IFRA

Responding for DTI is Richard Hall, International Marketing Director.

WAN-IFRA: At IFRA Expo 2010, DTI announced that you have more than 200 titles on DTI Cloud in the United States and that you have now expanded the service to Europe. What's the general time-frame like for a publisher who wants to go the Software as a Service route?

Richard Hall: It depends on the size of the installation, the number of newspapers, the number of sites. All sorts of complexities come into it, but once it's set up, then it's very, very easy to do updates and so on - just overnight when people aren't working updates can be done and users can be trained over the web on how to use the new features.

WAN-IFRA: DTI also launched ContentForensics, a "discovery engine," at IFRA Expo this year, have you had a lot of interest in that so far?

Hall: Everybody who's seen it just loves it. Immediately after the Expo, there was a European user-group meeting in the Messe (in Hamburg), and our product manager said to the people there, "This is what we've thought of in Phase 1, but there are all sorts of ideas for what this technology could be used for. What ideas do you have?" And there were all sorts of ideas thrown up from the floor. For example, if we were to use this in advertising, you could quickly look at all the ads that were for a particular type of product or for a particular customer because it finds the relationships between words - defines images really by the IPTC words - and it will just throw those images on the screen in a moment. We see huge applications for the technology. We're just beginning to scratch the surface really with the content management system.

WAN-IFRA: For the newspapers who are already using DTI Cloud, can they add on ContentForensics pretty easily?

Hall: Yes, that is just a turn-on button.