Recently, EMC Corp., based in Hopkinton, Mass., sold Syncplicity, a cloud-based file-sync-and-share acquisition it made in 2012. At one level, dumping Syncplicity was about the poor cultural fit between the two companies, said industry observers, including Ron Miller, a content management expert and contributor at TechCrunch.
According to Miller, while EMC is enterprise-focused with its storage, virtualization and other enterprise-geared products, Syncplicity is a user-focused, customer-facing company that didn't fit well with the back-end services EMC traditionally provides.
"It wasn't a good fit for EMC as an enterprise company," Miller said. "EMC salespeople don't normally sell user-focused software, and they had a really hard time with it. They didn't know where to put it or how to deal with it."
But at another level, the sale represents a continued misunderstanding among vendors -- and user companies -- in putting enterprise content management front and center in business strategy. The EMC content management strategy isn't a high priority, despite the fact that EMC's customers often need to integrate content management platforms and tasks with a variety of other business processes, such as tracking inventory, managing financials and customer data, and more.
"EMC is making … a strategic mistake," Miller said. "Removing the complexity from the content management process, making it easier to move content as people move -- these are expected kinds of services in any kind of modern content management system today. If you're not offering them, companies are going to wonder, 'Why not?'"
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