Correspondence: Peter Simeon Swisher, Vfinity Ilana Holmes Excite Media Group LLC 5 Union Square West, 4th Fl New York, NY 10003, USA. Tel: +1 212 941 8499 ext 207; E-mail: iholmes@excitepr.com, www.excitepr.com

¹is the product manager at VFinity, an innovative content management software company based in NYC. VFinity has developed and implemented the only web-native asset management system on the market today. As product manager, Swisher helps guide development, sales and marketing for VFinity's products and services. For more than a decade, he has helped lead the release of digital asset management, relationship management and other web-based technologies for companies such as Quark, Inc., Aris Global and Interactive Data Corporation. He has lectured and written on strategies and uses of commercial software for the print media, financial, pharmaceutical and broadcasting industries. Swisher has a Bachelor of Arts degree from the University at Albany, NY.

Abstract

This paper examines the fundamental shift occurring within multimedia asset management and Digital Asset Management solutions, a shift that 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.