Documentum • Xiwei Liu • Yanping He (Lisa) • Lorna Kelly • Emanuel Balan • Anna Kelly
Contents 1 Introduction & Background 2 Products & Services 3 Transition Period (Selecting & Crossing) 4 EMC Documentum 5 Future & Conclusion
Background Founded on June 11,1990 Founder: Howard Shao and John Newton Database engineer at Ingres Corporation After the missed opportunity at Ingres, we saw Documentum as our chance to build another oracle. -- -- Horword Shao Documentum
Background The databases were severely limited in software to manage unstructured information contained in documents. The manager realized this situation and wanted to develop a new software for automating the management of documents across an enterprise. 1 Innovation emerged in early Documentum. The Shao and Newton started looking for a way to participate in information management market managing unstructured information in documents--- enterprise document management. 2 The documentum set up cooperation with Bob Adams who is the VC arm of Xerox Corporation. Adam supplied 4million commitment to cover payroll and other expenses. 3
Documents are Unstructured infornmation Structured information Product specifications, marketing collateral, training manuals and regulatory submissions Inventory, financial and manufacturing data
The research of new technology based on market needs and wants Did the markets research through Xerox which supplied the relationship with insurance companies, aerospace companies, a pharmaceutical company, the big 8 Consultants and NASA.
The document management opportunity • Next step: • Recruit a couple of early customers to validate the technology and the market opportunity Boeing did finance some of ducumentum early development and helped turn their theoretical design into a working solution. Boeing Syntex cut its submission time in half after use the documentum software. Syntex The overall market opportunity was big and growing rapidly. Documentum went into right direction. Development
Products and Services • EDMS: Electronic documentation management (system) • management capabilities for all types of content: business documents, photos, video, medical images, e-mail, Web pages, fixed content, XML-tagged documents, etc. • Core of Documentum: a repository in which the content is stored securely under compliance rules. • The repositoryas a unified environment, content may reside on multiple servers and physical storage devices within a distributed environment. • Asuite of services: document management, collaboration, search, content classification, input management, business process management (BPM), customer communication management, Web content management, digital asset management, forms processing, Information Rights Management, compliance, computer output to laser disc (COLD) and archiving.
Product development & Service up-dating 2002 Documentum 5 2000 Documentum 4i 1998 Web Application Environment 1993 Electronic Document Management System (EDMS) Documentum 5.3, 6, 6.5, etc. 2005~2008
Transition period Text Technology-driven start-up Stage 1 Marketing-driven enterprise software firm Stage 2
Selecting a target market: Documentum, Inc. Horizontal marketing: is when you single out a target audience that shares other characteristics, yet can be found in all industries. Industry 3 Industry 1 Industry 5 Industry 2 Industry 6 Industry 4 A big market in a big way
Vertical marketing: a company's approach towards targeting that focuses on specific industries Industry1 Industry 5, 6, 7… Industry 4 Industry 2 Industry 3 Application 1 Application 2 Application 3 Application 4 • Less risky; • Focused resources & message; • Comparative advantage Documentum Application 5, 6, 7…
Target Choices: • Insurance Policy Documentation • 2) Aircraft Maintenance Documentation • 3) Pharmaceutical NDA • 4) Chemical Regulation Management • 5) Telecom Manufacturing
“Such is the power of crossing the chasm” • 1993 – 1994: revenue increased from $2m to $10m • An unquestioned leader in their niche market • In 1994, they acquired 30 of their top 40 target customers • 1995: revenues of $25.5 million, first profit of $1.26 million • 2001: revenues of $198m 2002: revenues of $226.9m • 2003.........
Documentum Inc enterprise content management leader Incorporated in 2003 VISION FOCUS EMC Corporation Inc storage management leader STRATEGY CUSTOMER COMMITMENT JOINED FORCES through COMBINED ENGINEERING by T R E BEST OF BREED PRODUCTS AND SOLUTIONS Maximizing the value of information STRONG DEMAND EXPONENTIAL GROWTH OF UNSTRUCTURED CONTENT & REQUIREMENTS OF CORPORATE RECORD KEEPING MARKET
EMC Documentum Oracle
Conclusion • Maintenance costs • Lower licence cost • Integrated System • User friendly • Compliance • Existing Customers