Forrester 2 Lead the Pack in DAM for CX

In a flooded market for digital asset management (DAM), Forrester Research has named two leaders.

OpenText and ADAM Software lead the pack in Forrester's Wave for Digital Asset Management for Customer Experience for the fourth quarter of 2014.

The DAM market is growing because these solutions "help marketers and eCommerce pros address media management challenges like video management, globalization/localization, rendition management, analytics tied to the content level and content creation workflows."

Leaders stand out in usability, strategic vision and direction, workflow and globalization/localization.

OpenText: 'Robust Functionality'

Forrester noted that Waterloo, Ontario-based OpenText, an enterprise content management (ECM) specialist, has a robust offering that includes metadata, taxonomy, search, workflow and globalization. It also integrates with SAP systems (e.g., SAP CRM, SAP hybris) and with other OpenText solutions.

However, Forrester added, customers noted poor usability for users and admins, as well as challenging implementations and upgrades.

"OpenText must continue to evolve strategic vision to remain relevant or else risk becoming an outdated legacy solution," Forrester authors wrote in their Wave report. "OpenText is best suited for organizations with high-end DAM needs that have the resources to manage and maintain a complex platform."

ADAM Software: 'Leading Vision'

Forrester researchers describe Ghent, Belgium-based ADAM Software as a visionary leader that has robust functionality but also some "foundational gaps." They like ADAM's functionality in workflow and globalization/localization. Partnerships with other .NET vendors, like Teradata Aprimo and Sitecore, and services partners have helped.

ADAM envisions using DAM as a backbone for digital experience delivery -- including commerce -- and enterprise marketing ecosystem.

"ADAM still has major gaps, most glaringly around search and metadata support, which are surprisingly far behind other vendors," Forrester authors wrote. "Another gap is usability, which clients describe as adequate at best."

Best of the Rest

Forrester Research only looked at vendors with at least yearly revenues of $10 million. It cited HP and North Plains Telescope rated as "strong performers." 

HP and North Plains Telescope each offer breadth in functionality and have strong enterprise track records for complex, enterprise deployments, according to Forrester researchers. But each has a "middling strategy and challenges with execution," Forrester authors wrote. "Solving this challenge and making improvements to core DAM functionality will bring these vendors to the leader position."

Forrester researchers also named Adobe, celum, Canto, MediaBeacon, Widen and North Plains On Brand as "contenders."

"Each of these products illustrated strength in certain categories, whether it be largely improved core DAM features (e.g., Canto, MediaBeacon, Adobe), usability (e.g., Widen, On Brand), or strategy (e.g., celum)," Forrester authors wrote. "However, each of these vendors must continue to round out features, usability, integrations, and strategic vision and execution in order to remain relevant."

Title image by Allison Bailey  (Flickr) via a CC BY-NC-SA 2.0 license.