The advancement and increasing acceptance of extensible markup language (XML), Darwin information typing architecture (DITA), digital asset management (DAM) technology, and the proliferation of digital and rich assets, expect to instigate growth of the global dynamic publishing market.
New analysis from Frost & Sullivan (digitalmedia.frost.com), World Dynamic Publishing Markets, reveals that the market earned revenues of $330.7 million in 2006 and estimates this market to grow to more than three times its current size by 2013.
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“Standards like DITA are pivotal in the advancement of the technical publications market,” says Frost & Sullivan Research Analyst Aimee Roberts. “DITA has risen from a concept to an Organization for the Advancement of Structured Information Standards (OASIS) benefiting the industry by enabling unstructured rich data to be repurposed across multiple organizational channels.”
As a result, neutral information can easily be integrated to maximize on-demand capabilities, allowing greater targeting granularity and efficiency. The management of neutral content, which can be repurposed across organizations, has become essential as organizational numbers of rich assets increase.
In addition, dynamic publishing can be provided as an on-premise client-sever model or hosted as software as a service (SaaS). It also plays an integral role in the shift toward organizational enterprise content management (ECM), integrating with software including marketing process optimization solutions (MPOS) and DAM.
“However, high costs associated with solution deployment often exceed the realm of possibility in the organizational budget, holding back market growth,” suggests Roberts. “In addition, decision-makers have difficulty making the business case to deploy dynamic publishing solutions, because of their lack of knowledge of the cost reductions and workflow improvements that dynamic publishing can offer their organization.”
On the other hand, as deployment rates of dynamic publishing solutions increase; smaller organizations expect to accept the deployment of a solution to become feasible. As vendors market their solutions more aggressively, customers will begin to understand the cost-benefits of dynamic publishing.
Benefits of dynamic publishing, such as reductions in organizational expenditures and improvements in organizational workflows, coupled with on-demand high impact multi-channel outputs expects to help dynamic publishing market gain traction.
In addition, vendors in the market are now offering solutions with industry best practices, to meet the specific needs of organizations. As the market shifts to offer integrated platforms, consolidation will begin to occur. Such consolidation will strengthen the market as redirected resources generate strengthened product offerings.
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