There is news that EMC has a new partnership with FatWire Software for WCM.  There are a few components to this deal, as we understand it:

• EMC will resell FatWire Content Server in a new package called EMC Web Experience Management by FatWire.
• EMC will have rights to resell the whole FatWire portfolio.
• EMC has made an undisclosed equity investment in FatWire.
• FatWire will resell the EMC DAM product.
• FatWire will develop apps on Documentum xCP.

It’s a substantial partnership and an admission that EMC’s own efforts in WCM weren’t cutting it with customers.  Still, it falls short of the rumored acquisition.  Why?  The two vendors claim a partnership gives EMC access to high-end WCM technology while letting FatWire remain nimble enough to develop products quickly and be more responsive to market needs — the equity investment is meant to help FatWire along these lines.  This makes some sense as acquired WCM often gets lost in a larger ECM vendor.  But with the market consolidation that has already occurred in this sector, EMC is taking on some risk relying on a third-party for its WCM rather than owning it outright.

Apparently it’s a risk EMC is willing to take, which we take to mean that WCM isn’t seen as strategic enough to EMC to do the acquisition.  That’s not all that surprising really.  WCM is as much (if not more) a part of marketing automation these days as it is part of the sorts of ECM apps EMC is invested in.  Buying WCM at this point would mean making some commitment to continued innovation in areas of online marketing (e.g., multivariate testing, web analytics etc.) that don’t relate much to other areas of EMC’s business.  EMC is focusing on its core transactional document management apps and information governance opportunities that tie records management to archiving and e-discovery.  WCM doesn’t really have much to do with any of that.

FatWire’s products will essentially replace EMC’s WCM assets (though EMC hasn’t yet announced specific products or timelines for end-of-life, but that will come) and so this is potentially a boon to FatWire’s sales, insomuch as EMC can sell FatWire’s software.  If this partnership does have a material impact on FatWire’s sales, it could impact its ability to be acquired by another vendor, at least at a valuation it might want.  So this could be a big deal for FatWire, one way or another.

I commented in late January that there seem to be two schools of thought at the moment on spending in ECM — in that post, I was talking about downturns in ECM spending overall versus serious investment in information governance-related technologies, like archiving, records management and eDiscovery.

The same dichotomy seems to exist in specifically WCM at the moment as well, though for different reasons.

On one side of the WCM coin, we have Vignette, which turned in an ugly Q4, with revenue down 29.4% year over year and license revenue totalling just $7.3m or 19.5% of revenue.   And we have the Autonomy acquisition of Interwoven, which was not primarily driven by Autonomy’s desire to be in the WCM business (here’s Nick’s take on Autonomy’s drivers).  We’re not saying Autonomy won’t invest in WCM, it’s too early to make any kind of judgement on that.  But nobody is pretending Autonomy would have bought Interwoven if it didn’t have the WorkSite and Discovery Mining businesses and expertise in the legal industry.

On the other side of the coin, we have FatWire, which yesterday announced 40% year-over-year revenue growth in 2008 taking it to $44m.  This is the first time FatWire has publicly announced a revenue number, clearly it thought it had something worth bragging about (I was pegging FatWire’s 2008 revenue at about $40m, so it beat my not-entirely-informed estimate).

Obviously FatWire is a good deal smaller than Interwoven and Vignette and is growing from a smaller base.  Still, it reports an overall strength in the market domestically and internationally that is intriguing.  And it’s not alone in noting strength in the sector — Sitecore made a similar announcement back in November.

Is WCM a strategic investment you have to make when IT budgets are tight?   More and more business is certainly done on the Web, customers spend more time researching buying decisions on the web, a lot of Web sites are in need of update, it’s a less expensive marketing channel, and so many companies can’t afford not to invest.

The counter argument to this was articulated, ironically, by Open Text CEO John Shackleton on the quarterly earnings call when he was asked about the Interwoven transaction.  He said:

…one of the concern areas would be in the web content management where like most managers if someone came to me and said our website is looking a little old. We need to spend $1 million to clean it up. I wouldn’t see that as a must-have. So what we’re seeing is it’s not critical, people are putting off those decisions to upgrade their websites. I would see that Interwoven like our web content products is seeing some softness in the market.

That from a vendor with WCM in its portfolio, though it’s hardly the company’s focus.

So what do you think?  Is FatWire simply absorbing some of the business that would have gone to Vignette and that’s enough to support the growth it needs as a smaller company?  Or does WCM have some legs in a tough 2009?