Home Indian Startups Startup Pickcel Want To Be The Cloud Based DIY Digital Signage for Communication & Marketing

You’ve of course seen those TV sets in restaurants, doctor’s waiting lounges, railway stations, airports, coffee shops – the ones where regular TV programming is interspersed with informational or marketing messages.pickcellogo, less than 6 months old at the time of writing this, has a technology solution that lets you do that, and much more. A few corporates (like HUL) are already using it, and more might be signing up soon.

What is Pickcel

Bangalore based Pickcel is a cloud based content delivery platform – both public and private options – and a device (Pickcel Player) before the TV set that syncs, stores, schedules (alongside DTH content)  and plays content as asked to on the TV, even when it’s offline.

Pickcel : How It Works
Pickcel : How It Works

In their own words:

“Pickcel is a simple cloud based digital signage solution and offered as a service. Pickcel deployment is hassle-free, quick and without any additional IT overhead. Just four steps, and you are up and running with your Digital Signage Solution.

  • Connect Pickcel Player with Display

  • Get Online Account at

  • Create Content Online

  • Publish Content to Targeted Displays”

They also have an interface that allows you to create content. We didn’t try that out, but it’s an important feature for a DIY communication platform.

Thanks to the Pickcel Player, there’s granular control of what to play per TV set, or a group of TV sets. The player can connect to the cloud based service through 3G as well.

Pickcel : Use Cases

This is the big challenge for Picksel ahead. They’re currently pitching it – and indeed selling it – as an internal communication and in-house marketing. That’s a good use case, but there’s a lot more that can be done with this technology offering – location specific advertising being one. Also, Picksel has chosen to go to market with the technology offering thus far rather than with a specific set of solutions or a service packaged around it. The acceptance of the solution at a wider scale might depend on how well they do this.


Pickcel also has an app based approach for mobile devices, both for in-house communication using customized apps as well as for location based advertising using their own generic one. This, of course, is delivered directly by the cloud based content delivery service.

Pickcel was launched on February, 2014 and has been deployed successfully in FMCG, IT & Healthcare unit.

“Our endeavour is to partner with System Integrators to widen our market reach to Financial Institutes, Hospitality, Healthcare, Retail and Government sectors. Our Vision is to reach 10,000 node implementations by end of two years. We also envision leveraging our technology and diversifying towards revenue generation through OOH model. In this regard we are first attempting towards building a network of screens which will promote neighbourhood advertising.”

This is an interesting play, and early days. Monetization will be a challenge as a pure play internal tool that has no direct revenue or efficiency impact for businesses, even as enterprises find it very useful and adoption increases. But we’re guessing the solutions and business model will evolve over time, and we may see interesting services on offer as well, either independently or in partnership with other media agencies, OOH vendors and the like.

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