(Norwell, MA) July 30, 2002… CAP Ventures carried out a six-day European survey to discover the extent to which narrowcasting is being adopted and for which applications it is being used in Europe. Research indicates significant growth in the market over the next 2-3 years. The highlights of the study are available in a CAP Ventures white paper entitled Narrowcasting Developments in Europe.  

Several important findings include:

• The European market closely resembles the U.S. narrowcasting market in that this very early stage in the market’s development. Most of the players are start-ups or newly-established business units.    
• Successful implementations with the right message and the right environment have reported an increased turnover of 40% once a screen was installed.    
• As narrowcasting becomes more commonplace, early entrepreneurs who have locked-in business will own a very valuable commodity.    
• Major chains (Deutsche Shell, Boots the Chemist, Jewson & Graham), major brands (BT, Nestle, Virgin), and major media companies (Maiden Outdoor, Viacom) are piloting systems or have implemented narrowcasting systems in Europe.

The participants in the survey are categorized as Software/Technology providers, Network Operators, Users, and Display vendors. Participants were asked a series of questions about the narrowcasting market. This white paper highlights the results of those interviews. 

The Narrowcasting Developments in Europe study is the fourth in a series of new reports from CAP Ventures on the narrowcasting market. Other studies and white papers CAP Ventures has released on the narrowcasting market include:

• Narrowcasting in Public Spaces: The Outlook for Out-Of-Home Television and Digital Signage    
• Narrowcasting in America: Overview and Outlook 
• Large Format Electronic Displays Represent the Third Stage of Signange: Narrowcasting in Public Spaces is a New Media Category

The results of this white paper are available immediately to clients of CAP Ventures’ Visual Communications Technologies Consulting Service. To learn more about these studies and reports or to make a purchase, please contact Allison Hadley at (781) 871-9000, ext. 208 or allison_hadley@capv.com.

CAP Ventures is a strategic consulting firm for providers and users of business communication technologies and services. We deliver key research, analysis, forecasting, benchmarking, and strategy recommendations to make a competitive difference in our clients’ businesses. Additional information about CAP Ventures is available on the Web at www.capv.com.