1. Adopting Digital Signage for
Competitive Advantage
By Teo de Lange
Planar

2. Introduction
 Teo de Lange
 Sales Director EMEA / ASPAC Digital Signage
CoolSign
 Based out of Amsterdam
 Hardware background, since four years into Digital
Signage. Since two into the software side of the
business
 Talk about the potential competitive advantage of a
good Digital Signage install

3. Key Areas
 Attract Audience in your own unique way
 Increase Overall Customer Satisfaction
 Flexibility
 Ease of Use, ease of operation
 Who maintains content?

4. Additional Areas
 Cross Selling of products
 Branding
 Increased conversion rates
 Attract new customers
 Retain existing customers
 Direct customers to products
 Enhance shopping experience

5. A Few More Areas
 Increase Branch Sales
 Grow portfolio of product sold to client base
 Increase banking revenues
 Ad Network Revenue
 Marketing Strategy enhancement
 Training Employees
 Educate customer of products

6. Attract Audience in your own Unique
Way
 Digital Menu Board
– Easy to change
– Fully controlled from the
main office, with local
news input
– All in one solution
– Easiness of promoting
non high runner items.

7. Overall Customer Satisfaction
•Bedding store with infotainment
while testing the bed
• Unique bedding configuration tool, all
embedded in the DS Platform

8. Flexibility
• 70 stores in Greece, Slovakia
and Bulgaria managed from
one server by a single person
• soon another 140 stores in the
US will be included

9. Ease of Use, Ease of Operation
 Everybody should be able to operate the system
 Different Network Managers that have access to
certain restricted area’s
 Adaptive to all different kinds of content
– MPEG
– Windows Media
– Image Files
– Flash
– Live TV - Streaming

10. Ease of Use

11. Ease of Use
 Distribution Networks
– Terrestrial
– Satellite
– DSL
– Dial Up
 Distribution Methods
– Unicast
 Transfer Nodes
– Multicast
Distribution Controls
– Bandwidth Limiting
 Maximum Usage
 Percentage
– Schedule time of Delivery

12. Who Maintains Content?
 The Store?
 A Hosting Provider?
 An Advertising Company?
 The customer with the provider in the
background?

13. The Store

14. A Hosting Provider

15. Another Hosting Provider

16. An Advertising Company

17. Thomas Cook, content self managed

18. Cost
 Cost is relative
– To do it right, the investment is significant.
– On the other hand, you save a lot of resources:
 No staff to change posters on a weekly basis
 Instructing staff through the Signage System instead of
getting them to a training facility
 Instant advertising
 Many, many, more…..

19. Cost
 Hardware prices have decreased drastically,
which makes the install more affordable.
 Software has become more sophisticated, so
the effect can be even more effective:
– Camera with face recognition
– Streaming TV
– Cueing system integration
– SMS/MMS/Bluetooth integration

20. Hardware cost sheet
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
$20,000
2002
2003
2004
2005
2006
2007
2008
2009
DisplayASP($)
LED Video (ASP/m2) Rear Projection (ASP/cube)
Plasma (ASP/Unit) LCD (ASP/Unit)

21. Conclusion