FEATURE
ELEVATING THEMESSAGE
How is Elevision revolutionising resident communication? Tomorrow’s FM caught up with the company’s Founder, Niall Sallam, and UK Managing Director, Jamie Ball, to find out more.
Trying to reach residents and tenants effectively has long been a daunting challenge for facilities managers. Communication is a key but often overlooked part of the job. And it can be frustrating when leaflets stuck on noticeboards and posted through the door, or reminders sent via email and Whatsapp groups, seem to be routinely ignored. So how can FMs get this critical information across to residents better?
Step forward Elevision, a Digital-Out-Of-Home (DOOH) media company that believes it can solve this very problem by installing its digital screens in lifts. Using the firm’s proprietary ComConnect platform, they say FMs can upload important messages that residents will finally find hard to ignore. This could be anything from scheduling weekly bin collection reminders to real-time updates on building works as well as community news and events.
“The location of our screens is crucial – it’s our USP,” says Jamie Ball, Managing Director UK of Elevision. “Placing them in the lifts is a deliberate, strategic, decision because that’s where you’re going to get the most engagement. Generally, people don’t tend to want to talk to each other in the lift, and Elevision provides the perfect distraction while keeping them engaged and informed.”
Not only this, but the premium 19-inch LCD screens – which also show advertising - capture residents’ attention with high frequency multiple times daily, he says.
Founded in Dubai 13 years ago, Elevision owns and operates one of the largest DOOH networks in the UAE. This year, the company launched in the UK – where it
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became the first in the country to install DOOH screens in residential lifts. In partnership with international property developer Oxley, under Ballymore management, Elevision screens have been installed in 63 buildings within the Royal Wharf waterfront village in East London.
Central to the company’s success has been its ad-revenue funded model, says Ball, who joined the company two years ago to lead the UK launch. It means the whole service is not only free-of-charge for its property partners – but also income generative for them, with the money from advertising shared with those running the building.
“It’s a zero-cost solution - hardware, installation, and maintenance are all covered by Elevision,” he says. “As much as we’re helping with a communications solution, the idea that managers could generate some revenue off the back of it as well is a real sweetener. We’re not talking millions, but it is enough to make an impact against, say, service charge inflation.”
The adverts – which all follow the Advertising Standards Authority guidelines - show both national and hyper-local commercials, from premium brands to the local fish and chip shop. They are all run by Elevision’s own in-house team. So too is the infotainment, such as travel updates and local news. Tailoring this to residents is crucial to ensure the screens remain effective, says founder and CEO Niall Sallam.
“Residents increasingly want to feel connected with the people around them, as well as the services and amenities. They don’t want to be just a box in the sky.
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