David: Welcome to another edition of Tech Talks with Konnectus.

Jonathan: Today, we're going to be talking about Digital Signage.  So Dave, what is Digital Signage:
David: Well, Digital Signage essentially replaces all those paper-based posters that we've seen around the world for many years, and puts their content onto digital display screens.  So those are LCD screens, or big LED walls, or large projection systems, or any other type of modern display system you can think of.  The display screens are the first component of a Digital Signage System, and there are actually two others.  The second being a Media Player.  So, every display screens has its own Media Player, and this Media Player is essentially playing all the content that is appearing on those display screens.  The third and  final piece of the puzzle is the Software Solution.  This, kind of, brings it all together.  Now, the software is like a traffic controller, if you will.  It allows you to manage all of the content that's appearing on all of those display screens at any one time.  So, if you think of a Digital Signage System as your own little TV station, well, every single display screen is like your own little channel.  Using this software, you can create and manage customised playlists of unique content to appear on those display screens at any time of day.


David: So Jonathan, that's what a Digital Signage System is.  What are the typical use cases we see out on a market?


Jonathan: Look, what you may not realize is that Digital Signage is actually all around us.  And it can really be split into three different categories.  The first one is Public Information Display and you see this all the time at airports, and train stations, arrival boards, departure boards, train timetables.  That's the Public Info Display.  Another one is, Corporate Campuses, University Campuses, where information is out in the open for public consumption.  The next one is a really big one and that is Retail.  Here you see shopping malls and stores have Digital Signage for advertising, and you also see fast food or food outlets using Digital Signage for their menu boards.  The final one is Entertainment.  Now this is where you have sporting arenas or casinos having Digital Signage around to provide an entertainment experience.  Now, those a lot of different applications, and before you start getting too excited about how you might apply it, let's think about some of the key considerations.  Dave, what are the key considerations?
David: Well Jonathan, if we think of, maybe, the top three.  The first and foremost, I think, you need to be focusing on is just as I said earlier, a Digital Signage System is like your own TV station.  You have to think about your audience.  Who is your audience?  What do they want to see?  Where are they going to be watching your screens?  And from there, you also need to be thinking about the positioning of your screens.  You need to be making sure the screens are in the right locations to suit your audience.  For example, if in a retail environment, in a shopping mall,we had a Digital Signage screen which was up too high, and people couldn't see it.  All those advertising messages displaying on the screen will be completely wasted.  Now, the next point is content creation.  So, you have to keep people interested.  Again, this ties back to the audience.  If it's an advertising model, you can't keep playing the same ads over and over and over again.  They will fall asleep and eventually tune out.  You really need to think hard about what you're going to be displaying on the screens, and what time.  And another thing on the content creation, you've really got to think about getting professionals to do it for you.  It's pretty hard to keep coming up with fresh content over and over and over again.  So that's something you may want to consider outsourcing.  And the final piece of the puzzle is Management.  This knod of ties back in with the software that I wast talking about earlier.  Why don't you tell us about the Management Software, Jonathan?
Jonathan: Sure.  This is the software that connects the entire system together.  And really, there are some key considerations here.  You need to make sure all of the players are visible.  If you have lots of players out there, you don't want to have to individually update them.  You want to be sure what's playing on each of the players, and you want to know when it's playing.  So, it's really key to be able to have all of that visibility, and of course I want to be able to do that from my chair, I don't want to have to move anywhere.
David: So a Central Management System is really what we're looking for?
Jonathan: That's exactly right Dave.
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