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Wed-based digital signage

2 nd Nov. 2011 W3C/TPAC Plenary Breakout session. Wed-based digital signage. NTT Corp. Japan Toru Kobayashi Shinji Ishii Masayuki Ihara. Agenda. Opening talk Digital signage overview What is digital signage? Market trends Use cases Technical issues Architecture

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Wed-based digital signage

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  1. 2nd Nov. 2011 W3C/TPAC Plenary Breakout session Wed-based digital signage NTT Corp. Japan Toru Kobayashi Shinji Ishii Masayuki Ihara

  2. Agenda • Opening talk • Digital signage overview • What is digital signage? • Market trends • Use cases • Technical issues • Architecture • Technical requirements • Future plan • Discussion / Q&A Digital Signage

  3. Overview of digital signage Shinji Ishii W3C/TPAC 2011

  4. What is digital signage? • Transmission and display of information /data/media • Using electronic display equipment • Outdoors* (OOH) • Public space, in shops, on public transport, etc. OOH: Out-Of-Home *: in 1st and 2nd generation (following slide) Examples of digital signage Large outdoor display In a train Progress of digitization, networking Monitors in commercial facility Monitor in a shop -TV ads -Product info -How to use -Recipes, etc.

  5. Market trends / digital signage market growth The market is expanding worldwide trend (2009：4B$⇒2013：8B$). The market has spread from the advanced country to the rising nation (especially Asian markets) . US: 40%, Japan, China, UK, Germany, France, , Digital signage market growth （IMS Research “The World Market for Digital Signage”） W3C/TPAC 2011

  6. Market trends / market segments Expect to large growth: Airport, Transportation, Finance in Asia- Pacific Large growth segments: Education 18%, Retail 17%, Medical 13% Market segments IMS Research “The World Market for Digital Signage” W3C/TPAC 2011

  7. Digital signage trends System Trends(connected to Network) Network connected digital signage system has increased. The system has cooperated with the Internet and mobile systems (cross-media coordination of the digital signage, mobile and Internet). SaaS-based service is expanding (2013: about 25%). Standardization Trends It is not advanced to make the common standardization in the world though the standards body of the digital signage individually actions in each region. Governmental policy in Japan The MIC in Japan is making efforts to the spread promotion of the digital signage. SaaS: Software as a Services MIC: Ministry of Internal Affairs and Communications in Japan W3C/TPAC 2011

  8. Target Segment / Triangle model Public institutions, Large enterprise, etc. (i.e. Bank, Securities firm, Train station and Shopping mall) 4th generation 3rd generation 2nd generation 1st generation Lowering cost, commoditization, standardization System-specific type 2005～ Major distributor, Service sector, etc. (i.e. GMS, convenience store, hotel, amusement park) 2008～ Networked / cross-media type Small store, Office, etc. 2010～ ・・・ Digital Photo Frame Tablet IPTV Expansion to the, Office, hotel room, home. Market size GMS: general merchandise store

  9. Use case W3C/TPAC 2011

  10. KEYWORD: Digital Signage is not only “Out Door Advertisement” anymore. Users are moving from TVCM playback to interactive and Dynamic Content Use Case 2000 2011 Interactive and Dynamic Content Interactive Maps For shopping centers TV commercial playback Out of home Advertisement Interactive Vending Machines to raise revenues W3C/TPAC 2011

  11. Interactive Vending Machine • Sales have gone up 200% compared to previous vending machines W3C/TPAC 2011

  12. Interactive Vending Machine • Outdoor High-brightness, Water resistant 47in LCD touch screen. • Sensors allow us to change content depending on weather, temperature. • Built in face recognition camera will recommend you a drink based on your gender and age. • Real Time information of sales and inventory • Demographics of customer is analyzed for future marketing and development. • NFC/RFID senders send URL’s to mobile phones for products promotions or campaigns. W3C/TPAC 2011

  13. Tokyo Midtown (Office, Shopping Mall, Building Complex) • 150screens deployed throughout the facility • Over a 100,000 people/month use the multilingual touchscreen to get shop and facility information. • All information resides on a database which allows easy operation of updating, store information and recreational events which are updated realtime. W3C/TPAC 2011

  14. Technical issues Masayuki Ihara W3C/TPAC 2011

  15. Many Digital Signages at Marriott Santa Clara What technology is used there? Not digital W3C/TPAC 2011

  16. Digital Signage should be networked! W3C/TPAC 2011

  17. System architecture of networked Digital Signage Signage system vendor Contents holder, Advertiser Ad/contents distribution platform operator NW operator Signage platform operator NW operator (WAN) , Location owner (LAN) Media owner, Location owner STB + Display Operation terminal Contents delivery server Digital TV End user (viewer) Smart phone Network Network Ad/contents delivery server e-book reader Authentication Signage delivery server Digital photo viewer ・・・ CameraSensor, etc. W3C/TPAC 2011

  18. Key functions STB + Display Operation terminal Contents delivery server Digital TV Smart phone Network Network Ad/contents delivery server e-book reader Authentication Signage delivery server Digital photo viewer ・・・ CameraSensor, etc. Real-time information distribution External link Common format Multi-device Uniform administration W3C/TPAC 2011

  19. Technical requirements • Digital Signage has the following three technical requirements. W3C/TPAC 2011

  20. Technical requirements: Display W3C/TPAC 2011

  21. Technical requirements: Network W3C/TPAC 2011

  22. Technical requirements: Servicing W3C/TPAC 2011

  23. Digital Signage profile and related W3C work Play list Reflow Push Digital Signage profile Font stretch File update timing External link Color Cache Sound Verifi-cation Synchro-nization Terminal management W3C/TPAC 2011

  24. Digital Signage should be networked! Web-based! W3C/TPAC 2011

  25. Future plan Shinji Ishii W3C/TPAC 2011

  26. Summarizing our talk • The digital signage market is expanding beyond TV screens to tablets and smart phones. • Content is moving from video playback to dynamic and interactive information. • Given the above reason standardization in a necessity. W3C/TPAC 2011

  27. Standardization of Web-based digital signage • Preparation to standardization • Workshop: Use case analysis, case studies, demo, site tour W3C/TPAC 2011

  28. Discussion / Q&A W3C/TPAC 2011

  29. Contact NTT Corp. Shinji Ishii ishii.shinji@lab.ntt.co.jp

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