On 12 December 2023, DOT1 Solutions launched an AI-enabled ‘integrated media cloud’ product during an event in Mumbai, which was co-hosted with software and technology solutions provider SAP. Said to be a first-of-its-kind media product that converges print, broadcast, and digital media’s advertising, sales, and distribution on a single platform, the integrated media cloud has the ability to integrate with all fulfillment systems such as page planning and playout systems to ensure a complete digital workflow across the lifecycle of advertisements.
Tightly integrated with the SAP S4 HANA Cloud — a next-generation ERP designed to run exclusively on the HANA database — it uses its latest BTP (business technology platform) integration layer. Explaining the benefits of the integrated media cloud, Sanjay Hiranandani, managing director of DOT1 Solutions, said, “The product is AI-enabled and brings in use cases through ML and AI to address key requirements of print media, which would benefit them on the revenue side and save costs.”
A partner of SAP, DOT 1 Solutions – a management consulting, technology services, and business transformation outsourcing company — has focused for years on the media and entertainment business. According to Hiranandani, SAP had in 2015-16 announced that it would not have any future road map with its Media Engine, and, in fact, would not be ported to the S4 HANA platform.
The SAP and DOT1 Solutions teams at the event“The Integrated media cloud solution needed to be introduced to the customers and help answer their questions on how they would move onto S4 HANA without the SAP Media Engine. Hiranandani said, explaining why they came up with this solution. “In keeping with the current trends in the media industry, especially the print media, we thought it right to address the 15 customers in India who are using SAP’s industry solution for media and let them know that SAP along with DOT1 Solutions has come up with a seamless easy to migrate onto S4 HANA roadmap.
Hiranandani says publishers would benefit from its new solution as industry-relevant AI such as dynamic pricing of ads and demand versus supply information — ensuring a control on unsold or perishable inventory — is built into the system. He said it is a cost-effective safe passage for customers wanting to move to S4 HANA and looking for a solution that would replace the erstwhile SAP Media Engine.
Other benefits are one deal across media, one RO, and one bill as well as its ability to cross-sell across media. Shared services on the revenue-generating operations are possible too. “Being a company focussed on media, we understand the cost pressures, especially post-pandemic. The time has come for media customers to engage with a solutions partner to ensure we look at all aspects of the business from a solutions perspective and ensure we can optimize costs. When you combine your industry knowledge and translate it effectively into a product, that’s when you get an optimum solution, which automatically reduces costs,” he said.
Out of the 15 customers using SAP’s Media Engine in India, 11 participated in the Mumbai launch event. Hiranandani says the customers found some clarity on what was missing as far as their future road map was concerned. “SAP attended through its senior leadership from the media IBUs (industry business units) from various parts of the world, which gave the customers the confidence that SAP is doing all it can with its partner DOT 1 Solutions to address the customers’ future needs.”
The Integrated media cloud solution needed to be introduced to the customers and help answer their questions on how they would move onto S4 HANA without the SAP Media EngineSAP officials announced that the event could lead to an advisory council going forward where customers can connect regularly with SAP and DOT1 Solutions to answer any questions that may come up during the decision-making process of these companies. “The event led to companies doing a deep dive into our products. It’s a matter of time before we have customers in the print media space who will be on SAP S4 HANA, bolted on to our integrated media product for the advertising lifecycle through our module called AD Craft, and for the distribution lifecycle through our module called SD Craft.”
SD Craft from Dot 1 Solutions handles the sales and distribution of newspapers and magazines. Ad Craft is an advertisement lifecycle management system that can manage print, broadcast, and digital ads across all three platforms, including scheduling, publishing, broadcasting, and invoicing.
“We have a huge amount of respect for the print media in India and we constantly innovate to ensure India remains the print capital of the world. We will do whatever it takes to be by their side in their constant endeavor to innovate and keep the print media flag flying high,” Hiranandani said.
