Digital Signage Taking Next Step - Page 3 of 3

Hybrid Networking Options

At a specific site or venue, there are several options when it comes to content delivery to the display besides a hard-wired approach, says Jachimowicz. In large deployments and outside applications, wireless is a great match for satellite content delivery. “It makes the content easier to deliver, easier to update and usually results in fresher up to date content for viewers. Quality content being updated daily is really the true key to digital signage success,” she says.
While Woolston is aware of hybrid digital signage networks using wireless technologies, Arqiva has not implemented any to date and prefers to pursue innovative wired technologies to provide connectivity within a venue. “The main reasons for this decision are, firstly, the 802.11 standard is often cluttered in densely populated areas which can cause reliability issues,” he says. “Secondly, as venues typically require electrical cabling to support the displays, the cost of running data cabling is not a significant incremental cost, negating the requirement for wireless.”
Hughes Network Systems Europe is testing systems which use wireless to deliver content to multiple screens, including low-end wireless products that deliver text and limited graphics via cellular data, such as latest value of lottery jackpots. “These systems do not have the bandwidth or reliability to support in-store TV networks with multiple channels of video and audio,” says Cannon, who adds there also may be other sources of interference, including machinery and commercial lighting, which must be taken into account.
According to Weaver, security requirements or the application guide the decision-making. “Some customers such as banks, are so conscious about security in other communication sectors that wireless is not an option,” he says. “However, some customers require portability, which allows them to move the display around the store as promotions change in various departments. Using a wireless technology enables them to easily to achieve this.”
Curtis points to some of the new networks being deployed based on cellular technologies to provide the Internet protocol (IP) connectivity, which offers many advantages such as ease of installation and provisioning time. In March, Helius and PlasMedia Productions unveiled a nationwide digital signage network where updated content is delivered via a cellular IP network using DynaScan 360º LED video display devices and Helius SST-Mi digital signage players. The multicast dimension or the requirement that the same ads reach multiple sites in a timely manner ensures that digital signage delivered via satellite is front and center.
Ultimately, the customer will make the decision concerning a wired versus a wireless network, but Jachimowicz is trying to motivate satellite solution providers and prod them to be more engaged in the process. Digital signage is still in its infancy as a service and opportunities are available. Simply sitting on the sidelines and waiting for the digital signage market to mature might not be the best course of action for satellite companies.