management of e-assets
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WHAT IS ASSET
• Assets are economic resources. • Anything tangible or intangible that
is capable of being owned or controlled to produce value and that is held to have positive economic value is considered an asset.
• Ex:Land,Building,Furniture,Plant & Machinery,Goodwill
DIGITAL ASSETS•“Any kind of digital object that you can show that you have reused for a period of greater than 18 months; have captured the development expenses associated with that particular object; and can directly link the reuse of that object to a discrete sale for a revenue event or a discrete cost savings; and have taken prudent measures to protect this asset, then generally accepted accounting practices will support you recognizing that as a financial asset….” – Michael Moon, GISTICS•Of course, everything stored in a computer is a digital asset.
•For our purposes, digital assets include:Digital AudioDigital VideoMultimedia (Flash, Shockwave)PresentationsImages (in some cases)
•Anything that can’t be easily found using a Google-type search engine.
Asset type Description Sources Units of work Education Assets Online courseware optimized for
the connative and cognitive abilities of individual students; often represents compound media and knowledge objects
Subject-matter experts, teachers, and communities of practice or expertise; lectures, courseware, classroom discussions, probe-further links and references, lab notes, footnotes, annotated bibliographies, interviews, audio and video recordings of performances
• Database-served – W Web pages, JITIT documents, PDF • Streaming media -Audio, video, animation • Shared objects 2D/3D models, maps, visualizations • Discussion - Teleconference, postings, live chat
Information Assets Rows and columns of structured data conditioned and engineered for secure presentation through a browser
Production data systems of record, data warehouses, and database information services
•Customer records -Transactions, interactions •Product data -Sales histories, forecasts, pricing, inventories • Management information -Budgets, financial statements • Brand resources -Subscriptions, traffic, dwell-time interactions
IT Assets Tangible and intangible assets including computing and communications equipment, installed software, capitalized professional services, systems and software configurations, warranty coverage, and business-continuity services
MIS/ITIT departments of the firm as well as ASPs/MSPs or co-located equipment
• Metadata • Installed and configured hardware or software • Promised/guaranteed service- level agreements
Knowledge Assets Collections of unstructured data in digital formats (binary large objects, BLOBs) and physical formats (mechanical devices, models, props)
Knowledge workers throughout the firm and its value chain of suppliers, distributors, and affiliates
• Digital formats – CACAD files – e-Docs, PDFs – E-mail, WPWP files – Scanned images – Slide presentation files – Spreadsheets – Web pages, interfaces • Physical formats – Artwork, artifacts – Business records – Letters, faxes – Maps, drawings – Movies, stills, film – Props, costumes
Media Assets Components used in brand resources (ads, brochures, Web sites), publications, and entertainment products (music, voice, video)
Designers, producers, authors, and developers of print, broadcast, online, and media-based products or services
• Ads – Online, Broadcast, Print • CD, DVD, cassettes • Documents, publications – Online, e-Distributed, Print, e-Print
EXAMPLES OF E-ASSETS
GROWTH OF E-ASSETSGROWTH OF E-ASSETSGROWTH OF E-ASSETSGROWTH OF E-ASSETS
GROWTH OF E-ASSETSGROWTH OF E-ASSETS
DIGITAL ASSET MANAGEMENT
“Digital asset management is an IT-based practise for the systematic reuse and re-expression of pre-existing digital objects that, when successfully done, accelerates business processes and time to market deliverables.”
– Michael Moon, GISTICS
“Systems and processes for fine-grained management and control over rich digital media assets, notably high-resolution images, audio, video, animation and other kinds of multimedia” - Gilbane
“Digital asset management is just a tool for organizing digital files for storage and retrieval”- Marketingpilot
DIGITAL ASSET MANAGEMENT DIGITAL ASSET MANAGEMENT FEATURESFEATURES
NEED FOR DIGITAL ASSET MANAGEMENT•Images get published without proper approvals
•Digital content is released online without appropriate alternative language capabilities
•Digital assets are stored insecurely
•Personnel constantly re-create similar content because they don’t know it exists
•Personnel know the content they need has been produced/created/developed but have no way of finding it.
•Personnel can find the content they need but it is the wrong size/format/application type
•External organizations – other ministries, departments, partners – require digital assets frequently. Access is painful or inefficient
•Images get published without proper approvals
•Digital content is released online without appropriate alternative language capabilities
•Digital assets are stored insecurely
•Personnel constantly re-create similar content because they don’t know it exists
•Personnel know the content they need has been produced/created/developed but have no way of finding it.
•Personnel can find the content they need but it is the wrong size/format/application type
•External organizations – other ministries, departments, partners – require digital assets frequently. Access is painful or inefficient
DIGITAL ASSET MANAGEMENT
USERS OF DIGITAL ASSETS USERS OF DIGITAL ASSETS Content Creators Content Creators Content Users Content Users Content-Consumers Content-Consumers Agencies Agencies Marketing Marketing Distribution Distribution Graphic Designers Sales Graphic Designers Sales Press and Analysts Press and Analysts Photographers Photographers Training Training Public Public Publishing Group Trade Partners Publishing Group Trade Partners
Web Specialist Web Specialist
BENEFITS OF DAM
Improve efficiency
Reduce costs
Increase revenue
Brand consistency
Customer service
Improve collaboration and access to critical assets.
TYPES OF DAMS
Brand asset management systems
Library asset management systems:
Production asset management systems
Digital supply chain services:
CHALLENGES BEFORE DAMSCHALLENGES BEFORE DAMS
1. Two structural challenges with DAM:1. Network effect – it becomes more valuable the
more users it has
2. Time value effect – it becomes increasingly valuable over time
2. Together these mean that the value of process changes required are not always immediately apparent.
CHALLENGES BEFORE DAMSCHALLENGES BEFORE DAMS
3.Involve stakeholdersCreative groups tend to work independent of institutional guidelines. And they
like it.For example, often the sole bastion of Macintosh computers in a departmentSolve their problem – don’t proclaim from on high
4.Match your reach to your graspDon’t let it become a death marchPick a small but real pain and solve it. Quickly.Leverage success into higher profile implementations
5.Plan for tomorrowKnow that incremental roll out is a stage in much grander strategyEnsure system selected plays well with others - it must support new web
services standards
