Litefast 360° display systems now launched in the Indian OOH market

Mumbai-based blueMango solutions has partnered with the German company, Kinoton to market its Litefast OOH 360° display systems in India

Mumbai-based technology consulting, digital marketing and software development company, blueMango solutions has tied up with German tech solutions company, Kinoton to market the state-of-the-art Litefast range of 360-degree digital display systems, which can be used for marketing and communication out-of-home.

The Litefast 360° range comprises multimedia LED digital signage displays, whose 360-degree presentation can be viewed from all angles, attracting three times as many visitors and customers as conventional flat screens.

These displays are suitable for locations that see a constant flow of visitors, such as airports, cinema halls, railway stations, shopping malls, clubs, theme parks, trade fairs, company foyers, hotels and restaurants.

The body consists of a cylindrical LED display, resting atop a sleek cylindrical stand structure. Litefast displays come in three variants -- Mini, Magic and Motion -- with a range of sizes and display options.

The transparent Litefast Mini desktop models are a face-to-face advertising medium for high-traffic locations, such as sales and trade fair counters, customer desks, checkout areas or display windows. The Mini stands at a height of about 16 inches or 1.3 ft, and can display text and images.

Litefast Magic is larger format display, standing at approximately 7 ft. It is a multimedia platform for any kind of video, commercial or trailer. The innovative LED display technology provides good colour space, colour brilliance and contrast.

Since Litefast Mini and Magic are transparent digital signage displays, they can also be used to showcase actual products inside the display.

The third variant, Litefast Motion display is a customised version, which hasn't been introduced in India yet.

Besides its attractive 360-degree display, and the chance to showcase actual products, other advantages are that the messages on display can be updated automatically in a flash, organised in accordance with the target group and presented with precise timing when required. Additional real-time information, such as news or timetables, can also be combined with commercials, music clips or movie trailers.

Discussing the launch of Litefast in India, Aditi Manduskar, director, blueMango solutions tells afaqs!, "I met the Kinoton representatives while at a digital media conference in Singapore and was very impressed with the product. They, too, were looking for a representative in India, which is how we decided on the partnership."

Harald Naether, vice-president, sales, Kinoton's Litefast 360° Displays, says, "blueMango's profound know-how regarding digital marketing technology, their market expertise and their commitment to superior customer service makes them the perfect contact for our Litefast customers in India. We are looking forward to a fruitful cooperation."

Manduskar explains that after interacting with a few members from the media industry, they came to believe that everyone is now looking for a medium of advertising that is more vibrant and innovative than the flat LCD and LED display panels.

"We hope to bring in Litefast 360° Displays as the new, unique and vivacious trend for the advertising world in India," she says.

Litefast was launched internationally in 2009; and blueMango is in the process of importing it to India. blueMango is currently looking at selling these displays, and may look at leasing them out in the future. The cost of purchasing a Litefast Mini is about Rs 3.5 lakh; while the Magic is steeply priced in the range of Rs 30-40 lakh, depending on the software and sound systems one purchases with it.

The technology company is currently marketing the product to OOH media owners, outdoor ad agencies and shopping malls. While the product has the potential to attract eyeballs and comes with the 'German engineering' label; it remains to be seen whether the steep pricing would act as a hurdle, or whether advertisers would view it as a premium OOH medium that is clutter-breaking and worth investing in.