Interwoven's new offerings make the company more viable in a content management market demanding broader functions.
Interwoven was an early entrant into the market
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Content manager Interwoven touts apps
Several recent trends forced Interwoven to broaden its offerings very quickly:
The economy slowed down, so companies didn't have as much money to spend on Web content management.
The market for Web content management products consolidated, with merged vendors expanding their range of functions.
Companies want to save money and work more efficiently by dealing with a single supplier to manage the various kinds of content (Web and non-Web) together.
Interwoven priced its offerings on the high side, with many sales of $200,000 to $400,000--prices the vendor could command between 1998 and 2000.
As a result of the changing market conditions, Interwoven has suffered financial setbacks. In the first quarter of 2002, the company's revenue fell to $32.7 million from $60.5 million in the same period a year earlier. By contrast, rival Documentum recorded revenue of $50.6 million in the first quarter of 2002, up from $45.3 million in the year-ago period. Documentum used its strength in document management to start in on Web content management and related technologies, and it has demonstrated a good understanding of market trends.
Interwoven is now responding more aggressively to the changing market by introducing the three new applications:
TeamDoc, which is designed to help companies to build documents collaboratively and to manage the collaborative process. It handles various kinds of content, not just Web content. Companies increasingly demand more collaborative capabilities as part of content creation and approval.
TeamPortal, which is designed to enable better access to content.
TeamCode, which was created to respond to the convergence of content with code, which can improve the ease of deployment of Web applications and drive greater site efficiency.
In part, Interwoven has begun marketing some functions it long possessed. It needs to build on this approach and continue to expand beyond Web content management to capitalize on the brand equity and market leadership it retains. Collaborative content management, including Web content functions, can differentiate Interwoven, at least in the short term.
(For related commentary on Web content management, see Gartner.com.)
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