[EN] Content Management | Ulrich Kampffmeyer | Marcus Evans Conference | Berlin 30.05.2001

Content ManagementThe 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 DriversTechnologies 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 DriversDrowned by the E-Mail Flood

101 Billion: Emails sent worldwide in 1995.2.6 Trillion: Emails sent worldwide in 2000.9.2 Trillion: Emails sent worldwide in 2005.

–IDC

101 Billion: Emails sent worldwide in 1995.2.6 Trillion: Emails sent worldwide in 2000.9.2 Trillion: Emails sent worldwide in 2005.

–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 DriversExplosion 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 DriversToo 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 DriversTechnologies 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.

2. It’s not about “taking your business to the web.” It’s about bringing the web into your business.

ApplicationsApplicationsSecuritySystemsSecuritySystems

EmployeesEmployees

RDBMSRDBMS

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 DriversSystems Management before the Internet:

Business DriversTWO Architectures in Competition:

SecuritySecuritySystemsSystems

RDBMSRDBMS

RemoteEmployeesEmployees

CustomersCustomers

Business Business PartnersPartners

ApplicationsApplications

DocumentsDocuments

DataData

Application ServerApplication Server

Web ServerWeb

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 DriversManagement in the Internet Age:

Business Driverse-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 DriversThink 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 DriversThe 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 DriversTHREE Architectures in Competition:

Business DriversStages of Web Development

WebMarkets

WebCommerce

WebPublishing

Business DriversThe 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 DriversThe 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”.


So, what`s the Difference between

Enterprise Content Management

and

Web Content Management ?


Only a

Marketing & Positioning Problem

or

a completely new Approach ?

From Document-Management to Content ManagementWhat 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 ManagementWhat 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. IMAGINGEAI

E-PROCESS MGT. DATA MINING PORTALSSTORAGEMOBILE APPLIANCE

CONTENT MGT. COLLABORATION KNOWLEDGE MGT.

ENTERPRISE CONTENT

MANAGMENT

ORDERPROCESSING

WAREHOUSEMANAGEMENT

ERPSHIPPINGSYSTEMS

ELECTRONIC BILLPRES./PAYMENT

FULFILLMENT(BACK-OFFICEAPPLICATIONS

DATABASES STORAGE NETWORKINFRASTRUCTURE

E-COMMERCEE-COMMERCE SALESAUTOMATION

SALESAUTOMATION CRMCRM SUPPLY-CHAIN

MGT.SUPPLY-CHAIN

MGT.MARKETING

CAMPAIGN MGT.MARKETING

CAMPAIGN MGT.COMMERCE

(FRONT-END APPLICATIONS

PORTALSPORTALS

B2EB2E

B2CB2C

B2B B2B

BROWSERSBROWSERS

From Document-Management to Content ManagementEnterprise Content Management




ENTERPRISE CONTENT

MANAGMENT

ORDERPROCESSING

WAREHOUSEMANAGEMENT

ERPSHIPPINGSYSTEMS






MGT.SUPPLY-CHAIN

MGT.MARKETING




PORTALSPORTALS

B2EB2E

B2CB2C

B2B B2B

BROWSERSBROWSERS


Basic Idea No. 1 Enterprise Content Management

as

integrative Middleware




ENTERPRISE CONTENT

MANAGMENT

ORDERPROCESSING

WAREHOUSEMANAGEMENT

ERPSHIPPINGSYSTEMS






MGT.SUPPLY-CHAIN

MGT.MARKETING




PORTALSPORTALS

B2EB2E

B2CB2C

B2B B2B

BROWSERSBROWSERS



as

independant Services,usable by any Application




ENTERPRISE CONTENT

MANAGMENT

ORDERPROCESSING

WAREHOUSEMANAGEMENT

ERPSHIPPINGSYSTEMS






MGT.SUPPLY-CHAIN

MGT.MARKETING




PORTALSPORTALS

B2EB2E

B2CB2C

B2B B2B

BROWSERSBROWSERS



as

one unified, federatedEnterprise 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 ManagementWhat 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 ManagementThe PORTAL Star

Internet

Info

rmat

ion

Ag

gre

gat

ion

& P

ub

lish

ing

Kn

ow

ledg

e

Man

agem

ent

RetrievalGroupware

ER

P

Dokumenten-

Management

Business

Intelligence

Excalibur

PC DOCSFULCRUM

Dataware

grapeVineHyperwaveIntraspect

Meta Systems Guild

SemiaVerityAutonomy

Knowledge Track

Verge Perspecta

DatachannelSagemaker

GiyphicaPowerize.com

Coextant

USU

Aaneid

Microsoft

Lotus/IBM

Radnet

InfoImageSAP (mySAP)

PeopleSoftJ.D.Edwards

Oracle

Ariba

Yahoo!

AOL/NetscapeInfoseek

Inktomi

Portera

EpicentricIntranetSolutions

OpenTextDocumentum

CeyoniqSER Systems

ViadorHummingbird

Sqribe

InformationAdvantage

Top Tiar

Enterpriseapps

Create Manage Deliver

Capture-email-paper-feeds

Officeapps

Webapps

Consumer

Enterprise

Pe

rso

na

lize

d c

on

ten

t

Mobile

PropertiesMeta data

Databases

Documents bases

Federatedrepository

Au

tom

ate

d p

roc

ess

es

ED

M S

erv

ice

s

Intranet/extranet infrastructure

CM Products

Tem

plat

es &

sty

les

Des

ign

& d

evic

es

Courtesy Strategy Partners

Government

From Document-Management to Content Management ECM Architecture

Enterpriseapps

Create Manage Deliver

Capture-email-paper-feeds

Officeapps

Webapps

Consumer

Enterprise

Pe

rso

na

lize

d c

on

ten

t

Mobile

PropertiesMeta data

Databases

Documents bases

Federatedrepository

Au

tom

ate

d p

roc

ess

es

ED

M S

erv

ice

s

Intranet/extranet infrastructure

CM Products

Tem

plat

es &

sty

les

Des

ign

& d

evic

es

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 concernsHot 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?

Key Technologies -- Creation and Capture

Forms Processing Software Imaging, Scanning, & Hybrid Systems

Application Dev Tools Handwriting Recognition

Publishing ICR/OCR/Voice Recognition

Authoring Software Voice Recognition

Web Authoring Streaming Media

ProcessOutcome

Business ProcessCustomerRequest

Voice Appfiles Paper

Web DatabaseImagesApp filesDataOther

WebServer

Understanding user issues and concerns Creation and Capture

Key Technologies – Management

Data Warehousing

Storage Systems, SAN, WORM, RAID, MO, DVD, CD-ROM

Archiving/Preservation

Compression

Workflow

DatabaseImagesApp filesDataOther

ProcessOutcome

WebServer



Web

Understanding user issues and concerns Management of Information

Understanding user issues and concerns Delivery and Customization (1)


ProcessOutcome

WebServer



Web

Key Technologies – Delivery and Customization

Portals Data Mining

Search Engines Wireless/WAP/Blue Tooth

Web Caching Print Systems/Print Utilities

XML Electronic Data Interchange (EDI)

Public Key Infrastructure (PKI) P3P, Encryption, Authenticity, Digital Signature/Notarization


ProcessOutcome

WebServer



Web

Key Technologies – Delivery and Customization

Portals Data Mining

Search Engines Wireless/WAP/Blue Tooth

Web Caching Print Systems/Print Utilities

XML Electronic Data Interchange (EDI)

Public Key Infrastructure (PKI) P3P, Encryption, Authenticity, Digital Signature/Notarization

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 sharingof information.

Understanding user issues and concerns Optimization

Understanding user issues and concernsIntranet, 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 1 2000 -

“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 concernsSecurity

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 ManagementAIIM / 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)


Regional ScopeNorth America Europe Pacific Rim Latin AmericaUnited States United Kingdom Japan Brazil

Canada France Singapore ArgentinaMexico Germany Hong Kong

Austria AustraliaSwitzerland New Zealand

DenmarkNorwaySwedenFinland

Netherlands

BelgiumSpainItaly

0%

10%

20%

30%

40%

50%

60%

NorthAmerica

Europe PacificRim

LatinAmerica

Worldwide

Small

Medium

Large


User sample by company size, by region


Worldwide technology implementation status

Technology Installed Plan touse

Considering Don’t planto use

Don’t know

Workflow/Process Mgmt. 36% 27% 10% 24% 2%

Data Warehousing/Mining 37% 21% 13% 27% 2%

Content Management 31% 21% 12% 32% 5%

Electronic Doc. Imaging 58% 17% 9% 15% 1%

Collaborative Tools 45% 17% 10% 25% 3%


Worldwide Content-Management implementation status,

by industryOverall Mfg Gvt Insur Health Utils Telecom Trans Finan Legal other

Use 31% 28% 28% 28% 26% 48% 34% 20% 49% 46% 30%

Plan to use 21% 18% 30% 28% 28% 17% 17% 14% 17% 15% 20%

Considering 12% 14% 12% 14% 7% 12% 20% 11% 5% 15% 12%

Don’t planto use

32% 36% 25% 26% 37% 17% 23% 46% 28% 15% 35%

Don’t know 5% 4% 6% 5% 2% 7% 6% 9% 1% 8% 4%

N= 1014 245 163 43 43 42 35 35 82 13 309


Content-Management Implementation Status,

by world region

Total North America Europe Pacific Rim Latin AmericaUse 31% 30% 36% 27% 24%Plan to use 21% 21% 18% 24% 24%Considering 12% 11% 11% 21% 11%Don’t plan to use 32% 33% 29% 25% 39%Don’t know 5% 5% 6% 3% 2%N= 1014 604 253 111 46


Usage of Web for B2B for e-business, by industry

Total Mfg Gvt Insur Health Utility Telco Trans Finace Legal Other

Fully active 30% 35% 15% 34% 23% 38% 45% 21% 38% 22% 30%

Planning 30% 37% 29% 20% 23% 28% 21% 39% 22% 33% 28%

Considering 14% 16% 14% 14% 16% 16% 21% 12% 14% 11% 11%

Not involved 24% 11% 36% 26% 32% 13% 10% 27% 17% 33% 30%

No response 1% 0% 2% 0% 3% 0% 0% 0% 1% 0% 0%

Don’t know 2% 1% 3% 6% 3% 6% 3% 0% 8% 0% 1%

N= 804 194 123 35 31 32 29 33 72 9 246


Usage of Web for extranets to partners for e-business users,

by industry

Total Mfg Gvt Insur Health Utility Telco Trans Finance Legal Other

Fully active 25% 27% 23% 31% 19% 22% 34% 30% 36% 33% 21%

Planning 22% 23% 19% 23% 26% 22% 28% 18% 14% 33% 25%

Considering 11% 17% 8% 6% 13% 9% 7% 3% 13% 11% 11%

Not involved 34% 30% 37% 29% 32% 31% 24% 48% 28% 22% 39%

No response 1% 1% 2% 0% 3% 0% 0% 0% 3% 0% 0%

Don’t know 6% 2% 12% 11% 6% 16% 7% 0% 7% 0% 4%

N= 804 194 123 35 31 32 29 33 72 9 246


Usage of Web for B2C for e-business, by world region

Total North America Europe Pacific Rim Latin AmericaFully active 34% 32% 38% 38% 24%Planning 23% 24% 22% 21% 14%

Considering 10% 10% 8% 13% 14%Not involved 31% 31% 30% 27% 49%No response 1% 1% 1% 0% 0%Don’t know 2% 2% 1% 0% 0%

N= 804 499 179 89 37

Thank You for your attention!

for further information :Dr. Ulrich Kampffmeyer

E-Mail: [email protected]

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