More e-discovery vendors may begin to remarket themselves as “information governance” or “content management” companies to capitalize on the lucrative business opportunities around such services as data monitoring or privacy compliance. While such a move may run the risk of diluting a vendor’s brand recognition, its benefits are likely to outweigh any potential peril.

Brett Burney of Burney Consultants pointed out that while descriptors such as “content management” can embody a wide range of services, it may also cause potential clients to feel “overwhelmed” and confused.