Social media, mobile computing and the need to work with a wider range of business systems have altered the Web content management (WCM) market in the last year, according to Gartner's latest Magic Quadrant for WCM. The report was released last week by the Stamford, Conn.-based research company.
Web content management systems are becoming central to business performance and WCM increasingly is the technology that ties together an organization's strategy, said Mark Gilbert, a Gartner content management analyst and co-author of the Gartner Magic Quadrant for WCM. That strategy might include such things as customer experience management, e-commerce, digital marketing and multichannel marketing. Web content management is helping organizations integrate systems aimed at optimizing their ability to increase their customer base.
"What we're seeing is really an evolution of trends that have been around for a few years," Gilbert said. "Web content management used to be about publishing content out to the website. Now it's much more about having real-time feedback about who's on your site." The new Gartner Magic Quadrant for Web Content Management report also points to some other emerging WCM functions, including templating, workflow and change management, version-control services, on-demand content delivery, interoperability with digital asset management and other back-end systems.
Categorizing the change as going from a batch-processing to a real-time mode, Gilbert said that while WCM professionals have embraced websites as entities that can be accessed by multiple devices, mobile is still very much in the development phase.
"Eventually multichannel Web experiences and mobile content will take on an increasingly key role," Gilbert said. "But we're still early-on in mobile content and [figuring out] how to make the most of it." It isn't just about delivering mobile Web content, he said, but interacting with it as well. "There's a whole range of ways of dishing up content and that battle has not yet been fought."
Acquia added to Gartner Magic Quadrant for WCM as a 'visionary'
Citing its good reputation and its ability to "act as the Drupal help desk and the customer's engineering group," Gartner has added Acquia Inc. to this year's Magic Quadrant report and ranked it as a "visionary," Gilbert said.
More about the Gartner Magic Quadrant and Web content management
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Learn how support for mobile devices is helping reshape the role of enterprise WCM systems
Read about last year's Gartner Magic Quadrant for Web content management
Acquia, a Burlington, Mass.-based provider of services built around the open source Drupal WCM platform, has steadily developed those services since it was founded in 2008, Gilbert said. Acquia reached Gartner's revenue criteria of $11 million for calendar year 2011, and was added to the Magic Quadrant.
Other companies ranked as visionaries include EPiServer AB, GX Software and CoreMedia AG, which moved from its position as a "niche player" last year.
Gilbert said CoreMedia is another example of a vendor that has evolved over time and made steady progress since it was founded in Hamburg, Germany, in 1996. CoreMedia has been cultivating customers in the U.S and other areas outside Europe, expanding its market share. "They've been able to branch out," he said, "as these tools move into geographies that weren't able to afford them in the past."
Purchase of Autonomy gets HP into Magic Quadrant
Gartner also added Hewlett-Packard Co. (HP) to the Magic Quadrant as a result of its purchase of Autonomy Corp. last fall. HP was listed as a leader along with Adobe Systems Inc., OpenText Corp., Oracle Corp., SDL PLC, Sitecore Corp. and Ektron Inc., which moved into the "leader" quadrant from its visionary status last year.
"Ektron's been the example of how 'slow and steady wins the race, '" Gilbert said, explaining that Ektron was considered the cheap alternative to WCM 13 or 14 years ago when it competed with vendors that no longer exist. "They've been able to execute and do a good job as the market matured and have slowly increased their average deal size over the years," he said.
IBM, with Web Content Manager 8.0, and Microsoft, with SharePoint 2010's WCM capabilities, remain in the "challengers" quadrant.
This year's niche players include Atex Technologies Inc., Dynamicweb, e-Spirit AG, eZ Systems AS, Limelight Networks and Squiz.
Another trend Gartner has been watching is the shift in WCM budgeting and decision making from IT to marketing. This is happening because increasingly, "a lot of these tools are being viewed as marketing tools," Gilbert said, explaining that buying decisions currently reflect about a fifty-fifty split between marketing and IT managers.
Jonathan Gourlay is the Site Editor and News Editor for SearchContentManagement.com. Follow him on Twitter: @sContentMgmt_TT.