Australia Welcomes World’s First Picturepark Regional Cloud

DataBasics Director speaks of the need for a Regional Cloud throughout Oceania

How did you first become involved with digital asset management?

DataBasics was first created as a software developer with a specialty in database development, which explains the name. Being “Macphiles,” we became involved in projects involving media. In particular, during the 1990s, we authored the first media retrieval solution to be used in an Australian court room: CALM = Computer Aided Litigation Management. This was, in effect, a DAM. A few years later, we got involved with commercial products that came with the tag “DAM,” which is when we found a name for what we were doing.

Why is a Picturepark Regional Cloud so important for Oceania?

The two Gs of geography and governance. Picturepark [running from Cloud Suisse] may be fast, but on the other side of the planet, you’ve got to expect some lag. We foresee a large interest in the Regional Cloud from Government—our first customer is a perfect example. Starved of any internal IT services, they are keen to go Cloud. Governance is particularly important for Government because they need to maintain clear transparency on ownership and access. And who doesn’t want “fast”!

DataBasics Director – Ricky Patten

How long ago was it that you started hearing from prospects who wanted a locally managed Cloud DAM?

It’s been happening for five or more years. The real difference I’ve noticed is what is really meant when people annunciate those words. Cloud has been veiled in mistaken identity for some time. Putting it bluntly, people think the “C” word is a metaphor for “cheap.” It’s not. It can even be more expensive [than on-premise] More importantly, at DataBasics we intend it to mean “high quality.”

What types of organizations do you find to be more interested in Cloud DAM vs. on-premise options?

That’s tough to put into a few words. I could say Government and Corporate, but we’d need to qualify that by limiting it to those lacking internal ITS. I could also say Government and Corporate with a highly valued low volume of assets. I could also say Government and Corporate with a globally distributed consumer base or with financial requirements that favor regular payments rather than ownership of a solution. I could say a lot more, but I will leave it at that.

You’ve been selling and supporting DAM systems for more than 15 years, so you’ve seen many trends come and go. Do you think the interest in Cloud-based DAM signals a general move toward Cloud-based DAM services? Or will there always be a faction of customers who prefer installed on-premise DAM solutions?

I think it’s got a lot to do with the rise of acceptance of Digital Asset Management as an important organizational strategy—there are more people buying more high-quality DAM solutions. Some have a need for Cloud, some have a need for on-premise. More for the future of DataBasics, the ability to deliver both is really important.

Do you foresee many Oceania organizations opting for hybrid DAMs that, for example, enable them to keep some assets on-premise while they distribute from your Regional Cloud?

Hybrid DAM is starting to rise in popularity—we already deal with such a solution. But it’s thin-edge-of-the-wedge stuff—lots of interest with little commitment. This style of DAM can address anything from, say, a simple need to archive content (back to an on-premise DAM silo) from a Cloud based production solution, to addressing the needs for centralized asset creation, leading to approval and promotion to a cloud production environment. It will not be issues of speed or access that define the future success of hybrid DAM, it will be governance.

Are organizations interested in your Regional Cloud because of regulatory restrictions or do they simply prefer the idea of local storage and support?

The real driving factor will be regulatory restrictions, i.e. governance. For many, governance is a requirement that must be met and is understood to come with an associated price tag. Although some organizations will like the idea of being Australian-based, I don’t think this will influence their final purchasing decision that much.

Is the DataBasics Picturepark Regional Cloud only for Australian organizations or will you offer services to customers in other countries too?

Our Regional Cloud will be available throughout Oceania, and everything I have said with reference to Australian needs for a locally hosted solution will also apply, to a greater of lesser extent, for partner countries. Looking at the relationship between Australian and New Zealand, you can see many industry standards being shared between these countries, e.g ANZIC, ANZSCO and even ANZSOG. Our second Regional Cloud customer might be from New Zealand. We are separated from the rest of the world by an eight hour plane flight, so we tend to do business together.

What was it about Picturepark that made it a good partner and platform for your Regional Cloud?


Picturepark can work as the DAM backend to the 1publish (2imagine) Web-to-Print publishing solution you sell. Do you foresee 1publish customers leveraging your Regional Cloud for their DAM storage?

Yes, this relationship has been understood for a while. Keeping everything in the family is important for us.

What are the primary reasons why an organization in your region should consider buying into the DataBasics Picturepark Regional Cloud as opposed to the global Picturepark Cloud Suisse?

The team at DataBasics is completely dedicated to supplying quality solutions. People know who we are and quickly come to trust and rely upon us to look after their valuable assets. They can call us on the phone, get a quick reply to an email—and even have to put up with me turning up at their place to see that everything is going well and they are enjoying using the solution. It’s the DataBasics way.


DataBasics is a Picturepark-certified Sales and Regional Cloud service provider. They are based in Cairns, Australia. Learn more at the DataBasics website.

Learn more about the Picturepark Regional Cloud.