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Visitors of All Major Italian Airports Benefit From Infotainment Powered by Scala
Nationwide network connects to more than 100 million people
When ICMoving defined its main business goals, the company realized that it had to change the television experience as we know it. ICMoving’s ambitious mission is based on becoming the first outdoor TV network providing information and entertainment to the public in all major Italian airports.
The network that ICMoving envisioned would display news and local information, combined with entertainment and advertising. These features require a reliable, stable and flexible platform that is able to maintain a high standard of performance anytime and anywhere. In addition, the system would have to be capable of growing in sync with the expansion that the company’s management had in mind — becoming “THE airport outdoor TV channel in Italy.”
“When we evaluated the level of the Italian digital signage market at the start of our project, it became clear to us that we had to avoid all nonprofessional and homemade content management systems. We started to look for a system that could be the basis for a network that was to be implemented nationwide in Italy and that could guarantee maximum efficiency and reliability. Plus, it needed to be possible to customize media contents according to specific local needs.”
- Marco Musacchio, ICMoving Managing Director
After thorough research, ICMoving concluded that M-Cube could provide the winning solution, based on the Scala 5 software system. Scala is well known in the market as the most reliable digital signage software, providing a solid, reliable platform that is able to handle an unlimited number of monitors at different locations without losing quality or efficiency. It has the flexibility to broadcast “one-to-many” and “one-to-one” information simultaneously. ICMoving uses this feature to broadcast general information across the entire network, as well as to drive ad-hoc information or locationspecific news to a single monitor.
Scala Certified Partner M-Cube has 10 years of experience in digital signage and invaluable know-how in implementing and managing multimedia solutions for the point-of-sales area. M-Cube was able to migrate ICMoving’s complete communication network from the old system to the new Scala platform with minimal disruption in less than a month. In addition, M-Cube has developed an impactful graphic design concept for the network.
ICMoving Channel is the owner and publisher of the TV media network, which is installed in all major Italian airports. The company connects to all visitors and passengers via technologically advanced screens located in high-traffic areas at the airports. The ICMoving TV network is present at the Roma Fiumicino, Milano Malpensa, Milano Linate, Bergamo Orio Al Serio, Venezia Marco Polo and Treviso Canova airports.
Multiple Content Streams
ICMoving Channel manages all content that is driven to the screens. Through this set-up, the company can act on carrying out its vision: interacting with a large audience at various airports and enhancing the airport customer’s experience by broadcasting the highest level of information and entertainment.
The displays combine general information, advertising, entertainment and services aimed to inform and entertain the airport travelers. The combination of various communication elements changes the way that viewers experience the screens. They no longer see the displays as traditional TVs, but as a modern and valuable infotainment platform.
The content on the screens consists of the following themes:
- 50 percent of the content is sourced by news from SKY TG24. SKY TG24 is an Italian 24-hour news channel owned by SKY Italia. SKY TG24 provides round-the-clock news, with updates on every hour and half-hour.
- 25 percent of the content is entertainment, with the topics of motorsport, travel, cuisine, home and gossip.
- 25 percent of the content is advertising.
This innovative business model is supported by the latest technology. The entire network is interconnected with VPN MPLS (high-speed connection), and its programming and control is managed by ICMoving and M-Cube. ICMoving Channel consists of a network of 170 state-of-the-art LCD screens that let the audience experience high-definition content and high-value communication messages on a 24-hour basis. The monitors are located in high-traffic areas such as waiting rooms, restaurants, lounges and check-in.
“By using Scala, the entire network infrastructure guarantees precise real-time monitoring of all screens. Plus, our investors (the airports) can implement tailor-made solutions and broadcast content on single screens or clusters of screens,” Musacchio said. “They can also choose to broadcast to one or more airports, and it is possible to differentiate the broadcasts depending on the time of day.”
The main benefit of the new Scala-based system is that ICMoving Channel can now guarantee much higher stability compared to the old network. In addition, the time needed to update content is significantly lower than before, and the system is much more user friendly. The improved network showed immediate results. ICMoving’s figures show a 100-percent advertising turnover increase in 2010 compared to 2009.
“Thanks to Scala and M-Cube, we reached an 80-percent reduction in malfunctions compared to the previous platform used, and it is much easier to do remote monitoring and react on problems that could occur at the various locations.”
- Marco Musacchio, ICMoving Managing Director
“We are proud that ICMoving Channel has selected M-Cube and Scala for creating and powering its nationwide Italian Airport TV network. They recognized that Scala is the perfect software solution for creating a digital signage platform that combines information, entertainment and advertising. For this network it was also crucial that the platform is fully stable in a 24/7 setup, that it is fully scalable, and that it can combine centrally managed and locally managed content. These are all prime features of the Scala software.”
- Oscar Elizaga, Vice President of Scala, EMEA, India and Latin America.
All knowledge that was gathered during the implementation of the new system can and will be used for future business plans by ICMoving. The same set-up can be applied to various other high-traffic locations in Italy.
Additionally the company is looking to introduce its system to international airports outside Italy.
“We are very satisfied with the results reached with the ICMoving project. We have been able to develop and implement a high-quality system in a very short time frame without disrupting the crucial information flow of ICMoving, and we have provided a means for growth for ICMoving. We have demonstrated that we have the expertise, know-how and level of customer service to expand our services beyond point-of-sales solutions. With this project, we have demonstrated that M-Cube is also a good partner for large networks and the outdoor digital signage market.”
- Leo Comelli of M-Cube
ICMoving Channel means communication on the move, a new way to channel impressive information and advertising to the exclusive audience present at Italian airports. Its mission is to target consumers and their lifestyles with a series of digital advertising messages that perfectly tune into their state of mind, moving content that catches the eye and offers an opportunity to engage with all screens throughout the airport journey.
ICMoving broadcasting can be viewed at the airports of Milano Malpensa, Milano Linate, Bergamo Orio al Serio, Venice Marco Polo and Treviso Canova. ICMoving Channel is also present at Leonardo da Vinci – Fiumicino airport in Rome with its largest deployment of digital TV outdoor domination and video walls, offering the most coverage, frequency and ubiquity in any airport worldwide.
The company’s clients include many worldwide brands such as SKY, ENEL, Telecom, Swisscom, Mont Blanc, Nissan, Audi, Volkswagen, Volvo, Walt Disney, Samsung, LG, Sharp and many others.
In order to meet the ever-growing expectations of POS communication, M-Cube is focused on the delivery of hardware, software and services. Established in the year 2000, M-Cube is dedicated to the broadcast of multimedia contents and specifically tailored for large commercial organizations such as in-store audio-video communication systems, displays, interactive kiosks, and multimedia totems. The company’s clients include many famous brands and recognized names in the Italian market, such as Stefanel, Benetton, Bernardi, Bricofer, Go-Kids, Obi, Acqua & Sapone, Euronics, Ubi Bank, Cariparma, ATM Milano, Illy, Despar, Walber and many others. M-Cube has received many awards for its creativity in in-store marketing, winning the POPAI Italia 2004 and POPAI Europe 2005 awards with the introduction of the Totem Trisensor, a revolutionary advertising and communications medium capable of integrating sounds, images, colors and scents and the POP AWARD 2007 for creativity in in-store marketing. M-Cube is a subsidiary of Media Technologies, a company specialized in web-based applications for both the public and private markets. More information is available at www.mcube.it.