Digital Asset Management
Prepress - Transitions
• 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?
Prepress - Information Managers
• 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.”
Managing the Metadata
• 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.
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
• 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
A global-based DAM service
• 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
DAM sites to visit
• www.canto.com Cumulus5 • www.extensis.com Portfolio5 • www.banta.com B.Media • www.inso.com Mediabank • www.iterated.com Mediabin • www.northplains.com Telescope • www.adobe.com ‘Stilton’ • www.printcafe.com • www.collabria.com • www.impresse.comJust-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’.
“I only
need
nine
hundred
and
forty
one, but
with my
logo on
it”
Elateral Print Ordering Model
• Channel marketing communications. • Global consistent branding.
Elatoral Print Ordering Model
“The files for this project need to be
distributed globally across the wire”
Global Distribution
Global Distribution
Document Creator
Local Alliance Printer Xerox Global Network Local Alliance Printer
“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
• Go from ‘mass production’ to ‘mass customisation’. • Turn ‘print engines’ into ‘marketing engines’.
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Low-Res Creative Files
Images
Digital Printer
Digital Front End Job Integrity Variable Data Composition Operations Management Data Files Scanned Images Data Files DAManagement Job Set-Up
