1. Documentum  Xiwei Liu  Yanping He (Lisa)  Lorna Kelly  Emanuel Balan  Anna Kelly

2. 4 Introduction & Background 1 2 3 5 Products & Services Transition Period (Selecting & Crossing) EMC Documentum Future & Conclusion Contents

3. Founded on June 11,1990 Founder: Howard Shao and John Newton After the missed opportunity at Ingres, we saw Documentum as our chance to build another oracle. -- -- Horword Shao Database engineer at Ingres Corporation Documentum Background

4. The databases were severely limited in software to manage unstructured information contained in documents. The manager realized this situation and wanted to develop a new software for automating the management of documents across an enterprise. Innovation emerged in early Documentum. The Shao and Newton started looking for a way to participate in information management market managing unstructured information in documents--- enterprise document management. The documentum set up cooperation with Bob Adams who is the VC arm of Xerox Corporation. Adam supplied 4million commitment to cover payroll and other expenses. 1 2 3 Background

5. Structured information Documents are Unstructured infornmation Inventory, financial and manufacturing data Product specifications, marketing collateral, training manuals and regulatory submissions

6. Did the markets research through Xerox which supplied the relationship with insurance companies, aerospace companies, a pharmaceutical company, the big 8 Consultants and NASA. The research of new technology based on market needs and wants

7. Boeing did finance some of ducumentum early development and helped turn their theoretical design into a working solution. Boeing Syntex Development Syntex cut its submission time in half after use the documentum software. The overall market opportunity was big and growing rapidly. Documentum went into right direction. Next step: Recruit a couple of early customers to validate the technology and the market opportunity The document management opportunity

8. Products and Services EDMS: Electronic documentation management (system) management capabilities for all types of content: business documents, photos, video, medical images, e-mail, Web pages, fixed content, XML-tagged documents, etc. Core of Documentum: a repository in which the content is stored securely under compliance rules. The repository as a unified environment, content may reside on multiple servers and physical storage devices within a distributed environment. A suite of services: document management, collaboration, search, content classification, input management, business process management (BPM), customer communication management, Web content management, digital asset management, forms processing, Information Rights Management, compliance, computer output to laser disc (COLD) and archiving.

9. Product development & Service up-dating 2002 2000 1998 1993 Documentum 5 Documentum 4i Web Application Environment Electronic Document Management System (EDMS) 2005~2008 Documentum 5.3, 6, 6.5, etc.

10. Text Stage 1 Stage 2 Technology-driven start-up Marketing-driven enterprise software firm Transition period

11. Selecting a target market: Horizontal marketing: is when you single out a target audience that shares other characteristics, yet can be found in all industries. Documentum, Inc. Industry 2 Industry 3 Industry 5 Industry 4 Industry 6 Industry 1 A big market in a big way

12. Industry 1 Industry 2 Industry 3 Industry 4 Industry 5, 6, 7… Application 1 Application 2 Application 3 Application 4 Application 5, 6, 7… Vertical marketing: a company's approach towards targeting that focuses on specific industries Documentum Less risky; Focused resources & message; Comparative advantage

13. “Crossing the Chasm”

14. Target Choices: 1)Insurance Policy Documentation 2) Aircraft Maintenance Documentation 3) Pharmaceutical NDA 4) Chemical Regulation Management 5) Telecom Manufacturing

15. “Such is the power of crossing the chasm”  1993 – 1994: revenue increased from $2m to $10m  An unquestioned leader in their niche market  In 1994, they acquired 30 of their top 40 target customers  1995: revenues of $25.5 million, first profit of $1.26 million  2001: revenues of $198m 2002: revenues of $226.9m  2003.........

16. Documentum Inc enterprise content management leader EMC Corporation Inc storage management leader Incorporated in 2003 VISION FOCUS STRATEGY CUSTOMER COMMITMENT JOINED FORCES through COMBINED ENGINEERING by T R E MARKET EXPONENTIAL GROWTH OF UNSTRUCTURED CONTENT & REQUIREMENTS OF CORPORATE RECORD KEEPING BEST OF BREED PRODUCTS AND SOLUTIONS Maximizing the value of information STRONG DEMAND

17. EMC Documentum Oracle Services Archiving Back up Recovery Data warehousing Replication Security Storage Virtualization Information governance Software development ECM Products Sciences Content security Digital Asset Management Records management Standard Wem by Fat Wire xCP My documentum Services Consulting Financing On Demand Support Products Applications Data base Engineered systems Enterprise management Middleware Operating systems Servers and storage Virtualization

18. Documentum Now

19. Future Of Documentum

20. Conclusion Maintenance costs Lower licence cost Integrated System User friendly Compliance Existing Customers

21. Questions & Answers