Getting Started In Digital Signage Ver 7.2011

2011 Partner Webinar Series

presentsGetting Started in Your

Digital Signage Business

2

Who is ComQi?

A MERGER OF TWO INDUSTRY LEADERS:

A strategic move that creates a seamless, scalable solution platform, providing leadership, simplicity and innovation in a complex

marketplace

What will we learn today?

We will investigate how digital signage networks let the network owner or manager remotely control where, when and how content will appear on each screen and who is using these networks.

We will then look at some of the things you may need to do to get started

We will then look to understand the pieces of the digital signage puzzle and some key tips to look for

What is Digital Signage?

Digital Signage is a network of one or more digital screens

used to deliver the right information to the right audience at the right time…Common Media

TypesDigital Signage combines various media types on an output display, each in their own region, to create a multimedia message

Where is Digital Signage?

You’ve seen digital signs everywhere you can imagine – retail stores, malls, banks, billboards, airports, elevators, trains, churches, cafeterias, etc...

And maybe some places you haven’t imagined…

What kinds of signs are there?

Digital signs can take many forms, including free-standing towers, flat screens hung from walls and ceilings, electronic displays integrated into end caps at retail stores, video walls in all sorts of venues and even 30 foot outdoor billboards.

Digital Signage Markets

Out of Home Advertising•Designed for sales lift

Point of Information•Designed to educate and inform

Office Applications •Designed to educate, motivate

and inform

Out of Home Advertising Promotions, new products, branding

Retail EnvironmentsBig buzzGlamorousLarge sale opportunities

• The down side…– Very complex– Long sales cycle– Everyone chasing the

same deals– Low margin

Office ApplicationsPractical usesSolves a problemEnhances imageLow transaction size

• The up side…– Higher margin– Faster sales cycle– Lack of

competitors

Information Applications News & weather, menu boards, schedules, directions, etc.

Provide meaningful messagesMany diverse environmentsCost effectiveEnhances experienceLarge and small deployment

Can be long sales cycleMany times public requiring bid processAdditional competition

What kind of customers are using digital signs?

Hospitality and restaurant facilitiesRetail stores and mallsCinemas & theatersHospitals and medical officesCorporate headquarters and remote officesCable & community TV stationsEducational institutionsGovernment officesFinancial institutions and banking industry branchesManufacturing plantsGas stationsHouses of worshipAirports, bus & railway stationsPlanes, trains, buses & elevators

What are they used for?

Welcome messagingMenu boardsVisitor way findingInformation sharingMeeting announcementsCommunity bulletin boardsPublic health care information

Product information / educationProduct / service announcementsAdvertising / promotionsSchedule / event informationImproving in-location experienceEmployee MessagingTraining for staff

Getting Started

Assess your company’s skill set; can you…Develop marketing pieces (websites, collateral, etc..)

Hang large format displaysAdd a Windows-based server to a networkMove a video signal over a long distance

What part of the digital signage puzzle fits your company’s core competency?Who will you need to partner with?Do you want to provide a total solution package?

Steps to Getting Started

Brainstorm…what type of message do your customers want to communicate?Assess customer base…selling to existing customers is easier than opening new ones

Typical size & number of locations? Look for customers concerned with image Look for customers concerned with communicating a message to

their staff or clients

How can you help them?

Very Important Step!

Start simple by selling “one-off” solutions to your existing customersEasiest to learnSimplest infrastructureEasiest to sell / Easiest to buyUsually simple messaging needsBuilds a foundation of knowledge and skills

Steps to Getting Started

Learn about the key components of the puzzleContact appropriate vendorsLearn about products & programsReally learn the software

Develop partnershipsUse local or national partners to handle areas you’re not an expert at Examples

- Installation Company» Can assist with site survey & quote» Run cabling and other install infrastructure components- Graphic Designer» Create content» Conduct software training and provide support

Steps to Getting Started

Select a distributorEasiest to buy all components from one sourceLook for bundled deals…easy to quote and quick to buyLook for capable digital signage pre-sales support Learn the marketVisit industry websitesUse digital signage at your facility and on sales reps notebook PCsShow customers how it worksBuild impressive presentations that highlight your capabilities, staff and products

Quick Start Opportunity

One-off signage sales Relatively fast sales cycle Leverage existing customers Foot in the door with new customers

Examples - Lobby System Use in the following markets:

- Corporate / Hospitality / Education / Government / Real Estate Use to:

- Greet visitors- Feature accomplishments- Feature products

Benefits- Enhance image- Educate visitors- Impress visitors- Build awareness

Staff Communication

Use in the following markets:Corporate / Manufacturing / Hospitality / Education / Government / RetailUse to:

Provide HR remindersCompany newsDisplay safety remindersShow live business metrics Call queues Production & quality SalesBenefitsImprove staff communicationCreate team environmentImprove safety

Other Examples

Wait Time RelieversUse in the following markets:Medical / Corporate / Hospitality / Transportation / Financial

Use to:Show live TVDisplay company newsFeature products

BenefitsEntertain customersRelieve perceived wait timesEducate customers

Menu BoardUse in the following markets:Hospitality / Education / Corporate

Use to:Display menu itemsHighlight specialsUse a region for messaging

BenefitsImmediate updatesEliminate recurring costsCommunicate a message

Components of a Digital Signage Network

Content Creation

As the saying goes - CONTENT IS KING.  If the content is engaging, then the audience will be more open to your message. Whatever your message, creating your content and keeping it fresh will consume a great deal of your customers digital signage budget and time. To get there you need to make sure your customer is thinking long and hard about your content:Who is going to create it? What is it intended to do?How often will you refresh it?

Content Creation TipsUse motion…it gets noticedDigital signage is not a static sign or a TV commercial. It’s a new medium that requires new rules.Know the dwell time of the audience and set message and loop time accordingly.

Add content people want to see to help drive longer viewing times (Ex/ news & weather)Displays in portrait mode are eye catchingBuild content for a specific aspect ratio and resolutionDon’t overuse tickers and don’t use them for the primary message

Content ManagementOnce you have created your content, managing it and getting it to the right place at the right time becomes critical to the success of your digital signage network.

Selecting the right SoftwareAttributes driving software selection…How Many Displays At one location or multiple physical facilities?Who’ll Maintain Content Technical or non-technical user?Where Will Content be Maintained From Same location as display or remote location?Software’s Effect on Solution Cost

Types of Software

Enterprise Client PC Thin media player: stream media assets as needed Robust media player: Transfer & store media assets

locallyServer Owned or managedModel Client/server or SaaSComplicated Infrastructure Central content development server Content distribution server Media players

Location 1

Types of Software

Single Location & Small EnterpriseMedia types Many solutions have limited media supportModel Internet (SaaS)

- Video streaming (thin media player)- Store & play (Robust media player – usually Windows

based) Client/Server (Desktop application)

Network – (Single Location)Stand Alone (Single Location)

InternetInternet

Location 1 Location 2

Online Server

SaaS (Small Enterprise)

Content Management

Our LAST MILE digital signage product line

CAT5 Video Display System / Audio Video Display System

DS Vision HDMI Repeater

DS Vision 3000

DS OpticVision

VGA Data Transmitter (VDT)

RS-232 Extender

Displays in Digital Signage

Are you using LCD’s or Plasma?  Will a projector work better for you?  How big does the screen need to be?  Is it professional rather than consumer grade?  Do you need HD?  This is the most visible aspect of your Digital Signage network and probably second in importance to your content and its management. Screen placement is an essential element to the success of your messages getting to your audience.

Commercial vs. Consumer Grade Display

Usage:Commercial Designed for 24x7 operation Handles extreme heat conditions Landscape or portrait orientation supportedConsumer Designed for limited on time operation with intent of long off times Landscape onlyControlCommercial RS-232 external control with PC & video loop-through connector capability

(drive multiple displays from one PC or video source)Consumer Lacks the above & often does not feature BNC locking connectors or a DVI

inputWarrantyCommercial 3 years parts & labor Onsite service optionalConsumer 1 year typical. Warranty may be voided if used in commercial environment

Presented by

Other Partners

You will need to see what you can provide and what you will need to partner for…

ServicesHardware

TurnkeySolution

Software Training

Installation

GraphicDesign

DisplayMount

VideoDistribution

Display

Media Player

SiteSurvey

Some ConsiderationsCost – there is an investment involvedAvoid big problems by testing everythingRun a small pilotUse lease options and other creative financing

Complexity - Digital signage projects require technical business, marketing and design expertiseMake sure your team includes all interested partiesMake sure you understand the purpose of the network and the benefit to all interested parties – before you begin

Return on InvestmentIs it $$$Is it something else – creativity, ingenuity, results?Clearly define your objectives – monitor your progress frequently

The Minicom AdvantageDigital Signage

20 years experience moving video & AV signalsOver 200,000 screens worldwide use MinicomEffective innovation & solid IT backgroundStrong corporate level partnerships – NEC, Samsung, Panasonic, Hughes, Dell, PRN, etc…High value price-performance ratioPartner-friendly corporate mentalityCompared to the competition - we are players in the digital signage marketCAT5 and optical fiber technology3 Year Warranty

Sources of Information

POPAIDigital Signage ExpoThe Digital Signage Show The Strategy Institute The Digital Signage Directory

Daily Out of Home AdvertisingInfocomm InternationalDigital Signage UniverseDigital Signage ForumProfessional AV Buyers GuideNational Retail Foundation

Some partners & customers

DSDS

Minicom …

David Haar - Vice PresidentDigital Signage Division

888-486-2154 Ext 14dave.haar@minicom.com Rami Sasson – Vice President of Sales 888-486-2154 Ext 11rami.sasson@minicom.comIvo Petrov - Director of Technical Support888-486-2154 Ext 12ivo.petrov@minicom.comAli Mafarjeh – Logistics Manager888-486-2154 Ext 22Ali.mafarjeh@minicom.com

Company background• Established in 1988• Privately owned – Intel Capital

minority share in the company (2006)

• Over 150 employees • Headquarters in Israel• Regional HQ North America &

Europe • Minicom operates worldwide in

over 50 countries • Technical expertise in CAT5

signal distribution• Pioneered the Computer Based

Training market• Started the CAT5 revolution in

the KVM server management market

• Today Minicom leads the Digital Signage distribution market

Minicom Contact Information

Questions?

Thank you for your time…

VDS/AVDS

Distribute multimedia content to hundreds of digital signage displays in real time

• A one-to-many, point-to-multi-point system for transmission of high quality video (VDS) or audio and video (AVDS).

• The system distributes rich multimedia content in real-time from any type of player/computer to multiple display devices

• Up to 1600 X 1200 Resolution – depending on distance• Up to 360 ft / 100 meters

DS Vision 3000

The ultimate in player-to-screen distribution and control

• A long range (2000ft/600m) point-to-multi-point system for transmission of high definition video and stereo-audio content from any player to multiple screens in real-time.

• The system features full serial centralized management including remote screen on/off and screen query

• Up to 1080i / 1080p a@ 60 Hz• Full duplex RS232 control of screens in one-to-one & one-to-many

environment

DS Vision 3000 - System Components…

• Transmitter 1 port • Broadcaster 8 port • Broadcaster 16 port

– Transmits video, stereo-audio and RS-232 data– Controls video and stereo-audio output, either as a group or for

individual screens– Local video, stereo-audio & serial output

• Line Splitter (100m/360ft) • Line Splitter Long (300m/1000ft)

– For duplication of your content to multiple screens – For long distance clustering (using regular receiver)– Long version enables video tuning

• Receiver (100m/360ft)• Receiver Long (300m/1000ft)• Receiver Dual (double output, cascade)

– Receiver Long has skew compensation and video equalizer

• Video Tuning Unit– Palm-held remote device for simple and convenient screen-

tuning

DS Vision 3000 – Architecture

Player

TransmitterReceiver Long

Screen

DS Vision 3000

ReceiverScreen

300m from player to screen

100m from player to screen

Receiver Screen

Short Cluster

Receiver

Screen

Line Splitter

Player

Transmitter

Line Splitter Long

Receiver

Screen

Receiver

TransmitterLong Cluster

Basic Installation

Player

Mixed InstallationTransmitter

ReceiverScreen

Line Splitter /Long

Receiver Long

Screen

Screen

DS Vision HDMI Repeater

Unique single cable HDMI solution Unique repeater HDMI solutionHigh quality HD digital video High quality digital audioLong range 70m/210ft

VGA Data Transmitter

Transmit video content and control RS-232 devices

• Video and bi-directional RS-232 extender • Up to 360 ft / 100 meters• Up to 1600 X 1200 @ 75 Hz• TXD & RXD bi-directional RS232• 3 year warranty

DS OpticVision

Long range player-to-screen multimedia extension

• A long range (19 miles/30km) optical fiber player-to-plasma/LCD extension system for transmission of high quality stereo audio and video.

• Can be used as a standalone extender or in combination with Minicom's CAT5-based distribution systems

• Up to 1366 X 768 @ 60 Hz• 3 year warranty

RS-232 Extender

Control your RS-232 device up to 1000m/3300ft away

• The full-duplex, hardware based RS-232 Extender • Remotely control of any RS-232 device over CAT5

cable• Up to 3300ft/1000m away• 3 year warranty

Our KVM Solutions

Smart 216 / 232 Analog & IP

Smart 116

Smart Rack 116

Smart CAT5 KVM Extender

IP Control

Mini KVM Extender

KVMS Extender

Smart CAT5 8 & 16 port

KVM Switchbox for 8, 16 ServersState-of-the-art CAT5 technologyROC (Remote Connection Cable) for direct connection of servers, at a distance of up to 10m/35ft, over CAT5Excellent price-performance, Multi-platform PS2 & USBSecure, multi-layered OSD Management1U rack mountable3 Year Warranty

KVMS Extender

Combines KVM & Serial extension to over 300m/1000ft Full bi-directional RS-232 for touch-screen connection

Ideal for both KVM and digital signage applications

IP Control

Secure, affordable, remote access & control for your digital signage player

• Remotely monitor and support digital signage players in real-

time

• Troubleshoot even when the operating system is down

• Out-of-band access for non-intrusive operation

• 128-bit SSL encryption for total security

Smart 216 / 232 Analog

Two simultaneous KVM users controlling up to 32 serversMulti-platform support (PS/2 & USB)USB keyboard and mouse consoleExtends distance between servers and switch up to 30m/100ft using CAT5 cable3 year warranty

Smart CAT5216 IP / 232 IP

2 X IP switches - 3 simultaneous KVM users (2 remote and 1 local) with BIOS level access2 additional serial session usersUSB keyboard and mouse consoleCompatible with KVM.net® II centralized management systemInnovative Minicom KVM over CAT5 technologyMulti-platform – PS/2 and USB supportExtends distance between servers and switch up to 30 meters/100 feetSpace saving – sleek, 1U rack mountableSeamless power control3 year warranty

Competitive advantages DS Vision 3000

• Carries 3 signals: video, audio & full serial to 600m/2000ft

• Unique centralized management system• Supports HD resolutions (1920 X 1080 – the full

distance)• Open system protocol for integration with 3rd

party management• Serial connection enables full remote screen

control (query & power)• Stores system configurations for rapid re-

application• Group screen command for efficient management• Unique topology map for easy system

maintenance• Modular system for best installation fit & price-

performance• Unique palm-held video tuning unit for easy set-

up