A global digital asset management with dynamicDAM®
The global use of dynamicPIM® and dynamicDAM® in particular is a complete solution that uses a multi-client capability like all other dynamic-products do. Using global systems requires first and foremost the right concept and this can differ clearly from company to company.
Multi-client capability in the digital asset management system
Over the last 20 years we have worked for many multinational corporations. These include companies such as P&G, Unilever, Knauf, etc. As a result, we have repeatedly come into contact with global systems that have been implemented centrally for more than 120 countries or even considerably more in some cases. They are all united by the fundamental problem of complexity. It is simply no longer logical to manage them from a certain limit. Not to mention that it is often used if it can offer a clear usability.
In addition, there are considerable challenges regarding external use. In most cases the systems like digital asset management systems have been maintained with different contents that they cannot be released to the outside in good conscience.
Since the development and conception of the dynamic-products, our path has therefore followed a different philosophy.
Autarkic systems for different countries or regions
This is approach briefly described: one code base but completely self-sufficient clients per country or country region like Nordics, DACH, etc. This is possible if the software systems have been programmed to be multi-client capable from the start. This is exactly what we have done from the very beginning. This means that completely independent solutions can now be implemented that share the essential code base. The worldwide DAM or PIM is therefore much closer than you might think.
The real-time use brings many advantages
The applications, like a digital asset management, remain fully updateable in all upgrade and patch cycles, no matter how many clients are in use. The complexity is enormously limited, and no compromises have to be made with filters, types, tags, structures, since the system is always self-sufficient for the respective country (region). The needs of the respective region are fully satisfied, especially the difference in the DACH market to e.g. Italy, Spain, France is enormous. Now, we can deal with all peculiarities.
In addition, certain areas such as download formats, output containers, etc. can be offered separately, so a development can be activated in all country variants.
Access for Holding employees who have overall responsibility is also possible via a portal solution, which is then activated for all countries upon registration in the sense of a single sign-on solution.
Advantages and disadvantages of global use
Every approach always has its challenges. For example, the implementation of media objects that are used in absolutely identical form in all countries. This concerns e.g. some logos or also certain key visuals etc. In our approach, these assets must be made available in all country variants. But: How do you add up so many data records that are concerned? You’d be very surprised that this kind of overlaps are very easily manageable.
If you argue about economies of scale, which is every controller’s popular approach, it becomes a milkmaid calculation. It’s a fact that costs increase enormously due to the complexity of a single system. In addition, you lose all flexibility. And this, confirmed by every good CDO in the world, is a core requirement for successful digitalization in our time.