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Bangkok Transit System
TELentice turns Bangkok Skytrain stations into a multimedia information hub
One of the major challenges facing Thailand's Skytrain operator today is to turn its stations into an information hub that can deliver dynamic, decision-influencing messages at the right time to the right groups among the almost 470,000 passengers who use the system daily.
In order to achieve this outcome, VGI Global Media Co, Ltd (VGI), the exclusive advertising agency to Bangkok Transit System (BTS), Tomen Telecom and Fujitsu have recently completed a plasma display digital multimedia advertising network. This network, located on the platforms of all 11 major BTS stations, is the world's first dynamic digital advertising medium to be located on the platforms of a public mass transportation system.
Fujitsu Systems Business (Thailand) Ltd, as a partner and sub-contractor of Tomen Telecom (Thailand) Ltd, has installed more than 40 Fujitsu plasma display screens in 11 stations. The screens are connected via ADSL and integrated within an optical fibre cable network that provides a unique and evolutionary digital signage system far ahead of traditional advertising and communications media.
The system is fully managed by Fujitsu's unique multimedia broadcasting software, TELentice, and is deployed across plasma displays, PCs, audio systems and other hardware components, providing a state-of-the-art advertising network.
By integrating all hardware, software and professional system services and support, BTS is able to manage and deliver material with ease and precision. Dynamic, electronic, multimedia advertising content can be managed from a host building by only one system administrator and can be distributed to target audiences at specific BTS stations at specific times. The system is designed to target precise demographics over the VGI network so that the right message is delivered to the right audience at the right time.
The target groups for this service are BTS passengers, such as tourists, business travellers, middle-to-upper-income Thai businesspeople, expatriates, students and affluent teenagers. The system can also deliver tourist information, weather forecasts, financial information, and BTS train schedules.
There are also major benefits for advertisers: third-party advertising agencies and brand owners can use the system to advertise and promote their products and services, and all commercial advertising on broadcast TV can be reinforced inside BTS stations by being displayed through Fujitsu plasma screens.
