ViewSonic ViewPad 10pro ViewSonic AV Solutions and Applications - Page 11

COMMUNICATION Digital signage technology The phrase 'digital signage' conjures up visions of those fleets of advertising displays in shopping centres or on train stations. But digital signage can also describe a single display in a hotel, school or hospital reception. It can be a video wall in a corporate HQ, or a menu projected onto a restaurant table. ViewSonic is one of the world's most prolific vendors of digital signage solutions, with a range of 15 available solutions. The company's ePoster line-up includes back-to-back screens and touch-enabled offerings, plus extreme wide displays, commercial TVs and networked media players. Digital signage is a technology that supports communication with a specific group - be it the students in a school, the shoppers in a department store or the guests in a hotel - using digital media displayed on a screen. Digital signage displays can be standalone or networked and either public or private, with content delivered selectively to 'zones'. Why do companies and organisations invest in digital signage? Often digital signage replaces a previous communication process, and negates or reduces the associated costs. Here, digital signage improves the efficiency or the effectiveness of communication with an audience. This could mean communicating with more people, more often with less resource or reducing usage of materials such as large format print. For commercial organisations, the flipside of the argument is that digital signage can increase revenues. Here, the potential of additional revenue streams, including media sales and sponsorships, often underwrites an investment in digital signage. Outside of the direct benefits of cost-savings, increased sales and additional revenue streams, there are further benefits arising from a commitment to digital signage. Digital signage can confer a competitive advantage or provide a quick and cost-effective communication tool that can increase productivity and improve internal marketing. In the transport sector, for example, digital signage can improve the flow of information and enhance the customer experience. In universities, digital signage can be used for way-finding and communication across the campus. In some back office applications, digital signage is used to combine production data with order information and to communicate general staff information, such as shift changes, health and safety updates and new working procedures. Well implemented, digital signage can contribute to the aesthetics of a space. Quality digital content on neatly installed displays can significantly enhance an environment, and influence the attitude of staff and customers. Digital signage: the benefits Digital signage: n Co-exists well with other digital media n Supports a faster competitive response n Extends the range of products and services on offer beyond those available locally n Enhances brand image n Supports the use of video and multimedia in com- munication n Can be compatible with emerging technologies including 3D and gesture control n Offers the potential for interactive and immersive solutions to engage the viewer n Communicates with the viewer at the point of sale or decision making n Contributes to aesthetics and ambience n Saves actual and opportunity costs incurred with traditional media n Opens up new revenue streams n Supports consistent brand and product messages n Improves internal communication n Offers the potential for transaction processing n Integrates better with merchandising systems n Provides real time data to those who need it n Motivates and incentivises members of organisations n Develops a sense of community n Improves staff retention n Cuts down on manual processes and physical shipment of collateral 11