MAM is dead, let’s talk supply chain

MAM is dead, let’s talk supply chainIntroduction by Lesley Marr COO Deluxe Media Europe

Agenda• Thoughts on the future of DAM (or MAM)

• What is it?• Is it dead?• What’s next? • Can we apply a supply chain approach?

• Panel discussion and open forum – what do you think?

• Josh Wiggins - SVP Sales & Business Development, Deluxe Media

Keynote Speaker and Panel

• Chris Wright - General Manager, Dalet.• David Hornsby - CDM Product Owner & Content Delivery Platform Manager , ITV • Ariel Nishri - Head of Product, RR Media

Chair & keynote - Jon Folland, CEO, Nativ

• Matthew Eaton - Director Digital Media, Cognizant

Panel:

MAM is dead, let’s talk supply chainThe need for new data-driven platforms

Jon Folland CEO

What did DAM/MAM mean 10 years ago

“maintaining control and access to your

digital assets”

What is DAM today?1. Ingest2. Secure (ACL)3. Store4. Render / Transform5. Enrich6. Relate7. Process8. Find / Search9. Preview10. Publish… and on….

“All things to all people”

“Everything and nothing”

What does MAM “Look” like?

“We need a new

MAM!”

Some common characteristics• Monolithic• On-Premise• Silo’d or partially closed• Hefty integration project• Risky implementation – prone to failure (68%!)• Workflow is a different consideration• One size fits all – UI compromise across roles

What’s breaking DAM?

1. Multi-platform2. On-demand3. Data-driven4. Fast-moving

1. Digital files2. Cloud3. Mobile4. Consumerization

ConsumerTechnology

Media Markets

So if DAM is dying, what’s next?

Let’s look at things differently…

How does this apply to video?

The media supply chain….

Silo’s of operation, resulting with a lack of end-to-end collaborative working support.

Typically on premise only operations, old technology, and designed for traditional linear channel operations.

Lost metadata and event data, resulting in loss of content visibility and control. Expensive, time consuming and high risk projects, resulting in a slow reaction to changing markets.

MAM is broken

How can new technology help?

New technology to the rescue1. Infrastructure as a Service 2. New UI Tech. HTML5, REST and JSON3. Consumerization of IT4. Mobile5. Microservices

IaaS and PaaS• Economies of scale• Millions of servers• Near immediate access• Variable cost• Moving up the stack to

application management

New UI - HTML5, REST and JSON

• Beautiful, event-driven user interfaces• Responsive design• Mobile-ready or mobile-first• Rapid development – powerful, simple libraries• Customer driven, role-based UI

+ +

Consumerization of IT• BYOD – from personal to enterprise• Shadow IT• Procuring own services• Massive innovation on the

consumer side• Embracing cloud platforms

Mobile• Devices are very performant• A move towards apps and

discrete functionality• Many practical applications

in media – R&A, logging, simple editing

Software as microservicesSoftware is being built differently in the cloud than on-premise.The new approach is based on “microservices”.Goodbye single server!

Software as microservices• Opposite of monolithic

(not all things to all people)• Independently deployable services• Faster development and roll-out• Plays to strengths of cloud• Service per business capability• Decoupling with messaging

Software as microservices

A new approach to media management…

Media logistics platforms• Service Approach• Looser coupling• Economies of scale• Increased visibility• Faster change

The media value chain – what problems does it address?

MEDIA LOGISTICS PLATFORMEnd-to-End asset management, workflow orchestration and analytics.

Cloud based, multi-tenanted, highly composable, REST API.Drives down costs, increases speed to market, and regains control of your

content.

This sounds great! (What’s the bad news?)

Barriers…• Moving heavy assets in and out of the cloud• Cost of processing and storing in the cloud• Perceived loss of control (security)• Service levels / Service outage• Lack of suitable software – “islands”• A brand new architecture – expensive to

make the leap• Skills shortage

Enablers…• Standards – AMWA, DPP, etc…• Easier to justify OPEX and cost savings• IaaS is maturing in media and entertainment• Procurement is catching up• Consumer IT is breaking through• There are high-profile M&E success stories…

• Josh Wiggins - SVP Sales & Business Development, Deluxe Media

Keynote Speaker and Panel

• Chris Wright - General Manager, Dalet.• David Hornsby - CDM Product Owner & Content Delivery Platform Manager , ITV • Ariel Nishri - Head of Product, RR Media

Chair & keynote - Jon Folland, CEO, Nativ

• Matthew Eaton - Director Digital Media, Cognizant

Panel:

Conclusions1. New technology offers a new start for DAM2. New ways of working mean we need one!3. DAM isn’t dead – it’s evolving to something

new4. Workflow is more important than DAM5. Not every vendor will make the leap to cloud6. Technology started it, economics will drive it7. It’s about “media logistics” now - not DAM

MAM is dead, let’s talk supply chain