Black Box’s iCompel boosts potential of digital signage
Pittsburgh Post Gazette’s Erich Schwartzel posts about Black Box Network Service’s new product:
Lawrence-based digital communications company Black Box Network Services has rolled out a new product meant to improve on how people view information in the airport. Or the doctor’s office. Or the bar. Basically, everywhere.
The iCompel arrives at a time when the digital sign industry is evolving rapidly. Digital signs are already used to tell people when the movie is seating, or when the plane is landing — any evolving screen of information.
But the iCompel creates signs that look like those boring boards on steroids.
Like Apple’s iPhone, this technology can handle multiple media forms. On one screen, the iCompel — a small box that transmits displays designed through a Web site — can simultaneously display text, live television or video, photos, HTML and constantly updated RSS feeds such as scrolling headlines or weather reports.
When the box is attached to a screen, it transmits what looks like a tricked-out Power Point presentation.
Online controls allow users to manipulate what the iCompel screens look like from anywhere in the world with an Internet connection.
The iCompel starts at around $1,700 and costs up to nearly $3,500 as features are added.
With a presence in 142 countries, Black Box specializes in data and voice infrastructure systems. The public company employs about 5,000, with 500 employees at the Lawrence site in Washington County.
The company reported revenues of approximately $1 billion in fiscal 2009, with a net income of $45 million. The government comprises the largest portion of the client base, at 23 percent. Black Box has more than 175,000 customers.
The new product launch comes at a good moment in the digital signage world. A 2009 study by Arbitron found digital video displays reached 67 percent of U.S. resident age 18 or older.
Most reported remembering signage in airports, bars, convenience stores and even elevators.
Black Box wanted to create a product that would work for businesses that don’t have a creative staff but want expensive-looking signs, said regional sales manager George Borden.
“Anyone half-dangerous with Photoshop can run this product,” he said.
The iCompel is designed to make digital signs more financially and logistically accessible for smaller companies. Mr. Borden said he could envision the signs in venues such as a bowling alley — clearly a departure from such places as PNC Park that typically use such technology.
Black Box already has seen some more unorthodox settings for iCompel-created signs.
It’s been used to replace archaic displays that highlight which bingo numbers have been picked (replete with a live video feed of the announcer’s hand choosing a ball).
The iCompel even has been set up in funeral homes, where directors can run a slide show of memorial photos alongside a movie, or a quote, or some music.
Of course, there are advertising implications. Director of Marketing Brian Kutchma said companies with iCompel screens could sell space to advertisers looking for a targeted audience.
Erich Schwartzel can be reached at eschwartzel@post-gazette.com or 412-263-1455.
Read more: http://www.post-gazette.com/pg/09259/998243-96.stm#ixzz0RPv5i4Vl
Black Box, Digital Signage, FrameMedia, Interactive marketing, Thinking Screen Media, Wireless Digital Signage, digital signage news
Black Box Network Services, Digital Signage, digital signs, digital video display, Erich Schwartzel, George Borden, iCOMPEL, Pittsburgh Post Gazette, RSS feeds, Wireless Digital Signage
