Kiosks and DS Working Together

Versión para impresora

Digital signage defined: flat panel screens that are used to replace or enhance traditional signs, displaying constantly updated messages. Digital signage seems to be the buzzword du jour, so how can the self-service industry capitalize on this emerging industry?
 
By Stephanie Kropowski, Director of Marketing and Sales, KioWare Kiosk Software

Digital signage is typically designed to display messages, usually in the form of advertising. Digital signage offers the ability to stream dynamic content to multiple networks in multiple locations. Ads can become animated, maps can be instantly updated with the latest information, and current news can be easily displayed. This can all be readily modified and has already been applied in the self-service industry.
 
Instant Attraction
 
With the digital signage industry already deriving many of its technologies from the self-service industry, how else can the two industries be incorporated? To begin with, digital signage has the capability to become interactive through the use of a self-service kiosk. The same digital ad that draws attention to the sign can additionally be used on a kiosk screen to draw a user to a kiosk, known in our industry as attract screens. At the kiosk level, digital ads can be extended to permit the user to find out more information. This can be applied to numerous projects: for instance the user could learn more about a product, and ultimately be able to place an order. Or, a user can drill into a ticker tape news item and read the complete story. The ability to make digital signage interactive enables more information to be transferred, improving the audience experience and improving overall ROI.
Another popular way to converge digital signage and self-service is to mount a second monitor, typically above the kiosk. This second monitor could be used to enhance and expand the functionality of the application running on the primary monitor – for example, by providing context sensitive help, displaying detailed product information, or providing additional dynamic branding for the kiosk. Or, the second monitor could be used as an independent revenue stream by selling advertising. Unlike the kiosk’s primary monitor, the second monitor allows for constant advertising exposure, even during kiosk activity time, when a potential customer is perhaps the most likely be influenced.
 
 
Checking Up
 
As with self-service kiosks, the only thing worse than having a digital signage installation broken down, is not knowing when your digital signage installation is broken down. Fortunately, the kiosk industry has a solution whereby the kiosk regularly pings a centralised server, saying ‘here I am alive and well’ and typically sends a statistical snapshot of its health for proof. When a kiosk stops pinging, the centralised server sends out the alarm. This technology is readily transferable to a digital signage installation.
 
Similarly, the nature of digital signage is one of dynamic content and the requirement for content to change regularly. Depending on the complexity and size of the digital content, and the quality of the internet connection, content can be hosted either locally at the digital signage location or at a remote server. When content is hosted locally, there needs to be a robust method for updates. Once again, this dilemma has been resolved within the kiosk industry, and the technology is readily transferable to a digital signage installation.
 
Interactive kiosk defined: a computer terminal that displays an application, providing information access to a user via electronic methods. Are the definitions really all that different?