One on one with Mark Barrenechea of OpenText

"The traditional view of information and applications being inside and outside the firewall is obsolete."

Mark Barrenechea is president and CEO at OpenText. He has held a variety of executive jobs in the technology industry over the years before joining OpenText in January this year. We asked him about the current state of enterprise content management and how OpenText fits within a changing industry landscape.

FCM: Do you think the term enterprise content management is still relevant in today's content management market?

MB: Still relevant? Absolutely. In fact, ECM represents a major category within our definition of Enterprise Information Management. But to truly enable a business to take advantage of information, you have to get beyond enterprise content management and focus on comprehensive management of enterprise information.

Organizations need software that manages growing volumes of unstructured information such as business documents, social media interactions, email messages, rich media, etc. With more than 80 percent of usable business information created in those types of unstructured formats, enterprise content management is more relevant than ever before.

Now what we see resonating with customers is mobility, social and cloud capabilities, and the ease of building applications, as well as deeper integration into enterprise resource planning. These are some of the key trends that influence ECM today.

FCM: How has the role of web content management changed over the last couple of years?

MB: WCM is no longer merely about building web sites. It's becoming much more strategic as companies are increasingly communicating with their customers online. In fact, it is often the marketing department that's in charge of the customer experience and the web experience is now a major element of their multi-channel strategy together with other channels such as mobile, email, fax, or even print. The customer experience has to be personalized, engaging, and relevant, but it also needs to integrate the business processes and enterprise applications from marketing automation, as well as CRM and ERP. This is our strength as our EIM strategy is focused on a very holistic approach to solving customer problems.

FCM: How does a large company like OpenText with a history of buying the pieces it needs, deal with the growing impact of social, mobile and cloud on content management?

MB: We have a rich history of growth through both organic and acquired innovation. Social, mobile, and cloud are powerful industry trends that proliferate everything we do. Virtually all OpenText EIM software is impacted by these trends. Take BPM, for example, where we provide capabilities such as social decision-making, mobile task processing, and collaborative process design in the cloud.

At Enterprise World last week, we actually announced Tempo Social and Tempo Box--new software offerings that represent the most advanced enterprise social offerings on the market.

And a big part of what sets us apart is the fact that we specialize in cutting-edge EIM solutions--we build software for the enterprise with a focus on security, compliance and risk mitigation.

FCM: What impact do you think big data is going to have on content management?

MB: Big data is a bit over-hyped right now.  When people say "Big data," what they really mean--or what they should really be saying--is "analytics." It's about technology that allows business to gain deeper insights from the information it has. Content is a major source of that information, and there is no denying that better content management can bring huge business intelligence benefits to an organization.

The challenge within the enterprise is that the unstructured data is usually very fragmented. In order to get the real benefits of 'big data solutions' out of your unstructured information, you need to first be able to get to it--all of it--and analyze it holistically. That's exactly what our newly announced product InfoFusion is all about. It combines the ability to integrate disparate information sources with powerful analytics.

FCM: How does content management deal with the increasingly large amounts of information from sources like enterprise social and the growing amount of interactions outside the organization with customers and partners?

MB: I believe that the traditional view of information and applications being inside and outside the firewall is obsolete today. With cloud and mobility, these lines are increasingly blurred. What's important, however, is the need for information security--inside and outside the organization. Information security is no longer about keeping the bad actors out. It's about securing information from numerous sources like documents, rich media, reports, or tweets no matter where it travels. It is a tough challenge, particularly because of the different types and large volume of information we need to deal with, but security is becoming a major priority that augments our traditional focus on information governance.

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