공공 공간 스마트사이니지의 개인 맞춤화 서비스 전략 연구

Abstract

Background Along with the trend toward a non-face-to-face society due to the COVID-19 pandemic, smart signage that incorporates IT technology and supports interactive services through networks is replacing traditional signage in various parts of society. Smart signage, which provides customized services based on personalized experience, is increasing in public spaces beyond the commercial realm, but smart signage that applies customized services suitable for public spaces is relatively lacking. The purpose of this study is to examine the concept of smart signage and customized service of smart signage and to present a strategy for the development of smart signage in public space through case analysis of smart signage in public space. Methods The research method was conducted through literature review and case analysis of smart signage. First, the concept and current status of smart signage were examined. Second, the concept of customized service of smart signage was examined. Third, the characteristics and cases of using smart signage in public spaces were analyzed. Result Four personalized customized service strategies were derived that combined the characteristics of smart signage with the characteristics of public space. The four major strategies are increasing real-time user interaction technology by applying universal design principles, expanding public content with personal data connectivity that complies with privacy protection regulations, building organic customer journey content based on public data, and using as media for artistic expression. Conclusion The most important point in the customized service strategy of smart signage for public space is to maximize user use as an extension line of public services. To this end, it is necessary to utilize the strategy presented through this study. As the smart signage of public spaces applied with the strategy of this study expands, public services are expected to further develop both qualitatively and quantitatively.