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IntelligenceBank Upgrades DAM Solution

by Ralph Windsor on March 24, 2017

Earlier this week, Cloud DAM vendor, IntelligenceBank announced some upgrades to their DAM solution.  This is the PR quote from Tessa Court, their CEO:

We are thrilled to announce our biggest new feature launch in the history of IntelligenceBank. The foundation of these ‘super 7’ new capabilities are direct from customer feedback, and will give marketing teams around the world more ways to connect, monetize and manage the production of creative content.” [Read More]

The seven new features are as follows:

  • Customisable dashboards
  • ‘Universal connector’ (drag and drop feature)
  • Adobe Creative Cloud connector
  • Storefront (e-commerce feature to enable digital assets to be sold)
  • Public galleries (sharing lightboxes, collections etc with those who do not have accounts)
  • Improved permissions interface
  • Form builder upgrade (new features to their form creation tools for artwork approvals etc)

There are more details on their blog.

This reads a bit like a DAM vendor press release from circa 2012 or 2013.  All these features have existed in other products (in many cases, other platforms have had introduced them 3-4 years or more before they did).  There is nothing new about what they are offering that you can’t already find in numerous other alternatives.  I believe Intelligencebank are one of the more recent Cloud DAM platforms (pure-play Cloud/SaaS DAM vendors such as Widen, WebDAM etc have been around some time before Intelligencebank were founded in 2009).  A point I made about one of Bynder’s previous releases (who are also relatively new to the market by comparison with a number of their peers) was that many users might expect these kind of features to already exist as most other products have them, as such, releasing press about them just serves to highlight that a newer entrant to the market is further behind than they may have previously appeared.  To make an analogy, this is like releasing spreadsheet software and then proudly announcing that your latest edition can now generate graphs.  If you have some different take on the delivery (e.g. mobile or cloud etc) then there is a potentially innovative angle, but that doesn’t apply in this case.  If you are going to style yourself as ‘leading’ for anything you care to mention, then it is incumbent on you to actually be the first to do something, not the last.

Unlike some of Intelligencebank’s other feature press releases where they detailed every minor upgrade individually (which I’m guessing was to generate some activity which they could write copy about) on this occasion, they have at least grouped everything together, but this is less ‘super 7’ and more ‘7 we copied from the competition’.  When vendors do this, it hints at a negative and fear-oriented marketing strategy where the management lack confidence in their platform so devote more effort and attention to ‘ticking all the boxes’ and functional equalisation with their peers, rather than innovating.  This is why the DAM software market is in the malaise that it is now and the reason some insiders who have been involved in the market for a while are saying it is ‘dead’.  In mitigation, I will note that the Intelligencebank form builder appears to be a potentially interesting feature, although they already had this, it is not new and other competing DAM solutions have similar functionality also.

Other DAM vendors need to take note of all this and learn from it: if you just copy everyone else, the reasons for anyone to use your product diminish and start to boil down to just UI differences or price, which implies a discounting strategy is going to be needed if wider demand for DAM tails off.  Never mind getting rich, you won’t survive if/when the day of reckoning for the wider DAM software business arrives (which has happened a couple of times before in the 25 year history of this field).  Although there has been talk of consolidation in the DAM market recently, I question how much of a trend it really is: we’re at rate of about one vendor per year currently who has been bought out and by some fairly conservative estimates, there at least 200 other independent firms.  Further, there are many choices for prospective acquirers, including some other adjacent segments who also think they have the core competencies required to deliver saleable product.  If you don’t innovate, expect to have your firm taken over ‘one customer at a time’, in the infamous words of Michael Dell.

For end-users, when software vendors have clearly just replicated what everyone else offers, apart from the price question (i.e. what it the point of paying a premium for one product if another does the same for less money?) the other issue is their capacity to help you solve your individual Digital Asset Management problems and challenges.  If the vendor you are considering cannot innovate, it is unlikely they will be able to creatively problem-solve, which is an essential skill for both the ongoing development of DAM solutions and supporting user’s needs.  When you come to them with a requirement that is slightly out of the ordinary (which almost certainly will happen eventually) then you are more likely to get a lot of shoulder shrugging and the account management staff trying to talk you out of doing something because they haven’t encountered it before and don’t know how to deal with it.  This is the business reason why it is essential that software firms in crowded markets like DAM can genuinely innovate and independently come up with their own ideas, otherwise the reasons for them to continue to exist begin to gradually fade away one replicated feature at a time.


Aprimo Acquires ADAM

March 17, 2017 Industry News

Yesterday, DAM vendor, ADAM announced that they had been acquired by MRM firm, Aprimo.  Here are the quotes from their respective bosses, first John Stammen, CEO of Aprimo: “Our merger with ADAM will further expand our marketing asset management solutions and enable us to offer a complete enterprise-class content solution. The combination creates a robust platform that addresses […]

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DAM Interoperability In 2017 – Where Do We Go From Here?

March 17, 2017 DAM Interoperability

Tim Strehle of Digital Collections and Margaret Warren of ImageSnippets have contributed an article with the title: Improving DAM Interoperability In 2017 which is part of our Improving DAM In 2017 series: “DAM products have improved a lot in the last few years: They are now cloud-enabled and more user-friendly, they support video and let us share content better than […]

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Improving DAM In 2017: Building Time Machines For Digital Assets

March 9, 2017 Opinion

Continuing our series on Improving DAM In 2017, I have written an article with a suggested architectural model which DAM solution developers may wish to consider. In The Digital Asset Transaction Management System – A Time Machine For Digital Assets, I outline a granular and modular API-First method for recording digital asset activity and modifying […]

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Improving DAM In 2017: The Expanding Universe Of Digital Assets

February 24, 2017 Opinion

Medhat Mahmoud  has contributed an article to our Improving DAM In 2017 series with the title Digital Assets From IoT To Blockchain Will Become Everyone’s Business.  The piece is about how the range of uses the digital assets is expanding exponentially: “The fast pace of today’s evolving technologies, falling hardware costs, wireless ultra speed advancement like […]

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Improving DAM In 2017: Should Social Media In DAM Be More Like Facebook?

February 17, 2017 Social Media and DAM

Denzil Ford of MediaValet has contributed a feature article as part of our Improving DAM In 2017 series with the title Should DAM Be More Like Facebook?.  In the piece, she considers how social media engages users (with particular reference to Facebook and Slack) and whether there are models that could be employed to allow DAM interfaces to acquire some […]

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Improving DAM In 2017: Creating The Conditions For DAM Innovation

February 10, 2017 Opinion

Martin Wilson from Asset Bank has contributed a feature article for our Improving DAM In 2017 article series with the title: Creating The Right Conditions For Innovation.  In the piece, he discusses some of the reasons why DAM innovation has stalled (or at least slowed significantly) and suggests various developments which might get it re-started once more, […]

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Improving DAM In 2017: Engaging With Vendors

February 2, 2017 Opinion

Late last year, I issued a request for contributions to a series Improving DAM In 2017 which was intended to solicit opinions from DAM users (and others involved with DAM) about how the field could be enhanced in a more positive fashion, rather than the commentary descending into just being complaints about the poor quality of solutions, […]

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AI Tools And Access To The Data Equity In Your Digital Assets

January 30, 2017 Opinion

Numerous DAM vendors have announced integration with various third party AI image recognition APIs recently, this was discussed (and predicted) on DAM News two years ago.  The key driver for the trend is that the available products have been packaged into commodity offerings which are generally cheap and fairly easy to assimilate.  There isn’t much differentiation in the current DAM […]

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DAM Innovation – From Digits To Value

January 23, 2017 Digital Asset Management Value Chains

Mike Rizzo posted a link to on the DAM News LinkedIn group to an article by Medhat Mahmoud, of Huawei Technologies: Digital Asset Management and IoT – The innovation path from Digits to Value.  The piece is about DAM and the Internet of Things (IoT) but there are wider lessons for those involved with digital assets of all kinds.  The […]

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Developing Your Own In-House DAM Consulting Expertise

January 11, 2017 DAM Education

Today we have released a DAM News premium report package, Develop Your Own In-House DAM Vendor Selection Expertise, which is part of a range of DAM educational and consulting materials we will be issuing in 2017: “The first programme in the series is concerned with the DAM solution selection and purchasing management process. The educational materials […]

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