As the number of Internet users in the country increase, it will correspondingly result in the demand for more digital content. In an interaction with CXOtoday, Manish Dhingra, Director, Mediology Software explains the latest trend in the digital publishing space and how has Amazon Web Services enabled his company to compete in the global marketplace.

Give us an overview of your organization.
Mediology Software is focused on building solutions for the Print and Media Industry, with a core focus on cross media management and 360 degree publishing to the cloud. Our SaaS based solutions enable media companies to organize their workflow, enable publishing to print and digital mediums to build marketing channels for their content (using social media and E-Mail Marketing). Overall this leads media companies to increase content circulation, aid better tracking, monetization, and demographic classification of its reader base.

What are the latest trends in the digital publishing space?
Digital publishing is a hot new sector for the media and publishing industry. The space is evolving very fast and there is considerable buoyancy due to increasing interest in various different content access devices. One of the hottest aspects of digital publishing is support for cross media publishing and management. Moreover the fact that the published content is digitized, presents numerous opportunities to further augment the same and make it lucrative to advertising and social media marketing. In the end, Digital Publishing is a beacon for enhanced monetization opportunities for content publishers.

How has the adoption of digital publishing been in India as compared to the rest of the world?
Digital consumption of content is increasingly becoming more relevant. The adoption of digital publishing is just beginning and it will increase in momentum especially with the proliferation of Internet in India. In addition, the Internet is now being accessed not only via the PC, but also through mobile devices such as cell phones, tablet devices and e-Readers. This mobile proliferation, coupled with wireless broadband access (3G, WiMax 802.1n) has opened new opportunities for publishers. Moreover, content digitization, augmentation and distribution through an easy set of tools make for a very important and interesting SaaS-based service, for media companies.
In the future, a major part of print content is going to get consumed through digital devices which serve as a greater motivating factor for us to build out a single platform to enable digitization and monetization.

What prompted you to opt the cloud model and why only Amazon Web Services?
We were well-versed with Amazon Web Services (AWS) and its capabilities, which we know fit our business requirements very well. The AWS solution was comprehensive so we did not have to start from scratch as it gave a whole breath of services such as databases, storage, messaging, content delivery, monitoring among others that could be incorporated into our applications. These services help us build great applications for our customers easily and quickly.

We also considered the rich experience AWS has of running global-scale of sophisticated infrastructure, and handling all kinds of scenarios that benefit businesses. Additionally, AWS enables us to build any application using any platform or any programming model and the solution has a transparent pricing structure with a great selection of configuration and types that allows us to choose any combinations that suit our requirements.

How has the AWS cloud platform benefited your organization?
The high scalability of AWS support for our solution, with de-coupled architectures has enabled easy troubleshooting and application robustness. It has also eliminated all the hassles of IT management like server evaluation and procurement, vendor evaluation and management, operation work like hardware refresh and maintenance, database backups, restoration, fault tolerance among others. We simply scale up our required infrastructure capacity, then scale it down whenever we don’t need it and the beauty is that we pay only for what we actually use. This has not only simplified our business and IT operation, but also saves us a lot of time and cost in focusing our core business activities and its platform service enhancements.

The comprehensive suite of the infrastructure web services provided by AWS has enabled us to build our business easily to compete in the global marketplace. Its rich APIs simplify management, allow easy monitoring and minimize our effort, freeing up our precious resources to focus on work that truly differentiate our business, rather than worrying about the infrastructure. This has helped us accelerate our time-to-market in the delivery of our services.