Find non-identical matrices such that one cannot be converted into another by rearranging rows and then columns (Counting problem)

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Given $N \times M$ binary matrices (matrix containing only $0$'s and $1$'s), two matrices are called identical if one can be converted into the other by first permuting the $N$ rows and then permuting the $M$ columns of the resulting matrix. Find the number of non-identical matrices.

I'm not really sure of how to begin this problem either. It's some recursion (or composition of more than one recursion) and I can't figure that out. May I get some valid hints?