Software companies, and analysts alike, love to come up with unique product positions, and categories, that enable them to stand out from their competition. Put a bunch of related capabilities together in a box and give it a catchy name. Hey, presto! Congratulations, you just invented a new market and, guess what, you’re the King.
RPA vendors want to automate more sophisticated processes, BPM vendors wish to capture more regular transactions. Content management firms want to gain more insight into the content they store; analytics vendors want to manage their content more carefully. The lines are starting to blur, and frankly, it’s about time. But turning such huge and well-established technology silos is no easy undertaking, so patience is unfortunately still required.