DIGITAL SIGNAGE • What Is It For? • Key Elements • Setting-Up Your Own Project

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DIGITAL SIGNAGE • What is it for? • Key elements • Setting-up your own project

KEY MARKET FIGURES AND PROJECTIONS Detailed research data

CASE STUDIES Top projects around Europe

KEY DIGITAL SIGNAGE CLEVERDIS Edition in association PLAYERS with SCREEN MAGAZINE Who does what? JANUARY-FEBRUARY 2007 couv_SMR_DS_07.qxd 17/01/07 10:14 Page 3 SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 1 SMR_DS_EU_07-ch1.qxd 17/01/07 11:07 Page 2 SMR_DS_EU_07-ch1.qxd 17/01/0716:00Page3 OUT OFHOMEDIGITAL MEDIA EDITORIAL SMART T free flow of information in the industry. industry. the in information of flow free through supporting this work, in doing so underline their dedication to the to dedication their underline so doing in work, this supporting through companies listed in the "Choose Your Partners" section. These companies, These section. Partners" Your "Choose the in listed companies participation of a number of leaders in the market. 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Digital Home of "Out of heading Tel. +33 (0)4 42 77 46 08 46 77 42 (0)4 +33 Tel. entire gamut of these kinds of communication can be grouped under the under grouped be can communication of kinds these of gamut entire terms used like "Out of Home TV", "In-store TV" or "digital media". The media". "digital or TV" "In-store TV", Home of "Out like used terms creation veritable private television stations. To describe this we hear we this describe To stations. television private veritable creation and/or terrestrial or satellite broadcasting techniques also enables the enables also techniques broadcasting satellite or terrestrial and/or The creation, administration and distribution of the content via the Internet the via content the of distribution and administration creation, The Editor-in-chief BARNES Richard [email protected] for this is "Dynamic Digital Signage" Signage" Digital "Dynamic is this for possible to gain in reactivity and also in aesthetic terms. 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Their messages have to be to have messages Their planning. media their in imagination oday, marketing and communication professionals have to use more and more and more use to have professionals communication and marketing oday, report [email protected] Tel. +33 (0)4 42 77 46 04 46 77 42 (0)4 +33 Tel. Head of Vertical Markets Markets Vertical of Head Raphaël PINOT Raphaël SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 4 SMR_DS_EU_07-ch1.qxd 17/01/079:13Page5 64 61 60 58 56 55 54 53 52 50 49 47 44 42 40 38 37 36 35 PART 3•ChooseYour Partners 34 32 30 29 28 25 PART 2•MarketData,Analysis&WhitePapers 23 21 20 18 17 17 16 13 12 9 8 7 PART 1•DynamicDigitalSignageApplications not intend to update these forward-looking statementsduring theperiodofpublication.PhotoCreditsandCopyright:AllRights not intendtoupdatetheseforward-looking material materialisesoranyoftheseassumptionsprovesincorrect,actualresultscoulddiffer of theserisksoruncertainties statements.Risks,unce statements otherthanofhistoricalfactare thatcouldbedeemedforward-looking Itshouldbeunderstoodthatthispublica authors oftheirfreepublicationtherein.Documentsandphotgraphs arenotreturned. with theunderstandingthattheycontain,toourknowledge, no maliciousintent.Theinclusionofalltexts,photographsandot inthispublicat declineallresponsibiltyastoopinionsformulated respective proprietors.Thepublishersandeditorialstaff forgery, liabletopunishmentunderFrenchlawthelegislation of11thMarch1957coveringcopyright.Allbrandscitedin byanyprocedurewhatsoever,even partial, isstrictlyprohibitedwithoutthepriorauthorisation ofthepublisher. Anycopy, w the consequences,whatevertheirnaturemaybe,that result fromtheinterpretationofthisdataorcontent,anyeventua ofcontentandd havebeenmadeastoaccuracyandpertinence not beusedtoprofessionalorcommercialends.Whileall efforts presentedinthis publicationispurelyindicativeinordertoillustratesubjectscontainedtherein.Noguarantee Information SARL capitalisedat 116 avenueEugèneMirabel,13480Cabriès•FranceTel.: +33442774600-Fax:01•E-mail:info@cleverdis 2007 A CLEVERDISPUBLICATION -SMARTREPORT ENGLISHEdJanuary-February © CLEVERDIS 2007 - Registration of Copyright January 2007-ISSN1771-2815 © CLEVERDIS2007-RegistrationofCopyrightJanuary of:DominiqueDelours([email protected]),BettinaSpegele([email protected]) With theparticipation • ProjectManager:RaphaëlPinot([email protected])Cover:©SamsungPrinting: ImprimerieToscane (Nice–France Coordination&Design:Valentina Russo(valentina.r •Editorial ([email protected]) • Editor-in-Chief:RichardBarnes Publisher: GérardLefebvre([email protected])•PublishingDirector:Jean-GuyBienfait (jeanguy.bienfait@cleverdis OUT OFHOMEDIGITAL MEDIA SMART Trade Shows Other KeyPlayers Winmate CommunicationInc Vogel’s Products Thomson Sharp ElectronicsEuropeGmbH John Ryan–ScreenRed Scala BroadcastMultimedia Panphonics Oy Omnivex Corporation Minicom AdvancedSystems LG Electronics AB/DISE Klocktornet JVC ProfessionalEurope Epson Europe Chief Manufacturing C-nario Ltd Cayin Technology Co.,Ltd &Out-of-HomeMedia Barco Sports Porter,Feeding theMonsterbyJeff Scala withGerardBucas,Scala Interview withJamesHenry,Interview Out-of-HomeMedia Flat PanelDisplayNewsbyDisplaySearch Trends inFlatPanelScreenSalesbyMeko LightsthePathofRetailDigitalSignageTrendsSamsung Survey withDerekDerks,ChiefManufacturing Interview Special Dossier:SoundIdeas Case study:ConcourseMedia withAntoinedeRyckel,BarcoMedia&Entertainment Interview Museum,Estonia Case study:NationalKumuArt store,France Performance Case study:AdidasSport Case study:Telia, Sweden withBrianDouglas,JohnRyan Interview Special Dossier:DigitalMediaintheBankingSector Application examples:DigitalSignage,"OutofHomeTV" Managing Your ProjectFromAtoZ… ofApplications Overview € 128,250 -VAT FR95413604471 00024RCSAix-en-ProvenceB413604471 report ion by those interviewed orcitedtherein.Theiropinions are entirelytheirown,andincluded ion bythoseinterviewed ly fromtheexpectationsoutlinedinthesestatements.Cleverdis assumesnoobligationanddoes can begivenastotheaccuracyofdataorcontentattime of printingandthusthelattershould her documentssuppliedbythoseincludedintheencyclopaedia implytheacceptancebytheir rtainties and assumptionsincluderelatingtothetimingofrecorddate.Ifany rtainties hether byphotography, photographyfilm,magnetic tape,discorothermeansconstitutesa tion contains forward-looking statements that involve risks, uncertainties andassumptions.All statementsthatinvolverisks,uncertainties tion containsforward-looking Reserved l errors therein. All rights are reserved. Anyreproductionofthecontentthispublication, l errorstherein.Allrightsarereserved. thispublicationareregisteredtrademarksand/orbelong to companieswhicharetheir ata containedinthispublication,CLEVERDISmaynocase beheldresponsiblefor .com) [email protected]) . ) .com •www.cleverdis.com CONTENTS SMR_DS_EU_07-ch1.qxd 17/01/07 9:13 Page 6 SMR_DS_EU_07-ch1.qxd 17/01/07 9:14 Page 7

PART 1 • Dynamic Digital Signage Applications

Overview of Applications

Two main fields of media are emerging in Out-of-Home Digital Media. One is “Out-of-Home TV”, and the other is “Dynamic Digital Signage”. While the distinction between the two is somewhat blurred sometimes, it is best to make some kind of distinction.

Out-of-Home TV

When waiting in a doctor’s waiting room, at an airport, or even in a queue at the post office or bank, we’re seeing the emergence of highly specific video programming. This programming may be disseminated in various ways – either over high speed internet, through coded terrestrial TV channels or via satellite. In this sense, rather than being “broadcast” media, it is known as “narrowcasting”. It allows for highly specific programming and more importantly highly targeted advertising. In some stores, this kind of medium can also be used to create a certain “atmosphere”. The decision of whether to employ an Out-of-Home TV network or even in-store video content, as opposed to brief messages, will largely depend on the “dwell time” of your customers – how long they will be lingering within eyeshot of the screen(s). The kind of © Photo: JCDecaux advertising that works on an Out of Home TV network is NOT the Yell.com brings its brand to the UK’s high streets with a 5-month holding on JCDecaux’s interactive same as that produced for broadcast TV. Specifically tailored Showscreen advertising must be considered as an essential element. Screen-media networks include:

Dynamic Digital Signage Retail • Grocery Digital Signage is in the process of replacing paper posters as a • Convenience stores visual medium. It is becoming very popular in many areas for a • Pharmacies number of reasons. Firstly, and most importantly, it is a lot cheaper • Post offices over time to set up a network of LCD, Plasma or LED Screens, and • Travel shops feed regular promotional updates to them via the Internet, as • Hair salons opposed to the printing, distribution and posting of advertising • Bars & clubs posters. The math is easy to do. Secondly, and also very • Student unions importantly, Dynamic Digital Signage is just that – DYNAMIC … • Shopping malls Through the use of colour, movement and creative imaging, the screens attract the attention of the passer-by. Here again, you must Transport: take into account dwell time when planning content and placement • Taxis of screens. In a shop window, you only have a couple of seconds • Trains to attract the potential client’s attention – so the message has to • Buses work first time. • Bus shelters • Train stations “As people spend more and more time out of home the • Airports opportunities and the audience for outdoor media grow ever © photo: Cleverdis stronger. This interactive experience shows how advertisers can Other: reach people in a way that engages and entertains them. It’s about • Trade Shows using outdoor in a creative way to reach people in the right place • Hotel Lobbies and Conference Centres at the right time, in a way that is relevant to the individual. We’re • Corporate “welcome” areas not at the Minority Report stage yet but we are using technology • Waiting areas in Hospitals, clinics etc. and techniques developed by our Innovate division to enable • ATM cash machines brands to interact on a one-to-one basis with consumers.” - David • Gymnasiums McEvoy, Group Marketing Director of JCDecaux • Sports & concert stadiums

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SMARTreport PART 1 • Dynamic Digital Signage Applications

Managing Your Project From A to Z… Creative use of digital media using a FogScreen (www.fogscreen.com) © photo: FogScreen

Defining the Context – Numerous factors will have to be Some screens now also have the option of having a built-in PC considered. The first of course concerns the business model. Is the board, meaning you don’t have to have a big box under the screen. aim of your AV project to improve sales directly, to heighten It is also possible to have one central computer sending content awareness of your brand, create an atmosphere, to direct people (through wires or wirelessly) to a number of screens. More recently, to other locations… the list goes on. this kind of solution has been developed to the point that one computer can play different content on different screens at the same Defining the Type of Content time in one location. Take the time to go through all the different solutions on offer from the potential installer(s) you are dealing with. What kinds of people will be looking at the screens? Where will The right decision here will save a lot of money over time. they be and most importantly, what will the dwell time be when near the screens? For long dwell times, where people are standing Screens idly waiting, video is a good solution, whereas if people are walking by shelves or shop front windows, you will need to look at The kind of screens you use will greatly depend on their placement. developing bright, eye catching “digital posters”, using movement to enhance the message. Video Wall – If you need a VERY big picture, consider a video wall, consisting of tiled plasma, LCD or Rear Projection units. Alternatively, How to Create Content LED is much brighter and can be scaled to whatever size you want (see BARCO interview for more details on LED). In a dimly lit You will have to decide who is going to create the content and situation you may also consider front projection. where. For simple signage projects, this may even be done in- house, whereas for more complex video projects you will have to 50-100” - Plasma screens are generally used for applications using consider outsourcing creation. Don’t use TV ads. Specific a screen of over 50”. Rear-projection screens are now also a viable audiences demand specifically “honed” content. solution, with MUCH brighter, clearer pictures than before. How to Manage Content 40-42” Screens – This is the “cross-over” category. LCD and Plasma Once content is made, it has to be managed. That is to say, you are competing neck and neck here. LCD has less of a problem with will have to create “playlists” just like radio or TV stations, wherein image burn-in, and generally has better contrast than plasma in you decide the order and frequency that various “bits” of content bright light conditions. Plasma has better contrast than LCD in dimly will appear on the screens. Specific software packages exist for the lit conditions (mood-lit shops etc). purpose of scheduling and uploading content. See the directory at the rear of this guide for more information. Up to 40”, it’s now LCD all the way.

How to Deliver Content ALTERNATIVE – To be different, you may consider a “holographic” (i.e. “Holopro”) screen using rear projection, or even a “fog- Content is created in a central location and delivered across a screen”(www.fogscreen.com) – an invisible wall of vapour on which network (generally over the Internet), to your various locations. This you can project images that seem as though they’re floating in the also requires special software, as it’s not quite as simple as sending air!! an email… although with some of the new software packages available it almost is! Maintenance issues and Financing

Physical Network Don’t forget to consider various financing models for your network – some suppliers may even set the network up for free for you if you In most cases at the moment, each screen is equipped with a PC have enough foot-fall to make advertising worthwhile for them! Also, which has its own IP address and is thus able to be sent, and maintenance will be important when considering Total Cost of display different content. Ownership. Look closely at the maintenance contracts on offer.

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PART 1 • Dynamic Digital Signage Applications

CASE STUDY

Application examples

SCALA BROADCAST MULTIMEDIA

Digital Signage in Banks Digital Signage Promoting Fresh Food at Rabobank, the Netherlands Service Stations Shell Rabobank needed a modern solution for attracting new customers to its local banks. The Hulskamp Group BV, a Scala The Norwegian grocery retailer NorgesGruppen has launched Certified Partner, deployed a digital signage network with the first five pilot installations of its new Shell FRESH concept. The plasma screens located in the main lobby of each bank and concept behind Shell FRESH is to offer healthy, delicate and next to the ATM machines. Each plasma screen displays short enticing fast food, employing a digital menu board that focused ads about the bank’s various products and services dynamically adjusts for different promotions throughout the day. while customers wait to use the ATM machines. Rabobank’s Each of the 166 Shell FRESH gas stations are fitted with a 42” network is managed from a central control location at Hulskamp digital menu board located in the FRESH section of the store. over an ASDL infrastructure. In 2002, the project started with 25 Currently several hundred Scala InfoChannel Players are local banks, and it now reaches over 450 local banks where deployed throughout the Shell FRESH network. Each menu board the Scala-based Digital Signage System is presently in use. displays a unique campaign loop consisting of multiple promotions each day during predefined times. Promotional content is chosen to fit the time of day as well as regional or store demographics. Campaigns and their individual promotions are consistently measured and changed accordingly. Traditionally, this segment has represented unhealthy, ready-to eat food. The deli counter in the new Shell FRESH stores however; offer a variety of healthy, fresh and business is grocery retailing and wholesaling. © photo: Scala

“Out of Home TV” in Pharmacies T-Systems

The Power Media Network is based on Scala’s InfoChannel and is presently composed of over 220 42” plasma displays placed in one third of all the pharmacies in Warsaw with an additional 120 displays deployed in other regions of Poland. A total of Digital Signage in fast-food Restaurants 1,000 displays have been deployed in the last 12 months. The McDonald’s system was launched by T-Systems Polska, a Scala Certified Partner. As the overall objective of the network is to sell ad space, Scala’s InfoChannel software suite has been deployed in the Power Media “Pharmacy TV Channel” offers content McDonald’s restaurants in various countries. In more than 170 containing news, weather forecast, events’ calendar, advice of McDonald’s restaurants in the Netherlands an Infotainment the day, and medical messages; as well as branded system has been deployed by Scala Certified Partner M-Media. commercials advertising OTC drugs, cosmetics, sanitary articles, The system shows commercials, McDonald’s-specific content, dressing materials, and medical services. news and traffic information, displayed on several screens in each restaurant. In Romania, a Scala-based digital signage © photo: Scala platform has been deployed by Scala Certified Partner Monopoly Media, Offering restaurants a modern image, increasing sales, promoting McDonald’s products, entertaining and informing customers. The concept behind the McDonald’s digital signage network is to enhance the restaurant’s experience and strengthen McDonald’s brand by keeping customers informed, entertained and educated with visually rich content.

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CASE STUDY

Application examples

MINICOM

Digital Signage for in-store advertising Digital Signage in duty free retailers Wal-mart de Mexico James Richardson Grupo Televisa wanted to utilize digital signage technology James Richardson is one of the world’s leading duty free for creating real time in-store advertising with the intention of retailers. They wanted to enhance their selling power using increasing store sales. They approached Minicom about plasma display screens that send out dynamic multimedia installing its digital signage distribution network in 300 of the content. Minicom installed its Video Digital System which Wal-mart de Mexico department stores. This would expose allows the narrowcasting of rich content over long distances real-time multimedia advertising to a monthly audience of 66 without compromising on quality. The VDS System allows a million people. Additionally it gave Wal-mart de Mexico the single player to deliver high quality real-time multimedia chance to form new relationships with brands that tended to content to more than eight/16 plasma screens steer away from traditional mass media. The high simultaneously throughout the premises. James Richardson performance and strategic location of the digital screens now has a more effective medium for getting through to their resulted in increased sales of the advertised products while customers as well as a new stream of advertising revenue. surveys confirmed that shoppers now have a superior Consequently the companies advertising on the screens have shopping experience. experienced a marked increase in sales.

Digital Signage for public transport Digital Signage in banks Toronto Transit Commission Bank Hapoalim The Toronto Transit Commission (TTC) oversees public Israel’s largest bank was keen to embrace digital signage transport in Toronto. Minicom was part of the ONESTOP and now has it installed in over 300 of their branches. Media Group that installed a digital signage network Dynamic multimedia real-time content is sent to four screens. delivering content to over one million passengers weekly via The price-performance of the solution is high with Minicom 1500 40” screens. The content is a mix of safety/transit providing the best value for the distance on the market today. communication controlled directly by the TTC, and a real-time Minicom ensures that the content is distributed in real-time web based system that pulls news, sports, entertainment and from player to any number of plasma/LCD screens without weather information to the content distribution server. The compromising quality or limiting range and scalability. flexible nature of the system Additionally Minicom maintains the clean, slick environment is critical during instances of the bank. The audio and video extension and serial control when passengers need to systems expand the range of high quality audio sound and be informed of updates on high resolution video images, transmitting flexible multimedia very short notice. in real-time from player to LCD/plasma screens. Communicating with commuters via digital signage provides an excellent opportunity to build confidence in the transit authority, and to entertain and inform commuters while in transit.

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SMARTreport PART 1 • Dynamic Digital Signage Applications

SPECIAL DOSSIER

Application explained: Digital Media in the Banking Sector

JOHN RYAN – SCREENRED

The Banking sector is a prime sector for digital signage or • The content of the Digital Signage solution can be out-of-home TV networks. On the one hand, this is due to the updated centrally and the information distributed dwell time of clients waiting to use banking services, and on according to the attributes of location, allowing the other hand, it stems from the fact that the average bank messages to be targeted differently for each campaign customer has accounts in a number of establishments, and and easy display of relevant local events. winning that customer over to use more services in one • The staffing requirement for the platform was minimal establishment is a key marketing objective, for example compared to other systems. selling services, such as insurance and travel. Through the means of Digital Media, these tasks are greatly facilitated. • John Ryan was able to advise on best practices and assist with the development of a clear strategy for the In the next pages, we spotlight John Ryan – a leading application of digital signage player in the field of Digital Signage Solutions for the financial sector and developer of the ScreenRed platform. Results CAM (Caja de Ahorros del Mediterráneo) As a result of the Digital Signage solution 9% of visitors interact with the system and sales have increased The Challenge/Issues considerably, as has awareness of the Social Welfare programmes. The signage displays are positioned in the line The CAM was set up many years ago and is now one of of vision, which means that half the people who enter a the largest Savings Banks in Spain, with 1100 branches branch actually view the content for an average of two throughout Spain. Over time branches had ended up with minutes. Further down the line the bank is looking to use no consistent look and feel, causing issue with everything Digital Signage to distribute performance information from the use of display materials to self service kiosks. The relevant to that branch on a daily basis, and like some other Bank therefore needed to gain some consistency, not only John Ryan clients have done, use it as a medium to run to promote their services but also to communicate internal daily communication from Management to staff. information about the wide range of Social Welfare causes they supported. For further information please contact [email protected] The options and Solution chosen CAM undertook a pilot scheme to establish a standard solution for their communication needs, incorporating a Digital Signage platform. One interesting challenge was to integrate traditional sales messages (for launches of new financial products) alongside information about the Social Welfare initiatives, without detracting from either message. The ScreenRed solution was selected for a number of reasons but principally:

• The Digital Signage player was the only solution proposed able to run three different channels within

each branch from one player. © photo: John Ryan – ScreenRed

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PART 1 • Dynamic Digital Signage Applications

Interview with... Brian DOUGLAS John Ryan Marketing Director Brian is responsible for Marketing within John Ryan. He most recently ran his own Marketing Consultancy for over four years, and prior to this worked at Nortel as Director of Marketing, Industry Solutions, and at Unisys looking after Marketing for Southern Europe. Brian has a BCom in Business from Edinburgh University, a Diploma in Grocery Marketing, Diploma in Marketing, Masters in Marketing from Greenwich University, is a Chartered Marketer and most recently completed a Programme in Management Development from IESE Business School.

As mentioned on the last page, the banking sector is ripe for the product at any given point in time. More messages per visit give onset of new digital multimedia tools. Indeed, only about 2% of banks more opportunities to engage customers. visitors will leave their branch having made a purchase. Clearly a case of a lot of money being left on the table! But that’s just the beginning.

While traditional point of sale marketing techniques have fallen Sophisticated financial retailers are reaching beyond simple digital short of expectations in terms of building revenue, new multimedia signage applications to engage effective marketing tactics that tools have produced impressive results in rates of recall, levels of make the most of each customer visit: engagement and, most important, customer enquiries. This is down to, in large measure, applications that are sensitive to the very • Referrals by counter staff — a key strategy for mining value from unique set of circumstances that characterise branch visits. For customer visits — are too often thwarted by the operational example: constraints, such as peak time. In-queue attention-grabbers, such as great offers-on-demand, help pre-qualify customers and save • Branch automation is making queues shorter and shorter. Less valuable staff time. dwell time means less communications opportunity. Therefore the dynamism of moving media can both raise recall rates while also • In today’s multi-channel world, banks are looking for ways to further reducing customers’ perceptions of the wait time. offload sales, in addition to service. Digital merchandising items that give the customers the option to request follow-up (either by • Financial service demand is extremely episodic with only a card swipe or by mobile phone), can help start the sales process, maximum of 10% of branch visitors being in the market for a without prolonging customers’ visits.

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PART 1 • Dynamic Digital Signage Applications

We asked Brian Douglas, Marketing Director at John Ryan, a TV-oriented solutions might be suitable for certain client leading player in the field of Digital Signage Solutions for the environments it is not a panacea for all market segments. Customers financial sector, to tell us what benefits Digital Signage has for are sophisticated and need to be respected and involved in the banks… formulation of any content as well as consulted throughout a process. Interactive features (particularly when used for test Brian Douglas: Digital Signage for banks is the same as for other marketing) have been integral to our offering for many years, with sectors – they all have a large and fairly constant flow of clients into competitors only now attempting to play catch up. The benefit of a branch (or store) and the challenge is to make the experience this “push” and “pull” style of marketing is that a communication more interesting from the user perspective and make that process is enabled, which when reported in near real time can help experience more profitable in terms of selling other products or fine-tune tactics and contribute to a well-honed strategy. services to these customers. Ones that they might be interested in, but for one reason or another were never aware of the existence of You are currently looking for new resellers. What benefits does the those offers. By adding useful information pertinent to their potential cooperation with JR for a ScreenRed solution offer to them? requirement and targeting this according to a specific set of criteria which can be fine tuned at the local level, companies are able to The ScreenRed platform is the gold standard in digital signage improve the customer experience and increase the level of sales. networks, especially for large and small networks that require Engaging the interest of just one more visitor per 100 would effortless localisation of messages at the site level. Ideal resellers increase branch-based revenue by 50%! Retail studies show that can include: dynamic media can produce up to 33% more sales than static P.O.P. However it’s not just what you do but how you do it. Having • Total Solution providers – companies that either develop in-house helped and advised clients in this process across the globe we are or can pull together a combination of Marketing Consultancy, uniquely positioned to assist in obtaining the best result possible. Audio Visual experience, and client relationships • Point of sale marketing agencies, wishing to introduce their Tell us more about the ScreenRed digital signage solution which has clients to more flexible and responsive marketing tools been developed and perfected over the last 17 years in thousands of client sites around the world. • Market research companies who wish to use retail locations as a means for gathering customer insight Our solution was created with flexibility in mind. Rather than the • Digital signage integrators who are moving past the “pilot” usual group-based solutions for targeting messages the ScreenRed phase and need a truly robust and proven solution for their retail solution works with an attribute-based system for powerful, simple clientele management of signage networks. We are hardware and communications network agnostic, thereby allowing reseller and • Out of home digital marketing network provider customers the freedom to choose the platform and tools they are • A software supplier who has not yet found a reliable product – most comfortable with and that are best for the job. While in the well here it is! past we have only sold directly after much demand we are now making our digital signage solution available to resellers. The ScreenRed solution offers resellers the opportunity to add value How do you differentiate from your competitors? to their existing propositions with the most robust and scalable offering in the market today and one that has been proven at some The ScreenRed Digital Signage Solution offers a combination of of the largest networks and endorsed by major technology virtues not available in competitors´ offerings. Our solution has companies. been tried and tested for years, using these proven features in some of the most demanding multinational companies. Much of the competition still cannot claim to be hardware independent, or with a simple attribute management front end. Few competitors have a centrally-controlled network (web-based) with management of content distribution. If you add to this the fact that our player has for years been able to play multiple channels per player, and is the most robust scalable solution available today, you have a winning combination.

What type of content do you recommend - simple Digital Signage or TV-oriented solutions?

Experiences with digital signage in the retail industry have been mixed. It is not a question of just filling up a play-list with ads and expecting that sales will increase. Any strategy to implement a solution needs to have clear objectives, and needs to be a fundamental part of an overall marketing strategy. Therefore while © photo: John Ryan – ScreenRed

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SMARTreport PART 1 • Dynamic Digital Signage Applications

CASE STUDY

Telia roll out an 80 site retail media network

Telia, Sweden KLOCKTORNET

“One of the main reasons for having a digital signage is to visualize campaigns”, says Telia Action Sales Manager Kent Hjärpe. “Telia use digital signage as a way of displaying new products, offers and information to store customers. Content is mostly based on printed media such as text and images combined with real time effects but TV commercials are also used in the channel. One of the features of the Dise system is that it also plays the ambient store music.”

Content creation and channel updates are made by Telia Action marketing bureau, Klirr. Klirr is new to digital signage but had no problems adopting the concept. © photo: Klocktornet "The Dise system and the Dise Composer are easy to learn Telia, Sweden’s largest telecommunications company, is an and use", says Klirr media designer, Gustaf Lindkvist. experienced digital signage user. They’ve been using in-store digital signage since 1999, internally called Kuben. In Klirr project manager Catharina Bolmér Karlsson adds, 2005 they needed to replace their existing system and “Since we are doing all store based printed media for Telia turned to Dise distributor Specialelektronik AB who won the and have all the raw material it is only a matter of deal in competition with other suppliers. repurposing content to a new medium. The layout features of Dise make it easy to keep a consistent profile.” The system consists of 80 stores and 15 local offices through out Sweden, each running the same channel with optional local variations. Each site is installed with a standard computer provided by Telia equipped with Dise Replay and Dise Probe. Plasma screens used are provided by Panasonic. Network management and support is done internally by Telia. Updating is done using a VPN based FTP solution.

The specifications for the system included a number of features such as content creation, control and versatility. The system had to be open to future expansions, both in terms of content, automation and networking options.

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PART 1 • Dynamic Digital Signage Applications

CASE STUDIES

Innovative Technology Offers Consumers Access To Futuristic Shopping

Adidas Sport Performance store, France N-STORE

In one terminal of the cube, customers can customize their own “mi adidas,”. First consumers run towards the “cube” on a computerized catwalk, followed by a virtual runner to record their style of running. Sensors embedded in the track record the pressure of their footfall and gauge the individual’s running posture. This data along with the customer’s personal information is captured to ensure that both adidas shoes fit perfectly. Next, the consumer can customize the shoe aesthetics to their exact specifications. A large flat-screen configurator allows him/her to alter the finest details of the © photo: adidas shoes by simply pointing a finger to the screen. Laser and infra-red technology then translate the gestures into Adidas has unveiled the newest in interactive high-tech design commands. Next he/she can see their personalized shoe on at retail, the adidas “mi Innovation Center” (mIC). their own foot via a virtual mirror – it’s deceptively real, The first of its type, the center is located in the new adidas without even removing ones shoes! This is done with camera Sport Performance store in Paris, France on the Champs tracking and highly specialized software merging a digital 3- Elysees. A large glossy, black cube is the focal point, or D model of the shoe with its mirror image. Lastly, the nerve center, where all information in the mIC is assimilated. consumer can place an order for their individually designed It serves as the hub of intelligence to which all paths lead and shoes and in a few weeks they will be delivered to their where all strands of the story merge. doorstep.

Creative Video Application in the Museum Environment

CAYIN National Kumu Art Museum, Estonia

Kumu Art Museum, located in Tallinn is a new project 4 SMP-PRO players and one CMS Performance server with of the Art Museum of Estonia. It serves as a multifunctional art 4 inputs are reserved for artists to also allow them to send museum that includes exhibition halls, an auditorium, and an and receive video signals across the museum. education center for children and art lovers of all ages. The content displayed is chosen by Kumu management and To offer an efficient communication platform for the museum, produced by specialized third parties in Estonia. The update visitors, and the artists performing in the museum, Kumu Art and management of the content through CMS servers are Museum has adopted Cayin Technology Digital Signage done locally by an IT administrator, for whom this is as simple solution as a powerful platform for distributing information as one of many other tasks. over IP network, and chosen the local reputable system integrator Telegrupp for the planning and the installation.

Kumu has deployed 32 SMP-PRO media players and 13 CMS Performance servers within the whole site. 32” and 40” LCD dsplays are located at the entrances of the building, at the exhibition halls and at the auditorium, and are used to display information to visitors.

SMP-PRO and CMS servers are also used to convert analog inputs and video streams. Both cable TV network and video streams on data network are used for sending live video across the museum, so any performance or speech in any © photo: Cayin room can be displayed on every screen within the museum.

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SMARTreport PART 1 • Dynamic Digital Signage Applications Interview with... Barco Media & Entertainment

Antoine DE RYCKEL Product Manager Sports & Out-of-Home-Media

Yes… There are various business approaches. Some people are looking simply for return on investment - and the price is very important for them, while others are trying to create an impact for their brand, using displays for example in shopping centres, and these kinds of buyers are less bothered by the price. Barco has already been selling LED displays for seven years now, and when we started, © photo: Barco Media & Entertainment they were very expensive, so we sold them mainly for rental What do Merrill Lynch, Quiksilver, BMW and Deutsche Telecom all applications. Today, in advertising or sports markets, we are seeing have in common? They’re all using dazzling LED displays by Barco. LED emerging because the return on investment is easier to prove. From installations at some of Fleet Street's foremost lobbies to the People can see that they can make profits using these screens. There most prestigious car show rooms and flagship stores in New York is also a trend in the out-of-home media industry to move from paper City and Paris, these eye-catching LED displays are fast becoming to digital media. This is also a reason why you will see more outdoor a great way of maximizing the visibility of corporate brands… a LED displays in the streets. market that’s currently growing at more than 20% a year. We asked Barco’s Antoine de Ryckel to give us the background to the “bright Often, buyers just look at the purchase price and not total cost of new world” of LED… ownership how important is that?

Antoine De Ryckel: The main characteristic of an LED display is that It’s essential to consider these elements. I'll give you one example. If it's very bright. You can make a lot of impact with this type of you have a shopping centre where you want very large displays, technology and for retail and out of home advertising applications, there are different types of technology you can use, such as rear it's the only technology that gives such incredible brightness. The projection or plasma display panels “tiled” together. With LED, the other characteristic is the lifetime of this technology. Even running purchase cost may be higher, but with rear projection you have to twenty four hours a day, the displays last for many years with little replace the lamp every six months, and LCD and Plasma screens will or no maintenance. generally get tired after a few years… added to this the screens have to be calibrated. LED however has a very long life span and is much Within the LED market, there are several types of sub markets. more “maintenance free”, therefore the total cost of ownership is Could you give more details about these, starting with the outdoor similar to the other technologies, but the screens are much brighter! market? We are seeing a lot more big displays outside. Is this is because the prices are coming down? So brightness is very important … is this the strongest point?

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PART 1 • Dynamic Digital Signage Applications

I think it's one of the strongest arguments outdoors where there is no other technology other than this. Also, in shopping centres where there is a lot of ambient light, this can really give a very good image and a lot of impact. This is one of the biggest advantages of this technology.

What is different about what Barco does in this market?

Barco differentiates in several areas; firstly, the image quality. Behind the LED are all the electronics that come together to make a good image and Barco has an advanced video processing mechanism to make a great image with exceptional colour performance. Take the case of Ferrari stores in Italy. Barco LED © photo: Barco Media & Entertainment screens were used because they are the only ones that give the true Ferrari red colour. Also very important is that the screens are stands 20 floors high and has been fitted with 45,000 LED blocks waterproof both at the front and the back. They are very rugged covering a staggering 7000sqm. The LED blocks, attached to and can be used in a wide variety of situations. profiles in between the window panes, bring the building to life and make it one of the most striking towers in Vienna. Because the LED is modular and can be formed into many different shapes and blocks can also be very small, they can be put together to make all tiled to any size. How far can this go? kinds of shapes. To this end, we launched Misphere, Creative MiPIX and Creative Olite, which enable set or show designers, We've done a lot of installations of many different shapes and it architects and consultants to add shape, form and perspective to really can differentiate some companies from the others. We fully redefine the LED imaging landscape. Adding a creative recently covered a building in Vienna with small LED blocks to turn dimension to LED technology is an attestation to our technology the whole building into a gigantic LED display. The Uniqa building leadership in the international events and architectural lighting industry.

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SMARTreport PART 1 • Dynamic Digital Signage Applications

CASE STUDY

Adflow Networks and Concourse Media

ADFLOW

definition Sharp LCD display screens, providing Concourse Media with an effective communication tool that delivers for their advertisers. In partnership with Adflow Networks, Concourse Media has established an extremely successful advertising venue, situated in the world’s largest underground shopping facility. For the millions of visitors each year, the digital signage in the Path has added a dynamic element that informs and entertains its audience.

Concourse Media Digital Signage entertains Commuters in the Path

© photo: Adflow & Concourse Media Opportunity When you are a place-based digital media company like Deliver advertising messages to one of the world’s largest Concourse Media – location is everything. In order to ensure and most affluent captive audiences messages are being delivered to their maximum potential and to a targeted demographic, Concourse Media knows Solution that the location of their digital screens is paramount. A network of brilliant LCD displays located in the Path in Concourse Media provides digital signage advertising downtown Toronto; Advertising delivered by Concourse networks to leading office complexes, such as the network of Media and technology powered by Adflow Networks digital signs in the corridors and food courts of the Path in downtown Toronto. As a strategic partner to Concourse Success Media, Adflow Networks provides the digital media engine Low-cost, easily managed and constantly monitored – the and cutting-edge digital media technology for the Path digital Concourse Media Path network delivers signage network. Adflow also manages the back-end systems of the network, remotely monitoring and maintaining © photo: Adflow & Concourse Media the network to ensure that all content is organized, tracked and displayed properly. The Path is considered the world’s largest underground commuter shopping complex with more than 1,200 shops and services and more than 50 businesses and offices. This makes the Path an ideal platform for dynamic marketing. The digitallydisplayed messaging provides the public with relevant and engaging information as they shop, browse, eat and commute. For the more than 100,000 commuters and thousands of tourists that use the Path daily, Concourse Media delivers an excellent venue for advertising potential in the heart of downtown Toronto. Concourse Media understood it was imperative that they were able to offer their advertisers the most effective and versatile digital signage network possible, to ensure their advertising messages would be accurately presented and delivered – every time. The Adflow Networks Dynamic Messaging System also includes the world-class, hosted infrastructure that manages the network and remotely monitors and maintains the network to ensure that all content is organized, tracked and displayed properly. Adflow delivered a cost-effective technology solution that was easily integrated with Concourse Media’s network of bright, high-

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PART 1 • Dynamic Digital Signage Applications

SPECIAL DOSSIER

Sound Ideas PANPHONICS

Did you know that the brain remembers words as sounds, not Application development: as visual patterns? When you read something on a screen, your brain converts the visual impulses into sounds and registers the sounds. By combining sound with the visual Museums and corporate lobbies messages on your screens, it is a proven fact that people have much better retention of the message you are delivering Applications like museum displays, exhibits or product to them. Until now, the problem has been hearing the promotion displays all share a common need to have message in the often noisy retail setting, or not “polluting” focused audio messaging just to the spot. The most adapted neighbouring areas with the sound. solution in this context is Panphonics Sound Shower, which is installed directly above the piece of artwork or the Revolutionary directional audio - “Plane information point, thus conveying a clear and focused wave” technology messaging just to the spot. Therefore, only the person standing right underneath the Sound Shower can hear the message. People outside the immediate vicinity of the Sound A proprietary technology has been developed by Shower are not disturbed by the messaging, thanks to the Panphonics, based on the electro-mechanical film (EMFi) minimal dispersion of the sound outside the listening area. concept. The Panphonics audio element is a plane source, which emits a very directional plane wave. Thus, the sound travels in a focused direction from the plane, unlike typical Shopping malls point source loudspeakers that emit sound waves in all directions. The Sound Sign audio footprint is 3-7 meters wide and 15-20 meters long. Reaching exclusively the people in the vicinity of Typical usage scenes the screen, no disturbing sound is heard outside the footprint. Thus the personnel and other people outside the audio footprint do not suffer from any messaging they are not Retailers can use the elements for in-store advertising so that interested in. In addition to this, good sound quality and different marketing messages can be targeted to different extremely high speech intelligibility strongly enhance the parts of the store. Customers in different areas of the store efficiency of the communication towards the target. can hear separate messages relating to products in that particular area, while the audio elements can also be integrated into visual advertising. Where customer privacy is Bank chains important, such as in banks or pharmacies, Panphonics’ elements can be used for sound masking purposes. With In open spaces and offices, even a silent conversation can be Panphonics elements built into the service area structures, low heard over long distances. Privacy Solutions by Panphonics volume focused audio can be emitted that prevents make it more diffcult to hear what other people are discussing conversations from adjacent service counters from being outside our immediate proximity. Directive audio elements create overheard. The ambient noise levels are not increased, and very precisely limited sound fields within which the clarity of since the elements can be concealed with the interior outside conversations is weakened significantly. Customers furnishings, the sound sources are practically invisible. waiting for service can be surrounded by entertaining media while the privacy of those being served is insured © photos: Panphonics

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SMARTreport PART 1 • Dynamic Digital Signage Applications Interview with... Chief Manufacturing

Derek DERKS Product Manager

SPOTLIGHT ON INNOVATIVE DIGITAL SIGNAGE PRODUCTS AT CES 2007

The Consumer Electronics Show in Las Vegas is often the launching displays on the market, and is able to support any display up to pad for new products – even in the professional sphere – 63” diagonal. Beyond that it is also compatible with a number of worldwide. Chief was no exception, with a plethora of new ideas different accessories, such as mounts for directional speakers, and products on view for the first time. Cleverdis was at the show which can also be very effective in digital signage applications and asked Derek Derks, Chief’s product manager to tell us more where sound is included. The motor is triggered by either IR or RS about what was on show… 485, so you can control it any number of ways. You can even attach proximity sensors to it so that as people walk by, it prompts Derek Derks: One of the primary exciting new products we have the display to follow the person’s movement. here at CES is the new motorised swing-out wall-mount arm. What’s There are a myriad of options that you can incorporate into a revolutionary about this product is that in a digital signage product like that. environment, it allows you to make your flat panel display a true centre piece of your message. You can move and articulate the Obviously as people are looking to differentiate the way they do display. You can even put it on a timer to draw people’s attention their digital signage, this sounds like an exciting new possibility for to the content that’s running. The unit is universal to most flat panel them.

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PART 1 • Dynamic Digital Signage Applications

Exactly. Flat displays have been out long enough now that the novelty is perhaps wearing off a little. Now it is important to find For more information on Chief and their range of additional ways to catch the eye other than just having the content mounting solutions for Digital Signage applications, pick running and one of the ways you can do this is by moving the up a copy of the Cleverdis SPECIALreport on Chief display and making it more interactive with the customer. Mounting Solutions at the ISE 2007 & ScreenExpo 2007 There are some other motorised mounts here that appear to be less or download the PDF version at www.cleverdis.com. specifically targeted for signage, but should no doubt interest installers and buyers. Can you tell us about them? All products cited in this article can also be ordered in Europe. Yes, we have launched an entire array of motorised products. One of the other very exciting products is a new pop-up motorised mount that will lift virtually any panel on the market below 63 inches in size. You can pop it up out of a piece of furniture, and have it in a display mode, meaning if it is in a shopping mall or other public space, you can have the display collapse into a secure environment. This is of course exceptionally useful, because one of the biggest problems in the field of digital signage is that your display is in a very open space and security and vandalism CSAV Europe B.V. become real concerns, so this helps you protect your display Fellenoord 130 investment. 5611 ZB Eindhoven Netherlands We see many other applications for this type of product… for example in homes, or in the corporate environment. All in all, these Tel: +31 40 2668 620 products will really add great value to solutions offered by digital Fax: +31 40 2668 615 signage specialists, helping them to become more creative in a highly competitive market where differentiation is vital. [email protected]

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PART 2 • Market Data, Analysis & White Papers

Samsung Survey Lights the Path of Retail Digital Signage Trends

“Imagine the future of UK retail” becomes an essential reference point for any retailer, brand, or manufacturer, using (or considering) in-store digital signage (even outside the UK!)

In an attempt to predict forward trends, and understand current attitudes towards screen usage, Samsung Electronics (www.samsung.com/uk/business), along with Realisation (www.realisation.co.uk) and The Screen (www.thescreen.org) have sponsored a highly detailed survey on the way retailers are using screen networks in the UK (now in its 5th edition - September 2006). In total, the survey sampled 151 retailers and network operators. In the next pages, we are very pleased to be able to publish a number of extracts from this exceptional document. By making this report public, Samsung is truly helping to “grow the pie” for the entire industry. We thus thank Samsung, Realisation and the Screen for enabling us to publish this highly valuable information…

Survey Conclusions Since the first Samsung Screen Survey in November 2004, the number of screens in use has increased significantly, and this growth is forecast to continue. Screen usage is likely to be driven by a number of factors:- Increasing awareness of screen technology and flexibility. Increasing number of screen options (dimensions, types, and styles). Growing awareness and acceptance of screen usage amongst retailers and consumers. Falling cost of hardware (especially TFT/LCD screens). The recent introduction of High Definition (HD) screens (offering clearer images). New ‘solid state’ media players (content can be played directly from a memory card without the need for a PC or Increased availability of animated content (e.g. from websites). Increased availability of high speed ADSL (broadband) connections.

Future surveys The ‘Samsung Screen Survey’ is conducted quarterly, and the next edition is due for issue in January 2007. Retailer participation is essential to the integrity of the survey, and your views are considered extremely important. Your cooperation would thus be greatly appreciated. All survey respondents are entitled to a free copy of the survey, and will be entered into a draw to win a 32” Samsung LCD TV! To participate, or to receive a copy of the current survey, please contact (Citing CLEVERDIS as source of contact): Alan Hemson - Sales Manager Corporate Business Samsung Electronics Company (UK) Limited – Samsung House 1000 Hillswood Drive, Chertsey – Surrey – KT16 0PS Tel: 01932 455 000 E-mail: [email protected] © photo: Samsung www.samsung.com/uk/business

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SMARTreport PART 2 • Market Data, Analysis & White Papers

Extracts from Samsung UK Retail Digital Signage Survey

The price of screens has generally fallen over the last 2-3 years, The most popular method of content distribution is DVD, and this may explain a move to 42” screens by several retailers. although many of the larger retailers use satellite. The use of new A number of 7” ‘shelf edge’ screens have been introduced technology (such as ‘solid state’ PC based systems) is expected within the last 12 months. to grow.

Approximately half of all networks use sound. In some instances, Approximately 1 in 5 screens are interactive. This area is the network might run in conjunction with an ‘in-store radio’ expected to see further growth, and future surveys may examine system. the subject of interactivity in more detail.

The vast majority of retailers surveyed operate only 1 channel Most content is updated weekly or monthly. This applies (where the same content appears on every screen). particularly to mobile phone and electrical retailers (who tend to Supermarkets and Department stores tend to use a greater change their promotional offers on a frequent basis). Retailers number of channels due to the diversity of products on offer. selling seasonal goods have less requirement for regular content updates.

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PART 2 • Market Data, Analysis & White Papers

Extracts from Samsung UK Retail Digital Signage Survey

Most retailers see screens as a tool to communicate promotional Retailers consider sales uplift to be an important benefit of screen messages and retailer branding. use. These figures (and those in the following charts) reflect all opinions (irrespective of whether the survey participant currently used screens).

A significant proportion of screen networks are funded by Brand messaging seems to be a key reason for screen use. This brands. In some instances these will form part of a branded ties in well with the classification of screen use. Brand messages display. would appear to be as important as sales uplift.

The importance of advertising revenue will usually depend on Most retailers think that £1-£5k would be a reasonable the way in which the network is funded (which may explain the investment per store. This will of course be highly influenced by wide array of retailer opinion). A retailer with a self funded the size and type of store, especially retail floor space. network might not be interested in advertising revenue for example.

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SMARTreport PART 2 • Market Data, Analysis & White Papers

Trends in Flat Panel Screen Sales

Source: Meko

Although the main target of panel makers is the TV market, over the Meko’s data shows that LCD had 37% of the market. Looking last few months there have been increasing signs that panel makers forward, by the end of 2007, we expect LCD to overtake PDP in are looking at digital signage as the 'next big market' after TV. This the digital signage market and to be winning even in the 42” should make players in the digital signage world nervous. segment by early in 2008. Experienced players in the digital signage market know that there PDP will keep the advantage at sizes above 42” although these is much more needed in business models, content creation and represent only a small portion of the market. We’ve already seen secure delivery to develop large volumes of sales. Simply making PDP makers, who are under a lot of pressure, give up product lines the final displays cheaper will not have a huge impact on volume, that are optimised for business to business applications in order to although fierce competition may have an impact on margins. concentrate on their TV businesses and if this becomes a significant Just as VARs and Systems Integrators have found it increasingly trend, then an even faster switch to LCD is possible. difficult to stay in the PC hardware market, they may find that in the There is a factor that may tend to work against this trend. Large future it is hard to supply the displays for digital signage projects. LCDs for TV have mostly been made with 1366 x 768 format Having said that, there are significant issues of installation and (known as HD format) while in the future LCD makers want to service that may allow specialists to stay in the game longer than promote 1920 x 1080 format (known as Full HD) alongside HD. if price was the only factor. Most digital signage applications cannot make the most of this Full The Generation Game HD format and are work well on the lower HD format or even the LCD technology is rapidly penetrating the digital signage market 852 x 480 format used in what are called ‘VGA’ PDPs. In PDPs, and now takes all the market below 42”. LCD cost is a factor that as the pixels are made smaller, it gets harder to run efficiently with is influenced very strongly by optimisation of the factories and the enough brightness. development of large and, relatively, low cost LCDs has been Often, viewers of digital signage look at the display from some driven by new factories which are optimised for particular sizes. distance and in this case, the eye simply cannot see the difference Now Sharp has opened a eighth Generation (G8) new factory in between the two formats. Furthermore, it can be difficult to drive the Japan that will be able to make 52” panels very efficiently – the higher resolution formats over longer distances. All of these factors plant can make six 52” panels on a single substrate. As a contrast, mean that we don’t expect the digital signage market to be a major Samsung’s G7 plant can make only three at this size, although it driver of the move to higher resolution formats. can make eight 40” panels. Sharp’s production capacity is limited initially, so we expect that PDP will be more competitive at 50” and Meko is the leading display consultancy specialising in the above for now. European market. The company undertakes original market The cost reductions enabled by the new factories are allowing research in the areas of TV, desktop monitors, public displays LCDs to cut the cost difference between itself and the established and the supply chain for displays in Europe. The company works PDP technology, so Meko’s DisplayCast Public Display forecast closely with DisplaySearch of the US, the leading worldwide expects more and more of the market to be taken by LCD. Where researcher on the electronic display market and supply chain. LCD took just a quarter of the market a year ago, by Q2 of 2006,

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PART 2 • Market Data, Analysis & White Papers

Flat Panel Display News

PDPs and LCDs share the spotlight in the Leading participants in the FPD Public Display market such as Pioneer, NEC Solutions Visual Systems, Panasonic and Hitachi Growing large format FPD Digital have their efforts almost exclusively focused on plasma. Three of the Signage and Public Display Commercial five leading mainstream vendors for flat panel Public Displays— Market Samsung, LGE and Sony—offer both plasma and LCD-based Public Display products, but NEC Display Solutions and Sharp concentrate solely on LCD-based solutions. PDPs dominate the current WW For the fastest growing technology of LCDs, NEC Display Solutions market but LCDs set for explosive was again the WW leader with a 26.7% share of the total WW growth market for LCD-based Public Displays in Q1’06. For 2005, LCD products shipped under the NEC brand name (by the joint venture With market demand still somewhat hampered by higher pricing of NEC-Mitsubishi prior to Q2’05 and by NEC Display Solutions and limited relative availability in 2005, the total WW market such from Q2’05 onward) had the top WW share as well, with a commercial displays reached 433.4K units but is forecasted to 29.8% share. Samsung and LGE were #2 and #3, respectively, show a CAGR of 49.1% from 2005-2010. This growing demand in the LCD category for both Q1’06 and 2005. Each shipped for the WW market for large FPD Public Displays shows forecasts more into the world’s largest region for LCD Public Displays, EMEA, now reaching 3.2M units WW by 2010. Revenue growth in the than into the NA region for the year. A clear indication of overall large form-factor FPD Public Display Space is forecasted to rise from market potential is the growing participation of major brands in this $1.3B in 2005 to over $3.3B by 2010 and could skyrocket market with new LCD and new PDP commercial products being further as FPD public displays grow even larger in size. introduced almost daily. In the LCD space, two of the world’s By growing in viewable image size and achieving lower price largest LCDs for Public Display use were introduced by Sharp as it points due to economies of scale, LCD-based Public Displays are rolled out its 45” and its 65” products uniquely designed for forecast to overtake plasma as the dominant FPD technology for commercial markets. commercial usage sometime in 2008. Previous forecast had indicated that LCDs would overtake PDPs sooner in this space, but DisplaySearch, an NPD Group company, has a core team of 37 the resilient PDP market has recently increased its focus on this employees located in North America and Asia who produce a space and shifted gears towards the production of larger size valued suite of FPD-related market forecasts, technology products, potentially more suitable for the Commercial market than assessments, surveys, studies and analyses. The company also the Consumer market. Despite rapid advancements in the organizes influential events worldwide. Headquartered in Austin, development and production of new larger size LCDs (now Texas, DisplaySearch has regional operations in Chicago, available commercially as large as 65”), plasma will still hold an Houston, Kyoto, San Diego, San Jose, Seoul, Shenzhen, Taipei edge in the short term not only in pricing but in size as well with and Tokyo, and the company is on the web at product already available in sizes up to 71”. www.displaysearch.com.

Figure 1 Total WW Unit Shipment History and Forecast for 26”+ Figure 2 Y/Y Price Comparisons between HD PDP and HD LCD Commercial FPD products in the 40”-43” category

3,500 120% $6,000

3,000 100% $5,000

2,500 80% $4,000 2,000

60% $3,000 1,500

40% 1,000 $2,000

20% 500 $1,000

0 0% 2004 2005 2006 2007 2008 2009 2010 $0 Q2'05 Q3'05 Q4'05 Q1'06 Q2'06 Q3'06 P u b lic D is p lay T o ta l 374.1 433.4 925.9 1,343.7 1,878.9 2,679.9 3,197.5

S e q u e n tia l G ro w th 16% 114% 45% 40% 99% 70% LCD 42" 1366 x 768 $5,257 $4,499 $3,781 $3,689 $3,036 $2,273

C A G R (2005-2010) 114% 76% 63% 58% 49% PDP 40-43" 720-768 $3,651 $2,571 $2,412 $2,228 $2,128 $1,924

Source: Displaysearch Source: Displaysearch

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SMARTreport PART 2 • Market Data, Analysis & White Papers Interview with... James HENRY Chairman and co-founder Out-of-Home Digital View Group Ltd Media

James Henry has been running the Screen Association for the past year and has been responsible for the development of thought leadership papers during that time. He also started the Screen's Advertising Networks Media Sales Directory and managed the annual conference.

Cleverdis: At the Screen’s annual conference in October 2006, a analysis. The white paper on audience measurement was done in proposed Industry Agenda for advertising screen media was the absence of anyone else producing a document at an industry tabled, designed to establish a framework for the industry to level that gave some specific guidelines in this field. We thought develop. Another White Paper - Audience Measurement for Screen- we would put out a paper with some specific proposals which Media – has also been released by the Screen’s Media Working could give people the opportunity to look at this and say “…if this Party, and is a very useful tool for anyone planning to embark upon is the way it’s going I will start working in that direction with our a Digital Signage project. The Screen’s James Henry, known sales organizations…” around the industry as being very much “a man in the know” tells us about the background to the White Papers and how the Screen How are media networks able to justify advertising spending at this was able to put them together… point?

James Henry: The background of the white paper was a research Most people today use “footfall” as a form of measurement. Some exercise by members of the Screen’s Media Working party then have reasonable demographic data, and can also talk about dwell followed up by expert input by Ipsos Media. The background times, but not all the networks are as advanced as they should be. research included a review of methods in other media as well as What they have been doing is focusing on the quality and nature ideas from some of the leading practitioners in the digital out-of- of the environment where the screens are located, and this affects home advertising industry. how they talk to the media planners and buyers who are used to working with an established set of metrics in other media. The result This was done in the UK. Are there any moves to do this sort of is that, while many networks are offering an essentially classic study in the rest of Europe? advertising model, they are not yet securing advertising budgets - instead, in many cases, the budgets tend to come under the No, not for the moment, but with the Screen association, we're marketing banner. building up a portfolio of regular industry reports. We have one which is produced by Samsung in association with the Screen We suggest that all networks should always (at very least) provide which has been going for about three years now. We're looking to footfall data – that is, the number of people who visit the location. help that mature and hopefully extend it beyond retail, where it is It's a crude number, but most locations know how many people currently focused. We have another one prepared by come through the doors or visit their venue. Other basic data which ShopperCentric which is based on regular in-store shopper surveys, should be provided is dwell time, frequency of visit and some This was annual, but the move is towards six monthly versions in demographic analysis. The most useful, but probably controversial, future. These regular reports look at the change in shoppers’ measurement is the concept of “impacts”, or how many people attitudes towards digital signage in a retail environment, and actually watch the ad. We discuss how this could be measured in provide the dual benefit of up to date information as well as trend a practical sense in our White Paper.

In conceptual terms, there is considerable consistency, which is why the White Paper started with research of existing methods. What is seen as significantly different is the opportunity to provide more accurate and meaningful data. My hope and expectation is that technology will enhance traditional research methods to provide a solution that establishes this medium (screen media) as the most comprehensive and reliable in terms of audience data.

But can you measure the results in terms of their direct impact on sales?

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Yes, many people think that sales may be an appropriate metric, © photo: Out-of-Home Media but I feel that we should be very careful not to set it as the absolute objective. The reason is that a lot of the digital media we are looking at happens outside retail. So if you have a screen on a shelf-edge, say, it’s possible to correlate it’s effect on sales over a short period, because of its physical proximity - but the further you get away from the shelf edge, the less appropriate the metric becomes. In many cases, it’s more appropriate to use the media for brand building or reinforcement. There are parallels here with traditional advertising, which is often used just for awareness and brand building. But this is quite a topic of debate, because many people believe that it’s the brand development which is the most important thing, and anything that just aims for short term sales uplift is not giving sufficient merit to what is, after all, a much broader marketing medium .

What is the road map for the growth of sophistication in this market?

Many of the entrants into this emerging market are not from a media background. However, there is also a number who have What do you think are the flagship installations at the moment? come from other media and this is forming quite a mixed bag of approaches. What is happening, as any new industry must if it is From a creative and an awareness angle, and for its impact, the to become established, is that it is professionalizing – which is very one that most people are aware of is Tottenham Court Road. It’s reassuring to see. It has to be said that every bad implementation certainly one that gets a lot of recognition due to the 66 of screens and content influences audiences negatively, and synchronised screens up and down the main escalator of the tube effectively trains them not to look at the screens! This is an important station. One of the principle reasons it is significant is because it’s issue, and it’s clear that the industry must raise its standards and such a high profile area, but what's really different is the way it has quality as fast as possible. encouraged superb creativity … taking real advantage of the opportunity to create unique, high impact content. So here we have Tell us about the “Industry Agenda” white paper - dealing with a case of good screen implementation and good content topics such as compliance and so on… How important is that? implementation – which is where these systems can work very, very effectively in terms of a vision statement. In the advertising world, it's absolutely essential, because if people in the middle of the chain are held accountable then they’re going How do you see the next years in the digital signage arena? to want to know they’re getting what they paid for. Buyers may be prepared to wait for the development of audience measurement, I do think the advertising side of this market will start to gain real because everybody realizes that's more difficult to do, but if you’re traction. We will reach a point of critical mass in certain locations going to buy a placement on six hundred screens and you actually and sectors where media planners can see they can reach a only get placement on two hundred, then that’s obviously going to particular audience and create the right kind of impact. There will have serious repercussions - people will not want to use the system be an increased understanding that it's a very rewarding medium for any more. It also applies to non-advertising, but in a different way. them. We will also see a wide variety of deployments in the non- Corporate deployments will also have the same tools and retail environment, and the issue here is whether they will become techniques available to them, and they in turn should know that the more harmonised and professional, or whether it will be an ad hoc systems are working properly. Many people might think the White collection of installations. If it can become more professional, it will Paper is written for the Out-of-Home advertising sector, but most of be very exciting, but I’m certain that we will see more and more the principles and techniques can just as readily be applied to the deployments, in elevators and alongside escalators, in trains and non-advertising industry. taxis, in retail and malls - and even roadside.

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SMARTreport PART 2 • Market Data, Analysis & White Papers Interview with... Gerard BUCAS CEO Scala

As CEO of Scala Inc., Mr. Bucas steers an innovative course by leading Scala's strategy to accelerate revenue growth, improve operating margins, develop critical business partnerships and focus the company on the growing Digital Signage industry.

Cleverdis: Tell us about the evolution of Digital Signage resulting in a lack of ability to focus on targeted audiences. applications at the current moment in time… Retailers are beginning to realise that digital signage or in store advertising is one way to go to obtain at least some measurement Gerard Bucas: The market is strong – 2006 is our strongest growth of the results that the advertising can provide. year ever both in North America and Europe. Although we are seeing an increase in the general sophistication in the requirements What is Scala doing to help promote this? of some users – it is surprising that many potential users still think that Digital Signage is all about simply playing back videos. They We have been the proponents of this kind of messaging for some obviously haven’t read our whitepaper entitled “5.2M MPEGS – is time. Scala is today in nineteen years old and we literally that any way to run a Digital Signage network?”. It seems many pioneered the digital signage industry. Today we have operations people have not yet understood the concept of “Dynamic Digital in USA, Netherlands, UK, Norway, France and Japan and we are Signage” (see also: getting stronger every day. Our message is to take a close look at http://www.scala.com/blog/2006/03/dynamic-digital-signage-why-dynamic-is.html content… that the content should be dynamically created and be Consumers quickly tune out seeing the same content day in day out, dynamically modified. There needs to be a clear feedback loop so the tools required to manage a network with ever changing (e.g. playback affidavits) that allow results to be correlated with content is still not widely understood by both IT and Marketing other data in the organization – providing measurement of results. professionals. Our message has been consistent and we can say with no small amount of satisfaction that what we've been teaching and Is the primary focus on Retail? preaching over more than a decade is now finally being adopted by real customers (and even some competitors!). It is interesting that you should ask that. The Retail sector is of course the “holy grail” of Digital Signage with the biggest longer term It appears that a lot of the people running successful digital signage potential. However although retailers around the world are doing networks don't want to talk about their ROI. How do you get a lot of pilots (experiments), they have been slow to commit to large- around this and explain to potential clients how they can get a scale rollouts. good return on investment through digital signage network?

There are many other areas that are ideally suited for Digital “Very carefully” is the answer! We share the same challenge that Signage, e.g: Corporate Communications, Banking, Entertainment you do… most large retailers do not want to share their experiences (Casinos, Cruise Ships), Call Centres, Digital Outdoor LED for obvious (competitive) reasons. So getting figures and numbers Billboards, Digital Menu Boards in Fast Food Restaurants, for ROI calculations isn't always easy. Also, calculating ROI in a Interactive Touch-screens, etc. Scala has seen major growth in all supermarket situation is different from the considerations you would of these areas. See also: take into account for a pharmacy or a bank. So there is no one http://www.scala.com/blog/2006/03/employee-tv-theres more-to-digital.html single and simple answer to this question.

How is the market evolving with regard to businesses We have found that the most successful Digital Signage networks understanding that out of home advertising is becoming are those which emphasize an “improved customer experience” increasingly important? and “brand re-enforcement”. This is no different to spending on refurbishing a store to improve the shopping experience. To be People are beginning to understand that their investment in many honest, it is difficult to contribute improvements in sales ONLY to cases in advertising has been going to waste until now. There is a Digital Signage, it should be closely integrated with other significant trend in terms of inquiries we have been receiving marketing initiatives, e.g: promotions advertised in newspapers concerning digital signage, as not everybody has been able to every week should be correlated and re-emphasized on in-store figure out the right balance between digital signage/in-store screens, etc. This means the Digital Signage software platform that advertising or out of home advertising and traditional advertising. is chosen needs to have the flexibility to handle different promotions However we see advertisers finally beginning to understand that for different stores as pricing is seldom the same at every store their investment in traditional advertising is not necessarily the best (again the concept of dynamically updated visual messaging place to spend their money, due to the “one size fits all” approach sometimes tied to the POS system of each store!).

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What is new and exciting about what’s happening today? Is there yet being widely understood and adopted. Of course our anything very new that we could to talk about? InfoChannel product has always had the ability to handle this type of intelligence – something which has not always been widely Very much so. Our InfoChannel 3 product line is now installed in understood or appreciated. Today we see a very consistent trend more locations than those of all of our competitors combined!! In from retailers and commercial enterprises, banks and so-on, saying November 2006 we will start shipping our new InfoChannel 5 “What can I really do with this system and this huge infrastructure product line – which includes a sophisticated new Content investment I'm making?” In fact they can plug it into their whole Management system and data-driven Content templates (not to system and let the client interact with it, as well as integrating it with mention multiple channels of independent output on single PC!). their management information systems and store management This is truly the next generation in Digital Signage software and it systems so that it can become fully integrated. addresses everything our customers are asking for, plus what we have learnt ourselves over the past nineteen years. InfoChannel 5 So today people are really starting to realise that Out of Home introduces the brand-new InfoChannel Content Manager which advertising has an advantage in terms of ROI and differentiation? together with other significant Authoring, Network Management and Playback enhancements ensures that this next generation of In traditional media you cannot clearly measure ROI. And it’s true digital signage software offers unequalled new features that benefit that at this point, digital signage is a growing differentiation factor both Digital Signage and Corporate Communications customers for companies and retailers - providing additional services to the alike: streamlined interface/workflow; rapid template based end users, allowing for interactivity and reaction on the spot. content authoring; sophisticated content management; new 3D- Retailers can also really customise the content and change that based rendering engine for improved visual quality and content very quickly, which with traditional advertising is very performance and multiple independent output channels per remote difficult. You have to plan months in advance and by the time the Player PC. The latter of course dramatically reduces hardware costs advertising is aired it may already be out of date. With digital at remote playback locations so that now instead of having two signage, you can measure the results very quickly and be very PC's to drive two independent channels of content, a single PC can reactive. Companies are making this part of their commercial drive those independent/unique channels. policy. It’s a new way of controlling your own destiny.

Where do you see the digital signage or out of home advertising market going in the next five years?

I’ve always wanted to have a crystal ball! Obviously traditional advertising (e.g: TV) will not go away but I think that this new out- of-home advertising will become a significant part of the media landscape and will attract a larger and larger share of advertising spending as people realize the unique focus and specific targeting that is made possible by this exciting new medium called Digital Signage. There will probably be more and more use of “interactive” content combined with the mostly “passive” content seen today. This “interactive” content could range from a simple large format touch-screen to interaction through personal communication devices (like mobile phones, etc). Of course this also implies a much closer integration of the digital signage system with databases (e.g: POS) and other devices that allow people to have a more complete experience at the point of sale. For example if the retailer is advertising two products and one of them runs out of stock at a particular location, the system should have the ability to automatically stop running the adverting for the product which is no longer in stock. Seems obvious but today this integration is not

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SMARTreport PART 2 • Market Data, Analysis & White Papers

Feeding the Monster Extract from a White Paper by Scala’s EVP – Jeff Porter

“Digital signage content needs to be entertaining, not just advertising.”

The fine art of creating and managing content for Out of Home template that has a placeholder for the new DVD with movie trailer Media Networks is still in its infancy. By taking some tips from playing in one corner of the screen, with jacket covers for other leaders in the field, you’ll be taking a step in the right direction. On suggested titles shown off to the side. this page, you’ll find a short extract from a white paper by Jeff Digital signage content needs to be entertaining, not just Porter, the EVP of Scala… enough to whet your appetite for more. advertising. Of course, it helps if the ads are entertaining as well, The full version can be found at but you need a reason for people to look at the screen. Perhaps www.scala.com/whitepapers/mpegs.html they need to check if their ticket has been called at the deli. You gotta have a hook. If there is no reason for people to look at the Food for Thought screen, or if the screen is un-naturally mounted high up in the ceiling, people won't look at the screen, and therefore the Don't make things static. Your product needs to jump out of the effectiveness of your network will be minimal. Match the loop time screen and say, "Pick Me! Pick Me!" This is especially true is your of your content with the dwell time of your audience. A half hour using a plasma screen. No matter what people tell you, plasma loop located in a place that has a 2- minute dwell is major can burn, so by providing animations and mixing things up, you'll mismatch. Either pick a better location with longer dwell (maybe prevent burn in. Don't forget things like "bugs" (logos in the corner NOT at the front entryway to the store), or shorten the loop time, or of the screen) if they are present on all screens, will burn that corner both. of the screen. In print, you're normally thinking about monthly or weekly specials. About the author In digital signage, you need to think about day parts. What sorts of people are walking in my store in the mornings? Lunch time? Jeff Porter is Executive Vice President of Scala, Inc., the world's After school? Evenings? Weekends? Tailor your message to target leading supplier of software solutions for digital signage exactly your audience. You probably have a good sense of this networks. Mr. Porter has been employed by Scala in various already. Factor that in. Use that knowledge to schedule in advance capacities since 1994. Scala today has over 30,000 units the content for the different times of the day or days of the week. deployed worldwide. Mr. Porter also serves on the Board of With a little extra effort, you might consider connecting your digital Directors for POPAI, the global association for marketing at-retail. signage network to your CRM system. He may be contacted at [email protected] or by phone Now the media on display can be even more personal and 610-363-3345. relevant, whether you're standing at the pump or at the checkout or drive thru. It's a bit like the movie Minority Report, as Tom Cruise is walking into The Gap. Maybe we don't scan a person's retina as they walk into a store (yet), but you already keep track of your regular shoppers in other ways today (loyalty cards, POS records). Integrate video into your graphics, but don't put text in the video. Overlay the text separately. This will make it easy to change the price or message (or language) without the expense of re-encoding the video. The video doesn't have to be full screen to be effective. In many cases, the videos you will be given will be on Beta SP or other videotape format. These are generally pretty low resolution. When blown up on a big screen, they're going to look fuzzy. By using a picture-in-picture layout, you might solve this problem nicely. The video plays in its smaller natural resolution (which looks sharper), and allows for ancillary information on the side to help make the sale. Make it modular for easy reuse and dynamic templates. Keep your production costs down by making the content modular from the get go. Have a daily sandwich special? Just change out the JPEG or PNG for the sandwich and the text and price to match. That's a 10 second job, not a four-hour job. Have a new DVD released each Tuesday? Want to suggest what other movies or music the person likely to purchase that movie might also want? Go ahead. Make a © photo: Scala

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KEY FIGURES Barco Sports and Belonging to group: Barco Legal form: Publicly traded company on Euronext Out-of-Home Media Year of creation: 1934 Headquarters: Belgium LARGE DISPLAY AND VISUALIZATION SOLUTIONS Barco is represented in all major European countries Barco has offices in more 28 countries and Noordlaan 5 employs more than 4200 people worldwide 8520 Kuurne Turnover: 712 M € in 2005 Belgium

Tel.: +32 56 36 8600 Fax: +32 56 36 8386 CONTACTS www.barco.com Antoine DE RYCKEL Market Manager OHM booths M180, J90 [email protected]

Antoine has world-wide responsibility for new products and go-to- market strategies in the Out of Home Media industry. REFERENCES Some of the world's biggest brands, including Joanne GRIGG Merrill Lynch, Quiksilver, BMW and Deutsche International PR Manager Telecom have already discovered the glamour [email protected] and impact of Barco's full color LED displays. From installations at some of Fleet Street's Joanne looks after the Public Relations for Barco’s Sports and Out- foremost lobbies to the most prestigious car of-Home Media world wide. show rooms and flagship stores in New York City and Paris, Barco's eye-catching LED and LCD display solutions are fast becoming the way to maximise the visibility of corporate brands. COMPANY PROFILE Barco, a global technology company headquartered in Kortrijk, Belgium, designs and Barco's specialized visualization solutions are develops visualization products for a variety of professional markets. Barco has its own also widely used in sports and outdoor facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, advertising. Key references for outdoor North America and Asia Pacific. For fiscal year 2005, Barco posted net sales of euro advertising are Clear Channel, JC Decaux, 712.0 million. Sports and Out-of-Home Media are two major markets in Barco Media & Forrest Group, E-advertising and other out-of- Entertainment. home media companies. References in the sports market include Wembley stadium, Sazka Arena, Nanjing Olympic stadium, KNOW HOW & MAIN PRODUCTS Reliant Park and Miami Heat. Based upon in-depth market knowledge, Barco designs and develops full colour LED displays and solutions for the Sports and Out-of-Home Media industry.

For outdoor applications, our outdoor LED products combine excellent visualization characteristics, extreme reliability and competitive price setting to suit advertising business models. Additionally, the revolutionary new “shader” design ensures vastly improved black levels. When combined with its higher brightness output, it delivers superb contrast levels even when in full sunlight.

Indoors, Barco deliver High brightness, high impact indoor LED display solutions to grab people’s attention and stand out in any daylight environment. Barco’s Indoor LED solution wraps all the desirable LED qualities of brightness, dependability, long lifetime and low maintenance into an affordable package that meets your requirements for dynamic digital signage PARTNERS BroadSign • Prismaflex • Scala

Cayin Technology KEY FIGURES Capital: USD 1,077,000 Co., Ltd. Legal form: Ltd. Year of creation: 2004 MANUFACTURER Headquarters :Taipei City, Taiwan Players & Servers Number of staff Worldwide: 22 Number of offices Worldwide: 1 8F-2, No. 577, Linsen N. Rd., Taipei City 104, Taiwan, R.O.C.

Tel.: +886 2 2595 1005 CONTACTS Fax: +886 2 2595 1050 Ravel CHI Vice President www.cayintech.com [email protected]

Responsible for the International Sales Division and the launch of Cayin’s products to the worldwide market; Co-founder of Cayin, specialised in supply chain, international sales and logistics, and the development of booth C105 various sales channels.

Julien PRIOUR Regional Manager REFERENCES [email protected] Chinese Culture University, Taiwan: The Chinese Specialized in information management and international business Culture University has deployed 85 SMP-web units development; Responsible within Cayin Technology for finding suitable partners and developing the sales channel in the EMEA region. with 32” and 50” LCD and Plasma screens in front of the entrace doors, in the hallways, in front of the elevators and the amphitheatres. The installation covers several buildings situated on different COMPANY PROFILE campuses of the university. Thanks to the Cayin platform, the Chinese Culture University can diffuse Cayin is devoted to developing complete Dynamic Digital Signage solutions, including both general information and information related to the media players and servers, for various commercial applications, such as education, museum, university throughout the campus. The diffused retail, and hospitality. In order to best facilitate the deployment of Cayin products, the company messages are composed of video content, images, strives to continuously improve its products and provide tailored services to satisfy the broadening scrolling texts and Flash animations, and even live market demands for almost limitless applications. streaming, noteably with the diffusion of TV programmes and the graduation ceremony taking KNOW HOW & MAIN PRODUCTS place every year in the university’s auditorium. Instead of traditional PC-based solutions, Cayin Technology develops compact, dedicated Persada Johor International Convention Centre, appliances which integrate software and hardware and are designed especially for digital Malaysia: Cayin's solution is adopted by the signage. It has lower power consumption and shorter boot/reboot time than a PC. Cayin also Persada Johor via the local system integrator, offers customisation services for extending the scope of applications to parallel the extent of users’ Frame Matrix Systems, and it will deploy 12 SMP- special requirements and creativity. PROII players in front of conference rooms to Main products: display schedule of events and conferences in each Digital Signage Media Player: SMP series room. Content Management Server: CMS series

Palazzo dei Congressi in Bologna, Italy Cayin’s products provide a platform above which system integrators can extend their offer to This project has been realized through our Italian various application services. With a strong platform knowledge and technical support, Cayin partner, Kennell Digital Distribution. 10 SMP-WEB believe they can help VARs to easily create successful applications with their particular domain players, 2 CMS-MINI servers, and 10 large size know-how and benefit from the most added value. plasma displays have been installed and the platform is used as an informative platform for PARTNERS visitors. The displays have been installed at the reception, in the cafeteria and into conference Kennell Digital Distribution (Italy) • Video Apli (Spain) • Maitea (Australia) rooms. They send information, images of the Right now the company is looking for business partners in Europe interested in introducing its companies who have meetings, and also send products into its sales channels. video from the auditorium to the hall and other conference rooms.

KEY FIGURES C-nario Ltd Legal form: Private Company Year of creation: 2002 (Spin off Disk-In Ltd., established 1990) Headquarters: C-nario Ltd., Tel Aviv, Israel OPERATION PLATFORM DEVELOPMENT Number of staff / offices Europe: Over 20 distributors in Europe 15 Hagra St Number of C-nario offices Worldwide: 3 Tel-Aviv Israel

CONTACT Tel: +972 3 537 3555 Fax: +972 3 537 3373

Rami Bahar VP Marketing & Sales www.c-nario.com [email protected]

A pioneer and expert of digital signage networks from its very booth B70 early days. Rami is leading C-nario's global marketing & sales activities with deep understanding of customers' needs and the required building blocks of successful digital signage deployments. REFERENCES COMPANY PROFILE Bank Hapoalim - the largest Digital signage installation known in retail banks worldwide, Since its first system installation in 1997, C-nario is consistently demonstrating its with over 1000 channels and multiple opera- technological superiority, driving several thousands of players in about 30 countries around tion centers the globe. C-nario innovative and scalable solutions for content management, distribution Toni & Guy – Digital signage installation in and playback enable simple and cost effective operation of digital signage networks of any more than 300 Toni&Guy’s shops across UK. size, maintaining highest quality content presentations, at lowest cost of ownership. C-nario system interfaces with an external tool and manages and distributes thousands of KNOW HOW & MAIN PRODUCTS items, prescheduled to an explicit playlists. BBC – BBC Community TV in major cities in C-nario Messenger™ V3.0: UK. Philips Netmaster™ system (An OEM ver- • C-nario MultiLayer Player: play-out of highest quality DV streams (up to HD 1080i), sion of C-nario Messenger) distributes BBC allowing real time composition of several content items, from different sources, into multi- channels combined with local news layers to zone, multi layer presentation over 1 or more displays. LED boards installed in central locations, • C-nario Transporter™: cost-effective distribution of content files over standard available schedule the content over the days in each Internet communication platform, with unrivalled speed and reliability. screen and play the highest quality of digital • Content creation and management tools content. drag & drop layout design tools, Israel Train Stations – a national wide deploy- embedded professional character generator ment of Digital Signage at the Israeli train sta- SQL-based content and assets management tions. Using C-nario RD-ware™ wireless set flexible and robust content scheduling top box as players, connected to a main keywords based assigning and transfer remote control center. The content distributed Overall network monitoring and reporting is built of local news as well as advertisement, • Open architecture design, support plug-ins: targeted to the audience passing through the Content item plug-ins: Automatic retrieval of customized content items from external station. sources Phoenix Convention Center and Indiana Workflow plug-ins: customizing the operating workflow according to customer Convention Center – digital Signage deploy- preferences and objectives ment at two of the largest convention centers Device plug-ins: C-nario enables the operator to remotely control any connected device. in the USA. Aside the messaging system, C- • Media-sales driven trafficking system - automatically creates play lists from customers’ nario interfaces with the booking management orders that include CRM tools from order receipt through to billing. system at the center and automatically retrieves the up-to-date schedule and events, PARTNERS displaying it on the right screen, at the right Arqiva • Diversified Media Group • Magink • Philips place in real time. The plug in eliminates the Vidiwall chance of an error, as the whole process is done automatically.

SMARTreport PART 3 • Choose Your Partners Interview with... Paul FEENSTRA Vice President CSAV Europe B.V. Chief Manufacturing

Within the holding structure of CSAV Inc., Paul Feenstra is currently responsible for bringing this market-leading US company in the AV wallmount, furniture and accessoire business into EMEA. Paul was previously responsible in high level positions in Royal Philips Electronics and Sagem S.A.

Cleverdis: What is important when choosing mounting solutions for • Chiefs’ Fusion, PRO Universal Tilt wallmounts LCD or Plasma in digital signage?

Paul Feenstra: Firstly it is important that installers are fully aware of all Digital Signage mount & Support possibilities that are available, so that they don’t miss the opportunity to make flat panel mounts an integral part of the sale, rather than an afterthought. A good start to creating a great digital signage installation therefore, is being aware of the options that are readily available, and having sufficient knowledge to choose the best one for a particular application. In addition it is important to select a solution that guarantees a durable high quality but at the same that provides full security and safety. There are several security features available in © photo: Chief Manufacturing Chief solutions. This includes security hardware but also Chiefs’ unique Q-Latch system, which allows the installation to be secured with padlocks.

Tell us more about the specific solutions you offer for the digital What differentiates these solutions from what other companies signage field... provide today?

Chief has a complete offer in digital signage solutions. Form Truss Chiefs’ main differentiator is 28 years of engineering experience in & Pole Flatpanel mounting accessories to large flat panel stands. mounting solutions. Due to close working relationships with dealers and installers, Chief has developed in the last 3 decades solutions • Truss / Pole clamp mounting solutions for virtually each mounting situation. At Chief Manufacturing, we have the broadest range of product line, the fastest installation products, the highest quality and the best specialized customer service.

People look specifically for strong ROI in digital signage ... how does your solution help people keep TCO low and ROI high?

Chief is able to provide the customer the entire solution so that all accessories will be part of the solution offered. This fact, together with the high quality, long duration and time saving installation, © photos: Chief Manufacturing offered through a sophisticated high featured product portfolio can support dealers to realize a good sustainable overall net margin for • Chiefs’ PFB Large flatpanel stand their digital signage project.

What are the advantages for resellers and installers?

The main benefit Chief provides installers and resellers is the product quality combined with the ease of installation. In the past 28 years, Chief has worked directly with the installation companies and, as a result, has learned exactly how to tackle installation challenges and how to reduce total installation time. In addition Chief can provide the entire mounting solution for each installation. The ability to provide all necessary accessories, rather then a selection of products, also helps in creating noticeably higher margins.

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KEY FIGURES Chief Belonging to group: CSAV Inc. Year of creation: 1978 Manufacturing Headquarters : Minnesota, USA Number of offices Worldwide: CSAV offices GLOBAL MANUFACTURER in Minnesota (USA), Eindhoven (the Audio / Video support solutions Netherlands), Shenzen (China). Fellenoord 130 5611 ZB CONTACTS Eindhoven The Netherlands

Tel: +31 40 26 68620 Fax: +31 40 26 68615 Melinda VON HORVATH Sales & Marketing Director EMEA [email protected] www.chiefmfg.com

booth C20

Paul FEENSTRA REFERENCES Vice President CSAV Europe B.V. Dell [email protected] Hilton Hotels Mariott Hotels Sofitel Tesco Supermarkets... COMPANY PROFILE Founded in 1978, Chief Manufacturing is today the market leader in AV support systems for the Professional market. Committed to responding to industry needs in the Pro AV, Residential and Office markets, Chief offers a complete line of mounts, lifts and accessories for flat panels and projectors. With multiple product awards and patented designs, Chief provides unique mount features, and is recognized for delivering not only quality products, but competent and efficient customer service.

KNOW HOW & MAIN PRODUCTS "Ideas Supporting Ideas" is the motivational theme behind Chief Manufacturing's continued effort to be the leader in new product innovation and customer service within the Professional market. Installers and users should be aware that Chief’s wide range of products add value to virtually every digital installation in hotels – by reducing build-up time and opening completely new possibilities as to the installation of displays, TVs and projectors.

PRODUCT LINES Chief designs a complete selection of mounting solutions that are precision-engineered for stability, security, functionality, and real-world reliability, making them ideal for hotel applications.

Ceiling mounts and accessories: Chief’s PCM and PSC Ceilingmounting solutions come with many accessories and provide a solution for each specific digital installation need.

Flat Panel Wallmount: Chief offers a complete selection of small, medium and large flat panel mounts, combining design, functionality and ease of installation: • CYNERGY Series • FUSION Series •REACTION Series

Automated / lift: The CINEMATIC series Automated flat panel swing-arm mounts, lifts and table stands – combine a top quality mounting solution with motorized remote operation.

SMARTreport PART 3 • Choose Your Partners Interview with... Philip Oldham Senior Product Manager - Video Epson Europe Projectors

Mr. Philip Oldham is Senior Product Manager for Video Projectors at Epson Europe. He is responsible for Product Marketing and Promotions and Product Strategy for Epson’s range of Home Cinema and Business Video Projectors.

Cleverdis: Please tell us more about Epson’s background as a Please tell us more about your product range for digital media pioneer of projection technology and your positioning in the applications. market. Where Epson really excels for digital media applications is Philip Oldham: Epson has successfully maintained a leading packing a high-brightness product into a small box. Digital media position in the world and European projection markets now for the applications often require high brightness projection – for use in past 5 years. Since our first video projector launch in 1989, we bright or daylight environments; and Epson’s ability to achieve have strived to develop new and innovative technologies to satisfy 2500 lumens in a 1.6kg product and 3500 lumens in a 2.9kg our customers. It is crucial in such a fast-moving market to be able product, puts us ahead of the game. continually reinvent our product line – which is something we have successfully done and will continue to do. We are attacking 2007 What functions make Epson projectors especially well-adapted for with more product launches than ever before. One of this year’s key out of home digital media applications? launches is the all-new Home Cinema flagship, the EMP-TW1000. One of the first projectors in the market with true 1080p resolution, Epson have developed a number of features specially designed for it offers stunning, full High Definition images with Epson’s unique this segment. Perhaps one of the most important is the ability to run C2 Fine 3LCD Technology. The ISE Fair in Amsterdam will see the content from the projector, without the need of an external source first public viewing of this product. Also launching in January are or additional wiring. Simply insert a USB Key or Compact Flash the new business projectors EMP-1810 and EMP-1815. These are Card into the product, and run photo, video, or presentation some of the brightest, lightest products in the market – packing content completely autonomously. Furthermore, Epson’s exclusive 3500 lumens into a sub-3kg package. A direct compact-flash slot EasyMP networking technology, allows you to completely control at on the EMP-1815 allows the projection of photos or content directly distance your projectors through a wired, or wireless, network. You from a compact flash card, and even the ability to upload and can even send your content wirelessly. modify files at distance! There are many projectors on the market. What distinguishes Epson projectors from other brands?

We are proud to boast a range of completely unique, Epson-

© photo: Epson designed functions which no other brand can claim. A good example of this is Epson’s world-first USB connection technology, meaning that you can directly connect your PC to the projector via USB cable; the computer auto detects the projector, so you have no longer the need to setup your PC with complicated [Fn] + [F5] manoeuvres! We continuously strive to provide this kind of innovative function to make the customers experience easier, and more effective.

Most people link out of home digital media with flat displays. How can projectors be an attractive alternative to Plasma and LCD displays in this field?

Epson projectors have a huge advantage over traditional flat screen displays, primarily through their flexibility and value for money. A Projector can project an image that is double, treble or larger than a flat screen, at a more affordable cost. Furthermore, projectors can show images at different angles; on ceilings, floors, windows, etc; or be easily stored and turned off, freeing-up space at a moment’s notice.

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KEY FIGURES Epson Europe Belonging to group: Seiko Epson Corporation Capital: Seiko Epson Corp 53204 million yen; Epson Europe: TBC Legal form: B.V MANUFACTURER Year of creation: ONS 1990 Projectors Headquarters: Amsterdam 150, rue Victor Hugo Number of staff / offices Europe: 2600 92305 Levallois-Perret Cedex Employees in Epson Europe, 22 Offices France Number of offices Worldwide: 120 Tel: +33 1 40 87 38 39 Turnover: Seiko Epson Corp: 1595,5 billion yen; Fax: +33 1 40 87 67 20 Epson Europe: 2402 million Euros www.epson-europe.com CONTACTS

booth O10 Philip OLDHAM Senior Product Manager – Video projectors [email protected]

Sophie LAYER Product Manager – Home Cinema projectors [email protected]

Sophie Layer-Le Nalbaut is EMEA Product Manager for home cinema video projectors and is based in Paris. Sophie is responsible for defining the European product strategy and product marketing of Epson home cinema projectors across Europe, the Middle East and South Africa.

COMPANY PROFILE Epson is a global leader in imaging products including printers, 3LCD projectors and small and medium-sized LCDs. With an innovative and creative culture, Epson is dedicated to exceeding the vision and expectations of customers worldwide with products known for their superior quality, functionality, compactness and energy efficiency. Epson Europe is the Group’s regional headquarters for the EMEA region.

KNOW HOW & MAIN PRODUCTS Epson aims to exceed its customers' expectations and visions with revolutionary products and services that help create more colourful and richer lifestyles. Amid the shift toward high- resolution digital broadcasting, Epson plans to create new demand for its projectors both in the office and in the home through revolutionary products that represent a convergence of cutting-edge technologies. The company claims their technologies help their products to define the limits of performance and creativity, from prestigious Home Cinema models such as the full High Definition EMP-TW1000 to their latest high end professional models such as EMP-1815. Epson markets a wide range of 3LCD projectors, bringing clear bright images which the company underlines are easy on the eyes, delivering the best Colour Luminance. Epson works closely with customers to provide highly customised solutions.

SMARTreport PART 3 • Choose Your Partners Interview with... JVC Professional Engelbert Burgard Sales Director Europe Europe and Branch Manager Germany

Cleverdis: Which specific hardware solutions does JVC propose for consulting and installation partners – we offer not only displays and Out of Home Digital Media applications? software, but also installation and maintenance services, PC and networking hardware, shop fitting, financing and – not to forget – Engelbert Burgard: JVC is an expert for both consumer and content creation. TV-TOOLS is amazingly scalable and can be professional LCD screens. The well-known 40" LCD monitor GM-H40 installed in small-businesses with only a few PoS, PoW or PoI areas, is one higlight from our professional display series and has already as well as in multi-branch companies with hundreds of stores. The been featured in one of Cleverdis' SPECIALreports.* Since then, the system is able to expand as the customers’ projects grow. TV-Tools is GM-H40 has found overwhelming popularity in the also adapted for users that do not have a background market thanks to its superb picture quality and the And for us at JVC, in AV-technologies and content creation and modular setup with a variety of interface cards. Soon ‘solution’ has to be management: JVC and our authorised partners help the we will also introduce a new line-up of large plasma more than just a user to create templates and designs for their displays. buzzword. presentations, and define the most adapted way to manage the content – either centrally or locally. This Which features differentiate your displays from your competitors'? support structure allows anybody to implement a Digital Signage system on the spot – without the need of prior training. Our main priority is to provide the best possible picture quality to Accompagnying the user with their project, we offer technical and professional users, satisfying the requirements of experts in the field of creative instructions and tutorials to allow the client to utilise the system AV-technologies as well as companies in need of a powerful in every way he wants – without further consulting from our side. presentation system. Our displays have been designed for high Packages are generally tailormade. A fully operable turnkey system is standard studio applications such as colour grading and screening in available from around 10.000 €. post-production houses. Because of their outstanding reliablity, a second and very important field of use is the installation in demanding How does this package make life easier for installers? presentation environments. Our pan-European installers already benefit from the TV-TOOLS Besides hardware, JVC is now also proposing its own Digital Signage network that JVC has created. According to the partner’s geographic system "TV-TOOLS". What is this solution and how does it work? situation, JVC puts them in relation with an affiliated shop-fitting or media creation company, or an IT or financial service provider. Typically, the goal of implementing a digital signage solution is to Installers may then choose from the list of partners the ones that best deliver targeted messages to specific locations at specific times. The suit the project. JVC Sales and installation partners also benefit from TV-TOOLS software product consists of three parts - a 'designer' with our long experience in the presentation market. For example, we offer wich the content is generated, a 'scheduler' that allows planning the a customised sales and presentation tool, that helps our partners assess presentation programme and a 'player' that feeds the content into one a potential customer’s requirements and chose the adapted solution. or more displays. Thus, TV-TOOLS allows you to display the right TV-TOOLS is also easy to learn and to understand. After attending our content at the right time to a specific target group. Looped product partner trainings, set up and operation of a full digital signage network presentations can be combined with scheduled offers or triggered is an easy task for a customer. actions.

What sets "TV-TOOLS" apart from other solutions and what are the benefits?

© photos: JVC TV-TOOLS is much more than a just a Digital Signage software product. We undertook a lot of market research before we launched this system. The feedback we received was that most users do not require a stand-alone software suite for setting up a digital signage project, but are seaking a complete solution from one supplier. And for us at JVC, ‘solution’ has to be more than just a buzzword. We identified no less than nine different aspects that are all part of an all- * The PDF-version of the Cleverdis SPECIALreport on JVC’s GM-H40 “When the screen inclusive Digital Signage system. Therefore – together with our alone is not enough” – December 2005 – is available for free download at: www.cleverdis.com/download_centre.htm

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KEY FIGURES JVC Professional Belonging to group: Victor Company of Japan (JVC) Year of creation: 1927 Europe Global Headquarters: Yokohama, Japan Offices in Europe: London (UK), Frankfurt & GLOBAL MANUFACTURER Cologne (Germany), Paris (France), Milan (Italy), Professional Video Content Creation & Presentation Solutions

Barcelona (Spain), Moscow (Russia), Amsterdam Grüner Weg 10 (The Netherlands), Basel (Switzerland), Bruxelles 61169 Friedberg/Hessen Germany (Belgium), Oslo (Norway), Stockholm (Sweden)

Number of offices Worldwide: 73 Tel: +49 6031 60 50 Fax: +49 6031 60 52 80 CONTACTS www.jvcpro.eu

Gustav EMRICH booth R70 Product Manager Presentation Products [email protected]

REFERENCES BNP Paribas Decathlon EDF Oliver A. HELFRICH GlaxoSmithKline Marketing Manager Germany L’Oréal [email protected] Motorola Peugeot Sanofi Aventis Siemens SNCF COMPANY PROFILE JVC Professional Europe, is a wholly owned subsidiary of Victor Company of Japan, one of the world's leading manufacturers and suppliers of a wide range of sophisticated high quality broadcast, professional, recording, playback and presentation equipment, along with computer imaging, internet communications, data storage solutions, and CCTV. JVC Professional Europe is committed to providing video and data-related solutions and service to customers in Western and Eastern Europe, Russia and parts of the Middle East and Africa.

KNOW HOW & MAIN PRODUCTS Throughout the company’s eighty-year history, the technology developped by JVC has been instrumental in shaping the way society gathers and views information. Breakthroughs such as 45/45 stereo record systems, 4-channel stereo systems, 2-head VTR's and our invention of the VHS video format in 1976, have all radically impacted our communications and entertainment standards, spawning new industry around the world. JVC's commitment to "standard unification" of the VHS format has allowed JVC to deliver customer-oriented products, and has ensured that JVC's VHS video equipment has gained reliability as a life- long tool. JVC's corporate nucleus is consumer electronics, however, the company also manufactures professional audio/video systems, key component devices and general software. Leadership in these categories is made possible by many years of engineering collaboration and marketing know-how. JVC's corporate growth is supported by the company's technology-oriented philosophy.

Main product groups from JVC Professional’s portfolio are: • ProHD – affordable HDTV camcorder and recorder solutions • D-ILA – High-End video projection systems • TV-TOOLS – sophisticated digital signage package PARTNERS

• Küllenberg Medientechnik – www.kuellenberg.de • MarketXpress – www.marketxpress.de • MSS Communications – http://www.mss-comm.de

JVC Professional is currently looking for additional distribution and installation partners for Digital Signage applications. Please visit our website (www.jvcpro.eu) for local contact details. © photos: JVC www.cleverdis.com Out of Home Digital Media SMARTreport January 2007 / 43 SMR_DS_EU_07-ch3.qxd 17/01/07 11:21 Page 44

SMARTreport PART 3 • Choose Your Partners Interview with... Urban BLOMQUIST CEO and co-founder Klocktornet AB DISE

Urban has been working with digital media software since 1990. He founded Advans (later Cetevo) in 1995 to develop digital signage software. After leaving Cetevo in 2005, he now leads Klocktornet.

What benefits does your software offer to installers and integrators?

Dise is based on Windows XP which means that the vast majority of standard PC hardware can be used in creating installations. This

-What about cost aspects and ROI?

I usually compare software and hardware cost. As an example: Dise installations include retail networks where up to 40 Plasma screens are used in one store. Comparing the cost of the total installation with the cost of software license makes the software investment a small part, and that’s how it should be. From our experience people are willing to pay for quality software if they can see and understand the advantages. If you have decided to invest in a digital signage system and want to have an accurate ROI Cleverdis: Klocktornet is a developer of software solutions. Please based on your calculations, then the right software helps you tell us more about your background and positioning. achieve that goal. Urban Blomquist: We started working with computer-based What is your policy in terms of partnerships? information screens early back in 1989-90, first as users and then as developers. Back then it was almost all TV based installations. We depend on our partners everyday. They are the ones knocking Since 1995 we have run our own software company developing on all the doors. Our job is to support them in every way that we digital signage software. Our approach to digital signage has can. Our partners can also be manufacturers using our software always been to be in the forefront of technology and as display together with their technology instead of reinventing the wheel. This technology advances. When flat screens appeared so did a is an interesting approach which can lead to benefits for everyone, number of competitors. This has forced us to make even better users as well as manufacturers. In the end it is all about providing software to keep our position as a technology leader. the best solution for the user… Your company is a well-established actor in Sweden. Can you tell us more about your international approach?

Yes. We are using the same approach as in Sweden, which is to sell our products through resellers and distributors. I believe that business is local and our resellers have a better knowledge of their market. Our approach is to find resellers everywhere, supporting them and create even better products.

Which software solutions do you offer for digital signage applications?

Our main product is called Dise. It is scalable system. All the necessary tools are included, media compositing, playback, dynamic data, scheduling, logging and monitoring and statistics. Our main strengths are the output quality from our player and the stability of the software. Based on our long experience we know that the dynamic content has to look good and that players must not

fail. Dise target both these issues. © photo: Klocktornet

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KEY FIGURES Klocktornet AB / Legal form: Privately held corporation Year of creation: 1996 DISE Headquarters: Karlstad, Sweden Number of staff / offices Europe: 10 DIGITAL SIGNAGE SOFTWARE VARs/distributors Number of offices Worldwide: 15 VARs/distributors Bryggaregatan 9 S-653 40 Karlstad Sweden CONTACTS Tel.: +46 54 14 4690 Urban BLOMQUIST CEO & co-founder [email protected] [email protected] www.displayevolution.com Urban has been working with digital media software since 1990. He founded Advans (later Cetevo) in 1995 to develop digital signage software. After leaving Cetevo in 2005, he now leads booth D17 Klocktornet.

Fredrik BERGSTRÖM Technical Support and co-founder REFERENCES [email protected] Telia Sonera – Telia is the largest Fredrik has a long background as a network and web technician. telecommunications company in Sweden. Telia From 2000-2005 he worked at Cetevo as a software engineer have a digital signage channel in 80 stores working on digital signage. and 15 offices that display product news, offers and information. The Dise installation, Andreas EKMARK predominately using plasma screens, replaced the old digital signage system that had been Software Architect and co-founder used since 2000. [email protected] Screen Communication is a leading 1990-1995 digital media software developer at Registrator Norwegian company specialising in the Industries AB. He founded Advans (later Cetevo) in 1995 to production and communication of develop digital signage software. Leaving Cetevo in 2005, he now advertising/information on monitors/big works with Dise development. screens. The company has been working with digital signage since 1988. Today Screen COMPANY PROFILE Communication has 500 screens (50” Plasma- screens) placed at strategic locations Klocktornet is a small Swedish company that develop software for digital signage and throughout Norway and 130 screens at 13 digital media. Klocktornet have been developing the concepts and the "know how" behind airports in Sweden. The content is a mix of Dise for over 15 years. All sales are done through resellers. We assist our resellers in commercials, news and information. creating digital signage systems based on our high quality standards. Leeds Metropolitan University is one of the KNOW HOW & MAIN PRODUCTS largest universities in the UK, with over 52,000 students and 3,500 staff. They have Klocktonet’s main product, Dise, is a versatile software package that is made up of a invested in a Dise digital signage network number of modules for different types of installations. with 8 Dise Replay systems.

Dise Composer, a powerful and easy to use time line based editor for digital media and IdreFjäll TV Studio, a Swedish ski holiday digital signage applications. resort has a two channel play out system based on a Dise. The channels can be viewed Dise Replay, plays dynamic Dise Movies in real-time, combining all available dynamic on their cable TV nets in all hotel rooms and information and scheduling rules to create a broadcast quality output. cabins. The content is a mix of news, information and advertising. Dise Monitor, Dise Bridge and Dise Probe make it easy to create and manage a digital media network of connected players anywhere, in stores, schools, public locations or in corporate offices.

Dise handles digital media (images, tickers, video, live video input, streams, MP3 and more), dynamic data (ex. RSS-feeds), Conditional play back (ex scheduling) and networking using FTP or LAN over any net. Dise also perform logging and statistics.

PART 3 • Choose Your Partners

Interview with...

Darko ANTIC LG Electronics Head of B2B Business Europe

Darko Antic has been active in the Professional applications of large electronic displays for 10 years.

What is different about LG's offering it in the digital signage field?

I would say it’s the fact we have an excellent range which is perfectly suited to professional applications. This makes LG quite unique. The advantage of having a complete range is that basically

What about things like expansion cards? Will you be the evolving in this direction?

Indeed, we have a forty two inch LCD monitor which is currently Cleverdis: Tell us about your current line-up in the digital signage equipped with a PC controller, which is basically an embedded market. What is the offering and how is your offer evolving? PC. This will be the track we will be following for the future with the new models. We're also looking at very narrow bezels which are Darko Antic: First of all, about the current line-up, I believe that LG also finding strong demand on the market because there are more has the richest product range, starting with twenty three inch LCD and more video wall applications where screens are tiled. light up to fifty five inch LCD monitors ... the last one is a full high definition model. We also have a range of plasma monitors which Do you have a dedicated team for this market? are still applicable in many public signage applications and also in the corporate segments... and there we have everything from Yes, in the key countries like Germany, the UK, France, Italy and forty two inch VGA and XGA right up to seventy one inch plasma Spain, we have a fully blown commercial team. monitors for professional applications. The market is taking off with out of home advertising… how do you see the future?

The markets will be heavily dependent on the ability to sell advertising time and this remains one of the main issues in this market, because there are huge capital expenditures on the

© photo: LG Electronics activities related to large projects. This being the case, what end users are looking for is how to finance the complete installation and how to create a continuous revenue stream base through selling advertising time. I believe that for the future, content and the sale of advertising time will be of paramount importance in order to allow the development of the public signage industry in general. How does LG work with the clients in this sector?

There are several ways. The basic way is to ensure a good relationship with distributors, because that ensures the “bread and butter”. On top of that, we will be looking at developing business with end customers, but always working with our partners. The

point is, if we decide to go to the end users, that obviously requires © photo: LG Electronics a different strategy - a different approach to the market - and also a slightly different organisation - notably more resources in some countries… particularly major European countries. We have sufficient resources and are ranking up this specific approach in most countries in Europe. We are still focusing on distribution and that's a pan European strategy.

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KEY FIGURES Minicom Advanced Legal form: Privately held corporation Year of creation: 1988 Systems Headquarters: Zurich, Switzerland Number of staff / offices Worldwide: 150 DIGITAL SIGNAGE DISTRIBUTION SYSTEMS

CONTACTS Überlandstrasse 107 Ronni Guggenheim 8600 Dübendorf Switzerland President Minicom Europe Tel : 41 44 823 8000 [email protected] Fax : 41 44 823 8005 Ronni Guggenheim has been working at Minicom for over 10 years. Originally in charge of building up the international distribution base and office structures, he has since taken [email protected] responsibility for EMEA activities as well as overseeing Minicom’s local presence in major European markets. www.minicom.com

Amir Ginossar. booth C01 Product Manager [email protected]

Amir is the product manager for the growing digital signage division within Minicom. He is responsible for leading the REFERENCES development and launch of new products. Banks & Financial Institutions: Digital signage allows banks and financial institutions to target their captive audience COMPANY PROFILE with a mass reach and direct marketing capabilities. Minicom’s CATx-based Minicom Advanced Systems is a leader in the development of advanced multimedia distribution systems, extenders and splitters are distribution systems for digital signage networks. Over 100,000 screens worldwide display designed for a trouble-free and cost-effective multimedia content via Minicom technology. Founded in 1988, Minicom has a global installation. The hardware systems provide the presence in over 50 countries, with regional headquarters in North America and Europe. flexibility one needs for real-time, high- In 2006 Minicom was named a Deloitte Technology Fast 500 company, a testament to the resolution, high performance dynamic digital success of its technological innovations in generating company growth. displays. Security is a major concern and Minicom addresses that by keeping the player KNOW HOW & MAIN PRODUCTS safe and in a secure location. The growing use of digital advertising to replace traditional signs and electronic billboards Retail Outlets: has pushed up demand for advanced audio/video distribution technologies. Minicom Courtesy of digital signage, shopping has ensures that the content is distributed in real-time from the player to any number of become a multimedia experience. In-store plasma/LCD screens without compromising quality or limiting range and scalability. digital signage allows the retailers a more Minicom’s CATx-based distribution systems, extenders and splitters are designed for trouble- effective medium for getting through to their free and cost-effective installation and maintenance. CATx cabling makes it possible to customers. Digital Signage enhances the extend displays up to 300m/1000ft away from the player. Delivery of rich, dynamic shopper’s overall experience via informing content over CATx is an extremely stable and reliable way to ensure real time display to and entertaining them with news, updates and multiple screens. Whether for retail, leisure, corporate, government, banking and finance, promotions. Minicom ensures that multimedia education or entertainment, Minicom‘s solutions for superior digital signage distribution content is distributed in real-time from player make it easy to get the communication message across from the player to multiple screens. to any number of plasma/LCD screens without compromising quality or limiting range and Real-time multimedia delivery from player to screens scalability. Minicom’s point to multi-point hardware systems distribute out-of-band high resolution video multimedia in real-time from any type of player or computer to multiple LCD/plasma screens. Transportation (Airports, Train Stations, Subway, etc): Extend the flexibility of your digital signage system Transportation venues look to digital signage Minicom’s audio and video extension and serial control systems expand the range of high as the perfect solution for distributing a range quality audio sound and high resolution video images, transmitting flexible multimedia in of different messages and information to an real-time from the player to LCD/plasma screens. even wider group of people. Low density CATx cabling makes it possible to extend PARTNERS displays up to 300m/1000ft away from the Minicom has partners in all major markets and is player. Delivery of rich, dynamic content over looking to expand particularly in Europe. CATx is the most stable and reliable way to ensure real time display to multiple screens.

Omnivex KEY FIGURES Legal Form: Private limited company Year of Creation: 1991 DIGITAL SIGNAGE SOFTWARE Headquarters: Toronto, Canada Number of staff Worldwide: 32 Number of offices Worldwide: 1 50A-East Caldari Road Concord, Ontario L4K 4N8 Canada CONTACTS Tel: +905 761 6640 Jeff COLLARD Fax: +905 761 6340 President [email protected]

[email protected] Jeff is the driving force behind the company’s sales and marketing activities and relationships with its business partners. He previously held www.omnivex.com senior positions at ESAB and Union Carbide in marketing, sales, R&D, production and operations over a period of 20 years. Jeff holds a degree in Engineering from the University of Windsor.

REFERENCES COMPANY PROFILE Reuters, the global information company Founded in 1991, Omnivex Corporation is a global provider of software solutions designed to providing indispensable information for be the complete management backbone for digital signage systems. Omnivex is a privately held professionals in the financial services, media corporation, owned and operated by the senior management team. Our sole focus is to provide and corporate markets relies on Omnivex for its the best digital signage software in the industry. Since we focus exclusively on software digital signage requirements. From one central development, Omnivex is not biased towards specific hardware configurations or proprietary location, Reuters can manage their installations networks. Omnivex software is used by major retailers, airports, financial institutions and around the world. By interfacing with Reuters data systems, information is automatically corporate offices around the world. updated at all locations in real time in 7 Omnivex software is sold and supported by business partners throughout Europe. languages.

The Metro Toronto Convention Centre (MTCC) KNOW HOW & MAIN PRODUCTS located in the heart of Toronto's downtown is Omnivex’s approach to digital signage is unique. Omnivex software not only addresses the the largest convention centre in Canada with a management of content, but also provides the tools to control and monitor remote devices and total of 600,000 square feet of exhibit, meeting to acquire and distribute real time data from multiple sources. Live data allows you to build and ballroom space. Omnivex allows them to intelligence into your display solution, allowing players to automatically react to external completely automate their visitor communication system with direct access to conditions. This automation maximizes the effectiveness and minimizes the operating cost of their 3rd party scheduling software. running a digital signage network. Omnivex offers a suite of products designed to meet the future demands of the digital signage Unocal Corporation, now part of Chevron is market. Omnivex also offers a variety of add-on modules and software products for specific one of the world's leading natural gas and applications such as indoor and outdoor LED Wallboards, Tickers and real time financial data crude oil exploration and production interfaces. companies. Unocal uses Omnivex software to communicate key performance indicators and corporate events to employees around the PARTNERS world. Asysco • Hattelco AS Norway • Meritec Presentation Products Vienna International Airport uses Omnivex • Omega Handels Ges.m.b.H. • Reflex Limited • VSV België nv software to manage plasma and LCD panels throughout the airport terminal. Omnivex provides VIA with the ability to monitor and automatically respond to conditions within their facility.

KEY FIGURES Oray Belonging to group: Independent Capital: 870 000 € Legal form: Private Company Year of creation: 1947 MANUFACTURER Headquarters: Dourdan, France Projection Screens and accessories Number of staff / offices Europe: 50 / 1 Chemin de Beaurepaire BP 10047 91412 Dourdan Cedex CONTACTS France

Tel: +33 1 64 59 94 54 Pascal FLEURY Fax: +33 1 64 59 39 01 Sales Manager [email protected] www.oray.fr Pascal Fleury joined Oray in 1997, and participated actively in the development of the company. In his role as sales manager, which booth C80 he holds since 2001, he supervises the partnership between Oray and dnp for a new digital signage concept. He holds a degree in Communications.

Monir EL EDRISSI REFERENCES Export Manager Arena (Londron) [email protected] European Parliament (Brussels) National Library of Alexandria (Egypt) Sales Manager for Distribution network, Export Manager in Palais des Sciences (Tunisia) Woodworking tools, Monir El Edrissi joins ORAY’s sales team to Pune Theatre (India) continue the development on the international market.

COMPANY PROFILE Oray is a French company founded in 1947, located in Dourdan, 50 km south-west of Paris. They specialise in the design, manufacturing and sales of projection screens and other audio-visual devices. Continuous research into new products and technical innovation has made ORAY the number one screen manufacturer in France.

KNOW HOW & MAIN PRODUCTS Being manufacturers of projection equipment, Oray also manufactures accessories. Thanks to this extremely wide product range, Oray can answer each and every specific demand, while giving the most adequate attention to each client. Field support and on-site maintenance are important priorities for Oray, allowing them to accompany clients and partners with their projects.

For Digital Signage applications, Oray propose a wide range of giant “Polichinelle” screens– starting from 7m up to 20m length. These screens stand out thanks to their light weight and reliability. For smaller formats, Oray propose different kinds of roll-up electric front and rear projection screens – thus providing the right product for virtually every application.

In the digital signage field, where Plasma and LCD monitors are still predominant, projectors and projection screens from Oray offer an original alternative, often allowing to capture the attention of the audience more efficiently and in more creative ways. PARTNERS Oray is always looking for new partners in all countries

Panphonics Oy KEY FIGURES Legal form: Private Limited Company Year of creation: 1997 Headquarters: Espoo, Finland MANUFACTURER Number of staff / offices Europe: 12 directional sound products Number of offices Worldwide: 2

Olarinluoma 16 02200 Espoo Finland CONTACT Tel.: +358 9 8193 8560 Fax: +358 9 8193 8561 Kari METTALA CEO www.panphonics.com [email protected]

Kari holds received a M.Sc. in Industrial Engineering from Helsinki University of Technology. He has 20 years of experience in AV industry. Prior to integrating Panphonics he was Business Manager in the Nokia Home Communications business unit, which also involved being a member of its management board.

REFERENCES Shopping malls: The Sound Sign audio footprint is COMPANY PROFILE 3-7 meters wide and 15-20 meters long. Panphonics Oy is a privately held Finnish technology company. Our business idea is to develop, Reaching exclusively the people in the vicinity of manufacture, sell and license plane wave technology. Our proprietary technology enables new the screen, no disturbing sound is heard outside the and more productive ways to solve many traditional audio and ANC (active noise cancellation) footprint. Thus the personnel and other people application problems which are not feasible to solve using conventional loudspeaker outside the audio footprint do not suffer from any technologies. messaging they are not interested in. In addition to this, good sound quality and extremely high speech intelligibility strongly enhance the efficiency KNOW HOW & MAIN PRODUCTS of the communication towards the target. Panphonics plane wave technology is for sound what laser is for light — intensely focused and channeled. Museums and corporate lobbies: Applications like museum displays, exhibits or product Sound from the Panphonics audio elements can travel much longer distances without dispersing promotion displays all share a common need to than sound from traditional loudspeakers. This means that sound can be focused into particular have focused audio messaging just to the spot. small areas and can easily be heard over long distances even with low volumes. The most adapted solution in this context is Panphonics Sound Shower, which is installed Panphonics audio elements are very light weight and only 4 millimeters thick so they can easily directly above the piece of artwork or the be integrated into various types of interior design, walls, ceilings or even lamps. information point, thus conveying a clear and focused messaging just to the spot. Therefore, only The technology enables a multitude of different fascinating use cases and new applications are the person standing right underneath the Sound only limited by imagination. Shower can hear the message. People outside the immediate vicinity of the Sound Shower are not The Panphonics technology is especially beneficial in the digital signage applications where the disturbed by the messaging, thanks to the minimal clear audio footprint is crucial. dispersion of the sound outside the listening area.

Bank chains: In open spaces and offices, even a silent conversation can be heard over long PARTNERS distances. Privacy Solutions by Panphonics make Akukon Oy • Electrosonic • InMar • Martela OYj • Sony Europe • St Gobain it more diffcult to hear what other people are • Volkswagen Group • VTT Industrial Systems discussing outside our immediate proximity. Directive audio elements create very precisely limited sound fields within which the clarity of outside conversations is weakened significantly. Customers waiting for service can be surrounded by entertaining media while the privacy of those being served is insured.

KEY FIGURES Scala Broadcast Legal form: Private Company Year of creation: 1987 Multimedia Headquarters: Scala Inc. Exton, Pennsylvania, US Number of staff / offices Europe: European DIGITAL SIGNAGE SOFTWARE offices are established in the Netherlands, Scala Computer Television Scala Broadcast Multimédia the UK, Norway and France. BV France SAS – Tour Areva Number of offices Worldwide: 7 Euregiopark 16c 1 Place de la Coupole 6467 JE Kerkrade 92084 Paris La Défense The Netherlands Cedex – France CONTACTS Tel: +31 45 546 66 90 Scala Inc. Fax : +31 45 521 22 63 350 Eagleview Boulevard Gerard BUCAS Suite 150 CEO Exton, PA 19341 [email protected] USA [email protected] Oscar ELIZAGA Vice President EMEA [email protected] www.scala.com

Monique SEVERINS REFERENCES Sales & Marketing Assistant [email protected] Scala has an estimated installed base of 30,000 licenses worldwide. The InfoChannel software platform is the world’s leading end-to-end platform for creating and controlling electronic COMPANY PROFILE display networks. It is ideally suited for: Founded in 1987, Scala pioneered the cable-TV industry with software and services to • Retail in-store Display networks (Retail TV, allow users to create localized channels inexpensively. Today, Scala’s InfoChannel software advertising or brand re-enforcement) – Project examples are: Pharmacy TV Poland; suite is in its 4th generation – Scala’s InfoChannel 5. Scala continues to exceed customer Burjuman Mall, Dubai; Carrefour, France; expectations around the world and is now poised to gain an even wider industry lead. IKEA, Norway; Kaufland, Croatia; Scala is consistently the choice of thousands of customers worldwide. McDonalds Netherlands / Philippines / Romania; IMTV Ramstore, Russia; Tesco; Firebrand; Repsol. KNOW HOW & MAIN PRODUCTS • Entertainment Networks (Cruise ships, Scala’s field proven InfoChannel software suite consists of the following major components: Casinos, Theme parks, Sport venues, etc.) – • InfoChannel Designer: to author professional multimedia content for virtually any type of Project examples are:Bonalba Golf, Spain; display application. BurgerKing Channel, Germany; FC Base Stadium, Austria; Skistar, Norway; Warner • InfoChannel Content Manager: a server-based application that schedules and manages Bros Amusement park, Spain; P&O the transmissions of multimedia content to hundreds, even thousands of digital signage Cruiselines; EuroDisney. displays from any internet-connected computer. • Transportation Networks (Airports, Trains, • InfoChannel Player: provides stable reliable 24/7 multimedia playback for virtually any Buses, etc) – Project examples are: Dubai environment at the point-of-playback. International Airport, UAE; Istanbul Airport, • InfoChannel Template Composer: Data-driven content templates allow even your least Turkey; Paderborn, Germany; Galicia’s Bus design-savvy employee to create great looking displays. Network, Spain. • InfoChannel Broadcast Server: optional component required for multicast networks. To • Hospitality and Convention Centres send managed content to hundreds or thousands of sites via satellite or other multicast (information channels, signage, etc) – Project examples are: Hilton Auckland, US. networks. • Education Multimedia Networks (passive or • Optional add-ons (Extensions) for TV and HDTV Tuners, VCRs, banner/strip LED’s, interactive) – Project examples are: Peabody switches and other hardware devices are available. Due to the dynamic nature of Essex Museum, US; Phoenixville Area High playback, syndicated news feeds (news, weather, etc.) and other database driven School, US; Madrid University, Spain. dynamically driven content are also possible. Remote displays can be passive or • Corporate Communications Networks interactive. (Employee TV, etc) – Project examples are: BAE Systems, US; BKW energy, Austria; BT Global (UK); Ceridian, US. PARTNERS • Government Communications (e.g: Emergency response, Health Education, etc) Scala has over 250 Partners worldwide. – Project examples are: Miami Dade Office, US; Cumbria Constabulary, UK; Trieste Città Digitale, Italy. • Cable TV Channels (e.g: community access and/or local advertising channels) – Project examples are: New Zealand Cinema; NEC Karuizawa 72 Golf Tournament, Rugby World Cup. • Financial Networks – Project examples are: HSB Bank, UAE; Rabobank, Netherlands; Oslo Stock Exchange, Norway; Hypobank, Romania. • Digital Billboards • Point-of-Sale interactive multimedia kiosks

John Ryan KEY FIGURES Belonging to Group: John Ryan ScreenRed International Marketing S.L. Year of Creation: 1980 DIGITAL SIGNAGE SOFTWARE Key sites: Minneapolis, Madrid and London No. of Staff: 73 Alcalà 44 Turnover: 30 M $ 28014 Madrid Spain

Tel.: +34 91 52 37 415 CONTACTS

Brian DOUGLAS www.johnryan.com Marketing Director [email protected]

Meeting Room: B Brian Douglas – BCom, DipGM, DipM, MCIM, MA, Chartered Marketer – has been in the ICT industry for many years, having most recently run his own marketing consultancy and worked in the past for Unisys and Nortel.

Gary MADGWICK REFERENCES Chief Technical Officer Citizens Bank [email protected]

The largest digital signage deployment in the Gary has been working for ScreenRed since 1991, he has successfully USA, Citizen Bank’s 700-site retail TV network managed the design, integration, distribution and administration of is an integral component of an overall initiative digital networks in North America, Europe, Africa and Asia. to enhance the bank’s customer experience. Customer-facing messages feature product promotions as well as infotainment (news, weather and quizzes) to reduce perceived queuing time. The platform also supports staff- COMPANY PROFILE directed programming and is now an integral ScreenRed* specialise in the use of multimedia marketing applications at the retail point of sale. part of building an enlivened sales culture. With 17 years’ leadership in both the United States and Europe, the ScreenRed platform is the most scaleable, road-tested and flexible in the industry. Coupled with the company’s Abbey National understanding of customer shopping behaviour, the ScreenRed platform helps today’s retailers use the most modern tools to capitalise on their greatest asset: millions of customer visits. Abbey National accelerated ROI on its 800- *A Registered trademark of John Ryan branch digital signage network through massive savings in staff communications costs. By migrating key messages from conventional KNOW HOW & MAIN PRODUCTS media to weekly multimedia shows, this UK Our product set faces up to the challenge to deliver an industrial strength Digital Signage solution bank saved an estimated 1.4 million sheets of that can support large and small networks for exacting clients in a simple manageable fashion printing expense per year. Front-office monitors without compromising on functionality or features. Which is why today you find it being adopted displayed “Queue TV,” a news and information around the globe and delivering Digital Signage to thousands of sites. John Ryan in the financial network tailored to customers’ interests. sector is the acknowledged leader in marketing and strategy consulting with our own in-house experts producing and delivering media content for Digital Signage solutions. • ScreenRed Digital Signage Platform

Amongst some of the features you will find are: Hardware independent, i.e. nothing proprietary! • Has a simple attribute management for message targeting • Fully interactive (card swipe, buttons, touch screen barcode etc.) with near real-time results reporting • Can play multiple channels per player • Content is delivered in any format • Push and pull possibilities for content • A centrally controlled network (web based) for management of content updates, scheduling and distribution • User friendly graphic user interface • Print-on-demand feature • Capable of branded syndicated news • The most robust scalable solution available today • Corporate sign- off control – ensuring further management control

KEY FIGURES Sharp Electronics Belonging to group: Sharp Corporation Capital: 1.4 Billion € Europe GmbH Legal form: Public Company. Year of creation: 1912 MANUFACTURER Headquarters : Osaka Japan Electronics and LCD Display Number of staff / offices Europe: 2674 /16 Sonninstrasse 3 Number of offices Worldwide: 66 20097 Hamburg Turnover: 19.58 Billion € Germany

Tel: +49 40 23 760 Fax: +49 40 23 7625 10 CONTACTS

Gary PEARSON www.sharp-eu.com European Projects Manager [email protected] booth Q10 booth D05

Gary Pearson has been employed with Sharp for over 19 years, specialising in sales, marketing and product management of visual product groups. He has currently been briefed to develop commercial monitor ranges and sales. REFERENCES

Helmut BURMEIER Japan Railways - Japan: Sales Manager Sharp have worked in partnership with JR (Japan [email protected] Railways) to install 45 and 65-inch monitors into major rail stations including Tokyo. The monitors Helmut Burmeier has been employed with Sharp for over 22 years, have replaced LED displays and show much more specialising in sales and marketing of visual presentation equipment for detailed schedule information than was previously the business use. He is currently in charge of expanding commercial possible. The Sharp displays were chosen due to monitor sales in Germany & Austria. a combination of their robust construction and clarity of image from wide viewing angles and bright conditions.

COMPANY PROFILE Chelsea Designer Village – London UK: Since its foundation in 1912, the Sharp Corporation has opened up new areas of industry with Sharp worked in partnership with Trident on this original products, from the “Ever-Sharp” mechanical pencils from which the company name was highly prestigious digital signage installation, derived, to the commercialisation of the first Japanese-made radios and televisions, the world’s comprising of 12 x 65-inch monitors. The first LCD electronic calculators, and other top of the range LCD technology products. monitors display a combination of advertising and design led content to add to the ambience of this KNOW HOW & MAIN PRODUCTS exclusive shopping venue. Sharp has consolidated its business focus on 5 core areas centred around the principle of “one Tim Hortons – Canada: of a kind” unique technologies including: This quality network of coffee bar and restaurants • LCD fabrication, production and sales. turned to Sharp when they were looking to • Solar Systems (Sharp are the global brand leader in this field) upgrade their instore digital signage. Sharp • Mobile phones and communication devices monitors delivered the image quality and • Document Solution Systems reliability that the chain demanded. The new • Components. digital signage system now means that menus and special offers can be updated in real time, saving Sharp have a long history of pioneering display technologies such as LCD/DLP Projection and the cost of expensive reprints and it can react to LCD direct view monitors. Its 8th generation LCD manufacturing plant is the largest and most local customer flows, helping to boost demand advanced of its kind and is now delivering the largest, highest quality LCD monitors currently during quieter periods of the day. commercially available. Sharp is now embarking in a process of marketing these large monitors to system integrators and the 65 inch will be part of a wider range that will be debuted at ISE 2007. Sharp professional monitors are designed specifically for commercial applications and are specified to run 24/7 without the need for fan assisted cooling. As a fully Pan European organisation Sharp is able to supply and support product sales to all EU countries. We can also assist in supporting service agents and system integrators for major installations. Sharp also plan to develop some Hotel solution products, which again, will debut at ISE.

PARTNERS AV Lang • Dynamax • G&B • Trident

SMARTreport PART 3 • Choose Your Partners Interview with... Julien Marcel Vice-President Europe Asia Thomson

Julien Marcel has been driving the European and Asian Out-of-Home expansion and business development activities for Thomson since November 2005. Prior to his current role, Julien Marcel joined Thomson in 1998 and served in several marketing and E- business management positions before being appointed in 2005 as Chief of Staff to Thomson’s CEO and Chairman Frank Dangeard.

Cleverdis: What is Thomson’s strategy regarding the Out-Of-Home and programmed the Wal-Mart TV network for over a decade. sector? With 3000 stores, an audience of over 125 million viewers each week, and 7 different channels per store that broadcast custom Julien Marcel: Over the last five years, Thomson has pursued a content to individual department areas, it has been called the 5th series of market leader acquisitions in the Out-Of-Home field in largest network in America! order to secure its leadership position, notably: Screenvision – the The retail media network momentum continues to build and we 1st cinema media sales operation in the US as well as in Europe have been able to build on our experience and success. We have –, and PRN – the undisputed leader on the retailer TV channel the privilege of working with other leading American retail partners market, with over 250 million viewers and 6000 stores in the US in the US such as Costco, Circuit City, Best Buy, SuperValu, and alone –, and Convergent – a pioneer in the dynamic display Sam’s Club…and most recently Carrefour in Europe. network in the United States – and Canopus – a Japanese But our offer is not limited to retailers. We also operate dynamic company providing innovative content management and display networks in banks, administration, and university sectors as distribution solutions. well as some internal corporate channels – such as the FedEx group internal channel broadcasted worldwide – and some channels for How would you characterize Thomson’s approach in this sector? remote training – the Volkswagen group is one example

We consider the dynamic audiovisual communication networks as How is your offer structured in France, in Europe? complete media. Media which is defined by its strategic position, its target, and its content – media that is micro targeted that The constitution of a European team in early 2006 allowed the answers the questions: Who is it addressed to? How? With what development of ambitious projects with major retailers, banking frequency? In which context? What is its goal? and public service providers, amongst others. When we create media networks or start any new project - these To lead these projects to success, we leverage Thomson’s strong are the first questions we ask ourselves and our clients. European positions, notably VCF, the broadcast center for more Then, as with any new media, the technology is essential to support than sixty television channels – including “TV5 Monde”, the second the content strategy implemented: what solution, what broadcaster in the world in terms of audience. We also have technological architecture – media management, distribution, created a dedicated content design and creation hub. This monitoring… we take a wide view to make sure that the solution department is operated by a team of media, marketing and we offer our clients addresses their needs. Thomson’s expertise in communication professionals with great experience in media and image technologies allows us to create in each case a tailored new media creation. This team has already proven its talents and answer and then back it up with all Thomson’s technological skills in the Out-Of-Home sector with the design and editorial expertise. implementation of the AEO airport Channel operated by Decaux Finally, the economic business model is a key component of our and “Aeroport de Paris”. projects: our customers’ goals determine a lot of the financial In this way we offer businesses that wish to deploy a dynamic balance; each network and project is different – we take into audio-visual communication network our know-how obtained consideration whether or not the network will be open to through interaction with media sector leaders. advertisers, what the performance measurement criteria will be, etc. Our experience as a media sales house here plays a crucial role.

The Wal-Mart case is very often mentioned as a reference, what can you tell us about it ?

It is, of course, our best known achievement, and without any doubt Wal-Mart has the largest, most state of the art in-store TV network in the world – they have been the pioneer in the space, and they are continuing to set the bar for in-store media networks. In fact, Wal-Mart and PRN have just announced that they are rolling out the world’s most technologically advanced network in 2007 – it is

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Thomson CONTACTS

CONSULTANT – CONTENT CREATOR Julien Marcel INTEGRATOR – MEDIA SALES HOUSE Vice-President Europe Asia [email protected] 46 Quai Le Gallo 92 648 Boulogne Cedex – France Since 1998, Julien Marcel has served in several marketing and E-business executive positions within the Thomson Group before Tel: +33 1 41 86 65 47 being appointed in 2005 Chief of Staff of Thomson’s CEO and Fax: +33 1 41 86 09 22 Chairman Frank Dangeard.

Since November 2005 he has been driving the European and [email protected] Asian Out-Of-Home activities. www.thomson.net

Bertrand LE FICHER Deputy General Manager [email protected]

Between 1990 and 1995 Bertrand Le Ficher has served in several executive positions within major Channel – TF1, NBC Europe, REFERENCES France 2 – programming departments. Advance Auto Parts Best Buy He then created and headed different new media companies: AOL Carrefour France – Chairman for 3 years –, Boxman Europe – the first Circuit City European “entertainment e-tailer”, in 1998 – and then the new Costco media international entity of the LVMH Group. FedEx Royal Bank of Canada He also participated in the creation of the first Out-Of-Home airport SuperValu channel, AEO for the Decaux group. VolksWagen Wal-Mart...

COMPANY PROFILE Thomson is a world leader in digital video technologies. Serving the global Media & Entertainment industries, the Group is organized in three divisions - Services, Systems and Technology.

Thomson’s customers are in Media & Entertainment: content creators (movie studios, broadcasters, game developers, advertisers, etc.), content distributors (broadcasters, network operators, Internet Service Providers, retailers, etc.) and users of video technology.

Thomson operates in 30 countries and is active on growing markets in North America, Europe and Asia.

KNOW HOW & MAIN PRODUCTS With over 20.000 equipped venues throughout the world, Thomson is a world leader in the Out-of-Home environment. At any point in time thousands of playlist are distributed to the hundred thousands screens Thomson manages on behalf of its customers.

Thomson offers end-to-end solutions to out-of-home clients. This is made possible by the combination of complementary fields of expertise such as media sales and content creation (PRN, Screenvision) and a unique command of electronic content distribution.

SMARTreport PART 3 • Choose Your Partners Interview with... Wim Arts Marketing Manager Vogel’s Vogel’s Products Professional

Wim Arts has been working for more than 10 year in the Vogel’s group and is currently marketing manager for the Professional Division with a focus on the Pro AV and B2B markets.

Cleverdis: Tell us about the use, easy to install, allowing the range of products you have installer to either mount the on offer… screen flat against the wall or in a tilted position. The slim design Wim Arts: Vogel’s allows for a distance of only 52 Professional offers a mm from the wall. Another

complete range of products Products Vogel’s photo: © product especially well adapted and modular components for digital signage installations is giving solutions for virtually our PFC 900 LCD/Plasma every display or projector ceiling support, which is suitable mounting situation. Our for displays up to 65”. This solution allows for easy and flexible universal display and installation thanks to patented features. Thanks to the patented projector adapters provide CIS® Cable Inlay System the cables can be neatly hidden in the ®

© photo: Vogel’s Products Vogel’s photo: © an immediate fitting tube. The Autolock locking system locks the interface onto the solution and limit the support and prevents the display from falling of the turn&tilt unit installers’ stock levels when accidentally lifted. The optional PFA 9008 anti-theft lock blocks the Autolock® system, thus preventing theft. How would you describe the market of AV support solutions for digital signage applications? In this market, safety and security are of utmost importance. What features do your mounting solutions have that can reassure installers As flat display technology is evolving, large display sizes become in this department? commercially available at more attractive price levels. As a result, there is a growing demand for wall supports that are capable of Safety is guaranteed, because all products are TÜV/GS approved, safely carrying these heavy large screens. which is, in many countries, a must when using display supports in public areas. When it comes to security features, this is indeed most important, and must be assured by high quality supports. Therefore, many of our products have security screws and/or can be equipped with optional security locks.

So how do you differentiate yourselves from the competition?

© photo: Vogel’s Products © photo: Vogel’s The most visible difference is in our design. Using materials as die- cast and extruded aluminium, we can make very innovative designs matching any modern interior. Every year, we have products winning global design awards. Besides design, it’s our quality that is the main differentiator. As I mentioned, all Please tell us more about your specific solutions for Digital Signage products are TÜV/GS safety approved, but applications. also our high product quality and finish are guarantees for installers that they will have We propose a full portfolio of products that reply to the fast installation time, quick servicing and requirements of digital signage installations, such as quick satisfied end users. installation, stylish yet sturdy design and security. At ISE 2007, we will be presenting for example a new What is your policy in terms of distribution? LCD/Plasma wall support for very large screens (from 55” – 103” inch), the PFW185, which is adapted for public use - like shopping Vogel’s Professional products are sold via Products © photo: Vogel’s malls, waiting rooms and airports - as well as for domestic home distributors in various countries worldwide. use. The PFW185 fits displays up to 103” and has a weight Please visit our website www.vogels.com to capacity of 300KG. It is designed to be universal and flexible to find your local dealer.

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KEY FIGURES Vogel’s Products Year of creation: 1973 Headquarters: Eindhoven, Netherlands Active in 65 countries worldwide MANUFACTURER CONTACTS Audio / Video mounting systems Hondsruglaan 93 Roland VAN MARLEN 5628 DB Eindhoven Business Unit Manager Netherlands [email protected] Tel: + 31 40 2647400 Per 1st of Januari 2007 Roland van Marlen is the new Business Fax: + 31 40 2647495 Unit Manager for Vogel’s Professional. In this position Roland’s main responsibility is to further grow and develop the Vogel’s Professional division. www.vogels.com

Elke VAN BUUR booth F100 Business Development Manager [email protected]

Elke van Buul is a new Business Development Manager for Vogel’s Professional. Elke will be responsible for the business development in southern Europe. REFERENCES

Airports: Amsterdam, Brussels, Portugal, Denmark, Johannesburg, … COMPANY PROFILE 7 Eleven Since 1973, Vogel’s is a leading manufacturer of innovative and high quality mounting Heineken systems for LCD & Plasma displays and projector systems. The Vogel’s Professional division Kinopolis cinemas is focusing on the Pro AV and B2B markets. The innovative series of brackets are McDonalds characterised by unique features and an outstanding design. They stand out because of the clever combination of aluminium in a modular construction and exceptional ease of Shell service stations installation. Vogel’s products are found in a wide range of locations, including airports, stations, conference rooms, shopping centres and restaurants.

KNOW HOW Even with more than 30 years of experience, the design team from Vogel’s Professional still carefully listens to the feedback from installers and integrates their wishes into the products. This way, Vogel’s can offer products truly made for the installer with advantages such as fast installation time, universality, security and safety features. Architects know Vogel’s products for their outstanding design which wins awards every year, such as the European Aluminium Design Award, IF Award, CES Innovation Award and more.

MAIN PRODUCTS • LCD / plasma displays: wide range of wall supports, ceiling supports, floor stands and trolleys. • Projectors: wide range of wall and ceiling supports, desk mounts, projector lift system • Projector screen paint: the new Mighty Bright screen paint concept

Winmate KEY FIGURES Communication Inc Capital: 4 M € Year of creation : 1992 Headquarters : Taipei, Taiwan END TO END DIGITAL SIGNAGE Number of staff / offices Worldwide : 160 SOLUTIONS FOR SMES Turnover: 20 M €

9F, No.111-6, Shing -De Rd., San-Chung City, Taipei 241, Taiwan, R.O.C

Tel: +886 8511 0288 CONTACT Fax: +886 8511 0211

Ken LU www.winmate.com CEO E-mail: [email protected]

Ken Lu joined the Winmate team in 1997. His experience is focused on system integration involving AP, Firmware, and U/I design. He believes that embedded digital signage is absolutely going to replace the traditional way of advertising in the near future. In 2005, Winmate is REFERENCES ranked as one of “fast 50 Taiwan high tech companies” by Deloitte. LIFT INDUSTRY: In the Lift (elevator) industry, clients are often in trouble with the traditional PC solution: high cost for PC, heavy power consumption, deficient display space, poor and difficult maintenance of the content. Winmate visited customers on-site on numerous occasions COMPANY PROFILE to understand how an elevator is actually made and how it works. Through these visits, they Winmate offers a full range of LCD-based applications for all major industry requirements. Their confirmed that multiple screen-splits and real- customers consist of commercial accounts, OEMs, equipment maintenance companies, value- time messages are required by the customers. In added resellers, gaming, and numerous transportation facilities. Their digital signage products addition, they found that RS-485 signals are are widely used for transportation centres, banks, retail stores, kiosks, education centres, service already there, and can be integrated into stations, and hospitals. Winmate devices. This was news, as neither the clients, nor even Winmate knew they could use KNOW HOW & MAIN PRODUCTS this before the study. Winmate provide innovative, integrated, affordable and easy-to-use solutions for smaller The solutions deployed include, in hardware, businesses enabling them to make use of the benefits of digital signage. For hardware, they use SoC integrated with LCD, Network content an “Embedded SOC solution” platform with various sizes of integrated LCD’s. When it comes to update, Video, Graphics, and scrollable texts the AP end-user interface, Winmate claim to make it very friendly and easy-to-use. The for instant messages and a signal via RS232 to infrastructure of content management and the maintenance of service are reported to become display on which floor the lift is stopping. much easier. The simple but powerful management software has been a key in building Looking at the results obtained, the solution Winmate’s reputation in the digital signage industry. In addition to the basic media transfer makes it more pleasant while taking the lift. feature, the software also provides auto media update, auto client time sync, client billing log, People can now enjoy video content. More graphics transition effect, and security key checking to make Winmate Media Signage a flexible instant information can be released to those product to be used in any environment. who are taking the lift, and the contents are much easier to maintain and update via According to Winmate, “The capability we have is solution-oriented thinking, flexible design-in network. In addition, revenue is able to be skill, and customized production expertise. The solutions we provide have great features: a full generated from the ads consigned by store line of LCD Display seamlessly integrated with SOC platform. They have a friendly and easy-to- owners. use user interface. The innovative solution has a competitive cost structure that can reduce our clients’ total cost of ownership.”

PART 3 • Choose Your Partners

Other Key Players

3M Digital Signage Creative Realities, Inc. Tel. +44 800 731 3530 Peter Okun [email protected] Marketing Manager www.3m.com/digitalsignage Tel. +1 973 244 9911 [email protected] ABC Media www.cri.com Sara Haynes Sales Director Dagobert Tel. +44 20 8962 2300 Olivier Debin [email protected] President Tel. +33 156 03 99 82 Adflow Networks [email protected] Wayne Ruttle www.dagobert.fr VP of Sales Tel. +1 866 423 2569 [email protected] Data-Perfect Régis Fortier Beaulieu Alphabet Soup (Vision-Control) Sales Director Jon Brierley Tel. +33 478 38 27 50 Creative Director [email protected] Tel. +44 20 8962 2300 www.data-perfect.com [email protected] Dotflux Altavia-RVB Martin Ruffert Damien Petit CEO Sales Director Tel. +33 479 25 24 58 Tel. +33 149 48 00 00 [email protected] [email protected] www.dotflux.com www.altavia-group.com www.rvbprod.com DyCom Claude Gras Arqiva General Manager George Eyles Tel. +33 820 86 26 26 Head of Sales Digital Media Networks [email protected] Tel. +44 1494 878 787 www.arqiva.com www.dycom.fr

Carlipa Systems Dynamax Technologies Ltd. Robert Louvignes Alison Caller President Marketing Executive Tel. +33 130 80 15 30 Tel. +44 1254 503666 [email protected] [email protected] www.carlipa.com www.dynamax.co.uk

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SMARTreport PART 3 • Choose Your Partners

Futuramedia Innes Guy Taieb Franck Dupin CEO President Tel. +33 149 96 20 00 Tel. +33 299 12 79 04 [email protected] [email protected] www.futuramedia.fr www.innes.fr

Gefen Inspiration Matters Limited Hagai Gefen Damon Crowhurst President and CEO Marketing & Sales Director Tel. +44 207 173 5151 Tel. +1(818)884-6294 [email protected] [email protected] Kewego GlobeCast Henri Hallynck Philippe Jerome Sales Director France Sales Director Tel. +33 178 09 59 00 Tel. +33 155 95 26 00 [email protected] [email protected] www.kewego.fr www.globecast.com LCS ict Innovative Communication Technologies AG Philippe Bonnargent Manfred Dolde General Manager CTO Tel. + 33 130 30 20 55 Tel. +49 )7025 / 102-0 [email protected] [email protected] www.lcs-info.com

IISI Lexis Numerique Pascal Nicolas José Sanchis Development Manager CEO Tel. +33 169 35 59 80 Tel. +33 164 68 58 30 [email protected] [email protected] www.iisi.fr www.lexis-numerique.fr MarketForward Imadys Luc Labadie Frédéric Doux General Manager Tel. +33 298 82 87 87 Tel. +33 147 38 51 98 [email protected] [email protected] www.imadys.com www.marketforward.fr

Infotrafic Media SignSystems Ltd Jérôme Lefevre Mark Goodway General Manager Director Tel. +33 134 32 20 80 Tel. +44 20 8834 1061 [email protected] [email protected] www.infotrafic.com www.mss-media.co.uk

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PART 3 • Choose Your Partners

MediaZest plc Samsung Electronics Orla Magee Albert Tromp Tel. +44 207 724 5680 European Product Marketing Manager [email protected] Tel. +31 15 219 6238 [email protected] Merim Services Sidev Jean-Jacques Mulleris Igor Heres CEO Marketing Manager Tel. +33 134 39 16 16 Tel. +33 4 72 84 59 59 [email protected] [email protected] www.merim-groupe.com www.sidev.fr

Mirane Solovision Cyril Michel Xavier Thery President Marketing Manager Tel. +33 557 77 12 15 Tel. +33 147 48 15 16 [email protected] www.solovision.fr www.mirane.com Thomson Out-Of-Home Pioneer Europe NV Julien Marcel General Manager Europe & Asia Darren Gaffey Tel. +33 141 86 65 47 European Product Manager [email protected] Tel. +44 1753 789687 www.thomson.net [email protected] TMM Communication Pixel Inspiration Limited Michel Baronnier Barry Bûgg President Managing Director Tel. +33 130 55 79 25 Tel. +44 870 050 0626 [email protected] [email protected] www.tmmcom.fr

Planar Systems - Digital Signage Business Unit Trident Microsystems Hugh Coghill-Smith Chris Waldron Product Manager Signage Zone manager - EAME Tel. +44 1737 780 790 Tel. +44 207 244 0081 [email protected] [email protected] Working Solutions (Creative IT) Limited Remote Media Amanda Toon Kevin Goldsmith Business Developer Business Manager Tel. +44 0870 745 4141 Tel. +44 845 458 3705 [email protected] [email protected] www.working-solutions.co.uk

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SMARTreport PART 3 • Choose Your Partners

Franchise Expo Festival du Point de Vente March 23-26, 2007 January 2008 Paris Expo – Porte de Versailles – Paris – France Toit de la Grande Arche – Paris-La Défense – France www.franchiseparis.com www.business-expression.com

Almost 30,000 visitors, ready to do business, visit Franchise Expo Paris Integrated Systems Europe (ISE) every year. The last edition in March 2006 enjoyed strong visitor January 29-31, 2008 numbers right from the first day. The visitors were qualified, informed, RAI – Amsterdam – The Netherlands focused and committed. They stated that Franchise Expo Paris offered www.iseurope.org them a selection of high quality exhibitors, a wide variety of franchises, new trends and, above all, ideas for launching their businesses. The ISE 2008 is the essential show to attend for those seeking new ideas 75 business sectors represented meant that the visitors, whether they and to source the latest technologies in AV, installed audio, were shopkeepers, entrepreneurs or investors, were satisfied and able videoconferencing, control systems and digital display solutions. Now to move rapidly forward with their projects. in its fourth year, ISE 2007 is fully established as the No 1 European meeting point for the AV Systems and Electronic Integration market. The Vitrines & Tendances show will be bigger and more spectacular with a huge increase in March 18-20, 2007 exhibitor space reserved, to accommodate the rising number of Centre des Congrès – Lyon – France exhibitors, displays, pavilions and conference sessions. www.cdo-events.com Screen Expo Europe Digital Signage / Visual Communication February 2008 September 26-28, 2007 Earls Court 2 – London - UK Paris Expo – Porte de Versailles – Paris – France http://www.screenevents.co.uk www.digital-signage.fr Dedicated to the Digital Media Network market, Screen Expo will Digital Signage: the only French meeting for dynamic audiovisual address the increasing appetite for contacts and knowledge in this communication professionals. The dynamic audiovisual communication sector. This event is committed to help develop and grow the digital market is an expanding sector that's developing at an increasingly media sector as a whole by providing opportunities to: rapid pace: manufacturer of screens, panels, software publisher, • Learn and share information and ideas about the market, its products integrator, content provider, distributor of digital signage solutions, and related technologies, key players, partnerships and installer, etc. developments. • Develop business opportunities. Istanbul Retail Fair • Promote the industry and the possibilities of Digital Media Networks November 2007 externally. Istanbul Lütfi Kirdar Convention and Exhibition Center – Screen Expo Europe will be: Istanbul – Turkey • Digital media content creation and management http://www.perakendegunleri.com/eng/index.html • Advertising, media planning and sales, media owners and network operators Fair of product and service providers for stores, supermarkets, • Digital media application design incorporating POP and interactive hypermarkets and shopping centers. Renewed concept of the fair: kiosks • Exclusive companies: Attending companies presenting creative and • Display hardware and digital media technology solutions innovative ideas. • Content management & distribution software and communications 2 • Atrium: 500 m area specially designed as a unique network area platforms • Seminar hall: 1000 people seating capacity seminar hall to share • Trade associations and networking bodies the hottest topics in retail with experts from Turkey and around the • Consumer research and data feedback world. Exposhop January 2008 Bratislava Exhibition Ground – Bratislava – Slovakia www.incheba.sk © photo: Cleverdis

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DIGITAL SIGNAGE • What is it for? • Key elements • Setting-up your own project

KEY MARKET FIGURES AND PROJECTIONS Detailed research data

CASE STUDIES Top projects around Europe

KEY DIGITAL SIGNAGE CLEVERDIS Edition in association PLAYERS with SCREEN MAGAZINE Who does what? JANUARY-FEBRUARY 2007