The industry organization AIIM issued a press release this week about the work they conducted through a task force of the leading vendors in enterprise content management (ECM). For the task force, AIIM recruited Geoffrey Moore, the renowned business analyst and author of business classics such as Crossing the Chasm and Inside the Tornado. I have been fortunate to be part of this task force, working with Geoffrey, the folks from AIIM and my peers from all the key players in the content management industry.
The challenge at hand was to formulate a strategy for ECM in light of some of the disruptive changes the industry is going through. Basically, there is a lot of content being created, shared, and even stored today, that is considered outside the scope of traditional content management applications. This content is the result of online social interactions between people – just think about all the interactions happening on Facebook or Twitter. We are posting comments, exchanging messages, sharing pictures, video clips, and other content assets. While none of us think of content management when we do so, we are effectively creating and sharing content – and that is the essence of content management.
Together with the task force, Geoffrey has formulated a concept that includes the definition of the Systems of Records and Systems of Engagement. The Systems of Record are some of the traditional use cases for ECM, including compliance, archiving, and records management, while the Systems of Engagement include the more end-user facing applications based on web experience, media management, and social media. Check out the findings on the AIIM web site.
This is very much in line with Open Text positioning. We talk about content lifecycle, transactions, and engagement as the key areas of the ECM Suite 2010. In fact, we are well along the path of convergence between the Systems of Record and Systems of Engagement. The Systems of Engagement require the services of the Systems of Record to be enterprise-ready – they need security, compliance, and archiving capabilities.
The real issue at hand is the definition of ECM going forward. There is clearly a need to expand that definition to include additional types of solutions and capabilities to address the “consumerization” of the enterprise and its impact on enterprise content management. I am excited that the AIIM, as a non-profit industry organization, is taking on the leadership role in this endeavor. After all, the goal is to grow the pie because if the pie grows, every slice gets larger.
Images: Geoffrey Moore and the AIIM Task Force.
Courtesy of Mr. John Newton, the Founder of Documentum and Alfresco