“Commodity” is a dreaded term in technology. It implies something so simplistic, so standardized, and so cheap, you don’t even need to compare suppliers based on the product itself. The word brings to mind something you trade in bulk, like pork bellies or orange juice.
No tech vendor wants to sell something commoditized, and even technology buyers and consultants will shy away. After all, where’s the challenge and innovation?
I hear with some regularity that web content & experience management (WCM) technology has become commoditized. As someone who’s followed the market for a couple decades now, that term certainly pricks up my ears.