Getting Started In Digital Signage

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From the perspective of a reseller or VAR, what are the opportunities and steps necessary to build a successful digital signage business


<ul><li> 1. 2009 Partner Webinar Series presents Getting Started in Your Digital Signage Business</li></ul> <p> 2. Who are we? KVM management solutions for analog and digital control of the SMB,corporate IT&amp;enterprise environments Digital Signage distribution systems for the most efficient delivery of multimedia content from player to screen or multiple screens Minicom Advanced Systems isa hi-tech innovator and manufacturer of:Bottom Line we control, extend and distribute Computer and Audio Video signals 3. What will we learn today? </p> <ul><li>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. </li></ul> <ul><li>We will then look at some of the things you may need to do to get started </li></ul> <ul><li>We will then look to understand the pieces of the digital signage puzzle and some key tips to look for </li></ul> <p> 4. What is Digital Signage? Digital Signage is a network of one or more digital screensused to deliver the right information tothe right audience at the right time Common Media Types Digital Signage combines various media types on an output display, each in their own region, to create a multimedia message 5. Where is Digital Signage? </p> <ul><li>Youve seen digital signs everywhere you can imagine retail stores, malls, banks, billboards, airports, elevators, trains, churches, cafeterias, etc...</li></ul> <ul><li>And maybe some places you havent imagined </li></ul> <p> 6. What kinds of signs are there? </p> <ul><li>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. </li></ul> <p> 7. Digital Signage Markets </p> <ul><li>Out of Home Advertising </li></ul> <ul><li><ul><li>Designed for sales lift </li></ul></li></ul> <ul><li>Point of Information </li></ul> <ul><li><ul><li>Designed to educate and inform </li></ul></li></ul> <ul><li>Office Applications </li></ul> <ul><li><ul><li>Designed to educate, motivate</li></ul></li></ul> <ul><li><ul><li>and inform </li></ul></li></ul> <p> 8. Out of Home AdvertisingP romotions, new products, branding </p> <ul><li>Retail Environments </li></ul> <ul><li>Big buzz </li></ul> <ul><li>Glamorous </li></ul> <ul><li>Large sale opportunities </li></ul> <ul><li>The down side </li></ul> <ul><li><ul><li>Very complex </li></ul></li></ul> <ul><li><ul><li>Long sales cycle </li></ul></li></ul> <ul><li><ul><li>Everyone chasing the same deals </li></ul></li></ul> <ul><li><ul><li>Low margin </li></ul></li></ul> <p> 9. Office Applications </p> <ul><li>Practical uses </li></ul> <ul><li>Solves a problem </li></ul> <ul><li>Enhances image </li></ul> <ul><li>Low transaction size </li></ul> <ul><li>The up side </li></ul> <ul><li><ul><li>Higher margin </li></ul></li></ul> <ul><li><ul><li>Faster sales cycle </li></ul></li></ul> <ul><li><ul><li>Lack of competitors </li></ul></li></ul> <p> 10. Information ApplicationsN ews &amp; weather, menu boards, schedules, directions, etc. </p> <ul><li>Provide meaningful messages </li></ul> <ul><li>Many diverse environments </li></ul> <ul><li>Cost effective </li></ul> <ul><li>Enhances experience </li></ul> <ul><li>Large and small deployment </li></ul> <ul><li>Can be long sales cycle </li></ul> <ul><li>Many times public requiring bid process </li></ul> <ul><li>Additional competition </li></ul> <p> 11. What kind of customers are using digital signs? </p> <ul><li>Hospitality and restaurant facilities </li></ul> <ul><li>Retail stores and malls </li></ul> <ul><li>Cinemas &amp; theaters </li></ul> <ul><li>Hospitals and medical offices </li></ul> <ul><li>Corporate headquarters and remote offices </li></ul> <ul><li>Cable &amp; community TV stations </li></ul> <ul><li>Educational institutions </li></ul> <ul><li>Government offices </li></ul> <ul><li>Financial institutions and banking industry branches </li></ul> <ul><li>Manufacturing plants </li></ul> <ul><li>Gas stations </li></ul> <ul><li>Houses of worship </li></ul> <ul><li>Airports, bus &amp; railway stations </li></ul> <ul><li>Planes, trains, buses &amp; elevators </li></ul> <p> 12. What are they used for? </p> <ul><li>Welcome messaging </li></ul> <ul><li>Menu boards </li></ul> <ul><li>Visitor way finding </li></ul> <ul><li>Information sharing </li></ul> <ul><li><ul><li>Meeting announcements </li></ul></li></ul> <ul><li><ul><li>Community bulletin boards </li></ul></li></ul> <ul><li><ul><li>Public health care information </li></ul></li></ul> <ul><li>Product information / education </li></ul> <ul><li>Product / service announcements </li></ul> <ul><li>Advertising / promotions </li></ul> <ul><li>Schedule / eventinformation </li></ul> <ul><li>Improving in-location experience </li></ul> <ul><li>Employee Messaging </li></ul> <ul><li>Training for staff</li></ul> <p> 13. Getting Started </p> <ul><li>Assess your companys skill set; can you </li></ul> <ul><li><ul><li>Develop marketing pieces (websites, collateral, etc..) </li></ul></li></ul> <ul><li><ul><li>Hang large format displays </li></ul></li></ul> <ul><li><ul><li>Add a Windows-based server to a network </li></ul></li></ul> <ul><li><ul><li>Move a video signal over a long distance </li></ul></li></ul> <ul><li>What part of the digital signage puzzle fits your companys core competency? </li></ul> <ul><li>Who will you need to partner with? </li></ul> <ul><li>Do you want to provide a total solution package? </li></ul> <p> 14. Steps to Getting Started </p> <ul><li>Brainstormwhat type of message do your customers want to communicate? </li></ul> <ul><li>Assess customer baseselling to existing customers is easier than opening new ones </li></ul> <ul><li><ul><li><ul><li>Typical size &amp; number of locations? </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Look for customers concerned with image </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Look for customers concerned with communicating a message to their staff or clients </li></ul></li></ul></li></ul> <ul><li>How can you help them? </li></ul> <p> 15. Very Important Step! </p> <ul><li>Start simple by selling one-off solutions to your existing customers </li></ul> <ul><li><ul><li>Easiest to learn </li></ul></li></ul> <ul><li><ul><li>Simplest infrastructure </li></ul></li></ul> <ul><li><ul><li>Easiest to sell / Easiest to buy </li></ul></li></ul> <ul><li><ul><li>Usually simple messaging needs </li></ul></li></ul> <ul><li><ul><li>Builds a foundation of knowledge and skills </li></ul></li></ul> <p> 16. Steps to Getting Started </p> <ul><li>Learn about the key components of the puzzle </li></ul> <ul><li><ul><li>Contact appropriate vendors </li></ul></li></ul> <ul><li><ul><li>Learn about products &amp; programs </li></ul></li></ul> <ul><li><ul><li>Really learn the software</li></ul></li></ul> <ul><li>Develop partnerships </li></ul> <ul><li><ul><li>Use local or national partners to handle areas youre not an expert at </li></ul></li></ul> <ul><li><ul><li><ul><li>Examples </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Installation Company </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Can assist with site survey &amp; quote </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Run cabling and other install infrastructure components </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Graphic Designer </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Create content </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Conduct software training and provide support </li></ul></li></ul></li></ul></li></ul></li></ul> <p> 17. Steps to Getting Started </p> <ul><li>Select a distributor </li></ul> <ul><li><ul><li>Easiest to buy all components from one source </li></ul></li></ul> <ul><li><ul><li>Look for bundled dealseasy to quote and quick to buy </li></ul></li></ul> <ul><li><ul><li>Look for capable digital signage pre-sales support </li></ul></li></ul> <ul><li>Learn the market </li></ul> <ul><li><ul><li>Visit industry websites </li></ul></li></ul> <ul><li>Use digital signage at your facility and on sales reps notebook PCs </li></ul> <ul><li><ul><li>Show customers how it works </li></ul></li></ul> <ul><li><ul><li>Build impressive presentations that highlight your capabilities, staff and products </li></ul></li></ul> <p> 18. Quick Start Opportunity </p> <ul><li>One-off signage sales </li></ul> <ul><li><ul><li><ul><li>Relatively fast sales cycle </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Leverage existing customers </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Foot in the door with new customers </li></ul></li></ul></li></ul> <ul><li>Examples - Lobby System </li></ul> <ul><li><ul><li><ul><li>Use in the following markets : </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Corporate / Hospitality / Education / Government / Real Estate </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Use to: </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Greet visitors </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Feature accomplishments </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Feature products </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Benefits </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Enhance image </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Educate visitors </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Impress visitors </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Build awareness </li></ul></li></ul></li></ul></li></ul> <p> 19. Staff Communication </p> <ul><li>Use in the following markets: </li></ul> <ul><li><ul><li>Corporate / Manufacturing / Hospitality / Education / Government / Retail </li></ul></li></ul> <ul><li>Use to : </li></ul> <ul><li><ul><li>Provide HR reminders </li></ul></li></ul> <ul><li><ul><li>Company news </li></ul></li></ul> <ul><li><ul><li>Display safety reminders </li></ul></li></ul> <ul><li><ul><li>Show live business metrics </li></ul></li></ul> <ul><li><ul><li><ul><li>Call queues </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Production &amp; quality </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Sales </li></ul></li></ul></li></ul> <ul><li>Benefits </li></ul> <ul><li><ul><li>Improve staff communication </li></ul></li></ul> <ul><li><ul><li>Create team environment </li></ul></li></ul> <ul><li><ul><li>Improve safety </li></ul></li></ul> <p> 20. Other Examples </p> <ul><li>Wait Time Relievers </li></ul> <ul><li>Use in the following markets: </li></ul> <ul><li><ul><li>Medical / Corporate / Hospitality / Transportation / Financial </li></ul></li></ul> <ul><li>Use to: </li></ul> <ul><li><ul><li>Show live TV </li></ul></li></ul> <ul><li><ul><li>Display company news </li></ul></li></ul> <ul><li><ul><li>Feature products </li></ul></li></ul> <ul><li>Benefits </li></ul> <ul><li><ul><li>Entertain customers </li></ul></li></ul> <ul><li><ul><li>Relieve perceived wait times </li></ul></li></ul> <ul><li><ul><li>Educate customers </li></ul></li></ul> <ul><li>Menu Board </li></ul> <ul><li>Use in the following markets: </li></ul> <ul><li><ul><li>Hospitality / Education / Corporate </li></ul></li></ul> <ul><li>Use to: </li></ul> <ul><li><ul><li>Display menu items </li></ul></li></ul> <ul><li><ul><li>Highlight specials </li></ul></li></ul> <ul><li><ul><li>Use a region for messaging </li></ul></li></ul> <ul><li>Benefits </li></ul> <ul><li><ul><li>Immediate updates </li></ul></li></ul> <ul><li><ul><li>Eliminate recurring costs </li></ul></li></ul> <ul><li><ul><li>Communicate a message </li></ul></li></ul> <p> 21. Components of aDigital Signage Network 22. Content Creation </p> <ul><li>As the saying goes - CONTENT IS KING.</li></ul> <ul><li>If the content is engaging, then the audience will be more open to your message.</li></ul> <ul><li>Whatever your message, creating your content and keeping it fresh will consume a great deal of your customers digital signage budget and time.</li></ul> <ul><li>To get there you need to make sure your customer is thinking long and hard about your content: </li></ul> <ul><li><ul><li>Who is going to create it?</li></ul></li></ul> <ul><li><ul><li>What is it intended to do? </li></ul></li></ul> <ul><li><ul><li>How often will you refresh it? </li></ul></li></ul> <p> 23. Content Creation Tips </p> <ul><li>Use motionit gets noticed </li></ul> <ul><li>Digital signage is not a static sign or a TV commercial.Its a new medium that requires new rules. </li></ul> <ul><li>Know the dwell time of the audience and set message and loop time accordingly. </li></ul> <ul><li>Add content people want to see to help drive longer viewing times (Ex/ news &amp; weather) </li></ul> <ul><li>Displays in portrait mode are eye catching </li></ul> <ul><li>Build content for a specific aspect ratio and resolution </li></ul> <ul><li>Dont overuse tickers and dont use them for the primary message </li></ul> <p> 24. Content Management </p> <ul><li>Once 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. </li></ul> <ul><li>Selecting the right Software </li></ul> <ul><li>Attributes driving software selection </li></ul> <ul><li><ul><li>How Many Displays </li></ul></li></ul> <ul><li><ul><li><ul><li>At one location or multiple physical facilities? </li></ul></li></ul></li></ul> <ul><li><ul><li>Wholl Maintain Content </li></ul></li></ul> <ul><li><ul><li><ul><li>Technical or non-technical user? </li></ul></li></ul></li></ul> <ul><li><ul><li>Where Will Content be Maintained From </li></ul></li></ul> <ul><li><ul><li><ul><li>Same location as display or remote location? </li></ul></li></ul></li></ul> <ul><li><ul><li>Softwares Effect on Solution Cost </li></ul></li></ul> <p> 25. Types of Software </p> <ul><li>Enterprise</li></ul> <ul><li><ul><li>Client PC </li></ul></li></ul> <ul><li><ul><li><ul><li>Thin media player: stream media assets as needed </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Robust media player: Transfer &amp; store media assets locally </li></ul></li></ul></li></ul> <ul><li><ul><li>Server </li></ul></li></ul> <ul><li><ul><li><ul><li>Owned or managed </li></ul></li></ul></li></ul> <ul><li><ul><li>Model </li></ul></li></ul> <ul><li><ul><li><ul><li>Client/server or SaaS </li></ul></li></ul></li></ul> <ul><li><ul><li>Complicated Infrastructure </li></ul></li></ul> <ul><li><ul><li><ul><li>Central content development server </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Content distribution server </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Media players </li></ul></li></ul></li></ul> <p>Location 1 26. Types of Software </p> <ul><li>Single Location &amp; Small Enterprise </li></ul> <ul><li><ul><li>Media types </li></ul></li></ul> <ul><li><ul><li><ul><li>Many solutions have limited media support </li></ul></li></ul></li></ul> <ul><li><ul><li>Model </li></ul></li></ul> <ul><li><ul><li><ul><li>Internet (SaaS) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Video streaming (thin media player) </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Store &amp; play (Robust media player usually Windows based)</li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Client/Server (Desktop application) </li></ul></li></ul></li></ul> <p>Network (Single Location) Stand Alone (Single Location) Internet Location 1 Location 2 Online Server SaaS (Small Enterprise) Content Management 27. 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 28. Displays in Digital Signage </p> <ul><li>Are you using LCDs or Plasma?</li></ul> <ul><li>Will a projector work better for you?</li></ul> <ul><li>How big does the screen need to be?</li></ul> <ul><li>Is it professional rather than consumer grade?</li></ul> <ul><li>Do you need HD?</li></ul> <ul><li>This is the most visible aspect of your Digital Signage network and probably second in importance to your content and its management.</li></ul> <ul><li>Screen placement is an essential element to the success of your messages getting to your audience.</li></ul> <p> 29. </p> <ul><li>Usage: </li></ul> <ul><li><ul><li>Commercial </li></ul></li></ul> <ul><li><ul><li><ul><li>Designed for 24x7 operation </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Handles extreme heat conditions </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Landscape or portrait orientation supported </li></ul></li></ul></li></ul> <ul><li><ul><li>Consumer </li></ul></li></ul> <ul><li><ul><li><ul><li>Designed for limited on time operation with intent of long off times </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Landscape only </li></ul></li></ul></li></ul> <ul><li>Control </li></ul> <ul><li><ul><li>Commercial </li></ul></li></ul> <ul><li><ul><li><ul><li>RS-232 external control with PC &amp; video loop-through connector capability (drive multiple displays from one PC or video source) </li></ul></li></ul></li></ul> <ul><li><ul><li>Consumer </li></ul></li></ul> <ul><li><ul><li><ul><li>Lacks the above &amp; often does not feature BNC locking connectors or a DVI input </li></ul></li></ul></li></ul> <ul><li>Warranty </li></ul> <ul><li><ul><li>Commercial </li></ul></li></ul> <ul><li><ul><li><ul><li>3 years parts &amp; labor </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Onsite service optional </li></ul></li></ul></li></ul> <ul><li><ul><li>Consumer </li></ul></li></ul> <ul><li><ul><li><ul><li>1 year typical. </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Warranty may be voided if used in commercial environment </li></ul></li></ul></li></ul> <p>Commercial vs. Consumer Grade Display Presented by 30. Other Partners </p> <ul><li>You will need to see what you can provide and what you will need to partner for </li></ul> <p>Services Hardware Turnkey Solution Software Training Installation Graphic Design Display Mount Video Distribution Display Media Player Site Survey 31. Some Considerations </p> <ul><li>Cost there is an investment involved </li></ul> <ul><li><ul><li>Avoid big problems by testing everything </li></ul></li></ul> <ul><li><ul><li>Run a small pilot </li></ul></li></ul> <ul><li><ul><li>Use lease options and other creative financing </li></ul></li></ul> <ul><li>Complexity - Digital signage projects require technical business, marketing and design expertise </li></ul> <ul><li><ul><li>Make sure your team includes all interested parties </li></ul></li></ul> <ul><li><ul><li>Make sure you understand the purpose of the network and the benefit to all interested parties before you begin </li></ul></li></ul> <ul><li>Return on Investment </li></ul> <ul><li><ul><li>Is it $$$ </li></ul></li></ul> <ul><li><ul><li>Is it something else creativity, ingenuity, results? </li></ul></li></ul> <ul><li><ul><li>Clearly define your objectives monitor your progress frequently </li></ul></li></ul> <p> 32. The Minicom Advantage Digital Signage </p> <ul><li>20 years experience moving video &amp; AV signals </li></ul> <ul><li>Over 200,000 screens worldwide use Minicom </li></ul> <ul><li>Effective innovation &amp; solid IT background </li></ul> <ul><li>Strong corpora


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