OpenText-Logo-2011.jpg Many companies faced with a growing number of channels and ways to access information just push ahead and hope they will hit on the right formula to stay in the enterprise information management space (EIM). Not OpenText. The changes in the market are so profound, its new CEO Mark J. Barrenechea has redefined the company’s strategy in five key areas.

OpenText’s Strategy

In fairness, there isn’t a huge change in strategy to the one that it has been following over the past couple of years, but the fact that it has been written down and that OpenText is publicizing the strategy does indicate that it is very clear as to where the company is going, at least in the medium term.

Obviously, the announcement is all part of the getting-to-know-you process between Barrenechea and the rest of the information management world after his appointment and the retirement of John Shackleton last January.

But it is also the sign of a confident company in the face of a market that is changing at an incredible rate; a case of “this is where we are, and this is where we’re going”, something many companies are still struggling with at the moment. Summarizing enterprise concerns and where the new strategy comes from, Barrenechea said:

We live in a world where the firewall is no longer the boundary for business…Today, information is mobile and lives everywhere - in the cloud and on premises. Organizations planning for the future require new, more dynamic ways to utilize information across social and mobile applications, manage everything from compliance to security leaks and enhance business processes and information exchange with customers, employees and partners...”.

Cloud, Data, Mobile Strategy

And that’s the key to this strategy. OpenText is building a business that is cloud-based, data-centric, mobile-enabled and agile. While it is not throwing out the old-ways -- on premises applications and the like -- it is fully embracing the new.

The change process began last year, Barrenechea says, before he came on board, but it is he who will develop and implement the strategy.

Generally speaking, it focuses on the next generation of enterprise software that will enable users to get the best out of their information, while at the same time still offering full governance, compliance and security.

Five EIM Pillars

As yet, there isn’t a huge amount of detail about this strategy, but we will be talking to OpenText over the coming days to fill out the skeleton we do have. In the meantime, these are the five pillars moving forward:

  1. Enterprise content management: OpenText says that it will continue to build enterprise content management systems that offer users better insight into their data and provide more impact on their business. It also covers the development of information security solutions, ensuring confidentiality, privacy and access.
  2. BPM: Another OpenText favorite and one that it will also continue to build on offering improved business impact, automation and management of business processes. In the OpenText stable it also comes with dynamic case management for multi-step processes as well and business modelling.
  3. Customer Experience Management: Barrenechea also says they will be building around customer experience management with a focus on providing users with targeted and optimized information to create better relationships with their customers.
  4. Information Exchange: This is one of the real enterprise sore points; how to exchange information between users internally, as well as getting information outside the fire-wall via file transfer, cloud-based file sharing and mobile synchronization.
  5. Discovery: OpenText is also focusing on the discovery of information. It probably sounds a little bit more exotic than it actually is, but the basic idea is to be able to find information across enterprise systems. This is achieved through the application of intelligent metadata, as well as linking structured and unstructured information across multiple formats.

As you’ve gathered from this there isn’t a great deal of detail of how it is going to use, or develop, these five different components. In the next few days we will be talking to OpenText and will outline this strategy in greater detail then.