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1 Aragon Research Author: David Mario Smith Workplace Service Topic: Content Management Issue: Who are the content management providers and how will they evolve? The Aragon Research Globe for Video Content Management, 2014 Aragon Research introduces its first Aragon Research Globe for video content management. It examines 14 providers in a market that is growing fast, due to an explosion in video content and the need to manage it effectively. TABLE OF CONTENTS Introduction... 2 Video Content Management Market Overview... 2 Interactive Content... 3 Mobility... 3 Product Diversity Leads To Buyer Confusion... 3 Aragon Research Globe Overview... 5 Dimensions of Analysis... 5 The Four Sectors of the Globe... 6 Inclusion Criteria... 7 Exclusions... 7 The Aragon Research Globe for Video Content Management, Leaders... 9 Contenders Innovators Specialists Getting Started With Video Content Management Aragon Advisory Bottom Line Copyright 2014 Aragon Research Inc. and/or its affiliates. All rights reserved. Aragon Research and the Aragon Research Globe are trademarks of Aragon Research Inc. All other trademarks are the property of their respective owners. This publication may not be distributed in any form without Aragon Research s prior written permission. The information contained in this publication has been obtained from sources believed to be reliable. Nevertheless, Aragon Research provides this publication and the information contained in it "AS IS," without warranty of any kind. To the maximum extent allowed by law, Aragon Research expressly disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Aragon Research and Advisory Services organization and should not be construed as statements of fact. The opinions expressed here-in are subject to change without notice. Although Aragon Research may include a discussion of related legal issues, Aragon Research does not provide legal advice or services and its research should not be construed or used as such. Aragon Research is a private company and its clients may include firms or financial institutions that have financial interests in entities covered by Aragon Research. Further information about the objectivity of Aragon Research can be found at aragonresearch.com

2 Introduction Video has fast become an invaluable enterprise asset. With mobile devices and cloud access to video content, it has exploded across consumer and business spectrums. However, due to its increased usage, it needs to be managed throughout its lifecycle just like any other content type. Overall network and WAN optimization strategies are also crucial to guarantee quality video delivery. The Aragon Research Globe for Video Content Management covers the technology and service providers that allow an enterprise to manage and deliver all forms of video. Social and mobile lead the pack in user demand, as does the need for easy access to a live class or a recorded one. The vendors with the best strategies understand this and have been doing makeovers of their offerings to support the YouTube for the enterprise that business users desire. Many different collaboration and workplace tools such as web conferencing, webinars and interactive presentations, are producing video artifacts. Enterprises have to look at these artifacts as assets that need to be governed. Accessing their content is part of the larger domain of video content management, but it doesn t have to be overcomplicated. Storing video content in a managed repository that is easily accessed is crucial, however, to avoid losing security and control of a very resource-intensive and privacy-sensitive data-type that is not as easily searched as a text archive. Increasingly, enterprises are going to be looking for user-friendly ways to search and access video securely, often as part of their social networking initiative, and such capabilities should be part of any content management product evaluation. The ease of searching and accessing videos on consumer sites such as YouTube, Vimeo and Vevo has given enterprise users a certain expectation. They want a quality video experience with easy access on any device. Consumer sites such as YouTube and Vimeo have also democratized not only the access but also the contribution of video by anyone. Increasingly enterprises are seeing growth in the number of videos being produced by users across the organization. The level of quality is inconsistent and if left ungoverned can impact the corporate brand. Video Content Management Market Overview VCM products support the management and delivery of video over the Internet for one-tomany and on demand. The market for video content management has emerged out of the need to manage and deliver video content at scale for enterprises. That includes delivery of video to on any device anywhere. This also includes besides the management and delivery of video, the ability to share, search and publish video content Aragon Research Inc. and or its affiliates. All rights reserved. Page 2

3 Interactive Content Increasingly interactive content that includes video, sales and marketing presentations, webinars and webcasts are emerging as rich media assets that need to be managed together (see Research Note , Manage Interactive Content With Video Content Management). Video content management solutions are a perfect fit to manage these media types throughout their lifecycle, addressing the full continuum of interactive content from creation, capture to delivery. Mobility Mobile support has become standard across the board. Tablets and smartphones have become huge video consumption devices. Tablets and devices have democratized access to video content. Users expect video to be available on any device, anywhere. Most enterprise buyers now include mobile support as a requirement in RFI and RFPs. Product Diversity Leads To Buyer Confusion The video content management market is sometimes hard to understand and navigate from a buyer s perspective as it consists of providers who tend to have heavier focus on specific capabilities than others among the following standard features: Capture Storage Transcoding Delivery Search Video Portal ( Enterprise YouTube ) Administration Publishing Integrations Content Delivery Network (CDN) For example, some providers handle internal as well as external video delivery, while some just focus internally. Some providers focus heavily on infrastructure as a CDN to deal with scalability and WAN optimization. Many providers have cloud-based offerings delivered in a SaaS model. Pricing models also differed greatly among providers, which adds to the confusion buyers face when trying to procure video content management products Aragon Research Inc. and or its affiliates. All rights reserved. Page 3

4 Increasingly, when buyers embark on a video content management project, we usually see them group several key capabilities together. Often this makes vendor selection difficult. Buyers sometimes lean towards the SaaS and hybrid deployment models when making decisions for video content management products. In our research for this Globe, we looked at and analyzed a diverse set of capabilities from each provider. Providers had to support several enterprise video use cases. As we surveyed the providers we asked key questions around analytics and reporting capabilities, deployment models supported, integration with enterprise applications, search and ability to scale and deliver video Aragon Research Inc. and or its affiliates. All rights reserved. Page 4

5 Aragon Research Globe Overview The Aragon Research Globe graphically represents our analysis of a specific market and its component vendors. We do a rigorous analysis of each vendor, using three dimensions that enable comparative evaluation of the participants in a given market. The Aragon Research Globe looks beyond size and market share, which often dominate this type of analysis, and instead uses those as comparative factors in evaluating providers product-oriented capabilities. Positioning in the Aragon Research Globe will reflect how complete a provider s future strategy is, relative to their performance in fulfilling that strategy in the market. A further differentiating factor is the global market reach of each vendor. This allows all vendors with similar strategy and performance to be compared regardless of their size and market share. It will improve recognition of providers with a comprehensive strategy and strong performance but limited or targeted global penetration, which will be compared more directly to others with similar perspectives. Dimensions of Analysis The following parameters are tracked in this analysis: Strategy reflects the degree to which a vendor has the market understanding and strategic intent that are at the forefront of market direction. That includes providing the capabilities that customers want in the current offering and recognizing where the market is headed. The strategy evaluation includes: Product Product strategy Market understanding and how well product roadmaps reflect that understanding Marketing Management team, including time in the job and understanding of the market Performance represents a vendor s effectiveness in executing its defined strategy. This includes selling and supporting the defined product offering or service. The performance evaluation includes: Awareness: Market awareness of the firm and its product. Customer experience: Feedback on the product, installs, upgrades and overall satisfaction. Viability: Financial viability of the provider as measured by financial statements Aragon Research Inc. and or its affiliates. All rights reserved. Page 5

6 Pricing and Packaging: Is the offering priced and packaged competitively? Product: The mix of features tied to the frequency and quality of releases and updates. R&D: Investment in research and development as evidenced by overall architecture. Reach is a measure of the global capability that a vendor can deliver. Reach can have one of three values: national, international or global. Being able to offer products and services in one of the following three regions is the third dimension of the Globe analysis: Americas (North America and Latin America) EMEA (Europe, Middle East and Africa) APAC (Asia Pacific: including but not limited to Australia, China, India, Japan, Korea, Russia, Singapore, etc.) The market reach evaluation includes: Sales and support offices worldwide Time zone and location of support centers Support for languages References in respective hemispheres Data center locations The Four Sectors of the Globe The Aragon Research Globe is segmented into four sectors, representing high and low on both the strategy and performance dimensions. When the analysis is complete, each vendor will be in one of four groups: leaders, contenders, innovators or specialists. We define these as follows: Leaders have comprehensive strategies that align with industry direction and market demand, and effectively perform against those strategies. Contenders have strong performance, but more limited or less complete strategies. Their performance positions them well to challenge for leadership by expanding their strategic focus. Innovators have strong strategic understanding and objectives, but have yet to perform effectively across all elements of that strategy. Specialists fulfill their strategy well, but have a narrower or more targeted emphasis with regard to overall industry and user expectations. Specialists may excel in a certain market or vertical application Aragon Research Inc. and or its affiliates. All rights reserved. Page 6

7 Inclusion Criteria The Aragon Research Globe for Video Content Management, 2014 will help clients differentiate the many vendors who offer tools to let enterprises manage and deliver all forms of learning. The inclusion criteria for this Aragon Research Globe are: A minimum of $5 million in primary revenue for video content management or a minimum of $9 million in revenue in a related market (collaboration, content management, web and video conferencing). Shipping product: Product must be announced and available. Customer references: Vendor must provide at least three customer references in each region where it does business. Exclusions The following vendors were excluded from this Aragon Research Globe due to their size, cost and tight integration with large-scale enterprise content management platforms: EMC (Documentum) IBM North Plains OpenText 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 7

8 The Aragon Research Globe for Video Content Management, 2014 (As of March 28, 2014) Figure 1: The Aragon Research Globe for Video Content Management, Aragon Research Inc. and or its affiliates. All rights reserved. Page 8

9 Leaders Brightcove Brightcove has good brand awareness in the video content management space. Brightcove s Video Cloud platform has been used heavily to provide video content for external digital marketing communications as well as internal video use cases. On January 8, 2014, Brightcove announced it entered into a definitive agreement to acquire substantially all the assets of Unicorn Media, a leading provider of cloud video ad insertion technology. This plays directly into Brightcove s strategy for the full spectrum of online video from consumer to enterprise. From a platform perspective, the Brightcove APIs allow further extensions, customization and integration with its Video Cloud Platform. APIs for extending and customizing the platform Reporting and analytics Player customization for audience experience With former CEO and co-founder Jeremy Allaire transitioning to be chairman of the board, and two early investors selling their stakes, Brightcove has to clearly message its future roadmap and bring assurance to customers and investors Kaltura In addition to its strong presence in the enterprise space, Kaltura has had strong traction in the higher education and media market segments. Kaltura s product integrates with learning management systems and is very useful in course material. Kaltura has a good architecture with APIs to extend the platform for application integration, customization and application development. The platform supports internal and external use cases such as marketing and has integrations into Jive, SharePoint and IBM Connections. Kaltura just received $47 million in a recent round of funding. We expect it will leverage this to make a push into other markets besides Europe and North America. This does place Kaltura as a possible acquisition target or in a position to IPO. Experience managing large volumes of video for media and entertainment Integration with learning management systems ecdn capabilities for video delivery CorporateTube video portal offering The management and admin console can be a bit of a learning curve but full documentation is available online 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 9

10 Kontiki Kontiki is a well-known video content management provider and has a full video suite with its MediaCenter platform offering and its Kontiki Webcaster for webcasting. As is becoming a trend in this space, Kontiki also provides a software based ECDN capabilities along with good search and analytics. The ECDN capabilities is good for enterprise installations over WAN for optimization and improving video delivery. Kontiki currently supports video trimming but not editing in both Webcaster and MediaCenter. ECDN capabilities for WAN optimization Strong Internal video management and delivery focus Good APIs for integration Needs to address external video management as well Qumu Qumu has a broad set of capabilities that fit a myriad of enterprise video use cases. It has focused on the enterprise video market and its brand awareness in the market. As Qumu focuses on expansion, it has made several executive hires in sales and marketing to build out its team and oversee marketing efforts. Qumu boasts an impressive list of customers and is usually on short lists of our end-user clients for video content management. Qumu has a strong architecture and video delivery capabilities that can be integrated into business processes, with specific integrations into SharePoint, IBM Websphere and IBM Connections. On-premises, cloud and hybrid cloud deployment modes Video delivery architecture Search capabilities Brand awareness Pricing tends to be somewhat higher on average before any discounts can be negotiated 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 10

11 Sonic Foundry With a foundation in higher education, Sonic Foundry has emerged to be a strong player in the video content management space with a good customer track record. Its Mediasite product serves as a content management system and online communications platform that supports lecture capture, webcasting events, training, and video delivery. Sonic Foundry has had good penetration in higher education, government and corporate enterprises, including a growing presence in Asia Pacific. It has expanded capabilities to support multiple enterprise video use cases including the capture and live streaming of multiple synchronous video sources to any device. Good search capabilities with effective analytics Strong customer track record User Interface ( enterprise YouTube ) Needs to address adding more social networking features to round out capabilities of the core product VBrick VBrick has a strong history in government and large organizations, managing and delivering video at scale. With its own CDN capability, VBrick can deliver live and on demand video streams at a high level of quality. VBrick has made a concerted effort in the past 12 months to gain more traction in enterprises. It has become its fastest-growing segment in the past year. We ve seen more market awareness of VBrick with buyers looking for a VCM offering with CDN capabilities. VBrick will need to show continued execution of its offering and cloud capabilities as enterprise interest increases for this delivery option. It also needs to improve its search capabilities. Architecture based CDN capabilities and scalability History of secure video delivery with government and other customers Continued enterprise market penetration for its VCM capabilities 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 11

12 Contenders Cisco Cisco has amassed a wide range of video collaboration capabilities from high-end telepresence to desktop and devices. Cisco bundles its video content management capabilities with its broader collaboration portfolio of offerings. Cisco will need to clarify this broad portfolio and its specific video content management capabilities for buyers. Cisco still does not offer a cloud-based model. Cisco does have significant advantage with IT leaders due to expertise in network performance, optimization and architecture. Its Enterprise Content Delivery System (ECDS) supports scalable video delivery over existing infrastructure. Cisco s main VCM offering, Show and Share, has been around for some years and we anticipate further updates to the entire portfolio. Cisco does have the opportunity to better integrate Show and Share with WebEx to address cloud delivery in this market. Network performance/optimization expertise End to end video portfolio Automated tagging and indexing with Pulse product ECDS content delivery capabilities VCM buyers express confusion over Cisco s offerings. Cisco will need to clarify its offerings for buyers. Ignite Technologies Ignite s platform supports live, on demand and push video delivery for corporate communications, training, field sales and marketing use cases. Ignite was acquired by Versata in June The acquisition puts Ignite in a transition period where it will have to focus to keep up with the pace of innovation in this market. Its client based content delivery capabilities (Ignite Content Delivery Suite) supports live, on-demand and push video content delivery. The Ignite Media Portal supports video and other content types. It can be procured standalone or with the Content Delivery Suite. Flexible pricing model Content delivery suite with push delivery model Transition phase following recent acquisition by Versata 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 12

13 Polycom Polycom, known as a video conferencing and collaboration vendor, acquired Accordent, which ushered it into the video content management space with its RealPresence platform. The RealPresence Video Content Management platform supports the storage of video assets in the cloud or on-premises. The platform has good analytics that tracks viewers and viewer behavior with video content. Having network expertise, the Polycom offering provides network optimization capabilities for video delivery. History and experience in video End-to-end video solution Network optimization capabilities Customers report long sales and deployment cycles 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 13

14 Innovators KZO Innovations KZO is a recent acquisition by Bedford Funding and PeopleFluent. The KZO Video Suite video content management platform is a secure offering that we see used a lot for internal enterprise on demand video sharing. The product integrates with learning management systems, CRM and enterprise content management systems. Its widget strategy allows any element of KZO to be embedded into other applications. Users can also comment on videos and specific parts or locations within a video. The platform has good host-based editing and recording features that can accommodate webcam and screen capture recording. Integration with enterprise applications Social comments capabilities Video search Offers offline solutions for viewing and producing content Data center is currently based in North America only. KZO does advise it can deploy instances into the cloud in any country requested. Panopto Panopto, with multiple locations worldwide, has specifically focused on the higher education space. They have good lecture capture and live delivery capabilities. Their strategy is to move deeper into enterprises. With its stronger training focus, we believe it will fit into more corporate training use cases. The platform supports search within the video itself, reporting and analytics on viewer interaction with video content. This fits an emerging use case as enterprises are increasingly looking for actionable insights and analytics from video. Good analytics capabilities Video search On-premises or hosted deployment options Native integrations with enterprise applications such as SharePoint 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 14

15 RAMP RAMP has developed its video content management capabilities relatively recently having already had good video search and analytics that integrated with content management platforms such as SharePoint. With most of its customers based in North America, RAMP will need continued market expansion and further execution of its VCM capabilities outside of SharePoint. RAMP has innovated in the area of video search and is often sought out for these capabilities. It s search and indexing technology allows video to be discoverable via the metadata and text information the platform generates from the video asset. Video search and analytics Simple subscription based pricing for customers SharePoint integration Being relatively new in VCM, Ramp will have to execute effectively to penetrate enterprises independent of partner technologies such as Microsoft SharePoint 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 15

16 Specialists MediaPlatform MediaPlatform s offering has good webcasting capabilities and can be delivered as SaaS, licensed on-premises behind the firewall or hybrid. Its enterprise YouTube capabilities allows users to store, share and search videos. MediaPlatform does use Akamai or other CDNs for its SaaS based webcasting offering. It advises there is an upcoming release of its own MediaPlatform SmartEdge enterprise CDN offering. Being a smaller player in the market, MediaPlatform faces challenges in marketing and effectively messaging its solution against competitors. Webcasting and enterprise YouTube capabilities Flexibility in pricing plans Event management and archiving Limited market awareness in the broader enterprise space Ooyala Ooyala has been focused on providing a platform for a broad video experience on multiple devices. It also has a specific focus on analytics and getting intelligence and insights from video. While we usually see Ooyala support more external video use cases with external customers, the intelligence and insight is critical for internal business scenarios. Strong analytics capabilities Marketing focus Weak internal enterprise focus 2014 Aragon Research Inc. and or its affiliates. All rights reserved. Page 16

17 Getting Started With Video Content Management Many enterprises are not waiting to get started with video content management. That said, given that multiple tools are being used, enterprises should look at a steering committee to evaluate different initiatives. The committee should include members from sales, marketing, HR/learning, collaboration and IT. The IT contingent should include DBMS, network and content management specialists. Legal should also be involved at a cursory level, since video archives may be subject to discovery. The steering committee should review policies and technologies based on the widest possible range of business requirements. In many cases, the solution that is picked may not come from any of the incumbent vendors. Aragon Advisory Let use cases guide video content management purchase decisions Use the Aragon Research Globe for Video Content Management as a guide to create a short list of vendors to evaluate Business leaders should consult IT leaders responsible for networking and infrastructure when making decisions about video Bottom Line Video content is being created, stored, transported and consumed at exponentially growing rates. Enterprises also have to deal with video content being accessed and created on multiple devices. The proliferation of video content and its network impact requires a sound strategy which includes focused due diligence on vendor offerings Aragon Research Inc. and or its affiliates. All rights reserved. Page 17