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Reactrix Case Study

Industry:
Advertising Media

Situation:
Reactrix Systems needed to eliminate the cost and delay of installing DSL or cable connectivity and immediately enable on-demand content updates, real-time performance monitoring and instant revenue generation.

Solution:

• Sprint Mobile Broadband (EV-DO Rev. A)
• Sierra Wireless Raven E and X modems
• ALEOS embedded intelligence
• Feeney Wireless integration support
• AceNet Remote monitoring software

Benefits:

• Cut deployment time from six weeks to just a few hours
• Reduced installation costs by an average of $2000 per location
• Realized approximately $2000/unit in additional ad revenue by coming online six weeks earlier
• Improved viability of secondary placements at trade shows by cutting DSL lease costs
• Improved customer relations and minimize revenue losses by cutting problem resolution time by 50%
• Developed an ROI sales tool from monitoring interactivity metrics to grow its media network

"Moving forward, 3G will be critical in building out our media network."

- Michael Harshfield, Sr. Director/VP, Field Operations & Supply Chain, Reactrix Systems

OBJECTIVE

A typical Reactrix installation consists of a video projector, processor and visioning unit, and 6’ x 8’ display surface. By combining digital image projection and visioning technologies, the system projects vivid, interactive, branded images that instantly respond to people who walk by or gesture over the display area. This interaction creates an immersive media experience that makes floors, walls and tabletops come to life. Historically, Reactrix relied on DSL or cable for its broadband connectivity, often waiting up to six weeks before units were visible on its network. During this off-line period, field technicians had to manually upload content to the projectors and customers were tasked with reporting equipment or content issues. Reactrix wanted to eliminate this off-line phase and move directly to immediate connectivity, which meant on-demand content updates, real-time performance monitoring and instant revenue generation.

SOLUTION DESCRIPTION

The initial 3G deployment was rolled out in the summer of 2005 with Sierra Wireless AirLink Raven-E™ intelligent wireless modems coupled with AceNet™ monitoring and maintenance software running across the Sprint Mobile Broadband Network.

When EV-DO Rev. A began to rollout in 2006, Reactrix wanted to stay ahead of the curve, so the company turned to new Sierra Wireless X Platform networking devices that supported EV-DO Rev. A and its faster data rates. The Raven X offered increased processing power and expanded memory and was powered by ALEOS™ embedded intelligence, enabling remote configuration, packet-level diagnostics and a persistent network connection.

Sierra Wireless brought in Feeney Wireless to help Reactrix increase the efficiency and scalability of its solution. Feeney supplied comprehensive integration support, configured the solution for optimal efficiency, provided coverage-boosting antennae and custom cabling, and created kits for testing coverage and signal strength at projection sites.

To round out the solution, Reactrix kept its enterprise-grade AceNet software. Tightly integrated with ALEOS, AceNet simplified deployment and capabilities like remote monitoring and configuration, charting and scheduling of over-the-air firmware updates.

The company now performs 24/7 remote monitoring of nearly 200 Raven devices that serve the Reactrix Media Network which reaches over 100 million people in the top 25 United States markets. Instead of reacting to problems after being alerted by customers, it can now proactively detect issues and fix them remotely or immediately dispatch a field tech. Connectivity starts the day the unit is installed and all connected projection systems are controlled from a central location, enabling Reactrix to refresh content anywhere on the network from its headquarters.

RESULTS

Eliminating its dependency on DSL and cable has allowed Reactrix to benefit in a host of ways according to Michael Harshfield, Reactrix’s senior director/VP of field operations and supply chain. “First, we avoid landline installation costs, which averaged $2,000 per installation. Secondly, we reduce deployment time from six weeks to just a few hours, which allows ad revenues to start generating from day one. That increases income by another $2,000 per unit.”

Service provider management has been simplified as well. “Having one network is more efficient than overseeing multiple regional cable/DSL providers,” he says. “Plus 3G is a more portable solution so we can deploy short-term at trade shows without paying a $1,000 DSL lease cost.” Reactrix’s customers are happier, too. “Creative executions can be updated on demand to meet the changing needs and habits of consumers,” explains Harshfield. “We can proactively monitor locations, which takes that burden off of our customers. Moreover, with significant gains in uptime reliability and a 50% cut in problem resolution time, we better meet the expectations of customers and minimize our ad revenue losses from downtime.”

The wireless solution even offers new system monitoring capabilities that allow Reactrix to record interactivity metrics to use as an ROI sales tool to build its advertiser base. “Between the time and cost savings and the revenue generation, we’re light years ahead of where we started,” he admits. “Moving forward, 3G will be critical in building out our media network.”