Lamcy Plaza’s Digital Signage Advertising Network Attracts Mall Shoppers to Tenant Stores

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While not the first mall TV in the UAE, LamcyTV is the first to run on Scala InfoChannel®, the world's leading software platform for Dynamic Digital Signage.

While not the first mall TV in the UAE, LamcyTV is the first to run on Scala InfoChannel®, the worlds leading software platform for Dynamic Digital Signage.

Scala’s InfoChannel® Designer 3 content design/authoring tool allows Specialized Software Services (SSS) to develop focused and compelling dynamic content easily and quickly at a much lower cost than typical video production and greater audience focus than static signage. The system enables frequent and timely content updates that result in faster response to market conditions, audience focus or promotional requirements. Content is rendered “on-the-fly” at each point-of-playback. Content is changed real-time with local Point-of-Sale (POS) systems and other databases and updated using a wireless network.

LamcyTV was first installed at the beginning of 2005 as Point-of-Purchase signage for mall tenants to help attract mall shoppers to their stores. To date however, Lamcy Plaza has already sold airtime to industry brands that benefit from the large premium market the mal attracts.

Ahmed El Ridi, General Manager of SSS, a certified Scala Professional, explains, “POS purchases make up 70% of all buying decisions – that’s a recognized fact of consumer buying behavior. Dynamic Digital Signage or Narrowcasting is highly-targeted advertising to the captive audience within the mall environment.”

LamcyTV network consists of thirty-seven Plasma and LCD screens distributed in strategic locations where shoppers congregate, i.e. elevators and landings of escalators. The network is a joint project between Lamcy Plaza Management and Specialized Software Services (SSS), the leading provider and marketer of Dynamic Digital Signage Networks in UAE.

The system employs twenty-five Scala InfoChannel® Players that drive twelve 17" LCD screens with built-in computers and twenty-five 42" Samsung Plasma Screens. The network is managed by Scala’s InfoChannel® Enterprise Edition Network Manager, and because of the mall infrastructure, controlled over a WiFi Network.

To gain maximum ROI from the network Lamcy Mall Management advertises their own brands and displays mall services on the network. In addition, advertising is sold to large premium brands that are sold in the mall shops. Because of the advertising interest by premium brands and tenant stores, Lamcy Mall Management anticipates the investment for the installation will be recouped in less than one year. Lamcy Mall Management will engage a professional research firm at the end of the year to measure the effectiveness and sales uplift experienced by LamcyTV.

Together, SSS and Lamcy Mall Management will help increase the revenue earning potential of mall stores through high quality tenant and premium brand advertising over LancyTV, a dynamic digital signage network.

About Scala, Inc.

Scala, Inc. (http://www.scala.com) pioneered the industry of digital signage in 1987, and is today headquartered near Philadelphia, Pennsylvania, with operations in California, the UK, The Netherlands and Japan. As flat panel and networking technologies catch up with Scala's vision, Scala finds itself with over a 15-year head start, helping it to win some of the largest digital signage engagements and most respectable partners in the industry. Companies that are implementing their digital signage equipment on the Scala InfoChannel 3 platform include Tesco, Best Buy, T-Mobile, ShopRite, Virgin MegaStore, Bloomberg, Kiwi, Azizia-Panda Supermarket, McKee Foods, Burger King, Muvico, Warner Brothers Movie World, RaboBank, Nedbank, Santiago Airport, Dubai Airport. A network of over 250 Value Added Resellers across the globe offer Scala InfoChannel® solutions, and constitute our sales and support force that extends to every continent but Antarctica.

Scala, InfoChannel, and the Exclamation Point Logo are registered trademarks of Scala, Inc. All other trademarks are the property of their respective organizations.

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Dick Trask