While things have been changing in the world of web content management, it seems the key vendors who led the charge last year, still do according to Gartner's latest magic quadrant for web content management. But there are a few new faces to look at, so let's review.

The Rules of Gartner's Magic Quadrant

Yesterday we talked about the growing market for web content management and how that market is changing to reflect the need to support online channel optimization. Today, we look at the players in that market who, according to Gartner, make the grade.

The rules of this game include the following:

  • Revenues that exceed US$ 10 million.
  • Five years in business with at least one year with a multi-geographic presence and the plans to expand.
  • Active in at least two different industries and more than one application function.
  • Really good enterprise level references.
  • Act as a standalone product, or in a suite and have a number of what we will call "standard" WCM capabilities, including multi-device delivery, web analytics, multi-site, multilingual and more.

So a number of "new" vendors made the list year because they finally met the revenue targets. These include Squiz, e-Spirit, GX Software and eZ Systems. You'll also now see Limelight Networks, which acquired Clickability last year and Adobe, which acquired Day Software. Otherwise, we see the same players in all categories.

The WCM Leaders

Day Software has propelled Adobe into the leaders quadrant this year with its Java-based web content management platform. This, coupled with the integration of its Omniture analytics platform and the strength of its mobile technologies are the driving forces for Adobe's positioning.

Adobe updated its vision recently with its restructuring towards Digital Marketing and Digital Media. It's clear that WCM will play a key position in this new strategy. The restructure will likely relax some of the concerns listed in the report around sales strategy and market differentiation.

Autonomy remains in the leaders quadrant this year, which is no surprise considering the strength of its IDOL platform and the tight integration with its WCM solution. It differentiates itself with technologies like augmented reality capabilities and other OCO technologies like MediaBin for DAM and Optimost for content optimization and testing. The question is, will its acquisition by HP have any effect on where it sits next year or will its pricing -- which Gartner has seen as sometimes between 50 and 100% higher than close competitors -- push it off the scale?

OpenText has a package that can combine both Enterprise content management and web content management. It offers two different WCM solutions: Web Site Management and Web Experience Management, which does sometimes confuse customers, but it has really honed in on the customer experience discussion with a real strategy.

Recently we covered OpenText's Community capabilities, which go a long way towards supporting a strong internal customer experience and its listing with Forrester for online customer experience is further proof its position is strong.

Oracle has come a long way with its WCM strategy, wrapping it into the broader customer experience management portfolio that is WebCenter. It's here you will find FatWire's WEM capabilities integrated with other OCO capabilities like DAM, search and document management. Gartner also mentions Real-Time Decisions as a product that supports personalization and context-awareness, both requirements of any OCO platform.

SDL Tridion, SDL's web content management platform is often known for its usability (and we like the blueprinting technology too). It helps that SDL has partnered with EMC to sell its solution to an even greater enterprise market and let's not forget its SmartTarget product. SDL's OCO story is strong. Gartner says that SDL needs a better SharePoint story, especially considering it is a .NET CMS, and it also mentions potential issues with implementation that might need to be considered.

Finally, we talk a bit about Sitecore, the final leader in this WCM Magic quadrant. In some ways it's interesting to see Sitecore positioned with all these Enterprise Content management players, but it has planted itself firmly in the customer experience management world with a platform that offers a range of capabilities in addition to web content management. The fact that it is a .NET platform seems to come as a caution in this report, but unless you are a Java only organization, that shouldn't really matter.

WCM Challengers

IBM's Web Content Manager 7 sits at the challengers table with Microsoft SharePoint.  Coupled with its Websphere Portal, it makes a great package for a wide range of use cases. We tend to talk more about IBM from an Enterprise CMS perspective, not a WCM one. The report cites usability issues and a too tightly knit relationship with Websphere as challenges for this platform.