02 Mar 2018 BVE Insights

These (Clouds) go to 11

by: Patrik Malmberg, Marketing Manager, Vidispine

“These go to 11!” A classic quote from the movie “This is Spinal Tap." What does it have to do with cloud you say? Well, it is a reasonably accurate description of the state of the industry regarding cloud deployment.

Looking back a few years I am sure you remember having to choose between three packages, and none of them was a fit. Enter cloud, and you got the same package, plus someone who went to 11. Scalable on the surface, but I am sure cloud can do better!

BVE Cloud Deployment scale able cloud

The cloud is not (only) a technological decision anymore, it is a business choice on a strategic level. The choice to deploy to the cloud have often been because of performance scalability and cost efficiency, leaving the decision to IT departments. That is a mistake going forward. Instead, you must use the cloud to create a strategic advantage by also leveraging the access to emerging technology and possibility of new business models.

What about scalability?

When someone goes on about scalability, he or she almost always mean technical scalability. Technical scalability is used to manage performance, making sure that the systems are responsive under load, have enough storage, bandwidth and can handle an increasing number of users. Technical scalability typically involves vertical and horizontal scaling of resources and servers, including moving to the cloud. Technical scalability is a given for surviving but will not take you into the future. Enter functional scalability.  

BVE cloud scale ability article

Functional scalability is the ability to scale the functionality of a solution to the current needs. The need to scale functionally comes from the development of new, more efficient, technology to solve the old problems, customer expectations on immediate access to new technology, or new customer behavior. Functional scalability is both an enabler of new ways of working, and a result of needs arising from new ways of working. A solution that is functionally scalable can easily be adapted to new business cases.

Business scalability concerns cost structure and licensing models, business models, new markets and geographical scaling. The technical and functional scaling of your solution means little if all changes need to be negotiated beforehand. Instead, the cost of scaling need to be transparent to the customers and scalable from start-up to big business. Business scalability allows the customer to experiment with new business models and innovation where there are more unknowns than knowns. Business scalability adds a strategic layer to scalability.

What about this industry?

Let’s look at it from a MAM perspective. If we start with a quick MAM history – at about 15 years ago it was clear the MAM companies led the first wave of digitalization of the broadcast and media industry, increasing efficiency and creating new opportunities by digitizing and making assets available.

Now the industry is going through changes on all fronts and will need to have systems that can adapt to the changes today and tomorrow, but unfortunately, the MAM systems have not aged well. Scalability as in technical scalability has been the focus, and systems have been forklifted straight into the cloud without being re-architected to take advantage of what the cloud can offer. They gained performance, distribution, and efficiency, but they are not scalable across the dimensions above, neither from an architectural perspective or a business perspective. 

The role of the classic MAM is about to change. The future lies in a platform which crosses functions, workflows, and infrastructure to support a workforce of creative story-tellers serving an increasingly impatient audience. With a future of pop-up media supply chains and new workflows enabled by hybrid cloud deployments, any solution for media asset management must be flexible and scalable in all dimensions to survive and thrive.


BVE cloud deployment article

Go cloud then? Well, not as fast, the media industry will still want to keep their on-premise solutions in some cases, while moving some business into the cloud to get the strategic advantage you get from access to the cutting edge technology, and deep integration you get access to at the big cloud providers. For the global players, cloud agnostic deployments will also make sense. The chosen solution must be cloud agnostic at the core while being able to manage hybrid-cloud implementations. The cloud strategy is not a technical decision; it is a business decision.

If your solution goes to 11, it is not enough today; you need to deliver a solution that can go from 0 to 11 and beyond in all dimensions without missing a beat, or someone else will.

BVE scalability cloud storage blog

This (solution) goes beyond 11.

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