Aussie digital asset management ready for take off
Aussie digital asset management ready for take off
Aug 09, 2005: Australia is ready to listen to the advice of digital asset management early adopters and embrace their knowledge so that they can learn how to incorporate the benefits of these systems into their own environments, according to speakers at the inaugral DAMAP, the first digital asset management of its kind to be held in this country.
65 delegates attended the first day of the conference, held all day on August 8th at the Hilton on the Park in Melbourne, to listen to the heads of digital asset management companies, such as Jennifer Neumann, founder, chairwoman and CEO of Canto speak about how their systems can help solve the problems of many organisations bogged down with digital assets.
They also listened eagerly to end-users, such as Julian Prefanis, a senior lecture at the University of Sydney, who talked about how a digital asset management system has made it so much easier for him to teach his students.
Neumann is a former computer scientist, who founded Canto 15 years ago in German, as a start-up with two other computer scientists, and led it towards its transformation into a global enterprise.
She believes that although Australia is not too far behind United States with incorporating digital asset managements systems successfully into their organisations, people in this country are just beginning to understand how vital these systems are to their business needs.
"Digital Asset Management is just now being put on the landscape around the world. Look at what the big analyst firms said a couple of years ago. It was only then that they DAM on the radar. Organisations are now beginning to appreciate how complex it is to manage digital assets, because it's a storage problem, it's a rendering problem, it's a cross platform problem and it's a networking problem, for example.
"It's all about knowledge. People need to know how to use the tools to make these things work. If you do not have the vision in terms of what is realistically possible, then you cannot achieve it. That's why a conference such as DAMAP is so important for education people on what they can achieve, because people are talking about how these systems have worked in practice."
"Theoretically in marketing you are always looking to market the new adoption of technology in relation to the bell curve. Inventors are at the beginning, and what we are moving into now, along the curve is the early majority phase, where reputable companies, such as Bond Imaging show how it has benefited from the technology. Companies like this spread the news, and then everybody else wants to buy it too, so that they don't fall behind."
She believes that these early adopters will be the basis for many more organisations to follow suit and she can see there being a steady but higher uptake of digital asset management systems by organisations in Australia over the next few years.
DataBasics re-sells Canto's Cumulus digital asset management software to organisations in the Asia Pacific region. Other digital asset management exhibitors at the event included: DigitalQuay, Multimatch Australia, Complete Colour Printing, and PICA Australia.
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