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PART 1: Dynamic Digital Signage Applications
Overview of Applications – Managing Your Project From A to Z… – Application examples: Digital Signage, "Out of Home TV" – Special Dossier: Digital Media in the Banking Sector – Interview with Brian Douglas, John Ryan – Case studies: Telia (Sweden), Adidas Sport Performance store (France), National Kumu Art Museum (Estonia) – Interview with Antoine de Ryckel, Barco Media & Entertainment – Case study: Concourse Media – Special Dossier: Sound Ideas – Interview with Derek Derks, Chief Manufacturing
PART 2: Market Data, Analysis & White Papers
Samsung Survey Lights the Path of Retail Digital Signage Trends – Trends in Flat Panel Screen Sales by Meko – Flat Panel Display News by DisplaySearch – Interview with James Henry, Out-of-Home Media – Interview with Gerard Bucas, Scala – Feeding the Monster by Jeff Porter, Scala
PART 3: Choose Your Partners
Barco Sports & Out-of-Home Media – Cayin Technology Co., Ltd – C-nario Ltd – Chief Manufacturing – Epson Europe – JVC Professional Europe – Klocktornet AB / Dise – LG Electronics – Minicom Advanced Systems – Omnivex Corporation – Panphonics Oy – Scala Broadcast Multimedia – John Ryan / ScreenRed – Sharp Electronics Europe GmbH – Thomson – Vogel’s Products – Winmate Communication Inc – Other Key Players – Trade Shows
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JULIEN MARCEL
Vice-President Europe Asia
THOMSON
Julien Marcel has been driving the European and Asian Out-of-Home expansion and business development activities for Thomson since November 2005. Prior to his current role, Julien Marcel joined Thomson in 1998 and served in several marketing and E-business management positions before being appointed in 2005 as Chief of Staff to Thomson’s CEO and Chairman Frank Dangeard.
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Cleverdis: What is Thomson’s strategy regarding the Out-Of-Home sector?
Julien Marcel: Over the last five years, Thomson has pursued a series of market leader acquisitions in the Out-Of-Home field in order to secure its leadership position, notably: Screenvision – the 1st cinema media sales operation in the US as well as in Europe –, and PRN – the undisputed leader on the retailer TV channel market, with over 250 million viewers and 6000 stores in the US alone –, and Convergent – a pioneer in the dynamic display network in the United States – and Canopus – a Japanese company providing innovative content management and distribution solutions.
How would you characterize Thomson’s approach in this sector?
We consider the dynamic audiovisual communication networks as complete media. Media which is defined by its strategic position, its target, and its content – media that is micro targeted that answers the questions: Who is it addressed to? How? With what frequency? In which context? What is its goal?
When we create media networks or start any new project - these are the first questions we ask ourselves and our clients.
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Then, as with any new media, the technology is essential to support the content strategy implemented: what solution, what technological architecture – media management, distribution, monitoring… we take a wide view to make sure that the solution we offer our clients addresses their needs. Thomson’s expertise in image technologies allows us to create in each case a tailored answer and then back it up with all Thomson’s technological expertise.
Finally, the economic business model is a key component of our projects: our customers’ goals determine a lot of the financial balance; each network and project is different – we take into consideration whether or not the network will be open to advertisers, what the performance measurement criteria will be, etc. Our experience as a media sales house here plays a crucial role.
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© photo: Thomson
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The Wal-Mart case is very often mentioned as a reference, what can you tell us about it ?
It is, of course, our best known achievement, and without any doubt Wal-Mart has the largest, most state of the art in-store TV network in the world – they have been the pioneer in the space, and they are continuing to set the bar for in-store media networks. In fact, Wal-Mart and PRN have just announced that they are rolling out the world’s most technologically advanced network in 2007 – it is truly the Wal-Mart TV Network of the Future. We have operated and programmed the Wal-Mart TV network for over a decade. With 3000 stores, an audience of over 125 million viewers each week, and 7 different channels per store that broadcast custom content to individual department areas, it has been called the 5th largest network in America!
The retail media network momentum continues to build and we have been able to build on our experience and success. We have the privilege of working with other leading American retail partners in the US such as Costco, Circuit City, Best Buy, SuperValu, and Sam’s Club…and most recently Carrefour in Europe.
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But our offer is not limited to retailers. We also operate dynamic display networks in banks, administration, and university sectors as well as some internal corporate channels – such as the FedEx group internal channel broadcasted worldwide – and some channels for remote training – the Volkswagen group is one example.
How is your offer structured in France, in Europe?
The constitution of a European team in early 2006 allowed the development of ambitious projects with major retailers, banking and public service providers, amongst others.
To lead these projects to success, we leverage Thomson’s strong European positions, notably VCF, the broadcast center for more than sixty television channels – including “TV5 Monde”, the second broadcaster in the world in terms of audience.
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We also have created a dedicated content design and creation hub. This department is operated by a team of media, marketing and communication professionals with great experience in media and new media creation. This team has already proven its talents and skills in the Out-Of-Home sector with the design and editorial implementation of the AEO airport Channel operated by Decaux and “Aeroport de Paris”.
In this way we offer businesses that wish to deploy a dynamic audio-visual communication network our know-how obtained through interaction with media sector leaders.
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© photo: Thomson
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