Thought Leaders Meet at ECM Writers Summit
What a great week for ECM, Enterprise 2.0, SaaS and me.
Looking back on the past week, I have to say the ECM techno-geek side of me is smiling. As I posted earlier, the week stated off with participating in a AIIM New England chapter event that included a panel of users that have adopted a SaaS model to ECM. As if that wasn’t enough fun and education, the week ended with my moderating and participating in a thought leadership writer’s summit on SaaS & cloud computing, SOA & BPM, Social Computing & ECM, and Text Analytics.
The event was sponsored by EMC. I again thank them for inviting me to co-host this summit. Some of the brightest strategists and technologists from EMC were there including Howard Shao, Mark Lewis, Whitney Tidmarsh, Razmik Abnous, Michael Hackney, Matt Coblentz, and Lubor Ptacek. More importantly, we were joined by a variety of ECM industry thought leaders including Nathaniel Palmer, Barclay Blair, David DeLong, Margie Semilof, Mary Cohodas, Geoff Bock, Bill Trippe, Vincent Berdot, Stephen Cameron, Christian Daems, Christos Varelas, Ron Miller and Beth Pariseau (see her post on this event). (I apologize for he inevitable omission of others who were there, whose name I fail to recall at the moment.)
Well, as you can imagine, with such a crowd, the discussion of was lively and full of opinion (sometimes agreeing and sometimes differing.) The purpose of this post is to provide my recollection of the key points that came for the discussion.
Despite the variety of topics (SaaS & cloud computing, SOA & BPM, Social Computing & ECM, and Text Analytics), discussion almost always came back to a basic value proposition for ECM, striking a balance between increased access/collaboration, and content governance and security. (See the AIIM Market IQ on Content Security for more on this idea, and a post by summit participant Ron Miller.) Terms frequently uttered in discussion included mobility, social networks, collaboration, agility, flexibility, e-discovery, compliance and risk. Collectively these seem to represent the potential benefits associated with ECM.
ECM was frequently discussed not as a technology, or a single implementation, but as a platform, a competency that should be available across the entire enterprise. In this regard, the group often reiterated that solution providers and pundits of ECM all too often talk in terms of unstructured content, and that this is wrong. ECM is about all forms of content – and therefore should provide a single integrated interface to the unstructured content (e.g. documents), as well as structured content (e.g. databases associated with ERP and payroll systems.) Too much focus has been paid to the unstructured content separately and distinctly from the structured.
This single interface was extended to the concept of enterprise search. We discussed that enterprise search has erroneously been discussed in the market far too often as a product. The often touted single enterprise master taxonomy and search tool is not most effective. In reality effective search across the enterprise will likely involve multiple search tools, taxonomies, relevancy rankings, etc., each finely tailored and tuned to specific content and use cases, but presented and managed as a single interface to the user. The group agreed that this requires great complexity on the part of IT, but that complexity can and needs to be hidden for the user.
We all acknowledged that the rules of publishing have changed. On the positive side this has allowed faster and more wide scale dissemination of knowledge and experience. On the other, this has created a demand for new approaches to demonstrate reliability and trust in “discovered” content.
Similarly, the long tail of electronic content (compared to the much shorter tail of paper content), necessitates more powerful approaches to management, retention, and findability. Without it enterprise content can quickly become chaotic and/or grossly under utilized.
In this regard, Matt Coblentz of EMC proposed that “Content is Stupid”. The group agreed, (or at least some did), with the addition that Content Management is intelligent.
We thought that overall culture was ahead of technology with regards to collaboration, but behind technology with regards to security and compliance.
Some of us saw ECM in a state of evolution, progressively increasing functionality and ease of use over time. Others argued that the advent of functionality such as SaaS and Enterprise 2.0 represents a hockey stick inflection point for the industry, that will be viewed as a revolutionary point in the market in time to come.
I for one walked away with a sense that ECM is once again a very exciting marketplace. Ron Miller reminded us, that in his review of the AIIM 2008 show, he had indicated that the show was buzzing with excitement.
With that, the realm of ECM has become increasingly complex. ECM is not just about technology, nor just about content. The ECM practitioner MUST be concerned and involved in people, process and content (EMC’s words), or content, community and context (my words.) This is what keeps this market place alive and vibrant. This is what affords careers and debates that go far beyond technology alone.
On a final note, I will share a light moment. To a large degree there was much reaffirming among this group, as opposed to learning. There were some exceptions. Two new technologies were introduced: “blockies and wigs.” These terms were coined by one of the speakers in a slip of the tongue in his excitement over the power of “wikis and blogs”. We all got a good laugh out of it. OK – maybe you had to be there, or maybe you just aren’t ECM-geeky enough.
