英特爾於數位電子看板策略之分析

Digital Signage has gradually replaced traditional static signage and is becoming a popular way to draw customers’ attention and to deliver the advertisement content more efficiently. There are many benefits of digital signage over traditional static signage. The most important three benefits are: more vivid and attractive advertisement content can be delivered to customers, advertisement content can be changed or updated more economically and efficiently through networks, and digital signage can be easily integrated with other applications, such as Kiosk, Point of Sales (POS), ATM machine…etc. According to various market reports, the ROI of digital signage is in the range of 1 to 10 times over traditional static signage. US digital signage market alone grew one third in 2009 as indicated by ABIresearch. A digital signage platform would at least consist of a LCD panel and a media player where the advertisement content might be stored locally in the media player or streamed in a real-time manner from a content server located in a network or internet to the media player. The market leaders in digital signage segment used to be panel makers such as NEC Display, Sony, LG Electronics, Samsung, Panasonic, Sharp, AUO, Chimei…etc. However, the rapid growth of the worldwide digital signage market has attracted the attention of Information Technology (IT)-oriented companies such as Cisco, Hewlett Packard, DELL and industry PC (IPC) board or system markers to provide their products as the media players based on platforms provided by Intel, AMD, or other microprocessors manufacturers.

This case study would like to look into why Intel is interested in this industry and what its strategy is. In addition, SWOT analysis will be conducted and suggestions will be given to help Intel expand its market share in this vertical.

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