Source:  Digital Signage Expo 2008
Award Submission
2008 Award Winner
Company:  STRATACACHE
www.stratacache.com
Client:  AT&T Mobility

Overview
AT&T Mobility LLC (branded “AT&T” and formerly known as Cingular Wireless) is engaged in a multi-year exclusive partnership with Apple. AT&T Mobility decided to leverage an in-store digital signage network to promote the new Apple iPhone, the summer’s newest and highly-anticipated product. The result: the largest single rollout of digital signage in retail this year.

Objectives
With the Apple iPhone’s forthcoming release, AT&T Mobility needed to create an appropriately positioned, high impact in-store product launch and coinciding promotional campaign for the summer’s hottest tech product—the iPhone. AT&T Mobility wanted to use digital signage to boost product sales and help visually communicate key product features.

Description
AT&T Mobility deployed 2,120 digital signs as part of the iPhone kiosk in 1,840 stores. Each kiosk attracts in-store customers to the iPhone promotional area, highlights the product, visually communicates key features, and boosts product sales. The kiosk also includes display iPhones, allowing customers to touch, feel, and test drive while being dazzled by promotional video.

Results
Utilizing digital signage allowed AT&T Mobility to highlight the product, reinforce its up-scale, high-tech but easy-to-use image, and provide a self promoting product feature review for customers even when store associates were busy. In addition, the large 7’x3’ iPhone kiosks generated positive publicity and additional in-store excitement about the product. Between AT&T and Apple, just 74 days after the device was released (June 29), the one millionth iPhone was sold almost three weeks ahead of schedule. The iPhone immediately became AT&T Mobility’s top seller and in the third quarter (2007) AT&T Wireless posts a net gain of 2 million subscribers.

Problems/Challenges
AT&T Mobility needed to promote the iPhone and communicate how it operates in a way that would open the doors to consumers who previously shied away from new technology. In addition, AT&T Mobility had to institute a very aggressive implementation schedule to deploy a strategic digital signage network in time for the iPhone product launch.

Solutions
STRATACACHE ActiVia for Media digital signage software was the enabling technology utilized to drive AT&T Mobility’s digital media network. ActiVia for Media is a highly-optimized, web-based solution for powerful digital marketing, providing centralized configuration management, monitoring, content scheduling, distribution and delivery, playlist control, and reporting for digital signage networks of up to 250,000 concurrent devices.