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HP's new retail digital signage, POS offerings at NRF BIG Show

HP continues its move into the digital signage space and strengthens its retail offerings at the BIG Show.

January 9, 2011 by Christopher Hall

Continuing its move into the digital signage space and adding to its retail technology solutions — HP is unveiling today new offerings that its executives said are designed to help retailers meet the needs of shoppers in multichannel retailing environments.

HP is showcasing the new products and solutions at the National Retail Federation BIG Show in New York City.

"At HP our digital signage focus right now is really on retail. That's why we have a lot of things going on at NRF," Bob Rosenberry, HP's manager of visual solutions for the Retail Store Solutions Global Business Unit, said in a recent interview. "With HP's entry into the digital signage space, we think our overall value is bringing our global capabilities into the business to really solve problems for customers and end-users."

One of the main challenges facing the digital signage industry is its really complex supply chain, and HP's goal is to reduce a lot of that friction, especially for the larger deployers who need to have the confidence of a company they can trust to bring the project together, he said.

"We very much see digital signage as part of a total solution for retailers," Rosenberry said. "We have a very strong presence right now in point of sale, but our focus is retail solutions, not point-of-sale solutions, so retailers are telling us that in-store media, including digital signage and interactive technologies, are a core part of what they need to offer their customers."

HP's new entries in retail and digital signage include three new digital signage displays, a new imaging barcode scanner and a new independent software vendor program that sees the company partnering with longstanding digital signage software companies such as Broadsign, C-nario and Omnivex, in addition to its pre-existing relationship with Scala:

— The HP Imaging Barcode Scanner, which reads 1-D and 2-D barcodes printed or displayed on mobile devices and captures images.

— HP LD4201, HP LD4210 and HP LD4710 LCD Digital Signage Displays, ranging from 42- to 47-inches diagonally with embedded HP Media Sign Player technology that enables plug-and-play convenience for dynamic digital advertising.

— A new independent software vendor (ISV) program for large retailers in the enterprise digital signage and interactive in-store media markets, offered by HP with industry-leading software companies.

Adding to HP's digital signage display lienup

HP is adding two new 42-inchers and a new 47 to its lineup.

Its new HP LD4201 Digital Signage Display is aimed at business owners who manage their own in-store advertising and who don't need 24/7 functionality.

"This is a more value-oriented model," said Andy Bowden, HP's business development manager for digital signage displays.

The display is still commercial-grade, Bowden said, and features a reduced bezel width. It's aimed at end-users who need a display in the 14-16 hour range and don't want to spend on energy costs running a display when their doors are closed, he said.

"We don't want to give them more than what they need," Bowden said.

The commercial-grade HP LD4210 and LD4710 Digital Signage Displays are 42- and 47-inch diagonal models, respectively, Bowden said, and offer continuous full HD native resolutions. They feature an Ethernet port for LAN/network connections to the displays and include HP Network Sign Manager software for on-the-fly settings changes from a single source via the network. DisplayPort –in and –out provide compatibility with HP's digital signage players and help simplify cabling requirements for video walls. The displays also come with a standard three-year limited warranty.

These displays are more for 24/7 usage, Bowden said, and are following the industry trend toward higher brightness, going from 500 to 700 nits, as well as featuring higher contrast ratios.

All models are embedded with HP Media Sign Player technology for simple and straightforward media playing from the display. Pictures, movies and music can loop from a USB stick for the plug-and-play convenience of dynamic digital advertising without the need for a PC or software installation. Visual content is clear and easily readable in areas of high ambient light due to the displays' high brightness and 1,200:1 contrast ratio, Bowden said.

Each digital signage display also is equipped with Scaler technology that facilitates creating daisy chains of up to 25 displays for video walls. The bezels on the LD4210 and LD4710 are about half the width of their predecessors' bezels.

The Scaler tech gives end-users the ability to daisychain via VGA up to 25 displays while still reducing cabling needs, Bowden said.

"The DisplayPort –out feature from each display can connect to the –in feature on another one, so we see that as simplifying a lot of cable requirements for video walls and small grouping of displays to a player," he said.

HP Digital Signage Display wall mounts, speakers and stand kits also are available.

The USB-based added technology also adds value for very basic digital signage applications, Rosenberry said.

"A user can take a USB stick and plug it into the port for content that drives off JPEG, limited MPEG and some music content for very basic applications, with no PC to add to the cost and architecture," he said. "It's a solution for people who need a very simple way to display their content."

A modern scanner for modern retailers

HP said its new Imaging Barcode Scanner is broadly functional, featuring 1-D and 2-D omnidirectional barcode scanning, mobile device scanning and the ability to capture images. Retailers looking to future-proof the level of information they are able to capture about their customers and merchandise preferences have the ability to scan a coupon or customer loyalty barcode from a mobile device or scan a driver's license to verify age.

The scanner features an intuitive aiming pattern, enhanced motion tolerance, and sound and light indicators to signal a successful read, HP announced. Its ergonomic, lightweight design allows standard handheld trigger use as well as automatic movement recognition when operated hands free.

Global ISV program and relationships

HP's new ISV program expands the partnership of the hardware-focused HP with software-focused companies to meet the needs of larger retailers with specific needs, Rosenberry said. Program participants, including leading digital signage and in-store media software companies, provide certified hardware configurations optimized for smooth and reliable operation. The software companies work jointly with HP's technical, marketing and regional sales organizations, and the program's charter members include Broadsign, C-nario, Four Winds Interactive, Omnivex, Reflect Systems, Scala and YCD Multimedia.

"What we're focused on is the end-to-end solution approach," Rosenberry said. "What we feel is that each of these companies has a track record, they have strengths to help retailers in specific areas — in combination we're kind of creating an ecosystem to really help end-users to deploy digital signage effectively."