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Capitalizing on Content

Guest Author
Today's posting is Christian Finn of Oracle discussing Oracle's Moveoff Documentum program.

We’ve
gotten a lot of attention and interest lately on for our Moveoff Documentum
campaign. If you haven’t heard about
it, it is a dramatic offer: up to $1
million trade in on Documentum licenses to switch to Oracle WebCenter, with
partners lined up to provide the migration software and services necessary to
be successful.

Is
it good marketing to make a dramatic and compelling offer? Surely. But some have asked if that’s all it is: pure marketing.

And
the answer is, not at all; there is much more to it. Our view is that the campaign highlights a
difference in philosophy and perspective between Oracle and EMC. At Oracle,
we want to enable customers to capitalize on their content,
throughout
the content lifecycle and deeply integrated with the use cases for content in
today’s social, mobile, and cloud world. It isn’t just about swapping out one repository for another. We are
focused on helping customers do more with their content and get more value from
it. As such, we are not only investing
in WebCenter Content, but also in our Portal product, by the acquisition of
Fatwire (now WebCenter Sites) for class-leading web experience management
capabilities, and with the forthcoming release of Oracle Social Network, an
in-house developed product for social collaboration around the business
processes that run the modern enterprise.

This
is a very different perspective than EMC seems to take. Although even EMC admits that Documentum’s
revenue is falling—down
5% compared with a year ago-- they remain the enterprise content management
share leader for now. Unfortunately,
they seem more interested in exploiting their share as a collection agency (perhaps
to fix the revenue decline) than in innovating and creating more value. As Joe Golemba, our VP for WebCenter Content,
remarked here the other day, EMC is busy auditing customers to drive revenue.

Let’s
contrast the results of the Documentum acquisition by EMC and the Stellent
acquisition by Oracle. Oracle spent the first year after the acquisition
integrating Stellent (now WebCenter
Content) into the Oracle middleware stack, and with the Oracle applications.
The result is WebCenter Content has grown substantially (over 20% last year,
the fastest growing ECM system) and now is integrated out-of-the-box with key
enterprise applications like E-Business Suite, PeopleSoft, JD Edwards and
Siebel. It is also part of the foundation of Fusion Apps (Oracle’s next
generation of enterprise applications), as the strategic repository at Oracle.
And WebCenter Content plays a critical role in WebCenter, which includes
significant investments in Portal, Social, and Web Experience Management.

EMC’s
track record for investment and innovation around Documentum has not been
strong. Let’s examine at a few common
and critical scenarios that relate to content management in the enterprise and
see how EMC’s bets around Documentum have paid off.

First,
let’s look at document collaboration by teams—not the heavyweight process and
repository-driven ECM, just the simple document sharing and revision that
knowledge workers do every day as a core part of their jobs. Documentum acquired eRoom for this back in
2003, even before EMC acquired Documentum. If you look at the growth of SharePoint and more recently of firms like
Dropbox and Box, you’d have to agree that facilitating team collaboration on
content is both a major use case and a good business. And eRoom in its day in the 90s was a decent
offering.

Where
does eRoom stand today? Well it does
seem that EMC offers it, but their front page case study is about their own
internal use and how they reduced their costs to operate it by using another of
their acquisitions, VMWare. The only
customer one that’s front and center dates from March, 2007. That can’t make a buyer very confident that
EMC believes in team collaboration.

But
wait-- there is CenterStage. EMC announced CenterStage with great fanfare
back in 2009, as “the new standard for extended enterprise collaboration”
a.k.a. a new collaboration client for Documentum and the “evolution of eRoom.” CenterStage
promises a Web 2.0 feature set, such as blogs, wikis, and tagging for
user-generated content, as well as collaborative workspaces and so on. Yet far
from evolving eRoom, it turns out you actually have to migrate
from eRoom to CenterStage, and it doesn’t appear that too many customers have. EMC has only one customer case study cited on
the CenterStage page of their website, and the top links in Google not from EMC
all date from…you guessed it…2009. Last
but not least, EMC is well known in Enterprise 2.0 circles as an enthusiastic
adopter not of CenterStage, but of Jive. We’ll see how VMWare’s foray into social collaboration plays out, but
EMC today is much more of a repository vendor than a collaboration vendor.

That
brings us to the web content management/web experience management
frontier. This of course is an absolutely
vital use case for any enterprise or public sector organization, as the web has
become a (and often the) primary
channel for engagement with customers, prospects, and constituents. And here
EMC and Oracle agree:
Fatwire, now Oracle WebCenter Sites, is the web experience management solution
that “offers best-in-class technologies for web content management, content
targeting and analytics, content integration, user-generated content, and
more…” If you are a Documentum customer
and you want to bring your content to the web, even EMC would recommend that
you look elsewhere. Documentum simply doesn’t extend to the web experience use
case. It’s stuck firmly in the 90s. At Oracle, when you combine Sites with ATG,
Endeca and Siebel, organizations have the one stop solution they need to gather
and capitalize on customer information and actions to provide the most
compelling user experience possible.

And
at heart this is why we believe there’s been so much customer interest in our
campaign. Customers want to do more than
just manage the content they have—they want to capitalize on it, generating and
using it in new ways to drive business forward, not just operate a glorified
filing system. With our vision and
investments in making WebCenter a collaboration, content, and experience management
system for the future, customers can be assured they won’t get stuck in the
past.

View the Moveoff Documentum webcast on the Moveoff Documentum web page.

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