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Intel Demonstrates Windows-Based Signage Concept

The chipmaking giant is making a move to soup up and standardize the world of digital signage, showing some giant interactive screens with embedded Intel processors running a Windows 7-based platform.

Chipmaking giant Intel is making a move to soup up and standardize the world of digital signage, showing some giant interactive screens with embedded Intel processors running a Windows 7-based platform.

Intel President and CEO Paul Otellini demonstrates the companies new digital signage concept at the CES 2010 in Las Vegas. The 7.5-foot-high Intel Intelligent Digital Signage Concept boasts an LCD display, holographic glass and a multi-touch, multi-user interface that also takes a look at who’s doing the viewing.

The company demonstrated the concept last week at the Consumer Electronics Show in Las Vegas and again at the National Retail Federation Convention in New York. The company is taking clear aim at the retail signage, but the technology couls also have numerous uses in government functions from museums and building lobbies to airports and schools.

The CES demonstration emulated a virtual brick-and-mortar store setting where customers may use the multi-touch holographic screen to explore merchandise, find out about promotions, submit feedback on products, read customer reviews, view past purchasing histories and share what they have discovered with their friends via social media and mobile phone integration.

Multiple consumers can use this side-by-side window display simultaneously to explore augmented reality-enabled maps of each floor of the store, on which retailers can superimpose images such as coupons and sales promotions next to the product visualizations on the glass, improving the customer’s shopping experience.

“As stores seek more competitive advantages over online retailers, digital signage has become a valuable technology for dispersing targeted and interactive content to shoppers,” said Joe Jensen, general manager, Intel Embedded Computing Division. “We therefore designed the Intel Intelligent Digital Signage Concept to show that retailers can engage and interact with consumers in a more personal and compelling manner through new usage models such as augmented reality and interactive product explorations, which in turn could yield an increase in revenue and customer loyalty.”

The screens also view the viewers: built-in cameras analyze data such as gender and age, audience composition, time-of-day and other criteria, which enable the system to display tailored content and graphics based on estimated demographics. The system anonymously sends audience information to advertisers who can use that information to understand the type of content and messages that are most popular with viewers.

Intel also announced a strategic relationship with Microsoft to develop an open-standards validated platform for digital signage applications.

“With the Windows Embedded and Intel platform, we will provide industries such as the digital signage market with scalable and interoperable solutions that enable applications with rich graphics and interactive capabilities,” said Kevin Dallas, general manager of the Windows Embedded Business Unit at Microsoft. “With this solution, we look forward to delivering endless possibilities to the digital signage industry and beyond.”

The media player platform, integrated in Intel’s concept, is running on the recently released Intel Core i7 processor with Microsoft Windows Embedded Standard 2011 platform optimized for digital signage applications. The jointly developed platform is expected to be available in the second quarter of 2010.

Digital signage systems based on 2010 Intel CoreTM processors would also include Intel vPro Technology with Intel Active Management Technology, allowing administrators to manage systems remotely even when powered down, which reduces operational costs and increases energy savings.

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