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A DAM journey in a mature business
| Author | Gregory Crandall |
|---|---|
| Abstract | Whirlpool Corporation embarked on deployment of {Journal of Digital Asset Management} through several implementations. The initial thrust was developing skill sets and an understanding of the available technology within its Creative Works group. This led to an implementation that allowed creative production staff to organize digital assets and assure the ability to locate those assets for re-purposing. As technology advanced new tools became available that allowed additional functionality and more robust management of assets. This included support of LDAP protocols to offer single sign on, asset level security to manage assets throughout the life cycle of the products, and a self-serve environment that allowed creating web services that met varying needs of a diverse user group. These groups consisted of super users among the creative staff, agencies and marketing, as well as the more general users of the corporate environment and of our trade partners. |
| Editorial | How does a major enterprise break down their DAM deployment into stages? Gregory Crandall of Whirlpool Corporation brings us a case study in their deployment of DAM through several implementations; defining a persona for each user group, defining how each would use the system. At each level of implementation another group, or persona-group was brought on board. The initial implementation on-boarded the creative group, with the production staff following. Super users were next, followed by general corporate users and trade partners. |
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Activity lifecycle of digital assets
| Author | Michael Moon |
|---|---|
| Abstract | What makes a digital file an asset? A simple question and a deceptively simple answer: reusability. What makes digital file reusable? Well, the answer becomes more complex: whoever created the digital file, or decided to reuse a particular file already suited for reuse, took a few extra steps to ensure reusability: placing the file in a well-managed file area (DAM repository or file server) and creating a database record of that file with descriptive metadata. |
| Editorial | What is the activity lifecycle of digital assets? Michael Moon defines seven major phases (Ideate, Create, Manage, Distribute, Localize, Consume, Analyze-Consume) with the goal of giving the DAM professional a complete, detailed model against which to assess and measure their DAM workflows. |
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Media and entertainment–use of digital assets and digital management: industry outlook 2006-2010
| Author | Skiff Wager |
|---|---|
| Abstract | The objective of this overview is to identify key trends and development efforts affecting the industry and relate them to spending forecasts for 2006-2010. |
| Editorial | How does a master class consultant see the future of DAM in entertainment and media? Skiff Wager, Principal of SEW Consulting, looks at key concerns for the media and entertainment industry in the management, protection, and distribution of their digital assets, identifying lost opportunities for revenue, content management standards, and creating your growth strategy taking all of the above into consideration. |
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Realizing the promise of enterprise video communications
| Author | Mukul Krishna |
|---|---|
| Abstract | Adoption of digitized rich media content has been progressively changing the business landscape over the past decade. Historically the media and entertainment space has led the market in demand for managing rich media content. Now increasingly, with a surge in usage of all types of digital content, the need for organizations across industry verticals to manage and deliver rich media communications has grown dramatically. |
| Editorial | What is the most effective way for an organization to structure a platform for Enterprise Video Communications? Video has become a “must have” communication tool for organizations. Mukul Krishna outlines the infrastructure, the drivers, and the business challenges of implementing an effective enterprise video communications strategy, with case studies of a Danish bank (Jykse) and a North American university (Lamar University). |
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Marketing Driving Creative & Sales Teams in Digital Supply Chain–Interview with Matthew Gonnering, Vice President of Sales and marketing for Widen Enterprises
| Author | Matthew Gonnering |
|---|---|
| Abstract | Marketing, sales, and creative operations evolve rapidly to enhance processes as new technologies are released. Marketing teams become sponsors of the change shaping the behaviors of sales operations and contributing to the creative workflows. Michael and Matthew discuss the roles and trends of sales, marketing, and creative teams and the effect Web 2.0 has had on the process. In their conversation, they isolate how Widen has advanced their marketing services and product line to include screen cast video production and expansion into an on-site digital embassy complementing the hosted platform. |
| Editorial | The typical sales channel and process to connect customers with information is painfully slow. Can Marketing teams and Sales teams use social networking in order to work together more effectively? We spoke with Matthew Gonnering on how Web 2.0 applications free up marketing teams from excessive sales team requests, allowing more time to pursue customer research and built social marketing opportunities with consumers. |
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Interview with Tata Consultancy Services – Media and Entertainment Practice
| Author | Edward Altman |
|---|---|
| Abstract | Tata Consultancy Services (TCS) is an IT services, business solutions and outsourcing organization that delivers real results to global businesses, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of Business, IT and IT-enabled services delivered through its unique Global Network Delivery Model. TCS has over 100,000 of the world’s best trained IT and business consultants in 47 countries. The company generated consolidated revenues of US $4.3 billion for fiscal year ended 31 March 2007. More than 35 of the largest Media and Entertainment companies in the world trust TCS in their quest for certainty in an extremely volatile industry jostling with evolving market forces – Digitization, Convergence and their effects on new media forms. TCS’ wide ranging experience spans the entire content value chain – from creation to distribution, across each of the sub-segments (print and publishing, filmed entertainment, broadcast and cable networks, music, advertising and new media), and from IT services to Digital Media platforms across the Globe. |
| Editorial | What is the current state of DAM in publishing and media? How do publishers and broadcasters see DAM as a strategy? We spoke with Edward Altman’s TCS team: Sherra Pierre, Shrikant Pathak, Sanjeev Goyal, Anand Narayanan, and John Dubrawski; all of whom had valuable insights to contribute on XML-centric publishing solutions, the IT services layer of a DAM, dynamic fulfillment and distribution, ad serving and social networking for media, entertainment, and publishing firms. |
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The managed web: A look at the impact of Web 2.0 on media asset management for the enterprise
| Author | Peter Simeon Swisher |
|---|---|
| Abstract | This paper examines the fundamental shift occurring within Multimedia Asset Management (MAM) and Journal of Digital Asset Management (DAM) solutions, a shift which has been ignited by Web 2.0 and its core principles; community-driven adaptive technologies that converge media, metadata, users, and tools–all via the Web. This paper explores how the social networks and technology which are driving the Web 2.0 phenomena are expanding user adoption at alarming rates, drastically increasing re-use of licensed and unlicensed assets, as well as emphasizing a need for greater and more scalable governance of intellectual property and business rules for managing user generated content. |
| Editorial | What does Web 2.0, community driven metadata, and services-oriented Multimedia Asset Management mean to the enterprise? Pete Swisher, Product Manager at Vfinity examines the shift to Web 2.0 technologies in the MAM space. |
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The pervasive nature of DAM across a multimedia organization
| Author | Neil McLaren |
|---|---|
| Abstract | For most businesses operating in the media sector, a Journal of Digital Asset Management (DAM) solution is, fundamentally, an electronic cataloguing tool which allows a wide group of consumers to search, store and utilize content through copying and distribution of the content itself and its associated metadata. In many cases, workflow controls monitor the status of content or metadata. Enterprises, however, need to apply a high number of business rules to determine content usage — for example, a 30-second commercial required for broadcast. On its own, the rules associated with a commercial are limited, but the business rules operating on this content ring from ownership of an advertiser, agency and internal sales executive through to a booking mechanism, invoicing and associated financial policy. These rules have traditionally been part of a sales or traffic system and simply act on data or data types. In this sense each set of data is an object. With content stored as an object, the logical development is a DAM solution. A DAM solution considers these business rules, allows them to act upon the content and therefore become a pervasive application and primary business support tool across any media player. This paper attempts to argue the case that this is a logical conclusion to the introduction and development of DAM systems. |
| Editorial | What is the ideal structure of a DAM solution specifically for multimedia organizations? Neil McLaren of Harris Corporation recommends the use of business rules to determine content usage as a logical solution. |
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Interview with John Landwehr, Director of Security Solutions and Strategy at Adobe Systems Incorporated
| Author | John Landwehr |
|---|---|
| Abstract | Michael Moon interviews John Landwehr of Adobe Systems; discussing the Adobe family of products and how they relate to digital asset management and security issues in the enterprise. |
| Editorial | How does the Adobe product family address security issues? In this interview, John Landwehr explains the rights management capabilities for Acrobat PDF; both integrated from native applications, and set as custom permission policies for documents by the user. |
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Getting into DAM project activities and experiences of digitizing news broadcast production
| Author | Niklas Krantz |
|---|---|
| Abstract | Swedish Television was one of the first broadcasters in the world using a DAM for news production and archives. The project was set to make a break even in five years. But already in four years the investments had paid for itself and led to cost savings of more than ten percent a year, combined with an increased output to air and the web. The cost reductions are not the result of the new technology itself, but caused by a new organization and new workflows made possible by the new digital production system. The remodeling of the business process has not been without problems. This article describes the traps and experiences that will meet any broadcaster entering the transition to digital production and asset management. |
| Editorial | How did Swedish Television not only reduce costs using a DAM for their archives and production? Niklas Krantz, of Sveriges Television follows with “Getting into a DAM Project – Activities and Experiences of Digitizing News Broadcast Production”, examining the issues SVT encountered as they migrated to a media asset management system. |
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Strategic Management Of Media Assets For Optimizing Market Communication Strategies, Obtaining A Sustainable Competitive Advantage And Maximize Return On Investment; An Empirical Study
| Author | Albert van Niekerk |
|---|---|
| Abstract | As companies continue to streamline and reengineer their business models, the twin environmental forces of technology and global markets enforces faster market communications. Marketing managers are in need of media logistic solutions that contribute directly to efficiency, productivity, and competitive advantage, a high return on investment and comply with the overall success of the business. In addition, managers must adopt a Media Asset Management (MAM) system as part of their strategy because the management of media assets present some unique challenges and require solutions designed to streamline the management of digital media. However, MAM service providers lack the objectivity to address this current and emerging need. Many offer services that do not link value activities along the company’s value chain–therefore; the business gains no value from these assets. The purpose of this paper is to introduce empirical results from applied research in the form of models and strategies, which will empower users in the efficacious management of media logistics so that the overall financial and strategic objectives of the enterprise will be met. Implementing these models and strategies will reduce the time and cost of media productions, maximize the return on investment (ROI) from media assets, bring new products and services faster to market and streamline compliance. |
| Editorial | How can MAM users meet the strategic objectives of the enterprise? Albert van Niekerk presents an empirical study with models and strategies presented succinctly towards the efficacious management of media logistics. |
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Interview with Henry Hon, CEO and Todd Lane, Marketing Communications Director at Vyew
| Author | Henry Hon, Todd Lane |
|---|---|
| Abstract | Michael Moon interviews Henry Hon and Todd Lane, of Vyew, a synchronous and asynchronous Web conferencing and visual collaboration platform. |
| Editorial | How can online collaboration technology make a significant contribution to a business in terms of cycle time, cost and quality improvement? In our interview with Henry Hon and Todd Lane of Vyew we zoom in on some case studies–how companies have pulled information directly from their digital libraries to share on Vyew’s collaboration platform, adding visuals and multimedia to enhance internal social networking for businesses. |
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Making metadata work in digital asset management and video game production
| Author | John Horodyski |
|---|---|
| Abstract | This article focuses on Journal of Digital Asset Management (DAM) and the metadata used to support and strengthen the asset to which it is related. A DAM solution involves both technical and human components, most notably the subjective understanding of the rich media assets being used and the creation and application of metadata for those assets. Making metadata work in DAM means investing in the construction of a metadata model, a container of descriptive elements about the assets, that enables the users to search for and retrieve the assets needed for their work. The production of video games will serve as the backdrop to this discussion; specifically, the unique digital assets used in a game’s creation with some examples from Electronic Arts. Furthermore, this will provide the setting for an analysis of how DAM may be useful for the description, identification and retrieval of those digital assets so that they may be made accessible. Metadata must not be seen as a static indicator of knowledge, but rather as a fluid model that is always subject for review and for change in its ongoing support of the rich media digital assets in the DAM system. |
| Editorial | How can a metadata model for a DAM remain fluid enough to accommodate changes in the demands placed on it? John Horodyski of Electronic Arts rounds out this issue with a paper on the challenges of working with metadata for different types of rich media assets; specifically, in the unique digital assets used in a videogame’s creation with some examples from Electronic Arts. |
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Interview with Eric Hoffert, Chairman of Versatility Software, Inc., and CEO of ShareMethods
| Author | Eric Hoffert |
|---|---|
| Abstract | It’s the end of content as we know it. Content creation, content management, and content sharing have previously been separate worlds. Now they are colliding and converging into a single collaborative experience and platform. Where have we come from and where are we going? What can we deliver on today and what problems still need to be solved. What are the new opportunities? This interview addresses those key questions in a conversation between Michael Moon, Managing Editor of the DAM Journal, and Eric Hoffert, Chairman Versatility Software, and CEO, ShareMethods. |
| Editorial | Content creation, content management, and content sharing are colliding and converging into a single collaborative experience and platform. Where have we come from and where are we going? We spoke with Eric Hoffert on how Ajax metrics are becoming a new class of DAM. |
