Intel Demos Intelligent Digital Signage Prototype

January 12, 2010

Eyeing a standards-based, interactive digital signage future, Intel demonstrated a new 7-foot-6-inch multi-user, multi-touch Intel Intelligent Digital Signage Concept at the National Retail Federation Convention (NRF) in New York. Intel said the prototype device could change the way people interact with digital signage technology in environments such as stores, airports, banks and hotels.

First revealed by Intel President and CEO Paul Otellini at the International Consumer Electronics Show in Las Vegas last week, the demonstration emulates a virtual brick-and-mortar store setting where customers may use the multi-touch holographic screen to explore merchandise, find out about promotions, submit feedback on products, read customer reviews, view past purchasing histories and share what they have discovered with their friends via social media and mobile phone integration.

As a validated platform, the Windows 7-based Windows Embedded Standard 2011 operating system powered by 2010 Intel Core i7 microarchitecture is optimized to address the retail and digital signage market's need for a more streamlined, high-performance and highly reliable solution.

"We are excited about the flexibility offered through the optimized Windows Embedded and Intel processor-based platform," said Kevin Dallas, general manager of the Windows Embedded Business Unit at Microsoft. "The optimized platform simplifies development, helping to lower the total cost of ownership. It enables digital signage device-makers to focus on creating rich, connected user experiences that can be managed remotely and deployed anywhere from quick service restaurants and airports to hotels, cruise ships and retail stores."

Multiple consumers can use this side-by-side window display simultaneously to explore augmented reality-enabled maps of each floor of the store, on which retailers can superimpose images such as coupons and sales promotions next to the product visualizations on the glass, improving the customer's shopping experience.

"As stores seek more competitive advantages over online retailers, digital signage has become a valuable technology for dispersing targeted and interactive content to shoppers," said Joe Jensen, general manager, Intel Embedded Computing Division. "We therefore designed the Intel Intelligent Digital Signage Concept to show that retailers can engage and interact with consumers in a more personal and compelling manner through new usage models such as augmented reality and interactive product explorations, which in turn could yield an increase in revenue and customer loyalty."

More Insight for Advertisers

Intel's digital signage concept also brings a new opportunity for advertisers through the use of anonymous video analytics. As a viewer looks at the system screen, the built-in camera technology analyzes data such as gender and age, audience composition, time-of-day and other criteria, which enable the system to display tailored content and graphics based on estimated demographics. The system anonymously sends audience information to advertisers who can use that information to understand the type of content and messages that are most popular with viewers. This, in turn, helps advertisers target their advertising to maximize the impact on the audience.

Advanced Technology for Siloed Markets

The retail and digital signage markets are continually evolving, and Intel is actively working with other leaders in technology to provide advanced smart solutions that address industry challenges. Traditionally, retail and digital signage application development has been fraught with difficulty as system development requires the use of many different platforms. To address the need for a more streamlined solution, Intel also announced today a strategic relationship with Microsoft* to develop an open-standards validated platform for digital signage applications.

Thee companies are currently identifying potential targeted go-to-market initiatives to help stabilize a market that has been fragmented by numerous, non-standards-based platforms. As part of this effort, Microsoft and Intel's embedded divisions are planning to implement partner training programs and joint sales and marketing efforts to assist in alleviating industry challenges.

Some of the highlights of the optimized platform include the following:

"The industry-leading features and functionality enabled through Microsoft and Intel technology allow us to quickly build the cutting-edge digital signage and self-service applications our customers demand to reach consumers in a more personalized and compelling manner," said Dusty Lutz, general manager of NCR Netkey. "This optimized platform provides us with streamlined access to superior technology."

"The Microsoft and Intel technology showcased in HP's digital signage solution proof of concept at NRF highlights the potential for businesses to simply and dynamically interact with their key audiences, delivering exceptional user experiences through content that is more compelling and relevant than ever before," said Roberto Moctezuma, vice president and general manager of Desktop Solutions at HP.

The optimized digital signage platform built on the Windows 7-based, Windows Embedded Standard 2011 operating system and powered by the Intel Core i7 processor is expected to be available in the second quarter of 2010.