Near Field Communication mai 19, 2006
Posted by Postmaster in Devices, Home of the Future, In-Store technologies, Mobile.add a comment
Near Field Communication (NFC) is a standard developed by Sony, Philips, and later on Nokia, to establish a communication between computers, PDAs, mobile, or even TVs. The communication can also be based on wireless protocols, such as Bluetooth or WiFi. If users want to secure Bluetooth or WiFi communications, they have to manually enter passwords and other parameters for the connection. With NFC, where communication is only possible at a distance of a few centimetres (maximum 20 cm), it is simple and intuitive to control communication (like a handshake).
NFC can be established in active mode, where both devices generate their own radio frequency field to carry the data, or in passive mode where only one device generates the radio frequency and the passive element's information is only read if the active device is close enough to supply a power source by radio waves.
Payments are one rather obvious potential use for the technology, but NFC could also be used to access public transportation, to provide electronic keys, or to swap digital music, photos or other files between devices. In Japan, FeliCa (a technology similar to NFC) is already used in real-life applications, but not in the USA and in Europe, where it is still in its infancy. In December 2005 VISA started a mobile payment pilot program in Atlanta and France Telecom/Orange is making experiments in Caen since October 2005: users can pay in selected malls, open car park barriers, and download information (movie trailers, exhibitions, bus or tram timetables).
Digital signage mai 16, 2006
Posted by Postmaster in In-Store technologies, eMarketing.add a comment
Digital signage (also called narrowcasting) refers to electronically controlled displays (LCDs, plasma monitors, projectors, and even holographic imaging) that present a custom-tailored mix of informational and advertising content, such as product specials, news, and upcoming events. Changes can be made dynamically and cost effectively, and targeted messages can be distributed to hundreds or thousands of displays at once.
Digital signage can be as simple as a non-networked media player showing basic loops of video from a memory card or a disk. Sophisticated systems offer control over many displays in many venues from a single location.
The key issue is to deliver the right message at the right time to the right person: this article explains that as much as 75 percent of buying decisions are made spontaneously at the point of purchase, and that customers develop "mental ad-blockers" if the content is not relevant.
Simon and Publicis Group developed a concept called OnSpot Digital Advertising where 8-minute loops will be shown in malls, featuring half entertainment content and half commercials. The Kamppi shopping centre in Helsinki has an 86-screen network showing mall, outlets and third-party advertising, including 20 percent of informational content such as news and weather, which is updated for every loop. The solution uses Scala software to manage content and Panphonics’ technology to concentrate directional sound into into a specific area in front of the screens. Digital signage can furthermore be interactive, with solutions such as Actalyst that can handle flat-panel displays with up to 165 cm diagonals.
Swiss company Neo Advertising plans on deploying a pan-European retail network of 50,000 screens by 2008. In Switzerland Neo already manages the network and sells advertising for retailers such as Carrefour, Coop and Migros, with a solution based on BroadSign software.
