Volume 5, Issue 7 — July 17, 2013

I am excited to have been given the opportunity to think about and write about digital signage in education for rAVe [Publications]. I have scratched the surface on this topic previously, in my March rAVe ED column. In that column I addressed some of the differences between the educational market and the commercial market with digital signage. The very clear line between the two markets is whether we are trying to generate income. Much of the content in an academic environment is not designed to generate income, yet to say that we don’t have the ability to generate content with signage is a mistake. Also, we do need to think more about ROI (return on investment) and TCO (total cost of ownership) for those times when our signage is informational, rather than used to generate money. These are both topics I will address in future columns, and topics that integrators, manufacturers and even advertising companies can help us with.

Beyond the monetary aspects of digital signage, the education market has some unique requirements and needs. We may have administrative assistants, faculty members and senior administrators, all who want and need to update the information on the signage. We may have marketing or media relations department who can coordinate this, or we may not. Believe it or not, some of us may have SEVERAL media relations and marketing, or SEVERAL IT/AV departments who are deploying and supporting this technology on one campus. How do we as technology managers handle all these people and the training and support that goes along with it? How does a good integrator find ways to sell us products and SERVICES that help blend all these different people and departments together?

Our security departments are very interested in this technology, even if they hope they never need to use it. Many of our campuses (hopefully all!) have developed emergency response teams that meet regularly to discuss how to react to campus emergencies. This does not just include immediate violence on the campus, it may include outbreaks of viruses, disease or more timely, dangerous weather. This emergency response team has a stake in the digital signage on your campus and needs to be part of the decision making process, design process and most importantly be aware of how to access the signs during an emergency.

We can not forget our admissions teams. These are the people who attract the best and the brightest to our campus. They are the ones who put the best face on our campuses for visitors who are interested in applying. They may be interested in wayfinding, as well as digital signage that tells stories using audio and video, making sure that the visitors get a taste of everyday life on our campuses. As a technology manager, we need to be up to date on all the latest digital signage technology to give our admissions teams a leg forward. We need our partners in manufacturing and integration to help us with education and training.

There are so many other uses for digital signage in an academic institution. In higher ed, we have athletics, special events, people who rent space on our campus, dining services, bookstores and dozens of other groups and departments who may be interested in, and find value in, digital signage.

Let’s not forget the K-12 market as well. These are kids who know nothing other than technology and video screens. We can sit back and lament this fact, or we can take it at face value and meet those students where they are. We need to be very thoughtful in thinking about how digital signage could be applied to K-12, because their budgets and time are extremely tight. Anything that can be seen as a luxury or as more work will be dead on arrival. Yet, we know that K-12 markets put money into technology if it has a clear effect on student outcomes. We also know that schools have put (rightfully so) a large amount of money in securing their buildings. Communication and outreach to parents and the community is a major part of K-12 education, and something most districts continually struggle with. So if you have the right product, and sell it with the right marketing points, there is money available.

I hope to write on a regular basis about ways that we can incorporate digital signage into educational settings. As a technology manager, local school board member, trained teacher and parent of middle school and elementary school children, I have a lot of exposure to schools! I will expand on the several ideas I mentioned above and delve deeper into other issues as well. Whether you are an integrator, trying to understand how to break into this market, an educator trying to decide how and if this could work for you, or an owner wondering what you have got yourself into, this new column will be for you. As with all my columns, your feedback, thoughts and comments are invaluable. I look forward to hearing from you.

Reach Scott Tiner at stiner08@gmail.com, or on LinkedIn and Twitter.

Creating content for digital signage/DOOH first requires an understanding of the three different types of networks.
There are three basic types of digital signage networks that determine both placement and approach to creating messages for digital signage installations: Point of Sale, Point of Transit and Point of Wait. These messages are uniquely tied to the type of network and affect the length, timing and type of engagement. Each viewer of these different networks is also in a different frame of mind and is doing something that is unique to the venue that directly affects their receptiveness to messages, interaction and ultimately actions tied to the messages.

A point of sale (POS) network is what you might expect: digital signage that consumers encounter close to a product or service for sale. These screens are usually comprised of in-store or retail digital signs. Sometimes, they include screens placed on the end of an aisle, or “end cap,” near the deli in a grocery store. When in front of a Point Of Sale (POS) network, the consumer has become a shopper. The mindset of a person who has deliberately entered a store is much more attuned to cues and opportunities related to their needs and the wares on sale at the particular store. They are now reachable with more direct offers about products – and particularly offers that now take into account their gender, age and income, for example. These viewers are “shoppers.” The power of this type of network is that the call to action is immediate; the screens are placed where consumers make their buying decisions. The content is attention grabbing, relevant to product and brand, while the consumer is focused on buying. While retailers and brands have sometimes different goals, one thing they all do is attempt to create a digital experience or “digital destination” that is engaging, interactive, personal and connects bricks and mortar with the new digital consumer while in-store. Putting all these together creates real relevance for the content of a POS network because it can create an emotional response that drives desired behavior.

On the other side of this are the consumers who are on the go — people who are walking or driving and are in transit. Digital billboards, along with screens associated with transit hubs and store windows comprise this second type of installation, Point of Transit (POT) networks. These are arguably the “live poster” of the industry. They work by grabbing the attention of passing consumers for a brief period of time. “On the Go” viewers are people in circumstances where their mindset is firmly fixed on reaching a destination or taking a journey — this is usually in areas where POT networks dominate. They are on a mission to get somewhere, and that’s the key to relevance. Where are they headed and why? This is a very complex question with a range of answers. These screens are mostly focused on establishing brand identity or value, and parcel out visually attractive or active content in short bursts. Many consumers are already familiar with these types of POT networks. Even an exterior screen on a taxi which functions as a moving billboard is considered a POT. The latest POT networks involve engagement at some level whether it is mobile interaction or gestural interaction that leads to the consumer providing information to the brand. Relevance is an important factor to keep in mind. If it is a billboard for instance, then during morning commute traffic you can guess that most “on the go” viewers are heading to work. On a subway this will also apply. What is on their minds? More than likely, it will be something involving work or coffee. They are also thinking about where they came from. Home and family issues, things they may need to find time to deal with during a busy work day. Conversely, on their way home they are recapping their day and looking forward to home, friends, family and dinner.

The third type, Point of Wait (POW) network — is one targeted to consumers waiting for a product or service. Usually we encounter these in retail lines, healthcare and hospitality locations, as well as corporate lobbies. The consumers watching these screens are “Dwell Time” viewers. These dwell time viewers are in situations where they might be a patient and have little choice but to remain passively in the area of the screen, or may be in a situation where there they are relaxed in an out of home situation like a food court in a mall. A dwell time viewer can be in an elevator or a doctor’s office, but in any case is stuck with a wait. A typical POW network is found in retail banking, where consumers are entertained in the queue while also exposed to messaging, and general feel-good content. Good content, usually lengthier, results in happy customers for the teller. It is all about perceived wait time. The digital screens installed inside elevators that present a quick news bite, an ad and perhaps a weather forecast during the short trip from one floor to the next that enable the advertisers to reach the viewer during this dwell time. In the work place, corporate communications screens are putting everyone on the same page. One cannot avoid the messages on a screen in a corporate environment. In health care, screens are used in the waiting areas and the content is targeted to that particular type of facility. Some of these networks are interactive, such as screens facing passengers riding inside taxis. In those cases, the viewer has more “dwell time” and can take in a longer message or series of messages. The common thread is that consumers viewing a POW network screen are both receptive and have sufficient time exposure to allow for longer messages and several repetitions. All have dwell time, but for entirely different reasons, and it is those reasons that need to be considered when creating content that is relevant.

These examples are of course basic thinking around what mindset of the shopper, dwell time viewer and the on the go viewer is in and depending upon the sub category of network, this can be fine-tuned to match relevancy.

When you think about content and categorize by type of network and the mindset of the shopper, on the go viewer or dweller, it immediately helps to organize the thinking around how to create the appropriate media to engage.

Author and speaker Keith Kelsen, chief visionary at 5th Screen, is considered one of the leading experts on digital media. More information about his book, Unleashing the Power of Digital Signage – Content Strategies for the 5th Screen, published by Focal Press, can be found on the book’s companion website at www.5thscreen.info. Reach him at keith.kelsen@5thscreen.com or on Twitter @Kkelsen.

Digital menu boards represent a digital signage submarket that’s maturing quickly. Markets on the tail end of maturity often become stagnant, falling victim to commoditization and, as a result, innovation begins to wane as margins become razor-thin. Forward-thinking companies that helped shape the market then turn their attention to other, more enticing markets.

Fortunately for the digital signage and restaurant industries, this is definitely NOT the case with digital menu boards. Innovation in this sector is alive and well, as evidenced by the recent emergence of the BYOD (bring your own device) practice that’s revolutionizing the way digital menu boards are managed.

BYOD means different things in different applications, but in our world of digital signage it refers to the use of mobile devices to interface with the signage infrastructure. I was at the National Restaurant Association trade show last month in Chicago, and the restaurant industry is bullish on BYOD. Menu content can no longer be static — throughout the course of a single day specials are added, happy hour deals are promoted, items are removed when stock is depleted, the list goes on. With BYOD, innovative new apps let managers at the individual restaurants make updates to their menus, giving them the ability to control their menu to maximize customer satisfaction and ultimately revenue. Furthermore, the corporate powers-that-be can maintain control over branding and any other elements they deem appropriate, while empowering individual restaurants to control individual menu items.

The beauty of BYOD is how dramatically it simplifies the process of updating menu content. For example, with restaurants using the right app, an iPhone or iPad automatically detects any locally networked players. Once selected, the device’s controls are available for real-time interaction via the mobile device. And of course everything is password-protected to ensure simple and secure execution.

BYOD also provides a direct touch point for businesses to use signage to communicate directly with individual customers via their mobile devices. The use of custom apps is enabling personalized communication between devices and signage, from location-based push marketing to social interactive participation in venue activities. And the emerging facial recognition technologies are enabling retailers to capture valuable demographic information that helps them customize even further the marketing messages they push to each customer.

While we’re noticing a great deal of BYOD adoption in the restaurant industry, this technology is similarly used in virtually every other vertical market that requires signage content to be updated frequently. Retail is a logical fit for BYOD, as well as emergency services, education, transportation and many other public settings. A great number of digital signage installations could benefit from increased dynamic content, but those proprietors traditionally have shied away due to the technical challenges that BYOD now helps them overcome. In my opinion, BYOD will drive significant innovation in digital signage in the months ahead, presenting substantial opportunities for our industry and our customers.

This column was reprinted with permission from the Digital Signage Association and originally appeared here.

Top image via IDS Menus

I was shopping for a new couch the other day, so I went to see what was available at the mall. As I was walking through the mall, I went into my “digital signage observer” mode. It’s always been difficult for me to leave the office at the office.

Since I am involved in the industry, I know what state-of-the-art networked systems are available. I wanted to see if that technology has made it down to the average store.

There are malls and stores displaying the latest in digital signage, but based on my casual observances on a day-to-day basis, I was not sure how much it was actually being used.

Not Too Impressed

With smartphone in hand (I tossed out the camera years ago), I started to randomly snap photos of various digital signage deployments. I wanted to see how advanced these systems were, compared to the latest systems I see displayed at trade shows and written about in technology magazines.

I went to a high-end mall in Orange County, Calif. As a point of reference, it is as high-end of a mall as you can get, with all of the most expensive shops and rivaling Rodeo Drive in Beverly Hills, the shopping spot of the Kardashians. I figured if any retailer was using state-of-the-art digital systems, it would be these shops. I was wrong.

There were a few networked systems, but for the most part, the displays were little more than TVs with DVD players — not that there is anything wrong with that. However, with so many new connected systems available, it was interesting to see how slowly the retail world, and even the mall itself, is adopting the latest technology.

The newest digital signage systems can add to the customer experience. They can also improve the intelligence gathering for the retailer, which can help them offer better products and communicate the message better. All of this is supposed to create sales.

So I started to look at these digital signage systems through the eyes of a finance manager. Could the marketing department convince me the investment in this system would pay for itself?

Presenting Digital Signage to Finance

We all know how tight marketing budgets are these days. With so many different ways to spend that money, each marketing dollar has to be closely examined and scrutinized. Should a marketing manager spend $50,000 in store displays or pay-per-click Google keyword searches? Which will bring in the best ROI? And, how exactly is ROI measured? Does every dollar spent need to bring in $5 in sales, or are there other factors involved?

All of this is important to the digital signage industry as we develop products to install into the retail channel. Our job is to design products that will, in one way or another, make the cash register ring. Technology for technology’s sake is not a successful business model. Someone somewhere has to see the value of a digital signage system in order to justify the expense.

With that said, I decided to classify the targeted end results of a digital signage system. There are many reasons one would implement such a system. It may not necessarily be designed to create an immediate sale. In order to purchase and install the right system, its purpose must be determined in advance. Maybe a TV with a DVD player in the window is all that is really needed. Or, maybe upon further discussion, a facial recognition system would be more effective in counting the traffic that views the message.

As part of this series, I will list the criteria I assigned to the judgment process. I based these criteria on my experience of 30-plus years working in and with retailers in building store displays, plus my knowledge of the digital signage technologies currently available:

• Informative
• Entertaining
• Attention getting
• Mood setting
• Selling
• Income generating
• Statement
• Information gathering

This is the first of a two-part series. The final part, next week, will address and explain each of these criteria as well as examples of each system.

Perry Goldstein, CTS is a veteran of the electronics industry, with both consumer and industrial electronics experience. His experience includes all aspects of the industry, from product inception and design to marketing and sales. He is also a professional speaker and writer for the digital signage industry. Goldstein is currently the director of sales & marketing for Marshall Electronics and MXL pro audio division. He is also a musician and song leader for Friendship Circle, an organization for special needs children and which he enjoys as a hobby. For further information related to this article, contact Perry Goldstein at perry.goldstein@gmail.com.

This article was reprinted with permission from the Digital Signage Connection and originally appeared here.

The different available choices in what can drive your digital signage content can be confusing. There are dozens and dozens of different media player manufacturers to choose from, offering everything from SoC (System-on-a-Chip) appliances, embedded PCs, small form factor systems, servers, standard PCs and even laptops.

The decision to choose one option over another is something that shouldn’t be taken lightly. There are many factors in determining which one is the best fit for your needs, and not every option is suitable for every situation. It is an investment that should last for years and be able to grow and adapt to your needs. We’ll look at a few things to help you make the right choice.

What’s Under the Hood? Figuring Out What Your Deployment Needs

Each media player option and has its own set of features suited for a specific application, which include some of the following:

• Is it a networkable device? Is there going to be a network of devices?
• What output is going to be needed (VGA, DVI, HDMI, DisplayPort)?
• What software is going to be deployed with the media player?
• Where is it going to be physically deployed? What kind of conditions?
• Are there any physical space requirements?
• What kind of thermal considerations are there?
• What kind of media is going to be used? High definition video? Flash animations?
• Is there going to be content scheduling? Interactive syncing? Multi-zoning? Playlist updates?

These are just a few of the questions designed to narrow the focus and help you determine which type of media player is right for your deployment.

Another crucial consideration is the type of content to be displayed. Will it be showing basic text, images and videos in predefined templates? Or will it need to be capable of displaying high-definition dynamic content?

Additionally, what kind of screens will be paired with the media players: multi-panel video walls, 42-inch LCD, 22-inch kiosks, 12-inch POS (Point of Sale)?

And what type of output do you need? The newer the output connector, the higher the level of backwards compatibility, meaning the latest DisplayPort connector (open, royalty-free, extensible standard designed for the IT industry) can be easily converted to any of the previous display technologies. Most vendors will tout their devices support for high-definition content, but actual performance level can differ broadly from device to device.

Given the above considerations, your choice will inevitably boil down to one of the following:

• An SoC appliance is ideal for those looking for basic signage with low power requirements, but will most likely have trouble handling the requirements of multiple streams of HD video or new media content. This option also lacks the upgradability and scalability of the other media players.
• Embedded players have the benefit of being built right into a display to save space and provide an all-in-one solution. This could also be a liability if a component within that player or the display itself needs to be serviced, as the entire system goes out of commission.
• Small form factor media players don’t have the same performance-per-watt ratio as the SoC option, but they balance that with their flexibility and upgradability. They also tend to be manufactured with tougher-than-normal environments in mind. This can be a major factor in a deployment, especially when placed in less than ideal conditions.
• Networked servers allow for a centralized control center to deliver content across multiple locations and devices. This type of solution shares the same problem as the embedded system, putting “all your eggs in one basket.” If your server goes down or your network connection fails, you could potentially be looking at many blank screens.
• Lastly, there are regular desktop PCs and laptops. Although powerful enough to drive content to their destinations, their consumer grade materials and lack of standardized sizes could come into question in terms of their durability and longevity.

Who’s Running the Show? Choosing the Right Platform

The platform you choose is largely dependent on the hardware option selected. The Microsoft Windows and Windows Embedded environments allow for high flexibility, supporting a wide range of off-the-shelf content management software products and solutions on the market.

Embedded, small form factor media players, servers tend to utilize these platforms and can be integrated into existing networks with relative ease. With the Windows environment you’ll be able to run multiple applications in the background of your signage, such as capturing audience metrics with a webcam or even engaging with your customers through mobile interactive marketing.

If you’re going the SoC route, you will most likely be running a version of Linux or Android. The technical level required for such platforms could hinder some from getting “onboard,” so to speak. The learning curve is rather steep and most operators looking to save money will probably stick to environments they are familiar with rather than take the time to learn or hire someone to help manage their networks.

A digital signage media player should be preloaded with software to have scheduled content remotely pushed to it over a network. The content management system you decide on should be able to do this without a problem, as well as be capable of scaling to your needs.

Where in the World? Extreme Digital Signage

Digital signage media players aren’t sitting nicely in a temperature-controlled room. They are usually tucked away behind a display or locked in an enclosure or kiosk enduring extreme conditions. When making a decision, keep in mind how much the system will have to endure and how long it will last in that environment.

Being able to manage your equipment remotely should also be taken into consideration. There are hardware solutions available today, such as the Intel vPro with Active Management Technology, that are capable of managing, monitoring, diagnosing and even securing your deployed assets. Remotely managing your hardware will help you reduce your overall costs by eliminating onsite visits as well as reducing the number of times your IT guy needs to pull out the ladder.

Which One Is right for You? Decisions, Decisions

Whether your deployment needs one player to drive simple content, or you need an array of players to be deployed at your 50 different locations all while measuring, be sure to weigh all of the factors. Not all media players are created equally, nor will they give you the same benefits. Take the time to do some research, call up the manufacturers and ask them. There are many choices, making the right choice can only be achieved through educating yourself.

Angela Tang is the marketing manager for AOPEN America. She also serves as the at-large director of the Digital Signage Federation. She has worked closely for the past decade with manufacturers, distributors, system builders and VARs in bringing applied computing solutions to market. To contact her regarding, the information in this article, email: angelatang@aopen.com.

This column was reprinted with permission from the Digital Signage Connection and originally appeared here.

Two big motivators are pushing retailers to transcend walled-off commerce and implement omni-channel strategies. The first is connected consumers who have expectations of both individualized and seamless interactions with retailers. The second is the pressure certain retailers are feeling from shoppers engaged in showrooming and the unrelenting competition from online retailers like Amazon, who are the beneficiaries of that behavior.

You need only to attend a retail conference or engage a few retail executives in conversation to understand the need for speed in overcoming infrastructure hurdles to erase the barriers between consumer touchpoints. More than half of respondents to RSR’s 2013 Cross Channel Benchmark survey feel consumer expectations outpace their ability to deliver on a consistent retail experience.

On the consumer-facing side of this retail upheaval, continuity of experience – enabled by engaging interactive merchandising, a choice of self-service options and informed assisted selling – will be the driver for garnering the loyalty of digitally savvy Millennial shoppers. Those are the shoppers that will account for nearly a third of retail sales by the end of the decade.

As an in-store merchandising company whose projects often involve bridging retail channels, it is clear to us that omni-channel retailing offers benefits that transcend the challenges of implementation. Beyond the infrastructure changes and organizational realignments required is a vision for attracting and retaining high value customers and driving greater sales.

Improved Customer Perception

Customers expect integration and will become impatient waiting for it to become a reality. The blurring of channels isn’t just a retail phenomenon. It is advancing into other aspects of consumers’ lives like entertainment, where two-screen viewing is becoming a behavioral norm. Retailers are in a transitional time where speed of implementation can be differentiating and brand-building or slow response can be frustrating and damaging.

Increased Sales

Retailers who have inventory visibility and availability in the customer’s channel of choice have a better opportunity to complete the sale. The proof of this tenant is in the success of department store shopping kiosks and category tablet kiosks that give shoppers access to a wider selection and provide multiple points of access to complete the purchase. Consumers who shop across channels are actually spending more with their favorite retailers.

Better Data Collection

Visibility across channels means a more customized experience. Retailers that can track customers across channels and understand preferences can better serve their customers. They also gain insights into crafting offers that motivate customers to get out from behind their screens and engaged in store, where the likelihood of impulse purchase is greater.

Enhanced Productivity

An omni-channel strategy can arm store associates with tools that increase access to information and promote efficiency. Tablets have become the front line of defense against customers armed with more information than store employees and a great offense for turning customer data into loyalty-building service.

There are benefits and best practices involved in the use of technologies – tablets, smartphones and touchscreens – that are the face of omni-channel retailing for consumers. The Convergence of the Connected Consumer and Omni-channel Retailing is a new resource we’re offering. It examines how retailers can take advantage of these tools to carry out their omni-channel strategies.

This column was reprinted with permission from the Digital Screenmedia Association and originally appeared here.

Images via Flat Vision

At InfoComm, laser phosphor display technology company Prysm introduced the next generation of its LPD videowall tile.

The new tile boasts resolution of 427×320 — a 78 percent increase in resolution per tile compared with the previous generation’s 320×240. An HD native-resolution display now requires a 5×4 array of the new tile, with a 117-inch diagonal (compared with 6×5 array and 150 inches diagonal for the original). LPD technology consists of three main parts: the laser engine, the laser processor and the phosphor panel. According to Prysm, compared to other digital technologies, LPD technology has the lowest total cost of ownership and offers highly-competitive features, benefits and usage possibilities.

You can see all the details here.

Back at ISE in January, we shot a video of the first ever showing of the Christie FHD551-XG, a 55″ LCD that is integrated with Corning Gorilla Glass (making it virtually indestructible):

Well, at last month’s InfoComm show in Orlando, Christie officially launched the FHD551-XG and gave us a glimpse of the specs:

• Native 1920×1080 direct-LED lit LCD using commercial glass
• Bezel thickness of 1.8-mm (bottom/right) and 3.7-mm (top/left)
• 77 nits (cd/m2) brightness
• 3000:1 contrast ratio
• Lifespan of 50,000 hours
• HDMI, DisplayPort, VGA and two DVI inputs
• Control via RS232 or RS485

Here are all the details [PDF].

Extron’s new SMD 101 is a compact H.264 streaming media decoder used with Extron SME 100 encoders to provide complete end-to-end AV streaming systems. The SMD 101 is designed specifically for use in professional AV streaming applications to decode live AV streaming content from SME 100 encoders or to play back AV media files available from network shares. It accepts streaming resolutions up to 1080p/60 and outputs a variety of resolutions, from 640×480 up to 1920×1200. Fill/Follow/Fit aspect ratio management provides choices for managing streaming content that does not match the display. Although Extron doesn’t point this out in the press release, this could signal a move into the digital signage market as this would make a perfect DS player.

The SMD 101 is adaptable to different network conditions and streaming requirements offering both push and pull streaming configurations. Audio output signals are available as HDMI embedded audio as well as analog stereo audio, making it directly compatible with embedded display speakers or existing audio systems. The SMD 101 offers integration-friendly control capabilities including an optional handheld IR remote, wired IR, RS232 or Ethernet. And a Web interface provides simple, flexible control and management.

Here are all the details.

At InfoComm, Philips Signage Solutions demonstrated its 4K autostereoscopic (glasses free) 3D display, an industry first, which is now an actual SKU that you can buy from the company (for $14,999). The BDL5071VS is a 50-inch, LED-backlit display designed for 24/7 operation, which Philips is primarily targeting to retail digital signage applications.

It can operate in both 2D and 3D, and offers optically bonded glass to increase contrast ratio and increase durability of the display. The “pop-out” effects of the 3D can also be adjusted in the software.

If you missed this demo at InfoComm, well, you should look for it in person at another event soon, because no photos or video will really do it justice. Philips has always been light years ahead in the glasses-free 3D arena — I still remember seeing an autostereoscopic video wall at Digital Signage Expo three or four years ago in the Philips booth. I was walking by heading to another appointment, when even from my side angle, the 3D jumped out.

The BDL5071VS comes with @depth solution software from Dimenco. Content creators and graphic designers can now create 2D signage content in the native resolution of 3840×2160. Integrators can then import the signage content in the @depth software software for the full glasses-free 3D effect.

This display was showed as a prototype at both ISE and DSE this year, during which Philips solicited feedback and gauged market interest. The display is now available at a retail price of $14,999. More information will be available on the Philips website by the end of the month and interested integrators can contact sales at (678) 974-1695 or us.sales@mmd-p.com.

Check out the spec sheet here [PDF].

Christie’s new Jumpstart, the Christie FHD551-XG with Corning Gorilla Glass, and the company’s first turnkey multi-touch video wall solution highlighted its InfoComm booth. With the industry’s smallest image-to-image gap of any bonded LCD panel, the Christie Multi-touch Video Wall Solution comprises a 4×1 wall of portrait-mounted 55-inch LCD panels with bonded Corning Gorilla Glass, Christie Interactivity Kit, Christie Jumpstart and the mounting hardware for a wall-mounted or freestanding display.

Christie Jumpstart now provides additional flexibility with six outputs (compared with four previously) and a 50 percent increase in resolution capability — now 15 megapixels. The content management system allows you to display multiple, high-bandwidth video files, graphics, Microsoft Windows applications, Blu-ray and DVD movies, and text effortlessly on a large-format video wall. It is compatible with any digital display, including Christie MicroTiles and rear-projection or flat-panel display solutions.

Christie JumpStart features a 3.6 GHz processor, 16 GB memory and 64-bit server for even faster performance and a more powerful workstation. Users can also send serial over IP commands to external devices by scheduling them at any point along the scenario timeline. More info on Jumpstart can be found here.

The first 55-inch super-narrow bezel LCD display for tiled video walls with bonded Corning Gorilla Glass, the Christie FHD551-XG is designed for touch screens including broadcast sets and high-traffic public spaces including hotels, restaurants, museums, airports and railway stations. It’s a native 1920x1080p LCD that’s LED-backlit, is spec’d at 700 nits (cd/m2), a 3000:1 contrast ratio and it has DisplayPort, HDMI and DVI ports. Specs are here.

The Christie Multi-touch Video Wall Solution brings a turnkey, interactive digital experience to multiple users. Quad Full-HD resolution, high pixel density and LED backlighting combine to provide a visually stunning display with the smallest bezels of any bonded video wall. Here are all the details.

Christie Jumpstart, Christie FHD551-XG with Corning Gorilla Glass and Christie Multi-touch Video Wall Solution begin shipping in July 2013 and all of them are on Christie’s website.

Flypaper Studio‘s latest version of the Flypaper CMS now includes everything from content creation to scheduled delivery. Flypaper CMS enables users to manage, schedule and monitor multiple digital display screens and networks from a single workstation.

Flypaper CMS consists of a three parts:

• Scheduler lets you specify when, where and which of your content will appear.
• Content does all the scheduling and can be prioritized for specified periods of time, allowing short-term promotions to take precedence over regularly scheduled content.
• The Dashboard is “control central.” From a single screen, you can control all your displays in a unified manner. You can also instantly see if any screens are experiencing abnormal conditions such as a loss of Internet connectivity or low disk space.

The FlyPlayer is installed on each of your screens and processes information sent from the scheduler. If the display loses its Internet connection, the player will continue to run the current content until the connection is restored. Then it will automatically check for updated schedules and content. The FlyPlayer is available in single or dual-screen format.

Flypaper CMS is resides in the Cloud, meaning it can be accessed through any standard web browser without the need to install or maintain expensive servers or infrastructure.

Go here to get more information.

ComQi and Aceso (a healthcare management solutions provider) announced a partnership in serving the healthcare sector with turn-key digital media solutions. Basically, what’s happening is that Aceso has integrated ComQi’s Engage Content Management platform into its enterprise level UpTech platform that offers a cloud based digital media system for hospitals and healthcare facilities. The content network will be for staff, patients and visitor viewing; including patient testimonials, stories of strength and local messaging with entertaining video features, news and weather as well as informative facility information. Hospital waiting rooms, cafeterias, lobbies and lounges in a facility will be populated with interactive media solutions. It’s a market-specific digital signage network that ComQi makes and will utilize Aceso’s network to leverage getting it integrated in hospitals. It’s a good move for ComQi.

In addition, ComQi and Aceso will also offer healthcare facilities interactive wayfinding solutions for touch screen kiosks and other interactive applications and entertainment.

More details are here.

By David Little
Director of Marketing, Keywest Technology

To those faced for the first time with deploying digital signage, and even to those who have some familiarity with the process, the prospect of rolling out digital signage can seem overwhelming.

Not only may the technology of digital signage be new and a bit strange to the uninitiated, but there also is far more to consider than simply the hardware and software. In fact, technology may be the easiest part to understand. Where things get a bit trickier is with other equally important aspects of the rollout and the ongoing care and feeding of this powerful communications medium.

In many respects, successfully deploying digital signage is like solving a puzzle. There are many pieces, and they must all fit together precisely the right way if there’s to be a payoff. Unfortunately for those who don’t deal with digital signage on a daily basis, it can be tough to recognize the pieces needed for success. The guidance presented here should make identifying the pieces needed to succeed much easier. However, there is one caveat. The puzzle pieces presented here are macro in nature. Getting into the minutiae of successful digital signage is beyond the scope of any single article.

All successful digital signage deployments share four common characteristics:

1. a clear understanding of the purpose behind the rollout;
2. generating a satisfactory return on investment;
3. compelling content that attracts viewers, holds their attention, and conveys a message;
4. and being mindful of key installation considerations.

Mastering the puzzle pieces laid out here is a good first step on the path to a successful digital signage deployment.

What’s the Raison d’Être?

The first step to making a digital signage deployment successful is knowing precisely why the system is being deployed. In other words, what is the reason for its existence? At first glance, the answer may seem simple. The signage system exists to communicate a message to the public. While concise and to the point on a basic level, that answer is simply too general to be helpful.

Digital signage can satisfy a variety of useful communications functions, including informational, wayfinding, advertising, marketing, theme setting or even interactive presentation. Each of these functions can be divided into tens, if not hundreds, of individual, quite specific applications. For instance, an informational digital sign could be used to display menu selections at a restaurant. It also could display arrival and departure times at airports, train stations and bus terminals, or even deliver facts and figures to further understanding of the public visiting a museum exhibit.

Thinking about the reason a digital sign or network of signs exists at this level of detail lays the foundation for a successful deployment. Identifying the specific communications goal essentially creates a standard against which to measure performance.

Consider a deployment in a retail setting, such as a grocery store or a trendy clothing shop, where the reason the sign exists is to increase unit sales of a specific item by a certain percentage. Having such a goal makes it possible to measure performance, which in turn makes it evident when it becomes necessary to tweak content, reposition the sign and make other mid-course corrections to achieve the desired goal.

These sorts of benefits aren’t limited to retail applications for digital signs. Wayfinding, informational and other types of digital signage deployments also can only truly be evaluated if there is a clear understanding of the purpose of a sign before it’s ever deployed.

Return on Investment

Whether or not a digital signage deployment is considered to be a success often comes down to return on the investment. In other words, the dollars generated by the sign versus dollars invested in it over its useful life.

However, when it comes to digital signage, determining ROI is rarely so cut-and-dried. For example, to maximize impact, digital signage content must remain fresh. Therefore, there is the ongoing expense of generating content that must be factored into the ROI equation.

An even larger, yet often overlooked, component of determining ROI is how communicating with digital signs impacts other expenses. Often in all but greenfield installations (those that are not constrained by previous work), digital signage will reduce or even entirely eliminate the expense of printed signs. Without factoring in the impact of digital signage on reducing the dollars spent on traditional signs, it will be impossible to accurately determine the ROI of digital signage.

In some applications, replacing the ongoing expense of printing multiple signs and backlit transparencies with the one-time cost of installing digital signage can generate enough savings to pay for the entire digital signage installation within a couple of years. For example, a casino located in the Midwest has been able to reduce its printing expenses to such a great extent by installing digital signage that it has paid for its entire installation in 18 months.

Finally, when considering ROI and digital signage, keep in mind that not all digital signage applications lend themselves to this sort of analysis. Quantifying the return on a sign used to welcome visitors in a corporate reception area, or another used as an interactive digital directory in the lobby of a building, may not be possible in terms of dollars and cents, even though both deliver real benefits.

Compelling Content

Content is often described as being “king” when it comes to media, and that’s certainly the case with digital signage. Without content that engages an audience and delivers fresh, pertinent information, a digital sign might as well display reruns of “Gilligan’s Island.”

Not stranding an audience on a desert isle of digital boredom requires constant attention to content. Keep these tips in mind while developing digital signage content:

1. All content considerations should be made with the brand in mind, followed by goals, initiatives and objectives. Only then can a creative content strategy that delivers on the brand promise be developed.
2. Think outside of the box. Each content campaign begins with a blank digital canvas; how that canvas is used to execute the vision for a campaign is only limited by the imagination.
3. Know your audience. Getting “lost in translation” is a very real pitfall and can derail a well-executed campaign.
4. Less is more. A good campaign delivers a targeted message via an innovative, clean and easy-to-read approach. Images should captivate; text should be concise and dwell times — length of time information is on-screen — should give the audience enough time to absorb the message without losing interest.
5. Research the styles, designs and trends being used in other signage applications.

Installation Considerations

A good deal of the initial success of digital signage deployment depends upon installation. With literally thousands of digital signage installations completed over the past decade, my company has learned some valuable lessons that can make deployment significantly easier.

• First, don’t take on a digital signage deployment as an IT project. To be sure, Information Technology departments are hugely responsible for the smooth operation and security of corporate IT technology, but looking at deployment of a digital signage network as an extension of the IT infrastructure is a mistake. Doing so can create unnecessary limitations and delays. Working with a knowledgeable digital signage consultant will head off IT-centric headaches before they happen.Second, assign someone to be responsible for the project. Having one individual take ownership of the project will minimize the impact of the problems that inevitably happen with any complex undertaking. It also will eliminate the deleterious effects of management by committee. With a single person in charge, there’s much less chance of conflicting instructions from multiple people leaving a system integrator exasperated and the project delayed.
• Third, know the desired locations of the signs and verify them with site surveys in advance. While this seems elementary, it’s often overlooked, or at least not thought through with the specificity that’s required. Knowing exactly where flat panel displays will be located allows you to locate digital signage content players where they’re needed, permits integrators to plan cable runs, and perhaps most importantly, minimizes the delay and expenses involved with “change orders.” It also will make it simpler to identify the type of mounting that will be required for the panels, the condition of the wall and wall studs that will bear the weight of the display, the availability of electrical power and the impact of ambient light on the readability of individual signs.
• Fourth, work with installers who have general contractor capability. Digital signage installation is messy. Drywall and plaster may need cutting. New power outlets with isolated grounds may need to be installed. It is even possible that structural modifications, ranging from relocating HVAC ducts to reinforcing walls, may be required. Working with a digital signage installer who can serve as a general contractor will make it easier to bring together the diverse group of tradespeople that might be needed.
• Fifth, remember the future. Failing to keep future expansion in mind at the time of the initial installation can be costly. Not looking to the future might mean parts of the network supporting the digital signage deployment may need to be replaced before they’ve been amortized.

Making the Pieces Fit

Recognizing the pieces needed to assemble the digital signage puzzle is a critical first step toward ensuring a deployment will be successful. Knowing precisely why a sign or signage network exists helps in defining objectives against which to measure performance. Developing compelling content ensures an audience will actually connect with the sign and take something away that’s useful. Evaluating the return an enterprise can expect on its investment in digital signage technology and content will reveal whether or not the undertaking is worthwhile before installation ever begins, and understanding how to go about installation will eliminate unnecessary headaches.

It’s easy to understand why so many businesses, institutions and governmental agencies are attracted to digital signage. It is among the most powerful media available today. However, to ensure digital signage reaches its full potential, it is necessary to become a bit of a puzzle master. Mastering the puzzle pieces laid out here is a good first step on the path to a successful digital signage deployment.

David Little is director of marketing for Lenexa, Kan.-based Keywest Technology, where he is responsible for various activities, including communications, advertising and product development.

Copyright © Platt Retail Institute 2013 and reprinted with permission. All rights reserved. See the entire PRI Resource Library at plattretailinstitute.org/library.

At InfoComm 2013, Planar Systems, Inc. announced the Planar PS5580, a 55″ budget-priced narrow bezel LCD video wall display. The Planar PS5580 is a 55” ultra-slim, narrow bezel LCD display with advanced video wall capabilities, commercial-grade features and LED backlight technology. Features include:

• 6-7 millimeter bezel width
• Full high-definition 1920×1080 resolution
• 400 nit brightness
• Edge-lit LED backlight for low power consumption (130 watts) and ultra-slim depth
• Built-in video wall scaling up to a 10×10 array
• Connectivity including DVI, HDMI, Display Port 1.1, VGA
• All metal enclosure for durability
• VESA mount compatible
• Optional mounting system optimized for tiling and slim mounting depth compliant with the Americans with Disabilities Act (ADA)

Planar says this display costs less than half of what the Planar Clarity Matrix LCD video wall display in the same size — 55 inches — costs. The display is planned ship in Q3 of 2013. More information is available here.

Nearly everyone has EDID (Extended Display Identification Data) issues when using HDMI, especially if you’re using different sources or different displays simultaneously. Extron is shipping its EDID 101H, an EDID emulator for HDMI signal sources. It features EDID Minder, an Extron technology designed to provide automatic and continuous EDID management, ensuring that the source powers up properly and reliably outputs content. The EDID 101H also features a unique HPD (Hot Plug Detect) port that provides control for remote cameras and other signal sources that require a periodic HPD trigger.

The EDID 101H joins the EDID 101 Series of EDID emulators, which includes the EDID 101D for DVI and the EDID 101V for VGA signals. The EDID 101H is housed in a compact 1″ high, quarter rack width metal enclosure for convenient, discreet installation. An energy-efficient external universal power supply is included.

Here are all the specs.

Capital Networks has announced the release of the latest version of the Audience for Android digital signage solution: Audience for Android v2. The Audience for Android v1 media player and software bundle was first released in June 2012 as one of the first Android offerings brought to market, offering an alternative to traditional PC based digital signage deployments.

Some of the new features Audience for Android v2 include:

• Up to 1080p resolution supported
• Video in a zone supported
• Landscape and portrait orientation
• Touch interactivity
• HTML5 support
• Real time scheduling
• Support of single and multi-zone layouts
• Support of live data feeds
• As-Run Logs for content verification
• MP4, H264, JPG, BMP and MNG animation support

Designed with scalability in mind, Audience for Android provides a user friendly, cost effective solution to network operators just entering into the digital signage market, as well as established network operators looking to expand existing installations.

Here are all the details.

Planar’s UltraRes Series is a family of 84″ Ultra HD (3840 x 2160) pro-grade LCD displays integrated with multi-user, multi-touch technology. Planar UltraRes Touch enables six simultaneous points of touch with pinpoint accuracy and support for gesture applications across the most popular operating systems. The displays incorporate Planar’s ERO optically-bonded, low-friction protective glass which provides increased ruggedness and optical performance for applications in public spaces or interactive touch.

The displays include up to 500 nits of brightness, can be mounted in landscape or portrait mode and are 3D capable. Planar UltraRes Series displays come with an advanced energy-efficient design that utilizes edge-lit LED technology and passive cooling. The displays can automatically switch to standby mode when no source is detected and consume less that 0.5 watt of standby power. They include no lead or mercury and are fanless in design. All are about 3″ deep.

Here are all the specs.

The new Zytronic DisplayLite products are targeted at showrooms, boardrooms, banks and other business, retail and leisure environments. One of its key features is an attractive smooth, all glass fronted design, free of unsightly bezel structures or frames around the perimeter of the display. Supporting Windows 8 operation, it is based on NEC’s super-slim MultiSync X462S LED display. The tables and wall-mounted displays have the capability to detect more than 10 touch points at once. This allows multiple users to simultaneously activate the surface using swipes, drag/drops, page flicks, pinch zooms and a variety of other defined gestures.

The initial touch solution provided to DisplayLite by Zytronic consists of 40, 46 and 55-inch versions of the company’s multi-touch projected capacitance based touch sensor made from 4mm thermally toughened glass with a custom printed black border. This is combined with Zytronic’s ZXY200 high performance multi-touch controller which interfaces directly with Windows 7, 8 and the latest Linux kernels supporting multi-touch. The inherent ruggedness of Zytronic’s multi-touch sensing solutions makes them highly suited to public use and self-service deployments. Thanks to their unique construction, they have strong resilience to severe impacts, scratches, liquid spillages and harsh cleaning chemicals.

Many large format multi-touch solutions on the market lack the sturdiness required for reliable use in demanding operational environments. Systems based on camera or infrared (IR) touch technologies require bezels for housing the transmitting/receiving optics. This makes edge-to-edge operation difficult. Such solutions have poor aesthetics and are vulnerable to damage, with performance potentially affected by the congregation of dust/dirt around the bezel optics. Furthermore, the risk of false touches is an ever present problem with camera/IR based touch solutions — especially when deployed horizontally into tables, as users may inadvertently activate the touchscreen while leaning across or resting upon the table, or bring other items (ties, sleeves, pens, cups, etc.) accidentally into proximity with its surface. According to the company, Zytronic’s multi-touch technology eradicates these issues, as it will not react to inanimate or non-conductive items and advanced ‘palm rejection’ firmware, embedded in the touch controller, detects and ignores false touches from arms, elbows, etc.

See it here.

MultiTouch Ltd. and USC School of Cinematic Arts (SCA) recently unveiled of the largest university interactive display installation in North America. The installation, which covers six alcoves in the lobby of the new SCA Interactive Media Building, is comprised of 18 MultiTaction 55” Ultra-Thin Bezel displays and creates a visually engaging and interactive experience for visitors. The unveiling was part of the official debut of the new building, which also featured a panel discussion by George Lucas, Steven Spielberg and Microsoft’s Don Mattrick on the future of entertainment.

The USC School of Cinematic Arts installation runs six different interactive applications showcasing projects from its students. MultiTouch installations include rich features including the use of IR pens for annotation, email integration for users to provide feedback to the students, and MultiTaction Codice technology which identifies the annotators interacting with the displays.

“At the USC School of Cinematic Arts we are keenly aware that we are preparing the young women and men who will be the future innovators of our industry, and part of that preparation is making sure they have access to the best technology available,” said the school’s dean Elizabeth M. Daley. “MultiTouch’s technology allows our students to fully realize their creative vision, especially with regard to interactive features.”

The MultiTouch displays are both a showcase of students’ work as well as a place for students to develop new, cutting-edge, interactive software and entertainment. Though the displays are installed in the lobby of the new Interactive Media Building, the space also serves as a classroom and laboratory for teaching and experimenting with the latest display technology. SCA faculty and students have adapted research projects to use the capabilities of the MultiTouch technology. Some of the applications configured for MultiTouch include an art piece by associate research professor Perry Hoberman, an interactive time-lapse project on the construction of the building by Andreas Kratky, and the “PUCK” project by Jen Stein, which shows users their resource usage in the building.

For all you REGULAR readers of rAVe DS [Digital Signage] out there, hopefully you enjoyed another opinion-packed issue!

For those of you NEW to rAVe, you just read how we are — we are 100 percent opinionated. We not only report the news and new product stories of the ProAV industry, but we stuff the articles full of our opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that’s why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad).

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A little about me: I graduated from Journalism School at the University of North Carolina at Chapel Hill (where I am adjunct faculty). I’ve been in the AV-industry since 1987 where I started with Extron and eventually moved to AMX. So, I guess I am an industry veteran (although I don’t think I am that old). I have been an opinionated columnist for a number of industry publications and in the late 1990s I started the widely read KNews eNewsletter (the first in the AV market) and also created the model for and was co-founder of AV Avenue, which is now known as InfoComm IQ. rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition.

Everything we publish is Opt-in — we spam NO ONE! rAVe ProAV Edition is our flagship ePublication with what we believe is a reach of virtually everyone in the ProAV market. rAVe HomeAV Edition, co-published with CEDIA and launched in February 2004, is, by far, the largest ePub in the HomeAV market. We added rAVe Rental [and Staging] in November 2007, rAVe ED [Education] in May 2008 and then rAVe DS [Digital Signage] in January 2009. We added rAVe GHGav [Green, Healthcare & Government AV] in August 2010 and rAVe HOW [House of Worship] in July 2012. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com

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