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German telecom dials up digital signage for rebranding

German telecom mobilcom-debitel has deployed a centralized digital signage network driven by Scala technology to support its change in strategic direction from service provider to digital lifestyle provider, according to a case study from Scala.

December 30, 2015

German telecom mobilcom-debitel has deployed a centralized digital signage network driven by Scala technology to support its change in strategic direction from service provider to digital lifestyle provider, according to a case study from Scala.

The telecom has more than 14 million customers and more than 600 shops in Germany, and working with TopRed Media and South African graphics company Ethniks Systems, rolled out the network across 375 stores in Germany, with nearly 500 screens and players running on Scala. All stores run a single display at the cashier area, and in 180 of the stores an additional window touchscreen display was added to promote the retailer's energy solutions.

Mobilcom-debitel previously ran a small-scale, in-house digital signage network in a small number of shops and wanted to expand the reach and capabilities of this particular channel to make it more professional and resilient.

The goal of the retailer was to create an eye-catching communications channel in-store. Any new digital signage network needed to support relevant marketing communications for products such as mobile phones. It also needed to be a useful tool to help staff with cross-selling and service provision in-store.

"We wanted potential partners to offer us a comprehensive care-free package," said Ingrid Thieme, mobilcom-debitel. "With this I mean flexible software solutions support and graphical content creation."

TopRed Media Managing Director Mirko Haaser said: "For the shop window, we've developed a kiosk application that can be managed from the outside. Components can be operated by remote control using a Scala script. For instance, a heating thermostat or motion detector can be managed. It allows us to operate an IP camera, turn appliances on and off, or manage the light in the store."

All the content creation, centralized system management and technical support of the entire mobilcom-debitel digital signage network across Germany has been outsourced to TopRed Media and Ethniks Systems, who create and populate the Scala scripts on behalf of the retailer.

The Scala network connects to a centralized back-end mobilcom-debitel system called Shop Database, which helps each shop to handle in-store retail space management and stock promotion.

"Shops use the Scala software to update their opening hours or UPS delivery details and also, to control when the digital signage displays are running and when to switch them off," said Joerg Mittermaier, managing director at TopRed Media. "At night, they would typically be off from 10 p.m. to 5 a.m., especially in shopping malls which are deserted. However on the pedestrian facing street, they can run 24/7."