Death of MAM session at IBC - final sunday13th September

1. MAM is dead, let’s talk supply chain

2. MAM is dead, let’s talk supply chain
Introduction by Lesley Marr
COO Deluxe Media Europe

3. 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?

4. • 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:

5. MAM is dead, let’s talk supply chain
The need for new data-driven platforms
Jon Folland CEO

6. What did DAM/MAM mean 10 years ago
“maintaining control
and access to your
digital assets”

7. What is DAM today?
1. Ingest
2. Secure (ACL)
3. Store
4. Render / Transform
5. Enrich
6. Relate
7. Process
8. Find / Search
9. Preview
10. Publish… and on….
“All things to
all people”
“Everything
and nothing”

8. What does MAM “Look” like?
“We need a
new MAM!”

9. 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

10. What’s breaking DAM?
1. Multi-platform
2. On-demand
3. Data-driven
4. Fast-moving
1. Digital files
2. Cloud
3. Mobile
4. Consumerization
Consumer
Technology
Media
Markets

11. So if DAM is dying, what’s next?

12. Let’s look at things differently…

13. How does this apply to video?

14. 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.

15. MAM is broken

16. How can new technology help?

17. New technology to the rescue
1. Infrastructure as a Service
2. New UI Tech. HTML5, REST and JSON
3. Consumerization of IT
4. Mobile
5. Microservices

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

19. 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
+ +

20. Consumerization of IT
• BYOD – from personal to enterprise
• Shadow IT
• Procuring own services
• Massive innovation on the
consumer side
• Embracing cloud platforms

21. Mobile
• Devices are very performant
• A move towards apps and
discrete functionality
• Many practical applications
in media – R&A, logging,
simple editing

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

23. 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

24. Software as microservices

25. A new approach to
media management…

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

27. The media value chain
– what problems does it address?
MEDIA LOGISTICS PLATFORM
End-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.

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

29. 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

30. 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…

31. • 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:

32. Conclusions
1. New technology offers a new start for DAM
2. New ways of working mean we need one!
3. DAM isn’t dead – it’s evolving to something new
4. Workflow is more important than DAM
5. Not every vendor will make the leap to cloud
6. Technology started it, economics will drive it
7. It’s about “media logistics” now - not DAM

33. MAM is dead, let’s talk supply chain