The author owns and runs the website Customer Communications Community. The site is for marketing communications and customer communications management technology professionals seeking to leverage competitive advantage for their business.
The report sees content integration (as might be used within customer communications management) and a service oriented approach as being something that will gain momentum to provide a service to specialist business requirements - such as the requirement for content in multi-channel one-one messaging, information availability to call centres, all within the customer communications management sphere.
Gartner define the ECM market in its purest sense as providing Document Management, Document Imaging, Records management, Workflow, Web Content Management and Document-centric collaboration for document sharing and supporting teams.
In terms of Enterpise Content Management performance within marketing and customer communications, perhaps EMC have the lead given their ownership of significant players in both spaces, Document Sciences and Documentum.
With EMC garnering strength in the Enterprise Content Management market, these are interesting moves. Conisdering the alternative angles of Pitney Bowes and their recent acquisitions of Group 1 Software, and their DOC-1 product, MapInfo offering location intelligence and Emtex with their core strengths in the Automated Document Factory, and HP with Exstream Software. That's the big players but there are emerging visionary companies with a grasp of true multi-media core messaging engines such as Prinova, whilst Thunderhead offer ground up and visionary strengths in SOA (service oriented architecture) and full featured XML capabilities.
Perhaps here we see some moves for status within individual vertical markets, perhaps where some markets depend upon immediacy and market reactivity whilst others depend on long term strategy?
For me at least this convergence is necessary and obvious, how it occurs is more interesting. But I think the big picture lies in the true convergence of adjacent call centre technology and customer communications management. These are interesting times to be in the marketing communications business.
For futher information regarding Enterprise Content Management and, its convergence with Customer Communications Management, please visit <a onClick="javascript:pageTracker._trackPageview('/outgoing/article_exit_link');" href="http://www.customercommunicationscommunity.com">Customer Communications Community</a>.
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