The next step: Simplifying DAM
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The next step: Simplifying DAM Jennifer Neumann is a co-founder of The Final Candidate, a new venture focused on architecting content solutions. Respected as a DAM pioneer and matter expert, global entrepreneur, market influencer and visionary, she has spoken worldwide at numerous industry events, and has frequently been interviewed by leading magazines. She holds a computer science degree from the Technical University in Berlin.
Keywords: workflow, BPM, ECM, metadata, microsoft, SharePoint Abstract After almost 20 years, DAM still awaits its mass-market adoption. Two factors are now challenging the stand-alone DAM business: the enterprise content management (ECM) approach to orchestrate the data from all business applications, and Microsoft’s recent SharePoint release in particular. DAM systems adopting the likely success of ECM might finally see broader market penetration and stand the chance to become a core component of the overall Enterprise IT Infrastructure. This paper looks at the impact of SharePoint on DAM and the resulting opportunities. The workflow technology SharePoint offers and the capability to efficiently integrate DAM with major line of business applications, or other specific technology components, indicate vast potential to increase the effect of DAM. DAM business is likely to change and customers might soon be able to select DAM components instead of locking themselves into the corner of a single DAM vendor. Journal of Digital Asset Management (2007) 3, 150–163. doi:10.1057/palgrave.dam.3650078
THE NEXT STEP: SIMPLIFYING DAM
Jennifer Neumann The Final Candidate Fz-LLC, Dubai Internet City, Bldg.#1, Office #4, PO BOX 502545 UAE. Tel: + 1 (415) 287 3744 E-mail: jneumann@ finalcandidate.com
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DAM started simple: a thumbnail and a few metadata fields for managing images and a layout file for print production were enough to get traction with the first customers. Customer adoption across markets with diverse demand, however, led to an increase in the complexity involved in deploying and using DAM. When DAM was first introduced, it was meant to take over control from the File System that was inadequate to handle assets: minimal metadata support, no thumbnails and practically no tools to preview or even convert assets were present in the File System at that time. It all looked like an easy game for the early DAM vendors. Almost 20 years later DAM still suffers from an insignificant share of assets being brought under control. In fact, the only real rival to the File Systems nowadays is e-mail, with most assets living as enclosures to e-mail messages. DAM will have to continue to provide even more value and capabilities, potentially further increasing the complexity. To really succeed,
JOURNAL OF DIGITAL ASSET MANAGEMENT
Vol. 3, 3 150–163
DAM solutions have to become simple again, for everyone involved. And that is about to happen.
THE PAST: DAM BUSTERS Increasing complexity By definition, DAM has to deal with all kinds of assets. Initially limited to print production assets, customer demand
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