Two weeks ago I read a press release about WatchDox about the latest round of funding for this online document security business. In his comments Moti Rafalin, the WatchDox CEO said “Legacy enterprise digital rights management and data loss prevention products are failing to address the problem, and enterprises are realizing documents need to be seamlessly protected and controlled wherever they go.”
So what does Rafalin mean by Legacy enterprise digital rights management and data loss prevention products? Considering that both document security tools are less than 10 years old, what makes them legacy? To understand what he meant by legacy I revisited the WatchDox website to try and understand what WatchDox does that other enterprise rights management solutions don’t do.
First of all I watched the video and everything demonstrated in this video is what most other vendors like Oracle, Fasoo, NextLabs, Covertix and CheckPoint to name a few also have the capability of doing also. So what does Rafalin actually mean by his criticism of WatchDox’s competitors?
On the web page titled “WatchDox vs. DRM, IRM or eDRM”, 4 key differentiators are mentioned between WatchDox and enterprise rights management, namely:-
- Ease of use
- Facilitating sharing and collaboration
- Extended control
- Cost
Under ease of use the main claim is WatchDox’s no client installation; no passwords; no enterprise deployment; no IT; and no hassle. Like WatchDox other vendors like NextLabs and Covertix offer the same no client installation, while a majority of the other vendors offer the remaining features like no passwords and it does not have to be an enterprise deployment, and apart from the server software installation, no further IT involvement is required.
Under facilitating sharing and collaboration WatchDox mentions that traditional DRM solutions typically deal with the insider threat. I definitely know that this is not the case as Fasoo, NextLabs and Oracle have always had a view to providing security both inside and outside the corporate firewall.
Under extended control WatchDox claims that it allows tracking, updating, revoking and changing document permissions even after they had been sent. Again, these are standard features that other enterprise rights management vendors offer in their software.
Regarding cost, other vendors are providing cheaper solutions. Fasoo has a file server solution that costs $5,000 and is implementing a number of SaaS solutions through its partners to lower the entry barrier. Costs from other vendors are also falling in line with the current economic situation in order to remain competitive.
So is WatchDox an enterprise digital rights management solution? I am certain it is, but is it any different from other vendors out there? Yes it is on the basis that it only offers a web based solution. However, there are opportunities for non web based solutions which its competitors offer.
WatchDox is an innovator in the enterprise rights management space because as a business has found a way to lower the barriers to entry from a cost perspective and will continue to challenge the status quo, but is not any significantly different from any other enterprise rights management solution in the marketplace.
