The significance of standardization
December 13, 2011
Digital Signage Consortium
K. Kawazoe (NTT)
Use Case in Japan
Use case 1: At stations
Use case 2: Office and shopping buildings
Use case 3: shops
1
An example of the contents distributed at the time of a disaster
＜Safety information＞
＜Electric power information ＞
＜Radiation level information＞
＜News＞
2
Contents required at the time of a disaster
Before a
disaster
At the time of a disaster
Stricken area
Evacuation area
information
Evacuation directive
Disaster information
（Local area）
Semi-stricken area
Disaster
Disaster forecast
forecast
Disaster information
（Entire country）
Information for getting
home
Operation information
（transportation）
Disaster information
（Entire country）
Disaster information
（Local area）
Early stages of recovery
Safety information
Information and
notices for the
local community
The needs in a stricken
area are not reported
Life adhesion
information
Operation information
（transportation）
Power failure plan
Radiation level information
Measures to counter
panic and rumors
Contents not related to the disaster
and safe areas
Information from
the stricken area,
information
exchange
between the
stricken and safe
areas (Including
advertisements
for industries in
the stricken
area)
Appeal for assistance
Safety zone
Public service advertising
Disaster information
（Entire country）
The second half of
recovery
Condolences, encouragement
advertisements
Information
stating that the
signage is being
used for disaster
response
Safety information
Source: DSC Production Meeting
3
The proposal about contents required at the time of a disaster
1 Local information utilizing the local characteristics of digital signage is
indispensable.
2 In urban areas, there is a need for information on train and bus operation.
3 NHK is a useful source of information immediately after a disaster.
4 Advertisements to be broadcast at the time of a disaster should be
prepared in advance.
5 Contents and operation are provided as a set.
Source: DSC Production Meeting
4
ITU TELECOM WORLD 2011
Time: October 24-27, 2011
Place: Geneva (Switzerland)
○ Soler Signage
Solar panel
The digital signage system corresponding to
a power failure and power conservation by
combining an efficient solar cell and a highly
efficient lithium ion storage battery
Lithium ion
storage battery
Japan pavilion
5
Digital signage platform for disaster response
••Using
Using digital
digital signage
signage is
is very
very effective
effective since
since itit is
is important
important to
to widely
widely and
and simultaneously
simultaneously provide
provide
information
information to
to disaster
disaster victims
victims after
after aa disaster
disaster occurs
occurs and
and to
to provide
provide accurate
accurate information
information that
that is
is suitable
suitable
for
for each
each location.
location.
••To
achieve
To achieve this,
this, the
the ideal
ideal is
is for
for joint
joint public
public and
and private
private sector
sector initiatives
initiatives to
to build
build and
and manager
manager aa platform
platform
that
bundles
reliable
news,
disaster
information,
traffic
information,
etc.,
and
distributes
the
information
that bundles reliable news, disaster information, traffic information, etc., and distributes the information to
to
digital
digital signage.
signage.
••Standardization
Standardization of
of the
the platform
platform operation
operation rules
rules and
and the
the interface
interface specifications
specifications for
for connecting
connecting with
with
various
various information
information sources
sources are
are necessary.
necessary.
Means of transportation
(Train, bus, road)
Broadcasting station
Internet site (Portal, content contribution)
Operation
information
Safety information
Disaster information
Contribution information
Newspaper
publishing
company
The digital signage platform
News disaster
information
Urban area
Stricken area
Disaster information （Local area）
At station
Commercial complex
Evacuation area
Evacuation area
Temporary housing
Mobile
Digital signage
Digital signage
6
Uses of digital signage during normal times
••In
In addition
addition to
to conventional
conventional advertising,
advertising, digital
digital signage
signage along
along routes
routes taken
taken by
by people
people during
during their
their daily
daily
lives
lives can
can be
be connected
connected to
to broadband
broadband networks
networks and
and mobile
mobile devices
devices to
to create
create an
an environment
environment for
for joint
joint
public
public and
and private
private sector
sector use
use to
to be
be used
used as
as aa familiar
familiar community
community tool.
tool.
••Usage
Usage guidelines
guidelines need
need to
to be
be established
established for
for operating
operating this
this type
type of
of joint
joint use
use platform.
platform.
Digital signage as a community tool during normal times
Contents
Restaurant
Information from government
Community center
（Evacuation area）
Government
Operation information
Weather news
Broadband-network/Mobile
Sightseeing information
Shopping information
Means of
transportation
Mobile device
Guide to good eating
Shopping center
・・・
Information from residents
Shopping mall
（Evacuation area）
Public center
7
System Architecture for Network-based Digital Signage
Content Advertiser
Holder
Signage Content
Platform
Operator
Network
Operator
Signage(Delivery)
Operator
NW
Operator
(WAN)/
Location
Owner(LAN)
Media Owner /
Location Owner
Digital Photo Frame
IF
IF
IF
IF
IF
STB+
Display
- Contents
- Play list
- Scheduling
PC+
Display
Digital TV
Signage Server Y
Content Delivery
Control (CDC) Server
(3) Content - PF
Signage Server Z
Signage Delivery Server
(2) PF – Signage Operator
END USER
Signage Server B
Network
・・・
CDC Server
Network
Signage Server A
Smart
Phone
e-book/
paper
Signage Terminal(Player)
(1) Signage Operator - Terminals
8
System Architecture for Digital Signage
1st generation
Signage Delivery
Server (Company A)
LAN
・
・
・
・Different specifications
for each vendor/maker
・Operated in the same location
・Mainly SI type
Display (Company A)
Location I
・
・
・
LAN
Display (Company B)
Signage Delivery
Server (Company B)
Location II
2nd generation
Signage Delivery
Server (Company A)
Internet
・
・
・
・Different specifications
for each vendor/maker
・Remote operation via the Internet
・Emergence of SaaS type
Location I
Display (Company A)
Location II
3rd generation ～
・Multi-device based on
international standards
・Remote operation via the Internet
・Cloud type utilizing SmartTV, etc.
SmartTV (Company B)
Location I
Signage Delivery
Server (Company A)
Internet
DPF （Company C）
Location II
Tablet （Company D）
Location III
9
Target Segment
System-specific type
Networked / cross-media type
Lowering cost, commoditization, standardization
Public institutions,
Large enterprise, etc.
(i.e. Bank, Securities firm,
Train and station, Shopping mall)
2005～
1st generation
2008～
Major distributor,
Service sector, etc.
(i.e. GMS, convenience store, hotel,
amusement park)
2nd generation
Small store, Office, etc.
2010～
・・・
3rd generation
IPTV
4th generation
Market size
Digital Photo
Frame
Tablet
SOHO,
Household, etc.
10
Digital Signage System Standardization
Objective
• Standardize the basic functions, basic interface, data format, etc, for digital signage systems to provide
compatibility and mutual connectivity among different makers to lower the system implementation cost
for signage operators while also increasing system versatility and reducing vendor product development
cost and business operating expenses, etc.
• To achieve this requires a standardized signage system that is suitable for using Internet technology
supporting consumer TVs and tablet type information terminals as signage display terminals. Therefore,
international standardization will be pursued at ITU, W3C, etc.
Study Framework and Envisioned Standardization Organizations
Digital Signage Consortium (DSC)
International-Standards
Strategy Meeting
WG1:
Standardization
System Meeting
WG2: Overseas
trends survey
Indicators
Committee
・ Specific documentation
・ Overseas trend assessment
and standardization support
Digital Signage User’
User’s Forum (DSUF)
Seeks technical requirements from the user’s perspective
User companies (12 companies)
East Japan Marketing & Communications, Inc., TOKYU
CORPORATION, MITSUBISHI ESTATE CO., LTD.,
MORI BUILDING CO., LTD., Tokyo Midtown Management
Co., Ltd., NTT Urban Development Co., Shibuya
Television, AEON Co., Ltd., Cross Ocean Media, Inc., ID’s
Co., Ltd., JACLA, Inc., Media Contents Factory
160 participating companies
Requests from users
・ Reduce cost (system expense, operation expense)
・ S ystem development, etc., through cooperation with
outside device makers
Achieve using WWW related
technology
Places for International Standardization
De jure (ITU-T)
Forum (W3C)
De facto (DPAA, etc.)
Digital signage related companies (Approx. 3,500 worldwide)
Overseas Cooperation
Workshops, etc.
11
The standardization plan and progress of digital signage
••In
In ITU-T,
ITU-T, the
the framework
framework for
for digital
digital signage
signage is
is standardized
standardized based
based on
on the
the standard
standard system
system guideline
guideline of
of
DSC.
DSC.
••In
In W3C,
W3C, itit promotes
promotes development
development of
of the
the new
new digital
digital signage
signage system
system from
from Japan
Japan supposing
supposing new
new uses,
uses,
and
and promotes
promotes the
the business
business of
of system
system vendors
vendors or
or new
new companies.
companies.
System
High-end/
Middle-end
system
（Existing）
Low-end
system
（New）
The purpose of
standardization
Market
revitalization
Market
cultivation
Standardizatio
n organization
Proposal contents
The work situation in DSC
ITU-T
・”H.FDSS（Framework of
Digital Signage Service）”
-Definition
-Uses(during disasters)
-System architecture
・May, 2012
・The proposal document
was drawn up based on
the "DS standard system
guideline 1.0" and "DS
guidebook."
・The proposal document
was recognized at several
ITU-T meetings (Jul, Sep,
Nov).
W3C
・”Web-based Digital Signage”
-Work flow standardization,
common format
-Delivery server to device
interface, communications
protocol
-Device to external terminal
interface, etc.
・From 2012
・Begin examining the uses,
required conditions,
requirement specifications,
etc., for Web-based Digital
Signage.
12
Hi/Middle-end system: Existing Digital Signage
・It
・It has
has functions
functions for
for providing
providing aa basic
basic workflow
workflow (contents
(contents registration,
registration, play
play list/schedule
list/schedule registration,
registration,
contents
contents distribution,
distribution, display
display check/operation
check/operation monitoring)
monitoring) for
for network
network type
type digital
digital signage.
signage.
Signage system vendor
Contents Holder
Advertiser
Network
Operator
Signage platform
Operator
NW Operator (WAN) ,
Location Owner (LAN)
Media Owner,
Location Owner
STB + Display
Signage
Delivery Server
END USER (viewer)
Contents Delivery
Server
Network
Network
STB + Display
STB + Display
Camera Sensor, etc.
13
Low-end system: Web-based Digital Signage
••The
The following
following standardization
standardization is
is required
required to
to realize
realize the
the basic
basic workflow
workflow of
of digital
digital signage
signage through
through Web
Web
functions.
functions.
①Work
①Work flow
flow standardization
standardization ,, common
common format
format
②Delivery
②Delivery server
server to
to device
device interface/communication
interface/communication protocol
protocol
③Device
③Device to
to external
external terminal
terminal interface
interface
Signage system vendor
Contents Holder
Advertiser
Network
Operator
Signage platform
Operator
NW Operator (WAN) ,
Location Owner (LAN)
Media Owner,
Location Owner
STB + Display
Signage
Delivery Server
Smart Phone
e-book / paper
END USER (viewer)
Network
・
・・
Contents Delivery
Server (2)
Digital TV
Network
Contents Delivery
Server (1)
Digital Photo Frame
Broadcast
Camera Sensor, etc.
14
Schedule
••In
In DSC,
DSC, start
start aa joint
joint sectional
sectional meeting
meeting with
with DSUF,
DSUF, which
which is
is aa user
user organization,
organization, and
and vigorously
vigorously promote
promote
the
standardization
activity.
the standardization activity.
~2009
2010
2011
2012~
The standard in an international-standards
organization (De jours, forum)
The forum standard in the country
In Japan
▲Jun, 2007～ DSC
△2008 DS standard system guideline 1.0
△2009 DS guidebook
△2008 Audience Metrics guideline1.0
△2009 Audience Metrics guideline2.0
▲International-standards strategy meeting
<Joint meeting> Standardization activity
▲DSUF
Overseas
▲2007～ OVAB
△DPAA（⇒
▲2007～ DSA（Digital Signage Association）
Digital Place-based Advertising Association）
△DSA（⇒
Digital Screenmedia Association）
International-standards
organization
▲SG16 meeting （Jul） ▲SG16（Nov）
▲SG16（Feb）▲SG16（May）
ITU-T（De jours）
▲ITU-T SG16 New work item
“Framework for Digital Signage Service”
△ITU Digital signage WS
W3C（Forum）
▲TPAC
Proposal “Web-based Digital signage”
15