Samsung Display Solutions for Transportation

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1 Samsung Display Solutions for Transportation Deliver a convenient and informative travel experience with relevant content on highly reliable displays

2 Contents Executive Summary 2 Industry Trends 3 Customer Challenges 4 Samsung Display Solution Capabilities 5 Increase message effectiveness 5 Provide traveler-focused content 5 Simplify management and deployment 6 Samsung Display Solutions for Transportation 7 Conclusion 7 Legal and Additional Information 8 Executive summary The transportation industry has long been a public operation running on a limited budget. Now, the industry landscape is changing from public to private operations, and both sectors are looking for new non-transportation revenue sources to finance the renovation of outdated transportation infrastructures. The renovations are essential to becoming more accessible and appealing to today's leisure travelers and business commuters, as well as satisfying their information-hungry needs with timely and relevant information. As a result, transportation venues are becoming more than just transit hubs. They are developing into multiplex venues appealing to various specific needs targeted to travelers. With the goal of satisfying the needs of travelers, as well as to sustain the business, transportation venues must match the speed of progress in the industry in the following areas: Modernizing transportation venues with a contemporary ambience Samsung Display Solutions for Transportation address the industry s concerns by offering the following qualities in its products: High performance for effective and impactful message delivery Scalable connectivity for delivery of real-time relevant information Durability and centralized management for lower operation costs The transportation industry is recognizing the potential of digital signage to enhance the traveler s transit experience and to address industry-relevant needs. Samsung Display Solutions can effectively address these needs with high-performance, scalable and durable, yet easily manageable, solutions. The transportation industry is evolving from its traditional role of transit hub into a modernized multiplex environment to address the various needs of today s travelers. Providing time-sensitive, relevant information to travelers in real time Maintaining low Total Cost of Ownership (TCO) in operation and maintenance 2

3 The transportation industry is evolving from a mere transit hub to a multifunctional complex addressing modern travelers' needs. Industry Trends Across industries, economic hardship has affected how businesses are run, and the transportation industry is no exception. The transportation industry has largely been a public enterprise. As a public enterprise, the operational budget is allocated from federal taxes, a large portion of which comes from federal fuel taxes, and the fuel tax has not been increased in decades. Such economic constraint has prompted the transportation industry to look for a way out. A positive outlook, though, is that transportation industry demand is actually on the rise with domestic and international traveler traffic forecasted to increase. In response to the financial difficulty in running transportation venues from a public budget, privatization of assets is becoming common. Airports are the most significant transportation venues that show this trend. Not only are airports being privatized by airlines, it is now not uncommon for a specialized global airport operation and management companies to run multiple international airports across borders, and even across continents. As privately run operations, these venues must be more appealing to attract increased foot traffic to generate higher revenue and accommodate the new profit structure of private businesses. To achieve the rudimentary goal of business, namely to make a profit, transportation hubs, such as bus terminals, train stations and airports, are expanding their offerings from mere transit hubs to multi-functional complexes. These multi-functional complexes offer travelers various retail and entertaining experiences. Because, transportation hubs target a very specific audience whose main intent is travel, various retail shops and entertainment venues are eyeing these hubs to reach these narrowly targeted consumers. to address this need for ubiquitous information, especially for today s travelers who are used to technology that enables immediate access to the information they seek. Many transportation hubs around the world now often have dedicated digital signage for updating travelers with the latest transit information, which is obviously the most important piece of information for travelers. Whether using transit service at a bus or a metro station, which interweaves through a complex web of city streets, or finding their way around a huge train station or airport, it is important for travelers to know where they're going and how they're going to get to their destinations. So, navigational kiosks that guide lost travelers to their destinations are another great use of digital signage that is becoming more common in transportation venues. To be effective at giving relevant guidance, an interactive interface is employed that takes direct input from travelers to provide personalized instructions for every request. As such, various implementations of digital signage can now be easily spotted in most transportation venues, even at small bus stops. They are providing the industry the means to connect with their consumers and guide them to the offered transit services more effectively. Digital signage in the transportation landscape is becoming an integral part of the modern transportation experience. Retail shops and entertainment venues are already aware of the dynamic content capabilities of digital signage to engage and attract potential consumers, and their venues located in transportation hubs would be no exception. The basic needs of gaining the attention of passersby and attracting them into stores are where digital signage has a strong application. Only in transportation venues, the audiences are narrowed down to traveling consumers. Large displays with dynamic content are already being utilized to contribute to the revenue growth of many transportation venues. Additionally, digital signage is being utilized by the transportation industry as an effective way to inform travelers of the latest and upto-date transit information. It has become important for the industry Figure 1. Digital signage usage in an airport. 3

4 The challenge is to deliver travelers information that is relevant and valid in the most manageable way. Customer Challenges To stand out from the busy atmosphere of transportation venues, digital signage must be appealing and attractive to get the attention of travelers passing by. To do so, the displays must be aesthetically pleasing, acting as techoration in the given environment. The displays shouldn t be excessively bulky, getting in the way of travelers, yet should have the sense of presence to get noticed when they walk by. The actual content delivery on the displays also needs to be exceptionally clear down to every detail, which is important in delivering highly legible, time-sensitive transit data. Videos that deliver impactful messages to wow passing travelers and high-contrast, detailed time schedules and transit information are essential to the industry. The brightness of the displays must also be strong enough to outshine bright daylight, as many airports and train stations maximize natural lighting during daytime hours. Since the transit information and schedules are often in list form, the displays should also be fully functional in portrait installations. To further reach out to travelers, interactivity that personalizes information for each traveler should be implemented to facilitate the bidirectional exchange of information between travelers and the kiosk. Kiosks, as such, will also need to access real-time transit data from a centralized database over a network to always present valid data to inquiring travelers. In addition, the method of interactivity should be intuitive and familiar to modern travelers who would unconsciously reach out to touch the screen in an attempt to initiate interaction. Therefore, the connectivity capability of the displays has to be scalable to meet the needs of various transportation venue design implementations. Another critical criterion to meet is the long operation hours and harsh operating environment digital signage must endure. Often, transit services begin long before regular office hours and much later into the night to accommodate commuters traveling to their office and home. Also, the transit services operate even on holidays. Not only will the digital signage system in this environment need to endure and stay functional for long hours, but it also must withstand frequent physical abuse by travelers. For example, travelers may mistake the digital signage as an interactive display and press on or even pound on the display content. Plus, kiosks must be able to handle thousands of valid touch interactions. To properly inform travelers of transit and time schedules, it is important that digital signage be effectively and efficiently located. Digital signage should be located around train stations, bus terminals, airports, and even placed at individual bus stops around the entire city. To feed real-time information that is valid and therefore relevant for travelers, all components of the system need to be connected and managed from a central remote location to minimize errors. Also, remote error recovery is a must to minimize dispatch frequency of actual human resources to the installation site, which can be costly. Human error in digital signage content creation is not uncommon and the capability to easily correct errors quickly is an important requirement to consider. As with any business, but especially critical in the transportation industry, optimizing operational overhead translates into reduced TCO, an important concern to all management levels. Conceptualizing and developing an envisioned system is only one part of the equation for reduced TCO, as often maintenance and operation costs take a substantial portion. Therefore, the digital signage solution must be optimized in terms of operational and maintenance resources. Figure 2. Transportation venues require displays that can withstand long hours of operation. 4

5 With Samsung Display Solutions for Transportation, intended messages can be effectively delivered, kept up to date and relevant for travelers. Samsung Display Solution Capabilities Samsung Display Solutions for Transportation provide the transportation industry the means to enhance message delivery effectiveness by keeping delivered message relevant and up to date and optimizing operational overhead of the digital signage deployment. Increase message effectiveness In transportation venues, information delivered on digital signage is, more often than not, time critical. Departure time schedules and transfer instructions are just a few examples that would upset travelers if the delivered information were outdated or difficult to understand. Samsung Display Solutions offer high-contrast displays with wide viewing angles for effective delivery of time-sensitive information. The high-contrast ratio distinguishes the text or other content on the display, creating clear, crisp viewing so the information displayed is understandable. A wide viewing angle enables large crowds of travelers, usually gathered in front of digital signage, to experience clear and legible information, even from the far side of the display. Resolutions ranging from high definition (HD) to full HD (FHD) also contribute to making the displayed content crisp and clear, even up close. The high brightness of Samsung Display Solutions outshines the sunlight in the daytime at train stations and airports where natural lighting often illuminates the interior of the facilities. The high brightness plays its part in getting the displayed message across to travelers. Specialized outdoor models that can withstand the harsh outdoor conditions of city transit stops are also available from Samsung Display Solutions. These displays are ideal for dispersing around the entire city to provide efficient and convenient transit service. Samsung Display Solutions displays are also designed to fully support portrait orientation, which is a common installation choice for delivering transit information that is often in list form. In addition, Samsung Display Solutions video wall capability is another effective means to deliver messages to travelers. Large displays, arranged together to form an even larger message display area, grab the attention of even the busiest travelers. Video walls can be used to display store promotions, urgent transit service updates, or even an emergency announcement. Plus, the message will be visible and noticed by more people than a single display deployment. Provide traveler-focused content In order to deliver time-sensitive information and new updates as they come in, the digital signage must be connected to a network to pull the updated data. If the information is outdated or missing, the information on the digital signage will no longer be relevant to travelers. Samsung Display Solutions offer connectivity options to enable individual displays to retrieve updates from a central transit server to always provide up-to-date and relevant information to travelers. The available connectivity options support common and popular connectivity standards in the industry for extensive compatibility. Samsung Display Solutions not only provide hardware to realize the seamless connectivity between a remote display and a centralized database (DB) server but also a proprietary software solution to maximize hardware assets. Figure 3. Samsung Display Solutions enhance message delivery with crisp, clear text and images. For even more traveler-focused content, Samsung Display Solutions provide an interactive touch overlay to transform a display into a touch-activated kiosk, which can get direct input from a traveler to deliver only relevant information. Coupled with Samsung Display Solutions network connectivity, the interactive kiosk can not only 5

6 With Samsung Display Solutions for Transportation, management and deployment are easier and more efficient. access local information, such as a transit map or facility map stored in the kiosk, but real-time departure and arrival information. This information can easily be retrieved and made available to travelers requesting the latest updates on their travel itineraries. Samsung Display Solutions also support ticker functionality, which is a highly useful yet less intrusive messaging method that does not interfere with the primary message. In case of urgent messages, the entire display can be utilized, disrupting the regular content, to display an emergency message. For more subtle messages, a ticker message can be immediately broadcasted at the bottom of the display without disrupting regular content. The travelers can be alerted of an urgent message shown at the bottom of the display yet still view the transit schedule on the display. extremely demanding in terms of system operation. An optional protection overlay accessory is also available from Samsung, which adds additional protection for the displays from upset travelers and vandalism, which are quite frequent in public transit environments. Connected to the same network, Samsung Display Solutions support remote management of multiple displays in dispersed places from a central location. The control center can remotely deliver content to each display, schedule when which content will play, control the displays' hardware functions, such as power and volume, and monitor various settings of the displays. With a variety of control functionalities available remotely, the trips maintenance crews make to problem sites can be minimized. Centralized management also offers quick correction of human errors, such as a common typo, almost instantaneously as they are reported. In the transportation industry, delivered information is expected to be highly accurate yet continuously changing to stay relevant over time. Therefore, the ability to make quick corrections from a remote location without having to be physically at the installation site is significantly beneficial from an operational standpoint and for ensuring reliability of information delivery. The ability for each display to be connected to a transit DB in a central control center, enabling automatic updates of information remotely, further reduces administrative resources and minimizes human error. Figure 4. Relevant information delivery can be personalized for each traveler Simplify management and deployment Whether at an airport, train station, bus terminal, or an entire transit infrastructure spanning the whole city, digital signage is most likely deployed in large numbers and dispersed over a wide area. The TCO of managing and maintaining such an expansive system should be optimized to stay within a set budget. Samsung Display Solutions commercial displays are designed to withstand long operating hours and harsh environments, unlike consumer TVs designed for indoor use. These displays are highly durable and reliable, even for the transportation industry, which is Figure 5. Samsung Display Solutions enable remote control and management of multiple displays from a central location. 6

7 Samsung Display Solutions for Transportation offer a wide range of products to meet various industry needs. Samsung Display Solutions for Transportation From Large Format Displays (LFDs) to Video Walls and Specialized Displays, Samsung offers a broad spectrum of displays and software to meet various transportation industry needs. Samsung offers hardware products in three categories: Premium, Mainstream, and Entry-level. With Premium products, transportation establishments can take advantage of state-of-the-art technologies and features. Samsung s Mainstream display products provide the most widely accepted technologies and features. Entry-level products provide simpler designs and essential features for increased economic value. Leveraging its technical expertise in manufacturing displays, Samsung also offers display management software, which is compatible with Samsung LFDs. Samsung MagicInfo series and DataLink display and content management software controls the LFDs. This software also enables central management of displays and content. In addition, the MagicInfo solution integrates the displays using an internal database or mobile phones for effective management of video walls. Video wall Stand alone Specialized Conclusion The transportation industry is tasked with enhancing outdated facilities with technology and digital signage to offer a better travel experience for modern travelers. Displays have become a very common asset in both private and public venues. Utilizing stationary and mobile digital signage in varying sizes maximizes the effectiveness of information delivery relevant to the transportation industry. With displays specialized in addressing transportation industry needs and Samsung integration-ready digital signage solutions, transportation venues can build effective digital signage systems that are reliable and easy to maintain. When choosing Samsung Display Solutions for Transportation, the transportation industry can be assured that they are working with the global market leader in display technology and design, widely selected as a partner by major hotels and corporations. Samsung Display Solutions for Transportation are the industry s first hardware solutions accompanied by software counterparts designed to reduce the TCO burden. Premium Higher-end products with state-of-the-art technologies and features UD Series PE Series DE Series LE Series NL Series UD Tiled Samsung provides integration-ready display solutions that deliver real-time, relevant information to travelers. Industry standard products with most accepted technologies and features Mainstream UE Series UT Series ME Series MD Series Economic products with simpler design and essential features Entry ED Series Figure 6. Samsung LFD product map 7

8 Legal and additional information About Samsung Electronics Co., Ltd. Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 236,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit Copyright 2013 Samsung Electronics Co., Ltd. All rights reserved. Samsung and MagicInfo are trademarks or registered trademarks of Samsung Electronics Co., Ltd. Specifications and designs are subject to change without notice. Nonmetric weights and measurements are approximate. All data were deemed correct at time of creation. Samsung is not liable for errors or omissions. All brand, product, service names and logos are trademarks and/or registered trademarks of their respective owners and are hereby recognized and acknowledged. Samsung provides this white paper for information purposes only. All information included herein is subject to change without notice. Samsung Electronics is not responsible for any direct or indirect damages, arising from or related to use of this white paper. For more information For more information about Samsung Display Solutions for Transportation, visit Samsung Electronics Co., Ltd. 416, Maetan 3-dong, Yeongtong-gu Suwon-si, Gyeonggi-do , Korea