Simplifying Digital t Management - Aframe s New Definition

According to over-referenced fact-merchant-in-the-sky Wikipedia, digital asset management consists of the management tasks and decisions surrounding the ingestion, annotation, cataloguing, storage, retrieval and distribution of digital assets .

This is all well and good if you already live and breathe video, digital photographs, animations and music; but if you're suddenly plunged into this murky and casually dressed world, it can be pretty hairy!

When Gary Knight joined Aframe as COO this year, he quickly set about trying to understand the problems the service solves.

Coming from a senior position at Sega, understanding the technical aspects of a service like Aframe wouldn't have been his job, but he would need to understand what it did. As with any offer, the explanation of service and benefits has to be clear and easy to understand for all decision makers many of who will not be technical.

Aframe is a great product that can handle infinite amounts of mixed format, high resolution footage. You can share video, annotate it, collect comments, store it securely and lots of other amazing things, but it wasn't immediately obvious what the benefit any of them were, said Gary on his immediate impressions of the system.

As VP of Marketing at Sega and even as COO at Aframe, it has not been my job to know the intricacies of the systems we use, but I am a gatekeeper in the decision making process. In short, if you can't help me understand why something is worth the expense, then it probably won't get my sign off.

Working with the Sales and Marketing teams, he soon implemented a new way of talking about the actual assistance it provides. This started out on the white board with a scrawled diagram of the three different things' we do, namely: In, Work and Out.

In is the ingestion and storage phase. It cuts out all the hassle and lets you build up an online library of footage that can be used and shared whenever, wherever. It means you never need to be held back by FTP, DVDs or couriers again.

Work is when everyone on your team can access the footage to help edit, organise it and make comments on the timeline, all from a single, managed source.

Finally, Out covers embedding the finished content on your website or delivering for broadcast, all from one place without sacrificing quality.

If this sounds familiar, it might be because you heard a similar version on our new sizzle video, seen our new solutions pages or maybe you've had one of our whiteboard demos??

Does this new pitch make Aframe easier to understand? We'd love to hear your feedback, please leave a comment below.

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LINK:	http://aframe.com/blog/2013/06/05/simplifying-digital-asset-management...
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