Pickcel aims to grow digital signage market with cloud solutions
By Amaan Kazmi - November 06, 2017
The Bengaluru-based tech firm sees consolidation of display screens on a platform, higher interactivity, contextual & relevant advertisement, engaging real time content as key to DOOH growth
Digital signage for outdoor advertising application is growing in demand, especially in the more controlled environments in the transit, enterprises, retail and hospitality segments. Rajesh Bhattacharjee, co-founder of Pickcel, a cloud-based digital signage solution provider, says, India’s digital signage market is poised to develop on a larger scale. High internet connectivity coupled with easy access to technology, decreasing hardware cost and more importantly the businesses realising DOOH as a strategic channel to build their brand are the key drivers for the growth of DOOH sector in India. The indoor DOOH segment holds enormous potential as enterprises, hospitals, banks, retail outlets, transportation are at an inflexion point ready to take a big leap in brand building and creating a transparent line of communication amongst their own employees and in-premise customers. Be it a screen showing discounts and offers in a shopping mall or a display giving passenger related information at a booking counter, much of technological play and lot of investments go behind the scene. All this becomes easy with cloud-based solutions, as they don’t require a dedicated server or connectivity -- enabling low cost of ownership.
Indian OOH market is highly fragmented but with DOOH coming into the picture the scenario will change. In many ways technology is the key to have optimal output with minimum resources. Keeping this in view, Bengaluru-based firm Pickcel offers cloud-based solutions which are “'cost-effective, scaleable and flexible” for managing a network of displays, says Rajesh.
With Pickcel, content can be published remotely and targeted as per the location of the screen. Also, contents are more relevant and contextual by pulling real-time information through social media, RSS feeds and custom third-party applications. Being hosted on Amazon Web Service (AMS), the Pickcel cloud solution is rendered at an entry fee of Rs. 800 to the client as a handy Android based hardware which runs on basic internet connectivity. The firm has also partnered with the Google digital device management and LG WebOS providing cross-platform availability without the need to connect additional hardware.
With clients like HUL, Uber, Hero, state transport bodies and hospitals, Pickcel has catered to brands nationally as well as internationally, with the Japanese firm NEC being one of the recent clients to avail of this service. Drawing from its experience, Pickcel views that consolidation of display screens on a platform, higher interactivity, contextual & relevant advertisement, engaging real time content are the areas to be addressed to boost the DOOH sector. At the same time, innovations such as event based advertisement delivery, analytics and smart usage of interaction between the mobile devices and digital signage are some of the key innovation areas to gain more acceptance of DOOH as a significant media option and increase the footprint of digital signage system in India.