1. 09/07/04DV Training June 20041 Corporate Training Programme Module 2 Company Vision, Strategies and Markets

2. 09/07/04DV Training June 20042 Objectives of Module 2  Common understanding of our primary revenue streams, markets and major clients  Common understanding about the major trends in our markets  Common understanding of the benefits of DMN to our customers  Common understanding of our competitors  Understanding of how these fit together under one DV brand and company vision  Common understanding of DV’s USP’s, and the features and benefits that support them  Understanding of how this will help you do your job and how you will be kept up-to-date with changes.

3. 09/07/04DV Training June 20043 Learning Outcomes of Module 2  How would you summarise DV to a friend?  What does the DV brand stand for?  What does the company do for it clients?  Which are our major markets?  How do we sell our products?  Who are our largest clients by business type?  What is happening in the digital media market and how does it affect our business?  What do the terms broadcast, narrowcast and 121 mean?  What are the tools to help me keep training?

4. 09/07/04DV Training June 20044 Our sources of revenueSize  Display electronics controllers  Solid state media players and flyers  Digital media network management and services  Content development services – Junction 7  Plus …increasingly consultancy and design services  £5.7M  £5.6M  £0.3M  £0.4M  £?????

5. 09/07/04DV Training June 20045 Our major markets today  UK  USA  Asia-Pacific  £5M  £6M  £1M Our major clients today  UK  USA  Asia-Pacific Hatteland ; I-vu; Pharmacy; CCN Harbour; Freefone; Terracom; Boland; Honeywell; Shun Hung, China Motor Co; ActMedia, POV, LCD Micro

6. 09/07/04DV Training June 20046 How do we sell our products?To?  Direct  Through 3 rd party distributors  Through 3 rd party VARs  Through partnerships (SI’s, Consultancies, Panel Manufacturers, Creative and Content Agencies)  Media Owners and Agencies – New and Old  Property or Estate Owners  Retailers  Brands  Vending Companies  OEM’s

7. 09/07/04DV Training June 20047 Who are our competitors?  VHS and DVD systems  PC networks  Satellite networks  Competitor solid state media systems  Other requests on the marketing budget – TV, Press, Radio, Posters, POS, Price Promotions

8. 09/07/04DV Training June 20048 What’s happening in our markets – macro-view  Gradual shift in our business focus – from DE to DMN  TFT LCD market growing strongly but…  High volume, commodity products replacing some demand for specialist controllers  Many sectors going multi-media rather than specialist image control  DV focusing on specialist sectors – radar, marine, transport – whilst growing media applications  Lifestyle fragmentation: target consumers harder to reach  1985 3 channels reached 95% target audience; 2005 65 channels needed  Retail and outdoor channels: becoming increasing focus for advertising spend  Millions of customers every week  Ability to get targeted messages right to the PoP or to a captive audience  Developments in display technology, telecoms, video and media distribution are driving a revolution in digital communication.  In outdoor and retail environments traditional poster media is fast being replaced by high impact audio visual information.

9. 09/07/04DV Training June 20049 Where might you find these networks? Just about anywhere!  Retailers – large and small  Pharmacies  DIY stores  Petrol Stations  Malls and department stores  Elevators  Telephone boxes  Estate & Travel Agents  Vending Machines, Dispensers, Weighing Machines  Cinemas, Stadiums & Museums  Hairdressers  Elevators  Buses & Trains  Taxis  Subways  Post Offices & Banks  Car Parks  Airports  Schools & University  Leisure Centres & Health Clubs  Dentist's, Hospitals & Doctors  Public buildings  Pubs, Bingo, Working Men's Clubs & Nightclubs  Train Stations, Bus Stops & Taxi Ranks

10. 09/07/04DV Training June 200410 Marketing benefits of digital communication to our customers (1)  Drive brand presence, awareness and sales – extend and leverage wider media investment  New, higher impact advertising opportunities  Greater communication accuracy, consistency of brand communication & promotional effectiveness  right information to the right people at the right time- poster displays are static, higher wastage and can’t convey as much info.  Proven sales driver and purchase decision influencer  Customers visit stores with digital media twice as often as stores without it  They spent an average 5% more time in stores with digital media  They spent an average 10% more in stores with digital media  Their impulse impulse purchasing rate was twice the normal average (Source: Mintel US 2003)

11. 09/07/04DV Training June 200411  Cheaper than sales staff and can be a highly cost-effective staff training mechanism  Improved product benefit simulation and demonstration  “Bringing products and services alive” - audio visual information is more attractive, eye-catching, improves customer recall, and allows multiple messages to be played from a single media point.  Better education and information mechanism for consumers and staff  Greater control, efficiency and measurement of advertising  Improved research & development through staff and customer interaction and feedback Marketing benefits of digital communication to our customers (2)

12. 09/07/04DV Training June 200412 How do we categorise the different types network to be found?  Networks operate at a number of levels; defining the correct display technology and getting the correct mix of media content, is key to a successful implementation.  Different environments require different approaches:  Broadcast: the lowest common denominator. Value is in the volume of viewers, but it is less targeted and more about about ambience & awareness - and is likely to have the lowest impact  Narrowcast: creates customer communities. Value is its ability to address specific target groups, all with a common interest – where group and environment meet. Less viewers, but more targeted and therefore more impact.  1-2-1: all about customer interaction, direct response and influencing decisions and behaviour. Lowest volume of users, but most direct and most impactful means of communication. The shelf edge Category Level Store Level

13. 09/07/04DV Training June 200413 What is DV’s brand value proposition? “Connecting where it Counts”  Underpinned by market-leading expertise in advanced connectivity solutions for global LCD and digital media systems markets  We enable the delivery of high impact, measurable, cost effective digital messaging and advertising to any outdoor or retail environment globally  CONNECTINGWHERE IT COUNTS  Complex inputs to displaysMission critical applications  Retailers to their brandsAt the Point of Purchase  Brands to their customersIn Captive Situations  Advertisers to their audiencesIn-store or Outdoors

14. 09/07/04DV Training June 200414 Client Benefit Products/ Services Core Brand Competencies Skills/ Technologies/ Assets Enabling the delivery of high impact, measurable, cost effective digital messaging and advertising to any outdoor or retail environment Advanced Controller Technology Remote Transfer Networking Content Production Network design Electronics design Network Support Services Remote Transfer Software design DV Studio Global Support Project Mgt Telecoms Mgt Production Mgt Design Mgt Installation Mgt Video Editing Content Sourcing Upload & Hosting Help desk Scheduling Data tracking Video Formatting Content Prod Media Broking Measurement Greater brand presence, awareness and sales, More effective advertising Greater accuracy, consistency of brand communication & promotional effectiveness Staff training Improved product benefit simulation and demonstration Better education and information mechanism for consumers and staff Improved research & development through staff and customer interaction and feedback Media Playback Systems “Connect Where It Counts”

15. 09/07/04DV Training June 200415 Why Digital View? We understand digital media networks Digital View networks deliver: The right dynamic video content The relevant media strategy to satisfy the need Digital View networks use: The right display medium to suit the environment The right technology to ensure robust operation Digital View networks are: scaleable, centrally controlled and updateable offers full 24 hour client visibility, accountability and central field data analysis backed up by experienced installation, support and day-to-day network and field management

16. 09/07/04DV Training June 200416 Digital View: Tried & Tested across the A-Z of Digital Media Media Networks: Retailer Networks: MFI & Mark’s WorkWear House Brand Networks: Camelot & JML Retail Advertising Networks: i-vu & Pharmacy Channel Outdoor Advertising Networks: Warner Howard & Freephone Community Information Networks: CCN Transport Networks: Heathrow Express, KCRC, Buses & Taxis Point of Sale Media Systems: Retail Fixture Installations: Nokia, 3G, Tissot, Schipol Duty Free Shelf Edge Installations: Starbucks, Lego, Hasbro, Persil Retailer Installations: Toys R Us, Meijers, Safeways Retail Design Installations: L’Oreal, Procter & Gamble Vending Installations: Walls, BAT, Uit Agenda & Total

17. 09/07/04DV Training June 200417 Why Digital View? a single point of contact for… Relevant technology: Right for location, optimised technology, reliable & robust Implementation Project Management: Installation & on-going field-service management Day-to-day Network Support: Network Operations Centre, proactive support and reporting Secure & Scalable Central Control Secure, central network management software, 1 – 10,000 screens Content Scheduling & Management relevant content and design Complete System Accountability 100% client network visibility

18. 09/07/04DV Training June 200418 Why Digital View? project management of all aspects of implementing a digital network Planning Phase: Network Design Content schedule planning Installation Phase: Implementation of product Services pull-together (telco, install, system commissioning) Running Phase: Content Production Content Management Network Support (security, back-ups) Daily Network Maintenance (site control, daily reporting) Field Activity (in-field servicing, asset management)

19. 09/07/04DV Training June 200419 Summary: Company Vision, Strategies and Markets  Digital View aims to be a leading marketing partner for companies looking to use digital media network solutions in the retail and out of home advertising environments.  We offer market-leading expertise in advanced connectivity solutions for global LCD and digital media systems markets  We have more than 5 years experience and more than 25,000 digital displays at point of sale, and 2,500 connected systems  We can help our clients develop end-to-end brand communication campaigns that combine; network design, media technology, content development and remote networking with first class support services and day-to-day network management  Supported by in-house expertise in retail marketing, creative media production, media sales & remote content distribution.  Global company offering global expansion opportunities

20. 09/07/04DV Training June 200420 How do I keep up to date? How do I keep training?  Attend training sessions on DE, MS and Networking Products and Services  The new intranet will be the core communication medium  Info updates  Further reading  Library of information  Ready for launch end July 2004  New Product and Business Process manuals  Hard copies in each office location  Posted on the intranet  Regular updates  Ready in August 2004  Pre-and post reading and research: personal responsibility to ask the questions, develop knowledge and keep up to date