Google warns of limited innovation in enterprise content management

A shortage of competition in the enterprise content management field is limiting the type of vendor innovation that makes products more appealing to customers, a Google official contended this week at the AIIM Conference & Exposition in Boston.

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A shortage of competition in the enterprise content management field is limiting the type of vendor innovation that makes products more appealing to customers, a Google official contended this week at the AIIM Conference & Exposition in Boston.

Despite a trend in which business applications are starting to look more like consumer products, enterprise content management vendors do not face the same pressure to keep users happy as do search web sites such as Google, said David Bercovich, a product marketing manager with Google's enterprise application unit.

"Unlike the content management industry where you might be two years, five years, 10 years away from switching vendors, switching technology, in the search world it's a click away at any given point in time," Bercovich said. "We have to win a user's loyalty with every click."

Bercovich said he thinks consumer products such as Google, the i-Pod, TiVo, MySpace.com and Skype are more innovative than the latest enterprise technologies. "The innovation today is actually happening on the consumer side," he said. What is really exciting is we can apply a lot of these innovations and products into the enterprise environment."

Bercovich spoke at the week-long conference and expo hosted by AIIM, which calls itself the "international authority on Enterprise Content Management (ECM) -- the tools and technologies used to capture, manage, store, preserve, and deliver content and documents related to organisational processes."

Bercovich said that Google.com is the world's largest content management system, because it gathers information, roughly categorises it and makes it accessible via search. He also said Google can be thought of as a business application because so many people use it to find information when they are working.

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