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Question 14

Digital signage systems and services

(Continuation of Question 14/16)

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

It is possible to provide optimal contents containing personalized advertisements which target individual audiences through interactions between the audiences' terminal devices (embedded with wireless communication interface including short range communications such as WiFi, Bluetooth, and NFC) and a digital signage system. Digital signage terminal devices may possess sensing devices such as camera, thermometer, touch panel, and microphone for providing intuitive user experiences. Due to their point-to-multipoint architecture and their potential for contextual adaptation, DS systems are also ideally suited to provide information to the public in the event of emergencies.

However, most of digital signage systems and services 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 amongst different service providers and vendors. Globally interoperable standards will activate a market for the digital signage systems and services.

The current digital signage services treat multimedia contents consisting of text, video, graphics and audio. Emerging technologies may impact on the digital signage services. The digital signage industry needs standards for covering a wide variety of digital signage use cases.

This Question will cover all relevant work items on digital signage systems and services.

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 SG16 work programme
(http://itu.int/ITU-T/workprog/wp_search.aspx?sp=16&q=14/16).

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