Gail Chiasson, North American Editor
Scala digital signage is helping one of Germany’s biggest network-independent telecommunications providers transition its brand towards a full service digital lifestyle company by using innovative content and management systems across 375 retail stores.
As a subsidiary of freenet Group, mobilcom-debitel provides services to over 14 million customers. Across Germany 600 mobilcom-debitel stores have evolved from telecommunication services to a wider range of digital lifestyle services including cloud, energy, SmartHome and entertainment.
After approaching 15 different potential providers, mobilcom-debitel selected a Scala solution delivered by partner TopRed Media which was not only visually stunning but offered the level of flexibility to meet the needs of the rapidly evolving business while adding additional operational benefits.
Scala software technology, including design templates and a content management system, is used to drive nearly 500 displays and players. All stores run a single display at the cashier area and in 180 of the stores a shop window touch screen has been added to promote the retailer’s energy solutions. The Scala software suite connects seamlessly to a centralized backend mobilcom-debitel system called Shop Database to allow each shop to handle in-store retail space management and stock promotion. The solution developed by TopRed Media also allows mobilcom-debitel to categorize shops and determine what type of advertising or content is tagged to go live at a particular store.
Besides helping to inform customers, the system has additional benefits. Mirko Haaser, managing partner of TopRed Media, says, “For the shop window, we’ve developed a kiosk application that can be managed from the outside of the shop by customers.
“Futher, 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 lighting in the store.”
The solution has successfully been implemented in flagship stores and according to Ingrid Thieme, for mobilcom-debitel, the Scala based digital signage has substantially increased the marketing space in the stores and made it simpler to manage, “…because we have multiple screens in the store, we wanted to be able to connect them to one player with varying content.”
The Scala solution has also helped the staff within each store. As Joerg Mittermaier, managing director at TopRed Media explains, “The interactive window and the use of a tablet to manage the content on the display within the shop enables employees to explain information in a much clearer manner to customers and project more information on screen when necessary.”
With the Scala powered solution installed, the transition for mobilcom-debitel to a digital lifestyle provider looks set to grow to more retail locations across Germany.
mobilcom-debitel, a subsidiary of freenet Group is Germany’s biggest network-independent telecommunications provider. 600 stores and 6,000 sales agents offering a wide range of telecommunication products. The freenet Group offers its customers an extensive portfolio of services and products from the mobile voice and data services segment.
In addition to its own network-independent services and tariffs, the freenet Group also markets the original tariffs of German mobile communications network operators under its own name. Furthermore, the freenet Group offers a growing range of attractive products and services for the household and other areas of private customers’ lives relating to all aspects of mobile internet.
Established in 2010 and headquartered in Fintel, Germany, TopRed Media provides full service digital signage solutions for retail, education and training, entertainment and the public sector. Typical applications include ad networks, corporate communications, digital billboards, digital menu displays, digital posters, advertising in hotel lobbies, outdoor advertising and interactive kiosks.
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