Getting Started In Digital Signage

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From the perspective of a reseller or VAR, what are the opportunities and steps necessary to build a successful digital signage business

From the perspective of a reseller or VAR, what are the opportunities and steps necessary to build a successful digital signage business

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  • As we will show in the coming slides… Digital Signage is for organizations of all sizes and all markets. … suitable for one to multiple thousands of displays. … the result of content creation, deployment, and distribution. … can be on a local, municipal, national or global scale
  • As we will show in the coming slides… Digital Signage is for organizations of all sizes and all markets. … suitable for one to multiple thousands of displays. … the result of content creation, deployment, and distribution. … can be on a local, municipal, national or global scale
  • Your ultimate goal – to have some number of screens at each venue that are connected to media players that convey your message and help you accomplish your digital signage goals.
  • So let’s start at the beginning… What do you want your network to say to the people looking at it? When considering content – you will need to keep in mind Time it will take to create it and keep it fresh Cost it will take to create it and keep it fresh Resources needed to create and manage the content What is the content looking to accomplish The measurement of success of their project Your creative personnel, agency or marketing department creates content assets like movies, images, graphs or web pages.

Transcript

  • 1. 2009 Partner Webinar Series presents Getting Started in Your Digital Signage Business
  • 2. Who are we? KVM management solutions – for analog and digital control of the SMB, corporate IT & enterprise environments Digital Signage distribution systems – for the most efficient delivery of multimedia content from player to screen or multiple screens Minicom Advanced Systems is a hi-tech innovator and manufacturer of: Bottom Line – we control, extend and distribute Computer and Audio Video signals
  • 3. What will we learn today?
    • We will investigate how digital signage networks let the network owner or manager remotely control where, when and how content will appear on each screen and who is using these networks.
    • We will then look at some of the things you may need to do to get started
    • We will then look to understand the pieces of the digital signage puzzle and some key tips to look for
  • 4. What is Digital Signage? Digital Signage is a network of one or more digital screens used to deliver the right information to the right audience at the right time… Common Media Types Digital Signage combines various media types on an output display, each in their own region, to create a multimedia message
  • 5. Where is Digital Signage?
    • You’ve seen digital signs everywhere you can imagine – retail stores, malls, banks, billboards, airports, elevators, trains, churches, cafeterias, etc...
    • And maybe some places you haven’t imagined…
  • 6. What kinds of signs are there?
    • Digital signs can take many forms, including free-standing towers, flat screens hung from walls and ceilings, electronic displays integrated into end caps at retail stores, video walls in all sorts of venues and even 30 foot outdoor billboards.
  • 7. Digital Signage Markets
    • Out of Home Advertising
      • Designed for sales lift
    • Point of Information
      • Designed to educate and inform
    • Office Applications
      • Designed to educate, motivate
      • and inform
  • 8. Out of Home Advertising P romotions, new products, branding
    • Retail Environments
    • Big buzz
    • Glamorous
    • Large sale opportunities
    • The down side…
      • Very complex
      • Long sales cycle
      • Everyone chasing the same deals
      • Low margin
  • 9. Office Applications
    • Practical uses
    • Solves a problem
    • Enhances image
    • Low transaction size
    • The up side…
      • Higher margin
      • Faster sales cycle
      • Lack of competitors
  • 10. Information Applications N ews & weather, menu boards, schedules, directions, etc.
    • Provide meaningful messages
    • Many diverse environments
    • Cost effective
    • Enhances experience
    • Large and small deployment
    • Can be long sales cycle
    • Many times public requiring bid process
    • Additional competition
  • 11. What kind of customers are using digital signs?
    • Hospitality and restaurant facilities
    • Retail stores and malls
    • Cinemas & theaters
    • Hospitals and medical offices
    • Corporate headquarters and remote offices
    • Cable & community TV stations
    • Educational institutions
    • Government offices
    • Financial institutions and banking industry branches
    • Manufacturing plants
    • Gas stations
    • Houses of worship
    • Airports, bus & railway stations
    • Planes, trains, buses & elevators
  • 12. What are they used for?
    • Welcome messaging
    • Menu boards
    • Visitor way finding
    • Information sharing
      • Meeting announcements
      • Community bulletin boards
      • Public health care information
    • Product information / education
    • Product / service announcements
    • Advertising / promotions
    • Schedule / event information
    • Improving in-location experience
    • Employee Messaging
    • Training for staff
  • 13. Getting Started
    • Assess your company’s skill set; can you…
      • Develop marketing pieces (websites, collateral, etc..)
      • Hang large format displays
      • Add a Windows-based server to a network
      • Move a video signal over a long distance
    • What part of the digital signage puzzle fits your company’s core competency?
    • Who will you need to partner with?
    • Do you want to provide a total solution package?
  • 14. Steps to Getting Started
    • Brainstorm…what type of message do your customers want to communicate?
    • Assess customer base…selling to existing customers is easier than opening new ones
        • Typical size & number of locations?
        • Look for customers concerned with image
        • Look for customers concerned with communicating a message to their staff or clients
    • How can you help them?
  • 15. Very Important Step!
    • Start simple by selling “one-off” solutions to your existing customers
      • Easiest to learn
      • Simplest infrastructure
      • Easiest to sell / Easiest to buy
      • Usually simple messaging needs
      • Builds a foundation of knowledge and skills
  • 16. Steps to Getting Started
    • Learn about the key components of the puzzle
      • Contact appropriate vendors
      • Learn about products & programs
      • Really learn the software
    • Develop partnerships
      • Use local or national partners to handle areas you’re not an expert at
        • Examples
          • Installation Company
            • Can assist with site survey & quote
            • Run cabling and other install infrastructure components
          • Graphic Designer
            • Create content
            • Conduct software training and provide support
  • 17. Steps to Getting Started
    • Select a distributor
      • Easiest to buy all components from one source
      • Look for bundled deals…easy to quote and quick to buy
      • Look for capable digital signage pre-sales support
    • Learn the market
      • Visit industry websites
    • Use digital signage at your facility and on sales reps notebook PCs
      • Show customers how it works
      • Build impressive presentations that highlight your capabilities, staff and products
  • 18. Quick Start Opportunity
    • One-off signage sales
        • Relatively fast sales cycle
        • Leverage existing customers
        • Foot in the door with new customers
    • Examples - Lobby System
        • Use in the following markets :
          • Corporate / Hospitality / Education / Government / Real Estate
        • Use to:
          • Greet visitors
          • Feature accomplishments
          • Feature products
        • Benefits
          • Enhance image
          • Educate visitors
          • Impress visitors
          • Build awareness
  • 19. Staff Communication
    • Use in the following markets:
      • Corporate / Manufacturing / Hospitality / Education / Government / Retail
    • Use to :
      • Provide HR reminders
      • Company news
      • Display safety reminders
      • Show live business metrics
        • Call queues
        • Production & quality
        • Sales
    • Benefits
      • Improve staff communication
      • Create team environment
      • Improve safety
  • 20. Other Examples
    • Wait Time Relievers
    • Use in the following markets:
      • Medical / Corporate / Hospitality / Transportation / Financial
    • Use to:
      • Show live TV
      • Display company news
      • Feature products
    • Benefits
      • Entertain customers
      • Relieve perceived wait times
      • Educate customers
    • Menu Board
    • Use in the following markets:
      • Hospitality / Education / Corporate
    • Use to:
      • Display menu items
      • Highlight specials
      • Use a region for messaging
    • Benefits
      • Immediate updates
      • Eliminate recurring costs
      • Communicate a message
  • 21. Components of a Digital Signage Network
  • 22. Content Creation
    • As the saying goes - CONTENT IS KING. 
    • If the content is engaging, then the audience will be more open to your message.
    • Whatever your message, creating your content and keeping it fresh will consume a great deal of your customers digital signage budget and time.
    • To get there you need to make sure your customer is thinking long and hard about your content:
      • Who is going to create it?
      • What is it intended to do?
      • How often will you refresh it?
  • 23. Content Creation Tips
    • Use motion…it gets noticed
    • Digital signage is not a static sign or a TV commercial. It’s a new medium that requires new rules.
    • Know the dwell time of the audience and set message and loop time accordingly.
    • Add content people want to see to help drive longer viewing times (Ex/ news & weather)
    • Displays in portrait mode are eye catching
    • Build content for a specific aspect ratio and resolution
    • Don’t overuse tickers and don’t use them for the primary message
  • 24. Content Management
    • Once you have created your content, managing it and getting it to the right place at the right time becomes critical to the success of your digital signage network.
    • Selecting the right Software
    • Attributes driving software selection…
      • How Many Displays
        • At one location or multiple physical facilities?
      • Who’ll Maintain Content
        • Technical or non-technical user?
      • Where Will Content be Maintained From
        • Same location as display or remote location?
      • Software’s Effect on Solution Cost
  • 25. Types of Software
    • Enterprise
      • Client PC
        • Thin media player: stream media assets as needed
        • Robust media player: Transfer & store media assets locally
      • Server
        • Owned or managed
      • Model
        • Client/server or SaaS
      • Complicated Infrastructure
        • Central content development server
        • Content distribution server
        • Media players
    Location 1
  • 26. Types of Software
    • Single Location & Small Enterprise
      • Media types
        • Many solutions have limited media support
      • Model
        • Internet (SaaS)
          • Video streaming (thin media player)
          • Store & play (Robust media player – usually Windows based)
        • Client/Server (Desktop application)
    Network – (Single Location) Stand Alone (Single Location) Internet Location 1 Location 2 Online Server SaaS (Small Enterprise) Content Management
  • 27. Our LAST MILE  digital signage product line CAT5 Video Display System / Audio Video Display System DS Vision HDMI Repeater DS Vision 3000 DS OpticVision VGA Data Transmitter (VDT) RS-232 Extender
  • 28. Displays in Digital Signage
    • Are you using LCD’s or Plasma? 
    • Will a projector work better for you? 
    • How big does the screen need to be? 
    • Is it professional rather than consumer grade? 
    • Do you need HD? 
    • This is the most visible aspect of your Digital Signage network and probably second in importance to your content and its management.
    • Screen placement is an essential element to the success of your messages getting to your audience.
  • 29.
    • Usage:
      • Commercial
        • Designed for 24x7 operation
        • Handles extreme heat conditions
        • Landscape or portrait orientation supported
      • Consumer
        • Designed for limited on time operation with intent of long off times
        • Landscape only
    • Control
      • Commercial
        • RS-232 external control with PC & video loop-through connector capability (drive multiple displays from one PC or video source)
      • Consumer
        • Lacks the above & often does not feature BNC locking connectors or a DVI input
    • Warranty
      • Commercial
        • 3 years parts & labor
        • Onsite service optional
      • Consumer
        • 1 year typical.
        • Warranty may be voided if used in commercial environment
    Commercial vs. Consumer Grade Display Presented by
  • 30. Other Partners
    • You will need to see what you can provide and what you will need to partner for…
    Services Hardware Turnkey Solution Software Training Installation Graphic Design Display Mount Video Distribution Display Media Player Site Survey
  • 31. Some Considerations
    • Cost – there is an investment involved
      • Avoid big problems by testing everything
      • Run a small pilot
      • Use lease options and other creative financing
    • Complexity - Digital signage projects require technical business, marketing and design expertise
      • Make sure your team includes all interested parties
      • Make sure you understand the purpose of the network and the benefit to all interested parties – before you begin
    • Return on Investment
      • Is it $$$
      • Is it something else – creativity, ingenuity, results?
      • Clearly define your objectives – monitor your progress frequently
  • 32. The Minicom Advantage Digital Signage
    • 20 years experience moving video & AV signals
    • Over 200,000 screens worldwide use Minicom
    • Effective innovation & solid IT background
    • Strong corporate level partnerships – NEC, Samsung, Panasonic, Hughes, Dell, PRN, etc…
    • High value price-performance ratio
    • Partner-friendly corporate mentality
    • Compared to the competition - we are players in the digital signage market
    • CAT5 and optical fiber technology
    • 3 Year Warranty
  • 33. Sources of Information
    • POPAI
    • Digital Signage Expo
    • The Digital Signage Show
    • The Strategy Institute
    • The Digital Signage Directory
    • Daily Out of Home Advertising
    • Infocomm International
    • Digital Signage Universe
    • Digital Signage Forum
    • Professional AV Buyers Guide
    • National Retail Foundation
  • 34. Some partners & customers DS
  • 35. Minicom …
    • David Haar - Vice President
    • Digital Signage Division
      • 888-486-2154 Ext 14
      • [email_address]
    • Rami Sasson – Vice President of Sales
      • 888-486-2154 Ext 11
      • [email_address]
    • Ivo Petrov - Director of Technical Support
      • 888-486-2154 Ext 12
      • [email_address]
    • Ali Mafarjeh – Logistics Manager
      • 888-486-2154 Ext 22
      • [email_address]
    • Company background
    • Established in 1988
    • Privately owned – Intel Capital minority share in the company (2006)
    • Over 150 employees
    • Headquarters in Israel
    • Regional HQ North America & Europe
    • Minicom operates worldwide in over 50 countries
    • Technical expertise in CAT5 signal distribution
    • Pioneered the Computer Based Training market
    • Started the CAT5 revolution in the KVM server management market
    • Today Minicom leads the Digital Signage distribution market
    Minicom Contact Information
  • 36. Questions?
    • Thank you for your time…
  • 37. VDS/AVDS
    • Distribute multimedia content to hundreds of digital signage displays in real time
    • A one-to-many, point-to-multi-point system for transmission of high quality video (VDS) or audio and video (AVDS).
    • The system distributes rich multimedia content in real-time from any type of player/computer to multiple display devices
    • Up to 1600 X 1200 Resolution – depending on distance
    • Up to 360 ft / 100 meters
  • 38. DS Vision 3000
    • The ultimate in player-to-screen distribution and control
    • A long range (2000ft/600m) point-to-multi-point system for transmission of high definition video and stereo-audio content from any player to multiple screens in real-time.
    • The system features full serial centralized management including remote screen on/off and screen query
    • Up to 1080i / 1080p a@ 60 Hz
    • Full duplex RS232 control of screens in one-to-one & one-to-many environment
  • 39. DS Vision 3000 - System Components…
    • Transmitter 1 port
    • Broadcaster 8 port
    • Broadcaster 16 port
      • Transmits video, stereo-audio and RS-232 data
      • Controls video and stereo-audio output, either as a group or for individual screens
      • Local video, stereo-audio & serial output
    • Line Splitter (100m/360ft)
    • Line Splitter Long (300m/1000ft)
      • For duplication of your content to multiple screens
      • For long distance clustering (using regular receiver)
      • Long version enables video tuning
    • Receiver (100m/360ft)
    • Receiver Long (300m/1000ft)
    • Receiver Dual (double output, cascade)
      • Receiver Long has skew compensation and video equalizer
    • Video Tuning Unit
      • Palm-held remote device for simple and convenient screen-tuning
  • 40. DS Vision 3000 – Architecture
  • 41. DS Vision HDMI Repeater
    • Unique single cable HDMI solution
    • Unique repeater HDMI solution
    • High quality HD digital video
    • High quality digital audio
    • Long range 70m/210ft
  • 42. VGA Data Transmitter
    • Transmit video content and control RS-232 devices
    • Video and bi-directional RS-232 extender
    • Up to 360 ft / 100 meters
    • Up to 1600 X 1200 @ 75 Hz
    • TXD & RXD bi-directional RS232
    • 3 year warranty
  • 43. DS OpticVision
    • Long range player-to-screen multimedia extension
    • A long range (19 miles/30km) optical fiber player-to-plasma/LCD extension system for transmission of high quality stereo audio and video.
    • Can be used as a standalone extender or in combination with Minicom's CAT5-based distribution systems
    • Up to 1366 X 768 @ 60 Hz
    • 3 year warranty
  • 44. RS-232 Extender
    • Control your RS-232 device up to 1000m/3300ft away
    • The full-duplex, hardware based RS-232 Extender
    • Remotely control of any RS-232 device over CAT5 cable
    • Up to 3300ft/1000m away
    • 3 year warranty
  • 45. Our KVM Solutions Smart 216 / 232 Analog & IP Smart 116 Smart Rack 116 Smart CAT5 KVM Extender IP Control Mini KVM Extender KVMS Extender
  • 46. Smart CAT5 8 & 16 port
    • KVM Switchbox for 8, 16 Servers
    • State-of-the-art CAT5 technology
    • ROC (Remote Connection Cable) for direct connection of servers, at a distance of up to 10m/35ft, over CAT5
    • Excellent price-performance,
    • Multi-platform PS2 & USB
    • Secure, multi-layered OSD Management
    • 1U rack mountable
    • 3 Year Warranty
  • 47. KVMS Extender
      • Combines KVM & Serial extension to over 300m/1000ft
      • Full bi-directional RS-232 for touch-screen connection
      • Ideal for both KVM and digital signage applications
  • 48. IP Control Secure, affordable, remote access & control for your digital signage player
    • Remotely monitor and support digital signage players in real-
    • time
    • Troubleshoot even when the operating system is down
    • Out-of-band access for non-intrusive operation
    • 128-bit SSL encryption for total security
  • 49. Smart 216 / 232 Analog
    • Two simultaneous KVM users controlling up to 32 servers
    • Multi-platform support (PS/2 & USB)
    • USB keyboard and mouse console
    • Extends distance between servers and switch up to 30m/100ft using CAT5 cable
    • 3 year warranty
  • 50. Smart CAT5 216 IP / 232 IP
    • 2 X IP switches - 3 simultaneous KVM users (2 remote and 1 local) with BIOS level access
    • 2 additional serial session users
    • USB keyboard and mouse console
    • Compatible with KVM.net® II centralized management system
    • Innovative Minicom KVM over CAT5 technology
    • Multi-platform – PS/2 and USB support
    • Extends distance between servers and switch up to 30 meters/100 feet
    • Space saving – sleek, 1U rack mountable
    • Seamless power control
    • 3 year warranty
  • 51. Competitive advantages DS Vision 3000
    • Carries 3 signals: video, audio & full serial to 600m/2000ft
    • Unique centralized management system
    • Supports HD resolutions (1920 X 1080 – the full distance)
    • Open system protocol for integration with 3rd party management
    • Serial connection enables full remote screen control (query & power)
    • Stores system configurations for rapid re-application
    • Group screen command for efficient management
    • Unique topology map for easy system maintenance
    • Modular system for best installation fit & price-performance
    • Unique palm-held video tuning unit for easy set-up