e-discovery 2.0

When I first started working in the electronic discovery industry, I quickly learned two things about Summation: it has a huge installed base of law firm customers, and they all dislike using Summation’s products. It was feedback from these unhappy customers that led companies like Clearwell and kCura/Relativity to enter the review market, and the results are plain to see. While Clearwell and kCura/Relativity are both growing rapidly, Summation has suffered years of declining revenue.

Several people have pointed to poor marketing as the problem, and it’s true most customers are confused. Summation’s products all have different names (iBlaze, Discovery Cracker, CaseVault, CaseVantage), and it is unclear how they relate to one another. But the problem is more fundamental than just marketing. There has been no innovation from Summation for years; its products are difficult to use; and, they don’t integrate with each other. So, naturally, customers switch to more compelling solutions, revenue declines, management cuts costs, talented people leave, service levels deteriorate, more customers defect, and the cycle repeats.

As the management teams at Silicon Graphics, Siebel, or Yahoo! can tell you, once a technology company faces this death spiral, it’s very, very hard to turn things around. But that’s exactly what AccessData must do for its recent acquisition of Summation to work.

On the face of it, you would not expect AccessData to be capable of addressing Summation’s problems. As the #2 player in the forensics market to Guidance Software, it has no experience in legal review. Its customers are enterprises and government agencies, not law firms or litigation support service providers. Its headquarters is in Lindon (Utah), whereas Summation based is in San Francisco. But AccessData has a capable team, and must have some plan in mind. What is it likely to do? My guess is as follows:

• Claim “end-to-end” in the enterprise market: AccessData will likely bundle the iBlaze review platform with its own forensic collection products (FTK) and claim end-to-end coverage of the EDRM model. The products obviously don’t integrate with one another, or even have the same UI, but some customers may not realize how important that is until after they have purchased. This is the same strategy used by Autonomy, which also puts together disparate products (Aungate, Introspect, etc.) and markets them as an integrated package.

• Promote CaseVault and CaseVantage in the law firm market: These hosted review platforms are not widely used. AccessData will be hoping that with better marketing and sales execution, it can drive adoption of them by law firms and litigation support service providers. But most providers today seem pretty happy with Clearwell and/or kCura Relativity, so it’s unclear why they would switch away to CaseVault / CaseVantage.

• Cut costs: On the day the acquisition closed last month, AccessData fired most of Summation’s engineers. That’s understandable, given the shrinking revenue. But it only accelerates the death spiral. With no engineers, it’s impossible to innovate or improve the products.

• Sunset iBlaze product lines: This sounds radical since, according to Katey Wood at the451 Group, iBlaze accounts for 70% of Summation’s revenue. But AccessData may decide to focus its development efforts on CaseVault and CaseVantage, ceasing all investment in iBlaze. Effectively, this means it would “milk” the law firms using iBlaze, and pitch enterprises a product with no real roadmap for improvement. Given how far iBlaze has fallen behind, there is a strong argument that further investments are probably just throwing good money after bad.

It will take a few months before we can say for sure whether these, or other, changes will make any difference. If the experience of other companies is any guide, they may slow the decline for a while, but not reverse it. After all, there may be some people out there using Silicon Graphics computers to access their Siebel CRM systems or search the web on Yahoo, just like there will be some using Summation’s products for document review. But there are fewer and fewer every day.

Learn More On Litigation Software & Litigation Support Software.

Learn More On Ediscovery Litigation.

Yesterday, George Socha and Tom Gelbmann published summary results for their 2008 EDD survey. George and Tom gathered self-reported data from 85 electronic data discovery service providers and 40 e-discovery litigation software companies. To help vendors resist the temptation to “exaggerate” their accomplishments, they then cross-referenced the responses against independent surveys submitted by 29 law firms and 19 corporations, and applied a healthy dose of their own good judgment. The outcome, which they will publish in-full next month, is a great snapshot of the industry, and probably the most objective ranking of e-discovery vendors that you can find.

By comparing this year’s results to the 2007 survey, you get a sense for how much has changed in the e-discovery world over the past 12 months:

Top E-Discovery Software Companies

Note: arrows show change to rankings from last year’s Socha-Gelbmann Survey

Autonomy and Clearwell move up to the Top 5, overtaking Attenex and CT Summation which slip back to the second tier. There are also 3 new names ranked 6 through 10 (Epiq, iConect and Symantec) who displace Cataphora, Doculex, ISYS, and Oracle, none of whom even make it into the top 15. In other words, 70% of the rankings have changed since last year.

If a litigation support manager were to focus only on the Top 5 in making her ediscovery software decision, she would have a choice of some very different solutions. Autonomy positions itself as a high-end (expensive) platform for corporations, while Lexis offers a comprehensive toolset for law firms. Guidance and Clearwell are complementary in that both provide best-of-breed solutions for parts of the EDRM model: Guidance is the leader in collection and preservation, while Clearwell is the leader in processing, analysis and review. Finally, FTI takes a services-based approach which centers around RingTail, its hosted review application.

Looking lower down the list, there were some other interesting results, primarily around which companies were NOT ranked. Kazeon made it into the third tier (ranked 11-15) whereas StoredIQ, its main competitor, did not. Nor did Recommind break into the rankings, despite making a major push into e-discovery from knowledge management over the past year. But the most striking absentees are PSS Systems and Exterro, which have pioneered litigation hold management for Fortune 100 companies. I can only guess that they cover too much of niche market to warrant inclusion in an industry-wide report.

Top E-Discovery Service Providers

In contrast to the world of software, e-discovery services saw much less movement in this year’s rankings:

Note: arrows show change to rankings from last year’s Socha-Gelbmann Survey

There was only one change to the top 5: Fios moved up, displacing Guidance which plummeted 10-20 places down to a 16-25 ranking. In addition, there were two new players in the top 10, Epiq and Huron, who edged out Electronic Evidence Discovery and Ernst & Young.

Conclusion

Changes to the software rankings reflect broader changes in the litigation software market. As litigation discovery has moved in-house, corporations have become a major driver of purchase decisions that were previously left to law firms. Many software companies, such as Attenex, have struggled to make this transition, while others, such as Clearwell, have capitalized on it. There has been no such change in the service provider world and, as a result, the rankings are relatively stable.

It will be interesting to see what happens next year. Every other software space is dominated by a small number of players, like Oracle for databases or VMWare for virtualization. If the same is true for top ediscovery, then we can expect many fewer changes to the software rankings in future surveys as the leaders pull away from the pack.

Learn More On Litigation Support Software & Frcp Electronic Discovery.