BARIX IN-STORE MUSIC 03-2010 - Retail Systems · BARIX | In-store music 5 Periodic File Download...

BARIX IN-STORE MUSIC03-2010

In-store music | BARIX2

TECHNOLOGY FROM BARIX: DISTRIBUTION AND CONTROL OF IN-STORE AUDIO.

The proliferation of reliable network connectiv-ity, from single-building local-area networks(LANs) up to the entire world wide web, haschanged the landscape when it comes to contentdistribution options. The Internet is fully-utilizedby broadcasters to distribute “mission-critical”content to end-users of all types, tuned into liveradio or TV streams, sports, concerts, meetings,the list of applications is nearly endless. Manyprofessional radio engineers for example haveembraced both the Internet and Barix technol-ogy as top choices for their distribution needs.

In-store audio is an integral component to theoverall shopping (or dining or visiting) experi-ence, playing a key role in driving sales. While in-store video displays also benefit sales, they takemore direct focus and do not “blend in” to thebackground of the user experience as well asaudio does. Video may grab you, but audio bothguides you and goes with your flow.

Until now, retailers have had limited options foraudio service, primarily via a satellite on the roof.These audio providers typically offer many chan-nels with a cross-section of musical tastes, butthey do not allow custom branding or the inser-tion of ads or messaging. In some cases, youcould even play a competitors ad in your store.And in most cases, this kind of service is expen-sive.

Barix technology is changing the game. It is nowpossible for retailers and others to create theirown custom radio networks using the Internet,including the ability to target ads or messages todifferent stores.

A Barix audio-over-IP distribution solution allowsretailers to do the following:

• Offer branded audio content, from your sup-plier of choice, distributed throughout yourstore network with a local touch. Barix tech-nology allows you to do this with low invest-ments in infrastructure and marginalrecurring costs, re-using the network con-nections you already pay for.

• Eliminate the need for satellite dish installa-tions or physical media distribution. Know atany time how your system is performing andthat your brand message is getting through –a Barix online system gives you perfect con-trol, using your standardized IP infrastructure.

• Include localized advertising or individualizedmessaging. Embedded within your perfectlybranded radio programming, per-locationcontent insertion is effortless and real time.Retailers for example can include store-spe-cific (or even department-specific) ads, pub-licity for a local charity event, or even a paidadvertisement from one of your suppliers,running nationally. Imagine making money onyour in-store audio.

Barix devices are reliable, not susceptible toviruses or other tampering. They work in thebackground with low power needs, no mainte-nance, updates or cooling requirements – youuse the same technology that retailers, broad-casters, military and commercial users world-wide rely upon. Whether in Antarctica, America,or Zurich, audio-over-IP devices from Barix workreliably, without maintenance, day after day, yearafter year.

BARIX | In-store music 3

This paper introduces you to the distribution op-tions available to retailers and similar operators,the factors affecting your choices, the compo-nents required to make it work, and relatedpoints to consider.Per-location Internet infrastructure, various ratesfor music royalties, and a company’s ability anddesire to manage this technology as opposed tooutsourcing: these factors play a role in deter-mining the best approach. This paper will help toexplain many of the finer details involved. Barixcan also recommend partners that will assist youwith managing part or all of your system.

Options for in-store audio from Barix

Barix hardware and technology can deliver high-quality in-store audio in three ways:

• Live Streaming: deliver high-qualitybranded audio in real-time via the Internetto all retail locations, including the optionfor localized and targeted ad insertion.

• Periodic File Download: store audio locally at each retail location, updating themusic via scheduled FTP or HTTP downloadas desired.

• Offline: store the audio locally at each location, and update it manually as desired.

We’ll review these options in the following pages,and then provide a comparison of the factors andcomponents of each option.


Live streaming

Live streaming requires an in-house or out-sourced CDN (content distribution network)with sufficient resources to reliably deliverstreams to all locations. Each receiving locationin turn must have sufficient “last-mile” bandwidthin order to receive the stream, typically using aDSL, cable, or T1 connection.

The source stream originating from the CDNmay be from an MP3 stream server (Shoutcastor Icecast for example), or a Windows Mediaserver, or from an RTP stream (generated by aBarix Instreamer for example), or even from anRTP replicator where applicable.

Exstreamers can tune in directly to the stream-ing server and receive your branded, customizedaudio stream(s). Or, using the Baix ad insertionmiddleware software you can insert location-specific advertising and messaging. MP3 orAAC+ V2 playback is supported, as is integrationwith Barix PA solutions, allowing priority break-in to the audio to make in-store announcements.

Monitoring and automatic alerting is supportedusing the MOH Technology Barimon monitoringservice: devices periodically report their statusto the Barimon server, which takes appropriateaction.

Rebroadcasting Providere.g. Streamguys

Optional Monitoringwith service provider

ADSL/Cable/Router

Barix Instreamer 100

Barix Exstreamer 200



Audio

Amplifier

Amplifier

LAN/WAN

Live streaming


Periodic File Download

Live streaming requires an in-house brandedradio station, but not everyone needs this. Insome cases, creating the right atmosphere withbackground music does the trick. This is easy todo using Barix devices, and it places much lessdemand upon network resources.

The application plays music from playlists. Theplaylists can be prioritized, scheduled by day ortime. If you want to play Christmas songs everyweekday between 3.30 and 5p.m., Monday to Fri-day in the 8 weeks leading up to Christmas, it’snot a problem.

Playlists and music can be regularly updated, tokeep things fresh for customers and staff alike.On schedule, the in-store devices can contactyour central music server (using either FTP or

HTTP) and check for files to download. Any filesthat are no longer required are deleted from thelocal device. In this way your regular customersand staff will never become bored due to hear-ing the same music all the time.

Local announcements are possible using a BarixPA solution, allowing priority break-in to theaudio to make announcements. Such announce-ments can be local or remote in origin. System monitoring is supported using the Bari-mon service, as per live streaming.

BARIMON serverfor optional monitoring

Store 1 .................................................. Store n

FTP/httpmusic server

Amplifier

LAN/WAN

Playback from file

USB Stick USB Stick


Offline

In the event that some or all of your locationshave no reliable Internet connection, the playlistapplication mentioned above can be used instandalone mode. Upon installation, the Barix de-vice has a preloaded USB stick attached thatcontains the configuration, playlists and musicfiles required for the system to operate withoutfurther contact with any outside systems. As re-quired, a new configuration USB stick can besent to a store for staff to simply plug in to thedevice.

Store 1 .................................................. Store n

FTP/httpmusic server

USB Stick

Amplifier

IP Distribution in retail – offline configuration

USB Stick


Factors affecting the choice of system

This chart provides a clear comparison for whatis required and what is possible via each option.In some cases you may use streaming at somelocations and download or offline service at thelocations that cannot receive streams. No mat-ter the approach, Barix hardware works in everycase, making upgrades and costs quite simple tomanage.

FACTORS Streaming Download Offline

Requirements

Constant Internet connectivity •High-availability IT infrastructure requirement •Limited Internet Connectivity

•Capabilities

Live streaming •Real time ad insertion •Multiple-channel failover support •Local backup capability (USB) •Firmware update capability •VPN Multicast capability •Supports mp3 and AAC+ •Lowest royalty payments •Real time performance monitoring/alerting • •Content distribution using standards (FTP/HTTP) •File update time / period scheduled per location •Intelligent sync updating of local content •Playlist volume configurable • •Local music copies • •Manual content update • •Time based playback scheduling • •Date / Day of the Week playback scheduling support • •Upgradable to other solutions • •USB backup content encryption • • •Realtime local/central PA integration • • •


Components for in-store music systems

This chart lists the various components neededto create an IP-based audio system with Barixtechnology.

COMPONENTS Streaming Download Offline

Barix Receiving / Decoding Hardware

Exstreamer 100 • • •Exstreamer 110 with display and IR remote • • •Exstreamer 200 with built-in amplifier and IR remote • • •Exstreamer 1000 with higher-quality audio

and contact closures • • •Barionet (for stream replication on the sending-side) •Barix Firmware

Streaming Client Firmware •FTPMP3 player (ABCL application) • •Audio Source Stream

In-house or Outsourced CDN and media server •In-house or Outsourced CDN and Barix

Instreamer w/audio •Locally held / downloaded audio files • •Server Software

MP3 / WMA streaming media server •Barix ad insertion software (optional) •Barix RTP stream replicator software •FTP or HTTP server •.len system for file download authentication •FTPMP3 file server application • •Next we will describe these components ingreater detail.


HARDWARE:

Barix Exstreamer family

All of the Barix Exstreamer devices can supportaudio playback in all of the scenarios mentionedin this document, each model with various char-acteristics that make them suitable in differentenvironments.

• Exstreamer 100: The entry-level model, astereo network audio decoder with a USB in-terface for local audio playback capability. Theaudio outputs need amplifying. This is a reli-able device you can place in the equipmentroom and forget about.

• Exstreamer 110: in addition to the 100’sfeatures, the 110 model has a two-line LCDdisplay, built in IR remote (allowing users toselect between multiple channels or controlvolume), and a relay port that allows you tocontrol an attached device such as an ampli-fier.

• Exstreamer 200: in addition to the 100’sfeatures, the 200 model has a built in IR re-mote and integrated stereo amplifier(2*25W), making it ideal for small outletswith no existing PA system.

• Exstreamer 1000: this model has a betterquality DSP (processor) than the otherExstreamers, and it has both analogue anddigital audio outputs, making the 1000 modelideal for premium locations. It also has 4 dig-ital inputs and 4 relay outputs, which can beset according to the device’s state.

Barix Barionet

The Barionet is an intelligent network automa-tion component that in certain situations can beused on the “sending” side of the distributionchain in place of an audio source server. Ordi-narily it is used to monitor and control an envi-ronment, but in this scenario it can be used forits fast and reliable operation, to take and repli-cate a single audio stream many times.


LAN/WAN

Music server

single feed

< 120. . . . .

. . . . .. . . . .

< 120. . . . .

feed 120

further replicationas required

further replicationas required

Barix Instreamer 100

Barix Exstreamer 200 Barix Barionet

RTP replication with Barix Barionet.


BARIX FIRMWARE

Exstreamer Firmware

Each Exstreamer supports the ‘streaming client’and the ‘FTPMP3’ firmware, and you can updatebetween the two firmware versions as neededfor a given location.

• Streaming Client: the streaming clientfirmware was originally designed for profes-sional broadcast use, but is also in use in1000’s of shops worldwide. The firmware canplay MP3, AAC+, and WMA streams using var-ious protocols. Up to three stream sourcescan be defined, enabling streaming with auto-matic fail-over, if one of the sources is set tothe local USB stick. The software seamlesslyintegrates with Barix PA over IP systems andthe Barimon monitoring and alerting system.

• FTPMP3 player: this application has a longhistory of Retail use and has benefited greatlyfrom user feedback, becoming a feature-richstandalone music player. All aspects of the sys-tem can be configured, from how often thedevice contacts the central music server forupdates, to which days of the week to playfiles on. It also seamlessly integrates withBarix PA over IP systems and the Barimonmonitoring and alerting system.

Barionet Firmware

• Barionet Replicator: this application re-ceives a single network audio feed via RTPand then replicates it in real time, producingup to 100 copies of the original stream. Thisis a low cost, PC-free, reliable solution for re-tailers who rely upon their existing livestreaming infrastructure and do not want PCbased servers in the loop. Of course, the re-tailer’s infrastructure must provide the band-width to support all of the produced streams.


AUDIO SOURCE STREAM SERVER SOFTWARE

There has to be a music source! For a streamingbranded radio solution, most retailers rely uponan external company (a CDN or content distri-bution network) for professional stream distri-bution to their locations. This has become astandard for efficient distribution. The outputfrom such a provider is typically a Shoutcast orIcecast MP3 stream or Windows Media stream.

Some companies manage their own distributionnetworks. In these cases, it is also possible touse a Barix Barionet RTP solution to replicatestreams.

Live streaming

• MP3 / WMA streaming media server(in CDN facility): this is the server soft-ware running the audio source stream. If youdon’t operate your own CDN, these com-mercially-available Media packages generatethe source stream and best ensure mission-critical delivery to your locations.

• Barix/MOH ad insertion software: thisoptional server application, called ADIOSYS(Ad Input Output System), works with anMP3 (Shoutcast or Icecast) audio sourcestream. Locations and ad scheduling can bemanaged via a web interface. Each locationhas the ability to receive a customized adschedule with the ads inserted directly intothe source stream. This highly-flexible systemempowers you to manage brands, ads, andmessages among all locations, even allowingmulti-brand support using identical sourcestreams. Barix offers a hosted version of theservice in conjunction with partnerStreamGuys. See http://www.instorestreaming.com/ for moredetails.

• Barix RTP replicator software: thisserver application (UDPRep) has the advan-tage that it will run on a standard server andrequires no special hardware setup, it can berun ‘in house’, or on a hosted server. Additionally, Barix partner StreamGuys(http://www.streamguys.com/) offer the Barixstream replication service as part of theirhosted platform. The RTP replicator softwareis also available as a hardware-based replica-tor solution for live streaming. In this case,the Barix RTP replicator software runs on aBarix Barionet. It allows replication of a sin-gle RTP stream up to 120 times, in real timeand with a < 20ms propagation delay. Thesoftware is format-agnostic; whatever format


the audio stream is in, it can be replicated.Each Barionet can be configured to automat-ically failover to a secondary stream, shouldthe primary be lost for any reason, providinga source backup capability. With Barix tech-nology replicating your stream, you can de-liver the sound to any location you want.

Playback from file

• Server: the good news is: … you can use anystandard HTTP or FTP server – if you don’thave one installed already, many are available(typically at no cost). You can also “rent” aserver (hosted) if your devices connect overthe internet.

• .LEN serverside tool: this tool can be usedto provide the downloading client with a re-liable information about the file size of the to-be-downloaded files. Enabling the ‘.lenchecking’ option, the length of every down-loaded file is checked against the length of thefile on the server, to ensure that files aredownloaded in their entirety. The tool createsan extra download file for every music file tobe distributed to the remote locations, con-taining the file length of the mp3 file. This in-formation is then used by the FTPMP3in-store application to check whether it hascorrectly downloaded the music file.

• FTPMP3 File server application: this op-tional application is used to convert playlistsand filenames from ‘long’ filename format, to8.3 format, including ‘obfuscating’ the songtitle. This means that a USB will not containeasily identifiable files. The current Barix hard-ware filesystem is FAT16 and does not sup-port ‘long’ filenames.


USEFUL INFORMATION

Music Royalties

Anyone who broadcasts music, either streamingor from stored or downloaded files, must payroyalties directly to each artist/recording com-pany, or to various agencies which may differcountry-to-country. Companies that use Barixor any other music technology are ultimately re-sponsible for ensuring payment for and compli-ance with royalty laws and regulations.

The way in which the music is played (live streamvs. playback from file) also affects the amount ofroyalties due. Stored and/or downloaded files,in which actual files are sent to the locations, canincur significantly higher royalty rates thanstreamed audio.

Content Providers

Content providers work with organizations toprovide tailored music programming suitable totheir customers. These providers normally in-clude royalty coverage for using their content.Barix partners with several such companies andcan readily make introductions.

IT infrastructure

Although streaming audio is basically straight-forward, sometimes hosting isn’t, so Barix sup-ports customers who run everything themselvesand also customers who outsource. The impor-tant thing to note is that each stream that yousend out to one of your locations will requirenetwork bandwidth, both at each receiving endand (cumulatively) at the sending end.

For example, if you stream 128kbps audio to 200locations, you will need 25.6 mbps (megabits persecond) of dedicated and sustainable bandwidthat the sending end. This is the rough equivalentof about 16 or 17 “T1” Internet connections.This is one reason why many customers opt fora hosted CDN solution.

Conclusion

The new recipe for retail audio success is IP-based. Now is the time to phase out and replaceold and expensive satellite technology withlower-cost Barix-based solutions. You can re-claim and brand the audio in your stores, offerthe music and ambience that best drives sales,and (through in-store ad-placement agreements)start generating revenue from your audio.

Contact information

More information can be found atwww.barix.combut if you have a specific question:[email protected]

© 2010 Barix AG

Barix AGSeefeldstrasse 3038008 ZurichSchweiz

[email protected] +41 43 43322 11F +41 44 2742849

Barix Technology [email protected]

T +1 866 8150866

Barix [email protected]

www.barix.com

BARIX IN-STORE MUSIC 03-2010 - Retail Systems · BARIX | In-store music 5 Periodic File Download...

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