Technology Planning Document_v1.1

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Table of Contents

Summary

1.0 Prelude ....................................................................................................... 3

Digital signage industry: ........................................................................................ 5Limitations ............................................................................................................. 6

2.0 Needs ......................................................................................................... 6

2.1 Vision ...................................................................................................... 6

2.2 Mission ................................................................................................... 6

2.3 Business Model ...................................................................................... 6

2.4 Key Actors .............................................................................................. 7

3.0 Explore solutions ........................................................................................ 7

3.1 Network options ...................................................................................... 8

3.1.1 Advantages of Wi-Fi ........................................................................... 10

3.1.2 Disadvantages of Wi-Fi ....................................................................... 11

3.1.3 WiMAX Option: ................................................................................... 12

3.1.4 Comparison between Wi-Fi and WiMAX: ............................................ 12

3.1.5 Alternatives: ........................................................................................ 14

4.0 Hardware: ..................................................................................................... 15

4.1 Benefits of server based system ............................................................... 16

4.2 Mounting.................................................................................................... 17

5.0 Software ........................................................................................................ 17

5.1 Digital signage: .......................................................................................... 18

5.2 SMS/MMS marketing system: ................................................................... 20

5.3 ERP & CRM: ............................................................................................. 20

5.4 Internet connection: ................................................................................... 20

6.0 Staff Training: ................................................................................................ 20

………………………………………….Section II……………………………………….

Return on Investment .......................................................................................... 22

7.0 Break up of Cost ........................................................................................ 26

3 metrics that matter ........................................................................................... 28



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Metric 1: CPM: ................................................................................................. 28

Metric 2: Impressions: ..................................................................................... 28

Metric 3: Immediate feedback response: ......................................................... 29

Content Creation ................................................................................................. 30

Conclusion: ......................................................................................................... 31

References ......................................................................................................... 33

Table of Figures

Figure 1: Digital Signage Network......................................................................... 5

Figure 2: Wi-Fi point to multi point ........................................................................ 9

Figure 3: Wi-Fi mesh ........................................................................................... 10

Figure 4: Satellite multicasting network ............................................................... 14

Figure 5: Server .................................................................................................. 16

Figure 6: SMS Feedback System ....................................................................... 20

Figure 7: Value Chain ......................................................................................... 23

Figure 8: Network Business Model ..................................................................... 24

Figure 9: Passenger traffic at Male International Airport ..................................... 25

Figure 10: Flight Movement in Male International Airport .................................... 25

Figure 11: Reason for Visit to Maldives .............................................................. 30

Figure 12: Visitor’s Nationality ............................................................................ 30

List of Tables

Table 1: Cost for 3 years……………………………………………………………...25



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Technology Planning Document

Summary:

x WIMAX useful in streaming video used in video on demand or in dynamic

advertisements of digital signage

x Hybrid network by combining WIMAX, Wi-Fi and Satellite based IP

networking is recommended

x Puppy Linux recommended for deployment on DS network

x Fat client recommended for deployment on DS network

x Immediate feedback response most effective metrics on DS network

1.0 Prelude: Technology planning is the process that will help organization

save money on technology, buy as per organization need, and use

technology as a tool to accomplish organization's mission. Technology

planning helps to

x Obtain funding: Funders will be much more likely to give money for

technology if organization can show them a technology plan.

x Use technology effectively to further organization’s mission. The

technology planning process can expand organization’s horizons and help



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organization’s see new ways in which technology can further

organization’s mission.

x Buy the right equipment: Purchasing hardware, software and networking

equipment can be overwhelming. If organizations don't plan, it's easy to

end up with something that is way too complicated or doesn't do what

organizations need it to. There's no substitute for thinking through

organization’s goals and researching possible solutions.

x Save money: Organization’s probably do not need the fanciest system on

the market. Planning allows organization’s to figure out how to spend less

and still meet organization’s needs.

x Avoid crises: Bad technology decisions can leave organization suffering

for years. A faulty system can send organizational stress level through the

roof and make organization lose crucial data and capabilities.

x Use staff times more effectively: How many hours of staff time have

organization’s lost to those niggling technical problems? A technology planwill help organization’s streamline staff use of technology, and put

systems in place that will make technology a useful tool for staff, not a

stumbling block.

x Protect organization from staff turnover: If the person who knows

organization’s technology leaves, what will organizations do? A

technology plan can save organizations by providing documentation of

existing systems as well as future plans.



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Digital signage industry:1

Dynamic Digital Signage has emerged as the “Next Killer Application” for the new

generation of sign technology in the advertising industry. A digital signage

system, which is usually composed of a server or PC, a monitor or TV and

software, is capable of delivering full-screen, full-color content to multiple

locations. Cost of implementation has been reduced significantly over the past

two years, making it possible for Digital Signage to be in the mainstream

marketplace. This is evidenced by the extensive usage of digital signage at

airports, museums and shopping centers. The growth rate is projected to

increase significantly in the next few years as the technology matures.

Figure 1: Digital Signage Network

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This document outline will be as follows

x Defining needs

x Explore solutions

1 http://www.signindustry.com/electronic/articles/2005-05-02-DigitalSignageNewAge.php3 : 22-Jan-08

2 http://www.a5tek.com/images/ieHIP_diagram2.png





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The need can be defined as a digital signage system in combination with

wireless connectivity to fulfill the needs of display of compelling content and

thereby act a metamediary to multiple brands.

2.4 Key Actors need to be virtually integrated

THE SOFTWARE EDITOR

Integrators will often be called to outsource specialized software editors

who have developed specific solutions for different vertical markets.

Software editors also help in the deployment of their solutions.

CONTENT DEVELOPER

This is a very broad term… about as broad as the range of content

available for digital signage. What is important to note is that this is

probably the most important part of the overall solution. Indeed when

designing the system with the architect or consultant in the first place, first

one must know the content to be put on the screens. One of the biggest

errors for example when playing video content is simply to play the ad

organization made for TV, or at the other end of the scale, to make simplepower-point or flash presentations in a situation where something much

more “dynamic” will get results.

3.0 Explore solutions:

The different components of digital signage are

x

PLAYER SOFTWARE: software is installed on the player computer anddrives the playback of media to the display. This includes integration with

any dynamic content sources or backend systems

x COMMANDPOINT ONLINE TOOLS: Command Point is the series of

online software tools used to monitor and manage a digital signage

network. This includes adding and scheduling content, creating screen



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layouts, media approval, real-time status monitoring and proof-of-playback

reporting

x PLAYER COMPUTER: The player computer can be any Windows XP,

Mac OS X, Linux system. The player can have one or multiple video

outputs each controlling a unique channel of content (up to 4) with

appropriate hardware.

x SMART MOBILES: Small in size, easy to operate, with built in camera,

Example Nokia N92. Works as a Media Player and compatible with LCD.

x DISPLAY(S): Players are compatible with a variety of display

technologies. This includes but is not limited to:

x Plasma Televisions

x LCD Televisions

x LCD/DPL Projectors (Front and Rear)

x LCD Monitors

x Multi-Screen Video Walls

x CRT Televisions

x LED Boards with video inputs

We also have the option of using small LCD screen and use LCD Tiletechnology to cover entire wall space. The benefit is we can buy LCD

in larger quantity at reduced rates and increase the flexibility for display

size.

3.1 Network options:



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Figure 2: Wi-Fi point to multi point

Point-to-multipoint communication is a term that is used in the

telecommunications field which refers to communication which is accomplished

via a specific and distinct type of multipoint connection, providing multiple paths

from a single location to multiple locations. Point-to-multipoint is often

abbreviated as P2MP, PTMP, or PMP. A central antenna or antenna array

broadcasts to several receiving antennas and the system uses a form of Time-

division Multiplexing to allow for the back-channel traffic.



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Figure 3: Wi-Fi mesh

A wireless mesh network is a communications network made up of radio nodes

in which there are at least two pathways of communication to each node. The

coverage area of the radio nodes working as a single network becomes a mesh

cloud. Access to this mesh cloud is dependent on the radio nodes working in

harmony with each other to create a radio network. A mesh network is reliable

and offers redundancy. If one node can no longer operate, all the rest can still

communicate with each other, directly or through one or more intermediate

nodes.

3.1.1 Advantages of Wi-Fi

Wi-Fi allows LANs to be deployed without cabling for client devices, typically

reducing the costs of network deployment and expansion. Spaces where cables

cannot be run, such as outdoor areas and historical buildings, can host wireless

LANs.





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Interoperability issues between non WiFi brands or proprietary deviations from

the standard can disrupt connections or lower throughput speeds on all users’

devices that are within range, to include the non-WiFi or proprietary product.

802.11n (MIMO)(New Technology)

802.11n is a feature that now comes standard in many routers, this technology

works by using multiple antennas to target one or more sources to increase

speed. But in tests, the speed increase was said to only occur over short

distances rather than the long range needed for most point to point setups.

3.1.3 WiMAX Option:

The cost per user/point of WiMAX in a remote application will be higher, it is not

limited to such applications, and may be an answer to reducing the cost of T1/E1

backhaul as well. Given the limited wired infrastructure in some developing

countries, the costs to install a WiMAX station in conjunction with an existing

cellular tower or even as a solitary hub are likely to be small in comparison to

developing a wired solution. Areas of low population density and flat terrain are

particularly suited to WiMAX and its range. For countries that have skipped wired

infrastructure as a result of prohibitive costs and unsympathetic geography,

WiMAX can enhance wireless infrastructure in an inexpensive, decentralized,

deployment-friendly and effective manner.

3.1.4 Comparison between Wi-Fi and WiMAX:

Possibly due to the fact both WiMAX and Wi-Fi begin with the same two letters,

are based upon IEEE standards beginning with "802.", and both have a

connection to wireless connectivity and the Internet, comparisons and confusion



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between the two are frequent. Despite this, the two standards are aimed at

different applications.

WiMAX is a long-range system, covering many kilometers that typically uses

licensed spectrum (although it is also possible to use unlicensed spectrum) to

deliver a point-to-point connection to the Internet from an ISP to an end user.

Different 802.16 standards provide different types of access, from mobile

(analogous to access via a cell phone) to fixed (an alternative to wired access,

where the end user's wireless termination point is fixed in location.)

Wi-Fi is a shorter range system, typically hundreds of meters that uses

unlicensed spectrum to provide access to a network typically covering only the

network operator's own property. Typically Wi-Fi is used by an end user to

access their own network, which may or may not be connected to the Internet. If

WiMAX provides services analogous to a cell phone, Wi-Fi is more analogous to

a cordless phone.

WiMAX and Wi-Fi have quite different Quality of Service (QoS) mechanisms.

WiMAX uses a mechanism based on setting up connections between the Base

Station and the user device. Each connection is based on specific scheduling

algorithms, which means that QoS parameters can be guaranteed for each flow.

Wi-Fi has introduced a QoS mechanism similar to fixed Ethernet, where packets

can receive different priorities based on their tags. This means that QoS is

relative between packets/flows, as opposed to guarantee. WIMAX hence is more

useful in streaming video used in video on demand or in dynamic advertisements

of digital signage.

Due to the ease and low cost with which Wi-Fi can be deployed, it is sometimes

used to provide Internet access/ LAN to third parties within a single room or

building available to the provider.



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Figure 4: Satellite multicasting network

3.1.5 Alternatives:

Satellites have been very successful for digital broadcast, and it is a natural step

to develop IP multicast over satellite to explore the potential of the satellite

systems. The success of satellite digital broadcast services and the asymmetric

nature of IP traffic have made satellites a potential candidate to deliver IP

multicast services.

Use of FM radio as a means to send data:

FM Sub-carrier services are secondary signals transmitted "piggyback" along

with the main program. Special receivers are required to utilize these services.

Analog channels may contain alternative programming, such as reading services

for the blind, background music or stereo sound signals. In some extremely

crowded metropolitan areas, the sub-channel program might be an alternate

foreign language radio program for various ethnic groups. Sub-carriers can also

transmit digital data, such as station identification, the current song's



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name, web addresses, or stock quotes. In some countries, FM radios

automatically re-tune themselves to the same channel in a different district by

using sub-bands. These bands can be used in digital signage for ticking news or

give special offers.

Best option for Maldives: Since there are more than 1000 islands and Digital

Signage can be put in remote private resorts, hybrid network by combining

WIMAX, Wi-Fi and Satellite based IP networking is recommended

4.0 Hardware:

x Thin/Fat Client

x Server Specification

x Mounting

x SMS/MMS modem for survey and contest on mobile network

4.1 Client: In client-server networks, a thin client is a network computer

without a hard drive that works off a centrally located and managed

application server that processes the data. Compared with a “fat” client, this

handles considerably more processing and storage capabilities, a thin client

typically has little or no software and provides only the most basic boot and

data recovery operations. It also usually has only basic user-interface

functions (such as a PC workstation with keyboard and a basic display

device) at the user interaction point. A thin client computing architecture not

only enables organizations to save in management, IT, and hardware costs, it

also offers greater data security because important information is kept on the

central or back-office LAN side, usually in a secured room. What’s more,

running thin devices consumes a lot less network bandwidth than transferring

files on an application heavy terminal server does. Zero clients computing

takes thin client computing a step further. Like thin clients, zero clients



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connect to applications running on a PC or server elsewhere on a network.

But, with zero client architecture, there’s no need for a dedicated PC at the

user interaction point. The dedicated PC is the application server located in

the back room or data center. It communicates with peripheral devices over a

standard TCP/IP network connection. This architecture not only enables

organization to save additional equipment room—space that organization can

better use to connect organization latest peripherals—it also greatly lessens

maintenance and equipment management costs (because there are no thin

client workstations to keep running throughout organization’s application).

Figure 5: Server

4.1 Benefits of server based system

x Multi-concurrent administrators

x Access leveled platform

x Windows and web manager clients working on the system

simultaneously

x Supports thousands of players



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4.2 Mounting

x Quality

x Ease of use

x

Reusability

These factors should be prime factors while choosing mounting for the signage.

In order to successfully implement a DS system every aspect of the system has

to work perfectly. Some systems have failed merely for the reason that the

hardware that mounts a screen to the ceiling or wall was not installed correctly or

something as simple as the mounting brackets were not part of the estimate for

the system.

5.0 Software

x Software for digital signage system

x SMS/ MMS gateway software



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x Network Monitoring software

x ERP and CRM for Organization’s Administration and Customer

satisfaction

5.1 Digital signage:

Client software: Two operating systems most widely used for digital signage

networks are Windows and Linux. The purpose of this article is to help

organization get an idea of the advantages and the total cost of ownership of

both in order to make an informed decision about choosing an OS for

organization’s digital signage network. Many startup network operators, trying to

minimize their upfront investment burden, choose Linux because they don’t have

to pay for the license. Some of them discover later that the resulting cost of

running Linux is not necessarily lower than that of using Windows.

x When is Linux the right choice for organization network?

x What are the real strengths and weaknesses of each OS?

In terms of functionality, the two operating systems are essentially equal. The

common perception, however, is that Linux is "free", or cheaper to operate than

Windows. Windows versus Linux has been one of the longest-standing debates

among IT specialists. The stability, security and efficiency of a system really

depend on which environment IT team is more proficient in: Linux or Windows.

One of the grave mistakes is to select a hardware platform and an operating

system separately. Another one is not to test the selected hardware/OS

combination for performance and endurance. Most device drivers have been

tuned and tested for standard desktop uses, not for usage in an appliance-style

configuration. It is therefore important to test many configurations before

standardizing on a playback PC.

Majority of digital signage software packages use Windows Media Player as their

playback engine. This has the benefit of leveraging any Windows Media-specific

hardware acceleration, and being able to play all the media types that are



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supported by Window Media Player. There are downsides to Windows Media

Player as well. The most obvious one is it only runs on Windows. One that is less

noticeable is that it does not come standard with MPEG-2 and MPEG-4, which

means that organization must acquire licenses for these codec (media formats)

from an independent vendor, unless organization plan on only using WMV and

MPEG-1.

One of the biggest advantages of the Windows operating system is that it

supports all the newest hardware. Because of market pressures, hardware

manufacturers always develop device drivers for Windows. While some provide

them for Linux, not all of many different distributions of Linux are covered. Driver

support in Linux is not really a problem for PC components that are inwidespread usage, or that are a little older. The shortcoming here is wait to get

the required driver.

Another issue for hardware on Linux is that some hardware components are

developed exclusively for Windows. This trend seems to be spreading into the

video card market, as market leaders like Nvidia and ATI are developing

extensions specifically for Windows Media.

From a digital signage operations perspective, there are more things in common

between Linux and Windows than there are differences. Importance here is the

need to select the hardware in conjunction with the operating system and digital

signage software. While Windows has an upfront licensing cost, its costs are

fixed and predictable. Linux has the potential of a lower total cost of ownership,

but much investment must go into the expertise for selecting the hardware

platform, otherwise costs can spiral out of control. In the end, regardless of the

operating system selected, the most important determinant of the total cost of

ownership is the competence of the team behind selecting and configuring the

playback platform, as well as that of the support team. A lack of Linux-savvy IT

department, any cost saving on the license fee will backfire with the increased

cost of training or hiring qualified people.



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5.2 SMS/MMS marketing system:

It allows corporate users to reach their potential customers in a convenient, fast,

and cheap way. It enables the companies to do SMS contest, SMS survey,

release new product information using bulk sending SMS/MMS and so on. In

digital signage industry it helps interaction with customer and feedback.

.

Figure 6: SMS Feedback System

5.3 ERP & CRM:

Open source ERP and CRM is recommended will reduce capital expenditure

and in the meantime the organization will be process driven. (Example: Tiny

ERP, Sugar CRM)

5.4 Internet connection:

T1/E1 (2 MBPS) line is recommended for graphic work to be downloaded from

remote sites. The average size of files is large.

6.0 Staff Training:

Use of screencasts3, it is a tool used to demonstrate technical tasks, or to

illustrate technical concepts that are hard to explain in words. The video and

3screencast is a movie that captures the display from a computer screen along with someone

talking about what’s being shown



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audio components can make a topic more engaging than written instructions

or static images, while also appealing to different learning styles.

Screencasts can be an excellent addition to organization's knowledge-

capture process. For instance, consider documenting procedures that users

frequently ask about, how a server is structured, or the knowledge of an

expert about a particular application. While these screencasts may only have

an internal audience, and thus may have somewhat lower production values,

this kind of “rich media documentation” can help preserve organizational

memory.



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References

1. http://www.wirespring.com/dynamic_digital_signage_and_interactiv

e_kiosks_journal/trackback/309 (18 Jan 2008)

2. http://www.ipsigns.com/news.html (28-Jan-08)

3. http://www.economist.com/research/articlesbysubject/displaystory.c

fm?subjectid=1780456... (29-Jan-08)

4. http://press.namct.com/content/view/7010/139/ (17-Jan-08)

5. http://www.cisco.com/cdc_content_elements/acquisitions/tivella/ne

ws/tivella_news.php (17-Jan-08)

6. http://www.airports.com.mv/travel_statistics.htm (29-Jan-08)

7. http://www.amrresearch.com/Content/View.asp?pmillid=21097 (26-

Jan-08)

8. http://money.cnn.com/news/newsfeeds/articles/primenewswire/134

193.htm (17-Jan-08)

9. http://www.dhiraagu.com.mv/dhivehinet/wireless_zone/ (28-Jan-08)

10. http://site.securities.com.ezproxy.library.wales.ac.uk:2048/doc.html

?pc=IN&doc_id=1621... (28-Jan-08)

11. The Italian Tourist Market Report European Union CRTSP, NO. 7

ACP RCP 443

12. http://www.maldiveisle.com/economy.htm (19-Jan-08)

13. Ahmed Salih (2000) DIVERS’ PERCEPTION ,Centre for Tourism at

University of Otago Dunedin, New Zealand

14. Maldives country report (Govt. of Maldives)

15. Markets, Monopoly, Mobile& Morals: Small Island Developing

States Case Studies: Presented by: Michael Minges, International

Telecommunication Union.

16. http://www.everyculture.com/Ja-Ma/Maldives.html (28-Jan-08)

17. http://www.godfreygroup.com/video-and-audio-displays.php (26-

Jan-08)



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18. www.thescreen.org (26-Jan-08)

19. Case Study – Thomson Digital Posters (26-Jan-08)

Documents

Technology Planning Document_v1.1