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Apple’s impact on the smartphone market shows no signs of letting up – but the iPhone maker is facing stiff new competition in the touchscreen stakes. 
The popularity of touchscreens on smartphones has increased massively since Apple introduced its iPhone. And in the last quarter of last year, for the first time ever, touchscreen devices accounted for more than half of all smartphone shipments globally, according to research from analyst house Canalys. Another survey conducted by the analyst at the end of last year showed that more than half (60 per cent) of 4,000 consumers polled wanted a touchscreen interface on their next mobile device.
In the latest piece of research, touchscreen smartphones took 55 per cent of the market in the fourth quarter of 2009, with shipments of touchy-feely devices up 138 per cent year-on-year, according to Canalys.
By contrast, overall smartphone growth was significantly lower, standing at 41 per cent. The analyst said the total number of touchscreen smartphones shipped in 2009 was more than 75 million, with total smartphone shipments hitting 166 million.
Cineworld touch screen by Protouch
FILM producers spend millions each year to draw audiences to their movies. And ADVERTISERS take advantage of the pre-cinema screening of ads and promos to promote their products. But now advertisers are moving their commercials to the entrances of cinemas as well, introducing kiosks and advertising boards to appeal to customer’s cinema experience.
Over the past two years, cinemas have been installing touch screen kiosks so cinema-goers can book and buy their tickets with ease and efficiency without having to wait in the queue.
However, kiosks are not just about ticket collection anymore. Cinema-goers want a more enhanced and rewarding experience when they visit the cinema and kiosk systems are the new and exciting way to do this.
Cineword, the UK’s second largest multiplex cinema chain, rolled out Protouch’s Xen X5 and Xen X4 kiosks into a number of its UK cinemas. The kiosk systems were installed to allow users to pick up tickets as well as support Cineworld’s Unlimited Film programme.
Cineworld plan to install the X5 kiosk into all of its cinemas selling the Unlimited programme. John Anderson Cineworld’s Marketing Co-ordinator said, “The Unlimited programme is a large and important part of our business and distinguishes us from every other cinema company in the UK and Protouch’s X5 kiosk is helping us to advance this programme.”
And the latest new promo is telecommuncations firm Sprint, is sponsoring the new marketing effort of placing 500 self service kiosks in movie theatres so that customers can scan in a code from their phones and get coupons for snacks.
The coupons will vary in discount and price with some allowing a free upgrade to a bigger popcorn or large drink.
Companies have been expanding their products and services into cinema advertising, as they noticed that cinemas are a good place to reach audiences that don’t have too many distractions.
“People with high mobile phone usage do tend to go to the cinema more than people with lower mobile phone usage,” he said. “Years back, when cinema advertising was just launching, people were a little skeptical on how it would be received.
“It has only been around for a relatively short amount of time, but all the research that came back said, despite initial skepticism, people feel that the advertisements are not intruding-in fact, many ways are complementing-the overall event.”
The coupons being introduced via the self service kiosks will definitely encourage more people to visit the cinema and make use of the deals on offer.
“The first was a reward for their own customers, building that loyalty, and the other was the envy factor,” said Christine Martino, national account director for Screen Vision who suggested the idea to Sprint.
The kiosk works by instructing Sprint customers to text a certain world (like Sprint) to a certain phone number. The cinema-goer then receives a text message that includes a string of letters and numbers. The kiosk features a computer screen next to the scanning device, and people hold up their cellphones, scan that code and can browse through a few offers on the screen.
The customer then selects their chosen offer, to which a receipt will be printed that people can take to the concession stand for a free upgrade, such as a larger drink.
Margaret Clerkin, the head of the invention group at Mindshare, Sprint’s media agency and a unit of WPP, said that offering something to Sprint customers was a necessary element. “There is entertainment value provided by cinema advertising, but there is also an exchange of value-can you enhance their experience?” she said.
In time, ScreenVision would like to see other companies like Burger King offer discounts on a post-show hamburger for instance.
“It is a direct reward for the consumer,” said Andrew L.Blacker, senior vice president for marketing at ScreenVision.
At Protouch we are dedicated to manufacturing and distributing top quality touch screen systems for businesses across Europe.
Many businesses don’t know where to start when implementing a kiosk and what costs are involved with starting the project as well as the costs to maintain it in order for it to work to their specifications.
Well at Protouch, we are here to help and have come up with some frequently asked questions about the interactive kiosk world to help you on your way.
Each day this week we will be adding a new frequently asked question with a detailed answer, so by the end of the week you are completely clued up about how the world of interactive kiosks work and you can start planning your project.
So, what are the values of interactive kiosk solutions?
Interactive kiosks are ideal for;
- Driving operational efficiency
- Improving customer experience
- Helping deployers meet compliance needs.
When installing an interactive kiosk into your business you are technically providing a unique and significant system which can become high in value and a good competitive tool against others in the same market.
This is because they can;
- Reduce the amount of staff needed to look after customers and provide help and assistance
- Provide a new and innovative approach to shopping, which customers can become accustomed to and enjoy
- If the kiosk runs smoothly and customers are happy with it, they will talk and potentially drive other customers into your business.
- Allow updates on prices of products/services to be made with ease and efficiency
- Software and kiosk can be easily maintained by staff and updated with new software.
Self service kiosks have so many advantages and can be easily implemented into your office, store, warehouse to suit all your needs and requirements.
If you have limited space you may want to opt for a wall-mounted kiosk such as the Xen X4from Protouch.
Tomorrow we are going to be looking at what applications can be run on an interactive kiosk solution and whether they can be implemented into your business.
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