Web content management markets have grown as more content management is
reclassified as more content touches the Web. The Web has become a significant
channel for every enterprise. The Web is used to manage the supply chain in many
cases. Social media are a large part of Web presence and consume Web content
management software capability.
Protecting a global brand, delivering streaming video to a corporate portal, and
making complex images available to promote products and services are a significant
aspect of Web content management. Managing rich media assets is an essential
component of an enterprise Web content platform.
According to Susan Eustis, the lead author of the study, ¡°the globally integrated
enterprise is the market driving force in Web content management markets. The
ability to control content within a company promotes reuse of the content. Web
systems protect the brand by ensuring consistency and supporting management
systems that achieve enforcement.¡±
Marketing is vital as companies seek to differentiate their message. Fragmented
markets are confusing to people making purchase decisions. A content management
system that consistent brand message sets a company above its competition. Success
hinges on agility and consistency in communicating the brand.
Web content management software markets at $$635 million in 2009 are forecast to
become $1.4 billion by the end of the forecast period in 2015. Software is becoming
much more robust as it combines the separate Web content, digital asset content,
enterprise content, and rich media systems that have been used separately hitherto to
support combined Web content management services. The combination of
technologies is anticipated to create systems that are more useful. These markets are
part of a $3.5 billion larger enterprise content management market, forecast to reach
$10.3 billion by 2015.
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