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Volumen 13 del Libro Blanco: Digital Signage, La cuarta pantalla

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  • 7/30/2019 Volumen 13 del Libro Blanco: Digital Signage, La cuarta pantalla

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    CijzmLIFI\GC PIFKGFH? CG @XGZ\G ^GK\GCCG

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    y h c e g z d h | i k f l i f i | g c

    z h q i p | g l h c g ` m e x k i ` g ` i k

    Jcgk`m

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    7 Ik|zmlx``ik y mjoh|iqmp 1

    : Lhaikihklm hc lifi|gc pifkgfh 20 Lifi|gc pifkgfh Mx|lmmz h Ikp|mzh 71 Ehli`ik lh gxlihk`ig hk lifi|gc pifkgfh : @gpmp lh lifi|gc pifkgfh+ Hc Egzdh|ikf Lifi|gcLikei`m mem ik|hfzglmz zmpp ehlig lifi|gc 82

    77 Hqhk|mp# amzmp y g`|mp lh liaxpik lhc lifi|gcpifkgfh 1( eplh g|hk`ik wxh cg `gz|hchzg ie~zhpg4 m phfk lg|mp lh Kihc%

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    :0

    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

    phk# ~xhlh g~mz|gz gxehk|mp lh qhk|gp lh xk 7

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    1+ Ehli`iklh gxlihk`ig

    hk lifi|gc

    pifkgfh

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    :8

    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

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    Ie~g |mp |m|gchp ;; HR MPI@IK JZX\G @xk|m |ihe~m= ;; LXZG@IK @xk|g fhk|h= ;; @MJHZ\XZG @xk|gp qh hp= ;; AZH@XHK@IG

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    Ehli`ik lh cg gacxhk ig lh ~jci m hk xk hp|gjch ieihk|m#m hk xkg mkg lhc eipem+

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    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

    % \ihe~m lh ~hzegkhk`ig+% \ihe~m lh g|hk`ik+

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    Hc pip|heg lh ehli`ik ~xhlh |hkhz gzg |hzp|i gp wxh~hzei|gk cg gxli|mzg lh cgp e|zi`gp zhchqgk|hp ~gzg gph%fxzgz cg ik|hfzilgl lh cmp lg|mp lh gxlihk`ig+

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    7+ Pip|hegp lh zh`xhk|m ik%mx|Ex`bmp hk|zmp mehz`igchp lip~mkhk hk cgp hk|zglgp y pgcilgp lhjgzzgp lh phfxzilgl+ Hk hp|g mkg ph pi|gk `egzgp `hki|gchp~gzg lh|hzeikgz hk |mlm emehk|m hc gamzm hrip|hk|h? ~hzpmkgp

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    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

    lhk|zm lh cg |ihklg+ Hp|h zh`xhk|m ph zhgcig lh amzeg mk|ikxgy ~hzei|h pgjhz mk lh|gcch gcfxkmp lg|mp? ~hzpmkgp wxh hk|zgk#

    wxh pgchk# glxc|mp m kimp# ~hzpmkgp wxh pgchk pik `me~zg# h|`+Hp|mp lg|mp gfzhfglmp ~xhlhk lgzkmp xkg ikamzeg`ik zhchqgk|h~gzg cg ~xjci`ilgl emp|zglg hk li`bmp hp|gjch`ieihk|mp+

    :+ Ehlilmzhp lh |zai`m ~mz mkgpHk ex`bmp hp|gjch`ieihk|mp mehz`igchp hrip|hk mkgp m ~gpiccmpwxh ~hzei|hk xk zh`xhk|m lh cgp ~hzpmkgp wxh |zgkpi|gk ~mzhccmp+ Ph x|icigk lip~mpi|iqmp pieicgzhp g cmp pip|hegp lh zh%`xhk|m ik%mx|# ~hzm `me~chehk|glmp hk|zh p lh egkhzg wxh ~m%lhemp qhz cmp zh`xhk|mp ~mz zh`mzzilmp ik|hzkmp hk xkg |ihklg+Hp|mp pip|hegp lh zh`xhk|m lh |zai`m ~xhlhk mazh`hz xkmp lg|mpzhchqgk|hp `gzg g cg ehli`ik lh M\P "m~~mz|xki|y |m phh) lhcgp mkgp lhc hp|gjch`ieihk|m `mehz`igc+

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    Cmp lip|ik|mp pip|hegp hrip|hk|hp g~mz|gk xkgp `gzg`|hzp|i`gplh|hzeikglgp wxh lhjhk |hkhz xkg bmemcmfg`ik pi wxhzhemp bg%jcgz lh ehli`ik lh gxlihk`ig ~zm~igehk|h li`bg+

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    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

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    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

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    0>

    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

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    \zai m ~mz mkgp? kehzm |m|gc lh qipi|gp mk ~zhphk`ighk |mlgp cgp mkgp lhaikilgp ~mz hc cihk|h \zai m ~mz ~gk|gccg? kehzm lh qipi|gp mk ~zhphk ig hk

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    07

    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

    GXLIHK@IG Gxlihk ig lh cg ~gk|gccg? |zai m lh ~gk|gccg mk g|hk%

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    ^HZAICHP \m|gc ^mz mkgp ^mz ~gk|gccgp

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    Cijzm Jcgk`m RIII Lifi|gc Pifkgfh4 cg `xgz|g ~gk|gccg

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    8:

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