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iPopped2011Game Changer - digital signageMedia‘s emerging source of sustainable business value.A SMITH-TRG perspective - prediction by Richard D. Smith, CEO
Digital-MediaTM
Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
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Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
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. about transformation . . . from
old school to new value
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introduction
MEDIA‘s ‗Perfect Storm‘ LANDSCAPE
2011 GAME CHANGER – Digital Signage
WHY ‗ACT‘ NOW . . .?
contents
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Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
iPoppedThe global digital-media consulting and
venture development arm of SMITH-TRG
Digital-Media
TM
introduction
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Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
We‘re About: putting you – the client
in the value creator‘s seatEnabling client visions to become reality and
their ideas to achieve ‗business value‘ results.
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OUR value view . . .
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"Achieving consistently superior value growth is the
single accomplishment that most clearly distinguishes
great companies from all others. It is the hallmark of
exceptional leaders. In our experience, a focus on
value is our key to helping clients‘ achieve superior
performance, and it therefore forms the basis of
everything we do.‖- Richard D. Smith, CEO, SMITH-TRG
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Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
WHAT we believe . . .
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"Vision is the art of
seeing the invisible."
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OUR work . . .
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the bi-product of
our work can be
found behind the
world‘s coolest . . .
smartphones, tablets,
networks, commercial
buildings, and retail
outlets!
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2010the year we
Stopped
Talking
media‘s ‗perfect storm‘ landscape
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233 million people in America
used wireless devices!one-third of those are "smartphones―.
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Steve Jobs Introduces iPad
creates product category
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iPopped, the 2010 paradigm shift –led/driven by Apple‘s Steve Jobs as change agent with
iPhone (Smartphones) and iPad (tablets) as catalysts for digital-media & enterprise transformation.
TM
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Googleopoly vs. Apple Centric age
open system vs. closed system
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Millennialsaged 18-33, 95% active web users,
rule the web when it comes to social
networking, instant messaging, and
wireless internet usage on laptops
and mobile phones.
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Gen Xaged 34-45, engage in visiting government websites and checking financial information more than young adults with
94% of all web users using Internet
to check email and 87% to search.
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Internet ad spend
passed newspapers! now #2 ad medium behind TV.
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Android
10.9 million U.S. smartphone subscribers as of August
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Twitter an Internet phenomenon with
175 million
registered users,
introduced several types of
self-serve advertisements and is courting
big business to remain relevant.
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smartphones now
know more
personal details about people, phone numbers . . .
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. . . current location, often the
owner's real name — even a
unique ID
number that can never
be changed or turned off.
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FREE/Wireless/Apps"If you are not paying for it,
you're not the customer,
you're the product."
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Apple‘s Jobs
Announces
iAd
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four year old Millennial Media is third
in U.S. mobile display
advertising with 15.4%
market share behind Google's 19%
and Apple's 18.8%.
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QR codes, a smartphone and mobile
innovation, are linking to
everything from instant
promotions to just-in-time "how to"
videos are storming the marketing
hills.
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smartphone camera scanned
QR codes - small
barcodes/decals can
pull up text, photos and videos enabling
businesses to connect with mobile
customers on the fly.
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Jobs Introduces new Apple TV at
$99 and strictly for streaming -- from iTunes
and other sources, such as Netflix, Flickr and YouTube
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first iAd for iPad for Disney‘s
'Tron Legacy‗
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like iPhone & iPod Touch
the first iPad iAd is
chock-full of the rich graphics, touch
navigation and video native to apps.
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for first time in any iAd, users will also be able to send email
straight from within the ad!
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SMITH-TRG
15 million
iPads soldin 2010
Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
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which included . . .
7.33 million iPadssold in the quarter ending 12/25/10!
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and . . .
16.24 million iPhonessold in the quarter
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Apple‘s app store nears
10 billion
downloads! X
10
Downloads!
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4Gnetworks – 4 operational U.S. carriers
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Home Depot
new mobile
app . . . allows
consumers to order
merchandise via their
iPhone or iPad
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"I can't wait until the day when I
have my credit card loaded up on
my smartphone, and I don't even
have to carry my wallet—just walk
around with my phone,"
- Carol B. Tomé, CFO, Home Depot
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Best Buy
revenues
decline 1% U.S. stores, call centers and
websites dropped 5%
compared with a year ago.
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but . . .
Profit Margins
Jumpthanks to strong smartphone
sales!
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2011 game changer – digital signage
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Ad SpendDigital out of home
(DOOH) networks
steady trend up
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globally DOOH ad revenue is the fastest
growing of all media - close to
35 percent of out-of-home
spending in the U.S.
![Page 45: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/45.jpg)
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today, over 2 M digital
signs in U.S. - growing
to 7 million over the next 5 years.Source: Windows Embedded, Marketing, Barb Edeson
![Page 46: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/46.jpg)
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from 2004 to 2010 a
60% capital
cost decline
Source, Bill Gerba, CEO, Wirespring Tech. Inc.
![Page 47: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/47.jpg)
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a "typical" 100-screen network
costs about $497
a month per screen to
operate after salaries are factored in.
![Page 48: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/48.jpg)
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custom videos, images
dominate Digital
Signage playlists . . .
![Page 49: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/49.jpg)
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retailers are changing their
models to bemore
inclusive of
different paths to purchase.
![Page 50: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/50.jpg)
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path‘s to purchase so complicated,
technology so
incongruent, retailers
are seeking integrated digital
signage solutions . . .
![Page 51: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/51.jpg)
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solutions that include
social, desktop, in-store,
and interactive that will
help customers buy
something immediately.
Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
![Page 52: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/52.jpg)
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example . . .
![Page 53: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/53.jpg)
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97% of the U.S.
population lives within 25
miles of a Wal-Mart, with 53% -- over
150M people living within 5 miles of one.
![Page 54: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/54.jpg)
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Wal-Mart's online media program delivers
1 billion per month
ad impressions to an
audience of 32 million monthly unique
visitors. Those visitors spend an average
of 15 minutes on the site each visit.
![Page 55: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/55.jpg)
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Wal-Mart‘s new ―digital media
program,‖ ties together
the in-store Smart
Network digital signage platform with
the ad and creative space available on Walmart.com.
![Page 56: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/56.jpg)
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When that program is coupled with the
Smart Network the digital media
program has a monthly reach between
one-half and one-
third of the U.S. population. Source: Smart Network general manager James Beck
![Page 57: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/57.jpg)
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value impactfor Wal-Mart . . .?
![Page 58: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/58.jpg)
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sales lift by department
• Electronics: 7%
• Over-the-counter: 23%
• Food: 13%
• Health/beauty: 28%
sales lift by product type
• Mature items: 7%
• Newly-launched items: 9%
• Seasonal items: 18
• Items on rollback: 6%point in a product's life cycle
when the network seemed to be
most effective
![Page 59: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/59.jpg)
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DOOH M&A
does size matter?
![Page 60: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/60.jpg)
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from the investor‘s
perspective drive
towards scale makes sense
![Page 61: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/61.jpg)
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companies, sitting on piles of cash,
like buying
more of something that they
have and understand, rather than
creating a "new value‖ that wasn't
there before
![Page 62: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/62.jpg)
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Zoom and RMG (formerly Danoo) have
gained scale by purchasing
smaller network
operators (or just their
assets) and adding them together
![Page 63: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/63.jpg)
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most of the perceived value of
DOOH
acquisitions still
lies in pursuit of scale, not
synergy
![Page 64: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/64.jpg)
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time to
T H I N Kstrategic value creation!
![Page 65: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/65.jpg)
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do you want to become
Google,a Googleopoly?
![Page 66: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/66.jpg)
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or create a digital-signage
Apple,a DOOH version of Apple Centric age?
![Page 67: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/67.jpg)
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Googleopoly vs. Apple Centric age
a January 2011 market capitalization comparison
$197.88 B vs. $316.65 B
![Page 68: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/68.jpg)
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RMG (formerly Danoo) vs. Niche, High Value
Largest (scaled, low prices) vs. Niche, High Margin
Googleopoly vs. Apple Centric age
![Page 69: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/69.jpg)
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U.S. retail industry of nearly
1.1 million
establishmentsand annual sales - $4.5 trillion.
![Page 70: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/70.jpg)
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As retailers struggle in today‘s
economy, digital signage is
finding its place as branding and merchandising
tool near point-of-sale.
![Page 71: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/71.jpg)
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as a branding and
merchandising
tool alone, it no longer cuts it!
![Page 72: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/72.jpg)
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some evidence . . .November 1 to January 1, SMITH-TRG DOOH research
![Page 73: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/73.jpg)
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300 DOOH networksin - mega-malls, regional malls, chain stores
![Page 74: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/74.jpg)
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99 percentin-mall/in-store screen content did not
directly engage consumer, solicit real-
time response to a brand offer
![Page 75: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/75.jpg)
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81 percentof 100 mall shoppers surveyed said,
―they ignore mall digital signage
screens – they‘re just fixtures‖
![Page 76: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/76.jpg)
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64 percentof screen video content was
6 to 12 months old (according
to mall or store employees)
![Page 77: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/77.jpg)
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why ACT now?
![Page 78: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/78.jpg)
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advertisers dilemma?
![Page 79: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/79.jpg)
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the consumer information they have
is not the information they want
![Page 80: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/80.jpg)
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the consumer information they want
is not the information they need
![Page 81: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/81.jpg)
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the consumer information they need
is not the information they can obtain
![Page 82: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/82.jpg)
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consumer information they can obtain
costs more than they want to pay . . .
![Page 83: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/83.jpg)
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until . . . they discover how to
directly and interactively engage
their targeted consumer!
![Page 84: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/84.jpg)
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game changer
![Page 85: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/85.jpg)
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a next generation21st Century digital-signage network
![Page 86: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/86.jpg)
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maximize valuewith a multi-media ‗path‘s to consumer‘ platform
![Page 87: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/87.jpg)
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enable DOOH viewersto real-time interact with on screen content
any time
any where
on any screen
![Page 88: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/88.jpg)
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make the world‘s first digital-signage
network service desk with
anywhere/anytime
customer service
![Page 89: Media\'s 2011 Game Changer - Digital Signage by Richard D. Smith, CEO, SMITH-TRG](https://reader034.vdocuments.site/reader034/viewer/2022051611/54b442e44a7959f3358b47ce/html5/thumbnails/89.jpg)
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Vision. Insight. Innovation. Strategy. Solution. Value Creation. SMITH-TRG
think Apple Store's Genius bar across
multiple channels . . . aided by better
measurements
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brands will come to
appreciate that efficiently
answering consumer questions and
solving problems not only pays out,
but leaves a viral media annuity!
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to create greater business value -One does not have to be
first to create,
just first to innovatively
perfect,
what has been created.- Richard D. Smith, CEO, SMITH-TRG
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how can we help
change your game?
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put our work . . .
behind yours?
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questions or comments. . [email protected]