There are several models for deploying Digital Asset Management (DAM). In the traditional model, an organization buys a DAM product (for example, Bynder), then trains their own organizational resources to administrate and support the DAM. The model can be tweaked slightly if the organization decides to augment its DAM support staff (or its entire support), to an external organization.
A new model is emerging: DAM as a Service. In DAM as a Service, the entire DAM operation is provided as a service to the organization; the DAM product licensing, its day-to-day operation, and full-client support are leased on a monthly or yearly basis.
In the past, organizations have been reluctant to outsource because of security concerns. However, the benefits of outsourcing the entire DAM operation are compelling, especially if cost and speed-to-market are critical.
The table below presents the pros and cons of three models:
| Function | Fully In-house | Company-owned DAM with External Support | DAM as a Service |
| Support, including account creation, help desk, training, and ingest | Provided by company resources | Provided by a mix of company and external resources, or fully external resources | External resources |
| Security | Most secure | Secure | Less secure |
| Cost | Expensive | Moderate | Low |
| Time to Deployment | Long | Long | Quick |
| Support Expertise | Brought-to-speed gradually | Good | Solid |
| Customization and Flexibility | Solid | Solid | Good |
The following example demonstrates savings using the DAM as a Service model, assuming number/size of assets are similar:
Annual DAM product cost: $60,000
Annual DAM support: $80,000 (two asset librarians at $40K per year each)
TOTAL: $140,000
DAM as a Service Model: $48,000 ($4,000 per month)
Annual Savings: $92,000
Security concerns:
Asset security is a valid concern and the major reason used to justify an in-house DAM solution. Security issues arise when assets aren’t fully protected; exposure of these assets can be a result of poorly managed account security. A security contract agreement with the DAM as a Service vendor can mitigate those issues.
Migration of data from an old DAM, or from a folder structure or storage service, can also be an issue for organizations concerned with asset security. However, the DAM as a Service provider can ensure that this process is done safely and securely.
Speed-to-Market:
Negotiations with DAM vendors, developing metadata, deploying the DAM product, and training the support team can take months. With the DAM as a Service model, the organization works with the service provider to organize the data, develop metadata, and review support requirements, which can be done within weeks.
Conclusion:
The organization should weigh the pros and cons of DAM as a Service model. If cost and speed-to-market are priorities, the DAM as a Service model is a compelling alternative. HartTalbot can support the organization with any of the three models discussed in this report.