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Table of Contents

Lead Story

The payments sphere 2009:
Looking back, looking up

News

Industry Update

Radiant, Computer World in the lawsuit soup

Mobile payments at a crossroads

Tweaking interchange down under

NEAA preview

Features

GS Advisory Board:
The best moves of 2009 - Part II

The payments industry numbers game:
Volume over price

Research Rundown

Selling Prepaid

Prepaid in brief

Mercator of good cheer about gift cards

Unbanked + underbanked Americans top 60 million

Patti Murphy
The Takoma Group

Signs of the future

Views

Reaching the unbanked

Patti Murphy
The Takoma Group

Should you buy stock in a terminal manufacturer?

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
Time management for 2010

Jon Perry and Vanessa Lang
888QuikRate.com

Fighting the payment squeeze:
Alternatives retailers may consider

Pat Morgan
Total System Services Inc.

Fees you can't ignore

Ken Musante
Moneris Solutions

Managing conflict in the workplace

Vicki M. Daughdrill
Small Business Resources LLC

Defining global processing

Caroline Hometh
Payvision

POS Horoscope 2010

Dale S. Laszig
DSL Direct LLC

Company Profile

Litle & Co.

New Products

Slip-on terminal mobility

PAYware Mobile
VeriFone

Front-end tokenization

SafeDebit
NYCE Payments Network LLC

Inspiration

Be the sale

Departments

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

December 28, 2009  •  Issue 09:12:02

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SP
Signs of the future

Like the prepaid card industry, the digital signage industry is still considered in its infancy. There seems to be a symbiosis between the two, with digital signage used as a vehicle for promoting prepaid card programs via in-store and online offers.

According to Laura Davis-Taylor, founder and Principal at Retail Media Consulting Inc., there are two types of digital signage: "sneakernet" and networked systems. Sneakernet is a catchphrase for the action of updating systems manually, such as plugging in a jump drive to upload a new version of an offer that flashes across a digital signage screen, Davis-Taylor said.

Sneakernet is seen as limited in comparison to the networked digital signage solution, with which screens can be updated in real time from a back office computer, for example. A networked system also gives administrators more flexibility, speed and control over advertisements and offers displayed on the screens.

Sign says go

A Digital Signage Association webinar entitled "Digital signage future trends" highlighted the state of the growing industry and future benefits merchants may reap by implementing digital signage solutions in retail environments and elsewhere.

Bill Yackey, Editor of DigitalSignageToday.com and one of the webinar presenters, said the retail world is where digital signage shows the most potential and forward thinking, with consultants and merchandisers trying new ways to reach consumers. One such strategy is to deliver offers via short codes - five-digit numbers that flash across digital signage screens, which when inputted into cell phones offer consumers digital coupons and other discounts.

In the webinar Lyle Bunn, Principal & Strategy Architect at BUNN Co., said digital signage systems already deployed have been underutilized overall; a main reason is that 45 percent of the displays are not networked, according to the DigitalSignageToday.com survey.

Integral designs

One goal of the industry is to integrate digital signage into POS terminals. While that development promises a wealth of data about customers on which retailers can build more effective and targeted marketing campaigns, Davis-Taylor warns of its risks.

To integrate digital signage into the POS takes an application protocol interface, akin to a "handshake between the data stream at the POS and the play list and analytics on the digital signage," she said. But that interface creates weak points for hackers to penetrate and steal cardholder data.

Digital signage has been a viable technology for 20 years and has been building momentum in the last three to four, Davis-Taylor said. She estimates it will be another five years until digital signage is ubiquitous.

By that time, it may be commonplace to buy your movie ticket with a prepaid card that utilizes restricted authorization network technology to limit the use of that card at select local retailers. As you walk through the lobby to the theater you are met with an offer on a digital signage screen which says, "After the movie, go to Enrico's for $10 off a dinner for two if you use your prepaid card."

And that is the value of digital signage. "Reach the right people with the right message at the right time," Davis-Taylor said.


For more stories from SellingPrepaid E-Magazine, as well as breaking news and forums devoted to the prepaid sphere, please visit SellingPrePaid.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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