Digital Signage: Menu Boards ONELAN Whitepapers
2011 Marion Bourne
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ONELAN – Digital Signage: Menu Boards
Contents
1 Contents ...................................................................................................................................... 2 2 Introduction .................................................................................................................................. 3 3 Examples ..................................................................................................................................... 4 4 Case study examples .................................................................................................................. 6 Ravintolamestarit dishes up innovative marketing with ONELAN Using digital signage for: ....... 6 Aramark cooks up a storm with ONELAN Using Digital Signage for: ......................................... 7 Pronto Copec Gas Stations Fill Up with ONELAN Using Digital Signage for: ............................ 8 Tallink Ferries set sail with ONELAN: Using digital signage for: ............................................... 9 University of Bedfordshire: Using digital signage for: .............................................................. 10 Café Bolle, Triborg Using digital signage for: ............................................................................ 11 4 Getting started: Concerns ......................................................................................................... 12 Too expensive ........................................................................................................................... 12 Too difficult ................................................................................................................................ 12 Only a few trained individuals will be able to use it ................................................................... 12 Why not DIY? ............................................................................................................................ 12 Security ..................................................................................................................................... 13 Time and financial implications of regularly updated professional content................................ 13 5 Content is King – Ways to achieve this on a budget ................................................................. 14 6 Getting started: questions to ask ............................................................................................... 15 7 Planning your digital signage system ........................................................................................ 16 7.1 Stand Alone Implementations ............................................................................................. 16 7.2 Local Area Network (LAN) Implementations ....................................................................... 16 7.3 Wide Area Network (WAN) Implementations .................................................................. 16 8 Why ONELAN? ......................................................................................................................... 17 8.1 Net-Top-Box Publisher Subscriber Network ....................................................................... 17 8.1.1 Publisher (P) ................................................................................................................... 17 8.1.2 Subscriber (S) ................................................................................................................. 18 8.1.3 Digital Signage Manager (DSM) ..................................................................................... 18 8.1.4 Data Collection Engine (DCE) ......................................................................................... 18 8.1.5 Omniserver IPTV Streaming (IPTV) ................................................................................ 18 9
About ONELAN ........................................................................................................................ 19
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ONELAN – Digital Signage: Menu Boards
Introduction
In an increasingly competitive market, digital menu boards enable restaurant and bar managers keep pace or stay ahead of their competition. By using digital signage, restaurant managers are able to incorporate full-motion video into their menu displays and instantly update content to account for last-minute product and price changes for a single location or multiple locations, from anywhere in the world. Digital menu boards and promotional boards allow messages to be dynamic, clear and interactive. Static as well as full-motion content can be integrated to create a compelling display. Not only does effective messaging increase sales, it also saves managers time, so they can focus on other aspects of the operation. Digital signage is highly flexible so messaging can be delivered in real time with no waiting for printed materials. As importantly, messaging can be changed in real time, so if a company notices that a marketing message in one restaurant has doubled sales of a specific product, it can change other outlets on the fly to deliver the same message. At a local store, a manager may notice a regionalised menu item has become more popular than expected. The manager may then test a promotion on that product across other sites to measure reinforcement (increased sales) of that trend. Digital menu boards help alleviate space restrictions by providing far greater flexibility in how information is communicated. Digital menu board content can draw attention to specific messages and promotions. Flexibility of design also improves; it is far faster and less costly to experiment with digital menu design than it is to do the same with more traditional printed material. With digital design, the creative services department can efficiently present different designs to management for approval. The information is presented for review exactly how it will appear on the digital menu board before it goes live. In addition, unlike printed signs, errors can be corrected immediately. In a restaurant or fast food chain, the more time customers spend standing in a queue, the lower their level of satisfaction. With digital signage, customers can be entertained allowing them to focus on something other than how long they’ve been standing in a queue. Digital signage provides suggested up-selling, and the ease of changing the signage means the upselling can be tailored to specific, real-time needs, such as selling ice cream on a hot day. Digital menus facilitate an easier ordering process for the customer. The menu signage is consistent across the stores, increasing customer familiarity with the brand. The letters are clear and easy to read and the cashier need not guess which menu items the customer ordered.
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ONELAN – Digital Signage: Menu Boards
Examples
Some examples of how Digital Signage can be used for Menu boards include: •
Increase sales Many operators are seeing a sales lift simply by deploying digital menu boards. In addition dayparting is a technique that can be used to limit waste and drive up sales. It comprises an automated system used to control a restaurant’s digital menu board content and marketing. Dayparting gives restaurant managers a detailed layout of sales during periods throughout a day or a shift. Managers can use that information to promote items through menu visuals that might not be selling well or to entice customers to more profitable items at various times.
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Communication Digital signage enables restaurant managers to remotely update menus and make instant, preprogrammed changes. Many restaurants are always trying to come up with healthier recipes. The nutritional information is going to change, and it is much easier to make those changes in a digital format than having to have a new static menu printed out.
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Entertainment By installing digital signage showing eg. live TV where customers queue in a fast food restaurant, the perception of the waiting time is reduced (wait warping) resulting in happier clientele that are likely to spend more. Research has shown that the length of waiting time can be directly correlated with the amount someone will spend once they reach the till, and whether they return to the restaurant at all.
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Cost savings Rising costs and changing consumer tastes mean that menus and prices change frequently. If the price of a particular ingredient rises dramatically, operators need to have the flexibility to adjust prices accordingly. Restaurant operators also need the ability to promote products that are in high inventory so they can decrease the amount of waste and increase their overall sales. Static posters and banners are expensive to print and renew on a regular basis to keep the content relevant. With digital signage no printed material is necessary, so both time and cost savings can be made, and the environmental impact is minimised.
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Efficiency Restaurant managers have traditionally needed to carefully monitor the creation and delivery of signs, such as for menus or promotions. The menus were either delivered from corporate headquarters or printed locally, so a manager needed to ensure the signage arrived in time. times needed to be proofread carefully for spelling or message errors, and the manager needed to verify that the signs were associated with the correct promotions, rather than with expired ones.
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Image reinforcement Digital signage can reinforce a restaurant’s brand with a consistent message while also elevating the overall customer perception. Companies with franchises are able to maintain control of their brand; with digital signage corporate templates can be provided for each franchise with some zones available for localised content.
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ONELAN – Digital Signage: Menu Boards
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Emergency Alerts The speed with which a digital signage network can disseminate instant messages throughout a restaurant can be literally a lifesaver should a serious emergency arise.
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Making money Menu boards also can serve as an additional revenue stream through vendor partnerships. Restauranteurs can sell space on their digital signage to food and drink companies, allowing them to promote relevant products.
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Promotion With digital signage inventory levels can be tied in to point of sale (POS) to change marketing and pricing on the fly. Slow moving dishes can be promoted as ‘specials’, and specific themes e.g Christmas menus can be promoted.. With centralized control of promotions and menu board content restaurant owners can ensure consistent promotion of particular products across all restaurants.
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To inform Digital signage enables restaurants and canteens to inform their clientele. Ingredients, calorific values and whether a dish is e.g vegetarian can all be displayed and instantly updated. Customers can also be informed about new products that are being sold.
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Instant Messaging/Paging Messages, updates and alerts can be easily disseminated to restaurant staff instantly. e.g by using ONELAN’s Ad Hoc capability.
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ONELAN – Digital Signage: Menu Boards
Case study examples
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Ravintolamestarit dishes up innovative marketing with ONELAN Using digital signage for: •
Promotion
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Information
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Image reinforcement
Ravintolamestarit Oy, Finland, established the Isä Camillo restaurant and bar in 1997 and have since grown into a chain of seven restaurants. They identified a business opportunity in Kuopio city, which at the time lacked many noteworthy restaurants. Ravintolamestarit were looking for new and innovative ways to market their business, and on the advice of Avek Esitysratkaisut Oy (Avek), decided to invest in digital signage from ONELAN. They wanted to create a new image for their restaurants by using digital signage, and realised that it could also be used as a unique and effective marketing and information delivery channel. Ravintolamestarit have installed one ONELAN Net Top Box (NTB) 510 publisher unit and six ONELAN NTB 510 subscriber units. The digital signage is managed and controlled using ONELAN’s Digital Signage Manager (DSM). The content has been created by Ad Kiiwi as well as Ravintolamestarit themselves. Advertising is focused for different customer groups. Staff in each restaurant update information such as lunch time menus and offers on an adhoc basis. Advertising and other content (images, videos, press releases etc) are updated centrally every week by Ravintolamestarit Oy. Each screen also has an RSS news feed showing local news. Training, real-time maintenance as well as support and some content production are supplied by Avek. How it is used The digital signage is used to deliver important information from service and product marketing to event information. Revenue from alcohol manufacturers and other advertisers has helped cover the costs of the initial system acquisition. The need for traditional marketing is now minimal; since they have installed digital signage the use (and cost) of posters and flyers has reduced by 90%. While Ravintolamestarit are not planning on expanding their business further at the moment, they are planning to maximise the use of their digital signage technology for advertising with the assistance of Avek Esitysratkaisut Oy. End user feedback “We see ONELAN digital signage as an excellent way of standing out from our competition. With digital signage we are now using our time more efficiently and can now concentrate our resources on other things instead of marketing.” Erkka Isotalo, Ravintolamestarit .
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ONELAN – Digital Signage: Menu Boards
Aramark cooks up a storm with ONELAN Using Digital Signage for: •
Information
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Entertainment
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Communication
Aramark have a contract with Codelco, Chile’s biggest mining company, to manage and operate their canteens. Project objectives
Aramark’s contract with Codelco requires them to supply accurate menus; if these are incorrect they are fined. Real samples of each dish on the menu had to be displayed in each cafeteria, but because of the conditions in the mine cafeterias, these did not last very well, and by the end of each day did not look very appetizing. Why digital signage They wanted an automated, hygienic way to show menus in the different cafeterias located throughout two of Codelco’s mines. Each mine has 30 cafeterias. Aramark needed a solution to show the correct menu choices, including menu of the day and healthy eating campaign information with calorific value and colour coding for each dish: green for organic choices, yellow for meat, red for less healthy options. Why ONELAN Aramark selected ONELAN digital signage due to its Ad-hoc capability, the ability to combine soundtracks with moving text and ability to connect to different RSS feeds. In addition the ONELAN Century Net Top Box (NTB) 510 can be installed behind the screen. What is installed Grupo Clan, ONELAN’S distributor in Chile supplied the digital signage and managed the installation. 60 ONELAN NTB 510s (one in each cafeteria) are networked & monitored remotely via DSM using the customers’ network. One NTB 620 publisher is installed in Grupo Clan’s headquarters in addition to a ONELAN DSM SC1000, and an FTP server. The screens used throughout the cafeterias are 40” LCDs.
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ONELAN – Digital Signage: Menu Boards
Pronto Copec Gas Stations Fill Up with ONELAN Using Digital Signage for: •
Promotion
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Dayparting
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Communication
Pronto Copec is Chile’s largest petroleum distribution company. They have a network of ninety sites throughout Chile. Project objectives Pronto Copec wanted to replace their plastic printed posters and menu boards with a more cost effective and flexible solution. By using digital signage they only have to invest once. They also wanted to be able to update menus so that depending on the time of day, different menus could be shown. Good picture quality is required in order to make the menu options look appealing. They wanted to be able to show different pricing in different regions in Chile, as pricing varies from area to area. As their customer profile changes throughout the day, Pronto also wanted to be able to regularly change the advertising shown. Digital signage offers this flexibility. Why ONELAN Baytex, one of ONELAN’s reseller in Chile, recommended ONELAN digital signage to Pronto due to its ease of use, content and display options. What is installed Pronto Copec have installed digital signage in four of their gas stations so far. It is used for menu boards, pricing and advertising. In some gas stations there are eight screens. The smallest installation is one ONELAN Net-Top-Box (NTB) 510 driving a single screen, the largest comprises two ONELAN NTB 5500s each controlling four screens to create a video wall. Content is currently generated and managed by Baytex in Chile. Eventually the content will all be managed by Pronto themselves. Player local information is also used; different gas stations show slightly different content e.g hot dog promotions or ice cream promotions on a hot day. End result “We tried a lot of DS Solutions that just didn´t work at all, we choose ONELAN’s digital signage because of its reliability, flexible content scheduling, layout creation flexibility, detailed network monitoring and proof of play options”. Xavier Texidó, Pronto´s Digital Signage Network Administrator.
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ONELAN – Digital Signage: Menu Boards
Tallink Ferries set sail with ONELAN: Using digital signage for: •
Communicating
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Informing
Tallink Ferries use digital signage in their ferry canteens. Menu and pricing content can be changed through the day (dayparting), as there are separate menus for breakfast, lunch and evening dinner. By using digital signage, updates can be made whenever menu or prices change, and if particular dishes are sold out then the menu can be changed accordingly straightaway.
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ONELAN – Digital Signage: Menu Boards
University of Bedfordshire: Using digital signage for: •
Communicating
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Informing
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Promoting
The University of Bedfordshire contract out their catering to Sodexo for which the University of Bedfordshire run a number of internal promotions. There are four signage screens located within the restaurant and café bar areas in the new campus centre at Luton. Rather than having a daily list of menu options displayed on the screens, they have special promotion days eg Valentines Day, St. Patrick's Day and Red Nose Day; when Sodexo prepare special menus for these days. Sodexo also manages the menus which are paper based and at point of sale in the serving areas. Special promotion slides have been designed for Sodexo by the University of Bedfordshire and have had a very good impact. According to Sodexo's Deputy Catering Manager the signage adverts are useful; business has been brisker on the days they are shown and customers, both staff and students, have been more proactive in asking catering staff when similar promotions are coming up next, prompted by the screen adverts.
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ONELAN – Digital Signage: Menu Boards
Café Bolle, Triborg Using digital signage for: •
Informing
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Promoting
Café Bolle is situated in the city centre of Tilburg in the Netherlands. They aim to target as wide an audience as possible, offering a variety of theme nights and a film menu with an early dinner for when customers are planning on going to a movie afterwards. Café Bolle is the first café in Tilburg to adopt digital signage. They wanted to attract customers and then promote special deals to them once they are in the café, and decided that digital signage was the best way to achieve this. ONELAN was selected due to its flexibility and ease of use. One ONELAN Net-Top-Box (NTB) 620 is installed driving three 42” screens. 80% of the content comprises the café menus and specials and 20% is used for commercials. Café Bolle pay a monthly fee for the NTB and the content management by ADL. ADL manage all the content and are responsible for updating the menus as well as sourcing the advertising. The advertising is scheduled to run at different times of day, depending on who is in the café at a particular time e.g mothers and children in the day time, students in the evening.
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ONELAN – Digital Signage: Menu Boards
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Getting started: Concerns
With all technologies new to a specific market sector there are concerns surrounding adoption. Digital signage is no exception.
Too expensive This is no longer the case. Screen and computing costs have fallen dramatically over the last five years. Also look for digital signage manufacturers offering free software updates and free support.
Too difficult No longer. A good digital signage solution should be easy to use by even non-technical users, with very little work being required of the staff. The ease of use will encourage buy in of staff to the new system; with digital signage, it is easy to dynamically change the content with nontechnical staff, and customise different screens in different locations. Fresh and regularly updated content is essential to maximise the value of a digital signage system, so a dedication to content renewal needs to be established at the outset. A good digital signage system will be easy and intuitive to use for real-time updating and scheduling. The content management system for each digital signage solution will also vary with some being more simple than others; while some systems can offer much greater flexibility they may be more complex to use. The content management solutions will also vary in terms of how much you can change within a template. Most solutions will allow a restaurant to create their own designs with other solutions proving fixed templates allowing only changes to content.
Only a few trained individuals will be able to use it To be adopted successfully by all, a good digital signage system has to have a simple, easily accessible web based interface so anyone with appropriate permission can upload new information or content without any training whatsoever. Thus the hospital patient queuing system or hospital TV becomes a live instant trading place for information and a hub central to a hospital or doctor’s surgery.
Why not DIY? If it is that simple why not do it yourself? There are several reasons: •
It can become a project for an already overstretched IT dept
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The time cost will be greater than the result
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The quality will be lower
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There will be a single point of data entry by an expert versus access for many.
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Ongoing support and maintenance will be a problem
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ONELAN – Digital Signage: Menu Boards
Security Will the system be open to abuse for example patient confidentiality is a key issue, combined with the volume of sensitive data that needs to be secure yet readily accessible.. Any good Digital Signage system should have sufficient password protection and encryption techniques such that unauthorized users cannot gain illegal access or tamper with content or the system in any way.
Time and financial implications of regularly updated professional content Considerable time can be saved by communicating with digital signage e.g using instant messaging (see below). In addition, by making good use of digital signage e.g to publish information on forthcoming events, or by using a screen in reception with information on the institution, or by publishing regularly updated menus in a hospital cafeteria, significant printing cost savings can be made as fewer brochures, leaflets and posters will need to be printed.
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ONELAN – Digital Signage: Menu Boards
Content is King – Ways to achieve this on a budget
Everyone recognises that content is king and keeping content fresh and relevant to your target audience is a key aspect of any digital signage installation. However making content can be expensive so it is essential to develop a strategy that is both low cost and effective. It is essential to have to have a good editorial system in place and be able to accept content from people all over, automatically. Sources of content include: •
Instant local messaging Staff should have access to a simple easy to use facility that enables them to communicate new information instantly. For example input of messages, announcements, visual paging, table data, TV selection and layout changes. ONELAN’s tool for this is named Ad Hoc. A further use of this tool is localization of content e.g modification of the screen to show the name of the department while retaining the same design elsewhere.
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Websites RSS feeds from either the institution’s own or other relevant third party websites can automatically load news to the screen, in addition to daily announcements and hospital news. A weather feed can also be incorporated. By using the web zoom facility, it is possible to shrink a web page down to 10% or enlarge by up to 1000%; web pages can also be cropped to show just the relevant part.
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Existing Content Freely available existing content e.g Powerpoints, videos from your institution’s website, or other relevant sites should be able to be reused.
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Video (Free TV or Live Camera) TV. Programmes can be captured simply with a TV card in e.g a ONELAN Net Top Box, or streamed to show live tv everywhere on a network using e.g ONELAN’s ITPV. In a hotel or restaurant, liveTV can be screened.
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Content residing in external systems or databases External content that can be brought in live from an external system, with specific data distributed to different workstations on a network through one channel using e.g ONELAN’s Data Collection Engine (DCE).
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ONELAN – Digital Signage: Menu Boards
Getting started: questions to ask
Before you start it is essential to establish your budget; •
Has a separate budget been set aside, or will this come out of an existing one?
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What are you and your stakeholders’ intended goals for digital signage: Communication, entertainment, education, publicity, marketing?
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How will you use the digital signage?
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What do you want to communicate and to who?
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Who are the Internal customers: staff?
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Who are the External customers: patients, visitors, contractors?
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Who will use the digital signage? Staff, IT department?
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Once these questions have been answered, how many screens and players do you need?
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Will you need to retrieve data and feedback from doctors, consultants, nurses?
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Do you have existing systems that you need to integrate your digital signage with?
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ONELAN – Digital Signage: Menu Boards
Planning your digital signage system
In the context of a restaurant, hotel or bar, a digital signage system at its simplest can be one or more display screens linked to one or more players such as a ONELAN Net-Top-Box (NTB). In practice, it is likely to include a network of DS players linked to multiple display devices. The complexity of the system will be driven by the size of the restaurant or hotel etc, the requirements of the stakeholders and of course budget. As requirements will change over time, it is important to choose a flexible content delivery platform that allows for growth at a low cost.
7.1 Stand Alone Implementations If you only intend to have one or more independently managed screens you will be setting up one or more Stand Alone systems. In this case the considerations include: •
a. Will user access be direct via a cross over cable or via a network?
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b. Will the player be located at the screen or remotely?
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c. Where will the screens and Players be located; how will cables be run, and is there adequate ventilation?
7.2 Local Area Network (LAN) Implementations For a multiscreen network with one or more channels of content a network set up is required. Typically this will mean implementing a Store and Forward Digital Signage system. This means that content is created by a central HQ designer, and published to the network for Players to then collect, store and playout. All administration is via a webuser interface(HTTP/HTTPs) and FTP access will be required from Subscriber to Publisher units to access content. In this scenario the considerations include: •
a. How will content be managed?
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b. How will content be distributed – via a network or using 3G?
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c. Will TV and video content be streamed; in which case the network will need to be multicast (see below: Implementing IPTV Streaming)?
7.3 Wide Area Network (WAN) Implementations This is the same case as for a LAN implementation except that now the players may be at remote locations and hidden behind local firewalls. This should present no problem as long as the IT architecture is a pull model. This means that content is not being pushed down to the player; rather the player downloads. The player will only download content that has been changed. This method maintains networks security.
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Why ONELAN?
The ONELAN Digital Signage and IPTV products provide a toolkit for achieving a solution for your communication needs:
8.1
Net-Top-Box Publisher Subscriber Network
8.1.1 Publisher (P) •
A Publisher is a media player that has been configured as a Master. This unit station publishes all information on the layouts and schedules and deposits it into a specific directory (channel), which can then be picked up by the Subscribers.
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ONELAN’s Net-Top-Box is a browser based media player for design, scheduling and preview of multiple content channels for network store and forward delivery that are multi-zone multimedia and dynamically updateable with live content or external data.
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ONELAN – Digital Signage: Menu Boards
8.1.2 Subscriber (S) •
A Subscriber is a media player that has been configured to be a Slave. The Subscriber is told the location where layout and schedule information has been deposited by a publisher. The Subscriber will then check the location periodically (user configurable) and will download any new data to display.
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ONELAN’s Net-Top-Boxes are a range of store and forward digital signage media players designed for 24/7 operation with options for local TV reception, IPTV Stream In decoding and Touch / GPIO interactivity.
8.1.3 Digital Signage Manager (DSM) •
The DSM is a multi-client web appliance for live monitoring, remote configuration/maintenance of an NTB network. Historical records of NTB status and media playout are maintained in the inbuilt database for later audit and analysis. It is ideal for monitoring Channels of NTBs. The progress of NTB Channel Manager Publish and Subscription operations can be easily monitored using the DSM Standard Report. This can also be customised and sorted Tabular to match operational requirements. For example, Alarm Summary Reports can be generated – outstanding alarm conditions including overheating, loss of time synchronisation, errors in the NTB Publish and Subscription mechanism, low disk capacity, and other physical data.
8.1.4 Data Collection Engine (DCE) •
ONELAN’s Data Collection Engine (DCE) Framework enables organisations of all sizes to unlock the value of previously inaccessible data. Information held in spreadsheets, databases and business systems can now be easily repurposed for use on Digital Signage, web pages
and other rich graphical displays. •
The DCE framework enables data from previously disparate and inaccessible systems to be retrieved by using any number of the available Business Connector plug-ins. Each Business Connector enables access to a particular business system or information source, managing the entire connection process without any user involvement. Once installed, each Business Connectors data can be formatted and displayed on your Digital Signage, or repurposed for display on other web enabled devices.
8.1.5 Omniserver IPTV Streaming (IPTV) •
The IPTV Omni-Server is a single box streaming solution for networked delivery and storage of video content via Ethernet networks. It provides a number of key functions within one appliance, firstly acting as an IPTV TV gateway which can take in Digital free-to-air TV broadcasts (DVBT/Freeview or DVB-S/FreeSat) and re-broadcast out several TV channels onto a network. Any device on the network can then play back the live TV stream using a desktop PC TV software player, or a media player such as a ONELAN Net-Top-Box. A key benefit of this feature is the reduction in RF coaxial cable wiring required. The IPTV Omni-Server is compatible with ONELAN NTB media players, and with its web browser interface is accessible from anywhere on a network.
•
Digital TV broadcasts require TV Tuner cards. The number of cards (and thus slots to accommodate them) vary with the number of TV channels required to be simultaneously
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viewable. Each tuner card can provide 5-10 TV channels but multiple tuner cards may be required to deal with 5-10 TV programmes spread across different broadcast frequencies. •
Furthermore, each Analogue TV Encoder requires a card slot. Thus the IPTV Omni-Server is made available in a 2 slot or a 6 slot configuration to accommodate different requirements.
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The Omni-Server may be operated in a 'Carousel mode' enabling it to record all selected Channels (TV or Radio) for a given period of time in the past, present or future. For example the entire UK FreeView set of channels can be recorded simultaneously. As the disk becomes full, older programs are deleted. The operator can now identify programs from the past and move them to a 'keep' or 'transcode' folder for delivery to the Video Library Server (VLS) for storage. VLS is a software product that installs on a windows Server and provides a video library searchable on program metadata.
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About ONELAN
ONELAN develops network appliances for standalone and end-to-end Digital Signage and IPTV network solutions. The Net-Top-Box is a multimedia, multi-zoned solution capable of displaying stored media and live media e.g RSS feeds, web pages and broadcast or locally streamed TV. With a browser based user interface, the system is fully multi-lingual including all main European languages. Further members of the product family cater for Enterprise network management, Touch applications and integration with external data sources. ONELAN has ten years experience solely in Digital Signage & IPTV and more than 12,000 players deployed worldwide driving thousands of screens.
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