The key to understanding a sudden decrease in media effectiveness can sometimes be attributed to increases in consumer control. When the control is put back in the hands of the entertained audience, media effectiveness tanks. Think of the devices that have made null the efforts of advertisers in various shapes and forms:

Radio

With the introduction of MP3 players and PDAs radio advertising has been placed squarely back with you and me. Even commercial-free satellite radio takes out the contact between potential advertisees and the advertiser. When was the last time I listened to “traditional” radio? I don’t remember.

Cable Television

Digital Video Recording devices changed the way we watch television forever. I despise watching advertisement on TV now, unless I’m concurrently watching the SuperBowl. TIVO, although, circumvented with various advertising now, has changed the face of broadcast TV.

SMS

Short Message Service is a single segment of mobile marketing that utilizes text messaging. With the exorbitant cost per message of SMS and the emergence of open source mobile apps like those used by Google Android and Apple iPhone, it’s only a matter of time before SMS slowly disappears. In my mind, SMS will be replaced by some sort of open source mobile instant messaging.

An SMS replacement will not completely abolish mobile marketing, but it will, like all other forms of media, necessitate adaptation on the part of companies and developers.

The WWW

The internet is perhaps the last frontier for honed advertising contact. The greatest part about online search is the fact that you can get what you want, but targeted ads come at the same time.

Google has done an excellent job of continuous advancement of their software and search algorithms. And, regardless what other “killer apps” the internet giant decides to create, targeted search marketing will remain at the core of their business.

Where does digital signage go from here?

Like most other types of media, digital signage is quickly moving toward audience control. My personal opinion is that digital signage displays will more often be touchscreen enabled. In doing so, dynamic displays will move from off the walls and down to the waists, within touching distance. These displays will still be serving advertising, but with control back in the hands of the consumer will they pay attention?

Because the only constant we can count on is change, signage solutions will require continual development. Any “cutting edge” technology requires the creative juices of bright minds to ensure the various forms of media will still have an effect on our stimuli. In addition, we’ll need to find the segment that ensures a portion of control remains where the advertisers can ensure there is a revenue stream through the media. That way, ______ won’t kill the digital signage star.

Several layers make up a resistive touchscreen panel. There are two layers that are the most important. They are made of thin electrically conductive metallic layers separated by a small space. When pressure is placed on one of the layers, as when someone touches the panels, the layers are able to connect. In this way, the layers act like the connecting output of two voltage dividers. When the layers touch, there is a change in the electrical current, which is sent to the controller for processing.

Although, resistive touchscreen solutions are, in general, considered the most price-conscious solution, they are also known to be the least clear. Unlike other solutions, the layers can be damaged by sharp objects. As the most widely used type of touchscreen on the market today, resistive touchscreen panels are not as succeptable to outside elements like water and dust.

Capacitive

Capacitive touchscreen panels conduct a continuous current of electricy across the sensor using a coating of indium tin oxide. As a result, the sensor has a much more controlled field of stored electrons in both the horizontal and vertical axes. The sensor acts as a capacitant. And, since the human body also contains stored electrons it exhibits capacitance. The sensors on the screen work based proximity and therefore do not have to be directly touched to be triggered. Capacitance touchscreens are used in many POS systems, informational kiosks, and control systems. One superb benefit of Capacitive resistance touchscreens is that they have a much higher clarity than resistive technology. One downside to capacitance technology is that it will only work with human touch and does not respond to a inanimate objects. Finally, capacitive resistance touchscreens support multitouch capabilities.

Projected Capacitance

Projected Capacitance Touch technology is a subset of capacitance technology. It which involves X-Y array relationship where sensing wires embedded within two layers of non-metallic material are interrupted by a third object. In most cases, the third object involved is a human finger. The projected capacitance sensing wires and the user’s fingers forms capacitance. The controller system measures the capacitance made by the touch made and then relays the communication onto the the controller system and computer software. Projected capacitance touch technology is used with Interactive Foil. In this instance, a gloved hand can make the touch. Interactive Foil allows for touch applications to be utilized in external “through window” touch applications. These applications don’t require an actual “touch.”

Optical imaging

Optical imaging uses two or more sensors around the corner edges of the screen coupled with infrared backlights. The lighting, placed in the field of a camera’s view of the other side of the screen, sense a touch when a shadow appears. The camera’s triangulate the touch to locate its location. This technology is quite scalable and very affordable, especially when it comes to larger displays.

Surface acoustic wave

Surface acoustic wave technology or SAW utilizes ultrasonic waves that register the positions of the touch. It then sends this information to a controller to process. Because ultrasonic waves are used, surface contaminants like water and dust can interfere with functionality.

Strain gauge

Strain gauge touchscreens utilize a spring-mouted display where four corners are connected to strain gauges. The gauges are used to determine deflection when the screen is contacted by touch. Because the screen is mounted on springs, it also utilizes measurements along the Z-axis. Strain gauge is typically used in outdoor-exposed systems because they have a hearty resistance to the elements.

Dispersive signal technology

DST was introduced by 3M in 2002. Mechanical energy in glass is measured by complex algorithms that interpret dispersive waves traveling through the solid medium. Because the technology is impervious to dust, scratches and other external elements, it is considered a very viable and scalable solution for multitouch on even the largest of displays. Dispersive signal technology also provides excellent optical clarity due to its lack of additional elements needed in the display. The displays can be detect both fingers and styluses. However, one downside is that the glass cannot detect a moving finger or stylus.

Acoustic pulse recognition

Similar to dispersive signal technology, acoustic pulse recognition utilizes two piezoelectric transducers located at positions onthe screen to turn the mechanical energy of a touch vibration into an electrical signal. The transducer signal allows the screen’s hardware to determine the location of the touch through a complex algorithm. The screen is made of ordinary glass, providing excellent clarity and durability. Like dispersive signal technology, acoustic pulse recognition does not allow for motioned touch once a touch has been initiated.

Nate Nead

There are various forms of escalation and evolution, digital media being only one of a vast array. It’s either get bigger, get better, get efficient, or die. Digital death can come quickly without adaptation. Could the homo erectus see where their species was headed? Probably not. In the case of digital signage, do we truly see where the medium is headed in five, ten, even fifteen years from now. Most likely not. We can make predictions. Heck, Arbitron and Neilsen do it all the time, but in reality there remains a certain dose of uncertainty that leads me to wonder, “what will digital signage evolve into?”  Hopefully not the next stupid, extinct digital medium.

Signage Morphology

We’ve seen the emergence of a new digital age. The last 20 years have taken us from CRT televisions with their huge footprints and poor quality to HD, BluRay, and myriad of other devices that give the digital steak a more seasoned sizzle. We’ve also seen communication go from POTS (plain old telephone service) to pockets, where individuals can be reached at the drop of the hat at anytime and in any location worldwide through a cellular device. The costs of these devices has also significantly dropped as well, allowing for more broad acceptance of once untouchable units. Do you remember when a Plasma television cost between $10-15K?

The self-service kiosk world helped to spawn digital signage out of the funk-laden primordial swamp–a swamp originally dominated by static banner signage. As static signage becomes all but extinct in coming years, digital will also–of necessity– evolve into a different beast. Perhaps digital out-of-home will take on several different shapes as technologies diverge and converge in various ways. Personally, I think we’ll see more of the latter than the former. With new applications exuding themselves from the creative minds of digital signage developers, we’ll see PDAs, mobile phones, kiosks, digital signage, and RFID come together to create customer experiences like never before.

A more specific trait I see emerging from digital signage morphogenesis is the use of touchscreen applications. In the future, we’ll see many more self-help, large format digital displays come down from their high places on the walls to chest level. These displays will be integrated with interactive capabilities and allow for information dissemination to an audience who will be used to taking control of what they see and hear. Digital juke boxes, video games, and handheld devices will allow the user to choose, within certain perameters, what will be displayed, heard, felt, smelled, and even tasted.

3M certainly hit the proverbial nail on the head with the development of Dispersive Signal Technology (DST) for large-format touchscreen applications. As consumers continue to demand to have control put back in their corner, we’ll see touchscreens implemented in part or whole as digital signage applications rollout.

What do you see the industry moving toward?

1. How much you want to control it

2. How much you want to spend

3. Your appetite for risk

At first glance, it sounded to me like they were asking for a “level of committment.” How often do you receive a lead for a digital signage project where there is no budget and, even worse, no investors in the project itself. It is not ironic to me that these inquiries come across my desk regularly. From my perspective Ms. Davis-Taylor and Mr. Weidman are asking for the following:

How much time you want to spend?

How much money you want to spend?

And how much sleep do you want to spend?

For fully funded, company-backed deployments, risk, money, and control will be spread over the corporation. This is the suggested and optimal route, but for those seeking to implement a home-grown ad supported digital signage network, this post may be helpful. This post will address the issue of the advertising supported digital signage revenue model. In doing so, we’ll hope to answer the following questions ourselves:
How does an ad supported signage network work? Or does it work at all?
What are some different types of ad supported digital signage networks? Which type seems to work the best?
Are there any current successful examples of an ad supported network?
What are some of the benefits of an advertising supported digital signage network?
What are some downfalls of this revenue model?

All the preceding questions will be answered and discussed throughout. In my mind, understanding the detailed “heretofores” and “theretofores” involved in creating a network based solely on ad revenues is somewhat of a daunting task. In doing so, I think it will be very wise to discuss the “morphology” of an ad supported network.

Types of Digital Signage Networks Supported by Advertising

1. External Model

In this model a host venue agrees to have digital signage. End of story. 100% of displayed content does not benefit the host venue. Has anyone witenessed a deployment like this? More importantly, if such a backwards way of thinking does exist, could it possibly work? I’m sure if software and hardware were free, then it might work. In the real world, this is a unicorn of an idea.

Such a system would only benefit the owner or operator of the screen, not the venue itself. In my mind the only controlling power given to a host venue in such a situation would be “veto” power for content they did not want displayed. It would appear as a private digital sigage network, in another public location not owned by the operating company. I know that sounds weird to say, but it could exist. While we’re on ficticious ideas, I should reiterate that we’re speaking of ad supported networks. This would make a 100% external ad supported model seem even more insane.

2. Owner/Advertiser Hybrid Model

A shared spaces network involves several players: signage network operator, digital signage host venue, external advertisers, and media buyers. Hybrid digital signage networks are almost diametrically opposed on a local vs. national level. In order to understand how different they are, we’ll discuss both in some detail.

National Leasing Model
In the case of a national network, media buying agencies provide the fuel to keep the network alive and well. Jimmy Schaeffler puts it this way, “The ‘Leasing Advertising Space’ business model, involves the controlling stakeholder looking outside, to others, to add additional content and, in turn, help pay for the posting of that content. This can be a symbiotic relationshipo that assists both the controlling stakeholder, as well as the advertisers and/or their clients. Advertisers looking to reach larger audiences in places like travel centers, malls, and event arenas are particularly attracted to this model…The consumer is at the top of the chain, because the consumer is still the most important party in the overall system, in that his or her response governs what the advertiser and its client are ultimately willing to do toward less or more spending using this model” (”Digital Signage,” Shaeffler, pg. 175).

Unlike the local network, national digital signage corporations go through a media buying agency for sale of advertising spots on their network. In this way, respect for individual players’ core competencies is maintained and media buyers can better connect with key individuals for such a buy to be implemented.

Local Advertising Swap Model
I’ve been approached and had discussions with numerous individuals who, in excited frenzy of the emerging multi-billion dollar industry, wish start and operate their own digital signage network. Often, “the greatest plans of mice and men often go awry.” One must be careful not to jump to conclusions. Before we discuss such conclusions, let’s do a little discovery into different types of “shared spaces digital signage networks.”

In some cases, the players involved can wear more than one hat. For instance, some network operators entice venues by promising “ad swapping” on the network. In the case of a local network, a venue would be able to advertise at the barber shop, dentist, lube center, and doughnut shop in exchange for having the barber’s, dentist’s, lube center’s, and doughnut shop’s ads on their screen as well. I’ve never liked this model. I know there are numerous local networks currently operating under this guise, but many were struggling before economics threw another wrench at the cogs. Why is this alerting? Many companies have worked hard to build a strong, heavily branded, local businesses. Mucking that up with other local companies ads is not appealing to some. In fact, many local companies often feel a resentment toward “swapping” ad spots.

Requirements and Specific Issues
On either a local or national level, there are several prerequisites for a shared ad model to succeed. First, consumers have to react. In other words, the digital signage advertising has to be useful and effective. If not, consumers won’t create sales lift. In turn, advertisers will not want to purchase. It’s that simple. Let me put it another way, consumer responsiveness governs all. Let’s say it again for emphasis: consumer responsiveness governs all. It doesn’t matter if the ad rolled 400 times an hour on a network of 5,000 screens. If it didn’t do jack, then the model is a flop (a little caviat here: something like that would never happen). Second and finally, any digital signage network who wishes to sell a significant amount of theoretical “space” needs to own space available for sale. This means you need advertising space and advertisers waiting with their billfolds open. National networks with a significant footprint can, much more easily, vie for the eyes and ears of large media buying companies who wish to purchase spots.

For the local network, obtaining the space is sometimes difficult. Because the model I’ve been discussing morphs venue hosts and advertisers into a “catch-all” category, the model becomes much more complex. Because “screensharing” is taking place, conflict may arise. For instance, five dental offices working solely as the hosts would not only not work, but is a sure fire way to rethink your model very abruptly. Finally,

3. Internal Model

An internal ad-funded digital signage network model is nearly 100% synonymous with that of the private label digital signage network model. This type of model has also been referred to as the owner model of the manager model. The internal ad-based model does not gain revenue from advertisers themselves, but is in the business of internal branding and targeting customers at the point-of-sale within the confines of their own established place of business. For more information on the internal model, please see the related post entitled: Private Owner Network Digital Signage Business Model.

Where’s the Cash?

In order to completely understand the model, one must understand and know with a certainty where the flow of money is taking place. And, most importantly, does the cash influx make up for–and hopefully–exceed the outflow.

$$$ Out
When all the resources necessary are given full sway in a digital signage installment, I believe many would be a bit less hesitant about “jumping in” with both feet into the digital signage market, especially with an ad-supported business model as their means of generating revenue. Consider for a moment the shear cost of a single deployment: hardware (mount, screen, wiring, media player, etc.), software, and installation fees only amount for a portion of the cost. Consider hosting fees under a digital signage SaaS model or general connectivity fees if an internet wireless card were needed for regular uploads of dynamic content. Recurring costs can sometimes even trump an initial deployment costs, which is almost always the case in the aggregate. Then, there are the maintenance costs and content creation fees. I could go on and on. The question is, who is going to pay for all this?

Theoretically, the ad-based model, as the name implies, assumes a third-party ad supplier will front the deployment and recurring expenses. Again, in theory, both the ad supplier and the network manager will benefit with increased ROI from such an investment of technological capital. Rest assured, some methods must be considered for effective ROI measurement of digital signage networks for this model to work well. The standards may be codified, but generalized effective methods of measurement are still not to the coveted “Minority Report” levels yet.

$$$ In
Sure, we may understand our costs down to the penny. We may also be fully aware of who will be covering the cost of our digital signage deployment.  in them In general, because the network operator and screen venue are separate entities (not in all cases, but generally), any advertising revenues gained through on-screen media buys must be divided in some form between network operator and whoever is hosting the screen itself. This alone can become a very complex system of percentage agreements, proof of play reports, and precise audience measurement methods. At any rate, there needs to be some sort of agreeable method of divied shares between managers and hosts. Once terms are agreed upon in this regard, what was the take home? Was it worth the time and effort for deployment? Or, could you have made more in stocks this year? (currently, this statement seems completely preposterous).

Problems

I’ve only delved into some of the crags of the perverbial digital signage iceberg. The business models have many different niches and nuances I’ve not even begun to mention. The real issue is money. Where is it coming from and where does it go after a network starts pulling it in, if it can pull it in. Do you currently have advertisers drooling to place content on your screens, willing to pay whatever it takes to have their spot go primetime during the restaurant’s lunch hour? Most likely not. And, if not, maybe it’s time to rethink the methods. In such a “chicken or egg” gamble, do you feel it wise to risk a high stakes race when reason, logic, and the failed experience of other networks is right in front of you? I’ll let you answer the rhetoric.

In reference to smaller, localized networks, I do not wish to be overly critical. Some work. Mike Draghici of Seattle Digital Signage has, in my mind, done a fine job with a hybrid digital signage business model. Then again, they also have their own software solution. However, out of necessity, prudence warrants me voicing a loud opinion on the subject.

Benefits

While we’ve remained almost solely on a negative vein, I think discussing possible benefits of this model are absolutely necessary. Digital signage advertising is effective. The numbers continue to prove that fact. Branding, sales-lift, and an occassional call-to-action are some of the ways a venue as well as a digital signage advertiser can benefit. Increased ROI is definitely a possibility. The benefits can be seen by both the third party advertiser and the network operator if they are connected in a proper manner. The advertiser can see increased branding and increased ROI through calls-to-action, while the network manager reeps the benefits of a advertising revenue. It’s a seemingly perfect marriage of ideals and goals, where both parties benefit in a symbiotic relationship. But, in my mind, such a perfect “digital signage universe” is a bit nonsensical and far-fetched.

However, those who are able to gain suitable advertisers can be successful. Indeed, some of the most successful signage networks to date have an annoying attention to details, including audience tracking, you’ve ever seen. This ensures that when they sell advertisements, they know eyeballs are getting pinged. Additionally, it should be noted that many of the most successful (and perhaps, the only successful) ad supported digital signage network had existing connections with advertisers, knew advertising sales, and/or were dilligent in gaining the LOIs etc. before the networks were installed. In summation, sell the sizzle not the steak and get advertisers before software and hardware is expended. Once completed, a nice residual income for the network operator will not only pay for a screen, but yield revenue on an ongoing basis.

Conclusion

Hopefully the forgoing questions were answered. I’m sure there’s room for discussion, some will heartily disagree. In fact, I can think of several localized networks I’ve had discussions with that are doing great with their “citywide” digital signage networks. Of course, that was 8 months ago when words like “recession” were in reference to 1929. When the Lion’s Share of local networks, whose model is based 100% off the assumption that, “once we have the chicken, it will lay for us a golden egg,” fail, I find it difficult to look at the successful minority and be unflailingly optimistic. But perhaps I am a crackpot.

The TriCaster is essentially a high-powered computer with special ports. Like other computers, it plugs into a display and it’s operated using a mouse and keyboard. The onscreen interface resembles a traditional TV-studio switching console, but after a short tutorial, just about anyone can figure out how to switch between cameras, add graphics and so on. I saw how easy this was, and heard countless testimonials about high schoolers and church volunteers learning how to use it in a half hour.

“We had to take a process that normally has 5 to 30 people creating a show and make it easy enough for one person to run, [someone] who has never run a TV show before,” explained Philips. Indeed, the TriCaster allows a single operator to mix multiple cameras (higher-end models support more cameras) interspersed with graphics, pre-recorded clips, real-time effects and more than 300 three-dimensional transitions. The box outputs to the web, television stations or big screens in churches and sporting arenas.

NewTek’s entry-level TriCaster, with support for three cameras, costs $4,000. That may seem like a lot, but considering that it can be used in place of a mobile production vehicle, four grand is small potatoes, relatively speaking.

It sounds like a reasonable solution for various broadcasting needs. And, at $4k it’s farily reasonable. Currently NewTek’s Tricaster is being used by the NBA development league, Fox Sports, Fox News, John Dvorak of Cranky Geeks, Leo Laporte, and Tom Green.

Digital signage applications abound for such a device. We get requests quite regularly, usually for school and worship applications, where multicast/broadcast is a requirement. This is also a huge breakthrough for the niche video broadcaster who wishes to do high-quality broadcasting on a small budget. It must be high quality if Fox Sports is using it, right?

Since I am an information consuming whore, I do not believe that too much can be written or said about any topic out there. It just takes someone crazy or interested enough to soak it up like a dry sponge. I guess I resemble that description.

“Lighting Up the Aisle” was somewhat different than Jimmy Schaeffler’s piece. It seemed to focus a bit more on deployment strategy and tactics, while Mr. Shaeffler’s book seemed to have information that focused more on the overall industry. Because of their different focus, they were both extremely informative and well worth reading.

“Digital Signage” by Jimmy Schaeffler was intriguing because of the numerous case studies. Jimmy uses the case studies to drive home specific points about detailed advantages of the industry. It’s like the old “Reading Rainbow” book showcases, “this is a great way to increases POP sales, but don’t take my word for it!” Then there’ll be a case study printed by a specific company which outlines the effectiveness of the specifically engineered build they used for a deployment project.  

I plan on writing full book reviews for both pieces sometime in the future. In fact, you can expect me to reference them as resources from time to time. Thank you to both Mr. Shaeffler and both Mr. Weidman and Ms. Davis-Taylor. There is always more to learn!

I want to reiterate Jimmy’s final thoughts: the digital signage future is so bright, I’ve got wear shades.

This project hits a bit close to home for me. In a former life, I sold Clearwire services throughout the Seattle area as an owner of Ascent Marketing. Their service was great! In fact, I know Seattle Digital Signage is currently using the Clearwire service in their Taxi Cab Digital Signage Network, installed in a majority of the city’s taxis.

Recently Clearwire announced they’ll be teaming with some of the largest telecom giants for a 4G internet deployment. In addition, they’ve received funding from quite a few sources as well:

Clearwire received the $3.2 billion investment from some of the most innovative communications, entertainment, and technology companies in the world, including: Comcast, Intel through Intel Capital, Time Warner Cable, Google, and Bright House Networks, and, as previously announced, will receive an additional investment from Trilogy Equity Partners in the coming months.

The new venture known simply as “Clear” will replace the former push for 4G Internet known as “Xhom” (I personally never liked the term Xhom anyway).

The opportunities here will benefit companies across the map for content and data delivery and exchange, digital signage being only one…

Full Clearwire press release.

Before we go into the whys, let’s first discuss the three tiers of digital display manufacturers:

Tier 1 -These companies design, manufacture and market their own HD displays. The companies should be familiar to you: Samsung, Panasonic, etc.

Tier 2 -Tier 2 includes known brands from established companies like Zenith (an LG company) or Magnavox (owned by Philips).

Tier 3 -Polariod, Vizio and TruTech are marketing companies who use outside vendors to build their display sets. Vizio is perhaps the most visible of the aforementioned companies.

Three Reasons to Avoid Tier 3 Brands

Reason 1: Price

The price gaps between the Tier 1 and Tier 3 brands have narrowed significantly in recent months (perhaps in part to some price fixing). In some cases, the price gap is down to $100 or less. This is not a significant enough gap to warrant saying, “look at all the money I’m saving by purchasing a crappy display.”

Reason 2: Quality

Tier 1 television companies own their own production facilities. This has several foreseeable benefits, only one of which is control over the entirety of the manufacturing process. Vizio, on the other hand, outsource for both the parts and the manufacturing. The Vizio displays are built under contract by factories in Taiwan, China, and Mexico.

Having outsourced manufacturing plants is not the only cause for concern with the Tier 3 display providers. Owners of the Tier 3 televisions (reported at HDGURU.com) say that products between the 14^th and 30^th month of ownership have suffered symptoms indicating failed power supply. This was particularly the case with the Vizio displays. And since one of the most expensive components of any display is the power supply, this is a high cause of concern. Perhaps Vizio is skimping on the quality of a power supply to cut manufacturing costs. Whatever the issue is here, it warrants concern from a digital signage network manager who would want a display to last in an “always on” mode.

Reason 3: Comparison

A recent evaluation of two of Vizio’s displays at Gizmodo indicated underperformance compared to a slightly higher priced Toshiba LCD display. The difference in performance was based on the panels. The Vizio television exhibited more visual noise interference and buried black detail on the display screen in a much greater fashion than did the comparable Tier 1 brands for 2008. This issue is somewhat reminiscent of plasma display’s performance from 3+ years ago. The tested LCDs also possessed a narrow viewing angle and purple cast in blacks when viewed off center.

Some suggest Vizio and other Tier 3 brands are perhaps purchasing older generation panels from old panel maker inventory, in part due to the fact that Vizio and other Tier 3s do not disclose where they are procuring their used panels.

Final Thoughts

Although the differences may seem somewhat insignificant, it’s something that can be easily remedied: don’t skimp on price and you won’t skimp on quality. However, since the price gap is quickly converging, it would seem the decision to purchase a Tier 1 LCD, especially for an industrial digital signage application, is obviously clear.

Below are excerpts of Vizio’s Latest One Year Limited Warranty (with bold highlights added by HD GURU). For the complete VIZIO warranty go to (Vizio):

“Labor

“During the one-year limited warranty period, VIZIO will provide, when needed, service labor to repair a manufacturing defect.  Repairs required on displays which are thirty (30) inches or larger will generally, but not always, be made “on-site” where the display is installed. However, the decision to perform and on-site repair is dependent upon the manufacturing defect and is at VIZIO’s option and sole discretion. Repairs required on displays which are less than thirty (30) inches generally will be performed at a Vizio service center.”

“Parts

Repairs may be made with new or recertified parts, or the entire unit may be replaced with a new or re-certified unit, at VIZIO’s option and sole discretion. Replacement parts or replacement units provided under the is limited warranty are warranted for the remaining portion of the original warranty or for ninety (90) days from warranty service or replacement, whichever is later.”

“MAIL-IN WARRANTY REPAIR PROCEDURE

Mail-In Warranty Repair generally is performed on displays which are smaller than thirty (30) inches.”
“If VIZIO Technical Support determines that a problem with a display unit may be within the terms and conditions of the VIZIO Limited Product Warranty and that a Mail-In Repair may be performed, the customer will be provided with a return authorization number and mail-in repair instructions. Proof of purchase is required to confirm the product is within the one-year limited warranty period and meets the terms and conditions of the VIZIO Limited Product Warranty.”

“The customer will be provided with instructions for packing and shipping the unit to the VIZIO service center. The original carton box and packing material, or an equivalent as designated by VIZIO, must be utilized. The cost of shipping to VIZIO’s service center is at the customer’s expense. After the product is repaired and tested or replaced, VIZIO’s service center will ship the unit back to the customer at VIZIO’s expense. VIZIO is not responsible for the de-installation or re-installation of the product. Please read VIZIO’s Limited Product Warranty for warranty terms and conditions.”

“WARRANTY REPLACEMENT

WARRANTY REPLACEMENT PROCEDURE

If VIZIO Technical Support determines that a problem with a display unit may be within the terms and conditions of the VIZIO Limited Product Warranty and that replacement is the appropriate solution based on the type of manufacturing defects in materials and/or workmanship (at VIZIO’s sole discretion), the customer will be provided with a return authorization number and replacement instructions. Proof of purchase is required to confirm the product is within the one-year limited warranty period and meets the terms and conditions of the VIZIO Limited Product Warranty.”

“For displays thirty (30) inches and larger, VIZIO will generally cover the transportation charges to perform an exchange of the original unit with the replacement unit. For displays smaller than thirty (30) inches, the customer is responsible for the transportation charges to VIZIO’s service center. In either case, VIZIO will be responsible for the return transportation charges from the service center to the customer. Please read VIZIO’s Limited Product Warranty for warranty terms and conditions.”

According to a Vizio spokesperson, if Vizio decides to replace your unit as per the warranty,   VIZIO will, at its discretion, send you either a new or a “recertified” unit. Re-certified units are ones that are used, refurbished to VIZIO’s standards.
The representative went on to inform me that VIZIO has supplied an independent parts distributors for warranty and post warranty parts access.

For comparison, the HD GURU checked out Toshiba’s HDTV warranty. Toshiba sells aggressively priced HDTVs designed to compete with Tier 3 HDTVs. Toshiba’s full US name is Toshiba America Consumer Products LLC (TACP). Here is an excerpt of its warranty. The complete Toshiba warranty for LCD Televisions 26” and larger can be found at (Warranty). Caps and bold are as printed by TACP.

Limited One (1) Year Warranty on Parts and Labor for LCD Televisions 26” and Larger

TACP warrants this LCD Television and its parts against defects in materials or workmanship for a period of one (1) year after the date of original retail purchase. DURING THIS PERIOD, TACP WILL AT TACP’S OPTION, REPAIR OR REPLACE A DEFECTIVE PART WITH A NEW OR REFRURBISHED PART WITHOUT CHARGE TO YOU FOR PARTS OR LABOR. During this period (boldface added by HD Guru), TACP Authorized Service Station personnel will come to your home when warranty service is required. Depending on the type of repair required, the service will either be performed in your home or the LCD Television will be taken to a TACP Authorized Service Station for repair and returned to your home at no cost to you.

]]> http://digitalsignage.com/blog/2008/12/17/why-purchasing-off-brand-displays-can-cause-headaches/feed/ http://digitalsignage.com/blog/2008/12/16/ad-supported-networks-are-you-hunting-elephants-or-rabbits/ http://digitalsignage.com/blog/2008/12/16/ad-supported-networks-are-you-hunting-elephants-or-rabbits/#comments Tue, 16 Dec 2008 20:02:11 +0000 Nate Nead http://digitalsignage.com/blog/?p=51 The first time I heard the preceding question, it was in reference to sales. It was another way of saying, “make sure you get some small sales to keep the wolf away from the door, before you go after the large sales.” The idea works, especially for local networks. It’s much easier to sell the local grocer than it may be to sell Coke or Nike.

Local, small networks are great. Don’t get me wrong, national networks are great as well. They allow for a broad reach and general case study reports for larger demographics. Local networks often take more TLC. They spend a bit more time making sure they’ve got the proper digital signage metrics, that the advertisers are happy, and that their network is functioning at capacity. This is the case because they have much more control of the process from start to finish. How many have seen a poorly installed screen at some national food chain (I’m won’t mention network names or names of the particular food chain). Such an example is oftentimes the direct result of massive installs with little micromanagement. This type of model is not incorrect, but merely a different approach for network outlay.

In relation to advertising vs. network it’s always the question of the chicken vs. the egg. Will the advertisers come once I have the network in place? Don’t count on it. When it comes to outlaying several thousand clams per location for hardware and software, you had better have a modus operandi for covering costs. And, if you don’t have the advertisers already convinced, it’s going to be a sore hurt when the payments come due.

If it’s a pie-in-the-sky network you’re looking at establishing, it may be wise (unless you’ve $5 million in start-up capital), to hold off on a huge deployment until you have some way of covering costs.

Now, it’s back to the original question: elephants or rabbits? You may be tempted to take what you can get. This is not always wise in advertising sales-or any sales for that matter. You must find your sweet spot and target it. Don’t take a shotgun out and go out looking for rabbits in Africa (but secretly in your mind, you want an elephant). It’s not going to happen that way.

When making the advertising sales there are two things to consider. Who am I targeting? And, who responds best to my solicitation? The answer to the first question may change based on the answer to question two. Either way, honing in a target niche and milking every last drop out of that niche is the area you want to be-at least initially. Once you’ve had your experience shooting some rabbits, it may be time to go after a bear or an elephant. In my experience, when you’ve proved yourself as an accomplished rabbit hunter, the elephants knock on your door.

For more information on digital signage networks, please visit our posts outlining the following:

• Advertising Supported Digital Signage Networks Business Model

• Private Label Digital Signage Network Business Model