DSE: Digital Signage Expo

Brian Hirsh
President
Retail Entertainment Design (RED)

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

• What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?"
• How many connected devices do you have currently have deployed a) in the US b) worldwide?
• What is your current support structure for a) systems installation b) service/maintenance?
• What software platform are you using? What hardware platforms are the compatible with?
• What file formats can you support?
• What about direct HTML or RSS feeds? Can this be integrated into media?
• Can I manage content remotely? Who is managing content updates and playlists?
• Is your platform/software proprietary? Who can access?
• Who develops and manages content for your current accounts?
• Is this ethernet or internet based?
• Who is your biggest competitor and why?
• What are the upfront costs? What is the monthly costs on average?
   

Bruce Wolf
Portfolio Mgt., IT New Building
Royal Caribbean Cruise Lines

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

. Do they have References - Existing Installations, Case Studies
. What is the Support Model?
. What are the Ongoing Costs - Licensing, Updates, Support...
. What Training is required?
. What is the integration plan/roadmap? Technical and Operational
. What documentation will be provided?
. What is the vendor's technology roadmap 3-5-10 years?
. How will the technology interface with existing systems?
. Request a site survey of the vendor facilities; executive briefing
. How well does the solution align with our overall strategy?
. What is the expected lifecycle of the system configuration, MTBF(mean time before failure) and expected long-term maintenance costs
 

Bryan Meszaros
Chief Business Development Officer
OpenEye Global

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

 It’s important to form a longstanding and mutually beneficial relationship with a technology vendor. You need to feel comfortable that they can meet and support your needs for years to come. It’s more costly to you to switch to another vendor and have to redo everything.

. Is the solution scalable?
. Can the solution be customized?
. What is the longevity of the solution?
. What type of support is offered?
. Can you help install the solution/technology?
. Can the solution work with existing applications I have? Compatibility...
. Can you work with us to integrate our existing applications?
. Can you site past examples of similar solutions? Experience?
. How can you reduce my total cost of ownership with the solution you are proposing? 
. What is the ongoing plan for the technology I am purchasing? Meaning will there be any updates or new features added that I can purchase in the future.
 

Christopher Burtt
Global Signage Production Mgr.
Thomson Reuters

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?"

Startng with assumption that you have found the technology that seems to meet your needs and is within your budget, here are some further considerations:

1. Get reference accounts
     Most companies will tell you that they can deliver what you need, but it may be a new capability that they are unfamiliar with. Get reference accounts that are using the technology in similar ways to get their experience of working with them.

2. Create proof of concept
     Again, get proof that software can perform as promised.

3. Consider if your company will host technology or if technology vendor will be hosting

4. Clarify support hours, languages, and SLAs
     If you have a global business, ensure someone will be responding to queries at all
     hours.   Turnaround time needs to meet business needs as digital signage failures can
     be very visible.

5. Evaluate financial stability of company
     Is company profitable? Do they have roster of established clients?

6. Determine the level of customization that will be required
     Can software be used off the shelf, or does it require changes that may not be supported?

7. Meet the staff you will be working with on a day to day basis
     Ensure you are comfortable with sales contact, project management and other that
     you will be working with

8. Start with pilot program
     If possible run live test on a few screens. Test installation, support and all other aspects
     of the system. If there are any red flags, don't ignore them!

9. Does vendor provide end-to-end solution?
     It is generally easier to work with one vendor that can supply hardware, software,
     support and installation rather than trying to build your own network to do this.

10. Consider ease of use of software. How difficult is it to create templates, schedules
      and playlists? How difficult is it to make changes?
 

Gary Halpin
President
Agency225

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

We are more of a content agency, but I have asked one of our technology partners about this. Our main thing when trying to align ourselves with a technology partner was finding one that wasn't trying to push a specific media player or system into any and every DS environment. In other words, we wanted a partner that evaluated each environment and chose the right products and services to make it the best.

George Nauman
Partner/CMO
Chute Gerdeman

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. What do you know about my business
2. How can you help me differentiate my business
3. What do you know about my customers and how they shop
4. What do you know about my competitors (strengths & weaknesses)
5. Have you developed content and in-store programs for this specific market
6. What were the results
7. How to you conduct post evaluation surveys/research to determine how and why your
   digital program was successful (do you do it more than once………i.e., store opening, 3
   months or 6 month interval)
8. How do you keep the concepts fresh and up to date
9. How do you keep competitors from coping the work
10. How do you build a financial model that will allow me to utilize all this cool stuff?

 

Jack Sullivan
SVP/Out of Home Media Director
StarCom Worldwide Advertising

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

Buyer to seller
1) How did you determine how many screens to place within each venue?
2) How did you determine on size of screens?
3) How did you determine the positioning of the screens within each venue?
4) Why/how did you chose the loop length, and content to advertising mix?
5) How are you measuring viewership?
6) What is your two year plan on growth?
7) How do you plan on distributing my message and how will you manage copy splits
8) How can you help me prepare better creative that is attractive and can help get
    noticed through all the clutter

Seller to Venue Owner
1) Do I have the exclusive rights to sell advertising on the premise?
2) What are my limitations/restrictions for placement/size/sound?
 

Jeff White
President
The Bar Channel

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

We don’t have 10 key questions but here are 6 that’s we thought were pertinent when sourcing out potential technology vendors

1) Can you provide a detailed portfolio of previous client's case studies with supporting
     facts/numbers.
2) Ask for biographies of key employees to demonstrate experience and competence.
3) Are there any intellectual property issues or lawsuits/bankruptcies pending?
4) Who are your competitors and please evaluate your strengths and weaknesses
     versus them.
5) How complete will your solution be for my company? Will other products or service
    be required as a result of your product/service?
6) Do you write your own software? Build your own systems? Provide hardware
    complete with all the necessary functionality for what we want to accomplish

 

John Armiger
SVP, Marketing Dev.
Wyndham Vacation Ownership

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. Company Background
• Length of time in business
• Size of the company and number of employees
• References

2. Company Security Policies
• Mutual Confidentiality Agreement
• PII controls
• Work place and employee controls

3. Project Team and experience
• Example of previous projects
• Subcontractors
   a. Roll
   b. Supervision
   c. Security

4. Technologies supported (If software related)
• Platforms
• Database Technologies
• Application Servers
• Reporting Solutions

5. Hardware supported
• Manufacturers or suppliers
• Proprietary Systems
• Systems Integration

6. Support and Maintenance Services
• Hardware
• Software
• Changes and Updates
• Warranties

7. Ownership and non-compete policies
• Hardware Platforms
• Software Source Code
   a. Licenses and support
   b. Backups and copies

8. Progress Reporting and User Acceptance Testing procedures

9. Terms and Conditions
• Fees and Invoicing
• Cancellation terms
• Scheduling

10. Insurances carried by the company
• Commercial General Liability Insurance
• Contractual Liability Insurance
• Workers Compensation
• Professional Liability Errors and Omissions Liability Insurance
• Crime Insurance
 

John Karlesky
Director of Marketing Support
Lowe’s Companies

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. What are the most important feature/functions of your technology?
2. It is open source?
3. What is your product development roadmap?
4. What challenges do you have with it and how are you addressing them with your
     product's evolution?
5. Who are your technology brand partners and why did you select them?
6. What mark up/reseller arrangements do you have with each and are you willing
     to do open book accounting for reseller visibility?
7. What are the most important lessons you have learned about your this medium?
8. How can we be assured that your technology will be able to grow into our future needs?
9. Who are your retail references and can we have a minimum of two (2) contacts for each?
10. If some of them are past clients, why did you part ways?
11. Are you willing to work with our other technology vendor partners?
12. How will you integrate with our IT group?
 

Karin Fazzio
Senior Manager, Merchandising
AT&T

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. What is your company’s core competency? Is it hardware, software, consulting,
     creative development or one stop shop?
2. What is your background? What industry were you in before you focused on the
     digital signage nitch and what makes you qualified to be in this space?
3. Who is your client with the largest deployment of digital signs?
4. How many employees work directly for your company?
5. Who makes your hardware? US based manufacturer or overseas?
6. Who builds your engines (develops your software)? Is it custom for each client 
    or one size fits all? Are your developers in house or farmed out?
7. Do you have internal application engineers that will help design the best solution?
8. Is your company flexible about the possibility of getting only a portion of the
    solution or do you only offer an end to end solution?
9. Does your company have personnel dedicated to R&D for new emerging digital
    signage technologies?
10. What is your support model for service after the sale?

This should certainly get some good dialogue started.
 

Kevin Culp
Director, Information Tech.
Gaylord Entertainment

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

. 1. Are you willing to be a partner and not just a vendor?
. 2. Why should I choose your product over your competition?
. 3. What is the underlying technology of our software, java, .net, etc?
. 4. Are you a software vendor, hardware vendor or both?
. 5. Does your system provide pre-built interfaces into other systems such as
     POS, Inventory, CRM, etc…?
. 6. Does your system offer a single sign-on capability or an integrated sign-on
      capability with LDAP directories?
. 7. How long has your company been in business?
. 8. What is your R&D budget for your product?
. 9. Is your system hardware agnostic?
. 10. What type of support do you offer (phone, location, 24/7, etc…)
 

Margot Myers
Manager, Instore Programs
USPS 

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?
1) How long have you been in the digital signage business?
2) Did your company do something different before it got involved with digital signage?
3) Who are some of your major clients? Can I talk to one or more of them?
4) Tell me about the network project your company did that you'd call your "best work."
5) Tell me about the network project your company did that was the most challenging.
6) Will I be working with company employees or subcontractors?
7) How often have you upgraded your software package?
8) Do I have additional costs every time you upgrade your software package?
9) How can your company help my company accomplish our business goals?
10) With so many technology vendors in the industry, why do you think your
      company is the best fit for my company?
 

Pat Hellberg
President
Kaicon Consulting

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. What do you know about my network, my network’s mission and my company?
2. Why would I choose your technology over the competition?
3. How long has the current version of your technology been used in real-world executions?
4. Is your technology compatible with other, generic hardware and software commonly
    used in digital signage executions? (i.e., is it pc-only or is it compatible with mac?)
5. How expensive/time consuming would it be to swap out my current technology
    to integrate your technology into my network?
6. Where is your technology being used now?
7. How long?
8. How many locations?
9. Can you provide testimonials?
10. What does your technology cost?

It just takes a lot of due diligence to vet the right firm.
 

Chris Borek
Senior Manager, Instore Digital Marketing
Target

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1. How is your company financed?
2. Who are your top 3 clients?
3. What portion of your overall business to your top 3 clients represent?
4. How long have you been in business?
5. Who can I contact for references?
6. What is the thing you get the most complaints about from your clients?
    What can you do better?
7. What can you bring us that other competitors cannot?
8. Do you support an open architecture?
9. What do you see are the biggest challenges in the industry today?
10. What are the greatest opportunities in the industry today?

 

David Doyle
VP, IT Theatre Operations
Regal Entertainment Group

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

1.  What is your company's core competency (e.g. digital signage,
      quick serve order confirmation displays, cooperative advertising
      networks, computer networkiung, etc.)?
2.  What technology platforms does your solution utilize
      (Dot Net, Java, etc.)?
3.  What is your development methodology?
4.  What is your technology release cycle?
5.  What is your product and technology roadmap?
6.  What is your support model?
7.  Do you rely on third parties, such as installers, creative agencies,
     helpdesks, etc.?
8.  Who are your references?
9.  What is your pricing structure?
10. What are the key benefits of your solution?

Jerry Harris
Director, Audio Visual Services
Georgia Aquarium

What are the ten key questions someone should be prepared to ask technology vendors to make sure they're contracting with the right firm?

 "Whether you are a tech wiz or a novice starting out in the digital signage arena there are key questions everyone should ask.  As simple as some of them may seem, each firm may have a diffferent way of approaching installation, deployment and maintenance.  Some of the key questions may be...

1.  What type of network infrastructure is required?
2.  Does your firm provide custom equipment?  Or will off the shelf
     equipment work for my system?
3.  Can you collocate?  How much capacity can you handle?
4.  What guaranteed response time do you provide in the event 
     of a system failure?
5.  Do you provide monitoring of systems?  If so would it be
     12 hr. or 24 hr.?
6.  Does your firm handle installation of all equipment?
7.  How flexible is your custom digital signage software?  How
     scalable is it?
8.  Once the system is in place what type of safety messages will be
     put in place to protech the system from system hackers?
9.  Are there monthly / annual maintenance fees for software
     and equipment?
10.  Can you support multi-state venues?
11.  Can you develop content?  If not, what form would
        you recommend?

Never assume that there is a digital signage cookie cutter manual that all firms live by.  The key is to find a firm that has good business practices, excellent customer service and a businesss culture that is more in tune with your company.  Now that you have these questions answered, find another firm and ask them the same questions.  If never hurts to have a second opinion."