Hip sound and cool advertising – a flexible POS programme

REWE GROUP Austria invests in an IP-based audio distribution system from Barix

Zurich/Vienna, 6 October 2006 – REWE Group Austria is currently converting and extending its Shopping Radio network from satellite transmission to Barix IP-based audio technology. Following its installation in the BIPA perfume stores and MERKUR supermarkets, Shopping Radio will be extended in the next few months to cover more than 1000 stores in the BILLA supermarket chain, making a total of around 1900 outlets. The key role in the conversion process will be played by Digitale Mediensysteme Vertriebs- und Entwicklungs GmbH (DMS) which has developed an innovative concept using Barix hardware. This converts audio signals into digital streams, sends them via the existing LAN/WAN network to the stores and there converts them back into speech and music, which is broadcast over loudspeakers. The special feature of this system is the use of Barix components and streaming over RTP (real-time transfer protocol) which means that no servers or PC infrastructure are needed to provide the functionality and play the radio signal. Other features which attracted REWE Group Austria were the high levels of reliability, more stable playback, smaller bandwidth requirements and long-term cost-effectiveness in comparison with other solutions.

At the point of sale innovative solutions using IP-based technology are increasingly replacing costly satellite antennas and high monthly charges, CDs and data media. These solutions not only meet the latest requirements but also offer huge cost savings. REWE Group Austria found these arguments convincing. "This state-of-the-art solution offers us a flexible, highly cost-effective and very rapidly scalable sound system, which will allow us to meet all the challenges facing a modern communication medium both now and in the future, without any effort," said Norbert Bures, IT Director, REWE Group Austria. "The move to this professional solution will result in significant cost savings in every store, together with a considerable reduction in the on-site work needed. These arguments were very convincing when compared with other solutions."

The basic requirement for the Barix system is simply a network or Internet connection in each store. In the Shopping Radio production studio a Barix Instreamer converts the analogue signals (music, announcements and adverts) into digital streams using special, highly reliable embedded technology and less than 5 watts of power. In the near future the VPN of REWE Group Austria will be able to distribute the signal converted by the Instreamer to all the stores as an RTP multicast without needing any additional servers. In the meantime, until the multicast capability becomes available, replicators in the server centre of the IP provider, created by DMS on the basis of Barix Barionets, are used to replicate the stream and send it to a specific number of destination addresses or stores (approximately 100 per Barionet). At the destination addresses a Barix Exstreamer converts the stream back into an analogue signal. Its backup function allows it to switch automatically to a backup system if the main server fails. No complex modifications are needed in the stores, as the Exstreamer is simply connected to the sound system's amplifier using a standard audio cable. If the Exstreamer should fail, it can easily be replaced. As a result no costly conversion work is required.

The unique selling point of this solution and a powerful argument for REWE Group Austria is streaming over RTP (real-time transfer protocol), which is not implemented over TCP, as with other solutions, but instead over UDP. As a result it needs a smaller bandwidth and puts only a small additional load on the data lines in the stores. This ensures that there is no interference with or interruption to other critical applications, such as the check-out systems. At the same time, the feedback channel is not needed for the distribution of the radio signal, which allows multicast to be used. However, in contrast to satellite transmission, the feedback channel is used for monitoring and, if necessary, automatically reconfiguring the hardware. This allows the functioning of the system in every individual store to be checked at any time and the distribution of advertising in each store or department to be identified. For this purpose DMS has developed a server-based monitoring and management package which makes managing the entire system easy.

Maintaining the system has also proved to be highly cost-effective. All the hardware (the Instreamers, Barionets and Exstreamers) have a standard preconfiguration for all the stores, which means that no work is needed on-site. Software updates are installed automatically over the network. As there are no moving parts involved, there is also no wear and the hardware has a very long service life. If the system crashes, it can be restarted automatically.

As the hardware uses special Barix technology rather than a traditional operating system, it is highly resistant to network dropouts and faults. Problems with lines or a loss of quality are immediately reported to the server.

This future-proof Barix technology, based on IP and current standards and developed in Switzerland and Germany, is in use throughout the world. REWE Group Austria has invested in an infrastructure which meets the highest standards of reliability, openness and compatibility and yet is highly cost-effective. As a result of its modular design, it offers easy and almost unlimited scalability, including the addition of any number of different sources.

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About Barix (www.barix.com):
Barix AG, with headquarters in Zurich, Switzerland, specialises in research and development of state-of-the-art, IP-based communication and control technology. Barix products are stand-alone and able to connect remotely over standard networks and the Internet, offering innovative and cost-effective solutions for audio over IP applications (audio signal distribution and monitoring), communications (intercom systems) and automation (remote controlling, monitoring and maintenance). They are used in a wide range of applications, such as in-store music, advertising in supermarkets, church broadcasting, distance learning, audio distribution for hotels, offices and hospitals, intercom systems and PAs, solutions for radio and studio broadcasting, M2M communication, automation for lighting and doors and security solutions, such as surveillance and access control. The Barix team offers customers state-of-the-art technology, including standard and customised products, private labelling, licensing and OEM developments.

About Digitale Mediensysteme Vertriebs- und Entwicklungs GmbH (www.digitale-medien.at):
Digitale Mediensysteme Vertriebs- und Entwicklungs-GmbH, based in the centre of Vienna, is a total solutions provider for all forms of electronic audio and video communication media. Its range of solutions includes centrally controlled radio and/or video signage systems, interactive terminals, mobile screens, media solutions for mobile devices and outdoor productions in towns and cities. Point-of-sale solutions are a major focus of the company's activities because of the unique and complex communication requirements in this area. This is one reason why the company has chosen to specialise in new and innovative solutions in this field.

About REWE GROUP Austria (www.rewe-group.at)
REWE Group Austria is a powerful force in the Austrian economy. It is Austria's market leader in the retail food industry with a market share of 38.7 percent (AC Nielsen, June 2006). It is also the country's leading pharmacy retail chain with a market share of 40.6 percent (AC Nielsen, 1st half-year 2006, basic non-food sector, pharmacies).

The company, with headquarters in the Neudorf district of Vienna, owns the Austrian retail chains BILLA, MERKUR, PENNY and BIPA, together with its own brands Ja! Natürlich, Chef Menü, Clever and Quality First. REWE Group Austria also owns EUROBILLA AG which operates BILLA supermarkets in seven central and eastern European countries. The company is also involved in the Italian retail market. The expansion of BILLA began in 1990 and continued with the acquisition of the Standa retail chain. REWE Group Austria has a total of 52,300* employees working in more than 2,500* stores both in Austria and in other countries. It has a turnover of 8.23 billion euros*.

Press contacts:
Barix AG, Seefeldstraße 303. CH-8008 Zurich; Barbara Haller-Rietschel, Tel: +41 (0)43 433 22 11; www.barix.com
Agentur Lorenzoni GmbH, Public Relations, Landshuter Str. 29, 85435 Erding; Beate Lorenzoni, Tel: +49 (0)8122 55917 0; beate@lorenzoni.de, www.lorenzoni.de