News

ComQi, Panasonic partner to attract shoppers

August 3, 2016

A new technology tie-up between Panasonic and ComQi will enable retailers to connect consumers to messaging on digital signage by using encoded light signals embedded in the screens, according to a press release from ComQi.

With Panasonic's Light ID technology incorporated into digital signage, consumers can point their smartphones at ComQi-powered displays and automatically download more detailed information that interests them such as product descriptions and promotions, the release said.

Light ID technology is similar to QR codes or barcodes, but written in light. An imperceptible flashing white LED beam built into the lighting source that illuminates the LCD display transmits the signal, which is tied to content scheduled by ComQi's EnGage digital signage management platform. EnGage platform has been integrated with Light ID and is now available to retailers and other marketers.

"This compelling technology is yet another addition to EnGage's IoT capabilities," said ComQi CEO Ifti Ifhar. "And a step, as well, towards enhancing the shopping experience, by making the offline-to-online approach more seamless for both retailers and shoppers."

Light ID allows targeted content to be activated by launching an app and pointing the phone camera at the LCD screen's light source, according to the release. Because Light ID has a high-speed transmission rate, information will decode and move to a user's phone almost immediately.

Additionally, Light ID's low-interference properties allow marketers to provide different messages through multiple transmitters installed next to each other. In contrast, signals sent using Bluetooth or sonic waves have interference issues when multiple transmitters are in close proximity, the release said. Light ID can also be used for non-digital applications, like printed posters illuminated by light boxes.

"We are proud to offer this breakthrough technology, which can provide the right information to people in a convenient way, especially in info-dense environments such as malls, airports and rail stations," said Richard Hsu, vice president of engineering at AVC Networks North America, a unit of Panasonic Corporation of North America. "With this ComQi initiative, Panasonic marks the first commercial application of Light ID in the U.S. retail market, and we look forward to rolling it out at multiple pilot sites. We expect that this technology will further enhance Panasonic's ability to grow into a larger retail solutions provider in North America."