Empowering Content Workflows: The DAM Factor

Mukul Krishna, Senior Global Director, Digital Media Practice

Frost & Sullivan

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Executive Summary—CEO’s Perspective

2Ease of integration with other workflow elements is a critical factor for purchasing decision making.

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Enhancing capabilities by providing analytics tools, workflow automation and cloud options will improve the chance of market success.

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Video handling capabilities, either through building, buying or partnering, are a “must have” even for the enterprise environment.

5As market fragmentation rises while technologies converge, another major round of M&As is on the horizon.

1The largest opportunities are in emerging markets. A global sales strategy is critical to increase revenue and market share.

Source: Frost & Sullivan analysis.

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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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Digital Content Explosion and Convergence are Driving Industry Growth

Content Devices Networks

Broadcasters

Media Production

Enterprise Content

Studios

User Generated

Gaming Companies

Advertisers

Mobile Operators

Virtual Operators

Broadband Operators

Internet Service Providers

Television Carriers

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• Highly fragmented market to be unified either by consolidation or partnerships

• Integration of siloed systems in a workflow

• Highly fragmented market to be unified either by consolidation or partnerships

• Integration of siloed systems in a workflow

• Content portability across three screens• Cloud access for content and collaboration

• Content portability across three screens• Cloud access for content and collaboration

• Highly interactive and seamless consumer experiences• Targeted content and advertising

• Highly interactive and seamless consumer experiences• Targeted content and advertising

Market Trends Convergence

Consolidation& Partnerships

Emerging Applications

Next Gen Interactive

Content Services

Peak activity between now and 2015

Peak activity 2012 to 2017

Peak activity 2015 to 2020

• Blurring the lines for service providers, content creators and device makers

• Need to make content available to customers anytime, anywhere, any device – on demand!

• Blurring the lines for service providers, content creators and device makers

• Need to make content available to customers anytime, anywhere, any device – on demand!

But the Market is Evolving and Convergence is a Starting Point

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The Market is Headed for Steady Growth Globally as Digital Media Becomes

Ubiquitous and Infrastructure Enhancements Continue

2010

2015

2020

Convergence:Operators &

Media Companies look

to monetize repurposed

content across platforms

Developing Business Models:

Internet- the growth market

Asia Pacific Tremendous

Growth Opportunity

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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.

Dynamic Publishing, ECM, Marketing Process Optimization, Marketing Automation, Rights Management, CRM, Contact Centers, CDN, Digital Signage, OVP

SOA and Web Services

Content Creation and

Ingest

Delivery

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The DAM Ecosystem for M&E

Cameras, Rights Management, Animation & SFX, NLE, Encoding & Transcoding, Video Servers, Switchers & Master Control, IRD, Stat Mux, OVP, CDN

SOA based Governance

Program Management, Distribution Management, Customer Management, Contract Management, Supplier Management,

Transactional Service

IPTV

Wireless

Broadcast

Satellite

Internet

Cable

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Market Engineering Measurements

Market Stage

Growth

Compound Annual Growth Rate

<20%<30%

(CAGR)

Market RevenueEnterprise DAM and M&E MAM

$536.3 M

(2012)

Market OverviewGlobal Digital Asset Management Market, 2012

Customer Price Sensitivity

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(scale:1 [Low] to 10 [High])

Degree of Technical Change

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(scale:1 [Low] to 10 [High])

Stable IncreasingDecreasingNote: All figures are rounded. The base year is 2012. Source: Frost & Sullivan analysis.

Market Concentration

22.8%(% of market share held by

top 3 companies)

Market Revenue Cloud/SaaS DAM

$86.0 M

(2012)

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Mar

ket

Dri

vers

Short-term Long Term

Increased regulation has

created a need for more

accountability and transparency across key

verticals such as financial services

& health care

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

The emergence of cloud based

delivery options, managed file transfers and

CDNs for increased

collaboration and content

syndication across many device types

Increasing digitization of

content & a need for effective

collaboration and management of

corporate assets securely across functional areas using intuitive widget based

dashboard UIs

Source: Frost & Sullivan

DAM Market Drivers for Enterprise Deployments

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Mar

ket

Dri

vers

Short-term Long Term

Government mandates globally

for transition to digital

broadcasting encourages

adoption of digital equipment

Increasing adoption of HD pushes demand for solutions to

manage growing digital and HD

libraries

IPTV take-off pushes demand

for effective head-end 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

DAM Market Drivers for the M&E Space

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o Siloed and disparate systemso Lack of collaboration o Multiple media formatso Lack of interoperabilityo Long cycle timeso Technology ownership?o Emerging business modelso Integration nightmareso Requires a lot of manual

intervention for mundane tasks…

• …the list goes on

End User Challenges

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User Needs

End-user Functional Needs Do Not Always Match Up to Technology Available to Them

Centralized Access to Content

Fast and Intuitive Search

Seamless, Secure and

Collaborative Workflows

Analytics and Reporting

Easy-to-use UI

Manage, Repurpose and

Transform Maximum Possible Content

Personalized Experiences

Multi-lingual Web Pages

Product/Service/

Customer Specific

Microsites

Rich Media Management

Cross Channel

Marketing

User Generated

Content

Though technology is available, getting it to the business user is challenging

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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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The Value Proposition

• Cost Reduction Cost savings on maintenance of physical repositories Elimination of the cost of lost or misplaced work Cost savings on delivery

• Workflow Optimization 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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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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Seamless Management of Content, Business and Consumer Experiences = Workflow Nirvana

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Questions? – Feel free to get in touch…

Mukul KrishnaSenior Global Director, Digital Media PracticeMukul_krishna@frost.com(0) 210 247 3850, (M) 210 452 1106