This document presents an "onion" model of stakeholders surrounding a digital signage system. It depicts concentric layers with the system at the core and different types of stakeholders that directly or indirectly influence the system as the layers expand outwards. The innermost layers include operators, owners and developers directly involved with the system. The middle layers represent functional and financial beneficiaries. The outermost layers depict the wider environment and society that the system interfaces with.

1. ‘Onion’ Model of Stakeholders
The Wider Environment
Financial The Containing System
Beneficiary
Negative
Stakeholders
The System
Sponsor or
Champion
Interfacing
Systems
The
Product
Political Functional Normal Regulator
Beneficiary Beneficiary Operator
Operational
Support
Maintenance
Operator
Purchaser
The Public
Consultant
Developer
© Ian Alexander 2006

2. Onion Diagram:
Influences on A Digital Signage System Manager
The Wider
Environment
Malicious User
(Negative
Stakeholder)
The Containing
System
Competitor
Interfacing Viewer (Negative
Media Payment System The (Functional
Stakeholder)
Beneficiary)
System
Maintenance
Operator
The Public
Operational
Advertiser Advertiser Digital Signage Support
(Functional (Normal System
Beneficiary) Operator)
Loc Mgr Loc Mgr Elected
(Normal (Functional public
Director Operational Staff officials
(Normal Operator) Beneficiary)
Shareholder
Operator)
(Financial
Beneficiaries)
Government
Third party payers
(Financial
Beneficiaries) Manager /
Owner
(System Owner)
Developer
© Ian Alexander 2006