Kenyan Prestige Plaza Mall Chooses Scala InfoChannel to Attract Visitors

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Scala announced the successful deployment of a retail digital signage network in Kenya's Prestige Plaza Mall.

Scala, the leading provider of end-to-end solutions for the digital signage market, today announced the successful deployment of a retail digital signage network in Kenya's Prestige Plaza Mall.

The Prestige Plaza Mall is rated the third largest shopping mall in East Africa and is located in Nairobi, Kenya. The mall features 36 shops, 3 Banks, a Hyper Market and 2 Nu- Metro Cinemas, which altogether drive a monthly traffic of 550,000 visitors, with peak months reaching 850,000 visitors.

Prestige Plaza is among the shopping malls implementing technology in a race to attract more customers and tap corporate organizations looking to take advantage of shoppers coming into these centers.

"Shoppers are more demanding," says Mr. Jitesh Upadhyay, the Managing Director of Prestige Plaza. "They are more traveled and have seen the trends elsewhere. They want a better lifestyle, which is a concept taking root worldwide."

One of the most visible new technologies includes advertising screens based on digital signage. Ideas Un Limited, a digital signage advertising company and Scala Certified Partner implemented and manages the network at Prestige Plaza.

"When we first deployed the digital signage network, we did not know the extent of the demand; however we did know about shoppers' attitude," said Mr. Upadhyay. "Now we see shoppers 'glued' to the screens while at the ATMs, in the supermarket or the food court. It actually keeps people informed and entertained and extends their stay in the mall."

The mall attracts middle-upper class visitors. Mr. Upadhyay says the response has been good, with traffic growing to 600,000 people a month.

"We produce and manage the content on the screens, as well as market the advertising space directly to advertisers," said Mr. Jinal Savla, Managing Director of Ideas Un Limited. "Kenya's organized retail economy; including malls, shopping centers and shops inside shopping centers make up about 20 to 30 percent of the retail economy. Brands understand that, if you advertise in the mall, then you come closer to reaching a higher percentage of your target audience," he added.

"Digital Signage-based advertising cuts down the costs and provides advertisers with quick correlation on purchases vs. content, so the ad campaigns can be dynamically fine-tuned. Moreover, brands and advertisers are assured the person seeing the ad has the capability to spend money on a product or service available in the mall, and is at the right place and time to make the buying decision the ad suggests," says Mr. Savla.

"You will definitely see us growing our network and I believe we are going to get a lot more people interested," says Mr Upadhyay. "People are now using malls both for business and for a shopping and entertainment experience for the whole family."

About Ideas Un Limited:
Founded in December 2006, Ideas Un Limited was the pioneer digital signage network operator in Kenya. The company started with 1 Nakumatt store, which is the largest supermarket chain in East Africa. Today, their digital signage network is running in 7 Nakumatt Stores and Prestige Plaza. The company is known as the largest digital signage provider in East Africa.

In 2008 the company plans to capture 50 to 60% of the retail space in Kenya thus giving its customers/advertisers value added return on investment and also adding value to the retailer in sales uplift. The company also plans to be a strong player in the finance sector by deploying projects for banks in Kenya. The company growth plans are to expand into the East African region.

About Scala:
Founded in 1987, Scala pioneered the Digital Signage industry and today remains the world's largest provider of software for creating digital signage networks, driving more screens that all competitors combined. The company's InfoChannel product line is used for dynamic digital media networks in retail, education, entertainment, government and other industries for diverse applications such as Retail Advertising networks (Retail TV), Corporate Communications (Employee TV), Digital Billboards, Digital Menu Boards, Digital Posters, Community Access channels (Cable TV), Hotel lobby signage and information channels, Gas Pump "toppers", Convention Center Signage, Interactive touch-screens and Kiosks, etc. The Company's cutting-edge InfoChannel software platform powers thousands of digital signs around the world including the digital signage networks of Rabobank, IKEA, Bloomberg, Burger King, T-Mobile, Virgin MegaStore, EuroDisney, Kiwi, McDonalds, Warner Brothers, Santiago Airport, Ericsson, The Life Channel, Rikstoto, FuelCast, Repsol, Shell, NorgesGruppen, The Wall Street Journal Office Network and many more. Scala is today headquartered near Philadelphia, PA and has wholly-owned subsidiaries in The Netherlands, France, Norway, and Japan with a direct presence in a number of other locations and countries. Scala's products are primarily sold through an international network of Scala Certified Partners. More information is available at scala.com.

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RICHARD TRASK

Monique Severins
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