Note: Apologies in advance for this being an infomercial for Box. We assure you that was not our intent for this post.
A few weeks ago (Oct 10 – 12) , we were at BoxWorks in San Francisco. For those of you who don’t know, BoxWorks is Box’s annual conference, and a must-attend event for those interested in content management, especially cloud first content management. A topic that came up more than once was OpenText’s purchase of Documentum. Specifically, what it means for Documentum customers, and what they are thinking. Here's a hint; https://www.youtube.com/watch?v=7FPELc1wEvk.
Let's agree that Aaron Levie owes Mark Barrenechea a great bottle of Scotch, a bouquet of roses, and a hand-written thank you note. If OpenText hadn’t bought Documentum it's doubtful you’d hear of so many Documentum customers getting ready to bail, and taking a serious look at Box as a viable replacement.
More recently, we had a couple of very relevant and telling conversations; the first was with a Box customer looking to get off Documentum; the second was with Box. I also had a conversation at last year’s BoxWorks event with someone in a highly regulated industry. Their company is a sizeable Box customer and is, reluctantly we think, still required to use Documentum for some of their more regulated content. It's a safe bet that they’d prefer not to have to rely on Documentum. For what it’s worth, this conversation took place prior to the closing of OpenText’s purchase of Documentum, but we all knew it was coming.
Pardon the digression … where we're actually going with this post is that there is going to be an evolution of Box within client organizations. It won’t simply be spread and sprawl, like we see with so many ECM implementations that begin life in one department and eventually spread throughout most of the organization. Certainly this will happen with Box, but with the added advantage of (easily) encompassing the extended enterprise (i.e.: external stakeholders).
No, the evolution of which we speak is about starting as a relatively simple content management implementation and evolving into actual business solutions. Yes, legacy ECM platforms are certainly capable of this as well, but most haven’t gone down that path for one reason or another.
For Box customers this evolution is going to happen one of two ways, or, more likely, in a hybrid manner. Customers are going to sign up for Box to solve some pretty simple content management and collaboration uses cases. Once they have this initial set of use cases sorted out, they are going to get a visit from their friendly neighbourhood Box representative and be shown “the art of the possible” (I really, really hate that phrase!). Once they see what can be done with Box and its myriad integrations, they are going to start crafting solutions that solve business use cases.
As much as Box, paired with some of its available integrations can do, it can’t do everything. And this is where that second type of solution evolution comes in, and it’s called Box Platform.
We're fairly convinced that organizations wanting to have content centric business solutions are going to need to build applications that tie together disparate repositories with business logic. Today, a basic premise of Box is that all your content is in one place; that’s not realistic, nor will it ever be. Even legacy ECM platforms relied on Business Process Management Systems (BPMS) to tie together content and logic from multiple systems in order to deliver business solutions, rather than content management solutions.
A client we've spoken with intends to use their content management system (CMS) for loan origination. That’s cool, but, other than the content, there is nothing in the CMS that helps with loan origination. The business logic is in an ERP tool and the content is spread across multiple repositories, one of which is Box. Currently, they really have no way to tie everything together in order to deliver an elegant, functional, efficient solution to their users and clients. However, once they go down the Box Platform path, and they will even if they don’t yet know it, they will have the tools necessary to build an end-to-end solution for loan origination.
Think about all the different content centric / reliant use cases that every organization has that they use every day. Think about their desire to go mobile and go to the cloud with as much as they can. That’s when the beauty and the magic that something like Box Platform happen; it allows organizations to build content centric applications that transcend technical, geographic, and organizational boundaries. A little over two years ago, when Box Platform initially became available, I was pretty excited (as you can tell if you read this); there is no reason for me to change my mind. Box customers looking for solutions beyond content management and collaboration are going to evolve into Box Platform customers. When that happens the potential impact of Box products such as Relay, Skills, and Graph (all announced at BoxWorks, all coming soon) is going to be even more important than it is today.