The Forrester Wave Document Output for Customer Communications Management Q3 2011

7/30/2019 The Forrester Wave Document Output for Customer Communications Management Q3 2011

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Making Leaders Successul Every Day

Septembe 14, 2011

The Foeste We: DocmetOtpt Fo CstomeCommctos Mgemet,Q3 2011b Cg Le Cl

fo Bsess Pocess Pofessols
http://www.forrester.com/


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2011 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total EconomicImpact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective owners. Reproduction or sharing o thiscontent in any orm without prior written permission is strictly prohibited. To purchase reprints o this document, please email [email protected]. For additional reproduction and usage inormation, see Forresters Citation Policy located at www.orrester.com. Inormation is

based on best available resources. Opinions refect judgment at the time and are subject to change.

Fo Bsess Pocess Pofessols

ExECuTivE SuMMary

In Forresters 36-criteria evaluation o document output or customer communications management

(DOCCM) vendors, we ound improved product capabilities to support structured, interactive, and

on-demand segments o customer communications. Within these segments, Hewlett-Packard leads

the pack with a much-improved interactive capability and continued strength or structured and batch

applications. Adobe is set apart by its breadth o DOCCM-related technologies that support an overall

customer experience platorm. Tunderhead achieves Leader status through excellent interactivecapabilities, multichannel support, and integration strength. EMC Document Sciences achieves Leader

status due to innovative leverage o leading authoring and distribution tools combined with excellent

batch and structured support. Pitney Bowes enters the Leader circle through acquisition and planned

integration o analytics soware to guide customers across channels a potential game-changer or

DOCCM. And new to the Forrester wave, GMC achieves Leader status with strong overall product

exibility and strength or creative apps. Expect more innovation as this market space hits its stride.

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2011, Foeste resech, ic. repodcto Pohbted Septembe 14, 2011

The Foeste We: Docmet Otpt Fo Cstome Commctos Mgemet, Q3 2011


3

Fgre 1 DOCCM Ctegoes ad applctos

Source: Forrester Research, Inc.58126

STRUCTU

RED

ONDEMAND

INTERACT

IVE

Retirement/benetbooks

Negotiateddocuments (margin,derivative contracts)

Welcome kits

Businesscorrespondence

Online statementgeneration

Telephone bills

Oset and digitalprint runs for

marketing materials

Financialstatements

Online quotes

TransPromo

Groupinsurance policies

Web-to-print

Account notices

Order conrmationsPoint-of-servicecustomer documents

Technical authoring

Financial printing

Travel itineraries

On-demandcorrespondence

ieracve Saemes take Ceer Sage

Enterprises today require exible interactive solutions that empower business users, support

multichannel output, personalize content, and provide rapid return on investment (ROI). 3 Consistent

with growth in that market, enterprises need interactive capabilities and in particular to support

how inormation workers interact with the application at runtime to augment, personalize, and select

appropriate channels. Our review o the market ound that:

Interactive documents make a lot o sense. And why are we surprised? Many use casesbenet when a worker can retrieve a document, enter data, or make selections that will alter

and personalize the output. And ew companies operate eectively in this way today. As adramatic example, one credit card company took 162 days to make a change to a letter with

three dierent groups involved. Not a sustainable business process with consumers expecting

real-time communications. Driven by this need and market opportunity, providers signicantly

improved user interaction with documents.


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2011, Foeste resech, ic. repodcto PohbtedSeptembe 14, 2011



4

Teres more multichannel output I think the web people are in building G. Enterprisesstrive to address multichannel needs with: 1) advanced capabilities that allow dynamic

generation o content and clean separation between templates and the channel, and 2) a clear

multichannel strategy. Enterprises must be consistent with visuals (such as logos, images, and

other brand elements) and content (such as the degree o personalization, language, and contact

inormation). Te dierence today versus 2009 is the rapid shi rom enterprise-led

multichannel initiatives driven by cost reduction to the absolute demands o consumers to get

inormation the way they want it. In short, today, customer service is driving multichannel

applications. Tis email sent to an insurance company captures the service angle well:

You almost had me; the price was right, it was $20 cheaper than my current plan, the

customer service was bang on, and my agent was polite, knowledgeable, and got back to

me exactly when he said he would. Te only thing that kept me rom buying is you dont

oer paperless. I work all over the country, and I dont want my mail piling up; evenworse I dont need the paper when I can manage everything online, including printing my

insurance card. Please let me know as soon as you have a paperless option and youll have a

customer or lie.

On-demand output is poised to take o. Movement to on-demand output comprises thethird major market orce aer interactive statements and multichannel support. Te

Great Recession has orced both business-to-business (B2B) and business-to-consumer

(B2C) organizations to maximize every customer interaction and move to the less expensive

web channel.4 Rich Internet application (RIA) support, strong integration capabilities, and

architectures that support real-time and straight-through communications are important

technology drivers. Our web version gives us more exibility in how we produce customercommunications, said a business process consultant or a European nancial services rm.

Firms are moving structured applications to on-demand and e-transactions. Enterprises aremigrating to on-demand applications because structured output types (statements and bills)

prove expensive, pose environmental challenges, and allow limited personalization. Some rms

pick o structured apps to move to lower-cost e-transactions.5

Prodc Developme Evromes Callege Eerprse Selecos Ad Sakeolders

DOCCM solutions require authoring and development tools or at least our dierent roles, which

makes comparison and evaluation challenging. An I console, which is programmer-oriented, allowsdata models and integration points to be developed. A statement and template layout, which is

targeted or technical sta (nonprogrammers), is more specialized in document output requirements.

For these two areas, all products had scripting languages to support development. A third area is

ocused on less technical and business-side changes, and a ourth allows a presentation or UI to be

created to support internal worker interaction with a document. And some providers have merged


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5

dierent products to meet todays structured, interactive, and on-demand needs, so these

environments get multiplied. As a result, no solution is as unied or as intuitive as we would like due

to the number o supported roles, diversity o use cases, and history o the vendor. Mostly we see:

Less than unied environments that mix design and runtime capabilities. Some productsare more packaged than others and present the business process proessional with a tradeo

between packaging and exibility. Adobe Systems and EMC Document Sciences, or example,

use de acto standard authoring tools like Adobe InDesign and MS Word that oer amiliarity

and deep eatures. Pitney Bowes, while integrated at data and other points, separates a batch

product rom the interactive. Isis Papyrus Soware and Newgen oer very strong exibility

but are the least packaged o the products. Aia Soware and Xpertdoc echnologies are better

packaged but have a more limited scope o applications. Tunderhead, Hewlett-Packard, and

GMC Soware echnology have the stronger packaging but can still improve the separation o

unctions or diverse technical, business, and user roles.

Applications that target short textual documents. Customer correspondence, which equatesto relatively short textual documents, remains a core communication supported by DOCCM

and target or many o the providers, particularly Tunderhead, Aia Soware, Xpertdoc

echnologies, EMC Document Sciences, and Newgen. Many enterprises still rely on Microso

Word templates with custom macros and mail merge to compose and generate correspondence.

DOCCM squarely addresses this output and improves on traditional tools by enabling easier

conversion and reuse or web, print, and email.6

Prodcs Srve For Bsess-Sde Corol B Are Developg Slowl For ieracve Apps

Most 2011 products have only modest separation between I-oriented consoles and those used bythe business user. Most allow conguration or exposure o eatures based on an enterprises needs.

oday, initialdocument design is perormed by I, whereas a variety o page and statement layout

tools are provided by vendors. Once the interactive output template is designed, diverse authors

will alter text in document ragments, select precongured data associations, or modiy a template.

Over time, we expect line-o-business (LOB) sta members to take on more design and update

responsibility but today its still Is game. We did nd:

Noble eorts to empower the business to move DOCCM out o I inrastructure. odaysDOCCM products still require I intervention to make key changes to templates, business

rules, and authoring workow, as well as to insert content into print streams. Enterprises wantto move DOCCM out o I inrastructure and control and into the business process because

reliance on more costly I resources can aect signicant ROI.7 Also, companies want highly

skilled I development resources to concentrate on connecting core systems and maintaining

inrastructure. But surveyed companies have expressed concerns with enabling business users to

make changes to the DOCCM system.


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6

Sarg Pos to Kck-Sar ieracve Apps Are Becomg More Cograble

Interactive content can benet rom a tailored ront end that prompts the author and pulls in

the correct orm, product inormation, marketing message, or compliance language based on

the authors responses. Examples o this include new-hire packages, account-opening kits, and

benet books. Enterprises benet when they can tailor vendor-developed business rules, workow,

collaboration, and orms to their specic requirements. Forresters evaluation ound that providers

have the capability to tailor ront ends in a design-or-people approach, but, as a group, they lack a

wide and available set o packaged capabilities.8 We ound:

Greatly improved template management with scalable controls. Companies can use thousandso templates or negotiated documents such as contracts and insurance policies, account notices

and correspondence, marketing collateral, and proposals. Enterprises must update, version, and

track templates and individual ragments a painul process. oday, dierent departments in

many enterprises manage templates and ragments, store them in dierent environments, anduse an average o six separate point solutions to manage them.9 Interactive DOCCM products

reviewed in this evaluation will make template management easier. All solutions, or example,

support orm ragments that can be assembled into document templates.10

Authoring approaches that work or the user. EMC Document Sciences, Aia Soware, andXpertdoc employ industry authoring environments rom Microso or Adobe. For authoring and

user changes, they provide plug-ins or these environments. Vendors with proprietary authoring

argue that their technology drives greater perormance and avoids issues with version upgrades

in Word. Most providers, including Hewlett-Packard, Tunderhead, and Openext StreamServe,

allow conversion rom third-party tools such as Word or InDesign to their platorm via plug-ins

or conversion scripts.11 What works best or you depends on your organizations comort with

the de acto standard tools.

Problems with bulk email. A host o applications require sending a blast o emails, and theseneed to be personalized. Providers that specialize in email campaigns have their own tools so

that they can develop the template and manage both the personalization and the ulllment.12

But what i some portion o the communication must be sent via the print channel with

templates, personalization, and conguration already completed? Most vendors in the DOCCM

have not addressed how you get DOCCM personalized emails to the email specialist to

capitalize on their bulk tool.13

DOCCM PROViDERS WORth WAtChinG

Vendors included in the Forrester Wave have a strong market presence and the ability to meet a

broad set o DOCCM needs. A number o vendors are not included in the evaluation due to limited

space or varying approaches to customer communications that may be narrower.


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7

Masream DOCCM Vedors Acqred Ad Reocsed

Mainstream DOCCM providers have been in and out o Forrester evaluations and continue to grow

their businesses and provide good value to clients. Some o these, such as Oracle Skywire Soware,

FIS/Metavante, and Seas Innovation, have been acquired and absorbed into larger companies and

directed toward that core business. Nevertheless, they oer signicant experience and value or

many DOCCM applications. Tese include:

Oracle or insurance but with broad DOCCM potential. Oracle/Skywire has strongcapabilities across all three segments and complements and dierentiates Oracles application

portolio. Oracle has shown commitment to Documaker, although the acquisition may have

been due to Skywires insurance assets.14 Skywire ts nicely in Oracles portolio, and Oracle has

a strong road map to integrate and support this product. A new version has been reviewed by

Forrester and has new and strong interactive eatures but was not ready or this evaluation.

FIS Metavante continues to leverage installed base and banking expertise. Metavante wasacquired by FIS, the combined company going by the name FIS.15 Tis acquisition provides a

strong solution in the structured segment due to its print-stream manipulation and data input

capabilities.16 Te CSF Designer suite has more than 200 licensed customers, many in banking

and utilities. Forrester reviewed the Designer Intuition interactive product, a web-based ront

end built on Microso Silverlight, a strong solution or correspondence management, loan

origination, and quotes and proposals. Te product has strong potential in FIS core service

bureau and on-premises DOCCM solutions in general. Like Oracles new product, it was not

ready or the ormal Forrester Wave evaluation.

Seas Innovation delivers strong capabilities across segments via thin client. Seas oersa complete web-based solution or all three segments, and it has the potential to be a strong

enterprise solution or post composition, output management, and production management

criteria. Major North American customers, including some o the largest nancial companies

and Fortune 500 rms, have embraced it to produce complex, high-volume, and mission-critical

transactional documents. Seas also has signicant presence in Europe, with accounts such as

France elecom and the French social security system. Te French postal service acquired a

51% stake in Seas because its soware provides the key backbone to meet expanding document

processing services and is a core component o the Docapost e-presentment solution.

More Specalzed ieracve DOCCM Provders have A Lo to OferOpportunities abound or interactive DOCCM providers to ocus on high-value solutions that

require specialized expertise or eatures. Tese include technical publications, marketing materials,

high-value research reports, and contract documents. For example, Bottomline echnologies has

DOCCM capabilities or direct marketing. Cedar Document echnologies provides SaaS solutions

based on HP Exstream or structured and interactive use cases. raditional correspondence


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solutions such as op Down Systems Client Letter and technical authoring tools such as Parametric

echnology Arbortext and JustSystems XMetaL also provide targeted DOCCM capabilities. But

several providers are rapidly carving out niches and include:

Assentis echnologies or the investment management industry. Assentis providesindividualized solutions or the areas o interactive, on-demand, transactional printing, post-

processing, and print-le conversion. Assentis provides solutions vertically, with the majority o

customers in the investment management industry.

QuarkXPress or dynamic publishing. QuarkXPress, building on its desktop publishingsuccess, provides an XML and DIA-based solution or highly ormatted publications such

as equity research reports or nancial services. Integration with charting, investment tools,

embedded video, and social media and real-time conversion to the iPad or Reader distinguish

the product. For example, embedded autotags in published content take a customer back to a

company website to extend the customer experience across channels.

Exari or negotiated agreements. Exari targets business and legal proessionals andemphasizes speed-to-contract, which results in aster revenue recognition, improved

productivity, and much less risk. Complex, high-risk contracts such as derivatives agreements

are a target or Exari.

Xerox XMPie or direct marketing with links to Xerox enterprise marketing capabilities.XMPie gets high marks or all things marketing related to output and has been an innovator in

this area or more than a decade. As part o Xerox, it oers solutions to Xerox partners and a

growing orce in the recently ormed Xerox Communications and Marketing Services oering.17

Cincom Systems hones in on interactive output. Originating in the database andmanuacturing world, Cincom oered the markets rst interactive web ront end. oday,

Cincom targets markets or all output types, including insurance, state government, and

nancial services. Te majority o Cincom Eloquence customers produce interactive

communications such as claims, letters, and explanations o benets a Cincom strength.

DOCCM Vedors Represe A Mx O Sreg Ad Focs

Te DOCCM product landscape includes enterprise-level solutions that can potentially support all

three DOCCM segments and oer ull corporate solutions, while others provide strong support or

one or two o the three segments (see Figure 2).18


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9

Fgre 2 DPS Tpcl Shed Seces vew

Source: Forrester Research, Inc.58126

Structured communication

Regulatory commercial printing

Statements and bills

Traditional fulllment

Publishing and correspondence

Publishing (enrollment, benet books)

Correspondence management

Field services

On-demand brochures

Pitch books

Outreach

Campaign/list management

Marketing messages

Community and social

Foundational

Electronic forms, e-signature, on-demand communications, CCM metadata

DOCCM EVALuAtiOn OVERViEW

o assess the state o the document output or customer communications market and see how

the vendors stack up against each other, Forrester evaluated the strengths and weaknesses o top

DOCCM vendors.

Evalao Crera Dvded io tree Caegores

Aer examining past research, user-need assessments, and vendor and expert interviews, we

developed a comprehensive set o evaluation criteria. We evaluated vendors against 36 criteria,

which we grouped into three high-level buckets:

Current oering. Forrester reviewed unctionality across structured, interactive, and on-demand segments or authoring, post-composition, output management support, production

and content management, integration, and application development environment.

Strategy. We reviewed the vendors planned enhancements across the output segments as wellas partnership approaches, corporate strategy, target markets, and costs.

Market presence. We looked at installed base, revenue growth, services, number o employees,and technology partners. We estimated numbers where vendors would not disclose actual gures.


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Evalaed Vedors Reqred Balaced Ad iovave Prodcs

Forrester included 12 vendors in the assessment: Adobe Systems, Aia Soware, Elixir echnologies,

EMC Document Sciences, GMC Soware echnology, Hewlett-Packard, Isis Papyrus Soware,

Newgen, Openext Soware, Pitney Bowes, Tunderhead, and Xpertdoc echnologies. For

inclusion in this evaluation, the enterprise DOCCM soware solution must (see Figure 3):

Support all three document output segments. Interactive, on-demand, and structuredsegments each have unique requirements. o be included in this research, providers needed to

have released products or all three categories.

Have innovative solutions or signicant market share. We considered vendors on dimensionso revenue, employees, and the size o their networks in terms o customers, partners, and

installed base. Furthermore, we included providers that were innovators in developing new

approaches to meeting DOCCM needs.

Generate strong customer interest. Trough Forrester inquiries, consulting, media requests,and ongoing conversations with players in the market, we developed an understanding o

demand or the vendors and solutions included in this evaluation.


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Fgre 3 Elted vedos: vedo ifomto ad Selecto Cte

Source: Forrester Research, Inc.

Vendor

Adobe Systems

Aia Software

Elixir Technologies

EMC Document Sciences

GMC Software Technology

Hewlett-Packard

Isis Papyrus Software

Newgen SoftwareTechnologies

OpenText StreamServe

Pitney Bowes

Thunderhead

Xpertdoc Technologies

Product evaluated

Adobe LiveCycle Enterprise Suite

ITP CCM Platform (CCM Interactive,CCM OnDemand, CCM Enterprise)

Tango

xPression

GMC Communication Suite

HP Exstream

Papyrus Platform for BusinessCommunication and Process

Newgen O2MS

Persuasion

Pitney Bowes EngageOneCommunication Suite: DOC1;EngageOne Interactive; e-Messaging;EngageOne Liason;

EngageOne Vault

Thunderhead NOW

Xpertdoc Solution for DocumentOutput

Product version

evaluated

ES 2.5

4

1.03 Build 2011

Version 4.1

Version 7.0

HP ExstreamDesign and

Production8.0.202

V7

Newgen O2MS3.x

Service Pack 5

5.6; 2.0;1.3; 1.0;2.4 respectively

v5.0.20

2

Version

release date

October, 2010

November, 2010

March, 2011

May, 2011

December, 2010

February, 2011

October, 2009

April, 2010

December, 2010

Sept 2010, excepte-Billing April2011

February, 2011

Fall 2010

Vendor selection criteria

Vendor must support interactive, on-demand, and structured document output segments.

Vendor must have an innovative solution for DOCCM.

Vendor must have generated strong interest from Forrester clients through inquiry.


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EVALuAtiOn AnALySiS

During the next ve years, there will be powerul and transormational DOCCM platorms built on

advanced authoring, workow, business rules, analytics, and integration with enterprise marketing

platorms. Tese will emerge as true enterprise solutions and ulll requirements across all DOCCM

segments. Enterprises that maintain point solutions without adopting enterprise solutions will

struggle to meet emerging customer experience expectations. Our evaluation uncovered a market in

which (see Figure 4):

HP, EMC, Tunderhead, Pitney Bowes, Adobe, and GMC lead the pack. HP, EMC,Tunderhead, and Pitney Bowes were 2009 Leaders and maintained their overall positions

in 2011, once again conrming the ull commitment by their corporate senior executives to

DOCCM. GMC is the lone new entrant to the DOCCM evaluation Leaders segment. All scores

hit within a ew decimal points o each other, but below the surace the companies are quite

dierent. HP, EMC, and Pitney Bowes extended rom structured use case support to enhanceinteractive capabilities, while GMC developed rom the creative and marketing DOCCM

support to broader DOCCM use cases. Tunderhead continued to penetrate and enhance

interactive and on-demand capabilities while Adobe moved rom a Strong Perormer to a

Leader by embedding DOCCM into an overall customer experience platorm that leverages

LiveCycle components well.

Openext, Isis, Aia, and Elixir achieve Strong Perormer status. Openext, Isis, Aia, and Elixirtake their well-earned positions among the Strong Perormers. StreamServe is already beneting

rom the Openext acquisition and continues to provide the strongest alternative or utilities and

ERP integration and in particular, SAP. Aia has improved capabilities in a number o areas and

now has the strongest overall leverage o SharePoint, particularly with Microso Dynamics

integration. And Elixir has taken a bold SaaS direction and may pave the way or others to ollow.

Isis continues with a broad vision or DOCCM supporting ECM, CRM, analytics, event

processing, and BPM and views CCM as a component o broader dynamic case management apps.

Xpertdoc and Newgen oer unique alternatives as Contenders. Newgen and Xpertdoc oergreat value at price points that will appeal to many enterprises. Newgen has a strong ocus on

interactive apps in nancial services, particularly in retail banking, and may be hal the price

o competing solutions with well-leveraged oshore labor. Xpertdoc is an interactive product

built around the Microso environment with an MS Word plug-in as the primary capability or

interactive use cases.

We encourage readers to use this evaluation o the DOCCM market as a starting point only; they

should view detailed product evaluations and adapt the criteria weightings to t their individual

needs through the Forrester Wave Excel-based vendor comparison tool. Because many clients have

made existing investments in part o DOCCM, and the noted dierences in dierent segments o


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the DOCCM market, Forrester blended criteria across three use case segments: 1) structured output;

2) interactive output; and 3) on-demand output. As a result, enterprises should use the custom

Forrester Wave eatures o our model to emphasize the use case area o interest where the goal

may not be complete enterprise coverage.

Fgre 4 Foeste We: Docmet Otpt Fo Cstome Commctos Mgemet, Q3 11


Go online to download

the Forrester Wave tool

for more detailed product

evaluations, feature

comparisons, and

customizable rankings.

RiskyBets Contenders Leaders

StrongPerformers

StrategyWeak Strong

Current

oering

Weak

Strong

Market presence

AdobeSystems

Aia Software

Newgen

XpertdocTechnologies

ElixirTechnologies

EMC Document SciencesEMC Document Sciences

Thunderhead

Isis Papyrus Software

OpenText StreamServe

GMC Software Technology

PitneyBowes

Hewlett-Packard


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Fgre 4 Foeste We: Docmet Otpt Fo Cstome Commctos Mgemet, Q3 11

(Cot.)


CURRENT OFFERING

Authoring and document design

Business empowerment

Multichannel support

Breadth of use case and application support

Content, reporting, and SaaS delivery

Software-as-a-service

STRATEGY

Product strategy

Corporate strategy

Cost

MARKET PRESENCE

Installed base

Revenue

Revenue growth

Services

Employees

Forresters

Weighting

50%

25%

22%

17%

18%

13%

5%

50%

50%

50%

0%

0%

20%

20%

20%

20%

20%

AdobeSystems

3.12

2.40

3.00

3.80

3.75

3.00

3.00

4.33

5.00

3.66

0.00

3.26

3.80

4.00

4.00

2.01

2.50

AiaSoftware

2.88

1.80

4.34

3.00

2.35

3.00

3.00

3.00

3.00

3.00

0.00

2.11

2.25

1.00

2.00

3.32

2.00

Elix

ir

Tec

hno

log

ies

2.43

2.40

3.00

1.80

1.25

3.00

5.00

3.00

3.00

3.00

0.00

2.00

1.35

1.00

2.00

3.65

2.00

EMCDocument

Sc

iences

4.01

4.20

4.34

3.80

3.85

4.00

3.00

4.17

4.00

4.34

0.00

3.31

3.20

3.00

3.00

3.34

4.00

GMCSo

ftware

Tec

hno

logy

3.73

4.40

5.00

3.00

3.50

3.00

0.00

3.50

4.00

3.00

0.00

3.65

4.25

3.00

4.00

4.00

3.00

Hew

lett-P

ac

kard

4.09

4.40

3.66

4.40

5.00

3.00

3.00

4.50

4.00

5.00

0.00

4.21

4.35

5.00

3.00

3.68

5.00

All scores are based on a scale of 0 (weak) to 5 (strong).


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16

HP Exstream leads with great overall balance. HP leads the pack with top numbers acrossneeded capabilities as well as continued strength or high-volume applications and a growing

customer installed base. HP Exstream is still a heavy product, oen with more capability than

the customer can deploy. Yet or high-volume batch applications that require bulletproo control,

HP Exstream will be the choice or many enterprises. HPs printing unit, known as IPG, also

adds surrounding coverage that proves valuable.20 HP Exstreams rst interactive apps, reviewed

in our 2009 Wave, were small correspondence eorts that were not well reviewed by reerences.

Te 8.0 version comes with a live app library and now tackles more complex apps like quotes

and proposals. Multichannel support improved rom handling email as a post process to

applying channel-specic properties during design time. Basically, the interactive product is

now on par with top interactive providers.

EMC Document Sciences leads with a strong overall platorm. EMC Document Sciences

xPression is well-positioned or a complete DOCCM enterprise platorm, with an openarchitecture based on Java and web services. Te EMC product has our primary application

development tools. Te result is an application development environment less unied than

other products but oering great exibility and a set o de acto and popular environments that

users and administrators like. It has excellent on-demand credentials and a strong multichannel

strategy combined with a services architecture well-suited to real-time and straight-through

content generation. Te xPression platorm will continue to emphasize third-party tools like

Adobe InDesign or Microso Word or interactive DOCCM unctions that require more

sophisticated design elements or ease o use or business users. However, real dierentiation

over time will come rom its laser ocus on multichannel and on-demand apps that leverage a

strong services architecture.

Tunderhead drills in on interactive use cases. With an emphasis on nancial services,Tunderhead emphasizes business user control, productivity, content component management,

compliance, time-to-market, and its XML support.21 Tunderhead has a modern multilayer

architecture, with XML/SOA support and multichannel communication supported by out-

o-the-box web interaces supported by strong documentation. Integration with IBM BPM

and ECM products is a plus cited by reerences. Its well-positioned to transition structured

apps to interactive and on-demand channels but can benet rom stronger packaging or post-

processing support. Te XML core avoids conversion to a proprietary ormat and maintains

a broader set o inormation or downstream multichannel management, including email, ax,

print, SMS, and HML.

Pitney Bowes now has the complete CCM strategy. Pitney Bowes now has all the toolsor emerging multichannel communications. Portrait Soware, acquired in 2011, uses

predictive analytics to guide customers across email, to contact center, print, and websites,

and represents the true brains o customer communications. When tied to execution strength

o the EngageOne Communication Suite, this becomes a game changer or DOCCM. Te


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traditional Pitney Bowes structured DOCCM oering excels due to output management

soware that improves printer efciency and unique data sets that improve address quality, as

well as location intelligence that improves marketing campaigns. In addition, Pitney Bowes

continues to emphasize e-delivery with the launch o the Volly digital delivery service, a digitalmail communications platorm or consumers.22 Pitney Bowes has improved the overall design

and authoring environment rom last review but still depends on the Designer as the main

design environment or batch and on-demand applications, while EngageOne is the primary

environment or interactive. Te product road map shows continued unication with emphasis

on ease o use.

Adobe is set apart by the breadth o DOCCM-related technologies. Adobes extensive productportolio and customer experience platorm direction guarantee a bright uture or the DOCCM

components. Portolio components range rom rich Internet application tools to LiveCycle

components such as digital rights management. Solution accelerators or correspondence

management and interactive statements are best-in-class or support o agents and eld-acing

personnel struggling today with legacy customer communications. Adding DOCCM to the

document exchange service platorm to leverage the recently acquired EchoSign e-signature

capability will provide a best-in-class SaaS DOCCM solution.23 Adobe will benet with more

solutions experience and tightening o its distribution approach that today has a wide range o

integrators with varying DOCCM experience. Additional unication will urther tighten this

product. Looking orward, interactive statements that support customer turnaround data entry

combined with mobile support that may be app-based as opposed to document-based will

set Adobe apart.

GMC extends capabilities rom marketing beachhead. Marketing campaigns still dominateGMCs overall customer base, but GMC is now being viewed or interactive support across

all use cases and has become a short-listed vendor in the mainstream market. GMC began

business lie turbo-charging high-speed printers manuactured by Cells and Oc. But the rst

commercial success was composition and workow to support our-color direct mail printing

or exploding loyalty programs. GMCs strong spot remains in creative applications and

support o desktop publishing (DP) unctionality. PDF capabilities, or example, distinguish

GMC rom others, as they support PDF controls such as adding variables and keeping color

inormation intact. Support is strong or mainstream interactive applications that support short

textual documents like correspondence and will only improve with extension to a broader set o

use cases.

Srog Perormers Ofer Exesve Capables W A B More Focs

Strong Perormers oer great alternatives in more ocused areas such as integration with SharePoint,

interactive use case, or integration with packaged applications. Tese are:


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Openext StreamServe bees up ECM and multichannel credentials. Openext boughtStreamServe to solidiy its SAP ECM partnership. StreamServe started SAP work in 1999 and

now has more than 350 installations. But Openext also wanted to close gaps in its multichannel

vision, and StreamServe helps. Openexts strong product management will combine these

DOCCM assets with strong mobile, WCM, and DAM O solutions. In addition, StreamServe

excels at integrating DOCCM into structured and enterprise apps but had gaps in workow

and BPM, that Openext can ll with best-in-class BPM and ECM solutions. Energy, utility,

and supply chain segments will remain the core strength, but expect a growing presence in

nancial services. Its partnership with Adobe has garnered approximately 40 new customers.

Te partnership integrates StreamServe Persuasion with Adobe LiveCycle Designer ES and

repackages it as LiveCycle Production Print ES and has helped enhance StreamServes North

American presence.24

Isis Papyrus leverages unique adaptive development platorm or fexibility. Isis scored wellas a Strong Perormer across all use case segments with a well-balanced product with manyenterprise class solutions. Isis Papyrus has the broadest set o DOCCM components, supporting

ECM, CRM, analytics, event processing, and BPM, and views CCM as a component o a broader

dynamic case management.25 As such, the Papyrus System is a ull application lie-cycle platorm

and ramework but has ewer out-o-the-box tools to create documents; nonetheless, it allows a

wide range o unctions to be built. CCM customers will leverage Isis-provided primitives and

best practices to expose dierent aspects o the product. From a CCM perspective, Isis has very

advanced BPM unctionality. Rules are natural language with a simple scripting language. A

consolidated and common data model across CRM, ECM, DCM, and CCM in a core repository

is provided as a starting point. Despite coming early to market with many capabilities, Isis

exposure to North America remains limited. But customers are committed to the Isis vision andeel passionate about this vendor.

Aia Soware drives communications as a business process. Aia Soware launched in theNetherlands in 1988 and got a oothold in the local Benelux and wider European markets;

it continues to extend its global reach through partnerships and regional networks. Aias

Intelligent ext Processing (IP) Document Platorm integrates with SAP, but the vendor

has ocused its road map on tapping CRM systems to improve multichannel content and

personalized communications. A particular strength is the ability to extract and synchronize

metadata with the corporate CRM system to establish the customer communication prole.

Reerences cited the strong overall support, cost-eectiveness, and responsiveness o Aia. Inthe Forrester eld o providers, Aia has the strongest overall leverage o SharePoint and the

Microso Dynamics packaged app environment.

Elixirs ango targets emerging SaaS DOCCM applications. ango is the rst DOCCM SaaSoering appearing in a Forrester Wave. Elixir started 26 years ago in the DOCCM space with a

PC-based product or Xerox to merge data with orms. Tere are still thousands o Elixir orm


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apps in production, and they have implemented transition support or these clients. But todays

ocus is 100% on SaaS-based interactive applications like correspondence management and in

particular, outside the rewall mobile applications such as management o membership cards

or health insurance. JPBPM and Alresco are used to complement the SaaS model and providea strong BPM/ECM layer to liberate content or all channels.

Coeders Ofer Prce Ad Servces Aleraves

Contenders include two companies that will be a good t or enterprises looking to solve specic

DOCCM problems either through a SharePoint-oriented interactive app or using oshore assets to

drive process transormation. Tese include:

Xpertdoc, which takes aim at the SharePoint environment. Xpertdoc may have ewer than20 employees but has built an easy-to-deploy and easy-to-use DOCCM solution with one o

the stronger integrations with MicroSo Dynamics. Its an interactive product built aroundthe Microso environment with an MS Word plug-in as the primary capability or interactive

use cases. Te rm does not provide ECM or BPM but does a nice job o leveraging the clients

deployment o these solutions. It essentially takes what the client has today and turns it into a

DOCCM app and does it eortlessly. One client created 500 templates in six weeks with a

hal-day o training. oday Xpertdoc primarily ocuses on lie, health, and annuity insurance,

legal, and government. And the price point may surprise you.

Newgen, which has strong integration with ECM and BPM. Newgen has a strong ocuson interactive apps in nancial services, particularly in retail banking. Oshore labor is

leveraged to build the initial DOCCM solution where its turned over to the client. While not as

productized as others in the eld, Newgen has been cited as providing exible and cost-eectivesolutions that combine their proprietary ECM, BPM, and CCM components. In some bids they

are hal the price o competing solutions.

SuPPLEMEntAL MAtERiAL

Ole Resorce

Te online version o Figure 4 is an Excel-based vendor comparison tool that provides detailed

product evaluations and customizable rankings.

Daa Sorces used i ts Forreser WaveForrester used a combination o data sources to assess the strengths and weaknesses o each solution:

Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluationcriteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where

necessary to gather details o vendor qualications.


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Product demos. We asked vendors to conduct demonstrations o their products unctionality. Weused ndings rom these product demos to validate details o each vendors product capabilities.

Customer reerence calls. o validate product and vendor qualications, Forrester alsoconducted reerence calls with several o each vendors current customers.

te Forreser Wave Meodolog

We conduct primary research to develop a list o vendors that meet our criteria to be evaluated

in this market. From that initial pool o vendors, we then narrow our nal list. We choose these

vendors based on: 1) product t; 2) customer success; and 3) Forrester client demand. We eliminate

vendors that have limited customer reerences and products that dont t the scope o our evaluation.

Aer examining past research, user need assessments, and vendor and expert interviews, we develop

the initial evaluation criteria. o evaluate the vendors and their products against our set o criteria,we gather details o product qualications through a combination o questionnaires, demos, and

discussions with client reerences. We send evaluations to the vendors or their review, and we adjust

the evaluations to provide the most accurate view o vendor oerings and strategies.

We set deault weightings to reect our analysis o the needs o large user companies and/or

other scenarios as outlined in the Forrester Wave document and then score the vendors based

on a clearly dened scale. Tese deault weightings are intended only as a starting point, and we

encourage readers to adapt the weightings to t their individual needs through the Excel-based

tool. Te nal scores generate the graphical depiction o the market based on current oering,

strategy, and market presence. Forrester intends to update vendor evaluations regularly as product

capabilities and vendor strategies evolve.

EnDnOtES

1 Tis report is an update o the document output or customer communications management Forrester

Wave conducted in 2009. See the June 25, 2009, Te Forrester Wave: Document Output For Customer

Communications Management, Q2 2009 report.

2 For years, DOCCM has been pegged as a back-ofce operation that produces customer statements and bills.

Now, customer experience demands will thrust DOCCM into a major soware category supporting the

growing and diverse content that enterprises must assemble and deliver to customers. See the October 24,

2007, Give DOM Its Due report.

3 By evaluating the ROI o correspondence management, organizations can prove a return within a year by

optimizing content production, consolidating vendors and systems, and reducing paper usage. Tis helps

enterprises realize that investing in DOCCM makes sense despite poor economic conditions. See the

February 13, 2009, Te ROI O Correspondence Management report.
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4 While treating each interaction as a distinct transaction with associated rules and procedures previously

proved sufcient, leading organizations now view the breadth o channels as parts o a larger continuum. As

a result, the distinction between customer service as an activity delivered through a call center and eService,

or delivered through sel-service, email, and chat, is disappearing. Integration between channels, commonunderlying workows and business rules, and seamless transitions between contact media will become the

rule, rather than the exception. See the January 18, 2007, rends 2007: eService Is Customer Service report.

5 In hard economic times, enterprises will increasingly ocus on e-transactions. See the December 17, 2008, In

Good imes And Bad, Document-Centric Web ransactions Lower Costs And Improve Experience report.

6 Applications designed to support specic business processes now include word processing capabilities that

look just like Microso Word, eliminating the need or I organizations to provision and integrate separate

tools. Oracle, Pitney Bowes Business Insight, Metavante, and HP all oer document output or customer

communications management solutions that use Word-like authoring environments to compose content.

Not only do these applications look and eel similar to Microso Word, but their capabilities are also much

more powerul according to their vendors. See the December 22, 2008, Breaking Up Is Hard o Do: Te

Microso Word Love Story report.

7 Reducing I support costs leads to major costs savings, particularly by transitioning I ownership o

templates to the business. See the February 13, 2009, Te ROI O Correspondence Management report.

8 Forresters concept o Design For People emphasizes the close alignment o the technology that business

people use with the collection o business processes they participate in and the individuals work assignments,

work style, and preerences. See the June 27, 2008, Develop Your Design For People Game Plan report.

9 A Forrester survey o 25 enterprises ound that the average number o DOCCM solutions per company was

more than six. See the October 24, 2007, Give DOM Its Due report.

10 Fragments or component parts o templates are useul when updating large numbers o orm templates. An

enterprise, or example, might update a logo used on hundreds o orms, or a nancial services rm may

need to comply with a new regulation that aects a section on hundreds o dierent orms. Form ragments

or components should be stored in a content repository. When a ragment or component is updated, the

templates that reerence it are automatically updated as well.

11 For example, Exstream Designer has an XML interace called Exstream Exchange Format (DXF) based on

XSL:FO to allow designs rom Microso Word or desktop publishing tools to be imported into the Exstream

authoring environment. Tis approach amounts to a plug-in to QuarkXPress and Adobe InDesign, to bridge

rom those tools into Designer, and enables use o third-party tools or appropriate purposes.

12

Hosted services or marketing output makes sense or many. For example providers include NEPS, ele ekSoware, and Nimblesh echnologies (a publishing platorm and service company) bought by Bowne & Co.

13 One company uses Aia IP to communicate with its customers by means o both printed letters and emailed

messages. In this solution, the email isnt just a replacement o the envelope containing a PDF version o the

letter as an attachment. Instead, the message itsel contains the personalized and nicely ormatted message.

Due to the bulky amount o emails sent by this company, it is using an external email service provider. Aia

has provided the IP setup with a means to deliver the emails through this service provider.
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14 Skywire Soware had more than 2,400 customers worldwide, including 2,000 DOCCM installations. It

also owned Whitehill echnologies, which is strong in group health and lie, while DocuCorp oers strong

property and casualty solutions. Te combination gives Oracle a signicant portion o insurance market

share or DOCCM. Oracle Insurance has recently rolled out its Application Integration ArchitectureInsurance Foundation Pack, which delivers an insurance-specic business process model, insurance-specic

Enterprise Business Objects (EBOs), and Enterprise Business Services (EBSes) to minimize integration cost

and risk. Oracle will leverage Skywires insurance assets, such as the Insbridge rating engine, and a suite o

solutions or document management that will augment those already owned by Oracle and that, aimed at

insurers, can also be leveraged in other industries.

15 Source: Maria Bruno-Britz, FIS Finalizes Metavante Acquisition, Bank Systems & echnology, October 1,

2009 (http://www.banktech.com/core-systems/220300673).

16 Metavante created the Custom Statement Formatter (CSF-MVS), which was once the preeminent

mainrame DOCCM solution and remains widely deployed today.

17 CMS is the umbrella term that includes three Xerox oerings: Cross Media Communications Services, a

multichannel (interactive and passive media) solution; Document Supply Chain Management, which handles

physical ulllment rom sourcing, order management, design, and warehouse logistics; and Enterprise

Marketing Services (EMS), a unique oering in the industry that combines consultancy and analytics,

customer data integration, creative services, and downstream production to develop and manage marketing

campaigns. Most DPS marketing communications providers ocus on physical production and dont oer a

complete marketing solution like EMS. CMS solutions are delivered via Xerox global delivery centers where

oerings such as Aprimo, Prinova, and XMPie are bundled as SaaS oerings to deliver CMS services.

18 Business process proessionals continue to recommend that organizations outsource non-core and declining

document-intensive processes. At the same time, acceptance o outsourced document processing services(DPS) continues to grow. As a result, DPS a diverse set o oerings that comprise three distinct segments

is set to grow steadily in aggregate. Hosted repository services, document output services, and managed print

services are repositioned service oerings that address the decline o paper through multichannel extensions,

development o corporate solutions, and support o more complete business processes. In addition, business

process outsourcers and other players continue to add DPS to their portolios. Te conclusion? urn to DPS

providers as a strategic option or your document-intensive business processes. For more, see the March 22,

2011, Te State O Te Document Processing Services Industry 2011 report.

19 Forrester dierentiates Leaders in the structured segment by their native ability to support specialized print

applications like telecom, utilities, and brokerage statements that have the most stringent requirements or

ormatting and output. Some o the interactive and newer market entrants have made a strategic decision to

pursue less specialized structured applications and may handle those applications well, even though rated

lower than Leaders in that segment.
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20 IPG helps solidiy the Exstream solutions with on- and o-premises digital printing products, HP Output

Server or on-demand delivery and secure printing, and Web Jetadmin or distributed output. HP Output

Server has roots in inrastructure output management, derives rom the Dazel product, and will be helpul

in the on-demand segment. Te document supply chain in manuacturing is a prime ocus and a natural tor HP, with modules that extend output eatures o ERP solutions. HP Output Server has also integrated

applications or CRM and supply chain management solutions in telecommunications, nancial services,

and other industries.

21 Vendors take dierent approaches to XML or DOCCM. While all have XML support, this generally means

being able to convert content to an XML ormat. Tunderhead uses XML templates with XML content

maintained throughout the workow. Vendors with less XML support point to perormance issues with

XML. Advantages identied by Tunderhead include the separation o content rom presentment that

creates efciency or multichannel output. In some systems without XML, templates are channel-specic,

creating many more templates to be maintained.

22 Te Volly secure digital delivery service, announced in January 2011, is a cloud-based digital mail

communications platorm that allows consumers to receive, view, organize, and manage bills, statements,

direct marketing, catalogs, coupons, and other content rom multiple providers using a single application.

Tis opt-in, consumer-ocused consolidation service also includes online bill payment.

23 Adobes Document Exchange Services Platorm is a SaaS platorm that builds on document exchange

workspaces or store and share o documents. It started in November o 2010 with the SendNow service

or sending and tracking a document, then added Forms Central to collect inormation on documents and

Echo Sign or e-signature; security and DRM will be added but exist in LiveCycle today.

24 Tis partnership was announced on April 17, 2007. Adobe LiveCycle Designer ES produces XFA (an XML-

based orm and document templating language). For the partnership, StreamServe can accept XFA and tie itinto its post-processing capabilities to meet higher volume needs.

25 For a description o dynamic case management, see the December 28, 2009, Dynamic Case Management

An Old Idea Catches New Fire report.
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Documents

The Forrester Wave Document Output for Customer Communications Management Q3 2011