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Content	Services	–	Just	horses	
for	courses?	
Glenn	Gibson,	Director	in	Product	
Management	at	Hyland
Faster	horses
Faster	horses
“If	I	had	asked	people	
what	they	wanted,	
they	would	have	said,	
	‘Faster	horses.’	”	
–	Henry	Ford
ECM	is	now	dead	(kaput,	finite,	an	ex-market	
name).		
-	Michael	Woodbridge,	Gartner	–	December	2016
It's	been	replaced	by	the	term	Content	Services,	a	
strategic	concept	that	covers	three	aspects,	
namely	Content	Services	Applications,	Platforms	
and	Components.	
-	Michael	Woodbridge,	Gartner,	December	2016
ECM	 Content	Services	
Intelligent	Information	Management
Better	ECM?
ECM	to	Content	Services:	
It’s	Just	Horses	for	
Courses?
Horses	for	Courses:	
A	mostly	British	expression	urging	
someone	to	stick	to	the	thing	he	
knows	best
1.	In	Technology	
2.	In	Expectations	
3.	In	Design	and	Delivery	
CHANGES
1.	In	Technology	
2.	In	Expectations	
3.	In	Design	and	Delivery	
CHANGES
1600’s	 1700’s	 1800’s	 1900’s	
Internal	Combustion	
Engine
COLD	
Processing
PC’s	with	a	client	–	server	model	
ECM	Web	Clients
Virtualization	
Physical	Server	
Operating	System	
Application	
Physical	Server	
Virtualization	Layer	
App	
OS	
Traditional	Architecture	 Virtual	Architecture	
App	
OS	
App	
OS	
App	
OS	
App	
OS
Shift	to	Cloud	
Virtualized	Environments	
on	Premises	
Physical	Server	
Virtualization	Layer	
App	
OS	
App	
OS	
App	
OS	
App	
OS	
App	
OS	
Layer	
Layer	 Layer	
Layer	
Layer	 Layer	
Virtualized	Environments	
in	the	Cloud
Software
Modern	Development	
Paradigms
90’s	→	2018
The	content	services	terminology	
is	directly	related	to	utilizing	the	
latest	technology
1.	In	Technology	
2.	In	Expectations	
3.	In	Design	and	Delivery	
CHANGES
Hosted	
in	cloud	
Quickly	
deployed	
Auto	
upgraded	
High	
performance	
Instant	new	
functionality	
Quick	
fixes	
Web	
Services	
Scalable	Platform	
as	a	Service
Legacy	ECM	=	Monolithic	Software	
Application	
Content	Services	=	Modern	Development	
and	Deployment	Approach
At	home	 At	work	 Travellin
g	
Vacationing
Legacy	ECM	=	Lots	of	training	needed,	
all	users	adopt	same	workstyle	
Content	Services	=	Lightweight,	tailored,	
intuitive	&	responsive	apps
A	content	services	approach	focuses	
more	on	the	usage	of	the	content	
than	the	management	of	it
Which	one	is	most	important?	
OR	End	
Users	
Documents
1.	In	Technology	
2.	In	Expectations	
3.	In	Design	and	Delivery	
CHANGES
93	minutes
How	do	you	get	your	solution	
assembly	line	down	to	“93	minutes?”
Components	of	a	Model	“T”	
?
Capture	 Process	 Manage	 Analyze	 Collaborate	 Protect	
Components	of	a	Model	“T”
Modern	Car	Components	
Capture	 Process	 Manage	 Analyze	 Collaborate	 Protect	
Solution
Capture	 Process	 Manage	 Analyze	 Collaborate	 Protect	
Solution	
What
does the
car
Categories	of	Content	Services	Components
Categories	of	Content	Services	Components		
Capture	 Process	 Manage	 Analyze	 Collaborate	 Protect	
Deliver these capabilities utilizing
the most modern technology
Deliver	the	solutions	as	fast	as	a		
“model	t”	with	the	user	experience	of…
…a	Tesla
Welcome,	Craig	Hatfield
Categories	of	Content	Services	Components		
Capture	 Process	 Manage	 Analyze	 Collaborate	 Protect
1.	In	Technology	
2.	In	Expectations	
3.	In	Design	and	Delivery	
CHANGES
Faster	horses
Better	ECM?
ECM	to	Content	Services:	
It’s	Just	Horses	for	
Courses?
Horses	for	Courses	[noun]	
The	practice	of	choosing	the	best	
response	for	a	situation,	the	best	
means	to	a	specific	end
Thank	you
?	
?	 ?	
?	
?

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[AIIM18] ECM to Content Services: It’s Just Horses for Courses - Glenn Gibson