After last year's development, the domestic digital signage industry basically entered a mature stage in 2010, showing a rapid development trend. At the same time, due to the surge in manufacturers, the domestic digital signage industry has relatively surplus production capacity, and market competition has entered a fierce situation. One year, as long as you can seize the opportunity, rely on excellent products and accurately grasp customer needs, you can stand out from many manufacturers.
Digital signage service transformation to respond to customers' diverse needs
Facing the fierce competition of the serious product homogenization in the digital signage industry, transformation service innovation has become the inevitable development direction of the digital signage industry. Starting from customer needs and starting from the overall solution, a differentiated customer service system is established to replace traditional technological innovation with service innovation to meet the diversified needs of customers and build the differentiated competitiveness of enterprises. It is the domestic digital notice in 2010 A major feature of the industry.
The digital signage system is essentially a customized application system for a certain customer. Some of the needs of different customers may be the same: for example, high-definition, pictures and text, and manageability, but there are also many specific and different needs at the business level. For example, the media industry pays attention to distribution and broadcast statistics; the education industry focuses on interactive content on-demand and real-time live broadcast; government agencies pay attention to on-demand, security and layered rights management, resource management, etc. These different requirements may be supported by common player and display hardware, but the differences in core technologies at the software level are difficult to avoid.
Even within a specific market, the needs of different customers may be different. These differences are mainly related to the customer's specific business, and even to the customer's tradition. For example, a company's traditional logo color is red, he may want to reflect his tradition in the color of hardware such as players, and in the window color of the management system. Although these differences are not as difficult as the "core technology", it also requires digital notification service providers to seriously meet customer needs.
Service innovation centered on the differentiation of customer needs is essentially a customer "experience" innovation and a differentiated innovation of customer experience. The customer experience combines the basic product technical effect experience, service attitude and spiritual experience, and even the "corporate temperament" experience brought by the corporate brand cultural image.
The essence of service innovation requires that under the new situation, the competition of digital signage enterprises will not be determined mainly by "difference" but by "systematic". Having a certain advantage is worse than having a comprehensive advantage, and having an absolute advantage in a certain area is worse than not having a clear shortcoming. Comprehensive corporate competition has led to new marketing strategies for digital signage companies, and they must be able to firmly grasp the two aspects of highlighting differentiation and avoiding obvious shortcomings.
Under the traditional technological innovation, excellent technical strength and product performance, an absolute leading advantage in a certain aspect often can win customers' orders; service innovation, market competition under the value of customer experience, pay more attention to perfect solutions and products, pay attention to The comprehensive quality and ability of the enterprise, focusing on the unique connotation and culture of the enterprise in addition to technical differences.
The domestic well-known digital signage brand Xuncheng Technology believes that the future of the digital signage market will definitely transform into a service. Solutions that are closer to customers and systematic rapid development capabilities that better meet the differentiated needs of customers will become the core competitiveness of digital signage companies. The proportion of "manufacturing" in the digital signage industry will inevitably decrease rapidly, and the proportion of "services" will rise rapidly: the value of services will become the biggest profit point for digital signage companies in the future.
In another digital signage business form, the concept of service is more vividly expressed: this form is the leasing business. Simple terminal purchase or leasing, combined with the background service system and network resource leasing, can achieve extremely rapid global digital signage network expansion. Customers can have a global digital signage network within one day, and they can return the network to the rental service provider the next day. The leasing business is characterized by low initial cost investment, low maintenance costs, and rapid system construction. It is particularly suitable for small and medium-sized enterprises, exhibitions and other special industries. It is the first purely service-based application model in the digital signage industry.
With the shortage of global resources, people's awareness of environmental protection has been continuously strengthened. In March of this year, "low-carbon environmental protection" was written into the government work report during the two sessions. No exception. With the current gradual increase in energy saving and emission reduction, low energy consumption and high output have become the basic requirements for sustainable development of enterprises, and only products with low energy consumption and low emissions will be accepted by the market.
In terms of display, digital signage is an important part of the commercial display industry, and product power consumption is one of the most important indicators of display devices. At the same time, compared with home TVs, commercial display devices not only have higher commercial electricity prices, but also have the characteristics of 24-hour uninterrupted operation. The average energy cost of each display device is 5 to 10 times that of similar ordinary TVs. The necessity of showing energy-saving and environmental protection technology applied to products is also stronger.
As one of the largest solution providers in the commercial display field, LG is the first to introduce high-quality display devices that are energy-saving, low-carbon and environmentally friendly. The commercial LCD TV LH30RC series is an example. This series of products incorporates IPS hard screen, full HD, Streaming media, smart backlight technology, environmentally friendly materials and many other elements, this series of products are not only stylish and slim, rich in functions, but also energy-saving and environmentally friendly, which is the best choice for low-carbon and environmental protection.
In addition, upstream panel companies Chimei Power and AUO introduced various energy-saving and environmental protection, ultra-thin LED and other low-carbon products at the China Flat Panel Display Conference held in Shanghai in March this year, and said that they will use "LED backlight" and "energy saving" in the future. "The three main directions of" ultra-thin "are the main axis, responding to China's" low-carbon economy "policy. Samsung, Wei Rui, NEC and other machine manufacturers have also launched low-energy display products this year.
The same is true for signage players. Since this year, digital signage players have shown a trend of smaller size, lighter weight, and more energy efficiency. The most worth mentioning is the professional digital signage brand An Rupu, which held a grand new product launch conference in July this year, launched a special product with "light stability" as the selling point, and became the most bright product in the digital signage market this year. one.
Taking the Anrupu HMP100 hypermedia player as an example, the product weighs only 190 grams, which is equivalent to an apple. It has seven advantages of "light and stable", such as small and light, safe and stable, green energy saving, multiple interfaces, and quality assurance. It is the smallest and lightest super media player on the global digital signage market. This fundamentally simplifies installation and Logistics cost, using embedded LINUX architecture platform, to avoid the risk of virus crashes. Especially with a power consumption of only 2 watts, the noise-free design is currently the most energy-efficient product in all digital signage players.
Take Avedia ’s digital signage announcement at this year ’s infocomm Aisa Hong Kong audio-visual show as an example of its new PS-X80. The main features of this player are its slim appearance, powerful functions, and ultra-low power consumption. It is understood that this signage player The product uses the Intel atom 1.6GHz processor, which has greatly improved the computing power compared to the previous products, so it has achieved a smaller size, improved functions and expansion capabilities, and the product power consumption is also controlled at 12W. Compliant with the current low-carbon trend of society.
Digital signage system solution provider Kai Ying also exhibited a very attractive signage player product WMP-WEB4 at infocomm Aisa Hong Kong Audio-visual Exhibition. The device uses a new fanless design, which is quiet and stable. At the same time, as a A web-based digital signage player that can play multimedia content created using web design languages ​​such as HTML, javascript, and Flash. While achieving powerful functions, it also has a very small size and ultra-low power consumption.
The digital signage industry can be said to be one of the industries with high energy consumption. Because of this, the economic value and necessity of the application of energy-saving and emission reduction technologies in the digital signage industry are also more prominent. On December 1 this year, the latest domestic flat-panel TVs The official implementation of energy efficiency standards means that companies will no longer be able to produce flat products that do not achieve Level 3 energy efficiency. In the future, digital signage display products are also very likely to be included. Low-carbon environmental protection is undoubtedly a hot spot in the digital signage industry this year.
Since this year, well-known digital signage manufacturers at home and abroad have launched digital signage products and overall solutions with low operating costs and maintenance costs, which has greatly increased the market share of digital signage products installed in the market and promoted the development of China's digital signage industry. Digital signage products and solutions with low installation cost and operation and maintenance cost have become another hotspot in China's digital signage industry.
In April of this year, Infinitus doo, an outdoor advertising high-definition LCD developer, announced the launch of digital signage and launched its fifth-generation solution iMotion, which can reduce costs by 35%. According to the developer, this system is more powerful, safer and more convenient to use and maintain. The system integrates a high-definition LCD screen readable in sunlight and high-strength protective glass, which can resist the damage to the screen by external forces, and the device can operate normally in a harsh outdoor environment.
The well-known digital signage solution technology and product supplier Mvix has also released its latest digital signage player Mvix CEENO. Mvix CEENO is mainly for SMB applications and is a simple, low-cost, and feature-rich device for digital users Digital system, so that everyone can better control and manage the display of digital content such as videos, digital slides, and text files. It can be applied to many industries such as retail, catering and real estate.
In September of this year, the digital announcement that the well-known manufacturer avedia officially launched its new brand of advertising machines that focuses on the low-end market-Immediate Show, which is dedicated to covering the low-end market, with civilian prices, excellent quality, and noble services To create the most trustworthy products for customers. Because of the user-friendly design and simple operation, it quickly won the favor of customers.
The same was true at the infocomm Asia 2010 audio-visual exhibition held at the Hong Kong International Convention and Exhibition Center from November 17 to 19. Wait. In addition to ONELAN, NEXCOM has also released two new low-cost digital signage solutions, which were displayed at the exhibition.
In fact, China's digital signage industry is still a relatively young industry at present, and the market scale development process is less than five years. According to the research results of Aowei Information, it was not until 2009 that the domestic flat panel market and large-screen commercial display were truly formed for the first time. The basic concept of the industry was formally formed from the entire independent industrial chain from R & D design, production and processing to sales and application.
The most important factor affecting the development of digital signage systems is the price factor, and display equipment is the bulk of the cost of digital signage systems, so the cost price of display equipment directly affects the entire digital signage industry. From 2005 to 2008, flat panel display products welcomed In the coming wave of price cuts, the average annual price has fallen by a third, and the size of mainstream products has increased by an average of 10 inches each year. Under such an environment, China's flat-panel display-related industries have developed rapidly, as has the digital signage industry.
In 2010, the global LCD panel industry continued to overcapacity, resulting in a new round of LCD panel price cuts. According to the monitoring report of the DisplaySearch agency, the prices of LCD panels of various sizes in October have been on a downward trend for 6 consecutive months. The highest drop was the LED backlight LCD panel, which fell by 6%, and the ordinary LCD panel fell by 1% -4 Between 2010 and 2010, LCD panel price cuts exceeded 30% this year.
As the most critical upstream industry for commercial display, the rapid decline in the price of LCD panel products since this year naturally affects the digital signage industry. Therefore, China's digital signage industry has ushered in good development opportunities this year. At the same time, digital signage products and solutions will focus on low The digital signage solution with low cost and low operating cost has become a hotspot in the digital signage industry this year.
Digital signage system is a new media form. It generally refers to a multimedia audio-visual system that publishes various types of digital information through large-screen terminal display devices in public places. The system can broadcast advertisement information to specific people in specific physical places and in specific time periods. At the same time, it can also count and record the playback time, playback times and playback range of multimedia content, and can even be realized while playing. Digital signage system has been favored by more and more advertisers with powerful functions such as interactive functions, recording views, user stay time and so on.
Since last year, people have realized the huge market prospects and potential of digital signage systems. More IT, PC, home appliance and other industry giants have entered the field of digital signage, and launched a comprehensive one-stop digital signage solution with the help of their brand advantages. . Up to now, global IT giants such as Intel, Samsung, Dell, HP, Lenovo, Founder, Philips, LG, and local home appliance companies such as Konka, TCL, Skyworth, Haier, etc. have entered this field.
At present, in the domestic digital signage market, especially in display products, the high-end and large-size markets have been basically divided by major international brands. Since the requirements of digital signs for display products are mostly stability, there are no more special system performance design requirements. At the same time, high-end application cases have extremely high requirements on the internal brand culture of the product. At the same time, in the application of "large", super-large size display products tend to have higher technical content and higher single product value. This market has shown a stronger stance.
From the second digital signage exhibition held in Shanghai in June this year, it can be found that various industry giants such as NEC, Sharp, Mitsubishi, GE, Samsung, LG, ViewSonic, TCL, HP, etc. have all begun to enter the digital signage market. At the exhibition, in addition to exhibiting a variety of high-quality display products, these big names also showed that they all exhibited a full range of digital signage solutions, not just display terminal products.
LG exhibited the "Easy" intelligent information publishing system solution, which is composed of intelligent software and hardware products, including terminal display devices, media players (computers), and "Easy" software, which has significantly improved the digital signage system Application features. "Making digital signage systems more efficient is also the biggest advantage of LG's SignNET," said Jeff Dowell, vice president of the US Digital Solutions Marketing Department of LG Electronics.
In addition to exhibiting multiple large-screen displays and full-touch digital signage, HP also exhibited a digital signage display under the integration of the new "simplified IT" concept + Touch Smart 9100 + HP ap5000 cash register system for retail industry IT solutions Program. In addition, NEC, Tonghui Jiashi, Sharp, Mitsubishi, Shuangqi Century and ViewSonic and Daheng all exhibited comprehensive digital signage solutions.
Not only the Shanghai Digital Signage Exhibition, the Infocomm American Audiovisual Exhibition has also become a stage for giants to show their strength in the field of digital signage. Panasonic Corporation announced its new full-service digital signage solution at the Infocom America Audiovisual Show. At the NEC digital display system booth, the company focused on introducing its latest VUKUNET content management software to users. This highly functional and creative software management platform is free of charge.
It is a fact that giant companies have entered the field of digital signage, which shows that the future of China's digital signage market has very good development prospects, and it also brings greater competitive pressure to domestic SMEs. The future digital signage will be a field with traditional IT industry colors: some products will be highly professional and provided by some medium-sized enterprises; most of the products are general products, provided by a few giant manufacturers (including OEM); System integrators play the role of service providers and are at the closest level to customers in the industry, providing customers with tailor-made services. These three areas are aimed at the industrial position of different manufacturers in the industry. Only when they have identified their future industrial position in the industry, can the enterprise formulate the correct strategy and win in the future competition.
The embedded system is application-centric, based on computer technology, and the software and hardware can be tailored to suit the application-specific computer system that has strict requirements on function, reliability, cost, volume, and power consumption. At present, embedded systems have penetrated into every corner of our lives, industry, service industry, consumer electronics, etc., and precisely because of this expansion of the scope, "embedded systems" is more difficult to clearly define.
Embedded systems have the characteristics of reliable stability, high efficiency running speed, extremely low power consumption, high integration and small size. Digital signage embedded platforms mostly use professional playback software and RISC players of Linux platform. PC platform, embedded system has strong system stability and security, RISC player has low power consumption, meets 7 × 24 hours of all-weather working characteristics, is a system with high cost performance.
The core part of the embedded system is the microprocessor. Due to the low cost of the Atom chip, it has become the most economical choice for driving various devices. Digital signage embedded systems also generally use the Intel atom processor. Intel has also been committed to the atom processor Development.
In an interview with the media, Dr. Fang Zhixi, Dean of Intel China Research Institute, said, "Embedded applications have many differences compared with traditional computer applications. This brings us a lot of research needs and brings us a lot of "Big Business Opportunities", and Intel China Research Institute will also divide the work to undertake forward-looking research tasks for embedded applications.
Intel CEO Paul Otellini (Paul Otellini) pointed out that the embedded chip market has about 10 billion US dollars of business opportunities; the size of the PC processor is 34.5 billion US dollars. Bloomberg analysts estimated that Intel's 2010 revenue will reach 44 billion US dollars, of which embedded chip products account for about 1 billion US dollars. PNC Capital Consultants Varesino said Intel hopes to use Atom chips for multiple purposes to reduce dependence on the PC market. "The benefits that the core business brings to Intel have their limits."
The field of digital signage is a market with unlimited business opportunities. LG embedded the Atom chip in the digital signage, and launched a magical electronic device that can identify the age and gender of passers-by and adjust the advertising frequency based on these data. The advantages of Atom's low power consumption and low energy consumption are also favored by the Indian banking industry. It is used on POS machines to provide convenient services to rural areas that lack electricity.
The world's leading manufacturer of industrial computers, IEI, launched a fanless ultra-compact embedded system uIBX-200-US15WP in the first half of this year. The system integrates a low-power chipset, supports high-definition images, and the fanless design makes the device The body is extremely small, with a weight of only 500, and can be flexibly installed in various space-constrained applications. Its quiet and fanless operation can be ideally used in noise-free environments, such as multimedia playback, product promotion, libraries and museums.
During the Shanghai Digital Signage Exhibition, Shanghai Huabei Technology Co., Ltd. exhibited the iGo series of embedded systems. IGo-400 is a powerful outdoor advertising and LED large-screen information display solution. The system uses a fanless design and ultra-low power. It has good power consumption and good heat dissipation performance, which can ensure the long-term stable operation of the system, has good anti-interference performance, and also has a dustproof function, which can be widely used in various multimedia displays.
Thanks to Intel's vigorous development and support of embedded chips, and the huge future development potential of the digital signage industry, embedded systems will gain more in this year's digital signage field with their strong system stability and security advantages. Fast development and wider application.
Another development feature of the digital signage industry this year is that it is close to life, and the application industry is wider and the application range is larger. Before this year, China's digital signage applications were mainly concentrated in industries such as banking, transportation, hotels, and government administration, while the most widely used retail industry in foreign markets was largely unused in China. This year, with the continued decline in panel prices, the industry chain and industry environment have gradually matured, and the application of China's digital signage industry has become more widespread and closer to life.
The application of the retail industry can be said to be a major breakthrough in the application of the digital signage industry. In December this year, Shanghai Nanjing Road Commercial Pedestrian Street officially launched the WebDT digital signage solution as one of Shanghai ’s most well-known attractions, public safety and information security. It is two priority issues for outdoor digital signage. In addition, it is necessary to consider that the existing infrastructure of Nanjing Road is not changed, and the wireless network is needed to transmit signals. The difficulty is that it must overcome conventional wireless signal interference and outdoor strong interference factors. Into a crowd of people, strong winds and rain.
In order to manage and monitor the advertisement playback in the center of the pedestrian street, the administrator must implement remote control of the player, publish the advertisement list and update the advertisement content in real time. Nanjing Road Commercial Pedestrian Street adopts WebDT digital signage system, including WebDT content management software (WCM) and SA2000 player equipment, which can realize remote and uninterrupted real-time transmission of network and update dynamic advertising content.
In addition, Hewlett-Packard and Xuncheng Technology have expanded their domestic retail market this year. Hewlett-Packard has increased its publicity in the domestic digital signage industry in the retail industry this year. Hewlett-Packard expects that the domestic digital signage retail market, represented by restaurants, will experience explosive growth in the next few years.
The local company Xuncheng Technology, which has a Taiwan-funded background, also focuses on the retail market. On the basis of local demand research, Xingcheng has not only launched large interactive digital signage solutions, but also increased the size of small retail stores. The development design of point-type, non-networked traditional products provides customers with more differentiated choices.
In addition to the retail industry, the large-scale application in theaters, museums, exhibitions and other places is also one of the highlights of this year's digital signage industrial application.
The capital theater located on the prosperous Wangfujing Street has high requirements for intelligence and digitization due to its high concentration of people and high flow. Finally, it adopted the digital control system Digicontrol, which is the digitalization of the capital theater. , A very important system in the intelligent configuration, which plays the role of transmitting theater information such as repertoire information, fire command, service, etc. to the audience.
In terms of technology, the application of interactive touch digital signage technology, intelligent digital signage technology that can recognize the age and sex of the viewer, and can record the number of views and viewing time has also made digital signage a great step forward in humanization. Signage products will be more humane, and their applications will be more extensive and closer to life.
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