And for the third course, SAP will also be serving Open Text’s (site) Digital Asset Management (DAM) solution. Announced today, SAP and OTEX enter the third wave of the existing 20-year-long relationship by offering DAM as part of the global reseller agreement.
Open Text DAM Under SAP Brand
Before today, SAP has been reselling Open Text Document Access, Archiving and Invoice Management products under SAP branding. Most recently, SAP also started reselling Open Text ECM.
Open Text DAM for SAP, one of the components of the Open Text ECM Suite, will be positioned as part of marketing resource management (MRM) and intellectual property management (IPM) capabilities of the SAP Customer Relationship Management (SAP CRM) application. The new name has also been chosen: SAP Digital Asset Management application by Open Text.
What’s the Value Proposition?
Since Open Text DAM will be sold in conjunction with SAP CRM, SAP Digital Asset Management should be able to support the entire marketing process from planning, developing content, execution and results measurement.
Some of the product features include the ability to collect, manage, search and distribute various types of digital assets. Ingesting, logging, transcoding and archiving of rich media content is also part of the integrated offering.
SAP Intellectual Property Management application brings in the angle of organizing, collaborating and tracking digital content.
Trying to Solve DAM Challenges
The joint venture tries to focus on enterprise marketing departments and media/broadcasting/publishing companies that have a need for management (and re-use, as we know this is important) of large amounts of digital assets.
DAM is on the rise with increased adoption of digital marketing channels, yet many organizations are faced with challenges around standardized processes and proper tools for content asset creation, publishing, maintenance and distribution.