130225 dse vanwouw handout

www.digitalsignageexpo.net

FEBRUARY

2013

Neil van Wouw, CEO, Vanten K.K.

The Key Digital Signage Players in Japan and Their Thoughts on the MarketFebruary 26, 2013

DIGITAL SIGNAGE 360: A GLOBAL PERSPECTIVE

mail: [email protected]: @vanwouw

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image by Kirstin Hallett

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$1 Million

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Roadmap

• Methodology• Top 10 players• What they said• Bonus Scoop!• Key Take Aways

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Methodology• Interviewed 9 people• Got them all at start of 2013• Asked them same 4 questions

1. What is current state of DS?2. Key happening in 2012?3. What do you expect for 2013?4. What are you doing in 2013?

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The Top 10

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DOOH

Other D

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Eguchi, DSC

Hitachi

JR

MCF

Mori

Newphoria

Pas, JPVA

PDC

Scala

Vanten

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Vendor Service End-User Advisor

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Hitachi

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Newphoria

Pas, JPVA

PDC

Scala

Vanten

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variousIndustrysegments

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Eguchi, DSC

Hitachi

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Mori

Newphoria

Pas, JPVA

PDC

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Vanten

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Vendor Service End-User AdvisorDOOHvs

non-mediaDS

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Hitachi

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Pas, JPVA

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KeyIndustryGroups

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Yasuji Eguchi

江口

"Customers don't think ‘I want to buy DS’ . They think ‘I want to increase sales’, etc. Customers don't want to know what a system does, they want to know what it does for them."

Who: Digital Media Consultant specializing in Digital Signage; co-founder and administrator for Digital Signage Consortium.

What: Consortium of 116 companies with a mission to tackle industry challenges and expand the market, and increase value of signage experience in daily life.

2013: Working more with clients who want a digital media bundle: smart phones, tablets, web, all together with DS.

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Cards・Digital Signage Trading Cards・Digital Signage Trading Cards・Dig

Digital Media ConsultantDigital Signage Consortium

IndustryGroup

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Camel FactHitachi was topScala partner in 2011.

Hitachi 榎堀

“2 years ago everyone was shooting for a $10B market by 2015, but now expectations have scaled back. Maybe DS was too focused on Ad business.”Who: $100B Rev, 38th on Global Fortune 500. System Integration subsidiary has media services group doing Digital Signage. Hitachi is a major Scala partner.

What: Primarily an integrator deliver signage solutions for customers, but more and more also helping with operations and even content.

2013: Big push into Energy Mgmt System (EMS) solutions. Visualize how much customers are using... and saving. Also show this to the public as part of their CSR initiatives.

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Takeshi Enokibori

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Camel FactShinjuku is #1 busiest station. 3.6Mper day. 1.3B per yr.

JEKI 山本

“Signage doesn't make money, locations make money. so adding value to the location works. ...transportation (trains) now pulling DS along in Japan”Who: Marketing and communications subsidiary of Japan Rail (Jeki). Japan has 81 of 100 busiest trains stations world-wide, including all top 23.

What: Digital signage in trains and stations since 2002. Digital just passed revenue for hanging posters in trains in 2012. DOOH revenues now $53M on network of 20,000 displays.

2013: Will deploy DOOH in Shinjuku Station finally. Will be looking at next areas of expansion including LED signs replacing platform billboards. First one is in trial now in Ebisu.

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Takashi Yamamoto

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MediTouch iPadApp helps doctorstalk to their patients!

Media Contents Factory 毛塚

Who: Niche DOOH at 800 medical locations, mostly clinics and hospitals. Aggregated Ad sales with other medical DOOH.

What: Paid by locations as well as selling Ads. Also selling an App MediTouch into hospitals for doctors to help explain to patients (Free App, but licence content), and making web sites for clinics and hospitals.

2013: Continue steady expansion of 100 locations / yr. Become even more relevant to the niche.

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Makito Kezuka - CEO

"a few years ago people considered whether to use DS, now they just do... DOOH media in Japan is going the way of niche media."

Cool Fact

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Camel FactIn ’92, founderTaikichiro Mori wasworld’s richest man

Mori Building 井上

“DS content is expensive... needs to be made for different displays. There’s got to be another way... seems to be lot more content being made (more cheaply) for web and smart phones.”Who: Real estate developer with 107 properties in Japan and China. Flagship developments include Roppongi Hills in Tokyo and Shanghai World Financial Center, tallest building in China.

What: Signage since 2003, when built Roppongi Hills to include 250 displays across 30 content channels. Now have additional 300 displays, 30 channels at 7 more locations.

2013: Renewal of Roppongi Hills signage brings interesting challenges. ’03 Tech, 4:3 displays are embedded in elevators. Considering implications of tech choices for next 10 years.

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Saaya Inoue - Town Mgmt Dept

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First Japanesecontent company tofocus on DS content!

Newphoria 角井

“It’s time for digital signage to spread into outlying regions, not just the key hub locations. These places should use a more simple signage solution at first.”

Who: Digital media content specialist supporting customers with content solutions for web, mobile and signage.

What: DS contents that are easy to use for signage networks.Work together with lots of SPs, content holders as well as original content. Quality contents from reliable, stable partners.

2013: Multi-device content and HTML 5. Make content that really helps out the customers, and keep doing it all in a way that works for best for them.

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Joji TsunoiCool Fact

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Pas CommunicationsJapan Public Viewing Assoc 星野

“We all stopped DOOH after the 3.11 earthquake. This was a big mistake ...we need to make a universal standard for disaster reporting communication”

Who: Biggest Ad rep for DOOH billboards. Founder of Japan Public Viewing Association for owners of DOOH billboards.

What: Run several of highest revenue DOOH billboards in Japan (including at Shibuya crossing), and biggest aggregate media buyer for DOOH billboards.

2013: Increase integration of DOOH billboards with other Digital media and technology.

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Mutsuo Hoshino - CEOCamel FactShibuya crossinghas 500k peoplecrossing each day.

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Cool FactPDC did theAcure touch screenvending machines!

PDC 牧野

“From a global perspective we have hardware, but nobody is trying to go outside of Japan... also lack of global players... small footprint for Samsung, LG. Japan is still a Galapagos.”

Who: 1st Digital Signage integrator in Japan, corporate spinout from Panasonic.

What: Have done more high end showcase locations than any other player in the market, including Roppongi Hills, Roppongi Mid-Town, Tokyo Skytree.

2013: Are going to be the first Japanese signage company to open an office in the US with view to becoming global player.

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Craig Makino - Director

??????? (wait for it....)

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Cool FactMr. Proux isnot afraid to jump into some coding.

Scala Japan プルー

“clear trend to even cheaper h/w running systems other than windows, for example Android. we think this trend will drive up volumes significantly.”

Who: Tokyo office and asia hub of global digital signage software vendor.

What: Sales and marketing of Scala software in Japan and other East Asian countries.

2013: Continue to get closer to the customer. Moving to no longer just providing content solution, but helping the efficiency of the business through DS, and bringing more tech partners.

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Guillaume Proux - CEO

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Camel FactTurned downchance to pick up World Cup for this!

Vanten K.K. 新留

“Digital Signage in Japan has taken a few hits, but it keeps on growing and maturing. The shift towards ‘Digital’ in all things media can’t be stopped.”

Who: One of very few independent companies in Japan, focused on Digital Signage and offering a full range of services.

What: Providing cloud based PaaS / SaaS services with own platform, EngageMeda. Also supporting customers with content, operations and Ad sales.

2013: Extending EngageMedia platform to support low end devices running Android. Add partners to broaden base of signage solutions available to customers.

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Neil van Wouw - CEO

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What They Said

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Japan Market Now (DS)

1. Lagging... Galapagos?2. Waiting & Watching3. Accepted & increasing4. Cheaper, smaller5. Experience counts

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Japan Market Now (DOOH)

1. No one has succeeded...2. Except JR and transportation.3. LED and Cinema don’t count.4. Not acknowledged as a media.5. Downhill since Lehman.

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DS last year (2012)

1. Landmark deployments2. Multi-screen3. Even cheaper, smaller 4. 3.11 & 1 Cho dream5. Lost buzz but grew up

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DOOH last year (2012)

1. Lost a few players2.Revenues down3.Transportation made it

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Outlook this year (2013)

1. One source multi-use content2. Economy is looking better3. Smart TV and HTML 54. Mobile eating DS budget5. No new DOOH in sight

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The Bonus Scoop(you read it hear first)

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Cool FactPDC did theAcure touch screenvending machines!

PDC 牧野

“From a global perspective we have hardware, but nobody is trying to go outside of Japan... also lack of global players... small footprint for Samsung, LG. Japan is still a Galapagos.”

Who: 1st Digital Signage integrator in Japan, corporate spinout from Panasonic.

What: Have done more high end showcase locations than any other player in the market, including Roppongi Hills, Roppongi Mid-Town, Tokyo Skytree.

2013: Are going to be the first Japanese signage company to open an office in the US with view to becoming global player.

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Craig Makino - Director

SCOOP!openingApril2013

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Key Take Aways

1. DS doing well considering2. DS should grow in 20133. DOOH not doing well4. Some experienced players5. Presentation at: bit.ly/DS360

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www.digitalsignageexpo.net

FEBRUARY

2013

Neil van Wouw, CEO, Vanten K.K.

Thank You!

mail: [email protected]: @vanwouw

Get this presentation on Slideshare at: bit.ly/DS360

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