Guide to Embedded Computers for Outdoor DS

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The advertising industry expects digital signage’s net turnover to triple over the next three years, in part driven by the falling prices of flat panels. Outdoor applications for digital signage, though, face a challenge in terms of durability and long-term availability. For these situations, embedded computing is the technology of choice.
 
By Norbert Hauser, Vice President of Marketing, Kontron AG and Wendelin Eisenring, Global Director of Infotainment, Kontron AG
 
In 2007, Chevron Corporation installed a digital signage system on pumps within its network of gas stations throughout the U.S. to provide drivers pumping gas with infotainment and to entice them into the shop. The result was a forty percent increase in turnover. The huge potential of this new technology has initiated a worldwide boom. Three-digit growth rates are anticipated in the U.S.A., and according to an industry analysis, net European revenue in digital signage solutions for outdoor advertising will rise from 220 million euros in 2008 to over 630 million euros by 2012.
 
Companies can improve their images considerably through creative projects with attractive interactive elements, which are characterized by synergic effects between marketing and technology. By using an intelligent combination of pure advertising, weather and traffic reports, news, or sports updates (which can be collated in real time), target groups can be reached far more effectively. Content is updated quickly and free of charge from a central unit via networks, eliminating the need for changing signs manually or pasting over billboards.

Technology Requirements
 
Unlike costly video broadcasting systems, which only display text, frozen frames, slide shows, or videos, this PC-supported technology enables content to be displayed that is dynamic, flexible, and, above all, interactive. The content can be adapted to various situations using motion sensors, integrated cameras, rain sensors, RFID tags, or touch screens, and product information or MP3 files can be downloaded to cell phones via Bluetooth. To constantly update the information displayed, these systems require an uninterrupted connection to the content provider in order to ensure that the content (whether that is slide shows, HD videos, XML data, or RSS feeds) is refreshed automatically and smoothly.
 
Modern digital signage projects usually rely on web-based content combined with high-resolution pictures or videos. Nowadays, full high definition is an absolute must for advertising. PC systems are particularly suited for these types of solutions, since they can be adapted to the latest trends. As opposed to local broadcasting systems for ‘dumb’ televisions, PC-based systems are more cost-efficient in terms of wiring; TVs have to be wired in a star formation, whereas WLAN nodes suffice for Ethernet connections. In addition, such systems can also be used for long-range wireless solutions, in which case the content is updated via GPRS or HSDPA. This enables the implementation of not only local, but even worldwide, applications.
 
DS in the Outdoors
 
Companies already use numerous digital signage systems in the indoor sector to reach a variety of customer groups at various times of the day. Airports, fast food restaurants, franchise outlets, banks, hotels, cineplexes, shopping malls, trade fairs, museums and fitness studios all profit from the advantages that digital signage offers and often rely heavily on POS and POI digital advertising to increase sales.
Extremely high-range coverage is now not only being achieved in tougher environmental conditions such as train and subway stations, but also in the outdoor sector. Out-of-home media providers have recognized the potential here and are also installing digital signage systems in highly frequented outdoor areas, such as building facades, highly visible towers in the vicinity of traffic junctions, at bus depots and stops, or even as free-standing units in pedestrian zones. There are also mobile in-vehicle solutions for buses, trains, and taxis.
 
 
High demands on digital signage hardware are already present for indoor applications: the hardware has to be extremely compact and flat and, if the computers are placed directly behind the monitors, they also must be able to withstand a lot of waste heat. Conventional hardware which only withstands ambient temperatures up to 30 to 35 °C (86 to 95 °F) simply cannot handle this. Embedded components are needed here, as they are built to withstand a wider range of temperatures and have sturdy, built-in cooling facilities. Hardware requirements are even more stringent for outdoor usage: they must be resistant to and/or protected from seasonal fluctuations in order to function reliably summer or winter, spring or fall.
 
In addition to this, completely closed systems also make sense, as computers without ventilation slots are resistant to dust and dirt. Fitted with the appropriate type of protection (IP65/66/67 or IP69k), they are also resistant to rain and can therefore be cleaned with steam-jet or high-pressure cleaners. Systems are needed for this purpose which can be operated entirely without ventilation. Working without ventilation has other benefits, too, such as reducing noise emissions to a minimum. The reliability of such systems is also improved considerably. If the systems do not have plugged but soldered chipsets and soldered memory, and if they do not have rotating hard drives but vibration-proof storage media, then they are ideally suited for use in public transport where they are also exposed to vibrations and jolts.
 
Digital signage systems are also normally in use for long hours, seven days a week, so demand extreme durability, high reliability and long life from the components. As systems which have been installed are often to be used over many years, the hardware also has to be available long term in an identical configuration. This makes it easier to procure replacement parts, provides the operator of the systems a secure investment, and cuts service costs to a minimum. In order to be able to save further maintenance costs with large-scale installations where many displays are placed in different locations, remote monitoring and management of the hardware systems and their software configurations are very helpful, making it possible to carry out error analyses remotely.

Embedded Form Standards
Digital signage solutions which meet these high system requirements for tough environments are produced by manufacturers of embedded computer technology. They provide various standard form factors for applications in different environments. Open and officially independent standards of manufacturer associations – such as the PCI Industrial Computer Manufacturers Group (PICMG) or the Small Form Factor Special Interest Group (SFF-SIG) – ensure independence from any particular manufacturer and protect the investments in these platforms for the long term, regardless of which display is used at the end of the specific application.
 
 
Depending on the functional scope required, the size and the environment of a planned digital signage system, it is recommended that either embedded motherboards, single board computers (SBCs), or computers on modules with application-specific carrier boards be used. If a very large number of units with a special feature set are required, customer-specific original design manufacturer (ODM) solutions are recommended for cost reasons.
 
Embedded motherboards and SBCs are directly incorporated into the systems as commercial off-the-shelf (COTS) products without time having to be spent developing hardware for the embedded CPU board. Among the most interesting standard form factors are the SBC formats 2 ½” and 3 ½”, Pico-ITX and JRexplus, and Mini-ITX motherboards, which are also produced as embedded versions which are available for long-term use.
 
The smallest single board computer is the 2 ½” form factor Pico-ITX, which has been administered manufacturer-independently by SFF-SIG since 2008. With a format of only 72 x 100 mm, it can be easily integrated into digital signage systems where the available space is particularly limited. It has no difficulty finding space behind 5” panels and reaches a thickness of only 40 mm with a 2 ½” hard drive and a heat sink for the CPU. Without a heat sink and with CompactFlash instead of a 2 ½” hard drive, it is even flatter. The boards are currently available with the latest energy-efficient Intel Atom™ Z5xx processors, for example.
 
If more performance and a more extensive feature set are required, use of 3 ½” SBCs in accordance with the open JREXplus standard is recommended. The single board computers, which are only 146 x 102 mm in size, can be incorporated into casings of 7” panels and be equipped with the highest-performance AMD graphics processors now available, for instance. As a result, they can even control full HD LCD and plasma screens. What is practical about the JREXplus SBC from Kontron is its built-in PCI-104 interface with which PCI-104 expansion cards such as WLAN, GPRS, or PCMCIA modules can be plugged parallel to the CPU board, allowing customer-specific configurations to be implemented quickly and in a space-saving manner. PCI-104 cards are used widely in industry and are available in a great variety. The specification for these cards is administered by the PC/104 Consortium so as to be manufacturer-independent.
 
The smallest ATX-compatible form factor, Mini-ITX, can be inserted behind a 12” panel. Having dimensions of only 170 x 170 mm, it can be fitted with the latest generation of processors: the high-performance single, dual, or even quad-core processors, the energy-efficient Intel Atom, or the AMD high-performance graphics components. As a rule, the SBCs and motherboards have a wide range of interfaces, so Mini-ITX is entirely suitable for almost any area of use, even as a control unit for large digital billboards. Since the boards are ATX-compatible, standard office tools can be used. As the expansion cards are inserted at 90 degrees, the installation depth is not as flat as with SBCs. A differentiation is made between motherboards and single board computers for this reason, even though the boundary can actually be negligible. For example, the Mini-ITX board KTUS15/mITX based on the Intel Atom was designed specifically for low-profile applications (with an installation depth < 22 mm). If an expansion card is not needed, extremely flat installations can also be achieved with this board.
If the chipset graphics on the embedded computers are adequate, which is often the case, there is still the question of suitable panel adapters.There are also COTS products with long-term availability from embedded computer manufacturers for this reason, such as ADD cards for Mini-ITX boards or CRT to LCD adapters.
 
 
COTS products such as standard SBCs and motherboards cannot always be used for digital signage systems, though. It therefore makes sense for larger numbers of units to include functions that would be added to smaller batches by standard expansion cards on a single board instead to save component costs. This does not always justify a completely customer-specific design, however. Computers on a module are used in this case, which provide the standard PC functionality on modules that are put flatly onto carrier boards. The carrier board layouts and the arrangement of the interfaces can be adapted flexibly to the requirements of the digital signage system. The carrier boards are designed in part by the OEMs themselves. More and more often, though, the COM manufacturers or their VARs develop and produce appropriate carrier boards in accordance with the specifications of OEM customers. There are different dimensions here, too: nanoETXexpress, microETXexpress, and COM Express (or more precisely ETXexpress, for ETXexpress is the original name of this standard, which was developed by Intel and Kontron. It was renamed “COM Express” when the PICMG accepted it) are particularly recommended, as they are based on the independent COM Express standard specified by the PICMG.
 
nanoETXexpress is the smallest form factor for Computer-on-Modules which complies with the PICMG’s COM Express COM.0 Type 1 standard with regard to the connecter and pin-out. With a size of only 55 x 84 mm, it can be inserted behind 4.2” LCDs or OLEDs without any recesses to the side being necessary, depending on the carrier board design. This makes it ideal for narrow casting applications where an extremely space-saving design is required.
 
microETXexpress modules are fully compatible with the Pin-Out Type 2 of the COM Express specification of the PICMG, and currently provide a wider variety of processors on an only slightly larger footprint at 95 x 95 mm, which corresponds to a small 6.3” panel.
 
As for the modules complying with the PICMG’s COM Express specification, for which a universally valid design guide is now available, almost all digital signage systems can be controlled in the 125 x 95 mm format. Depending on the carrier board design, the computers can even find space behind 6.3” screens.
 
Standardised graphic processor modules can be used with COM designs for high-end graphics with long-term availability in accordance with the UGM standard. The open UGM standard was specifically developed for scalable high-end PCI Express graphics with long-term availability. The latest flat panels with high native resolution, new graphics-oriented operating systems, and the latest CPUs and GPUs are creating the need for advanced, sophisticated graphics technology. In digital signage applications, UGM makes it possible for advanced graphics functions to be quickly and easily implemented in customer-specific designs — including the necessary drivers. Take the Kontron UGM-M72, for example, a universal graphics module that uses the ATI M72 graphics chip, which is based on AMD’s GPU ATI Radeon HD2400, which has long-term availability. Unlike customary graphics cards, UGM is not inserted at an angle of 90 degrees, but runs parallel to the carrier board. This enables extremely flat designs which can easily be placed behind a display.
 
If there is nothing suitable from this standard product portfolio, form factor-independent custom designs can be implemented by hardware manufacturers in accordance with OEM specifications. This is always of interest to the customer if the number of interfaces is to be expanded or reduced, for example, or a special arrangement is needed for the interfaces. In addition, the whole form of the board can be adapted or components can be fitted with special features, such as a wide input voltage range, an RFID receiver, or a GSM module. Minor modifications to standard boards to adapt them to specific requirements are often possible with medium numbers of units. Custom-designed boards make more financial sense with higher numbers. Even a small reduction in the feature set, which is perfectly possible with digital signage systems, will make serial production more cost-efficient. The design costs incurred are quickly paid off by the reduction in component costs and reduced assembly costs.
 
Choice of Supplier
 
Today the greatest portion of the investment costs in digital signage systems still lies with the displays. Display costs are constantly falling, though, and the installed base is increasing. In the long run, it depends on the long-term availability of the systems; this is the only way they can also be a ROI in buses and trains, for example. Embedded computer technology and the choice of supplier are consequently both gaining in importance in this sector. The market served by hardware suppliers of embedded computer technology is large and very confusing. It is consolidating increasingly, though. Fifty% of the embedded computer products sold on the world market come from five major manufacturers. Big companies planning to invest heavily in large numbers of digital signage systems should work with strong partners, as these are the ones best able to provide durable hardware worldwide and on a long-term basis. At the same time, the industry background of the companies is also important, as the current state of the economy shows. In the long term, companies that have focused only on individual industries such as automation, telecommunications, or infotainment will find business more difficult than companies which are financially stable, have a wide product portfolio, and are therefore much more independent of fluctuations in individual industries.
 
Further aid is also provided by independent customer satisfaction studies, such as the VDC Award for Embedded Board Manufacturers. This can serve as an objective, manufacturer-independent source of advice for building successful business relationships with embedded computer manufacturers. There are several highly decorated companies with the VDC Platinum Award for Embedded Board Manufacturers in this sector.
 
Digital signage computers should at least be bought from companies which constantly provide a good service and have recorded more than just a one-off success. A little more research is therefore necessary for this purpose. If all the VDC award winners of the last five years are compared, then the only top-five manufacturer of embedded computer technology that has achieved platinum status five years in a row is Kontron. The most important criteria, as defined by customers, were price, product availability and delivery, technical support, experiences and relationship with the manufacturer, and reliability and durability of the products.
 
It now remains to be seen whether the customer’s specific needs are suitable for a custom digital signage solution. Digital signage customers will certainly receive a capable response, as embedded computers are already being used in kiosk applications such as car park machines, ATMs, and check-in terminals at airports. There are many cases of embedded computers being used in the gaming industry as well. In this respect, digital signage is not a major challenge for embedded computer manufacturers; only graphics competence is particularly in demand here. Kontron, though, is the initiator of the UGM standard, for example, and has also convinced AMD to support this standard. Kontron offer the high quality processor and graphics solution for any application.