© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1
Cisco Digital Signage
Simply a Better Way to Communicate
March 28thCopenhagen
Marius Holmsen – [email protected]
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2
Agenda
What’s New
Macro View of Digital Signage MarketDefinition and Uses
A Changing Market—Business & Technology
Market Scope
Customer Challenges and Requirements
Cisco AnnouncementCisco Video Strategy
Product & Differentiators
Go-to-Market
Partnerships and Customers
Benefits/Summary
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What’s New—Cisco Digital Signage
Presentation_ID
Easy to use—simple, intuitive Web interface
Flexible—provides customers with multiple media formats, customizable screen options, and high-quality content
Integrated/Scalable—Leverages the IP network to manage scalable digital signage networks
A Comprehensive Solution for management, publishing and playback of digital media on networked digital displays
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Digital SignageOverview
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Digital Signage Category—Defined
Compelling digital media content delivered to networked digital signage displays for targeted communications
Purposes include on-premise marketing/advertising to customers or internal communications and training to employees
Content typically includes video, graphics, animations, streaming web or TV content, and text
Applications include retail, branch banking, healthcare, transportation, education, hospitality, sports, and entertainment
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Common Uses for Digital Signage
• Cost-efficient training to remote employees
• Informational communications (break rooms, etc.)
Training
• Directional signage (way-finding)• Instant communications for disaster
response or changing conditions
• Direct corporate communication to external audiences
• Promote, cross-sell and up-sell• Generate advertising revenue• Product/service differentiation• Enhanced store/branch experience• Reduced perceived wait times
External
Sales/Marketing/Customer Satisfaction
Information Sharing
• Internal communications• Live broadcasting of
company events
Corporate Communications
Internal
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What’s Changing—Business, Technology, Customers
Business:Growth/ revenue concernsCustomer loyalty/ experienceAdvertising/ marketing challenges (TIVO)
TechnologyNetwork as a platformUbiquitous broadbandLCD prices falling
CustomersThe connected consumerOnline vs. in-store
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Phase 4: “Smart” Signage
Phase 3: Networked Media Player-Based
Digital Signage Technology Evolution
New Opportunities
Phase 2: Networked PC-Based
Phase 1: Standalone PC-Based
Technology Evolution
Today: High Reliability and Flexibility, Easy Deployment
and Operations
Tomorrow: Integration with Video Surveillance, RFID,
Telepresence, etc.
Yesterday: High Operational Costs,
Low Flexibility
Digital Signage Market
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Addressing Customer Challenges
Pain PointsCommunication challenges with traditional media out to stores/local venues
Targeted marketing to customers
No easy way to get content out to stores/branches
Operational efficiency
High cost of traditional communications
Flexibility to be able to respond to (rapidly) changing conditions
Benefits
Drives sales through upsell, cross-sell
Enhance brand and customer experience
Ability to quickly respond and target content based on audience and location
Simple to install, manageand use
Use same platform for marketing, training
Digital Signage
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Digital Signage Customer Requirements
Comprehensive: system that includes management and publishing and displayof contentSimple: Ease of use: simple interface, little training, standards-basedFlexible: easily update signage content, control content uniquely on-screen, in location or time of day, Reliable: robust equipment and network reliabilityScalable: ability to deploy thousands of signs across a distributed networkContent Authoring and Capture—high-quality content development, ability to repurpose existing contentCost: Low cost and affordable TCO: clear up-front costs and low operational costs
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Cisco Digital Media System—Digital Signage
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Cisco Enterprise Video
Entered four new emerging markets
Markets includeIP Video Surveillance Desktop Video TelePresenceDigital Signage
Leverage IP network as a platform
Cisco Enterprise Video StrategyDelivering an Intelligent, Converged Environment for Video
The Platform for the Human Network
Cisco
Desktop Video Streaming
12 Billion streamsin 2005
Digital SignageMarket size estimated
at $2B+ 2010
Digital Media31.8m MP3 players
and Video iPods
Video Surveillance$1282m market
size 2009
TelePresenceNext-Gen Collaboration
$4 to $5 in network upgrades for every $1 spent on TelePresence
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The Digital Media System—Two Offerings Today
Desktop Video
• Application for live broadcasting and VOD to the desktop
• Common uses include executive/internal communications, training, or external marketing to customers
• Horizontal application for enterprise customers
• Application for broadcasting video, audio or graphical content to digital signs
• Common uses include marketing/ branding to customers in stores/ branches, training and communications
• Targeted application: Retail, branch banking, government, education, transportation, etc.
DigitalSignage
Cisco Digital Media System
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Cisco Digital Media Player
Cisco Video Portal
MediaAccess
Digital Media Encoder 1000
Digital Media Encoder 2000
Cisco Digital Media SystemDesktop Video and Digital Signage
Solution that Spans Across the Digital Media Value Chain
Digital Media Manager
Video Portal Module
Digital Signage Module
MediaManagement
MediaCreation
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Cisco Digital Media System—Digital Signage Application
Extension to DMM software for signage content management
Digital Media Player for display of content on digital signs
WAN
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Cisco Digital Media Manager for Digital Signage
Remote web-based media management (Ingest/Add/Archive media and assign metadata)
Media player discovery, grouping, management, and monitoring/reporting
Manage and schedule play lists, screen zones and customizable templates
Integrates with Cisco ACNS/WAE for intelligent media delivery for WAN optimization
Role-based access control (RBAC)
Publish content to any content server for local streaming for efficient content distribution
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Cisco Digital Signage—Scales
Single LocationDigital Media ManagerDigital Media Players
WAN
SecondLocation
Edge WAEDigital Media Players
SiSi
Third LocationEdge WAE
Digital Media Players
Ability to distribute content overnight and cache locally--Non-disruptive to mission-critical network operations
Content Distribution
Manager (ACNS)
Root WAE
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Cisco Digital Signage—DifferentiatorsBusiness Benefits IT Benefits
Enables fast (real-time) and easy deployment to respond to changing conditions
Central/Local content management
Flexible and rich features to ensure compelling customer experience
Comprehensive single solution for both web presence (desktop video) and digital signage
Turnkey offering: Ecosystem for install and support
Trusted source: Cisco scale and support
Networked solution to provide flexibility and lower cost of operations (remote management)
Feature rich, secure, reliable
Scale for thousands of devices
Investment protection: HD support, upgrades, etc.
Ease of use and deployment
Robust video networking: Integration with Cisco ACNS/WAE
Trusted source: Cisco scale and support
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NEC-Cisco Partnership
NEC Display Solutions is the market share leader in digital signage displaysJoint offers: Bundled solutions, end-to-end offering, roadmap of integrationHigh quality displays and world-class networkingWorld-wide coverage and support, joint resellersBenefit to customer: Experienced and trusted vendors, more reliable, scalability, faster install, better support and maintenance
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Cisco Digital Signage CustomersCurrent customers deployments in retail, financial services, government, healthcare, education
Several customer installations of 1000-4000 digital media players in US, Canada and Europe
Applications range from marketing content for consumers to employee training
Scalable, reliable and integrated into IP networkare key differentiators
*Early customers serving as references
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Goal of delivering media in store to
enhance customer experience, reinforce
the brand and generate revenue
In-Store Media at Virgin Megastores
BUSINESS CHALLENGE• Enhance user shopping experience by allowing
customers to interact with music content.• Enable remote monitoring and support of store
technologies.
SOLUTION• MPLS network supports IP telephony and in-store
kiosks.• Cisco In-Store Media solution providing Application
and Content Systems to manage content for 150 Virgin Vault Kiosks.
BUSINESS VALUE• Delivery of high value content to drive sales.• Estimated savings of $700k per year by using an IP-
based phone system.• Centralized management of store devices.
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Norsk Tipping
Norwegian Lottery franchisee
4000 digital media players installed across their network of shops
Advertising ‘Results / win of the week / Jackpot / etc ’
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Cisco Digital Signage—Summary Comprehensive solution for management, publishing, and
playback of digital media on networked digital displays
SimpleEasy to manage content scheduling and deployment
Easy to group signs for specific uses or time-of-day content
ScalableAbility to roll out single signs and grow to support thousands reliably
Central and local control management of content
IntegratedPart of Cisco Digital Media System for desktop video & signage
Integrated with IP network for seamless, non-disruptive operation
FlexibleAbility to tailor content delivery by screen, time of day or location
Support for multiple formats, multiple uses (internal/external)