At the National Retailers Foundation show, Intel and Microsoft announced a partnership to bring a standardized platform using Intel hardware and Microsoft software to the digital signage space. In addition, Cisco announced that it is adding touch capabilities to its digital signage offerings and using a pilot program with Harrah's to test it out.
Intel, Microsoft and Cisco Systems are using the National Retailers
Foundation Convention in New York
this week to outline their strategies around more interactive digital signage.
Intel on Jan. 11 demonstrated its multiuser digital signage prototype that
is designed to be used in such places as stores, banks, hotels and airports to
let customers manipulate the holographic screen to find everything from coupons
and sales to product locations, consumer reviews and past purchase histories.
Intel also announced a partnership with Microsoft to create an open platform
to enable developers to build digital signage applications.
For its part, Cisco, which already has a digital signage business, announced
that it is working with Harrah's Operating Co. on a pilot for an interactive
digital signage solution to be used by Harrah's customers.
Intel officials said interactive digital signage technologies can let
brick-and-mortar businesses better compete with online stores by improving the
"As stores seek more competitive advantages over online retailers, digital
signage has become a valuable technology for dispersing targeted and
interactive content to shoppers," Joe Jensen, general manager of Intel's
Embedded Computing Division, said in a statement. "We ... designed the Intel
Intelligent Digital Signage Concept to show that retailers can engage and
interact with consumers in a more personal and compelling manner through new
usage models such as augmented reality and interactive product explorations,
which in turn could yield an increase in revenue and customer loyalty."
Intel President and CEO Paul Otellini
first talked about the vendor's ambitions at the Consumer Electronics Show Jan.
7. Now Intel is putting its 7-foot, 6-inch prototype-complete with an LCD
display and holographic glass-to show the multiple ways consumers could use the
Along with finding information, customers also could submit feedback to the
retailer and contact friends through their social media accounts and integration
with their mobile phones.
The product is designed to let multiple people use the device through a
side-by-side window display, according to Intel.
At the same time, the concept also gives information back to advertisers and
businesses. A built-in camera technology looks at customers as they use the
screen and analyzes such data as the person's gender and age, as well as the
time of day they used the device. This allows businesses to display content and
graphics based on the demographics of the people using the system.
In addition, the system sends the data to advertisers, who can use the
information to see who is shopping, what they're shopping for and what messages
will best reach the consumers.
The Intel partnership with Microsoft is designed to create a standard in
what Intel officials call a fragmented space. The current prototype uses
Intel's new Core i7 processor-introduced
-and Microsoft's Windows Embedded Standard 2011.
The platform is expected to be released in the second quarter.
The digital signage systems also include Intel's vPro with Active Management
Technology, which enables businesses to manage the systems remotely, even if
they're powered down.
For Cisco, digital signage is not new. The company has offered it in
numerous projects, including in the Dallas Cowboys' new $1.15
. The technology enables stadium administrators to quickly
change such messages as food vendor lineups as well as visuals for fans
depending on what event they're attending, whether it's a Cowboys game, a high
school football game or a concert.
Cisco is adding touch capabilities to its digital signage offerings, which
officials said will improve the customer experience by delivering services directly
to users, reducing wait times and giving customers the most up-to-date
information. Cisco is running a pilot program with Harrah's on the touch