Upgrading Your Portfolio

Recognizing that DAM required specific IT disciplines beyond the scope of graphics applications, Olberding established an entirely new division within the company, staffed with personnel dedicated solely to database management.

Recalls Dan Vosel, director of operations and leader of Phototype's DAM efforts, "We tried at least two off-the-shelf asset management software applications before ultimately discarding them due to their inherent limitations. After a lot of frustration, it became evident that the only way we could successfully implement the kind of system we were looking for was to develop it for ourselves. It took us more than 3 years and an investment of over $500,000."