A quick look into the continued evolution of the Digital Asset Management (DAM) space and its critical capability of enabling content workflows across any vertical

1. Empowering Content Workflows:
The DAM Factor
Mukul Krishna, Senior Global Director, Digital Media Practice
Frost & Sullivan

2. Executive Summary—CEO’s Perspective
1
The largest opportunities are in emerging
markets. A global sales strategy is critical
to increase revenue and market share.
2
Ease of integration with other workflow
elements is a critical factor for purchasing
decision making.
3
Enhancing capabilities by providing
analytics tools, workflow automation and
cloud options will improve the chance of
market success.
4
Video handling capabilities, either through
building, buying or partnering, are a “must
have”
even
for
the
enterprise
environment.
5
As market fragmentation rises while
technologies converge, another major
round of M&As is on the horizon.
Source: Frost & Sullivan analysis.
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3. Digital Content - Opening the Flood Gates
Circa 2000:
•
19% of the global population were
cell phone subscribers*
•
11 percent used the Internet*
Today:
•
4 billion people - 67% of the world’s
population - subscribe to mobile
services*
•
~ 2 billion or 26.6% of the world’s
population are Internet users*
*Source: Frost & Sullivan, Worldmapper.org,
Computeruser.com and Internetworldstats.com
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4. Digital Content Explosion and Convergence are Driving
Industry Growth
Content
Media Production
Mobile Operators
Studios
User Generated
Broadband Operators
Virtual Operators
Internet Service
Providers
Television Carriers
Gaming Companies
Advertisers
Interactive, targeted, personalized on-demand
content & services
Broadcasters
Enterprise Content
Devices
Networks
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5. But the Market is Evolving and Convergence is a Starting
Point
Market
Trends
Convergence
Peak activity
between now
and 2015
• Blurring the lines for service providers, content
creators and device makers
• Need to make content available to customers
anytime, anywhere, any device – on demand!
Consolidation
& Partnerships
Peak activity
2012 to 2017
• Content portability across three screens
• Cloud access for content and collaboration
• Highly interactive and seamless consumer experiences
• Targeted content and advertising
• Highly fragmented market to be unified
either by consolidation or partnerships
• Integration of siloed systems in a workflow
Emerging
Applications
Peak activity
2015 to 2020
Next Gen
Interactive
Content
Services
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6. The Market is Headed for Steady Growth Globally as Digital Media Becomes
Ubiquitous and Infrastructure Enhancements Continue
Convergence:
Operators &
Media
Companies look
to monetize
repurposed
content across
platforms
Asia Pacific
Tremendous
Growth
Opportunity
2020
2015
2010
Developing
Business Models:
Internet- the
growth market
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7. A Summary of the Ecosystem
•
•
•
At the heart of any workflow is a storage system (central or federated) married to a repository
service as part of a DAM platform. It’s the most critical component to enable any workflow –
enterprise or M&E and for managing data and discovery as part of a Big Data challenge.
Such systems are largely client/server applications as well as now increasingly through the cloud,
that enable the archiving, indexing, search, retrieval, ingest, browsing, annotation, conditional
access, version control, repurposing, collaboration, display and transport of digital content.
It provides a platform for traditionally siloed systems to integrate with and provide a collaborative
workflow environment for different knowledge workers to seamlessly work on content creation,
management, repurposing and delivery.
Delivery
Dynamic Publishing, ECM, Marketing Process Optimization, Marketing Automation, Rights
Management, CRM, Contact Centers, CDN, Digital Signage, OVP
Content
Creation and
Ingest
SOA and Web Services
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8. The DAM Ecosystem for M&E
Broadcast
Internet
IPTV
Cable
Wireless
Satellite
Program Management, Distribution Management, Customer
Management, Contract Management, Supplier Management,
Transactional Service
SOA based Governance
Cameras, Rights Management, Animation & SFX, NLE, Encoding & Transcoding,
Video Servers, Switchers & Master Control, IRD, Stat Mux, OVP, CDN
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9. Market Engineering Measurements
Market Overview
Global Digital Asset Management Market, 2012
Market Revenue
Enterprise DAM
and M&E MAM
Market Stage
Growth
$536.3 M
Market Revenue
Cloud/SaaS
DAM
$86.0 M
(2012)
Customer Price
Sensitivity
7
Stable
Degree of
Technical
Change
6
(scale:1 [Low] to 10 [High])
Decreasing
(2012)
Compound
Annual Growth
Rate
<20%<30%
(CAGR)
Market
Concentration
22.8%
(scale:1 [Low] to 10 [High])
(% of market share held by
top 3 companies)
Increasing
Note: All figures are rounded. The base year is 2012. Source: Frost & Sullivan analysis.
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10. DAM Market Drivers for Enterprise Deployments
Market Drivers
Increased
regulation has
created a need for
more
accountability and
transparency
across key
verticals such as
financial services
& health care
Short-term
The cost burden of
maintaining &
managing physical
libraries of
information &
providing ready
access to content to
all necessary
stakeholders –
external & internal
creates the need for
a seamless and
collaborative digital
workflow
The value proposition
of moving to digital
workflows to eliminate
silos, eliminate the
cost of lost/misplaced
data, cycle-time
acceleration &
repurposing of
resources and content
especially for
business critcal
functions such as
marketing
Increasing
digitization of
content & a need
for effective
collaboration and
management of
corporate assets
securely across
functional areas
using intuitive
widget based
dashboard UIs
The emergence of
cloud based
delivery options,
managed file
transfers and
CDNs for
increased
collaboration and
content
syndication
across many
device types
Long Term
Source: Frost & Sullivan
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11. DAM Market Drivers for the M&E Space
Market Drivers
Government
mandates globally
for transition to
digital
broadcasting
encourages
adoption of digital
equipment
Short-term
Increasing
adoption of HD
pushes demand
for solutions to
manage growing
digital and HD
libraries
IPTV take-off
pushes demand
for effective headend equipment
integration with
CMS
Increased
adoption of
mobile Video
worldwide is
expected to drive
the demand for
specialized
solutions for
content
management and
delivery
Increasing
broadband
penetration and
bandwidth
utilization fuels
growth of OTT
digital video
access and in turn
increases demand
for specialized
solutions
Long Term
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12. End User Challenges
o
o
o
o
o
o
o
o
o
•
Siloed and disparate systems
Lack of collaboration
Multiple media formats
Lack of interoperability
Long cycle times
Technology ownership?
Emerging business models
Integration nightmares
Requires a lot of manual
intervention for mundane
tasks…
…the list goes on
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13. End-user Functional Needs Do Not Always Match Up to
Technology Available to Them
Centralized
Access to
Content
User
Generated
Content
Personalized
Experiences
Fast and
Intuitive
Search
Multi-lingual
Web Pages
User
Needs
Seamless,
Secure and
Collaborative
Workflows
Rich Media
Management
Product/
Service/
Customer
Specific
Microsites
Manage,
Repurpose and
Transform
Maximum
Possible
Content
Cross
Channel
Marketing
Easy-to-use UI
Analytics and
Reporting
Though technology is available, getting it to the business user is challenging
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14. Where is my flying car?
•
•
•
•
•
•
•
•
•
•
•
•
Dash Board and Widget based
UIs
Enhanced organic searchability
Cloud portability
Web services for better
integration
Robust multi format content
handling
Modular architectures
Scalability
Ubiquitous networks
Analytics and reporting for OTT
content as well
Personalization
Security
Device convergence
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15. The Value Proposition
•
Cost Reduction



•
Workflow Optimization



•
Cost savings on maintenance of physical repositories
Elimination of the cost of lost or misplaced work
Cost savings on delivery
More relevant content discovery
Cycle time acceleration
Streamlined collaboration and workflow integration between content
management and all other workflow solutions
New Revenue Generation


•
Repurposing of content for multiple channels
Repurposing of resources
Targeted, Consistent and Engaging Customer Experiences


Optimize customer experiences through targeted use of rich media
across multiple-channels
Reinforce brand identity through consistent and engaging marketing
campaigns
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16. On a Micro Level…
Rule of Thumb:

Content Management can save 1 hour per
day per power user

# of users x 250 (# of days worked each year)
x fully burdened average cost per hour
(salary, benefits, overhead)
Example:

A Web Content Manager in Boston costs
$200/hr fully burdened. Saving 1 hour a day
searching for content to put on the company’s
Web site = 250 x $200 = $50, 000 a year

And that is for just one knowledge worker and
one function; it does not account for the
additional productivity from applying those 250
extra hours toward other productive tasks
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17. Seamless Management of Content, Business and
Consumer Experiences = Workflow Nirvana
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18. Questions? – Feel free to get in touch…
Mukul Krishna
Senior Global Director, Digital Media Practice
Mukul_krishna@frost.com
(0) 210 247 3850, (M) 210 452 1106
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