Lo que hará cambiar el OLED en los transportes

airplane-featured-pic-702x336Ayer el blog de DS Connection editó un video de Earthables (aunque prefiero el video adjunto de The Telegraph que incluyo en este post) con la visión de lo que sería el avión del futuro (a 10 años vista) argumentando una falta de ventanillas por razones  económicas y también de diseño.

La tecnología OLED (Organic Light-Emitting Diodes) permite unas opciones de diseño (debido a la flexibilidad del soporte así como el control de la forma) que seguro cambiarán nuestro medio ambiente. En el video de Earthables enseñan un avión diáfano con un vestido de OLED cubriendo las paredes, suelos (en opción) y techos, dando la posibilidad de emitir lo que pasa fuera del avión (a travès de camaras (tipo webcam)) y una serie de programas tanto comunes como individuales. Si añadimos a este futuro el BYOD (Bring Your Own Device), el IOT (Internet Of Things), los viajes parecerán cortos… Claro no se habla de la publicidad que seguro se insertará de una forma o de otra.

Si nos ponemos a pensar un pelín, este concepto se extenderá sin lugar a duda: al metro, el autobús con diseños diferentes y otros medios de transportes. Lo que sí tendremos que preguntar es: ¿cómo se implantaràn estos medios que induciràn proyectos muy importantes y también costosos?  Parte de la contestación está en otra pregunta: ¿quién comprará las licencias de estos medios (JC Decaux, Clear Channel, Exterion, etc.)? La publicidad es lo que pagará las inversiones, buenas batallas estrategicas y tacticas en previsión…

También los reguladores estarán actuando para controlar lo que ya se llama: contaminación de luces, sabiendo que todo lo mencionado es una herramienta potente para guiar la mente del público que sufrirá toda esta realidad virtual y que al final comprará lo que se le indique.

La tecnología nos ofrece horizontes ilimitados dentro del mercado de la comunicación, la pregunta es: ¿Sabremos utilizar lo necesario para sacar rentabilidad a un medio que se está volviendo cada vez más complicado porque muy eficiente cuando bien concebido y utilizado?

Un de las respuestas está en utilizar personal calificado y certificado. La experiencia y los métodos hacen parte de lo que un inversor impone para proteger su proyecto. Se suele hablar de integradores para el desarrollo de proyectos pero esto ya son aguas pasadas. Un jefe de proyectos es el que puede dirigir un equipo de profesionales, el director de proyectos es la figura que puede gestionar, el gobierno de un proyecto es decir, equipos multitudinarios.

Why is Digital Signage & DooH so overused

digital_signage_duty_freeRecently I’ve been invited in a meeting with a Media Owner (MO) about its development on the Digital side of the out of Home (ooH). This media owner is one of the top five in the Spanish industry. During the debate he demonstrated all of his expertise in the advertising market segment. While the meeting was entering in a pre-negotiation phase the MO’s leader said:

well, Digital Signage / DooH is not rocket science!

I was completely amazed by the lack of knowledge and sensitivity that this big guy had of its market, with a perception that the totems to be developed in the business are like setting up a TV screen at home.

After more than 30 years experience (in different markets) I’ve raised the DooH at the most difficult business to manage.

Let me file here a list of areas that you need to manage in order to make a DooH project successful:

Pre-project:

  1. Customer needs analysis

  2. Marketing assessment

  3. Design (draft)

  4. Viability plan

Project:

  1. Final design (after negotiation)

  2. Agreed project plan (commitments and sign off)

  3. Project Management

  4. Handover to Operations

Post-Project:

  1. Operations (Network management & Customer Management)

  2. Service Management (3rd parties, escalations and dashboards reporting to C-levels)

  3. Business best practice (corrective actions for improvements thru projects)

In order to do so, you better off to get expertise on: business development, marketing, sales, legal, creativity, engineering, project management, service management and only at the end technology or IT.

The technology is quite simple to manage compared to other areas like building an efficient “viability plan” (some are using the term of business plan).

Facing the DS/DooH challenge either you decide to make it based on costs or on revenues and then look at the balance to make your mind up.

Don’t forget providers will generate costs that is their commercial targets!

And always, anytime, every milestone of your project, stay focused on one topic: your revenues (all of them including collateral ones)!

Gana dinero en los proyectos DS – DooH

Para realizar un proyecto exitoso, siempre se ha utilizado una metodología incluyendo estándares. El mercado de la IT (Information Technology) es un ejemplo para demostrar el uso de las metodologías y de los estándares (Prince, ITIL, Cobit, Agile, …). Hemos realizado un video que os permite en menos de dos minutos conocer de qué se trata.

Para profundizar este tema podéis bajar el White Paper: Gana dinero en los proyectos Digital Signage.

En all2com, hemos creado Agile4com que permite tomar un proyecto desde su inicio, desarrollandolo y pasándolo con toda seguridad a operaciones. Podéis bajar el manual de usuario que se encuentra en la biblioteca all2com. También proponemos cursos de uso de la metodología en función de los requisitos del cliente como por ejemplo la certificación.

 

DS – DooH Project Inception to Operations

Capture d’écran 2014-12-20 à 11.33.07You are a: company, media agency, media seller or simply interested on how to manage a Digital Signage project, all2com offers you a method handbook that shows you the way to professionally deliver a pre-project, project and post-project.

This document is based on recommendations coming from the: Cost Benefit Analysis (CBA), Agile, ITIL and seven key elements (DSEG). The document, thru its numerous guidelines, aims to avoid mistakes, saving time, hence money when starting, developing and operating a DS solution.

Read more: http://tinyurl.com/ns5jes4

 

DooH project in a transport vertical market

Presentación1In 2014, my client Globally, had the opportunity to be part of a RFP initiated by the Metropolitan Transport Company in Madrid (EMT). The EMT launched a Call For Tender early 2014 to get a provider to manage all the advertising inside its more than 2000 buses. The RFP included three different media: DooH, ooH and mobile. Globally hired all2com to manage the RFP and make sure to win it. Our company, all2com, has been acting as project director to organize a team of 5 persons and a list of more than 20 providers to provide a series of documents and tools that made Globally successful. At the end of the year 2014 (last quarter), Globally has been notified that the project was awarded to them.

Case Study link: http://tinyurl.com/pohd52o

Sometimes sport is so close to business

Digital Signage TechnologyYesterday I read a very interesting article in the Telegraph linked to Mourinho’s life. You can like the person or hate him but the tangible result is that he reached the top, looking not only at his core business but also to its communication. He worked out a very good result on its brand. Personally, I don’t like to much the guy but because of that I try to understand what is behind the personality that he built along his life and I confess that it’s amazing what you can find beyond it’s cult of arrogance.

The title of the article was: ‘I have a problem. I’m getting better at everything’. It is really good and I recommend to read it. For the ones that don’t like the football, you can skip more than 50% of the article and even better I’d like to stress for you on the two sentences that raised a big interest on my side as I saw how to applied those to my daily duties:

I have to live with both the victory and the defeat.

“The manager is not the most important person in the club – of course not. I keep saying, the most important person in the club is first the supporters, secondly the owner, third the players, and then I come”.

The first sentence is a direct translation and valid for any business: You must manage successes and failures and for those who think that failures are the worst thing to manage, it’s the other way around, specially when you think on Churchill’s answer when he was required to define what the success is: “the success is the good management of a failures’ series” .

The second sentence is the one that I tried to translate or map into my business and I reached this result: The CEO is not the most important in the company, the most important is first the clients, secondly the board, third the team, and then the CEO.

As usual, simple, evident but as Columbus’ egg exercise: Why you didn’t thought about it before you look at the demonstration?

Telegraph article: http://www.telegraph.co.uk/sport/football/managers/jose-mourinho/11519921/Jose-Mourinho-I-have-a-problem.-Im-getting-better-at-everything.html