration, back office integration Process and workflow modelling Cultural limitations on online vs. offline work How do all the components connect? (EAI Enterprise Application Integration)

Trends in Content Management AIIM / Gartner Industry Study Review

Trends in Content Management AIIM / Gartner Worldwide Industry Study Enterprise Applications: Adoption of E-Business and Document Technologies April 2001 Industry Scope: Workflow/Process Management Data Warehousing/Mining Content Management Electronic Document Imaging Collaborative Tools Application Scope: Customer Relationship Management (CRM) Enterprise Resource Planning (ERP) Records Management/Archiving (RM/A) Accounts Payable/Accounts Receivable (AP/AR) Human Resource Management (HRM)

Trends in Content Management AIIM / Gartner Worldwide Industry Study Regional Scope

Trends in Content Management AIIM / Gartner Worldwide Industry Study User sample by company size, by region

Trends in Content Management AIIM / Gartner Worldwide Industry Study Worldwide technology implementation status

Trends in Content Management AIIM / Gartner Worldwide Industry Study Content-Management budget for installed enterprises, by world region

Trends in Content Management AIIM / Gartner Worldwide Industry Study Worldwide Content-Management implementation status, by industry

Trends in Content Management AIIM / Gartner Worldwide Industry Study Worldwide Content-Management implementation status, by company size (employees)

Trends in Content Management AIIM / Gartner Worldwide Industry Study Content-Management Implementation Status, by world region

Trends in Content Management AIIM / Gartner Worldwide Industry Study Usage of Web for B2B for e-business, by industry

Trends in Content Management AIIM / Gartner Worldwide Industry Study Usage of Web for extranets to partners for e-business users, by industry

Trends in Content Management AIIM / Gartner Worldwide Industry Study Usage of Web for B2C for e-business, by world region

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