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Question 14/16

Question 14/16 – Digital signage systems and services

(Continuation of Questions 11/16 and 14/16)

Motivation

Digital signage (DS) systems and services have aroused public interest due to the feature of the user interaction in advertisement which is different from the traditional unidirectional advertisement.

It is possible to provide most optimal targeted contents and advertisement to users through interactions between Smart devices embedded with short range communications functions such as RFID, Bluetooth, and NFC and digital signage terminals with sensor devices such as camera, thermometer, touch panel, and microphone along with intuitive user experience.

However, most of digital signage solutions are proprietary, and therefore systems, contents and applications across different networks or vendors are not interoperable. Due to this circumstance, it is impossible to realize one-source multiple-use approach for a single content. This also will cause problems in building and expanding large-scale digital signage networks. Thus, it is important to support interoperability among different service providers and vendors.

The current IPTV-based DS is targeted primarily at video-centric and IP-connected DS. However, for example, there are many POP products that are not connected to a network and that can be used on a shelf, and a wall, which may not necessarily involve video and where only graphics are sufficient. The digital signage industry needs a standard for such a use case of digital signage.

Based on the standardized digital signage service, it is possible to provide feedback to the content providers of the advertisement effect and to provide targeted content to the users. The globally interoperable standard will activate the market for the digital signage devices and services.

This Question will cover all relevant work items on digital signage systems and services (i.e. IPTV-based and non-IPTV-based architecture).

Study items

Study items to be considered include, but are not limited to:

Tasks

Tasks include, but are not limited to:

An up-to-date status of work under this Question is found in the SG 16 work programme (http://itu.int/ITU-T/workprog/wp_search.aspx?sp=15&q=14/16).

Relationships
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