发布时间：2008.5

摘要

Digital Signage used for the purpose of displaying advertisements, information and entertainment by means of a networked system of screens, is an application leading the digital revolution in out-of-home media. Essentially a convergence of display technology, connectivity and content management, Digital Signage has drawn the attention of telecom providers, display manufacturers and arguably advertisers as the "medium of the future" to reach targeted audiences.

The current issues the industry faces are twofold; on one hand, an unproven return on investment model often leaves even first movers in the dark at some stage; and secondly, the convergence of multiple technologies makes system integration and technology selection a key to a sustainable business model.

This report provides an in-depth analysis of Digital Signage operators in all regions throughout the world. A survey of the operators, consisting of a structured questionnaire and personal interviews, identified key drivers for the industry, its current state and the lessons it has learned from various false starts in the past. In addition to the traditional Internet-based delivery model, the niche for delivering this medium via satellite is also identified

目录及图表

1. Executive Summary

2. Industry Overview
   2.1 The Operator Environment
   2.2 Geographic Spread
   2.3 Parametric Comparison
   2.4 Key Drivers

3. Nature of Competition
   3.1 Mainstream Media
   3.2 Alternative Media
   3.3 Lessons Learned
   3.4 The Satellite Delivery Niche

4. Business Model Analysis
   4.1 Private Branding
   4.2 Advertising Driven
   4.3 Sources of Revenue
     4.3.1 Advertising
     4.3.2 Content Distribution
   4.4 Cost Structure
     4.4.1 Capital Expenditure
     4.4.2 Operating Expenditure
     4.4.3 Other Expenses

5. Return on Investment (RoI) Analysis
   5.1 Introduction
   5.2 Factors influencing RoI
   5.3 Network Operator RoI
     5.3.1 Assumptions
     5.3.2 Methodology
     5.3.3 Results
   5.4 Advertiser RoI
     5.4.1 Assumptions
     5.4.2 Methodology
     5.4.3 Results

6. Market Forecast
   6.1 Forecast Methodology
     6.1.1 Site Forecast Methodology
     6.1.2 Advertising Revenues Forecast Methodology
     6.1.3 CPE Revenues Forecast Methodology
     6.1.4 Software Services Revenue Forecast Methodology
   6.2 Market Segmentation
     6.2.1 Retail
     6.2.2 Hospitality
     6.2.3 Healthcare
     6.2.4 Transportation
   6.3 Size of Verticals (Global)
     6.3.1 Number of Sites
     6.3.2 Revenue Forecast (Global)
       6.3.2.1 Service Revenues
       6.3.2.2 Sale of Equipment
       6.3.2.3 Software Licenses
   6.4 Size of Verticals (Regional)
     6.4.1 Number of Sites
     6.4.2 Revenue Forecast (Global)
       6.4.2.1 Service Revenues
       6.4.2.2 Sale of Equipment
       6.4.2.3 Software Licenses
 
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List Of Exhibits
Chapter 1
Exhibit 1.1  Global Digital Signage Sites, Percentage by Vertical, 2007
Exhibit 1.2  Global Digital Signage Advertising Revenue, Percentage by Vertical, 2007
 
 
 
Chapter 2 
Exhibit 2.1  Entities Involved in the Digital Signage Business Model
Exhibit 2.2  Value Addition at all Stages of Purchase Cycle for a Digital Signage Site Owner
Exhibit 2.3  Value Addition at all Stages of Purchase Cycle for a Digital Signage Advertiser
Exhibit 2.4  Geographic Distribution of Digital Signage Sites, 2007
Exhibit 2.5  Cartographic Representation of Geographic Distribution of Digital Signage Sites
Exhibit 2.6  Network Related Parameters for Evaluation of a Digital Signage Network
Exhibit 2.7  Subjective Parameters for Evaluation of a Digital Signage Network
Exhibit 2.8  Sales Growth Parameters for Evaluation of a Digital Signage Network
Exhibit 2.9  Brand Equity Parameters for Evaluation of a Digital Signage Network
Exhibit 2.10  Survey Results for CPE Cost Projections, 2007 - 2013
Exhibit 2.11  Survey Results for Software Cost Projections, 2007 - 2013
Exhibit 2.12  Survey Results for Connectivity Cost Projections, 2007 - 2013
Exhibit 2.13  Survey Results for Content Cost Projections, 2007 - 2013
Exhibit 2.14  Survey Results for Events Tracked in the Forecast Period, 2007 - 2013
Exhibit 2.15  Survey Results for Political Factors Influencing the Digital Signage Industry
Exhibit 2.16  Survey Results for Economic Factors Influencing the Digital Signage Industry
Exhibit 2.17  Survey Results for Social Factors Influencing the Digital Signage Industry
Exhibit 2.18  Survey Results for Technological Factors Influencing the Digital Signage Industry 
  
Chapter 3 
Exhibit 3.1  Global Digital Signage Sites- Satellite vs. Non-Satellite
Exhibit 3.2  North America Digital Signage Sites- Satellite vs. Non-Satellite 
  
Chapter 4 
Exhibit 4.1  Critical List of Items Part of Capital Expenditure for a Digital Signage Network
Exhibit 4.2  Critical List of Items Part of Operating Expenditure for a Digital Signage Network
Exhibit 4.3  Critical List of Items Part of Other Expenses for a Digital Signage Network 
  
Chapter 5 
Exhibit 5.1  Survey Results for Factors Influencing the Return on Investment of a Network 
  
 Chapter 6 
Exhibit 6.1  Description of Rating Elements Selected for Forecasting Growth in Digital Signage Sites
Exhibit 6.2  Calculations for Weighted Factor Ratings
Exhibit 6.3  Global Digital Signage Advertising Revenues by Vertical, 2007
Exhibit 6.4  Global Digital Signage Sites by Vertical, 2007
Exhibit 6.5  Global Digital Signage Sites, by Vertical, 2007 - 2013
Exhibit 6.6  Global Digital Signage Sites, by Vertical, 2007 - 2013 (Data)
Exhibit 6.7  Global Digital Signage Advertising Revenues, by Vertical, 2007 - 2013
Exhibit 6.8  Global Digital Signage Advertising Revenues, by Vertical, 2007 - 2013 (Data)
Exhibit 6.9  Global Digital Signage CPE Revenues, by Vertical, 2007 - 2013
Exhibit 6.10  Global Digital Signage CPE Revenues, by Vertical, 2007 - 2013 (Data)
Exhibit 6.11  Global Digital Signage Software Revenues, by Vertical, 2007 - 2013
Exhibit 6.12  Global Digital Signage Software Revenues, by Vertical, 2007 - 2013 (Data)
Exhibit 6.13  Regional Digital Signage Sites, by Region, 2007 - 2013
Exhibit 6.14  Regional Digital Signage Sites, by Region, 2007 - 2013 (Data)
Exhibit 6.15  Digital Signage Sites in Retail, by Region, 2007 - 2013
Exhibit 6.16  Digital Signage Sites in Retail, by Region, 2007 - 2013 (Data)
Exhibit 6.17  Digital Signage Sites in Hospitality, by Region, 2007 - 2013
Exhibit 6.18  Digital Signage Sites in Hospitality, by Region, 2007 - 2013 (Data)
Exhibit 6.19  Digital Signage Sites in Healthcare, by Region, 2007 - 2013
Exhibit 6.20  Digital Signage Sites in Healthcare, by Region, 2007 - 2013 (Data)
Exhibit 6.21  Digital Signage Sites in Transportation, by Region, 2007 - 2013
Exhibit 6.22  Digital Signage Sites in Transportation, by Region, 2007 - 2013 (Data)
Exhibit 6.23  Digital Signage Advertising Revenues, by Region, 2007 - 2013
Exhibit 6.24  Digital Signage Advertising Revenues, by Region, 2007 - 2013 (Data)
Exhibit 6.25  Digital Signage Advertising Revenues from Retail, by Region, 2007 - 2013
Exhibit 6.26  Digital Signage Advertising Revenues from Retail, by Region, 2007 - 2013 (Data)
Exhibit 6.27  Digital Signage Advertising Revenues from Hospitality, by Region, 2007 - 2013
Exhibit 6.28  Digital Signage Advertising Revenues from Hospitality, by Region, 2007 - 2013 (Data)
Exhibit 6.29  Digital Signage Advertising Revenues from Healthcare, by Region, 2007 - 2013
Exhibit 6.30  Digital Signage Advertising Revenues from Healthcare, by Region, 2007 - 2013 (Data)
Exhibit 6.31  Digital Signage Advertising Revenues from Transportation, by Region, 2007 - 2013
Exhibit 6.32  Digital Signage Advertising Revenues from Transportation, by Region, 2007 - 2013 (Data)
Exhibit 6.33  Digital Signage CPE Revenues, by Region, 2007 - 2013
Exhibit 6.34  Digital Signage CPE Revenues, by Region, 2007 - 2013 (Data)
Exhibit 6.35  Digital Signage CPE Revenues from Retail, by Region, 2007 - 2013
Exhibit 6.36  Digital Signage CPE Revenues from Retail, by Region, 2007 - 2013 (Data)
Exhibit 6.37  Digital Signage CPE Revenues from Hospitality, by Region, 2007 - 2013
Exhibit 6.38  Digital Signage CPE Revenues from Hospitality, by Region, 2007 - 2013 (Data)
Exhibit 6.39  Digital Signage CPE Revenues from Healthcare, by Region, 2007 - 2013
Exhibit 6.40  Digital Signage CPE Revenues from Healthcare, by Region, 2007 - 2013 (Data)
Exhibit 6.41  Digital Signage CPE Revenues from Transportation, by Region, 2007 - 2013
Exhibit 6.42  Digital Signage CPE Revenues from Transportation, by Region, 2007 - 2013 (Data)
Exhibit 6.43  Digital Signage Software Revenues, by Region, 2007 - 2013
Exhibit 6.44  Digital Signage Software Revenues, by Region, 2007 - 2013 (Data)
Exhibit 6.45  Digital Signage Software Revenues from Retail, by Region, 2007 - 2013
Exhibit 6.46  Digital Signage Software Revenues from Retail, by Region, 2007 - 2013 (Data)
Exhibit 6.47  Digital Signage Software Revenues from Hospitality, by Region, 2007 - 2013
Exhibit 6.48  Digital Signage Software Revenues from Hospitality, by Region, 2007 - 2013 (Data)
Exhibit 6.49  Digital Signage Software Revenues from Healthcare, by Region, 2007 - 2013
Exhibit 6.50  Digital Signage Software Revenues from Healthcare, by Region, 2007 - 2013 (Data)
Exhibit 6.51  Digital Signage Software Revenues from Transportation, by Region, 2007 - 2013
Exhibit 6.52  Digital Signage Software Revenues from Transportation, by Region, 2007 - 2013 (Data)