Digital channel "out of home" entertainment in airports





Trasporti & Hospitality,

Solutions technologiques

Digital Signage,


ICMoving founded in 2009 aims to create the first Italian outdoor TV network in the airports. The company ambitious project envisioned a network that would display a high quality content-mix of news and local information, combined with entertainment and advertising.

The roll out is made in 2009 but the problems related to the network management are risking to compromise the entire business project.

IcMoving looks for a system that can satisfy its business requirements; after a thorough research, the company conclude that M-Cube can provide the winning solution, based on the Scala software system.

IcMoving required a reliable, stable and flexible platform, able to maintain a high standard performance anytime and anywhere. In addition, the system would have to be capable of growing in sync with the expansion that the company’s management had in mind — becoming “The airport outdoor TV channel in Italy.”

“When we evaluated the level of the Italian digital signage market at the start of our project, it became clear to us that we had to avoid all nonprofessional and homemade content management systems,” said Marco Musacchio, ICMoving Managing Director. ”We started to look for a system that could be the basis for a network that was to be implemented nationwide in Italy and could guarantee maximum efficiency and reliability. Plus, it needed to be possible to customize media contents according to specific local needs.”

ICMoving finds in M-Cube the winning solution. M-Cube develops the network based on the digital signage platform SCALA.

Scala is well known in the market as the most reliable digital signage software, providing a solid, reliable platform that is able to handle an unlimited number of monitors at different locations without losing quality or efficiency. It has the flexibility to broadcast “one-to-many” and “one-to-one” information simultaneously. A feature ICMoving uses to broadcast general information across the entire network, and location-specific news to a single monitor.

M-Cube was able to migrate ICMoving’s complete communication network from the old system to the new Scala platform with minimal disruption, in less than a month. In addition, M-Cube has developed an impactful graphic design concept for the network.

The IcMoving digital out of home airport infotainment network is now present at Roma Fiumicino, Milano Malpensa, Milano Linate, Bergamo Orio Al Serio, Venezia Marco Polo and Treviso Canova airports.
The ICMoving Channel has a higher stability compared to the old network and the time needed to update content is significantly lower than before. The improved network showed immediate results. ICMoving figures show a 100-percent advertising turnover increase in 2010 compared to 2009.

Thanks to Scala and M-Cube, we reached an 80-percent reduction in malfunctions compared to the previous platform used, and it is much easier to do remote monitoring and react on problems that could occur at the various locations.

Musacchio said.