Article

IBM launches new Anyplace kiosks

Electronics giant adds wireless Internet and 3-D imagery to kiosk.

October 7, 2007 by Kiosk Marketplace

IBM's popular Anyplace kiosk isn't exactly at the point where it does anything. But it's getting closer.

  

Seeing and projecting significant growth in a marketplace where people desire to do for themselves, IBM Corp. is rolling out a new generation of its widely-used kiosks with technology such as wireless Internet access, 3-D imagery and other capabilities aimed at putting more convenience and control at users' fingertips.

  

The New York-based company expects the rollout, unveiled Sept. 25, to attract a new wave of self-reliant, tech-savvy users while satisfying the growing needs of an ever-demanding public.

  

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Analysts predict the effort will further revolutionize the booming kiosk industry.

  

"It sends a message to the industry that kiosks are actually vital and interesting parts of the overall shopping experience," said Rob Garf, vice president of retail strategies for Boston-based AMR Research. "Their offering speaks to usability and customer acceptance. It's not this cumbersome piece of hardware, but technology that can help the consumer."

  

Worldwide distribution of the enhanced machines began this week with a number of companies lining up to purchase the equipment, said Juhi Jotwani, IBM's director of marketing and strategy for retail store solutions.

  

Growing self-service

  

The next-generation Anyplace kiosk rollout stems from an IBM-initiated study that detailed the rising popularity of self-service kiosks. The report, which surveyed 1,000 U.S. consumers, found a 50 percent jump in use of the machines over the past year. And 70 percent of those polled said they expect more from self-service options.

  

The survey also found most people use self-service devices because they translate to spending less time in line, they are relatively easy to use and they provide privacy for certain transactions.

  

In addition to the kiosk upgrades, IBM also announced a new strategy to pool the ideas of businesses for future development and unveiled a new line of point-of-sale and self-checkout systems designed to smooth the process of changing product prices, initiating special offers and incentives for customers at checkout and customizing the software to their needs.

  

Greg Buzek, president of IHL Consulting, said the new systems could have a significant positive impact on businesses looking to market their wares and services outside their stores. For instance, a company without a store in a mall can broaden its reach by setting up a kiosk in a mall that enables shoppers to peruse items they sale and purchase them via the machine.

  

Buzek also sees opportunity for companies to place kiosks in stores selling their products that can provide instant information and details about the goods. And with a wireless connection that does not tap a store's own setup, businesses, many of which previously expressed concern about security risks, only have to provide power to the machine. 

  

"I've been going back and forth trying to fix a faucet," Buzek said. "If I would've had a kiosk to say, ‘What is this piece called and where do I find it,' that would be very valuable to me."

  

Increasing user-value has driven IBM's latest advances. Graphics capabilities allow companies to show video clips such as how-to lessons, and the imagery is set up for users to enable certain keys that provide a three-dimensional view of a product, setting or environment that traditional machines lack.

  

"We've just cracked the surface of the opportunities," Jotwani said. "I see kiosks becoming pervasive and using them in many aspects of our lives. They're about making our busy lives simpler."

  

Kiosks: Anyplace, anywhere in the future

  

As use of ATMs rose in the late 1970s, companies such as IBM saw further everyday uses for the machines. The company ventured into the related self-service kiosk field some 20 years ago. It quickly vaulted to industry-leader status, devising landmark technology that gave consumers more control in the marketplace. The company's machines and software, most notably the 4-year-old flagship Anyplace kiosk, are commonplace in businesses worldwide.

  

The introduction of the Anyplace kiosk, with sizes ranging from 15-inch to 19-inch screens, afforded businesses versatility in squeezing the products into small spaces or making on-screen visibility greater for customers. The machines, outfitted with 40GB hard drives and slots for memory upgrades, represented a significant leap forward in the self-service arena because the components — screen, functional parts and card-processing swipe slot — were encased in a single shell.

  

The idea for Anyplace stemmed from feedback from IBM customers who sought a self-service device smaller than those that existed and could withstand the harshness of a consumer environment. The company sought to create a unit with the power and capabilities of a personal computer but lacking its bulkiness.

  

After 18 months of development, Anyplace was launched in January 2005 and quickly put into use worldwide. The units have an expected product life of seven years in public environments.

  

"They're built like a tank," said Bruce Rasa, self service team leader for Anyplace kiosk. He was part of the machine's development and implementation team.

  

While a number of companies and industries took part in pilot kiosk programs early on, most opted to see how the technology would catch on. But as more and more consumers began to gravitate toward the equipment, starting with bank ATMs, those businesses initially deciding to look on from the sidelines have since entered the market by installing self-service equipment.  

  

IBM does not disclose specific sales figures, but Rasa said tens of thousands of Anyplace kiosks have been sold since its introduction.

  

IBM officials say they anticipate their technological upgrades will make Anyplace an easier sell and will usher in more widespread uses to include non-retail sectors, such as healthcare facilities that could allow patients to look up information and companies that could position machines at off-site areas to communicate with employees spending much of their workdays there.

  

The new Anyplace kiosks have been in development for 18 months. The updated models feature screens as large as 19 inches, run on less power and allow for advertising. A digital marquee also can be positioned atop the kiosks for running messages or special offers.

  

The machines are built with the environment in mind, IBM officials say. Powder coating has been used instead of paint on many metal and plastic parts to prevent potentially harmful emissions that can occur in the painting process. And the machines have been designed with expansion in mind so upgrades are possible to prevent companies from having to discard the products years from now.

  

Garf considers IBM's technological progression part of the natural evolution of the kiosk. He anticipates further advances in the coming years.

  

"With any technology, the sky's the limit," Garf said. "As soon as the technology gets out there, there is newer stuff being planned."