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Digital Asset Management
Digital Asset Management
If it can’t be found . . . It isn’t an ASSET
Prepress - Transitions
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Bench.
High End Systems/Scanners.
Desktop Publishing, Imagesetters, Flatbeds.
Retouching and pagination moves to creatives.
Service Bureau proliferation.
Creatives shift into multiple media output.
Multiple media DAM?
MIS, B2B E-Commerce?
Prepress - Information Managers
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Film and Make-up in Job Bags.
Removable Media (nine-track tapes).
Client/Job Database (Account history, etc).
Colour management, resolution, format and workflows (PDF).
RAID/Optical Jukeboxes or file servers.
WYNIWYG.
Easy for customers.
“In the new media environment, content is king, digital mastery is
essential, and cross-media competence is strategic.”
MILLS DAVIS - Digital Roadmaps
Managing the Metadata
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Images, pages, web pages, ads, designs, video clips, etc.
Fields and functions storing associated attributes.
Content and resolution, publication, date, page etc.
Name, classification, colour, price, product codes etc.
Ownership - what licences are held to use/sell an asset.
Pre-configured fields for common applications.
Many don’t allow for dynamic customised fields.
Special functionality to look for
• Low resolution thumbnail images - single or multiple format.
• Video clips and animation viewed by their first frame :
singularly, or by multiple according to requested criteria:
(theme, look, mood, etc. for conceptual choice between images).
• Retrieve, drag and drop (into Quark, OPI, etc).
• Searching on text inside graphics.
• Recognising documents as a whole, individual chapters, pages, etc.
• Customised Website content based on history.
Increasingly specialised functions
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Existing - ad management systems.
Full-text search systems.
Catalog management systems.
Image archives.
Prepress production and archive systems.
Document management systems.
Systems for personalisation and one to one marketing.
Web site management systems.
Business capabilities study
• Clarify your goals and objectives:
– Time to market? Avoid cost? Make people more productive?
Domestic or global focus?
• Consider your core competencies:
– Competitive strengths? People? Align growth around these.
• Conduct an audit and find out what assets you are managing:
– No.s, locations, who uses, who needs them?
– Establish naming conventions, put the assets in a database.
– Develop a strategy for appropriate Metadata
Business capabilities study
• Identify new capabilities that make sense and are opportunities:
– To gain buy-in from your customers and supply partners.
– Will they pay for the service - MB/month, or IN/OUT fee per asset?
• Assess existing access:
– Assets have value when people are aware of them.
– Does your existing communications infrastructure have the functionality to
enable efficient DAM for your customers?
In-house or Outsource
• Should we focus our energies on achieving more control of our processes
by investing in in-house software, systems and staff?
• On the ‘own’ side, is total control, flexibility to customise, and dedicated
in-house resources.
• Is it safer and simpler to rely on outside service providers who may have
more expertise and up-to-date technology?
• On the ‘subscribe or lease side’ is the removal of up-front capital costs
from the ROI equation, access to external expertise, and
appropriate service charges.
A global-based DAM service
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Media assets placed in a secure archive on the network
Searched, viewed & downloaded by authorised users
It is a service and not a product
It involves no up-front investment to create an archive
The service provider will upgrade the technology, as necessary, to take
advantage of future trends
• It makes assets instantly available to national & global workflow partners
• It is totally scalable : Time inc. Disney, Warner Bros, General Motors.
Users only pay for the storage capacity they use
Vio
DAM sites to visit
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www.canto.com
www.extensis.com
www.banta.com
www.inso.com
www.iterated.com
www.northplains.com
www.adobe.com
• www.printcafe.com
• www.collabria.com
• www.impresse.com
Cumulus5
Portfolio5
B.Media
Mediabank
Mediabin
Telescope
‘Stilton’
“I need it yesterday”
Just-In-Time Documents/Digital Books
• Go from ‘print and store’ to ‘print on demand’.
• Close the warehouse. Reduce Waste.
• From printing books ‘just in case’ to ‘just in time’.
• From ‘make and then sell’ to ‘sell and then make’.
Just-In-Time Documents/Digital Books
“I only
need
nine
hundred
and
forty
one, but
with my
logo on
it”
Elateral Print Ordering Model
• Channel marketing communications.
• Global consistent branding.
• Web ordering value adding to reseller partnerships.
Elatoral Print Ordering Model
Order
“The files for this project need to be
distributed globally across the wire”
Global Distribution
• From ‘Local business’ to ‘Global business’.
Global Distribution
Local Alliance Printer
Document Creator
Xerox Global Network
Local Alliance Printer
Document Consumer
“I require the efficiency with my Bill
Statements as with my banking”
Internet Presentment
• Leverage the Internet to provide value-added services for your customers.
• Transition from ‘mailbox marketing’ to ‘e-mail box marketing’.
Internet Presentment
Document
Engineering
Systems
Integration
Facilities
Management
“I want to print to all my customers
individually . . . in the same run”
1to1 Marketing
1to1 Marketing
• Go from ‘mass production’ to ‘mass customisation’.
• Turn ‘print engines’ into ‘marketing engines’.
Record File
1 name
2 address
3 phone
4 zip
name
address
phone
zip
1 name
2 address
3 phone
4 zip
Operations
Management
1
2
3
4
Mrs. Smith
M r . Jones
<Mrs. Smith>
Print Data
File
Variable Data
Composition
Digital Front End
Creative Files
name
address
phone
zip
Digital Printer
Job Integrity
Hi-Res
Images
Low-Res
<name>
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1 name
2 address
3 phone
4 zip
Data Files
1 name
2 address
3 phone
4 zip
Job Set-Up
DAManagement
Scanned Images
1 name
2 address
3 phone
4 zip
Scanner
Color
Management
Data Files
http://www.
Web VData Entry