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Toronto Deploys Wireless Signage on Commuter Trains

Sep 9, 2008 12:00 PM, By John W. DeWitt

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The ability to provide live data and frequently updated content was considered crucial to keeping the attention of GO passengers, the majority of whom are affluent professionals with an average train ride of 35 minutes twice per day, generating more than a million impressions per week.

"Content is most useful and captivating when it is relevant to the viewer," Collard says. "Building live data into your content reduces operating costs, provides relevance to your audience, and keeps content from becoming stale. Improving the viewer experience was a major consideration for this project."

The GO train deployment is one of a number of Omnivex transportation-related applications that combine signage with leading-edge mobile technology to ensure live or otherwise relevant content for viewers.

"We have customers using GPS to track vehicle position and using the present location to determine the appropriate content within a bus or taxi. If a vehicle is delayed in traffic or deviates from its route, the message on the screen relates to their location at that time," Collard says. "On Canada's west coast, British Columbia Ferries use Omnivex software to communicate to their customers. Should a ferry be delayed getting to dock due to weather conditions, the ship can update arrival time at the terminal so customers are not left wondering what is happening."

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