Several weeks ago I wrote a blog post outlining the seven ways that mobile technologies and digital signage were converging.  In my last three posts, I explained in greater detail the three most common forms of convergence: DTMF (Dial Tone Mult-Frequency), SMS (Short Messaging Services) and Bluetooth.  In this article, I'll provide more explanation on the fourth form of convergence: 2D Barcodes. 

2D barcode uses graphical patterns to convey information as compared with 1D barcodes that use vertical bars.  The purpose of 2D barcodes is to deliver more information than can be conveyed in a 1D barcode.  But just as a 1D barcode must be read by scanner technology, a 2D barcode must be read via a pattern recognition technology.

There are over 60 encoding schemes for 2D barcodes.  For a 2D barcode reader to interpret a 2D pattern, it must support the encoding methodology of the barcode being displayed.   A Japanese company created what is now one of the most commonly used encoding schemes, which is called the QR (Quick Response) Code.  The QR format is frequently used for delivering messages to camera-equipped cell phones.  It should be noted however that the QR Code is just one of many encoding schemes that can be read by mobile devices.  

The process for reading a 2D barcode via a cell phone is as follows:

A 2D barcode is affixed to an object or shown on a digital sign.  The viewer launches a reader application on their cell phone.  (Note: These applications can typically be downloaded for free.)  The viewer uses the application to capture (flash) a picture of the barcode via their phone’s camera.  The reader application then interprets the barcode.  Depending on the sophistication of the reader application and the contents of the barcode, the application will perform a specific function: e.g. present the information, transfer the information into another application, access a web page, dial a number, show a map, etc. 

The Japanese have been using cell phones to read QR Codes since the late 90's and European adoption has been increasing in recent years. In the U.S. however, neither companies nor consumers have readily embraced 2D Codes in any meaningful way, but many believe that the day is coming.

A recent discussion with several technology experts produced a consensus that 2D barcodes will become ubiquitous in the U.S.  A strategist for a major handset manufacturer, who by way of example had a QR Code on his business card, felt that the future was very bright for this type of technology.  He said that he saw a day when every product and location would have a barcode attached.  This sentiment was echoed by the CEO of a company that develops location-identification products for mobile phones.    A technologist with a leading digital signage company suggested that 2D barcodes would become a common fixture in digital signage content.  It was even suggested that 2D’s future was secure because of Google’s interest in the technology.  One person said: "You can't argue against something that Google gets behind."

Although I personally like the concept of 2D barcodes -- especially when the reading process works smoothly, I do not share the same enthusiasm for the commercial prospects of 2D barcodes as my peers.   My reasons are as follows:  

• First, 2D barcodes will be supplanted by easier to use technology, e.g. Common Short Codes. I have found it vastly easier to text a keyword to a short code than “flash” a picture of a barcode. If you've ever tried photographing a barcode, you've likely found that it does not work well in low light conditions or in places where you are walking or moving. In addition, it is a relatively cumbersome process to execute.
  
  
• Second, there are no standards for 2D barcodes. Although the QR Code is the most common barcode for mobile applications, there are presently 12 other encoding schemes being used for mobile devices -- and this does not include the many proprietary schemes that exist. This means that a phone's reader software may not support a given 2D barcode that is being displayed. There are standards setting bodies working on this problem, but one has to wonder whether the standards will be set before other technology makes 2D barcodes irrelevant. Remember, it took almost 30 years following the invention of the 1D barcode for Uniform Product Codes (UPC) to be broadly adopted.
  
  
• Third, 2D barcodes are generally static (See the note herein). Once you print the information, it's there for the duration. The trend is to move away from static information. The real trend is to deliver information wirelessly and passively, based upon your location, time of day and, ultimately, the direction you are facing. NOTE: There are dynamic 2D barcodes on the market (e.g. Scanbuy's Scanlife via EZCodes and Microsoft's Tag codes) where a flash of the barcode prompts the reader software to use an index stored in the barcode to access a remote server to retrieve information from a database.  Server-based 2D solutions require that a third party registrar manage the assignment of the barcode/index and host the information.  Dynamic barcodes are superior to static barcodes because the information can change without having to change the barcode.  In addition, the backend server of a dynamic solution can provide analytics on barcode usage.  It remains to be seen however if the market will unanimously  endorse a registry-based solution as the most well known are currently proprietary.
  
  
• Fourth, there is no way to get critical mass in a timely manner. Although it is easy to run some 2D trials, it is another thing to begin deploying a specific coding scheme on a universal basis. Very few companies will be willing to invest in a technology that has no standards and can be easily supplanted by new technologies that are on the horizon, e.g. RFID and other near field communications (NFC) technologies. Very few consumers will be interested in embracing a technology that they don't understand and requires a change in their existing habits. NOTE: There are quite a few 2D barcode trials currently in process.  It should be noted however that some of these trials are using QR Codes, some Scanbuy codes, some Microsoft's Tag and others are using a mix of various encoding schemes.  It will be tough to build critical mass in this type of environment.
  
  
• Fifth, it is a difficult model to monetize. Although it took UPC's many years to catch on, at least there was a very clear value proposition connected with them: A company could increase sales and reduce labor costs at the checkout line. UPC codes introduced tremendous efficiencies into the retail industry. Fewer checkout personnel could process more customers in less time. This provided clear financial benefit to those who adopted the technology. In terms of 2D, the application must be identified that will make the value proposition for 2D clear and compelling otherwise who will want to hassle with it.

In summary, some believe that 2D barcodes will be widely used in digital signage.  It is true that it is a workable technology for delivering information to a mobile phone, but it has limitation -- primarily the lack of standards and the lack of measurable value.  The question is therefore this: Will we see it used in digital signage?  The answer is yes, but I predict on a limited basis.  Most signage operators will find it onerous to manage the extension of content that comes via 2D barcodes and without a clear value proposition, few will want to expend the effort.

 

In my last post, I provided an overview of the second, and most common, convergent implementation of digital signage and mobile technologies: SMS.  In this post, I’ll discuss the third, and what I believe to be the second most common, convergent implementation: Bluetooth.

First of all, for those of you not familiar with Bluetooth, it is a short range wireless technology that in its current implementation supports data transfer speeds between 2 – 3 megabits.  Bluetooth was originally conceived as a replacement for data cables (RS232) and now forms the basis for what is known as a Personal Area Network or PAN.  PAN’s are used for wireless communications within 10 meters and can be found in everything from PC mice and keyboards to cordless telephones.  (Note: Depending on the power of the transceiver, Bluetooth can communicate from 1 up to 100 meters.)

There are a number of companies that are using Bluetooth as a wireless airlink to communicate digital signage-related content to Bluetooth-enable mobile devices (e.g. cell phones).  Most are using Bluetooth as a way to augment content shown on a digital sign with something that is designed to enhance the viewing experience.  That “something” may be additional visual content (graphics, pictures, videoes, text, etc.), a game, a ringtone, etc.

The typical Bluetooth-enabled convergent implementation involves a centrally administered system that communicates content via the Internet to “edge servers” located near the digital sign.  These edge servers generally host the programming logic for receiving content from the centrally administered system and then subsequently managing the delivery of the content to the mobile device.  The edge servers also house the content and Bluetooth transceiver.

The process for communicating content to the mobile device is fairly straight forward.  The Bluetooth transceiver on the edge server is constantly polling (i.e. sending out a signal) looking for other Bluetooth devices (e.g. Bluetooth-enable cell phones) with which it can connect.  When it senses one, it immediate establishes a connection to that device.  The programming logic in the server then says to the phone “I want to communicate with you.”  The security feature of the cell phone's Bluetooth receiver prompts the cell phone user to either accept or reject the communication.  If the communications is accepted, then a session is established and content is transmitted from the edge server to the mobile device and then made available to the cell phone user.

All in all, Bluetooth is a fantastic technology and very good for facilitating communications between a mobile content server and a mobile device.  So one has to ask the question: “Why is Bluetooth-enabled convergent signage not deployed everywhere?”  The answer is multifaceted. 

First, one must have a Bluetooth-enabled phone.  Since nearly every cell phone sold today is Bluetooth-enabled, this is not the problem it was several years ago.  However, there are still phones in use that are not Bluetooth enabled, which limits the community of potential viewers.

Second, the cell-phone must be “discoverable.”  This means that the Bluetooth transceiver in the cell phone must be configured to allow a connection with another Bluetooth device, e.g. the edge server.  This is a bit of a problem as most cell phones, for security reasons, are shipped as “non-discoverable."   In order to make the device “discoverable,” the cell phone user must activate this setting within their phone's configuration menu.  Since most cell phone users do not understand what being “discoverable” means, they typically leave it turned off.  If the phone is non-discoverable, then the Bluetooth-enabled edge server cannot communicate with the phone. 

Third, the cell phone's operating system in conjunction with the Bluetooth API must be configured to allow file transfers.  Since many wireless carriers have required the cell phone manufacturers to disable the file transfer feature, Bluetooth file transfers have not been a viable option for many cell phones.  One may ask: “Why would a carrier intentionally block Bluetooth file transfers?”  Simply stated: Economics.  The carriers want their subscribers to send files over their networks so they can charge the subscriber for the privilege.  This however is becoming less of an issue as the carriers are moving to flat-rate data plans (one fee for all the data you can transmit).  As they move to flat-rate plans, they’re opening up Bluetooth file transfers.  The carriers are now wanting their subscribers to get as much stuff off their networks as possible.

Fourth, Security.  Many users have chosen not to accept Bluetooth file transfers for fear of receiving a virus.  In fact, Bluetooth transported viruses are said to be excessive in countries outside the US where Bluetooth is more commonly used.

Fifth, Costs.  Although the great majority of cell phones now have Bluetooth, the form factors (i.e. shapes, sizes, functions, screen resolutions, etc.) of those Bluetooth-enabled cell phones vary tremendously.  Content must therefore be “repurposed” to accommodate the various form factors.  This means that content designed to fit the screen attributes of the iPhone (assuming that the iPhone supported Bluetooth file transfers) would not look good on the screen of the Motorola Razor.  In essence, content needs to be modified to fit, run and look good on each phone.  This is a time consuming and expensive endeavor and not within the budget of many companies that would desire a signage/mobile convergent solution.  For this reason, most Bluetooth-enabled convergent solutions have been relegated to specific projects funded by big brands that can afford a large media budget.

So in summary, Bluetooth-enabled convergent signage is here, is working and is able to fit a particular purpose.  It does however have its limitations.   I believe future implementations of convergent signage, like the one we did at Symon, represents the future of convergent signage.

In my first post, I briefly outlined the seven convergent implementations of digital signage and mobile technologies.  In my second post, I discussed the first, and most basic, convergent implementation: DTMF.  In this post, I’ll briefly discuss the second, but most commonly used, form of signage/mobile convergence: SMS/Text Messaging. 

A SMS/Text Messaging implementation is basically defined as the processes for interacting with digital signage using the text messaging feature of a cell phone.  Before we delve into the workings of this particular convergent implementation, it may be helpful to briefly review the history of text messaging.

In 1995, the Federal Communications Commission awarded select companies licenses to provide a new form of “digital” cellular service.  This new service enabled cell phones to support features such as call waiting, three-way calling, in-bound number display, data communications and Short Messaging Services (SMS).  SMS was deemed to be the feature that would allow cellular users with SMS-equipped, digital cell phones to send “text messages” of up to 160 characters to other SMS equipped cell phones.

The SMS feature was not however measurably used until about the year 2000.  It was only then that there were enough SMS-capable cell phones and networks in use to support mass adoption of the technology.  But even then, it was not until about 2005 that SMS became widely and actively used by cellular subscribers.  Since ’05 however, SMS usage has been skyrocketing.  Today, in the U.S. alone, approximately four billion text messages are sent each day. 

As SMS usage began to grow, it soon became the primary form of communications for many -- especially those in their teens and 20’s.  This growing affinity for text messaging was not lost on digital signage software companies, digital signage network operators, content providers and advertisers.  Soon each was trying to find ways to integrate SMS into their digital signage networks.

Today there are four ways in which SMS is commonly used in conjunction with digital signage.  However, before we review these four, it is important that we become familiar with the concept of Common Short Codes.  Common Short Codes are an essential element to each of the four convergent implementations.  Common Short Codes are five digit numbers that serve as a substitute for phone numbers.  The purpose of Short Codes is to provide companies or organizations a carrier-independent way to engage with the general public via text messaging and then track those interactions.

The four SMS-based convergent applications are as follows:

1.       Signage as Recipient:  In this implementation, signage viewers send text messages via a Short Code to a digital sign for the other viewers to see.  Viewers of the messages can then send SMS-generated responses to the message, thereby creating a group dialog.  This feature is frequently used in places where people congregate and is typically instituted as a way to stimulate conversation.

This implementation generally requires that messages be relayed through the signage operator so that an administrator can filter out objectionable content.   Some of the more intelligent content management software packages perform this filtering function automatically.  But as a leading outdoor signage vendor recently found, sometimes even the best filtering techniques have their weak points.  In that situation, a picture of three local news anchors was shown on the screen accompanied by a message that said, “Three Accused of Gang Rape.”  Obviously the three were not the newscasters pictured, but an embarrassment for the signage operator none-the-less.

 

2.       Content Selection:  This implementation allows the viewers of digital signage to control the content that appears on the screen.  For example, the viewer is informed that if they text a particular keyword (e.g. number, word, code, etc.) to an SMS Short Code, the content on the screen will be changed commensurate with that code.  For example, a user could text the keyword “11111” to Short Code 55555 to see a movie trailer, or text the keyword “22222” to the same Short Code to see a music video.  The content management software would receive the code and changes the displayed content accordingly.  It also tracks and reports on the viewer’s content preferences.

3.       Content Control: This implementation allows viewers to use their phone's SMS feature to control elements on a screen.  For example, the viewer can move game pieces on a game board by texting a keyword to an SMS Short Code.  The signage software uses these keywords to manipulate the game pieces and control the action of play.  Like the "Signage as Recipient" implementation, this convergent model is designed to get large crowds engaged with the content. 

4.       Promotional/Marketing: This implementation uses the digital signage to promote an interaction between the viewer and a marketing promotion.  For example, the digital signage may display a message that says "Text the keyword COUPON to 55555 to receive a coupon for 20% off of your next oil change."  In this example, the user executes the transaction and receives a text message back that includes a coupon code for subsequent presentation to the sponsor.  In another example, the digital signage could encourage viewers to text a keyword that will initiate the delivery of promotional content back to the viewer’s handset.

 

SMS-based convergent applications have been growing along with the adoption of SMS.  But which of the four have been growing the fastest, what are the pros and cons of each, what is the future prospects of each?  These questions will be addressed in a soon to be released white paper called “SMS and Digital Signage: What Is It and Where’s It Going?”.

In my last post, I noted that there are seven embodiments of mobile and digital signage convergence. I also noted that I would elaborate on each of these in subsequent writings.  In this post, I’ll provide some insight into the first of the seven convergent implementations, DTMF.

Convergent applications using DTMF, which stands for Dual Tone Multi Frequency, or Touch Tone as it is commonly known, are relatively straight forward and have been around for years. Viewers of signage are invited to call a phone number. The number is answered by a computer or computer aided telephone switch.  The computer utilizes voice response software that is programmed to instruct the signage viewer on the process by which to interact with the signage content, e.g. “press the 6 key to do  “x”, press 7 to do “y” or press 8 to do “z.”” As the viewer presses the key to execute the desired action, the voice response software executes a sub-routine or sub-program to perform the action, which is ultimately results in a modification of content shown on the screen.

A well known DTMF deployment can be found in the Nike shoe ad located in Times Square in Manhattan.  In that particular convergent implementation, which dates back to 2005, the viewer uses the keypad of their phone to build a custom shoe. The process takes about a minute and at the conclusion of the session a picture of the viewer’s custom-configured shoe is shown on a screen facing the Times Square audience. The application goes further to provide the viewer with a URL that they can use to purchase the shoe online.

DTMF implementations are fairly straight forward. The complexity of the outcome is largely dictated by the number of interactions between the user/viewer and the software. The key advantage of this particular solution is that it is open to the broadest audience possible.  Every mobile phone on the market supports touch-tone services; therefore every person carrying a phone can theoretically interact with the signage.  

The downside of a DTMF implementation like the Nike’ ad is that the number of simultaneous transactions is limited -- only one shoe can be built at a time. There are however DTMF deployments where multiple people can concurrently participate, e.g. moving multiple elements within a game. Again though, the number of interactions are limited.

Obviously the Nike ad is but one example of a DTMF implementation. Other embodiments may allow multiple interactions to appear on the screen simultaneously while still others may create a voice-based interactive dialog between the signage viewer/mobile handset user.  All in all thought, the number of convergent options presented by DTMF deployments are fairly limited when compared to other convergent embodiments.

Today represents my first blog post for the Digital Signage Association’s new web site. For those of you who know me, you know that my background is largely as a wireless and mobile solutions expert, but you also know that I’ve spent many years in the Digital Signage industry. As such, I’ve been able play witness to a major trend that has been rapidly unfolding: The convergence of digital signage and mobile technologies. At this point you’re likely asking yourself: “What is it and why is it relevant?” Well, in this post I’ll examine both questions, starting with the second question first. In subsequent posts, I’ll examine the trends and events that are making convergence possible.

So, why is the convergence of digital signage and mobile technologies relevant? Before one can understand the answer, one has to accept two assumptions.

• The value of digital signage can only be authenticated if viewership is measured.
• Digital signage is valuable only if responses to signage-generated calls-to-action are measurable.

If one believes that both assumptions are correct, then one will understand the relevance of digital signage/mobile convergence.

The long and short of it is this: The convergence of digital signage and mobility allows one to measure signage viewership and to quantify responses to a signage-generated calls-to-action. With today’s technologies neither is handled exceptionally well. In the future, with the help of mobile technologies and emerging mobile trends, both will be addressed exceptionally well.

What is the convergence of digital signage and mobile technologies? Simply put, it is the use of cell phones to augment the measurement of digital signage viewership and to respond to signage-generated calls-to-action. Convergence has been happening for some time, but recent trends in mobile technologies and within the wireless industry are accelerating the trend and doing so in more and more sophisticated ways. Today, mobile/signage convergence is manifest in seven ways, each of which are defined below. The first of the seven is the more basic; the last of the seven is the more sophisticated and represents the future of convergence. Over the next few weeks, we’ll explore the pro’s, con’s and future of each in more detail.

DTMF This method utilizes the touch-tones generated by a cell phone’s key pad to respond to or control content on a digital sign. Touch tone interactions are recorded and tracked on the back-end for the purpose of quantifying signage viewership and call-to-action responses.

SMS: This method employs one or more message embedded in the signage content that invites signage viewers to initiate a text-based interaction through the dispatch of a keyword to a text-based common short code. The interactions are recorded on the back-end and statistically analyzed to estimate digital signage viewership.

Bluetooth: This method uses a Bluetooth transceiver situated near the digital signage to initiate a wireless data connection to the viewer’s Bluetooth-enabled handset when they are in close proximity of the screen. Once the connection is established, the system sends the viewer content that augments and enhances content on the digital signage. The system also tracks who, where and when these interactions were established thereby creating an extrapolation of signage viewership.

2D Bar Codes: This method enlists digital signage viewers to user their cell phones to photograph a 2D Bar Code that is present in the digital signage content. The cell phone employs an application that interprets the bar code and directs the phone to display content that is connected to the bar code. These 2D interactions are recorded on the back-end and statically analyzed to extrapolate viewership.

Photo Recognition: This method is similar to 2D Bar Codes expect that rather than photographing a bar code, the viewer photographs the entire digital sign. An application on the cell phone then interprets the photo and directs the phone to display content that augments the content on the sign. These interactions are then statistically analyzed to extrapolate signage viewership.

Mobile Web: This method utilizes digital signage content that promotes URL’s that link to content that is designed for presentation on a mobile phone’s browser. The mobile content then augments the content on the digital signage. Just as with the other mobile methodologies, viewer interactions with the mobile web are statistically analyzed for the purpose of extrapolating viewership.

Location-Based: This method utilizes a cell phone’s geo-positioning capability to deliver content to a viewer. The content on the digital signage invites the viewer to launch an application on their cell phone. The application determines the longitude and latitude coordinates of the viewer and the delivers content that augments the content presented on the digital signage. These interactions are statistically analyzed for the purpose of extrapolating signage viewership.