Magic Quadrant for Enterprise Video Content

Management
30 November 2015 ID:G00271380

Analyst(s): Whit Andrews, Adam Preset

VIEW SUMMARY ACRONYM KEY AND GLOSSARY TERMS

Organizations making mainstream technology decisions now see multiple applications for enterprise CDN content delivery network

video content management platforms and select accordingly. New vendors are, however, still entering P2P peer to peer
the market, so choosing the best fit demands careful deliberation of IT and business leaders.
QoS quality of service

SaaS software as a service

Market Definition/Description
VOD video on demand

Enterprise video content management emerged through the inspiration of YouTube. Organizations EVIDENCE
sought a simple way to share video internally that didn't require people to invest time and effort in
making the video viewable on multiple platforms and devices. They wanted end users (in many cases) Interviews with and questionnaires from enterprise
to capture their videos easily and upload them to the repository in a fluid process; in short, they video content management vendors; questionnaire
answers submitted by 62 customer references.
wanted, and often still ask for, an "Enterprise YouTube."
1
Based on a Gartner consumer study conducted online
Today, about 22% of workers in Europe and the U.S. indicate that they have access to a video library to during July and August 2015, among 2,000
1 respondents in the U.S., the U.K., France and
increase or hone their skills — up from near zero less than 10 years ago. The market is extremely
Germany. Respondents were screened for full-time
dynamic, and serves as one of four forms of video-related technologies commonly used in employment in organizations with 100 or more
organizations; the others are Web conferencing, videoconferencing (with software or dedicated devices) employees, and were required to use digital technology
and one-way video streaming. For many buyers, more than one of these video-related forms sits on the for work purposes.
same shopping list.

We define enterprise video content management as "software, appliances or software as a service EVALUATION CRITERIA DEFINITIONS
(SaaS) intended to manage and facilitate the delivery of one-to-any, on-demand video across Internet
Ability to Execute
protocols." Many of the vendors in the market, including those analyzed here, also offer video delivery
Product/Service: Core goods and services offered by
across the Internet to people who are external to enterprises — such as customers, suppliers, partners the vendor for the defined market. This includes
and agents. However, many enterprises demand that vendors support internal delivery, so we continue current product/service capabilities, quality, feature
to give greater weight in this analysis to capabilities that support internal, worker-facing installations. sets, skills and so on, whether offered natively or
External video is valued more highly than before, but is still not given equal weight. This year, we have through OEM agreements/partnerships as defined in
valued one-way streaming as a more important part of the offering than previously. the market definition and detailed in the subcriteria.
Overall Viability: Viability includes an assessment of

Magic Quadrant the overall organization's financial health, the financial

and practical success of the business unit, and the
likelihood that the individual business unit will continue
investing in the product, will continue offering the
Figure 1. Magic Quadrant for Enterprise Video Content Management
product and will advance the state of the art within the
organization's portfolio of products.
Sales Execution/Pricing: The vendor's capabilities in
all presales activities and the structure that supports
them. This includes deal management, pricing and
negotiation, presales support, and the overall
effectiveness of the sales channel.
Market Responsiveness/Record: Ability to respond,
change direction, be flexible and achieve competitive
success as opportunities develop, competitors act,
customer needs evolve and market dynamics change.
This criterion also considers the vendor's history of
responsiveness.
Marketing Execution: The clarity, quality, creativity
and efficacy of programs designed to deliver the
organization's message to influence the market,
promote the brand and business, increase awareness
of the products, and establish a positive identification
with the product/brand and organization in the minds
of buyers. This "mind share" can be driven by a
combination of publicity, promotional initiatives,
thought leadership, word of mouth and sales activities.
Customer Experience: Relationships, products and
services/programs that enable clients to be successful
with the products evaluated. Specifically, this includes
the ways customers receive technical support or
account support. This can also include ancillary tools,
customer support programs (and the quality thereof),
availability of user groups, service-level agreements
and so on.
Operations: The ability of the organization to meet its
goals and commitments. Factors include the quality of
the organizational structure, including skills,
experiences, programs, systems and other vehicles
that enable the organization to operate effectively and
efficiently on an ongoing basis.
Completeness of Vision
Market Understanding: Ability of the vendor to
understand buyers' wants and needs and to translate
those into products and services. Vendors that show
the highest degree of vision listen to and understand
buyers' wants and needs, and can shape or enhance
those with their added vision.
Marketing Strategy: A clear, differentiated set of
Source: Gartner (November 2015) messages consistently communicated throughout the
organization and externalized through the website,
advertising, customer programs and positioning
statements.
Vendor Strengths and Cautions Sales Strategy: The strategy for selling products that
uses the appropriate network of direct and indirect

Agile Content sales, marketing, service, and communication affiliates

that extend the scope and depth of market reach,
Agile Content is based in Barcelona, Spain. No other vendor specifically pursues Latin countries in the skills, expertise, technologies, services and the
Americas. Agile is also currently expanding its efforts to include the North American market. It targets customer base.
futuristic implementations that will benefit from its investments in innovative capabilities such as search Offering (Product) Strategy: The vendor's approach
and interactivity. to product development and delivery that emphasizes
differentiation, functionality, methodology and feature
Strengths sets as they map to current and future requirements.
Business Model: The soundness and logic of the
Agile offers robust native search that allows users to find particular videos, and locations within vendor's underlying business proposition.
them.
Vertical/Industry Strategy: The vendor's strategy
Spanish-language-oriented prospects and customers will find Agile to be very focused on their to direct resources, skills and offerings to meet the
needs — including in-video search and Spanish language interfaces, in addition to English- specific needs of individual market segments, including
language interfaces and search. vertical markets.

Agile is developing and offering unusually ambitious analytics for facial recognition and video Innovation: Direct, related, complementary and
synergistic layouts of resources, expertise or capital for
usage.
investment, consolidation, defensive or pre-emptive
purposes.
Cautions Geographic Strategy: The vendor's strategy to direct
Agile's hybrid delivery model offers less interrelation of application logic and content than some resources, skills and offerings to meet the specific
needs of geographies outside the "home" or native
other vendors, although it does allow for some functions (such as transcoding) to be handled on-
geography, either directly or through partners,
site. channels and subsidiaries as appropriate for that
Agile is only beginning its expansion into the U.S. and Canada. geography and market.

Agile has neither established relationships with internal WAN optimization vendors, nor
significantly developed its own ability to offer such network optimization. It is, however, increasing
its investment in these areas.

Brightcove
Brightcove is based in Boston, Massachusetts, U.S., and is well-known for its cloud-based live and video
on demand (VOD) capabilities. About one in three of the references for this Magic Quadrant (other than
those it provided) had considered Brightcove; no other vendor was so frequently considered. Its
enterprise business is increasing as a proportion of its overall offering.

Strengths
Users of Brightcove can perform very strong quality of service (QoS) predictive modeling to
indicate how well video delivery will perform, based on network conditions.
Brightcove offers a valuable list of workflow templates to improve the speed to completion of
business processes associated with video development and publication.
Mobile and other video playback points are easy to serve with Brightcove's model system for
generating an appropriate streaming format and selecting it dynamically upon playback.

Cautions
Brightcove does not integrate with as many sources of live streaming and videoconferencing as do
other vendors. It does offer a live streaming product of its own and can work with other sources.
Brightcove has improved its ability to address on-premises needs for customers, but remains
focused on cloud delivery of video — which will not be acceptable to prospects needing solutions
that are more completely on-premises.
Organizations that need extensive capability to create and modify video within a video content
management solution will find Brightcove's offering limited.

Genus Technologies
Genus is based in Minneapolis, Minnesota, U.S., and is unique in delivering a product platform
addressing digital asset management, enterprise content management and video content management.
Its relationship with IBM is deep and it offers particular vertical market applications (such as one for
grocers).

Strengths
Genus offers very strong predictive modeling, to indicate how well video delivery will perform
based on network conditions.
Integrating with IBM software — including IBM WebSphere Portal and Web Content Manager
(WCM), IBM Content Navigator and IBM Connections — is particularly easy with Genus.
Including ease of use and workflow depth, the reasons references cited for selecting Genus were
among the most important they cited for any project.

Cautions
Genus does not integrate with as many sources of live streaming and videoconferencing as do
other vendors' offerings.
Edge servers are available for optimizing network delivery, but Genus does not have partnerships
with WAN optimization specialists.
The hybrid offering is limited; Genus does allow for streaming from a cloud service and storing
files on-premises, but it is a less complete hybrid offering than those from some other vendors.

Haivision
Haivision is based in Montreal, Canada. Its products include hardware and software, as well as SaaS, for
streaming and on-demand video.

Strengths
Haivision's cloud platform has a simple usage-based annual contract.
References indicate that Haivision is comparatively easy to use and is attentive to their business
needs.
Haivision's message of a thorough offering — from streaming to on-demand video, including
hardware elements and multicast support — will appeal to IT departments seeking a technology-
focused vendor.

Cautions
Haivision does not integrate with as many sources of live streaming and videoconferencing as do
other vendors' offerings.
Haivision has invested little in video creation, or in-video player interactivity.
 Haivision's internal installation model demands estimates of throughput and traffic volume to
arrive at an effective price. (It does not have user-based fees or limits.)

Kaltura
Kaltura is based in New York City, New York, U.S. It has a very broad product line that is particularly
modular; in addition to a general-purpose enterprise platform, it includes offerings specifically for the
education, telecommunications and media verticals.

Strengths
Kaltura offers a very rich set of ways of establishing connection to enterprise security systems, as
well as independent security functionality.
Kaltura's video search now includes audio content indexing and analysis.
Kaltura's hybrid delivery architecture allows video files and logic to bridge on-premises and cloud
storage, and allows organizations to select or provide their own content delivery network (CDN)
for inclusion.

Cautions
Kaltura does not offer VOD QoS dashboard features for users who need access to detailed, real-
time statistics on performance, but customers can closely monitor performance via other means.
Streaming QoS is stronger.
Kaltura lacks formal partnerships with Web conference or videoconference vendors.
Organizations report that full-service Kaltura installation proposals are more expensive than those
of most other vendors; however, it has simplified its pricing model, reduced its deal threshold and
pursued business that fulfills only part of the potential product spectrum, and is priced
accordingly.

Kollective
Kollective, based in Bend, Oregon, U.S., initially focused on network delivery of many different kinds of
digital assets, including video and software. It recently renamed itself, from Kontiki.

Strengths
Multiple references cited Kollective's effective network optimization as a key selection criterion.
Kollective can also be used for delivery of software or other rich media file updates.
Kollective's extremely simple pricing strategy of a per viewer/per month contract appeals to
organizations seeking a reasonable and predictable price point.

Cautions
Kontiki will be attractive mostly to those comfortable with a cloud architecture. Customers that
need their applications to be inside a security perimeter can approximate such a model via
managed services.
The best way to take advantage of Kontiki's network optimization is via its client software on
viewers' machines. Some organizations will not consider the installation of such clients. Kontiki
does work without a client (via other conventional delivery modes), but the result is not as good.
Kollective has invested little in video creation (although a relationship to improve this is pending),
search or interactivity.

KZO Innovations
KZO Innovations, based in Virginia, U.S., is particularly focused on using on-demand video to allow
employees to share information and knowledge in a collaborative and asynchronous environment. It
also maintains a significant business in the defense intelligence and security sectors.

Strengths
Multiple references noted KZO's ease of use as a key reason why they had chosen it.
KZO offers mobile content creation tools that help support informal and user-generated content
use cases.
KZO provides a rich set of ways of establishing connection to enterprise security authentication
systems, as well as independent security functionality.

Cautions
KZO does not integrate with as many sources of live streaming and videoconferencing as do other
vendors' offerings.
KZO has not invested in in-video player interactivity.
KZO specializes in internally facing use cases and has invested less effort in developing video
delivery for viewers outside organizations.

Lexmark
Lexmark, based in Lexington, Kentucky, U.S., sells printers, printing software and services, and has
expanded into enterprise content management. Its video content management software is marketed as
being closely linked to its other content management products.

Strengths
Lexmark offers an exceptionally long list of CDN partners with which to integrate, and has a
partnership to facilitate delivery using software-assisted (peer to peer [P2P]) delivery.
Workflows for case management and media publishing are particularly detailed and flexible with
Lexmark.
Lexmark offers the ability to edit and augment videos through a partnership with Mixmoov.

Cautions
Lexmark does not integrate with as many sources of live streaming and videoconferencing as do
other vendors' solutions.
QoS dashboard features for users needing access to detailed, real-time statistics on performance
are not available from Lexmark as a product feature.
Lexmark's products are tightly connected to its other content management applications.
MediaPlatform
Based in Los Angeles, California, U.S., MediaPlatform originally focused on streaming real-time events
for organizations. Its on-demand video offerings are now mature and have a significant reference base.

Strengths
Cisco WebEx in particular is an easy data source for videos; MediaPlatform also offers a valuable
connection to Microsoft Lync and a partnership with Mixmoov for video editing and improvement.
MediaPlatform has a very strong streaming video offering for large events.
End users can rely on a very broad offering of network optimization capabilities from
MediaPlatform, including a partnership for software-assisted delivery (P2P), multicast, and
relationships with the major brands of WAN optimization vendors.

Cautions
Europe and Asia are weak spots for MediaPlatform's sales and service.
MediaPlatform partners with InterCall, but not with other Web conference or videoconference
vendors.
Interactivity in videos is not easy to develop with the MediaPlatform solution.

Panopto
Panopto, based in Seattle, Washington, U.S., was originally a lecture capture vendor and maintains a
strong presence in higher education.

Strengths
Multiple references noted that Panopto's ease of use was a key reason for choosing it.
Panopto's capture of video streams from external sources such as Web conferencing and
videoconferencing is very rich — including real-time linkage and the ability to collect into a file
with heterogeneous simultaneous streams.
Panopto has developed its own strong search capability and offers flexible creation tools.

Cautions
Panopto lacks formal partnerships with Web conference or videoconference vendors.
Panopto offers less QoS dashboarding and detail than some other vendors.
Comparatively few CDN vendors have formal partnerships with Panopto.

Polycom
Polycom is based in San Jose, California, U.S. It identifies enterprise video content management and
collaboration as a key strategic target market. About one in four of the references for this Magic
Quadrant (other than those it provided) had considered Polycom for their projects, placing it in the top
five.

Strengths
Multiple clients cited Polycom's workflow capability as a key selection criterion.
Polycom has a strong rating according to the Gartner financial viability model.
An introductory bundle of products and services is priced simply and makes Polycom's offering
attractive.

Cautions
Polycom has not established relationships with internal WAN optimization vendors.
QoS dashboard features for users that need access to detailed, real-time statistics on performance
are not available as a Polycom product feature.
Polycom has invested little in video creation, search or interactivity.

Qumu
Qumu is located in San Francisco, California, U.S. It offers a broad platform that includes appliances, a
cloud service and on-premises or hybrid installations. In 2014, it acquired European competitor Kulu
Valley.

Strengths
Qumu offers a very rich set of ways of establishing connections to enterprise security systems, as
well as an independent security functionality.
QoS monitoring includes real-time analytics of streaming performance. Qumu also now offers
software-assisted delivery (P2P) via a partner's technology.
Qumu offers, as a standard feature, an unusually rich search capability using phonemic analysis —
from Nexidia.

Cautions
In-video interactivity allowing navigation is not easy to develop with the Qumu solution, but it
does allow for annotations and feedback capabilities.
Changes in Qumu executive staff (including the departure of its CEO) have occurred in parallel
with significant impact on its market capitalization. Overall, its rating for financial viability remains
Promising.
Like many other vendors, Qumu does not directly partner with a videoconferencing or Web
conferencing vendor to provide such services.

Ramp
Ramp is located in Boston, Massachusetts, U.S. It spun out its legacy advertising and media business in
2015, in order to focus on its enterprise video content management and live streaming offerings.

Strengths
Ramp offers as a standard feature an unusually rich search capability, using its natively developed
technology.
Ramp works through its partner Wowza Media Systems to capture and ingest multiple video
collaboration elements.
Ramp's modular design of features allows elements of functionality to be embedded liberally in
other offerings, such as video playback software.
Cautions
Ramp depends heavily on existing content management systems, such as SharePoint, for on-
premises functionality and workflow.
Ramp offers fewer integrations to security systems than some other vendors, but does work with
Lightweight Directory Access Protocol (LDAP) and offers HTTPS streaming — the most commonly
requested systems. It works with SharePoint Group security.
Ramp's pricing model, involving different measures of content and streaming, is less transparent
than that of many other vendors; prospects report that its pricing is higher than that of its
competitors.

Sonic Foundry
Sonic Foundry is located in Madison, Wisconsin, U.S. It was an early leader in video search and has a
strong, established business in lecture capture.

Strengths
Sonic Foundry's appliance offering appeals to organizations that want a complete solution that
includes easy-to-use hardware; references cited its ease of use as a reason for choosing this
appliance.
Sonic Foundry offers, as a standard feature, an unusually rich search capability using natively
developed technology.
Enriching and creating videos is particularly easy with Sonic Foundry products.

Cautions
Sonic Foundry has made little investment in in-video player interactivity for corporate customers,
although it offers a development interface that is widely used by the education sector.
Multiple references indicated their desire for richer social featuring.
Two references noted they would prefer more flexible video editing options within the Sonic
Foundry products.

Ustream
Ustream is located in San Francisco, California, U.S. Its primary product has been one-way streaming
for people and organizations.

Strengths
Ustream's solution includes very strong predictive modeling to indicate how well video delivery will
perform, based on network conditions.
Ustream's streaming to large audiences is particularly strong.
Ustream delivers video to external consumers effectively, including mobile support, and is an early
supporter of the Web Real-Time Communication (WebRTC) standard.

Cautions
Ustream has neither established relationships with internal WAN optimization vendors nor
significantly developed its own ability to offer such internal network optimization.
Ustream's product will work with enterprise CDNs, but it does not have a comprehensive strategy
for offering an on-premises or hybrid architecture.
Workflow for publishing and governing VOD is limited with Ustream.

VBrick Systems
VBrick is located in Herndon, Virginia, U.S. It released a cloud product, Rev, in 2014. In 2015, it
became a Cisco SolutionsPlus Partner, such that Cisco now resells its products (Cisco has discontinued
its own product, Show and Share). About one in four of the references for this Magic Quadrant (other
than those this vendor provided) had considered VBrick for their projects, placing it in the top five
(about three in 10 had considered the Cisco product).

Strengths
Multiple clients cited VBrick's workflow and WAN optimization as key selection criteria.
VBrick offers a very rich set of ways of establishing connection to enterprise security systems, as
well as independent security functionality.
VBrick offers exceptional network optimization capabilities for real-time and on-demand video.

Cautions
VBrick has invested little in in-video player interactivity.
VBrick's pricing for its on-premises and hybrid versions still depend on an array of factors, which
can make it confusing. However, the pricing of its cloud version is simple and transparent.
VBrick depends on the adaptive capability of HTML5 for mobile delivery, which is architecturally
sound and flexible but will not satisfy some organizations that seek native iOS or Android apps.

Vidizmo
Vidizmo is based in Sterling, Virginia, U.S.

Strengths
Vidizmo's hybrid storage and application model allows for both application elements and storage
to be bridged between organization systems and cloud platforms.
Interactivity in Vidizmo's system allows for videos to be stitched together or branched to improve
training and compress learning experiences.
Vidizmo's integration with Microsoft products is superior, including all versions of SharePoint —
back to 2007 and forward to Office 365.

Cautions
Vidizmo does not integrate with branded connectors to as many sources of live streaming and
videoconferencing as do some other vendors; however, it does offer a broad set of standards-
based integrations.
Vidizmo is centered in North America and is not well-known globally in direct sales.
 Vidizmo currently lacks formal partnerships to videoconferencing or Web conferencing vendors,
although it works closely with Microsoft's Skype.

Vendors Added and Dropped

We review and adjust our inclusion criteria for Magic Quadrants as markets change. As a result of these
adjustments, the mix of vendors in any Magic Quadrant may change over time. A vendor's appearance
in a Magic Quadrant one year and not the next does not necessarily indicate that we have changed our
opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed
evaluation criteria, or of a change of focus by that vendor.

Added
Ustream has been added to the Magic Quadrant this year.

Dropped
Cisco departed the market this year and has therefore been removed from the Magic Quadrant.
Brainshark now markets its product more narrowly — at sales force optimization.
Qumu acquired Kulu Valley, which eliminated the latter from consideration.

Inclusion and Exclusion Criteria

Vendors' products must provide for workflow, storage, search and integration (into other user-
facing products).
Vendors must have at least one installation with more than 1,000 seats for internal delivery.
Vendors must actively market products in either North America or Europe.
Vendors must (ordinarily) sell their video products separately from other products (such as
enterprise content management, portals, Web customer service or infrastructure).
Vendors must have achieved more than $6 million in (overall) revenue in 2014.

Evaluation Criteria
Ability to Execute
Financial viability is a significant factor here, and we also include pricing clarity, pricing appeal and
customer experience. Execution includes how well vendors' products address basic needs, such as
integration for capturing or playing back videos, network optimization, security, and delivery
architecture. The inclusion of delivery architecture and network optimization reflects the fact that such
capabilities are now, essentially, requirements in any product. Also, security for sensitive content is an
area of increased attention for us in this research, because some vendors have significant
differentiators here. Operations consists of a vendor's ability to support opportunities worldwide. We
also considered what vendors offer in the differentiating categories of workflow and integration with
existing systems.

Table 1. Ability to Execute Evaluation

Criteria

Evaluation Criteria Weighting

Product or Service High

Overall Viability High

Sales Execution/Pricing Medium

Market Responsiveness/Record Not Rated

Marketing Execution Medium

Customer Experience Medium

Operations Medium
Source: Gartner (November 2015)

Completeness of Vision
Vision is defined by the vendors' ability to envision and address the market's future. We consider
strategic direction, including marketing strategy, in market understanding. We also examined vendors'
ability to address creative functions for video development, interactivity and search, all of which are key
areas of innovation in this market.

Table 2. Completeness of Vision

Evaluation Criteria

Evaluation Criteria Weighting

Market Understanding Medium

Marketing Strategy Medium

Sales Strategy Not Rated

Offering (Product) Strategy High

Business Model Low

Vertical/Industry Strategy Not Rated

Innovation High

Geographic Strategy Not Rated

Source: Gartner (November 2015)
Quadrant Descriptions
Leaders
Leaders in the market have developed flexible, extensible products that are effective in a variety of use
cases. We expect these vendors to have strong and viable futures. They can address internal or
external viewership and are in a solid financial position.

Challengers
Challengers have a credible financial position and have demonstrated a commitment to the market.
They may also be developing a stronger vision for the future, but at the moment do not fully qualify as
Leaders. They may be either strong targets for acquisition or financially strong vendors looking to make
acquisitions themselves.

Visionaries
Visionaries are developing new competencies and flexibly addressing enterprise needs. To establish
themselves as Leaders, they need more substantial finances and possibly an improvement in those
functions that are necessary to be effective in the market.

Niche Players
Niche players are generally developing their facilities in this market after first establishing themselves in
other areas. They are developing the necessary capability to pursue enterprise video content
management opportunities more fully. Niche Players may be the best choice in specific use cases.

Context
Enterprises seeking to establish VOD through an enterprise video content management system will
discover that vendors are competing for their attention in a confusing marketplace.

Some elements of the market are stabilizing — such as delivery to mobile devices, delivery architecture,
network optimization, security, and integration with other systems for delivery. We recommend that
companies and governments scrutinize their needs, then weigh up all these different approaches before
comparing prices or functionality. The market is still developing; for example, comparatively few major
vendors offer products that are natively developed for the use cases. Relationships between large
vendors such as these and smaller software providers are still being struck.

Market Overview
Enterprise video for education and training as well as corporate communications has become more
common as the YouTube era continues to mature and entertainment of online origin grows in
prominence in employees' and consumers' personal lives. Notably, as events such as the Grammys
appear in real-time streaming, organizations increasingly tie together their streaming and on-demand
events. Additionally, the increased availability of Web conferencing and videoconferencing is forcing
organizations to consolidate for the greatest productivity.

In 2016, we expect to see the market shift toward more complete offerings. About half of the
references for the 2015 Magic Quadrant indicated that they use the same vendor for streaming and
VOD, and most vendors now offer both (although they often rely on a partnership to do so).

In the more distant future, we expect other factors — such as combinations of videos with process flows
and games — to shift the direction of the market. Also, substantial interest in Internet of Things video
sources will drive new video volume in organizations; for example, we expect wearable video to expand
from law enforcement to include many field occupations — including transportation, logistics, service
and even sales.

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