DAM 101

Digital Asset Management 
101"

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right technology and strategy decisions.!
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Irina Guseva
Senior Analyst
@irina_guseva

Real Story Group: What We Do

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Copyright © 2011 Real Story Group

What Independence Means To Us


Agenda

•  Introduction to DAM
•  DAM Implementation Scenarios
•  Rich Media Challenges
•  Business Case for DAM
•  DAM Landscape & Trends


What is Digital Asset Management?

The management of digital media throughout its lifetime

•  Digital media is rich media and other mostly non-textual
assets

•  photos / graphics
•  audio files
•  video clips
•  Flash animations
•  games
•  banner ads
•  brochures
•  catalogs


Digital Assets Defined

•  There are differences among “assets,” rich
media, and simply electronic files

–  A digital asset is a file that has an intrinsic or
acquired value

Or, put slightly differently:
–  Digital assets are files or collections of files,
consisting of the media or file itself plus
metadata, which together have an intrinsic or
acquired value


Anatomy of a Digital Asset
When does content become an asset?
•  When it can be managed, through its metadata


What does a DAM system do?

Provides a secure
repository that
facilitates creation,
management,
organization,
production,
distribution, and
potentially
monetization of
media files
identified as digital
assets

Information Management Landscape

Storage & Archiving

Business Process
Digital Rights
Management
Management
Portals
Imaging

Learning
Management
Document
Management

Product Data
Management

Knowledge
Management

Digital Asset
Management
Collaboration

< SCM >
Email Management
Records
Web Content Management
Source Control Management
Management Enterprise Search


What’s Truly Unique About DAM?

•  File handling
•  Media processing
•  Transform & transcode
•  Multi-channel


Examples | Collaborative Production


Example | 3D Image Management

Source: ADAM


Example | 3D Image Managment


The Problem

•  Most organizations don’t know…
–  What digital media they have or own
–  Where it is
–  How to find it
–  What form it’s in
–  What rights they have to it
–  How to locate it and get it delivered in the form they need when
they need it
–  How to publish it in multiple forms to different channels, often
simultaneously


Rich Media Challenges

•  Rich media can be large and unwieldy
–  Some video files can be terabytes in size
–  Size affects all aspects of working with the media: storage,
processing, movement and distribution, transformation, and
search and retrieval. It also affects costs
–  Still expensive to move large files around a network and over
geographic distances

•  Rich media is non-textual
–  Because it’s visual or linear and time-based, rich media
introduces fundamental challenges for how it’s identified,
presented, searched for/within, manipulated, transformed, and
segmented
–  Rich media requires additional textual information (metadata)
describing the media to accompany it either directly, within the
repository, or in both places

Rich Media Challenges, Part 2
•  Rich media requires special handling
–  Specialized requirements for manipulation, long-term storage,
the kinds of tools or applications you can use with it, and the
various defining standards

•  Rich media may be managed by specialized team of people
–  Rich media “creatives” in the trenches work with very specific
software, and often on a Mac
•  Surprisingly few DAM vendors support Mac users well
–  Specialized, multi-channel workflows are usually in the mix


3 Dimensions to a Business Case
•  Greater Efficiency
–  A.K.A. reducing costs, but remember, systems also have an
associated cost
–  Reduced frustration can be a big win here
•  Reduce Risks
–  A kind of insurance
–  But systems can introduce new risks
•  Enhance Value
–  Of the assets, and your products and services
–  Value considerations tend to predominate in DAM business
cases, especially in the case of brand management / perception
–  But, greater value also typically hinges on asset and process
improvements, along with any technology adoption


ture, MediaBeaconAs growth may hinge on whether or not the
ia theTypical than via Jason directly.
staff, rather DAM use cases

Use Case Scenarios
Brand Mgmt & Marketing Operations
ant
DAM Library or Photo Archive 2
t
Basic Brand Management 2
nt
Multilingual Brand Management 1
Marketing Asset Production & Distribution 3
Ad Production 2
Publishing
Periodicals Production & Distribution 3
og Multi-Channel Publishing 3
t Catalog Production 2
u Rights-Managed Syndication & Distribution 1
Time-Based Media Production
es, Audio or Video Review & Approval 2
or Short-Form Audio & Video Production 0
Broadcast Video & Film Production 0

e large video-delivery DAM systems for broadcast customers.

values. Localization & Internationalization
Dimensions of DAM
For comparisons across related products within Transformation
the three categories, consult the comparative
charts within each category. Transcoding
Multi-Channel Delivery
Personalization
Feature Ratings at a Glance Key
Rights Management
Creation & Management Architecture & Management consistently
Product or vendor
4
Application Development
masters this feature
Ingestion
System Administration
Asset Lifecycle Product excels at this feature,
Security
Media Processing 3 relative to other products in the
Reporting & Analytics
Metadata Management same category
Distribution
Search & Navigation 2 Product offers this feature
Configuration
Storage & Archiving Product provides this feature,
Customization
1
Asset Manager User Interface Extensibility is not as mature as its rivals
but
Assembly & Delivery Product does not offer this
Integration
0 feature
Collaboration Scalability & Performance
Workflow Administrator User Interface
Localization & Internationalization Vendor Intangibles
Transformation Support & Community
Transcoding Vendor Professional Services
Multi-Channel Delivery Channel Partner Services
Personalization Strategy & Roadmap
Rights Management Viability & Stability
Architecture & Management
Application Development

Products vs. Platforms

Platforms: Developers can make custom applications
Products: They do certain things well right away

Costly
Platforms Functionally Rich Products

Complex
More Less
Time to Deploy

Current Marketplace

Complex Enterprise
Platforms

Upper-Range Platforms

Mid-Range Platforms

Mid-Range Products

Simpler Products

Split: Platforms
Complex
Enterprise
Platforms

Upper-Range
Platforms

Mid-Range
Platforms

Mid-Range
Products

Simpler Products


Split: Products
Complex
Enterprise
Platforms

Upper-Range
Platforms

Mid-Range
Platforms

Mid-Range
Products

Simpler Products


Current Marketplace
Complex •  Large-scale platforms
Enterprise •  Multi-dimensional suites
•  Expensive
Platforms

•  Expanding space
Upper-Range •  Between departmental installations and full-blown Enterprise-
Platforms tier

•  Mid-market companies, or departmental projects within larger
Mid-Range enterprises
Platforms •  Scenarios requiring above-average customization

•  More pre-packaged features
Mid-Range •  Many of them actively promote “DAM-in-a-box” solutions
Products •  Bundled social applications, analytics, collaboration, and more

•  Smaller, albeit established vendors
•  Packaged tools at attractive prices
Simpler Products •  However, sometimes the tools are not as feature rich or as
well tested


Current DAM / MAM Marketplace
Complex •  Dalet Enterprise Edition •  Autonomy Virage Media Bin
Enterprise •  OpenText Media Manager •  North Plains Telescope
•  Avid Interplay MAM
Platforms

Upper-Range •  Media Beacon R3volution •  ADAM Software
Platforms •  Vyre OnBrand

•  DuraSpace •  Pixelboxx
Mid-Range •  WAVE MediaBank
•  Chuckwalla
•  Equilibrium MediaRich
•  celum SYNERGY and MOVIS
Platforms •  Adobe CQ5 DAM

•  Dutchsoftware Elvis DAM •  MerlinOne
•  Nuxeo DAM •  NetXposure
Mid-Range •  Canto •  celum IMAGINE
Products •  Widen •  Xinet
•  Picturepark

•  Adobe Scene7
Simpler Products •  Extensis


Platform vs. Product: Continuum

North Plains!
Autonomy/HP! Canto! PicturePark!
ADAM! Extensis! GlobalEdit!
Fedora! MerlinOne!
MediaBeacon! Chuckwalla! Widen!
OpenText! WAVE!
Nuxeo!
VYRE! Adobe CQ! Xinet!
celum! EMC!

Platforms" Products"


It’s all about “fit”

Scenario
Fit

Technology
Fit

Partner Fit


Selection process


Short-list Considerations

Regions: Licensing Models:
Australia Commercial
Europe Commercial Open
Source
North America
Community Open
Worldwide Source

Technologies: Delivery Models:
.NET On Premise
Java Software as a
Perl and Python Service
PHP Hybrid


Digital Avid

Asset WAVE

Management Xinet
ViewCast

CROSS-CHECK Extensis

2012 MediaBeacon
Adobe
celum
Fedora North Plains
VENDOR SIZE

VYRE
Equilibrium HP / Autonomy
Widen
Oracle Dutchsoftware

Chuckwalla OpenText
Microsoft Canto
Nuxeo
FOCUS ON DAM
ADAM

Copyright © 2011 REAL STORY GROUP EMC MerlinOne KIT digital
realstorygroup.com


Thank you!

•  Please visit our web site: realstorygroup.com
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@irina_guseva
Contact me at irina@realstorygroup.com

DAM 101

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