Press

In the News

May 1st, 2005

Smart Signs: MediaTile's Digital Signage Eliminates in-store IT Infrastructure

By Sree Roy, Associate Editor
Design & Display Ideas Magazine

Many retailers are reluctant to deploy digital signage in their stores because of the technology infrastructure that is required; it can involve satellite dishes, wires, servers, Wi-Fi and special permissions to surmount security problems. But The MediaTile Co., Scotts Valley, Calif., may have found a way to bring digital signage to the masses.

As its name suggests, the company creates "Media Tiles," individual pieces ("tiles") of digital signage that are used for digital point-of-purchase promotions. The network digital signage is cellular-based, meaning it uses an invisible cellular network for communication. The best part? Because it is cellular digital signage, not traditional signage that usually requires in-store Wi-Fi or hard-wired Ethernet, "we have eliminated the number one barrier to the adoption of networked digital signage for brands and retailers: in-store technology infrastructure," says Keith Kelsen, MediaTile's CEO.

The MediaTile cellular digital signage solution employs a unique combination of technologies. The signage integrates three components: a flat-panel LCD or plasma screen, provided by hardware partner Proview Technology Inc.; on-board data storage and intelligence to schedule and play content; and integrated cellular data networking services. Each Media Tile communicates through Verizon's cellular data network directly with a central data center environment where master schedules are created, and content is uploaded and approved for delivery to each MediaTile smart sign by either the retailer or the brand.

Updates are made through a secure Web portal that can be accessed from any computer with an Internet connection. The client simply uploads the desired file from a computer onto the Web portal. Video files are not the only format that can be used. The signage also accepts Flash, PowerPoint and jpegs—formats that many marketing executives are familiar with. "We take the message delivery out of the hands of the IT department and put it in the hands of the marketing and merchandising people, where it belongs," Kelsen says.

Buffalo Technology, Austin, Texas, a manufacturer of wireless network equipment, storage solutions and memory products, has incorporated Media Tiles into its end-cap displays in Fry's Electronics retail stores. Buffalo says its marketing manager, who in general creates the brand's advertising, is involved with the content, though the brand opts to use an outside video production house to create the video. Stephen Dix, vice president of sales and marketing at Buffalo, says using the Web portal for updates has been a success. "You can really get carried away," Dix says, "turning individual signs on and off, changing the volume and scheduling content." The portal also keeps track of the functionality of each of the digital signs and alerts the client if anything is askew. "We can see on the portal the signs that are up and the signs that are down," Dix says. "It even gives specifics, such as 'Aisle Six needs to be plugged in.'"

Of course, as with all networked digital signage solutions, Media Tiles feature some advantages over traditional paper signage. It is eye-catching, attractive and influences consumer purchase decisions at point-of-purchase; is updated quickly and more consistently than paper signage; and allows for day-parting, which is the delivery of different messages at different times during the day. "We've received calls from other manufacturers who sell to Fry's asking about what we're using," Dix says. "It's good for the sales people in the stores because they watch the video and learn by absorption. Customers also stop to watch the video."

MediaTile says its clients generally pay a monthly fee that encompasses the ongoing services needed, such as the Web portal, the uploading of content and maintenance of the signs. The signage solution was first publicly debuted in Sept. 2004, and, in less than a year, it seems to be building on its success in the marketplace.

Click here to view the original article.