DigitalSignage Issue 10 by Alchemedia Publishing

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Editorial:

Upwardly Mobile

Story: Christopher Holder

know I’ve seen this happen, and I’m sure you’ve seen it too — either in person or on YouTube: a toddler trying to interact with their Dr Seuss or Golden Book like it was an iPad. Oh, and the frustration! ‘What? Thing A and Thing B don’t get larger when I pinch and expand the picture?’

I could probably sign off on this Editor’s Note right now and you can draw your own conclusions about what this means for the next generation of consumer. But allow me to join a few of the dots for you. To communicate with your customers you have to be where they are. For what seemed like an eternity… well, decades at least, that meant exposure on the TV, the radio or in newspapers/magazines. Many more eyeballs were consolidated into a handful of avenues: half of Australia might be watching the Sullivans; a million people might be picking up the Princess Di issue of Woman’s Weekly. Now a marketer’s job is far more difficult. It’s almost impossible to buy 1,000,000 eyeballs in one transaction.

Exploring the internet on a smartphone is a lot like wallpapering your hall through the letter chute in the front door

Welcome to the new age of mobile.

Smartphone penetration in Australia has reached 84 percent. In 2014 more web pages will be downloaded via mobile than via a traditional desktop PC.

For GenX and beyond, it’s a little hard to believe. Exploring the internet on a smartphone is a lot like wallpapering your hall through the letter chute in the front door. Yeah, you can do it, but don’t you want to wait until you get in front of a proper computer with a real screen? The answer is a resounding, ‘no!’. Increasingly, convenience and mobility wins every time. Cottoning on to the trend, business began making versions of their websites optimised for mobile access. But a responsive website that looks acceptable on a smartphone is still less than ideal.

Next, we saw the rise and rise of the mobile app. An app proved far superior to a mobile version of a webpage because you can better guarantee the customer’s experience.

Phew. All this in a few short years. Five years ago, internet shopping was really confined to buying books on Amazon and booking flights out of Sydney. Now, smartphones are an utterly inseparable from the shopping experience. ‘Okay,’ I hear you say with some exasperation. ‘Everyone has a smartphone and they’re being used a lot. I get it. But in the old days everyone had a wireless that was used a lot and it was easy to know how to get your message on the wireless — advertise. How do I get my message in front of the eyeballs of the shopper with the mobile phone?’ Ah. Glad you asked. Welcome to DigitalSignage! Have a look at the example of Sydney Airport. Give your customers a reason to download your app. Then talk to them via the app. In the case of the airport, they’ve taken a single kernel of indispensability (checking that your flight has been confirmed) and turned it into a direct one-on-one avenue of communication.

Can’t commit to authoring your own app? The humble QR code reader will take your customers to web pages of your choosing. A QR code in store is a great way of directing mobile web traffic in your direction rather than off to some shopbot-style price shootout that is just as likely to have your customer heading out the door and out of your life forever.

And as Leon Condon, CEO of Engagis, reminds us in his column this issue: the vast majority of purchasing decisions are made in-store. Let’s do our best to ensure those decisions go in our favour. Christopher Holder, Editorial Director chris@dsmag.com

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CONTENTS ISSUE 10 2013 Digital Place-Based Media & Technology

Advertising Office: (02) 9986 1188 PO Box 6216, Frenchs Forest, NSW 2086

Editorial Office: (03) 5331 4949 PO Box 295, Ballarat, VIC 3353

Publication Director: Stewart Woodhill (stewart@dsmag.com.au) Editorial Director: Christopher Holder (chris@dsmag.com.au) Publisher:

Philip Spencer (philip@dsmag.com.au) Art Direction & Design: Dominic Carey (dominic@alchemedia.com.au) Graphic Design: Daniel Howard (daniel@alchemedia.com.au) Contributing Editor: Graeme Hague (news@dsmag.com.au) Technical Editor Andy Ciddor (andy@av.net.au) Accounts: Jaedd Asthana (jaedd@alchemedia.com.au)

IN ACTION 10 Auckland Museum, New Zealand 11 Epping Club, Sydney 12 MCG, Melbourne 14 Swinburne Uni Execution, Melbourne COLUMNS 18 Gaye Steel, GuihenJones 19 Leon Condon, Engagis TECHNOLOGY 16 Fitness on Request

Circulation Manager:

Mim Mulcahy (subscriptions@dsmag.com.au)

FEATURES 20 Sydney Airport 24 Royal Randwick, Sydney REFERENCE 30 Whoâ&#x20AC;&#x2122;s Who Company Profiles COMMENT 34 Mug Punter: Do Touch!

alchemedia publishing pty ltd (ABN: 34 074 431 628) PO Box 6216, Frenchs Forest, NSW 2086 info@alchemedia.com.au All material in this magazine is copyright ÂŠ 2013 Alchemedia Publishing Pty Ltd. The title AV is a registered Trademark. Apart from any fair dealing permitted under the Copyright Act, no part may be reproduced by any process without written permission. The publishers believe all information supplied in this magazine to be correct at the time of publication. They are not in a position to make a guarantee to this effect and accept no liability in the event of any information proving inaccurate. After investigation and to the best of our knowledge and belief, prices, addresses and phone numbers were up to date at the time of publication. It is not possible for the publishers to ensure that advertisements appearing in this publication comply with the Trade Practices Act, 1974. The responsibility is on the person, company or advertising agency submitting or directing the advertisement for publication. The publishers cannot be held responsible for any errors or omissions, although every endeavour has been made to ensure complete accuracy. 15/11/13

From inside the box... The new suite of Samsung MagicInfo™ Digital Signage Solutions Samsung is recognised as a world leader in digital signage solutions. Expanding on its comprehensive range of commercial large format LCD displays, Samsung now has four signage solution offerings in the MagicInfo™ suite designed to meet your digital signage needs. From a simple single screen deployment in a retail environment through to remote managed national or worldwide digital signage networks, Samsung has the solution. MagicInfo™ Lite – High Impact with Simplicity An “out of the box” signage solution included with the ME, MD, UE and DE/PE series LED* BLU Commercial Displays. Intuitive and easy to use, the MagicInfo™ Lite scheduler / player (included with the displays) enables simple scheduling and delivery of your important content via the display’s internal media player, without the need of complex digital signage systems. With just a simple set up you can start scheduling and delivering content from the built in player to the display using the display’s remote control. The player is compatible with an array of file formats including .jpeg, .ppt, .mp4, .avi, .wmv and .mkv.

MagicInfo™ Premium-S - An Integrated Signage Platform for Easy Audience Engagement Compatible with the latest PE-C, UE-C and UD-C series LED* BLU displays, employing system on chip (SoC) technology, SSSP eliminates the need for an external PC module to streamline display and content management. This technology, combined with MagicInfo Premium-S software, allows for creation, scheduling and delivery of content to either a single display or multiple displays over a network**. MagicInfo Premium –S is included with the latest PE-C, UE-C and UD-C series for stand-alone applications only. For network applications, server licenses are required at additional cost. MagicInfo Premium-S offers over 60 design templates to help with content creation as well as web based content** and device management.

MagicInfo™ Premium-i – Customise, Create and Control with Ease MagicInfo Premium-i** lets you display the right content to the right people, at the right time—from virtually anywhere in the world. Samsung MagicInfo™ Premium-i is a web-based solution that is optimized for the near-seamless management of your digital signage network. A complete content management and Samsung display and PC media player control system, MagicInfo™-i Premium helps deliver messages with impact. Through a web based centralised control, multiple users can access remotely to create immersive content using MagicInfo Premiumi Author (included) and schedule playback as well as monitor and control display devices using MagicInfo Premium-i Server (included). Displays and media players sold separately.

MagicInfo™ Videowall 2 – Captivate your Audience MagicInfo-i™ VideoWall 2 software provides the tools to publish vibrant content on a video wall. Content can be displayed across as many as 250 compatible displays which are capable of delivering UHD picture quality based on the number of displays used and the content format. Samsung displays, media players, applications and content are managed through one intuitive, remote interface**. The MagicInfo-i™ VideoWall 2 application consists of four major software components, including MagicInfo-i™ Author for creating video wall content; VideoWall 2 Console for managing schedules and playlists; VideoWall 2 Live Caster for broadcasting up-to-the minute action and live streams; and VideoWall 2 Video Wall Client for synchronizing devices and playback. Displays and media players sold separately.

*Samsung LED BLU Commercial Displays use LCD display panels with LED back or edge lighting. **Internet connection required. Data and subscription charges may apply, subject to third party service provider agreement

â&#x20AC;Ś to outside the square !

www.samsung.com/au/business it.sales@samsung.com

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The Daktronics Advantage: Daktronics LED video displays are bright enough to provide excellent image clarity and contrast even in direct sunlight. The displays are fully protected from water, salt, dust and other particles, and are tested past the point of failure to ensure they perform in the harshest of environments. Which is why venues across Australia have chosen Daktronics: NIB Stadium (Perth), ATC Royal Randwick and Rosehill Racecourse (Sydney), Brisbane International Airport, Sydney Cricket Ground, Westfield Shopping Centres (Australia wide), Skoda Stadium (Sydney), Metricon Stadium (Gold Coast), Melbourne Airport, Canberra Stadium, Adelaide Ovalâ&#x20AC;Ś and many more

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Five Star Lustre The Epping Club’s HD investment

The Epping Club is the ‘five star’ club. And there’s plenty about this Sydney club’s amenity and fitout that’s a ‘cut above’. But the club’s marketing department was struggling with a digital signage network that was slow, clunky and outdated. That’s all changed with a network of HD displays using Spinetix media players and SpinetiX Elementi scheduling/content creation software. The messaging and the marketing intent stays the same but the execution and the workflow has improved out of sight. Adam Kruhak, the club’s Marketing & Graphics Executive: “The new system works so much faster, in fact, the whole package is markedly better. Previously it might take me 30 to 45 minutes to load a slide, and any file larger than a megabtye tended to freeze it. Now, it’s instantaneous. “In fact, anyone can load content. Our functions department wouldn’t call themselves computer savvy, but they’re loading up routine slides. And that saves my department time.” There are eight advertising/promotion screens and additional function room small-format screens for wayfinding. Most of the displays are on a slow-burn 10-minute loop for those areas with long dwell times (the gym, for example). The main foyer has its own schedule, pushing key events and promotions harder on a

shorter three-execution loop. Furthermore, the Functions displays have a weather RSS feed and news headline ticker.

In Action

The 47-inch LG WV30B displays are magnificent and do justice to Marketing’s hi-res graphics, especially in intimate areas such as the elevator where every pixel is sacred. The screens have a super-narrow bezel, ensuring the displays cut a crisp profile. More LG displays are in the restaurant, serving as digital menuboards. Updating the menu is as easy as exporting a .csv file into Elementi. (The next step is to integrate the Micros system so that prices follow the POS system automatically.) In all there are 12 SpinetiX HMP200 players. SpinetiX media players are renowned for being bulletproof and futureproof. And it’s easy to see how the Epping club will grow into the system as its signage ambitions begin to expand. Already Adam is talking about the prospects of putting live odds under the football broadcasts, while the four screens in the main foyer will doubtlessly be addressed as a four-panel array for specialised content when the occasion demands it. Finally, special mention must go to Justin Baker and the Intellect Projects Group, which installed the full system without the club needing to missing a beat. (Nothing quite like having a team of five pros clocking on at 4.30am to get a job done!) 

Epping Club: www.eppingclub.com Madison Technologies (SpinetiX): 1800 00 77 80 or www.madisontech.com.au LG Electronics Australia: 0417 266 919 or www.lge.com Intellect Projects Group: 0414 494 252 or www.intellectprojectsgroup.com.au

Digital Place-Based Media & Technology

Runs on the Board New vision boards for MCG

In Action

The Melbourne Cricket Ground (MCG) will house the largest vision boards at an Australian sports stadium when two new, state-of-the-art screens are installed in time for the 2013 Boxing Day Test. The new vision boards will be more than double the size of the existing screens, part of a continuous upgrade designed to keep the MCG at the pointy end of stadium experiences.

Daktronics; (02) 9453 4600 or www.daktronics.com

Located in the Ponsford and Olympic stands, the new LED screens will provide live high-definition vision during MCG events. A tender process saw Daktronics Australia, a leading provider of electronic scoreboards and digital display systems around the world, selected as the supplier for the two vision boards. “We are excited by the imminent arrival of new vision boards,” said Melbourne Cricket Club CEO Stephen Gough. “Patrons will enjoy a larger screen format, with better technology, that will really enrich the experience of watching sport at the MCG. “We have spent the past two years visiting some of the world’s best and newest stadia as we look to further improve the patron experience at the MCG. “Daktronics has a wealth of international experience installing digital vision boards at some of the best

Digital Place-Based Media & Technology

stadiums across the globe and we’re thrilled to have them come on board,” said Mr Gough. The installation of the new boards will also ensure fans attending the highly anticipated 2015 Cricket World Cup benefit from an improved stadium experience. “We’re honoured to be selected as the provider of the MCG’s new digital vision boards and look forward to contributing to an improved fan experience at the MCG,” said Daktronics Australia General Manager Blair Robertson. Key Facts: • The new vision boards will be approximately 25 metres wide and 13 metres high, more than double the size of the existing screens. • Daktronics Australia has installed vision boards at Metricon Stadium, Skoda Stadium, Simmonds Stadium, SCG and is working on projects at the Adelaide Oval. • Daktronics is also working on a number of big projects in the US, including Metlife Stadium — home of the New York Jets and Giants, and the new San Francisco 49ers’ Stadium. 

Make Great Digital Signage Visit the Amber Technology stand at INTEGRATE EXPO (Hall 5, F22) to discover the latest Digital Signage Solutions from Gefen.

Distributed by Amber Technology | Unit 1, 2 Daydream St, Warriewood NSW 2102 FREE PHONE 1 800 251 367 www.ambertech.com.au display@ambertech.com.au

Go Fish! Sony short-throw projectors take plunge

In Action

Auckland Museum: www.aucklandmuseum.com Sony Australia: pro.sony.com.au/projectors

‘Moana – My Ocean’ is an Auckland Museum exhibit that takes visitors on a journey of discovery from New Zealand’s east coast to the Kermadec Islands.

a circular theatre and is made up of a 270° screen. With this in mind we knew we would need four projectors to achieve our goal and to make the experience truly immersive.

Auckland Museum Exhibition Developer Victoria Travers explains, “We wanted to invite visitors to become marine explorers and embark on a remarkable journey of discovery in our marine environment. On their travels, visitors consider their relationship with the ocean and how they can play a role in reversing the damage being done to the planet.”

“Finding projectors that were extremely shortthrow and provide a great image when used in a multi-channel environment was a real challenge that thankfully was eventually met by Sony’s VPLSW535 (ultra short throw) projectors.”

‘The Boil Up’ is one installation for the Moana – My Ocean project where visitors are immersed in a Hauraki Gulf Boil Up (where kingfish, sharks and dolphins round up small fish into a bait ball while gannets dive bomb from above). The experience was developed using artificial intelligence, and is a real-time living system which allows visitors to explore the behavioural patterns at play during a Hauraki Gulf Boil-Up. Travers explained, “The experience is contained in

Digital Place-Based Media & Technology

The short-throw was required due to the nature of the space but also to ensure visitors didn’t interrupt the projection or cast shadows. In addition the Moana – My Ocean team were concerned about the short throw angle and how reflected light from the screen may cause hot-spotting and light scattering in the blend regions. Problem solved. Mission accomplished. 

Fit For Purpose Virtual anytime Jane Fonda menuboards.

In Action

Fitness On Request: www.fitnessonrequest.com Clear AV (Installation): www.clearav.com.au

Fitness On Request is a nifty solution to a curly problem in the fitness/health club market: how to offer a broad range of exercise programs regardless of the peaks and troughs in demand, day or night. A touchscreen kiosk makes it easy to browse the library of virtual classes, make their selection and immediately engage with pre-recorded sessions via a high definition projection screen. The system can be installed in hotels, apartment complexes, spa resorts, large corporate offices, schools and colleges, military bases and more, which means facility managers now have an attractive additional amenity to offer their customers, increasing the value of their property and service. All you need is a spare 30sqm. Fitness On Request is easy to manage through its booking system. An online management portal gives operators everything they need to set up the program with minimal management required — they can schedule classes to autostart or leave the schedule open for users to choose their own classes on request. It’s easy

to reserve a place in a class as well as invite friends via social media to come along to the classes with you. Their solution, known as a Hybrid Group Exercise Platform (HGXP), combines an audiovisual hardware system with web-based management software. The system includes a hi-def projector, two wall-mount speakers, a digital screen up to 150 inches, and a touchscreen kiosk with a selection of 50-plus pre-recorded classes. 

Retail:

Touchpoints of Tomorrow: A Connected Strategic Approach Gaye is an experienced marketing professional, having launched her career in marketing in FMCG working for a multinational Reckitt & Colman for 10 years, followed by stints at McDonald’s (as National Marketing Manager), Telstra and Church & Dwight. Gaye is now relishing the challenges of agency life in her role as Marketing Director for GuihenJones (retail communications agency). She is also an accomplished Academic Lecturer in Marketing & Advertising.

Story: Gaye Steel

he distinction between offline and online shopping continues to blur. We need to find new ways to connect buyers and sellers. Traditional retail isn’t going away — it is transforming. Smart retailers are innovating; reimagining the store and what it means to shop. The rapid development and adoption of technology, driven largely by mobile, has shifted power from brands and retailers to shoppers. The ease, efficiency, access and personalisation enjoyed online is reshaping expectations and evaluations of ‘offline’ retail experiences. Retailers are becoming fully aware that success lies in their ability to deliver an exceptional customer experience across all digital channels. This new, connected strategy pins retailers in a challenging corner, requiring synchronisation across every store function, from tablets to kiosks to digital signage.

The term Internet of Things (IoT) describes several technologies and research disciplines that enable the Internet to reach out into the real world of physical objects. Technologies like RFID, short-range wireless communications, real-time locations, and sensor networks are becoming increasingly pervasive, making the IoT a reality. For instance, your fridge will be able to tell that you’re running out of milk. It’ll then automatically order more online from the grocery store; who’ll text you to say it’s on its way; before automatically deducting the cost from your PayPal account and then dropping it to your door. Check ins, Likes, LinkedIn profiles, Google searches, website cookies, online purchases, YouTube channels, Pinterests, are all being linked by the Internet of Things’ thinking — and we’ve only just scratched the surface of what’s possible.

In fact, after the World Wide Web and universal mobile accessibility, the IoT represents the most potentially disruptive technological revolution of our lifetime. With 50 to 100 billion things expected to be connected to the Internet by 2020, we are now experiencing a paradigm shift in which everyday objects become interconnected and smart. If you think the digital world is crowded now, wait until you see what the next few years will 18

Digital Place-Based Media & Technology

bring. Today, there are roughly two Internetconnected devices for every man, woman and child on the planet. By 2025, analysts are forecasting that this ratio will rise past six. This means we can expect to grow to nearly 50 billion Internet-connected devices in the next decade. Once you digest the sheer size of that number and the tactical challenges of connecting and dealing with all those devices, the first question most people want to know is: what are all these devices doing and to what end?

Linking all of these devices to target successfully means we need to capture, store and gain insights from massive amounts of information about our customers. ‘Big Data’ is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. To give you a sense of the scope and size of the data being collected: From the beginning of recorded data to 2003, we created 5 Exabyte’s of data. In 2012 we created 5 Exabytes every 2 days … and by the end of 2014 we will create 5 Exabytes every 10 minutes

At its core this is what Big Data is: data on a scale we’ve never seen before!

The role of the store is becoming more and more important for today’s brands! With the ever-expanding possibilities that modern digital technology is affording brands, coupled with the insights that can be gained from big data, the in-store experience has become an area where brands will either make it or break it. According to the Point of Purchase Advertising International (POPAI), 76% of shopping decisions are made in store. This gives retailers and brands a fantastic opportunity to influence this decision-making process in store, at the final moment of truth.

THE DIGITAL ARMOURY

Digital Signage: is one of the fastest growing areas of retail communications. With such a high level of indecision in store, this is a fantastic opportunity to convert sales but one that is being frequently overlooked. Digital Labelling: Supermarket chains in the US are seeing huge savings using Digital

Labelling as they are virtually cutting out costs associated with printing, checking and changing labels and also reducing discrepancies between the advertised price and that which comes up at the check out. Digital Menuboards: enable managers to keep pace or stay ahead of their competition. The benefits of digital menu boards are numerous and include: • The ability to use automatic day parting to drive up sales • The ability to remotely update menus and make instant, pre-programmed changes

• Make changes and update prices for single or multiple locations, from anywhere in the world

• Centralised control of marketing, promotions and menuboard content • The ability to link inventory levels and point of sale (POS) to change marketing and pricing instantly

Digital Advertising: allows messages to be dynamic, clear and interactive. Static as well as full-motion content can be integrated to create a compelling display. This then allows the operator to incorporate cross promotions with vendors, partners and suppliers. Kiosks or Digital Touchscreen Displays: offer shoppers a new way to shop alongside traditional touchpoints. It enables customers to access the detailed information they are after. By controlling the environment where the information is displayed you remove competitor influence and ultimately deliver increased shopper engagement and education. Interactive Windows: Kate Spade in New York recently introduced several new 24-hour interactive Window Shops. Shopping takes place through a large touchscreen display, and apparel items can be previewed on model photos. Items purchased are then delivered within one hour.

RFID Technology: enables customers to view bespoke multimedia content specific to different products and ranges on in-store display screens. When you do invest in touchpoints, it’s critical that they work together! Consistency amongst your different messaging points helps deliver a seamless in-store experience, reduce shopper confusion and present a professional image of a brand that takes itself seriously. 

Why Your Displays Are Only Getting Smaller

Retail:

Leon Condon is CEO of Engagis, a regional leader in digital display technology and customer engagement solutions. Its clients include, Telstra, Apple, Amcal, Myer, LJ Hooker and others.

Story: Leon Condon

ot long ago retailers were feeling under serious threat. It was a case of: Online vs Brick & Mortar, but now it’s very much a case of Online and Bricks & Mortar. ‘Omnichannel’ is being embraced; and for good reason

Customers continue to embrace the online experience, perceiving it to be faster, easier and more personal (and at times more cost effective). They are the benefits we’re hearing loud and clear from consumers when it comes to internet shopping. The key for today’s retailers is to bring these benefits in store — to make the retail experience faster, easier and more personal. MAKING EVERY STORE HUGE

Our company has been working on some exciting projects with small and large retailers across a wide variety of store formats, from 2500sqm flagship outlets through to 80sqm retail footprints with limited product range. But the fact remains, no matter how large the store, retailers can rarely showcase all of their stock. Their website however, can. So we’re delivering the capability to showcase their entire range in every store. With ‘click and deliver’, the store environment does what Bricks & Mortar does best — embody the essence of the brand and empower the customer to touch and feel products. With digital integration it is now also possible to showcase the retailer’s entire range of products, regardless of store size. This is possible through what would traditionally be called a ‘kiosk’. Effectively it’s an interactive display or digital touchpoint that provides a consistent brand message and allows customers to experience your full product range. Naturally, you’ll have staff on hand to assist where necessary. If you want an example of where the kiosk’s influence is palpable, think of an automotive dealer. Vehicles are big-ticket items and customers wouldn’t dream of buying a new car without first making a stop into a new car dealership. Today’s customers are normally well researched and of course it’s impossible for the car yard to stock every variation of a new vehicle. So a digital touchpoint (such as a touch table or tablet stand) that allows representatives to walk the customer through multiple options is a powerful sales tool indeed.

SMALL YET POWERFUL

DIGITAL ENGAGEMENT

Using larger-format interactive displays to present a unified digital front to the public is a logical development for many retailers. If you’ve not already got a plan in place then you owe it to yourself to get one. But I’d like to dwell on the role of the small-format display in retail. I believe this is where we’ll see the real growth and innovation in digital engagement.

Digital engagement is not about getting one touchpoint right. It’s about closing the loop on every touchpoint and following your customer right through the pathway to purchase. It begins from the point at which they enter the market (or are invited to enter the market via your promotional work), then continues as they browse, search, select a product, order, pay and finally, are followed up post-transaction with a reward for their loyalty.

Small screens are rapidly changing the way products are sold. Telstra has one of the largest networks of connected screens in the nation. But predominantly, these screens are smallformat and provide individualised information for a particular handset or device. Fewer and fewer brochures and tickets are to be found in store. It’s all about digital engagement. What’s more, you no longer simply see a model number and a price, you’re presented with a feature set and specifications. Then, thanks to some clever security devices you can even reach out and interact with the handset. You can also directly compare the device with another beside it; contrasting the features, aesthetics and pricing all at once. You simply can’t achieve this sort of hands-on engagement with a big screen on loop in the corner of the store. Small-format displays are also gaining influence in the banking sector. As we know, bricks & mortar branches are no longer where most banking transactions occur. Bank branches are increasingly transitioning to become advice centres and this needs to be the focus of the modern-day bank branch — to attract new and existing customers to their branches so that friendly and knowledgeable advice can result in a ‘sale’. On the frontline are small-format interactive displays: an iPad, a Samsung Galaxy tab or similar. The tablet helps you to explore what the bank has to offer, punch in loan calculations, and answers basic questions. When a consultant is available they can come to the fixed/secure unit and simply release the device using an RFID secure tag. The conversation can then continue on a couch or in a consulting area. This gives the customer a seamless user experience and the consultant access to rich information on the very device upon which the enquiry began.

All of these digital delivery methods should assist you to connect your customer with your brand, be it your website, your digital signage, the in-store kiosk, small-format displays or even your customer’s smartphone. Just over 6% of all retail sales in Australia are currently made online. Let’s not forget that leaves some 94% of your sales occurring within the physical confines of your store. It begs the question: why would you not offer the same level of information instore as you do online? How you close that loop and provide the right information in-store and in the right manner will depend on the product and your customer. But increasingly, it’s clear that screens are getting smaller rather than larger. And yes, that means interacting with the hundreds of screens already in your store: your customers’ smartphones in their pockets. But that sounds like the topic of another column in a future issue of this magazine. 

For more on Engagis’ philosophy regarding digital engagement go: engagis.com/resources for a free whitepaper entitled ‘The Digital Touch Revolution’.

Again, this is not the role of a large-format display, which will otherwise be used for one-way promotions, noticeboards and queue management.

Digital Place-Based Media & Technology

LIFT OFF From the moment you start daydreaming about that holiday, to getting yourself comfortable in seat 29E, Sydney Airport wants to join you on a digital journey. Story: Christopher Holder

uch as changed since we last checked in with Sydney Airport (Issue 1).

The Airport has identified all of the customer touchpoints and has closed the loop to ensure it’s providing relevant content and information all the way from initial web enquiry to boarding the plane, and offering advertisers more precisely-targeted opportunities to communicate with travellers. Naturally, this means more than flicking an ad on a screen between departure times in the terminal. Here’s how Martin Salter, Sydney Airport’s Manager Advertising and New Media, puts it: Since we last spoke we’ve really focussed on delivering a holistic media solution which encapsulates digital signage, mobile and content, and really focuses on delivering high-level engagement with our customers through the travel cycle. TRAVEL CYCLE

Okay, back up a bit. Martin’s reference to a “holistic media solution” through the “travel cycle” may require further explanation. For starters, disabuse yourself of the notion that people go to an airport website to confirm flights, and look at airport screens to find the right gate to head to. We’re way beyond that. The travel cycle describes the ‘journey’ a customer goes on from initial daydreaming about a trip up until the point their told to buckle up and stow those tray tables. Certainly, the ‘travel cycle’ starts a whole lot earlier than the moment a traveller makes it to the terminal.

Martin Salter: It starts during that initial research. If you’re looking to fly to Japan you’ll Google ‘events in Japan’ or ‘Sydney to Japan’. What we’re working on is to get Sydney Airport results at the top of the page so people will rely on the Airport site to review flights — who flies to Japan, and what times they fly. It means the Airport site will be a hub for planning a journey. Again, if it’s a Japan trip, our site will have content from the Japanese Tourism Organisation and other relevant information — what to do, events, accommodation. From there you can use our website to book travel through our new booking engine, which you’ll find on our homepage. You can book accommodation, car hire and flights from there. We’re building something that allows people to engage with the Sydney Airport site not just one day out, or one week or one month out but from the moment they’re daydreaming about the trip — the beginning of the travel cycle. DigitalSignage: I’ve booked my flights through the Sydney Airport site. What next? 20

Digital Place-Based Media & Technology

Martin Salter: People will log-on to the site to double-check details such as parking, transport, what they can and can’t pack etc. This is all on the site. Normally people will then confirm their flight the day before. So if they’re travelling with family they will be presented with different options relevant to travelling with children. When they arrive at the airport the following day, that’s where the Sydney Airport app really starts coming into its own. DigitalSignage: This is the big news: the new app.

Martin Salter: Yes, it’s only been recently launched. And the idea has stemmed from first principles: how we engage with customers from a digital standpoint. We launched our free wifi network in 2010 and observed that the proportion of people accessing the network with a mobile device had risen from 35% to 86% in 12 months — a staggering increase. This was crucial data, but ultimately we wanted to provide travellers with contextual information. And by ‘contextual’ I mean, regardless of whether people were on their smartphone, tablet, laptop, or whether or not they were sitting at our gate lounge, they would be able to have access to information and content based on their destination.

MADE FOR CHINA The Chinese market is growing quite significantly. From an international audience, New Zealand is number one market, and China is number two. So we’ve developed a Chinese app for Android and iPhone. We’ve also got a Chinese/Mandarin website and mobile site. From a digital signage perspective, as part of the departure lounge integration with our flight information software, we can target messaging to Chinese passengers depending on the flight number. So if you’re flying China Eastern or China Southern or Air China etc., because we know the codes we can deliver Mandarin messaging to them at that point at the baggage carousels.

DigitalSignage: What sort of information?

Martin Salter: You can opt into a service that sends notifications to your device rather than looking at the public flipscreens, and it will provide notifications and updates on the flight and destination that you’re flying to live to your phone. And we find that these notifications have a 25% open rate, which from a digital point of view is fantastic. DigitalSignage: Okay, so my phone is telling me to ‘go to gate’. What next?

Martin Salter: Once people have spent around 60 minutes in our retail areas they then spend another 45 minutes at our gate lounge, and that’s where we’ve integrated our new booking engine on the digital screens. If you’re flying to London you’ll see hotel rates to the U.K., for example. And the traveller can use their smartphone to book additional travel or rental cars etc. DigitalSignage: It’s comparatively easy to send personalised

content to a customer’s device. How did you go with being more ‘contextual’ with your public displays?

Martin Salter: It’s about the destination and the integration we have with our flight information software. This is what we’re doing at our departure gates.

I mentioned the car hire and accommodation examples, but our launch partner is Travelex, and what Travelex has done as part of its sponsorship on the mobile was to send a notification when you enter the terminal saying ‘don’t forget to top up your $US’, if you’re flight is to L.A., for example. And when you accept that message it will take you to a map and show you where those Travelex stores are in the terminal. The next step is internal GPS mapping, so our app can act as a wayfinding device throughout the terminal. That’s on the drawing board. DigitalSignage: Which I’m guessing serves a practical purpose for the customer but also allows you to target the message even further?

Martin Salter: Wayfinding is very, very important in airports and it’s something that people constantly require. And if the technology is there for us to assist people finding their way Digital Place-Based Media & Technology

THE BACK END Sydney Airport needed a powerful, adaptable digital signage platform to keep pace with the changing scope of the system. Scala (supported by TechMedia) has been a key part of the omni-channel strategy of the digital team. Commonality of content across web, mobile and digital signage, sharing of data feeds, integration into flight systems and destination-based offers targeting customers at a specific gate with live information isn’t something you can achieve without a powerful engine and knowledgable support.

TechMedia (Scala): (02) 9526 7880 or www.connectedsignage.com.au LG Electronics (Displays): (02) 8805 4409 or www.lg.com.au

around the airport and to their gate so they get there on time, then that’s obviously a good thing. DigitalSignage: It sounds like the free wi-fi is the hook.

Martin Salter: It’s enormously popular. We use the digital signage to advertise our free wifi, and the uptake has been amazing. When we started we expected to deliver about 30,000 sessions a month, but because it’s such a good service and it’s completely free and unrestricted, we’re delivering well over 300,000.

After people register to use the free wifi, they go online and our website is the first page they see. They can be presented with information about the destination they’re flying to. We understand that the majority of people use our Wi-Fi to do voice calls through Skype, and Facetime on iPhones, but many people will be interested in downloading our app. DigitalSignage: Are the airport retailers feeling the benefit of this app development?

Martin Salter: One of the nice pieces of integration we’ve done is with iOS Passbook. You can go online to our site and download a retail offer and that will pop up in their Passbook when they arrive at the airport and they can redeem that voucher onsite.

So we’re starting to work with retailers on implementing those types of opportunities. Passbook is still quite new to people, and Google 22

Digital Place-Based Media & Technology

Digital signage is an integrated component of the Sydney Airport’s ‘airside’ approach to retail, wayfinding and marketing. (Left) Sample screens of Sydney Airport’s app, which ‘closes the loop’, providing a touchpoint for the traveller from the point of discovery to push back.

Wallet, which should be coming soon. It’s in its infancy but already retailers are seeing the possibilities and starting down that path with us. RULES OF ENGAGEMENT

It’s fascinating to see how Martin and his team have identified ways in which to make Sydney Airport digitally indispensable. Traditionally, an airport website might be only used the day prior to departure to confirm a flight. The Airport has identified that necessity and turned the site into a portal. Not only that, but a means by which to introduce you to an app that will turn your smartphone into an indispensable device to navigate the usual airport gotchas, as well as introduce you to exclusive retail deals.

Martin Salter: The key is being there during the planning phase of your trip. And that’s why we have a whole section dedicated to it on the site. Booked foreign currency? Know what the rates are? Can you buy travel insurance at the airport? Can we assist you in getting the best car rental rates overseas? If we can be the first contact point for the passenger – and I think it makes sense that we are — then it’s worth having those features on our website. 

THE TRAVEL CYCLE Four Months Out: Google your Holiday Sydney Airport’s website rides high in Google’s search results for holiday and business destinations. Book your holiday through the Airport site. Two Months Out: Preparations Expectation mounts, so you head back to the Sydney Airport site to investigate car hire, accommodation, foreign exchange etc. One Day Out: Confirmation The obligatory flight confirmation. You’re encouraged to download the Sydney Airport app. Four Hours Out: Arrive at the Airport You arrive at the airport to be greeted by screens encouraging you to download the Sydney Airport app and advertising free wifi. Three Hours Out: Through Customs You’ve cleared customs and you’re armed with the Sydney Airport app, which alerts you to any delays, gate changes etc, for your flight. The app pushes destination specific information and advertising/promotions. There’s even a Chinese Mandarin version of the app. 45 Minutes Out: At the Gate Digital signage at the gate is ‘contextual’, providing destination specific information and advertising. Channel 7 news content and ‘Getaway’ segments attract eyeballs. Use your smartphone to further investigate signage content — eg. forex, accommodation etc. Push Back: Get on the Plane One last text to Mum, set your device to Flight mode and enjoy the trip.

PAYING DIVIDENDS Royal Randwick’s $168m investment includes one of largest and most sophisticated signage and signboard solutions in the world. Story: Christopher Holder

he Australian Turf Club’s $168m redevelopment of the Royal Randwick Racecourse is something to behold. With full glass frontage on all levels, the new grandstand provides an uninterrupted outlook of the racecourse and surrounding parklands as well as spectacular views of the CBD skyline.

With views like this it may come as a surprise to many that the grandstand packs a whopping 800 networked hi-def displays! The truth is, of course, that the punters’ needs come first, and the latest in digital signage ensures racegoers will never miss any of the action (at Randwick and elsewhere) as well as providing all the odds and other vital raceday information. 24

Digital Place-Based Media & Technology

The screen experience is powered by an Exterity IPTV system, supplied and installed by systems integrator The PA People. Consultants Norman Disney & Young specified a system that would accommodate a broad range of content sources from terrestrial free-to-air television, satellite pay TV, outside broadcast vans, production facilities and locally produced digital signage produced in-house by the Australian Turf Club (ATC). There are over 60 channels at the site with over 30 signage pages displayed. The Exterity IPTV System from Hills enables each screen to access any content under central control of the Exterity management platform.

High definition displays are located right throughout the venue including bars, suites, ballrooms,

dining areas, outdoor spaces and management facilities and the Exterity IPTV system enables control of each display and associated content both centrally and from AMX control panels located throughout the facility. A CASE FOR IPTV

The punters’ needs come first, and the latest in digital signage ensures racegoers will never miss any of the action

An IPTV system such as this makes plenty of sense for a large facility such as the Royal Randwick Racecourse. Each of the screens has its own IP address and as a result, with the aid of some simple controls gives the user the ability to change ‘stations’ to suit. In the hospitality areas, each table (some 200 in all) has its own Sony Vaio touchscreen — effectively a self contained tablet PC — which allows patrons to change the channel via an idiotproof interface designed by The PA People. Only an IPTV system could provide this manner of flexibility.

Similarly, every corporate box has operator controls for adjusting the content of their screens. Other displays in bars and concourses are under the control of ATC staff.

GRANDSTAND FACTS 110m long x 33m wide new five-level grandstand Free wi-fi throughout the building and surrounding areas 25,000sqm of floor space (old stand 15,000sqm) Ability to cater for a diverse range of events Capacity to host 4200 banquet style or 7900 cocktail-style dining over the five levels The joint largest LED screen in the Southern Hemisphere (11m high by 40m long) Two 18m long super screens located on ground level betting auditorium

The entire system is managed from a control room deep in the bowels of the grandstand. Sophisticated management software from Exterity allows the ATC to manage its digital signage content creation and scheduling. 

CONTACTS The P.A. People: (02) 8755 8700 or www.papeople.com.au Hills Antenna & TV Systems (Exterity): 1800 720 000 or www.hillsantenna.com.au Sony: pro.sony.com.au

Digital Place-Based Media & Technology

LIVING LARGE The finishing-post Daktronics Semaphore 15HD LED video display is a showstopper. Along with the same format screen (420sqm) at Rosehill Racecourse this display is the biggest south of the equator. It features 720 x 2568 pixel resolution at a 15mm pixel pitch. Daktronics screens are well regarded for their wide viewing angle, high brightness and high contrast, and the full IP65-rated outdoor Semaphore display provides a genuine focal point for all 40,000-odd people on race day. Indoors, Daktronics has two of its large-format 6mm pixel-pitch LED panels taking care of all the odds and vision from races around the country — one above the bar and another above the TAB. The control features are rather good. Using the Daktronics show control solution the displays are fully integrated with the TAB interface, taking the TAB data and displaying it in any format the ATC desires. Practically this means the traditional basic-but-serviceable TAB readouts are replaced with better looking fonts and colours, and the data can appear anywhere on the big screen that works best. Daktronics: (02) 9453 4600 or www.daktronics.com

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

3M AUSTRALIA 136 136 www.3M.com/touch AERIS SOLUTIONS - Just Digital Signage (03) 9544 6902 www.justdigitalsignage.com.au ADVANTECH AUSTRALIA (03) 9797 0100 www.advantech.com

AMBER TECHNOLOGY (02) 9452 8600 www.ambertech.com.au

AMX Australia (07) 5531 3103 5 Commercial Drive Southport, Qld 4215 info@amxaustralia.com.au www.amxaustralia.com.au AMX is synonymous with networking and control systems. Not surprisingly AMX has entered the digital signage industry in its own right (after all, AMX supply a huge amount of gear for everyone else’s DOOH) and have on offer two products. Inspired Xpress is for smaller or simpler installations with a ‘tiny’ media player called the Is-Xpress-1000. The integrated software is comprehensive, yet straightforward and intuitive enough to cater to clients to get their screens up and running quickly with a minimum of servicing the message afterwards. Inspired Xpert is – as you might guess – a more serious DOOH product with better options like HD broadcasting that, among many other extras, takes advantage of those system command and control devices that AMX has in other corners of the warehouse to provide fully-blown large networks. Plus with Inspired XPert customers have access to custom content development and content management services from AMX.

AVICO (02) 9624 7977 www.avico.com.au

CISCO SYSTEMS (02) 8446 5000 www.cisco.com/go/dms

COMMAND DIGITAL SIGNAGE Unit 2, 30 Park Road Mulgrave, NSW, 2756 Level 2, 22 Township Drive Burleigh Heads, QLD, 4213 1300 780 204 sales@commandaustralia.com.au www.commandaustralia.com.au

Digital Place-Based Media & Technology

Command is a specialist digital signage and wayfinding supplier, installer and technology partner. Command is the distributor of the successful Navori digital signage software, a multi-user, multi-site management and screen display software, now including the low cost Android hardware player. Navori is a technically advanced solution suitable for all types of installations from Small Business to Enterprise as either a self-hosted or SAAS system. As a technical partner, Command can provide full supply, project management and installation for the deployment of digital signage systems for corporate, government, hospital, education, small business, retail, stadium and specialist requirements. Command’s product range includes Wayfinding, GlassVu projection films, RoomManager software, kiosks, video extenders, LED displays, media players and a range of mini computers. With 11 years specialising in digital signage, Command’s experience is guaranteed to leave their customers satisfied and productive. In summary, Command is your one stop shop for digital signage solutions and interactive displays.

FUJITSU DIGITAL MEDIA SOLUTIONS (03) 9924 3468 www.fujitsu.com.au

GENCOM (AUSTRALIA) (02) 9888 8208 www.gencom.com

HARRIS CORPORATION (02) 9975 9700 www.harris.com HERMA TECHNOLOGIES (03) 9480 6233 www.herma.com.au HEWLETT-PACKARD 1300 305 017 www.hp.com.au

COMMUNITECH (07) 3205 6188 www.communitech.com.au

DAT MEDIA (07) 5575 7798 Ground Floor, 183 Varsity Parade Varsity Lakes Qld 4227 sales@datmedia.com.au www.datmedia.com.au DAT Media was established in 2003 to manage BIG W’s national in-store radio network. With over 15 years experience within the in-store media industry, Managing Director Andrew Becker was quick to notice the emergence of digital signage advertising within the retail sector. He began focusing on creating a visual media solution for current and future clients to harness the power of what was still back then a developing media. The strategy resulted in DAT Media creating a complete digital media network for BIG W that now includes in-store radio, digital signage, register Point Of Sale (POS) and a customer queuing solution that reduces the frustration of being caught in a long – or even wrong – queue. DAT Media expanded rapidly as they claimed some serious scalps for clients – among them Coles, Target and ABC Shops. DAT Media offer a comprehensive Content Management System and can assist new clients in broadcasting material across existing networks such as those mentioned above or will help you create a complete digital signage network from the ground up. They also have a Creative Services department that can take the hassle out of putting everything together.

DYNAMIC VISUAL SOLUTIONS (02) 9431 6070 www.dynamicvisualsystems.com.au ESCENTIA 1300 729 866 www.escientia.com.au

IMAGE DESIGN TECHNOLOGY (IDT) 1300 666 099 Unit 2, 33-35 Alleyne Street, Chatswood Nsw 2057 Sales@idt.com.au www.idt.com.au Image Design Technology (IDT) is based in Chatswood, NSW and operates primarily as a wholesale supplier of signal distribution equipment and commercial video displays including, of course, digital signage devices. Among a long list of products IDT is the distributor of Brightsign solid state digital signage devices and Magenta signal distribution solutions. Displays include NEC and Samsung screens. IDT doesn’t have any one particular digital signage service or software application to which they align themselves to – it doesn’t have its ‘own’ complete digital signage solution aside from the Brightsign products – instead, IDT’s specialty is in providing from its catalogue of preferred manufacturers of display and monitor screens, media players, streaming video over IP, matrix and signal distribution boxes – you name it, to get the job done. Have a look at the credits for any major project undertaken in Australia during the last few years and you’ll probably find IDT has been involved somewhere along the line.

INNOVATEQ (03) 9465 5055 www.innovateq.com.au INSTOREVISION 0412 960182 www.instorevision.com.au/digital-signage/

interactive controls

pty ltd

INTERACTIVE CONTROLS (02) 9436 3022 www.interactivecontrols.com.au Interactive Controls (IC) offers a variety of services to customers from consultation to sales, hire and installation of display and control system equipment

and software. They also design and develop media and hardware control systems for specific events, installations, film and commercial shoots, exhibitions, museums... okay, you get the picture. Medialon and Dataton hardware and software products get the nod from Interactive Controls and for digital signage in particular IC offers the Medialon show and media control software and embedded controllers along with Dataton Watchout and Medialon MIP HD Interactive Media Player. There is also the Medialon Scheduler application, which allows control of multiple venues and screens from a central server. Given Interactive Controls’ wide experience in installing innovative display systems it can help you choose the best way to deliver your vision and with Medialon’s strong history in show control systems, IC will no doubt have a neat trick or two to suggest for impressing your audience.

JEA customers are mainly systems integrators and re-sellers. JEA supplies these customers with high levels of technical support, pre-and post-sales, as well as warranty and non-warranty support and service from our Melbourne offices and workshop. JEA also stocks in depth allowing customers to source products at short notice.

ISIGNPAK (02) 9457 6945 www.isignpak.com

KVM AUSTRALIA (08) 9411 6333 www.kvm.com.au

LED-SIGNS 1300 553 555 www.led-signs.com.su

INTERACTIVITY 1300 797 199 Level 1, 1268 - 1270 High Street Armadale, VIC, 3143 sales@interactivity.com.au www.interactivity.com.au In 2004 Interactivity was set up as a result of a partnership between F1 Software to develop the Interactivity foil which enables any window to become fully interactive ‘through the glass’ by allowing anyone, using their finger, to interact with a rear projected image or screen behind the glass. Interactivity is now embedded in this emerging popular industry of Interactive and Digital Signage and associated products. Its products and services are known for reliability, functionality and most importantly our ability to future proof the technology we deliver.

JEA Technologies Pty Ltd 03 9757 5060 44-48 Rocco Drive Scoresby, Vic 3179 sales@jeatech.com.au www.jeatech.com.au JEA Technologies has partnered with leading manufacturers of electronic peripherals and display products from around the globe and supplies these products to customers in Australia and New Zealand. Our customers can rely on JEA to work with them to carefully select and supply the most appropriate products for their needs, ensuring that these products meet our customer’s technical and commercial requirements, and to support these products over their life span. JEA’s Display products include Very High Brightness LCD’s, in sizes up to 72in and 5000cd/m² ( nits), Stretched LCD’s, Multi-Touch Tables and Multi-Touch application software, Touch screen sensors and touch screen monitors, with particular emphasis on Projected Capacitive Touch technologies, Panel PC’s, Digital Signage PC’s and Industrial Grade Wireless modems.

LG ELECTRONICS (02) 8805 4409 www.lg.com.au

MADISON TECHNOLOGIES Specialist AV Division 1800 00 77 80 Australia wide avexperts@madisontech.com.au www.madisonthech.com.au Madison Technologies specialises in the supply of communications infrastructure products for the Professional Broadcast, Audio Visual, Building Services and Telecommunications Industries. With more than 16 years of market experience, an extensive product range and a national team of over 100 staff, Madison Technologies is a company providing complete communications solutions. Madison’s main expertise lies in its massive catalogue of electronic goods, from enormous rolls of cabling to the smallest bits and pieces. Madison is the Australian agent for a wide range of products that are used in the digital signage business; names such as SpinetiX and 3M to mention just a few. Australian owned and operated, recently Madison Technologies was awarded a $1 million contract to provide custom manufactured low voltage copper cable and fibre optic cable for Airport Link in Queensland, the second largest infrastructure project the city of Brisbane has seen. It doesn’t mean they won’t help you out finding a 0.99 cent fuse though.

MITSUBISHI ELECTRIC (02) 9684 7777 www.mitsubishielectric.com.au

MOOD MEDIA AUSTRALIA 1800 808 368 www.moodmedia.com.au

NEC AUSTRALIA 131 632 Level 14, 141 Walker Street North Sydney, NSW 2060 displays@nec.com.au www.nec.com.au NEC Live is NEC’s leading digital signage solution that lets you distribute dynamic video, images, text and more to display screens anywhere, anytime. With NEC Live you are empowered to dynamically display digital content across your network on NEC Commercial LCD panels based upon the individual schedules for each panel. The NEC Live user interface is easy to use, yet with the power and flexibility that is only limited by your imagination to achieve your communication objectives with your target audience. The NEC Live solution includes a range of commercial grade LCD panels offering full high definition performance and many supporting technologies to address the most demanding digital signage applications. Whether it be reliability over an operating cycle of 24 hours x 7 days, or an ultra narrow bezel for a video wall or ensuring that content is visible when an LCD panel is in an location heavy with sunlight, NEC has the LCD commercial panel to ensure you maximise your communications to your target audience.

PANASONIC AUSTRALIA 02 9491 740 www.panasonic.com.au

PLAYCOM (02) 8815 6600 22/89 Jones Street, Ultimo info@playcom.com.au www.playcom.com.au Today Playcom operates throughout Australia and beyond with hundreds of commercial sites connected to its services. Playcom has moved beyond just music but the vision is unchanged: to provide top quality digital media entertainment solutions to businesses. In achieving this vision, Playcom has developed enormous content libraries, unique customisation techniques, unrivalled delivery technology and super-reliable hardware.

QUINTO COMMUNICATIONS (02) 9894 4244 www.quinto.com.au

SALIENT INFORMATION SYSTEMS (02) 93135111 www.salient.com.au

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE the latest digital technologies to solve problems, take advantage of opportunities and enhance enterprise workflow by improving efficiencies and productivity across a wide variety of market areas. Each solution follows a consistent workflow from conception to completion.

SAMSUNG 1300 362603 8 Parkview Drive Homebush, NSW 2127 sales@samsung.com www.samsung.com Samsung’s digital signage is centred on its Large Format Display (LFD) range, a screen with chameleon characteristics in its role as the basis for all Samsung’s DOOH products. There is a straightforward model that can be used either stand-alone in portrait or landscape mode or as a part of a limited multi-screen display. A slightly different UD model can be linked with up to 250 units for a wall of vision. There is a Touchscreen version including an outdoor type with features to withstand the elements and a specialised uVending model for installing in the front of vending machines. MagicInfo is Samsung’s proprietary software for content control and creations. Samsung’s PROM system is already taking DOOH solutions along the fast-developing path of providing audience statistics to tailor the signage content. A wide dynamic range (WDR) camera embedded discreetly somewhere in the installation captures and recognises faces to determine who is actually watching the screen. PROM can either just collate the information for market analysis or actively change the display according to who is viewing it. It’s both clever and almost scary ‘big brother’ stuff. We’re assured these systems are completely anonymous. Still, maybe keep one hand on your wallet.

THE SCREENMEDIA GROUP (02) 8090 6565 www.thescreenmediagroup.com SHARP AUSTRALIA 1300 13 55 30 www.sharp.net.au SONY AUSTRALIA 1800 017669 www.sony.com.au STREAMING MEDIA (02) 9460 0877 www.streamingmedia.net.au

STREAMVISION PTY LTD 1300 300 407 www.streamvision.com.au

SUMO VISUAL SOLUTIONS (03) 8290 0539 info@sumovisual.com.au

prehensive content creation and distribution software goes one step further with Scala Ad Manager, an accounting add-on that handles the financial side of your DOOH business such as generating invoices. In the hardware department, Scala has its own Scala Player for linking with the Content Manager software. From there Techmedia will source display screens and networks best suited to the job.

TECHTEL (02) 9906 1488 www.techtel.tv

TELSTRA 1300 835 782 www.telstraenterprise.com

VISION2WATCH (02) 9502 4800 www.vision2watch.com.au sales@vision2watch.com.au As part of Vision2Watch global, Vision2Watch Australia is locally owned and operated. We deliver a range of out-of-home (OOH) Interactive and Digital Solutions to transform ordinary spaces and surfaces into touch and motion-activated displays. We’re also excited to be involved with Augmented Reality (AR) technology — specialising in the development of customised AR applications to help our clients achieve a cutting-edge promotional campaign.

WILSON & GILKES (02) 9914 0900 www.gilkon.com.au SONY AUSTRALIA 33-39 Talavera Road North Ryde NSW 2113 1800 017 669 sales@sony.com.au Sony Professional Solutions meet an increasing demand from customers to provide a fully integrated solution. Sony understands your requirements and high standards. With an eye for the finest detail, we can deliver the latest digital technologies, professional consulting and a wealth of valuable experience. It’s this complete product and market understanding that has made the Sony brand a trusted and recognised force in today’s competitive environment. Sony’s range of solutions and technologies allow organisations to meet the challenges of both today and into the future. We help businesses leverage

TECHMEDIA DIGITAL SYSTEMS (SCALA) (02) 9526 7880 Unit 7 / 65 Captain Cook Drive Taren Point NSW 2229 info@techmedia.com.au www.connectedsignage.com.au TechMedia is one of Australia’s premier digital visual communications companies. TechMedia’s expertise is centered around the digital platforms, content and services driving the growth in Connected Signage and DOOH. With over 17 years of experience with Scala-based network deployment and management as well as customised hardware and data integration development, there is an abundance of local knowledge to tap into. Scala boasts an impressive list of clientele and is responsible for over 200,000 screens worldwide. Scala’s experience shows in its product; the com-

Get Your Own Do you work in the digital signage sector and would you like to secure your own copy of DigitalSignage? It’s easy, log onto our website and register. It’s free.

www.dsmag.com.au

Visual technologies (03) 8692 6644 www.visualtechnologies.com.au

VIZI NEW MEDIA (02) 9357 3999 www.vizinewmedia.com.au

Should your business be included in our Who’s Who section? Listing is free. Contact Chris Holder at chris@dsmag.com.au

IDT takes you beyond HD

The Planar 4K Ultra HD 84” display is now in stock at IDT 84”, 3840 x 2160 Ultra HD LED edge-lit commercial display series Designed for resolution-rich commercial applications Landscape, dual-orientation, 3D and interactive touch models available UR8450-LX landscape model now in stock A 2x2 42” video-wall alternative without bezel interruption 4 x HDMI 1.4a inputs allowing simultaneous display of 4 x 1080P inputs (4K @ 60Hz) Planar mounting system available (mounts 3 inches from wall, pivots open and locks to allow ease of access)

Contact our sales team now to receive the latest Planar Ultra HD case studies and news

1300 666 099

Or visit www.idt.com.au to ﬁnd out more.

SYDNEY MELBOURNE BRISBANE PERTH AUCKLAND

MALLED TO LIFE

VIRTUAL WARDROBE

Dubai’s Mall of the Emirates, one of the largest shopping centres in the Middle East, has its fair share of attractions: an arts centre, movie theatre, indoor ski resort, and now an epic 54-monitor video wall powered by Matrox Mura MPX Series controller boards. Comprising 54 x 55-inch ultra-thin Samsung LCD monitors, the wall enables the visually pleasing and moreeffective dissemination of mall activities and promotions. Mura MPX Series boards installed in a Matrox-validated 4U system capture and display the digital signage content on the wall. The Mura MPX boards are controlled remotely by OpenScreen’s Mura MPX Wall Controller Management software. The video wall content is also managed remotely by a Scala Digital Signage Platform and Samsung MagicInfo software. This interoperability is one big reason why the user-friendly Mura MPX was chosen.

‘Showrooming’: it’s a rude word in retail and bricks and mortar stores are doing their darnedest to get shoppers to part with their cash rather than hit their smartphones.

New Magic: (03) 9722 9700 or www.newmagic.com.au

Australian developer Prendi has created a new product that brings a bit of that online experience that customers love so much back into the retail store and can help minimise the impact of showrooming. It’s called the Virtual Wardrobe and it allows customers to engage with a touchscreen to select and mix ’n’ match outfits they might be interested in buying. They can select different colours and also get the information about the brand, sizing, price and any other important information you might wish to convey. It is all done by simple swipe actions and is simple to use. The Virtual Wardrobe can be fully customised for any brand using their clothing images and information and can even add categories such as female, male, children or collection types. Consumers can now interact with products and control their own shopping experience with or without the help of salespeople in store.

Prendi: (07) 3844 1134 or www.prendi.com.au

79% of smartphone owners are ‘smartphone shoppers’ — Google 2013 (USA) DOUBLE TEAM: Sony Australia and Tripleplay Services have formed a new strategic partnership to deliver IPTV, Video on Demand (VOD) and digital signage solutions into healthcare, hospitality and education facilities and stadiums across Australia and New Zealand. The partnership combines Sony’s hardware and expertise in the design and delivery of complex broadcast systems and studio installations with Tripleplay’s specialised IP media solutions which are specifically designed to meet the requirements of communities including corporate, education, hospitality and healthcare. Globally, Sony has already been working closely with Tripleplay for some time on a variety of projects including Nelson Mandela Bay Stadium in South Africa. At this site Sony screens stream Tripleplay Video on Demand,

NEWS:

Digital Place-Based Media & Technology

IPTV channels and live broadcasts to all areas of the stadiums. They also provide digital signage showing live games, advertising for concourses and present dynamic menu boards in food and beverage outlets. Sony: www.sony.com.au Tripleplay: www.tripleplay-services.com DON’T TALK TO THE HAND: Sharp’s new 32-inch LCD touchscreen monitor, the PN-K322B, features IGZO (indium gallium zinc oxide thin-film transistor) technology and an ultra-high-definition touchscreen delivering 4K resolution (3840 x 2160) and is only 36mm at its thickest point. The screen is capable of recognising 10 simultaneous touch points and comes with a touch pen with an extra-small 2mm tip that enables users to easily underline text,

add notations, draw illustrations and make amendments to onscreen content. To prevent unwanted contact when the user’s palm is resting on the touchscreen, a palm cancellation function can be selected to prioritise pen input. The PN-K322B can be set up in a vertical (90°) or low-angle (24°) position by using a dedicated stand that allows the monitor to slide between the two angles. Sharp’s IGZO technology supports increased pixel transparency and reduced current leakage, so the monitor operates with 93W power consumption. RRP: $8800. Sharp Australia: 1300 135 530 or www.sharp.net.au VIDEO WALL CONTROL: VuWall Technology Inc., a specialist in video wall control software, today announced

LOCKHEED LOCKS ON

PANASONIC SHOWCASE

Vizrt has collaborated with Lockheed Martin to develop a solution that visualises big data in an interactive platform called the Multi-Touch Executive Dashboard (MED). To graphically visualise big data, MED combines Lockheed Martin’s real-time data asset management software, Microsoft’s Perceptive Pixel displays, and Vizrt’s Viz Artist for 3D modelling, animation, and graphics creation, and Viz Engine for real-time 3D graphics visualiSation and rendering at resolutions of up to 4K.

Panasonic Professional AV Solutions has introduced a range of cutting edge products to the Perth market, hosting an event at Patersons Stadium on Wednesday 16 October. Over 65 guests from a range of industries attended to experience first-hand the latest technology Panasonic has on offer. They included representatives from Perth’s leading AV Consultants, Systems Integrators and Staging & Hire companies, along with customers from Universities, Government Departments and Corporate Business. Ben Fermaner, Panasonic said: “The event was a great opportunity to forge closer relationships and provide new opportunities for our business partners, while showcasing our key strengths in the area of Projectors, Displays and Broadcast solutions.”

The first large-scale big data visualiSation implemented is Lockheed Martin’s MED-E (Multi-Touch Executive Dashboard for Energy), designed to graphically illustrate layers of highvolume information about the status of energy resources, distribution, and supply. For example, WindOptimizer is a MED-E suite of cloud-based services that provide real-time sensor data, including weather forecast prediction and wind energy supplies, so that wind farms, power companies, and other energy companies can provide for more cost-efficient wind resource management.

Vizrt: www.vizrt.com

Key display solutions included the company’s LCD panel lineup and LED video wall, featuring an ultra-thin design that can create high impact visuals from digital signage to events and exhibitions; as well models featuring Digital Link (HDBaseT technology), and a high-impact 80-inch panel. Also featured was an innovative new short-throw projector lens designed to display large images in tight spaces, where you previously could not install a projector, such as places where the ceiling is too high, or where there is not enough front or rear space for projecting. This product greatly expands the applications for digital signage in display windows, retail stores, train stations, galleries and museums, and other locations. Broadcast solutions included a unique ultra-wide angle camera system which stitches together the images of four High Definition Cameras in real time to create a dramatic 64:9 panoramic image; and the AG-HPX600EN P2HD camcorder, along with a full range of HD integrated cameras.

Panasonic: www.panasonic.com.au

76% of shopping decisions are made in store — POPAI the release of VuWall2 Mobile: an Android application designed to manage and control video walls powered by Matrox Mura MPX Series video wall controller boards. The VuWall2 Mobile app consists of a design interface and a control interface. The design interface allows users to open windows, arrange groups of windows and save layouts. The control interface elegantly lays out a set of buttons to launch layouts, with a new control button being generated automatically each time a layout is saved. Multiple users can control the Matrox Murapowered video wall simultaneously. New Magic: (03) 9722 9700 or www.newmagic.com.au

UNLIMITED DIGITAL SIGNAGE: Marshall Electronics has developed what it calls E-Screen Digital Signage. E-Screen is like an ereader that hangs on the wall and the E-Screen room sign only uses power when the display changes. Otherwise a static schedule or calendar can remain on the E-Screen for an unlimited amount of time. Its low power consumption and ability to integrate with enterprise IP networks make it a practical choice for any company interested in digital signage. Marshall Electronics will offer E-Screen Room Signs in sizes from 7.75 to 10 inches (197mm to 254mm). The signs may be standalone or integrated with enterprise systems. The E-Screen

line will include three types of signs: fully wireless, wired power with wireless network, or full power over Ethernet. E-Screen Room Signs are designed to fulfil the needs of corporate, healthcare, hospitality, education, and government entities. The signs can be updated from a central computer, designed to eliminate the time and effort of updating static signage. Quinto Communications: (03) 9558 9377 or www.quinto.com MERCHANDISING SECURED: Engagis, one of Australia’s leading providers of digital display technology and customer engagement solutions, has announced an exclusive distribution partnership

with Mobile Technologies Inc. (MTI), a global leader in mobile device display technologies based in the United States. The partnership will see the expansion of Engagis’ product and service portfolio to include merchandising security for consumer electronics and mobile enterprise applications. Leon Condon, CEO of Engagis says that for Australian retailers this means more choice and more ways to engage and service customers through digital solutions. “Retailers can focus on service and providing a rich customer experience, while the built in security element provides peace of mind.” Engagis: www.engagis.com

Digital Place-Based Media & Technology

Comment:

Touchscreens are your friends

Story: Mug Punter

ave you ever walked smack into a glass door, expecting it to open automatically? Come on, we’ve all done it – it’s not an unrealistic assumption that any important-looking door will open all by itself. Now a similar assumption is becoming entrenched in our psyche when it comes to displays. Thanks to the tablet revolution we all expect that every screen is a touchscreen and we get confused and annoyed when wiping our fingers all over someone else’s telly doesn’t achieve anything. You can’t move fish inside an aquarium by sliding your fingers across the glass either. Disappointing. An interesting evolution has taken place, because touching things doesn’t come naturally to us anymore. Aside from the Y Generation, which believes it’s allowed to do absolutely anything, including electing the Stamp Collectors Party (or suchlike) into the Australian senate, we’ve

the touchscreen gets ugly and a bit uppity and demands to know why you can’t recognise a Japanese Enoki mushroom from a toilet brush endured hundreds of years being told in no uncertain terms not to touch stuff. Millions of knuckles have been rapped, ears have been boxed and bums have been slapped for committing the mortal sin of touching something you shouldn’t have. It’s practically hardwired into our DNA to keep prying fingers away from shiny, interesting gadgets.

Marketing firms and digital signage providers are working hard on rewiring that DNA, encouraging 34

Digital Place-Based Media & Technology

us to go crazy touching things without fear of punishment. Sometimes it can go wrong — very wrong. The self-service checkouts at supermarkets, for example. Personally, swiping your groceries over the machine that goes ‘beep’ and if it doesn’t work, the touchscreen gets ugly and a bit uppity, demanding to know why you can’t distinguish a Japanese Enoki mushroom from a toilet brush. If you don’t place your goods into the bags provided properly (on a sensor plate, the sneaky sods) the touchscreen triggers a steel anti-shoplifting cage that crashes down around you and a stern woman arrives to deliver a public flogging with a Lebanese cucumber.

obsession, the computer screen, gripped the developed world and size didn’t really matter. We only cared about what was on the screen. Ticking over into the 21st century we all played ‘my mobile phone is better than yours’ and we hit rock bottom as far as display sizes are concerned Smartphones over the last half-dozen years have nudged screen dimensions back up simply to accommodate touchscreen OS demands.

It only takes one poor experience like this and you’ll never go near a touchscreen in the wild again. Or a Lebanese cucumber.

Kids don’t have a problem, of course. Instead, they get a bit puzzled why the kindergarten fingerpainting stuck on the fridge can’t be emailed somewhere. The issue is it’s not all plain sailing trying to re-program the baby-boomer society into poking at things. We have to overcome guilt and fear factors — am I really allowed to touch this? Will I get into trouble? And will it somehow detect my name, address and phone number and store these in some evil database that uses it for, well, evil stuff ?

A clever way to overcome the paranoia is to present touchscreen digital signage in a familiar, friendly form. Such as scattering iPads and PC tablets all over the place, rather than employing one big screen. In the past it was tables filled with leaflets and brochures, or walls lined with endless racks of alphabetically-sorted “product disclosure statements” that apparently don’t need to be accurate. Now it’s tablets and iPads strategically placed for customers to access and browse through — and it works better than anything before. Hell, nobody ever picked up those brochures and flicked through them. Seriously, nobody. But the lure of the magic touchscreen can’t be denied. We just can’t stop ourselves from stabbing at any available tablet, even though we have our own within reach, a Smartphone in our pocket and seven computers at home. There is a theory (well, it’s mine…) that we’ve reached the ‘Goldilocks’ comfort zone of screens. Let me explain.

It all started in the 1920s with the ‘big’ screen — the silver one. Then in the 1950s everything was about the television screen and, albeit much smaller than the cinema variety, owning a decentsized one. It wasn’t until the 1990s that our next

Today, the modern-day tablet is the bee’s knees of screen real estate. Not too big, not too small… just the right size to balance a bowl of porridge on your lap. Only you’re never going to do that. You need to madly touch and swipe at the thing to see the latest weather and news, check your emails, snatch a bargain from eBay and catch up on last night’s episode of Dancing With Australia’s Talented Chefs.

After centuries of being trained since birth to keep our sticky fingers to ourselves, we’ve embarked on a new millennia of prodding at everything in sight. No one’s going to smack your wrist or give you the thorough thrashing you deserve. The worst you can suffer is fingertip fatigue – the RSI of the touchscreen generation – and maybe a bump on the noggin if you don’t notice, as you text-tapswipe on the move, that the bloody door hasn’t opened for you. 

DigitalSignage magazine wants to know what you’re up to. Share your plans and opinions with Chris Holder on chris@dsmag.com.au

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