by March 27, 2010 0 comments



Digital signages
are electronic displays like LCDs, LEDs, plasma screens, or even video walls that enable dynamic, centrally controlled screen-based communication which may be either interactive or non-interactive. According to IDC, Digital signage systems provide centralized scheduling, management, and publishing of digital media assets to on-premise digital displays and kiosks. Digital signage servers provide capabilities for content authoring and the creation of playlists, content management and delivery, and device (display) management. Displays are connected to the network via media players, and the media players communicate with the digital signage server software to play out content. Some of the players in the space of digital signage solutions are HP, Cisco and NEC.

Digital signages for retail
Frequently changing market conditions and the highly completive environment force the retailers to reach out to their customers faster than their competitors. One of the ways to do this is by smartly rolling out their promos to the customers, by deploying digital signages inside different sections of the retail stores or even outside them. Customers can be easily engaged by throwing just the right content on each of these displays on the basis of time, season, regional preferences, etc. Not only is this economical, but it this also brings down the effort and time required to place them at the locations, and their removal.

Cable and Wireless, the telecom company, is providing digital signage solution in Britain, soon to be available in India, where they are offering the management of digital signage infrastructure, routing the content from the advertising agencies and distributing it across in-store displays. An innovation that they have brought in, is enabling connection of the digital signages to applications such as IP based Closed Circuit television (IPCCTV). With intelligent cameras and an analytic software running, retailers have the power to profile the consumers streaming in and on the basis of that throw in just the right advertisements that would engage these specific consumers. For example, if a bunch of youngsters are entering, say, the mobile phone showroom of a retail store, information about those cell phone models that might appeal to them can be flashed across the displays. Apart from benefiting the consumers by making the whole shopping experience exciting and much simplified, it would also create scope for development of new revenue models between the product vendors and the retailers.

There are times when customers get irritated with the queue at the billing section of the retail stores. Digital signages can be used at such points and can display media that is entertaining and engaging, thus reducing the perceived wait time. Apart from the retail space, digital signages, can be deployed across various verticals, even in office branches of an organization, serving as a corporate communication tools.

Though digital signagesolutions are appealing, their deployment is a costly affair. This would also call for a good IT workforce that can manage the entire system. Though the digital signage solution providers claim that ROI would be claimed quickly, cost and IT human resource is definitely an initial deterrent.

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