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2009 Partner Webinar Series presents Getting Started in Your Digital Signage Business

Getting Started In Digital Signage

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From the perspective of a reseller or VAR, what are the opportunities and steps necessary to build a successful digital signage business

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Page 1: Getting Started In Digital Signage

2009 Partner Webinar Series

presentsGetting Started in

Your Digital Signage Business

Page 2: Getting Started In Digital Signage

www.minicomdigitalsignage.com

All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

KVM management KVM management solutionssolutions – for analog and – for analog and digital control of the SMB, digital control of the SMB, corporate ITcorporate IT & enterprise enterprise environmentsenvironments

Digital Signage distribution Digital Signage distribution systemssystems – for the most efficient – for the most efficient delivery of multimedia content delivery of multimedia content from player to screen or multiple from player to screen or multiple screensscreens

Minicom Advanced Systems is Minicom Advanced Systems is a hi-tech innovator a hi-tech innovator and manufacturer of: and manufacturer of:

Who are we?

Bottom Line – we control, extend and distribute Computer and Audio Video signals

Page 3: Getting Started In Digital Signage

www.minicomdigitalsignage.com

All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

What will we learn today?

• We will investigate how digital signage networks let the network owner or manager remotely control where, when and how content will appear on each screen and who is using these networks.

• We will then look at some of the things you may need to do to get started

• We will then look to understand the pieces of the digital signage puzzle and some key tips to look for

Page 4: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

What is Digital Signage?

Digital Signage is a network of one or more digital screens

used to deliver the right information to the right audience at the right time…Common Media

TypesDigital Signage combines various media types on an output display, each in their own region, to create a multimedia message

Page 5: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Where is Digital Signage?

• You’ve seen digital signs everywhere you can imagine – retail stores, malls, banks, billboards, airports, elevators, trains, churches, cafeterias, etc...

• And maybe some places you haven’t imagined…

Page 6: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

What kinds of signs are there?

• Digital signs can take many forms, including free-standing towers, flat screens hung from walls and ceilings, electronic displays integrated into end caps at retail stores, video walls in all sorts of venues and even 30 foot outdoor billboards.

Page 7: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Digital Signage Markets

• Out of Home Advertising• Designed for sales lift

• Point of Information• Designed to educate and

inform

• Office Applications • Designed to educate,

motivate and inform

Page 8: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Out of Home Advertising Promotions, new products, branding

• Retail Environments• Big buzz• Glamorous• Large sale opportunities

• The down side…– Very complex– Long sales cycle– Everyone chasing the

same deals– Low margin

Page 9: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Office Applications• Practical uses• Solves a problem• Enhances image• Low transaction

size

• The up side…– Higher margin– Faster sales cycle– Lack of

competitors

Page 10: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Information Applications News & weather, menu boards, schedules, directions, etc.

• Provide meaningful messages• Many diverse environments• Cost effective• Enhances experience• Large and small deployment

• Can be long sales cycle• Many times public

requiring bid process• Additional competition

Page 11: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

What kind of customers are using digital signs?

• Hospitality and restaurant facilities• Retail stores and malls• Cinemas & theaters• Hospitals and medical offices• Corporate headquarters and remote offices• Cable & community TV stations• Educational institutions• Government offices• Financial institutions and banking industry

branches• Manufacturing plants• Gas stations• Houses of worship• Airports, bus & railway stations• Planes, trains, buses & elevators

Page 12: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

What are they used for?

• Welcome messaging• Menu boards• Visitor way finding• Information sharing

– Meeting announcements– Community bulletin boards– Public health care information

• Product information / education• Product / service announcements• Advertising / promotions• Schedule / event information• Improving in-location experience• Employee Messaging• Training for staff

Page 13: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Getting Started

• Assess your company’s skill set; can you…–Develop marketing pieces (websites, collateral, etc..)

–Hang large format displays–Add a Windows-based server to a network–Move a video signal over a long distance

• What part of the digital signage puzzle fits your company’s core competency?

• Who will you need to partner with?• Do you want to provide a total solution

package?

Page 14: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Steps to Getting Started

• Brainstorm…what type of message do your customers want to communicate?

• Assess customer base…selling to existing customers is easier than opening new ones

• Typical size & number of locations?• Look for customers concerned with image• Look for customers concerned with

communicating a message to their staff or clients

• How can you help them?

Page 15: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Very Important Step!

• Start simple by selling “one-off” solutions to your existing customers– Easiest to learn– Simplest infrastructure– Easiest to sell / Easiest to buy– Usually simple messaging needs– Builds a foundation of knowledge

and skills

Page 16: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Steps to Getting Started

• Learn about the key components of the puzzle– Contact appropriate vendors– Learn about products & programs– Really learn the software

• Develop partnerships– Use local or national partners to handle areas

you’re not an expert at• Examples

– Installation Company» Can assist with site survey & quote» Run cabling and other install infrastructure

components– Graphic Designer

» Create content» Conduct software training and provide support

Page 17: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Steps to Getting Started

• Select a distributor– Easiest to buy all components from one

source– Look for bundled deals…easy to quote and

quick to buy– Look for capable digital signage pre-sales

support • Learn the market

– Visit industry websites• Use digital signage at your facility and

on sales reps notebook PCs– Show customers how it works– Build impressive presentations that highlight

your capabilities, staff and products

Page 18: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Quick Start Opportunity

• One-off signage sales• Relatively fast sales cycle• Leverage existing customers• Foot in the door with new customers

• Examples - Lobby System• Use in the following markets:

– Corporate / Hospitality / Education / Government / Real Estate

• Use to:– Greet visitors– Feature accomplishments– Feature products

• Benefits– Enhance image– Educate visitors– Impress visitors– Build awareness

Page 19: Getting Started In Digital Signage

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Staff Communication

• Use in the following markets:– Corporate / Manufacturing / Hospitality / Education

/ Government / Retail• Use to:

– Provide HR reminders– Company news– Display safety reminders– Show live business metrics

• Call queues• Production & quality• Sales

• Benefits– Improve staff communication– Create team environment– Improve safety

Page 20: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Other Examples

• Wait Time Relievers• Use in the following

markets:– Medical / Corporate / Hospitality /

Transportation / Financial

• Use to:– Show live TV– Display company news– Feature products

• Benefits– Entertain customers– Relieve perceived wait times– Educate customers

• Menu Board• Use in the following

markets:– Hospitality / Education / Corporate

• Use to:– Display menu items– Highlight specials– Use a region for messaging

• Benefits– Immediate updates– Eliminate recurring costs– Communicate a message

Page 21: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Components of a Digital Signage Network

Page 22: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Content Creation• As the saying goes - CONTENT IS KING.  • If the content is engaging, then the audience will

be more open to your message. • Whatever your message, creating your content

and keeping it fresh will consume a great deal of your customers digital signage budget and time.

• To get there you need to make sure your customer is thinking long and hard about your content:– Who is going to create it? – What is it intended to do?– How often will you refresh it?

Page 23: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Content Creation Tips

• Use motion…it gets noticed• Digital signage is not a static sign or a TV commercial.

It’s a new medium that requires new rules.• Know the dwell time of the audience and set message

and loop time accordingly.

• Add content people want to see to help drive longer viewing times (Ex/ news & weather)

• Displays in portrait mode are eye catching

• Build content for a specific aspect ratio and resolution

• Don’t overuse tickers and don’t use them for the primary message

Page 24: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Content Management• Once you have created your content, managing it and

getting it to the right place at the right time becomes critical to the success of your digital signage network.

• Selecting the right Software• Attributes driving software selection…

– How Many Displays• At one location or multiple physical

facilities?– Who’ll Maintain Content

• Technical or non-technical user?– Where Will Content be Maintained From

• Same location as display or remote location?– Software’s Effect on Solution Cost

Page 25: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Types of Software

• Enterprise – Client PC

• Thin media player: stream media assets as needed

• Robust media player: Transfer & store media assets locally

– Server• Owned or managed

– Model• Client/server or SaaS

– Complicated Infrastructure• Central content development server• Content distribution server• Media players

Location 1

Page 26: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Types of Software

• Single Location & Small Enterprise– Media types

• Many solutions have limited media support– Model

• Internet (SaaS)– Video streaming (thin media player)– Store & play (Robust media player – usually

Windows based) • Client/Server (Desktop application)

Network – (Single Location)Stand Alone (Single Location)

InternetInternet

Location 1 Location 2

Online Server

SaaS (Small Enterprise)

Content Management

Page 27: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Our LAST MILE digital signage product line

CAT5 Video Display System / Audio Video Display System

DS Vision HDMI Repeater

DS Vision 3000

DS OpticVision

VGA Data Transmitter (VDT)

RS-232 Extender

Page 28: Getting Started In Digital Signage

www.minicomdigitalsignage.com

All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Displays in Digital Signage

• Are you using LCD’s or Plasma?  • Will a projector work better for you?  • How big does the screen need to be?  • Is it professional rather than consumer grade?  • Do you need HD?  • This is the most visible aspect of your Digital

Signage network and probably second in importance to your content and its management.

• Screen placement is an essential element to the success of your messages getting to your audience.

Page 29: Getting Started In Digital Signage

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• Usage: Commercial

Designed for 24x7 operation Handles extreme heat conditions Landscape or portrait orientation supported

Consumer Designed for limited on time operation with intent of long off

times Landscape only

• Control Commercial

RS-232 external control with PC & video loop-through connector capability (drive multiple displays from one PC or video source)

Consumer Lacks the above & often does not feature BNC locking connectors

or a DVI input• Warranty

Commercial 3 years parts & labor Onsite service optional

Consumer 1 year typical. Warranty may be voided if used in commercial environment

Commercial vs. Consumer Grade Display

Presented by

Page 30: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Other Partners

• You will need to see what you can provide and what you will need to partner for…

ServicesHardware

TurnkeySolution

Software Training

Installation

GraphicDesign

DisplayMount

VideoDistribution

Display

Media Player

SiteSurvey

Page 31: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Some Considerations• Cost – there is an investment involved

– Avoid big problems by testing everything– Run a small pilot– Use lease options and other creative financing

• Complexity - Digital signage projects require technical business, marketing and design expertise– Make sure your team includes all interested parties– Make sure you understand the purpose of the network

and the benefit to all interested parties – before you begin

• Return on Investment– Is it $$$– Is it something else – creativity, ingenuity, results?– Clearly define your objectives – monitor your progress

frequently

Page 32: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

The Minicom AdvantageDigital Signage

• 20 years experience moving video & AV signals

• Over 200,000 screens worldwide use Minicom

• Effective innovation & solid IT background• Strong corporate level partnerships – NEC,

Samsung, Panasonic, Hughes, Dell, PRN, etc…

• High value price-performance ratio• Partner-friendly corporate mentality• Compared to the competition - we are

players in the digital signage market• CAT5 and optical fiber technology• 3 Year Warranty

Page 33: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Sources of Information

•POPAI•Digital Signage Expo•The Digital Signage Show •The Strategy Institute •The Digital Signage Directory •Daily Out of Home Advertising•Infocomm International•Digital Signage Universe•Digital Signage Forum•Professional AV Buyers Guide•National Retail Foundation

Page 34: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Some partners & customers

DSDS

Page 35: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Minicom …

David Haar - Vice PresidentDigital Signage Division888-486-2154 Ext [email protected]

Rami Sasson – Vice President of Sales 888-486-2154 Ext [email protected]

Ivo Petrov - Director of Technical Support888-486-2154 Ext [email protected]

Ali Mafarjeh – Logistics Manager888-486-2154 Ext [email protected]

Company background• Established in 1988• Privately owned – Intel Capital

minority share in the company (2006)

• Over 150 employees • Headquarters in Israel• Regional HQ North America &

Europe • Minicom operates worldwide in

over 50 countries • Technical expertise in CAT5

signal distribution• Pioneered the Computer Based

Training market• Started the CAT5 revolution in

the KVM server management market

• Today Minicom leads the Digital Signage distribution market

Minicom Contact Information

Page 36: Getting Started In Digital Signage

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Questions?

Thank you for your time…

Page 37: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

VDS/AVDSDistribute multimedia content to hundreds of digital signage

displays in real time

• A one-to-many, point-to-multi-point system for transmission of high quality video (VDS) or audio and video (AVDS).

• The system distributes rich multimedia content in real-time from any type of player/computer to multiple display devices

• Up to 1600 X 1200 Resolution – depending on distance• Up to 360 ft / 100 meters

Page 38: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

DS Vision 3000The ultimate in player-to-screen distribution and control

• A long range (2000ft/600m) point-to-multi-point system for transmission of high definition video and stereo-audio content from any player to multiple screens in real-time.

• The system features full serial centralized management including remote screen on/off and screen query

• Up to 1080i / 1080p a@ 60 Hz• Full duplex RS232 control of screens in one-to-one & one-to-many

environment

Page 39: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

DS Vision 3000 - System Components…

• Transmitter 1 port • Broadcaster 8 port • Broadcaster 16 port

– Transmits video, stereo-audio and RS-232 data– Controls video and stereo-audio output, either as a group or for individual screens– Local video, stereo-audio & serial output

• Line Splitter (100m/360ft) • Line Splitter Long (300m/1000ft)

– For duplication of your content to multiple screens – For long distance clustering (using regular receiver)– Long version enables video tuning

• Receiver (100m/360ft)• Receiver Long (300m/1000ft)• Receiver Dual (double output, cascade)

– Receiver Long has skew compensation and video equalizer

• Video Tuning Unit– Palm-held remote device for simple and convenient screen-tuning

Page 40: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

DS Vision 3000 – Architecture

Player

TransmitterReceiver Long

Screen

DS Vision 3000

ReceiverScreen

300m from player to screen

100m from player to screen

Receiver Screen

Short Cluster

Receiver

Screen

Line Splitter

Player

Transmitter

Line Splitter Long

Receiver

Screen

Receiver

TransmitterLong Cluster

Basic Installation

Player

Mixed InstallationTransmitter

ReceiverScreen

Line Splitter /Long

Receiver Long

Screen

Screen

Page 41: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

DS Vision HDMI Repeater

• Unique single cable HDMI solution • Unique repeater HDMI solution• High quality HD digital video • High quality digital audio• Long range 70m/210ft

Page 42: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

VGA Data Transmitter

Transmit video content and control RS-232 devices

• Video and bi-directional RS-232 extender • Up to 360 ft / 100 meters• Up to 1600 X 1200 @ 75 Hz• TXD & RXD bi-directional RS232• 3 year warranty

Page 43: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

DS OpticVision

Long range player-to-screen multimedia extension

• A long range (19 miles/30km) optical fiber player-to-plasma/LCD extension system for transmission of high quality stereo audio and video.

• Can be used as a standalone extender or in combination with Minicom's CAT5-based distribution systems

• Up to 1366 X 768 @ 60 Hz• 3 year warranty

Page 44: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

RS-232 ExtenderControl your RS-232 device up to 1000m/3300ft away

• The full-duplex, hardware based RS-232 Extender • Remotely control of any RS-232 device over CAT5

cable• Up to 3300ft/1000m away• 3 year warranty

Page 45: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Our KVM Solutions

Smart 216 / 232 Analog & IP

Smart 116

Smart Rack 116

Smart CAT5 KVM Extender

IP Control

Mini KVM Extender

KVMS Extender

Page 46: Getting Started In Digital Signage

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All rights reserved © Minicom Digital Signage 2009 World leaders in the “Last Mile™” of Digital Signage Connectivity

Smart CAT5 8 & 16 port

• KVM Switchbox for 8, 16 Servers• State-of-the-art CAT5 technology• ROC (Remote Connection Cable) for direct

connection of servers, at a distance of up to 10m/35ft, over CAT5

• Excellent price-performance, • Multi-platform PS2 & USB• Secure, multi-layered OSD Management• 1U rack mountable• 3 Year Warranty

Page 47: Getting Started In Digital Signage

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KVMS Extender

– Combines KVM & Serial extension to over 300m/1000ft

– Full bi-directional RS-232 for touch-screen connection – Ideal for both KVM and digital signage applications

Page 48: Getting Started In Digital Signage

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IP Control

Secure, affordable, remote access & control for your digital signage player

• Remotely monitor and support digital signage players in real-

time

• Troubleshoot even when the operating system is down

• Out-of-band access for non-intrusive operation

• 128-bit SSL encryption for total security

Page 49: Getting Started In Digital Signage

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Smart 216 / 232 Analog

• Two simultaneous KVM users controlling up to 32 servers

• Multi-platform support (PS/2 & USB)• USB keyboard and mouse console• Extends distance between servers and

switch up to 30m/100ft using CAT5 cable• 3 year warranty

Page 50: Getting Started In Digital Signage

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Smart CAT5216 IP / 232 IP

• 2 X IP switches - 3 simultaneous KVM users (2 remote and 1 local) with BIOS level access

• 2 additional serial session users• USB keyboard and mouse console• Compatible with KVM.net® II centralized management

system• Innovative Minicom KVM over CAT5 technology• Multi-platform – PS/2 and USB support• Extends distance between servers and switch up to 30

meters/100 feet• Space saving – sleek, 1U rack mountable• Seamless power control• 3 year warranty

Page 51: Getting Started In Digital Signage

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Competitive advantages DS Vision 3000

• Carries 3 signals: video, audio & full serial to 600m/2000ft

• Unique centralized management system• Supports HD resolutions (1920 X 1080 – the full

distance)• Open system protocol for integration with 3rd

party management• Serial connection enables full remote screen

control (query & power)• Stores system configurations for rapid re-

application• Group screen command for efficient management• Unique topology map for easy system

maintenance• Modular system for best installation fit & price-

performance• Unique palm-held video tuning unit for easy set-

up