Open Text Corporation Essay

Introduction

            Open Text Corporation is a Canadian organization based in Waterloo, Ontario that has evolved tremendously during its short history. Since incorporating in 1991, Open Text has grown to become “the market leader in providing Enterprise Content Management (ECM) solutions that bring together people, processes and information”.[1] A publicly traded company both in Canada (TSX, OTC) and in the United States (NASDAQ, OTEX)[2], Open Text falls under code 423430 of the North American Industry Classification System (NAICS). This segment is known as the Computer and Computer Peripheral Equipment and Software Merchant Wholesalers.[3] By year-end 2007, Open Text had grown to 3000 employees worldwide and reported revenues of $595.7 US million.[4]

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Open Text’s large revenues and apparent financial stability are only two of the reasons for our interest in working with them on this project. We also identified that Open Text 1) sells to a wide variety of segments[5] 2) is the largest independent software solution provider in the world[6] 3) continues to be at the forefront of ECM software solution development and 4) was created on a Canadian university campus (Waterloo) where its head office remains today.

The research methodology used in this project was the mixed-method approach, consisting of gathering and analyzing both quantitative and qualitative information.[7] Primary and secondary research was conducted in order to gather relevant and adequate information. Primary research included both in-person and phone interviews with Open Text representatives and industry experts.

Enterprise Content Management

Enterprise Content Management (ECM) consists of “the strategies, tools, processes and skills an organization needs to manage all its information assets (regardless of type) over their lifecycle”.[8] Open Text’s flagship ECM solution, called Livelink, “is the leading collaboration and content management software for global organizations. Livelink connects people with the information they need to work better, the processes that make them more efficient, and the communities that share their interests and expertise”.[9] Open Text’s suite of products also includes software training and e-learning services and reaches a plethora of segments including, but not limited to, the Energy, Insurance, Pharmaceutical and Government sectors.

Enterprise Connect

Open Text’s newest ECM product is called Enterprise Connect and is the basis for this report. Open Text’s Enterprise Connect

“…is a revolutionary new user interface that simplifies the delivery of business content for information workers. By integrating line-of-business applications with personal productivity tools, like the Microsoft® Office System, Enterprise Connect delivers solution-centric views in a familiar, consistent and straightforward interface. It seamlessly blends functionality, content, and process so organizations can increase productivity while assuring compliance with internal policies governing business content.”[10]

Enterprise Connect’s main competitive advantage is its user-friendly, windows based interface, which allows users to seamlessly perform all document management activities, with only minimal training required. This simple and easy to use windows interface environment is fully integrated with Microsoft windows explorer, Word, PowerPoint and Outlook. Open Text has spent a lot of time and money patenting this interface as it is the critical value-added selling point that differentiates Enterprise Connect from its competitors.

Objectives

The objectives for this project were to 1) identify a key target market for Open Text’s Enterprise Connect 2) design a marketing strategy to enter this newly identified segment and 3) create a one-year and five-year implementation plan for the new marketing strategy.

Current Marketing Strategy & Mix

The overall marketing strategy is to offer business and industry specific solutions for Enterprise Content Management.  More specifically, “Open Text states that two key things are central to its strategy: expertise in ECM products and tight partnerships with strategic providers”.[11] As well, not unlike many of its competitors in this field, in addition to internal technological development, expansion and diversification of its product line and technology has been accomplished via acquisition. Open Text has acquired four other ECM based technology companies and successfully integrated their technology and products into its own offerings.

Livelink ECM is a comprehensive, content management solution for companies facing any of the following business activities and challenges, “accounts payable (VIM) and receivable processing; customer information management; employee document management; contract management publishing; site archiving and rollback functionality; an attribute-driven publication feature; corporate governance tools; and external repository support”.[12] Recent acquisition of Hummingbird and its technology has positioned Livelink as a leading solution in the Legal, Government, and Financial Services sectors.

Livelink is marketed heavily on the ROI that users can achieve from enabling their corporation to “Turn Content into Competitive Advantage”.[13] Livelink gives users a single source for corporate information.[14] With 46,000 deployments, Livelink has been utilized by companies in industries such as Energy, Financial, Government, Telecommunications, and Pharmaceutical. This level of success has lead to a global ECM market share of 17.5%, behind only IBM/Filenet.[15]

While Livelink provides a single access point for users, the background systems are provided via other software solutions. Recognizing this, Open Text has formed strategic partnerships with Oracle, SAP, and Microsoft to ensure that the major business software packages have full integration with Livelink software. Also, Open Text has become a Microsoft: Gold Certified Partner and markets itself as the only ECM vendor with this level of partnership with these companies. As well, as stated earlier, these strategic partnerships are central for 2008 strategic goals. Open Text’s short term goals include having SAP and Microsoft partnerships driving overall strategy, beginning to sell into recently acquired Hummingbird’s customer base, and focusing on license revenue growth.[16]

            While the flagship product is Livelink, Open Text has recently launched a content services product division encompassing a new concept in user interface design, Enterprise Connect (EC), and two Enterprise-level service offerings, Open Text Enterprise Process Services and Library Services. Building on its status as a Gold Certified Partner with Microsoft, “Enterprise Connect exposes content and functionality from multiple business systems to Microsoft-based user environments, including Microsoft Office (Word, Excel, PowerPoint) 2003/2007, Microsoft Windows Explorer XP/Vista, and Microsoft Outlook 2003/2007”.[17] While the technology behind the product is complex, the idea is simple. EC allows the user to access information with drag and drop ability, in a format that is familiar, the Microsoft user environment. With Plug and Play architecture and complete ability to customization, training requirements are virtually eliminated and workers are not required to spend time accessing different interfaces.

            The current distribution for EC is multi-channel. Open Text offers customers in-house Consulting, Hosting, Learning, and Customer support services which all facilitate the deployment and support of Open Text Products. As Open Text currently offers customers bundles of products and services, both a stand alone “basic package” for EC and popular bundle variations which contain EC.  Distribution also can occur through one of two types of partner channels: Either through those partners who create a “commoditized” application for resale or through system integrators who will be creating customized solutions for specific customers i.e. Accenture.

            Pricing has been determined through an internal price band system which will allocate costs to the consumer for each user based on the number of registered users. Partners will also be charged a runtime license based on client runtimes. Exceptions will be made based on the creation of custom plug-ins to be used by the customer only. Open Text will charge users for all plug-ins to be resold to a third party used on a per user basis or a one-time fee basis for unlimited plug ins. As well, Open Text will offer a Software Development Kit (SDK) with a yearly subscription rate. The SDK will allow IT programmers to develop custom plug-ins for either in-house only use or for reselling purposes. Two important considerations in the pricing strategy are that prices are set at an introductory level until June 2008 and that existing customers of Livelink Explorer Pro and eDocs DM under maintenance will be able to exchange their existing licenses for EC licenses free.[18]

            An important consideration in Open Text’s relationship with its customers is a Loyalty program called GlobalStar. Customers who choose involvement in the GlobalStar program can earn points by being involved in Open Text activities that promote Open text products and services. Activities range from having the company logo on the corporate website to hosting an onsite visit for Open Text product design staff. Participants gain points based on the strategic value of the activities to Open Text and the level of customer commitment and effort in the activity. The customer can then redeem these points toward Open Text products. Annual winners are then selected based on innovation in deployment of Open Text products. Selected finalists receive a free trip to the annual Open Text Conference.[19]

            Currently, in keeping with the corporate emphasis on partnership, EC will be available and shipped to customers with SAP applications, current Livelink users, and customers with Microsoft applications as of June 2008.

Internal Analysis

Independent ECM Software Vendor

            Open Text is the world’s largest independent ECM software vendor.[20] Independent means that its ECM products are not owned, or distributed by a larger parent company in the industry. Two of Open Text’s primary competitors in the ECM market, IBM and EMC, acquired companies to gain a presence in the ECM market. IBM acquired FileNet and iPhrase Systems, and EMC acquired Documentum.[21] Being an independent vendor gives Open Text more freedom and control in the market. Its primary focus is ECM, whereas IBM and EMC have other products and services that require constant attention and resources.

            Although being an independent ECM provider gives Open Text more control, it also provides limitations. It does not have the same financial luxury as IBM or Microsoft, which are companies that can afford to invest millions of dollars into projects and products.[22] Also, because it is a relatively small company compared to some of its competitors, Open Text itself could be a target for acquisition.

            Open Text’s independent status can be viewed as both a strength and a weakness. Although it does provide the company with more control in the market, it also means that it has fewer resources to utilize compared to some of the larger players in the market.

Breadth of Product Offering

            Open Text’s extensive product offering has grown immensely in the last few years through acquisition, and has grown to become the most complete offering in the market.[23] Its major line of business is its ECM software products and services, which includes its flagship product called Livelink. It offers over 100 products in  twenty different categories, which include archiving and imaging, business intelligence, business process management, compliance and governance, connectivity, web content management, email, and project management to name a few.[24]

This wide range of products and services allows Open Text to respond to more RFP’s than the competition, which makes its product offering a strength.

Partnerships

            Open Text has formed strategic partnerships with large companies in the ECM market including SAP, Microsoft, and Oracle.[25] It is the only company in its defined space that has formed simultaneous partnerships with these companies.[26] This allows Open Text to marry its products with offerings from other vendors to create optimal solutions for customers and has given Open Text a strong presence in the US, Canada, Germany, and Australia.[27] Partnerships are an obvious strength for Open Text.

Industry and Domain Expertise

            Open Text is constantly acquiring new industry experience and knowledge. It employs PHD graduates in almost every company sector including pharmaceutical and automotive.[28] This is a strength as it allows Open Text to respond to customer needs and to always be one step ahead of the customer in terms of industry and product knowledge.

Sales Force

            Open Text has over 1,000 direct sales people and has a very large partner channel of sales staff.[29] Their experience and expertise is on par with IBM and Oracle.[30] However, people in the industry believe that larger vendors like IBM and Oracle have a more distinguished support and sales staff, which some customers admit is a reason why they shop the larger vendors in the market.[31] Depending on who you speak to, Open Text’s sales force can be viewed as either a strength or a weakness.

Customer Base

            Open Text’s customer base is very large and established with over 46,000 customers worldwide.[32] It serves many defined market segments including automotive, consumer packaged goods, education, engineering, construction, energy, financial services, government, insurance, legal, manufacturing, media, pharmaceutical, real estate, services, and telecommunications.[33] Open Text farms its existing customer base and is very efficient at generating new business leads through acquisitions, partnerships, and direct selling.[34] This broad and extensive customer base is a strength as it allows Open Text to diversify its business and also ensures that the company does not “pigeon hole” itself into one specific segment or industry.

Resources Needed to Merge Acquisitions

            Open Text is a company that has grown tremendously through acquisition. In 2006 it acquired Hummingbird for $489 million and in 2007 acquired Momentum Systems for $4 million.[35] Each time it acquires a new company the culture and makeup of Open Text changes. It adopts new products and services and quite often adopts new personnel to help sell these new products and services. Each acquisition brings along with it a learning curve, which requires time and money to successfully conquer.[36] The resources invested to effectively merge and blend the acquisitions into the existing corporate culture can be substantial, which makes this aspect of Open Text’s acquisition strategy a weakness.

Financial Position

            Open Text has generated positive cash flow for the last 30 consecutive quarters. 2007 fourth quarter revenues were $175.2 million (67.5% higher than the 2006 fourth quarter) and net income was $8.2 million, which was 5% higher than 2006 fourth quarter net income.[37] 2007 total revenues were $595.7 million (45% higher than 2006).[38] Net income was $21.7 million compared to $5 million in 2006.[39] Open Text’s financial standing is a strength as it has the resources and capabilities to acquire companies, and incorporate them into the overall company strategy. It is also able to invest in the development of new products and services and is able to effectively train its employees.

Industry Awards

            Since 2000 Open Text has won 28 industry awards demonstrating its leadership in providing innovative solutions and technology excellence.[40] This has helped to solidify its position in the marketplace and has added to the credibility of its products, services, and overall brand image. Open Text’s various industry awards are a strength because not only do they improve the reputation of the company, but they also help to motivate employees.

Corporate Identity

            Open Text is perhaps the “most unknown $600 million company in the world”.[41] It does not invest a lot of money into direct marketing efforts and relies mainly on creating new business from its current customers and acquiring new customers from the companies that it purchases.[42] There are many large names in the marketplace that tend to overshadow Open Text including IBM and Microsoft and as a result Open Text’s corporate identity is not well established and is a weakness.

Global Presence

            Open Text has 3,000 employees that serve 114 countries worldwide. Its strongest presence is in the US, Canada, and Australia, but it also has offices located in Germany, Austria, the Netherlands, Denmark, France, Russia, Spain, Sweden, Switzerland, Italy, the United Kingdom, Japan, and Singapore.[43] Open Text’s global reach is a strength as it is able to cater to various markets around the world. This allows it to more effectively capitalize on its overall growth strategy and opens the door to a wide range of markets and industries around the world.

Macroenvironmental Analysis

The market for ECM products is a highly competitive marketplace and is made up of large management companies, document imaging organizations, and software vendors who can customize solutions for their customers.[44] We have provided more details on the ECM landscape in the Competitive Analysis section of this report.

Demand for ECM

There are business processes whereby employees of different units require access to information generated by, and stored in, a variety of depositories. Without the help of ECM systems, these employees would be faced with the task of memorizing several usernames and passwords in order to access information stored in their organization’s information silos. Prior to ECM systems, unstructured data was organized in Enterprise Resource Planning (ERP) systems. Employees could easily access data originating from one process and use them in others. However, ERP systems were not effective in organizing the unstructured data associated with the processes. Documents could also be organized in file-sharing systems or document-management systems to allow individuals easy access to information. However, the information was disorganized and required a long process to reach the desired destination.[45] Therefore, there is a need for a system and method that enables the set of software applications developed for different departmental processes to manage their information content in an efficient, consistent and structured manner.[46]

As the world’s workforce evolves and becomes, at majority, made up of individuals between the ages of 20 and 39, the need for quick access to important information will increase. Generation X members are moving to senior management positions and understand the benefits of investing in technology.[47] Now in positions to make decisions and in control of budgets, managers will be interested in providing their employees, members of the millennial generation, easy and quick access to information required on a day-to-day basis. Millennials, having graduated from universities and colleges, will be comfortable working in a Windows environment and will require minimal training in order to operate the Open Text Enterprise Connect solution.[48] This presents an opportunity for a software application that will satisfy different users, save time and increase productivity.

Providing ECM Solutions with Minimal Training

Current Enterprise Solution systems (i.e. ERP and SAP) are increasing in complexity and demands on companies for training; therefore simplicity is desired and Open Text Enterprise Connect can deliver a software solution requiring minimal training as it is based in a Microsoft Windows interface. This will allow employees who are already familiar with Windows’ operations an opportunity to access information stored in various depositories and ERP’s without needing extensive training on all software used in the organization. This is an opportunity for Open Text’s Enterprise Connect.

Corporations Seeking Time Saving Measures

Enterprise Connect allows numerous users from different areas of an organization access to information stored in a series of silos and depositories. This information is at the user’s fingertips. All one requires is basic knowledge in operating a Windows-like program. This alleviates users having to remember numerous usernames and passwords or commands specific to each software or depository. With Enterprise Connect, users will only require one username and password to access all the information needed. This will help users save time, increase productivity and efficiency. Enterprise Connect will help users save time and the organization save money. We have identified this need for increased productivity as an opportunity for Enterprise Connect.

Strong Partnerships with Microsoft and SAP

Open Text’s success depends on its relationships with strategic partners. Open Text relies on close cooperation with partners for sales and product development as well as for the optimization of opportunities, which arise in the competitive environment. The opportunity would be a strong partnership between Open Text with Microsoft and SAP that will lead to increased market exposure. Open Text also developed strong and mutually beneficial relationships with key technology partners, including major software vendors, systems integrators, and storage vendors, to deliver customer-focused solutions. Key alliances of Open Text include Oracle©, Microsoft©, SAP©, Deloitte© and Accenture©. An opportunity exists through close cooperation with partners for sales and product development, as well as for the optimization of opportunities, which arise in the competitive environment.[49]

Potential Target for Acquisition by Strategic Partner and/or Competitor

Given Open Text’s independent status and its competition’s access to large financial resources (Microsoft and IBM), it is not unrealistic to foresee Open Text being acquired by one of its main competitors in the ECM marketplace. The key to fend off this threat for Open Text is to foster, steward and maintain the relationships with these partners, and increase profits fostering investor confidence in its stock.

Competition

There are currently more than 200 ECM vendors in the marketplace.[50] Although Open Text is a significant player in the ECM marketplace, any loss of market share to the competition or new entrants could create challenges. In reality, Open Text should not be satisfied with maintaining its market share, but should focus on potential growth to stay ahead of its competition and maintain its strong standing in the ECM marketplace. The competition and potential loss of market share is a threat to Open Text.

Competitor Brand Image and Sales Force

As mentioned in the internal analysis, larger vendors in the marketplace have a more distinguished support and sales staff.[51] Open Text’s brand and corporate image is one of quality, but is not as well known as those of its competition (IBM, Microsoft). When competing with these moguls, Open Text must realize it is the smaller player and that convincing people to purchase from them over IBM is a challenge (“nobody ever got fired for buying an IBM”). The competition’s brand and sales force is a threat to Open Text.

Competitive Analysis

As seen in Appendix 1 the ECM market leaders are;

1)    IBM

2)    EMC

3)    Open Text

Primary Competitors:

1) IBM (Founded: 1910, Size: 386,558 employees, Location: Armonk, NY)[52]

Strength: In 2007, IBM was the largest ECM vendor based on revenue. Its ECM solution, FileNet, is a well integrated, fully flexible ECM solution. IBM will be able to successfully sell FileNet through its extensive partner service channel and current leading positions in key vertical markets including its traditional financial services, insurance, banking, and government markets.[53]

Weakness: IBM has two content management solutions, DB2 and FileNet and questions are beginning to arise as to whether IBM will be able to fully integrate them into a single, easy to use solution. As well, although FileNet does have strong integration, it is still not fully integrated with all of IBM’s software solutions creating havoc for current IBM customers.[54]

2) EMC (Founded: 1979, Size: 38,600 employees, Location: Hopkinton, MA)[55]

Strength: EMC has been a consistent market leader in the ECM market. Its ECM software solution Documentum, addresses the entire content life cycle, from capture through to final archive and in this way provides strong document collaboration.[56]

Weakness: While the collaboration software solution provided by Documentum is very useful and beneficial, there are a few draw backs to using it. The main disadvantage being that Documentum’s software requires the use of a complex and complicated IT infrastructure. This requires an extensive amount of installation time and can be a major inconvenience to those business professionals who are always busy and on the go.[57]

3) Oracle (Founded: 1977, Size: 84,233 employees, Location: Redwood Shores, CA)[58]

Strength: Oracle’s ECM solution, Oracle Universal Content Management (OUCM) is a well-integrated software solution and has the strongest integration with Oracle databases than any other ECM provider. This is a major strength as Oracle is one of the most popular databases used today. OUCM also has access to one of the most robust set of complementary technologies and resources. As well, Oracle has an extensive selling channel and customer base.[59]

Weakness: Oracle has been known for only supporting its own software. There still remain questions as to the support Oracle will be able to give for other platforms outside the Oracle infrastructure.[60]

4) Microsoft (Founded: 1975, Size: 79,000 employees, Location: Redmond, WA)[61]

 Microsoft is just beginning to enter the ECM market with Sharepoint Server 2007. It will offer many ECM features such as document management, content management, centralized storing, and records retention.[62]

Strength:  Microsoft Sharepoint is obviously the best integrated with Microsoft Office products such as Word, PowerPoint and Outlook, creating a friendly and easy-to-use, user environment, similar to that of Enterprise Connect.[63] As well, Microsoft announced in May 2007 that SharePoint Server 2007 has received U.S. Department of Defense (DoD) 5015.2 certification, considered the benchmark for government and corporate organizations that manage records and documents.[64]

Weakness: Although Sharepoint 2007 is fully integrated with Microsoft Office, it does not offer as many ECM services as Enterprise Connect.[65] As well, Sharepoint 2007 is web-based and is not a Windows-based interface like Enterprise Connect.

Secondary Competitors:

1) SAP (Founded: 1972, Size: 51,274 employees, Location: Walldorf, Germany)[66]

Strength: SAP is the world’s leading ERP provider. It has a large sales channel and a strong customer base in all market segments ranging from large enterprise companies to small medium businesses including government, financial, and insurance companies.[67]

Weakness: SAP is not a user-friendly software and takes many hours to implement. Currently it is a secondary competitor as it does not offer an independent ECM solution. However, it remains a threat as it has the resources to purchase smaller ECM companies and instantly become a competitor.[68]

2) Carmel Vision (Founded: 2002, Size: 15 employees, Location: Toronto, ON)[69]

Strength: Carmel Vision’s office management software Virtual Filing Cabinet is an integrated all-in-one management solution, including an ECM component. It is the only solution currently on the market that offers contact management, document management, telephony, document/job collaboration, Microsoft Office integration (Calendar, Notes, and Word), fax management, and full indexing/searching capabilities all through a single user interface.[70]

Weakness: Carmel Vision is not yet well-known in the ECM market and although it does offer similar functionality to Enterprise Connect, it does not offer the same depth in its functionality. However, if Carmel Vision begins to sell Virtual Filing Cabinet or is bought out by an ECM competitor, Open Text will need to update Enterprise Connect and offer similar functionality.

Customer Analysis

This section discusses Open Text’s current customers. These customers have purchased enterprise content management systems such as Livelink in the past. As seen in Appendix 2, we evaluated the decision-making process, the buying-behaviour and the purchasing criteria behind the customer’s decision to invest in Open Text Livelink. It should be clearly stated that these segments only represent a sample of Open Text’s reach in today’s marketplace.

From the information detailed in Appendix 2, one can identify some trends in purchase motivations of the various segments when it comes to enterprise content management systems. They include issues such as the importance of privacy and security of information collected and stored; requirements to follow government and industry regulations, and the need to simplify business processes in order to save time and money. For example, the City of London must operate within the guidelines given by the various levels of government: “Government organizations are required to collect personal information in accordance with the rules set out under the Freedom of Information and Protection of Privacy Act (FIPPA) and the Municipal Freedom of Information and Protection of Privacy Act (MFIPPA)”.[71] In other segments, such as telecommunications, there is a need for organizations to follow government regulations in revenue allocation and accounting practices. As stated in Bell Canada’s 2007 annual report, the industry must follow directions from various regulatory bodies:

“Bell Canada, Bell Aliant and several of Bell Canada’s direct and indirect subsidiaries and significantly influenced companies, including NorthernTel, Télébec, Northwestel, Bell Mobility and Bell ExpressVu, are governed under the Telecommunications Act, the Broadcasting Act, the Radiocommunication Act and the Bell Canada Act. Our business is affected by decisions made by various regulatory agencies, including the CRTC. The CRTC, an independent agency of the Government of Canada, is responsible for regulating Canada’s telecommunications and broadcasting industries. Other aspects of the businesses of these companies are regulated in various ways by federal government departments, in particular Industry Canada.”[72]

There are also some notable differences in purchasing criteria from one segment to the next. This is mainly due to the fact that industries require different data to be safeguarded depending on the field they are involved in. For example, the needs, expectations and preferences for the banking industry are likely to be different from those of the energy or the government sectors. In other words, one segment’s requirements do not always translate to all other segments.

New Targeted Segments

As per Open Text’s request, the aim of this project was to identify an opportunity to enter a new target-market for Enterprise Connect’s first year of existence. To that effect, we researched and studied three different new potential segments: the Canadian lodging industry, the Canadian trucking industry and the Canadian education system.

These segments were identified as opportunities for Open Text’s Enterprise Connect for different reasons. When looking at the lodging industry, it was identified that “travel and tourism is one of the world’s fastest growing business segments and the lodging industry plays an important role in this growth”.[73] It was also noted that the Canadian lodging industry is required to follow specific guidelines when it comes to information collection and safeguarding as stated in the following Ontario Restaurant Hotel and Motel Association article:

“We are committed to protecting the privacy and confidentiality of personal information you entrust to our care. We assure you that your personal information is handled according to the following Privacy Policy for the collection, use and disclosure of your personal information.”[74]

The Canadian trucking industry would appear to be an unattractive segment to enter as it is experiencing challenging times with soaring gas prices and minimal profit margins. In actuality, due to a dire need to cut costs, Canadian trucking companies will be required to invest in business solutions. These solutions should focus on increased productivity and efficiency for the users and minimal training; two important areas addressed by Enterprise Connect. It was also shown through research that the Canadian trucking industry will require further investment in software infrastructure in order to keep up with the demands of Canadian and American border agencies.[75]

“It was a proposal that made truckers and logistics planners on both sides of the border shudder: in January, customs officials in the United States floated a proposal to require the electronic submission of cargo data four hours before a truck is loaded in Canada for shipment to the United States, and 24 hours prior to loading a truck in the United States destined for Canada. “Importers and trucking companies pay attention to how efficiently the freight flows; I hope with electronic pre-notification we’ll see more investment in the way the data flows,” says Peter Luit, president and chief executive of Livingston International, the Toronto-based customs broker. “Our worst-case scenario is a driver who parks his rig just before the border and walks into our office with a whole wad of paper. I feel bad for the guy, because it’s not his fault.”[76]

There is also a growing need for trucking companies to have extensive background information on their drivers. This information helps companies ensure drivers are not held at border crossings for long periods of time. There have been numerous cases of drivers being held at border crossings due to issues in their background check: previous criminal charges or having been fingerprinted in the past during police investigations. Such delays at the border have been known to stop shipments from reaching their destinations and cost the Canadian trucking companies exorbitant amounts of money.[77] Open Text’s Enterprise Connect can help alleviate delays by providing quick access to relevant information in these situations.

The Canadian education segment was identified as an opportunity for Open Text’s Enterprise Connect due to the size of organizations found in this segment as well as the extensive list of documents and depositories required on Canadian university and college campuses. Recently, there has been an increased need for improved record-keeping in the Canadian education segment, something Enterprise Connect can assist with.[78]

When looking at the detailed information provided in Appendix 3, one can observe the differences between the defining characteristics, purchase motivations/ purchasing criteria as well as purchasing behaviours of these proposed segments. From these observations, we then extrapolated a decision matrix, found in Appendix 4, in order to make a choice on the best possible recommended segment for Open Text Enterprise Connect. The evaluated criteria were “Profitability”, “Buying Process & Cycle”, “Barriers to Entry” and “Investment Required”. Each criteria and the weighting system are defined in detail in Appendix 4.

From the results obtained in this decision matrix, relating to the potential segments identified for Open Text Enterprise Connect, it was determined that Open Text should focus its attention on the Canadian trucking industry, which is a $54.7 billion industry that employs 400,000 Canadians.[79]

Recommended Marketing Objectives

Given that Open Text’s new target segment for Enterprise Connect will be the Canadian trucking industry, we have identified the following objectives for year one.

1)            Target large companies (500+ users) in Canadian trucking industry and acquire four new accounts within the industry by August 2009.

2)            Revenue of at least $1 million in the Canadian trucking industry generated through Enterprise Connect sales by August 2009.

3)            Increase brand awareness of Enterprise Connect through a direct marketing communication plan tailored to the Canadian trucking industry.

We have identified the following objectives to be met by year five of Enterprise Connect’s product life.

1)            Acquire 5% of the medium (250 users) – large (500+ users) Canadian trucking companies’ ECM purchases by August 2013. This represents approximately 100 companies.[80]

2)            Target suppliers of medium-large Canadian trucking companies (parts suppliers, truck manufacturers) and acquire four supplier accounts by August 2013.

3)            Leverage involvement in the Canadian trucking industry into market segments that are not as directly related. Solidify one contract with one of either the Canadian Border Agency or the U.S. Bureau of Customs and Border Protection by August 2013.

Recommended New Marketing Strategy & Mix

            Now that it has been established that Open Text should target the Canadian trucking industry, a one year and five year marketing plan have been recommended.

Year One Plan

Product

 Enterprise Connect is a revolutionary user interface that simplifies the delivery of business content for information workers. It provides a fully customizable business solution, fully integrated with Windows Explorer and Microsoft Office (Word, Excel, and PowerPoint). The user interface itself is windows based and therefore requires minimal training.

Positioning

            Open Text’s positioning remains relatively the same. Its software solutions and sales and marketing teams are dynamically designed so that they can “fit” into any industry. It has already proven this as many of its customers constitute all major marketing segments, including financial, government, and insurance. Therefore, it already has an infrastructure in place suitable to enter the trucking industry.

Pricing Structure

The original pricing band structure, which was defined earlier, is appropriate for this segment.

Distribution

Distribution will remain unchanged. This includes both a direct and indirect sales force. Last year, the direct sales force, which is divided among geographic areas, constituted about 44% of Open Text’s operating expenses.[81] As well, its indirect sales force plays a significant role in acquiring new licenses and is therefore a vital source of revenue for Open Text. The indirect sales force is made up of Open Text sales agents in addition to partners such as SAP who promote Open Text software to their customers.[82]

Promotion

As with any new product, promotion is very important. Open Text has identified a year one total marketing budget for Enterprise Connect of $112,500.[83] We propose four promotional strategies that Open Text should use to help penetrate the Canadian trucking industry. These strategies should not exceed 10% of the total year one Enterprise Connect marketing budget.

1)    Open Text’s direct sales forces that are geographically located near major Canadian trucking companies should add the top 25 trucking companies (in terms of revenue) to their contact list and begin to cold call.

2)    Open Text should exhibit at ExpoCam 2009. This show will have thousands of attendees, most of which will be from the trucking industry. Open Text should acquire as many contacts as possible and then send out a direct email to these contacts.

3)    Open Text should purchase an email list from trucknews.com and send out an email every quarter that communicates the benefits of Enterprise Connect and how it can help Canadian trucking companies. This email list should include many of the decision-makers in the Canadian trucking industry.

4)    Open Text should send out direct mail campaigns to logistics and operations managers. This strategy has the potential to be quite effective as normally these managers are part of the decision making team.

Critical SWOTs

Strength: Enterprise Connect is easy to use and minimal training is required as its user interface is windows based. As well, it has created strong partnerships and is fully integrated with many popular software solutions such as SAP, Oracle, and Microsoft Exchange. Most ECM trucking solutions have similar integrations with SAP, Oracle, and Microsoft Exchange as they have become standards in the trucking industry as well as most major market segments. For example, CSI, a leading trucking management software is also integrated with SAP and most likely uses Microsoft Exchange for its email and uses an Oracle database.[84] Therefore, a trucking company will not need to spend much time reconfiguring its infrastructure to begin using Enterprise Connect.

 Weakness: Although Open Text has built a respected and well-known corporate identity in most of the major market segments, it is relatively unknown in the trucking industry. Open Text will need to create a corporate brand for Enterprise Connect in a useful, creative and productive manner. The year one promotion plan will help Open Text create a successful brand identity in the Canadian trucking industry.

Threat: Open Text is competing with other, more well-known ECM companies within the trucking industry, such as Aexcel Solutions Inc., who specialize in solutions for transportation, warehousing, and logistic needs for shipping goods.[85]

Opportunity: The trucking industry, which has seen margins quickly diminish as a result of rising oil prices, urgently needs an ECM software solution that can assist them in speeding up the process of delivering inventory. Enterprise Connect, with its user-friendly, windows based GUI will be able to achieve this as trucking employees, including the drivers, will instantly be able to begin utilizing Enterprise Connect and complete delivery paperwork quicker and more efficiently. In such a competitive, low-margin industry, even saving a few minutes on every delivery will have a substantial impact on the profits/losses that the trucking company incurs.

Five Year Plan

Exhibit at ExpoCam 2011 & 2013

ExpoCam is a show which has a few thousand participants every year. Open Text should purchase exhibit space as “ExpoCam is where the decision makers in the Canadian trucking industry come to see and buy”.[86] This is a great opportunity for Open text to create brand awareness and ultimately sell Enterprise Connect. While at the show, it can ask booth visitors for their email address so that they can later send out a direct email piece. These leads should be categorized into A level (those who will make purchase soon), B level (those who are interested but will make purchase later) and C level (those interested in the product, but with no immediate buying plans).[87] As well, Open Text can possibly begin a relationship with a company already established in the trucking industry that is interested in selling Enterprise Connect.

Exhibit at Truck World 2010 & 2012

Truck World, which is held every two years, is Canada’s largest trucking show.[88] As with ExpoCam, Open Text should purchase exhibit space. It will help promote its corporate and Enterprise Connect brand image as well as possibly help find an indirect sales force. While at the show, it can ask booth visitors for their email address so that they can later send out a direct email piece. Many other software companies purchased booths at Truck World 2007.[89] Many of these companies will very likely be at Truck World 2010 and 2012. As not all of these software companies are specifically offering ECM solutions and are therefore not direct competitors, Open Text can greatly benefit by creating relationships with these companies, which are already well established in the trucking industry.

Open Text GlobalStar Enterprise and ECM Champion Awards

GlobalStar is an awards ceremony held by Open Text in celebrating customer’s success in deploying outstanding ECM solutions. The winners of the ceremony receive GlobalStar points which can later be redeemed towards the purchase of any Open Text products and services.[90] Open Text should leverage this loyalty program for references to additional trucking industry customers and trucking industry suppliers. These leads will be influential in helping Open Text sell Enterprise Connect and will save it a lot of time and effort in trying to find these leads by itself.

Sell Enterprise Connect to Canadian Border Agency

Open Text should arrange a meeting between Open Text sales staff at its Ottawa office and the Canadian Border Agency as a potential buyer. As Open Text has already sold other ECM products to other Canadian government institutions, such as Health Canada, it already has a sales team with experience in selling to the government.[91] If successful, Open Text will help increase Enterprise Connect brand awareness. As well, trucking companies may find it easier to use the same ECM software as the border agency, ultimately purchasing Enterprise Connect for this reason alone.

Sell Enterprise Connect to U.S. Bureau of Customs and Border Protection

For the same reasons as selling to the Canadian Border Agency, Open Text should arrange a meeting between Open Text sales staff at its Washington D.C. office and the U.S. Bureau of Customs and Border Protection. As Open Text has already sold to other American government institutions, such as the U.S. Department of Defense, it already has a sales team with experience in selling to the government.[92] By selling to both the Canadian and American border agencies, Open Text will be able to create brand awareness for all truck deliveries entering and leaving Canada.

Direct Mail to Logistics and Operations Managers

As recommended in year one, Open Text should create a direct mail campaign and target logistics and operations managers as they are decision makers. The email sent out should state the key benefits of Enterprise Connect for the trucking industry. The envelope and enclosure should both be specifically designed for the trucking industry.

Purchase Industry Email List

Once a direct email marketing piece has been designed, Open Text should purchase an email list. As recommended in year one, this email list should be utilized once every quarter and should be sent to as many industry decision makers as possible.

Have Sales Representatives Add Top 25 Trucking Companies to Contact List

As also recommended in year one, the Open Text sales force should add the top 25 Canadian trucking companies (based on revenue) that have not yet purchased Enterprise Connect to its contact list.

Implementation Plan & Budget

            Year one’s implementation plan and budget can be seen in Appendix 5. The five year implementation plan and budget can be seen in Appendix 6.

Appendix 1- Market Position of ECM Providers

Shegda, Karen. “Magic Quadrant for Enterprise Content Management.” 2007. 2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

Appendix 2 – Customer Analysis

Business Customer
Defining Characteristics
Purchase Motivation & Criteria
Purchasing Behaviour

Telecommunications[93]

(Bell Canada)

Provide product delivery and installation services

Required to follow CRTS regulations on privacy, content management and service delivery

Improve productivity and efficiency in employees’ ability to access, find and retrieve information in a structured manner

Central decision and purchasing method

Large organization with several regional offices

Large implementation cycle

Banking Industry[94]

(RBC Dominion Securities)

Provide financial advice and portfolio management

Expected to store, access, evaluate and retrieve relevant client information in timely fashion

Required to follow privacy acts

Cost attached to “losing” important documents could have unforgiving repercussions

Motivated to purchase most up-to-date versions of content management software to keep competitive advantage

Central purchasing process

Energy[95]

(Pacific Gas & Electric Company)

Influenced by various stakeholders (governments, private investors)

Operates in a volatile environment

Integration of SAP software & multifunctional areas

Competitive advantage in this industry can be the difference between feast and famine

Require different types of information to be stored on various projects (such as site pictures, maps, seismic details, regulatory approvals)

One-time purchasers in significant volumes

Government[96]

(City of London)

Required to provide access to sensitive documents to multiple users

Expected to follow privacy legislature throughout all operations

Intent is to save time, eliminate redundancy, minimize costs, serve the constituents

Buying to ensure security of information

Must adjust its software infrastructure to follow latest government regulations

Required to purchase software for multiple users.

Motivated by rebates, incentive programs and minimal training costs

Appendix 3 – New Potential Customer Segments

Business Customer
Defining Characteristics
Purchase Motivations & Criteria
Purchasing Behaviour

Canadian Trucking[97]

Industry at the mercy of very small margins

Investments must prove to have large ROI

Require head office involvement

Sensitive about price

Bound to  follow Customs and Border Protection requirements and guidelines

Purchase in small volumes

Require access to software with limited training and quick return on investment

Canadian Lodging[98]

Segments comprised of small outfits as well as international organizations

Privacy and security of guest information

Integrated communication and access to information between various departments: conference services, accommodations, maintenance, finance, sales

Some franchises able to make their own purchasing decisions

Large international organizations’ members at the mercy of central purchasing system

Canadian Education[99]

(Universities & Colleges)

Information creating, dispensing and safeguarding for various constituencies

Many levels of approvals when going through purchasing decision

Each university/college makes own decision on software solutions

Required to follow government rules and regulations on privacy and security of personal information

Integration of endless silos across campus: parking, student records, payroll, facility services, etc.

Centralized purchasing process with open bid systems (RFQ)

Large one-time purchase by each institution

Long purchasing cycles

Appendix 4 – Decision Matrix

(Scale from 1 to 5, where 5 is “best-case scenario”)

Weight
Lodging
Trucking
Education

Profitability

0.35

4

3

3

Buying Process & Cycle

0.30

3

4

2

Barriers to Entry

0.15

1

2

4

Investment Required

0.20

2

4

1

1.00

2.85

3.35

2.45

Profitability:                              Evaluated by looking at the industry revenues, profitability, in this case, is the potential for Open Text to increase its net profit by entering this segment.

Buying Process & Cycle:           Identified here as the length of time for a purchasing cycle to be completed in each segment. Also included in this section is the type of buying process used by each segment.

Barriers to Entry:                       This includes issues such as competition in this specific segment, challenges in penetrating the market and threats to Open Text venturing in each segment.

Investment Required:                 This section refers to the amount of resources (human, financial, time) required to be invested in order for Open Text to successfully establish itself in these segments with Enterprise Connect.

The Scale ranges from 1 to 5, whereby 5 is the best case scenario for Open Text.

For example, having potential for large profitability will mean a higher score whereas a lower score in that section means smaller profit potential.

In the “Buying Process & Cycle”, a greater score would mean having a significantly short purchasing cycle that is possible to meet with Open Text’s current resources or with minimal additions as well as a simple buying-process. A lower score would show that this segment uses very long purchasing cycles and a complicated buying-process.

When looking at “Barriers to Entry”, a high score would mean having few obstacles for Open Text to successfully establishing itself in this segment. A lower score would refer to many challenges and significant hurdles in order to make this a viable venture.

In “Investment Required”, we identified the amount of resources that would be required in order to make the segment a success. Therefore, a high score means low investment required while a low score refers to a significant investment for potential return.

Appendix 5 – Implementation Plan & Budget for Year One

Tactic
Staff needed to implement
Timing
Costs
Other
Exhibit at ExpoCam 2009: Montreal[100]
-Sales Department

-Marketing Department

-Exhibits Manager
Application Process begins March 2009
$6,000 ($4,000 for booth, $2,000 for travel expenses)
Ask booth visitors for email address for direct email piece.
Have sales reps for EC add top 25(by revenue) trucking companies to contact list
-Sales department

Immediately
No direct marketing cost but internal costs to sales department based on employee-day costs.

Total cost to sales department, estimated 5 days per year for prospecting x $750 per day[101] = $3,750 per rep x 5 reps = $18,750
Design Direct Email marketing piece.
-Marketing Department
Immediately
$890[102]
Fees include custom design, content design, and testing.
Purchase industry email list of 108,000 from trucknews.com once per quarter.
-Marketing coordinator
Immediately
108,000 email addresses for $450/mth x 4 mths = $1,800.
Click through rate of email marketing is approx. 10-15% with an un-segmented list[103]. In order to produce 1 sale, a 1% response rate is required.[104]
Direct Mail to Logistics and Operations  Managers
-Marketing department
Immediately
Estimate $2 per piece x 1,500 pieces = $3,000
Design costs may be lower if existing marketing piece is appropriate.
Total target year one revenue = $1 million

Total marketing cost for year one implementation = $11,690 (10.39% of year one EC marketing budget)

Total sales cost for year one implementation = $18,750

Total Costs = $30,440

Appendix 6 – Five Year Implementation Plan & Budget

Tactic
Staff needed to implement
Timing
Costs
Other
Exhibit at ExpoCam 2011 and 2013[105]
-Sales Department

-Marketing Department

-Exhibits Manager
Application Process begins March 2011
$12,000
Ask booth visitors for email address for direct email piece.
Exhibit at Truck World 2010 and 2012[106]
-Sales Department

-Marketing Department

-Exhibits Manager
Application Process begins April 2010
$10,000
Ask booth visitors for email address for direct email piece.
Leverage Open Text GlobalStar Loyalty program for references to additional Trucking industry customers and Trucking Industry Suppliers.
-Marketing Department

-IT department
January 2015
Customer activities as stated = $2,600 x 4 customers = $10,400

US equivalent

Employee equivalent days (est.) 10 days x $750 = $7,500 Total: $17,900.
Suggested activities include ROI study, Prospect Reference Call, Hosting an onsite prospect visit, Magazine Article.

-1 GlobalStar point = $1 US toward Open Text products
Arrange meeting between Open Text Sales Staff at Ottawa office and Canadian Border Agency buyer.
– Sales Management

-Sales Representative.
2010 (Approx. 18 month selling cycle)
Assume 1 day per week for 18 months. ($750 x 60 days=  $45,000
Sales rep experienced in selling to Government agencies should handle process.
Arrange meeting between Open Text Sales Staff at Washington D.C. office and U.S. Bureau of Customs and Border Protection buyer.
– Sales Management

-Sales Representative.
2010 (Approx. 18 month selling cycle)
Assume 1 day per week for 18 months. ($750 x 60 days=  $45,000
Sales rep experienced in selling to Government agencies should handle process.
Direct Mail to Logistics and Operations  Managers
-Marketing department
Immediately
Estimate $2 per piece x 1,500 pieces = $3,000 x 5 years = $15,000
Design costs may be lower if existing marketing piece is appropriate.
Design Direct Email marketing piece.
-Marketing Department
Immediately
$890[107] x 5 years = $4,450
Fees include custom design, content design, and testing.
Purchase industry email list of 108,000 from trucknews.com once per quarter.
-Marketing coordinator
Immediately
108,000 email addresses for $450/mth x 4 mths = $1,800 x 5 years = $9,000.
Click through rate of email marketing is approx. 10-15% with an un-segmented list[108]. In order to produce 1 sale, a 1% response rate is required.[109]
Have sales reps for EC add top 25 unsigned (by revenue) trucking companies to contact list
-Sales department

Immediately
No direct marketing cost but internal costs to sales department based on employee-day costs.

Total cost to sales department, estimated 5 days per year for prospecting x $750 per day[110] = $3,750 per rep x 5 reps x 5 years= $93,750.
Total target year five revenue = (100 Trucking companies ($175,000 each), 4 supplier companies ($250,000 each), and successful government bid ($1 million) = $19.5 million

Total cost of five year sales & marketing plan = $237,100

Endnotes

[1] “Corporate Overview”. Company Overview – Open Text Corporation. 2008.

 Open Text. 23 June 2008 < http://www.opentext.com/corporate/index.html>

[2] “Investor Relations”. Investor Information – Open Text Corporation. 2008.

 Open Text. 23 June 2008 < http://www.opentext.com/corporate/index.html>

[3] “Open Text Livelink Software Maintenance”. Open Text Livelink Maintenance Software-FA8604-08-Q-7471- Federal Business Opport. 19 June 2008. Federal Business Opportunities <https://www.fbo.gov/index?s=opportunity&mode=form&tab=core&id=21ac175beae969d6ae0071895ae26403&_cview=0>

[4] “Corporate Overview”. Company Overview – Open Text Corporation. 2008.

 Open Text. 23 June 2008 < http://www.opentext.com/corporate/index.html>

[5] “Industry Colutions”. Industry. 2008.

 Open Text. 12 July 2008 < http://www.opentext.com/corporate/index.html>

[6] “Investor Relations”. Investor Information – Open Text Corporation. 2008.

 Open Text. 23 June 2008 < http://www.opentext.com/corporate/index.html>

[7] Spratt, Walker & Robinson. “PREST Practitioner Research and Evaluation Skills Training in Open and Distance Learning; Mixed research methods- Module 5.” 2004 Commonwealth of Learning. 25 June 2008 <http://www.col.org/colweb/webdav/site/myjahiasite/shared/docs/A5.pdf >

[8] Thornhill, Kathy. “Records Management Terms”. Records Management Terms. 2008.

University of Lethbridge Library. 4 July 2008 <http://www.uleth.ca/lib/archives/records_Management/display.asp?PageID=226>

[9] “Corporate Overview”. Company Overview – Open Text Corporation. 2008.

 Open Text. 3 July 2008 < http://www.opentext.com/corporate/index.html>

[10] “Open Text Enterprise Connect”. Open Text Enterprise Connect – Open Text Corporation. 2008.  Open Text. 3 July 2008 < http://www.opentext.com/corporate/index.html>

[11] Spring, Karen, “Open Text Company Profile.” (2007)

[12] Ibid.
[13] Forquer, Bill, Jelinski, Peter, & Jenkins, Tom, 2006, Enterprise Content Management: Solutions. Published by Open Text Corporation. July 2006.

[14] White Paper, Open Text’s Livelink: What a Major IT leader uses for itself. Nov 2003.

[15] Gartner, Market Share: Enterprise Content Management, Worldwide, 2004-2006, Tom Eid. (May 2007).

[16] Open Text Q3 FY2008 Results, Investor Presentation. Slide 18 of 19.

[17] Howatson, Adam & O’Connor, Kyle 2008. Pricing Proposal: Open Text Enterprise Connect.

[18] Ibid.

[19] Open Text Corporation. GlobalStar – Open Text Corporation. 2008. 5 July 2008

<http://www.opentext.com/customers/globalstar.html>

[20] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[21] Kercher, Sherry. “Enterprise Content Management Software Selection Guide.” (2008)

[22] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[23] Ibid.

[24] Open Text Corporation. Open Text Products. 2008. 15 June 2008 < http://www.opentext.com/2/sol-products.htm>

[25] Spring, Karen. “Open Text Company Profile.” (2007)

[26] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[27] Spring, Karen. “Open Text Company Profile.” (2007)

[28] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[29] Ibid.

[30] Ibid.

[31] Spring, Karen. “Open Text Company Profile.” (2007)

[32] Ibid.

[33] Open Text Corporation. Industry. 2008. 18 June 2008 < http://www.opentext.com/2/sol-industry.htm>

[34] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[35] Spring, Karen. “Open Text Company Profile.” (2007)

[36] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[37] Ibid.

[38] Spring, Karen. “Open Text Company Profile.” (2007)

[39] Ibid.

[40] Open Text Corporation. Awards – Open Text Corporation. 2008. 25 June 2008                                      < http://www.opentext.com/corporate/awards.html>

[41] Howatson, Adam. Telephone Interview. 20 June 2008. 519-888-7111.

[42] Ibid.

[43] Open Text Corporation. World Wide Office Locations – Open Text Corporation. 2008. 25 June 2008     < http://www.opentext.com/corporate/office_locations/index.html>

[44] “Open Text Annual report 2007”. Page 9. http://www.opentext.com/download/livelinkdownload.html?path=/corporate/investor/annualreport/2007_AnnualReport.pdf . Open Text Corporation. 23 June 2008 <http://www.opentext.com/download/livelinkdownload.html?path=/corporate/investor/annualreport/2007_AnnualReport.pdf>

[45] Ibid.

[46] Ibid.

[47] Rock, Michael E. Ed.D. “The Wounded Healer, Generation Gaps in the New Workplace Gen-Xers and Boomers Working Together”. (September 1999). The Wounded Healer, Generation Gaps in the New Workplace Gen-Xers and Boomers Working Together. July 12th, 2008. <http://www.canadaone.com/ezine/sept99/corporate_learning2.html>

[48] Hardy, Michael. “Generation gaps challenge managers”. Published April 14th 2008.Generation gaps challenge managers. 13 July 2008 <http://www.fcw.com/online/news/152238-1.html#>

[49] Kercher, Sherry. “Enterprise Content Management Software Selection Guide.” (2008)

[50] Spring, Karen. “Open Text Company Profile.” (2007)

[51] Ibid.

[52] “Yahoo Canada Finance” IBM: Summary for International Business Mach  – Yahoo! Canada Finance. 20 July 2008 <http://ca.finance.yahoo.com/q?s=ibm>

[53] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”.  2 July 2008.

<http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[54] Ibid.

[55] “Yahoo Canada Finance” EMC: Summary for EMC CP– Yahoo! Canada Finance. 20 July 2008 <http://ca.finance.yahoo.com/q?s=emc>

[56] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”.  2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[57] Ibid.

[58] “Yahoo Canada Finance” ORCL: Summary for ORACLE CORP – Yahoo! Canada Finance. 20 July 2008 <http://ca.finance.yahoo.com/q?s=orcl>

[59] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”. 2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[60] Ibid.

[61] “Yahoo Canada Finance” MSFT: Summary for MICROSOFT CP – Yahoo! Canada Finance. 20 July 2008. <http://ca.finance.yahoo.com/q?s=msft>

[62] “Microsoft Presspass – Information for Journalists” Microsoft Office SharePoint 2007 Receives U.S. Department of Defense 5015.2 Certificatio. 5 July 2008. <http://www.microsoft.com/presspass/press/2007/may07/05-29SharePointDoDPR.mspx>

[63] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”. 2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[64] “Microsoft Presspass – Information for Journalists” Microsoft Office SharePoint 2007 Receives U.S. Department of Defense 5015.2 Certificatio. 6 July 2008. <http://www.microsoft.com/presspass/press/2007/may07/05-29SharePointDoDPR.mspx>

[65] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”. 2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[66] “Yahoo Canada Finance”. MSFT: Summary for MICROSOFT CP – Yahoo! Canada Finance. 20 July 2008. <http://ca.finance.yahoo.com/q?s=msft>

[67] “SAP AG (SAP) Profile”. SAP:Profile for SAP AKTIENGESELL ADS – Yahoo Canada Finance. 20 July 2008. <http://ca.finance.yahoo.com/q/pr?s=SAP>

[68] Karen M. Shegda, Toby Bell, Kenneth Chin, Mark R. Gilbert. “Magic Quadrant for

Enterprise Content Management, 2007”. 2 July 2008. <http://mediaproducts.gartner.com/gc/reprints/ibm/external/volume2/article16/pdf/article16.pdf>

[69] “Company – About Us”. Carmel Vision – Virtual Filing Cabinet – Contact and Content Management Solutions. <http://www.carmelvision.com/company/company.shtml>

[70] “Carmel Vision”. Carmel Vision – Virtual Filing Cabinet – Contact and Content Management Solutions. 14 July 2008 <http://www.carmelvision.com/index.shtml>

[71] “BCE 2007 Annual Report”. Bell Canada Enterprise.  Page 43. 15 July 2008.

<http://www.bce.ca/data/documents/BCE_annual_2007_en.pdf>

[72] Ibid.

[73] “Programs/Services”. Hotel Association of Canada – Programs/Services. 2008. Hotel Association of Canada. 17 July 2008. <http://www.hotelassociation.ca/site/programs/index.htm>

[74] “ORHMA Privacy Policy”. http://www.orhma.com/DOWNLOAD/Privacy_Policy_12_03.pdf Ontario Restaurant Hotel & Motel Association 15 July 2008. <www.orhma.com/DOWNLOAD/Privacy_Policy_12_03.pdf>

[75] Beghetto, Marco. “Customs Clearance: Tuning the Pre-Note”. Today’s Trucking: The Online Business Resource for Canada’s Trucking Industry. 2002. 15 July 2008. <http://www.todaystrucking.com/newscenter.cfm?pageaction=story&intNewsCenterID=3&intDocID=58&CFID=4145667&CFTOKEN=83306408>

[76] Ibid.

[77] Park, Jim. “Drivers and Criminal Records” Today’s Trucking: The Online Business Resource for Canada’s Trucking Industry. 2005. 16 July 2008.

<http://www.todaystrucking.com/newscenter.cfm?pageaction=story&intNewsCenterID=3&intDocID=38&CFID=4145667&CFTOKEN=83306408>

[78] Charbonneau, Léo. “Two new projects aim to fill gap in PSE data”. Two new projects aim to fill gap in PSE data. 2008. University Affairs. 18 July 2008. <http://www.universityaffairs.ca/issues/2008/march/pse_data_01.html>

[79] Canadian Trucking Alliance. Profile. 2008. 10 July 2008 <http://www.cantruck.com/industry/profile.php>

[80] Ibid.

[81] “Open Text Annual Report.” 2007. 2 July 2008. <http://www.opentext.com/download/livelinkdownload.html?path=/corporate/investor/annualreport/2007_AnnualReport.pdf>

[82] Ibid.

[83] Howatson, Adam. Personal Email. 8 July 2008.

[84] “Taking Transportation in a new direction” Trucking Software and Transportation Software with integrated Dispatching, Logistics, Brokerage. CSI Computer Support, Inc. 10 July 2008. <http://www.csiroad.com>

[85] Truck World Canada’s Largest Truck Show 2008. Truck World 2008 11 July 2008.

 < http://www.truckworld.ca/browse.cfm?compid=173>

[86] ExpoCam Canada’s Largest Truck Show 2008. ExpoCam 2009 14 July 2008.

 < http://www.expo-cam.com/index.cfm?&vNavID=5&vSubNavID=30&vSub2NavID=8>

[87] F., Robert, Dwyer. John, F, Tanner Jr. Business Marketing: Connecting Strategy, Relationships and Learning. The McGraw-Hill Companies, Inc. 1221 Avenue of the Americas, New York, 10020.

[88] Truck World Canada’s Largest Truck Show 2008.  TruckWorld 2008 11 July 2008.

< http://www.truckworld.ca/index.cfm?&vNavID=5&vSubNavID=29>

[89] Ibid.
[90] GlobalStar Enterprise and ECM Champion Awards – General Information. GlobalStar Enterprise and ECM Champion Awards – General Information – Open Text Corporation. Open Text: The Content Experts. 9 July 2008 < http://www.opentext.com/customers/globalstar/awards/information.html>
[91] Customers in Government. Customers in Government – Open Text Corporation. Open Text: The content Experts. 8 July 2008 < http://www.opentext.com/customers/government.html>

[92] Ibid.

[93] Denault, Martin. Telephone Interview. 16 June 2008. 888-932-6666

[94] Joe Sardo CIM, CFP, Vice President & Portfolio Manager, RBC Dominion Securities, Hamilton, Ontario, Email:  [email protected] July 12th and 13th 2008.

[95] “Customer Feature”. User Story – Open Text Corporation. 2008.  Open Text. 3 July 2008

< http://www.opentext.com/ecmtrilogy/solutionsbook/innovator/pg_e/>

[96] “City of London – Public Content”.  Open Text Corporation. 2008. http://www.opentext.com/download/livelinkdownload.html?path=/corporate/customer/casestudy/livelink_case_study_city_of_london.pdf. 3 July 2008 <http://www.opentext.com/download/livelinkdownload.html?path=/corporate/customer/casestudy/livelink_case_study_city_of_london.pdf>

[97] “News First”. Today’s Trucking: The Online Business Resource for Canada’s Trucking Industry. 2005. 27 June 2008 <http://www.todaystrucking.com/>

[98] “The Voice and Vision of the Canadian Lodging Industry”. Hotel Association of Canada. 2007. 17 July 2008 <http://www.hotelassociation.ca/index.htm>

[99] “Trends in Higher Education, Volume 3. Finance.” Association of Universities and Colleges of Canada. 2008. 17 July 2008 <http://www.aucc.ca/_pdf/english/publications/trends_2008_vol3_e.pdf >         & “Council of Ministers of Education, Canada.” <http://www.cmec.ca/international/educationcanada.en.pdf>

[100] Expocam 2009. 2008. 17 July 2008 <http://www.expo-cam.com/index.cfm>

[101] Howatson, Adam. Personal Email. 8 July 2008.
[102] Judo Marketing. Email Design, Email Marketing. 2008. 16 July 2008

<http://www.judomarketing.com/products/email.asp>
[103] McDonald, Loren. Average Email Click-Through Rate. 2005. 16 July 2008 <http://www.emaillabs.com/email_marketing_articles/average_email_click_through_rate.html>
[104] Marketing Today. Marketing ROI Calculator. 2008. 16 July 2008

<http://www.marketingtoday.com/tools/roi_calculator.htm>

[105] Expocam 2009. 2008. 17 July 2008 <http://www.expo-cam.com/index.cfm>

[106] Truck World 2008. 2008. 17 July 2008 <http://truckworld.ca/>

[107] Judo Marketing. Email Design, Email Marketing. 2008. 16 July 2008

<http://www.judomarketing.com/products/email.asp>
[108] McDonald, Loren. Average Email Click-Through Rate. 2005. 16 July 2008 <http://www.emaillabs.com/email_marketing_articles/average_email_click_through_rate.html>
[109] Marketing Today. Marketing ROI Calculator. 2008. 16 July 2008

<http://www.marketingtoday.com/tools/roi_calculator.htm>

[110] Howatson, Adam. Personal Email. 8 July 2008.