Milan Transport Agency Employs Scala-Powered Digital Signage to Jump-Start its Renewal Project

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New network features underground and above-ground digital signage

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The adoption of the Scala platform as ATM’s corporate decision to implement its digital signage network was clearly a strategic choice.

The Milan Transport Agency (ATM) and the City of Milan are on a mission to modernize both the underground and above-ground public transportation network. The entire revitalization process includes plans to replace all vehicles with more environmentally friendly versions, improve transportation efficiency, and increase safety and comfort for travelers. ATM turned to Scala Certified Partner M-Cube, to design an integrated digital network for this high-profile project.

The new network spans 42-inch LCD displays sealed in unbreakable glass located in underground train station mezzanines. The network communicates ATM corporate messages, network service updates, alternate routes and emergency messages. There is also a panic button connected to the mezzanine monitors to provide default messages in case of an emergency. A push of the button will alert the ATM control room, which will then manage the messaging to stations affected by the situation or the entire network.

At the above-ground transportation stations of the airport bus line San Babila/Linate, M-Cube has implemented information poles with two 26-inch LED monitors per pole, providing visibility from all sides. The monitors have been optically bonded to ensure visibility in all weather conditions and direct sunlight. These displays provide information about the position of the bus on its route, and arrival time at the stop where the traveler is viewing the screen.

ATM’s communications offices were searching for a digital signage network that could live up to all of the information tasks needed, while communicating over an extensive network and one that was able to integrate existing system functionality. In addition, ATM needed the network to serve as a communication tool between their staff and headquarters. Scala was chosen to provide the software for this project because it is the most reliable and flexible on the market.

“The adoption of the Scala platform as ATM’s corporate decision to implement its digital signage network was clearly a strategic choice,” said Roberto Carreri, ATM Project Manager. “Because of its flexibility to integrate with our existing databases and current application environment, the Scala system enables ATM to communicate important information in an easy-to-understand format, using captivating graphics, while distributing multiple messages simultaneously over a complex network without any extra development work.”

About M-Cube
In order to meet the ever growing expectations of POS communica¬tion, M-Cube is focused on the delivery of hardware, software and ser¬vices. Estab¬lished in the year 2000, M-Cube is dedicated to the broad¬cast of multimedia contents and specifically tailored for large com¬mercial organizations, such as in-store au¬dio-video communication systems, displays, interactive kiosks, and multi¬media 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 and many others. M-Cube has received many awards for its creativity in in-store marketing, winning the POPAI ITALIA 2004 and POPAI EUROPE 2005awards with the introduction of the Totem Trisensor, a revolutionary advertising and communications medium capable of integrating sounds, images, colors and scents and POP AWARD 2007 for creativity in the in-store marketing. M-Cube is a subsid¬iary of Media Technologies; a com¬pany specialized in web-based ap¬plications for both the public and private markets. More information is available at http://www.mcube.it.

About Scala
Driving more than 500,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries. More information is available at http://www.scala.com.

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Harry Horn
Scala
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