Markus Evans: Web Content Management | 30.05.2001

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  • + DRUKFF Ulrich Kampffmeyer 3 years ago
    Early ECM- Presentation from 2001. The term ECM Enterprise Content Management emerged late in the year 2000. AIIM, the international ECM association choose ECM as their new message and focus when Web Content Management started to overcome traditional document management. One of the first presentations in Europe was held by Dr. Ulrich Kampffmeyer, member of the board of directors of AIIM Europe in those days, in Berlin at the Markus Evans Senior Executive Forum 'WEB CONTENT MANAGEMENT - Vom Content Management zum Change Management' (30th May until 1st June, 2001) at the Hotel Inter-Continental in Berlin. In 2001 the term Enterprise Content Management was explained as follows: 'The technologies used to create, capture, customize, deliver, and manage enterprise content to support business processes”. This presentation already contains the basic settings of ECM which where later on enhanced to todays perception of ECM Enterprise Content Management by AIIM ( http://www.aiim.org/about-ecm.asp ): 'Enterprise Content Management (ECM) is the technologies used to capture, manage, store, preserve, and deliver content and documents related to organizational processes. ECM tools and strategies allow the management of an organization’s unstructured information, wherever that information exists.' (definiition in August 2007)
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Markus Evans: Web Content Management | 30.05.2001 - Presentation Transcript

  1. Content Management The 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
  2. 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
  3. 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
  4. Business Drivers Content Management as Component of a successful E-Business Strategy
  5. Business Drivers Technologies Driving E-Business
    • The Business Drivers -- Why do organizations need to think strategically about content? Why now?
      • Volume and complexity of unstructured content.
  6. Business Drivers Document Management fuels E-Business
  7. Business Drivers Drowned 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
    • 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
    • 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
  8. Business Drivers Explosion 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
  9. Business Drivers Too 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
  10. Business Drivers Technologies Driving E-Business
    • The Business Drivers -- Why do organizations need to think strategically about content? Why now?
      • Volume and complexity of unstructured content.
      • It’s not about “taking your business to the web.” It’s about bringing the web into your business.
  11. Business Drivers Systems Management before the Internet: Source: Marimba Inside the Enterprise Within 4 walls. Management focuses on physical infrastructure and network. Client-server computing added complexity. Emergence of information silos. Applications Security Systems Employees RDBMS
  12. Business Drivers TWO Architectures in Competition: Host & Legacy Client/ Server versus
  13. Business Drivers Management in the Internet Age: Application Server Application Server Web Server Web 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. Remote Employees Employees Customers Customers Business Business Partners Partners Applications Applications Documents Documents Data Data
  14. Business Drivers e-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
  15. 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
    • “ 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
  16. Business Drivers Think strategically
    • The Business Drivers -- Why do organizations need to think strategically about content? Why now?
      • Volume and complexity of unstructured content.
      • It’s not about “taking your business to the web.” It’s about bringing the web into your business.
      • Web-based processes require integration of front-end e-business applications with the rest of the infrastructure and supply chain .
  17. Business Drivers The 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
  18. Business Drivers THREE Architectures in Competition: Host & Legacy Client/ Server versus WebServer Portal versus
  19. Business Drivers Stages of Web Development Web Markets Web Commerce Web Publishing
  20. Business Drivers The 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
  21. Business Drivers The E-Business Iceberg Infrastructure Fulfillment
    • “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
    Content Commerce
  22. From Document-Management to Content Management Document Related Technologies
  23. 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”.
  24. From Document-Management to Content Management AIIM’s definition of ECM
    • So, what`s the Difference between
    • Enterprise Content Management
    • and
    • Web Content Management ?
  25. From Document-Management to Content Management AIIM’s definition of ECM
    • Only a
    • Marketing & Positioning Problem
    • or
    • a completely new Approach ?
  26. From Document-Management to Content Management What 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.
  27. From Document-Management to Content Management What 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
  28. From Document-Management to Content Management Enterprise Content Management WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION CRM SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS
  29. From Document-Management to Content Management Enterprise Content Management Basic Idea No. 1 Enterprise Content Management as integrative Middleware WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION CRM SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS
  30. From Document-Management to Content Management Enterprise Content Management Basic Idea No. 2 Enterprise Content Management as independant Services, usable by any Application WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION CRM SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS
  31. From Document-Management to Content Management Enterprise Content Management Basic Idea No. 3 Enterprise Content Management as one unified, federated Enterprise Repository for every Type of Information WEB CONTENT MGT. DOCUMENT MGT. IMAGING EAI E-PROCESS MGT. DATA MINING PORTALS STORAGE MOBILE APPLIANCE CONTENT MGT. COLLABORATION KNOWLEDGE MGT. ENTERPRISE CONTENT MANAGMENT ORDER PROCESSING WAREHOUSE MANAGEMENT ERP SHIPPING SYSTEMS ELECTRONIC BILL PRES./PAYMENT FULFILLMENT (BACK-OFFICE APPLICATIONS DATABASES STORAGE NETWORK INFRASTRUCTURE E-COMMERCE SALES AUTOMATION CRM SUPPLY-CHAIN MGT. MARKETING CAMPAIGN MGT. COMMERCE (FRONT-END APPLICATIONS PORTALS B2E B2C B2B BROWSERS
  32. 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
  33. From Document-Management to Content Management What 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
  34. From Document-Management to Content Management The PORTAL Star Internet Information Aggregation & Publishing Knowledge Management Retrieval Groupware ERP Dokumenten- Management Business Intelligence Portal Excalibur PC DOCS FULCRUM Dataware grapeVine Hyperwave Intraspect Meta Systems Guild Semia Verity Autonomy Knowledge Track Verge Perspecta Datachannel Sagemaker Giyphica Powerize.com Coextant USU Aaneid Microsoft Lotus/IBM Radnet InfoImage SAP (mySAP) PeopleSoft J.D.Edwards Oracle Ariba Yahoo! AOL/Netscape Infoseek Inktomi Portera Epicentric Intranet Solutions OpenText Documentum Ceyoniq SER Systems Viador Hummingbird Sqribe Information Advantage Top Tiar
  35. F rom Document-Management to Content Management ECM Architecture Enterprise apps Create Manage Deliver Capture -email -paper -feeds Office apps Web apps Consumer Enterprise Personalized content Mobile Properties Meta data Databases Documents bases Federated repository Automated processes EDM Services Intranet/extranet infrastructure CM Products Templates & styles Design & devices Courtesy Strategy Partners Government
  36. F rom Document-Management to Content Management ECM Architecture Enterprise apps Create Manage Deliver Capture -email -paper -feeds Office apps Web apps Consumer Enterprise Personalized content Mobile Properties Meta data Databases Documents bases Federated repository Automated processes EDM Services Intranet/extranet infrastructure CM Products Templates & styles Design & devices Courtesy Strategy Partners Government One future basic Technology XML
  37. Understanding user issues and concerns Content Management as the backbone of modern applications
  38. Understanding user issues and concerns Hot 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
  39. 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?
  40. Understanding user issues and concerns Creation and Capture
  41. Understanding user issues and concerns Management of Information
  42. Understanding user issues and concerns Delivery and Customization (1)
  43. Understanding user issues and concerns Delivery and Customization (2)
  44. And lastly – and perhaps most importantly – how do you optimize your content management strategies ACROSS processes so that there is consistency of approach and sharing of information. Understanding user issues and concerns Optimization
  45. Understanding user issues and concerns Intranet, 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
  46. 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
  47. 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 concerns Security
  48. 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
  49. 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
  50. 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)
  51. Trends in Content Management AIIM / Gartner Industry Study Review
  52. Trends in Content Management AIIM / 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)
  53. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Regional Scope
  54. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • User sample by company size, by region
  55. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Worldwide technology implementation status
  56. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Content-Management - 2000 budget for installed
    • enterprises, by world region
  57. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Worldwide Content-Management implementation status,
    • by industry
  58. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Worldwide Content-Management implementation status,
    • by company size (employees)
  59. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Content-Management Implementation Status,
    • by world region
  60. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Usage of Web for B2B for e-business, by industry
  61. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Usage of Web for extranets to partners for e-business users,
    • by industry
  62. Trends in Content Management AIIM / Gartner Worldwide Industry Study
    • Usage of Web for B2C for e-business, by world region
  63. Thank You for your attention! for further information : Dr. Ulrich Kampffmeyer E-Mail: ulrich.kampffmeyer@PROJECT-CONSULT.com WebSite, Newsletter, ... www.PROJECT-CONSULT.com

+ Ulrich KampffmeyerUlrich Kampffmeyer, 3 years ago

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