Definitive guide to launching a digital signage network

The Director of Maler Digital Signage Systems, Luis R. Villafane, explains to Digital AV Magazine, from a personal point of view and based on the experience of many years of work, What should and should not be taken into account when implementing a digital signage solution.

If your company is starting to consider what steps it should take to launch its own digital signage network, You may be interested in these tips and precautions. I have always sat on what we can call the wrong side of the table. I have always been the provider, the 'solutions expert'.

I have never been in the shoes of that company that wants to create a digital signage network and comes with more or less extravagant requirements in the hope of finding a simple and cheap solution., or a quick response without analysis, of the 'sure we can do it' style.

in my 16 years of experience in creating and managing corporate networks I have learned a few things about digital signage and the people who are in this world.

A project needs a focus and a plan

This is the first question I always ask a client.: 'Because?’ A provider needs to understand why a company wants to create a digital signage network. And this is a really important part of our work.

One of the objectives of our first meetings is to help the potential client realize that it may be a bad idea to launch a digital signage network if the fundamental reason is not one of these.:

• Try to increase sales.
• Improve brand identity and launch corporate messages.
• Have the possibility of training employees.
• Reduce printing and paper costs.

There are so many good reasons that when we are given a wrong one, It's a big disappointment. Just by listening to a client, We can often know if that digital signage project will fail under its own weight in a couple of years.. In those cases, Our job is to bring you back to Earth and make you understand the harsh reality of what you are trying to do..

A solution provider needs their potential clients to understand what is really at stake with creating and managing a digital signage network.. And if that reason is correct, then you can put your ideas on the table. This is how you can get a digital signage network that meets your requirements and is also functional., stable, handy and visually attractive.

Find your expert

A sales manager will tell you what is possible in a perfect world. On the contrary, a technician will tell you what works in the real world. Keep this idea in mind when you go to meetings with your potential suppliers.: take an expert and if you don't have one, find an independent consultant.

When we talk about an expert, We are referring to that obsessive-compulsive technician who hates automatic updates and who enjoys watching a network work at the same time. 99%. The one who talks to his teams when no one is looking, the one who sits in front of the computer to make everything work.

That technician will be able to get an idea of ​​how all those functionalities that are presented to him can be applied in his project., and how much time and effort will be required to maintain a stable and reliable system.

When the sales managers of your potential suppliers tell you about all the wonders they offer, look at your technician. Pay attention to their expressions, but don't let me ask any questions. Then keep your opinion.

This will allow you to get a precise idea of ​​what they have tried to sell you and if you are really going to get what you need..

Installation costs vs.. maintenance

In the planning phase of a digital signage network, software expenses tend to become one of the main considerations. Actually, software license costs, hardware and installation should be one of the least important aspects. Yeah, less important.

Operating and management costs are the ones that should focus your attention from the beginning. Those are the recurring expenses that never end., those who are going to be there every month and every year.

The boring details

Sales managers often present buyers with an idealized image of their solutions and some of the most attractive features.. But what really matters is the hidden, those boring details that never appear in sales meetings:

• Infrastructure behind the network.
• Ability to handle peaks of activity.
• Scalability.
• Security.

The right software has to allow a single person to be able to manage a system of 5.000 digital screens. If not, something is wrong.

A demo is not the real world

There are hundreds of software options in content management systems (CMS), that are capable of working down to the last detail when the sales manager has to do a demo under controlled conditions, but most of them fall short when they collide with the real world.

The key is to be able to fit the CMS (and what it is capable of doing or not) with customer programming requirements. And do it away from a controlled environment, in the real world, which is where it really matters.

Unique programming for each screen

If there were an international digital signage court, one of its first measures would have to be the prohibition of the word 'playlist'. We are talking about a term that could be applied to what a USB solution would do or what our children do when they listen to music. In other words, is the result of minimal programming effort.

A digital signage CMS must be able to create unique schedules for each of the players and screens.. For each of them, for every day of every week, for every second of every day. In terms of digital signage, asking to play 'a-b-c-a-b-c' is a huge disappointment, no matter how complex you want to make it look.

Better the penultimate than the latest technology

I like technology and I love having the latest in the office. But I like even more to have almost the latest in my production environments.

Every time we test and release a new hardware component (PC, panel, camera, beacon or whatever), I get nervous. Our entire team tests and analyzes each of the aspects, to integrate hardware and software into a stable and manageable solution. But if you are the first, You will never really know where that 'byte' that has been lost somewhere along the way may surprise you.. That's why I prefer the technology that the bravest have already tested in recent months and that has not generated any problems..

Listen to your provider

If you have already made a decision and trust your provider, listen to what he has to say. Let me advise you and open your ears to new ideas and ways digital signage can help your brand.. The experience and judgment of a professional can be the best means to channel your creativity.

 

Luis R. Villafane

Systems Director Digital Signage Painter