Independent analyst firm Real Story Group has updated its 2012 Content Technology Vendor Map, and it's a convenient way to view the enterprise landscape.

It's especially helpful when deciding which system to use, and in identifying which companies do what. 

Subway Map as Industry Who's Who 

Tube Map imitations are a stalwart of information design, but like transit systems themselves, not always easy to interpret. In this case, there is no physical location the map tries to recreate. Rather, The Content Technology Map aligns Web and content vendors along eight lines like Document and Records Management and Web Content and Experience Management

Each line then has stations along the way representing the main companies active in the respective industry segment. The map is based on vendor neutral research performed by Real Story Group.


New lines for the updated map are Digital Marketing Technology and Broadcast & Media Asset Management.


There's a main line containing the biggest companies in the enterprise, and of course, several lines run through Microsoft, IBM, Open Text and Oracle. The other main stops, if you will, are Adobe, Alfresco and Salesforce.

Do You Know the Way to San Jose?

Directions to Silicon Valley are much simpler than navigating the choices among enterprise vendors. For example, The Content Technology Vendor Map has eight lines delineating which companies are tops in their segment. They are, starting with the two newest:

  • Digital Marketing Technology
  • Broadcast & Media Asset Management
  • Web Content & Experience Management
  • Portals and Content Integration
  • Enterprise Search
  • Collaboration and Social Software
  • Brand & Digital Asset Management

For the new lines, two of the main enterprise players are the focal points. The Digital Marketing Technology Line is centered on IBM, and the Broadcast & Media Asset Management line centers on Open Text.

As The Real Story Group points out in its blog post about the map, it's the intersecting lines that are the most interesting, and the fact Microsoft is not included on either new line. Tell us in the comments if you find this kind of map helpful, or if you wish you had seen it before making your most recent software purchase.