Consumer electronics giant LG has set a new interactive standard in point-of-purchase (POP) customer communication in cooperation with Specialized Software Services (SSS), a Scala Certified Partner. A total of 28 Interactive Power Poles were installed at high-traffic locations within large malls in different countries in the Middle East: 11 in the United Arab Emirates (Dubai and Abu Dhabi), nine in Saudi Arabia and eight in Egypt.
“The ultimate goal for LG with these installations is to successfully introduce a range of new mobile phones to the market and communicate instantly the features of each phone to potential customers,” said H.S Paik, President, LG Gulf FZE.
The poles have a unique design and state-of-the art interactive features to meet LG’s information challenge. The new phone models are attached to the poles with retractable cords. When a viewer takes one of the phones from the unit, a photo cell is activated. This triggers a script that runs on Scala 5 software. The software then plays digital content on a 32-inch touchscreen related to the phone that was taken from the unit by the consumer. Through the touchscreen, the target customer can browse through and compare the features of the phones.
“By reaching potential customers directly, we are able to receive accurate and up-to-date feedback on the new mobile 
phones. These include the LG Arena, Chocolate BL40, GM900 Chrystal and GM730 Windows Mobile,” said Paik.
Through the software, this system registers crucial generic information about the audience in front of the POP unit. Combined with the data coming from the touchscreens, a database is created that offers LG in-depth marketing information. The data reports function as operational tools to optimize the company’s marketing strategy.
The project will run for nine months, and the results will be evaluated in October 2010. If the outcome is positive, the project will be extended for another year.
To learn more about LG’s interactive digital signage, visit www.scala.com/news/studies/LG.
About LG Electronics Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 82,000 people working in over 115 operations around the world. With 2009 global sales of 55.5 trillion Korean Won (43.4 billion US Dollars), LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner of Formula 1™ and a Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lg.com.
About LG Electronics Mobile Communications Company
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit www.lg.com.
About SSS
Specialized Software Services is the leading UAE supplier of Professional Digital Signage networks in the GCC, with more than 55 digital signage projects under its sleeve.
With a strong background in the IT business since 1980 and signage business since 1993 and having IT business in (Kuwait, Bahrain, Qatar and Egypt) and realizing the massive potential of Dynamic Signage, SSS was established. With relentless pursuit for World Class partners, SSS thrives to assure the best performance and practices to its clients and projects in the field of Digital Signage networks and Digital Retailing. More information is available at www.sss.ae.
About Scala
Driving more than 300,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company’s digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries. More information is available at www.scala.com.
Source: Scala
