mobilcom-debitel approached 15 companies, before finally selecting a Scala solution delivered by partner TopRed Media. The solution was chosen for its flexibility and great capacity for future expansion. Working with TopRed Media and South African graphics company Ethniks Systems, mobilcom-debitel has rolled out a country-wide digital signage network, powered by Scala, across 375 of its stores across Germany.
Scala technology, including templates and a content management system, is used to drive nearly 500 displays and players. All stores run a single display at the cashier area and in 180 of the stores, an additional window touchscreen display, managed via Scala player software, has been added in the shop window to promote the retailer’s energy solutions.
Mirko Haaser, Managing Director of TopRed Media, explained: “For the shop window, we’ve developed a kiosk application that can be managed from the outside. Components can be operated by remote control using a Scala script. For instance, a heating thermostat or motion detector can be managed. It allows us to operate an IP camera, turn appliances on and off, or manage the light in the store.”
Content playback is split into two channels that are displayed by the same player. “The content that is displayed in the shop window depends on opening times. Using digital consulting assistance, the shop employee can use a tablet to show information on the Smart Home screen,” he added.
All the content creation, centralised system management and technical support of the entire mobilcom-debitel digital signage network across Germany has been outsourced to TopRed Media and Ethniks Systems, who create and populate the Scala scripts on behalf of the retailer.
The Scala network connects to a centralised backend mobilcom-debitel system called Shop Database, which helps each shop to handle in-store retail space management and stock promotion.
“Shops use the Scala software to update their opening hours or UPS delivery details and also, to manage when the digital signage displays are running and when to switch them off,” said Joerg Mittermaier, Managing Director at TopRed Media. “At night, they would typically be off from 10pm to 5am especially in shopping malls which are deserted. However on the pedestrian facing street, they can run 24/7.” It also allows mobilcom-debitel to categorise shops and determine what type of advertising or content is tagged to go live at a particular store which may be accredited to sell energy solutions.