Mobile Content Management- An Adolescent

© 2010 bigmenoncontent.com

Mobile Content Management

Dealing With an Adolescent Market

Lee DallasBig Men On Contenthttp://bigmenoncontent.com


Who Are The BMOC?

Marko SillanpääEMC, Partner [email protected]:msillanpaaBMOC

Lee DallasEMC, Partner [email protected]:ldallasBMOC

Opinions and discussions about content management by two of the biggest names in the business (measured by weight not volume)

DisclaimerThe opinions expressed here are the personal opinions of the authors. Content is not read or approved in advance by EMC and does not necessarily reflect the views and opinions of EMC.

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What is mobile in content management?

• If it is the Content– So what? It is just publishing

• If it is the Management– Where are the use cases?

• The content should have a job to do.

Content must be more than managed – it must be manageable

while in motion


Questions in Mind

• Is MCM really a market or a tangent?– @craigsmusings - “It was never really about mobile to begin

with. It’s always been about delivering the right experience based on context”

– @piewords - I think the whole thing is changing. Mobile will become irrelevant as everything become mobile

• Should use of term be reserved for PDA's running apps outside a corporate network? (iPad?)– @piewords We will be looking at device type of divisions, & it is

only in the delivery mechanism, not in the core platform.• Where should the vendors focus?

– Capture use cases? Development platforms ?• Are legacy CMS browsers worth the effort?• What should factors buyers/strategists consider?


Secret Life of a Content Management Teenager

• Trying new things • Taking risks• Challenging authority • Learning responsibility • Finding identity• May never graduate• One of many siblings

…Now meet the Content Management Family

How is Mobile Content Like a Teenager?


Mobile CM as TV Family Drama

• All conflicts are resolved in under 40 minutes• Everybody can relate to a coming of age story• Ensemble Cast• Advice from everybody• Rites of passage

– License to drive– Dating– Getting a job


Meet The Cast of Characters

• Mom - Customer• Dad - Vendor• First Born - Imaging

– Established In the grown up world• Middle Child - Document

– Graduate Work• The Twins

– Web Content– Digital Asset

• The Baby - Mobile Content– Coming of age


Imaging

• Advice from the eldest– Get a real job

• Imaging’s awkward years– Gaining Trust “You mean I

can throw the box away?”

• Biggest mistake growing up– My way or the highway

• What he did right– Paid his own way


Document Management

• Word of Advice– Do your homework

• Middle Child Syndrome– Following in the shadow

• Biggest Mistake– Being all things to all people

• Greatest Accomplishment– Making compliance possible


Web Content Management

• Word of Advice– Don’t wear hand me downs

• First of the Twins– The Popular One

• Biggest Mistake Growing Up– Dressing Like Document Management

• Greatest Accomplishment– Meeting the needs of the internet explosion


Digital Asset Management

• Word of Advice– Find your own voice

• The “Artist”– Creator Driven

• Accomplishments– First to challenge the

richness of the experience

• Shortcomings– Too much the loner


Message From Mom (Customer)

Have you had the safety talk with MblCM?– There are risks you need to discuss

• Risks that are real • Risks that are deadly • It is your job to tell them• No one cares more

Advice from MomSafety first!


Safe Mobile Content Management

• User Managed Devices• Information Rights• eDiscovery• Cloud Content Management• Denial is not a form of protection

When is comes to Mobile Content Management - Abstinence is NOT an option


Learning from Dad

Bedtime Story - Flickr ® & the Google ® Exec• The “Google® Executive?”• Business Problem• What the Business Wanted• It didn’t work then as traditional ECM• It might work now as MblCM

Advice from DadIf at first you don’t succeed, try and try again


The Season’s Lessons for Mobile Content Management

• Give it a real job– Support discreet & meaningful transactions

• Do the homework– Answer concerns for compliance

• Don’t wear hand me downs– Resist the path of least resistance

• Find a unique voice– Push beyond ECM use cases

• Be safe– Security is not a problem someone solves for you

• What didn’t work then might work now– Re-evaluate ROI. Things have changed


The Bottom Line for Mobile Content Management

• It is not new– CM went mobile as soon as people got

connected• It must be addressed deliberately• It has unique needs

– Application Form Factor– Security & Data Loss Exposure– eDiscovery & Compliance Implications– Location based services

• Strategies & vendor tools must address– Consumption– Capture– Contribution

– Collaboration– Compliance


Discussion


Thank You

Lee DallasCo-Founder, Big Men on ContentDay Job - EMC, Partner Alliances

[email protected] : ldallasBMOC


Technology

Mobile Content Management- An Adolescent