By Sonal DesaiSonal DesaiSonal DesaiSonal Desai, CRN, Apr 16, 2013Growing Acceptance Of Digital SignageThe digital signage...
“Over the last two years we have signed 100 customers for DS solutions,”informs ER Ashok Kumar, VP, Sales, Cisco Services,...
about DS. With its own brand of DS solutions, Vardhaman has done severalprojects for information kiosks. “We have been in ...
The digital signage market has reached a critical size and provides partnerswith abundant opportunitiesRetail has seen inc...
brand and also the offers available,” Rambhia informs.Not to be left behind, resellers and solution providers are also loo...
“It can work as a primary PC and also be used extensively in embedded systemssuch as smart interactive outdoor signage,” s...
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Digital signage market india

Page 1: Executive Summary Introduction Page 2: Advertisement – Market Share (2010) & OOH Market: Segmentation (2011) Overview Page 3: Market Overview – Digital Signage: Market Size and Growth (2010-2012e); PLC: Digital Signage Page 4: Operational Model Page 5: Technology Page 6: Recent uses of Digital Signage Page 7: Porter’s Analysis Market Characteristics Page 8: Summary Page 9: High Recall & Productivity; Higher Flexibility Page10: Uncertain RoI and Lack of Understanding; Need for Protection & Adjustment Proprietary Properties and Issues with Sales Trends Page 11: Summary Page 12: Innovations; Importance on Content Page 13: Experience, Engagement and Interaction Competition Page 14-16: Profile of Key Players (Public) Page 17: Bubble Chart (Based on revenue, net income and asset value) Page 18-26: Profile of Key Players (Private) Recommendations Page 27: Future Outlook Page 28: Recommendations Appendix Page 29: Appendix: Financial Ratio Calculations
Published on: Mar 4, 2016
Published in: Business      News & Politics      
Source: www.slideshare.net


Transcripts - Digital signage market india

  • 1. By Sonal DesaiSonal DesaiSonal DesaiSonal Desai, CRN, Apr 16, 2013Growing Acceptance Of Digital SignageThe digital signage market has reached a critical size and provides partnerswith abundant opportunitiesThe digital signage (DS) market has evolved over the last two years. Accordingto research firm Netscribes, the DS market in India totaled Rs 560 crore in 2012against Rs 450 crore in 2011, and is growing at 25 percent CAGR.Today’s DS solutions offer wireless and touch interactivity, live feedback, videoand demographic analytics, and integration with CRM and BI—all of which ismaking the CMO sit up and take notice.Says Kalyan Banga, Manager, Product Development, Netscribes, “DS hasdemonstrated the ability to reach large audiences in a targeted way, and allowsmarketers the flexibility to deliver messages to specific audiences.”According to Manish Gupta, Zonal Manager, Neoteric, “Organizations areadopting DS due to the growing sophistication in how brands want to manageconsumer experience. “Brands want to deliver interactive, personalized andenjoyable experiences to end-customers on any device. DS can make thishappen.”“DS has demonstrated the ability to reach large audiences in a targetedway, and allows marketers the flexibility to deliver messages to specific audiences”Kalyan BangaManager, Product Development, Netscribes
  • 2. “Over the last two years we have signed 100 customers for DS solutions,”informs ER Ashok Kumar, VP, Sales, Cisco Services, Cisco India & Saarc. “We seethis business doubling for us over the next few years. The demand for DS iscoming from retail, BFSI, healthcare, education and hospitality. The governmentis also a large prospect.”Panasonic is another company that is bullish about the DS opportunity in India.“We are seeing a steady monthly sell-out of 100 units of 55-inch video-wallsolutions for signage applications,” reveals Vineet Mahajan, Head, DisplayProducts, Panasonic India.Partner opportunitiesPartner opportunitiesPartner opportunitiesPartner opportunitiesAlthough there are opportunities for DS solutions for both external and internalcommunication, the opportunities for partners largely stem from in-store or in-premise installations meant for internal communication.Hyderabad-based Shell Networks has deployed 100 point solutions at the Puneunit of telecom giant Vodafone. Says AL Srinath, CEO, Shell, “It was Vodafone’sHR department that wanted to display congratulatory messages for employees’birthdays, anniversaries, etc. The demand for onsite deployments is hugeacross all industry verticals.”BFSI is another big segment for DS. Today, banks are using DS at all theirbranches to display new offerings, schemes, forex conversion rates andcustomer benefits.Mumbai-based Niche Softek is upbeat about the demand in the BFSI segment.The company recently installed DS solutions for 65 retail branches of SBI for aproject worth Rs 1 crore. “We are expecting a bigger order from SBI on the backof the successful implementation, and also from other banks,” says DevenLimayae, CEO, Niche. “Share broking houses, financial services companies andhospitality are deploying DS in a big way.”Vardhaman Technology is another Mumbai-based company that is bullish
  • 3. about DS. With its own brand of DS solutions, Vardhaman has done severalprojects for information kiosks. “We have been in this segment for the past fiveyears. We have our own portfolio of solutions and have experienced stronggrowth. Having been successful in India we have now ventured into theAmerican market to target SMB customers there,” says Amit Rambhia, Director,International Sales, Vardhaman.“Over the last two years we have signed 100 customers for DS solutions.The demand is coming from retail, BFSI, healthcare, education and hospitality”ER Ashok KumarVP, Sales, Cisco Services, Cisco India & SaarcOne of the recent projects Vardhaman did was for Kalyan Janata Sahakari Bank,where it installed DS solutions across the bank’s 33 branches in Maharashtrafor Rs 15 lakh. The company also has several projects in the pipeline from thegovernment sector. Informs Rambhia, “We are piloting projects for the city busservice in Mumbai to set up information and ticketing kiosks at bus stops;these will display information such as the arrival time of a bus and the busroutes.”Ahmedabad-based Innova Systems has deployed DS solutions for a largefashion house. “We have deployed the entire solution stack including pointsolutions, media players, networking and content solutions for three stores ofthe fashion house in Gujarat, and have bagged a repeat order for moreinstallations,” says Apurva Dave, CEO.
  • 4. The digital signage market has reached a critical size and provides partnerswith abundant opportunitiesRetail has seen increased spending on DS. “Retail stores are branching, and theCEOs are taking close interest in the performance of each store. Retailers aretherefore investing in interactive screens for live feedback, and are constantlychanging the messages to meet the expectations of their target audience,” saysSiril M, Sales Manager, Foxconn, Middle East, India & Africa.Education is another promising vertical. “Private institutes are openingbranches, and are looking at solutions to display uniform mission and visionstatements across all the branches. Schools are therefore looking at largedisplay screens to be installed at the reception areas, essentially for internalcommunication,” notes Abhilesh Guleria, Country Head, Multimedia ProductGroup & IT Platforms Group, NEC India.“Android-based signage is entering the market, and customers areconverting tablets into signage, which are placed on retail shelves”Amit RambhiaDirector, Vardhaman TechnologyFurther, vendors and partners are tying up with content providers to tapopportunities in this segment. Foxconn, for instance, has partnered withEducomp Solutions for content in the education segment. “We realize thatpartners cannot provide content on their own, and need to be enabled. We aretying up with more content providers so that our partners do not have to goscouting for content and lose projects to the competition along the way,”explains Siril.A new area of focus is mobility and Android-based signage solutions.“Android-based signage is entering the market, and customers are convertingtablets into signage, which are placed on retail shelves,” says Rambhia.Vardhaman is working on a pilot with a large FMCG company. “We will deploytablets on retail shelves. The tablets will constantly play product ads of the
  • 5. brand and also the offers available,” Rambhia informs.Not to be left behind, resellers and solution providers are also looking atopportunities in the government which they say are huge and mostly untapped.For example, Niche has integrated live TVs with the token management andqueue management for Passport Seva Kendras in 10 locations in north India fora project worth Rs 1.5 crore.Similarly, the government has opened up spaces at railway stations, metros,bus stops and public venues for displaying popular information on DS boards.Southern Railway has installed a DS system at Egmore Railway Station inChennai to provide passengers with clearer and quicker updated information.“This is a huge opportunity if you count the number of key stations across thelength and breadth of India—and there will be multiple signages deployed ateach station,” points out Limayae.Vendor strategiesVendor strategiesVendor strategiesVendor strategiesTo aid the sales growth, DS vendors are launching new products in smallerform-factors, and are investing in partner training and certifications.Foxconn has launched Nano PCs based on Intel technology, priced under $200.These are 40 times smaller than micro-ATX PCs, are equipped with USB 3.0,HDMI ports, n-series Wi-Fi, gigabit LAN, digital audio, an internal speaker and acard reader. “A display with a CPU is today available from Rs 25,000 to Rs 1lakh. Because of the low price, SMBs are also looking at DS solutions which wereearlier out of range for them,” says Siril.“A display with a CPU is available for as low as Rs 25,000. The low pricehas made it affordable for SMBs and thus increased the market for digital signage”Siril MSales Manager, Foxconn IndiaIntel is promoting the Next Unit of Computing, its new platform which providesultrabook-level performance in an Atom-powered box for less than Rs 20,000.
  • 6. “It can work as a primary PC and also be used extensively in embedded systemssuch as smart interactive outdoor signage,” says S Natarajan, Country BusinessManager, Embedded Market, Intel, South Asia.Intel has also launched the Audience Impression Metrics (AIM) Suite, a softwaresolution which provides video analytics based on responses to visualmessaging. “AIM profiles viewers based on gender, age, viewing time andduration. It uses anonymous sensors and sophisticated computer algorithms toaccurately count the potential and actual audience for visual messages andmerchandising,” Natarajan informs.Cisco is encouraging its partners to obtain certification in its Authorized DigitalMedia System Partner Program to enable them to sell and support Digital MediaSystems and focus on digital media and video solutions. “We have enabled morethan 100 partners for DS, and are helping them with lead management andpre-sales,” Kumar says.Meanwhile, NEC has developed a dedicated solution for the education vertical.The company is positioning its comprehensive DS solution comprising pointsolutions, projectors, media players, storage, servers, networking and contentfor educational institutes in the country.

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