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2 nd Nov. 2011 W3C/TPAC Plenary Breakout session. Wed-based digital signage. NTT Corp. Japan Toru Kobayashi Shinji Ishii Masayuki Ihara. Agenda. Opening talk Digital signage overview What is digital signage? Market trends Use cases Technical issues Architecture - PowerPoint PPT Presentation
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Copyright © 2011 NTT Corp. All Rights Reserved. 1
Wed-based digital signage
NTT Corp. Japan
Toru KobayashiShinji Ishii
Masayuki Ihara
2nd Nov. 2011 W3C/TPAC Plenary Breakout session
© 2011 NTT Corp.
Opening talk
Digital signage overviewWhat is digital signage?
Market trends
Use cases
Technical issuesArchitecture
Technical requirements
Future plan
Discussion / Q&A
Agenda
DigitalSignage
© 2011 NTT Corp.
W3C/TPAC 2011 3
Overview of digital signage
Shinji Ishii
© 2011 NTT Corp. What is digital signage?
Transmission and display of information /data/media
Using electronic display equipment
Outdoors* (OOH)Public space, in shops, on public transport, etc.
OOH: Out-Of-Home
*: in 1st and 2nd generation (following slide)
In a train Large outdoor display
Monitor in a shop
Examples of digital signageExamples of digital signage
Monitors in commercial facility
Progress of digitization, networking
-TV ads-Product info-How to use-Recipes, etc.
© 2011 NTT Corp.
W3C/TPAC 2011 5
2,709.3 2,728.1 3,236.1 3,837.3 4,579.6
5,483.5 146.6 160.5 202.5
251.9
314.2
391.0
243.2 275.5 351.4
441.4
555.8
698.9
774.8 775.2 909.6
1,064.7
1,253.4
1,479.0
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2008 2009 2010 2011 2012 2013
otherSoftwareMedia player/STBDisplay
（$M）
Digital signage market growth（ IMS Research “The World Market for Digital Signage” ）
Market trends / digital signage market growth
The market is expanding worldwide trend (2009 ： 4B$ 2013⇒ ：8B$).
The market has spread from the advanced country to the rising nation (especially Asian markets) .
US: 40%, Japan, China, UK, Germany, France, ,
© 2011 NTT Corp.
W3C/TPAC 2011 6
Market segmentsIMS Research “The World Market for Digital Signage”
Market trends / market segments
Expect to large growth: Airport, Transportation, Finance in Asia- Pacific
Large growth segments: Education 18%, Retail 17%, Medical 13%
© 2011 NTT Corp.
W3C/TPAC 2011 7
Digital signage trends
System Trends (connected to Network)Network connected digital signage system has increased.
The system has cooperated with the Internet and mobile systems (cross-media coordination of the digital signage, mobile and Internet).
SaaS-based service is expanding (2013: about 25%).
Standardization TrendsIt is not advanced to make the common standardization in the world though the standards body of the digital signage individually actions in each region.
Governmental policy in JapanThe MIC in Japan is making efforts to the spread promotion of the digital signage.
SaaS: Software as a ServicesMIC: Ministry of Internal Affairs and Communications in Japan
© 2011 NTT Corp.
4th generation
3rd generation
2nd generation
1st generation2005 ～
2008 ～
2010 ～
Market size
Small store, Office, etc.
Expansion to the,Office, hotel room, home.
Major distributor, Service sector, etc. (i.e. GMS, convenience store, hotel, amusement park)
Public institutions, Large enterprise, etc.(i.e. Bank, Securities firm, Train station and Shopping mall)
IPTV Digital Photo Frame
・・・
Tablet
Lo
werin
g co
st, com
mo
ditizatio
n, stan
dard
ization
Syste
m-
specific typ
eN
etw
orke
d / cross-
me
dia
type
Target Segment / Triangle model
GMS: general merchandise store
© 2011 NTT Corp.
W3C/TPAC 2011 9
Use case
© 2011 NTT Corp. Use Case
W3C/TPAC 2011 10
KEYWORD: Digital Signage is not only “Out Door Advertisement” anymore.Users are moving from TVCM playback to interactive and Dynamic Content
Out of home Advertisement
Interactive MapsFor shopping centers
Interactive Vending Machines to raise revenues
TV commercial playback
Interactive and Dynamic Content
2000 2011
© 2011 NTT Corp.
W3C/TPAC 2011 11
Interactive Vending Machine
Sales have gone up 200% compared to previous vending machines
© 2011 NTT Corp.
W3C/TPAC 2011 12
Interactive Vending Machine
Outdoor High-brightness, Water resistant 47in LCD touch screen.
Sensors allow us to change content depending on weather, temperature.
Built in face recognition camera will recommend you a drink based on your gender and age.
Real Time information of sales and inventory
Demographics of customer is analyzed for future marketing and development.
NFC/RFID senders send URL’s to mobile phones for products promotions or campaigns.
© 2011 NTT Corp.
W3C/TPAC 2011 13
Tokyo Midtown (Office, Shopping Mall, Building Complex)
150screens deployed throughout the facility
Over a 100,000 people/month use the multilingual touchscreen to get shop and facility information.
All information resides on a database which allows easy operation of updating, store information and recreational events which are updated realtime.
© 2011 NTT Corp.
W3C/TPAC 2011 14
Technical issues
Masayuki Ihara
© 2011 NTT Corp. Many Digital Signages at Marriott Santa Clara
W3C/TPAC 2011 15
Not digitalNot digitalNot digitalNot digital
What technologyis used there?
© 2011 NTT Corp.
W3C/TPAC 2011 16
Digital Signage should be networked!
© 2011 NTT Corp. System architecture of networked Digital Signage
W3C/TPAC 2011 17
Digitalphotoviewer
Smart phone
e-book reader
Digital TVContents delivery server
・・・
STB + Display
Media owner,Location owner
NW operator (WAN) , Location
owner (LAN)
NW operator
Ad/contents distribution
platform operator
Signage platform operator
Contents holder,
Advertiser
Signage system vendor
Ad/contents delivery server Signage
deliveryserver
Camera Sensor, etc.
Operation terminal
Net
wor
k
Net
wor
k
End
use
r (v
iew
er)
Authentication
© 2011 NTT Corp. Key functions
W3C/TPAC 2011 18
Common format
External linkReal-time information distribution
Uniform administration
Multi-device
Digitalphotoviewer
Smart phone
e-book reader
Digital TVContents delivery server
・・・
STB + Display
Ad/contents delivery server Signage
deliveryserver
Camera Sensor, etc.
Operation terminal
Net
wor
k
Net
wor
k
Authentication
© 2011 NTT Corp. Technical requirements
Digital Signage has the following three technical requirements.
W3C/TPAC 2011 19
© 2011 NTT Corp. Technical requirements: Display
W3C/TPAC 2011 20
© 2011 NTT Corp. Technical requirements: Network
W3C/TPAC 2011 21
© 2011 NTT Corp. Technical requirements: Servicing
W3C/TPAC 2011 22
© 2011 NTT Corp. Digital Signage profile and related W3C work
Requirement
W3C work
Web workers
Geo location API
etc.
HTML
CSS
Web storage
Web sockets ?
W3C/TPAC 2011 23
ReflowCache
Push
Font stretch
ColorSound
Synchro-nization Play listFile
update timing Verifi-
cation
Terminal management
External link
Digital Signage profile
© 2011 NTT Corp.
W3C/TPAC 2011 24
Digital Signage should be networked!Web-based!
© 2011 NTT Corp.
W3C/TPAC 2011 25
Future plan
Shinji Ishii
© 2011 NTT Corp.
W3C/TPAC 2011 26
Summarizing our talk
The digital signage market is expanding beyond TV screens to tablets and smart phones.
Content is moving from video playback to dynamic and interactive information.
Given the above reason standardization in a necessity.
© 2011 NTT Corp.
W3C/TPAC 2011 27
Standardization of Web-based digital signage
Preparation to standardizationWorkshop: Use case analysis, case studies, demo, site tour
© 2011 NTT Corp.
W3C/TPAC 2011 28
Discussion / Q&A
