Fujitsu Australia Unveils Digital Media Centre of Excellence

Fujitsu Australia Limited today opened the Asia Pacific Digital Media Centre of Excellence (COE) in Victoria to showcase emerging digital media solutions and demonstrate how this technology can enhance organisations’ marketing and communications efforts.

Located at Southbank in Melbourne, the new Centre will leverage Fujitsu’s advanced leadership in digital media technology to deliver a broad array of capabilities in system development, design and integration, backed by Fujitsu’s proven TELentice platform for distributing and managing content.

Initial uses of the technology include point-of-sale systems for real-time pricing and offers, in-store information kiosks, transport entertainment/information systems, mobile devices and corporate communications, with some major retailers already planning to use it for RFID shopping trolleys and other emerging applications.

Fujitsu’s Australian and New Zealand CEO, Rod Vawdrey, was joined for today’s launch by ICT Minister, Marsha Thompson, and Dr Kyung-Soo Ahn, Fujitsu Limited’s Executive Vice President, Global Business Group.

Mr Vawdrey applauded the Victorian Government for its commitment to innovation and promised that Fujitsu Australia’s digital media expertise would benefit the state through the creation of jobs and export sales.

“By establishing our regional Digital Media Centre of Excellence in Melbourne, we are saying to the rest of the Asia Pacific Region that Victoria is the place to look to for the latest developments in digital technology and integration services.

“Over time, we expect this facility to grow significantly, providing jobs for Australians and supporting the regional market with specialist skills and knowledge, which will ultimately translate into export dollars,” he said.

“The TELentice platform that enables our customers to distribute and manage digital content was developed here in Australia and represents a unique value add by Fujitsu in this space. As the digital media market increasingly redefines the corporate communications paradigm, we will continue to grow and extend our capabilities in the area of digital technology and services to maintain our leadership edge and help develop the digital signage market across the Asia Pacific region,” he said.

TELentice integrates with the full range of intelligent display devices to enable organisations to manage all their digital content from a single application, not only distributing display materials, but also collecting feedback about its impact to enhance the positioning of future campaigns.

The TELentice Distribution Platform is already being used to manage content on Sydney’s CONNEX Light Rail System, in the State Library of Victoria, within the Fosters Group, Coles Myer 1st Choice Liquor, on Bangkok’s Thai Rail and in Taipei’s 7Eleven stores.

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.”

Digital Media Market Set to Boom
Currently valued at around US$500 million worldwide, the digital media market is predicted to balloon to US$2 billion by 2007/08 as organisations take advantage of the opportunity to tailor their messages to specific audiences and locations in real-time.

“Already, Australian enterprises are embracing digital media for a wide range of uses, such as corporate communications programs to keep their staff up to date, displaying information in galleries and libraries, entertaining travellers on public transport, and for point-of-sale promotions,” Mr Vawdrey said.

Paul Fleming, Executive General Manager Consulting and Applications Development for Fujitsu is responsible for the operational roll-out of the centre.

“This centre will play a valuable role in educating companies about what is possible with digital media and how it can enhance their marketing and communications initiatives and extend the value of their existing technology investments,” commented Mr Fleming.

“It also positions Fujitsu as the leading provider in this space with a complete, end-to-end solution encompassing design, proof of concept, integration, and content delivery and management,” he added.