Alfresco’s announcement this week of a new digital business platform is another clear indicator of ECM vendors making a move to the world of digital transformation as content gets swept up in a wave of new Apps and solutions for B2B and B2C processes.
Alfresco was founded in 2005 as an open source alternative to the heavy lifting ECM vendors like Documentum and FileNet who at that time were being acquired by even larger companies as part of infrastructure plays targeted at the Fortune 1000. It has had some success in open source ECM solutions but this might be an even bigger play for a company full of talented product people who has never really hit the growth trajectory that many may have expected. One key element needed to fuel fast growth is being as relevant and close to buyer behavior as possible and this move to a digital business platform is a broad and bold move as the Alfresco founders and management team continue to seek that lucrative IPO they have talked about for so long.
The new digital business platform comes with an application development framework built on Angular JS (2.0), with RESTful API’s for integration and extension to other Apps and a Quick Start cloud version based on AWS. This shows there has been some serious product development and that this is not all marketing re-positioning.
This in many ways shows the way forward for ECM & BPM vendors and is similar to the strategy UNDRSTND Group has been promoting to its clients and the market over the last 12-18 months. ECM vendors and their ISV partners can debate if ECM is “dead” or not as a market (its not btw – $6bn markets don’t just die!) but in terms of enticing customers to spend money on new projects not just support and maintenance, a focus on digital transformation and the tools, Apps and solutions needed to manage digital content is a critical part of any product strategy and positioning.
Founder & Managing Partner – UNDRSTND Group