The Forrester Wave™: Digital Asset Management For Customer Experience

“digital asset Management” Causes Confusion in an evolving Market
Forrester defi nes a digital asset as any item of content that has been formatted into
a binary source. In reality, the term does little to describe what DAM solutions
actually provide. Th ese solutions now support four distinct use cases: high-end
production, marketing operations, corporate audio and video, and line-of-business
general purpose.
The Rich Media Management Market: a Lot of davids But No Real
Goliath
Th e market is immature and fragmented and has surprisingly few big-name players.
Forrester categorizes players in the space into four buckets: enterprise content
management (ECM) and customer experience management (CXM) stack players,
midmarket players, veteran smaller players, and emerging smaller players.
daM Moves out of its siloed past into a CXM Future
Organizations look to integrate rich media management solutions with other
enterprise applications — particularly those that deliver online content. And DAM’s
role in supporting persuasive content makes it an important part of the new set of
CXM solutions for engaging customer experiences.
openText and autonomy Lead, With adaM software and adobe
Close Behind
Forrester evaluated the strengths and weaknesses of top DAM vendors. OpenText
and Autonomy (an HP company) were ranked as Leaders. Strong Performers
include ADAM Soft ware, Adobe, North Plains, MediaBeacon, and nonparticipating
vendor EMC. Contenders include celum, Canto, Widen Enterprises, and Xinet.
Extensis (a Celartem company) was a Risky Bet.