Fujitsu Showcases Emerging Digital Media for Advertising and Point-of-Sale

Fujitsu Australia Limited is re-writing the rulebook on point-of-sale advertising and marketing communications with the launch of its Asia Pacific Digital Media Centre of Excellence (COE) in Melbourne.

The new facility showcases emerging digital media solutions, from digital kiosks and dynamic point-of-sale displays to transport information systems and corporate communications solutions, to help companies understand how this technology can improve the effectiveness of their marketing and corporate communications.

In opening the centre today, Fujitsu Managing Director, Rod Vawdrey, said digital media technology would radically change the way organisations target and communicate with customers.

“Fujitsu’s digital media solutions enable companies to connect with customers at the point-of-sale to offer targeted promotions and information that can influence their buying decision. Content can be tailored for each location and presented via a range of intelligent display devices, including interactive kiosks, television screens, dynamic signage, mobile phones and even RFID trolleys being developed for our leading supermarkets.

“Content is delivered and updated via Fujitsu’s state-of-the-art TELentice platform, which was developed here in Australia to enable companies to effectively manage their digital media systems from a central location. Already, Coles Myer, Foster’s Group and Sydney’s CONNEX Light Rail are leveraging this technology to enhance the way they communicate.”

Coles Myer uses Fujitsu’s digital media solutions to assist customers in selecting and locating products at its new 1st Choice Liquor outlets; Foster’s Group, which operates a corporate communications system based on the TELentice platform, is trialling the Fujitsu technology for future point-of-sale applications; while Sydney’s CONNEX Light Rail System uses TELentice to keep commuters informed and entertained while in transit.

Fujitsu Digital Media – First Choice for Coles Myer Liquor Superstore
In May this year, Coles Myer launched its innovative new liquor store brand - 1st Choice Liquor Superstore. To help deliver a unique retail experience for customers, Fujitsu and Ordatronics worked together to create a network of in-store televisions and kiosks to display tailored point-of-sale content.

Coles Myer Liquor Group’s Managing Director, Peter Scott, said the digital media technology provides a unique differentiator for the 1st Choice stores.

“We can use light, movement and sound to create an informative and entertaining retail experience,” he said. “Feedback from customers and suppliers has been extremely positive.”

Export Opportunities for Digital Delivery
Mr Vawdrey said the new Centre of Excellence also represents a significant opportunity for Australia to demonstrate its leadership in the digital media space, providing not only the hardware and software solutions and the technical expertise to ensure a successful implementation, but also the digital content.

“In awarding the Asia Pacific Digital Media Centre of Excellence to Victoria, our parent company has recognised the advanced technical skills and expertise we have within Fujitsu Australia and our ability to offer solutions not only to Australian businesses, but across the broader Asia Pacific Region.

“The challenge for Asia Pacific media and advertising firms is to quickly come to grips with the different approaches and content styles that can be used with this technology to maximise its impact and effectiveness, and then to offer those skills throughout the region,” he said.

“This is a window of opportunity not only for solutions providers, but for advertising agencies and content creators willing to catch the wave as it begins.”