Digital Video, Kiosk Integration Offers Enhanced Vertical Opportunities Regina Ciardiello, Editor, Vertical Systems Reseller
It first started with the integration of kiosks and digital signage, where shoppers and travelers alike could walk up to the kiosk, and while making a purchase or transaction, they could also view relevant product information or specials. For instance, if a shopper was browsing the kiosk in their favorite sporting goods store looking for a pair of running shoes, they might also want to learn about the specials in the store that week on workout apparel or other gear. Now however, the integration of digital signage and kiosks with a video surveillance feed has also joined the self-service generation.
The technology is similar to how the integration of kiosks and digital signage works -- the sign delivers product information, while an inbound video feed enables the operator to understand customer dynamics and demographics. Additionally the integration with the point of sale (POS) and other sales data further enhances understanding.
Hospitality, retail and more VSR, a sister publication of NextGenSelfService.com, reported on this in the May 2009 issue on how video surveillance currently enhances operations in the hospitality sector. No longer used to just capture both internal and external theft, video surveillance, along with digital video technology, not only allows organizations to increase compliance but also boosts productivity and revenue.
One such company that has already crafted its own technology within this realm is Cisco, which announced at the NRF Show earlier this year that it is currently working with top retailers, such as Staples, AT&T Business Solutions and Cabela's to help transform their business operations through video applications such as Cisco TelePresence and video analytics.
In fact, Cabela's, the specialty retailer of hunting, fishing, camping and outdoor merchandise recently outfitted its stores with digital video technology designed to continuously improve its in-store customer experience. The implementation, which was completed by Scopix, a provider of store operations analytics, and Cisco, the deployment included Cisco Video Surveillance Manager, Cisco IP Cameras and the Scopix Store Operations Analytics Platform, which features customer flow, queue management and sales assistance modules. "In order to offer a compelling solution, you have to have partnerships that offer video analytics," says Steve Benvenuto, Cisco's director, business development, emerging technologies. "When we're looking to go to market, we're all about creating the whole product through our go-to-market solution partners to address a specific vertical."
Aside from video integration in the traditional settings such as hospitality and retail, as in the implementation performed at Cabela's, Cisco is also seeing an upswing in the health care sector, specifically in hospital rooms, where medical professionals might show a patient a short digital video about the surgery they are going to have. Education is another vertical that's a hot spot as it relates to this technology. "In education, we are seeing digital signage and desktop video applications that can be used to distribute live or packaged video feeds via the desktop or digital sign," says William Reilly, Cisco's product manager, Digital Media Systems Business Unit. "In addition, schools can also mix local with national broadcasting, or even 'link' broadcasts together."
The reseller channel
As it relates to the reseller channel, digital signage integration with video provides vast opportunities. "The technology gives the partner a new solution to promote and approach and access opportunities," says Benvenuto. "It also allows them to provide compelling solutions and services for their customer base."
According to Reilly, it's all about leveraging opportunities as it relates to Cisco's digital media. "The value we see in our VAR partners is the capability of bringing in all technologies and being able to deliver those over our content distribution tools," he says. "This is a tremendous opportunity, and customers are looking for a single solution provider around that."
Just ask John Kim, director of collaboration for Insight Direct, a Tempe, Ariz.-based Cisco VAR. Kim has been offering Cisco's Digital Media Systems for about two years, and he feels that it is one of the investment technologies in which his group is making great strides. "Because the solution is going over the IP network, clients find it offers increased reliability and decreased cost," he says. "Once you put something on an IP network, it opens up a variety of opportunities, and can be installed in a variety of ways -- we see our clients benefiting from that specifically -- it's definitely one of the technologies that we feel is a strong investment area for us."
delivers product information, while an inbound video feed enables the operator to understand customer dynamics and demographics. Additionally the integration with the point of sale (POS) and other sales data further enhances understanding.
