How To Select a DAM System: Best Practices, Pitfalls To Avoid, and a Look at the Market in 2013 In the market for a Digital & Media Asset Management system? Thinking about divorcing your current vendor? Looking for a better way to manage your brand assets, and wondering if there's an online dating site that will allow you to use the perfect algorithm, matching your needs to the best possible solution? This session is for you. Rather than selecting a new technology based on a ratings spreadsheet or whom your boss plays golf with, we'll look at a better path toward selecting DAM technology. You'll learn about the most important criteria when creating a shortlist, what should really be in that (brief) RFP, and how to plan a vendor demo that's meaningful and useful to you. Led by The Real Story Group, a buyer-focused, vendor-independent research consultancy, this session will deal the straight dope on pitfalls to avoid and solid paths to follow.

1. How to Select a DAM System!
Independent. Detailed. Practical.!
Specific advice. Best-practice approaches. The Real Story.
Irina Guseva
Senior Analyst
@irina_guseva

2. Real Story Group: What We Do
Analyze weaknesses
and strengths of the
tools....and vendors
Advise on successful
technology selection
and implementation
best practices
• Over 3,000 customers in 60+
countries
• Analysts on 3 continents
• We consult only to end-users, never
advising the vendors we evaluate
Copyright © 2012 Real Story Group

3. What Independence Means To Us
Copyright © 2012 Real Story Group

4. Finding Your Way...
Copyright © 2010 Real Story Group
Copyright © 2012 Real Story Group www.realstorygroup.com

5. Current Marketplace
Inconvenient truths:
There are thousands of enterprise
systems available.
There is no best system.
There is a system thats a good fit for you.
Copyright © 2012 Real Story Group

6. DAM
MAM
Copyright © 2012 Real Story Group

7. 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
Copyright © 2012 Real Story Group

8. 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
Copyright © 2012 Real Story Group

9. Split: Platforms
Complex
Enterprise
Platforms
Upper-Range
Platforms
Mid-Range
Platforms
Mid-Range
Products
Simpler Products
Copyright © 2012 Real Story Group

10. Split: Products
Complex
Enterprise
Platforms
Upper-Range
Platforms
Mid-Range
Platforms
Mid-Range
Products
Simpler Products
Copyright © 2012 Real Story Group

11. Current DAM / MAM Marketplace
Complex • Dalet Enterprise Edition • North Plains Telescope
Enterprise • Vizrt Media Engine • Avid Interplay MAM
• Harris Invenio • Open Text Media Manager
Platforms • HP/Autonomy Virage MediaBin
Upper-Range • Media Beacon R3volution • ADAM Software
• Vyre OnBrand
Platforms
• Razuna • Chuckwalla
Mid-Range • DuraSpace • Pixelboxx
• WAVE MediaBank • Equilibrium MediaRich
Platforms • Adobe CQ5 DAM • Celum SYNERGY and MOVIS
• DutchSoftware Elvis DAM • MerlinOne Merlin
Mid-Range • Nuxeo DAM • NetXposure
Products • Canto Cumulus • celum IMAGINE
• Widen Media Collective • Picturepark
Simpler Products • Adobe Scene7
• Extensis
Copyright © 2012 Real Story Group

12. RSVP
Articulate Analyze RFP
Q&A
Business Case Responses
Identify
Issue RFP Onsite Demos
Stakeholders
Gather & Analyze Create Target Negotiate Pricing
Requirements List & Contracts
Measure Risk & Proof of
Analyze Market Implementation
Maturity Concepts
Develop
Develop RFP Final Decision Pilot Solution
Scenarios
Copyright © 2012 Real Story Group

13. Selection process
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14. It’s all about “fit”
Scenario
Fit
Technology
Fit
Partner Fit
Copyright © 2012 Real Story Group

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DAM use cases
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Copyright © 2012 Real Story Group

16. MAM use cases
Use Case Scenarios
Television News 3
Sports Broadcasting 2
Feature-length TV / Cinema 2
a Radio Broadcasting 1
Media Modernization and Archives 2
r Parliaments and Govt. Bodies 2
Corporate Audio/Video Library 1
s makes it a better fit for feature-length TV Scenarios.
gging tools. Avid is geared more for over-the-air
Copyright © 2012 Real Story Group

17. 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
Copyright © 2012 Real Story Group

18. RFPs
Copyright © 2012 Real Story Group

19. Running a demo
• Make sure your team is
represented
• Beware of the “canned” demos
• Demo your scenarios
• Each vendor should demo the
same scenarios
• Ask the tough questions
– Especially around pricing
Copyright © 2012 Real Story Group

20. Bake-off / POC
• Your kitchen
• Your ingredients
• Your cooks
• This is resource-
intensive, but what’s the
cost of a failed
implementation?
Copyright © 2012 Real Story Group

21. Negotiate!
• Remember that list pricing is always
negotiable in larger deals
• We have seen up to 90% reductions in
actual pricing versus list prices
• 25-50% discounts are common
• Smaller deals have less room for
flexibility
Copyright © 2012 Real Story Group 21

22. Thank you!
• Please visit our web site: www.realstorygroup.com/
– Vendor/product evaluations
– Analyst advisory papers
– Webinars
– Education courses
– One-on-one analyst advice
• Download a free DAM research sample:
www.realstorygroup.com/Sample
Copyright © 2012 Real Story Group

23. Let’s Continue the Conversation...
!
!
@irina_guseva!
irina@realstorygroup.com!
!