How does your company's digital face look like?
Let's dig into details of web content management with Mr. Yoon from System Architect Team of I-ON.
Q1. What do you think the CMS is?
CMS literally means a system that manages contents and the contents here could have a broader meaning: texts, documents, video, audio and other types of files that contain some information. CMS helps organize files and combine them to create and manipulate contents then service those contents to multiple devices and/or web.
There are some open source based blog systems like Drupal, WordPress and these are what people call CMS. There are bunch of stuff you need to do to post an article on your blog - uploading photos, editing, file attachment, description texts and many more. All these elements could be the ‘contents’ and CMS manages the lifecycle of each content.
This content management can be leveraged not only for individual users, but it can be of much more help on the enterprise where more organized and large-scaled management are needed.
Content management solution can be segmented as below to serve the purpose and strategies of the company: it can be an EDMS to manage documents, WCM(S) for the contents to service on the web, DAM to assetize digital files and some more. These are parts of ECM, Enterprise Content Management.
Since most of the above are the contents to be serviced on the web, the CMS solution that we usually mean is WCMS (Web Content Management System), the system to create, edit, deploy contents to the website. I-ON has such system called ICS6 (I-ON Content Server 6).
We also have other ECM offerings such as iDrive, a SaaS (Software as a Service) based EDMS to manage, share and access to e-documents in the organization and IDAS, a Digital Asset Management System enabling users to share, transcode and access to multimedia data including video, audio, image files. These are also part of the CMS solution but that are packaged to meet the different requirements of organizations and companies.
Q2. What is the key differentiators of I-ON CMS?
Apparently there are hundreds of CMS vendors out there but there seems not so many functional differences among them as CMS has gone through fierce competition for quite long time. We can mention some differentiators of I-ON CMS as the following.
Multi-platform supported
Every client has the different service platform according to its own policy or technological trends. Companies are facing challenges that they have to meet every aspect of their needs, which is to customize infrastructure by the service channel. I-ON CMS addresses this challenge and makes it easy to service contents and templates in the integrated environment regardless of the platform – Java or .NET.
Fast access via pure HTML
I-ON CMS creates pure HTML files for the files that are deployed in the system and there is no need to access DB or use queries when presenting data on the web. So it ensures robust performance even in a traffic sensitive environment, like, in poor network or on mobile devices.
Give non-IT people full control of data
I-ON CMS enables non-IT people to control data without the need of knowledge on codes and queries. They can collect data and expose it to where they want it to be by using an I-ON’s own developed and simple script that we call ActionTagTM. Use this ActionTagTMto create BBS, other menus with ease instead of using development codes or queries. With basic knowledge on HTML, anyone, even non-IT can get full control of data in the system using ActionTagTM.
Q3. Why do you think 1,000+ customers globally have adopted I-ON CMS? What makes them choose it?
First, it’s product reliability.
The product reliability has a lot to do with how deeply trusted it is. Securing many of long-term customers proves high level of satisfaction on the product, which can be an important differentiating factor from SI. Customer experience of a reliable and quality service would be a biggest factor that they find I-ON and I-ON CMS attractive.
Secondly, an integrated operation for multiple devices.
There are many different kinds of devices from tablet pc, smartphone to smartwatch these days and you will definitely want to service contents that fit each device. I-ON CMS enables you to transform contents into various types to respond to varied environments. This is one of the reasons that would improve customer satisfaction. I-ON CMS facilitates integrated management for the various media even for the one you will add in the near future, unlike existing approaches that is a vicious circle – from design of back office for each media to re-development of the operational environment in case of reorganization.
Lastly, complete separation of operational environment from managing environment.
We separate an operational environment from a managing one physically and both do not affect each other. Even though the system stops working, the website works as usual and vice versa. Our CMS also performs backup itself and is designed to recreate all the files required to service on the website through re-deployment in case of a website error. This feature assures stability and sustainability in terms of the service management.
Q4. How do you see the future of CMS?
With the increasing volume of digital content, the packaged software remains a vibrant and growing market. The revenue and the related vendors are continuously increasing accordingly. (source: Korea Electronics Association, 2015 ICT Survey)
I think the CMS market is growing as it creates more and more values by integrating with 3rd party applications while there used to be predictions that CMS market is expected to downsize or become extinct.
Upgraded version of CMS offerings are not just managing content, but it adds higher values as the solution itself by enhancing capabilities of content consumption, distribution, analytics and integration with 3rd party applications.
It creates synergy by integrating with legacy systems rather than adopting a brand-new technology. The recent trend is more customer-focused as the proliferation of terms like digital marketing, marketing platform, customer experience analytics and customer experience management. So the new phase of CMS plays a significant role to enhance customer satisfaction and loyalty, which leads to revenue generation for companies.
These trends require extended offerings of CMS that is to analyze experience of customers who consume the contents and enrich marketing features. The demand for analytics platforms beyond website traffic analytics and web logs analytics is expected to grow in the future.
[Source: Google Trends]
Q5. We'd like you to share your thoughts on the future of I-ON CMS.
According to a recent research announced by IDC, cloud, mobility, big data analytics and social technologies show growing trend despite the overall IT market decrease in 2016.
Infrastructure is undergoing transition from on-premise to cloud and mobile device use is significantly increasing compared to PC use. Multidisciplinary analytics on the contents consumption is no longer a new term for the solution and service vendors.
Customer-focused, not content-centric
Unlike the old approaches that focused on content authoring and managing, now we’re focusing more on customer experience, i.e., who consumed the contents, from where the user accessed, what devices and media the user used.
It is imperative to assimilate and analyze customer experience and be predictive for personalized services. This digital marketing part is, I think, what we need to address as a top priority.
Now the customer-centric online service is an undeniable mainstream, though it’s somewhat different from WCM’s own definition.
We should really go for integration with 3rd party systems that facilitate CRM-based targeting, log data analytics, analytics system, campaign management to service personalized contents based on the analytics and prediction. We’re promoting an environment where we can deliver agile solutions and services that meet our customer needs with interoperability between our system and other packages.
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