Adding Value: Digital Asset Management

Depending on the size of your print shop, there are various types of digital asset management solutions (DAMs) that can be tailored specifically to fit the needs and requirements of your business. Some programs are more user-friendly than others, and file retrieval time may vary, but whether you're new to DAM or just want to update your current system, it can be easily done.

How? Let's start with Extensis' Portfolio DAM solution. The Portfolio line is geared more for small to mid-size companies and comes with a 30-day trial. Portfolio is a server-based product that allows printing companies to work on projects collaboratively.

Portfolio NetPublish allows distribution of digital assets in a Web browser format. Implementing Portfolio NetPublish is easy: All you need is a browser (such as Explorer or Firefox for PC or Safari for Mac) plus other system requirements of course. Portfolio NetPublish is ideal for companies with no IT department.

"Portfolio uses the drag-and-drop method for managing files. We have a competitive advantage in the DAM market because it's not only easy to use, it's simple to install and cost effective. The cost of typical enterprise DAM solutions can cost $100,000 or more and take six to 12 months to install," noted Cindy Valladares, product marketing manager for Extensis, located in Portland, Ore.

"Even when people resist to change, the learning curve of this solution is simple; sometimes it's understated how easy this software is to use. Anyone with permission can easily access files automatically. It's very easy to find the files and archives. Many times, organizations underestimate the importance of a consistent filing structure," she continued.

There are many factors to think about when deciding whether or not to use digital asset management. DAM servers offer advantages as opposed to not using this type of service.

"(With DAM) everything is in a central location. Before, assets were everywhere—on CDs, DVDs, various machines, and repurpose was next to impossible. You can easily distribute assets by having one central location. A good DAM solution will allow organizations to catalog multiple files, such as jpegs, InDesign files, audio, and video," Valladares explained.

Another thing to keep in mind for printers is what kind of assets are important and what they want to have. Portfolio NetPublish makes it easy for printers to send proofs to their clients. Printers can also control which files can be visible to certain users. NetPublish features a shopping cart for downloading images that can also be configured to send through e-mail.

Users can assign assets by tagging images to go to specific people. They can also build a list of predefined key words to keep tags more restrictive and allow more collaboration within a small organization.

The DAM market is significantly large, and there are many providers. Choosing a DAM option depends on the size and complexity of the company. Single users may use Adobe Bridge while larger organizations can opt for enterprise DAM solutions.

Hosted DAM solutions are designed for companies that are on a tight budget, but when choosing these, Valladares cautioned that businesses make sure they have the rights to their assets. Many hosted DAM systems are turnkey plug-and-play systems and more restrictive.

"Portfolio can be easily integrated with Microsoft SQL seamlessly with no problems, and assets can be easily added and taken out. Printers can set it up so that their users and clients can access the files through a browser with no licenses required. Only server administrators and people who add metadata need licenses. The administrator can create passwords and control who has access to the files," she said.

Back-up files must be created to prevent them from accidentally getting lost. The back-up should also be kept in a different location other than the building. Back-up files may even be kept on Blueray discs.

Extensis' customers even include an international organization who uses Portfolio NetPublish in its printing and publishing workflow.

A systems engineer stated that Portfolio was originally intended to be used as a back office tool for the company, but it ended up saving the organization money by providing quick turnaround and file retrieval. After 30 days of testing and researching it, the organization found that files that used to take 15 minutes to retrieve can take 15 seconds.

He also said that the ROI is high because "you don't need a ton of hardware or software." Smaller printing companies can implement Portfolio without a lot of overhead expenses.

Weighing the Options

Xinet in Berkeley, Calif. developed WebNative Suite, a digital asset management system. Like Portfolio, WebNative Suite allows printers to search for, view, download, upload, proof, and repurpose images and documents stored on a file server from any Web browser.

"Digital asset management is a value added service printers can provide for their clients. WebNative Suite is suitable for smaller companies. Most larger corporations have their own in house DAM services," said Xinet CEO Scott Seebass.

Xinet is a digital asset management vendor that was founded in 1991. Its WebNative Suite streamlines the collection, access, production, distribution, and archiving of digital assets. It also automates many aspects of the design and production workflow. Seebass said that there is very little administrator work once it's set up.
Xinet's customers include printers, publishers, advertisers, retailers, and corporations such as Quebecor World, Fresh Media Group (UK), Macy's, Avon, and The Topps Co.

When San Francisco-based Pacific Digital Image (PDI) installed WebNative Suite, it expanded its services and increased the size of the business. "As early adopters and long-standing users of the Xinet system, we were able to leverage the cost and flexibility of housing assets as added value to our clients. We continue to enhance our WebNative services and enrich our sites as Xinet develops the system further," said Alexander Lankston, senior vice president and managing director/CTO of PDI.

Lankston believes that WebNative is a required component for all businesses involved in graphic arts.

He pointed out the benefits for commercial printers who implement WebNative Suite: "Any company that is willing to take ownership of the management of its clients' digital content and make that available in a useful and purposeful way is able to prove its value beyond its manufacturing capabilities. It is this difference that will set it apart from its competitors."

Seebass stated that the faster production workflow can save printers money and streamline production by having fewer people in prepress.

Another way to go is OpenEdit DAM, an open source DAM used by small to enterprise companies. Printers use OpenEdit DAM to track assets for prepress and their clients' assets. From there, printers can also share their files with other companies. It's a Web-based system built using JAVA.

"Open source is pretty unusual for DAM, but we offer it as a zero cost option to start using it. We do charge for service and customization, but the program itself is open source. Because things are shaky with the current economic downturn, we thought this would be more cost effective," said Julie Riley, vice president of Business Solutions, OpenEdit Inc., Cincinnati, Ohio.

OpenEdit DAM comes with Web content management tools, reporting and tracking features, and can store any type of file, even audio and video.

"The way open source works is that, as clients or members add features to the program, anyone can come and download them for free. Many marketing companies use OpenEdit, so there are solutions that other marketing companies need too. We have a user forum where people can submit questions, and you don't have to create an account; we try to leave everything as open as possible," commented Riley.

OpenEdit DAM is fast, lightweight, user-friendly, and uses XML only to collect information. Users can configure the open source DAM for their individual businesses.

"Before one client had a DAM implemented, the client spent 6.5 hours looking for an image for a customer. That's not typical, but once we installed a DAM for them, they began to find files quickly. Commercial printers can use a DAM and in turn, charge their clients for the better service and faster turnaround times they would provide through having a DAM in place, and printers would have a better chance retaining clients," she explained.

Integrated Personalization

XMPie, a provider of cross-media dynamic publishing, recently released PersonalEffect 4.5 one-to-one cross-media marketing software, that is open to connectivity with DAM systems.

Phil Rose, XMPie's product marketing manager, stressed the importance of having a DAM.

"Once you have a DAM in place, you have smaller maintenance costs. DAMs give customers a single place to keep their digital assets. For a small to mid-size printer, having a DAM can create other opportunities for the assets, whether the assets are for pURLs or other applications," said Rose.

"When you become the sole source (of a file) you're the sole provider, and that builds relationships with customers. In this economy it's especially important to build relationships and partnerships. Since the files are stored securely in a database, even though you can print postcards (with the data on it) today, you have the identity so that you can do a different print job (with the same files) tomorrow," he explained.

He further noted that your customers can keep track of their assets for items such as postcards (sets of text and logos) and the images are the same across multiple media. If you need to make changes to the assets, you can change it all in one place because it's being pulled live from the database.

Before installing a DAM program, however, make sure you have the space; talk to customers about how they will access their files and levels of security they require; and make sure you have sufficient back-ups. DAM systems can be expensive, just as any other equipment or software you incorporate into your shop, so discuss with your customers a way to tailor a DAM system to what you can handle and they need.