The DAM Plumbing Problem

water faucet

Digital Asset Management at the “point of consumption.”

“Point of consumption” is a concept I’ve used for years to explain away the primary reason digital asset management has not become the business staple it was expected to become. The problem, as I see it, is that DAM too closely follows the metaphor of having to go places to get what we need.

But this isn’t us. We want entertainment streamed into our homes because a trip to the local video store is too much. We want food delivered so that we can watch that streamed entertainment and not go hungry. And when that TV is no longer awesome enough, we ask Amazon to bring us a new one.

We want what we want when we want it. This means delivery to the “point of consumption.” There are countless examples of this around us. Enough so, in fact, that the world supports not one, but several international delivery companies, such as FedEx, UPS, etc. We are all about “bring it to me.”

Yet, digital asset management software was built on a paradigm that says, “if you want it, come and get it.” DAM vendors are trying harder than ever to make their systems attractive and usable; but the core problem isn’t beauty—the core problem is that no matter how wonderful the local video store might be, it’s not Netflix.

CMSWire has published “Reinventing Digital Asset Management,” an article I wrote about this topic. Until we reinvent the DAM paradigm, I think we remain stuck where we are now.

 

Image courtesy of Gualberto107 / FreeDigitalPhotos.net

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