Innovation and New Product Development Case Study

Magink Display Technologies Inc.: Israeli Firm's Billboard Innovations

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Abstract:
The advertisement industry had always been the arena for innovations, with a race between companies to improve display media with a technology that would incorporate 'viewability' and ease of use. One such innovation in the outdoor advertisement category was Magink Display Technologies Inc.'s Digital Ink. This Israeli firm, in collaboration with Mitsubishi Electric of Japan, had developed a new technology that reflects light in different colours on applying a small electric charge. Magink's Digital Ink was economical when compared to LCD's (liquid crystal displays) and flexible when compared with a paper printed billboard. But it had some limitations and challenges to overcome before being approved as the advertising technology of the future.

Pedagogical Objectives:

• To provide an insight into Magink's Digital Ink and various other competing billboard technologies
• To discuss outdoor advertising and the challenges for Digital Ink to emerge as the technology for the future.

Keywords :  Magink Display Technologies Inc; Mitsubishi Electric Corp.; Digital Ink; Outdoor advertisement; Advertising industry; Billboards; e-Ink Corp; Gyricon; LED (light emitting diodes) technology; Display boards; Innovation Management Case Study; Multiple revenue streams; Clear Channel International; Point of purchase (POP) displays; Smart paper; Promotional displays

Contents:

• Existing Technologies for Billboard Displays
• Magink Billboard Displays
• Magink's Advantage
• Future Challenges