Digital Media and the Role of Satellite

Released – November 2008

Introduction
Digital media applications, including digital signage, interactive
distance learning, business TV and digital content distribution, are
increasingly being used by retailers and businesses as a way to
increase revenues, lower employee training costs, and improve
efficiencies. Digital media is used by a variety of markets including
retailers, quick service restaurants, financial services, and gas
stations & convenience stores to provide in-store promotions, real-
time information, digital menu boards, and employee training. It is also
ideal for public spaces, including airports and malls, to entertain,
inform and advertise through electronic displays.

Digital Media has become a popular and effective way for businesses
to advertise and sell their products and services. The initial
implementation and ongoing maintenance costs often can be
recouped through increased sales and third-party revenue from
advertising.

A key component to any digital media solution is having a scaleable and dependable network in order
to reach the intended audience. Many businesses begin by using common-carrier IP connections,
including DSL or cable. However, these technologies are based on unicast (one-to-one
communication). As the digital-media network expands from hundreds to thousands of locations,
unicast is not an economical or scaleable solution. Satellite, on the other hand, is designed to support
broadband and multicast (one-to-many communication) more efficiently than traditional IP unicast
networks. It provides the ability to cost-effectively and rapidly deliver large volumes of content to
multiple remote locations.

This white paper provides an overview of trends in digital media and the role of satellite.

What is Digital Media?

Digital Media Advantages
Overview
• Revenue uplift - 3%-7% typical
Digital media refers to applications including digital signage,
in-store music, distance learning, and Business TV. Digital • Brand recognition - control your
signage are electronic displays that are installed in public message
spaces and are typically used to entertain, inform or • Personalized marketing -
advertise. Digital signage enables companies to display increase effectiveness
targeted messaging to specific locations at specific times • Advertising dollars - new
through scrolling message boards, plasma displays,
channel with analytics
electronic billboards or other emerging display technologies.
The content can be controlled electronically from a single • Corporate Communications -
location - enabling improved efficiencies and cost Employee Training
advantages. Digital media uses include: • Public Safety - First Alert,
Emergency Coordination

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Digital Media and the Role of Satellite White Paper

• Real-time information (ex. weather, traffic, news, flight information, etc)

• Advertising and in-store promotions
• Entertainment (ex. digital content in waiting areas)
• Distribute information to influence customer behavior
• Brand awareness and building
• Employee training and distance learning

Growth of Digital Media

The digital media market is expected to grow in the upcoming years. In fact, Frost and Sullivan
estimates that the overall worldwide market (including displays, software, media players, design,
installation and networking) is expected to grow from $314M in 2006 to $1,179M in 2012.

There are many factors contributing to the growth of digital media applications. One of the key factors
is the declining price of digital media equipment, including monitors and displays, which make
implementing a digital signage initiative more affordable. Another factor is that technology advances
have improved the quality and efficiency of digital media applications. Also, as digital signage has
grown over the years, there is more research available to support the benefits of digital media
applications. In addition, there is an increase in the number of companies catering to the needs of this
market. Overall, digital media provides new ways for businesses to target their end-users, beyond
traditional media, and it is becoming easier and more cost-effective to implement and deploy.

Digital Media EcoSystem and Strategies for Success

Designing and implementing a digital media solution can seem overwhelming for businesses that are
first time users. The ‘ecosystem’ includes numerous components such as content services, media
equipment, telecom infrastructure, monitoring and ongoing maintenance. Because the market is very
fragmented, there are more than 300 companies in the US providing one of these elements of a digital
media solution.

Determining which elements to select and how to implement the solution varies widely by customer.
For instance, some businesses are looking to create the content solution on their own and are only
seeking a network provider for distribution. Others are looking for a completely outsourced and
integrated digital media solution. Others choose to work with service providers that specialize in
specific vertical markets.

Even the Best Digital Content is

Powerless Without Reliable Elements of a Digital Media
Network Delivery Solution:

• Telecom infrastructure and

connectivity
• Media content service
• Content creators
• Installation and maintenance
• Remote monitoring
• Display technology
• Media players

Even the Best Digital Content is

Powerless Without Reliable
Network Delivery

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Digital Media and the Role of Satellite White Paper

Regardless of how a business decides to implement a digital media solution, there are a few key
features that everyone should consider.

• First, businesses should identify what their goals are, such as increasing sales, branding, or
keeping customers in the store, and then choose a digital-media solution that helps them
achieve these goals.

• Second, it is important to have a purpose-built digital-media solution. The network should be built
for multicast and should have the capability to track results.

• Third, businesses should look for a service provider that is experienced with large-scale roll-outs
with multicast networks and digital-media solutions. Since many of the companies providing
digital-media solutions are start-ups with little experience, businesses should keep this in mind
when selecting a service provider that can support their digital-media solutions.

To meet these varying requirements and to provide flexible options, Spacenet formed a Digital Media
Alliance program, which combines the expertise of some of the most respected companies in their fields
to provide a single-source solution for digital content delivery. With a focus on scalability and commercial
grade quality of service, the alliance simplifies the challenge of implementing solutions for digital
signage, interactive distance learning, and other applications for IP content delivery. The customized
turnkey solutions provided by alliance members include content creation and management, display
systems, multi-cast services, satellite and common carrier transport, and in-store installation and
integration.

Spacenet’s satellite networks provide highly reliable delivery of advanced out of home media including
digital signage, commercially licensed music, business TV, two-way video, and more. Employing the
latest in commercial grade satellite IP technology, Spacenet is technology agnostic and has the flexibility
to integrate the customer’s content management system of choice or develop a customized turn-key
multicast solution.

Digital Media Delivery and the Role of Satellite

A key component of
a digital-media
solution is having a
scaleable and
dependable network
in order to reach the
intended audience.
There are many
connectivity options
available, including
wireline (DSL, cable,
T-1), wireless and
satellite. This paper
focuses on the
benefits of satellite
for digital media applications.

Satellite 101

A communications satellite is a specialized wireless receiver/transmitter — receiving radio waves from

one location and transmitting them to another (also known as a “bent pipe”) — that is launched by a
rocket and placed in orbit around the earth. Satellites are used for such diverse purposes as wide-area

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Digital Media and the Role of Satellite White Paper

network communications, weather forecasting, television broadcasting, amateur radio communications,

Internet access and the Global Positioning System.

A Very Small Aperture Terminal (VSAT) is a two-way satellite ground station with a dish antenna that is
smaller than 3 meters (most VSAT antennas range from 75 cm to 1.2 m). VSAT data rates typically
range from narrowband up to 4 Mbps (mega bits per second). VSATs access satellites in
geosynchronous orbit to relay data from small remote earth stations (terminals) to other terminals (in
mesh configurations) or master earth station "hubs" (in star configurations).

Satellite communications provide advantages such as:

• Ubiquitous availability
• Terrestrial-free network
• Reliability
• Multicast content distribution
• Security & privacy
• Superior economics
• Rapid deployment & installation
• Flexibility & expandability

The Power of Satellite and Multicast Capabilities

Satellite is ideally suited for broadcast applications such as digital signage, in-store music, distance
learning, and Business TV – or any application where the content is sent from a single corporate
headquarters to many remote locations. Satellite provides reliable content distribution via its multicast
capabilities (the process of sending data across a network to several recipients simultaneously) and
enables clients to verify and track how often content is viewed.

The multicast capabilities of satellite enable content to be delivered more cost effectively and efficiently
than alternative unicast delivery methods (content is sent to each individual site using a separate IP
session for each destination) via DSL or cable.

For example, it would take approximately nine minutes to send a 100 MB file from a corporate
headquarters to 1,000 sites via a 1.5 Mbps satellite connection with multicast capabilities. It would take
approximately 148 hours to send this same file to all 1,000 sites if each site was connected to the
corporate network via a 1.5 Mbps DSL or cable connection with unicast.

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Digital Media and the Role of Satellite White Paper

Impact on Delivery Speed

Unicast (Point-to-Point) Data Transfers at 1.5Mbps * Multicast Data Transfers at 1.5Mbps*

*Theoretical Transmit time. Does not account for transfer setup. Assumes no loss or latency.

Multicast via satellite also can be significantly less expensive than unicast delivery via wireline
connections because less bandwidth is required to deliver multicast content from one source to multiple
sites. For example, it would cost approximately $70 per site per month to connect 1,000 sites to a
corporate network using a 1.5 Mbps symmetric satellite connection. It would cost approximately $125
per site per month to connect 1,000 sites to a corporate network using a 1.5 Mbps symmetric wireline
connection like cable or DSL at each site.

Monthly Cost Comparison for a 1,000 site Network (per site cost)

Satellite Managed DSL / Cable Managed T1

1 2 3
Installation Cost per Site per month $42 $4 $14
4 5 6
Service Cost per Site Cost per Site per month $25 $120 $500

Total Cost per Site Cost per Site per month $67 $124 $514

1 $1,500 per site amortized over 36 months.

2 $150 per site amortized over 36 months.
3 $500 per site amortized over 36 months.
4 Bandwidth required for 1.5 Mbps transmission. Includes standard management fees. Maintenance fees are not included. Maintenance fees could add an
additional $15-$20 per site per month.
5 Bandwidth required for 1.5 Mbps transmission.
6 Bandwidth required for 1.5 Mbps transmission.

Another benefit of satellite is its ability to serve as a “hot standby” backup network that pays for itself in a
digital-media solution. During normal operations the stores’ terrestrial network can serve as the primary
link for all point-of-sale and back office traffic while the satellite provides multi-cast delivery of content for
in-store digital signage displays. In the event of a terrestrial link failure, the digital signage application
reverts to cached content, while all critical point-of-sale transactions and back office applications are
automatically re-routed over the always-on satellite connection. By combining digital media with a
network-backup solution, businesses can lower their network costs -- compared to having two
standalone solutions.

2008, Spacenet Inc. All Rights Reserved

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Digital Media and the Role of Satellite White Paper

Normal Operations
• Business applications routed over the primary wireline connection
• Satellite in “Hot Standby” - Can also be used to transfer digital signage content

Wireline Disruption
• Critical business applications (voice & data) are routed over satellite
• Cached content drives digital signage displays until wireline connections are restored

Wireline Connection Restored

• Business applications routed over the primary wireline connection
• Satellite returns to “Hot Standby” mode

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Digital Media and the Role of Satellite White Paper

Case Studies
Case Study #1: Digital Signage Enables Business Continuity

For a large “Big Box” retailer with over 1,500 locations nationwide, a
satellite network served not only as a means of business continuity but Customer Value
paid for itself during normal operations with a digital media application.
• Increased revenue per
• Requirement: The mega retailer’s marketing department had a customer 5-7%
plan to deploy multiple flat panel displays in stores to reinforce their
brand and increase sales. The challenge was that the marketing • Met objective for Business
group was competing for budget dollars with the IT department who Continuity
had a mandate to implement a business continuity solution to
support critical transactions for a large multi-lane point of sale • Lowered total CAPEX and
system, as well as back-office and applications. OPEX

• Solution: To meet both requirements, the company deployed a Customer Value

customized VSAT satellite network combining both digital media and
business continuity applications on a single platform. During normal • Increased C-store traffic
operations the stores’ T-1 lines serve as the primary link for all point-of-
sale and back office traffic while the satellite provides multi-cast delivery of
• Promotions enticed add-on
content for in-store digital signage displays. In the event of a terrestrial link
sales
failure, the digital signage application reverts to cached content, while all
critical point-of-sale transactions and back office applications are
automatically re-routed over the always-on satellite connection. • Balanced mix of ads and
media
• Success: By intelligently combining both applications onto a single network, the retail chain successfully
implemented their digital media application and saw an increase in per customer sales of 5-7% per store.
Simultaneously, they were able to meet the objective of implementing a continuity of operations system. The
combined solution actually lowered the clients overall capital expenditure and operation expense costs
compared to two stand-alone systems for digital signage and business continuity.

Case Study #2: Digital Media at the Pump

For a leading Gas & C-store, a satellite network supported digital media
at gas pumps to provide video information and entertainment to Customer Value
motorists fueling vehicles, and as a means of driving customers into the
store. • Increased C-store traffic
• Requirement: This gas & c-store with 100+ locations had a plan
to provide digital media at the pump in order to increase c-store • Promotions enticed add-on
traffic and sales. sales

• Solution: To meet its requirement, Spacenet provided its pre- • Balanced mix of ads and
packed Connexstar VSAT services to support digital media at the media
pump across 100+ locations. The network is used to broadcast
news, weather and advertising content to LCD displays at the pumps. Satellite is
used to broadcast a variety of media (news, ads, TV shows) via multicast,
enabling both local and national media/ads with day parting.

• Success: By utilizing a satellite network for its digital media solution, the
customer generates extra revenue by inserting ads between other programming
and via dynamic promotions at the pump, to drive customers into the stores.
Satellite proved to be an ideal solution for this deployment as it cost-effectively
and rapidly delivers large volumes of content to multiple remote locations via
multicast. The customer benefited from increased c-store traffic, promotions that
enticed add-on sales, and a balanced mix of ads and media.

Conclusion

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Digital Media and the Role of Satellite White Paper

A growing number of businesses are exploiting the benefits of digital media as a tool to increase
revenue and improve efficiencies. A growing number of businesses are also realizing the value that
satellite networks provide with its broadband capabilities as digital media content is sent from a
corporate headquarters to many locations. Satellite serves an excellent platform for delivering
completely converged voice, video, and data communications.

Contact Information:
To contact us, please call 866-480-2263 or email spacenetinfo@spacenet.com.

About Spacenet®
Founded in 1981, Spacenet Inc. is one of the world’s leading providers of high-performance satellite and hybrid terrestrial
networking solutions for US based enterprise, government and small office/small business customers. Spacenet has a
longstanding tradition of industry leadership and innovation, and today has more than 100,000 remote sites in service for
customers including many Fortune 500 companies and major government agencies. Spacenet's services include its
custom satellite and hybrid network solutions for enterprise and government; Connexstar™ VSAT services for primary,
stand-by and disaster recovery networks; and StarBand® broadband Internet services for small office and home office
customers. Spacenet is based in McLean, Virginia, and operates its own end-to-end services infrastructure including
network management, field services and teleport facilities in McLean, VA; Atlanta, Georgia; and Chicago, Illinois.
Spacenet is a wholly owned subsidiary of Gilat Satellite Networks Ltd. (Nasdaq: GILT). Visit Spacenet at
www.spacenet.com.

2008, Spacenet Inc. All Rights Reserved

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