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ECM platform provider OpenText (news, site) has made its Web Experience Management offering just a little more engaging. The company has announced improved digital media handling capabilities in the product, including support for mobile devices such as the iPad.

Web Experience Management, Digital Media -- That’s Engaging

OpenText has announced an impressive list of new features in its Java EE-based Web Experience Management product. The new release of OpenText’s Web Experience Management, formerly Vignette’s Content Management, includes a Web Media Management module that reformats digital media to make it suitable for web publishing and available for use by content mangers and contributors. The feature makes it easier for organizations to leverage rich media in their content delivery and provide a more interactive web experience to consumers across multiple consumption channels such as smartphones, tablets and PCs.

In addition to the Web Media Management module, the latest release of Web Experience Management features enhanced editing tools targeted at non-technical users. OpenText has also improved its site optimization features, making it easier for users to make content recommendations and search metadata -- a critical feature for delivering personalized content. The company has integrated features from OpenText Web Recommendations and OpenText Semantic Navigation products into Web Experience Management to farther personalize and target the web experience.

Outside of experience-focused functionality, OpenText included analytics tools that allow users to analyze web traffic and social activity and tie the metrics to business objectives, campaigns, specific events or key performance indicators.

OpenText is not a newcomer to the ECM market. The company reports 100 million users and over 20 years of operation, but the company isn’t leaving emerging technology to the new kiddies. OpenText is embracing the need for rich, context-aware, interactive and engaging multi-channel experience.

Tablets Taking Over

Customers are no longer just visiting enterprise sites using PC based web-browsers. The data is everywhere. Gartner predicts that by 2013 80% of businesses will support at least one business process using tablets. The rapid adoption of the Apple iPad is just the start of what has the potential to be a large increase of tablet-based content consumption. Forrester Research’s survey of 260 content and collaboration professionals indicated that "improved multichannel customer experience" is their top priority for 2011, with heavy focus on content management, including mobile and social.

The new features are available now in OpenText Web Experience Management at www.opentext.com/webexperience.