1. Understanding the Unique Elements for Outdoor Digital Sign Deployment Robert Molloy, President CyberResearch, Inc. Branford, CT USA Presented at the Digital Signage Show New York, New York November 11, 2009

2. Robert Molloy, President CyberResearch, Inc. Branford, CT USA Presented at the Digital Signage Show New York, New York November 11, 2009

3. Understanding the Unique Elements for Outdoor Digital Sign Deployment

4.  Outdoor sunlight readable displays.  Consumer LCD displays.  Commercial digital information displays/DID. Cost vs. Performance  Industrial Displays. What’s The Difference?

5. Sunlight Readability An LCD Display can appear “washed-out” because of high ambient light levels.

6. Sunlight Readability Active Display Enhancement  The more heat that is generated by the by the backlight the more power will be consumed by the temperature control system in its efforts to cool the backlight.  If you double or triple the brightness of the backlight, you will also double or triple the energy consumption of the backlight. You will also double or triple the amount of heat generated.

7. Learn more… Google “LCD optics 101 by 3M” Each time light passes from one medium to another (i.e. from air to glass or from glass to air), 4% of the light is reflected. In a monitor with anti- reflection coated glass, over 8% of incident light is reflected( left) versus only 0.2% with AR-Bonding (right). Note: Without the benefit of either anti-reflection coated top glass or AR Bonding over 12% of incident light is reflected Passive Display Enhancement Sunlight Readability

8. Vandal Resistance  Vandal resistant fasteners.  Mechanical lock.  Alarm systems.  Other security measures.  Sacrificial Glass.

9. ck What does it takes to build a rugged sunlight readable digital signage display which can withstand the demands of all-weather outdoor 24/7 operation (including solar radiation, heat, cold, dust, wind, rain and snow) ? Mechanical Design

10. Modular easy to service components and remove internet based performance monitoring systems can help ensure trouble free operation. Field Serviceability

11. Installation Considerations  Careful consideration should be given to orientation, tilt and shading.  Smart location can prolong LCD life.  Improve image viewing quality.  Reduce long term operation and maintenance cost.

12.  A rule of thumb is that for a display in direct sunlight, approximately 1/3 of the heat is generated by the backlight and 2/3 by solar radiation.  The greater the power consumption the more it will cost to power the display over its lifetime.  Solar powered energy efficient outdoor sign protect the environment and save money  Most cost effective passive display enhancement is shade Go Green Conserve Energy and Save Money

13. Benefits of Digital Signage  Deliver targeted promotions at the right time and place.  Personalize your communications on a one-to-one basis.  Engage your customer and reduce perceived wait times.  Provide compelling content to enhance the “customer experience”.  Build your brand and generate more repeat business.

14.  Drive-thru Menu Boards  Gas Station / Convenience Stores  Outdoor Dining / Sports Bars  Food Service / Cafeterias  QSR Preview Menu Boards & Kiosks

15.  Theme Parks / Way Finding  Hotel / Casino / Race Track  Golf Course / Rock Concerts  Performing Arts / Theaters / Museums  Sports Stadiums / Arenas / Events

16.  Airport Facilities  Highway Toll Plaza  Bus Shelter Street Furniture  Cruise Ship / Ferry Docks  Train / Subway / Bus Stations

17.  Retail Digital Signage  University Campus  Trade Shows / Exhibit Halls  House of Worship / Hospitals  Shopping Malls

18.  Outdoor Home Theater*  Sports Bars / Night Clubs  Yachts / Swimming Pools / Spas  Luxury Box Instant Replay  Patio / Deck / Barbecue *720P/1080P FHD

19.  Public Buildings / Parking Lots  R&D Laboratories / Training Simulators  Petrochemical / Offshore Platforms  Manufacturing / Process Control  Military Bases / Hospitals

20. Cost vs. ROI  It’s all about the “customer’s experience” and optimizing the business process.  Target high ROI applications.  Don’t just thing reduced cost. Also think increased top-line revenue and bottom-line profit.

21.  If you have an application with high ROI potential, you can’t afford to delay the start of your learning curve. Summary  Start Small but Think Big…….. the Important Thing is to Start Imagine the possibilities.