Telia network

Telia roll out an 80 site retail media network

Telia, Sweden’s largest telecommunications company, is an experienced digital signage user. They’ve been using in-store digital signage since 1999, internally called Kuben. In 2005 they needed to replace their existing system and turned to Dise distributor SpecialElektronik AB who won the deal in competition with other suppliers.

The system consists of 80 stores and 15 local offices through out Sweden, each running the same channel with optional local variations. Each site is installed with a standard computer provided by Telia equipped with Dise Replay and Dise Probe. Plasma screens used are provided by Panasonic. Network management and support is done internally by Telia. Updating is done using a VPN based FTP solution.

The specifications for the system included a number of features such as content creation, control and versatility. The system had to be open to future expansions, both in terms of content, automation and networking options.



“One of the main reasons for having a digital signage is to visualize campaigns”, says Telia Action Sales Manager Kent Hjärpe. “Telia use digital signage as a way of displaying new products, offers and information to store customers. Content is mostly based on printed media such as text and images combined with real time effects but TV commercials are also used in the channel. One of the features of the Dise system is that it also plays the ambient store music.”

Content creation and channel updates are made by Telia Action marketing bureau, Klirr. Klirr is new to digital signage but had no problems adopting the concept.

“The Dise system and the Dise Composer are easy to learn and use”, says Klirr media designer, Gustaf Lindkvist.

Klirr project manager Catharina Bolmér Karlsson adds, “Since we are doing all store based printed media for Telia and have all the raw material it is only a matter of re purposing content to a new medium. The layout features of Dise make it easy to keep a consistent profile.”