DigitalSignage Issue 14 by Alchemedia Publishing

issue #14

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Proximity Marketing & Digital Signage

2015: Year of the Connected Stadium $6.95 inc GST

9 771832 143005

Understanding the Mobile World of NFC, Beacons, Wi-Fi, Bluetooth, Apps, Passes & Digital Coupons

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Editorial:

A matter of trust.

Story: Christopher Holder

kay, I’m going to lead with something uncontroversial: spam is bad.

No one likes spam. Spam is like digital bacteria: it’s everywhere, and mostly you can avoid the worst of it if you’re careful. Stats I’ve read suggest spam accounts for well over half of all the world’s web traffic, and I do occasionally wistfully wonder what life would be like without inbox-clogging calls to increase the size of my manhood, get to know Slavic women better, pick up an errant Australia Post package, get on the first page of Google or collect 30,000,000 Euros from a lottery I didn’t enter. The unfortunate thing about spam is, self evidently, it works; it has to… otherwise it wouldn’t exist.

Here’s another truism: shouty wholesale pop-up rug shop ads are bad. I suspect no one has bought a full price rug, and it seems to me that unless you’re paying retail-less-80% then you’ve been taken for a (flying carpet) ride. Rug merchants have taken to camping in recently-vacated commercial premises, then annoying anyone within line of sight of the TV transmission tower with loudmouthed ads that could strip paint.

The unfortunately thing about shouty ads is, self evidently, they work; they have to… otherwise they wouldn’t exist. While I’m at it: SMS spam is the worst.

I do occasionally wistfully wonder what life would be like without inboxclogging calls to increase the size of my manhood or collect 30,000,000 Euros from a lottery I didn’t enter 4

Digital Place-Based Media & Technology

There’s something sacrosanct about the sovereignty of our mobile phones and to have a shady entity send you a text (generally IN ALL CAPS) about who knows what… well, I feel violated. How did they get my number? Was it because I was walking through the Central Station tunnel? Do they know where I live… the children… what about the children? Pull them out of school, head to the shelter, keep our heads down and wait it out for a while until this whole thing blows over. My kludgey point is: be very careful about how you push messages to people’s devices. Assaulting people’s senses via their computers and televisions is one thing, and in many ways tolerated, but mobile phones? Hands off.

Digital signage is becoming inextricably linked to mobile. The holy grail is to control a punter’s entire digital and physical realm: get ‘em in store, get ‘em downloading your app and once

they’ve downloaded your app then you’ve got ‘em hooked — send ‘em push notifications, get ‘em downloading content via NFC (near field communication) transmitters, ping ‘em from an iBeacon as they pass your store. Let’s see you ‘show room’ now ya shopbotting pimply brat! [Pause to recover from fit of maniacal laughter.]

Unsolicited marketing is part of life, but our smartphones do still remain a bastion of sorts. Gen Y mediate their lives via their smartphones and will simply delete you if they feel like they’re being played for fools. I loved researching this issue’s article on connected stadiums. Briefly, the big idea is this: patrons heading to the big game are increasingly demanding wi-fi to run their off-field entertainment and social media lives during the game and at half time. Stadiums want to satisfy this need and are installing high-density wi-fi as quickly as their cable crimpers allow. But stadiums don’t want to lose punters’ attention, rather, they want to embrace them in a giant digital bear hug and immerse fans in the game environment on the stadium’s terms. To do that you have to offer more than free wi-fi. (Read the story for more.)

In the case of the stadiums, it’s ‘all about the fans’. In the case of retail, it should all be about the customer. In the case of corporates, it should all be about the employee. In the case of government, it should all be about the ratepayer. If you let the sponsors, advertisers, middle management, or bureaucrats hijack the show, you’re scuppered. These ‘stakeholders’ can and will see the benefits, but only if the punter sees the value. Get your priorities around the wrong way and you’ll be deleted. Christopher Holder, Editorial Director chris@dsmag.com.au

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CONTENTS ISSUE 14 2014

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 Director: Dominic Carey (dominic@alchemedia.com.au) Graphic Design: Daniel Howard (daniel@alchemedia.com.au) Contributing Editor: Graeme Hague (news@dsmag.com.au) Technical Editor Andy Ciddor (andy@av.net.au) Accounts: Jaedd Asthana (jaedd@alchemedia.com.au) Circulation Manager: Mim Mulcahy (subscriptions@dsmag.com.au)

FEATURES 8 2015: Year of the Connected Stadium 12 iSign Antenna Product News 14 Turning Over New Leaf: Dockland Library COLUMNS 16 Gaye Steel, Guihen Jones 17 Ken Goldberg, Real Digital Media REFERENCE 30 Whoâ&#x20AC;&#x2122;s Who Company Profiles

Digital Place-Based Media & Technology

IN ACTION 18 Lift & Learn Liquor POS 20 Qantas QView 22 Macquarie Centre, Sydney 24 PCEC, Perth 26 IKEA, China 27 Kew Junction Outdoor, Melbourne COMMENT 34 Mug Punter

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 2014 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. 22/10/14

Outdoors Open Up Innovation in the outdoors gets noticed

Everywhere you turn today you see, and often rely on, some form of digital signage. With advancements in technology, allowing digital to operate effectively in the outdoors, it’s no surprise. The direct benefits digital delivers in the outdoor space is now being fully recognised in all areas of our lives. As consumers, we expect or prefer dynamic content over static. Some would even go as far as saying we are ‘digital natives’ - we want animated and vibrant visuals, and this entertains and informs us along our path-to-purchase. Advertising digitally in the outdoors is clearly the champion in this rapid emergence of the digital-out-of-home (DOOH) game but other uses are being widely adopted in a large number of verticals – Quick Service Restaurants (QSR) and digital drive thru menu boards; Local Government with digital community notice boards; Entertainment, specifically in stadiums, theme parks and cinemas; Education, mainly being universities; Transport with train and bus timetables; and other public spaces for information serving. In response to this rapid emergence of digital in the outdoor space, innovative companies like Fingermark Digital Technologies are shaking things up. Originally starting out in the interactive kiosk market in 2006, they quickly moved into the outdoors when approached by Auckland Council for a turnkey solution. This also ignited their need to focus heavily on software development inhouse, where they now have three dedicated staff. Fingermark now specialise in the outdoors and have

deployed multiple outdoor solutions across Australia and New Zealand, not only for local government but in QSR where they have an ongoing partnership with Restaurant Brands (KFC and Carls Junior) in New Zealand with drive thru digital menu boards as well as all indoor digital needs. Fingermark have been active in developing what they believe is one of the first integrated confirmation displays, on menu boards, which allows the removal of the traditional COD display. This saves cost for the operator and allows more flexibility with placement of the DMB. The unit currently integrates directly into the POS which means real time ordering is displayed on the same screen that the customer is ordering from. Fingermark will be installing this technology into a global QSR in NZ and Australia in October this year. Fingermark’s offerings in the QSR market has been adapted over the years and they are now reaping the benefits of their hard work in this challenging environment. They are seen as leaders in this specialist area and are now starting relationships with other global brands around their IP for drive thru technology. “Fingermark have been Restaurant Brands’ digital partner for almost 4 years now. We have found the innovative spirit within Fingermark refreshing and in turn they have helped us overcome technical hurdles with their leading edge solutions. Fingermark have and still are developing a world beating suite of products specifically designed for QSR”, Mark Erceg, Project Manager Restaurant Brands Ltd. 

Company Profile

www.fingermark.co.nz

2015:

Year of the Connected Stadium Stadiums and their sponsors will soon be connecting with fans and their smartphones like never before. Story: Christopher Holder

he race is on. Every big stadium in Australia knows its future lies in being ‘connected’. Live sport is competing with lounge room big screens (with its cheap beer, no toilet queues, all-you-can-eat Cheezels and home wi-fi for double-screening) and/or the pub (with the slightly cheaper full-strength beer, comfy chairs and smokers’ terrace).

Of course, live sport at its best has unbeatable atmosphere, but poor 3G access and no wi-fi has really hampered spectators’ desire to share the event with their friends via social media and/or to use their smartphone to punt on the result. Big stadiums are getting left behind. But they’re fighting back. In fact, they’re frantically gearing up to be fully ‘connected’ for the 2015 Winter football seasons. Practically, this means running hundreds of kilometres of ‘blue string’ Cat5/6 8

Digital Place-Based Media & Technology

cable, installing hundreds of wi-fi access points, and hundreds, nay, thousands of digital signage displays. But that’s just the nuts and bolts. The 2015 punters’ experience is going to be far, far more than free wi-fi and some wayfinding signage.

happy. Happy fan; happy sponsor. Actually: happy, engaged, social fan; delighted, shut-up-and-takemy-money sponsor.

Allow me to introduce you to Ed Abbott, CEO of OAMM. Five years ago OAMM was largely responsible for bringing us LED sideline/perimeter signage in stadiums. Now it’s at the forefront of bringing ‘connected stadiums’ to Australia. OAMM mantra is ‘connect, engage, deliver’ and has currently found itself in the eye of a perfectly connected storm, in talks and/or contracted with many of the major Australia stadiums. Throughout, Ed maintains that it’s ‘all about the fan’.

SCG/ANZ PROOF OF CONCEPT

HAPPY, ENGAGED, SOCIAL

And even the most hardened cynic would have to agree and here’s why: Advertising revenue may well be driving much of the digital infrastructure spending, but ultimately it exists to keep fans

If 2014 was a proof of concept year for stadium, the OAMM has proved a few things to the SCG, ANZ, Etihad, Allianz, and Adelaide Oval. “At SCG we launched Queue Hopper,” enthuses Ed Abbott. “Which is a mobile ordering and express queues service. That was a great success. We also conducted a social media trial at ANZ Stadium and the Olympic Park precinct during the AFL finals.

“Connectivity is most important. Allowing us to bring added services and functionality; to compete with TV and entice people to the game. When the punter engages, the venue responds by providing content that is rich, live and fresh. It’s not a stale platform you build and leave; you continually work it. This isn’t a one or two year rollout, it’s a five

Image montage for illustrative purposes only.

year-plus campaign.”

The social media push at the Swans preliminary final at ANZ stadium was particularly interesting. As soon as fans got off their train or bus, or left the car park, signboards bombarded them with invitations to use the handles #goswanniesgo or #gobuddygo. And via 3G or the free stadium wi-fi fans were tagging Instagram pics, tweets and Facebook posts which were going straight to screens, live. FREE WI-FI FOR APP

The nub of the connected stadium’s transaction with the fan is: we’ll give you free wi-fi, but please would you consider downloading our stadium app. The free wi-fi splash page will advertise a bunch of attractive features provided by the app: player stats, half-time promotions, content streaming, giveaways and more. With the app on the spectator’s smartphone the stadium can commence wooing the patron, and of course so can the stadium’s commercial partners,

not only on gameday but at other times. But with free wi-fi, everyone’s happy!

“The functionality complements what’s on the ground,” continues Ed Abbott. “Not only that, we’re developing loyalty and live redemption programs. So the more our patrons support the games and their clubs, the more they’ll be rewarded. Accumulated rewards can then be redeemed instantly or at a later stage and there are myriad options to avail yourself of those redemptions. 360 ALL THE WAY

As mentioned earlier, stadiums are installing digital signage as fast as they can. According to Ed Abbott, 1100 screens are going into Allianz and 1500 into Etihad. The IPTV network (where each screen is simply a computer cable endpoint, and can be sent any ‘channel’ of content from a nerve centre/server) allows content to be tailored specifically, in a granular fashion… not just free-to-air or live coverage from the field of play.

Screens will invite people to log-in to the free wi-fi; will encourage people to use specific game day hashtags; and will display F&B queue hopping options (where you can order and pay for your beer and pie from your phone, and pick up your order without the wait), for example. You can see how digital is starting to close ‘the loop’. You can begin to see how the stadium can be the digital nexus point for all the gameday action that’s happening off the field as well as on: food, drink, social, dream team, punting, and fanatical tribalism. “It’ll be a different experience; certainly one that fans have never before experienced in an Australian venue — I can guarantee it.”  OAMM: (02) 9939 3264 or www.oamm.com.au

Digital Place-Based Media & Technology

CASE STUDY: DIGITAL SAUCE Pie Boys wear iBeacons at the ’G.

Footy fans who attended AFL finals at the Melbourne Cricket Ground (MCG) in September found themselves having a decidedly 21st century encounter with a ‘Pie Boy’. A number of ‘Pie Boys’ (or roving pie sellers… “Hot pies! Hot pies!”) were equipped with iBeacons that triggered location-specific messages via Bluetooth to patrons’ smartphones as they moved around the stadium. MCG patrons who had downloaded a pass to their smartphone would then receive a message notifying them if a pie seller carrying an iBeacon was nearby. Fans who spotted the pie seller and presented their notification message would receive a free pie, while anyone who downloads the pass – regardless of whether they are at the stadium – went into the draw to win a year’s supply of Four ‘N Twenty pies. It simply doesn’t get better than that! Melbourne Cricket Club (MCC) is exploring the use of iBeacons as another device to engage fans at the ground while plans for a whole-of-stadium connectivity solution, encompassing wi-fi and improved 3G/4G coverage, are finalised over the coming months. “We are investigating a range of enhancements to the MCG fan experience and we’re excited about

Digital Place-Based Media & Technology

the role iBeacons and Bluetooth technology could play in a future stadium connectivity solution,” said Ben McAuliffe, MCC executive manager customer engagement. “We understand that the fans have expectations when it comes to connectivity and engagement at the MCG and we’re keen to test how iBeacons can contribute to making the MCG experience as easy and enjoyable as possible. “We’re thrilled to have Four ‘N Twenty on board for our first iBeacon trial and we look forward to working with all of our partners on ways we can use the technology to provide our customers with new stadium experiences as they move around the ground.” Patties Foods Managing Director, Steven Chaur said the technology is very exciting for the Four ‘N Twenty brand, the MCG and all footy lovers. “The Four ‘N Twenty pie boys are a traditional part of going to the footy and it’s terrific that we can now equip them with real-time technology to sell our hot pies and sausage rolls," said Mr Chaur. The MCG iBeacons and passes have been supplied by Australian firm DC4G. DC4G CEO, George Kaloudis said: “We are very proud to be working with the MCC and supporting their continuing efforts to provide fans with enhanced experiences at the MCG.”

DC4G: www.dc4g.com.au

we’re excited about the role iBeacons and Bluetooth technology could play in a future stadium connectivity solution

Digital Place-Based Media & Technology

Proximity Marketing: What! No App?! iSign Can Offer a Deeper & More Direct Approach

Technology Focus

Coupons are huge. Maybe not so much here in Australia, although I think I’m the only person on the planet who pays full price for petrol (everyone else uses shopping docket coupons), but in the US coupons are a phenomenon. And they’re increasingly going digital. We’ve heard elsewhere this issue about how beacons can be used to push promotions to smartphones, but there is another way. The iSign antenna is an alternative method of ‘proximity marketing’ that works without requiring the customer to download your app or a Pass (as we saw with the Four ’n’ Twenty pie promotion). Here’s how iSign works: physically, it looks like a WAP (wireless access point) and in many ways it is. It beams wi-fi and Bluetooth.

JEA Technologies: (03) 8736 0330 or www.jeatech.com.au

Once you’re in reach of the iSign’s wi-fi coverage, digital signage will encourage you to make your phone ‘discoverable’ to avail yourself of some kind of compelling promotion: two-for-one spiced pumpkin latté, for example. The customer selects the free-access wi-fi network. Once selected, the iSign antenna will push promotional content to that phone (iOS, Android, Blackberry) via Bluetooth. Whereupon the customer can click on the desired coupon and take it to the store or department for redemption. iSign has a number of advantages over an app/beacon combination.

Digital Place-Based Media & Technology

Once downloaded, Apps can then be deleted or switched off. Apps are relatively expensive (although, admittedly, Passes aren’t) and need regularly updating. The analytics you can glean from app usage aren’t extensive. An app for many stores is unnecessary or overkill for simply pushing

promotions. The anonymity of iSign can suit customers – no credit card details required or logging on, it’s simply a digital coupon/marketing platform. What’s more, iSign is an easy introduction to big data. It’s more than an antenna, it’s an integrated hardware/software system that allows retailers to understand customer behaviour and preferences. iSign’s traditional heartland is in North America and a few interesting case studies demonstrate the depth of the metrics that can be harvested from an iSign installation. The National Mobile Network has been running iSign in US convenience stores (mostly attached to petrol stations). Leaving aside some of the specific numbers (which are impressive), iSign provides data on the number of phone discoveries on its iSign locations, the number of unique phones, the average customer dwell time, number of people who received the Bluetooth coupon offer, the percentage of those who opted in, the total number of people who connected via wi-fi and unique phones connected to wi-fi. Clearly these kind of metrics are solid gold for a company such as the National Mobile Network which can take that data to potential advertisers (brands in the convenience store). iSign has obvious applications in any retail environment (from a store to a strip shopping mall), as well as the likes of train platforms, buses/public transport, stadiums, and more — anywhere iSign can tag team with digital signage to make that initial approach to customers, inducing them to pull out their phone, and discover the wi-fi network. iSign’s features and capabilities run deep. And whether you’re a shop keeper, an integrator, or your corporation’s CIO, iSign demands closer scrutiny. 

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Turning Over New Leaf

Docklands Library’s Digital Wonderland

In Action

The City of Melbourne has built the library of the future and it bears little resemblance to the traditional archetype of a community reading room.

Interactivity: (03) 9555 1600 or interactivity.com.au

It’s an architecturally beautiful building that’s structurally and aesthetically reliant on timber.

Just Digital Signage: 1300 339 873 or justdigitalsignage.com.au

But from the outset the building provides a hint of the revolution that lurks within. A Mitsubishi outdoor LED display 1 acts as a beacon to all of Docklands. The 10mm pixel-pitch panel was chosen for its wide viewing angle and brightness. It’s mostly a digital billboard and allows the library to advertise events.

NEC: 131 632 or displays@nec.com.au Mitsubishi: (02) 9684 7777 or mitsubishielectric.com.au Parity (AV Consultants): parity.com.au ProAV Solutions (Integrators): proavsolutions.com.au

Digital Place-Based Media & Technology

Indoors, trees (or at least the pulped variety) still reign supreme with the requisite complement of books. But from there, the similarities to oldschool libraries end, with digital solutions playing a very significant role, starting in the foyer café. What better place to devour the morning papers while you consume a friand and ristretto! A magnificent communal table includes two neatly integrated touchscreens 2 . The hardware (supplied by Interactivity) hosts Bing News for a range of local and international newspapers and magazines.

Above you are two, back-to-back ceilingmounted 46-inch NEC black-bezel panels 3 which provide in-house marketing messaging — events, and promotions. The screens ship with built-in OPS (open pluggable specification) PCs which keeps the low-profile displays super-neat. Just Digital Signage (JDS) provided the signage platform. JDS also took care of the wayfinding screen at the front desk. It’s a uncluttered touchscreen interface that provides easy-to-use directions to book sections and rooms across the three floors. Another touch option isn’t far away. Affectionately dubbed the Octopus 4 , it’s a white Corianshrouded 47-inch touch table built in Australia under license by Interactivity. The interface provides 10-touchpoint access to a world of library resources, and its clean sculptured lines make it a welcome addition to the modern interior. After a coffee you can take your kids through to the children’s activity and learning centre which is packed with interactive learning/playing options. Large-screen, low-mounted multi-touch

5 4

displays 5 take children through Disney-licensed games that require zero coaching — kids just hop on and enjoy. An interactive floor display 6 is a real favourite. Combining ceiling-mounted Mitsubishi projectors and a camera that picks up breaks in an infrared beam, kids need no invitation to jump onto the Polyflor PVC ‘screen’ laid on the floor and interact with the Flash animations. The system is the brainchild of Interactivity and has been a huge hit, clocking up nearly 60,000 individual interactions in the first six months. Interactivity’s Projects Director, Maddi Goricane, puts the popularity down to the no-brainer usability: “The interactive floor breaks down all barriers. Anyone can use it and the applications for it are limitless.”

Docklands library truly shows a glimpse of the future. It’s a community hub in a freshly-minted suburb that needs community focus. And if like me you’ve not had cause to darken the doors of a library for years, you’ll be sure to have your preconceptions rocked. Pivotal to this change of perception is the digital offering. 

Digital Place-Based Media & Technology

Retail:

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

Story: Gaye Steel

“A

ll of our innovations have been led by Australians!”

When a brand superpower like McDonald’s bestows an endorsement like this on the incredible innovations undertaken by brave Australian businesses, you know an important technological corner has been turned. McDonald’s Australia CEO Andrew Gregory uttered this phrase recently after opening what will surely become a historic new chapter of this iconic brand.

On one hand, it’s a case of a business simply moving with the times — the biggest brands, by rights, should be the first to react to technological advances that allow them to stay ahead of the game. But McDonald’s has been making a serving burgers in a particular way that many, many people have appreciated for many, many years. So change doesn’t happen lightly. But the digital revolution dictates that it must. I’ll outline what exactly the fast food giant is hatching shortly as we look at what brands, big and small, are doing as they design the stores of the future.

Maccers Serves Up Change: We all know McDonald’s is a global giant. The fast food pioneer created a never-seen-before customer experience and stuck to that winning formula for more than 70 years. So it’s a big deal when it decides to trial a revolutionary new approach. McDonald’s currently operates around 930 restaurants in Australia. The 1.7 million-plus customers they serve daily review, redeem and receive their meals that same way they do the world over. But this is a new world where shoppers are now using multiple channels — led by their mobile phones — to surf, compare and even purchase. That’s why Sydney’s Castle Hill restaurant has become a ‘Customer Learning Lab’ where hungry visitors can customise the brand’s world-famous burgers using advanced touchscreen digital kiosks to ‘Create Your Taste’. And this is just for starters. McDonald’s plans to roll out a further 10 Customer Learning Lab restaurants in 2015, with a mobile ordering app leading their research. What’s in Store for Online?: McDonald’s is not the first to create concept store hubs, it’s simply leading the way on this side of the world. However, one pocket of Manhattan is breaking new retail ground and the rest of the world is

Digital Place-Based Media & Technology

watching. At a time when stores are closing as consumers migrate to online shopping, SoHo is becoming a hotbed of online stores doing quite the reverse — opening bricks and mortar outlets, all testing innovative new ways of doing business.

Best known as an online e-commerce site, Warby Parker sells eyewear but has no cash registers, no sales counters, precious few staff and limited storage space. Shoppers are free to try on glasses and even step into an onsite photobooth, upload snaps to their social media site to get the opinions of their friends on their new frames or print them out in Polaroid-like strips on the spot. If they (or their friends) like what they see, they jump onto one of the onsite iPads, order them online and have them delivered to their home about a week after the company is able to verify lens prescriptions. It’s an offline experience, onsite, and it’s one that is being repeated elsewhere. Online jewellery retailer BaubleBar has embraced digital signage and established a pop-up shop of interactive touchscreens and digital kiosks. Shoppers use onsite iPads to design their own jewellery before having the final product created offsite and sent to their homes. Like Warby Parker, the store is designed to bring the engagement and conversion-driving features of the brand’s website to a physical retail environment familiar to the digital natives of SoHo. The innovative company uses the inexpensive pop-up store as a way to reach new customers that will then continue shopping with the company online after the store closes.

GAYE’S 5 TRENDS SHAPING FUTURE RETAIL

1. A personal shopper in your pocket: In-store technology like Apple’s iBeacon will deliver highly relevant and personal content directly to shopper’s mobile phones welcoming them upon entering a store, pointing out where their favourite products are and alerting them to deals and special offers. 2. B.I.Y: Buy It Yourself: When Apple suggests it, it usually takes hold! Its EasyPay self-mobile checkout is sure to become one of the biggest revolutions in retail for decades, allowing customers to locate, scan and pay for products without the need for a store employee to needlessly interrupt them.

3. Virtual changing rooms: Augmented Reality has been around for the last few years but has yet to really make an impact as flaws in this new technology are still being ironed out. However, it’s just a matter of time before the virtual world successfully merges with the physical world via consumers’ mobile phones and connected wearable devices, allowing shoppers to move through a store and seeing how they would look wearing something without actually trying it on.

4. Your shopping delivered from the skies: Admit it, we all thought Amazon CEO Jeff Bezos was joking when he suggested ‘Octocopter’ drones would fly packages directly to shoppers’ doorsteps within 30 minutes. However, like Apple, when a company of Amazon’s status suggests something you can be sure you’ll be seeing it within the next few years. 5. Rise of the little guy: Millions of stores all selling the same products and constantly undercutting each other to the point of extinction isn’t sustainable. Expect to see a rise in smaller pop-up stores making and selling their own creations to their own fan base. Crowd-funding sites like KickStarter are already giving rise to the little guy.

A final word: One of the ways retail is different from other industries is we’re all part of it, either as consumers, suppliers, distributors or the retailer. The digital consumer is in the driver’s seat. So we’re not mere observers to these industrymorphing trends; we will all experience them first hand. 

Up Close with Near Field Communication

Retail:

Ken Goldberg has been the CEO of Real Digital Media since 2004, where his experience in IT, retail systems and entrepreneurship have all been put to use. Ken is currently Vice Chairman of the Digital Signage Federation, and will serve as its Chair in 2015. You can check on Ken’s blog at www.realdigitalmedia.com/digital-signage-blog or subscribe to his Twitter feed.

Story: Ken Goldberg

or years, Near Field Communication (NFC) has been the domain of Android-based smartphones. Widely used in Europe and Asia, NFC had never truly broken through in North America and Australia. Now with Apple’s announcement of the inclusion of NFC in both the iPhone 6 and the AppleWatch, NFC will suddenly be ‘discovered’ by the legion of Apple loyalists, rendering it legitimate and relevant overnight. (Wait until the ads with hip new music start this week!) But it won’t be just Apple crowing about NFC-enabled mobile payments. They will have plenty of partners, including McDonald’s, who will begin accepting NFC payments on September 15th. CVS and Walgreens, among others, are also reported to be gearing up for NFC. Many people were certain that NFC would appear in earlier iPhone releases, but Apple has the luxury of moving slowly, and the marketing clout to convince people that an extra row of icons on the iPhone 5 home screen constitutes innovation. If nothing else, Apple carefully considers every major move it makes, and the long-awaited addition of NFC is no exception. It was never going to be sufficient for Apple to market ‘tap to share’ or any simplistic application of NFC technology. Instead, they took years to develop a strategy, knowing they would have one chance to get it right, and more importantly, to dominate.

Without doubt, the imperative driving NFC for Apple was always inserting the iPhone into secure payment systems, allowing Apple to take a piece of every NFC-enabled transaction. Agreements with Visa, MasterCard and American Express appear to be the evidence of a decision to embrace the established credit payment giants, rather than to compete with them, at least for now. Adding the AppleWatch as an option for the ApplePay scheme would give consumers both a reason to feel good about ‘tap to pay’ and to also consider strapping yet another screen to their wrist. The buzz over the announcement will undoubtedly focus on NFC-enabled payments. However for digital signage operators, the impending legitimacy of NFC presents opportunities that go beyond transactions.

At a high level, NFC simply allows communication and data transfer between two devices when they are placed in close proximity to each other. The inherent opt-in action of tapping an NFC hot spot makes NFC the perfect technology to bridge the yawning chasm between a digital signage display on a wall and the smartphone in nearly every pocket. Think about some of the possibilities:

Tell Me More: A consumer sees and hears about a topic or a product on a digital signage screen, and wants to know more: show me reviews, tell me where to buy it, send me a recipe, give me nutritional information on a product. Tap the hot spot and your smartphone can take you there, either for instant consumption or reading later.

Let’s Make a Deal: An item is promoted on a digital signage display and a coupon for extra savings is offered to those who tap the NFC hot spot. With customer opt-in to provide the IMEI from their smartphone and down-the-road integration with customer databases, the coupon can be tailored to an individual. Delivery, Please: See it, like it, buy it. Tap-tobuy is certainly an opportunity for digital signage networks to get into the transaction business. Tap the NFC hot spot and get a quick form for having something you see on the screen sent to your home or office. I’ve been waiting for that since 2011. The Twitter buy button is getting a lot of press and generating excitement. If 140 characters and a JPEG excite advertisers as a motivator, then a 30-second sound and motion video has to send them over the moon.

to people on the go greatly increases the value of the on-screen content. NFC is nothing new, but Apple’s warm embrace of the technology takes it from “cool, but…” status to mainstream relevance. NFC payment systems will pop up so fast in the coming months that it will seem like they have been here forever. Digital signage operators and content producers will quickly learn the value of embracing the communication and data exchange that NFC offers. iBeacons made a lot of noise recently, but now the playing field, utility and consumer control has passed to NFC.  Post Script: According to an article published on the Gizmodo website, Apple has locked down the NFC capabilities to ApplePay only. The article speculates that is temporary, and consistent with Apple strategy to control and allow the developers to catch up with a wide range of apps. While this is bad news in the short term for proponents of NFC in non-payment applications, in the long term, Apple is likely to unlock the chip, perhaps with the next iOS update or the release of the 6S. Doing so with wide application support also allows them to monetise the apps. Kudos to commenter Gabriel, who called it several days earlier. In any event, the more users will be exposed to NFC through ApplePay, and demand for other uses will increase, as will marketing from the Android side, where NFC is not locked down. This is hardly ‘Taps’ for NFC.

B’Bye, Collateral Racks: Bulky, expensive collateral racks, which boast extremely high ROI when paired with relevant digital signage, can now be replaced with NFC tags.

Synching Content With Offers: The ability to change the behaviour of a single NFC tag or set of tags throughout a venue to match the changing offers, information or products on the screen is inherently valuable. Our recent integration of NeoCast with iZipline’s MediaTagz system provides exactly that. The NFC tags in an enabled environment are able to direct the smartphone to initiate different actions based upon the currently playing content. We live in a world of glance media: the ability to provide more information, promotions and even transactions

Digital Place-Based Media & Technology

Nice Pick-me-up TechMedia’s Lift & Learn Turnkey Solution

In Action

Here’s something that turned the head of DigitalSignage at the Integrate Expo in Sydney this

August. DigitalSignage specialists TechMedia have put this clever turnkey solution together and called it ‘Lift & Learn’. It’s a perfect virtuous promotional and marketing circle, enriching the customer’s retail plonk experience as well as delivering some nifty analytics for the retailer. Here’s how it works:

TechMedia: (02) 9526 7880 or www.connectedsignage.com.au

When a customer lifts a product from the shelf, TechMedia detects the product interaction automatically and relevant information is displayed on a screen. Multiple products can be lifted to compare them. Lift & Learn uses a small camera to collect audience analytics such as gender, age and attention time. TechMedia pairs this with data about what products are being picked up, and for how long. All of the data is sent live into the Cloud. TechMedia has integrated Lift & Learn with Microsoft Azure Intelligent Systems Service* and is where the analytical data is centrally stored and accessed to provide real-time feedback to the business on what is happening in-store as well as for detailed analysis of trends over time. Powered by Scala Digital Signage software. Lift & Learn plugs into a Scala Content Manager. A Lift

Digital Place-Based Media & Technology

& Learn analytics console can be placed in head office to display graphs showing statistics and trends in individual stores, by state or nationwide. This information can be used to optimise both content and offerings, and drive sales. From a customer perspective, the interactivity of Lift & Learn is a big drawcard. It brings that compare/contrast online experience to bricks and mortar retail where customers can handle the bottles and brands… there’s buy-in. What’s more it’s the perfect vehicle to launch product, focus on promotions or increase sales per customer by cross-selling and up-selling. If you want up the ante further, you can use Lift & Learn to provide contextual information in an existing store app using Bluetooth LE beacons.  *Microsoft Azure Intelligent Systems Service is Microsoft’s new Internet of Things (IoT) offering slated for launch in 2015. It is currently in limited public preview and TechMedia is one of a few partner’s globally that have developed solutions to take advantage of this critical expansion in the Microsoft cloud-first data platform.

Connect. Engage. Deliver.

Connect your brand to 5 million sports fans.

www.oamm.com.au

Digital Place-Based Media & Technology

Q’ing Up Content Qantas Club Interactive QView Platform

In Action

oOh! Media: www.oohmedia.com.au

Qantas, together with oOh! Media, has launched ‘QView’, a new interactive digital content experience in Qantas Clubs and Lounges across Australia. This change is the first part of a major refresh of the entertainment Qantas offers customers, both on the ground and in the air. QView delivers relevant news, sport, weather and bespoke content across a digital screen network, through world-leading technology, including real-time boarding notifications to customers’ own devices using the complimentary wi-fi in the lounge. The viewing selections across customers’ personal devices will shape the content displayed on the digital screens in each individual lounge, reflecting the preferences and trends of customers at any given time. Qantas Group Executive Manager Brand, Marketing and Corporate Affairs Olivia Wirth said the airline was excited to provide customers with a smarter and more tailored digital content experience. “We know our customers are turning to their mobile devices to access their latest news and sport content. By integrating this with personalised flight information, including up-tothe-minute boarding times, walking time to their boarding gate and weather at the destination, our customers will be able to find the information they need in the one place,” Mrs Wirth said.

Digital Place-Based Media & Technology

oOh! Media CEO, Brendon Cook, said oOh! is leading the world in developing what the company terms a 360-degree signage and content solution. “We have developed a unique end-to-end solution that takes tailored content and distributes it not only to digital signs but to multiple tablet and mobile phone devices. We have invested millions to deliver this world-first, digital service that engages the premium audience of the millions of Qantas passengers who use the lounges each year,” Mr Cook said. Mrs Wirth said new technology and a focus on improving people’s travel experience will drive a series of improvements to Qantas’ entertainment offering, to be gradually rolled out over the next few months. “From early August customers will notice a big increase in the amount of content we offer on board, including almost doubling the number of new-release blockbusters and more virtual box sets of popular TV series.” 

Internet of Things (IoT)

www.techmedia.com.au

Taking the Long View Macquarie Centre’s Big Travelator Canvas

In Action

oOh! Media: www.oohmedia.com.au

Digital Place-Based Media & Technology

Australia’s largest curved, audible, fully animated digital ceiling panel, which spans the length of one and a half cricket pitches, has been delivered as part of the new out of home media offering being rolled out under AMP’s $440m redevelopment of its landmark Macquarie Centre. The innovative full motion digital ceiling screen, ensures advertisers messages are seen and heard from the busiest point within the redeveloped Macquarie Centre — the travelator approaching the new Fresh Food Market that features an expansive range of food and specialty retailers.

can be adapted and used with audio to create a huge impact with shoppers. “Dettol’s latest campaign gives the effect of a child walking on the ceiling above. Visually it’s a spectacular experience for shoppers – not unlike being at an aquarium with a glass ceiling.” oOh! was awarded the advertising contract for Macquarie Centre in May 2014, giving it exclusive access to all in-centre ad signage, casual mall leasing, as well as the exterior digital signage.

CEO of oOh! Media Brendon Cook said the 30m long and three metre wide screen promises to transform advertisers’ ability to use animated vision and sound to connect with, and influence, over two million shoppers that visit the centre each month.

Mr Cook said: “Macquarie Centre is a very special opportunity because its redevelopment is expected to draw shoppers from all over Sydney, while already being situated in an affluent catchment area where household incomes are 15.8% above the Sydney metro area.”

“AMP’s Macquarie Centre set out to provide a shopping experience that engages shoppers like never before and this development sets the scene for what will become Sydney’s shopping destination.” Mr Cook said. “The overhead digital screen is fully animated, so television footage

Upon completion in mid-October, Macquarie Centre will be the largest shopping destination in NSW, and will include additional full motion, high impact screens. By 2021 Macquarie Centre is expected to unleash over $6 billion in retail spending. 

MORE ABOUT THE SCREEN

Panasonic Australia supplied the technology necessary to support the large-scale installation of a LED Digital Display Panel at AMP’s Macquarie Centre. The company engineered and custom made the display to accommodate the specific application requirements. Peter Huljich, Group Manager – Projector & Flat Panel Display at Panasonic Australia’s Business Systems Group, says, “Panasonic is delighted to help bring this innovative idea to life. The LED digital panel takes advantage of the unique architecture of the building and is actually hung from the long ceiling space right above the travelator to grab the shoppers’ attention. This advantage was also the biggest challenge in terms of engineering and installing the curved panel. “The display was built precisely to the installation requirements at the Panasonic Corp. factory. A total of 112 modular 768mm x 768mm LED panels (with each panel

made up of 16 LED tiles) were manufactured with a curved design to fit into the ceiling space and then shipped to the location, where they were installed. The modular panels were arranged in tight tolerances to enable it to fit into the curved ceiling. It is able to seamlessly display various formats of digital content and can be used for delivering ambient as well as advertising content. In terms of technology, we have used direct LED technology for the panel which means it is far more vibrant and bright than a normal flat panel display, so you can achieve excellent picture quality even when viewing from a distance. LED is the future of digital display technology as it offers unparalleled picture quality, is scalable and ensures a low total cost of ownership (TCO). Panasonic is happy to be able to offer this latest solution to its customers,” Peter added. Panasonic Australia: (02) 9491 7400 or www.panasonic.com.au

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Breaking with Convention PCEC shows what’s possible

In Action

Rutledge AV: 1300 131 795 or www.rutledge.com.au

Exhibition and convention centres may well have led the pack with its early uptake of wayfinding digital signage but the Perth Convention & Exhibition Centre is showing just how far signage has come in the conferencing space. It’s superbly integrated, featured in places, and seamlessly managed and controlled via a PADS4 web-based digital signage solution. Rutledge AV was commissioned to design and install an upgrade to their digital signage system, which included digital signage content creation services. The PADS4 digital signage solution was installed to deliver content across 38 digital displays throughout the Perth Convention & Exhibition Centre (PCEC). A central server was connected to the PCEC Network which included the server software and authoring software. All digital content including room bookings, advertising and menu options are individually addressable on each screen. In addition, two 4 x 55-inch video wall displays were installed on a customised bracket in the foyer and Riverside Theatre area, 14 x 32-inch displays were wall mounted in meeting and river

Digital Place-Based Media & Technology

rooms, and 14 x 40-inch displays wall mounted on Level 1 and the kiosk. An administration PC is housed at the kiosk area which was loaded with the Pads4 authoring software, allowing for content scheduling. Rutledge AV has been designing and rolling out digital signage systems for over 20 years across the corporate, government, education and health sectors. With the latest advancements in technology and delivery platforms, the audio visual powerhouse has launched a digital signage content creation and management service. “We see this as a huge value proposition to offer our clients and any organisation considering digital signage.” says Andrew Morrice, CEO, Rutledge AV. “We can now design the system, network and provide the full end to end service of offering content creation and management as well. Our in-house specialist team of digital marketers, graphic designers and software developers focus on understanding the communication objectives of the organisation that is rolling out the digital signage, and to then develop content to achieve objectives and provide return on investment.’ 

Tablet • Desktop • Mobile

140,000 + Likes & Rising!

videoandfilmmaker.com

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29/10/14 12:53 PM

DIGITAL SIGNAGE PRECISION COOLING

Seifert Systems Pty Ltd A

105 Lewis Rd Wantirna South, Vic 3152

info@seifertsystems.com.au

T F

+61 3 9801 1906 +61 3 9887 0845

Seifert Systems – precision air conditioning for Digital Signage Enclosures. Designed to keep your screen cool and operating at optimum performance. Seifert air conditioning incorporates ﬁlterless technology. No need to change ﬁlter mats means less maintenance, and less down time. Cooling capacities range from 200watt to 2600watt. Seifert also offer heat exchangers, heaters and fan systems – complete thermal solutions.

www.seifertsystems.com.au

Digital Place-Based Media & Technology

Flat Pack Heaven Wuxi Inter IKEA takes advantage of Daktronics LED tech

In Action

Daktronics Australia: (02) 9453 4600 or blair.robertson@daktronics.com

As LED technology evolves, customers and architects continue to take advantage by creatively lighting up every type of space imaginable. Most recently, Wuxi Inter IKEA Center Property Company Ltd. in Wuxi, China, installed a large video display and covered a three-storey glass lift shaft with freeform LED elements from Daktronics. “Daktronics provides state-of-the-art LED technology with is quality assured, both in use and installation,” said Magnus d’Oldenburg, senior property director for Inter Ikea Center China Ltd. “Our new huge screen makes an unforgettable impression.” The freeform installation covers three sides of the lift with Daktronics ProPixel freeform elements on 50 millimetre line spacing. The back section measures 15.46 metres high by 7.6 metres wide and each side section measures 15.46 metres high by 2.6 metres wide. The store can now provide relevant, timely advertising and messaging to shoppers in a space that is commonly used for static signage. The main video display measures 9.8 metres high by 6 metres wide and features 10 millimetre line

Digital Place-Based Media & Technology

spacing of SMD (Surface-Mount Device) LEDs. SMD displays allow for tighter LED spacing to provide crisp, clear imagery and video with exceptional contrast and wide angle visibility. “The Inter IKEA Center Group selected Daktronics out of the field of vendors to provide LED video displays for their Wuxi Livet Shopping Center,” said Jon Minor, China sales and marketing director. “We understood they were interested in providing very special display systems to helps differentiate their facility in the Chinese market. By reviewing the interior design and visiting with the designers on the project, we created special designs to give them artistic displays that would provide revenue-generating opportunities for the venue.” The new displays will help create a pleasant atmosphere in the shopping centre with ambient lighting while also providing additional pertinent information. Daktronics LED video and messaging display technology offers a long lifetime with minimal maintenance and low power consumption, providing value and excitement for years to come. 

Kew Tip Kew Junction’s Moving Digital Makeover

Octopus Media has embarked on another redevelopment; this time at its landmark Melbourne location at Kew Junction. This site upgrade to a new state-of-the-art LED screen is the first stage of the development with a future plan to wrap the entire site with digital screens. The digital sign is viewable from a variety of angles and boasts a potential audience of close to 100,000 people every day. This revitalisation of Kew Junction continues Octopus’ transformation of its inventory with plans to upgrade other screens in 2015 and to establish new sites thereby increasing its digital footprint in the Melbourne, Sydney and Brisbane markets. Across its network the Octopus Media portfolio provides the opportunity to attract more than 30,000,000 viewers every month and bring fantastic breadth of exposure to potential clients.

Director Nir Hadad. “Whether you want to generate brand awareness, promote a special event, or complement existing campaigns running across other media channels, the flexibility of this type of technology provides the client with the ability to customise and change their advertising to meet their marketing and customer demands.” 

In Action

Octopus Media: (03) 8534 3800 or info@octopusmedia.com.au

“Given our digital screens can be updated at a moment’s notice and able to link to all types of social media interfaces, the client can create a digital out of home marketing campaign that is fresh, sophisticated and inspiring to suit any type of creative idea,” says, Octopus Media Managing

Digital Place-Based Media & Technology

LIFE SIZE, HIGH IMPACT

TOUCH POURED NEAT

Sized for eye-grabbing impact, Sharp’s new PN-R903 LCD monitor boasts a towering 90-inch screen big enough to showcase realistic life-size images. This pro-quality LCD colossus will excel in a variety of indoor venues, including retail locations, educational institutes, conference rooms and public spaces. Incorporating a single, seamless screen, this monitor makes an unforgettable impact on any audience with its viewing area of 1933 mm by 1121 mm. For its outstanding black levels, contrast and energy efficiency, the PN-R903 owes much to local dimming of its LED backlight. Local dimming allows specific groups of LEDs to be independently dimmed or brightened for greater control of the darkness and brightness in different areas of the monitor, resulting in considerably reduced power consumption. That’s why the PN-R903 can deliver significantly better contrast and brightness than conventional LCD monitors while using remarkably less power. The PN-R903 monitor is built for commercial use, ideal for demanding pro applications that require around-the-clock operation seven days a week.

Glenfiddich, the distiller of the world’s best-selling single malt whisky, has created an application called the Glenfiddich Experience that leverages MultiTaction’s exclusive ‘Enriched Reality’ technology by detecting the types of whiskys placed on a bar table. The application not only takes the user into the world of Glenfiddish whiskys but also offers whisky pairing, tasting and composition information, this all just by placing a glass on the MultiTaction display-turned-into-bar. MultiTaction Enriched Reality comes with all MultiTaction displays but as the Glenfiddich Experience shows, it looks best on multi-display tables consisting of multiple MultiTaction Cell 55-inch with ultra-thin bezel displays. Any physical configuration of multi-display installation is supported, whether as a table or a wall. Or both!

Multitaction: www.multitaction.com

Sharp Australia: 1300 135530 or www.sharp.net.au

Proximity-based marketing will grow from US$760m in 2011 to US$6b by 2015. ONELAN 4K PLAY: OneLAN has added a range of new 4K media players. The new 4K players are true multi-zone players and can support mixed screen orientations making them ideal for feature video walls and retail applications. The players support IP streaming of 4K Ultra HD video, MPEG and audio streams and can also serve video streams from local storage. Other additional features include Wi-Fi and touch options and zone transparency.

NEWS:

VideoPro (OneLAN): videorpo.co.nz or www.onelan.com MOXIE MOBILE: Omnivex QuickLink is a new part of the Moxie Enterprise Suite. QuickLink is a browser-based tool that allows users to change 28

Digital Place-Based Media & Technology

content on their Moxie digital signage from anywhere on any device. With the release of QuickLink, Omnivex has recognised that not all content contributors need the functionality of the sophisticated content management tools within Omnivex Moxie. Omnivex: (07) 3205 6188 or www.omnivex.com.au SUPERSIZE CART: Chief has added an oversize cart option to its range. The Extra-Large Fusion Mobile Cart was designed for extra-large and touch panel displays, including the Smart 8000 series, from 55 to more than 100 inches and up to 136kg. Features include: a turn knob to allow a single user to easily adjust the screen height; rounded edges and sleek aesthetics

to fit well in corporate and classroom environments; removable panels for easy component access and cable management; room for internal storage of AV components; and lockable front casters. Carts help to share display capabilities across several rooms to maximise investment for corporate, government or education clients by saving on resources. IDT: 1300 666 099 or www.idt.com.au CEILING MOUNT X 6: Peerless AV has a new range of multi-display ceiling mounts that provide solutions for applications where there is a need for three, four or six displays. Equipped with telescoping arms, the mounts easily adapt to the size of displays selected for a clean and aesthetically

FRESH MENUBOARD

LPD UNI MOVE

Suchef is the brand name of the chain of nutritional food-to-go restaurants, based in London, from Aroma Food Group. Suchef needed a digital menu board solution to enable it to regularly update content to its store locations. It wanted the solution to be networked and scalable for future growth. Two OneLAN digital signage media players are located in each store to deliver content to the displays. Eclipse Digital provided a scalable, cloud-based digital menu board solution using its online, cloud-based digital signage software, embedsignage.com, to manage and distribute the content. The digital menu board solution gives Suchef the ability to update menu board content instantly from any location with an internet connection. It also provides an overview of the content being displayed in each location and the device status for each store. Suchef is also now able to add more locations under one account as it continues its expansion across London.

Qatar University has a strong commitment to providing its students, faculty and visitors with state-of-the-art facilities that complement their campus-wide emphasis on sustainability. In late 2013, they made the decision to refurbish the multi-purpose meeting hall within the College of Business and Economics. For all AV components of the project, it turned to systems integrator, Techno Q, an award-winning Qatari company founded in 1995. Techno Q was tasked with implementing a large video display that would not only meet the University’s strict guidelines for image quality and viewing experience, but also for energy efficiency and overall sustainability. Prysm’s Laser Phosphor Display (LPD) technology was the clear choice for Qatar University as it consumes considerably less energy, runs cool, and for its wide viewing angle and superior image quality. Tanvir Osama, Prysm’s VP of Sales for the Middle East and India, commented: “This installation again highlights that LPD technology is a great display solution for higher education … one easily delivering an immersive and compelling presentation experience. We look forward to many future installations in partnership with Techno Q and Qatar University.”

VideoPro (OneLAN): videopro.co.nz or www.onelan.com

Prysm: www.prysm.com

— Barrell Associates pleasing install. With 360° of swivel, and 0° to 20° of tilt, these mounts create the perfect viewing angle for any application. Screen Technics (Peerless AV): www.screentechnics.com.au GOOD SPORTS: Tripleplay has launched a trio of apps targeted specifically at the pro sporting industry. TripleSport ProSport Video Analytics enables coaches, analysts and players to stream match and training content directly to PCs, laptops and mobile devices, enabling them to utilise video content to analyse player and team performance. TripleSport Player Lifestyle Application is an internal communications,

induction and information application for professional sports clubs. TripleSport Engage Fan Application is an all encompassing fan app that provides club and player information and news, statistics, match scores, social media integration and premium video content and live match day streaming for supporters inside the stadium. Tripleplay: (02) 9929 3849 or www.tripleplay-services.com.au AUGMENTED REALITY MOVE: PlayDisplay has released SpaceAR – “the world’s first augmented realty platform that enables the creation of realistic objects of various sizes and whole virtual

worlds”. Powered by PlayDisplay’s proprietary technology, the solution makes “virtual environment obey the laws of physics and interact with the audience in a realistic way”. Key SpaceAR benefits include: Ability to handle virtual objects of any size and make them behave in a real-life fashion; Seamless integration of real and virtual environments; Emotional engagement through reaction to users’ gestures, touch, words and even emotions; Support for mobile operating systems; Software Development Kit (SDK) for thirdparty developers’ applications.

flagship model VMP is a fully scalable computer with the latest 4th generation Intel Dual Core i5 processor. It ensures superior 4k graphics and mission-critical processing power. Plus the chassis is a super-slim 35mm. The i5 4k VMP offers a range of external connectivity including four USB 3.0 ports, an infrared sensor, a shared headphone and microphone jack, and Mini HDMI and Mini DisplayPort video outputs. Internal connectivity for expansion includes two USD 2.0 ports, a half-mini PCI express slot, and a full-mini PCI express slot.

PlayDisplay: www.playdisplay.com

Hills SVL: (02) 9647 1411 or www.hillssvl.com.au

VISION 4K PLAYER: Vision’s

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE www.commandaustralia.com.au

3M AUSTRALIA 136 136 www.3M.com/touch AERIS SOLUTIONS - JUST DIGITAL SIGNAGE (03) 9544 6902 www.justdigitalsignage.com.au ADVANTECH AUSTRALIA (03) 9797 0100 www.advantech.com AMBER TECHNOLOGY (02) 9452 8600 www.ambertech.com.au

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

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

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

Daktronics Australia Pty Ltd LED display manufacturer Suite 108, Ground Floor, 18 Rodborough Rd Frenchs Forest, NSW 2087 (02) 9453 4600 Blair.robertson@daktronics.com www.daktronics.com Since 1968, Daktronics has been reinventing the way you display. We are the world’s industry leader in designing and manufacturing electronic scoreboards, programmable display systems and large screen video displays. It’s our passion to continuously provide the highest quality standard display products as well as custom-designed and integrated systems.

AVICO (02) 9624 7977 www.avico.com.au BAYVIEW TECHNOLOGIES (03) 9462 4077 www.bayviewtech.com.au CISCO SYSTEMS (02) 8446 5000 www.cisco.com/go/dms

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

Digital Place-Based Media & Technology

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

ENGAGIS 144-148 Pacific Highway North Sydney, NSW 2060 1300 203 810 www.engagis.com Engagis creates connections for over 30 blue chip clients across ten industries, including retail, hospitality, telco, finance, auto and real estate. Specialising in digital touch points along the pathway to purchase, including digital signage, self-order kiosks, mobile apps, mobile loyalty and enterprise solutions, Engagis manages over 19,000 connected devices in more than 4,000 locations. Engagis is the in-store digital media provider for the likes of Telstra, Bupa, Target, Flight Centre, Noodle Box and Country Road, to name a few.

ESCENTIA 1300 729 866 www.escientia.com.au

FINGERMARK DIGITAL TECHNOLOGIES 15 Halsey Street, Freemans Bay Auckland, New Zealand +64 (09) 358 4047 sales@fingermark.co.nz www.fingermark.co.nz A specialist provider of indoor and outdoor digital signage and kiosk solutions, Fingermark proudly offers its customers a complete turnkey solution, providing specialist advice, all hardware and software, content creation and distribution and nationwide service and support across Australasia. Adding to this, we have full software capability in-house which delivers a seamless approach. We design and develop our own customised solutions and have built a reputation for being leading edge thinkers, understanding the complexities around implementing digital technologies within challenging environments, especially in the outdoor market. Our service orientated model allows us to tailor our solutions to more accurately meet the specific needs of our customers. Enquire today. Innovate tomorrow.

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

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 suggestfor impressing your audience.

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

HERMA TECHNOLOGIES (03) 9480 6233 www.herma.com.au HEWLETT-PACKARD 1300 305 017 www.hp.com.au

also stocks in depth allowing customers to source products at short notice.

ISIGNPAK (02) 9457 6945 www.isignpak.com

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

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

HEWSHOTT INTERNATIONAL (08) 6230 2780 www.hewshott.com

INTERACTIVITY 1300 797 199 Level 1, 1268 - 1270 High Street Armadale, VIC, 3143 sales@interactivity.com.au www.interactivity.com.au

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

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

interactive controls

pty ltd

INTERACTIVE CONTROLS (02) 9436 3022 www.interactivecontrols.com.au Interactive Controls (IC) offers a variety of services to customers from consultation to sales, hire and installation of display and control system equipment and software. They also design and develop media and hardware control systems for specific events, installations, film and commercial shoots, exhibitions, museums...

In 2004 Interactivity was set up as a result of a partnership between F1 Software to develop the Interactivity foil which enables any window to become fully interactive ‘through the glass’ by allowing anyone, using their finger, to interact with a rear projected image or screen behind the glass. Interactivity is now embedded in this emerging popular industry of Interactive and Digital Signage and associated products. Its products and services are known for reliability, functionality and most importantly our ability to future proof the technology we deliver.

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

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

MADISON TECHNOLOGIES SPECIALIST AV DIVISION 1800 00 77 80 Australia wide avexperts@madisontech.com.au www.madisonthech.com.au Madison is a manufacturer and distributor of technology infrastructure and hardware across cabling, networking, wireless, audio visual, and test and measurement disciplines. Australian owned and operated for over 20 years, Madison has been keeping Australian homes and business well connected. Which is appropriate, because our brand promise is Well Connected™. The principle behind our brand promise is that by working with Madison, either as a valued supplier or customer, you are well connected. It’s how we connect to our market, and it’s how we help you connect to your world. Madison Technologies’ Broadcast and Audio Visual solutions include AV Cable and Cabling Assemblies, Connectors and Adaptors, Digital Signage, Microphone Systems, Switching and Conversion, USB Extension, Video and Audio Distribution. Did you know? Madison is the largest Australian Distributor of Belden Audio Visual products, with stock held in four warehouses across the country, and dedicated specialist staff in each state.

MDS PACIFIC (02) 9888 7715 www.mdspacific.com

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

NEC AUSTRALIA 131 632 www.nec.com.au

Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

OAMM 02 9939 3264 www.oamm.com.au

SEIFERT SYSTEMS (03) 9801 1906 www.seifertsystems.com.au

PANASONIC AUSTRALIA (02) 9491 7400 www.panasonic.com.au

PLAYCOM (02) 8815 6600 www.playcom.com.au

PRODUCTION AUDIO VIDEO TECHNOLOGY (03) 9264 8000 www.pavt.com.au

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

RUTLEDGE AV www.rutledge.com.au (03) 9488 1534

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

SONY AUSTRALIA 1800 017 669 33-39 Talavera Road North Ryde NSW 2113 sales@sony.com.au Sony Professional Solutions meet an increasing demand from customers to provide a fully integrated solution. Sony understands your requirements and high standards. With an eye for the finest detail, we can deliver the latest digital technologies, professional consulting and a wealth of valuable experience. It’s this complete product and market understanding that has made the Sony brand a trusted and recognised force in today’s competitive environment. Sony’s range of solutions and technologies allow organisations to meet the challenges of both today and into the future. We help businesses leverage the latest digital technologies to solve problems, take advantage of opportunities and enhance enterprise workflow by improving efficiencies and productivity across a wide variety of market areas. Each solution follows a consistent workflow from conception to completion.

THE SCREENMEDIA GROUP (02) 8090 6565 www.thescreenmediagroup.com SHARP AUSTRALIA 1300 13 55 30 www.sharp.net.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.

Digital Place-Based Media & Technology

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

STREAMVISION PTY LTD 1300 300 407 www.streamvision.com.au SUMO VISUAL GROUP (03) 8290 0500 sales@sumovisualgroup.com.au www.sumovisualgroup.com.au

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

VISUAL TECHNOLOGIES (03) 8692 6644 www.visualtechnologies.com.au

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

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

Should your business be included in our Who’s Who section? Listing is free. Contact Chris Holder at: chris@dsmag.com.au TECHMEDIA DIGITAL SYSTEMS (SCALA) (02) 9526 7880 Unit 7 / 65 Captain Cook Drive Taren Point NSW 2229 info@techmedia.com.au www.techmedia.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 Scalabased network deployment and management as well

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Comment:

Slobs Anonymous Auto health checks for liars.

Story: Mug Punter

t looks like George Orwell’s Big Brother is being slowly replaced by something far worse – Big Mother. It was bad enough back in the old days, when your mother wouldn’t let you step outside the door without checking you’d cleaned your teeth, scraped under your fingernails (for those of us who hadn’t chewed them to extinction) and put on clean undies in case you got hit by a bus. This last item on the checklist was always a bit puzzling, and garnered more childhood fears than any number of stories of the monster under the bed or boogie man in the cupboard – the unreasonable terror of being left maimed on the side of the road, flattened by an errant bus, condemned to die after the emergency crew discovered during CPR that your boxers weren’t freshly laundered and in disgust ejected you from the ambulance.

We were mostly covered entirely in germs the whole time anyway (soiled underwear aside). My mother used to lick the corner of her hanky and clean my face – that’s where the germs came from, plus enough nicotine to give an elephant cancer. I have to admit, somehow I survived, so there must have been unseen medical or scientific benefits involved that Wetwipes can’t achieve. Today’s mums can safely leave their handkerchiefs unlicked and stay focused on Family Feud, because health insurers are taking over the role of Big Mother and through the wonders of digital signage will be haranguing us about our extra weight, poor diet, bad habits and lack of exercise. Collectively, combining the Baby Boomers, X and Y Generations – and whatever comes next – we’ve become the Slob Generation and health insurers want to do something about it.

This strikes me as weird, because last thing you’d expect health insurers to want is a healthy society. Healthy people don’t need health insurance. By promoting herbal tea and quinoa, health insurers are essentially shooting themselves in the foot – which, incidentally, won’t be covered cos it’s selfinflicted. As far as business models go, this one’s looking a bit anaemic. [Or they’re actually luring a bigger chunk of the healthier people to their business who pay the premiums and don’t claim… just sayin’ — Ed.] Insurance bean-counters needn’t worry. This is digital signage we’re talking about, which means interaction, connectivity and real-time input from the target audience. The cunning plan is to install touchscreen information terminals and self-help 34

Digital Place-Based Media & Technology

Your lifestyle is reflected in the image above AGREE

kiosks where people are encouraged voluntarily input personal statistics and answer health questionnaires. In other words, we’re expected to provide most, if not all, of the medical data that will determine whether or not we are a pathetic, unhealthy slob in need of saving from your own appalling lifestyle. You know what? That’s never going to happen. Who answers health questions properly?

Ask any smoker who burns through a pack a day how much they smoke and the answer will be “only occasionally and only when I have a beer”. Quiz someone who downs a bottle of Jim Beam a night and they’ll only ever have “just a couple of quiet ones”. The truth is, honesty is in short supply here. For example, my wife wants me to lose weight – she claims higher altruistic motives (avoiding Death), but I suspect she’s simply making unfair comparisons during the football season between myself and the entire Fremantle Dockers roster (who’d she’d marry at the drop of a Sherrin, if it was legal).

Now, my weight has little to do with the figure displayed by our bathroom scales every morning. Instead, it’s a complicated formula comprising how much I supposedly weigh, minus any cups of tea I’ve so far consumed, and I’m also allowed to take into consideration any weighty material still inside my body from the previous evening’s activities that my digestive system has failed to process due to being asleep – your entire body stops func-

STRONGLY AGREE

tioning while you’re sleeping, I read this on the interweb. So this is a negative figure included in the calculation, too. The final result is how much I really weigh, not the stupid LCD readout on the scales which represents my mass on planet Earth.

I seriously doubt that modern digital signage, regardless of how cleverly programmed it is, can accurately process the kind of information Generation Slob will input, if it’s left entirely up to us to provide it. What’s really required is the development of technology such as Fat Recognition software and perhaps Food Stain Recognition capability that will detect fast food stains on your shirt. They could employ lie detector equipment built into the touchscreen kiosks and flash up pictures of frosty pints of beer and Cuban cigars to measure your true bad habit involvement. After adding this information to your fudged medical statistics you’ve voluntarily entered, the digital signage will display in ultra high resolution your genuine Generation Slob rating and health status according to Big Mother. She won’t be pleased. Alarm bells will ring and you’ll probably get a very nasty shock indeed – maybe even a fatal one. Make sure you’re wearing clean undies.  Mug Punter’s curmudgeonly carping does not necessarily reflect the views of DigitalSignage. If you have a differing view contact the editor Chris Holder on chris@dsmag.com.au

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