There were many – very many – products that impressed me as a first-time attendant at the Digital Signage Expo in Las Vegas, but two at totally separate ends of the extensive Convention Centre Halls took my eye for their market potential – and they are as different as night and day.
In an environmentally–friendly-looking ‘green’ display area, Symon Communications of Plano, Texas, launched its virtual 3D display called LiveView that uses patented optical technology to present digital content in eye‐catching and life‐like fashion without the need for 3D glasses or special production equipment.Shown in a customizable stand, a 3D spokesperson explained the product, followed by demonstrations of various objects that turned every which way to show the front, back sides and undersides of a range of objects from flowers to rockets.
The company says that, because of its design, Symon LiveView’s content creation costs are much lower than traditional 3D technologies and in most cases are equal to the cost of 2D content production. Symon LiveView customers need only have Symon’s Design Studio software and industry standard content creation tools to create a very compelling 3D experience out of 2D content.
Symon LiveView is targeted at any consumer‐facing industry that wants to have its message stand out and be noticed. The hospitality, gaming and retail industries are considered as prime candidates for Symon LiveView, since each industry has special messagesor products that, if noticed, can generate significant revenue.
“Imagine a jewelry retailer who has an expensive diamond setting that it wants noticed,” says Steve Gurley, Symon’s vice-president marketing. “With Symon LiveView, the setting would appear to almost jump out of the screen. I believe that the uniqueness of this experience alone would be enough to entice the retailer’s customer to request to see the real product.”
Symon LiveView works by presenting two‐dimensional content on a high‐brightness, high‐definition LCD monitor. It then uses a special beam‐splitting glass that is positioned in front of the monitor to reflect a décor‐specific pattern that is installed in a customizable fixture that is situated above the viewer’s head. The reflection of the pattern on the beamsplitting glass creates the perception of depth and makes the 2D content look almost alive. By using this approach, Symon takes advantage of an optical illusion to create a virtual 3D experience out of ordinary 2D content.
Symon LiveView can be purchased with an optional touch screen display that can be attached to the front of the LiveView display. This screen, if installed, allows viewers to choose or interact with the content that is presented. The content for both screens and the interactive elements on the touch screen are all designed and controlled by Symon’s Enterprise Suite of software products.
Symon Live View display can also be purchased with an optional stand. This stand can be built with finishes to accommodate and complement almost any décor.At the far end of the hall, Vital Sign Media of Jupiter, Florida, was showing off its just-announced product within the Philips display area. The reason: Vital Sign’s new display – in development for four years – combines digital signage at the top and an enclosed real Philips Heart Defibrillator lower down.
The target market is anywhere that people gather: arenas, stadiums and other sports venues, airports, malls, hotels, department stores and mass merchandisers, large restaurants and other high traffic areas.
The screen to the left can carry advertising, of course, (the advertising loop is customizable) but also flight information, wayfinding directions, or promotional material, or whatever the requirements of the location. The defibrillator is provided free by Vital Sign Media.
“We know how very important it is to have a defibrillator available in time of emergency, so we are buying them from Philips ourselves and make sure that training is given for their use,” says David Magruder, Vital Sign Media’s chairman and CEO. “This gives advertisers a chance to be associated with a cause, as well.”
The company is initially planning to market in the U.S., Canada and Puerto Rico. It ensures regulatory compliance wherever there are laws regarding their use.
“We introduced this on Wednesday and already have several interested parties,” Magruder told us Thursday.
As private label stands, the units can be put up at little or no cost to a retailer.