Getting Started In Digital Signage

2009 Partner Webinar Series presents Getting Started in Your Digital Signage Business

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

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

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

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…

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.

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

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

Office Applications Practical uses Solves a problem Enhances image Low transaction size The up side… Higher margin Faster sales cycle Lack of competitors

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

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

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

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?

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?

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

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

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

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

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

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

Components of a Digital Signage Network

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?

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

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

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

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

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

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.

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

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

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

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

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

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

Questions? Thank you for your time…

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

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

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

DS Vision 3000 – Architecture

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

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

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

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

Our KVM Solutions Smart 216 / 232 Analog & IP Smart 116 Smart Rack 116 Smart CAT5 KVM Extender IP Control Mini KVM Extender KVMS Extender

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

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

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

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

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

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

Getting Started In Digital Signage

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