The COLD market is relatively small because IT professionals don't understand COLD software. COLD is typically used by end users to store computer-generated reports electronically. These reports include billing statements, internal greenbar reports, etc. Recently COLD vendors has added functionality to better meet end-user demands. COLD is often thought of as simply a storage technology or a microfiche replacement, instead of a document and report management technology.
Several developers offer software with a fraction of the funtionality of traditional COLD packages.
However, because of the name they use to label their software, they are receiving a lot of attention in the IT press. This is the attention that traditional COLD vendors need to to grow their market beyond its relatively small size. Vendors, in the document imaging industry, know the capabilities of COLD and do a great job marketing those capabilities to each other. And this is what is needed.