Mission
1) Tackle with the problems challenging digital signage industry and expand the market.
2) Improve the experience of adapting digital signage in daily scene.
Goal
1) Build up digital signage into an industry with revenue of a trillion yen by the year 2015.
200 billion yen for hardware/advertising/communication carrier/contents respectively; 100 billion yen for system field
Share of advertising expenditure takes up to 15%
2) Make Japan the strongest power in digital signage industry.
The goal is to make Japan the No.1 in the world in the following aspects: market scale, number of display, exposure time of digital signage, technology, quality of contents, advertising effectiveness.
By the year of 2015, digital signage will be located in all the buses, railway stations, airports, business facilities, shopping arcades, post offices/posts and telephone booths.
Current Problems
1) No rules related to contents distributing
2) Uncertainty in advertising standard
3) Lack of measurement on utilization and effectiveness of contents
4) Lack of introduction scheme for small advertisers
5) Ambiguity in laws and regulations concerning digital signage industry
6) Lack of statistic data
Solutions
1) Guidelines / index/ measurements on effectiveness
2) Technology development (research on devices and contents performance)
3) Study and experiment on new style of digital contents
4) Standardization on digital signage for small retailers
5) Rules related to copyright, code of ethics and protection of privacy
1) Ubiquitous Zone
2) In the train, in/around the station
3) Business facilities/arcades
4) Public facilities (schools/hospitals/government offices)
5) Toilets
6) Stadium and music venue
7) World-wide events like Olympics and World Cup
8) Vending machine, post and telephone booth
9) Office building
10) Interaction with mobile phones
Solutions
1) Guidelines / index/ measurements on effectiveness
2) Technology development (research on devices and contents performance)
3) Standardization on digital signage for small retailers
4) Standardization on digital signage for small retailers
5) Rules related to copyright, code of ethics and protection of privacy
Along with the appearance of digital signage, spots where people clustered together had become the location of this new media.
Media with displays or other similar functions has suggested a new concept to design a city interface. It enables people to observe and experience city life from different perspectives.
Nowadays, DSC is collaborating with many educational institutions in the research on technologies in all kinds of fields related to digital signage.
1) Software
Choose contents according to the interests and emotions of the audience.
Present contents with full presence by adapting 5-senses technologies.
a）high accuracy
b）interaction technology
c）entertainment technology
d）3D visual image
e）haptic technology
f）auditory technology
g）olfactory technology
h）taste technology
2) Hardware
Choose contents according to targeted audience and locations.
Add artistic and entertaining elements into the design of digital signage.
a）display
b）mobile phone
c）electrical appliance、furniture、toilet…
d）environment（wall、public transportation、floor、fountain・・・）
