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Ovum Decision Matrix: Selecting a Web Experience Management Solution, 2018–19 found that the WEM marketplace is very mature, which means there is less differentiation between vendors than there was a few years ago. Areas of differentiation in the future will come from new and emerging technologies such as machine learning and artificial intelligence.

Vendors must future-proof their portfolios to support new channels as they are developed

The results of our Ovum Decision Matrix: Selecting a Web Experience Management Solution, 2018–19 show that smaller specialist vendors and open source vendors are able to compete favorably against the large multiple-product vendors. Some specialist vendors have improved their position since Ovum Decision Matrix: Selecting a Web Experience Management Solution, 2016–17 was published, to the extent that they are now in the leader's category.

This Ovum Decision Matrix has thrown up some interesting results. Smaller specialist vendors are investing in areas such as e-commerce and marketing automation in an attempt to provide end-to-end marketing solutions. This is something that larger multiple-product vendors have already done, but it is refreshing to see that smaller vendors are doing the same – although they are more likely to achieve this through internal development, rather than acquisition, as is the case with the large vendors. Another interesting result is that many new channels that WEM vendors must support, such as augmented and virtual reality, IoT, wearables, and voice-enabled devices, have emerged over the past couple of years. This has resulted in all the vendors featured in this report moving to headless and/or decoupled architectures that make it much easier to support these new channels. It also future-proofs the technology as new channels are developed.

Ovum Decision Matrix: Selecting a Web Experience Management Solution, 2018–19 provides a SWOT analysis of all the vendors featured in the report and should be used to aid the task of short-listing WEM solutions when considering an implementation.


Further reading

Ovum Decision Matrix: Selecting a Web Experience Management Solution, 2018–19, INT002-000139 (July 2018)


Sue Clarke, Senior Analyst, Data and Enterprise Intelligence

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