In the digital signage area, a large part of the expenses is represented by the purchase of management servers, displays, PCs for content visualisation (players). The capital expenditure to deploy a new network can be optimized by some evaluations:

• by using a software able to run on less powerful, therefore less expensive machines
• managing the network with a service provided by a reliable vendor, eliminating the need of an own infrastructure

For those reasons, a particular care is needed for the resource usage of the Digital Signage Player, that can run effortlessly even on PCs with Atom CPU.
Furthermore, the choice to deliver the solution as a service, take advantage of the technologies provided by Windows Azure. In this way, besides the hardware cost reduction, it’s possible to benefit from the usage of a reliable, performing and elastic delivery platform.

Why Windows Azure?

For a company that operates in the digital signage market, it is quite common to have a network extended over several regions or countries. The territorial diversity implies a differentiated content management, an adequate and homogeneous performance level, even in the case of trans-national networks.
The hierarchic player management, grouped per location, group, service and area, allows to manage visibility, user and content distribution criteria in a natural and intuitive way. With the usage of Windows Azure, it is possible to distribute content in an efficient way, regardless from the country where the players are installed.

Web Signage and Windows Azure

The Web Signage solution consists of two main components: Web Signage Server Platform and Web
Signage Player.
Web Signage Server Platform is a web application that provides the tools to control the display network,
create content and manage its distribution. The decision to provide a web-based environment, avoiding the
installation of a client software, makes each upgrade easier and immediate, providing customers with the
freedom to manage the network and the content from any computer.

The Web Application is executed utilizing Web Roles on Windows Azure, that integrate the business logic and the services (Player Communication Interface and Open Communication Interface). The Player Communication Interface is the interface, created through the web services SOAP XML, that allows the management and the configuration of the players and the synchronisation of the playlist. The Open Communication Interface, realized through the WCF services, is a public interface that enables third party applications to exchange data with the Web Signage platform, create content and operate on advertising campaigns and playlists

Multimedia content, either uploaded or created with a guided procedure, is stored by the Windows Azure storage service. Based on the information received through the Player Communication Interface, the players synchronise the local playlist and then the local cache, by downloading the new content from the storage service. This can be done directly or, in case of trans-national networks, through the content delivery nodes.
The content’s metadata, the user’s credentials and the configurations are stored by utilizing a unique SQL Azure database for each client. The Web Signage platform is, for commercial and security reasons, single tenant. Every client has its own application instance and an isolated data and content repository.

The features of this mini PC comply with the requirements for the usage of the Web Signage architecture. Especially the low price, the small size (only 27mm x 220mm x 177mm) and the appealing design make this box an ideal choice.

With a few simple updates, it can be used as a player for Digital Signage. The details will be discussed after a short product introduction.

The shipment includes all required items for the usage of the Eee Box:

• Eee Box PC
• Base
• Mounting for the installation at the back of the display; with VESA slots
• Wireless Antenna
• Power Supply
• Power Supply Cable
• Mini-Jack-Adapter S / PDIF
• USB Keyboard
• USB Mouse
• Manual and Installation CD/DVD

The front contains a small panel including the power button, a smart card reader (MMC, SD-HC) a MS (Pro) compatible and two USB 2.0 ports and slots for headset and microphone.

The back contains a slot for the wireless antenna (the EEE has a Wireless Draft n), a power input for 19V, the DVI-out slot, two more USB slots, a LAN port and a 3,5mm audio slot. This additional audio slot can also be used as S/PDIF slot, if a sound system needs to be connected.

The Eee Box uses Windows XP/7 as its operating system, along with a second one called Express Gate. The latter one is a product of Splashtop. It allows the usage of an instant-on version of Linux, enabling a boot in less than five seconds and the implementation of web-services such as Skype. Furthermore, pictures can be seen and modified and as discussed, Windows booted. For our purpose it is enough to allow the automated installation of the Windows operating system. The pre-installed version of Windows is the Home Edition, which is sufficient for the implementation of the Web Signage platform as the Digital Signage player. Let’s find out how this works.

How to configure the Eee Box as the Digital Signage player

A wizard will be started during the first system launch, which will prompt you to complete the Windows installation. Here you will need to insert your credentials. All end devices are already pre-configured therefore no additional and complicated configuration steps are required. Only the network configuration for the internet access needs to be done. The Eee Box offers two possibilities to do this: through the wireless connection or wired with a RJ45 cable. Simply add the parameters for the connection modus and check the internet connectivity.

The connection can also be established through UMTS. Simply use a USB stick including a data SIM-Card. Four USB slots are available for this purpose. If we consider using two of them for the mouse and the keyboard, we have one more left for the Bluetooth features of the platform.

To meet our requirements, we need an automated access without any log-in authentication for the operating system. The only way to enable this feature is to keep only the default user, which is the administrator, without adding any other users (default configuration). You absolutely need to pay attention to this if you want to activate the auto-start of the player with every launch of the operating system (this is the standard configuration for the software settings of the Web Signage Player).

However, if you do add a further user, Windows will prompt you to select a user when starting the system. This will disable the auto-start feature of the player. Consequently, this auto-log-on will have to be executed through a dedicated software. Here, we have got a free tool called Tweak UI, which is provided by Microsoft PowerToys for Windows XP.

In order to be able to use the Bluetooth features of the platform, we need to add an external USB adapter to the Eee Box as this is not part of the original Bluetooth hardware shipment.

This, however, is not a real cutback since the adapter is not expensive and the integrated transmitter corresponds to norm class 2, with a range limitation of approx. 10 meters, whereas in our case we have implemented models from Belkin (model F8T012ef1) corresponding to norm class 1 with a range of up to 100 meters.

Next, we would like to draw your attention to the following topic. In order to make Bluetooth work steadily we suggest that you run the software player with the native Microsoft drivers. They offer the basic functions required for a smooth data transfer. For this reason it is crucial to not install the driver supplied by the manufacturer (BroadComm is not compatible with the software player).

Finally some tips and tricks:

• Confirm the option ‚enable suspension‘ within the priorities of the power saving options in the control panel. This function will allow you to remotely switch the player on and off, while being monitored through the Web Signage platform.  
• Apply the changes
• In the same window, activate within the tab “power saving options” the box “never” for the following settings: switch off monitor, switch off hard drives, standby and suspension.
• Also disable the option “ask for password when reactivating from standby” within the tab “advanced” in the power saving options.
• Apply the changes and close the window with the power saving options.
• Disable possible screen savers within the screen settings (right click with the mouse on the desktop) by selecting (none).

Now we can switch over to the installation of the Web Signage software player. The installation process of the software will also include the installation of all plug-ins needed for the remote control of the Web Signage architecture. After having installed the player and registered it on the platform, the Eee Box is ready to be used as Digital Signage player. 

On the following Video Tutorials you will find a video on the configuration of the Web Signage player.

The Asus Eee Box in action 

We have connected the Asus Eee Box to a Samsung 40″ Full HD Monitor (1920 x 1080p) through a VGA slot in order to test it. The Eee Box offers full support for this resolution. The feedback was excellent. After several hours of operating time the temperature only increased slightly and the noise of the ventilation was hardly perceivable. There were no problems or performance issues. The playback of the slides went perfectly well and the full screen modus had no constraint with regard to the quality of the image, although most of the times the audience stands quite some meters away from the screen.

Conclusion

Our impression of the Eee Box has been extremely positive and if you consider that not only the  PC, but also the standard VESA adaptor for the installation behind the monitor is part of the shipment, one could think that the designers from Asus have developed the Eee Box especially for the needs of Digital Signage. Eventually, we would like to bring up the price. The Eee Box costs approx. 250 Euro, being far less expensive than any alternative for the usage of the Digital Signage player.

vCard is a file format for electronic business cards. The vCard can be attached to emails or exchanged in other ways, usually through the internet or even between two or more mobile devices via bluetooth, SMS or MMS. It contains information such as name, address, telephone number, email, etc.

Since we are in terms of Bluetooth marketing, we would like to introduce you to Blue vCard.

Blue vCard is a free software developed by Edisonweb and is part of the product suite ot the Digital Signage and Proximity Marketing platform Web Signage. The program allows you to send simple electronic business cards (vCard) via bluetooth to all active devices within the range of the transmitter.

Blue vCard has a number of text fields that need to be filled with the information you want to be included  in the virtual business card. These values can be saved on a disk by using the .vcf format and re-opened when needed. It can also open business cards exported from other programs, if they correspond to the standard format .vcf.

The handling is very simple. After the installation of the software you will be led through a short wizard that will show you how to configure and use the program. The only hardware prerequisite is the presence of a Bluetooth device and Windows XP SP2 or higher. If you need support or have any question, please do not hesitate to contact us.

And here is the link to the download area.

Groups and players the user has access for can be displayed by using the same credentials as for the platform he is working in. For each player it is possible to visualize the updated status, a possible alert status, the position within Google Maps, the last screen shot of the player’s display and the operational state by checking values such as temperature and usage of the CPU, free memory, resolution and other information on the operating system.

You can download the application through the App Store for free. In order to be able to use the application, an account for the Web Signage Server platform is needed. A free 30-days test account can be requested on the Web Signage site.

The software Web Signage Server manages the administration and publication of multimedia content through a profiled multiuser and multirole access. This is even possible on different digital signage networks simultaneously. The platform can also monitor and provide a detailed reporting of the advertising runs.

Whatever the motivation (direct promotion of one’s own products or resale of advertising spaces), the value chain linked to the development of a digital signage project unfolds in various stages, from content creation to delivery.

Depending on the organization, some of these functions can be managed either by third parties or pre-existent resources and competencies.

Now let’s consider two main business models: Direct promotion and Resale of services and advertising spaces.

Direct promotion

This digital signage model is a valuable tool that helps achieve effective development, management and diffusion of ownership content or content directly linked to the organization, with the objective of increasing sales, improving the company image or implementing forms of communication correlated to the company mission.

In this case, the areas of message divulgation can either be proprietary or at the disposal of the message producer, as in the case of outlets or public access points.

The return on investment is closely related to purchase enticement, increase of quality perception of a product or service and strategies for enhancing customer satisfaction right at the sales point. Model illustrated below:

Resale of advertising spaces

The main objective of this digital signage model is to gain profit from the provision of services for content development and/or resale of advertising spaces. These services can be supplied either directly or through advertising agencies. Content is delivered to highly frequented areas, like supermarkets, sports stadiums, stations and airports. Model and target users illustrated below:

However, for some organizations, the applicable model may be a halfway step between the two, implying both promotional and direct communication components and the income generated from the resale of advertising spaces to suppliers and partners or granted for use to advertising agencies.

Total Cost of Ownership (TCO)

Another important element for ROI analysis is the Total Cost of Ownership (TCO), which, in the case of digital signage, includes all costs associated with software, hardware, implementation and maintenance. Generally speaking, the ROI and TCO relationship evolves inversely over time. 

As per the first model (direct promotion), all costs associated with the hardware and software system, installation, management and update, are borne by the organization.  Production, management and content divulgation costs must also be taken into account. In this case, ROI estimation is based on the following factors: total investment (installation, system maintenance and operativeness purchase costs, i.e. TCO) and net profit (increase in advertising income generated from the digital signage system).    

The second model implies the installation of the system and the organization requires a contribution fee from its suppliers or partners in exchange for dedicated advertising spaces or sharing of purchase and maintenance costs, until income generated by advertising is produced.

In this case, ROI estimation is based on the following factors: investment (system installation, maintenance and operativeness purchase costs, i.e. TCO) and net profit (sales increase and advertising income generated from the digital signage system). To obtain the best possible results, the digital signage system should include a reporting system for invoicing purposes.

Conclusion

Several variables should be kept in mind in the TCO calculation, such as ease- of -use and ease- of- learning, in consideration of the time needed to get acquainted with the management tools. In short, variables that most effect profit and management expenditure forecast are associated with initial investment minimization, time to market optimization and a reliable budget forecast for management and technologic updates.

The Software provided as a Service (SaaS) implies the distribution and use of the software through the Internet and helps keep initial costs of investment and management expenditures for a proprietary infrastructure to a minimum.

Static content is now dead and gone, not only with respect to the World Wide Web. Everyday places will soon become the interactive media of the future.

Digital Signage is on the rise in “location-based marketing” and is able to offer high-impact visual messages at every time of the day, according to the period and potential target audience.

As a result, a rising number of companies and organizations are taking into consideration the adoption of management and scheduling systems for multimedia content and their delivery to remote digital displays, as well as the implementation of platforms, integrated solutions and services for the development of this new media.

Needless to say, Digital Signage offers numerous advantages and there is every reason to believe in future growth potential in this sector. Message management and scheduling is made easy and flexible; content can be adapted to suit audience preference, context, ambit, lifestyle, client type and any other key to interpretation of customer environment, behaviour and choice. 

Web Signage is mainly addressed to commercial operators, franchising chains, department stores and supermarkets that want to build a digital signage network (virtually managed from a central location) to display eye-catching advertising messages on remote digital screens and promote effective communication campaigns, discounts, special offers and ongoing promotions.

Web Signage can also be utilized as an information tool in private companies and the Public Administration. It provides real-time communication about the status of public services and helps improve efficiency and transparency in the dialogue with users and citizens.

But what are the real economic benefits of adopting a digital signage platform? Is it possible to calculate the Return on Investment (ROI)? What is the most effective business model?

Stay tuned!

We hope that the content we will post from time to time will be useful, and that especially creative heads, web designers, communication specialists, as well as marketing and web experts, who want to get to know new tools and paradigms of the digital communication and the proximity marketing, will be able to take advantage of it.

Along with your contributions we are trying to establish an environment, in which we can share our acquired know how and the free tools for the Web Signage platform. Our aim is to create an added value and to eventually post the best solutions to the blog.

We are looking forward for your comments and contributions!