DigitalSignage Issue 6 by Alchemedia Publishing

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Tissot Gets in Touch with Augmented Reality STEAMY: ROTORUA MUSEUM GOES INTERACTIVE EXPERT ADVICE: SHOWROOMING COUNTERMEASURES, CONTENT CREATION, IN-STORE iPAD USE

Samsung SUR40 Microsoft速 PixelSenseTM

Samsung SUR40 with Microsoft速 PixelSenseTM provides different ways to bring people together to connect, learn and decide using touch and everyday objects.

Experiences that bring people together and enhance collaboration Samsung SUR40 can serve as a centerpiece for multiple users to easily collaborate and engage with digital content and each other. • Use as a table, on the wall, or in an enclosure. • Large 40” multi-touch display. • 360-degree user interface in Surface mode. • Immersive experience with HD (1080p) display and four - speaker audio. • Durable and designed for public use. • Connected PC for integration with additional peripherals and other systems (sold separately).

Technology that interacts with touch and objects Samsung SUR40 uses PixelSense™ technology – a,vision-based system – designed to ‘see’ and respond to touch and objects creating a different experience for sharing information. • Recognises and reacts up to 50 points of contact simultaneously. • Touch interaction from multiple people at the same time. • Optical tag recognition allowing physical objects to interact with applications.

About Microsoft PixelSense™ technology

Bing application*

Microsoft PixelSense™ allows the display to recognize fingers, hands,and objects placed on the screen, enabling vision-based interaction without the use of cameras. The individual pixels in the display see what’s touching the screen and that information is processed and interpreted.

A Bing™ application comes pre-installed on the Samsung SUR40 allowing multiple users to search and explore images, maps and information.

Think of it like the connection between the eye and the brain. You need both, working together, to see. In this case, the eye is the sensor in the panel, it picks up the image and it feeds that to the brain which is the vision input processor that recognizes the image and does something with it. Taken in whole…this is PixelSense technology.

• Provides local maps, points-of-interest and services. • Search results generate Microsoft Tags so information can be taken away on compatible smartphones. • Configuration utility makes it easy to customize the experience and use tagged product or promotional objects to take users directly to the desired content.

• Up to four searches of images or maps at a time for a shared experience.

*Internet connection required. Data charges may apply.

www.samsunglfd.com it.sales@samsung.com

Ignore this Editorial?

Editorial:

Story: Christopher Holder

suppose you’re proud of yourself for just getting your head around Facebook? Next: Hashtagging.

For many of us, our knowledge begins and ends with Tony Jones of a Monday night. Got a wise crack about Penny Wong’s power suit? Want to quibble over a pointer from Plibersek? Then hashtag your gag to #qanda. The payoff is you get to see your briskly-vetted witticism crawl along the bottom of the national broadcaster’s broadcast. “That’s my tweet!”

The truth is, hashtagging can be a whole lot more powerful than giving John Safran and Wil Anderson a free hit on the ABC. Hashtags are like social media’s nervous system, providing ultra-snappy synapse interactions, along with long, circuitous nerve endings to link you with the outer rim of your community. Whether it’s Twitter or Instagram (and others), a hashtag allows you to monitor and elevate your profile in the social media ether. If you’re a retailer and you don’t have a hashtag(s) then you might want to put that on the top of your list of to-dos.

Which brings us to this issue of DigitalSignage, which is heavy on Retail; and creating communities within retail.

It’s a different paradigm isn’t it? Once upon a time, marketing was about selling merchandise. How quaint. Now as retailers we’re trying to buy loyalty. Of course, the payoff is a more profitable business, but in the meantime it all feels slightly daft expending so much energy on ‘engaging’ our client base. 4

Digital Place-Based Media & Technology

But engage, we must.

Tissot and Nokia each describe their augmented reality push as a ‘stunt’ (I won’t spoil the stories by explaining any more). Which sounds mildly pejorative. But don’t discount these customer-engagement ‘love bombs’. Give your customers a compelling reason to reach out to your brand, then repay their trust by making them feel special. Digital Signage is ideal for stunts. Forget about some bleeding-edge augmented reality venture for a minute (but don’t discount it entirely!). If you have a digital display in your shop window then you have what it takes to surprise and delight a whole bunch of people who don’t know you yet. How? Well, that’s entirely up to you. Could be a daily thought, could be touchscreen crossword, could be gonzo-style animation of you and your staff… use your imagination.

But chances are you’re not. Chances are you’re using that sign to tell the public something they already know or something entirely predictable. Don’t. Don’t be ignored.  Christopher Holder, Editorial Director

Chris hates to be ignored. Send him something via email: chris@dsmag.com PS: Like DigitalSignage on Facebook and see a bunch of inspiring digital signage solutions in action.

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CONTENTS ISSUE 6 2012 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) Additional Design: Leigh Ericksen (leigh@alchemedia.com.au) Contributing Editor: Graeme Hague (news@dsmag.com.au) Technical Editor Andy Ciddor (andy@av.net.au) Accounts: Jen Temm (jen@alchemedia.com.au)

IN ACTION 8 Nokia AR, Sydney 10 Sofitel Brisbane Central 11 Skoda Stadium, Sydney

NEWS 26 News & Product Info

TECHNOLOGY 9 Fogscreen 12 Samsung Touch Surface

FEATURES 18 Tissot Augmented Reality 22 Rotorua Museum REFERENCE 30 Whoâ&#x20AC;&#x2122;s Who Company Profiles

COLUMNS 13 David Gittins, The Innovation COMMENT Hub 34 Mug Punter 14 Jeff Hastings, Brightsign 16 Trevor Jones, PHD Creative 17 Damien Edmonds, Edmonds Marketing

Circulation Manager: Mim Mulcahy (subscriptions@dsmag.com.au)

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 2012 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. 11/7/12

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Out of The Clear Blue Sky The world’s first walk through projection screen

FogScreen bills itself as ‘the world’s first walk through projection screen’ and indeed its registered slogan is ‘Walk Through Magic’. Still not got the foggiest? Try this: FogScreen produces a thin curtain of dry fog that effectively creates a translucent projection screen to capture any projected image. We first encountered FogScreen Australia at a Panasonic product launch and were immediately impressed with the digital signage possibilities. FogScreen is perfect for creating that ‘wow’ factor and has significant applications for use in museums, cinemas, nightclubs, casinos, shopping malls, fashion shows, trade fairs, corporate events, product launches, weddings – in other words, all the activities DigitalSignage readers get up to on a daily basis. FogScreen’s patented technology with tap water and ultrasonic waves creates a ‘virtual’ projection screen that appears to float in the air. FogScreen is so dry you can stand in it, touch it or even walk right through it. Meanwhile, back at this product launch: Interactive Projection teamed up with Panasonic to create a spectacular interactive visual display on

a FogScreen to demonstrate the versatility of the Lumivision AdVis interactive technology and Panasonic’s new range of projectors. Both brands have moved forward with some interesting and useful additions to Panasonic’s range since the Sanyo merger and more standard effects from AdVis that are highly customisable even without the software development kit (SDK). However, AdVis SDK allows the creation of completely new interactive effects for brands that want to design a unique effect that reflects their brand more effectively. The effect programmed by Interactive Projection featured a billowing curtain (pictured) branded with Interactive and FogScreen logos presenting the roadshow. When the clients attending the event interacted with the invisible grid on the floor the curtain opened to reveal the Panasonic logo. Interactivity is become more and more important in projection. It allows people engage more effectively with the product or brand, and this aspect is being taken advantage of more and more with interactive projected floor advertising; the last large advertising space left to be exploited to its full potential. 

Technology

Fogscreen Australia: (02) 9918 7225 or info@fogscreenaustralia.com.au Interactive Projection: (02) 9938 2806 or www.interproject.com.au Panasonic Australia: 132 600 or www.panasonic.com.au

Digital Place-Based Media & Technology

Smart Signboards Lead the Way A Scala solution oils wheels of commerce.

In Action

Sofitel Brisbane Central is one of the largest events and conferencing properties in Queensland capital. Nine conference and meeting rooms complement the magnificent ballroom, ensuring a daily buzz of activity. The hotel has had a digital signage system for its events level for some five years now. A phalanx of rackmount PCs in the server room fed screens via VGA extender cables. This was acceptable – and indeed, at the time, state of the art – but when screens went down, management found it hard to determine which component in the signal chain what was at fault. In other words, the signage was proving to be difficult to manage and a pain in the neck. The property’s Information Systems Manager Colin McInnes decided that it was time to act, and engaged Techmedia to install a new network of screens for the meeting rooms. Each room now features a 24-inch screen that displays the room name and the current event.

Sofitel Brisbane Central: www.sofitelbrisbane.com.au Techmedia (Scala): (02) 9526 7880 or www.connectedsignage.com.au 10

Digital Place-Based Media & Technology

The displays are a XDS-2450 signboard which are clever for a couple of reasons. It’s part of a new generation of HTML5-capable digital signage devices. Everyone’s heard about HTML5, but in this application digital signage clients like Sofitel Brisbane Central can re-use content made for websites and mobile devices by re-purposing media assets. In addition, HTML5 enables live integration with search engines and leading social media platforms, like Facebook and Twitter. In the case of the XDS-2450 the

HTML5 capability is built into the screen. The property has upgraded to Scala 5, which means the system, as well as supporting HTML5, can now use Scala templates. These templates work across the existing players and the newly installed signboards from IAdea – one interface across the entire network… something the banquet managers responsible for the signage at the hotel aren’t complaining about! The signage upgrade also saw the installation of a Scala player to drive three edge-blended projectors (made easier by Scala’s real-time graphics ability) into one large triplewide canvas (pictured). The hotel can schedule ultra hi-res artwork throughout the day to accent features of the hotel; highlight ambient imagery of France; or provide the opportunity for conference organisers to brand or ‘skin’ the wall with complimentary imagery. Sofitel Brisbane Central is well known for hosting the highest standard of events, where corporate clients expect the venue to be all but invisible in the day’s proceedings, and the new signage is allowing the wheels of commerce to turn just that little more smoothly. As a postscript, thanks to the digital signboards packing their own media players and software, it’s also meant some 16 noisy, power-hungry rackmount PCs have been retired from the server room. Phew. – Christopher Holder 

Giant Screen Biggest scoreboard display south of equator.

The AFL’s newest team, the GWS Giants is getting routinely thrashed week in, week out this year, but they do have at least one cause for bragging rights – the largest digital scoreboard display in the competition, nay, the southern hemisphere! The Skoda Stadium screen install is a whopping 270sqm, and was added as part of the $65m upgrade to the Sydney Showground Stadium, jointly funded by the NSW Government, the Australian Football League (AFL) and the Royal Agricultural Society of NSW (RASNSW) which operates the venue. The redevelopment was driven largely by the AFL’s need to find a second boutique stadium in Sydney to play home to its newest team. The stadium’s seated capacity has increased from 13,000 to 25,000, its corporate and hospitality facilities have been upgraded and, of course, it’s now home to an LED screen the envy of its more fancied competitors. The video screen was designed, manufactured, installed and commissioned by digital signage and scoreboard specialists, Daktronics, which worked very closely with the builder AW Edwards, particularly during the construction of the galvanised steel structure that supports it. To achieve the desired ‘giant’ effect, the 24.5m x 11m active display area of the video screen is made up of

Daktronics DVX-100 20HD LED modules arranged in 36 cabinets, which were then bolted together to form the finished product. The RGB modules with a horizontal and vertical pitch of 20.32mm (0.8-inch), results in a display with 540 lines and 1206 columns. “The HD pixel configuration, with its 160° viewing angle, allowed the screen to pick up more seats, have wider viewing angles, more lines of resolution, and with 16-bit-colour processing, superior image quality,“ said Blair Robertson, General Manager of Daktronics Australia.

In Action

The scoreboard is controlled by Daktronics own Show Control System. This software suite provides all the compositing, data integration, playback hardware and live video control required from a live video scoreboard, while using a very simple user interface. Daktronics helped with the training of the scoreboard operators, with the client wanting the solution to be as straightforward as it could. “We got it down to only one operator, sitting in front of a touchscreen, who can control both the scoreboard and video screen fairly simply,” Robertson explains. The display is undoubtedly impressive, even if the onfield action is less so. – Matt Caton 

Daktronics Australia: (02) 9417 3812 or www.daktronics.com

Digital Place-Based Media & Technology

Inside Looking Out Samsung’s SUR40 Full HD Touch Surface

Technology

Samsung Electronics Australia has recently showcased its new interactive 40-inch SUR40 Full HD display that can ‘see’ and respond to touch and objects placed on its surface with the use of Microsoft PixelSense technology. PixelSense allows the display to recognise fingers, hands, and objects put on the screen, enabling visionbased interaction without the use of cameras. Instead, the individual pixels see what’s touching the screen and that information is processed and interpreted. PixelSense technology also enables object recognition, including pattern and tag recognition, so the placing of an object or a tag on the screen’s surface can trigger a response within an application (a simple example would be ‘seeing’ and identifying physical chess pieces on a virtual chessboard). The panel provides highly accurate touch interaction and enables users to virtually grab digital information with their hands and interact with content through touch.

Samsung: 1300 362 603 or www.samsunglfd.com/solution/ sur40.do

The Samsung SUR40 is customisable to better meet your requirements. Create your own applications with the free software development kit (SDK – just head to the PixelSense website on www.pixelsense.com) or work with a PixelSense development partner to tailor applications specific to your needs. The SUR40 is designed to be used in a table format, enabling approach from any direction and, with up to

Digital Place-Based Media & Technology

52 touchpoints, allows for easy information sharing and collaborative meetings, or even for multiple users interacting with the device individually. The SUR40 is already proving to be a valuable tool in the education, public, retail, hospitality and financial sectors. The SUR40 won a CES Best of Innovations 2012 Award and features a 40-inch LED backlit LCD display with Gorilla glass to help protect from external shock and liquid spills. It comes with powerful built-in PC and offers a rich sound experience with four speakers mounted around the frame. Furthermore, it can connect to and interact with a wide range of peripherals such as compatible mobile phones, windows tablets, bar code scanners, cameras and printers through wi-fi (802.11.n), Bluetooth or Ethernet connections. The Samsung SUR40 comes pre-installed with a PixelSense version of Microsoft Bing, allowing multiple users to search and explore images, maps and information. Search results generate Microsoft Tags so information can be taken away on compatible mobile phones using a tag scanning app. Pricing of the SUR40 is RRP$12,975 with an built-in PC. The optional legs are an extra RRP$850. It can also be wall mounted or fitted into custom enclosures to suit requirements. Available now. 

Innovateq is a leading IT & AV Technology Services provider that focuses on delivering tailor made business solutions for its clients. Drawing upon extensive experience and industry knowledge, Innovateq offers a single point of contact whilst delivering their comprehensive ‘end-to-end’ solutions. Their design philosophy is to concentrate on their client’s business outcomes and create the most cost effective solution, not to push technology where the value isn’t recognized.

Innovateq’s area of expertise includes Digital Media Implementation Services Project Management Supportive Maintenance

FOR SOLUTIONS03 8401 3320 info@innovateq.com.au www.innovateq.com.au

Retail:

How Digital Signage can Combat Showrooming Jeff Hastings is CEO of digital signage pioneers, BrightSign. BrightSign is a leading supplier of solidstate, full-HD digital sign and kiosk controllers for the commercial digital signage market worldwide

Story: Jeff Hastings

‘S

howrooming’, the practice of researching products in a brick-and-mortar store and then buying them somewhere else, is getting a lot of attention lately. Not that it’s anything new. Budget-conscious consumers have always been inclined to defect when presented with a better deal.

On a positive note, this practice does get customers into the store where they are exposed to the retailer’s onsite products and promotions. Then, it’s up to the retailer to captivate customers and make the sale before they leave the store to purchase elsewhere.

Keep in mind, the key reason consumers come into a store is because the information they find online does not thoroughly convey what the product really looks like, how it is used or the benefits it offers. Fortunately for the retailer, most customers still insist on some level of interaction with a product before making an important purchase. Even so, retailers must counter the

showrooming trend by making the in-store shopping experience more convenient, educational and enjoyable.

According to an Oracle study released in December 2011, the leading reason US and Canadian consumers visit a store is to see a product before they buy it (75 percent). Forty-four percent said they visit a store when they need the product right away, and 41 percent said they will go to a store to avoid shipping charges. These statistics demonstrate that, despite the proliferation of e-commerce, the retail experience remains an integral part of the purchasing process. One way retailers can convert showroomers into paying customers is by capitalising on the effective use of digital signage to provide customers with the information they need to justify the retail purchase. A successful display engages the customer, educates, and makes it convenient and even cost-effective to buy on the spot.

Proven Sales Uplift with Digital Signage: One of our customers, Aubuchon Hardware, a large hardware chain with 130 stores in the Northeast of the US, recently participated in research conducted by the North American Retail Hardware Association (NRHA) to measure the sales increase at stores using digital signage to promote a product vs. stores that did not.

For the test, Aubuchon placed endcap digital signage displays in six stores, and then compared sales results to six other stores that historically had similar sales for the product tested. Each digital endcap presentation ran for one month.

Instead of focusing solely on price and savings, as is common with many static endcap signs, the displays also focused on educating shoppers about the benefits of using the product in their homes. Shoppers who wanted more information on the product could press a button located on the display and play a short project-oriented, how-to video.

Digital Place-Based Media & Technology

The results demonstrate that product sales increase when interactive digital signage is used. Product Smoke Detector Air Filters Interior Paint

Units Sold Increase 44.8% 178.1% 23.0%

$ Sales Increase 37.5% 175.0% 17.0%

(Source: NRHA and Aubuchon Hardware)

Interactive Prize-Redeeming Kiosk: One of our partners uses digital signage technology to present an in-store kiosk featuring its interactive Prize Wheel application. The kiosk is part of a complete marketing/promotional program that includes direct mail to provide customers with a mail piece that includes a barcode for redeeming a prize. When the customer scans the mail piece’s barcode at the in-store kiosk, the player initiates the spinning of the animated video prize wheel that lands on a prize or a store discount for that customer. Designed to increase store traffic and brand/product awareness while making promotions fun for consumers, the application lets the retailer set the odds as well as the types and quantity of prizes or coupons. SKU-activated Merchandising Application: Another partner used digital signage to provide an innovative footwear manufacturer with an in-store interactive kiosk that uses Radio Frequency Identification (RFID) and touchscreen interactivity to showcase the many pro-body benefits of the footwear. With the display, when a customer picks up an RFID-tagged shoe, the signage controller initiates playback of a video describing the footwear. Customers can also use the interactive touchscreen to select a shoe model and learn more, such as what celebrities are wearing them and other news coverage that highlights the specific model of shoe they’re interested in. This level of interactivity and customisation delivers a personalised shopping experience that greatly increases the rate of conversion.

Seize the Day: There’s no denying that showrooming is on the rise. That said, retailers now have innovative new tools at their disposal to enhance the in-store shopping experience and offer a level of interaction that simply can’t be replicated by e-commerce. Retailers must boldly embrace these new tools to succeed in the ever-changing consumer marketplace. It’s our opinion that as ecommerce matures, the door opens for a retail resurgence driven by forward-thinking retailers willing to invest in the technology necessary to expose customers to a more informative and interactive shopping experience.  Oracle study: www.marketingcharts.com/direct/consumers-wantbetter-product-info-search-from-online-retailers-20429/

Take Two Tablets & See

Retail

Dave is a consultant with The Innovation Hub, a digital signage and place based media consultancy based in Sydney. Over the past six years he has designed, deployed and managed over 5000 screens across 13 networks in Australia, New Zealand and the UK. He also chairs the Content Manager’s Forum on LinkedIn. Story: Dave Gittins

ypically, Digital Signage conferences involve industry ‘experts’ telling us what not to do with content or screen placement and I tend to come away feeling like a berated child.

Expecting more of the same at this year’s Digital Signage World in Sydney back in March, it was refreshing to hear Lou Giacalone from Haivision talk about where he sees the market going instead of where it’s been.

Of particular interest was his forecast that screens will start to become smaller and more ubiquitous, particularly in retail. This makes sense when you consider that smaller screens can be placed in a wider variety of locations and offer better value when you can buy four or five for the price of one 42-inch LCD.

Since listening to that presentation I’ve worked on two separate projects to deploy tablet devices as digital signs in store. The trend towards smaller screens does indeed seem to be starting, however using a tablet device as a digital sign does present some unique challenges. With this in mind I’d like to share some of my key findings from those projects in the hope of saving you both time and money. Before I continue, it’s worth noting that for the purpose of this article I am focusing solely on passive digital signage – displaying messaging, images and video in a loop with remote content management capability. Next issue we can look at using tablets for interactive solutions.

Strategy – Have One: First and foremost, you need to clearly define what the purpose of the screens is, just as you would with any other signage roll out. Regardless of the intended use, if you don’t have a content strategy in place, stop reading now and develop one.

Hardware – Cheap Ain’t Cheerful: Do not buy some unbranded tablet because it only costs $99. There’s a reason they’re so cheap. Assuming you’re considering one of the more reputable brands, the next question is which operating system do you use? Typically, most clients start by identifying the tablet they like, then looking for a software solution to fit that choice. Personally, I recommend starting with the CMS and letting that guide your hardware choice.

If you want iOS then you’re only looking at an iPad but if Android is a contender then things get a little more confusing. As of today Android is currently used as an OS by Sony, Samsung, Acer, Viewsonic, Asus, Motorola and Toshiba along with a wealth of smaller manufacturers. In addition, many of them have more than one model which leads us to the next thing to consider. Mounting – Stay Safe: Given the wide variety of models running Android, many suppliers are reluctant to build mounting solutions for Android tablets. With a fairly small market for each particular variant it is difficult for manufacturers to recoup the costs of developing new products for those devices.

Apple on the other hand only release one or two devices at a time

in each product range and with such a large customer base, many manufacturers have taken to building commercial mounting solutions suitable for the iPad. Tablet devices are small and highly desirable, making them prone to theft if not secured properly. Any bracket you choose should completely encase the device, ensuring access to all buttons (Home, Volume, etc) is restricted.

The frame also has to allow enough space for the unit’s power cable to be connected and it should ensure the plug cannot be pulled out for any reason. I also recommend consulting an electrician to be sure you can place your screens in their intended locations. Connectivity: All tablets come without an ethernet port, so 3G or wi-fi are your only choices when it comes to getting your tablets online (if you intend to update content remotely). 3G may initially seem like the easy solution, but signal strength varies – even within a single store location. Add to this the cost of monthly data fees and managing multiple mobile numbers. Wi-fi soon becomes a more suitable solution as you can connect multiple devices to one ADSL connection, making it more cost effective if you have more than one device per store.

Content Management: At the time of writing, there are only two tablet content management systems worth considering: Sedna for iPad and Audience for Android. iTunes is not suitable as a CMS for the iPad as media updates can only be made by physically connecting the device to a computer running iTunes. This may change in time with further development of iCloud but you would still not be able to schedule playlists, monitor performance or perform many of the other essential tasks a good CMS should be capable of.

Both Sedna and Audience are developed on existing CMS platforms, so they have most of the features you would expect to find. Sedna also has some interactive capabilities, which may be worth considering in time.

Pricing for either CMS is based on a fee for the scheduler and then a per player license fee. If you plan to roll out a large number of devices, the costs can rise pretty quickly. This brings us to a third, riskier solution – developing your own CMS. Building a CMS is possible, either in house or with a third party but while it may save you money upfront, someone has to support and maintain the software once deployed. This can often be costlier in the long run than buying an off the shelf solution. If you do go down this route, Android is probably the better option as there are fewer hurdles in getting your software deployed onto your devices. Tablets – Spoonful of Sugar?: Over time I think we will see more projects using tablets in digital signage. Whether it’s an an iPad or Android tablet, both have pros and cons, but whichever platform you choose, the same fundamentals of signage still apply – content is still king. Probably more so than ever when you reduce the screen size down and place it closer to the viewer. – Written on my iPad. 

Digital Place-Based Media & Technology

Creative:

Build Digital Content for the Medium Trevor Jones is principal of phdcreative, a retail marketing agency, based in Sydney. He works across the creative and digital teams to help brands take advantage of the opportunities offered by integrating traditional with digital communication. phdcreative was an early advocate of the power of digital placed based media to engage consumers in the retail environment. You can learn more by visiting www.phdcreative.com.au

Story: Trevor Jones

Hold the Phone: It’s not all doom and gloom. There are signs of life. You’ll notice some telco store rollouts have included a mix of simple external messaging with more detailed product information inside their stores. It demonstrates the understanding that each content zone has its own specific role to play.

We see digital media, whether in-store or in digital out of home locations (DOOH), providing new compelling opportunities to engage, interact and stake out a competitive advantage that fuels growth for the business.

It’s really not that hard to achieve. Put some time and effort into the thinking upfront and you will see significant returns.

he power of effective digital content is undeniable. Thoughtfully designed digital content enables marketers to represent their brand in fresh engaging ways, to involve audiences, and be a powerful means of facilitating consumer commitment. Digital provides a range of options that may be designed to fit the time and place in which it is seen. This gives digital unique impact and offers outcomes not attainable by other media.

And yet this potential power is being un-realised by many marketers and retailers. Why is this happening? We can’t be suggesting it’s all too new – it is fair to say that digital signage and interactive technology have been in existence for well over 10 years. However, standout examples remain rare. The barrier does not appear to be one of significant cost, business potential, technical or marketing ability, or lack of general marketer open-mindedness to innovation. Simply, the problem appears to be that most retailers and marketers still haven’t stopped for long enough to get their heads around the possibilities and advantages of generating first-class digital content. A root of this unrealised potential is the false belief that digital channels are merely an opportunity for communication distribution, that somehow digital communication strategy is only an extension of existing activity, using existing content, or worse, re-appropriating content generated elsewhere unrelated to the business, audience or brand.

And so all that scope, potential and promise of digital retail and media channels remain just that – a possibility. Unfortunately, we are still (largely) at a point when any marketers and their agen-

cies are yet to be alive to the rich and independent opportunities that creating digital content provide.

Fit for Purpose: It is fine to have a ‘multimedia’ marketing and communication strategy – yet this still requires each medium to work on its own terms in order to achieve maximum results overall. The single biggest failure of both managed and mediabased digital signage networks, is that the brands regularly fail to develop content specifically for the medium, and that it’s an ineffective approach and a waste of investment in resources.

Take, for example, a major retailer recently using digital content in its stores but displaying the same static creative used in their catalogues. It’s cluttered, confusing and totally unsuitable for the medium. Other examples are the way many retail stores will invest in a storewide digital network only to resort to using a Foxtel channel for content, running the risk of broadcasting competitive content to its customers. In an example closer to home, one client asked us “why can’t we just put PowerPoint slides up there?”

By contrast we believe smarter marketers and retailers will soon realise there is a way to stand out, and put some time and resources into developing branded digital content as a competitive asset. 16

Digital Place-Based Media & Technology

It shows what can be done when content is being developed for the medium, resulting in better brand engagement, an enhanced the retail experience, and, importantly, driving sales. And a further bonus is that digital content and creativity could be one of the most cost effective aspects of the entire marketing campaign.

If you have ambitions to achieve better results in using digital content in your paid campaign, or through your owned digital network, I recommend following a few simple guidelines:

Find time to plan ahead and be clear about your vision and objectives: Take time to articulate the change you are trying to achieve for your brand and business. Think of an opportunity, the business problem and the issues you need to address. Think about the competitive advantage you hope to achieve and how your objectives are driven by your audience’s needs. Identify and understand your digital media assets: Think about the full range of potential that these assets ‘might’ be used to achieve your objectives (whether they be paid, owned or earned assets). Identify the specific added value potential each opportunity provides, then set out how to leverage that value. Have an insightful perspective about your audience: Their needs and the solutions they wish to achieve. Think about who the different audiences are. Think about how needs may change over time and at different places or occasions. How does this result in the need for different content and how media is used?

Make a connection with the potential of digital media and your audience insights: How might your brand be most effective, as audience needs change along the pathway to commitment and purchase? Your brand and messaging needs to adapt to the audience and the purpose will change. Really think about these connection moments and develop content around them. Tailor content and messaging suited to the medium: It’s a false economy and fallacy to think that content does not need to be adapted to the medium and the context in which it is being used.

Be selective about what you would like to achieve: Do you want to inform, entertain or just make them aware of your product or service? Do you want to up-sell or cross-sell? Improve sales, or brand awareness? Your digital content can meet all those needs, but be careful not to try and achieve everything through one piece of content or campaign. Cluttered communication that doesn’t engage is often the result of trying to achieve too much. By following these guidelines you’ll be in good shape to develop an effective digital media strategy – by utilising the full capabilities of what digital media is ideally suited for, responding to audience needs and optimising commercial returns. 

The Digital Screenmedia Association Asia-Pacific: What it Means for You

Industry:

Damien Edmonds is the Executive Director of the newly formed Digital Screenmedia Association Asia Pacific (DSAAP). He’s been involved with the digital screen media industry since 2005, having worked with Eyecorp UK, Clear Channel UK and Laqshya India. He sat on the UK’s Outdoor Advertising Association’s digital board and has spoken in Australia for Popai and InfoComm: Damien@digitalscreenmediaasia.com Story: Damien Edmonds

Q. Why is the launch of the Digital Screenmedia Association Asia-Pacific (DSAAP) a good thing? A. Across the Asia-Pacific region, the digital signage and digital out-of-home sectors have considerable potential but are under performing. There is a way to go towards standardisation, accountability and ease of planning/buying, allowing the industry to become more competitive and attractive to clients.

There are issues with fragmentation and scale, creative content, and a fundamental need for more visibility with brand managers and communication strategists. Consolidation will occur over time and should address these issues, but a collaborative association with a degree of industry transparency and reasonable funding will gather valuable learnings and insights for the screenmedia industry. Q. What’s your relationship with the Digital Screenmedia Association (DSA) in North America?

A. The Digital Screenmedia Association AsiaPacific (DSAAP) has an exclusive charter for the Asia-Pacific region with the Digital Screenmedia Association (DSA) in North America. The DSAAP is a legal entity separate and distinct from DSA. Q. Who would be interested in joining the DSAAP?

A. Member companies include: network operators (advertising, retail and telecommunications), content suppliers, media, advertising and marketing executives, hardware and software vendors. Q. Why the name DSAAP?

A. The name ‘Digital Screenmedia Association’ provides synergies across the digital signage at retail industry, the digital out-of-home advertising industry and the commercial digital enterprise industry. The regional tag of ‘Asia Pacific’ is also important to distinguish us from the North American DSA. Q. What are the association’s objectives?

A. The DSAAP, as a membership-funded, peak industry and not-for-profit organisation, will attend to mutually agreeable member objectives, initially over a three-year period. The association will provide a collaborative forum that drives growth and excellence for the digital screenmedia industry in the Asia-Pacific region through advocacy, education and networking. Q. What are the benefits for potential members

of the association? A. Being part of the Digital Screenmedia (DSM) industry body for the Asia-Pacific region provides: • Further understanding and acceptance of this relatively new media channel

• Collective voice and increased professionalism for the DSM industry

• Exposure and collaboration with peers, innovators and successful individuals and businesses in DSM industry

• Accelerated pace of DSM industry growth with reduced risks towards adopting change • Regular flow of information and shared learning to educate brands, agencies and commercial entities about DSM

voting for the second year’s board members will be conducted at end of first 12 months. Q. Where is the association headquarters and who will be the executive director/managing director/administrator?

A. DSAAP will be headquartered in Australia, with myself managing the Executive Office. From initial discussions with potential members, there have been some key strategies identified for the association over the first 12-18 months, and we have a busy and productive period ahead of us. Q. How does the DSAAP hope to achieve the objectives set?

A. The following strategies have been identified at the outset of the association:

• Shared insights applied to support greater adoption of DSM

• To develop the DSM industry in Asia Pacific

• Collective thought and regular update on adoption of current and new technological advances

• To develop a schedule of events for member participation across region

• Dedicated DSM educational initiatives and events

• Once established, it is also envisaged the association would offer relative power to positively influence regulators towards DSM Q. What membership levels are available to potential members?

There are two levels of membership set for the DSAAP:

1. Board Membership: This level of association membership includes all benefits of membership for staff members, with licensing agreement (for use of DSAAP name and marque) and voting membership status. For example. This membership provides eligibility so sit on the Board of Directors and to chair various committees. 2. Corporate Membership: This level of association membership includes all benefits of membership for staff members. Membership at this level does not include committee participation.

Foundation sponsorships are also available to interested parties, to assist with DSAAP’s setup. Q. When can people join? A. Immediately.

• To provide coverage through Asia-Pacific regionTo develop website for member communication across region

• To develop a schedule of insights for member information across region Q. Having joined, how would members determine the success of the association?

A. There are several ways to evaluate the ongoing success of the DSAAP, including: • Establishing collective revenue by geographic market for both DOOH and digital signage • Ensuring continued market growth by geographic market

• An increased number of key clients using DSM • New client categories using DSM

Q. How do companies/individuals find out more about how to join the Digital Screenmedia Association Asia-Pacific (DSAAP)?

A. Interested parties can contact me at damien@ digitalscreenmediaasia.com and I’ll distribute additional information on the association, along with a membership registration form for completion. 

Q. Who are the initial officers/board members? How will they be elected/chosen?

A. The board members for first 12 months will be selected by those companies who’ve paid membership dues for board membership. The

Digital Place-Based Media & Technology

Watch This Space

Tissot gets in touch with augmented reality Story: Christopher Holder

very year Tissot does a significant retail window promotion. But in 2011 that window promotion was, shall we say, unconventional.

When Tissot Australia Marketing Manager Amy Langfield saw head office’s successful launch of its augmented reality (AR) promotion at Selfridges, London, she was “blown away” by the concept and instantly knew this was something she wanted to bring to Australia. For starters, nothing like this had been done in this country – at least not in Tissot’s space. Secondly, it was a great fit for a new product that was in the wings. Tissot was launching a new, keenly priced, touchscreen watch and the AR marketing would dovetail perfectly – innovative watch for a younger crowd, matched by an innovative promotion instantly attractive to a younger crowd.

Amy approached JR Duty Free and JR Watch Co. – a retailer with the requisite high-profile large window displays – and they enthusiastically signed up. Game on! WINDOW DRESSING

When you see the augmented reality promotion in action (go to our homepage for a look at some video), and the novelty of the setup, you might think the biggest challenge was technical. As it happens, the technical brains of the operations, Vision2Watch, was all over it. Vision2Watch knew exactly what was required from a hardware and, indeed, a software perspective. In this case, the software was coming from Tissot’s European HQ – albeit with some modifications – but Vision2Watch would happily provide those smarts as well. No, it transpired that the biggest challenge ‘in the field’ was sun glare, which didn’t play nicely with the AR system’s camera. It meant a slight rethink as to when the Tissot girls could glad-hand the public. As the public began to play with the AR it quickly became clear to Amy and the team that this was more than a stunt for breakfast telly. Yes, it was undoubtedly a novelty but the promotion presented the brand to people who hadn’t heard

of Tissot before, and gave them a chance to experience Tissot. Compare that to a poster in the window! What’s more, it only took one person to be interacting with the software for a crowd to gather. As another tie-in, Tissot gave away a watch a day during the promotion. It was another reason to stop and engage with the signs and to acknowledge the window.

But what was the sales impact, and did the promotion have any lasting benefits? Tissot was quite unequivocal about the impact. The campaign resulted in a “significant lift in enquiries in the store”. What’s more, the sales in that month were significantly higher and it “followed through to the next month as well”. In short, Tissot had a measurable, unambiguous, specific success with that retailer because of the campaign.

PROMO STUN GRENADE

So why not run the campaign all year? Or is something like an AR push best used as a marketing ‘stun grenade’ for maximum impact? In the case of the Tissot campaign it lasted three weeks and Tissot is planning a month-long AR promotion later in the year. And for now that seems about as long as is practical/desirable. That said, a portable AR system has been commissioned for Tissot pop-up stores or indeed if a Tissot-branded boutique was to be opened. But Tissot was quick to point out that the AR promotion isn’t there to sell watches in-store, its main purpose is to drive traffic into the stores and to increase the flow of inquiries. The AR promotion has clearly broadened Tissot’s marketing horizons. It’s a brand with a young, savvy identity, and when you’re marketing to older teens and 20-somethings, digital is clearly the future – Tissot has a very strong Facebook following, for example. Amy also mentioned that developing apps to further develop smartphones as a purchasing platform was a also a big priority. All very worthwhile, but if the AR promotion shows us anything, it’s that people, Gen Y included, love nothing more than experiencing a desirable brand and having face to face contact with that brand. More on that later.

WHAT THE HECK IS AUGMENTED REALITY? Augmented Reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Augmentation is conventionally in realtime and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world. – Wikipedia.

Digital Place-Based Media & Technology

“We had specific success with that retailer because of the campaign”

Tissot ran the augmented reality promotion outside a selection of JR Duty Free outlets. The ‘stunt’ allowed passers-by to interact with the brand, as well as attracting small crowds of onlookers. Digital Place-Based Media & Technology

INSTALLATION DETAIL: HOW IT WORKS

Tissot’s AR software was fine-tuned for the Australian push and Tissot partnered with Australian integrated technology specialists, Vision2Watch, to put the installation together. The project involved setting up the required AR hardware and software in four stores for the contest and promotion, one store each in Sydney, Melbourne, Perth, and Brisbane. From there, consumers wandering into or past the store were able to get a visualisation of their preferred watch on their wrist. The augmented reality products are fairly simple to install and set up, and there are just a few components required. These include: • Touch foil • Commercial LCD screen • HD web camera • Purpose built commercial PC • 3D augmented reality software BRAND EXPERIENCE

When you see the paper wrist band you’d be right to be sceptical. How convincing could the watch-wearing illusion be? Turns out consumers loved the experience. It’s well worth watching the YouTube video from Vision2Watch (you can find it on the DigitalSignage homepage) to get a feel for how people react. There’s genuine delight.

It highlights just how much more people identify with and appreciate a brand once it’s experienced. That experience can come in many forms, but increasingly people want a ‘conversation’ with a brand and not to be talked at. Tissot’s AR promotion sparks that conversation and delivers on the holy grail of marketing – brand engagement. Whether the AR is instigated by waving your smartphone over an AR ad in the newspaper or engaging with an installation like Tissot’s, people find themselves involved. It will be fascinating to see how AR develops. Tissot and Vision2Watch are discussing plans for a more sophisticated AR push later this year. Word is, the white paper wristbands may be a thing of the past. Watch this space. 

Tissot ‘Win A Watch Every Day’ contest and augmented reality project is a new and innovative type of marketing campaign, and this project showed the excitement that advanced technology can generate in advertising. During the project consumers were raving about products and the augmented reality display.

MORE FROM VISION2WATCH Vision2Watch specialises in interactive displays and cutting edge technology – it knows augmented reality and interactive displays better than most. Which is why, after Tissot rang around, it was quickly pointed in the direction of Vision2Watch. George Ibrahim, Vision2Watch: “When we were contacted, Tissot emailed the info over and asked if we could do this type of work. I saw the concept and the software manual. My reply was ‘easy! Not only can we do it but we can develop the AR software as well’. That wasn’t necessary as they had the software already. “We supplied them with all hardware for all sites. In Sydney we installed a 32-inch LCD and the others were a 42-inch LCD. The hardware included the screen, a stand, touch foil, a HD webcam and a PC. We tested the software, we added a screen saver to

Digital Place-Based Media & Technology

the software for them as well. “The campaign hardware was installed and software running. We had no issues throughout the campaign. The hardware was the bumped out and returned to Swatch Group Australia in Melbourne.” Ladesha Dromgool, of The Swatch Group Australia noted: “Vision2Watch has delivered exceptional and thorough service throughout the entire Tissot Augmented Reality campaign. We look forward to working with them in the future on projects that exemplify the Tissot innovative spirit.” Swatch Group in Greece has subsequently contacted Vision2Watch in Greece to do something similar in that territory..

Vision2Watch: (02) 9502 4800 or www.vision2watch.com.au

Geo Whizz Rotorua Museum engages with signage Story: Graeme Hague Job: Rotorua Museum, New Zealand Purpose: To educate and engage visitors The Team: Toulouse: +64 (0)4 977 1078 or www.toulouse.co.nz

igital signage has to be pretty tough, putting up with all kinds of weather, pollution and – worst of all – people with their sticky fingers. What about volcanoes, red hot lava and smoldering ash? Maybe that’s expecting a bit much, but at the Rotorua Museum in New Zealand’s North Island, where the nearby Rotorua geothermal springs offer tourists free, toasty-hot mud baths, the locals do have to contend with one of the most corrosive atmospheres in the world. The hot springs burp a fair amount of hydrogen sulphide into the air and that’s not the best thing for delicate electronic equipment. Undaunted by any nasty air-borne chemicals, the Rotorua Museum’s Director Greg McManus has been an advocate of electronic and digital displays in the museum for all of the 15 years he’s been at the helm. As long as the technology enhances the experience of visiting the exhibitions, rather than acting as a distraction from the history and science on offer, Greg is happy to plug it in. In fact, in 1998 the museum was the first facility of its kind to build a compact cinema for the express purpose of introducing exhibitions to busloads of visitors, before they viewed the real displays – cutting-edge thinking back then. DISPLAYS TAKE WING

The museum building itself has had an unfinished south wing since 1908 – they don’t like to rush things in New Zealand – and when the opportunity to finally do something about it came along in 2005 there was also a chance to recognise one of the region’s leading historians, Don Stafford. Stafford was passionate about Rotorua city, the surrounding area and the indigenous Maori people, and he became the museum’s original curator in 1968. Later in life he was an author, broadcaster and documentary film-maker, so just by himself Stafford had a wealth of material that might fill the entire new wing. However, five years ago the museum began making a series of new video interviews with Stafford, essentially making him the voice and face of the upcoming exhibition. A large percentage of the digital content in the displays is virtually hosted by

Digital Place-Based Media & Technology

Stafford. Unfortunately Don Stafford wasn’t in the best of health when the project began and although the material was completed, Stafford passed away in 2010 before he saw the actual bricks-and-mortar monument to his life’s work opened to the public.

Greg McManus worked with Wellington-based integrator Marc Simpson of the Toulouse Group to come up with a plan for the digital content in the new building. The Don Stafford Memorial Wing comprises eight galleries in all. Each has its own digital display with the majority being Brightsign Roku 1080 HD solid state players. Within the 600sqm space the content of each player is relevant to that particular section of the exhibition, such as depicting the original voyage of the Te Arawa people from Hawaiki to Rotorua. The players are positioned and configured not to impact on adjacent displays. In many areas playback is triggered by PIR sensors, but push-button controls allow visitors to override these. Some of the videos have been synchronised with effects lighting within the room to enhance the playback.

HISTORY FIRST

Gallery 3 has two looping video players plus an interactive ‘Explore Our Region’ touchscreen system. The software displays a low resolution foreground map with a higher definition (multiplied x 10) map in the background. The user gets to shift a magnifying glass over the map with their finger, selecting regions of interest. When any area is in the centre of the magnifying glass the option to play the content is available via a menu. The main screen is a 32-inch Samsung Pro with a Next Window touch overlay. By choosing Education Mode on the touch surface the second monitor switches to mirror the first, catering for a larger audience. Also, in Education Mode a louder speaker is activated. Possibly confusing some folks, the map on the screen is also printed into the carpet on the floor of the gallery – but it’s just a carpet no matter how much you wave your arms at it. A second touchscreen system is in Gallery 8. Again it’s a Samsung Pro with a Next Window touch overlay, but vision is done by a Panasonic 6000 ANSI lumen projector. Here the ‘Faces Interactive’ display shows a selection of historically-famous identities

ROTTEN EGG WARRANTY

The first thing you do after buying a piece of electronic equipment in Rotorua is fill out the warranty card – and chuck it in the bin, because it’s not going to happen. The insidious hydrogen sulphide (or rotten egg gas) in the air chews into copper like the white pointer in Jaws munching on a fishing boat. The life expectancy of anything electronic is a bit of a lottery and the locals of Rotorua employ all kinds of tricks to win. Houses are sealed or insulated against hydrogen sulphide much like homes everywhere else try to keep out the cold or heat. Sachets of absorbent crystals are put inside everything. Air conditioners include ‘scrubbers’ to clean the air. Still, anything more than 12 month’s use of any domestic appliance is considered a bonus. Three years would be a miracle. It’s not just copper. Some existing, exposed concrete that was going to be a part of the new museum wing was ‘like tofu’ and had to be strengthened. We can only assume the local Harvey Norman store must make a killing. Stay away from the demo stock though.

Digital Place-Based Media & Technology

and by choosing any face the touchscreen reveals a short biography of that person while the projector shows a collage of pictures. Gallery 7 is an 18-seat cinema with projection celebrating the famous Maori Battalion, a Second World War unit that distinguished itself on battlefields across the world during that conflict. TELLING THE STORY

With so much video footage involved in the display it required expert help to sort the good from the bad – plus the entire exhibition is based on the story of the region and its people, so there were elements of continuity to consider. Dean Cato of Story Inc was responsible for keeping the narrative accurate, while Story Inc’s Steve La Hood took on the role of director in collating all the vision. While much of the talkinghead footage of Don Stafford was a no-brainer for inclusion, the project needed extra film of places of interest and landmarks, the obligatory helicopter fly-over shot (mandatory in any New Zealand video), plus plenty of archive film. With selecting the historical footage Marc Simpson had to be included, making sure any old film could actually be converted into a format the digital signage could play.

By now it might sound like the new wing of the Rotorua Museum is just one long arcade of video players, but it’s the opposite. The touchscreens, digital players and lighting effects all serve to only enhance the true stars of the exhibition – the display of fascinating real artefacts and collection of important, valuable relics which are the core of any museum’s true purpose. No doubt, Don Stafford would be proud of the Memorial Wing with his name on the front door. It’s a long-term project, a permanent display expected to remain unchanged for at least 10 years, and a fitting tribute to a man who spent most of his life studying and promoting Rotorua’s history. 

Digital Place-Based Media & Technology

STEP INTO THE FUTURE OF AUDIO VISUAL, ENTERTAINMENT AND ICT

EXPERIENCE

THE LATEST TECHNOLOGY FROM THE BIGGEST BRANDS IN THE INDUSTRY

BE INSPIRED

BY OUR EDUCATION PROGRAMME SUPPORTED BY INFOCOMM INTERNATIONAL

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21-23 AUGUST 2012

2012

SYDNEY CONVENTION & EXHIBITION CENTRE, DARLING HARBOUR

THINKING OUTSIDE THE CUBE

BIG W LIVING SURFACE TAKES OFF

BrightSign LLC has announced the results of its recent collaboration with Flixio, a content development partner. In a project for CubeSmart, a specialist in the self-storage industry, BrightSign network-enabled HD1010 interactive players are being linked via a BrightSign Network to provide consistent branding for Cubesmart’s US locations nationwide. Combined with Flixio’s content, the all-inclusive touchscreen displays are designed to help CubeSmart increase sales by illustrating the expanded CubeSmart offerings that are revolutionising the self storage industry. Following the deployment of the BrightSign/Flixio signage solution in the lobby of its initial superstore in Philadelphia, CubeSmart is rolling out displays at more than 350 locations across the country. With the touchscreen display, a CubeSmart customer, or an employee assisting them can view the features and benefits of CubeSmart products. There are 130 unique video assets in the CubeSmart interactive project and the number of connection points between assets – for example the different routes or directions a person can take, is close to ,000. Despite the volume of data available, the content itself seamlessly guides viewers from one CubeSmart service or feature to the next, allowing them to quickly and easily find the information they need. The presentations for all CubeSmart locations can be published, updated and changed remotely using the BrightAuthor software.

For those of us unfamiliar with our nation’s capital, the place hasn’t gone completely bonkers – there isn’t a BIG W store in the actual Canberra Airport. The new supermarket complex is Majura Park, which is adjacent the airport, and it’s where DAT Media has installed a Living Surface interactive system in the new BIG W store. The 2.4 x 1.8m floor projection, located in the main aisle near the toy department, features custom BIG W branding which can be swept aside with gestural movements to reveal supplier brands and special offers. DAT Media, which specialise in digital in-store solutions predominantly for the retail industry, sees the living surface technology as an important tool in the effort to generate foot traffic to bricks and mortar stores, rather than people shopping online. Andrew Becker, Managing Director at DAT Media, explains: “Some retailers are looking at living surface as a key differentiator and a way of generating increased store traffic. The need to create a destination and a reason for consumers to visit physical stores is now critical for bricks and mortar retailers given the web provides such broad access to price and ranging options. Retailers know they need to provide customers with an engaging and rewarding experience in-store plus a reason to return, living surface helps achieve that.” Let’s hope the concept takes off. Have a look at our article in Issue 5 for more on Living Surface.

Image Design Technology (IDT): 1300 666 099 or sales@idt.com.au

DAT Media: (07) 5575 7798 or www.datmedia.com.au

More than 220 digital signage exhibitors had a presence at this year’s InfoComm NEW PARTNERSHIP GOES TO THE WALL: Matrox Graphics has announced a partnership with American Portwell Technology Inc., a specialist in the embedded computing market, to launch the new Portwell M9020B 4U rackmount system for large-scale, highly-functional video walls. The Portwell M9020B has been jointly validated for use with up to 10 Matrox Mura MPX input/output display wall controllers to support up to 40 full 1080p HD inputs and a similar number of full 1080p HD outputs from a single system.

NEWS:

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

Digital Place-Based Media & Technology

PRO VERITE: JVC Professional Products has announced its new ProVérité Series of LCD monitors. The new monitors deliver 1080p imagery with accurate colour reproduction, vivid contrast and a 178° viewing angle. There are two monitors in the series: the 47-inch PS-470W and the 42-inch PS-420W. Both models feature a professional-grade 1920 x 1080p IPS panel. Designed for horizontal or vertical installation, the ProVérité monitors offer standard VESA FDMI mounts as well as carrying handles for easy lifting. An on-board power outlet is provided for a digital media player or powered speaker. Video connectivity includes an HDMI port that supports CEC

and HDCP, plus a DVI port and RGB analogue input. Two built-in RS-232C ports allows connection of several displays from a single PC. Other features include an auto input signal detect with selectable priority and a screen saver. JVC Professional: (02) 9370 8817 or www. jvcpro.com.au LED-SIGNS’ AV EXPANSION: LEDSigns has expanded its business to include integrated audio visual systems and solutions. The company’s plan is to extend its AV product offering by building on the momentum gained following the successful launch of its multi-panel LCD video walls last year.

LED WORK OF ART

MITSUBISHI SLIM-LINE

Hermès latest window display in its Elizabeth Street store in Sydney features an innovative LED animated artwork by London based artist, Julian Opie. The eye-catching artwork is displayed on a full colour, 10mm pitch, indoor LED screen with full video capabilities. LED-Signs worked closely with representatives of Hermès to test the artistic content and installed and commissioned the display. Julian Opie is a visual artist who uses a variety of mediums including paint, granite, silk screen and LED animation to present items and activities of everyday life. Given Opie’s work methods it’s not surprising his art translates into the digital medium – and digital signage. His highly stylised work involves the reduction of photographs (or short films) into figurative reproductions created using computer software. For example, in his portraiture, the human face is minimalised in detail to the extent that an eye can become just the black circle of the pupil and a head, a circle with a space where the neck would be. In this way, Opie tries to present the complexities of the human form by reducing it to fundamentals… no, not stick figures. Opie’s style was brought into the public eye when he was asked to design the cover for the British band Blur’s ‘Best Of’ album.

Mitsubishi Electric’s MDT551S slim-line LCD monitor incorporates the very latest technology for fantastic image reproduction and superior operability. Designed specifically for commercial applications such as control room monitoring, public display and teleconferencing, the 55-inch MDT551S features a brushed aluminium bezel with a width of just 17.5mm along with a full HD resolution LCD panel. Advanced connectivity is one of the key features found with the MDT551S. The display comes standard with a range of video and data inputs/outputs, with the option to use an innovative Cat-5 transmitter/receiver pair, which allows both video and control signal data to be transmitted over the same network cable. The display also has Intel’s Open Pluggable Specification (OPS) compatibility, which allows for any OPS-compliant card to be used, such as a personal computer card. Using the standard VGA data input, up to 25 MDT551S displays can be combined to create a single video wall with frame compensation functionality taking into account the bezel widths. The display also has flexible orientation support, and can be installed in landscape, portrait or face-up positions. Other features include unique twin ambient light sensors for automatic brightness control, six-axis colour adjustment, programmable power/input scheduling and a multi-level screen saver function. The MDT range also includes 42-inch (MDT421S) and 65-inch (MDT651S) models.

LED Signs: 1300 553 5555 or www.led-signs.com.au

Mitsubishi: (02) 9684 7777 or www.MitsubishiElectric.com.au

exhibition and conference in Las Vegas. LED-Signs’ AV offering will be a total solution that includes design and manufacture right through to installation, training and ongoing service. Hardware will include multi-panel LCD video walls, high resolution LED screens and free-standing LCD totem displays, supported by a content creation, management and distribution service. A highlight of the LED-Signs AV range is its transparent bezel, multi panel LCD series. LED Signs: 1300 553 555 or www.led-signs.com.au LG SHINES OUT: LG Electronics is introducing a new outdoor display

designed specifically for public spaces outdoors or with high ambient light. LG’s In Plane Switching (IPS) panel technology helps ensure accurate colour saturation and contrast at wide-angle viewing (both horizontal and vertical), resulting in a display with great picture quality that can be installed at virtually any angle or height. Next, LG’s Shine Out technology is designed to deflect ambient light, helping to avoid colour wash out or lacklustre images. Shine Out and the display’s brightness level of 2000 nits combine to produce content that looks great even in environments with abundant natural light.

LG Electronics: (02) 8805 4409 or b2b@lge.com.au WHERE THE HELL LRU? Panasonic has announced two new lines of hi-def hospitality and digital signage LCD displays, the LRU50 Series and the LRU5 Series. Both lines feature a faster boot time mode (three seconds versus conventional seven seconds) and are available in 32-, 37- and 42-inch models. The LRU50 Series also includes a new 55-inch LED model, the TH-55LRU50U, Panasonic’s first professional LED LCD display. The LRU family of displays offers “exceptional image quality, low

maintenance and manageability that will appeal to customers, system integrators and IT staff”. The displays are also equipped with essential functions for hospitality installations, luxury boxes and sports bars. These displays include initial input/channel/volume, maximum volume, button and input lock and a customisable welcome screen. They also include an SD Memory Card slot, which permits system-wide cloning of settings to a large number of units resulting in “significant installation cost savings”. Panasonic Australia: 132 600 or www. panasonic.com.au Digital Place-Based Media & Technology

PHILIPS SCORES 10 OUT OF 10

MULTITOUCH AT THE MUSEUM

The new Philips Touch Series consists of 10 commercial-grade products available in a range of sizes between 32-inch and 65inch. The models are split across two different technologies. Five offer Optical Sensing Dual-Touch where the Optical Sensing Dual Camera system allows for two simultaneous touch points at the same time. The remaining five use Infrared Sensing Multi-Touch that allows for multiple simultaneous touch points. The technologies are already embedded in the displays, requiring no upgrades or component changes. For larger digital signage implementations, users have the ability to scale their touch needs through multiple video wall touch systems. The new Philips Touch Series is capable of 92-inch and larger video wall/table touch configurations. The new range offers a full line of models with Intel’s Open Pluggable Specification (OPS), the industry standard interface that allows users to insert an internal PC into a digital signage display. The OPS PC modules themselves require no optional connections, simply insert the module and begin using the touch functions. The Philips Touch Series includes standard full HD 1920x1080 resolution, RS232 for remote management through a network, and SmartPower to reduce power consumption up to 50 percent.

MultiTouch has introduced new interactive multitouch display features specifically – but not exclusively – for museum exhibitions. These were revealed at the MuseumExpo, the annual meeting and exhibition for the American Association of Museums (AAM). MultiTouch’s new features for its MultiTaction Cells include new augmented reality applications, a large-scale MultiTaction Wall that supports unlimited number of concurrent users, and a Cornerstone Software Development Kit (SDK) that addresses the specific needs of museums and permanent exhibitions. Multitouch is obviously no stranger to these kinds of projects with large installations such as the Avatar exhibition at the Science Fiction Hall of Fame in Seattle, La Biennale di Venezia, and the Johnson Space Centre in Houston where the display commemorates the first space shuttle flights. Here is Australia Multitouch was involved in the National Museum of Australia’s ‘Never Enough Grass’ exhibition, an animated interactive exhibit that enables visitors to navigate landmark locations that played a key role in the development and expansion of the Australian pastoral industry. And also ‘Yiwarra Kuju’ an interactive art installation that traces a famous aboriginal cattle route, the Canning Stock Route, in Western Australia.

Avico Electronics: (02) 9624 7977 or www.avico.com.au

Lightwell: (02) 9319 0311 or www.lightwell.com.au

‘16.2% growth is projected in 2012 for advertising growth using digital place-based I SEE-THROUGH: LG Electronics has joined the growing number of manufacturers to offer ‘transparent’ displays with its new model, the TS30MF. Suitable for retail applications or museum exhibitions, the capability to combine digital signage with a glass wall means both the content and the product behind the window are visible, allowing the digital display to augment the physical display and add messaging or information simultaneously. Available in both 26-inch and 47-inch class sizes, both displays offer HD-quality video, with Full HD 1080p resolution in the 47-inch class model. The clear panels are embedded with LG’s In-Plane Switching (IPS) technol-

NEWS:

Digital Place-Based Media & Technology

ogy, which provides high picture quality at virtually any angle and includes a brightness control function to produce accurate, bright images. The display’s open frame also allows for customisation and easy installation. LG Electronics: (02) 8805 4409 or www.lg.com.au WHATHA PLUGTHA?: Panasonic has announced the compatibility and availability of the new PLUGTHA-54 Plug-In PC for Panasonic’s professional displays and SLOT 2.0 architecture. The Intel Core i5 processor-powered PC supports all major digital signage software platforms with multiple zones

of content. It was designed to create an all-in-one digital signage solution, while providing the flexibility for servicing the PC without dismounting the display from the wall. Panasonic designed the new Plug-In PC to offer the highest performance available in graphics while supporting additional features for content management not found in past PC card options. The PLUGTHA-54 is simple to configure, install and maintain and is ideal for running both large and small 24/7 digital signage networks. The device simply slides into the SLOT 2.0 architecture built into any Panasonic professional LF Series LCD or PF Series plasma displays. The Plug-In PC is primarily

QUIET & BRIGHT

49ers SCORE NEW MENU

JEA Technologies is offering a new line of Ultra High Brightness displays from DynaScan. The new DynaScan DS² is a cost-effective ultra bright LCD solution still visible in direct sunlight with brightness ratings as high as 5000 nits – that’s a lot of nits. DynaScan’s DS² utilises a proprietary system of LED backlighting, which promises to be more energy efficient than traditional CCFL backlights and significantly brighter. The models are available in open frame, narrow bezel and ready-to-install types providing solutions to fit both end users and system integrators. DynaScan’s proprietary fanless thermal management system increases performance and prolongs the lifespan of the display. The fanless design also enables silent operation and greatly reduces the potential of mechanical failure. Additionally, the fanless system is especially beneficial in areas with a lot of dust, which can eventually obstruct a vent and cause the display to overheat. If you’d like proof of the claims, check out the photo above: notice how there’s so much less distracting reflections off the screen than the static window display on the left? Oh, and there’s no doubting the brightness.

Atlona’s digital connectivity solutions are being jointly used by the San Francisco 49ers football team and Centerplate, a large hospitality/catering organisation that specialises in premier sports stadiums, convention centres and entertainment venues. The result is a new digital menu board system at Candlestick Park, the 49er’s home ground. Denver-based Ping HD installed multiple Atlona HDMI distribution amplifiers, HDMI EDID emulators and 15m-plus HDMI cables throughout the park’s 20 concession stands to send HDMI signals to more than 100 TVs while maintaining the hot plug 5V. It was a significant challenge to send an HDMI signal from a single source to so many screens, all while maintaining the hot plug 5V to ensure that no TV turned itself off due to inactivity of the HDMI ports. Instead of running a single HDMI cable over hundreds of metres and degrading the signal, Ping HD relied on Atlona’s HDMI distribution amplifiers to ensure the video quality. The system is up and running, and is not only being used to allow customers to view their choices of food and beverage, but also to show other important stadium and emergency information. Another important factor is the system’s ease of use. It is totally self-contained and doesn’t require a permanent operator – so everyone can sit back and watch the game.

JEA Technologies: (03) 9757 5060 or www.jeatech.com.au

Avico Electronics: (02) 9624 7977 or www.avico.com.au

networks’ – taken from a report by PQ Media, US for digital signage, but is also wellsuited to other applications. Panasonic Australia: 132 600 or www.panasonic.com.au ON AXIS: Visix Inc demonstrated several new products at InfoComm 2012 this year. AxisTV Version 8.0 includes a completely new user interface and background library, as well as 64-bit support for Microsoft Server 2008. Two new plug-ins for AxisTV were Mobile Module, which allows AxisTV users to publish content to smartphones and tablets by publishing to an HTML5 webpage. The Event Data Combiner allows AxisTV users to combine event

data from Microsoft Exchange and EMS scheduling application calendars. A new digital signage solution called ‘Appoint’ uses the PowerPoint platform and runs as a tab within PowerPoint. A Mini Media Player has been added to Visix’s digital signage hardware line. Visix’s new Social Media Boards are custom modules that import Twitter, Facebook and YouTube content into a digital signage layout branded to client specifications. Visix: www.visix.com SLIM N TRANSPARENT?: ViewSonic Corporation has a new family of large format, touch-

enabled commercial displays ViewSonic’s CDP4235T, CDP4635T and CDP6530T interactive commercial displays are available in 42-inch, 46-inch and 65-inch sizes and feature finger or stylus optical touch capabilities. The new displays feature four-point touch on the 42-inch and 46-inch models and dual touch on the 65-inch display. All models feature Intel’s Open Pluggable Specification (OPS) slot in addition to HDMI, DVI, VGA, YPbPr, S video and CVBS inputs. Expanding its lineup of hi-def digital signboard displays, ViewSonic gave a sneak preview of a new 42-inch slimline ePoster. At just 89mm

wide, this model features the same capabilities as ViewSonic’s larger ePoster offerings including a built-in media player and HDMI and VGA connections. ViewSonic was also showing off a new 32-inch transparent display designed for retail merchandising – making it possible for consumers to view product information while seeing the actual product inside a display case. The new see-through display pairs a transparent panel with dual point touch capabilities. ViewSonic Australia: 1800 880 818 or www.viewsonic.com.au

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

3M AUSTRALIA 136 136 www.solutions.3m.com.au AERIS SOLUTIONS (03) 9544 6902 www.aerissolutions.com.au

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

AMBER TECHNOLOGY (02) 9452 8600 1/2 Daydream Street Warriewood, NSW 2102 info@ambertech.com.au www.ambertech.com.au To be strictly correct Amber Technology doesn’t have any digital signage services of its own to offer. However, it is the distributor of Gefen products, which are already listed on these pages – to mention just a few. In fact, that’s the point here. Amber Technology is the Australian distributor of such a large range of manufacturers, including the makers of just about every bit of electronic gadgetry you’ll need when it comes to installing a digital signage network, that it would be remiss not to bring Amber Technology to your attention. Another side to digital signage should be pointed out – plenty of companies are coming onto the scene offering to produce for clients broadcast-quality content without getting involved in the actual hardware installations. One of Amber Technology’s Professional, Broadcast and Consumer divisions can tap into a wealth of expertise and resources to help find the right studio recording or video editing equipment. As a distributor Amber Technology may have to point you towards an authorised dealer, but don’t hesitate to give them a call.

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

Digital Place-Based Media & Technology

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

COMMAND DIGITAL SIGNAGE 1300 780 204 Unit 2, 30 Park Road Mulgrave, NSW 2756 sales@commandaustralia.com.au www.commandaustralia.com.au Command is celebrating 10 years in Australia as a specialist digital signage supplier and technology partner. They are the distributor of the successful Navori digital signage software, the next generation of screen display and management software, a technically advanced solution suitable for all types of installations from Small Business to Enterprise. As a technical partner, Command can provide full supply, project management and installation for the deployment of small or large systems Australia wide for corporate, education, small business, retail, stadium and specialist requirements. Command’s product range includes Wayfinding solutions, GlassVu projection films, RoomManager hotel software, kiosks, wired and wireless video extenders, LED displays, FJ media players and a range of mini computers suitable for all digital signage requirements. With over 25 years in the IT, graphics and advertising industries and 10 years specialising in digital signage, Command’s experience is guaranteed to leave their customers happy. In summary, Command is a one stop shop for digital signage solutions and interactive displays.

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 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

www.dsmag.com.au

HEWLETT-PACKARD 1300 305 017 www.hp.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.

interactive controls

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.

ISIGNPAK (02) 9457 6945 or www.isignpak.com

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

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

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 348 Victoria Rd Rydalmere, NSW, 2116 sales@mitsubishi.com.au www.mitsubishielectric.com.au Similar to some of the other, large electronics companies listed here, Mitsubishi Electric can put its hand up as a digital signage provider courtesy of a range of public LCD display models. Sizes range from 32- to 46-inch models in designs that can stand alone, or there are the ‘Slim-line’ models from 42- to 65-inch – ‘slim’ being the size of the bezes, not the depth of the unit – and finally there are two specialty displays of 46-inch and 56-inch that can be employed in a video wall configuration. However, taking things a little further than just having fancy LCD tellies, the Mitsubishi Electric LCDs have in-built Cat5 receivers and an accompanying transmitter box which makes them ready-to-go for hooking up to any digital signage content source. Up to five of the displays can be daisy-chained together via the Cat5.

pty ltd

INTERACTIVE CONTROLS (02) 9436 3022 or 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.

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

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

MADISON TECHNOLOGIES 1800 669 999 75 Proprietary Street, Tinggalpa ,Qld, 4173 slaes@madisontech.com www.madisontech.com

NEC AUSTRALIA 131 632 Level 14, 141 Walker Street North Sydney, NSW 2060 displays@nec.com.au www.nec.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

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

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

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.

NEWS DIGITAL MEDIA (02) 8114 7400 www.newsdigitalmedia.com.au

PANASONIC AUSTRALIA 02 9491 7400 1 Innovation Road Macquarie Park, NSW 2113 sales@au.panasonic.com www.panasonic.com.au It shouldn’t come as a surprise that Panasonic, which already has a huge manufacturing base for televisions and monitors, should jump on the digital signage bandwagon. It’s fronted by the Commercial Plasma Display series of products that come in two configurations. One is a selection of Optional Terminal Boards that will convert your Panasonic plasma screen of choice to accept data signals to suit your needs ranging from digital PC inputs to the humble RCA video component. Alternatively there is an Embedded Solution with a small PC installed into the plasma that can operate as a stand-alone display without a network. Panasonic can provide DOOH authoring and network control software in the form of its digital signage application, NDS 3.1, which can apparently feed both analogue and digital screens in a variety of formats suggesting that your digital signage network doesn’t necessarily need to be confined to Panasonic’s plasma range. As long as it’s a Panasonic display of some kind, I’m sure they’ll figure out a way to hook it up to your DOOH display.

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

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

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 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.

Digital Place-Based Media & Technology

SONY AUSTRALIA 1800 017669 www.sony.com.au

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 comprehensive 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.

WILSON & GILKES (02) 9914 0900 www.gilkon.com.au

STREAMING MEDIA (02) 9460 0877 www.streamingmedia.net.au

SUMO VISUAL SOLUTIONS (03) 9429 4552 info@sumovisual.com.au

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

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issue #6

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Tissot Gets in Touch with Augmented Reality STEAMY: ROTORUA MUSEUM GOES INTERACTIVE EXPERT ADVICE: SHOWROOMING COUNTERMEASURES, CONTENT CREATION, IN-STORE iPAD

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ARK-DS306 AMD G-Series Digital Signage Platform • DirectX® 11, 2D/3D acceleration with dual HDMI, VGA displays • Dual Gigabit Ethernet and optional WiFi • Compact and fanless with versatile I/O functions • Remote Device Management via Advantec’s SUSIAccess • 24x7 operation, robust design, longevity support • 2 to 5 years warranty • Flexible customisation options

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Comment:

Let’s Talk About Size, Baby

Story: Mug Punter

t’s not unlike “who’s got the biggest skyscraper?”. Do you count the ever-increasing length of the communications aerials on top?

Similarly, who’s got the biggest digital sign? Lots of manufacturers and integrators choose to measure stuff with a different length of stick, but it seems the largest digital sign around at the moment could be the Kings Road Tower in Jeddah, Saudi Arabia, where LED lighting actually embedded in the double-glazed windows of office towers turns the north, south and west facades into giant screens. Why didn’t they do the east side? Did the neighbours complain? Maybe there are no important people living on that side? No one’s saying anything out loud, but Saudi Arabia is an Islamic country and for most of the population You-Know-Who lives in the east and He wouldn’t be amused by some of the advertising images… so they played it safe. Do the other three enormous displays work? Judging by the amount of shaky, unwatchable YouTube videos posted by people in taxis as they drive past, the Kings Road Tower is a hit with the tourists. Whether or not the message is absorbed at the same time is questionable. BIG SIGNS: REACHED PINNACLE

For the record, what’s the biggest sign ever? In the world – any kind of sign, not just digital?

If you’re keen on UFOs and conspiracy theories than you might subscribe to the belief that the placement of the Great Pyramids of Giza is really a mirror-image of the Orion constellation that guides approaching flying saucers to land on the right planet and in the right place. Civilisations who are eons of progress ahead of ours, travelling billions of light years across the universe in the blink of an eye, still apparently need a huge, cosmic signpost to tell them where to park. The theory has large Black Holes, but ignore that and you’ll agree it’s one hell of a sign. Did it work? Some squiggly hieroglyphics suggests it did – but others argue that ancient Egyptians were just crap at drawing hats. Or maybe the Egyptian equivalent of Ladies Day at Flemington Race course has confused the research. Fascinatoring, I’m sure you’d agree. HUGE? TAKE A STEP BACK

Innuendo has made ‘Does size matter?’ a very tired and clichéd question, but when it comes to signage it is becoming a good one. You’d think the answer must be yes, since screens are getting bigger, video walls are getting bigger, LED arrays are getting bigger… hang on – except all of that means we have stand further back from them to see the content properly, effectively reducing these mammoth displays to something much smaller. You can see it in just about any McMansion that gets built these days. Why have a 32-inch telly you can watch from the couch when you can have a 65-inch leviathan that needs to be looked at through the wrong end of a telescope in the kitchen? In fact, thinking about it, why don’t we just stick with the smaller displays and tell people to stand closer?

Well, it’s just not the same, is it? Let’s not ruin the entire, large screen television business by applying the unforgiving blowtorch of logic. Phew! That was scary for a moment, but yes, size does matter. Unless you’re trying to sell a mobile phone. Hmm… by default we must be talking about the world’s smallest sign now. SMALL, PERFECTLY FORMED

It’s interesting to observe the two opposing marketing strategies. On the one hand you have companies manufacturing monitor screens and televisions who insist that the bigger the image, the more enjoyable the viewing experience; the bigger the sign, the more impact it must have. Bigger is better, right? Meanwhile the mobile phone companies are pulling out all stops to convince us that the tiny screens on smartphones are all you need to watch live sport, your favourite TV show and Gone With The Wind as long as you have four spare batteries. So who is right?

It comes down to the age-old adage that’s been around since… maybe some time last year. That is, ‘content is king’. It doesn’t matter how big or small the sign is, all that counts is the quality of the content. Let the boffins working on vision scalers worry about the rest. If you’re in the market for some digital signage it’s hard to decide who or what to believe anymore–and it’s just as difficult to understand some of the messages unless you’re a dyslexic four-year old. So how do you choose? Where do you begin? How about starting with the company with the biggest signs? I told you it was tricky. 

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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