vendor landscape: web content management
TRANSCRIPT
1 Info-Tech Research Group Vendor Landscape: Web Content Management
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Vendor Landscape: Web Content Management If content management is more important than user experience this is the product for you.
2 Info-Tech Research Group Vendor Landscape: Web Content Management
Organizations looking for pure web content management (WCM) rather than
marketing should look to open source products and developer
communities.
Introduction
Enterprises seeking to select a solution for WCM.
Organizations’ WCM use case may include:
• Mid-sized organizations that need to effectively
create and support web content.
• CIOs and IT departments that are looking to put
content development and management into the
hands of marketing.
• Organizations that are seeking to incorporate
and manage user-generated content on their
website.
This Research Is Designed For: This Research Will Help You:
Understand what’s new in the WCM market.
Evaluate WCM vendors and products for your
enterprise needs.
Determine which products are most appropriate
for particular use cases and scenarios.
Web Content Management is about the delivery of
content and IT enabling marketing to take control of
the creation and management of web content.
Web Experience Management (WEM) is about
engaging website visitors and creating a personal
experience tailored to each visitor’s individual needs
and preferences. See Info-Tech’s Vendor Landscape:
Web Experience Management for more information.
Info-Tech Insight
3 Info-Tech Research Group Vendor Landscape: Web Content Management
Executive Summary
Info-Tech evaluated 14 competitors in the WCM market,
including the following notable performers:
Champions:
• OpenText, the updated UI and upcoming cloud version keep this
product on top.
• Sitecore, the most complete .NET WCM product, also has an easy
upgrade path to a WEM platform.
• Ektron, a focused WCM product that allows client flexibility for
add-ons.
• Bridgeline, an excellent e-commerce product that can be used for
other use cases as well.
• Drupal, the maturation of this product makes it competitive with
commercial products.
• DNN, with top of line social and content management features.
Value Award:
• DNN, the commercial product has many experience management
features at a lower price.
Trend Setter Award:
• Drupal, the quality of this open source product is disrupting the
WCM market.
1. Commercial WCM is losing the lead over
open source:
The quality of the open source WCM
products is very high. Vendors are focusing
on UI and marketing as the key business
case.
2. WCM is losing the focus on “C”:
A key concern with commercial products is
the lack of content management within the
core product. Many require you to buy
additional modules.
3. Decide between paying for the website
and paying for the application:
Open source is “free like puppies.”
Organizations without the internal expertise
should consider their ability to maintain and
optimize the website as part of their choice
between open source and commercial.
Info-Tech Insight
4 Info-Tech Research Group Vendor Landscape: Web Content Management
Market Overview
• WCM grew out of the need for enterprises to manage
branding issues that arise with multiple related websites.
• WCM quickly became a tool to free IT from constantly
changing websites at the level of coding.
• The move to consolidate the marketing features with the
content management has muddied the WCM field. This
combined with the maturity of the large open source
community has changed the business value of paying
for the WCM application.
• Legacy websites are increasingly being updated to
account for new tools such as Cascading Style Sheets,
and HTML5 has made many vendors re-tool their
offerings.
• The ever-evolving consumer device market has forced
vendors to add a level of flexibility into their WCM
software for both website templates and the content
delivery.
• The WCM market and Web Experience Management
(WEM) market are quickly converging. WCM will soon
be a module of the WEM market. For additional WEM
insights look to Info-Tech’s Vendor Landscape: Web
Experience Management.
• The convergence of marketing and content
management features at all spend levels is changing the
basic definition of WCM. The increased similarity
between WEM and WCM vendors will change the
decision from a feature-based choice to a cost one.
• The content management aspect is no longer an area of
innovation for commercial WCM. If your goal is to
enhance management of website content, invest in
a web developer and use open source WCM
products.
How it got here Where it’s going
As the market evolves, capabilities that were once cutting edge become default and new functionality
becomes differentiating. Version control for content has become a Table Stakes capability and should no
longer be used to differentiate solutions. Instead, focus on advanced features such as cloud deployment
capabilities, support for social channels, and overall usability to get the best fit for your requirements.
5 Info-Tech Research Group Vendor Landscape: Web Content Management
Web Content Management Vendor selection / knock-out criteria: market share, mind share, and platform coverage
• Adobe. Refocusing on its history in publishing tools to produce a digital publishing centered suite.
• Bridgeline. A .NET platform with a large client population amongst online retailers.
• DNN. An open source web content management system based on Microsoft .NET, DotNetNuke powers more than
700,000 websites worldwide.
• Drupal. As an open source product, Drupal Gardens from Acquia can deliver enterprise-level solutions for a fraction of
the cost.
• Ektron. One of the original .NET WCM systems, Ektron is focused on product development and adopting an agile
process.
• EPiServer. Based on a Microsoft .NET platform, EPiServer has a strong e-commerce offering.
Included in this Vendor Landscape:
• Organizations now require WCM systems to be capable of delivering content across devices and to support cloud
deployment. Vendors included in the Vendor Landscape all provide solutions that are moving in the direction of these key
trends.
• For this Vendor Landscape, Info-Tech focused on those vendors that offer broad capabilities across multiple platforms
and that have a strong market presence and/or reputational presence among small to mid-sized enterprises in the Info-
Tech community.
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6 Info-Tech Research Group Vendor Landscape: Web Content Management
Web Content Management Vendor selection / knock-out criteria: market share, mind share, and platform coverage
• Joomla! Supported by a thriving developer community and with the availability of multiple extensions, Joomla! is an
open source WCM product that works.
• Kentico. Positioned as a global mid-market player, Kentico offers a flexible product at an affordable cost.
• Liferay. The maker of portal and content management systems has embedded WCM capabilities into the system.
• MS SharePoint. Often used for internal collaboration, SharePoint is an at-hand tool for many enterprises.
• OpenText. With a strong history in records management and growth through the acquisitions of RedDot and Vignette,
OpenText provides a flexible solution that can be tailored to the needs of any organization.
• Orchard. New open source WCM product. Widely regarded for its new MVC-based architecture. Small, but dedicated
developer community.
• Umbraco. ASP .NET open source product. Umbraco has a large and diverse community of code providers.
• Sitecore. Backed by one of the largest research and development teams in the industry, Sitecore is dedicated to
providing a comprehensive product that meets the needs of marketers.
Included in this Vendor Landscape:
• Vendors in this landscape provide flexible deployment solutions and have the ability to integrate with some related
technologies, such as enterprise content management systems.
• For this Vendor Landscape, Info-Tech focused on those vendors that offer broad capabilities across multiple platforms
and that have a strong market presence and/or reputational presence among small to mid-sized enterprises in the Info-
Tech community.
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7 Info-Tech Research Group Vendor Landscape: Web Content Management
Criteria Weighting:
WCM criteria & weighting factors
15%
30%
30%
25%
60%
40%
Vendor is committed to the space and has a
future product and portfolio roadmap. Strategy
Vendor offers global coverage and is able to sell
and provide post-sales support. Reach
Vendor is profitable, knowledgeable, and will be
around for the long-term. Viability
Vendor channel strategy is appropriate and the
channels themselves are strong. Channel
The three year TCO of the solution is
economical. Affordability
The delivery method of the solution aligns with
what is expected within the space. Architecture
The solution’s dashboard and reporting tools are
intuitive and easy to use. Usability
The solution provides basic and advanced
feature/functionality. Features
25%
20% 35%
20%
Features Usability
Architecture Affordability
Product
Vendor
Viability Strategy
Channel Reach
Product Evaluation Criteria
Vendor Evaluation Criteria
8 Info-Tech Research Group Vendor Landscape: Web Content Management
The Info-Tech WCM Vendor Landscape:
The Info-Tech WCM Vendor Landscape
Champions receive high scores for most evaluation
criteria and offer excellent value. They have a strong
market presence and are usually the trend setters
for the industry.
Market Pillars are established players with very
strong vendor credentials, but with more average
product scores.
Innovators have demonstrated innovative product
strengths that act as their competitive advantage in
appealing to niche segments of the market.
Emerging Players are comparatively newer
vendors who are starting to gain a foothold in the
marketplace. They balance product and vendor
attributes, though score lower relative to market
Champions.
For an explanation of how the Info-Tech Vendor Landscape is created, see Information Presentation – Vendor Landscape in the Appendix.
The Zones of the Landscape
Adobe
DNN
Drupal
Ektron
EPiServer
Joomla!
Kentico
Liferay
Microsoft
Sitecore
Umbraco
Bridgeline
Orchard
OpenText
9 Info-Tech Research Group Vendor Landscape: Web Content Management
=Exemplary =Good =Adequate =Inadequate =Poor
Microsoft-centric IT shops should focus on these .NET providers
Orchard
Microsoft
Legend
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
For an explanation of how the Info-Tech Harvey Balls are calculated, see Information Presentation – Criteria Scores (Harvey Balls) in the Appendix.
Umbraco
Bridgeline
Ektron
Kentico
EPiServer
DNN
Sitecore
*The vendor declined to provide pricing and publically available pricing could not be found
10 Info-Tech Research Group Vendor Landscape: Web Content Management
1234
Enterprises with a wide array of content management needs should focus on these vendors
Liferay
Adobe*
Joomla!
Drupal
OpenText
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
=Exemplary =Good =Adequate =Inadequate =Poor Legend
For an explanation of how the Info-Tech Harvey Balls are calculated, see Information Presentation – Criteria Scores (Harvey Balls) in the Appendix.
*The vendor declined to provide pricing and publically available pricing could not be found
11 Info-Tech Research Group Vendor Landscape: Web Content Management
What is a Value Score?
The Info-Tech WCM Value Index
40 50
60 70
80 90
30 20
10
The Value Score indexes each vendor’s
product offering and business strength
relative to their price point. It does
not indicate vendor ranking.
Vendors that score high offer more bang-
for-the-buck (e.g. features, usability,
stability, etc.) than the average vendor,
while the inverse is true for those that
score lower.
Price-conscious enterprises may wish to
give the Value Score more consideration
than those who are more focused on
specific vendor/product attributes.
On a relative basis, DNN maintained the highest
Info-Tech Value ScoreTM of the vendor group.
Vendors were indexed against DNN’s
performance to provide a complete, relative view
of their product offerings. Champion
For an explanation of how the Info-Tech Value Index is calculated, see Information Presentation – Value Index in the Appendix.
For an explanation of how Price is determined, see Information Presentation – Price Evaluation in the Appendix.
*The vendor declined to provide pricing and
publically available pricing could not be found.
100 97 87 87 85 81 79 78
70 62 58
27
13 0
Average Score: 71
12 Info-Tech Research Group Vendor Landscape: Web Content Management
Table Stakes represent the minimum standard; without these, a product doesn’t even get reviewed
If Table Stakes are all you need from your web content management solution, the only true differentiator for
the organization is price. Otherwise, dig deeper to find the best price to value for your needs.
The products assessed in this Vendor
LandscapeTM meet, at the very least, the
requirements outlined as Table Stakes.
Many of the vendors go above and beyond the
outlined Table Stakes, some even do so in
multiple categories. This section aims to
highlight the products’ capabilities in excess
of the criteria listed here.
The Table Stakes What Does This Mean?
Role-based settings to define privileges for
editing and accepting changes to content.
Separate editor
and administrator
A repository of content (images, text) directly
associated with the WCM.
Content
repository
Pre-formatted templates that allow the user to
simply add text and images.
Website
templates
The ability to create and edit text in place and
automatically push content to related pages.
Automated
content creation
What it is: Feature
13 Info-Tech Research Group Vendor Landscape: Web Content Management
Advanced Features are the capabilities that allow for granular market differentiation
Advanced Features
Info-Tech scored each
vendor’s features offering as
a summation of their
individual scores across the
listed advanced features.
Vendors were given 1 point
for each feature the product
inherently provided. All
categories were scored on a
more granular scale with
vendors receiving half points.
Scoring
Methodology
How content is delivered to mobile devices: native
apps, responsive design, hybrid, etc. Mobile delivery
Video delivery, streaming vs. download, SDNs, CDNs. Content delivery
Integrated cloud management, microsite creation, cloud
deployment options. Cloud deployment
Marketing tools and APIs, integrations for existing
marketing tools. Marketing tools
Integration with major social sites (e.g. LinkedIn,
Facebook, Twitter).
Support for social
channels
The ability to automate content control features such as
version control asset tracking across sites.
Automated digital asset
management
The size and depth of the partner network to cover
tools outside of the core WCM needs.
Available add-ins/
App store
Social tools for contributors in disparate geographical
locations.
Collaboration features
for administrators
The tools available for moderating community features. Moderation tools
Classification and integration of ECM metadata fields. Interoperability
What we looked for: Feature
For an explanation of how Advanced Features are determined, see Information Presentation – Feature Ranks (Stop Lights) in the Appendix.
14 Info-Tech Research Group Vendor Landscape: Web Content Management
Each of these ASP .NET WCM vendors offer a different feature set; concentrate on what your organization needs
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Evaluated Features
=Feature Absent =Feature partially present/pending =Feature fully present Legend
For an explanation of how Advanced Features are determined, see Information Presentation – Feature Ranks (Stop Lights) in the Appendix.
Orchard
Microsoft
Umbraco
Bridgeline
Ektron
Kentico
EPiServer
DNN
Sitecore
15 Info-Tech Research Group Vendor Landscape: Web Content Management
These vendors have additional content management products. For WCM, concentrate on what your organization needs
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Evaluated Features
=Feature Absent =Feature partially present/pending =Feature fully present Legend
For an explanation of how Advanced Features are determined, see Information Presentation – Feature Ranks (Stop Lights) in the Appendix.
Liferay
Adobe
Joomla!
Drupal
OpenText
16 Info-Tech Research Group Vendor Landscape: Web Content Management
Media-based organizations must select a WCM solution that can deliver
video content to a variety of devices.
Websites with high video content require a WCM solution that is capable of optimizing video delivery
Why Scenarios?
In reviewing the products included
in each Vendor LandscapeTM,
certain use-cases come to the
forefront. Whether those use-cases
are defined by applicability in
certain locations, relevance for
certain industries, or as strengths in
delivering a specific capability, Info-
Tech recognizes those use-cases
as Scenarios, and calls attention to
them where they exist.
3 2
Video driven sites 1
For an explanation of how Scenarios are determined, see Information Presentation – Scenarios in the Appendix.
Exemplary Performers
Adobe’s long history in video publishing and the
addition of Scene7 will provide top line support for
multi-media websites.
Ektron’s cloud manager brings scalability to websites.
This, in conjunction with the analytics for tracking
video watches and abandon rates, provides sites with
very good tools for using video for client interactions.
The out-of-the-box connectors for either Akamai or
Brightcove provide easy CDN connection.
17 Info-Tech Research Group Vendor Landscape: Web Content Management
Organizations that are selling products online need a solution that can do
e-cataloguing and dynamically provide relevant content to customers.
With the growth of online shopping, retail organizations require a WCM solution with a strong e-commerce platform
Why Scenarios?
In reviewing the products included
in each Vendor LandscapeTM,
certain use-cases come to the
forefront. Whether those use-cases
are defined by applicability in
certain locations, relevance for
certain industries, or as strengths in
delivering a specific capability, Info-
Tech recognizes those use-cases
as Scenarios, and calls attention to
them where they exist.
Exemplary Performers
Kentico provides out-of-the-box e-commerce features
as well as standard connections to many different
ERP vendors.
The acquisition of the e-commerce solution
Mediachase gives EPiServer a strong retail solution
to pair with its burgeoning analytics functionality.
Particularly good at supporting retail sites through its
UPS partnership. The distributed subscription model
provides excellent value for franchised retail outlets.
3
1
E-retailing 2
For an explanation of how Scenarios are determined, see Information Presentation – Scenarios in the Appendix.
18 Info-Tech Research Group Vendor Landscape: Web Content Management
Organizations that are community-based and require external user input
need a solution capable of publishing and monitoring user comments.
With the growth of social sites and user-generated content, it is important to have a WCM that can support collaboration
Why Scenarios?
In reviewing the products included
in each Vendor LandscapeTM,
certain use-cases come to the
forefront. Whether those use-cases
are defined by applicability in
certain locations, relevance for
certain industries, or as strengths in
delivering a specific capability, Info-
Tech recognizes those use-cases
as Scenarios, and calls attention to
them where they exist.
Exemplary Performers
Drupal not only is a WCM product, but has a
collaboration product that is highly rated for
community collaboration and activity streams.
DNN is focused on providing meaningful social
interactions for client websites through a wide set of
tools.
Liferay is a portal first, complete with community
features. All of these features are fully available to
the WCM module.
2 1
Community-based 3
For an explanation of how Scenarios are determined, see Information Presentation – Scenarios in the Appendix.
19 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Endpoint Security & Data
Protection
1,200+
Abingdon, UK
Sophos.com
1985
Privately Held
OpenText delivers a user-friendly solution for content management
Champion
$1 $2.5M+
• Founded in 1991, OpenText now has more than 50,000 clients
worldwide.
• OpenText delivers solutions for mid-market and enterprise-level
organizations.
Overview
• OpenText supports multiple languages and comes with a
translation editor that can convert content for multilingual sites.
The solution also integrates the use of external translators into
the workflow.
• An asset manager is embedded into the solution and includes
an audit trail of the content manager and draft history.
• The updated UI and use of HTML5-based overlay provide a
simple, mobile-ready, content editing experience.
Strengths
• Requires additional modules to monitor content published to
social channels and to make sure that accountability is
maintained.
• While integrating other OpenText products is easy, integrating
third-party applications is not straightforward.
Challenges
OpenText Web Site
Management 11
5,200
Waterloo, Canada
opentext.com
1991
NASDAQ: OTEX; TSX: OTC
3 year TCO for this solution falls into pricing
tier 6, between $100,000 and $250,000
Pricing provided by vendor
20 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
OpenText has excellent metadata creation and search functionality with semantic navigation capabilities
27 12th out of 14
Value Index
Info-Tech Recommends:
The RedDot and Vignette origins of Web Site Management 11 provide excellent tools for geographically
dispersed website management. In addition, OpenText’s acquisition of Nstein has improved its taxonomy
management.
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Features
Testing Capabilities WCM integration points
WCM core product Partner
based
Content repository
Backend services
Social tools
Scaling tools
See
Information
Presentation
– Diagram for
explanation.
21 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Excellent product for retailer websites needing integrated e-commerce
Champion • Bridgeline originated in 2000 as a service and consulting firm for
.NET WCM products.
• iAPPS has evolved into a strong e-commerce solution and it is
recognized by UPS as a partner.
Overview
• Integration of ISYS search engine gives a robust search feature
to all iAPPS websites.
• Partnership with UPS gives Bridgeline a novel and important
tool for online shopping sites.
• The layered application architecture and partnerships with
Brightcove and Akamai make Bridgeline very extensible and
scalable out-of-the-box.
Strengths
• Content rich dynamic sites are difficult when compared to
competitors.
• The workflow, while easy to use, has a unique method to start a
new process.
Challenges
3 year TCO for this solution falls into pricing
tier 5, between $50,000 and $100,000
Pricing provided by vendor
$1 $2.5M+
iAPPS V5.0
~210
Burlington, MA
bridgelinedigital.com
2000
NASDAQ:BLIN
22 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Cloud-built architecture and wide array of APIs to integrate plug-ins makes iAPPS a strong entrant into the WCM VL
70 9th out of 14
Value Index
Info-Tech Recommends:
iAPPS is not as complete a website management tool as other Champions, but it will excel in e-
commerce and franchise use cases.
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Features
Testing Capabilities WCM integration points
WCM core product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
Information
Presentation
– Diagram for
explanation.
23 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Endpoint Security & Data
Protection
1,200+
Abingdon, UK
Sophos.com
1985
Privately Held
With social channel support and mobile delivery, Sitecore has a compelling and extensible WCM offering
Champion • Sitecore offers an enterprise-level solution and is currently
experiencing global growth.
• It focuses exclusively on marketing problems, with solutions
built on Microsoft’s .NET platform.
Overview
• Sitecore is rapidly evolving its social tools to lead customer
demand. It ensures that these enhancements can be integrated
into existing Sitecore deployments.
• The Social Connect module allows content to be created
centrally and published out to various external social sites.
• Sitecore’s app store provides easy access to Sitecore and
partner extensions for a variety of potential use cases.
Strengths
• For organizations looking for only WCM this product is
expensive.
• The Azure-based cloud offering is still relatively new, and
consumption-based pricing has yet to be determined. Sitecore
is, however, very committed to working with Microsoft on fully
developing Azure capabilities.
Challenges
Sitecore CMS 6
450+
Copenhagen, Denmark
sitecore.net
2001
N/A
3 year TCO for this solution falls into pricing
tier 6, between $100,000 and $250,000
Pricing provided by vendor
$1 $2.5M+
24 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Sitecore’s App Center marketplace enables additional functionality to be added to the product as needed
Info-Tech Recommends:
Sitecore is an extensible solution that can flexibly expand to meet the needs of your organization. It
offers a compelling product for e-commerce organizations.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 13 13th out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner based
Content
repository
Backend
services
Social tools Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
25 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Endpoint Security & Data
Protection
1,200+
Abingdon, UK
Sophos.com
1985
Privately Held
With deep open source roots, DNN provides a customizable solution
Champion
3 year TCO for this solution falls into pricing
tier 2, between $2,500 and $10,000
$1 $2.5M+
• DNN has deep open source roots and operates with a
commercial open source model.
• DNN is the new branding of DotNetNuke as a company. The
Evoq product line is the WCM platform.
Overview
• With over 10,000 commercial apps available for download from
an online store, DNN offers a flexible and customizable solution.
• Mobile device detection enables content delivery to be
dynamically rearranged, optimizing page rendering and
navigation for mobile browsers.
• DNN offers a strong social platform at a mid-market price point.
It supports collaboration and the building of both internal and
external social communities.
Strengths
• Hosting requirements for DNN require ASP.NET 3.5 SP1 or
higher and SQL Server 2005 or higher.
• The solution does not provide best practices for the creation of
metadata or have the ability to import metadata from external
sources.
Challenges
DNN Evoq Content
70
San Mateo, CA
dnnsoftware.com
2002
N/A
Pricing provided by vendor
26 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
DNN Evoq has improved social and scalability as part of its rebranding
Info-Tech Recommends:
DNN provides excellent value at a low price point. It is a solid tool for community-based sites looking to
personalize content and modernize look and feel.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 100 1st out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner based
Content repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
27 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Endpoint Security & Data
Protection
1,200+
Abingdon, UK
Sophos.com
1985
Privately Held
Ektron continues to improve its platform
Champion
3 year TCO for this solution falls into pricing
tier 4, between $25,000 and $50,000
$1 $2.5M+
• Ektron was founded in 1998 and is built on a .NET platform.
• Ektron currently has over 3,700 customers and 12,000 public
facing websites.
Overview
• Ektron has invested heavily in revamping its product. Version 9
builds on the 8.6 updates focusing on UI and workflow.
• Administrative users have a personal Smart Dashboard. It’s a
customizable dashboard that acts as a portal to content
management activities and provides access to multiple reports.
• Organizations with SharePoint can extend it using Ektron with
full versioning between SharePoint and Ektron.
Strengths
• Ektron does not support the ability to import metadata from
external sources or suggest terms to improve metadata
creation.
• The WCM core is not the easiest to integrate into, this requires
the full WEM product and the Digital hub module.
• Full dynamic content management across devices is less
automated when compared to competitors.
Challenges
Ektron 9
~225
Nashua, NH
ektron.com
1998
N/A
Pricing provided by vendor
28 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Ektron has integrated solid marketing tools into their solution, but does little to assist in the creation of useful metadata
Info-Tech Recommends:
Ektron has quickly updated and enhanced its product from last year. Ektron’s solution is competitively
priced and should be considered for any .NET house.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 79 7th out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner based
Backend services
Social tools
Scaling tools Content repository
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
29 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Drupal 7
200+
Burlington, MA
drupal.org
1999
N/A
Drupal is the most enterprise ready of all open source products
Champion • Drupal is an open source CMS developed and maintained by a
community of 630,000+ users and developers.
• Acquia provides support for direction, hosting, and value-added
application services.
Overview
• Drupal takes a “best of breed” approach to its product. It
provides APIs for connections and services, allowing
functionalities to be added and developed based on specific
needs.
• Social collaboration has been a strong focus for Drupal from its
creation. It can tie into external social sites as well as support
user-generated content.
• The large community gives a huge FAQ and consulting services
are available for enterprise support.
Strengths
• Drupal is not as intuitive to use as other products and will
require some developer expertise to ensure that all components
run smoothly.
• The cost of a Drupal site depends on the number of developers
in your region.
• The content editor lacks the ability to create or edit content
directly in the preview page. Updates to the content editing
capabilities are expected to take place in August 2013.
Challenges
3 year TCO for this solution falls into pricing
tier 1, less than $2,500
$1 $2.5M+
Pricing provided by vendor
30 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Drupal is a flexible and affordable solution, but will likely require developer assistance
Info-Tech Recommends:
Drupal will require a developer and dedicated host to ensure proper functioning for most organizations.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 97 2nd out of 14
Value Index
Testing Capabilities WCM integration points
WCM core
product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
31 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Adobe Experience Manager
9,963
San Jose, CA
adobe.com
1982
NASDAQ: ADBE
Adobe’s focus is on enabling digital publishing and experiences
Market Pillar • Adobe has a long history in web development and management
solutions.
• With the acquisition of Omniture, Inc. in 2009, and Day
Software in 2010, Adobe provides a robust WCM solution.
Overview
• Adobe Experience Manager (AEM) has the ability to rapidly
create new landing pages by simply dropping in a static HTML
design.
• Adobe provides an excellent cloud management platform for
multiple cloud providers. It enables the quick provisioning of
resources allowing marketers to launch new campaigns or
micro-sites.
• The integration with Adobe’s other products provides advanced
asset management and SEO optimization to users.
Strengths
• The lack of a third-party plug-in market limits the flexibility of
organizations looking to control costs.
• AEM’s separation of some editing and administrative functions
may prove tedious for organizations with small WCM groups.
• Although Google Analytics can be integrated, adding more
robust analytics from Adobe will require additional licenses.
Challenges
The vendor declined to provide pricing, and
publicly available pricing could not be found
$1 $2.5M+
32 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
AEM is a feature-rich product; all that is lacking is the ability to monitor user-generated comments
Info-Tech Recommends:
AEM (CQ plus Scene7) is a high quality tool that is an excellent choice for mid-large enterprises looking
to increase the marketability and user experience of their website.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features
Testing Capabilities WCM integration points
WCM core product Partner
based
Content repository
Backend services
Social tools
Scaling tools
N/A Value Index
The vendor declined to provide pricing,
and publicly available pricing could not be
found
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
33 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
SharePoint 2013
~90,000
Redmond, WA
sharepoint.microsoft.com
1975
NASDAQ: MSFT
SharePoint 2013 relieves the cost, but is still not competitive with potential .NET competitors
Market Pillar • SharePoint is a strong solution for intranets and collaboration.
• It is relatively feature-poor compared to other .NET solutions.
Overview
• The new pricing for 2013 makes SharePoint cost competitive
with other WCM products.
• SharePoint provides multilingual support for site components,
including site headings and menus.
• SharePoint’s real strength is collaboration, both within
companies and between business partners.
Strengths
• SharePoint has limited options when compared to competitors
for publishing dynamic content to websites. Additional tools are
available from Microsoft partners.
• Lack of basic A/B testing limits the usefulness of SharePoint for
most organizations.
• Advanced functionality generally requires custom development
or the assistance of a Microsoft partner.
Challenges 3 year TCO for this solution falls into pricing
tier 6, between $100,000 and $250,000
$1 $2.5M+
Pricing solicited from public sources
34 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
SharePoint is a good product for internal collaboration, but lacks core features for effective web content management
Info-Tech Recommends:
Microsoft shops should look to other .NET WCM solutions to extend internal SharePoint repositories for
WCM use.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 87 3rd out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner based
Content
repository
Backend
services
Social tools
Scaling
tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
35 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Endpoint Security & Data
Protection
1,200+
Abingdon, UK
Sophos.com
1985
Privately Held
Kentico provides a flexible, user-friendly solution for the global mid-market
Innovator
3 year TCO for this solution falls into pricing
tier 3, between $10,000 and $25,000
$1 $2.5M+
• Kentico is a global mid-market player with more than 1,200
partners in 80 countries.
• Kentico CMS is on ASP .NET architecture. It added a SaaS
offering, Kentico EMS+, in June 2012.
Overview
• Kentico offers robust analytics. Marketing is able to set
campaign goals, measure the level of success being achieved,
and make informed changes to the website accordingly.
• Several advanced features, including A/B and MVT testing, lead
scoring, and personalization, are designed to be easy for non-
technical users to operate.
• Kentico provides flexible deployment options, including on-
premise, cloud, hybrid, perpetual, or SaaS.
Strengths
• While Kentico does offer multiple deployment options, it is
unable to quickly launch micro-sites or support external
collaboration.
• Dynamic content delivery is getting better, but does not have the
width of options of some vendors in this space.
Challenges
Kentico EMS 7
120
Brno, Czech Republic
kentico.com
2004
N/A
Pricing provided by vendor
36 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Core WCM functions are very good, but mobile and social channels are still a work in progress
Info-Tech Recommends:
Kentico is a strong choice for .NET shops looking to test and expand into using analytics on their
websites.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 87 3rd out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner
based
Content repository
Backend services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
37 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
EPiServer 7
~230
Stockholm, Sweden
episerver.com
1994
N/A
EPiServer offers a flexible product for online retailers and e-commerce sites
Innovator • Founded in 1994, EPiServer currently has over 630 partners,
operating in 30 countries.
• EPiServer is a robust .NET e-commerce WCM, making it a
solution worth considering for .NET shops.
Overview
• EPiServer supports strong social integration. It is steadily
enhancing this with an integrated analytics engine.
• EPiServer’s Commerce solution has the ability to connect with
existing ERP and CRM systems.
• With a MobileCenter App for iPhone and iPad, EPiServer
optimizes the delivery of content for tablet browsers and usage
patterns. It also offers an iPad app that automatically updates
when the device is online.
Strengths
• The potential cost of adding on cloud services to existing
licenses is difficult to project.
• Design and delivery of the site requires an implementation
project.
Challenges
3 year TCO for this solution falls into pricing
tier 5, between $50,000 and $100,000
$1 $2.5M+
Pricing provided by vendor
38 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
EPiServer provides flexible cloud deployment options, but lacks in terms of supporting collaboration features
Info-Tech Recommends:
EPiServer is a good choice for .NET shops looking to expand or implement an e-commerce website.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 62 10th out of 14
Value Index
Testing Capabilities WCM integration points
WCM core product Partner based
Backend services
Social tools
Scaling tools
Content repository
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
39 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Liferay Portal EE
N/A
Los Angeles, CA
liferay.com
Incorporated 2004
N/A
Organizations with integrated portals and websites should consider Liferay first
Emerging Player
3 year TCO for this solution falls into pricing
tier 5, between $50,000 and $100,000
• Liferay provides both open source and enterprise intranet portal
products.
• Liferay Portal was founded as a open source solution in 2000
and is in wide use in the enterprise space.
Overview
• The workflow and analytics are very robust and can enable
many advanced features that are not native to the application.
• Strategic partnership with TIBCO, a middleware and
collaboration platform provider, gives Liferay a huge number of
connectors for its portal product.
• The content management and basic analytics for content are
very flexible and granular.
Strengths
• Text editing is very crude compared to competitors’ offerings; it
will be updated in the next version.
• Scaling Liferay sites requires the addition of new servers and
may prove difficult to anticipate demands.
• Liferay’s strength is internal portals; some organizations will find
supporting dynamic, customer-facing websites challenging with
Liferay.
Challenges
Pricing provided by vendor
$1 $2.5M+
40 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Liferay can serve as a WCM, but its key use is as an internal portal
Info-Tech Recommends:
Organizations using Liferay as an internal portal will find value in the WCM features and their own
internal knowledgebase.
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Features
Testing Capabilities WCM integration points
WCM core product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
58 11th out of 14
Value Index
See
Information
Presentation
– Diagram for
explanation.
41 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Joomla! 2.5
N/A
Virtual
joomla.org
2005
N/A
As an open-source WCM product, Joomla!’s strongest feature is its devoted developer community
Emerging Player • Joomla! is an open-source WCM solution. While it has no paid
employees, there are over 225,000 registered developers and
3,000 individuals that have contributed to the development of
the core codebase.
Overview
• Joomla! has established a schedule for new releases, which
occurs every six months.
• The product supports 65 languages and is used worldwide, with
large market shares in Asia and Europe.
• There are almost 10,000 extensions available from the
developer community, allowing the product to be tailored to
specific needs.
• Joomla!’s user community is its core strength and a strong
resource for product support.
Strengths
• Joomla’s core does not integrate with external social sites or
provide robust analytics for marketing. However, there are
extensions available that do.
Challenges
3 year TCO for this solution falls into pricing
tier 1, less than $2,500
$1 $2.5M+
Pricing provided by vendor
42 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Joomla! offers many product extensions, but will require development expertise
Info-Tech Recommends:
Joomla! is a great product for organizations with budget constraints. It is a flexible solution with
numerous extensions available for custom tailoring.
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Features 81 6th out of 14
Value Index
Testing Capabilities WCM integration points
WCM core
product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
43 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Umbraco 6
N/A
Odense, Denmark
umbraco.com
2005
N/A
Umbraco caters to the developer community
Emerging Player
3 year TCO for this solution falls into pricing
tier 2, between $2,500 and $10,000
• The current .NET-only version of Umbraco (V6.X) was released
in 2005 (as V2.0).
• As it has matured, it has followed the Microsoft model and has a
series of MVPs and developers to manage the core features.
Overview
• Core modules are excellent at content management. This tight
core allows for easy addition of media management and content
delivery networks such as Akamai.
• In the process of introducing a SaaS version on Microsoft Azure
to allow a greater level of extensibility.
• The small core allows developers to design an organization’s
website to its specifications.
Strengths
• The UI in V6 is a legacy WebForms view. Version 7 will replace
this with a modern look based on AngularJS.
• The network of certified partners and developers is sparse
outside of northern Europe and England. Partners and
developers are concentrated regionally in the US and Canada.
• The lack of feature roadmap is a concern for enterprises.
Challenges
Pricing solicited from public sources
$1 $2.5M+
44 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
In the hands of the right developer Umbraco provides a rich website experience
85 5th out of 14
Value Index
Info-Tech Recommends:
Umbraco is not a tool that organizations should actively seek out to use themselves. However, Umbraco
is a very good WCM product in the hands of the right developer.
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Features
Testing Capabilities Testing Capabilities WCM integration points
WCM core
product
Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
45 Info-Tech Research Group Vendor Landscape: Web Content Management
Product:
Employees:
Headquarters:
Website:
Founded:
Presence:
Orchard
N/A
Redmond, WA
orchardproject.net
2010
N/A
New open source product that provides developers with the tools to support success
Emerging Player
3 year TCO for this solution falls into pricing
tier 3, between $10,000 and $25,000
• Started in 2010 as a Microsoft project, it is now separate from
Microsoft and community governed.
Overview
• Orchard’s MVC architecture brings scalability and extensibility
to a .NET platform.
• The Microsoft roots of this product give it a familiar look and feel
to Windows 7 and 8 users.
• The quality of the modules currently available is very high for
such a new product.
Strengths
• Developer expertise is currently in short supply for this new
product.
• Even with deep Microsoft roots, this .NET platform brings no
integration benefits for SharePoint users.
• Content governance within the core WCM module is a work in
progress.
Challenges
Pricing solicited from public sources
$1 $2.5M+
46 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Orchard is a developer’s tool; organizations without deep .NET development practices should look elsewhere
78 8th out of 14
Value Index
Info-Tech Recommends:
This product should be watched closely by organizations willing to employ web developers and digital
agencies to implement and maintain their website.
Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
Marketing
tools
Cloud
deployment
Mobile
delivery
Content
delivery
Social
channels DAM
Apps store/
Plug-ins
Collab. for
Admins
Moderation
tools
Inter-
operability
Features
Testing Capabilities Testing Capabilities WCM integration points
WCM core product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
See
appendix for
explanation.
See
Information
Presentation
– Diagram for
explanation.
47 Info-Tech Research Group Vendor Landscape: Web Content Management
The Info-Tech Web Content Management Vendor Shortlist Tool is designed to
generate a customized shortlist of vendors based on your key priorities.
Identify leading candidates with the Web Content Management Vendor Shortlist Tool
• Overall Vendor vs. Product Weightings
• Individual product criteria weightings:
Features
Usability
Affordability
Architecture
• Individual vendor criteria weightings:
Viability
Strategy
Reach
Channel
This tool offers the ability to modify:
48 Info-Tech Research Group Vendor Landscape: Web Content Management
Appendix
1. Vendor Landscape Methodology: Overview
2. Vendor Landscape Methodology: Product Selection & Information Gathering
3. Vendor Landscape Methodology: Scoring
4. Vendor Landscape Methodology: Information Presentation
5. Vendor Landscape Methodology: Fact Check & Publication
6. Product Pricing Scenario
49 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Overview
Info-Tech’s Vendor Landscapes are research materials that review a particular IT market space, evaluating the strengths and abilities of both
the products available in that space, as well as the vendors of those products. These materials are created by a team of dedicated analysts
operating under the direction of a senior subject matter expert over a period of six weeks.
Evaluations weigh selected vendors and their products (collectively “solutions”) on the following eight criteria to determine overall standing:
• Features: The presence of advanced and market-differentiating capabilities.
• Usability: The intuitiveness, power, and integrated nature of administrative consoles and client software components.
• Affordability: The three-year total cost of ownership of the solution.
• Architecture: The degree of integration with the vendor’s other tools, flexibility of deployment, and breadth of platform applicability.
• Viability: The stability of the company as measured by its history in the market, the size of its client base, and its financial performance.
• Strategy: The commitment to both the market-space, as well as to the various sized clients (small, mid-sized, and enterprise clients).
• Reach: The ability of the vendor to support its products on a global scale.
• Channel: The measure of the size of the vendor’s channel partner program, as well as any channel strengthening strategies.
Evaluated solutions are plotted on a standard two by two matrix:
• Champions: Both the product and the vendor receive scores that are above the average score for the evaluated group.
• Innovators: The product receives a score that is above the average score for the evaluated group, but the vendor receives a score that is
below the average score for the evaluated group.
• Market Pillars: The product receives a score that is below the average score for the evaluated group, but the vendor receives a score that
is above the average score for the evaluated group.
• Emerging Players: Both the product and the vendor receive scores that are below the average score for the evaluated group.
Info-Tech’s Vendor Landscapes are researched and produced according to a strictly adhered to process that includes the following steps:
• Vendor/product selection
• Information gathering
• Vendor/product scoring
• Information presentation
• Fact checking
• Publication
This document outlines how each of these steps is conducted.
50 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Vendor/Product Selection & Information Gathering
Info-Tech works closely with its client base to solicit guidance in terms of understanding the vendors with whom clients wish to work and the
products that they wish evaluated; this demand pool forms the basis of the vendor selection process for Vendor Landscapes. Balancing this
demand, Info-Tech also relies upon the deep subject matter expertise and market awareness of its Senior, Lead, and Principle Research
Analysts to ensure that appropriate solutions are included in the evaluation. As an aspect of that expertise and awareness, Info-Tech’s
analysts may, at their discretion, determine the specific capabilities that are required of the products under evaluation, and include in the
Vendor Landscape only those solutions that meet all specified requirements.
Information on vendors and products is gathered in a number of ways via a number of channels.
Initially, a request package is submitted to vendors to solicit information on a broad range of topics. The request package includes:
• A detailed survey.
• A pricing scenario (see Vendor Landscape Methodology: Price Evaluation and Pricing Scenario, below).
• A request for reference clients.
• A request for a briefing and, where applicable, guided product demonstration.
These request packages are distributed approximately twelve weeks prior to the initiation of the actual research project to allow vendors ample
time to consolidate the required information and schedule appropriate resources.
During the course of the research project, briefings and demonstrations are scheduled (generally for one hour each session, though more time
is scheduled as required) to allow the analyst team to discuss the information provided in the survey, validate vendor claims, and gain direct
exposure to the evaluated products. Additionally, an end-user survey is circulated to Info-Tech’s client base and vendor-supplied reference
accounts are interviewed to solicit their feedback on their experiences with the evaluated solutions and with the vendors of those solutions.
These materials are supplemented by a thorough review of all product briefs, technical manuals, and publicly available marketing materials
about the product, as well as about the vendor itself.
Refusal by a vendor to supply completed surveys or submit to participation in briefings and demonstrations does not eliminate a vendor from
inclusion in the evaluation. Where analyst and client input has determined that a vendor belongs in a particular evaluation, it will be evaluated
as best as possible based on publicly available materials only. As these materials are not as comprehensive as a survey, briefing, and
demonstration, the possibility exists that the evaluation may not be as thorough or accurate. Since Info-Tech includes vendors regardless of
vendor participation, it is always in the vendor’s best interest to participate fully.
All information is recorded and catalogued, as required, to facilitate scoring and for future reference.
51 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Scoring
Once all information has been gathered and evaluated for all vendors and products, the analyst team moves to scoring. All scoring is
performed at the same time so as to ensure as much consistency as possible. Each criterion is scored on a ten point scale, though the manner
of scoring for criteria differs slightly:
• Features is scored via Cumulative Scoring
• Affordability is scored via Scalar Scoring
• All other criteria are scored via Base5 Scoring
In Cumulative Scoring, a single point is assigned to each evaluated feature that is regarded as being fully present, partial points to each
feature that is partially present, and zero points to features that are deemed to be absent or unsatisfactory. The assigned points are summed
and normalized to a value out of ten. For example, if a particular Vendor Landscape evaluates eight specific features in the Feature Criteria,
the summed score out of eight for each evaluated product would be multiplied by 1.25 to yield a value out of ten.
In Scalar Scoring, a score of ten is assigned to the lowest cost solution, and a score of one is assigned to the highest cost solution. All other
solutions are assigned a mathematically determined score based on their proximity to / distance from these two endpoints. For example, in an
evaluation of three solutions, where the middle cost solution is closer to the low end of the pricing scale it will receive a higher score, and
where it is closer to the high end of the pricing scale it will receive a lower score; depending on proximity to the high or low price it is entirely
possible that it could receive either ten points (if it is very close to the lowest price) or one point (if it is very close to the highest price). Where
pricing cannot be determined (vendor does not supply price and public sources do not exist), a score of 0 is automatically assigned.
In Base5 scoring a number of sub-criteria are specified for each criterion (for example, Longevity, Market Presence, and Financials are sub-
criteria of the Viability criterion), and each one is scored on the following scale:
5 - The product/vendor is exemplary in this area (nothing could be done to improve the status).
4 - The product/vendor is good in this area (small changes could be made that would move things to the next level).
3 - The product/vendor is adequate in this area (small changes would make it good, more significant changes required to be exemplary).
2 - The product/vendor is poor in this area (this is a notable weakness and significant work is required).
1 - The product/vendor is terrible/fails in this area (this is a glaring oversight and a serious impediment to adoption).
The assigned points are summed and normalized to a value out of ten as explained in Cumulative Scoring above.
Scores out of ten, known as Raw scores, are transposed as-is into Info-Tech’s Vendor Landscape Shortlist Tool, which automatically
determines Vendor Landscape positioning (see Vendor Landscape Methodology: Information Presentation - Vendor Landscape, below),
Criteria Score (see Vendor Landscape Methodology: Information Presentation - Criteria Score, below), and Value Index (see Vendor
Landscape Methodology: Information Presentation - Value Index, below).
52 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Information Presentation – Vendor Landscape
Info-Tech’s Vendor Landscape is a two-by-two matrix that plots solutions based on the
combination of Product score and Vendor score. Placement is not determined by
absolute score, but instead by relative score. Relative scores are used to ensure a
consistent view of information and to minimize dispersion in nascent markets, while
enhancing dispersion in commodity markets to allow for quick visual analysis by clients.
Relative scores are calculated as follows:
1. Raw scores are transposed into the Info-Tech Vendor Landscape Shortlist Tool
(for information on how Raw scores are determined, see Vendor Landscape
Methodology: Scoring, above).
2. Each individual criterion Raw score is multiplied by the pre-assigned weighting
factor for the Vendor Landscape in question. Weighting factors are determined
prior to the evaluation process to eliminate any possibility of bias. Weighting
factors are expressed as a percentage such that the sum of the weighting factors
for the Vendor criteria (Viability, Strategy, Reach, Channel) is 100% and the sum
of the Product criteria (Features, Usability, Affordability, Architecture) is 100%.
3. A sum-product of the weighted Vendor criteria scores and of the weighted Product
criteria scores is calculated to yield an overall Vendor score and an overall Product
score.
4. Overall Vendor scores are then normalized to a 20 point scale by calculating the
arithmetic mean and standard deviation of the pool of Vendor scores. Vendors for
whom their overall Vendor score is higher than the arithmetic mean will receive a
normalized Vendor score of 11-20 (exact value determined by how much higher
than the arithmetic mean their overall Vendor score is), while vendors for whom
their overall Vendor score is lower than the arithmetic mean will receive a
normalized Vendor score of between one and ten (exact value determined by how
much lower than the arithmetic mean their overall Vendor score is).
5. Overall Product score is normalized to a 20 point scale according to the same
process.
6. Normalized scores are plotted on the matrix, with Vendor score being used as the
x-axis, and Product score being used as the y-axis.
Vendor Landscape
Champions:
solutions with above
average Vendor
scores and above
average Product
scores.
Innovators:
solutions with below
average Vendor
scores and above
average Product
scores.
Market Pillars:
solutions with above
average Vendor
scores and below
average Product
scores.
Emerging Players:
solutions with below
average Vendor
scores and below
average Product
scores.
53 Info-Tech Research Group Vendor Landscape: Web Content Management
Harvey Balls
Vendor Landscape Methodology: Information Presentation – Criteria Scores (Harvey Balls) Info-Tech’s Criteria Scores are visual representations of the absolute score assigned to each individual criterion, as well as of the calculated
overall Vendor and Product scores. The visual representation used is Harvey Balls.
Harvey Balls are calculated as follows:
1. Raw scores are transposed into the Info-Tech Vendor Landscape Shortlist Tool (for information on how Raw scores are determined, see
Vendor Landscape Methodology: Scoring, above).
2. Each individual criterion Raw score is multiplied by a pre-assigned weighting factor for the Vendor Landscape in question. Weighting
factors are determined prior to the evaluation process, based on the expertise of the Senior or Lead Research Analyst, to eliminate any
possibility of bias. Weighting factors are expressed as a percentage, such that the sum of the weighting factors for the Vendor criteria
(Viability, Strategy, Reach, Channel) is 100%, and the sum of the Product criteria (Features, Usability, Affordability, Architecture) is
100%.
3. A sum-product of the weighted Vendor criteria scores and of the weighted Product criteria scores is calculated to yield an overall Vendor
score and an overall Product score.
4. Both overall Vendor score / overall Product score, as well as individual criterion Raw scores are converted from a scale of one to ten to
Harvey Ball scores on a scale of zero to four, where exceptional performance results in a score of four and poor performance results in a
score of zero.
5. Harvey Ball scores are converted to Harvey Balls as follows:
• A score of four becomes a full Harvey Ball.
• A score of three becomes a three-quarter full Harvey Ball.
• A score of two becomes a half full Harvey Ball.
• A score of one becomes a one-quarter full Harvey Ball.
• A score of zero becomes an empty Harvey Ball.
6. Harvey Balls are plotted by solution in a chart where rows represent individual solutions and columns represent overall Vendor / overall
Product, as well as individual criteria. Solutions are ordered in the chart alphabetically by vendor name.
Overall Harvey
Balls represent
weighted
aggregates.
Criteria Harvey
Balls represent
individual Raw
scores. Overall Features Usability Afford. Arch. Overall Viability Strategy Reach Channel
Product Vendor
54 Info-Tech Research Group Vendor Landscape: Web Content Management
Stop Lights
Vendor Landscape Methodology: Information Presentation – Feature Ranks (Stop Lights)
Info-Tech’s Feature Ranks are visual representations of the presence/availability of individual features that collectively comprise the Features’
criterion. The visual representation used is Stop Lights.
Stop Lights are determined as follows:
1. A single point is assigned to each evaluated feature that is regarded as being fully present, partial points to each feature that is partially
present, and zero points to features that are deemed to be fully absent or unsatisfactory.
• Fully present means all aspects and capabilities of the feature as described are in evidence.
• Fully absent means all aspects and capabilities of the feature as described are missing or lacking.
• Partially present means some, but not all, aspects and capabilities of the feature as described are in evidence, OR all aspects and
capabilities of the feature as described are in evidence, but only for some models in a line.
2. Feature scores are converted to Stop Lights as follows:
• Full points become a Green light.
• Partial points become a Yellow light.
• Zero points become a Red light.
3. Stop Lights are plotted by solution in a chart where rows represent individual solutions and columns represent individual features.
Solutions are ordered in the chart alphabetically by vendor name.
For example, a set of applications is being reviewed and a feature of “Integration with Mobile Devices” that is defined as “availability of
dedicated mobile device applications for iOS, Android, and BlackBerry devices” is specified. Solution A provides such apps for all listed
platforms and scores “Green”, solution B provides apps for iOS and Android only and scores “Yellow”, while solution C provides mobile device
functionality through browser extensions, has no dedicated apps, and so scores “Red”.
Feature 1 Feature 2 Feature 4 Feature 5 Feature 3
Features
Feature 6 Feature 7 Feature 8
Yellow shows
partial availability
(such as in some
models in a line).
Green means a
feature is fully
present; Red,
fully absent.
55 Info-Tech Research Group Vendor Landscape: Web Content Management
Value Index
Vendor Landscape Methodology: Information Presentation – Value Index
Info-Tech’s Value Index is an indexed ranking of solution value per dollar as determined
by the Raw scores assigned to each criteria (for information on how Raw scores are
determined, see Vendor Landscape Methodology: Scoring, above).
Value scores are calculated as follows:
1. The Affordability criterion is removed from the overall Product score and the
remaining Product score criteria (Features, Usability, Architecture) are reweighted
so as to retain the same weightings relative to one another, while still summing to
100%. For example, if all four Product criteria were assigned base weightings of
25%, for the determination of the Value score, Features, Usability, and
Architecture would be reweighted to 33.3% each to retain the same relative
weightings while still summing to 100%.
2. A sum-product of the weighted Vendor criteria scores and of the reweighted
Product criteria scores is calculated to yield an overall Vendor score and a
reweighted overall Product score.
3. The overall Vendor score and the reweighted overall Product score are then
summed, and this sum is multiplied by the Affordability Raw score to yield an
interim Value score for each solution.
4. All interim Value scores are then indexed to the highest performing solution by
dividing each interim Value score by the highest interim Value score. This results
in a Value score of 100 for the top solution and an indexed Value score relative to
the 100 for each alternate solution.
5. Solutions are plotted according to Value score, with the highest score plotted first,
and all remaining scores plotted in descending numerical order.
Where pricing is not provided by the vendor and public sources of information cannot be
found, an Affordability Raw score of zero is assigned. Since multiplication by zero results
in a product of zero, those solutions for which pricing cannot be determined receive a
Value score of zero. Since Info-Tech assigns a score of zero where pricing is not
available, it is always in the vendor’s best interest to provide accurate and up to date
pricing. In the event that insufficient pricing is available to accurately calculate a Value
Index Info-Tech will omit it from the Vendor Landscape.
Those solutions that are ranked as
Champions are differentiated for point of
reference.
E
10
D
30
C
40
B
80
A
100 Average Score: 52
Vendors are arranged in order of Value Score.
The Value Score each solution achieved is
displayed, and so is the average score.
56 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Information Presentation – Price Evaluation
Info-Tech’s Price Evaluation is a tiered representation of the three year Total Cost of
Ownership (TCO) of a proposed solution. Info-Tech uses this method of communicating
pricing information to provide high-level budgetary guidance to its end-user clients while
respecting the privacy of the vendors with whom it works. The solution TCO is calculated
and then represented as belonging to one of ten pricing tiers.
Pricing tiers are as follows:
1. Between $1 and $2,500
2. Between $2,500 and $10,000
3. Between $10,000 and $25,000
4. Between $25,000 and $50,000
5. Between $50,000 and $100,000
6. Between $100,000 and $250,000
7. Between $250,000 and $500,000
8. Between $500,000 and $1,000,000
9. Between $1,000,000 and $2,500,000
10. Greater than $2,500,000
Where pricing is not provided, Info-Tech makes use of publicly available sources of
information to determine a price. As these sources are not official price lists, the
possibility exists that they may be inaccurate or outdated, and so the source of the
pricing information is provided. Since Info-Tech publishes pricing information regardless
of vendor participation, it is always in the vendor’s best interest to supply accurate and
up to date information.
Info-Tech’s Price Evaluations are based on pre-defined pricing scenarios (see Product
Pricing Scenario, below) to ensure a comparison that is as close as possible between
evaluated solutions. Pricing scenarios describe a sample business and solicit guidance
as to the appropriate product/service mix required to deliver the specified functionality,
the list price for those tools/services, as well as three full years of maintenance and
support.
Price Evaluation
Call-out bubble indicates within which price
tier the three year TCO for the solution falls,
provides the brackets of that price tier, and
links to the graphical representation.
Scale along the bottom indicates that the
graphic as a whole represents a price scale
with a range of $1 to $2.5M+, while the notation
indicates whether the pricing was supplied by
the vendor or derived from public sources.
3 year TCO for this solution falls into pricing
tier 6, between $100,000 and $150,000.
$1 $2.5M+
Pricing solicited from public sources.
57 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape
Vendor Landscape Methodology: Information Presentation – Diagram
Info-Tech Recommends:
Product Vendor
Features
Value Index
Testing Capabilities WCM integration points
WCM core
product Partner based
Content
repository
Backend
services
Social tools
Scaling tools
These two boxes represent the two main areas that
product features fall into. The width of each box
represents the balance between out-of-the-box and
development partner driven function.
Logos that appear in
these boxes represent
named technology
partners for each of
these areas.
The four tool boxes may appear as part of the
core product. The customer facing tools are
often part of the partner’s responsibilities where
as the backend services require some degree of
custom integration.
58 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Information Presentation – Scenarios
Info-Tech’s Scenarios highlight specific use cases for the evaluated solution to provide as complete (when taken in conjunction with the
individual written review, Vendor Landscape, Criteria Scores, Feature Ranks, and Value Index) a basis for comparison by end-user clients as
possible.
Scenarios are designed to reflect tiered capability in a particular set of circumstances. Determination of the Scenarios in question is at the
discretion of the analyst team assigned to the research project. Where possible, Scenarios are designed to be mutually exclusive and
collectively exhaustive, or at the very least, hierarchical such that the tiers within the Scenario represent a progressively greater or broader
capability.
Scenario ranking is determined as follows:
1. The analyst team determines an appropriate use case.
For example:
• Clients that have multinational presence and require vendors to provide four hour onsite support.
2. The analyst team establishes the various tiers of capability.
For example:
• Presence in Americas
• Presence in EMEA
• Presence in APAC
3. The analyst team reviews all evaluated solutions and determines which ones meet which tiers of capability.
For example:
• Presence in Americas – Vendor A, Vendor C, Vendor E
• Presence in EMEA – Vendor A, Vendor B, Vendor C
• Presence in APAC – Vendor B, Vendor D, Vendor E
4. Solutions are plotted on a grid alphabetically by vendor by tier. Where one vendor is deemed to be stronger in a tier than other vendors in
the same tier, they may be plotted non-alphabetically.
For example:
• Vendor C is able to provide four hour onsite support to 12 countries in EMEA while Vendors A and B are only able to provide four hour
onsite support to eight countries in EMEA; Vendor C would be plotted first, followed by Vendor A, then Vendor B.
Analysts may also elect to list only the most Exemplary Performers for a given use-case. One to three vendors will appear for each of these
purchasing scenarios with a brief explanation as to why we selected them as top-of-class.
59 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Information Presentation – Vendor Awards
At the conclusion of all analyses, Info-Tech presents awards to exceptional solutions in
three distinct categories. Award presentation is discretionary; not all awards are
extended subsequent to each Vendor landscape and it is entirely possible, though
unlikely, that no awards may be presented.
Awards categories are as follows:
• Champion Awards are presented to those solutions, and only those solutions, that
land in the Champion zone of the Info-Tech Vendor Landscape (see Vendor
Landscape Methodology: Information Presentation - Vendor Landscape, above). If
no solutions land in the Champion zone, no Champion Awards are presented.
Similarly, if multiple solutions land in the Champion zone, multiple Champion Awards
are presented.
• Trend Setter Awards are presented to those solutions, and only those solutions,
that are deemed to include the most original/inventive product/service, or the most
original/inventive feature/capability of a product/service. If no solution is deemed to
be markedly or sufficiently original/inventive, either as a product/service on the
whole or by feature/capability specifically, no Trend Setter Award is presented. Only
one Trend Setter Award is available for each Vendor Landscape.
• Best Overall Value Awards are presented to those solutions, and only those
solutions, that are ranked highest on the Info-Tech Value Index (see Vendor
Landscape Methodology: Information Presentation – Value Index, above). If
insufficient pricing information is made available for the evaluated solutions, such
that a Value Index cannot be calculated, no Best Overall Value Award will be
presented. Only one Best Overall Value Award is available for each Vendor
Landscape.
Vendor Awards
Info-Tech’s Champion
Award is presented to
solutions in the Champion
zone of the Vendor
Landscape.
Info-Tech’s Trend Setter
Award is presented to the
most original/inventive
solution evaluated.
Info-Tech’s Best Overall
Value Award is
presented to the solution
with the highest Value
Index score.
60 Info-Tech Research Group Vendor Landscape: Web Content Management
Vendor Landscape Methodology: Fact Check & Publication
Info-Tech takes the factual accuracy of its Vendor Landscapes, and indeed of all of its published content, very seriously. To ensure the utmost
accuracy in its Vendor Landscapes, we invite all vendors of evaluated solutions (whether the vendor elected to provide a survey and/or
participate in a briefing or not) to participate in a process of Fact Check.
Once the research project is complete and the materials are deemed to be in a publication ready state, excerpts of the material specific to each
vendor’s solution are provided to the vendor. Info-Tech only provides material specific to the individual vendor’s solution for review
encompassing the following:
• All written review materials of the vendor and the vendor’s product that comprise the evaluated solution.
• Info-Tech’s Criteria Scores / Harvey Balls detailing the individual and overall Vendor / Product scores assigned.
• Info-Tech’s Feature Rank / Stop Lights detailing the individual feature scores of the evaluated product.
• Info-Tech’s Raw Pricing for the vendor either as received from the vendor or as collected from publicly available sources.
• Info-Tech’s Scenario ranking for all considered scenarios for the evaluated solution.
Info-Tech does not provide the following:
• Info-Tech’s Vendor Landscape placement of the evaluated solution.
• Info-Tech’s Value Score for the evaluated solution.
• End-user feedback gathered during the research project.
• Info-Tech’s overall recommendation in regard to the evaluated solution.
Info-Tech provides a one-week window for each vendor to provide written feedback. Feedback must be corroborated (be provided with
supporting evidence), and where it does, feedback that addresses factual errors or omissions is adopted fully, while feedback that addresses
opinions is taken under consideration. The assigned analyst team makes all appropriate edits and supplies an edited copy of the materials to
the vendor within one week for final review.
Should a vendor still have concerns or objections at that time, they are invited to a conversation, initially via email, but as required and deemed
appropriate by Info-Tech, subsequently via telephone, to ensure common understanding of the concerns. Where concerns relate to ongoing
factual errors or omissions they are corrected under the supervision of Info-Tech’s Vendor Relations personnel. Where concerns relate to
ongoing differences of opinion they are again taken under consideration with neither explicit not implicit indication of adoption.
Publication of materials is scheduled to occur within the six weeks immediately following the completion of the research project, but does not
occur until the Fact Check process has come to conclusion, and under no circumstances are “pre-publication” copies of any materials made
available to any client.
61 Info-Tech Research Group Vendor Landscape: Web Content Management
Product Pricing Scenario
• An organization is looking to implement Web Content Management (WCM). The purpose of the project is to help the marketing department create and manage content. The organization supports three sites (English, French, and Spanish) and the 16 content editors/creators are located in two different geographical locations. The website is used primarily for marketing purposes and contains content created and managed by other enterprise applications (e.g. product information).
The expected solution capabilities are as follows:
• The solution must support site creation and maintenance.
• Support for web page and content editing.
• Basic workflow to support multi-site creation, editing, and distribution of content.
• Gold level support services should include the following:
◦ Implementation support.
◦ Technical documentation and guides.
◦ 24/7 technical support by phone or online.
• Include the cost of third-party database if required (e.g. Oracle, SQL Server).
• Do not include licensing cost for server operating systems.
• Provide description of priced deployment model (e.g. SaaS, hosted, on-premise).