September 20, 2012                          BARRIERS TO                 GLOBALIZATION OF DSConfidential &                 ...
About neXius & me   Till June 2012 CEO/President ComQi – 20 years of    executive management experience   Merger Minicom...
Today’s presentation   Invidis asked me to share some of my international    experience   After having left ComQi, what ...
WE SELL A PIECE OF      MARKETING  NOT A PIECE OF    TECHNOLOGY
State of the industry   Highly fragmented, complex eco-system   Too many players, low tech barriers of entry   CMS beco...
Two main purposes of DSEase of purchaseEase of deployment             Project drivenPlug & Play                    Individ...
Multitude of verticals   Inform              Promote   Mass transit        DOOH   Airports            Menu Boards   Corpor...
The dilemma   How to create a truly scaleable offering?   Most of vendors and service providers serve    multiple vertic...
«Promote» – the US market   In the US 1’400’000 deployed DOOH displays     20% in Information/Entertainment Networks    ...
«Promote» – the US market -9BUSD                          Technology                          Digital Content             ...
«Promote»   Highly fragmanted   Too many players, domestically focused   Complex supply chain   High degree of customi...
«Promote» – a subset of mobilemarketing     Mobile marketing is one of the world’s mega trends     DS is just another ch...
«Promote» - Mobile                                   2011 Per Capita                     Country         Smart Phone      ...
«Promote» - Mobile & Retail
«Promote» - Screen = Hub for Mobile       Marketing                             Journey                                   ...
«Promote» - highly complex    Courtesy    5th Screen
«Promote» - Conclusions   It is local business for local customers   Complex integration, project driven   Not product,...
«Inform»   Standardized content   Deployment done by IT (often no SI required)   Simple, plug&play solution through Res...
«Inform»But: Channel needs the right product               Steve Jobs:«Content is King. Packaging is God»
«Inform»Channel   Manage &                  Disti   • Box mover     Control   significant    Projects              • Proba...
«Inform»What does the channel need   Single/few SKU offering   Ease of sale, deployment, support   No complex integrati...
«Inform»Conclusions   Accessible, simplified offering   Well packaged solution   Provided through the channel   Produc...
September 20, 2012                                    THANK YOURonni GuggenheimMobile +41 78 655 5511ronni.guggenheim@nexi...
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Presentation NeXius Ronni Guggenheim Invidis Conference 2012

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The limitations to globalization of Digital Signage; or how to break the glass ceiling

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Presentation NeXius Ronni Guggenheim Invidis Conference 2012

  1. 1. September 20, 2012 BARRIERS TO GLOBALIZATION OF DSConfidential & Ronni GuggenheimProprietary Strategic Executive Consulting
  2. 2. About neXius & me Till June 2012 CEO/President ComQi – 20 years of executive management experience Merger Minicom DS with EnQii Co-founder of OVAB Europe neXius AG provides consulting services  Strategy, positioning, go-to-market  Market entry, growth management  Product strategy and packaging  Coaching and interim management  In close co-operation with other consulting firms
  3. 3. Today’s presentation Invidis asked me to share some of my international experience After having left ComQi, what is my view of the global DS industry? This is a personal view and set of conclusions
  4. 4. WE SELL A PIECE OF MARKETING NOT A PIECE OF TECHNOLOGY
  5. 5. State of the industry Highly fragmented, complex eco-system Too many players, low tech barriers of entry CMS becoming less important DAM Local Commoditized Move towards services Building a global offering is very difficult
  6. 6. Two main purposes of DSEase of purchaseEase of deployment Project drivenPlug & Play Individual Customization
  7. 7. Multitude of verticals Inform Promote Mass transit DOOH Airports Menu Boards Corporate QSR Hospitality Merchandising Healthcare Non-food retail Education Ambient Conferences Car Dealerships Museums Gas Stations Houses of Worship Domestic Kiosks Malls
  8. 8. The dilemma How to create a truly scaleable offering? Most of vendors and service providers serve multiple verticals, markets, segments, countries Often «less is more» – or Focus is «saying yes by saying no»
  9. 9. «Promote» – the US market In the US 1’400’000 deployed DOOH displays  20% in Information/Entertainment Networks  50% in Retail, QSR, Hospitality & Financial Merchandizing Networks  30% Operator Owned Placed-Based Ad Network displays  $675M - Operator owned Wellness/Healthcare Networks (38%)  $550M - Operator owned Transport DOOH Ad Networks (31%)  $415M - Operator owned POP Networks (23%)  $160M - Operator owned Information/Entertainment DOOH Ad Networks (8%) Over 360 CMS suppliers & 125 media players from 40 vendors in the US alone
  10. 10. «Promote» – the US market -9BUSD Technology Digital Content Production Operations Deployment Place Based Ads
  11. 11. «Promote» Highly fragmanted Too many players, domestically focused Complex supply chain High degree of customization & integration Content Services provided through SIs on a local base
  12. 12. «Promote» – a subset of mobilemarketing  Mobile marketing is one of the world’s mega trends  DS is just another channel serving mobile
  13. 13. «Promote» - Mobile 2011 Per Capita Country Smart Phone Penetration Singapore 90% Hong Kong 61% Sweden 52% Australia 47% Spain 46% Denmark 44% Israel 44% Finland 43% Norway 43% New Zealand 42% UK 40% Italy 38% Netherlands 38% Austria 36% Taiwan 36% Greece 35% Ireland 35% Portugal 35% USA 35% South Korea 34% Switzerland 30% France 30% Germany 28%
  14. 14. «Promote» - Mobile & Retail
  15. 15. «Promote» - Screen = Hub for Mobile Marketing Journey Activate Analyse Identify Engage Target Inform TrackStop SELL
  16. 16. «Promote» - highly complex Courtesy 5th Screen
  17. 17. «Promote» - Conclusions It is local business for local customers Complex integration, project driven Not product, but content driven Full service model
  18. 18. «Inform» Standardized content Deployment done by IT (often no SI required) Simple, plug&play solution through Reseller Commoditized Follows the routes of IT distribution
  19. 19. «Inform»But: Channel needs the right product Steve Jobs:«Content is King. Packaging is God»
  20. 20. «Inform»Channel Manage & Disti • Box mover Control significant Projects • Probably not applicable • Stock VAD • Project support • Majority via resellers/SIs • Transforms products to solutions SI • Sells services • DS focused • SI operating his own NOO networks • Sells airtime and/or systems Enduser • Support but don’t sell direct
  21. 21. «Inform»What does the channel need Single/few SKU offering Ease of sale, deployment, support No complex integration Low touch solution, plug & play For example:  Display+player+SW+3 year support+pre-packaged templates by vertical+extended warranty
  22. 22. «Inform»Conclusions Accessible, simplified offering Well packaged solution Provided through the channel Product sale model (rather than solutions)
  23. 23. September 20, 2012 THANK YOURonni GuggenheimMobile +41 78 655 5511ronni.guggenheim@nexiusonline.comConfidential & Ronni GuggenheimProprietary Strategic Executive Consulting

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