A while ago, one of the primary purposes of digital asset management services was to bind the customer. Owning the images and content was a very good way to make sure that the customer would not leave to another service provider. As SaaS and cloud computing become more accepted, this behaviour has diminished. Rather than focussing on customer binding with content ownerschip, a lot of companies are using service and functionalities.
Customized solutions
An easy way to provide these functionalities is to buy an out of the box solution. But a big disadvantage of that is that any competitor can do the same. Extracting the content and importing it in the other installation of the same software usually isn't such a big hurdle. While this is definitely the way to go when you have a lot of end customers, it might not be the best tactic for your large accounts.
For these, it might be a better idea to aim for customized solutions. Especially if you can base these solutions on previous projects (and not having large development costs). Providing the large account with a solution tailored to the needs of the company makes it much harder to be replaced. The functionalities you are offering can obviously be duplicated, but the amount of time and resources required are proportionally bigger.
Larger impact of the solutions
A customized solution often has additional benefits. Finetuning your web2print solution to the exact needs of the end customer usually means that the user acceptance is considerably higher. The amount of active end users (and created orders) can be significantly higher. And more end users means a higher investment to make them accept a replacement application.
The same applies to more specialized applications. Approval workflows, for instance, that go further than the marketing department. In many applications, approval is regulated between a printing company and the customer's central marketing department. But setting up applications that go deeper in the end customer's organization (legal proofing, product management, ...) have the same effect as a large amount of end users. It will be harder to start a new project with similar functionalities.