Abstract
WinterGreen Research announces that it has a new study on Web Content
Management software and services. The 2009 study has 625 pages, 215 tables and
figures. Web content management is useful to businesses and the enterprise as
the Internet becomes a significant retail channel and provides message
transport for the supply chain. Worldwide markets are poised to achieve
significant growth as the globally integrated enterprise uses systems to build
out localized Web e-commerce sites that support a brand in every region.
Information integration has led to transformation of batch systems to real
time systems. Improved maintenance costs are being achieved using Web content
management. People can use information transformation technology that is
flexible and can be applied in many different ways. Web content management is
a significant aspect of the information transformation.
Web content management markets have grown as more content management is
reclassified as more content touches the Web. The Web has become a significant
channel for every enterprise. The Web is used to manage the supply chain in
many cases. Social media are a large part of Web presence and consume Web
content management software capability.
Protecting a global brand, delivering streaming video to a corporate portal,
and making complex images available to promote products and services are a
significant aspect of Web content management. Managing rich media assets is an
essential component of an enterprise Web content platform. Increasing volumes
of rich media assets means companies are struggling to easily find, manipulate
and re-purpose rich media content across the enterprise. The digital brand
management systems put users in control of rich media assets.
Key capabilities relate to creative tool and processing integrations. Media
transformation and analysis can be accomplished. Media rendition and updates
can be achieved. Thumb nailing is supported to better visualize pictures and
images. Time-based multimedia indexing and management is provided. PowerPoint
slide-level assembly can be consolidated.
Rich media vocabulary driven categorization can be accomplished. Metadata
driven rich media search and retrieval is automated.
Enterprise e-business systems integration is a central aspect of e-business
content management. The unstructured information takes on many of the
characteristics of structured information when it is tagged. Unstructured data
is being perceived as useful for making intelligent business decisions.
Competitive factors in the enterprise content management industry include the
availability of a framework, the ability to implement localization, quality,
scalability, and reliability of software.
Language translation software and services are needed to establish a local
presence. No matter what the enterprise, organization, or business charter is,
language translation is needed to establish a local presence.
According to Susan Eustis, the lead author of the study, "the globally
integrated enterprise is the market driving force in Web content management
markets. The ability to control content within a company promotes reuse of the
content. Web systems protect the brand by ensuring consistency and supporting
management systems that achieve enforcement."
Marketing is vital as companies seek to differentiate their message.
Fragmented markets are confusing to people making purchase decisions. A
content management system that consistent brand message sets a company above
its competition. Success hinges on agility and consistency in communicating
the brand.
Web content management software markets at $$635 million in 2009 are forecast
to become $1.4 billion by the end of the forecast period in 2015. Software is
becoming much more robust as it combines the separate Web content, digital
asset content, enterprise content, and rich media systems that have been used
separately hitherto to support combined Web content management services. The
combination of technologies is anticipated to create systems that are more
useful. These markets are part of a $3.5 billion larger enterprise content
management market, forecast to reach $10.3 billion by 2015.
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