On October 29, Open Text Corp. launched its new web content management solutions designed to help customers integrate, manage, and optimize their content in Web 2.0 initiatives in a safe and controlled environment. Using its RedDot technology, Open Text has expanded its traditional enterprise content management capabilities to create Open Text Web solutions that will enable clients to create a more personalized user experience as they deploy intranets, extranets, and Enterprise 2.0 solutions in today’s growing Web 2.0 world.
"One of the things that we found was our customers and prospects are trying to deploy new technology, like Web 2.0, into their environments and they want an easy way to deploy to new intranets or a new web presence," says Marci Maddox, director of product management for RedDot. Maddox explains that Open Text focused on six areas and the solutions suite addresses each one: intranets, extranets, multi-sites, Enterprise 2.0 as well as solutions that integrate into environments like SAP, Microsoft and Livelink.
Companies have multiple silos of web properties (from past acquisitions or because they have several business units) and they’re trying to consolidate that content into one manageable area, notes Maddox. "If they’re trying to redeploy their intranet, we have an out-of-the-box project ready for them to run with," she says. Several Open Text clients are already up and running with the new tools.
TXU Energy has integrated the Open Text solutions into its SAP solution to create a more personalized customer experience. When a consumer logs in to check his monthly bill, a graph that outlines water usage appears. The graph is generated from billing information stored in the SAP system. Then, if the customer logs high water usage, TXU can promote a water conservation tip on the page along with the graph.
Another area that Open Text’s new web solutions addresses is the overall Web 2.0 experience, including the ability to make it a safe environment for enterprises. "Customers are saying they see these Web 2.0 tools and are a little challenged about how to implement them because they have compliance guidelines they have to adhere to," says Maddox, noting the prevalence of these challenges among Open Text’s government and corporate customers. "We set up automatic rules so it can intelligently monitor all of the content hosted either to a blog or to a wiki prior to it making it to that external site," explains Maddox. Companies can put these guidelines in place for internal employees and external visitors.
Open Text’s solution for intranets enables customers to personalize their sites beyond the home page. "We see a change in the way people come to your website. People are not visiting the home page anymore," says Maddox. "They’re visiting your site 10 levels deep. Having it personalized, not just at the front web page, but all the way through, you have consistency in your brand all the way and you’re ensured that the first user experience that someone sees is a good experience."
That experience can now also be enhanced by outside Web 2.0 solutions. Open Text customers are now able to use offerings like Flickr and LinkedIn to create more personalized experience for visitors to their web sites. The National Aquarium in Baltimore, an Open Text customer, enables site visitors to upload pictures they take at the aquarium onto its site via Flickr and they award prizes for the best pictures. "They pulled all of this content together and used external tools like Flickr in a very comprehensive way," says Maddox. "Companies are familiar with Flickr, and they’re on Facebook and LinkedIn. They want to bring this inside the organization, but they don’t feel safe doing that. We’re giving them ways to manage that contact and utilize those applications."
Open Text’s new tools can also help global companies that are trying to deploy multiple sites with the ability to localize content. It has already helped the tourism site for South Africa manage multiple sites with their own unique look and feel. Multiple languages also share prominence on the site. At the bottom of the site, flags represent each country. "You can click on any of the flags and you will get a similar experience in terms of the colors that are used on the site. Only the content changes," says Maddox. "This is part of the value of the templates that are managed within the RedDot system to reuse the look and feel that give that localized control to the different countries that the content is being generated from."