Open Text announced the acquisition of the Swedish-based company StreamServe today. And since I happen to be in Europe and it is after hours here, I thought I should comment. StreamServe is a strong player in the space traditionally referred to as Document Output Management (DOM) and, with 5,000 customers, StreamServe is certainly one of the leaders in this space.
Document Output Management is a solution that allows customers to create personalized documents for their business communications, most frequently used in the B2C space at organizations that have to communicate with thousands of customers. Often, this communication occurs on a regular basis and automating this process makes sense to achieve efficiencies. Sometimes, the communication is also subject to legal or compliance requirements that require, for example, that all customers are to be informed at the same time to prevent selective disclosure.
The DOM solutions are usually based on a set of business rules that can specify what content is to be included for a particular customer or group of customers. That ability is now increasingly attracting the eyes of marketers who can define some very specific and targeted promotions for particular products or services. And as the CMO is emerging as one of the strong buying centers in the enterprise this year, marketing solutions are heating up – just look at the recent acquisitions of Omniture and Day Software by Adobe or the acquisition of Unica by IBM.
The marketing solution based on the traditional DOM technology is often referred to as Customer Communication Management. At Open Text, this is a great addition to the already powerful marketing offerings based on web experience management (Vignette), portal, digital asset management and social media. And while I expect a lot of the StreamServe opportunities to be focused on efficiency, I am excited about the new types of opportunities this software is going to create for the CMOs when combined with other solutions.
Open Text of course didn’t buy StreamServe just for the technology. SAP partnership, professional services expertise, and geographic presence in Scandinavia – all those reasons make this acquisition very compelling. You can find more about that in the press release.