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A look at the necessary elements to create a successful Digital Signage practice
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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 [email protected] Rami Sasson – Vice President of Sales 888-486-2154 Ext [email protected] Petrov - Director of Technical Support888-486-2154 Ext [email protected] Mafarjeh – Logistics Manager888-486-2154 Ext [email protected]
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
