DSBP_2010_print
2/8/11
4:38 PM
Page 1
P R O D U C E D BY D I G I TA L S I G N A G E M A G A Z I N E
DIGITAL SIGNAGE BEST
PRACTICES GUIDE ESTABLISHING BEST PRACTICES FOR SUCCESSFUL DEPLOYMENTS • RETAIL APPLICATIONS • CONTENT MANAGEMENT • NEW DISPLAY TECHNOLOGY
• INTERACTIVE SYSTEMS • CREATING NATIONAL NETWORKS
SPONSORED BY
© 2011 Christie Digital Systems USA, Inc. All rights reserved.
Comprehensive digital signage solutions
Your partner at every stage Concept. Design. Deployment and post-deployment services. From consultation to design, installation to service and after-sales support, our digital signage solutions provide excellent visual quality, ease of use and low maintenance. Christie’s solutions are used by the world’s leading Fortune 1000 companies.
Visit us at christiedigital.com/dsguide to learn more.
CHRI2843 New Bay Media Ad Jan-11 V2 indd 1 Full_page_bleed_8 x 10.indd 2
1/10/11 10:56:46 AM 1/10/2011 4:45:35 PM
DSBP_2010_print
2/8/11
4:39 PM
Page 22
D I G I T A L S I G N A G E : I N N O VA T O R S
FROM PIONEER TO DIGITAL SIGNAGE LEADING EDGE Christie Digital Adds Managed Services to Display Offerings By David Keene There are a lot of companies new to the digital signage space. But there are very few companies that have the track record of a Christie Digital, and yet are also bringing something new to the digital signage market. What does one of the great names in projection, and display, have to do with digital signage “managed services”? To find out, I spoke with David Guthrie, the Director of Sales and Business Development for Christie Digital’s Managed Services (CMS) division. Christie is doing some very interesting things, and will be a formidable player going forward, on both the display and the service sides. David Keene: For decades, Christie Digital has been well known in the larger AV world as a leading manufacturer of video projectors – for everything from 3D and virtual reality to the big projectors that are being installed in commercial movie theaters all over the world now. For our readers in the digital signage world, could you briefly outline that track record in the AV world… and how is it related to digital signage? David Guthrie: As an 80+ year old company, Christie Digital really was, and is, one of the pioneers of visual communication. We now have employees in 16 countries around the world. We’ve been recognized as innovators in the world of film projection and the development of digital video projection for education, broadcast, corporate environments, advanced visualization and simulation environments, and in more recent years, pioneers in the digital cinema revolution. However, it’s important to point out that Christie’s success in the world of digital projection is not just about the hardware and technology itself. Christie has long focused on the high reliability and service aspects of supporting our projectors– and now Christie has made a commitment to leverage our years of experience in those more mature visual display markets by extending these cinema capabilities into digital signage with both product and service offerings. OK, before you explain Christie’s Managed Services, let’s talk about Christie’s display offerings for digital sig-
[22]
D I G I TA L S I G N A G E B E S T P R A C T I C E S G U I D E
nage. Christie launched their new product “MicroTile” a little over a year ago, which was a home run for the digital signage market (it was all over InfoComm last year, as well as DSE, and other shows). Christie MicroTiles are based on DLP projection David Guthrie, Director of Sales and Business technology – so it is not a Development, Managed “flat panel”. In a world Services, Christie Digital where flat panels are almost taken for granted (and often don’t generate a lot of interest) in retail environments for example, the MicroTile stands out. This DLP unit is very bright (great for retail in-store window displays) and is a modular system where designers, retailers, etc., can design and present content in a more “architectural” way. Indeed, David. Christie MicroTiles have been a huge success for us since the launch back in December 2009. And, you’re right to point out that the key differentiation of MicroTiles is that they were designed to be modular in nature (only 10 inches deep with a 1.3mm seam between tiles), which enables flexible and creative design concepts, unique shapes and applications. Additionally, they are designed for high brightness, unmatched color contrast and pantone color matching with a 65 degree viewing angle, which produces brilliant images in high ambient light conditions. These attributes allow users the freedom to design, especially in unique settings like retail spaces, stadiums, museums and other entertainment venues. At the top of the list– it offers a low TCO (total cost of ownership) for robust, green-footprint, long-life installations due to their LED light source and easy-to-maintain engineering design. Especially important is that each tile is 100% front accessible, allowing you to repair or replace any serviceable component in less than 15 minutes, without having to turn off or bring down any of the other tiles. Additionally the MicroTile provides low power consumption, 7 years to half-life, and is lamp-less.
DSBP_2010_print
2/8/11
4:39 PM
Page 23
The “Managed Services” now available from Christie– how did that evolve, and what does it involve? Probably the best way to explain the evolution of our Managed Services for digital signage is to draw the parallel with the cinema market. Cinema was early to adopt digital projection and display systems to enable the development of additional ad revenue streams within their existing locations. Cinema operations transitioned from analog technology (slide projection used for advertising, traditional movie posters and static menu boards) to digital media and we established ourselves as the right technology partner to support that transition. A similar transition is occurring as cinema moves from 35mm to digital projection, for the feature movie presentation. In that digital cinema market, where Christie has huge market share, we evolved not just the best display devices (projectors) but we developed a support infrastructure centered around a 24/7, technology-driven Network Operation Center (NOC) which supports a round-the-clock call center staff (Tier I, II & III levels of support) and remote monitoring of the digital cinema networks. As well, we have a nationally deployed staff of service engineers who, combined with a network of 50+ secure Field Stocking Locations (our Critical Inventory Logistics network), enable us to ensure the “right technician, right part, right place, right time” guarantee. The combination of these resources with our service regimen allows us to keep these networks running smoothly 365 days a year (ever been to a commercial cinema that had closed for the day?). To put this in proper perspective, cinemas are not a bunch of standalone movie houses each running their own content and hardware… they are the ultimate network that integrates a wide range of hardware and software where upgrades and new technologies are constantly being introduced into the equation. These complex networked systems
provide for secure content distribution, integration of alternative content such as on-screen advertising and proof of content playback. Our track record in that market is well known… but what does this have to do with digital signage? Easy – we have taken all that expertise from the digital cinema world and emulated it with our expert “Managed Services” team, from planning, engineering and deployment to post-deployment services, and we’ve applied it to the digital signage market. The Christie Managed Services team is led and support- Christie MicroTiles launched in December 2009. MicroTiles ed by a seasoned were designed to be modular in nature (only 10 inches deep with a 1.3mm seam between tiles), which enables team of technolo- flexible and creative design concepts, unique shapes and gists, logistics and applications. business professionals, and we’re out there today, worksoftware, etc.? ing with Integrators to help them win Yes, absolutely. While Christie does business. And, we are also working have our own best-in-class display with many other partners in the digitechnologies such as MicroTiles and tal signage space ranging from softdigital projection, our Managed ware, to hardware, to creative (conServices strategy has been built tent developers), to design and delivbased on a hardware and technology er solutions they are not otherwise agnostic approach. It is available for able to provide on their own– or that almost any digital signage rollout that they may not want to make the subincludes displays, media players, stantial investment to do so– outsoftware, infrastructure cabling and sourcing makes all the sense in the mounting solutions, as well as a mulworld for many of these organizations titude of technology complimentary because it allows them to focus on items that allow these networks to their core competencies and leave operate efficiently and reliably. managed services to an established and professionally managed team like What do the Digital Signage Services Christie’s Digital Signage service from Christie entail, exactly? offerings. While Christie has been successful introducing great displays into the So, is this Managed Service for digidigital signage market, we hear end tal signage applicable to any installausers, and integrators say “… it’s one tion, using any display equipment, challenge to create the content, spec
D I G I TA L S I G N A G E B E S T P R A C T I C E S G U I D E
[23]
DSBP_2010_print
2/8/11
4:39 PM
Page 24
and install the gear, but how do you keep it all running? How do you ensure that servicing of the system is flawless and fast, while creating an end of life strategy?” Well, deploying the screens is easy, but the continuity going forward is often lacking. That’s where Christie’s Managed Services come in. We define the customer’s end-state objectives with regards to their digital signage deployment. We then organize these objectives by their elemental components and develop strategic plans for the following: sourcing, staging, integration, logistics, deployment (including installation) and, last but not least, how to best support the
‘‘
the end, if you don’t, they will come back to bite you in terms of being out of scope work, delayed delivery of projects, failure to deliver on post deployment services and support, and ultimately it will result in dissatisfied customers, not to mention failure to achieve the ROI. David Guthrie (David.Guthrie@ christiedigital.com) is the Director of Sales and Business Development for Christie Digital’s Managed Services (CMS) division. CMS provides outsourced managed services and solutions, which include a 24X7 Network Operations Center
Christie Network Operation Center (NOC) supports a roundthe-clock call center staff (Tier I, II & III levels of support) and remote monitoring of the digital cinema networks.
deployed digital signage network. Our specialty is with post-deployment services such as 24/7 support (call center, remote monitoring, etc.) and ultimately with on-site services that include expert technicians and parts support. Sounds very ambitious. The kind of great service a lot companies would claim in a brochure, but don’t have the staff to back it up. That’s the key. We’re not creating this structure as we go; we have been developing this approach for the last decade so the technology, infrastructure and people resources are in place and running today. We have approximately one hundred Christie staff in 51 major markets across the U.S who are supporting thousands of sites and tens of thousands of digital projection and digital signage devices. They are highly technical, experienced engineers with decades of Christie experience, and a state-of-the-art Network Operations Center behind them. We’re excited to bring this kind of top-notch support to the digital signage market. So is Christie “Integration”?
[24]
Christie has a very long and impressive track record of working with integrators. We’re proud of these relationships that we’ve cultivated and developed over time. They are our partners, and always will be. In certain applications where these integrators are not already entrenched with a full complement of digital signage services, we will act as a supplier enabling integrators to have greater “reach” into the DS market while still “owning” the contract and customer relationship . More often, Christie’s Managed Services for digital signage will be a tool for the portfolio of integrator partners we already have. With the
getting
into
growth of the digital signage market – growth that is happening faster than that of any part of the AV market– it’s all positive. The market is getting bigger for everyone so if you know what solutions your customers really want, but you haven’t been able to find these services, Christie can help with a comprehensive digital signage solution offering, or on an “a la carte” basis. What does Christie believe to be the most important considerations for those who are embarking on a digital signage deployment strategy? Any organization that is considering a DS deployment strategy should, first, be wary of the “road noise” that is present in this emerging industry. In other words, take the time to do the proper research on the organizations you are considering partnering or outsourcing with, their resources and commitment to execute and stand behind their solutions long term. Do not accept simple quote sheets without substantiated Statements of Work (SOWs). Do the due diligence, even if it takes time and resources to answer the most challenging of questions, because in
D I G I TA L S I G N A G E B E S T P R A C T I C E S G U I D E
(Service Desk and Remote Monitoring), deployment services (sourcing, integration, staging and installation), and post deployment services (on site services, parts support, logistics and life cycle management). Primary industries of focus for CMS’ services are entertainment, cinema, broadcast, education, digital signage, simulation / immersive, medical, and corporate venues. Prior to joining CMS in 2009 David spent almost 22 years in the outsourced supply chain and managed services industry working for large brand companies like DHL (formerly Airborne Logistics Services) and FedEx Supply Chain Services. Over the course of his career David has worked with some of the most recognized brands in the world (Dell, HP, Apple, Intuitive Surgical, Cisco, Unisys, BancTec, Wincor Nixdorf, NCR, and Abbott Labs), developing and implementing outsourced logistics and managed services strategies, with a focus on “high availability” mission critical environments.