Documentum, Inc was founded in 1990 for the purpose to solve unstructured information management problems. Documentum, by using relational database technologies, was not the first technological company who operated Document Management System (DMS). However, I define Documentum as Innovators in Technology Adoption Life Cycle model because Documentum is the original company who adopted Electronic Document Management System (EDMS). Additionally, I recommend Documenter’s product as discontinuous innovation because the feature of product requires customers to change their current behavior. In this arena, Documentum got the benefit from selling product to the early adopters as Boeing and Synex. Both of early adopters expected a radical discontinuity between the old and the new ways to organize document and Documentum satisfied these two customers very well. Looking to the future market, Documentum still had the good opportunity to deal the specific application same as Boeing and Synex with other early adopters. However, Documentum staked in innovator category at first launched, company could face to the hard problem when it desires to catch the curve and moves to mainstream market. The toughest problem is movement from early adopter market to early majority market. There has the ultimately different in consumer behavior between these two markets. Early adopters expect to use something that extremely discontinuity innovation but early majority needs to buy productivity improvement with less the discontinuity innovation. How Documentum battle on when it move from one to another market? Should Documentum adopt horizontal or vertical marketing strategy at that time? It could be the hardest problem that Jeff Miller, CEO of Documentum has to solve.
Regarding marketing strategies, the vertical strategy concentrates on the needs of a particular industry one by one. It addresses specific business activities and sold applications to the line-of-business users that owned the...