Body

Powerlink February 2010





Frequently Asked Questions: Documentum Web

Experience Management Solution by FatWire

Table of Contents

 The Announcement & Customer Positioning

 The Partnership – EMC & FatWire deep strategic partnership

 Sales Engagement – Working with FatWire

 Technical Details



Summary: Key Messages

What are the key messages of the announcement and partnership?

 Announcing Documentum Web Experience Management Solution by FatWire

 EMC FatWire deep strategic partnership

 New WEM solution extends Documentum Marketing Solutions strategy



Key Message: New Web Experience Management solution

Web Experiencement is a growing, innovative and top priority investment for organizations to

transform their online experiences. The new market leading solution extends beyond traditional

Web Content Management to add critical new capabilities:

 Ease of use by marketing professionals

 Target, segment and analyz Web experiences

 Delivery of dynamic content in a high performance cache

 Provide social media management, such as communities and user generated content

Key Message: Deep strategic partnership

Shared vision and deep partnership provides high mutual benefits for both organizations and

both sets of customers

 Agreement includes technology sharing and reciprocal resale partnership:

o EMC adopts market leader FatWire for Web Experience Management (WEM)

o FatWire adopts market leader EMC Documentum for Brand Management, and

digital asset management technology.

 EMC has equity investment in FatWire, it is significant and non-controlling (<50%)

o EMC or FatWire is not disclosing details of the investment

 Joint commitment for software development and innovation

o Currently an integration between EMC and FatWire is available

o Joint commitment to build a bi-directional integration, target is mid-2010

 Customer adoption and migration programs

o Special product licensing to make the adoption easier

o Migration services from EMC Consulting and both EMC and FatWire partners, to

make the transition easier

 Strong go-to-market approach

o 1125 EMC marketing customers (700 WCM, 425 DAM

o 800 EMC field representations to sell the new solution

o 50 FatWire field representatives to provide domain expertise

o 500+ FatWire WCM customers to cross sell, and upsell.

Key Message: New WEM solution extends Documentum Marketing Solutions







EMC Confidential—Internal Use Only 1

Powerlink February 2010



Documentum Marketing Solutions, target the CMO, and provides a marketing platform with four

key applications, including: Brand Management, Customer Communications Management,

Marketing Process Management, and now Web Experience Management. These solutions

drive significant marketing ROI benefits for reducing marketing operations costs and enhancing

customer experiences for revenue attainment.





Announcement & Customer Positioning

– New Web Experience Management Solution



1. What did EMC announce?

First, EMC announced a new solution, the Documentum Web Experience Management

Solution by FatWire. Secondly, the new EMC FatWire partnership provides the technology

and business expertise to provide advanced WCM capabilities, Web Experience

Management. The WEM solution provides a key pillar of the EMC Marketing Solutions, and

the advance capabilities enables EMC to help over 1000 marketing customers meet their

goals for customer engagement and cost efficiency. EMC has been executing on the

Marketing Solutions strategy for over 18 months, and the Web Experience Management

announcement helps accelerate the delivery of these key capabilities to our customers.





2. What should I emphasize with customers?

 For existing customers

 Position the value of new WEM, and what the advanced capabilities will provide

 Customers will often require two meetings. The first to absorb the change and details

on the partnership and impacts to their business. Second, they will want to

understand more about the new capabilities and the technologies.

 Seek LOB influence, The marketing LOB will often want to take advantage of the

advanced capabilities. Marketing and FatWire LOB relationships can be ally to

supporting the change to meet their more sophisticated business needs.

 Expect competitors to target your accounts and offer programs to migrate them to

their solution. Counter competitor FUD with FatWire market leadership (Forrester

and Gartner), the commitment (including a bi-directional integration) to an ECM

strategy where the customer could have invested in, and solid roadmap, which can

be provided.

 Adoption and migration will be key concerns and planning is key. Most customers

will not have budgeted for a migration project for 2010 and will need to plan

accordingly. Leverage web redesign needs or projects to help with planning of the

migration.

 End of Support announcement is targeted for mid-2010 when the bi-directional

integration with FatWire is available. Full details and migration programs will be

available at that time.

 For new opportunities, including ECM-WEM, marketing solutions or WEM

standalone

 Position comprehensive and market leading WEM offering

 Leverage marketing solutions for differentiation





3. What is Web Experience Management and why does it matter?









EMC Confidential—Internal Use Only 2

Powerlink February 2010



Web Experience Management is a software category name that has emerged to explain the

advanced capabilities and customer requirements beyond Web Content Management. Many

of the industry analysts and competitors are adopting the name, and for those who are not,

they are all in agreement on the advance capabilities that required such as: targeting,

dynamic delivery, analytics and social media management.





 Why does it matter? The web has become a primary channel for enabling successful

marketing, customer interactions and business transactions, providing the potential for

enterprises across industries to cost-effectively engage customers, differentiate their

brands, and drive revenue. Thus the web today has become a primary competitive

differentiator for organizations. Enterprises must offer much more than a brochure

online, they must provide a web experience that engages customers, employees and

other stakeholders, driving loyalty, revenue and more. A successful web experience is

one that is personalized, relevant, rich, and interactive with social media for the user.

FatWire’s industry-leading Web Experience Management (WEM) solutions are the tools

organizations need to build and deliver a web presence enabling them to deliver on their

goals for sales, customer engagement, and loyalty, while driving real business

efficiencies.



4. What are the key capabilities of WEM?



The WEM solution goes beyond WCM and

empowers business users to manage the entire

experience visitors have online, through powerful

tools for segmentation and targeting, analytics,

user-generated content, multi-lingual and multi-

channel delivery, high-performance dynamic

delivery, enterprise content integration, and more.

A comprehensive solution includes tools for

authoring, design,







 Author without obstacles – put marketers and

business users in charge of website content and

campaigns, while giving administrators the flexible capabilities they need to do their jobs

effectively.

 Design with ease – make editing website layout a straightforward task that business

users can control, using simple drag-and-drop capabilities. At the same time give power

users the extensive capabilities they need.

 Publish confidently – manage publishing with user-friendly dashboards and workflows to

ensure it’s done right, without the complexity.

 Target persuasively – customize content for specific audience segments. Empower

non-technical staff to create and manage targeted campaigns.

 Deliver on a global scale – provide engaging web experience with dynamic delivery of

personalized and multi-lingual content.

 Analyze and optimize – capture feedback for online campaigns or communications. The

analytics module does more than just report on site usage at the page level, it offers

tracking and reporting on individual assets, promotions, and visitor segments.









EMC Confidential—Internal Use Only 3

Powerlink February 2010



 Participate in the experience – provide social media capabilities on existing web sites

and build rich communities with your customers, including blogs, polls, comments,

reviews, user-generated content, and more.





5. What products?

The comprehensive Documentum WEM Solution by FatWire offers a foundation for web

content management, content targeting and analytics, content integration, user-generated

content, and more.

 Docuementum FatWire Core: A comprehensive WCM solution that enables

organizations to efficiently build, deploy, and manage a large-scale, multi-language, and

compelling web presence.

 Documentum FatWire Advanced Suite: Marketers are able to set up and manage

successful targeted online campaigns. A flexible rules engine, analytics, and user-

friendly interfaces make it easy to define customer segments and recommendations, and

measure and optimize their effectiveness.

 Documentum FatWire High-Performance Caching: Distributed edge caching technology

dynamically assembles pages made up of targeted and multi-lingual content in real-time,

with the speed of a static site.

 Documentum FatWire Content Integration Platform: Organizations can gain significant

efficiencies and content reuse by seamlessly accessing Documentum, including content,

metadata and workflow, right from their WCM management interface.

 FatWire Content Integration Platform for SharePoint: Customers can get more value

from their SharePoint content by providing access to flagged assets directly in their

WCM management interface.



6. Is there a roadmap available?

Yes, please contact product management, Carsten Meissner or Mark Arbour for details.



7. Support and warranty

 Warranty and support is not offered by EMC on EMC Select products. FatWire offers

24x7 support with 6 worldwide support centers. FatWire will take the first support

call, including the management of first level support

 FatWire will take first level support, or do customers call FW directly.



8. Are there special programs for customer adoption or migration?

 Strategic customers are eligible for special programs. The list is defined by sales

management and product management and will receive special licensing, as well as

planning and migration services will be available. Contact Cartsen Meissner or Mark

Arbour for the list of strategic customers for this special program.

o Similar functionality as Documentum WCM upgrade to WEM Core

o Will need FatWire maintenance

o Additional capabilities are available with WEM Advanced products, as add-on

upsales

 Installed base – discounted offering

o Significant discount on WEM Core

o Will need FatWire maintenance

 Migration Services Available

o Packaging is being created with partners and EMC Consulting (to be announced

in Q1)









EMC Confidential—Internal Use Only 4

Powerlink February 2010







9. Tell me more about EMC Marketing Solutions

Documentum Marketing Solutions provide a marketing platform to optimize operations and

specific applications that are easy to use, including Brand Management, Web Experience

Management, Customer Communications Management and Marketing Process

Management. These easy to use solutions drive significant cost and revenue benefits by

enabling greater control over assets, streamlining processes and publishing content across

multiple interactive channels.





The Documentum solutions target the

operations and production processes for

marketing, often managed by the Chief

Marketing Officer (CMO). The 4 key

Brand

solutions address the marketing Web Experience



operations with a shared set of

Management EMC Management



technologies, the marketing platform, and Marketing

individual applications. This approach Solutions

aligns to both point application decisions

by the line of business and a broader Marketing Customer

Process Communications

infrastructure ROI. Documentum is Management Management

uniquely positioned to connect the 4

marketing operations, including:





1. Brand Management: improves time-

to-market for new products and services, enables brand consistency and compliance,

and helps maximize the value in digital asset investments. The solution offers a digital

brand center, collateral production automation, presentation management (PPT), video

management, and 3D image management.

2. Marketing Process Management: manage content and processes for campaigns,

including plans, calendars, budgets, and an option to integrate with Marketing Resource

Management systems, like Aprimo, SAS or Unica. Reporting and dashboard functions

help ensure campaigns are executed on time within budget.

3. Customer Communications Management: enables organizations to automate the

creation and delivery of well-designed, highly personalized communications to multiple

channels. Documentum digital asset and web content management technologies are

combined with xPression 3 to help ensure creative processes are supported and

targeted communications are delivered to multiple channels, including print, e-mail, web,

and SMS/MMS.

4. Web Experience Management: as outlined above, the FatWire’s industry-leading Web

Experience Management (WEM) solution provides the tools organizations need to build

and deliver a web presence enabling them to deliver on their goals for sales, customer

engagement, and loyalty, while driving real business efficiencies.





The Partnership – EMC & FatWire deep strategic partnership



10. Who is FatWire?

 Private company, Long Island (Mineola), NY, founded in 1996

 500+ customers, all enterprise level customers, and largest independent WCM vendor







EMC Confidential—Internal Use Only 5

Powerlink February 2010



 Customers include: Hartford Insurance, News Corp, Barclays, Ford, Wal Mart,

Cisco/Linksys, 3M, and Grupo Santander

 Over 10,000 customer Web sites being managed. For many customers FatWire is the

corporate standard for all global websites, for example Ford and Hartford Insurance

 Worldwide support: 9 global sales offices, 6 customer support centers, 3 software

development centers

 50 field representatives: 30 sales reps, 20 sales engineers

 Broadly recognized as the industry lead for WCM (or WEM) by Forrester Research,

Gartner Group and many other analysts. Industry awards include: leader position for

Forrester 2008 Web Content Management Wave, and leader position for Gartner 2009

Web Content Management Magic Quadrant.





11. What type of partnership?

A new reseller and technology integration partnership was announced, which helps

customers simplify their online marketing and deliver more engaging Web experiences.

Under the agreement, EMC will resell FatWire’s full WEM solution, packaged as:

Documentum FatWire WEM Core, Documentum FatWire Content Integration Platform,

Documentum FatWire Advanced Suite, Documentum FatWire High Performance Caching

Documentum FatWire Community Server, and Documentum FatWire Content Integration

Platform. FatWire will resell Documentum Brand Management Solution, the digital asset

management technologies, including EMC Documentum® Media WorkSpace and EMC

Documentum Content Transformation Services. In addition, the two companies have

committed to a joint product development roadmap to provide customers with an integrated

WEM and brand management solution

Why reciprocal reselling?

 The reciprocal relationship of the partnership helps ensure the two organizations are well

aligned on how they support their customers. Both companies can represent each

other’s products, and the sales, services and support alignment helps to ensure a

consistency on how the technologies are being purchased, implemented and supported.

 The reseller partnership is not a typical reseller agreement, since it also includes the

equity investment, technology sharing, joint development commitments, and customer

adoption and migration programs. The depth of the partnership reflects the commitment

to our customers around a strategic part of their business.





Why doesn’t EMC buy them?

 There are two primary reasons: 1. The EMC strategy for business solutions reflects a

broader and more comprehensive approach and 2. The partnership offers a focus and

dedication to Web Experience Management with a quicker time to market.

 1. EMC strategy for Content Management & Archiving is to deliver business

solutions. EMC Marketing Solutions helps solve the Chief Marketing Officer’s key

business challenges for improving marketing efficiency and delivering greater marketing

impact. The Marketing Solutions strategy and offerings include four key pillars: brand

management, marketing process management, customer communications management

and web experience management. EMC takes advantage of the Documentum platform

and combines best in class technologies from partners to deliver a comprehensive

solution. This business solutions strategy offers broad and best in class technology that

is highly flexible and responsive to market needs. Partners like FatWire bring market

leading technologies and domain expertise. Conversely, the own everything approach









EMC Confidential—Internal Use Only 6

Powerlink February 2010



solves only limited set of challenges, and we need to include other key capabilities for

web analytics and email campaign management.



Lastly, the Market Solutions approach is another example of how EMC is focused on

business solutions. Like the Documentum Accelerated Composition Platform (xCP),

EMC is focused on the platform and bring together best-in-class technologies and

partners to help solve customer’s most strategic business needs.



2. The partnership provides a faster time to market, while keeping a market

leading technology focused on growing and innovative market segment. By

selecting a best in class technology, EMC gets to market much faster with more

advanced capabilities for Web Experience Management, including targeting, analytics

and social media management.



 How will the partnership avoid channel conflict?

 Part of the go-to-market strategy behind the partnership was to ensure channel conflict

was minimized. EMC and FatWire sales engagement models have been established to

encourage sales teams to work together in ECM-WEM deals and to have standalone

opportunities be pursued by the right team. A deal-desk, and rules of engagement,

explained below are tools to minimize the small number of opportunities that could be

viewed as a conflict.



12. What type of EMC investment?

 EMC and FatWire partnership includes: 1. joint development commitments (a bi-

directional integration as well as plans for additional value-added integrations), 2. special

offer for EMC customers to adopt the new solution (licensing and migration services –

will be negotiated at the customer level), and 3. equity investment into FatWire (neither

company will disclose the terms of the investment).

 What level of investment has been made?

 We do not disclose the investment details, including questions about the amount, the

level, or other terms.





Sales Engagement – Working with FatWire

The spirit of the agreement is to sell and provide incremental value to our customers, not to

mine each other’s customer base. The key focus of the CMA sales representatives should be to

sell the value of ECM and Documentum, where Web Experience Management provides a more

holistic approach to content management.

13. How is the new solution sold?

 CMA reps resells under EMC Select

EMC Select pays 75% net license, including commission and quota retirement. CMA

can continue to sell additional licenses of legacy Documentum WCM to existing

customer. The End of Sale (exclusively to existing customers looking to extend their

deployment until they can migrate) will correspond with End of Support announcement

(more details will be coming later). FatWire takes first level of support for their products.





14. How do I work with FatWire?

 What is the sales motion?







EMC Confidential—Internal Use Only 7

Powerlink February 2010



 CMA reps can qualify the opportunity, account manage, and quote the deal. CMA reps

should call in FatWire for business and technical expertise. CMA reps should log deal

into the SalesForce.com system and the deal should be tracked with the deal desk.

FatWire has a similar approach to log a deal in their SalesForce.com system, and this

approach should avoid channel conflict. Both sales organizations have the opportunity to

leverage services partners from both Documentum and FatWire SIs. Such as:

Perficient, Crown Partners, Flatirons, Tieto (joint partner), and so forth.



 What are some sales engagement examples:

 ECM deals with WEM: This is our sweet spot!, Cross-sell and up-sell, aggressively

pursue with FatWire, bring in the business and technical experts. Focus on the broader

value proposition and influence ECM.

 Marketing Solutions: A new growth area, where you can sell the broader WEM-DAM,

Brand Management, Marketing Process and/or CCM offerings. Co-sell and up-sell.

Leverage FatWire domain expertise and relationships with marketing / LOB.

 Standalone WEM or DAM. Independent of existing Documentum, often physically

separate repositories, or owners and applications that are deployed. Sales will have the

opportunity to cross-sell WEM into existing accounts. CMA reps should call in FatWire,

and log the deal in SalesForce.com. For these opportunities the CMA sales team needs

to assess the level of engagement, in many cases they will want the FatWire to full run

the opportunity and the focus on other areas.





15. What is the role of the CMA system integrator partners?

 The professional services partners, system integrators, and including EMC Consulting

will plan an important role in planning and migrating customers to the new WEM

solution. Secondly, like they currently do, they can play a role of helping to create a

comprehensive solution offering including services and integration to other systems.

 CMA channel partners can not sell the WEM solution by FatWire off of the EMC Select

price list, unlike other CMA products on EMC Select. Only EMC sales reps can. There

role for the WEM solution is only services, unless they create their own resell partnership

directly with FatWire.



16. What is the pricing and packaging?

 There two key product categories:

1. WEM Core, which is a replacement of similar functionality to the Documentum WCM,

including authoring, design, and dynamic delivery. Secondly, the content integration

platform provides the integration to Documentum.





2. WEM Advanced, which is a set of add-on products to the WEM Core. Advanced

capabilities include: targeting, segmentation, analytics and high performance caching

to name a few.





Module Description Price Metric



Documentum FatWire Provides the core WCM $60 K per CPU

WEM Foundation capaiblities for authoring,

publishing (runtime and dynamic

delivery) and development, all









EMC Confidential—Internal Use Only 8

Powerlink February 2010



language packs







Documentum FatWire Provides ability to access content $150 K per

Content Integration that originates within DCTM

Platform Documentum from theFW system server

for use online



Documentum FatWire Analytics and Engage modules for $50 K per CPU

Advanced Suite segmentation and targeting,

including analytics down to the

level of individual assets



Documentum FatWire FW Satellite Server for asset-level $40 K per CPU

High Performance caching (in memory)

Caching



Documentum FatWire FW Community Server for TBD per CPU

Community Server enabling and managing user-

generated content on websites

(complementary to CenterStage)



Documentum FatWire Provides ability to access content $50 K per SP

Content Integration that originates within SharePoint server

Platform for SharePoint from the FW system for use online







17. Competitive Positioning?

 Why is this offering better than Autonomy, OpenText, SDL Tridion and ECM

competitors like Oracle and IBM?

The comprehensive solution, including leveraging the strengths of EMC, provides strong

differentiation. As market leading technology, FatWire offers a highly scalable, modern

technology foundation. The foundation supports the complexity and advanced

capabilities for true WEM, including key features for targeting, analytics and dynamic

delivery. What makes these advanced capabilities really stand out is the ease of use.

To achieve business objectives, marketing organizations need tools that are easy to use.

The FatWire user interfaces excel at ease of use. To keep industry leadership and

provide customers with assurances of a long term vendor, the solution offers a strong

vision and roadmap. The vision and roadmap is backed up with WEM focus and domain

expertise.



 Why better than Autonomy/Interwoven?

 Interwoven has dated technology, where products are not well integrated, and the

customer faces a mix set of architectures and delivery models. Interwoven is also

missing many of the modern web capabilities for dynamic delivery, targeting and

analytics. Lastly, Interwoven continues to have ongoing strategic uncertainty due to

acquisition by Autonomy, with high staff turnover and defecting partners.



 Why better than Open Text/Vignette?









EMC Confidential—Internal Use Only 9

Powerlink February 2010



 Vignette and RedDot still face an uncertain future post-acquisition, where they have

shifted away from selling to marketers. OpenText and customers have been confused

and have struggled with non-integrated product lines that are expensive and complex.

For customers who are looking for more advanced WEM capabilities they will find it in

additional product, such as the Vignette Portal. Since OpenText has been struggling

with post acquisition of 4 WCM products, it’s not surprising to hear of a confusing

roadmap and no visible comprehensive approach.



 Why better than SDL Tridion?

 SDL Tridion lacks much of the scalability and enterprise strengths that EMC customers

have come to expect. The SDL Tridion solution is also plagued by mixed architectures

and weak modern web capabilities for dynamic delivery, targeting and analytics. With

very limited North American presence and resources, they don’t scale very well as a

global business partner. Since the acquisition by SDL, Tridion has faced a decrease in

focus on WCM innovation. SDL, focuses manily on engineering and translations

software applications and has kept Tridion as a separate and small division, with limited

resources.





18. What resources are available?

 Who to call?

General Questions: emcsales@fatwire.com

Key Alliance Contacts

 Eric Atkisson (North America), +1 (310) 488-7700, eric.atkisson@fatwire.com

 Brian Buzzell (North America),

 Michael Bednar-Brandt (EMEA), +43 (664) 241-6556, michael.bednar-

brandt@fatwire.com

Regional Sales Contacts

North America

Ken Delaney – SVP, North American Sales – New York, USA, +1 (516) 328-9473 X406,

Ken.Delaney@fatwire.com

Jairam Panickssery – AVP, North American Sales Engineering – New York, USA, +1

(516) 328-9473 X305, Jairam.Panickssery@fatwire.com

Europe

Mark Bridger – President, International – London, UK, +44 1784 497 296,

Mark.Bridger@fatwire.com

Claude Cosson – SVP, Central Europe – Paris, France, +33 609 18 69 35,

Claude.Cosson@fatwire.com

Andrew Martin – VP, Northern Europe – London, UK, +44 7768 610 146,

Andrew.Martin@fatwire.com

Rocio Motilla – VP, Southern Europe – Madrid, Spain, +34 65 99 05 590,

Rocio.Motilla@fatwire.com









EMC Confidential—Internal Use Only 10

Powerlink February 2010



Technical Details



19. Details on End of Support Life (EOSL)?

 We are NOT announcing EOSL at this time. The last release of Web Publisher will be

SP3 on March 1st. EOSL of WebPublisher, Page Builder, Portlet Builder and other WCM

related products will be announced midyear 2010. From that point on, customers have

18 month of standard support, with the possibility of an additional year of extended

support (chargeable). During standard support, customer have the right to receive

patches as well as workarounds, during extended support, customers have the right to

receive workarounds.





20. Details on the current integration – Documentum FatWire Content Integration

Platform

 With the FatWire Content Integration Platform for Documentum, Documentum assets

that have been flagged for sharing, are made accessible to FatWire WCM users directly

in their management interface, for use on FatWire-managed websites. Content is kept

current with automatic change notifications and workflow initiation as changes to content

in Documentum are also shared with FatWire. This approach promotes the ease of

content sharing and reuse.





21. Details on the bi-directional integration – target release date is mid-2010

 The bi-directional integration will include the capability to utilize content originated within

the Documentum Content Server and make it available to FatWire user interfaces, for

publishing out through the FatWire WCM system. The Documentum Content Server

retains the content master version in this scenario, allowing for automatic updates to the

website through FatWire. The bi-directional integration will also provide the ability to

move content that originates on the FatWire Content Server back to Documentum, to

meet organizations needs for archiving, discovery and compliance related to web

content or user generated content on the FatWire-managed website. It is also planned to

be able to utilize the business process and lifecycle capabilities on the Documentum

Content Server for content that is managed in the FatWire Content Server WCM system,

and archived in Documentum.

 Bi-directional integration includes the synchronization of content, metadata and

workflows

 As part of a roadmap discussion, customers can comment on their requirements and

how the upcoming integration can support their use cases.





22. How does the FatWire Solution compare to the current WCM solution

In addition to the basic WCM capabilities that our solutions provided, the FatWire

solution provides advanced capabilities including targeting and segmentation, as well as

analytics with tight integration to the authoring interface, bundled in the Documentum

FatWire Advanced Suite. Additionally, FatWire provides runtime Web 2.0 capabilities,

which are available in the Documentum FatWire Community Server, as well as high

performance caching, available as the Documentum FatWire High Performance

Caching. These capabilities enable customers to manage a dynamic, targeted, large

scale, multi-lingual web presence with ease, using best-in-class capabilities to enable

their business users and marketing teams.









EMC Confidential—Internal Use Only 11

Powerlink February 2010









EMC Confidential—Internal Use Only 12