Copyright © 2015 Aragon Research Inc. and/or its affiliates. All rights reserved. Aragon Research and the Aragon Research Globe are trademarks of Aragon Research Inc. All other trademarks are the property of their respective owners. This publication may not be distributed in any form without Aragon Research’s prior written permission. The information contained in this publication has been obtained from sources believed to be reliable. Nevertheless, Aragon Research provides this publication and the information contained in it "AS IS," without warranty of any kind. To the maximum extent allowed by law, Aragon Research expressly disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Aragon Research and Advisory Services organization and should not be construed as statements of fact. The opinions expressed here-in are subject to change without notice. Although Aragon Research may include a discussion of related legal issues, Aragon Research does not provide legal advice or services and its research should not be construed or used as such. Aragon Research is a private company and its clients may include firms or financial institutions that have financial interests in entities covered by Aragon Research. Further information about the objectivity of Aragon Research can be found at aragonresearch.com
Authors: David Mario Smith, Jim Lundy Issue: Who are the content management providers and how will they evolve?
The Aragon Research Globe™
for Video Content Management, 2015:
Managing The Explosion of Video Content
Aragon Research releases its second Aragon Research Globe™ for Video Content Management. It examines 14 providers in a market that is growing and consolidating, due to an explosion in video content both inside and outside the enterprise.
TABLE OF CONTENTS
Introduction ... 2
Video Content Management Market Overview ... 3
Interactive Content ... 3
Mobility ... 3
Product Diversity Leads To Buyer Confusion ... 3
Getting Started With Video Content Management ... 4
Aragon Research Globe Overview ... 5
Dimensions of Analysis ... 5
The Four Sectors of the Globe ... 6
Inclusion Criteria ... 7
The Aragon Research Globe™ for Video Content Management, 2015 ... 8
Leaders ... 9 Contenders ... 12 Innovators ... 13 Specialists ... 15 Aragon Advisory ... 16 Bottom Line ... 16
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 2 Introduction
Video is now one of the most valuable content types that enterprises have. Mobile devices and cloud storage have democratized access for both consumer and enterprise users, while video authoring and production applications provide “good enough” functionality for users who want to create video. Managing the plethora of video content in enterprises is still a major concern and will continue to be, and video content management (VCM) has emerged to fill that need. As we noted in last year’s report, overall network and WAN optimization strategies are also still crucial to guarantee quality video delivery.
The Aragon Research Globe™ for Video Content Management covers the technology and
service providers that allow an enterprise to manage video content, including live and on-demand video. Included with overall video content management, the providers in this Globe offer enterprise video platforms that support webcasting and video portals. Search and analytics become key components in the platform for users to find, access and make good business use of video. Leading providers support the full video lifecycle and incorporate the “enterprise YouTube” metaphor of a powerful video portal.
Real-time collaboration tools such as web and video conferencing produce video assets of meetings and other collaborative interactions. Combined together, web and video conferencing can provide a robust environment for communication and collaboration between internal and external parties. Increasingly, organizations are looking to leverage these real-time technologies to improve communication and collaboration for knowledge sharing, customer support, sales and marketing – all of which can result in a very positive ROI. However, when captured, these become video assets that need to be managed and governed properly. Include with this webinars and interactive presentations, which also produce rich interactive content. Discovery, search and analytics related to this type of content is the suite spot for dedicated video content management products.
Security, network and bandwidth management will be crucial evaluation points for making platform procurement decisions. As video use increases, pay attention to the bandwidth it consumes. Even if only 20% of interactions use video, it will still account for 80% of the total bandwidth.
The ease of searching and accessing videos on consumer sites such as YouTube, Vimeo and Vevo has led enterprise users to expect a quality video experience with easy access on any device. Consumer sites such as YouTube and Vimeo have also democratized not only the access but also the contribution of video by anyone. Increasingly enterprises are seeing growth in the number of videos being produced by users across the organization. The level of quality is inconsistent and if left ungoverned can impact the corporate brand.
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 3 Video Content Management Market Overview
VCM products manage and deliver video over the Internet for one-to-many and on-demand consumption. The VCM market emerged out of the need to manage and deliver video content at scale for enterprises. That includes delivery of video to any device anywhere. This also includes besides the management and delivery of video, the ability to store, secure, share and search for and within video content.
As the market grows, leading providers are moving beyond just internal delivery of video to provide external delivery as well. This brings VCM closer into the domain of lines of business leaders in marketing, sales and human resources. This expansion into the business also requires deeper search and analytics capabilities.
Rich interactive content includes video, sales and marketing presentations, webinars and webcasts as rich media assets that need to be managed together (see Research Note 2014-11, Manage Interactive Content With Video Content Management). VCM solutions are a perfect fit to manage these media types throughout their lifecycles, addressing the full continuum of interactive content from creation or capture to delivery.
Mobile support has become standard across the board. Tablets and smartphones have become huge video consumption devices, democratizing access to video content. Users expect video to be available on any device, anywhere. Most enterprise buyers now require mobile video support in RFIs and RFPs.
Product Diversity Leads To Buyer Confusion
The video content management market is sometimes hard to understand and navigate from a buyer’s perspective as it consists of providers who tend to have heavier focus on specific capabilities than others among the following standard features:
• Capture • Storage • Transcoding • Delivery • Search
• Video Portal (“Enterprise YouTube”) • Administration
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 4
• APIs that support Integration with other applications • Content Delivery Network (CDN)
For example, some providers offer both internal and external video delivery, while some just focus internally. Some providers focus heavily on infrastructure as a CDN to deal with scalability and WAN optimization. Many providers have cloud-based offerings delivered in a SaaS model. Pricing models also differ greatly among providers, which adds to buyers’ confusion when they try to procure VCM products.
Increasingly, buyers embarking on a VCM project group several key requirements together, which often makes vendor selection difficult. Buyers sometimes lean towards the SaaS and hybrid deployment models when choosing a VCM product.
In our research for this Globe, we analyzed a multitude of capabilities for each provider. Providers had to support several enterprise video use cases. As we surveyed the providers, we asked key questions around analytics and reporting capabilities, deployment models supported, integration with enterprise applications, search and their ability to scale and deliver video.
Getting Started With Video Content Management
Enterprises are looking for VCM capabilities to manage the plethora of rich interactive content. For effective management, enterprise planners in various business domains should look at a steering committee to evaluate different initiatives. The committee should include members from sales, marketing, HR/learning, collaboration and IT. The IT contingent should include DBMS, network and content management specialists. Legal should also be involved at a cursory level, since video archives may be subject to discovery. The steering committee should review policies and technologies based on the widest possible range of business requirements. In many cases, the solution that is picked may not come from any of the incumbent vendors.
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 5 Aragon Research Globe Overview
The Aragon Research Globe graphically represents our analysis of a specific market and its component vendors. We do a rigorous analysis of each vendor, using three dimensions that enable comparative evaluation of the participants in a given market.
The Aragon Research Globe looks beyond size and market share, which often dominate this type of analysis, and instead uses those as comparative factors in evaluating providers’ product-oriented capabilities. Positioning in the Aragon Research Globe will reflect how complete a provider’s future strategy is, relative to their performance in fulfilling that strategy in the market.
A further differentiating factor is the global market reach of each vendor. This allows all vendors with similar strategy and performance to be compared regardless of their size and market share. It will improve recognition of providers with a comprehensive strategy and strong performance but limited or targeted global penetration, which will be compared more directly to others with similar perspectives.
Dimensions of Analysis
The following parameters are tracked in this analysis:
Strategy reflects the degree to which a vendor has the market understanding and strategic intent that are at the forefront of market direction. That includes providing the capabilities that customers want in the current offering and recognizing where the market is headed. The strategy evaluation includes:
• Product strategy
• Market understanding and how well product roadmaps reflect that understanding • Marketing
• Management team, including time in the job and understanding of the market
Performance represents a vendor’s effectiveness in executing its defined strategy. This includes selling and supporting the defined product offering or service. The performance evaluation includes:
• Awareness: Market awareness of the firm and its product.
• Customer experience: Feedback on the product, installs, upgrades and overall satisfaction.
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 6
• Pricing and Packaging: Is the offering priced and packaged competitively?
• Product: The mix of features tied to the frequency and quality of releases and updates. • R&D: Investment in research and development as evidenced by overall architecture. Reach is a measure of the global capability that a vendor can deliver. Reach can have one of three values: national, international or global. Being able to offer products and services in one of the following three regions is the third dimension of the Globe analysis:
• Americas (North America and Latin America) • EMEA (Europe, Middle East and Africa)
• APAC (Asia Pacific: including but not limited to Australia, China, India, Japan, Korea, Russia, Singapore, etc.)
The market reach evaluation includes: • Sales and support offices worldwide • Time zone and location of support centers • Support for languages
• References in respective hemispheres • Data center locations
The Four Sectors of the Globe
The Aragon Research Globe is segmented into four sectors, representing high and low on both the strategy and performance dimensions. When the analysis is complete, each vendor will be in one of four groups: leaders, contenders, innovators or specialists. We define these as follows:
• Leaders have comprehensive strategies that align with industry direction and market demand, and effectively perform against those strategies.
• Contenders have strong performance, but more limited or less complete strategies. Their performance positions them well to challenge for leadership by expanding their strategic focus.
• Innovators have strong strategic understanding and objectives, but have yet to perform effectively across all elements of that strategy.
• Specialists fulfill their strategy well, but have a narrower or more targeted emphasis with regard to overall industry and user expectations. Specialists may excel in a certain market or vertical application.
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 7 Inclusion Criteria
The Aragon Research Globe for Video Content Management, 2015 will help clients differentiate the many vendors who offer tools to let enterprises manage and deliver all forms of video and rich interactive content.
The inclusion criteria for this Aragon Research Globe are:
• A minimum of $5 million in primary revenue for video content management or a minimum of $9 million in revenue in a related market (collaboration, content management, web and video conferencing).
• Shipping product: Product must be announced and available.
• Customer references: Vendor must provide at least three customer references in each region where it does business.
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 8
The Aragon Research Globe™
for Video Content Management, 2015
(As of May 11, 2015)
Figure 1: The Aragon Research Globe™ for Video Content Management, 2015
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 9
In 2014, Kaltura focused on building out its video ecosystem. It has had strong traction in the enterprise, higher education and media market segments. Kaltura is focusing on 3 core areas: IaaS, PaaS and SaaS. The ability to offer integrations via APIs is critical as it aims to be the video content
connective tissue. Integrations are key in an environment where enterprises have already made major infrastructure investments in video and collaboration.
Kaltura integrates with leading social software providers, including Microsoft SharePoint, Jive, and IBM Connections, capabilities that ESN users value. It also integrates with ECM systems and other business applications such as CRM and marketing automation systems. Kaltura’s heritage in open source and its architecture have made it easier for them to build out a video ecosystem of partners. Building out a video ecosystem of partners is a growing trend in this space.
• Expertise in managing large volumes of video for media and entertainment
• Integrates with business applications such as learning management systems, social, ECM, CRM and marketing automation
• eCDN capabilities for video delivery, as well as cloud, on-premises and hybrid deployment options
• Video portal
• Some customers have reported intermittent support issues, which we believe is due to Kaltura’s fast growth.
KZO has leveraged its strong heritage in the intelligence community to expand into a number of commercial markets, including a focus on Talent Management via its integration in the PeopleFluent Talent Management Mirror Suite. This partner provides to KZO global sales, service and support teams. The KZO Video Suite offering supports integration with business applications such as learning management systems and talent management to enhance internal delivery of video for employees. There is also integration with CRM platforms such as Salesforce. KZO is focusing on specific use cases around learning, sales enablement and overall knowledge sharing.
KZO has social video capabilities that allow for user comments on videos and specific parts or locations. It offers a social aspect to internal video. The platform has good host-based editing and recording features that can accommodate webcam and screen capture recording.
• Integration with enterprise applications via KZO Widgets
• Social comments capabilities • Video search
• Offers offline solutions for viewing and producing content
• Enterprise “YouTube”-like video portals
• KZO has to continually execute on messaging its enterprise capabilities
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 10
Polycom is an enterprise video provider with a heavy focus on video conferencing systems. It has added video adjacencies such as VCM to support more enterprise video use cases. Its Polycom Video Content Management Solutions support the video lifecycle from creation and capture to distribution and storage. Polycom supports cloud video use cases.
In 2015, Polycom has renewed its partnership with Microsoft and is a key video supplier to the Microsoft Skype for Business offering. Polycom’s RealPresense platform has added enhanced video usage analytics that tracks viewers and viewer interaction with video content. Polycom’s network expertise provides a strong services arm for enterprises around effective network optimization for video delivery. Polycom can leverage both its services group and its partner network for large deployments.
• End-to-end video solution • Video Analytics
• Partnership with Microsoft Skype for Business • Network optimization capabilities
• Customers report long sales and deployment cycles
Qumu’s recent acquisition of Kulu Valley gives it an enhanced cloud delivery model, external expertise and role-based reach in lines of business to go along with its internal video capabilities. With its newly acquired Qumu cloud capabilities, Qumu can now offer pure cloud-based video content management that should increase demand for customer-facing video distribution use cases. In addition to its cloud capabilities, Qumu offers real-time analytics that report viewer behavior and integrate with marketing automation tools such as Eloqua and StoneShot. This lets sales and marketing groups use viewership information to measure the effectiveness of their campaigns and adjust their content to maximize customer engagement. All of this combined makes the Qumu offering ideal for video content marketing.
• Public cloud, private cloud and hybrid cloud deployment options
• Video delivery architecture • Search capabilities • Brand awareness
• Pricing tends to be somewhat higher on average before any discounts can be negotiated
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 11
Sonic Foundry’s flagship offering, Mediasite, serves as a content management system and online communications platform that supports lecture capture, webcasting events, training, and video delivery. Mediasite has evolved from live/on demand webcasting to become a full VCM platform. Increased enterprise use has taken the offering to support multiple uses like marketing webinars and webcasting events. The platform supports the entire workflow from capture/record to management and delivery of interactive content such as webcasts and video presentations.
Mediasite also integrates with room video conferencing systems and can stream those sessions to any device. It also integrates with learning and content management systems. Sonic Foundry uses partners for its CDN capabilities in its Mediasite Cloud. Through its Mediasite Event Services, Sonic Foundry supports large hybrid events, which are face-to-face events with an online streaming element.
• Customer Support • Video Search • Analytics
• User Interface (“enterprise YouTube”)
• Needs to address adding more social networking features to round out capabilities of the core product
VBrick, now based in Herndon, VA, can deliver live and on demand video streams at a high level of
quality. Under the leadership of Shelly Heiden, VBrick continues to make strides in enterprises. It recently partnered with Cisco to provide its enterprise webcasting solution, VBrick Rev, to Cisco customers. This gives VBrick access to the vast Cisco channel. We believe this VBrick solution, which is replacing Cisco Show and Share, will be the main video streaming offering from Cisco. Customers can also record from Cisco video offerings and surface them in the VBrick Rev portal for search and on demand replay.
Additionally, VBrick’s partnership with Microsoft supports webcasting with Lync, now Skype for Business. VBrick’s go-to-market approach of partnering with tech titans is helping it grow and win larger enterprise deals. We believe it still needs to improve its search capabilities, which is becoming a requirement for video discovery and further analytics.
• Scalability • CDN capabilities
• Highly secure video delivery
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 12
Brightcove, based in Boston, and one of the first VCM players to IPO, had its initial focus on broadcasters. Brightcove’s Video Cloud platform has been used heavily to provide video content for external digital marketing communications as well as some internal enterprise video use cases. Brightcove’s core products, Video Cloud and Video Marketing Suite, enable marketers to incorporate video in awareness and lead-generation campaigns. These products fit enterprise use cases for internal communications applications that include training, corporate communications, and HR. Through its APIs, Brightcove offers deeper integration with its Video Cloud Platform to business applications such as marketing automation systems. From a platform perspective, the Brightcove APIs allow further extensions, customization and integration with its platform. Brightcove products also support single sign-on (SSO) integrations and IP restriction of video portals to enable secure enterprise video channels.
• APIs and integrations • Reporting and analytics • Video Player customization • Video Portals
• Penetrating the enterprise space with its video platform
Kollective (formerly Kontiki)
Kontiki has been rebranded as Kollective, with the video platform including MediaCenter and the Webcaster still having the Kontiki branding. As Kollective, the company is positioning itself as a Software Defined (SD) Network optimized for the delivery of content and traffic analytics at the edge of the network. The Kollective SD Enterprise CDN will power the Kontiki video platform. Kollective is showcasing its networking capabilities as its own offering if enterprises want that separately. We see enterprises looking for compete end-to-end VCM capabilities that Kollective can still support. The Kontiki video offerings still needs to support further video editing capabilities in MediaCenter.
• Kollective CDN capabilities for WAN optimization • Strong Internal video management and delivery focus • Good APIs for integration
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 13
MediaPlatform’s enhanced suite of products now supports an enterprise CDN (SmartEdge) along with its webcasting and enterprise video portal offerings (Webcaster and Primetime respectively). MediaPlatform supports on-premises, SaaS and hybrid deployment models.
MediaPlatform has significantly expanded its integrations, which now include Jive, and Microsoft Yammer and SharePoint. Its growing Solutions focus allows it to offer video-enabled business applications (VEBAs) for Healthcare, Government, Financial Services and others.
• Webcasting and “enterprise YouTube” capabilities • Flexibility in pricing plans
• Enterprise Social Network Support • Event management and archiving
• Increasing market awareness in enterprise space
Panopto has been focused on universities and also enterprises and has expanded its global reach with locations around the world, including offices in China. Core capabilities around lecture capture fits well with higher education. The ability to support knowledge sharing with video supports enterprise use cases. With a training and knowledge sharing focus, Panopto fits into most learning scenarios.
The platform offers robust search within the video itself, as well as reporting and analytics on viewer interaction with video content. New video capabilities now support 60 fps video in web browsers and mobile devices. We’re seeing 60 fps becoming an emerging trend in online video. Finally, Panopto is leveraging its integration options and recently partnered with Jive to add Video into Jive’s enterprise offerings.
• Good analytics capabilities • Video search
• Integration with Enterprise Social Networks • On-premises or hosted deployment options
• Needs to address network optimization which could be through partnership or developed themselves
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 14
RAMP, based in Boston, has been busy corralling key partnerships for enterprise video delivery and management. It has also been supporting marketing as well as consumer media video use cases, via its robust video search and analytics capabilities. Ramp added support for live, webcasting in 2014, making it a full suite provider.
Ramp’s interactive video feature allows for calls to action right within the player that will take users to products, services and other relevant content. These are clear areas of innovation and where we believe enterprise video is headed. RAMP is emerging as a platform for internal and external delivery and management of video with integrated search and analytics capabilities.
• Video search and analytics • Subscription based pricing • Interactive Video
• SharePoint Integration
• Market Awareness outside of US
Austin based uStudio has quickly emerged into the VCM market due to its full enterprise video platform with APIs for extension that includes hosting, encoding, sharing, publishing and analytics. The full platform play allows uStudio to be deeply integrated into specific video workflows and processes.
As uStudio covers the full spectrum of video, it represents a shift as enterprises begin looking for full end-to-end video capabilities. Its VideoShare for Salesforce module supports sales communications, service and training in sending videos to leads and contacts with full analytics on viewer behavior. Video training content can also be pushed throughout the enterprise and beyond. This also speaks to the shift to video enabled business applications.
• Video metrics from any site • Customizable video platform
• VideoShare module for sales enablement
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 15
Ignite’s primary focus is on video content delivery. The Ignite VCM platform supports live, on demand video delivery for various enterprise use cases. Ignite has specific support for certain video enabled business applications (VEBAs) such as sales enablement, HR, training and support.
Its client-based Content Delivery Suite supports live, on-demand and push video delivery. The Ignite Media Portal supports video and other content types. It can be procured standalone or with the Content Delivery Suite.
• Flexible pricing model
• Content delivery suite with push delivery model
• Since being acquired by Versata, Ignite’s VCM offering sometimes gets lost in the broader portfolio, which includes HCM and Profitability and Cost Management
Ooyala, based in Santa Clara CA, has focused on providing a platform for a broad range of video experiences on multiple platforms. Ooyala excels at Video Marketing, where it has helped major brands easily integrate video on their respective web properties, via its Experience Builder product. Ooyala has a specific focus on analytics and getting intelligence and insights from video, something marketers must have. While Ooyala is focused on external video use cases with external customers, the intelligence and insight they provide is also critical for internal business scenarios.
• Strong analytics capabilities • Limited internal enterprise focus • Marketing focus
© 2015 Aragon Research Inc. and or its affiliates. All rights reserved. Page 16 Aragon Advisory
• Focus video content management decisions on use cases that drive business outcomes.
• Use the Aragon Research Globe for Video Content Management as a guide to create a short list of vendors to evaluate.
• Business leaders should consult IT leaders responsible for networking and infrastructure when making decisions about video.
Enterprise users are creating, sharing and consuming all types of video content on many different platforms at an exponentially growing rate. Enterprises need to be ready to vet, store, secure, search and deliver this content, which will have a huge impact on their storage and network infrastructures. Planners responsible for video must develop strategies to prepare the network for video and choose the right tools to manage video content.