North Plains, a legacy pure-play digital asset management (DAM) vendor based out of Toronto, Ontario, announced today that it has agreed to buy fellow pure-play DAM vendor Xinet. The DAM market is fragmented and, with a few exceptions (Adobe, Autonomy, EMC, and OpenText), is littered with smaller, proprietary players. We’ve long expected moves in this market, but most of the focus has been on the larger DAM players in the market or the larger content management or customer experience vendors that have no DAM solution (such as IBM).
With this acquisition of Xinet, North Plains moves to become one of the few, if not only, midmarket pure-play DAM player in between the big guns and the pure-play small vendors. What else does North Plains get out of the acquisition?
A platform solution aimed at creative professionals. Xinet has found success targeting creative professionals and supporting assets at the beginning of the content life cycle.
Increased regional reach. More than many other pure-play North American-based DAM vendors, Xinet targets European and Asian customers. North Plains gains a much more global customer base and will inherit channels partners across the globe. Watch for this to be just the first of many moves to make North Plains a global, pure-play DAM vendor.
A stronghold among advertising agencies. Xinet has penetrated the advertising vertical and counts many of these larger names among its clients. With the acquisition, North Plains gains a foothold into this coveted vertical.