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Digital Asset Management

                       101"

Research and advisory services to help you make the
right technology and strategy decisions.!
    Specific advice. Best-practice approaches. The Real Story.!

                                                       Irina Guseva
                                                     Senior Analyst
                                                     @irina_guseva
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 © 2011 Real Story Group
What Independence Means To Us




Copyright © 2011 Real Story Group
Agenda


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




Copyright © 2011 Real Story Group
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


Copyright © 2011 Real Story Group
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

Copyright © 2011 Real Story Group
Anatomy of a Digital Asset
When does content become an asset?
•  When it can be managed, through its metadata




Copyright © 2011 Real Story Group
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
Copyright © 2011 Real Story Group
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


Copyright © 2011 Real Story Group
Copyright © 2011 Real Story Group
What’s Truly Unique About DAM?

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




Copyright © 2011 Real Story Group
Examples | Collaborative Production




Copyright © 2011 Real Story Group
Copyright © 2011 Real Story Group
Example | 3D Image Management




                                    Source: ADAM

Copyright © 2011 Real Story Group
Example | 3D Image Managment




Copyright © 2011 Real Story Group
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




Copyright © 2011 Real Story Group
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
Copyright © 2011 Real Story Group
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




Copyright © 2011 Real Story Group
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




 Copyright © 2011 Real Story Group
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.
    Copyright © 2011 Real Story Group
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
 Copyright © 2011 Real Story Group
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 © 2011 Real Story Group
Current Marketplace

                                     Complex Enterprise
                                        Platforms

                                    Upper-Range Platforms

                                     Mid-Range Platforms

                                     Mid-Range Products

                                      Simpler Products
Copyright © 2011 Real Story Group
Split: Platforms
              Complex
              Enterprise
              Platforms

           Upper-Range
            Platforms


              Mid-Range
              Platforms


              Mid-Range
               Products


       Simpler Products

Copyright © 2011 Real Story Group
Split: Products
              Complex
              Enterprise
              Platforms

           Upper-Range
            Platforms


              Mid-Range
              Platforms


              Mid-Range
               Products


       Simpler Products

Copyright © 2011 Real Story Group
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 © 2011 Real Story Group
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


Copyright © 2011 Real Story Group
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"




 Copyright © 2011 Real Story Group
It’s all about “fit”


                  Scenario
                    Fit

             Technology
                 Fit


              Partner Fit

Copyright © 2011 Real Story Group
Selection process




Copyright © 2011 Real Story Group
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 © 2011 Real Story Group
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


Copyright © 2011 Real Story Group
Thank you!


•  Please visit our web site: realstorygroup.com
        –    Vendor/product evaluations
        –    Analyst advisory papers
        –    Webinars
        –    Education courses
        –    One-on-one analyst advice

Download a free research sample:
www.realstorygroup.com/Sample
Follow us on Twitter: @realstorygroup
@irina_guseva
Contact me at irina@realstorygroup.com
Copyright © 2011 Real Story Group
Finding Your Way...




Copyright © 2010 Real Story Group
 Copyright © 2011 Real Story Group   www.realstorygroup.com

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DAM 101

  • 1. Digital Asset Management
 101" Research and advisory services to help you make the right technology and strategy decisions.! 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 © 2011 Real Story Group
  • 3. What Independence Means To Us Copyright © 2011 Real Story Group
  • 4. Agenda •  Introduction to DAM •  DAM Implementation Scenarios •  Rich Media Challenges •  Business Case for DAM •  DAM Landscape & Trends Copyright © 2011 Real Story Group
  • 5. 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 Copyright © 2011 Real Story Group
  • 6. 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 Copyright © 2011 Real Story Group
  • 7. Anatomy of a Digital Asset When does content become an asset? •  When it can be managed, through its metadata Copyright © 2011 Real Story Group
  • 8. 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 Copyright © 2011 Real Story Group
  • 9. 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 Copyright © 2011 Real Story Group
  • 10. Copyright © 2011 Real Story Group
  • 11. What’s Truly Unique About DAM? •  File handling •  Media processing •  Transform & transcode •  Multi-channel Copyright © 2011 Real Story Group
  • 12. Examples | Collaborative Production Copyright © 2011 Real Story Group
  • 13. Copyright © 2011 Real Story Group
  • 14. Example | 3D Image Management Source: ADAM Copyright © 2011 Real Story Group
  • 15. Example | 3D Image Managment Copyright © 2011 Real Story Group
  • 16. 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 Copyright © 2011 Real Story Group
  • 17. 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 Copyright © 2011 Real Story Group
  • 18. 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 Copyright © 2011 Real Story Group
  • 19. 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 Copyright © 2011 Real Story Group
  • 20. 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. Copyright © 2011 Real Story Group
  • 21. 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 Copyright © 2011 Real Story Group
  • 22. 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 © 2011 Real Story Group
  • 23. Current Marketplace Complex Enterprise Platforms Upper-Range Platforms Mid-Range Platforms Mid-Range Products Simpler Products Copyright © 2011 Real Story Group
  • 24. Split: Platforms Complex Enterprise Platforms Upper-Range Platforms Mid-Range Platforms Mid-Range Products Simpler Products Copyright © 2011 Real Story Group
  • 25. Split: Products Complex Enterprise Platforms Upper-Range Platforms Mid-Range Platforms Mid-Range Products Simpler Products Copyright © 2011 Real Story Group
  • 26. 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 © 2011 Real Story Group
  • 27. 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 Copyright © 2011 Real Story Group
  • 28. 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" Copyright © 2011 Real Story Group
  • 29. It’s all about “fit” Scenario Fit Technology Fit Partner Fit Copyright © 2011 Real Story Group
  • 30. Selection process Copyright © 2011 Real Story Group
  • 31. 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 © 2011 Real Story Group
  • 32. 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 Copyright © 2011 Real Story Group
  • 33. Thank you! •  Please visit our web site: realstorygroup.com –  Vendor/product evaluations –  Analyst advisory papers –  Webinars –  Education courses –  One-on-one analyst advice Download a free research sample: www.realstorygroup.com/Sample Follow us on Twitter: @realstorygroup @irina_guseva Contact me at irina@realstorygroup.com Copyright © 2011 Real Story Group
  • 34. Finding Your Way... Copyright © 2010 Real Story Group Copyright © 2011 Real Story Group www.realstorygroup.com