Signs of the Times - March 2014 - (Page 82)

Dynamic Digital Signage Made Simple, Part 3 Design DS for the client, not the bank account... B y D e a c o n Wa rd l o w T he term "digital signage" (DS) covers a broad spectrum of solutions for customers' "dynamic" digital solutions. Often, the term refers to outdoor LED signage (the most readily available and prevalent form of dynamic vs. static signage), but, as LCD solutions became more economical and simple, the term is shifting. Most sign companies are familiar with LEDsign solutions and systems, but when faced with a request for interior LCDs, seemingly insurmountable hurdles appear. Here's an example from a client, and the solutions provided to them from various companies (I've updated the hardware to represent how these same solutions would have been put together with current technology). The names have been altered to protect the innocent and the guilty. The client is a small artisan supermarket (small farm/low-production foods) open 24/7. Close to expanding, the client will open another store in a few years. For now, the client wants to upgrade the deli with a dynamic menuboard to showcase fresh sandwiches, soups and options available, along with an LCD display for their seafood section, and a third (main) display at the registers to inform shoppers about events, specials and such. The "DIY specialist" This integrator looks for the fast, simple solution. Why spend a lot of money on something likely to be outdated in a year or two? Do it fast; do it cheap, and get it going so there's something in place NOW. The client can always upgrade later. This integrator went to the local Mega-Mart and bought some cheap, off-brand LCD screens. The electronics department had cables and everything needed (even a few cheap desktop computers to run the content on). Mr. DIY loaded the systems with Open Office (why pay for expensive, name-brand software?). The deli screen was connected to a computer hidden under the counter, as was the seafood screen and the register screen. The computers were hooked to the network with Ethernet cables, and Mr. DIY added a free, remoteaccess program called VNC, so each computer could be remotely accessed, updated and controlled. 82 SIGNS OF THE TIMES March 2014 Pros: The solution works (somewhat) and is cheap. Mr. DIY bought the 46-in. screens at $400 each; the HDMI cables and mounts cost $60 each; the desktop computers were $200. Open Office running "Impress" for slideshows $0. The VNC allows remote access to each computer free of charge. Total time for setup, installation, and initial content on the displays - 40 hours billed at $60/hour = $2,400. Total cost to the client (with markup on the components) was about $5,000. Cons: The supermarket has no way of telling if a display is running the content they want, or when they want it, unless someone monitors each system for any problems (i.e., displays "stuck" on the same content, displays which shut down, computers which fail, etc). The systems (both the PCs and the LCD screens) were meant for home use, not 24/7 run times. A personal-use system (computer or LCD screens) is estimated to run approximately 5-6 hours per day on average. The systems aren't built to deal with the heat generated and power consumed when running all day, every day, in a commercial setting. Often, LCD screens (especially the cheap ones) will show signs of image retention, which is an imaged burned into the screen from running too hot and too long on the system. To upgrade the system, everything will likely have to be replaced. The mounts, also purchased at the MegaMart, weren't rated for commercial use and, as such, are a potential liability to the business owner if the mount fails and the screen hurts someone or damages equipment. The worst part, by using consumer electronics commercially, is the voiding of all warranties. If something failed, the customer would have to eat the loss. Scary, but as Mr. DIY said, "It'll work, and you'll save a bunch of money!" The black mark against DS integrators are the Mr. DIYs. By providing "down and dirty," cheap solutions, which often fail and cause more negative branding than positive experiences, these low-end integrators scare people away from considering DS for their organizations. Seeing a poorly managed system with a BSOD (blue screen of death) on it doesn't help the business; it just makes them look foolish. The technology behind a good DS solution

Table of Contents for the Digital Edition of Signs of the Times - March 2014

Signs of the Times - March 2014
Contents
ST Update
Technology Update
Designing for Large Format
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review: Summa’s DC5 and DC5sx printers
Technology Review: PrinterEvolution Neo Series printers
Design Matters
New Products
Happiness Squared
They Speak the Language
The 2013 Lighting Survey
Ganassi Racing’s Green Light
Dynamic Digital Signage Made Simple, Part 3
Industry News
Advertising index
Editorially speaking

Signs of the Times - March 2014