Interview with Dick Tuinebreijer

Can you give us some background on the Adtraxion Systems organisation?
Actually we have quite an interesting history. Adtraxion Systems as we know it now was founded only in 2006, however our product, the Adtraxion Digital Signage Solution, was already on the market since 2003.The concept was developed and successfully marketed by Philips Electronics. However, product portfolio management and a focus on core products (displays) resulted in a disinvestment and we`ve decided to take over the Adtraxion solution activities as well as the core development and marketing staff.

Our organization now has a full focus on these activities and, I must say, it paid off. Geographically, we have more than 500 projects running in over 25 countries. Of course, we cannot do this all by ourselves. Key in our go-to-market approach is our certified resellers in various local markets, who we support both technically and commercially.

You`re talking about the Adtraxion Solution, can you tell us a bit more?
Yes, we prefer to talk about a solution instead of products. With Adtraxion we can offer our customers a total solution for their Digital Signage needs. So not only a central software package for scheduling and distribution, but also the hardware with embedded software for play-out. Both the software and hardware are developed inhouse. We`re rather unique in this approach where we see a main benefit in optimizing and matching both the hardware and the software. New developments are simultaneously implemented in hard and software to work flawlessly. Our system is fully scalable to the customers` needs and is display independent. From a single display to thousands in a network or from a 5" LCD to a huge stadium Videowall.

The scheduling and stribution software, which we call Adtraxion Manager, is a powerful but easy to use package. Intuitive operation and user friendly GUIs make the software accessible for everyone. The hardware, what we call the Adtraxion Player, is designed for professional purposes and for 24/7 operation.

Many people think retail if they think about Digital Signage.
True, Digital Signage is often directly linked to retail and it might have its roots there. The Adtraxion solution can also be found in many different retail outlets but not exclusively. In fact we have more systems installed in non-retail then in retail. We believe our offering is open to many different vertical markets like public areas, banking, corporate, hospitality, manufacturing plants, airports, educational, medical and more. Actually through our Spanish partner we will also equip Expo 2008 in Zaragoza.

How do you see the market developing?
Well, it`s always difficult to look into the future but with display prices dropping, investments in Digital Signage are becoming more affordable to many more customers. It`s our belief that the market will grow rapidly. We see High Definition slowly entering in the broadcast market and will in due time also enter the Digital Signage domain. Many of today`s LCD screens are already HD prepared and when HD content creation becomes more affordable we will also see it more in Digital Signage applications. We are also very excited about the developments of 3D. In our research laboratories we have already done some promising experiments and it really adds another dimension.

Publication: Out of Home Digital media SMARTreport July 2008-January 2009
A Focus on Pairing Hardware and Software - Key to Adtraxion`s Success



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