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Cisco in tie-up with Singapore theatre chain for digital signage

Veronica C. Silva | Sept. 15, 2011
Shaw Theatres can deliver real-time digital content for retailers, creating more opportunities to boost revenues.

Cisco and Shaw Theatres in Singapore have recently forged a partnership that will allow the theatre chain to deliver real-time digital content targeting consumers.

The Shaw Theatres Lido in Orchard and the new Shaw Theatres nex in Serangoon will use retail solutions and technology from Cisco to be able to deliver targeted campaigns aimed at theatregoers. The companies said the strategy aims to capture consumers' attention to be able to tap into their purchasing power.

The Shaw Theatres will be using Cisco Digital Signs, a solution that is part of the Cisco Digital Media Suite. The solution is a network-based digital signage application that allows centralised streaming and delivery of real-time content to different HD display units connected to the theatres. It is like a content management system for distributing and displaying content using an IP network.

The open-architecture solution allows Shaw Theatres to customise and build workflows for content to be updated as needed simply through a Web browser.

Retail opportunities

Cisco said the use of Cisco Digital Signs helps retailers boost their sales by engaging customers at every level. Such a solution is particularly helpful in Singapore, which is one of the retail destinations in the region.

"Shaw Theatres' use of technology creates a profound impact on the retail industry. Retailers now have the power to instantly customise and manage promotions on the go based on their customers' demographics and point-of-sale data, down to the retail outlet," said Irving Tan, general manager, Asia South, Cisco. "With shopping being one of Singapore's favourite hobbies, imagine how retailers and shopping complexes can collaborate to offer better value to customers, while improving employee productivity and operations."

The solution will provide the Shaw Theatre opportunities to increase their revenues through partnerships in the movie and retail industries.

"This collaboration with Cisco allows us to work with our movie distributors, content providers and advertisers to engage the audiences and business partners more effectively. The efficiencies we have experienced and the opportunities that we can foresee are aided by how easy it is to create, manage, publish and access high-quality content," said Terence Heng, vice president for media, Shaw Organisation.


Shaw Theatres owns and currently operates six multiplexes across Singapore, offering some of the latest in cinema technologies, such as IMAX, Dolby Surround 7.1, DTS and RealD 3D systems.

The Cisco digital signage solution, which was based on open architecture, was developed by the Cisco Enabling Platform Innovation Centre, a technology centre set up in 2009 to help retail service providers build and deliver services over the Next Generation National Broadband Network in Singapore.

NexLabs provided system integration and customer support while Nexus-On-Demand provided content management and user experience.

Aside from the retail industry, digital signage can also be used for a variety of customer applications across several industries.


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