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Theresa Regli

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Bam, WAM, thank you, DAM!

9-Jul-2008

Tags: Digital and Media Asset Management, Document Management (ECM), Evaluating SharePoint, Web Content Management, Implementation, Marketplace at Large, Selecting Technology, Vendor Viability & Financials, , ADAM, Alfresco ECM, Media Management, TeleScope, Unify, Universal Content Management

Late last month I had the pleasure of attending the Henry Stewart Digital Asset Management Symposium in London, UK, where I presented a summary of our research recently published in The Digital & Media Asset Management Report 2008. It was interesting to contrast this event with Henry Stewart's other recent DAM event, in New York City, held in early May. While many of the challenges faced by digital asset managers on both sides of the Atlantic are similar, few vendors find success on both continents. Though most of the vendors in our report claim customers "worldwide," a true presence (meaning more than a sales person) beyond the headquarters is usually lacking -- oftentimes, the software is simply pushed by resellers abroad, with minimal success.

Unlike last year, Canadian vendors North Plains and Nstein had their footprint on the London show floor, while Artesia ( who was there last year) was notably missing. Otherwise, ADAM, Vyre and other smaller UK and Europe-based vendors continued to fulfill the need of their local markets, and look to expand. As I noted along with my colleague Alan at Internet World UK back in April, there's no shortage of small to medium-sized WCM vendors doing well in the UK market, either, and many have yet to venture even into continental Europe. For every vendor that's acquired an gobbled up, two or three new ones seem to emerge, fulfilling ever more specific micro-niches. Perhaps the "Go Local" trend isn't just about food anymore, but technology suppliers as well.

But talk in the conference rooms was more about the business challenges of broadcasters, designers, marketers, and publishers than it was about the tools and vendors themselves. What echoed most frequently at both conferences was the idea of DAM not just as an asset repository, but a set of workflows leading to an end product (be it a brochure, catalog, or 60-minute broadcast). Each step along the workflow should add value, be it metadata enrichment or some artistic or editorial improvement. And yet, as we've pointed out before, most tools fall short of allowing licensees to truly automate and expedite the often complex publishing processes required by typical DAM scenarios.

It's in this spirit that Chris Glynne, who recently started his own consultancy called Bold Visions, pitched the concept of WAM, or Workflow Asset Management. While the last thing we all need is another acronym, if we're going to take DAM beyond the concept of a digital library, focusing on workflow, and the automation of steps along the typical DAM path is one key way of making that happen.

Digital asset managers asked me a lot of questions about non-pure-play DAM vendors' DAM capabilities. From Alfresco to Microsoft to Oracle, conference delegates wanted to know if they really needed a pure-play DAM tool if they already had SharePoint or Oracle's UCM. That question is not easily answered without delving deeper and understanding your needs and business scenarios. Do you have digital assets that are larger than 5 MB? Do your assets require you to manage both individual and composite assets, such as an product image, and then a brochure where the image might be used, and subsequently a 250-page product catalog where it might be applied as well? Do you need to manage and use the same asset at various resolutions, for both the Web and print? Then SharePoint sure as heck won't do the trick, and you'd be stretching other non-DAM-specific tools. Specialized DAM vendors raison d'être is to fulfill needs like these.

I'll share more leanings from these two DAM events as the summer continues; feel free to email me with any DAM or MAM questions you may have as well, as we continue our research into this fast-changing technology.