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TRANSCRIPT
1. CORPORATE PURPOSE - MISSION
2. PROBLEM TO BE SOLVED
3. SOLUTION
4. WHY THE OPPORTUNITY IS NOW?
5. MARKET SIZE
6. COMPETENCE
7. PRODUCT
8. BUSINESS MODEL
9. TEAM
10. FINANCIAL INFO
1. Corporate purpose - Mission
Standardization and dissemination of Missing Children alerts at Digital Out Of
Home (DOOH) channels for enhancing the Corporate Social Responsibility (CSR)
strategies of our clients and increasing the social participation in missing
children searching open processes.
Development of a module, that will be operative in a private FIWARE instance,
and tightly connected to the National Ministry of Interior servers, downloading
and amplifying a new Opendata source, with a new Dataset called ‘Spanish
Missing Children Alerts’. This data source will be available for the usage of any
subscriber listed in STORE DataSets managed by CKAN at the main FIWARE
instance. Based on this MissingChildren Data Source, we will develop a new
widget that will show a picture and linked information to Ministry of Interior
Alerts database and a new SmartObject for our Content Management System
Solution, called DENEVA.cuatro. This proposal is directly associated with our
robust experience at SmartCity environments, displaying public information
through communication networks.
2. Problem to be solved
As we take part of a Content Broadcasting and Displaying sector, we were told by the
Ministry of Interior (Spanish Home Office) that Missing Children information is not
easily-available for everyone. The resources the institutions and the organism count on
for the spreading of the missing Children Alerts are limited and they usually become
unnoticed by most of the population.
The message is distributed from the Secretary of State of Security, to the Security
Forces, and the media, AV agencies and public or private entities, that have previously
signed a collaboration agreement, so they can spread it using the resources they have
available, directly to the population or another public organisms (public or private)
that collaborate with them in the secondary distribution of the alert.
The period for which the spreading of the alert is requested is a minimum of 3 hours
and a maximum of 24. Exceptionally, if you want to go far away from the 24 hours, a
new alert will be issued including additional information, where appropriate. The
preferential spreading zone might be local, autonomic, national and/or international.
We want to empower the scope of the alerts. We have to take advantage of our
leadership position in Digital Signage Sector to make every single citizen participate in
missing children searching processes.
3. Solution
As we are leaders not only in Passenger Information Systems (PIS) at high speed
railway network in Spain, but also in national airports and bus and metro stations,
(summing up, crowded places), we are able to make this information easy-available for
passengers and citizens. We will take profit from the resolution of our clients CSR
needs and the improvement of our Content Management System.
Just with our current clients portfolio, we manage digital content in more than 50.000
different emission points, not only in Spain, but also in foreign countries, and not only
deploying an information display system on monitors, but also disclosing news in real
time and social networks content, providing an important increase of the diffuser
potential of the Missing Children alerts.
4. Why the Opportunity is now?
The Spanish Ministry of Interior introduced in July 2014 the Missing Children Alerts
System, on which our proposal sustains. Nowadays, there are 667 Missing Children
active reports in Spain. In 2013 there were 13.054 reports about missing children. 468
out of them are still active and, in the current year, there have been registered 7.171
reports.
A recent study from the European Commission (data 2011), warns that this year there
were 250.000 missing children reports on the EU. Hungary and Ireland present
worrying rates with 852 and 552 reports, respectively.
Because of that, and taking advantage of our leadership position at Content Display
Content in Spain, we have the moral and professional duty of doing all we are able to
do in order to make this tendencies approach near to zero in the whole EU.
Big companies like Facebook or Waze have already taken the first step
(http://9to5mac.com/2015/03/04/waze-amber-alerts/) integrating the AMBER alerts
(http://www.amberalert.gov/) in their search engines, a similar alerts program to the
Spanish MissingChildren.
In addition, we have to underline that the Ministry of Interior, through its State
Secretary of Security, has decided to acknowledge our company, ICON Multimedia, as
a new member of the group of institutions that officially collaborate in the
dissemination of the missing children alerts programme. We will sign a letter of
commitment at the beginning of May. We will attach it as soon as we get it.
5. Market size
If we talk about potential and real clients, we have to say that, just in Spain, 16 entities
and public and private institutions (among them: The Regional Government of Madrid,
the Government of La Rioja, The Regional Government of Murcia, the Spanish
Federation of Towns and Provinces (FEMP), ADIF, RENFE, the Spanish Federation of
journalists Associations (FAPE), Radiotelevisión Española (RTVE), Metro de Madrid,
ANAR foundation, Alia2 foundation, Telefónica, Tuenti, La Vanguardia, Libertad Digital
and Libertad Digital TV) have already signed an agreement with the Spanish Ministry of
Interior for the alerts dissemination and citizenship collaboration.
We must highlight the fact that ICON Multimedia’s content management solution,
DENEVA, runs at the 100% ADIF/RENFE highspeed railway network in Spain (AVE), and
at the 75% of the Middle Distance Stations.
Furthermore, other of our clients who have already seen and check our proposal,
giving us a so positive feedback, are RENFE, ADIF, Bankia, Iberia, Repsol, Azkoyen
Group and Royal Caribbean Group - Pullmantur, among others, entities of large
undertakings that will facilitate the spreading of the Missing Children alerts. This is
because:
They have a large number of emission/display points (ICON Multimedia
manages 36000 emission points just in the case of Repsol)
They manage powerful Corporate Social Responsibility Strategies that make
them strong social agents of urban diffusion and awareness.
Furthermore, this proposal could be extensible to all the private companies that
develop Multimedia Content Management. Although they’re our competitors at the
Digital Signage market, they could become clients, profiting from the OpenData
generated by the use of the Fiware technology.
In addition, we have to highlight the huge investment of nearly 11 Million Euros
dedicated to the search of missing children, underlining the DAPHNE III program of
preventive measures to combat the violence practiced upon children, teenagers and
women, integrated in the general program Fundamental Rights and Justice (2007-
2013) (http://ec.europa.eu/justice/fundamental-rights/programme/daphne-
programme/index_en.htm).
In this way, we see how the awareness of the public and private entities is essential.
Our proposal aims to increase the possibilities of upgrading the searching conditions
for missing children not only in Spain but in the global EU, being able to extrapolate
this solution to any part of the world.
We also have to underline the strong relationship existing between our proposal and
different children care NGO’s like ANAR Foundation
(http://www.anar.org/116000/otras-ongs/?lang=en), ChildLine or SaveTheChildren.
6. Competitors
As far as we know, there’s no other company in Digital Signage environment that
offers this option on its Content Management Software Solution (CMS) portfolio. In
addition, the usage of FIWARE technology guarantees the evolution and the long-term
availability of the data source we develop.
7. Product
At a glance, we have talked about the development of a module, that will be operative
in a private FIWARE instance, and tightly connected to the Spanish Ministry of Interior
servers, downloading and amplifying a new Opendata source, with a new Dataset
called ‘Spanish Missing Children Alerts’. This data source will be available for the usage
of any subscriber listed in STORE DataSets managed by CKAN at the main FIWARE
instance.
Basing on this MissingChildren data source, we will develop a new widget, that will
show a picture and linked information to Ministry of Interior Alerts database, and a
new SmartObject (Graphic object that combines a real-time external data source with
a layer of animated slideshow in Adobe Flash or HTML5. They’re all multi-language and
customizable) for our Content Management System Solution, called DENEVA.cuatro.
Hereafter, we describe the functioning of our service, and, below that, we graphically
specify the technical architecture of our proposal:
1. Mail Alarm. The Spanish Ministry of Interior emits an e-mail with files attached
(Text, Image and a PDF file)
2. Mail Checker. An application periodically checks the receiving of new e-mails
with alerts
3. Mail Checker. If it finds a new e-mail, it downloads its content and the attached
files
4. Data Transform. It detects new download contents and extract the ‘Metadata’
information linked to the alert, reading texts, and analyzing images (if it is
necessary) and PDF files..
With the data extracted, (Date, Time, Place, Name, Age, Gender, Picture,
Physical Description, Clothes Description and Vehicle), it configures a request to
update the ‘Missing Children’ DataSource at the CKAN Generic Enabler.
5. CKAN. It gets updates and emits an alert for the subscribers (if possible).
6. “Missing Children” Widget Mashup. If a widget is being displayed on a
monitor, at wherever potential environment (Deneva, Other Content
Management Solutions, Other Fi-Ware User,…) its information is updated with
the new Alert, using the picture and the data that come from the ‘Missing
Children’ CKAN datasource.
7. Another systems and users are able to use this widget, either from Fiware
Store, or using the embedded way from external systems (e.g. Deneva)
8. Deneva uses its DataFeeder module in order to capture the external Missing
Children datasource and distributes that information through the Digital
Signage monitors circuit associated. This allows the monitors to display the
Alerts information through a ticker or a SmartObject.
In addition, it’s possible that, on networks with players that have direct
connection to the internet, these would be the responsible to obtain the
Missing Children datasource.
9. Additionally, Deneva incorporates a launch widget that shows the latest Alerts
to the users.
10. The Deneva DataFeeder System distributes the Missing Children datasource
inside whatever Digital Signage circuit, althoug the players are inside a LAN
network.
8. Business model
As we have indicated along this document, inside our Content Management Software
Solution, DENEVA.cuatro, we will develop a specific module that is able to manage the
linked information to the alerts sent by the Spanish Ministry of Interior. For ICON
Multimedia already-existing clients, this module won’t have additional cost. They just
pay for the cost of the content management solution licenses.
Listed below, we show the basic cost for the release of a DENEVA account:
Pay attention to: player=computer; SaaS=Software as a Service
For already existing client:
Yearly Fee: Activation of the Account + Software License + Missing Children Module
= 188€ + 390€ + 0€ = 578€
For new Client:
Yearly Fee: Activation of the Account + Software License + Missing Children Module
= 188€ + 390€ + (99€ per year, per player) = 677€
This “taylormade” module developed for our (real or potential) clients is based on a
Smartobject (Graphic object that combines a real-time external data source with a
layer of animated slideshow in Adobe Flash or HTML5. They’re all multi-language and
customizable) which allow the client to customize the edition and display of the
information that will accompany the the missing children alerts content.
In this way, new clients will pay for this module 99€/year (8, 25€/month) for each
client they resell it to. Logically, they will add a margin, which we recommend to be
12% above our base cost.
The additional services we offer are in this module are:
Design Customization
System Configuration
Moderation of Contents
Data Metric Analysis
Potential clients (in order to become our resellers) already consulted in Spain are:
On the Spot http://www.onthespot.com/en/
PlayTheNet https://www.playthe.net/redplaythenet
Beabloo http://www.beabloo.com/digitalmarketing
Admira http://www.admiradigitalsignage.com/
We have already obtained a so positive and optimistic feedback just to think about the
possibility of working together in this business.
So, and according to this, our goal is to reach at least a 20% of the clients from each
one of these 4 companies, along the first 5 years since the implementation of the
Service in the market. We estimate that our investment ROI from the SoulFi proposal is
15% of the amount of dedicated resources (15% of 90.155,40€ = 13523,31€) in the first
year, so we would need to reach 13523,31€/99€ = 136 Clients.
In addition, we estimate to get the 75% of our investment in the first 3 years:
First year: 15% of 90.155,40€ = 13523,31€
Second year: 25% of 90.155,40€ = 18031€
Third year: 35% of 90.155,40€ = 31554, 39€
Apart from the economic benefit there’s another profit that we should underline. That
one that comes from the satisfaction of our client, due to the emission of useful
content through its displays. This issue which will allow them to increase their sales,
remarkably improving their brand image, which will favor their real clients’ loyalty.
It also improves the perception of quality on their channel services towards its clients,
either internal clients or external clients, ostensibly improving the quality and
satisfaction polls that this sort of client-corporation uses to do.
Some Poll/Survey examples:
- http://www.madrid.es/UnidadesDescentralizadas/Calidad/Observatorio_Ciuda
d/06_S_Percepcion/EncuestasCalidad/2012/ResumenResultados2012.pdf
- http://www.adif.es/es_ES/conoceradif/doc/CA_MS_05_11-Resumen-es.pdf
- http://www.bankia.com/es/gestion-responsable/grupos-de-interes/clientes/
- http://www.compromisorse.com/responsabilidad-social/transporte-y-
servicios-publicos/adif/pagina/5/
We also want to add an interesting study, done by the International Advertisement
Bureau (http://www.iabspain.net/wp-content/uploads/downloads/2015/04/III-
Estudio-Anual-de-DIgital-Signage-2015.pdf) that talks about passengers and citizens
that have watched digital content displayed in dynamic panels. According to this:
- 38% of the respondent said that ‘The content gave me useful information’
- 28% of the respondent said that ‘After watching the content, I thought about
the information I saw’
- 26% of the respondent said that ‘The content generated interaction and viral
replication
- 22% of the respondent said that ‘After watching the content, I searched more
about that info’
In addition, our fundamental idea is contribute to the enhancement of the open data
information, so all of our clients (real and potential) can access to essential and quality
information that improve the social welfare state. A case that could fill as an example:
http://datos.gob.es/
In the case of the new clients, we will develop this module in OpenData so our
competitors in the Digital Signage sector can implement them in their platforms. In
other words, those who so far where our competitors are becoming new clients, as we
can see from the positive feedback we received the moment they were informed. Also,
for what we know, we are the first deploying this idea in the DS area and we have
established the structure to undertake any modification generated at the alerts
System, of any condition and at any time. Furthermore, we count with a commitment
on the part of the Spanish Ministry of Interior that acknowledge us as the first Spanish
Company from the digital signage sector in Spain collaborative on this proposal. This
action took place at the meeting we hold with the Secretary of State for the Security
the last February 25th (Reference at the Deliverable D1.2).
9. Team
Rafael Hornos - R&D and Deneva Development Manager Alberto Herrero Mañanes - European Business Development/Coordinator Ángel Manuel Santiago - Web Senior Developer Héctor Espeso - Junior Software Developer Alberto González - Digital Signage Head of Dept and Senior Software Developer Juan Francisco Mozo - Creative Designer Jorge Gómez – Fiware Platform Technician
10. Financial Info
Fixed Costs: Team Members Payrolls Variable Costs: Content Management Platform maintenance and updating service 5515,5 work hours linked to our collective agreement 90155,40€ of investment We have decided to add a graphical ítem linked to an Excel file snapshot in the next page. However, and just to see it better, we attach a link. Please click in the file below:
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