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.”
